Brannigan Foods: Strategic Marketing Planning

Advanced Marketing Management
October 26, 2014 Table of Contents
Introduction………………………………………………………………………………………..3
Soup Industry……………………………………………………………………………………...3
Brannigan Foods…………………………………………………………………………………..5
Competition………………………………………………………………………………………..7
Buyer Behavior……………………………………………………………………………………8
Segment Analysis………………………………………………………………………………….9
SWOT Analysis………………………………………………………………………………….11
Product Life Cycle……………………………………………………………………………….12
Growth-Share Matrix…………………………………………………………………………….14
Srikant Tipha, Category Manager - Simple Meals, “Heart Healthy” Soups Dry Soups………...15
Claire Mackey, Director of Finance and Planning……………………………………………….17
Anna Chong, …show more content…

“Microwaveable” features are on the labeling of 62% of new product claims in 2010 and “ease of use” was on 35% (Patterson, 2011).
Product Proliferation
The issue of product proliferation is inherent in the soup industry. Most companies in the industry offer multiple variations of their soup products. There is significant competition and scarce shelf space. Product proliferation has its strengths and weaknesses and is a debatable issue in the industry.
One of the main strengths of product proliferation, especially for industry leaders, is that it can act as a barrier to entry for smaller competitors. By providing as many choices as possible for the soup consumer, companies with lower brand awareness will have a more difficult time capturing market share and shelf space. The strategy focuses on creating less points of entry for the competition.
An additional strength is that product proliferation addresses the 18-24 year old demographic. This consumer segment averages 2.1 cans per week (Exhibit 1). The segment values variety more than any other factor; however this makes them not very brand loyal (Meszaros, 2011). This factor limits the attractiveness of the segment.
Weaknesses of product proliferation are that it is difficult to manage, can be uneconomical and can cannibalize current products. Having so many soup products can be difficult to manage, especially if additional shelf space is required. If the supermarket will not