Brannigan Foods

5893 Words Feb 24th, 2015 24 Pages
Brannigan Foods: Strategic Marketing Planning

Advanced Marketing Management
October 26, 2014 Table of Contents
Introduction………………………………………………………………………………………..3
Soup Industry……………………………………………………………………………………...3
Brannigan Foods…………………………………………………………………………………..5
Competition………………………………………………………………………………………..7
Buyer Behavior……………………………………………………………………………………8
Segment Analysis………………………………………………………………………………….9
SWOT Analysis………………………………………………………………………………….11
Product Life Cycle……………………………………………………………………………….12
Growth-Share Matrix…………………………………………………………………………….14
Srikant Tipha, Category Manager - Simple Meals, “Heart Healthy” Soups Dry Soups………...15
Claire Mackey, Director of Finance and Planning……………………………………………….17
Anna Chong,
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All of the latter categories increased sales in 2011 with frozen soups having the largest increase at 70% (Exhibit 1). The industry recognized steady growth between 2005 and 2008, which was largely attributed to price increases. From 2009 to 2010 sales waned, and have continued to decline (Patterson, 2011). Although overall sales are dropping, there are key markets within the industry that are resisting these downward trends.
Market Trends Key trends within the industry include: growing concern over obesity rates, baby boomers and senior consumers (over 60) looking for healthier low-sodium solutions, and demand for convenience products. The latter specifically addresses the needs of working mothers (Exhibit 1). Obesity rates have been rapidly increasing in the U.S. More than one-third of U.S. adults (35.7%) and approximately 12.5 million (17%) children and adolescents aged 2—19 years are obese (http://www.cdc.gov/obesity/data/facts.html). This has created increased demand for more healthy-living solutions. Baby boomers and senior consumers are also looking for healthier soups especially in regards to low-sodium options. In a 2009 survey by Mintel, among respondents that said health was an important factor when buying soup, 68% purchased low-sodium soups (Meszaros, 2011). Thus, making low-sodium the most important factor when choosing healthier alternatives. Low fat was the second most important factor at 55%. In order to address the

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