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

Publication Date	February 2008
Publisher	Datamonitor
Product Type	Report
Pages	9
ISBN Number	not applicable
Product Code	DAT10711

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Summary

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

Content

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