The Keebler Company :: essays research papers fc

The founhder of the participation, Godfrey Keebler, started with jus a small bakery in Philadelphia, PA in 1853. During the next two generations, local bakeries popped up around the country, including Strietmann, Hekman, Supreme and Bowman. With the introduction of cars and trucks (carrying the Keebler logo), bakery goods could be distributed beyond the neighborhood and regional distribution began.In 1927, unify Biscuit Company of America was formed. By 1944, there were 16 bakeries in the network from Philadelphia to Salt Lake City and their biscuits and zesty were marketed under a variety of scrape names for the next 22 years.Due to tremendous growth and modern business practices in centralized management, product consistency and quality, efficient use of facilities, speak to control and mass advertising, the company needed to operate under one name. In 1966, Keebler was judged to be the most sound and memorable. Over the years, Keebler has acquired several other producers of cookies and crackers (i.e., Bake-Line Products, Inc. The nations leading producer of private-label cookies and crackers in 1993 merger in June 1996 with sunshine Biscuit Company now owned by Keebler Foods Corporation).Keebler/Sunshine merger brought together two of the oldest and most respected names in the U.S. biscuit industry.Keebler and products are sold in more than 75,000 retail outlets nationwide, including Puerto Rico and selected planetary markets. The Keebler company seems to have more than one target market. With variety of products they offer, the company appears to be targeting just about every segment of the population+ Parents of untried children+ teenage adults+ Older adults+ People who enjoy snacking+ People who enjoy sweets/desertsThe market segmentation is largely homogenous in that the segmented groups+ Are generally young children or adults who are relatives of young children++ Starting at the age of 3 years old, and going up+ People who dont have term to prepare foods all the time+ Some brands target older people (i.e., Club Crackers, etc.)Keebler, in maintaining success in the market, emplys the 4Ps as followsProduct The company produces a physical good Cookies/Crackers. In doing this, the company became diversified by the use of several product lines, not just one line of cookie or cracker. Also, in acquiring other businesses, the company thought it best to keep the originating firms brand name vice-carrying its name on the untried product (i.e., Sunshine company). In thins regard, Sunshines Cheeze-It cracker line would not risk losing customers who are accustomed to that logo on the product or the name being used in association with the product.