Annie's: Growing Organically

by Bill Fanning
03 Feb 2014

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.

Details

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)