Using this article....

1. Identify any two external forces that impact marketing decisions and briefly explain how Greenhouse is affected by each of these forces. Note that you only need to provide one Greenhouse specific example for each of the two external forces that you have identified.

2. With Greenhouses access to customer data, explain how Greenhouse can effectively use CRM to attract, retain and extend the value of its customers over the lifetime of the relationship.

3. Evaluate the effectiveness of Greenhouses glass bottle packaging in fulfilling the four basic functions of a package

Growing Greenhouse The Toronto-based brand started small and is now set to sprout up across Canada and beyond. BY MELISSA DUNNE n Yonge Street there's a near-constant din of Whe same juice brands have floundered over the years, screeching tires, honking horns and dining Greenhouse blossomed because of a unique retail strategy that sew bicycle bells. But tum off the busy street and ints it team up with like-minded brands. Much of the company's success Greenhouse's tiry peak-roofed house, and one feels in creating awareness for its brand stems from dedicated Greenhouse esil there walked into the soothing calm of a health store by the counters that it paced in unexpected places, like flower shops, indie ocean. Wth its wood floors, while-tiled wais and rows of drinks in cafes, bookstores and yoga studios. "We want to be everywhere our Almost every huc under the rainbow, the brand's first shop feels like customers look," says Knight something out of California, not Toronto. That's no coincidenca. Alang with pop-ups in places like the Art Gallery of Ontario, the Co-founders Emma Knight and Anthory Green were living in L.A. brand with Knight as its director of brand and marketing, Green as when the pair decided to export the cold-pressed juice craze to their the company's CEO, and third co-founder Hana James as operator) homctown. Greenhouse started making ar:d selling cold pressed juice now has 16 points of sale and employs approximately 120 people. out of its httle shop in January 2014. Since then the brand has grown Greenhouse handles marketing in-house. The creative department a cult-like foilowing in the Greater Toronto Area (GTA) and is now on includes Knight, ocacywriters, a des gner, a photographer and a the cusp of becoming a national brand. By 2020, Greenhouse aims to stylist. It also hired a field-marketing expert to bring all direct marketing havo 1,500 points of sale via its stores, as well as through distribution in-house earlier this year. deals with shops coth big and smali, across Canada and beyond. By mid 2014, Greenhouse started offering online retaling, 16 strategyonline.ca BOY fermented drink and cold pressed juice space in the past few years. The Canad an company's Celi-cool look, from its stores to its battles, has always been key to the brand's success. The original glass bottles, featuring a simple line drawing of its first store stamped on silwer-hued lids becarne synonymous with Greenhouse (the logo also appears prominently on the windows of some of the specialty stores that stock its products). Each bottle featured a fun flavour name, like Gold Rush, and its ingredients wera listed on the front of the bottle. Greenhouse debuted new new bottles this year, which now have brown-paper labels, with the names and ingredient Ists intact. The original brancing, packaging and environmental graphics were e conceived by designer , Sarah Dobson, and won a Wallpaper magazine design award in 2015. Obson's designs made Greenhouse instantly Instagrarmable. The brand now has more than 40,000 followers on the social media platform. "Wurd of mouth really helped us," re "recalls Knight. "And on Instagram - was a photogenic. brightly-coloured product, (so there was a kind of digitel version of word-of-mouth. But Knight and Green aren't enly focused on products that cok good, they want them to taste good and make customers feel good, too. Making high-quality drinks susing only natural and organic ingredients allowed the brand to sell its products at a premium. When Greenhouse fost launched, its products sold for between $2 for a shot up to $16 for a bottle of cold-pressed juice. Abroad range of city-cwelers from bip millennials to Baby Boomers were villerng to shell out, says Knight. And as the company cpands outside Toronto, the co-founders are confident Canadianis in smaller, suburtar markets will also have a thirst for Greenhouse products. Kright, who is the wice behind the brand, takes great pains to speak to a krued base of potential customers. The ex journalist ha t has a knack for writing snappy copy that appears on everything from store chalkboards to email blasts to to its Instagram feed. Kright's communicate that Greenhouse is a brand that welcomes everyone. "There's been a concerted effort to just be honest and forthright and do it all with a singular voce," says Graenwho used to work in the film industry in California. "At the end of the day we had initial success just by being who we are and it's just like, let's stay true to that." In !.A., Knight didn't like the vibe of the city's many juice shops, Winich she felt subscribed to a militart "all-or-nothing mentality." Greenhouse aims to be inclusive and spen-mindes - no sanctionanios vegans in sight. Its shops have a community feel, where customers are warmly greeted, and questions and sampling a are encouraged. While the store design and the product packaging have been important to the brand's siccess, sampling at its locations has been crucial to tuming curious lookie-loos into paying devotees. Kright explains winning over skeptical steppers means she and other staff kave spent icts of time "talking about what the product actually is, how we nake it.. It's really just been we're in the business of explaining. Knight will soon be doing more explairing thanks, in part, to Greerhouse's new 35,000-square-foot facility in Mississauga, Ont. Back in 2014 the market was floaded with Gold-pressed juice brands. Not all survived. Toronto's Union Juice shuttered in 2016. And in the U.S., Organic Avenue closed permanently in 2017. t's goal is te subscriptions and delivery. Online purchases now account for about Above, coskwise 10% of sales. And the brand has eight bricks and mortar stores, from left: Bottles of Greenmouse's Greenhouse products can also be found in specially stores, such Almondmikwapped as Pusateri's Fine Foods, The Big Carrot and Highland Parms. And inita new packaging recently, it bagan distributing its products in 24 GTA Loblaw stores. featuring brown-baper Slowy but surely , Creerhouse bas ewolved into a functional Takes The brand ofers beverages company, selling drinks in six categories, including: six types of functional cold-pressed juices, nutrilis, probiotic torics, hydrators, boosters and bevrages , including mini bottles of boosters; cleanses. Fuructional beverages are generally defined as any drink that Wood replicas of cairns to provide a health benefit to the consumer, such as kombucha. Giceruse's lirst lite The global market for functional beverages is set reach an estimated shonear Yorge Street, $105.5 billion USD by 2022, acouterg to Research and Markets. which inspired the Greenhouse used to compete marly agairst other local juice brands logo and name shops, such as Elx Juice Lab, Refuel Juicery and Village Juicery But, as the Greenhouse brand grows and expands into new categories, it's now in direct competition with more established brands, California- based GT's living Foods" kormbucha drinks, for exaridle, are sold alongside Greenhouse's pink-hued kombucha at Loblaw steres. The Toronto-based brand is also up against global behemiahs such as Starbucks, PepsiCo and Coca Cola, which have bought into both the strategy Chatober 2013 17 Greenhouse Cookbook Alice Co.," new battle labels simply read "Creerhouse," helping to clarify that the brand now sells everything from juice to kombucha to protein bars. The simple line drawing inspired by the store that started it all remains. The brand redesigned its packaging for national distribution, adding both French and English, nutritional information and bar codes, while there is more text on the packaging, the Cali- cool aesthetic remains. And as the brand goes from a cult following to reaching a mass audience, its co-founders knew they had to drastically recuce prices, while still maintaining quality. Sc the company, backed by a government ioan, developed a new manufacturing method called "ligh filtration, which ultimately means Greenhouse drinks now have a much longer sinele life and lower pice tag. Its beverages are now approximately 40% cheaper, ranging from $2 and $8. Greenhouse new bottled beverages will be sold in several big and small stores outside of Toronto, from national grocery stores in indie shops. "Our mission is to offer widespread access to plant-based products of the highest nutritional quality" Knight For now, the co-founders are laser-focused on bringing Greenhouse to the masses here in Canada. But eventually they'd like to open stores back in California, where the idea for a little cold pressed uice shop was first planted. ht explains Greenhouse drinks "Asich or But, there's still money to squeeze out of the Right, from top: Emme Gold-pressed juice category. In the U.S., the market Knight, Greenhouse's is set to reach $8.1 billion USD by 2024, according co-founder and director of brand and to a report from Wintergraen Research. There are no marketing, co-wrota readily avadable comparable stats on Caroda's cold- national best-selling pressed juice market, but Canadians are increasingly alent-based emibook: Durchasing 100% natural juice products worsus "juice Ore of Greenhouse's contain up to 24% actual juice sleck stores, located in nectars), says a Euromonitor Interational report. the heart of Toronto's financial district The co-founders also want to feed customers plant-based bites, as well as drinks. There's an ncreased appetite in Canada for plant-based food. A 2018 poll for Dalhousie University found 7.1% of Canadians corsider themselves vegetarians, and 2.3% sayt ay they're vegans. To feed this demo, Greenhouse now seils plant-based snacks. Ardits Union Station shop teamed up with Foodbenders to sell healthy meals. While Greenhouse remains focused on functional beverages, Knight co-wrote The Greenhouse Cookbook, ta help position her company as an authority on healthy eating and drinking As a result of its diversification efforts, earlier this year the brand debuted what it's cubbed "Greenhouse 2.0." While it was originally landed as "Greenhouse suratasy Odber 2018 19