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

Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables

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.

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

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.

"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.



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

Annotated Bibliography

Beckett, David. “Internet Technology.” Langford 22.
Part of anthology edited by Langford, Duncan.
Graham, Gordon. The Internet: A Philosophical Inquiry. New York: Routledge, 1999.
The chapter of this book that will be especially helpful is that which is subtitled, “Assessing the value of technology” (39). In it, Graham explores the concept from a more philosophical approach, pointing out that the value of technology cannot truly be assessed because we will never know for sure in what direction it is headed. He does mention, however, that technology “is truly valuable if it raises the prospect of a better world,” which will aid in my argument for file sharing technologies in the capacity of expanding knowledge (61).
AU Library Homepage > ALADIN catalog > “Internet”
Kizza, Joseph Migga. Computer Network Security and Cyber Ethics. Jefferson, NC: McFarland & Company, Inc., Publishers, 2002.
The author attempts to analyze the effects of online attacks in terms of monetary and social implications. He makes specific notes on federally reported statistics about internet attacks that will make a great opposition to my view point of federal regulation of the net.
AU Library Homepage > ALADIN Catalog > “Cyberethics”
Langford, Duncan, ed. Internet Ethics. New York: St. Martin's Press, 2000.
The authors included in this book have written several brief synopses of how computer relations were managed back when they were not as big of issues as they are today. The authors touch upon topics like copyright law, anonymity, and the free sharing of software. This broad coverage will be essential to my arguments examining the implications of having open source code for the Windows operating systems, and the regulation of internet theft involving intellectual property and individual documents.
AU Library Homepage > ALADIN catalog > “Internet”
Mawhood, John and Daniel Tysver. “Law and the Internet.” Langford 96.
Part of anthology edited by Langford, Duncan.
Weckert, John. “What is New or Unique about Internet Activities?” Langford 54.
Part of anthology edited by Langford, Duncan.
Willard, Nancy E. The Cyberethics Reader. New York: The McGraw-Hill Companies, Inc., 1997.
The author’s compilation of moral judgments in this book are quite strong in advocating a specific way of conducting oneself in the online world. Her opinions on not stealing copyrighted materials is an excellent confliction with my pro-file sharing stance. Additionally, she covers the topic of distributing massive spam e-mails and their negative moral implications. This is another great point of view that conflicts with what my paper will be advocating. AU Library Homepage > ALADIN Catalog > “Cyberethics”

William Shakespeare: An Annotated Bibliography

Biographic Material

Bradley, A. C. . "Shakespeare the Man." Oxford Lectures on Poetry (1909): 330-334. Bradley argues an interesting parallel between Shakespeare’s intense feeling expressed in his works and the “high-flown language of the time” (333). It is suggested that Shakespeare may not have in fact truly felt any of what he was writing, and that his sonnets too were directed toward no one, and contained no feeling. The implications of this source seem a little improbable, thereby eliminating it as a viable source of accurate information.

Campbell, Oscar J., ed. The Reader's Encyclopedia of Shakespeare. New York: Thomas Y. Crowell Company, 1966. 810-11. This analyzes Shakespeare’s sources for each of his English histories, to include Macbeth. Campbell cites Holinshed’s Chronicles as the main source of material for Shakespeare’s composition of his histories. Holinshed’s Chronicles was published in 1587, a few years before Shakespeare composed the bulk of his work. Holinshed’s work was credible around the time it was published, making it an ideal source for Shakespeare’s work. Campbell also lists other sources of material in inspiration for Shakespeare’s Macbeth, making this source very credible.

Davidson, Mary C. "Did Shakespeare Consciously Use Archaic English?." Early Modern Literary Studies Special Issue 1 (1997). 19 Mar 2006 . The diction that Shakespeare utilizes in his works is meant to seem archaic. The words Shakespeare requires to express his ideas he brings by exploiting the idiom of “standard diction” of the time. He does not create a new idiom of diction through his writing, but rather extracts the more archaic terms he needs from the “standard diction.” Explaining the origin of much of Shakespeare’s diction has proved useful, for it somewhat difficult to comprehend for many people in this day in age.

"English Literature." Encyclopedia Britannica's Guide to Shakespeare (2006). 19 Mar 2006 . This source recognizes that Henry Howard, Earl of Surrey, in the early 16th century introduced blank verse to England. It is this creation, less than a hundred years before the time of Shakespeare, that ultimately became “a medium infinitely mobile between extremes of formality and intimacy.” The source of one of Shakespeare’s writing styles is revealed, and is detrimental to understanding the origins of blank verse, making Britannica’s article useful.

Gerlach, Jeanne. "Revisiting Shakespeare and Gender." Women in Literature and Life Assembly 5 (1996). 19 Mar 2006 . The “English Renaissance stereotypes of women and men and their various roles and responsibilities in society” are claimed to be reflected upon and even supported in a small number of cases. Shakespeare is supposed to have recognized “women’s studies and gender ideology” in his works, and made attempts at revising these issues on a grand scheme. The stereotypes of Shakespeare’s time apparently shaped his writing in some form or fashion, but such an effect is not incredibly prevalent in his writing, making this source of little importance.

Goddard, Harold C. The Meaning of Shakespeare. Chicago: The University of Chicago Press, 1951. 23. The reason why Shakespeare is so enticing for people of this day in age is examined. It is stated that Shakespeare’s writing is not a product of his time, but rather a paradox to what his time held, and that this is what is so attractive to his about his writing. Goddard also asserts that Shakespeare has taken from his own life a particular theme that is present in all his plays. The theme is that “life itself [does not] change every time it changes its costume” (23). The notion proposed here seems a little farfetched and is therefore not a very reliable source.
Magill, Frank N., ed. Critical Survey of Drama. Pasadena: Salem Press, 1994. 2104-2105. Claims that during the time in which Shakespeare wrote, the English language was still “pliable,” and therefore Shakespeare was able to “transform English into a richly metaphoric tongue” (2105). Also, Shakespeare is noted as having combined native and classical drama in his works that was instrumental in shaping the future of works of this nature. It is apparent here that Shakespeare’s mere being during the time in which he lived is a fortunate coincidence that allowed him ultimately to compose the work he did in a way that would shape the future of the English language. Words with Shakespearean roots are used in every day speech, illustrating Shakespeare’s lasting impact on the English language.

Sisson, C. J. "The Theatres and Companies." A Companion to Shakespeare Studies. Ed. Harley Granville-Barker, and G. B. Harrison. Cambridge: The Syndics of the Cambridge University Press, 1949. 9-14. Shakespeare was “subdued to his medium, yet not enslaved by it.” This text seeks to established the conditions under which Shakespeare worked and was forced to adapt his plays to. It cites inn-yards as the chief arenas in which traveling troupes would perform his plays, but notes that wealthy investors began to dedicate permanent structures for the sole purpose of acting. Because the text analyzes the development of play-performing entities, it s a decent source in terms of examining how Shakespeare’s writing was influenced by his surroundings.

Smith, Peter. The Library of Literary Criticism of English and American Authors. Vol. I. Ed. Charles Wells Moulton. Gloucester: The Moulton Publishing Company, 1959. 447. Talks about how Shakespeare as a child apprenticed his father as a butcher in the family trade. It describes how later on Shakespeare broke away from the family and relocated to London with his wife, Ann Hathaway, to write and perform plays. I am skeptical as to the level that Shakespeare actually disliked his family’s trade, as described here. He always gave prolix orations before slaughtering a calf, which makes me think he was not entirely opposed to being a butcher.

Ward & Trent, et al, ed. The Cambridge History of English and American Literature. New York: G.P. Putnam's Sons, 1921. 72. Shakespeare is cited as having no preference between English and Latin phraseology. Shakespeare employs contrasts between the two languages in much of his writing. He is supposed to be impartial to the phrases of both languages, and is this way as a result of writers previous to him. The works published in and before Shakespeare’s time encompass both languages to great extents, and Shakespeare’s vast knowledge of these works has given him a great appreciation for both. This source helps to explain where much of Shakespeare’s creative and varying language is derived, but is generally not very useful.

Critical Material

Baldo, Jonathan. "Of Philosophers and Kings: Political Philosophy in Shakespeare's Macbeth and King Lear (review)." Shakespeare Quarterly 54.3 (2003): 333-335. Macbeth is Shakespeare’s “most philosophically ambitious play.” Philosophy and questions concerning it are said to arise naturally out of reading Shakespeare’s work, as is evident in Macbeth. This analysis is quite accurate of Macbeth, but may not be so of Shakespeare’s other works. Regardless, this source provides accuracy in describing the inner workings of Shakespeare’s composition Macbeth.

Bloom, Harold. Shakespeare: The Invention of the Human. New York: Riverhead Books, 1998. 88. In both Romeo and Juliet and Macbeth, it is related that lovers kill themselves out of passion for their significant others. There are multiple varieties of passionate love, Bloom says, that become evident as various Shakespearean works are analyzed. Bloom observes that Shakespeare portrays, unlike other authors such as Chaucer, the death of lovers rather than the death of love. In every play except Hamlet, Shakespeare’s characters do not fall out of love once in it. This is an excellent source for the analysis of love in all of Shakespeare’s works.

Dobson, Michael, ed. Oxford Companion to Shakespeare. New York: Oxford University Press, 2001. 397-401. This source analyzes the basis of Shakespeare’s tragedy Romeo and Juliet by highlighting previous works in the half-century before. Luigi da Porto’s Istoria novellamente ritrovata di due nobile amanti, published in 1535, uses the character names Romeo and Giulietta, and contains a feud between Montagues and Capulets, which is set in Verona. This is almost exactly the same when compared to Shakespeare’s work. Dobson also cites other works as equally similar in content, but all published prior to Shakespeare’s composition of Romeo and Juliet. This source generalizes Shakespeare’s major sources of inspiration for his works, and is in such a capacity a great reference.

Grierson, Herbert J. C., and J. C. Smith. A Critical History of English Poetry. 2nd ed. London: Chatto and Windus Ltd, 1965. 114-116. Grierson states that in Shakespearean tragedy, in particular Macbeth, there are certain characters that are present simply for the purpose of carrying on the job of the tragic hero once he is passed. “The world remains” after “the tragic avalanche has swept by” (116), but because the tragic hero’s fate usually affects the general populous as a whole, there must one or more characters whose soul purpose in the play is to carry on “the King’s government” (116) in the end. This source looks more in-depth at some of the obvious features of Shakespearean work.

Heaney, Peter F. "Petruchio's Horse: Equine and Household Mismanagement in The Taming of the Shrew." Early Modern Literary Studies 4.1 (1998): 1-12. Heaney delves into the importance that horses play in The Taming of the Shrew. He cites many passages in which a horse’s presence is regarded highly and described in great detail. The presence of horses in this work by Shakespeare seems to have no real effect on the play at all, thus all the talk of horses is regarded in this situation as mere babble.

Jorgensen, Paul A. Shakespeare's Military World. Berkeley and Los Angeles: University of California Press, 1956. 49-50, 208. This source alleges that the Renaissance had had at least a minor effect on the content of Shakespeare’s writing. Jorgensen asserts that Shakespeare always begins with peace in his plays, but later turns to war or hatred, as he claims is evident in Julius Caesar. Jorgensen’s assertions are easily seen in much of Shakespearean literature, making this a good source of in depth material in the military realm. “The abstract forces of war and peace penetrate to the imagery and design of Shakespearean drama” (208).

Kahn, Coppelia. "The Taming of the Shrew: Shakespeare's Mirror of Marriage." Modern Language Studies 5.1 (1975): 88. The Taming of the Shrew is said to depict the true relationship between men and women falsely. It does not encompass the true scope of human emotion when such an act of taming really occurs. A man is supposed to feel guilt and woman resentment and hate. Kahn candidly points out that these elements are missing from Shakespeare’s work, making it a farce of real life.

Korda, Natasha. "Household Kates: Domesticating Commodities in The Taming of the Shrew." Shakespeare Quarterly 47.2 (1996): 109. This source contrasts Shakespeare’s The Taming of the Shrew with previously written works of similar content. It highlights how Shakespeare’s diction invariably supports the stereotype that women should be submissive to men and remain in the household. This source offers insight that seems a little unlikely.

Magill, Frank N., ed. Critical Survey of Drama. Pasadena: Salem Press, 1994. 2129. This work claims that Shakespeare uses “moving and incisive soliloquies” to explore the character of Brutus. Brutus is the tragic hero in Julius Caesar, and Magill asserts that Shakespeare “establishes the precedent” for tragic heroes in future works of his. Through Shakespeare’s description of a tragic hero via the way he portrays Brutus, I would say that Magill is correct in his assertion.

Ogburn, Dorothy, and Charlton Ogburn, Jr. Shake-speare: The Man Behind the Name. New York: William Morrow and Company, 1962. 10-11. The question of whether or not “Shaksper of Stratford” (10) is in fact the dramatist William Shakespeare is raised. The author claims that ”of all the references to Shaksper of Stratford during his lifetime there is not one that identifies him as the author of anything” (10). Ogburn questions the very authorship of any of Shakespeare’s works as actually written by Shakespeare, and instead suggests either Oxford of Queen Elizabeth as possibilities. This source is completely useless for it questions the validity of all Shakespeare’s work as actually being his.

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