Organo Gold’s New Marketing Approach Strategy

Coffee has become the second most consumed beverage after water with a total coffee production of 125.2 million bags based on the National Coffee Association. Organo Gold has utilized the rising trend through the integrated marketing structure to the individual sellers for the promotion of the coffee products.

Organo Gold was founded in 2008 by entrepreneur Bernardo Chua. It was through his joint effort with Shane Morand whose role currently is supervision of the firms’ direct selling platform. The operation of Organo Gold is managed through the Scientific Advisory Board. The firm has a connected network with offices in Canada and the United States of America.

Unlike other

processors in the industry, Organo Gold does not directly deal with the retail stores. However, it is concerned with the individual distributors of the coffee products. The individual distributors work on a commission basis based on their sales.

Organo Gold utilizes the multi-level marketing structure which features the promotion of the firm’s coffee products through the individual distributors. At the end of the day, both the distributors’ network, and the firm share in the profits forming part of the domino effect on the system.

With a distributed network that covers 45 countries, the firm has made a name for themselves especially with the Organo Gold Coffee. The product has set itself apart from the rest of the competition. Organo Gold also handles in the line of assortment of teas, body care products and nutraceuticals. The firms’ basis is on an energetic and healthier lifestyle through its products.

This is due to its infusion of ancient Chinese fungus into the coffee product. The Organo Gold coffee has been attributed to weight loss, a boost of the immune system, provision of antioxidants and an increase in the energy levels.

Organo Gold also produced four varieties of pre-brewed coffee packs including black coffee, café latte, café mocha and café supreme. They also handle body and beauty products through their health body management product line. The main features include the dietary supplements and the meal replacements.

The firms’ marketing approach through the global network has empowered loyal customers to grow their businesses through distribution. The strategy has expanded the firm’s reach to close to 50 countries.



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