Camu Camu in Peru – a Case Study Analysis

Camu Camu in Peru – A Case Study Analysis

Submitted by: Ammar Elasi

Submitted to: Gardner-Web University

Camu Camu in Peru

        Camu Camu is one of the key nutrients which is considered as the richest source of vitamin C, according to Amazon. This nutrient also contains iron, potassium, phosphorus, and calcium. There are also health benefits of camu camu (Czinkota & Ronkainen, 2012). For instance, it cures and prevents influenza and also strengthens the nervous system. The nutrient has an anti-inflammatory effect. This report analyzes the case “Super Foods: Camu Camu in Peru” by discussing the key themes from the case.

        Alternate Use of Camu Camu

        The Novel Food Regulation (EU) defines novel food as such ingredients of food which were not utilized for consumption for humans to an important degree within the European Union before 1997. One of the clinical judgments has showed that Camu-Camu juice might have powerful anti-inflammatory as well as anti-oxidative properties in comparison to tablets of Vitamin C that contains equivalent content of Vitamin C. As an alternate use, Camu Camu can be used as nutritional supplement as well as it can be used as a cosmetic product because of its properties.

Brand Strategy of Navitas in the US Market

        In order to enter into the US market, Navitas Ntaural utilized the global branding strategy. Adopting this strategy has offered Navitas higher competitive advantage over the local brands. It has gained global status and high prestige as well as higher brand esteem. The company has used the strategy of product adaptation in order to remain desirable in the eyes of US consumers. In US, most of the consumers have a significant health issue of increasing the rate of obesity within the population. Through product adaptation, Navitas is positioned as a supplier of products of superfoods that helps in reducing the obesity rates and that has also suited with the desired lifestyle of consumers. To adopt Camu Camu in the US market, the brand strategy is focused on sociocultural values of US consumers of eating healthy (The Huffington Post, 2016). The brand has effectively grabbed an advantage of the boom of organic lifestyle among US consumers as a result of which Navitas has positioned Camu Cami as an exotic alternative to other supplements of health.

Recommendation of Navitas Brand Strategy in US Market

I think Peru can use certain aspects of Navitas' brand strategy yet they have to differentiate themselves. In its brand strategy, the key elements in US must include offering high quality super foods, educate consumers and social responsibility. Additionally, what I think is that Navitas can use the standardization strategy because the marketing environment of US is comparatively different in contrast to Peru. Also, Navitas need to tailor the brand image according to the perception of foreign market which focus on the core values and preconceived notions of consumers regarding the value of product. In US, Navitas can be introduced as dietary supplement while in Peru it was positioned as essential minerals and vitamins. Navitas must also need to design its brand strategy based on foreign competition as this will help to accommodate the rivalry present in US.

Strategy Recommendation to other US Importers of camu camu

Definitely, I strongly recommend that this strategy must also be adopted by other importers of camu camu in US. Other herbs which can be found in Amazon include Chanca Piedra, Sangre de Drago, Cat’s Claw and others. It is recommended taking into consideration that herbs are beneficial to health and there are no side effects just like camu camu. On the other hand, what I believe is that importers of camu camu in US can also conduct situation analysis and examine whether there is a gap for Amazon herbs or there is market opportunity present.