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Failure Case Study: Birds Eye Salmon Fish Fingers - Where Tradition Overcomes Experimentation

  • March 2015
  • -
  • GlobalData
  • -
  • 12 pages

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Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Birds Eye failed to find the right brand message to attract British consumers.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why are Birds Eye salmon fish fingers considered an interesting case of failure?

- What consumer insight underpins this failure?

- What can I learn from the failure of Birds Eye salmon fish fingers?

Key Highlights
Salmon fish fingers were a brand extension to Birds Eye's iconic fish finger range.

They were withdrawn from the UK market in January 2015 following poor sales and delisting from most major supermarkets.

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