The Keebler Company Essay

This essay has a total of 881 words and 5 pages.

The Keebler Company

The founhder of the company, 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, United Biscuit Company of America was formed. By 1944, there were 16 bakeries in
the network from Philadelphia to Salt Lake City and their cookies and crackers were
marketed under a variety of brand 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, cost 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 nation's 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 international 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 young children
Young adults
Older adults
People who enjoy snacking
People who enjoy sweets/deserts
The 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 don't have time to prepare foods all the time
Some brands target older people (i.e., Club Crackers, etc.)
Continues for 3 more pages >>




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