Branston Beans case study

Grabbing Market Share From A Complacent Category Leader

Publication Date	July 2006
Publisher	Datamonitor
Product Type	Report
Pages	5
ISBN Number	not applicable
Product Code	DAT00118

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Summary

Introduction

This report on Branston Beans forms part of a case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

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

Catalyst
Summary
Analysis
- Exploiting the complacency of the market leader through high profile launch of new entry
- Heinz puts health before taste with launch of low sugar beans
- Branston tops beans taste test and heavily promotes results
- Overcoming low baked bean growth through innovation
- Premier Foods releases beans with thicker, more' tomatoey' sauce
- Heinz fights back with innovative offerings
- Challenging private labels with lower priced offerings
- Heinz considers making supermarket beans for first time
- Branston beans priced cheaper than market leader
Appendix
- Case study series
- Extended methodology
- Secondary sources
- Further reading
- Ask the analyst
List of Figures
- Figure 1: Branston Beans are promoted as having a superior taste to existing brands