Yeo Valley and Rachel's Organic Case Study

Content

• Catalyst
• Summary
• Analysis
  • Emphasizing Health And Provenance Has Helped Organic Yogurts Gain An Increasing Market Share In The Uk Dairy Sector
• Yeo Valley: The British Countryside Is At The Heart Of Its Marketing
  • Yeo Valley, An Independent Company, Is The Leading Uk Organic Yogurt Brand
  • Yeo Valley Remains An Independent Company, Unencumbered By Corporate Owners
  • Yeo Valley Holds A Majority Share Of The Uk Adult Organic Yogurt Sector
  • A Brand Relaunch In 2008 Was Designed To Help Yeo Valley Compete More Effectively With Mainstream Dairy Players
  • Yeo's Packaging Has Been Modernized, With A More Coherent &Quot;Umbrella Structure&Quot; For Its Ranges
  • The Relaunch Is Supported By A 3.6m Marketing Campaign That Emphasizes The Brand's British Countryside Provenance
  • The Company Hopes The Relaunch Will Help It To Compete More Strongly With Mainstream Dairy Companies
  • Recent Yeo Valley Promotions Have Focused On Younger Consumers, Building Brand Share In This Lucrative Consumer Segment
  • Young Consumers Make Up A Significant Segment Of The Uk Yogurt Sector
  • The Company Was The First To Launch Organic Yogurt Tubes In The Children's Yogurt Market, In 2007
  • Yeo Sponsors Glastonbury, Aiming To Attract The Young Audience With Its Ethical And Locally-Made Products
  • The Company Continues To Focus On A Wider Consumer Spectrum With National Sampling Tours
• Rachel's Organic: Focusing On &Quot;Urban Chic&Quot; Products
  • Rachel's Organic Is The Second Leading Adult Yogurt Brand In The Uk
  • Rachel's Trails Only Yeo Valley In The Uk Adult Organic Yogurt Sector
  • The Company Is Owned By Dean Foods, Whose Funds Rachel's Has Utilized To Finance New Product Launches And Marketing Campaigns
  • Rachel's Organic Successfully Relaunched Its Product Range In 2007
  • Its First Product Redesign In 10 Years Was Issued In 2007, Featuring Distinctive Black And White Graphics
  • The Company Achieved 25% Sales Growth For The Year, Partly Due To The Relaunch
  • The Company Targets Middle Income Adults And Their Kids With A Range Of Health-Focused Products And Related Marketing
  • The Company Targets &Quot;Sophisticated&Quot; Customers With &Quot;Urban Chic&Quot; Products And Campaigns
  • The Mood Yogurts Range Was Launched In 2007, Encouraging Consumers To View Yogurt As Offering More Than Just Sustenance
  • Rachel's Introduced Its First Digital Marketing Campaign In 2008, Encouraging Consumers To Lead More Naturally Stylish Lifestyles
  • The Company Is A Main Sponsor At The Hampton Court Palace Flower Show, Where It Aims To Attract Customers
  • A New Kids Range Is Set To Launch In 2008, With Separate Products For Toddlers And Older Children
• Appendix
  • Case Study Series
  • Methodology
  • Secondary Sources
  • Further Reading
  • Ask The Analyst
  • Datamonitor Consulting
  • Disclaimer
  • Figure 1: Yeo Valley's 2008 Campaign Emphasized Its British Provenance
  • Figure 2: Yeo Valley Targets Younger Consumer With Yeo's Tubes And Glastonbury Sponsorship
  • Figure 3: Rachel's Organic 2007 Adverts Focused On The Range's Distinctive Black And White Packaging
  • Figure 4: Rachel's Organic Targets &Quot;Sophisticated&Quot; Customers With &Quot;Urban Chic&Quot; Products And Campaigns, Such As The 'Rachels' Website, Hampton Court Palace Flower Show Sponsorship And 'Relaxing' Branded Yogurt, Tapping Into The Functional Food Trend