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Abstract
Gourmet Foods is a small successful food manufacturing firm established in the West of Ireland in 1996. It manufactures a range of prepared consumer foods that are distributed through a combination of large supermarkets, small independent grocery stores, and food-service operators. The case study explores the marketing strategy of Gourmet Foods, and in particular brand management issues in relation to their product range. Key issues to be examined in the case study are how products such as these fit into currently accepted branding theory, the nature of brand awareness, brand building on small budgets, and the symbiotic relationship between retailer and manufacturer in marketing brands like these. It can also be used to analyse the demographic and social/lifestyle changes which have fuelled the company''s growth, and also the trends in the retailing of foods.
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Abstract
Gourmet Foods is a small successful food manufacturing firm established in the West of Ireland in 1996. It manufactures a range of prepared consumer foods that are distributed through a combination of large supermarkets, small independent grocery stores, and food-service operators. The case study explores the marketing strategy of Gourmet Foods, and in particular brand management issues in relation to their product range. Key issues to be examined in the case study are how products such as these fit into currently accepted branding theory, the nature of brand awareness, brand building on small budgets, and the symbiotic relationship between retailer and manufacturer in marketing brands like these. It can also be used to analyse the demographic and social/lifestyle changes which have fuelled the company''s growth, and also the trends in the retailing of foods.
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