Hula Hoops - emphasising the core values of the brand
A United Biscuits case study

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Page 4: Hula Hoops

For buyers, branding reduces the random nature of product selection. It helps them to identify more easily products that may satisfy their needs, and enables them to reduce time evaluating alternatives.

Hula Hoops is the number one savoury snack and the second biggest brand in the total crisps and snacks market place behind Walkers crisps. Hula Hoops are made using a mixture including potato flake and potato granules and are then formed into their unique and famous round shape. They have won a national quality food award for being the best savoury snack.

And, of course, like the Polo mint and the Round tea bag a key feature of the Hula Hoop is shape, and hence the feel in the mouth. As Harry Enfield says in the TV advertising: "Oi will not change the shape of Hula Hoops.'

'H ula Hoops are round, they're staying round, and they'll be a-round forever!"

Hula Hoops first arrived on the scene in 1973 and like many successful products went through an introductory period to one of sustained growth. However, its market share peaked at 18% in 1987 and subsequently slipped in the early 1990s. The reason for this was that its rating as a favourite brand among its key consumers - children and teenagers - had fallen. This loss of 'primary demand' in the repertoire was a fundamental weakening of the brand's position. With an increasing number of well differentiated brands competing with each other in today's marketplace, manufacturers cannot rest on their laurels and rely upon existing brand loyalty.

An organisation must constantly examine the values represented by

each brand and the extent to which these values help to determine a brand's potential for success.

United Biscuits | Hula Hoops - emphasising the core values of the brand