Overview:

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
 
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Datamonitor View 1
CATALYST 1
SUMMARY 1
Analysis 2
The Australian bread industry has evolved in line with consumers' diverse nutritional requirements 2
Bread consumption has declined, but still remains a staple in the Australian diet 3
A growing focus on carbohydrates is increasingly about consuming the 'right carbs' rather than reducing carbohydrate intake 4
The global economic crisis polarized the bread industry in Australia 5
Growth in private label bread has been driven by value consciousness and improved quality 6
A growing number of bread products are also entering the indulgence space 8
The overarching desire for freshness poses a challenge to pre-packaged loaves, whilst supporting the growth of specialized bakeries 8
Lawson's ensured its entire marketing mix was consistent with its brand positioning 9
Goodman Fielder launched a bread offering with traditional appeal and modern-day relevance 10
Packaging was crucial in conveying brand heritage and authenticity for Lawson's 10
The brand steered away from traditional mass marketing to underpin its authentic image 11
Compare and contrast: Bakers Delight has repositioned itself as being the ""real"" option for fresh bread 12
Conclusion and implications 14
APPENDIX 15
Case Study series 15
Methodology 15
Secondary sources 15
Further reading 16
Ask the analyst 16
Datamonitor consulting 16
Disclaimer 16
 

List of Figures
Figure 1: Industrial bread and rolls will lead growth in the Australian bread manufacturing industry 3
Figure 2: Over one-quarter of Australians are closely monitoring their carbohydrate intake 4
Figure 3: Indicative of an increasingly sophisticated understanding of carbohydrates, over a third of Australians are highly influenced by 'Whole grain' claims 5
Figure 4: Growing value consciousness among Australian consumers has prompted nearly one-third to pack lunches from home 6
Figure 5: A steady if not growing proportion of Australians are turning to private labels to save money 7
Figure 6: Many Australian shoppers consider private label food and non-alcoholic beverages to be identical to famous branded equivalents 7
Figure 7: Premium offerings elevate bread from 'everyday staple' to 'affordable indulgence' 8
Figure 8: Over seven-in-10 Australians are influenced by the 'healthy halo' of freshness 9
Figure 9: Lawson's Traditional Bread is said to be baked in the spirit and traditions of Australia 10
Figure 10: Lawson's collaborated with a word-of-mouth marketing agency to expand brand awareness organically 11
Figure 11: Lawson's partnered with a range of popular Australian restaurants and cafes to offer consumers limited-edition gourmet sandwiches 12
Figure 12: Bakers Delight recently underwent brand repositioning to tout its 'real' credentials 13