How can Hovis, a beloved UK bread brand, make its way into the US marketplace? Glad you asked.

Site

Hovis Bread

Installed

September 2018

Team

Lola Olateju, Abigail Watt, Ericka Davis, Malav Naik, and Weiru Fang

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For my final course to complete my MS in Integrated Marketing Communications from Northwestern University, I chose to deepen my brand marketing experience under the guidance of Professor Ariel Goldfarb. The resulting project allowed me to break from traditional values of brand marketing in order to create a truly consumer-centered brand presentation.

Story: For 130 years, there has been a UK brand that has found remarkable success. When people are asked about this brand, they conjure images of family, a little boy riding his bike and the rolling british countryside. Quite literally, the nicest middle aged farmer driving a tractor. This brand ...

Our Process:

1.

Our team was tasked with uncovering a strategy that best aligns Hovis with the targeted US consumer base, in order to expand their global presence.

2.

Comprised of a small group of mighty marketers, we were undaunted by the challenge, and quickly divided our work into three steps. The first was to do a needs-based customer segmentation. Once we understood the needs of the types of customers, we then then dug into Hovis’s brand identity. From there, we moved forward with a new brand positioning that aligned the target US customers with the Hovis brand.

3.

As a final outcome of the Hovis brand repositioning we reevaluated the number of brands, concluding to reduce the 20 original products to 10 for the US audience.