Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market

This memo presents the Birds Eye Foods brand, its competitor Green Giant, and a brief summary of the frozen vegetables market.
Birds Eye Foods
Within the large market for frozen foods, I chose the Birds Eye Foods line of frozen vegetables for my brand analysis. I chose the Birds Eye Foods company and its line of frozen vegetable products because the technology behind the company’s products truly fascinates me. From the early technique of “flash-freezing,” to the modern feature of steaming vegetables inside the bag, I have a particular fondness for such innovative food preparation techniques.
Birds Eye Foods has a long history dating back to 1927 when Clarence Birdseye discovered a way to “flash-freeze” food. Initially the technique was used for meat products, however eventually the practice spread to almost every corner of the grocery store. The company Birds Eye Foods has had many owners over the years, and even now the international businesses operating under the same name are separately owned. Since about the year 2000, Birds Eye Foods has focused primarily on producing and marketing frozen vegetables, both through branded and non-branded strategies.
Green Giant
The Green Giant brand of frozen vegetables immediately stood out to me as a key competitor to Birds Eye Foods. As I looked through the frozen foods aisle in the supermarket, I noticed that Green Giant offers a line of frozen vegetable products that is complementary to Birds Eye Foods’. Green Giant frozen vegetables are preserved with the same “flash-freeze” technique as Birds Eye Foods’, which locks in freshness. Green Giant also offers a line of frozen vegetables which can be steamed right inside their store-bought bag. Further, Green Giant has taken a stab at the health-foods segment of the market by selling a line of boxed frozen vegetables called “Healthy Weight.”
Green Giant last year became the first frozen vegetables distributor to feature sauce on vegetables, inside a steaming-ready bag. New innovations like this are grabbing market share away from historically dominant players in the frozen vegetables sub-category, like Birds Eye Foods. Because of innovations like this, Green Giant is continuing to see sales growth.
Frozen Vegetables Market
The frozen vegetables sub-category is part of the overall frozen foods industry. Despite the economic downturn, the frozen foods industry and frozen vegetables sub-category of goods are actually growing slightly. This sub-category includes frozen peas, corn, green beans, broccoli, cauliflower, carrots, mushrooms, and potatoes, for example. Vegetables are “flash-frozen” using a technique which preserves their juiciness and freshness when thawed. Innovations in this sub-category include mixing different vegetables together, and adding sauces to the vegetables. The frozen vegetables sub-category in terns of sales is not very large to begin with, though its participants continue to find innovative ways to expand product lines and grow sales, regardless.
In the coming months, I intend to perform an analysis of the frozen vegetables market, and recap and contrast the marketing strategies of Birds Eye Foods and Green Giant. I will also develop a three-point plan for Birds Eye Foods to use in improving its competitive position within the frozen vegetables sub-category. I have attached an annotated bibliography containing sources I may use to complete the analysis. The full report will be delivered to you in person on November 30.

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

Attached: Annotated Bibliography

Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables

Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables

Beirne, Mike. "Birds Eye Steamfresh Says: 'You're the Inspiration'" Brandweek 48.33 (2007): 10. Academic Search Premier. Web. 18 Oct. 2009. .

This article comes from a marketing publication called Brandweek. The author of this article writes about the strength of the Birds Eye ‘steam-in-the-bag’ concept, and comments about the latest marketing campaign the company has used to promote this product. I plan to reference this article when I write about target markets, as this is a perfect example of how Birds Eye has focused its marketing strategy on busy people and students, and invented this product specifically for them. Also, creating the ‘steam-in-the-bag’ style is a good example of how the company has taken a packaging strategy approach in this instance, providing greater functionality in an existing product.

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

This article, found in a frozen food periodical, begins by theorizing why consumers are buying more plain frozen vegetables as a result of frozen vegetable innovations like steam-fresh bags. The suggestion is that, as consumers enter the frozen foods aisle to purchase new innovations that attract them, like steam-fresh bags, they spend more time in the aisle, and as a result simply end up purchasing more plain frozen vegetable products. This type of marketing strategy hinges on product positioning, and it will make a solid feature of my brand analysis. This somewhat recent article also comments on how, by dumping its non-branded frozen business, Birds Eye has freed up lower-performing resources it can now use to promote its branded, more popular products. I will discuss this move as well, because it marked a key product management strategy.

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

This article was published in a journal about farming cooperatives. It refers to a coop known as Pro-Fac Cooperative Inc. which works closely with Birds Eye to supply its vegetables, and which also owns a sizable piece of the ownership stake underlying Birds Eye. This article talks about Birds Eye’s efforts in 2006-07 to either sell or close down five of its plants. In making this move, Birds Eye was attempting to exit the non-branded frozen foods market and sell only branded goods. This reference will come in handy as I conduct an “environmental scan” of the frozen vegetables sub-category market. Consolidation is a popular theme in the frozen foods industry, where margins are low and competition is stiff. This article will help me shape such an image of the industry.

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

"End-of-Line Packaging Systems Maximize Efficiency." Packaging Digest 44.5 (2007): 44-46. Business Source Premier. Web. 18 Oct. 2009. .

This packaging journal article outlines the packaging process for goods like bags of frozen vegetables. Once frozen vegetables are flash-frozen, the article shows how the foods are bagged and boxed up for transport to wholesale distributors and retail stores. Because distribution is an important consideration of any marketing strategy, it will help for me to incorporate some content from this article into my brand analysis. Packaging plays an important role in how goods are distributed, and I plan to use this article as a starting point from which to expand into discussion of channel structure, intermediaries, and partnerships.

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.

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

Comments, Questions, Concerns?

Along with free marketing, free polling comes included as well. Most simply, a one-or-the-other poll on your company’s blog can tell management a lot about a little, through the eyes of the consumer.
For more detailed feedback or commentary, rather than relying on consumers to send self-identifying e-mails to the company, a commenting feature on your company’s blog is a must have. With this element of the blog, visitors can leave their feedback anonymously, easing any worries they may have about disagreeing openly with a company. In this way, upper-level management and the “Technology Manager” can receive specific or generalized feedback on issues they might not otherwise hear about. Comment moderation means that the Technology Manager can remove any potentially harmful or negative comments the company’s blog might solicit. Positive comments left will supplement the image-improving system already in place. When thought through analytically, it’s truly a win-win situation!