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Weetabix case study - using innovation to stay ahead in a competitive mature market (Datamonitor)
- Market: Consumer Goods
- Published Date: 06/09/2008
- Report Title: Weetabix case study - using innovation to stay ahead in a competitive mature market
- View Report Summary: View Report Summary
- Report Type: Company Profile
- Country: Global
- Number of Pages: 11
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
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
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