Peperami case study: successfully targeting a brand towards young adults

Published by: Datamonitor

Published: Mar. 3, 2009 - 129 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Peperami has achieved UK success as a well-marketed savory snack

Peperami has annual sales of over £25m, making it one of Unilever's leading British brands

While successful in the UK, the brand is not as popular elsewhere

Key to brand success has been the A bit of an animaladvertising campaign

The Animal character is designed to appeal to young adult humor

The brand's website has an asylum theme that fits in well with Peperami's tongue-in-cheek marketing style

The brand's animal-themed mobile phone site has been popular, prompting Unilever to roll out similar sites for other brands

Peperami's high fat and salt content became controversial, prompting a health makeover

The brand has been criticized for targeting youths with a high salt and fat product

Peperami has been reformulated to contain less salt and fat and more pork

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Peperami was ranked as one of the UK's top 10 chilled convenience brands for supermarket sales for the year to April 2008

List of Figures

Figure 1: Peperami comes in four varieties, which are aimed at young adults

Figure 2: The Peperami Animal character has been used in the brand's adverts since 1993

Figure 3: The asylum theme of the Peperami website emphasizes the brand's tongue-in-cheek marketing style

Figure 4: Peperami's mobile site has been a success with the brand's target consumer, offering downloadable themed options

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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