Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables

Fleenor, D. Gail. "Frozen Vegetable Sales are Steaming." Progressive Grocer 88.5 (2009): 110-12. Business Source Premier. Web. 18 Oct. 2009. .

This article comes from a grocer journal, and was recently published. Content of the article ranges from a discussion about growth in the frozen vegetables sub-industry, to a statistical analysis of figures supporting the claim. Further, the author makes a link between innovative techniques for preparing frozen vegetables, like steaming, and growth the sub-industry has seen for non-steaming products. Next, the article outlines why the frozen vegetables sub-category has taken off in terms of sales volume, with regard to the demographic of today’s frozen vegetable consumer. Finally, the article talks about product innovations by Green Giant, my competitor brand of choice, which I can use to contrast the marketing techniques that Birds Eye employs.

Hartnett, Michael. "Growing Vegetables Sales." Frozen Food Age 54.11 (2006): 26-37. Business Source Premier. Web. 18 Oct. 2009. .

From the frozen food periodical Frozen Food Age, this author discusses the stiff competition that Birds Eye faces in the frozen food sub-category. Several other players in this sub-category have released timely product innovations in response to Birds Eye’s steam-fresh line of products. These moves have cut into Birds Eye’s market share and threaten its continued innovative dominance. Based on information from this article, I will be able to construct a brand recommendation for Birds Eye to use for coping in this environment. I can use the figures quoted in this article to support my recommendation.

Reyes, Sonia. "Birds Eye Thaws out $20M for Soup Intro." Brandweek 43.35 (2002): 4. ProQuest Research Library. Web. 18 Oct. 2009. .

This article came from the marketing publication Brandweek. It talks about Birds Eye’s jump from its core line of frozen vegetables into the market of frozen soup. Birds Eye undertook a large marketing campaign to show consumers that they can have the same flash-frozen Birds Eye vegetables they already love in a new, chunky soup form. Referring to the advertisements used by Birds Eye for this campaign, I can hone in on the company’s strategy for reaching target consumers with the right content.

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