Californian Raisins: Marketing in a commodity industry
Aim was to restore lost share and halt sales decline. Paper looks at UK aspect of a Europe-wide project. Research showed that although people liked raisins they thought they were all the same. The objective was to emphasis the naturalness of the Californian raisin. Campaign began solely with TV in selected regions. Research showed increase in awareness of the US being a producer of raisins and the products 'naturalness'. Penetration increased and campaign rolled out nationally by 1985. By 1986 UK was the fastest growth market for Californian raisins in Europe. Price premium was maintained, volume share grew from 3-16%, Sun Maid was clear brand leader.