Agency: BNRR Needham | Author: Delia Rothnie |
McVities Abbey Crunch: Revitalising an old brand
BUSINESS BACKGROUND
Introduction
McVities Abbey Crunch has been on the market since 1932. It is a roll-packed biscuit made of syrup, wheat and oats. Without any advertising support, it maintained a steady level of volume, and produced a good contribution to gross profits.
The 1970s
During the early 1970s, Abbey Crunch volume sales were increasing but after 1974 sales began to drop off and by 1979 were below 1971 levels. (See Table 1)
TABLE 1: ABBEY CRUNCH VOLUME SALES
Ex-Factory ... |