Cravendale and Cathedral City case study: creating growth in the branded dairy category

Published by: Datamonitor

Published: Jun. 9, 2008 - 161 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

By promoting premium credentials, Cravendale has achieved success as a branded milk product

Cravendale was ranked the second fastest growing UK CPG brand in 2007

The brand is marketed on the basis of superior freshness and purity benefits compared to conventional milk

Intensifying private label competition provides a constant threat to Cravendale's growth

Marketing communications position Cravendale as a healthy, fun brand

Cravendale's recent adverts have a homemade, innocent feel which emphasize the brand's pure positioning

The product website continues themes of fun and health, featuring the same characters as the TV ads

A tongue-in-cheek delivery service was offered for a limited period to counter 'milk rage'

Cravendale product development focuses on pushing the brand into new sectors

Cravendale has sought to capitalize on the on-the-go market with Half Pint variant

Extending the brand outside of milk sector is a key future objective of Cravendale

Strong marketing spend has helped Cathedral City retain a leadership position

Cathedral City was ranked the third fastest growing UK CPG brand in 2007

Growth has been assisted by the substantial advertising spend of its owner, Dairy Crest

Cathedral City's distinctive package label helps the product line stand out from competitors

Cathedral City's marketing activities promote diversity

Cathedral City adverts promote the cheese as being enjoyed by a diverse range of people

Cathedral City's website is targeted at the typical British consumer by illustrating a typical British street

Celebrity collaboration has further helped to promote the consumption versatility of the brand

Cathedral City cheeses have been launched in various strengths and packaging formats to encourage repeat purchase

The brand comes diced, sliced and grated as well as a conventional block format

A new light version addresses consumer demand for healthier foods

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: A £6 million marketing campaign has helped Cravendale achieve substantial growth

Figure 2: Cravendale adverts have a homemade, innocent feel

Figure 3: The Cathedral City website is designed to look like a typical British street, to stress familiarity with consumers

Figure 4: The numerous pack options for Cathedral City are designed to encourage repeat purchase

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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