Bernard Matthews: remodeling a brand after a crisis period

Bernard Matthews: remodeling a brand after a crisis period

Introduction

This report on Bernard Matthews forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the company has sought to to re-establish customer loyalty to the brand, by realigning its products to the health trend, while releasing promotional material which promotes a family-friendly image

Scope

Highlights

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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Bernard Matthews has been hit hard by a series of setbacks 2
Jamies' School Dinners criticizes the company's Turkey Twizzlers, causing consumer backlash against the brand 2
Filmed abuse of Bernard Matthews' birds further harms the brand, highlighting poor conditions of many farmed birds 2
The bird flu outbreak leads to a drop in sales as consumers avoid turkey products 3
Bernard Matthews has sought to premiumize its image by more effectively aligning products with key health trends 3
Bernard Matthews relaunches products in more healthy formats, while pledging to introduce more 100% turkey breast lines 3
The company also responds to consumer health concerns by introducing new front of pack nutritional labeling 4
The company plans to introduce organic and free range products by the end of 2007, in response to consumer demand 4
Bernard Matthews introduces new premium ranges to focus on the fresh and natural appeal of deli-style foods 5
Bernard Matthews' historical image as a low-cost staple may impinge on any aims it has to premiumize the brand 5
The company's modernization has also been reflected in broader marketing changes 6
The company modernizes its marketing strategy by using multimedia avenues, while retaining its family-friendly image 6
The company's Spider-man 3 on-pack promotion is designed to highlight turkey's 'superfood' status 6
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
List of Figures
Figure 1: Bernard Matthews' new premium lines are designed to align the brand more closely with current consumer trends 5
Figure 2: Bernard Matthews promotes turkey's ``superfood`` status on its website 7