ABOUT THE PLAN
ConAgra Foods (ConAgra) manufactures Peter Pan. ConAgra is one of North America's largest packaged food companies. The company offers a variety of brands available in supermarkets, as well as a commercial foods business serving restaurants, and foodservice operations around the world. Founded in 1919 and headquartered in Omaha, NE, the company employs about 32,800 people in three reporting segments: consumer foods, commercial foods and private brands. The grocery section within the consumer foods segment is the company's industry-relevant segment.
Peter Pan was introduced in 1920. Peter Pan Peanut Butter is sold in a number of varieties: Original Creamy, Original Crunchy, Honey Roast Creamy, Honey Roast Crunchy, Reduced-Fat Creamy, Reduced-Fat Crunchy, Whipped Creamy, Plus Creamy (with added vitamins and minerals), Natural Creamy, Natural Crunchy, Natural Honey Roast Creamy, Simply Ground Original, and Simply Ground Honey Roast. Current consumers of the product tend to be an older demographic. The brand itself is struggling with exposure in recent years, despite a spike of market presence in the wake of the 2007 salmonella outbreak. The competition is currently blowing Peter Pan away although ConAgra marketing executives still appear to be treading lightly. The product itself is exceptional and brings about an aura of nostalgia that should be kept. Peter Pan should focus on bringing brand awareness to a slightly bigger target market. However, should be careful not to expand the target market by too much so that any added marketing tactics are diluted among a large population. |