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Bernard Matthews: remodeling a brand after a crisis period

Published by: Datamonitor

Published: Aug. 13, 2007 - 8 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Bernard Matthews has been hit hard by a series of setbacks
Jamies' School Dinners criticizes the company's Turkey Twizzlers, causing consumer backlash against the brand
Filmed abuse of Bernard Matthews' birds further harms the brand, highlighting poor conditions of many farmed birds
The bird flu outbreak leads to a drop in sales as consumers avoid turkey products
Bernard Matthews has sought to premiumize its image by more effectively aligning products with key health trends
Bernard Matthews relaunches products in more healthy formats, while pledging to introduce more 100% turkey breast lines
The company also responds to consumer health concerns by introducing new front of pack nutritional labeling
The company plans to introduce organic and free range products by the end of 2007, in response to consumer demand
Bernard Matthews introduces new premium ranges to focus on the fresh and natural appeal of deli-style foods
Bernard Matthews' historical image as a low-cost staple may impinge on any aims it has to premiumize the brand
The company's modernization has also been reflected in broader marketing changes
The company modernizes its marketing strategy by using multimedia avenues, while retaining its family-friendly image
The company's Spider-man 3 on-pack promotion is designed to highlight turkey's 'superfood' status
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
List of Figures
Figure 1: Bernard Matthews' new premium lines are designed to align the brand more closely with current consumer trends
Figure 2: Bernard Matthews promotes turkey's ""superfood"" status on its website

Abstract

Introduction

This report on Bernard Matthews forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the company has sought to to re-establish customer loyalty to the brand, by realigning its products to the health trend, while releasing promotional material which promotes a family-friendly image

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


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