STRATEGIC COMMUNICATION ADVERTISING AND PLANNING

Marketing Plan for Branston pickle

Table of Contents

Introduction1

Analysis of Pickle Industry UK1

Premier Foods2

Product Analysis - Branston pickle2

SWOT Analysis2

Strengths3

Weaknesses3

Opportunities3

Threats4

Top Competitors4

Market share and Segmentation4

Market Value of Branson Pickles4

Market Segmentation as per categories4

Market segmentation as per Country requirement5

Market share as per competition6

Five Force Analyses7

Market Needs8

Stakeholders Mapping8

Marketing Strategy8

Mission9

Marketing Objectives9

Target Market9

Integrated Marketing Communications for Branston Pickles10

References13

Marketing Plan for Branston pickle

Introduction

This research report is based on the development of marketing plan of Branston pickle in United Kingdom. According to the requirement of the course work, the research analysis will include the brief introduction and history about the pickle industry in UK.

Since the UK is not the type of the market for pickles are considered to be demanding therefore, the change in product type and content would help to develop the brand of pickles as per the taste requirement of the people.

Analysis of Pickle Industry UK

A pickle as per the definitions is the preserved ingredient. The taste of the preserved material changes which brings and essence to the taste. The U.K. market shows a high tendency in consumption per capita of vegetables for over 35 years. It is estimated that more than 16 million people are considered vegetarians. In the United Kingdom, the market of ready-made products includes fresh vegetables, pre-cut prepared, whose reported annual sales of $ 19.000 million in 2009-2010 (Premier Foods plc 2010, 1).

Recently, new technologies are being developed, presentations and marketing packages for pickled products in order to replace out consumption of canned products in glass jars. Among the varieties of vegetables pickled consumed in the United Kingdom are usually brine-pickles or cucumbers, olives, artichokes, saurkraut (German-style cabbage), onions, peppers, among others.

Premier Foods

Premier Foods is engaged in the manufacture of retail, branded and own-label food products, and is one of the leading suppliers of foods and beverages to the UK retail grocery, and foodservice markets. The company primarily operates in the UK. It has its head quarter in St. Albans, the UK and have around employs 16,000 people.

The operations of the premier food started as a canned food company and grew tremendously through expansions and mergers. Within the span of 30 years, the company took over major food companies like Lloyd Grossman, HP canned food business, Hicks, Muse, Tate & Furst Group in 1999 and Nestlé's ambient food business.

Product Analysis - Branston pickle

Branson Pickle comes under the parent industry of Premier Foods. Branson is the British food brand which is best known for their pickles that were first made in 1922. This brand was developed in Branston suburb of Burton upon Trent by Crosse & Blackwell. In 2004, premier foods brought the production and moved it to Bury St Edmunds in Suffolk.

This pickle is made from various diced vegetables like Swede, carrots, onions, cauliflower and gherkins which are pickled sauces of tomato, onion, apple, dates, vinegar and sugar with various spices like mustard, coriander, garlic, cinnamon, pepper, cloves, nutmeg and cayenne pepper.

SWOT Analysis

The Branson pickles have the booming market base, and it is established as the ...