Successful product differentiation strategies: Examples from Heinz, Snyder's of Hanover and the Fonterra Cooperative Group

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In the 1980s, leading US food manufacturing firms could easily differentiate products using branding strategies supported by significant advertising expenditures. However, branded food manufacturers are now facing a different environment from previous decades.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

This paper is of value to brand managers and leaders who wish to gain a better understanding of the motives for innovation and leadership

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2010), "Successful product differentiation strategies: Examples from Heinz, Snyder's of Hanover and the Fonterra Cooperative Group", Strategic Direction, Vol. 26 No. 1, pp. 17-20. https://doi.org/10.1108/02580541011009761