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Spiezia Organics: an SME marketing case study.

Rowley, Jennifer and Spiezia, Marco (2006) Spiezia Organics: an SME marketing case study. Marketing Review, 6 (3). pp. 253-264. ISSN 1469-347X

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Abstract

This article presents a case study that summarises the essence of the marketing strategy of Spiezia Organics, a small business in the skin and body care market in the United Kingdom. The first section introduces Spiezia Organics, explaining its origins, mission, policy and philosophy. Subsequent sections examine, respectively: • products, markets and competition, and the way in which the brand is used to capture Spiezia Organics unique selling proposition. • the dilemmas associated with the choice of pricing strategies that promote business success. • channels, in terms of their role in both distribution and marketing communication. The final section discusses the case study organisation from the perspective of the literature of marketing in small and medium sized enterprises (SME's). The article concludes with the proposition that relationship marketing has potential to be a viable and appropriate approach to the formulation of a marketing strategy that would act as a platform for an integrated programme of long term marketing actions.

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