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.

Learning Objectives

Provide a case study that focuses on the marketing mix in the context of product expansion, and an example where students can apply the 4Ps in the marketing mix (product, price, place/distribution, and promotion).

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)

Berkeley Haas Case Series Follow The Berkeley Haas Case Series is a collection of business case studies written by faculty members at the Haas School of Business. Cases are conceived, developed, written, and published throughout the year, on subjects ranging from entrepreneurship and strategy to finance and marketing. Each case includes a teaching note for use in the classroom.

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Annie's: Growing Organically

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