Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing

Pricing

Constraints on Birds Eye and Green Giant’s pricing of frozen vegetables include the price of fresh vegetables and the cost of fuel used for transporting vegetables. While the company claims its frozen vegetables can be fresher and easier to prepare (steam) than fresh vegetables, if prices were to climb too high, demand for the plain frozen vegetables would surely become elastic. On the other hand, with a value-added perception inserted, a product like vegetables covered with sauce might not experience the same elasticity since it is not something the consumer can readily and easily make themselves.


Birds Eye and Green Giant both price their frozen vegetable products between $1.99 and $3.99, while Birds Eye has some higher-end frozen “meals” that include meat and pasta and are price about $5.99. Besides marketing efforts and brand recognition, putting these products of seemingly equal caliber on routine sale is the only way to really push a lot of quantity.Regardless of current marketing efforts, both companies useodd-even pricing for every product without fail. Additionally, offering quantity discounts is a strategy commonly employed whereby consumers can purchase a large number of frozen vegetable products and receive a discounted price for doing so. This strategy is advantageous in that it entices customers to buy more of a company’s product. However, because both companies basically take turns having sales on very similar product lines, the advantage is relative.

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 Cooperatives 73.5 (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. .