Ricola Marketing Strtegy

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Sharee’ Jones
Marketing Business 340
October 17, 2011
Ricola: Herb Throat Drops
Dr. Joyce A. Hunter

The mission statement for Ricola is, “Uncompromising excellent quality is the basic standard for all company decisions and practised company-wide. High quality basic ingredients are naturally a priority for Ricola. This includes careful processing methods to produce the different herb specialties. Herbs are therefore cultivated in the Swiss mountains using organic farming methods. No Ricola herb farmer uses pesticides or herbicides to cultivate the herbs. This has been our practice for decades: Ricola relied on organic farming long before it became fashionable. Ricola pays particular attention to the quality and natural condition of other basic ingredients and uses no artificial colorings or flavorings.” Ricola Ltd is one of the most modern and innovative manufacturers of herb drops in the world. Ricola herb specialties are exported to more than 50 different countries and are famous for their fine Swiss quality. In 1930, master baker Emil Richterich founds the confectioners Richterich & Compagnie in his native town of Laufen, a rural town near Basel, Switzerland. Together with his employees, he starts developing a series of herb drop specialties that are sold around the region. In 1940, Emil Richterich first creates the famous Ricola herb mixture for the Swiss Original herb cough drop still in production today. The unique square-shaped herb cough drop and well-balanced taste of natural medicinal herbs becomes the iconic product that is responsible for the global success of Ricola Ltd. Ricola expands its distribution worldwide during the 1970s. Asian markets such as Japan, Hong Kong and Singapore are added. The first steps are also taken to launch in the USA. Ricola introduces more ranges of herb specialties such as herb tea and the sugar-free herb Breath Mints. New flavors such as Lemon Mint and Orange Mint win more customers for Ricola herb drops....
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