Introduction:
Lean Cuisine was created in the year 1981, the company provide frozen meal .At the beginning the company create ten item include more100 different meal, all Lean product are required to meet the \"lean\" criteria of less than 10 g fat, 4.5 g or less saturated fat, and less than 95 mg cholesterol. Lean Cuisine items are also calorie-controlled, with most items in the 200-300 calorie range, with a minimum of 140 calories and a maximum of 400 calories. The company grew very fast during the year 1980 to 1990 on the strength of low-fat, calorie and so on.
The target market of Lean Cuisine:
Lean Cuisine product are well calorie-controlled, with most item products in every 200-300 calorie, with a minimum of 140 calories and a maximum of 400 calories.
In 2002, CDC statistics show that: 16% of adults worldwide are overweight. In the U.S., 51% of women and 59% of men overweight. Even more frightening is that this number is constantly increased. Of course, the West has become
increasingly health conscious. According to statistics, about 90% of U.S. nationals who have a better understanding of obesity, 35% of people want to subtract at least 5 kg of body weight, 80% of young women have tried various weight loss methods, the U.S. current 2 / 3 to purchase nutritious food, 2.5% of adults, and 4% of women being taking medicine. Because of this, the U.S. weight-loss foods and functional food sales to a rate of 20% per year, 2000 sales of 7.7 billion, which does not include diet pills, weight loss surgery and other markets,so this product have a huge market.
The 4P’s analysis:
Product:
The product of Lean Cusines main ingredient are beef,seafood,pork,chicken,panini,pizza and meatless.Cusines has four types,Asian,comfort food,Italian and Mexican. \"Lean Cusines \" they mainly produce kind of fast food which can be called replacement food.where the market is only weight-loss foods and functional foods. According to Unilever's statistics, in 2001, the size of meal replacement food market of 64 million, while in 2002 reached 220 billion U.S. dollars, an increase of 244%. 22 billion U.S. dollars in
this cake even more, the \"Lean Cuisines \" can be absolutely assigned to one of the largest and most sweet piece. In 2002, the \"Lean Cuisines\" meal replacement foods in the U.S. share of 45%.The director of marketing of the Unilever Health and Recreation Division-Nick Goddard said: \"The main reason that we bought “Lean Cusines” is that we believe that replacement food market is still an untapped market.”\"Lean Cuisines\" the brand dates back to 1947, Americans Danny Abraham put a small desk, selling his produce their own food. In 1955, Abraham made something called \"thin mint\" gum, you can suppress your appetite, its emergence triggered a U.S. study of drugs for the suppression of appetite. In 1978, the \"Lean Cuisines\"brand officially listed in the U.S. Since then, the field of food control it constantly develop new products, meal replacement food market and become the absolute leader.
Place:
If you want to list \"Lean Cuisines\" success factors, the most important one may be due to the success of its sale terminals. U.S. food safety system is very strictly, by the federal government department responsible for food safety,
appropriate participation in local government, constitutes a comprehensive and effective system. Among them, the United States Food and Drug Administration (FDA) commitment to the protection of the consumer to avoid the impure, unsafe, and the responsibility of a false identification of food hazards. FDA on product packaging, marketing sites, content and advertising demands have very strict rules, in the U.S. market, many health foods and functional foods major reason for failure to appeal in their performance
and
product
positioning
pass
FDA
audit.\"Lean Cuisines\" in the product positioning and packaging, and did not emphasize its \"medical use\but clearly indicate the various components of product content, and in the promotion of such information conveyed to consumers - \"eating healthy, low-calorie foods instead of the normal three meals in a meal or two meals, you can easily lose weight. \" This approach, skillfully avoided easily FDA strictly controlled.
Because of this, in the United States, Europe, Australia and other countries, of \"Lean Cuisines\" features the brand not only in health food stores and drug sales, has also
successfully entered the Walmart, COLES supermarkets such as terminals, products, and some ordinary chocolate bar, beverage granules placed together, edge self-evident. According to \"Business Review week,\" the investigation, \"Lean Cuisines\" in the 10 months of Australian supermarket sales reached 15.4 million U.S. dollars and, Nick Goddard also believed that future sales to be far more than this figure. In view of Unilever's sales revenue in this only 6% came from outside the U.S. since 2002, has decided to vigorously develop the European, Australian and Japan and other overseas markets. End of 2002, \"Lean Cuisines \" in Australia on behalf of the meal the food market share of 65%.As the Lean Cuisines\" results in the supermarket, causing other meal replacement food brands to follow suit. Now, most of the West meal replacement food supermarket has opened up a special shelf. Expand the product line, the Lean Cuisines\" weight-take-all market. Price:
Birds Eye Chiko Rolls 4pk 650g
Black&Gold Beef Burgers 1kg Black&Gold Dim Sims 20pk
Black&Gold Lasagna 750g
7.91 per
$5.14 Add +
kg
4.23 per
$4.23 Add +
kg 0.25
$5.00 Add +
each 6.44 per
$4.83 Add +
kg
Black&Gold Lasagna 1.5kg Birds Eye Chiko Rolls 4pk 650g
0.05 per
$8.06 Add +
100g
7.91
$5.14 Add +
per kg
4.23 Black&Gold Beef
$4.23 Add +
per kg
Burgers 1kg
Black&Gold Dim Sims 0.25
$5.00 Add +
20pk each
Black&Gold Lasagna 750g
6.44
$4.83 Add +
per kg
Income and family size on the amount of consumers to buy frozen foods will have different effects than
income.Consumers more frequently buy high, frozen desserts such as pies, ice cream and other desserts, the general income consumers tend to purchase of cold meat and seafood category type. And the larger the family the more likely to purchase white meat, frozen and sent, breakfast type food, Smaller house plants prefer to buy frozen dinners, seafood and ice cream and other products. Retail industry, the main meal of frozen dinners and frozen food items to the largest market, annual turnover of more than 59 .Billion U.S. dollars, and there is growing trend. Frozen seafood category and types of cold food is also becoming more growth. In the food service industry, frozen food accounts for one third of the market, annual income of more than 40 billion U.S. dollars. Food service, including
meals Hall, buffet, hospitals, schools. 76% of that in another 10 years of food service, frozen foods will
Improve quality, or even people can not are frozen or fresh. Asian immigrants with South America and the growth of abnormal States frozen food have begun to hot, is expected to 2010, South America will grow 96% immigrants, Asian immigrants will grow 110% more. The growth of new immigrants will more and more. The abnormal States frozen food appeared on the market. Promotion:Recently, \"Lean Cuisines\" 96% of users are young women. During these years, \"Lean Cusines\" has been committed to developing new markets, not just the male consumer, even from teenagers to older more into the \"baby boom\" generation, are included in their vision. Although there are many marketing industry have criticized this approach would result in product positioning is not clear, but the person in charge of Unilever, who in the marketing process has been emphasizing \"Lean Cuisines\" to \"fast and healthy way to lose weight,\" the product positioning and function, they should \"Lean Cuisines\" brand into a meal replacement foods, \"Coca Cola\Cuisines \" position is \"product experts\" rather than \"User
experts.”In the process of market development, they also focus on market research and analysis. They think, in fact, relative to health food and functional food for this big cake, meal replacement food itself or a \"niche\" market, and constantly open up new markets is necessary. The end of 2002 \"Lean Cuisines\" brand products sold in the market more than 50 species, including a variety of tastes and meal replacement bars can brew drinks hot or cold water, and the \"rapid thin\" (Ultra Slim Fast) Products lines. \"Lean Cuisines\" has found that 50 million \"baby boom\" into old age, compared with their predecessors, these people pay more attention to their health and appearance, they are always finding ways to make themselves look younger, healthier. Unilever since 2001, in advertising, product development and marketing strategy are inclined to this market, they develop a more welcomed by the elderly in making soy milk and other flavored drinks, and started running for health workers target marketing activities. Nick Goddard said that these activities is to eliminate \"Lean Cuisines\" gives too much fashion sense. This series of activities including the sponsorship of many health research projects and the establishment of a \"fast lean
Health Research Center\eating\" as the subject of medical conferences and forums. These healthy workers in the United States established a good reputation, \"Lean Cuisines\" as American doctors recommended to children and the elderly weight loss product. Through them, \"Lean Cuisines\" middle-aged consumers to convey: Obesity is not only unsightly, but also affect the health, healthy eating habits (consumption of \"fast lean\") can quickly recover and maintain a healthy slim body, people seem younger and more. Although the \"Lean Cuisines\" every year for about 14% of revenue as a marketing and advertising costs, but few of its campaign endorsements by celebrities such health care products in the market, the most common weight-loss methods. Of course, this does not mean \"Lean Cuisines\" the social effects are not fancy star, on the contrary, often there will be some stars (such as the popular British singer Robbie Williams) In an interview, said of their recent rapid weight loss approach is to take a \"thin fast\" food. In the \"thin fast\" marketing strategy, the Internet played a crucial role. Joanne Moscato is a since 1984 in \"Lean Cuisines\" work veteran, in January 2000 on, she became responsible
company's online marketing plans, also known as \"a leading interactive marketing\" program (Pro-Interactive Marketing .) According to her lossing weight starting from 2000, attaches great importance to network marketing, the company spends $ 1,500,000, and AOL, iVillage and MSN and other portals to establish strategic alliances, consumers visit these sites in the electronic mailbox very striking to see the location of \"quick thin\" Club membership registration advertising. The company's dedicated website has won the most popular website of the United States and the U.S. to design the best site and other awards to provide consumers with a large number of healthy recipes and health information, and a number of experts to provide tailor-made for registered users weight loss program. Consumers can visit the Web site for a simple registration, or purchase \"Lean Cuisines\" the product and enter the product serial number of the site to be a \"Lean Cuisines \" Club. Joanne Moscato said that due to the success of online marketing programs, in 2001, the club an average of 3.5 million new members added each month; 2002, the club added a total of 12.7 million new members; to 2003, the \"Lean Cuisines\" in the U.S. \" silent premise of brand
awareness \"(Unaid Brand Awareness) reached 89%,\" Lean Cusines \"the club a total of 200 million members, accounting for 2% of U.S. households, of which 13% of its members are\" heavy user \"( Every day eat at least a Lean Cusines\"). Joanne said, \"Lean Cuisines,\" the next goal is to promote \"the whole family eat Lean Cuisines.\" Conculsion:
Expansion of information in today's cultural context, the proliferation of brands is very fast, the retail market environment has become a visual garbage, so that we eat too much, malnutrition. Complex and excessively detailed description of the brand but not worth the candle.Therefore, successful brands are those that use an effective \"visual Glance\" method, and their core users to establish contact. Use of color, logos, icons, and simple visual focus, you can make the brand image to overcome the appearance of clutter. The success of some of the new brand strategy is key to have their information, features, and user-friendly framework. Lean Cuisine is doing really good in this market.
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