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Weetabix case study - using innovation to stay ahead in a competitive mature market

http://www.companiesandmarkets.com/Summary-Company-Profile/weetabix-case-study-using-innovation-to-stay-ahead-in-a-competitive-mature-market-45767.asp

Report Summary

Introduction

This report on Weetabix forms part of a case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has stayed fresh in a market which is becoming increasingly driven by changing consumer preferences.

Scope



Highlights



Reasons to Purchase

  • 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

    • Table of Contents

    1
    CATALYST 1
    SUMMARY 1
    ANALYSIS 2
    The competitiveness of the breakfast market has resulted in Weetabix using a health positioning to drive growth 2
    Weetabix is a long-standing favorite brand with UK consumers 3
    Weetabix has improved the healthiness of its products to appeal to a more health-conscious society 3
    Weetabix has added more healthy ingredients to its products 3
    Weetabix has also reduced unhealthy elements of its cereals 3
    Through Weetabix Week, the company suggests various ways of eating Weetabix in combination with other ingredients, to boost both its health and taste profile 4
    Weetabix has turned its attention to increasing consumption by children 5
    Weetabix's association with the popular Disney brand has created a range of healthier cereals for young children, but these have been criticized for a high sugar content 5
    The company claims to target parents, not children, with its cereal promotions 5
    Weetabix has used feedback and strong innovation concepts to remain competitive 6
    Weetabix campaigns have successfully captured the public imagination and won favor with local farmers 6
    Weetabix has launched new products based on emerging market trends 7
    Oats have been identified as a crucial ingredient, both in the hot and cold cereal markets 7
    Weetabix Gold looked to capture a consumer group who demand premium products, to little success 8
    Criticism of Alpen - a leading brand from Weetabix - resulted in a complete brand reinvention 8
    Kellogg's is dominating the cereal bar market, with other brands working to catch up 9
    APPENDIX 10
    Case study series 10
    Methodology 10
    Secondary sources 10
    Further reading 10
    Ask the analyst 10
    Datamonitor consulting 11
    Disclaimer 11
    List of Tables
    Table 1: Weetabix has an extensive portfolio of cereals available in the UK 2
    List of Figures
    Figure 1: Weetabix has received praise for its Weetabix Week campaign for its help in generating increased consumer purchases 4
    Figure 2: Weetabix Wheat Art competition was designed to strengthen the company's relations with farmers 7
    Figure 3: Weetabix's Alpen brand has responded to increasing competition in the muesli market 9