subject: Aarkstore Enterprise---lawson's Traditional Bread Case Study: Weaving Authenticity Throughout The En [print this page] Introduction Introduction
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
Reasons to Purchase
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
CATALYST
SUMMARY
Analysis
The Australian bread industry has evolved in line with consumers' diverse nutritional requirements
Bread consumption has declined, but still remains a staple in the Australian diet
A growing focus on carbohydrates is increasingly about consuming the 'right carbs' rather than reducing carbohydrate intake
The global economic crisis polarized the bread industry in Australia
Growth in private label bread has been driven by value consciousness and improved quality
A growing number of bread products are also entering the indulgence space
The overarching desire for freshness poses a challenge to pre-packaged loaves, whilst supporting the growth of specialized bakeries
Lawson's ensured its entire marketing mix was consistent with its brand positioning
Goodman Fielder launched a bread offering with traditional appeal and modern-day relevance
Packaging was crucial in conveying brand heritage and authenticity for Lawson's
The brand steered away from traditional mass marketing to underpin its authentic image
Compare and contrast: Bakers Delight has repositioned itself as being the real option for fresh bread
Conclusion and implications
APPENDIX
Case Study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Industrial bread and rolls will lead growth in the Australian bread manufacturing industry
Figure 2: Over one-quarter of Australians are closely monitoring their carbohydrate intake
Figure 3: Indicative of an increasingly sophisticated understanding of carbohydrates, over a third of Australians are highly influenced by 'Whole grain' claims
Figure 4: Growing value consciousness among Australian consumers has prompted nearly one-third to pack lunches from home
