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Awdsdsa Essay

5173 words - 21 pages

 

BRANNIGAN
 FOODS
 
STRATEGIC
 MARKETING
 
PLANNING
 


 


 


 


 

 

 

 

 

 

 

 

 

 
IE
 Business
 School
 
Juan
 Manuel
 Restrepo
 Davies
 

 Concepción
 Aragonés
 Cabeza
 

IE
 Business
 School
 

PROBLEM
 STATEMENT
 

 
Bert
  Clark,
  vice-­‐president
  and
  general
  manager
  of
  Brannigan
  Food
  Soup’s
  Division,
  has
 
to
 decide
 which
 of
 the
 four
 alternative
 plans
 his
 team
 members
 have
 proposed
 should
 
be
  implemented
  in
  ...view middle of the document...

 

 
The
  most
  profitable
  product
  category
  this
  division
  has
  is
  the
  Ready
  to
  Eat
  Soups
  (RTE),
 
which
 accounts
 for
 a
 total
 of
 71%
 of
 the
 total
 revenues,
 ($210MM
 in
 total).
 The
 Soup
 
Division
  has
  other
  product
  and
  brand
  segments
  such
  as:
  Dry
  Soups,
  Healthier
  Soups
 
and
 the
 Fast
 &
 Simple
 Meals.
 
 

 
Five
 years
 ago,
 a
 soup
 company
 named
 Anabelle
 was
 acquired
 to
 broaden
 the
 range
 of
 
products
 offered
 by
 introducing
 the
 Fast
 Meal
 category,
 and
 the
 strategy
 that
 has
 been
 
followed
 during
 the
 past
 few
 years
 has
 been
 to
 strongly
 invest
 in
 Dry
 Soups,
 Healthier
 
Soups
 and
 the
 mentioned
 Fast
 Meals.
 

 
Regarding
  brand
  awareness
  and
  value
  perceived
  by
  customers,
  Brannigan
  is
  behind
 
competitors
 in
 the
 following
 aspects:
 
• Health
 trends
 
• Diet
 claims
 
• Convenience
 offerings
 
• Flavors
 –
 specially
 popular
 regional
 ones
 
• Seasonal
 products
 outside
 of
 cold
 weather
 
For
 retailers
 the
 company
 doesn’t
 seem
 innovative
 nor
 profitable.
 
 

 
Customers:
  A
  fact
  to
  point
  out
  is
  that
  Baby
  Boomers
  are
  the
  larger
  and
  most
  loyal
 
segment
  but
  they
  are
  getting
  older
  and
  their
  preferences
  are
  evolving
  into
  living
 
healthier
  lifestyles
  and
  consuming,
  in
  the
  case
  of
  the
  soup
  division,
  more
  salubrious,
 
low-­‐sodium
  based
  products.
  As
  a
  counter
  part,
  this
  added
  value
  is
  not
  perceived
  by
 
younger
 target
 segments
 of
 the
 population,
 which
 look
 out
 for
 other
 incentives.
 

 
In
 general
 terms,
 consumers
 are
 seeking
 for
 innovations
 in
 the
 sector
 and
 new
 flavors
 
as
 well.
 
 

 

Juan
 Manuel
 Restrepo
 Davies
 

 Concepción
 Aragonés
 Cabeza
 

1
 

IE
 Business
 School
 
Competitors:
  New
  small
  competitors
  are
  entering
  the
  market
  with
  more
  convenient,
 
healthier
  soups
  and
  new
  flavors,
  which
  are
  gaining
  popularity
  among
  customers,
 
specially
 the
 Mexican
 and
 Asian
 tastes.
 
...

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