GRØD: A marketing case study

Signe Lærke Nørager, Benjamin Frimand-Meier & Stine Vesterskov Laursen

Studenteropgave: Semesterprojekt


This project is a single in-depth case study of GRØD. Through interviews and theory it suggests how the branding strategy of GRØD must be to align with the vision of the company. Based hereon, a strategy of branding GRØD’s baby porridge is also sought to be found. The project concludes that the main point in GRØD’s vision is to generate a reinterpretation of porridge. However, this is not achieved to the intended extent, which is found to be caused by a missing definition of porridge from GRØD. All marketing should therefore complement the vision, and emphasis consistently be kept on the definition of porridge. This also counts for the brand extension of baby porridge, however with an explicit focus on the expectations and needs of the customer segment of the baby porridge.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato16 dec. 2013
VejledereJan Mattsson


  • Case study
  • GRØD
  • Entrepreneurship
  • Branding
  • Marketing