Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables

Beirne, Mike. "Birds Eye Steamfresh Says: 'You're the Inspiration'" Brandweek 48.33 (2007): 10. Academic Search Premier. Web. 18 Oct. 2009. .

This article comes from a marketing publication called Brandweek. The author of this article writes about the strength of the Birds Eye ‘steam-in-the-bag’ concept, and comments about the latest marketing campaign the company has used to promote this product. I plan to reference this article when I write about target markets, as this is a perfect example of how Birds Eye has focused its marketing strategy on busy people and students, and invented this product specifically for them. Also, creating the ‘steam-in-the-bag’ style is a good example of how the company has taken a packaging strategy approach in this instance, providing greater functionality in an existing product.

"Birds Eye Phases Out Private Label, Will Focus on Brands." Frozen Food Age 55.1 (2006): 10. Business Source Premier. Web. 18 Oct. 2009. .

This article, found in a frozen food periodical, begins by theorizing why consumers are buying more plain frozen vegetables as a result of frozen vegetable innovations like steam-fresh bags. The suggestion is that, as consumers enter the frozen foods aisle to purchase new innovations that attract them, like steam-fresh bags, they spend more time in the aisle, and as a result simply end up purchasing more plain frozen vegetable products. This type of marketing strategy hinges on product positioning, and it will make a solid feature of my brand analysis. This somewhat recent article also comments on how, by dumping its non-branded frozen business, Birds Eye has freed up lower-performing resources it can now use to promote its branded, more popular products. I will discuss this move as well, because it marked a key product management strategy.

"Birds Eye to Sell Frozen-Food Plants." Rural Cooperatives 73.5 (2006): 35-36. Print.

This article was published in a journal about farming cooperatives. It refers to a coop known as Pro-Fac Cooperative Inc. which works closely with Birds Eye to supply its vegetables, and which also owns a sizable piece of the ownership stake underlying Birds Eye. This article talks about Birds Eye’s efforts in 2006-07 to either sell or close down five of its plants. In making this move, Birds Eye was attempting to exit the non-branded frozen foods market and sell only branded goods. This reference will come in handy as I conduct an “environmental scan” of the frozen vegetables sub-category market. Consolidation is a popular theme in the frozen foods industry, where margins are low and competition is stiff. This article will help me shape such an image of the industry.

"End-of-Line Packaging Systems Maximize Efficiency." Packaging Digest 44.5 (2007): 44-46. Business Source Premier. Web. 18 Oct. 2009. .

This packaging journal article outlines the packaging process for goods like bags of frozen vegetables. Once frozen vegetables are flash-frozen, the article shows how the foods are bagged and boxed up for transport to wholesale distributors and retail stores. Because distribution is an important consideration of any marketing strategy, it will help for me to incorporate some content from this article into my brand analysis. Packaging plays an important role in how goods are distributed, and I plan to use this article as a starting point from which to expand into discussion of channel structure, intermediaries, and partnerships.



Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3