Bread and Entertainment: A Case Study of Positioning for Growth in the Food Industry

Background: In the face of toughening competition, diminishing profitability and increasing shareholder demands, growth is often seen as a necessary means for an organisation if it wishes to survive. In order to do so, the company is often forced to seek out novel ways by which it may achieve the ambition of growing. If put on a practical level, a company has, among other things, to look at its markets and products in order to find out possible strategies of growing. In this thesis, we have investigated these aforementioned concerns on a real case.

Purpose: Our purpose is to describe and to explore positioning and branding when a company takes into consideration to enter a market with a new product.


1 Introduction
1.1 Background
1.2 Discussion of Problem
1.3 Purpose
1.4 Scope
1.5. Target Audience
1.6 Disposition
2 2 Method
2.1 Science, What Is It?
2.2 From which Room Do We View Reality?
2.3 View on Method
2.4 Our Methodological Approach and Working Paradigm
2.5 Interview Methods
2.6 Course of Action
2.6.1 Pre-Study
2.6.2 Literature Study
2.6.3 Empirical Study
2.6.4 Analysis
2.7 Problems, Criticism, and Reflections Related to the Chosen Course of Action
3 3 Frame of Reference
3.1 Introduction, why read this chapter
3.2 Perspectives on Strategy
3.2.1 Strategy and Position
3.3 From Strategic Positioning to Perceptional Positioning via Marketing
3.4 Perceptional Positioning
3.4.1. Why Perception Matters- Positioning for Growth –
3.4.2. Creating a Position in the Mind of the Consumer Five Dimensions of Positioning a Product in the Mind of the Consumer
3.4.3. Brand Image and Perceptional Maps
3.5 Branding
3.5.1 Branding as a Means to Connect Strategic Positioning with Perceptional Positioning
3.5.2 The Brand and its Context
3.5.3 Brand Extension
3.5.4 Risks Involved with Brand Extension
4 4 Empirical Study
4.1 The Empirical Context
4.2 Presentation of Primary Data
4.2.1 Food Industry and Trends in Consumption
4.2.2 Unilever and Its Knorr Brand
4.2.3 Product Level and Soup lollipop
4.2.4 Interplay Between Brand (Knorr) and Product (Soup lollipop) Level
5 5 Analysis
5.1 Strategy and Positioning
5.1.1 New Industry Trends in the Light of Porter’s Five Forces of Competition
5.1.2 SWOT-Analysis
5.2 From Strategy to Perception via Bonds and Relationships
5.3 Perception and Positioning
5.3.1 Positioning Map
5.4 Branding
5.4.1 Branding and Its Associated Risks in its Context
5.4.2 Putting Branding into the Context of Our Case Establishing and Maintaining Brand Loyalty at an Early Age Using New Product Concepts to Actively Change Trends in Consumption
6 6 Conclusions
6.1 Question One
6.2 Question Two: Type of Branding
6.3 Question Three: Options of Growth
6.4 Suggestions for Further Research
6.5 Concluding Reflections
7 List of References

Author: Karatzas, Haralampos,Löfflath, Jens

Source: Linköping University

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