2008-09-08 17:57:02 -
www.researchandmarkets.com - Research and Markets (www.researchandmarkets.com/research/1ab322/mr_kipling_case_st) has announced the addition of the "Mr Kipling Case Study: Refocusing on Key Trends" report to their offering.
This report on Mr Kipling forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It focuses
on how the UK cake brand has responded to new consumer trends, predominantly health, in order to keep the longstanding brand relevant to modern consumers.
Key reasons to purchase this title
- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
Key Topics Covered:
CATALYST
SUMMARY
ANALYSIS
The UK cakes & pastries market is strong, but its core customer is mature
Mr Kipling now targets key trends, to attract a younger customer with less formal offerings
Mr Kipling's owner, RHM, was bought by Premier Foods in 2006, following a brand overhaul
The company introduced the Delightful range in 2006 to address the need for more healthy offerings
The whole Mr Kipling range was also overhauled to have no artificial colors or flavorings
The company rejected traffic light labeling in favor of GDA amounts, so that its range wouldn't appear so unhealthy
The new strategy has contributed to strong growth in 2007, buoyed by NPD
NPD is seen by the company as essential to keep future growth momentum going
The companys new cake range, Cake Bites, addresses key trends of on-the-go, health and sharing
A new brand slogan and advert was conceived to help emphasize the ranges new modern and informal approach
Although, the new marketing approach has not pleased everyone
Mr Kipling will need to ensure tradition is maintained along with more modern trends if it does not want to similarly backtrack
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Disclaimer
List of Tables
Table 1: Mr Kipling cake range
List of Figures
Figure 1: Mr Kipling Delightful range contain fewer calories and fat than its conventional range to capitalize on the health trend
Figure 2: Mr Kipling has introduced a new Cake Bites range, along with new marketing featuring a new tagline and nature-inspired advert
For more information visit
www.researchandmarkets.com/research/1ab322/mr_kipling_case_st
Source: Datamonitor
Research and Markets
Laura Wood, Senior Manager
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