Bringing out the Natural Goodness of Dairy
Royal Friesland Campina, an €8.1B international dairy cooperative was looking to profitably double revenues from its Dairy Based Beverage division by 2020 and become the world’s leading naturally healthy beverage company. The company faced tough competition due to increasing commoditization across the industry and needed an effective brand-led strategy to break through the category and command higher margins.
Prophet conducted a comprehensive market assessment and developed a segmentation based on consumer needs, product consumption habits, and brand perceptions. Based on executive interviews and beverage category consumption data, Prophet provided strategic recommendations to realign RFC’s brand portfolio and rationalized it to focus on fewer, stronger, core brands. These recommendations would enable RFC to focus resources on select consumer segments, brands, and cultivate key channel relationships across EMEA & South-East Asia.
In addition, based on the consumer need states research and beverage consumption data, Prophet identified several growth opportunities for RFC’s Dairy Based Beverages (DBB) business. Twenty opportunities were distilled down to 11 highly attractive ones in a joint working session between Prophet and RFC’s core marketing team. These prioritized innovation platforms were “brought to life” by defining the opportunity’s points of consumption including, Who, What, Where, When, & Why.
RFC’s CEO and its executive board accepted and applauded both the portfolio and dairy based beverages growth strategy recommendations. Prophet was selected to lead a global multi-city road show to gain internal stakeholder buy-in for the implementation of both recommended strategies.