Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables

Reyes, Sonia. "Birds Eye's Veggie Tales." Brandweek 42.37 (2001): 1-2. Academic Search Premier. Web. 18 Oct. 2009. .

This article, also from Brandweek, goes back to 2001 when Birds Eye first decided to delve heavily into the frozen vegetable market. The article mentions the growth in size of the company’s marketing budget and competition that is already present in the sub-industry. With this article, I will be able to analyze Birds Eye’s entry into the market which ultimately became its primary revenue driver. I will be able to analyze differences in the company’s marketing strategy from that time, to what it has become today. The article also mentions the use of sweepstakes as a marketing tool.

Riell, Howard. "Birds Eye Lines Seek to Inspire Consumers." Frozen Food Age (May 2006): 12. Business Source Premier. Web. 18 Oct. 2009. .

The author of this article outlines Birds Eye’s attempt to take the frozen foods sub-category to a whole new level of competition by introducing two new lines of innovative frozen vegetable product. In addition to the steam-fresh vegetables, Birds Eye now sells “Steam and Serve,” and “Herb Garden Collection.” Both of these lines seek to lure customers into making a purchase by getting them excited about the prospect of consuming vegetables. The varieties of vegetables available within these product lines appeal to a wide target market, which is an aspect of product positioning that I plan to focus on. A labeling and packaging strategy such as this one is an interesting attempt to get customers to buy something they wouldn’t ordinarily buy: frozen vegetables. I will discuss this combination of new product development and product modification. Finally, this article mentions product prices, which I also plan to cover in my outline of Birds Eye’s attempt to gain market share.

Watson, Elaine. "Frozen Frustration." Food Manufacture 81 (2006): 13. Business Source Premier. Web. 18 Oct. 2009. .

This article includes a thorough survey of consumer perceptions regarding frozen vegetables. For companies like Birds Eye, increasing the pool size of potential consumers may have something to do with changing the way consumers think and feel about frozen produce. This has to do with product positioning, in that Birds Eye must seek to promote a reputation about frozen vegetables that is more positive than in the past. The data in this article will be useful when I form a brand recommendation for Birds Eye’s promotional tactics regarding this topic.

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