Lawson's Traditional Bread Case Study: weaving authenticity throughout the entire marketing mix

Introduction

Lawson's Traditional Bread was launched as a premium bread offering in 2008, and has since successfully combated strong competition from private label lines and traditional fresh bakeries. This case study examines how consistent brand positioning can create compelling cut-through and credibility in a cluttered and highly-competitive category

Reasons to Purchase

• Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data
• Enhance your market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success

Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
The Australian bread industry has evolved in line with consumers' diverse nutritional requirements
Bread consumption has declined, but still remains a staple in the Australian diet
A growing focus on carbohydrates is increasingly about consuming the 'right carbs' rather than reducing carbohydrate intake
The global economic crisis polarized the bread industry in Australia
Growth in private label bread has been driven by value consciousness and improved quality
A growing number of bread products are also entering the indulgence space
The overarching desire for freshness poses a challenge to pre-packaged loaves, whilst supporting the growth of specialized bakeries
Lawson's ensured its entire marketing mix was consistent with its brand positioning
Goodman Fielder launched a bread offering with traditional appeal and modern-day relevance
Packaging was crucial in conveying brand heritage and authenticity for Lawson's
The brand steered away from traditional mass marketing to underpin its authentic image
Compare and contrast: Bakers Delight has repositioned itself as being the “real” option for fresh bread
Conclusion and implications

APPENDIX

Case Study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF FIGURES

Figure 1: Industrial bread and rolls will lead growth in the Australian bread manufacturing industry
Figure 2: Over one-quarter of Australians are closely monitoring their carbohydrate intake
Figure 3: Indicative of an increasingly sophisticated understanding of carbohydrates, over a third of Australians are highly influenced by 'Whole grain' claims
Figure 4: Growing value consciousness among Australian consumers has prompted nearly one-third to pack lunches from home
Figure 5: A steady if not growing proportion of Australians are turning to private labels to save money
Figure 6: Many Australian shoppers consider private label food and non-alcoholic beverages to be identical to famous branded equivalents
Figure 7: Premium offerings elevate bread from 'everyday staple' to 'affordable indulgence'
Figure 8: Over seven-in-10 Australians are influenced by the 'healthy halo' of freshness
Figure 9: Lawson's Traditional Bread is said to be baked in the spirit and traditions of Australia
Figure 10: Lawson's collaborated with a word-of-mouth marketing agency to expand brand awareness organically
Figure 11: Lawson's partnered with a range of popular Australian restaurants and cafes to offer consumers limited-edition gourmet sandwiches
Figure 12: Bakers Delight recently underwent brand repositioning to tout its 'real' credentials
Skip to top