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

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Page 6: Positioning the brand

The focusing of a brand upon a range of customer needs and requirements relative to other products is a function of product positioning. Positioning involves identifying key values considered to be important for consumers and then using these to highlight and develop the product's image.

KP took a long hard look at 'Hula Hoops the Brand' and produced the following positioning statement:

CONSUMER PROPOSITION

'It's the Hula Hoops shape that makes them so good to eat'.

ADVERTISING PROPOSITION

'Everything good about Hula Hoops stems from their unique shape'.

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