Cases
Danone
Product Development

Danone HiPRO Dairy Bar: Optimization of Price and Positioning

Danone wanted to expand its HiPRO product line with a new protein bar that will be on the fresh-shelf of the supermarket. The product combines the features of both the fresh and shelf-stable protein categories: high protein content, a premium experience and a competitive price. Blauw was engaged to investigate the potential of the HiPRO DairyBar on shelves to determine whether the product should be added to Danone's portfolio, and if so, at what price.

Challenge

Fresh versus shelf life: where does this bar belong?

The target market for the HiPRO Dairy Bar is athletes and health-conscious consumers. Many of these consumers expect protein bars in the shelf-stable section. The question is whether the protein snack can be sold in the dairy section. In addition, pricing is important because price directly affects the perception of the product and consumers' willingness to purchase it. The goal was to understand the ideal price and positioning for this new product.

Vision

At Blauw, we believe in providing data-driven insights that enable companies to make informed decisions about product development and marketing.

Solution

Shelf test and price variants tested among protein buyers

Blauw conducted quantitative research, including a shelf test. A new component was the implicit measurement of price sensitivity, in which consumers under time pressure, in a sort of Tinder setting, rated the HiPRO Dairy Bar against different price variants.

The survey revealed that a quarter of protein buyers already had the HiPRO Dairy Bar in their consideration, and at what price preference was strongest. Participants further indicated that the bar is best consumed after exercise or as an afternoon snack.

Result

A refrigerated bar requires targeted communication

The results provided clear insight into the positioning of the HiPRO Dairy Bar and the impact of different pricing strategies. Another key result from the study was the need for targeted marketing campaigns to alert consumers to the bar's location in the supermarket. In addition, helpful tips on the taste and texture of the bar came out.

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Binne Heida
Binne Heida
Binne.Heida@blauw.com