Pricing Considerations
Goodman Fielder supplies a variety of products at different price ranges to provide value for money and meet the different needs of consumers. Helga’s is a more expensive brand because the bread is seen as better quality and includes seeds and grains which are considered to be good for you. Country Life loaves of bread are also more expensive because they are gluten free. They are typically more expensive to make and the people who buy gluten free bread are usually prepared to pay more for a good quality product. Mighty Soft and Wonder White loaves are sold at cheaper prices because they typically do not contain grains and seeds and are considered value brands. Goodman Fielder’s bread ranges are not as expensive as artisan breads but are more expensive than basic “homebrand” loaves.
Cake mixes are another example of different pricing across Goodman Fielder’s product range. Its Donna Hay products are seen as more up-market and are more expensive than the company’s regular White Wings cake mixes. White Wings has also recently introduced a new premium range of “black label” cake mixes that are priced slightly below the Donna Hay products.
With most of Goodman Fielder’s products, prices cannot differ too much from competitor prices in the supermarket because shoppers now tend to be more value conscious and less brand loyal.
Cake mixes are another example of different pricing across Goodman Fielder’s product range. Its Donna Hay products are seen as more up-market and are more expensive than the company’s regular White Wings cake mixes. White Wings has also recently introduced a new premium range of “black label” cake mixes that are priced slightly below the Donna Hay products.
With most of Goodman Fielder’s products, prices cannot differ too much from competitor prices in the supermarket because shoppers now tend to be more value conscious and less brand loyal.