The paper "Communication Strategy to Promote Range of Brown Sugars" is a good example of a case study on marketing. There is a strong reason for the Chelsea Sugar Company to proudly boast of its brand Chelsea Sugar, for it is an iconic brand name in the true sense, and the company has continued to occupy its place amongst the top 100 companies of New Zealand for the last several decades. Operating under the name of the New Zealand Sugar Company, Chelsea Sugar is a product that appeals to the consumer in a very sweet, emotional and sensual manner and is a household name in the country, having gradually diversified into several sugar-related products that range from sugars for everyday use such as normal white refined sugar, raw sugar, icing sugar and organic raw sugar to more varied and specialty sugar products like baking syrups and syrup toppings.
Its range of brown sugar includes a lot of variants that can be suited to the palate of all age groups and segments, such as, raw sugar, organic raw sugar, soft brown sugar, dark cane sugar, coffee sugar, and demerara sugar.
The excellent brand image of the company is strongly embedded amongst customers and it has established itself strongly not only in New Zealand but also in Australia and all the South Asian countries. The company boasts of all its products being suitable for vegetarians and being Kosher and Halal certified and satisfactorily meets the demands of its national and international customers. A major strength of the company lies in its proactive strategy of being well equipped with comprehensive market knowledge as also in meeting the needs of its customers.
It operates in an environment that is internationally competitive especially in view of the deregulation of the sugar industry done by the New Zealand government in 1986, whereby the New Zealand Sugar Company has to operate in a market that is exposed to free-market forces internationally. Most sugar companies in the world enjoy the patronage of local governments by way of tariffs, quotas and license systems to discourage import of foreign sugar, but in New Zealand, Chelsea Sugar continues to be the market leader despite such challenging circumstances, which is indeed the core strength of the company. In the present business circumstances of an almost perfect competition scenario prevailing in the world sugar market, and an overabundance of production by the top sugar producers of the world that comprise of countries such as Brazil, India, USA, and Australia, the sugar prices are very competitive and sometimes they are very volatile to an extent that excess production of sugar is virtually dumped in markets at prices that are lower than the cost of production.