Consumer Goods

Success: Joe and Sephs

  • CAN376311
  • 12 Pages
  • January 2014
  • Consumer Goods
Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study identifies how Joe andamp; Seph's was able to help revitalize the UK popcorn market having understood its consumers' interests, by providing a consistently high quality product.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Joe andamp; Seph's considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from the success of Joe andamp; Seph's?

Key Highlights
Joe andamp; Seph's has helped to carve out the UK's premium popcorn market, sparking a host of copycat products from big-name brands, and yet still remaining strong. Its sales are forecast to more than double in 2014 after its breakthrough year of 2013.

A strong, gourmet image, a consistent company ethos, and a product that changes perceptions of the category ensure that the brand has not lost its appeal.
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