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Bowland Fresh And Night Time Milk Case Studies: Differentiating Products In A Commoditized Market


Description: This report on Bowland Fresh and Night Time Milk forms part of our case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge

Identify specific areas for operational improvements

Capitalize on the knowledge of experienced companies when entering a new niche or market


Contents:
ABOUT US 2

WHAT IS THIS REPORT ABOUT? 3

INTRODUCTION 6

CASE STUDY 7

Bowland Fresh Milk 7

Booths Supermarkets Background 7

How the brand came about 8

Pre-launch strategies 8

Packaging the brand to gain consumer appeal 8

The advantages of catering for a niche market 9

Night Time Milk 9

Background of St Helens Farm 9

How Night Time Milk came about 10

How the company created melatonin-rich milk 10

Launch supported by PR campaign 10

The target audience 11

CONCLUSIONS 13

RESEARCH METHODOLOGY 14

RELATED RESEARCH 15

List of Tables

Figure 1: Booths Supermarkets logo. Booths sells and markets the Bowland Fresh brand 7

Figure 2: St Helens Farm is in collaboration with Cricketer Farm in Somerset to produce Night Time Milk 10

Figure 3: Night Time Milk, launched in February 2004 11




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