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Strategic Examination Of Birds Eye Frozen Foods Industry Marketing Essay

In 1950s Wild birds Eye had proven its integrated system of creation and distribution and its strategy was pretty much marketing oriented. Company targeted to increase sales by launching new product, promoting consumer knowing of the convenience and value for money of frozen food, and developing consumer reputation of the quality associated with the Birds Eye brand. 40% of the income used to be producing by five biggest-selling products - peas, coffee beans, chips, fish fingers, and meat burgers. In 1995 it used television as a biggest mean strategically to market its products hence to increase sales. It gave a leading edge over others to get customers to Parrots Eye. Birds Attention pioneered frozen foods with something quality greater than people were used to in refined food and with a personality that mixed efficiency, hygiene, self confidence and completeness. Wild birds Eye used the strategy to draw in more customers with the addition of more worth beyond the physical and efficient ones that contributed to a clear and likeable personality for the brand.

Competitive good thing about Birds Eye:

Birds Eye's efforts offered it a competitive advantage and market dominance in the frozen food industry in UK. In early on 1950s and 1960s, Parrots Eye accounted for over 60% of UK frozen food sales on a tonnage basis. Alternatively brand market share of the company was over 70% by value and around two-third by tonnage for the majority of the period, the share of the iced food sales was 75% plus some 40, 000 retail outlets were served specifically by Birds Attention.

Birds Vision pioneered the development of market of iced food. It were able to maintain brand control and superior profitability over other competitors such as Findus and Ross. Neither of the competitors was prepared to undercut Birds Vision. The style of price tendencies on the market was afflicted by leadership of Birds Vision. Birds Eye's retail dominance was assisted by something of savings that encouraged much larger retailers to give Birds Attention the major part with their iced foods business. How big is the discount from its publicized trade prices depended on the total annual turnover of the merchant, the case space, and the consistency and the size of the deliveries.

In the 1970s and 1980s there is decline in the market share and profitability of Birds Eye due to increase in the competition in the market.

Main reason to be vertical integrated suppliers for iced food:

Underdeveloped infrastructure:

Birds Eyeball was founded in UK in 1938, that was the initiative of your British Entrepreneur, Robert Ducas, financially and technically reinforced from General foods Corp and Chivers and Sons Ltd. In the beginning company faced the issues while building market control. These problems arose mainly due to concentration of producing into a short while space, the unreliability of the equipment, having less the skilled labor etc. though handling costs were fixed, yet equipment was requesting more capital investment as it needs to be imported from USA. The locations of the iced food were dependent on the availability of the raw materials.

Quality of the meals: Once company decided facilities the next phase was secure resources of high quality organic material. It was using grower's machines instead of manual labor.

Securing Raw Materials: Birds Vision came into into broiler poultry industry in 1958 and within couple of years it got built a capacity to create 6. 5 million wild birds per annum at about 20 farms. It attained the majority stake in sportfishing company to secure a normal way to obtain cod. In addition, it developed a number of inventions in food control and freezing techniques and trends in quality management, as well as improvement in the production of its uncooked material.

Distribution was bit big problem for Birds Eye when compared with creation problem. It cost at between 15-25% of the total cost of the frozen food. Parrots Eye's investment in frosty storage area and refrigerated distribution was mainly through its sister company SPD.

Another problem for the company was retail syndication of the frozen food. When infrastructure development occurred, demand for frozen increased enormously. Before iced food were considered as luxury which became a need on later level, which lead to a rise in the number of retail retailers in 1950s and 1960s.

Preventing new competition: using the complete value chain intended that, getting into this market would become significantly problematic for new entrants anticipated to high capital need, hence it provided a benefits to Birds Eyes to avoid competition

Industry Framework: Both main opponents of Birds Eyes during 1950s and 1960s, Ross and Findus were also following the vertical integration strategy and the industry structure and the maturity for this time forced the business to vertically combine as that they had no other choice.

Birds Eye's Different preparations for peas, fish & meat: For fish and meat Parrots Eye did backward integration because they build capacity and acquiring managing stake in the suppliers. For peas nonetheless they worked closely with farmers providing them with both capital and experience with the development of high quality product. Parrots Eye had tight control over both models in supply china. The distinctions between your two models could be because of in the veggie market Birds Eyes could secure of uncooked material with longer-term deals with farmers, whereas with the fish suppliers, there process was more challenging. This process did not let Birds Eyes have enough control so they fixed the process by vertical integration.

Emergence of specialize intermediaries:

The several changes took place in the industry in later 1960s and 1970s lead to introduction of specific intermediaries. Following are few of the reason behind this:

Industry Maturity/ Technological breakthroughs: As the industry matured the rate of technical breakthroughs increased which led to decrease in the quantity of capital to enter into the business making the barriers to entry low. The emergence of smaller companies opened up opportunities to provide specialized services to manage the various functions in frozen food retail. ·

Supermarket Chains: Development in the meals retailing resulted in the emergence of excellent market chains this development resulted in shift in the balance of power from makers to retailers. Suppliers found it profitable to bring in their own brands on the market. This led to a rise of market shares of merchants own brands from 0 to 29% in 1982, these stores whose key business had not been freezing food needed someone to manage distribution and development facilities this paved just how for the introduction of specific intermediaries.

Catering Portion: Percent intake of wedding caterers companies increased from 16% in 1967 to 30% in 1973. Birds Eye did not cater to this market whose requirements were not the same as the consumer market in the sense that they need larger packaging sizes better value. These factors led to the emergence of opponents like Menu expert Ltd to focus on this segment. The brand new entrants required help with the distribution and development, which again activated the introduction of particular intermediaries like Traveling Goose, which specialised in this section.

Specialization: As the industry and the cost structures decreased, it made sense for the new entrants to focus on one product business to lessen costs and complexity in business

Hence it could be analyzed that there was a great expansion in the iced food industry in UK. It provided an enormous competition to Parrots Eye and there was great challenge to get over it. The quick progress of eating from the house and rapid transfer of the catering industry from fresh and canned foods to frozen foods provided an especially attractive opportunity to new competitors on the market, that have been more price conscious rather brand recognition and sophisticated presentation.

Birds Eye respond to drop in sales and tactical reappraisal:

The retirement life of chairman of Parrots Eye put strain on the company and there was decline in the market share. Beyond this problem Birds Eye was able to maintain its market dominance in small retail packages to indie grocer and to a lesser extent, supermarkets. The representation of Parrots Eye really was poor in some area such as with home freezer centers, where its show was around 8% in 1974 and in 1973 it was 10%. There was continuous decline in its market show all together though whole market was expanding.

In this response, particularly in response to the climb in bulk buying by consumers with home freezers, and to your competition of recent entrants in this sector, Wild birds Eye introduces Bulk Packs to the retail market in 1972 and used with this establishment in 1974 of a new business called Country Good Foods, to provide the home freezer centers and other buys willing to accept the very least drop size. Country food and Parrots Eye same development facilities but different circulation facilities, because of the different requirements of the freezer centers. Birds Eye was primarily getting excited about maintain its sale growth, mainly by stretching product range through new product benefits. The company launched new product line in 1970s in addition to vegetables, fish fingertips and meat burgers, and it was ready to eat meals, desserts, and ethnic food.

The increase in the product range cause major complications in the regions of marketing strategy also to allocate budget to different segments for Birds Eyes. No doubt there was a great need to market the products and therefore had to have a strong marketing strategy. Birds Eye attempted to do this at best degree of its strategies. For this purposes, Parrots Eye's marketing advertisements were targeted and segmented-focused.

In response to growing ability of large supermarkets chains, Parrots Eyes redirected its marketing attempts. In 1970 the emphasis of marketing strategy was shifted from consumer marketing to trade marketing, with particular emphasis on developing marriage with major supermarket chains, including joint advertising efforts.

In order to accomplish lower cost Wild birds Eye and Walla Ltd were merged under the name of Parrots Eye Wall by Unilever. In 1982, the combines refrigerated distribution company, Unicold-walls, was transferred to Birds Eye Wall surfaces with the motive of speeding the reorganization of syndication and increasing coordination. The goal was a streamlines national network of seven local distribution centers functioning.

Though Birds Vision put huge efforts to adapt new market circumstances, but its market shares and financial performance prolonged to deteriorate throughout the 1970s. Birds Eye retained its marketing budget by trimming prices on some major selling products, which led to increased sales quantity, whereas there is decrease in profit margin.

The session of new Chairman in 1979 led to Birds Vision reappraising its strategy in UK frozen food market and considering a fresh phase of inner restructuring. In particular there was a wide-spread realization that the vertically included method of the sourcing, handling, syndication, and marketing of iced foods by which Birds Eye possessed developed the united kingdom market for frozen foods may be considered a weakness rather a strength of Wild birds Eye

Frozen food industry in 1980s:

In 1980s there was a great demand for iced food. It had been become a need over a luxury. There was a huge competition in market to Birds Eye. There were many small merchants offering frozen food to the clients.

Arguments for and against of vertical integration procedure:

Vertical integration means a company is producing own inputs and losing its own outputs. Although vertically integrated producer does enjoy some competitive advantages relative to the particular suppliers, but as time passes their structure resulted in some drawbacks in the areas, which negated their advantages. Overall the drawbacks exceeded the advantages.

Their advantages are

Barriers to admittance: A vertically integrated producer liked control over the entire supply chain resulting in faster reaction to increased demand. By vertically integrating backward to get control over the source of critical inputs or vertically designed forwards to get control over syndication channels, a business can build barriers to entry as well.

Quality of products: Since a vertically integrated producer has far better control over the product quality at several points in the source chain, they can ensure a much better quality completed product.

Capturing the profit margins over the value string: Vertically integrated producers could actually capture both the upstream and downstream earnings.

Facilitate investment in specialised property:

Improved arranging:

It is sometime argued that vertical included approach give rise to strategic advantages anticipated to easier planning, coordination and scheduling of adjutants processes permitted in vertically built-in companies, which are advantageous in just-in-time inventory. It also enables a corporation to response in better way to quick changes popular.


Cost down sides: The specific suppliers loved lower overhead costs as they were specialized in sole product, which didn't involve any changeover costs. On the other side vertically integrated suppliers possessed multiple products, which resulted in inefficiencies.

Exit Obstacles: The significant infrastructure capital investment funds by vertically integrated producers when the marketplace was not older avoided them exiting less profitable businesses.

Technological Changes:

When technology is changing fast, vertical integration poses the risk of tying a firm for an obsolescent technology.

Demand Uncertainty:

Vertical integration can be dangerous in unpredictable or unpredictable demand conditions, when demand is steady, higher examples of vertical integration may be handled with relative ease.

Key advice to Executive of Birds Attention:

If we go back in 1979, the next could be the few tips for the exec of Birds eyesight to improve sales and market talk about in iced food industry, as there was a huge competition in the market in those days.

Divest/Spin off dealer and syndication businesses: Birds Eyesight should consider reselling or spinning off its procurement and distribution businesses. This could had helped Parrots Vision in the decrease overheads and achieve parity in expense structure with the rest of the competition. Small size would also contribute to rendering it more agile and answer quickly to changes in its business.

Leverage Brand: Birds can use the brand reputation to develop into other products or certificate their brand for other products to generate some revenue

Reselling to private product labels: Birds Eyes should consider reselling to private brands as their share on the market place has been increasing at a rapid rate from 6% in 1970 to 21% in 1978. Though the margin will be lower in this business it can help recapture market share.

Reduce product lines: On the time period product proliferation occurred at Birds Vision to be able to compete in several different market sections. This resulted in problems with marketing as promoting such broadly different products was demonstrating to be difficult. Wild birds Eye should consider concentrating on the most profitable products utilize it s brand image as leverage and promote higher margin products while eliminating the unprofitable product lines.

Birds Eye's value chain analysis:

The evaluation above is demonstrating the value creation in Birds Eyes, by analysing the inputs strategies of the company, production and distribution process marketing and sales strategies and services and in last outputs.

Birds Eye's interpretation over industry life routine:

It has been witnessed that over the time of time, most industries go through stages, which is often referred as development, maturity and drop. These phases have different implications for the proper execution of competition.

Industry life circuit is being an important tool to find out and analyzing the consequences of the industry development on competitive forces. Industry environment can be divided into five types: a) an embryonic (introduction) industry environment; b) a rise industry environment; c) a shake-out environment; d) a mature market industry environment; e) a declining industry environment. These periods can be shown as below in visual format.

C:\Users\Rupam\Desktop\picture_product_life_routine. gif

This graph shows all the four conditions in the industry. In the embryonic or advantages phase the company just starts producing its basis. Inside the growth phase the market talk about and customer platform starts increase and company actually start recovering its costs. Inside the maturity face the company gets to its break-even point and starts off making profits. It truly is a kind of saturation point. Within the decline phase due to different reasons, such as increase in the competitions, the marketplace share and profitability of the company starts declining and therefore company starts bearing losses.

The ditto happened regarding Birds Eye as well. When Birds eye arrived to the industry, as it pioneered the frozen food industry, it used vertical integration strategy. It had whole lot of earnings and competitive benefit over its competition. It had high profitability and market talk about as compared to its competition. But later in later 1970s and 1980s there was increase in competition, which lead in decrease in market talk about and success of the Parrots Eye.

No doubt at this time Birds Eye did reappraise its strategy and tried out to recover. However the increase had not been of up to before.

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