Failure Case Study: Clover Cooking Spray; Distracting from core brand issues through line extensions

Failure Case Study: Clover Cooking Spray; Distracting from core brand issues through line extensions


  • Products Id :- CS0027SF
  • |
  • Pages: 18
  • |
  • |
  • |
  Request for Sample Report
  Request A Quote

Executive Summary

Prevailing trends have seen consumers moving away from dairy spreads to both butter and alternatives like oils, oil sprays, and spread-free recipes. This has led brands to reassess their product ranges and look for ways to increase their appeal among consumers looking for greater health, moderation, and convenience, among other factors.

Key Findings

In a challenging category, streamlining a business's focus on core products and seeking to maximize the returns from them (if potential still exists to do so) makes more sense than diverting attention to non-core concepts, especially if those actually cross into the territory of other better-performing similar products within an overall portfolio.

Part of Clover's poor performance can be connected to the way in which cooking oils have come under pressure from health concerns and related behavioral adjustments.

Canadean's 2013 consumer survey revealed that, despite it still being a frequently consumed product, 57% of UK respondents were limiting their cooking oil intake.

In cooking oil, prevailing trends show that the health component must be clearly satisfied, as should convenience. Basic flavor options or proximity to "real" products (olive oil, sunflower oil, real butter, etc.) are the most desirable as these have the clearest, widest understanding and uses among consumers who want a facilitating product rather than an intrinsic ingredient in most day-to-day cooking scenarios.

Synopsis

"Failure Case Study: Clover Cooking Spray" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the failure of Clover's cooking oil spray, a line extension to the UK dairy spread range. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy

Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.



Read More



Contact Us:
Ken Research
Ankur Gupta, Head Marketing & Communications

+91-9015378249

Summary: Clover cooking spray

A cooking spray line extension for the Clover brand

The underperforming product was withdrawn in 2016

Clover as an overall brand has been under pressure

Clover's spray clashed with the successful Frylight

Moderation and avoidance trends are impacting oils

Novel flavors may have worked against Clover

Experimentation is limited in cooking oil usage

Weak propensity to trade up in oils hurt potential

Take-outs: address underlying issues before extension

Take-outs: understand moderation and occasion trends

Canadean's TrendSights

Appendix

Single User License:
Report can be used by individual purchaser only

Site License:
Report can be shared by unlimited users within one corporate location, e.g. a regional office

Corporate User License:
Report can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

To know more information on Purchase by Section, please send a mail to sales [@] kenresearch.com
 

Dairy Crest

Dairy Crest

select a license
Single User License
USD 995 INR 72864
Site License
USD 1990 INR 145728
Corporate User License
USD 2985 INR 218592

NEWSLETTER BY CATEGORY




Testimonials

An excellent provider. Thorough, precise and outstanding insight. They drill down to what we need and their reports are effective at integrating text with supporting graphics and charts. Their reports are a great resource to go back too. ...

Coherent, high-quality, thoroughly-researched reports. We received a very quick response to all our queries which eventually expedited the entire process....

Well structured, the insights they shared with us were very helpful and reliable. Their timely assistance make their services invaluable to us. I would highly recommend them and would definitely use them again in the future if needed...

The report sent to us was on the point, and its information was quite extensive, well structured, and well researched. More importantly what we valued was your response time and professionalism. As a leading global consulting firm, our clients expect high quality deliverables in short periods of time, so a reliable research partner is essential. For the price that you have charged the quality of your services were exceptional. We look forward to continue our relationship with your team on future engagements....

This is with regards to your report on India PVC pipes and fitting market outlook industry outlook to 2019. This is a very well written report and accept my compliments on the same.... ...



Ken Research Private Limited, Unit 14, Tower B3, Spaze I Tech Business Park, Sohna Road, sector 49
     Gurgaon, Haryana - 122001, India

download

Company Brochure

Engage with Us

sales [@] kenresearch.com