Sunny Delight Case Study: The Difficulties Of Relaunching A Brand Once Consumer

Sunny Delight Case Study: The Difficulties Of Relaunching A Brand Once Consumer Trust Has Been Broken

Product Type: Market Research Report
Published by: Datamonitor
Published: July 2006
Product Code: R313-14968

Description

Introduction

This report on Sunny Delight forms part of Datamonitor's 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.

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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

Table of Contents

DATAMONITOR VIEW: CATALYST; SUMMARY; METHODOLOGY
ANALYSIS: Unhealthy image ends brief period of high growth; P&G's controversial strategy prompts initial success; Sales were impacted by negative media coverage after a Food Commission enquiry; Relaunches do little to enhance sales; Reformulation and repackaging show more honest approach; Spin-off leads to new marketing initiatives; Continued sales decline leads to brand rethink; UK strategies include parent advisory groups and charity links; Major US promotion announced for 2006
APPENDIX: Case study series; Extended methodology; References; Further reading; Ask the analyst
List of Figures: Figure 1: The evolution of Sunny Delight

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