Page 1: Introduction
When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having made the right choice. Branding plays a key role in this decision-making process. A brand is part of a product’s tangible features. It is a term, name, sign, symbol or design which identifies a product with a seller and thus differentiates it from those of competitors. Although the process of analysing consumer behaviour is complex, research reveals that shoppers develop a series of attitudes and beliefs which influence their decisions. In the majority of cases, choosing a specific brand is not based on luck. Consumers buy a particular brand because they have confidence in that product’s features, benefits and qualities.
Perhaps the greatest challenge of branding is to create a series of meanings for a brand and then to develop product ranges which respond to consumer demand and match or further develop these meanings. This case study focuses on Jeyes, a household name which creates a series of attributes, beliefs and values in the minds of consumers. It examines the value of the Jeyes name and shows how the business has been revitalised through the process of 'brand stretching' and new brand initiatives.
What is Jeyes?
Jeyes household hygiene and personal care products are used by consumers all over the world. In fact, Jeyes has patent and trademark rights in most countries where governments have been developed sufficiently to offer such protection.
Jeyes is a branded supplier which also supplies private label products to major retailers and manufactures for leading multi-national marketing and distribution companies. It has its own well-known UK brands such as Jeyes Fluid, Parozone, Bloo, Kleenoff, Wet Ones and Quickies plus Globol, GEO and Hui in Germany. Jeyes manufactures in the UK and Germany and supports its product range with research and development establishments in both these countries.
- 1877 John Jeyes invented ÔJeyes FluidÕ.
- 1955 Ibcol disinfectant brand acquired from Ibbetson Co. Ltd.
- 1963 Parozone bleach brand acquired from The Parozone Company.
- 1970 Group moved to Thetford.
- 1972 Cadbury Schweppes acquired Jeyes Group.
- 1973 Bloo launched.
- 1986 Management buyout.
- 1988 Unlisted Securities market listing.
- 1989 Quickies/Baby Wet Ones/Wet Ones brands acquired from Sterling Health, marking Jeyes entry into the moist wipes market.
- 1992 Full stock market listing and acquisition of Globol Company from BP.
- 1994 Strategic Review.
Nowadays, it is difficult to appreciate how primitive the sanitary conditions were for most British people little more than a hundred years ago. For the majority of people, the Industrial Revolution worsened their ’quality of life.’ Nineteenth century towns and cities in Britain were characterised by squalor, poor housing, smells and disease - creating a desperate need for safe and effective disinfectants.
In 1877, John Jeyes invented 'Jeyes Fluid,' a product that would help clean the filth in and around the slums of London.
In 1970, Jeyes Group Ltd moved from Barking in London to Thetford in Norfolk. Two years later, the business was acquired by Cadbury Schweppes - expanding its product portfolio from chocolate and fizzy drinks to disinfectant and toilet blocks!
In 1986, the business changed ownership again through a management buyout (MBO). An MBO is when the management of a business buy that business from the owners, showing they have sufficient faith in its future. In 1988, Jeyes Group plc was quoted on the Unlisted Securities Market, a half-way house before its full listing on the London Stock Exchange in 1992.
Since 1993/4, there have been a number of senior management changes with a full strategic review of the business. The strategic review examined the factors influencing the present and future wellbeing of the organisation and identified its strengths, so that key decisions could be made about future opportunities.