Almhof
Almhof launches successful milkshake using TURF analysis.
Case Information
Almhof aimed for a successful 3-year product introduction plan in the Netherlands. Thanks to Blauw’s concept screener and TURF analysis, Almhof could determine the optimal product sequence with concrete data. This ensured maximum reach and sales growth, starting with the popular Choco-Caramel Cookie milkshake.
The Question
Which new products are set to conquer the Dutch shelves?
Imagine your successful products flying off shelves abroad, but now it’s time for the Netherlands. Which do you choose and in what order? This was the core challenge for Müller, known for its Almhof dairy brand.
With Blauw’s expertise in dairy product introduction, a concept screener and a thorough TURF analysis were used to help Almhof develop a strategic 3-year plan for product launches. This revealed precisely which products would appeal to the most customers and boost sales in the Netherlands.
The Challenge
Why introducing new dairy products is more complex than it appears.
Almhof sought to establish a strategic 3-year plan for successfully adding new products to its Dutch range. The key questions were: which products offer the most potential in the Dutch market? And how to align the assortment with Dutch consumer tastes to ensure the most successful dairy product introduction?
The approach
Concept Screener and TURF Analysis: What and How We Researched.
Step 1: concept screener. Via online questionnaires, we presented the product concepts to Dutch dairy consumers aged 18 to 50 who consume dairy at least twice a week. We compared the concepts on attractiveness and purchase intent, measuring the scores against our benchmark database.
Step 2: TURF analysis. We then calculated which combinations of dairy products would yield the highest sales and the greatest reach in the long term. In doing so, we took the diversity within the target audience into account.
<span data-metadata=""><span data-buffer="">The result
Almhof's Successful Dairy Product Introduction Began with Choco-Caramel Cookie Milkshake.
Müller received a clear report outlining concrete results and recommendations for the introduction sequence of new products in the Netherlands. Based on this robust data, Almhof promptly decided to introduce the immensely popular Choco-Caramel Cookie milkshake first. This marked a flying start for their 3-year plan.
Consequence of the Result
How the insight led to action.
Establishing an optimal range.
You understand which product combinations have the greatest potential reach. This helps prevent new products from cannibalising existing bestsellers.
Determine a strategic introduction sequence.
You start with the product that attracts the most new consumers, laying a solid foundation for further growth. This maximises initial impact and customer adoption.
Developing targeted marketing campaigns.
You gain insight into which consumer profiles are attracted by specific products. This allows for more efficient use of marketing resources, reaching the right audience with the right message.
Increasing market share in the dairy segment.
By continuously innovating with products that truly resonate with Dutch consumer preferences. This enables you to stay ahead of the competition and strengthen your market position.
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Uitgekookt
What is a concept screener?
A concept screener is a research method used to test product concepts with consumers. This helps identify the most appealing concepts and their potential for market success.
How does a TURF analysis determine the optimal product sequence?
A TURF (Total Unduplicated Reach and Frequency) analysis identifies which product combinations achieve the broadest reach across diverse target groups. This optimises introduction order for maximum overall sales, even if it seems to ‘cannibalise’ seemingly favourite individual products.
What role do consumer preferences play in dairy launches?
Consumer preferences are crucial for successful dairy introductions. By researching which flavours and products appeal to specific demographics, such as younger consumers who prefer milkshakes, a brand can strategically expand its range and tap into new markets.
HOW WILL YOUR BRAND GROW FURTHER?
Growth rarely has a single explanation. We connect data and insights to create a clear roadmap.
