Vision Shopsters: Lawson's Traditional Bread Case Study: weaving authenticity throughout the entire marketing

Lawson's Traditional Bread was launched as a premium bread offering in 2008, and has since successfully combated strong competition from private label lines and traditional fresh bakeries. This case study examines how consistent brand positioning can create compelling cut-through and credibility in a cluttered and highly-competitive category

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*Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data

*Enhance your market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success

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Table Of Contents :

Datamonitor View 1

CATALYST 1

SUMMARY 1

Analysis 2

The Australian bread industry has evolved in line with consumers' diverse nutritional requirements 2

Bread consumption has declined, but still remains a staple in the Australian diet 3

A growing focus on carbohydrates is increasingly about consuming the 'right carbs' rather than reducing carbohydrate intake 4

The global economic crisis polarized the bread industry in Australia 5

Growth in private label bread has been driven by value consciousness and improved quality 6

A growing number of bread products are also entering the indulgence space 8

The overarching desire for freshness poses a challenge to pre-packaged loaves, whilst supporting the growth of specialized bakeries 8

Lawson's ensured its entire marketing mix was consistent with its brand positioning 9

Goodman Fielder launched a bread offering with traditional appeal and modern-day relevance 10

Packaging was crucial in conveying brand heritage and authenticity for Lawson's 10

The brand steered away from traditional mass marketing to underpin its authentic image 11

Compare and contrast: Bakers Delight has repositioned itself as being the ""real"" option for fresh bread 12

Conclusion and implications 14

APPENDIX 15

Case Study series 15

Methodology 15

Secondary sources 15

Further reading 16

Ask the analyst 16

Datamonitor consulting 16

Disclaimer 16

Vision Shopsters: Lawson's Traditional Bread Case Study: weaving authenticity throughout the entire marketing

By: Vision Shopsters

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