FROZEN FOODS

Re-Launch of Birds Eye Frozen Foods

Table of Contents

INTRODUCTION1

Aims and Objectives2

DISCUSSION3

Company History and Product Range3

Research Method Adopted3

Sampling4

Rationale for the Product Choice4

MARKET ANALYSIS5

Pestel Analysis5

Political Factor6

Economical Factors6

Social Factors8

Technological Factors8

Environmental Factors9

Legal Factors9

Rationale of a Suitable Market Segment10

IDENTIFICATION AND ANALYSIS11

Goals and Strategies for the Re-Launch of Birds Eye Frozen Food12

First Objective of International Product Re-Launch Activity:12

Objective I - profit orientation:12

Objective II - livelihood / diversification:12

Objective III - Growth:13

Strategies of Product Launch Activity13

Basic Strategy I - Market strategy choice:13

Basic Strategy II - Market entry strategy:14

Timing:14

Market Entry Mode:15

Basic Strategy III- Marketing Strategy15

ACTION PLANNING IN LAUNCHING BIRDS EYE FROZEN FOOD16

Product Policy:16

Communication Policy:16

Pricing policy:17

OPPORTUNITIES AND THREATS ARISE FROM ABOVE ANALYSIS18

Identification, Analysis and Rationale of a Suitable Market Segment18

PRODUCT BENEFITS18

PRODUCT DEVELOPMENT19

MARKETING MIX20

Product20

Benefits of Frozen Food:20

Price21

Place21

Promotion22

TV Advertisements23

Newspaper advertisements23

Social Media24

Sponsoring Events24

Stalls25

Billboards25

CONCLUSION25

REFERENCES27

Re-Launch of Birds Eye Frozen Foods

Introduction

New product development refers to the complete process of the development of new products in order to introduce them in the market. A product that is offered to the customers is to provide them with benefits; however, it can be tangible or intangible. The two main areas that are considered during new product development include generation of the idea, product design and the details of the product. Beside this, the others include market research and marketing analysis (Scott, 2010, pp. 34-89). New product development is considered by the companies as the first stage that enables them to generate products which are new. The prospects are that Frozen food organisation would undoubtedly get a license to work in Pakistan. Another important thing to be taken into account is the foreign policy of Pakistan. The part that Pakistan is playing in the war of terrorism and various aspect of relationship with US often affects the foreign policy of Pakistan which in turn affects the relationship of Pakistan with foreign countries.

Although, the relationship between the government of United Kingdom and Pakistan is very well and stable, but if any act or measure taken from the side of the UK government affects the relationship then frozen food organisation may face the challenge in getting the license from Pakistan to operate over there. The central requirements of this basic strategic orientation are a high quality food product and a correspondingly strong image position should be mentioned that reduce the price sensitivity of demand. The cost of orientation can be pursued to achieve competitive advantages.  With their attempts on the basis of productivity enhancing process innovation and volume-related cost effects, so-called economies of scale to reduce unit costs below the level of other providers. In addition to the competitive strategy are to establish the breadth of market coverage and program decisions more offenses within the marketing strategy. The question of whether a company acting as a world leader or limited their activities to an international niche (niche strategy) depends crucially on the available resources (Wetherly, 2008, pp. 54-56).  It is true that the most common belief is that food purchased raw and cooked house, only present nutritional benefits. In fact, it is not the case, a loss nutrients, gathering in the kitchen come ...