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...