Rebranding bread [electronic resource] : a shopper marketing success story / Chris Masterson.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2016Description: 1 online resource (1 streaming video file (4 min.) : color, sound)Subject(s): Advertising, Point-of-sale | Baked products industry | Branding (Marketing) -- Case studies | Bread industry | Consumers -- Decision making | Marketing | Shopping -- Decision makingOnline resources: Click here to access online Summary: The case study looks at the extreme transformation of baked goods from being a key loss leader to a key value growth category in the grocery industry. It elaborates on the role of appealing product innovation and marketing, and building the shopper's in-store experience, in the revitalization of baked goods.
Animated audio-visual presentation with synchronized narration.
Bite-size case study extracted from the talk: Building brands with effective shopper marketing / by Chris Masterson.
Title from title frames.
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The case study looks at the extreme transformation of baked goods from being a key loss leader to a key value growth category in the grocery industry. It elaborates on the role of appealing product innovation and marketing, and building the shopper's in-store experience, in the revitalization of baked goods.
Mode of access: World Wide Web.