G Chocolate Puds case study: staying relevant in the premium dessert sector by adapting to consumer needs

Introduction

This report on G Chocolate Puds forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how its two 'brother and sister' brands, G and Fr, have achieved consumer loyalty by adapting to the growing demand for premium and healthy products.

Reasons to Purchase

• 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

• DATAMONITOR VIEW
• CATALYST
• SUMMARY
• ANALYSIS
  • G incorporates two main brands which align with differing consumer needs
  • Brand identity is an important way of conveying a premium positioning
  • The G brand capitalizes on the indulgence trend
  • G conjures up images of high quality through its distinct European-sounding name
  • The brand taps into a trend for artisanal products
  • The Fr brand is aimed at health conscious consumers
  • Time pressures are contributing to more frequent on-the-go consumption
  • The desire for healthy eating is manifesting in consumers' snacking habits
  • G recognize that consumers seek comfort through snacks
  • G Chocolate Puds actively encourages consumer input on the brand
  • The company's website offers a number of ways that consumers can get involved with the brand
  • G's website encourages consumers to send in pictures of how they have re-used their ramekins
  • The company runs country-wide summer sampling sessions
  • The company received significant coverage through a deal with Virgin Atlantic in 2006
  • G Chocolate Puds has recently expanded significantly
  • The brand has moved into the frozen aisle
  • The brand is now sold in a variety of high and low end grocery stores
  • Overseas expansion offers further opportunities for growth
• APPENDIX
  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Figures
  • Figure 1: G uses a play on words in its marketing to highlight the fact that the brand doesn't take itself too seriously
  • Figure 2: G Chocolate Puds' product portfolio has both indulgent and healthy offerings
  • Figure 3: Snacking patterns in the UK are evolving