Weetabix case study: using innovation to stay ahead in a competitive mature market

Published by: Datamonitor

Published: Jun. 9, 2008 - 161 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The competitiveness of the breakfast market has resulted in Weetabix using a health positioning to drive growth

Weetabix is a long-standing favorite brand with UK consumers

Weetabix has improved the healthiness of its products to appeal to a more health-conscious society

Weetabix has added more healthy ingredients to its products

Weetabix has also reduced unhealthy elements of its cereals

Through Weetabix Week, the company suggests various ways of eating Weetabix in combination with other ingredients, to boost both its health and taste profile

Weetabix has turned its attention to increasing consumption by children

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

The company claims to target parents, not children, with its cereal promotions

Weetabix has used feedback and strong innovation concepts to remain competitive

Weetabix campaigns have successfully captured the public imagination and won favor with local farmers

Weetabix has launched new products based on emerging market trends

Oats have been identified as a crucial ingredient, both in the hot and cold cereal markets

Weetabix Gold looked to capture a consumer group who demand premium products, to little success

Criticism of Alpen - a leading brand from Weetabix - resulted in a complete brand reinvention

Kellogg's is dominating the cereal bar market, with other brands working to catch up

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Weetabix has an extensive portfolio of cereals available in the UK

List of Figures

Figure 1: Weetabix has received praise for its Weetabix Week campaign for its help in generating increased consumer purchases

Figure 2: Weetabix Wheat Art competition was designed to strengthen the company's relations with farmers

Figure 3: Weetabix's Alpen brand has responded to increasing competition in the muesli market

Abstract

• 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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