Brannigan Foods - Strategic Marketing Planning

Bert Clark, is the VP and general manager of Brannigan Food Soup’s Division. The responsibility of deciding which of the four options his team members have proposed is now in his hands. His choice should be implemented to reverse the industry’s steady decline as well as his division’s sales, market share, and profitability decrease in the last 3 years. His ultimate goal is to generate a 3-4% growth rate, for the year.

Situation Analysis

SWAT Analysis

Strengths

• Current market leader with highest market share.
• 100 year old brand with high brand awareness.

Weaknesses

• Sales has been decreasing for the past 3 years.

Opportunities 

• Owns new products that are in line with customer demand and favor.
• Generate creative solutions with retailers to create win-win situation.

Threats

• Private label growth, and retailers demand for retail space.
• Lack of effective targeting, segmentation and positioning has caused a big gap between product offering and consumer demand.

5 C's Analysis

Company

• Soup division makes up 40% of total sales.
• RTE soups are highest in this category with 71% of total revenues.
• Broke into the fast meal category by acquiring Anabelle.

Customers 

• Baby Boomers are the largest and most loyal segment, with evolving preferences and a higher demand towards low healthier low sodium based products.
• This added value is not perceived by younger segments, who are looking for more variety and incentives. These segments have not been targeted yet.

Competitor’s 

• Slight competition from Brands offering more convenient and desirable options can be eliminated with acquisition.
• This move can also help broaden brad portfolio.
• Competition from private label brands forces big threat, gaining 5% growth in sales.
• Retailers prefer stocking their own brands over Brannigan’s.

Collaborators 

• The relationship with the retailors is crucial as they account for more the majority of the company’s sales.

Context

• Huge shift in consumer behavior for more healthy eating options
• Gig jump in demand for more fast and simple meals that adapt to consumer busy lifestyle (millennials).

Alternatives

1. Invest in the Growing Sector:

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