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

Promotion

In 2007, the Birds Eye CEO, Neil Harrison, stated that his company’s marketing “dashboard involves metrics about household penetration, buying rate, brand loyalty, our quality versus competition and our value perception versus competition.”[17] Birds Eye attempts to promote its products by routinely featuring coupons in grocery storeadvertisements and in newspapers, as is evidenced by the exclusion of coupon redemptions from the company’s revenue figure presented in the SEC Form S-1 previously mentioned.[18] Keeping consumer awareness about the company’s products very high has been a key to rapidly advancing Birds Eye’s name in the frozen vegetables sub-category as a quality, reputable brand name. For consumers who read newspapers and grocery advertisements on a regular basis, Birds Eye’s reach is varied and its frequencyof exposure is active and routine. Birds Eye and Green Giant both routinely advertise their products on television, but neither affords much attention to their line of frozen vegetables. Lastly, Birds Eye generally hosts one sweepstakes promotion each year that is a product of the company’s enormously expanded marketing budget, and is aimed at attracting new customers while encouraging existing customers to buy in larger quantities.[19]


While Green Giant’s name does seem to align more with vegetables, Birds Eye has long been a pioneer of the entire frozen foods industry, and in doing so has createdbrand recognition which consumers interpret to mean a quality frozen food company. Green Giant has historically sold canned vegetables, and so advancing to the frozen segment of that market has made Green Giant do a little stretching as well. The Birds Eye website offers many coupons and a free recipe book which shows ways to use Birds Eye products at home.[20] These strategies have helped Birds Eye’s sales stay up through a tough US economic climate.





Both Birds Eye and Green Giant have begun pushing a health campaign whereby each company touts the healthy nutrition of its products. This trend is very popular in all food industries and sub-categories in the United States. Frozen vegetable makers have long thought that the nutrition of vegetables speaks for itself, however to keep up with recent industry trends, both Birds Eye and Green Giant have begun selling Steamfresh sides and entrees that are labeled as being healthy. Both companies use a sales promotion technique to market their products, by offering coupons and rebates in their advertisements to stimulate demand (Figure 5). Given the relatively equal shelf space that each company’s offerings occupy in grocery stores, there is no clear-cut advantage in the realm of promotion, save for Green Giant’s well-known mascot.[21]

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. .