Goody Peanut butter - Making Kids Active, Smart & Strong

This case shows how Goody peanut butter, Saudi Arabia's market leader with a 63% share, generated further sales growth by increasing overall consumption of peanut butter.

Goody Peanut butter – Making Kids Active, Smart & Strong

Suleman AbdullahPromoaction DDB

Strategic Challenge

Background

The Kingdom of Saudi Arabia (KSA) is the largest country of the GCC region – making up almost half the GCC population. The mainly urban population of Saudi Arabia is skewed towards youth with over 50% of people under the age of 23 years.

With a high overall standard of living and consumer purchasing power, the KSA food market is very competitive and has a wide variety of local and imported food brands offering products in various categories. Goody is one of...

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