| Müller® Amore Case Study When yogurt-loving Ludwig Müller first established his little Bavarian village dairy back in 1896, he could scarcely have imagined the staggering success it was to become. Today his grandson Theo runs a hugely successful business, making it possible for people across Europe to enjoy the great taste of Müller. When Theo Müller took control of the family business in 1970, he recognised that the local popularity of his dairy’s brands could be translated into national success if he improved the recipes and gave the products some marketing support. The company began to grow very quickly and by the late 1980’s construction began on a new £30m state of the art production facility. The chosen location was Market Drayton in Shropshire, as the county was – and still is – home to scores of local dairy farms with a reputation for producing top quality milk. In 2003, Müller launched a range of innovative and much-adored Italian-passion inspired desserts, containing a blend of yoghurt and whipping cream. This, product range, called Müller Amore, originally came – and ten years later, in 2013, still comes – in a number of flavours. The product’s unique combination of convenience and taste proved very popular with customers, and Müller acted fast to meet the huge demand for its products among UK consumers. The product range has been advertised as pure indulgence – yet, personified. Please visit the Müller website for more information about the company, the Müller Amore product range and information about the product’s composition: https://www.mullerdairy.co.uk ASSIGNMENT BRIEF Müller® AMORE Müller developed this product to be healthy and tasty yoghurt, especially the after-dinner dessert category in mind. With the Amore product range, consumers are being encouraged to fall in love with the brands interesting continental flavours marketed at the high-quality product range. There are currently two flavours customers can choose from. Data has been kindly provided by Müller relating to the Müller Amore product in the UK market. The data (see Excel spread sheets) provides details of: 1) Weekly overall sales (by volume and value) and prices per pack, and number of retailers selling the product, in 2011-2013 2) Demographic data for consumers of potted yogurts and desserts, and Müller Amore 3) Retailer sales data in terms of value of sales and share for 2011-2013 4) Competitor data in terms of value sales for 2011-2013 Based on the data provided by the company and any further information you have researched, acting as Marketing Consultants to Müller based in Market Drayton, your group is required to consider some key issues facing the Müller Amore product in the chilled desserts market and to develop a marketing plan for the product. How should this product be taken forward and developed over the next five years? Your ideas will be presented to a panel of marketing academics from Aston University who will be acting on behalf of the company. Your presentation should make use of appropriate marketing concepts and frameworks to include the following: • Re-positioning and re-branding objectives for the next 5 year period. • Alternative segmentation, targeting and positioning approaches (please be specific and give examples) |
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