Birds Eye Foods Brand Analysis and Comparison with Competitor Brand

Brand Analysis and Comparison with Competitor Brand

Target Market and Segmentation Strategy

For the vast majority of Birds Eye Foods’ frozen vegetable products, the target market consists of consumers who want easy-to-prepare food that is fresh-tasting once prepared.College students, single workers, and families are all just as likely to want frozen vegetable products. Birds Eye markets many different frozen vegetable products, which can basically be divided into two categories: plain vegetables and vegetables with an added feature. Plain vegetables may be as simple as a bag of peas, while an added feature might be something like a steam-able pouch. It does not seem cost effective for Birds Eye to segment its target market because the majority of consumers who purchase frozen vegetable products are looking for roughly the same product features.Both families and single persons are likely to want plain, value-added, and healthy-style frozen vegetable products, thereby making segmentation impractical. If it had to be done, though, a segment based on the psychographic customer characteristic of fitness and overall health level could be established. It is not implausible to foresee that health conscious consumers would be drawn to frozen vegetable products labeled as being particularly healthy or good for you.

Green Giant draws customers on the same premise of easy-to-prepare and fast-cooked, fresh frozen vegetables, making their target market the same as Birds Eye’s. Because both firms market nearly identical products with oftentimes matching features, their respective target markets no doubt resemble one another. It is also important to note that those target markets are incredibly wide, thanks to the vast array of products each company offers in the sub-category.

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

Works Cited

"Birds Eye Foods, Inc. - FORM S-1 - October 8, 2009."Internet FAQ Archives - Online Education. Web. 30 Nov. 2009. .

"Birds Eye Foods : Promotions." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

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

"Birds Eye Steamfresh Meals For Two." Grand Forks Herald | Grand Forks, North Dakota. 10 Feb. 2009. Web. 30 Nov. 2009. .

"Birds Eye to Sell Frozen-Food Plants." Rural Cooperatives73.5 (2006): 35-36. Print.

"Clarence Birdseye Biography." Biography.com. Web. 13 Nov. 2009. .

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

Garrison, Bob. "Eyes on the Prize: A Smaller Birds Eye Foods Embraces a Fork-to-Field Approach and its New Future as a Branded Marketer." All Business. 1 May 2007. Web. 13 Nov. 2009. .

"Green Giant Fresh Brand History." Green Giant Fresh®. Web. 30 Nov. 2009. .

"History of Birds Eye® : Clarence Birdseye : Father of Frozen Food." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009..

Kerin, Roger A., Eric N. Berkowitz, and Steven W. Hartley.Marketing (Mcgraw Hill/Irwin Series in Marketing). 8th ed. New York: Irwin/McGraw-Hill, 2005. Print.

McCarthy, Shawn P. The Art of .COMbat Ancient Wisdom for the Competitive Economy. New York: Wiley, 2001. Print.

"Morar Consulting - Brand Performa." Morar Consulting - Home page. Web. 30 Nov. 2009. .

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

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

"Snyder of Berlin : About Us : Distribution Information."Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

"Sup: Promotions Archives." SunSentinel.com. Web. 30 Nov. 2009. .

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

---

[1] "History of Birds Eye® : Clarence Birdseye : Father of Frozen Food."Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

[2] "Green Giant Fresh Brand History." Green Giant Fresh®. Web. 30 Nov. 2009. .

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

[4] Ibid.

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

[6] "Green Giant adds new on-pack claim: 'Frozen Vegetables Are As Nutritious As Fresh'" The Free Library. Frozen Food Digest, Inc. Web. 30 Nov. 2009. .

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

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

[9] "Sup: Promotions Archives." SunSentinel.com. Web. 30 Nov. 2009. .

[10] "Birds Eye Steamfresh Meals For Two." Grand Forks Herald | Grand Forks, North Dakota. 10 Feb. 2009. Web. 30 Nov. 2009. .

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

[12] Garrison, Bob. "Eyes on the Prize: A Smaller Birds Eye Foods Embraces a Fork-to-Field Approach and its New Future as a Branded Marketer." All Business. 1 May 2007. Web. 13 Nov. 2009. .

[13] Ibid.

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

[15] "Birds Eye Foods, Inc. - FORM S-1 - October 8, 2009." Internet FAQ Archives - Online Education. Web. 30 Nov. 2009. .

[16] "Morar Consulting - Brand Performa." Morar Consulting - Home page. Web. 30 Nov. 2009. .

[17] Garrison, Bob. "Eyes on the Prize: A Smaller Birds Eye Foods Embraces a Fork-to-Field Approach and its New Future as a Branded Marketer." All Business. 1 May 2007. Web. 13 Nov. 2009. .

[18] "Birds Eye Foods, Inc. - FORM S-1 - October 8, 2009." Internet FAQ Archives - Online Education. Web. 30 Nov. 2009. .

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

[20] "Birds Eye Foods : Promotions." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

[21] Kerin, Roger A., Eric N. Berkowitz, and Steven W. Hartley. Marketing (Mcgraw Hill/Irwin Series in Marketing). 8th ed. New York: Irwin/McGraw-Hill, 2005. Print.

[22] "Snyder of Berlin : About Us : Distribution Information." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

[23] McCarthy, Shawn P. The Art of .COMbat Ancient Wisdom for the Competitive Economy. New York: Wiley, 2001. Print.

[24] "Clarence Birdseye Biography." Biography.com. Web. 13 Nov. 2009. .