California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
by Bill Fanning
This case is about a brand that had established itself in a small number of categories with a specific target and is attempting to appeal to a broader target and expand into other categories. The primary focus of the case is on Annie's expansion into the frozen pizza category; however the longer-term focus is on planned expansion into other categories and the ability to broaden the appeal of the brand to a more mainstream target.
Pub Date: Mar 2, 2014
Discipline: Marketing
Subjects: Marketing, Consumer behavior, Consumers, Marketing strategy, Market positioning
Product #: B5801-PDF-ENG
Industry: Food
Geography: United States, California
Length: 20 page(s)
