Providing market research reports, industry analysis, company profiles and country reports for strategic planning, competitive intelligence, marketing and business research.
Search for Market Research Reports:    

New Covent Garden Food Company case study: creating and maintaining a premium product that stands out from "me-too" competitors

Published by: Datamonitor

Published: Jun. 13, 2008 - 161 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Authenticity is the key driver of sales
Initially, New Covent Garden only served soup
Embracing authenticity has proven successful for the company
New Covent Garden emphasizes the authenticity of its products and creates a 'homemade' aura
The company uses all-natural ingredients in the formulation of its products
Homeliness is implied through packaging, cookbooks and the company's website
The company encourages the 'traffic light' system as it provides an opportunity to display its healthfulness
New Covent Garden has looked for greater brand recognition through new product launches, advertising and sponsorships
New soups spark interest even in off-seasons
Product ranges are tailored to the season in order to remain relevant and appealing
The 'Soup of the month' offer is an opportunity to introduce new ideas and flavors into the marketplace
New Covent Garden uses associations and product sampling sessions to target first-time consumers
Sponsorship deals allow the company to target a specific new audience
Sampling sessions encourage speculative consumers to become new buyers of the brand
A premium product range has allowed New Covent Garden to re-establish its dominance over competitors
Identifying a new target audience resulted in a change of direction for New Covent Garden
Changing product positioning to that of a convenient snack has increased the versatility of the product range
""Indulgent"" ready meals are an attempt to take a share of consumers who demand healthy convenience
Single-serve portions see the products take on a more convenient role
The expense of the products is not unnoticed but is accepted by consumers
Consumers have noticed the high prices but appreciate the quality of the products
A higher price than copycat competitors sets the product range apart and makes it look superior
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: New Covent Garden is an advocate of the FSA's food traffic lights, and prominently displays them on goods
Figure 2: 'Soup of the month' is a feature used by New Covent Garden to debut new varieties or re-ignite interest in old ones


Abstract

Introduction

This report on New Covent Garden Foods forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has embarked on a process of brand expansion, product repositioning and premiumization in order to stave off me-too rivals.

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



Get Full Details About This Report >>
US: 800.298.5699
Int'l: +1.240.747.3093
Buy this Report
Price and Delivery Options
Search Inside Report


 

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 160,000 market research reports, company profiles and country profiles from over 600 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.

 

© MarketResearch.com 2008