Marco Knauf was Driving Back on the Autobahn from his Ski Trip in Switzerland - Economics Assignment Help

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Marco Knauf was driving back on the Autobahn from his ski trip in Switzerland. It was a late and snowy Sunday in March 2017. Skiing in Switzerland had shown him the interest of customers in health and lifestyle products. While in Switzerland, Knauf had visited some of the stores that had just begun selling the products of his company, True Fruits. While talking to the store managers, he learned that sales of True Fruits’ products had grown over 75 per cent. This assured Knauf that the company’s products were in great demand. Caught by an idea to increase sales in other countries, Knauf had texted his good friends and co-founders, Nicolas Lecloux and Inga Koster, about his idea. The following morning, the three agreed that Knauf would prepare a presentation for the next board meeting, outlining their internationalization strategy for the next few years by identifying major European markets to enter. Despite being a mid-size German company and already having a presence in three European countries, Knauf faced the challenge of coming up with a sound international expansion plan to exploit growth opportunities. COMPANY BACKGROUND True Fruits was founded on June 26, 2006, in Bonn, Germany. The three founders, Koster, Knauf, and Lecloux, had successfully competed in an innovation competition that attracted investors and enabled the launch of their first four smoothie products. The idea to produce smoothies had been generated during a semester abroad in Scotland. Between nights out, rainy trips to the Highlands, and convoluted lectures, they discovered smoothies at local supermarkets. At that time, smoothies did not exist in Germany. The founders’ launch of four different smoothie flavours in November 2006 made them the first German smoothie producer (see Exhibit 1 for company logo). Their products were first available at cafés, bars, gyms, and the Petit Bistro shop from Aral (a German gas station). True Fruits’ sales were approximately US$40 million1 in 2016, and they employed 25 employees at their headquarters in Bonn. Knauf was managing director of sales and chief executive officer; Koster was chief financial officer and responsible for product development; and Lecloux was chief marketing officer. 1 All currency amounts are in US$ unless otherwise specified. Page 2 9B17A058 This document is authorized for use only in Irfan Tariq's International Business Operations at University of Adelaide from Aug 2019 to Feb 2021. Although Knauf was chief executive officer in name, all three founders shared those tasks. Even though the founders held the major positions, True Fruits had a very flat hierarchy. THE MARKETING SECRET True Fruits’marketing department wasinnovative when it came to attracting customers’attention. In 2012, True Fruitssuccessfully launched an initiative to refurbish used bottles, and applied creative ideas for this through an online competition called Upcycling. Two years later, the company took the initiative a step further by developing stainlesssteel bottle toppers. These could be used for a variety of storage options(see Exhibit 2). True Fruits offered limited editions of bottle designs for special occasions and thereby tried to incorporate new marketing strategies with tested products. Limited editions were launched in 2010 with the “düstere Burlesque-Flasche” (gloomy burlesque bottle), and the “Strenesse” (named after a local fashion brand) in 2011. One year later, a special edition was launched for the company’s fifth anniversary: a bottle showing the company’s history. In 2013, True Fruits launched the first limited edition to come as a double; Limited no. 4.1 and 4.2 were designed by Mago Dovjenko, a young designer from Cologne. In the same year, True Fruits designed another limited edition—the measuring jug for the 750-millilitre (ml) bottle. True Fruits waited two years before releasing another limited edition, the black edition. The Indian design no. 7 introduced the curcuma root. In 2016, True Fruits celebrated its 10th birthday with another limited edition, a bottle painted in gold. The latest limited edition, the camouflage, was launched in April 2017—the first time True Fruits had produced a limited edition for a green smoothie.

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