Subject Index
 

By 1999, supermarket own label dominated the packaged cake market. The Mr Kipling brand, owned by Rank Hovis McDougall, had seen a ten-year decline in sales and was regarded as old fashioned. A new a ...

How Hovis in 1991 took the brand into the premium white bread market, building on a brand equity developed on the notion of brown, health and heritage. History of the market and rationale for this dev ...

The successful launch of Cracottes, a cracker biscuit, by RHM: test market in 1980, national launch 1981. Marketing objectives: rapid build, a 5% share of the cracker market in 12 months (= a £7.5 mil ...