Brannigan Case Analysis Essay

Division has the largest soup market do res publica in the United States at 39. 8%. They ar willing to change and have the capital to do so. Weaknesses The soup industry as a whole has been on a consistent decline over the last several years. Brannigans has wasted money acquiring small businesses that have done bitty to nothing for profits. They have also been developing different types of soup in which only 1 protrude of 100 is actually hearty received by consumers. Opportunities They have the potential to be the leaders in healthy canned soups that are offered in a variety of trendy flavors.Brannigan Foods is already a well established brand with many loyal fol disappoints who can regain their brand identity with less marketing than a newer or littler business. Threats Frozen and deli soup industries are trending and make the market considers of shelved soups to plummet. Any quick and easy meal option from fast food to macaroni and cheese are threats to this industry and t o Brannigans The problem presented in this case is that Mr. Bert Clark needs to make a formal budget and action cast for the CEO to address the three year downturn in profitability, market share and sales.Consumers arent purchasing as some(prenominal) soup as they have in the past. With so much variety, not only within soups, but among all food options, its hard to make consumers fill only your brand every time. Price plays a large role in buyer decisions when it comes to items that they plan to store in their cupboard. If the price isnt low enough, they can just switch brands or conceal until later to purchase their stock items. Brannigans has been steadily increasing their price to ebb the effects of the lower sales amounts.Brannigans hasnt done anything to increase the value of their soups in the minds of consumers they have only raised(a) the price. The true problem is that customers arent finding enough value in Brannigan Foods Soups to rationalize spending much on them t han they had in front. I propose that they have a deal to develop new flavors of soups, with the winner receiving a combination price of money and a years supply of Brannigan Foods Soups. Buying up smaller brands of soups doesnt sound feasible seeing as how it hasnt worked at any time before for this company.Another option is to seasonalize the soups to allow for new flavor varieties to be introduced in spurts. Heartier (potato, noodle and cream) soups are in demand(p) in the winter, where as a gazpacho is in a higher demand in the summer. Allow consumers to subscribe to surveys to receive coupons for your products and ask them what they want in a soup. The contest concept can do wonders for creating a buzz about your product and is the best alternative. Even more importantly, you are gaining insight into exactly what the consumers want. This nation has been so overly advertised to that people tend to tailor ads all together.What they dont ignore is the chance to win something with no risk. Lays Do Us a Flavor contest has been a great success over traditional marketing strategies. Why you ask? The answer is dewy-eyed consumers dont trust traditional marketing strategies anymore, and businesses are getting creative, using consumer-generated marketingdirectly involving the customer in the marketing and development of productsto succeed.