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Gü Chocolate Puds case study: staying relevant in the premium dessert sector by adapting to consumer needs

Published by: Datamonitor

Published: Feb. 12, 2008 - 9 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Gü incorporates two main brands which align with differing consumer needs
Brand identity is an important way of conveying a premium positioning
The Gü brand capitalizes on the indulgence trend
Gü conjures up images of high quality through its distinct European-sounding name
The brand taps into a trend for artisanal products
The Frü brand is aimed at health conscious consumers
Time pressures are contributing to more frequent on-the-go consumption
The desire for healthy eating is manifesting in consumers' snacking habits
Gü recognize that consumers seek comfort through snacks
Gü Chocolate Puds actively encourages consumer input on the brand
The company's website offers a number of ways that consumers can get involved with the brand
Gü's website encourages consumers to send in pictures of how they have re-used their ramekins
The company runs country-wide summer sampling sessions
The company received significant coverage through a deal with Virgin Atlantic in 2006
Gü Chocolate Puds has recently expanded significantly
The brand has moved into the frozen aisle
The brand is now sold in a variety of high and low end grocery stores
Overseas expansion offers further opportunities for growth
APPEN DIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Gü uses a play on words in its marketing to highlight the fact that the brand doesn't take itself too seriously
Figure 2: Gü Chocolate Puds' product portfolio has both indulgent and healthy offerings
Figure 3: Snacking patterns in the UK are evolving


Abstract

Introduction

This report on Gü Chocolate Puds forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how its two 'brother and sister' brands, Gü and Frü, have achieved consumer loyalty by adapting to the growing demand for premium and healthy products.

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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