MARKETING PLAN SUMMARY

GU Company Marketing Plan Summary



GU Company Marketing Plan Summary

GU started its operations in UK with three brands in 2003. Its brand portfolio was enriched with another brand “Fru” in 2005. However, FRU was merged in GU in 2010 to increase the brand value of GU for indulgent pud. GU is specialized in chocolate baking offerings in multiple categories that include mousses, soufflés, cheesecakes, melting middles, tortes, and brownie cakes. GU Company has reformed its product offerings considerably in past few years to align itself with the external market pressures. GU is positioned as a brand that touches the life of a person and enjoyment through small pleasures in life.

UK Government implemented Food Hygiene Regulations Act 2006 to increase the quality of food available to consumers. It increased the pressure on companies to come up with healthier foods (Peter 2010, 179). All products under GU brand fully comply with food regulations. Economic factors also affected the business growth of GU greatly. Increase in taxes to 20% has stagnant the profitability of companies with considerable impact on sales of dessert due to increased inflation and business operation cost. Credit squeeze in markets has limited the borrowing capacity of business (Cant 2009, 112). Recent financial crisis has reduced the purchasing power of people, making them go for cheaper products. Family weekend dining trend is also a remarkable external factor. People now give preference to healthy and light products (Cant 2009, 134).

Technological impact is also evident in GU business due to improvement in production equipments and marketing improvements. Environment protection initiatives such as recycled packaging, and reduction in production waste greatly determine the environmental influence on company's business (Peter 2010, 203).

GU has strong brand equity for GU Puds. Strong brand recognition, and premium product offerings in chilled desert industry distinct the GU Company from its competitors. Main weakness that affects the company's growth is the saturating state of dessert ...