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Gain Insight Into The Methods Used By Important Industry Players With Smart Balance Case Study: Building Brand Share in Functional Foods
DUBLIN, Ireland-(Business Wire)-September 5, 2008 - Research and Markets (http://www.researchandmarkets.com/research/9b6571/smart_balance_case) has announced the addition of the "Smart Balance Case Study: Building Brand Share in Functional Foods" report to their offering.
This report on Smart Balance forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has capitalized on the growing functional food market, as people look for quick fixes to improve their health.
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 1
SUMMARY 1
ANALYSIS 2
The functional food market is growing strongly, encompassing an expanding range of categories 2
Smart Balance has achieved strong sales since its 2007 takeover, as it attempts to create a $1 billion mega-brand 2
Established in 1999, the company achieved sales of $111 million in 2007 2
Smart Balance plans to become a mega-brand by expanding into new categories and distribution areas 3
The company has moved into non-dairy categories such as popcorn, cooking oil and peanut butter, as it attempts to gain an edge over its functional food rivals 4
A planned expansion into the milk market could be hindered by soaring commodity prices 4
Smart Balance plans to expand the brands distribution network to include college cafeterias, restaurants and other food service accounts 4
The company is targeting a younger age group with a well-funded marketing campaign 5
The company launched a $40 million marketing campaign in 2008 to promote its expanding range 5
Although its average customer is over 50, the company is targeting a younger age range through its new promotions 5
The new adverts stress the aspirational and motivational qualities of the range, to promote it as a lifestyle product 6
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
Disclaimer 9
List of Figures
Figure 1: The Smart Balance brand encompasses a range of dairy and non-dairy functional foods 3
Figure 2: The Smart Balance website mixes healthy eating advice with product information 6
Figure 3: Smart Balance advert for its milk features aspirational kitchens alongside comic elements 7
For more information visit http://www.researchandmarkets.com/research/9b6571/smart_balance_case
Source: Datamonitor
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