project dairy
DESCRIPTION
Project Dairy. A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk and other dairy products. Product positioning and loyalty. Focused improvement: Combining performance and impact drivers. Impact. Performance ratings. - PowerPoint PPT PresentationTRANSCRIPT
1
Project Dairy
A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk and other dairy products
2
Product positioning and loyalty
3
Performanceratings
Impact
Performance measures how well the touch point delivers on an attribute. Impact identifies which attributes have the most effect on overall loyalty. The impact scores show where efforts need to be targeted to make the MOST IMPROVEMENT on the brand loyalty.
Performance measures how well a product delivers on an attribute and can be asked
directly to respondents
Impact identifies which attributes have the most effect on overall
product loyalty. This is statistically derived as
we CANNOT expect respondents to unpack this!
Focused improvement: Combining performance and impact drivers
4
The loyalty model is a proprietary tool of the Walker Information Global Network.
Experiences
Attitudes
(Formative)Brand Loyalty
Business Enhancing Behaviours
Business Success
Make improvements here
To effect changes here
To drive business success
The Brand Relationship Model
5
(Formative) Brand Loyalty
Business Success
The loyalty model is a proprietary tool of the Walker Global Network.
Taking the time to truly understand customers’ perceptions and attitudes is important in measuring consumers’ loyalty to a product, which is most important for business success today.
ImageValue for money
Quality
Product visuals
Buy another product
Recommend Buy more in the future
Go to another store
Prices
Utility Olfactory PackagingAds, promos,
availability
Occasions
The Brand Relationship Model
Emotions Benefits Drawbacks
6
Loyalty drives the right behaviours
(Formative) Brand Loyalty
Buy another Dairy product
RecommendBuy more in the future
Go to another store
0.62 0.510.64 0.14
Product loyalty correlates highly with intended increase in future consumption, and also in consumers’ propensity to recommend the product and search for the right product by going from store to store. However, there is some likelihood that consumers will substitute their favourite dairy product for another should the occasion or need arise.
7
Total effect on loyalty TOTAL
Fresh milk - full cream
Maas/Amasi/Inkomaas/sour milk
UHT/Long-life milk - full cream
Normal yoghurt
Gouda and Cheddar cheese Butter
Fresh milk - low fat or 2% milk
Likelihood to buy
more in the future76 85 83 85 71 72 67 80
Likelihood to
recommend 86 93 90 91 81 87 80 88
Likelihood to go to another store to
find it75 72 74 58 57 45 63 75
Likelihood to buy another dairy
product instead41 44 36 56 36 38 39 52
Likelihood to continue buy on a
regular basis85 93 88 92 82 87 75 91
0.620.62
0.140.14
0.510.51
0.640.64
% Top Two box score
(Pop. (wt.) (‘000s) =31540 )Behavioural outcomes – looking at consumers’ stated future intentions and correlation with loyalty by product (slide 1 of 3)
Significantly above average Significantly below average
Both fresh and UHT full cream milk are good candidates for future increased consumption, but UHT is much more likely to be substituted, and consumers won’t necessarily search around for this product. Yoghurt, Gouda/Cheddar and butter will also not be searched, and butter seems to suffer from declining future interest and lack of commitment.
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
8
Total effect on loyalty TOTAL
Drinking yoghurt
Sweetened condensed milk Cream
Cheese spread
Baby milk powder
Flavoured milk
UHT/ Long-life milk - low fat or 2%milk
Likelihood to buy
more in the future76 68 40 58 63 72 55 69
Likelihood to
recommend 86 77 60 71 77 82 81 81
Likelihood to go to another store to
find it75 53 39 48 44 70 49 52
Likelihood to buy another dairy
product instead41 33 32 29 29 40 30 61
Likelihood to continue buy on a
regular basis85 78 57 65 76 79 72 83
0.620.62
0.140.14
0.510.51
0.640.64
% Top Two box score
(Pop. (wt.) (‘000s) = 31540 )Behavioural outcomes – looking at consumers’ stated future intentions and correlation with loyalty by product (slide 2 of 3)
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
Significantly above average Significantly below average
All these products show low to negative behavioural intentions in the total population. Sweetened condensed milk is the weakest , followed by flavoured milk and cream. However, there is some resistance to substituting other dairy for cream or cheese spread, whereas UHT 2% milk is extremely likely to be substituted.
9
Total effect on loyalty TOTAL Feta cheese Buttermilk
Cottage cheese
Fresh milk - fat free milk or skimmed milk
Likelihood to buy
more in the
future
76 56 53 54 77
Likelihood to
recommend 86 79 75 76 82
Likelihood to go to another store
to find it65 53 46 44 74
Likelihood to buy another dairy product
instead41 36 38 37 41
Likelihood to continue buy on a regular
basis85 69 69 70 91
0.620.62
0.140.14
0.510.51
0.640.64
% Top Two box score
(Pop. (wt.) (‘000s) =31540 )Behavioural outcomes – looking at consumers’ stated future intentions and correlation with loyalty by product (slide 3 of 3)
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
Significantly above average Significantly below average
In the total population, feta cheese, buttermilk and cottage cheese face similar fates as butter and other cheeses (see previous slide). These products appeal to niche markets.
10
Likely substitutes for unavailable dairy products (slide 1 of 3)
Significantly higher than average
Most likely substitute; and significantly higher than average
(Mentions of 1% or higher, where appropriate, shown; products with raw bases of 50+ shown)
TOTALFresh milk - full cream Maas
UHT/Long-life milk - full cream
Gouda and
Cheddar cheese
Normal yoghurt
Fresh milk - low fat or
2% milk
Pop (wt.) (000's) 52932 13383 8348 7804 4818 4956 1896
% % % % % % %
UHT/Long-life milk - full cream 19 52 21 2 4 6
Fresh milk - full cream 19 35 55 4 9 29
Drinking yoghurt 8 1 4 1 2 61 0
Maas/Amasi/Inkomaas/sour milk
7 11 0 10 2 9 2
Normal yoghurt 6 2 10 2 2 2
Fresh milk - low fat or 2% milk 5 14 1 2 0 1
Cheese spread 4 0 0 0 33 1 0
UHT/ Long-life milk - low fat or 2%milk
4 1 1 9 0 0 40
Other cheese 3 0 0 0 29 1 0
Fresh milk - fat free milk or skimmed milk
2 2 1 1 0 0 14
11
TOTAL Butter
Drinking yoghurt
Sweetened condensed milk Cream
Cheese spread
UHT/ Long-life milk - low fat or 2%milk
Pop (wt.) (000's) 52932 1828 1615 1470 949 772 709
% % % % % % %
UHT/Long-life milk - full cream 19 1 3 20 3 0 17
Fresh milk - full cream 19 4 7 25 12 8 5
Drinking yoghurt 8 1 5 6 0 1
Maas/Amasi/Inkomaas/sour milk
7 5 10 11 18 1 4
Normal yoghurt 6 1 64 4 26 0 1
Fresh milk - low fat or 2% milk 5 0 1 1 0 1 41
Cheese spread 4 9 1 0 2 2
Powdered Creamer 4 0 0 11 2 0 7
UHT/ Long-life milk - low fat or 2%milk
4 0 0 1 0 0
Gouda and Cheddar cheese 3 5 2 1 4 69 2
Margarine 3 63 0 0 0 3 0
UHT/ Long-life milk - fat free or skimmed milk
1 0 0 2 0 0 14
Likely substitutes for unavailable dairy products (slide 1 of 3)
(Mentions of 1% or higher, where appropriate, shown; products with raw bases of 50+ shown)
12
Key facts about product rejection and substitution
Should a favourite dairy product not be available, the likely substitutes will be:• Fresh full-cream milk: UHT full-cream milk, and vice versa• Maas: Fresh full-cream milk• Gouda/cheddar: Cheese spread or other cheese, and vice versa• Normal yoghurt: Drinking yoghurt, and vice versa• Fresh 2% fat milk: UHT 2% fat milk, and vice versa• Butter: margarine• Cream: Normal yoghurt
When any dairy product is not available, it would most likely be replaced by another dairy product, except in the case of butter. There is high interchange ability between fresh and UHT for similar levels of fat content, between cheeses of various consistency and between yoghurts. Surprisingly, normal yoghurt will often stand in for cream
13
Consumers buy brands for different reasons:
Ought to stay - the consumer feels obligated to buy (Normative Commitment)
Need to stay - the consumer is trapped in their relationship (Continuance Commitment)
Wants to stay - the consumer feels personally attached to the brand (Affective Commitment)
A stakeholder loyalty measurement tool that does not distinguish stakeholders according to their felt desire, need, and sense of obligation to the company will omit information that is critical to the accurate prediction of retention.
Product loyalty:Challenging the concepts of satisfaction & retention
14
Consumers feeling personally attached to the product and wanting to stay in the relationship is the kind of loyalty organisations want to achieve
Wanting to stay hinges on more than mere satisfaction
Satisfaction is good, but is a minimum requirement and is not predictive of retention
Retention alone is also not sufficient since some customers are trapped
Therefore, we need to measure and manage loyalty - properly conceptualised
Product loyalty:Challenging the concepts of satisfaction & retention
15
Measuring satisfaction has evolved to managing loyalty
SatisfactionQuality and
Value Commitment Loyalty
In an holistic measurement, all of these elements contribute to a complete understanding of consumer relationships.
1970s to 1980s 1980s to 1990s 1990 to present
16
COMMITMENT LOYALTY
Attitudinal: sentiment tends to the
positive
Attitudinal Commitment PLUS
Behavioural intention to stay
What on earth is the difference between commitment and loyalty?
Remember: value can only be created by changes in consumer behaviour. Changes in consumer attitudes are important, but in and of themselves, they don’t generate future cash flow.
17
How does the dairy industry as a whole measure up in terms of consumer loyalty?
- Behaviour +
3%
Accessible
67%
Truly Loyal
Essentially satisfied
18%
At Risk
11%–
A
ttit
ud
e
+Intervene and
re-direct
If profitable, save
Address concerns to retain or enhance
Maintain and grow relationship
• Matrix classifications are based on a proprietary statistical algorithm developed by Walker Global Network.
• Theoretical model framework is credited to Dick and Basu, Journal of the Academy of Marketing Science, 1994.
18
Comparing loyalty (slide 1 of 3)
11 8 615 20
1815 14
253
4
3
6780
7363
49
74
510 7
19
26
13
23
3
2
57
78
TOTAL Fresh milk - fullcream
Maas UHT - full cream Normal yoghurt Gouda andCheddar cheese
Butter Fresh milk - lowfat or 2% milk
High Risk Essentially satisfied Accessible Truly Loyal
%
(Pop. (wt.) (‘000s) =31540 )
Fresh milk (full cream and 2%), UHT (full cream) and maas are loyalty leaders. Yoghurt, Gouda/Cheddar and butter have low loyalty, but many essentially satisfied users. Butter is particularly at risk of future lapsing (i.e. people will stop using butter).
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
19
Comparing loyalty (slide 2 of 3)
1124
17 1628
18
2628
17
3
4
5
6761
4634
4253
15
41
22
2323
22
23
3
2
63
50
TOTAL UHT/ Long-lifemilk - low fat or
2%milk
Flavoured milk Drinking yoghurt Baby milkpowder
Sweetenedcondensed milk
Cream Cheese spread
High Risk Essentially satisfied Accessible Truly Loyal
%
(Pop. (wt.) (‘000s) =31540 )
Baby milk powder and UHT 2% have loyalty status that is on par with the average.
Future lapsing is extremely likely for sweetened condensed milk, whilst flavoured milk, drinking yoghurt and cream have high numbers of essentially satisfied to attitudinally negative users – also recall that these products have niche markets.
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
20
Comparing loyalty (slide 3 of 3)
11
29 27
18
14
36
3
2
67 71
55
9
19
0
34
TOTAL Fresh milk - fat free milk orskimmed milk
Buttermilk Cottage cheese
High Risk Essentially satisfied Accessible Truly Loyal
%
(Pop. (wt.) (‘000s) =31540 )
Baby milk powder and UHT 2% have loyalty status that is on par with the average.
Future lapsing is extremely likely for sweetened condensed milk, whilst flavoured milk, drinking yoghurt and cream have high numbers of essentially satisfied to attitudinally negative users – also recall that these products have niche markets.
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
21
Identifying the attitudinal drivers of loyalty
The next focus is on key drivers of loyalty.
Consumer Attitudes
Consumer Attitudes
LoyaltyLoyalty
Business Success
22
Loyalty drives the right behaviours
(Formative) Brand Loyalty(Formative) Brand Loyalty
•Impact scores >0.1 are significant
•NS = not significant
QualityValue for money
Image Prices
Market model NS0.32 0.31 0.10
Quality and image are key drivers of loyalty to dairy products. We saw earlier that prices are likely reasons why people would stop using a product or not try it at all, thus it is no surprise that prices have an impact on loyalty. Value for money is not a key driver in the dairy market per se, although this could look different if brands are introduced.
Is a product that you trust
Is popular with everyone
Is a product that you grew up with
Is natural
Is suitable for a modern lifestyle
Is environmentally friendly
Comes straight from the cow
Depends on the brand for its quality
23
TOTAL
Fresh milk - full cream Maas
UHT - full cream
Normal yoghurt
Gouda/ Cheddar Butter
Fresh milk - 2% milk
Is a product that you trust 91 96 94 96 90 90 86 89
Is popular with everyone 81 92 87 88 81 84 73 73
Is a product that you grew up with
74 89 87 70 60 69 75 61
Is natural 80 91 85 85 73 83 69 76
Is suitable for a modern lifestyle 85 89 81 90 88 90 78 86
Is environmentally friendly 82 86 83 81 83 87 77 79
Comes straight from the cow 57 74 64 66 45 47 36 54
Depends on the brand for its quality
74 78 76 75 74 70 72 76
You will buy this product only in a particular brand
63 68 66 62 63 56 58 67
Does not involve any cruelty to animals
78 82 78 78 78 80 76 75
Needs to be pasteurised to be fit for use
67 75 64 68 69 73 59 68
% Top Two box score
Attitudinal level – Image ranked by effect on loyalty (slide 1 of 3)
0.380.38
(Pop. (wt.) (‘000s) =31540 )
0.330.33
0.240.24
0.230.23
0.180.18
0.140.14
0.140.14
0.140.14
NSNS
NSNS
NSNS
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
Not significantNSNS
24
TOTALDrinking yoghurt
Swtnd. Cndnsd. Cream
Cheese spread
Baby milk powder
Flav. milk
UHT - 2%milk
Is a product that you trust 91 81 71 81 83 89 79 87
Is popular with everyone 81 72 46 62 68 62 67 63
Is a product that you grew up with
74 50 69 55 46 68 58 45
Is natural 80 64 39 72 64 65 54 74
Is suitable for a modern lifestyle 85 87 60 81 82 76 81 78
Is environmentally friendly 82 76 68 75 83 81 76 82
Comes straight from the cow 57 40 20 44 36 28 41 52
Depends on the brand for its quality
74 67 57 70 70 74 70 71
You will buy this product only in a particular brand
63 59 56 58 50 70 62 49
Does not involve any cruelty to animals
78 77 71 75 75 67 79 76
Needs to be pasteurised to be fit for use
67 62 45 63 58 49 61 71
% Top Two box score
Attitudinal level – Image ranked by effect on loyalty (slide 2 of 3)
0.380.38
(Pop. (wt.) (‘000s) =31540 )
0.330.33
0.240.24
0.230.23
0.180.18
0.140.14
0.140.14
0.140.14
NSNS
NSNS
NSNS
Lowest score in all categories; and significantly lower than average
Second lowest score in all categories; and significantly lower than average
Not significantNSNS Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
25
TOTAL Feta cheese ButtermilkCottage cheese
Fresh milk - fat free milk or skimmed milk
Is a product that you trust 91 81 79 77 85
Is popular with everyone 81 60 56 52 76
Is a product that you grew up with
74 52 77 36 63
Is natural 80 70 70 66 79
Is suitable for a modern lifestyle 85 83 69 75 86
Is environmentally friendly 82 82 74 79 81
Comes straight from the cow 57 49 39 25 58
Depends on the brand for its quality
74 74 67 56 76
You will buy this product only in a particular brand
63 66 55 43 62
Does not involve any cruelty to animals
78 86 71 68 82
Needs to be pasteurised to be fit for use
67 69 55 70 80
% Top Two box score
Attitudinal level – Image ranked by effect on loyalty (slide 3 of 3)
0.380.38
(Pop. (wt.) (‘000s) =31540 )
0.330.33
0.240.24
0.230.23
0.180.18
0.140.14
0.140.14
0.140.14
NSNS
NSNS
NSNS
Lowest score in all categories; and significantly lower than average
Second lowest score in all categories; and significantly lower than average
Not significantNSNS Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
26
TOTALFresh milk - full cream Maas
UHT/Long-life milk - full cream
Normal yoghurt
Gouda and
Cheddar cheese Butter
Fresh milk - low fat or
2% milk
How would you rate the overall quality of the product?
72 77 74 75 70 69 70 73
How would you rate the price of this product (cheap/very cheap)?
18 25 21 15 20 7 12 14
How would you rate the overall quality of the brand in relation to its price?
48 56 48 49 44 41 41 53
% Top Two box score
Attitudinal level – quality, price and value for money ranked by effect on loyalty (slide 1 of 3)
0.320.32
n/sn/s
0.100.10
(Pop. (wt.) (‘000s) =31540 )
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
Not significantNSNS
27
% Top Two box score
TOTALDrinking yoghurt
Sweetened condensed
milk CreamCheese spread
Baby milk
powderFlavoured milk
UHT/ Long-life milk - low fat or 2%milk
How would you rate the overall quality of the product?
72 69 55 66 65 76 64 62
How would you rate the price of this product (cheap/very cheap)?
18 14 21 10 10 12 13 13
How would you rate the overall quality of the brand in relation to its price?
48 47 40 36 44 47 45 56
0.320.32
n/sn/s
0.100.10
(Pop. (wt.) (‘000s) =31540 )Attitudinal level – quality, price and value for money ranked by effect on loyalty (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
Not significantNSNS
28
TOTAL Buttermilk Cottage cheese
Fresh milk - fat free milk or
skimmed milk
How would you rate the overall quality of the product?
72 64 64 80
How would you rate the price of this product (cheap/very cheap)?
18 13 4 12
How would you rate the overall quality of the brand in relation to its price?
48 39 50 54
% Top Two box score
0.320.32
n/sn/s
0.100.10
(Pop. (wt.) (‘000s) =31540 )Attitudinal level – quality, price and value for money ranked by effect on loyalty (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
Not significantNSNS
29
Product experiences that drive loyaloty
Is a product we always have in home
Is just right for me
Has an attractive colour
Goes a long way
Has a pleasant smell
Is suitable for the whole family
Is good for growing children
Enhances the taste of food it is added to
Comes in a variety of pack sizes and types
Boosts your energy
Has a smooth taste
Adds variety to one’s daily diet
Is versatile, that is, it can be used in a variety of ways
Is healthy and nutritious
(Formative) Brand Loyalty(Formative) Brand Loyalty
•Impact scores >0.1 are significant
•NS = not significant
0.10
n/s
Drawbacks
Emotions
Ads/Promotions/Availability
Utility
Packaging
Benefits
Ollfactory impact
Occasion
Product Visuals
0.120.42
n/s
0.11
Market model
0.18
n/s0.10
Is packaged in good-quality material
Gives you strong bones and healthy teeth
Is a product that children love
Has a rich and creamy taste
Is an important part of your daily diet
Is a convenient meal replacement
Helps one’s digestion
Protects one against diseases
Gives you a healthy mind
Helps me feel in control of my life
Is rich in calcium
Has packaging that contains enough information about the nutritional value of the product
Contains too much harmful fat
30
Touch Point 1
The process area with the most significant impact on Loyalty is:
Advertising, promotions and availability
Impact on Loyalty is 0.42
31
Is a product we always
have in home
Is often promoted or on special
Is always available where I shop
Has advertising that I like
0.290.29
n/sn/s
n/sn/s
n/sn/s
Advertising, promotions and availability, with contributing attributes ranked according to their respective overall effect on loyalty
32
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Is a product we always
have in home 69 83 73 78 64 64 62 76
Is often promoted or on special 46 52 46 46 55 42 38 34
Is always available where I shop 84 89 87 88 85 83 79 79
Has advertising that I like 49 59 49 51 56 42 40 48
Advertising, promotions and availability (slide 1 of 3) (Pop. (wt.) (‘000s) =31540 )
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
33
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spread
Baby milk
powderFlavoure
d milk
UHT/ Long-life milk - low
fat or 2%milk
Is a product we always have in home 69 42 38 41 50 73 40 67
Is often promoted or on special 46 41 29 38 33 30 46 39
Is always available where I shop 84 73 63 70 73 86 81 81
Has advertising that I like49 41 27 42 40 36 53 43
Advertising, promotions and availability (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
34
TOTALFeta cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Is a product we always have in home 69 48 45 43 76
Is often promoted or on special 46 27 43 37 34
Is always available where I shop 84 77 61 76 79
Has advertising that I like 49 52 23 29 48
Advertising, promotions and availability (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
35
Touch Point 2
The process area with the second most significant impact on Loyalty is:
Utility
Impact on Loyalty is 0.18
36
Utility, with contributing attributes ranked according to their respective overall effect on loyalty
0.160.16
0.140.14
0.140.14
0.220.22
0.130.13
n/sn/s
n/sn/s
n/sn/s
0.120.12
0.110.11
0.130.13
n/sn/s
Is just right for me
Goes a long way
Is suitable for the whole family
Is good for growing children
Adds variety to one’s daily diet
Is versatile, that is, it can be used in a variety of ways
Is a product that children love
Is a convenient meal replacement
Is good for babies
Is suitable for vegetarians
Is for rich people
37
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Is just right for me 84 90 87 87 84 87 77 82
Goes a long way 83 87 88 86 81 82 77 80
Is suitable for the whole family
87 92 91 92 88 91 85 84
Is good for growing children
54 61 60 61 68 40 30 42
Adds variety to one’s daily diet
74 78 76 78 78 81 53 71
Is versatile, that is, it can be used in a variety of ways
77 86 72 84 72 85 69 81
Is a product that children love
82 89 85 84 90 86 66 73
Is a convenient meal replacement
66 67 84 64 75 66 37 51
Is suitable for vegetarians 72 76 70 71 77 78 73 74
Is for rich people 31 30 29 35 33 34 39 21
Is good for babies 54 61 60 61 68 40 30 42
Utility (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
38
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk - low
fat or 2%milk
Is just right for me 84 78 69 71 69 60 71 71
Goes a long way 83 74 70 69 72 86 67 69
Is suitable for the whole family 87 82 72 75 82 55 72 83
Is good for growing children 54 54 21 31 40 87 41 47
Adds variety to one’s daily diet 74 75 41 59 71 59 65 71
Is versatile, that is, it can be used in a variety of ways 77 63 62 73 62 55 54 67
Is a product that children love 82 82 47 64 85 90 83 68
Is a convenient meal replacement 66 69 31 50 55 67 56 46
Is suitable for vegetarians 72 68 47 58 69 53 64 72
Is for rich people 31 34 23 43 27 32 28 19
Is good for babies 54 54 21 31 40 87 41 47
Utility (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
39
TOTALFeta
cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Is just right for me 84 76 77 72 82
Goes a long way 83 80 73 66 75
Is suitable for the whole family 87 78 73 75 84
Is good for growing children 54 17 35 24 45
Adds variety to one’s daily diet 74 83 68 77 77
Is versatile, that is, it can be used in a variety of ways 77 80 67 67 77
Is a product that children love 82 55 67 67 71
Is a convenient meal replacement 66 61 65 57 57
Is suitable for vegetarians 72 83 70 82 81
Is for rich people 31 41 31 39 21
Is good for babies 54 17 35 24 45
Utility (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
40
Touch Point 3
The process area with the third most significant impact on Loyalty is:
Product Visuals
Impact on Loyalty is 0.11
41
Product Visuals, with contributing attributes ranked according to their respective overall effect on loyalty
Has an attractive colour
Looks thick and creamy
Looks watery and thin
0.170.17
n/sn/s
n/sn/s
42
TOTALFresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-
life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2%
milk
Has an attractive colour 82 84 83 84 87 83 76 75
Looks thick and creamy 74 63 92 67 89 68 67 51
Looks watery and thin 25 35 17 31 16 10 13 40
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk - low
fat or 2%milk
Has an attractive colour 82 82 72 73 81 81 83 74
Looks thick and creamy 74 81 82 82 82 57 65 49
Looks watery and thin 25 19 9 13 8 16 12 30
TOTALFeta cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Has an attractive colour 82 79 70 68 76
Looks thick and creamy 74 73 86 72 49
Looks watery and thin 25 14 17 3 53
Product Visuals
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
43
Touch Point 4
The process area with the fourth most significant impact on Loyalty is:
Olfactory Impact
Impact on Loyalty is n/s
44
Olfactory Impact, with contributing attributes ranked according to their respective overall effect on loyalty
0.150.15
0.130.13
0.140.14
0.130.13
0.120.12
n/sn/s
n/sn/s
n/sn/s
n/sn/s
Has a pleasant smell
Enhances the taste of food it is added to
Has a smooth taste
Has a rich and creamy taste
Contains the right amount of salt
Has a strong taste
Has a sweet taste
Has a variety of flavours to choose from
Has a pleasant, sour taste
45
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Has a pleasant smell 78 81 77 80 89 77 73 71
Enhances the taste of food
it is added to76 82 79 76 69 85 77 74
Has a smooth taste 83 86 84 88 87 79 79 78
Has a rich and creamy taste
80 79 90 79 87 78 69 56
Contains the right amount of salt
61 61 59 55 57 75 77 61
Has a variety of flavours to choose from
54 50 48 46 85 59 37 38
Has a pleasant, sour taste 44 31 82 27 51 42 22 23
Has a strong taste 53 51 62 51 55 59 41 41
Has a sweet taste 42 39 32 33 74 31 23 29
Olfactory Impact (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
46
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk - low
fat or 2%milk
Has a pleasant smell 78 84 71 70 76 78 79 74
Enhances the taste of food
it is added to76 58 67 76 71 62 51 73
Has a smooth taste 83 83 74 74 72 79 84 73
Has a rich and creamy taste
80 81 78 82 80 69 73 54
Contains the right amount of salt
61 48 39 57 73 52 52 57
Has a variety of flavours to choose from
54 85 32 44 58 46 81 34
Has a pleasant, sour taste 44 43 21 47 45 33 32 31
Has a strong taste 53 51 50 50 49 45 46 47
Has a sweet taste 42 69 83 34 27 62 79 29
Olfactory Impact (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
47
TOTALFeta cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Has a pleasant smell 78 65 68 52 76
Enhances the taste of food
it is added to76 83 83 74 73
Has a smooth taste 83 71 79 67 65
Has a rich and creamy taste 80 66 79 69 56
Contains the right amount of salt 61 79 66 68 54
Has a variety of flavours to choose from
54 67 61 49 50
Has a pleasant, sour taste 44 57 59 58 35
Has a strong taste 53 60 60 41 46
Has a sweet taste 42 24 41 11 42
Olfactory Impact (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
48
Touch Point 5
The process area with the fifth most significant impact on Loyalty is:
Packaging
Impact on Loyalty is n/s
49
Packaging, with contributing attributes ranked according to their respective overall effect on loyalty
0.140.14
0.130.13
0.100.10
n/sn/s
n/sn/s
n/sn/s
Comes in a variety of pack sizes and types
Is packaged in good-quality material
Has packaging that contains enough information about the nutritional value of the product
Has packs that are easy to store
Has hygienic packaging
Has attractive packaging
50
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Comes in a variety of pack
sizes and types84 89 86 86 88 85 73 80
Is packaged in good-quality material
86 89 89 92 86 78 79 85
Has packaging that contains enough information about the nutritional value of the product
76 82 72 78 80 67 68 81
Has packs that are easy to store
88 91 89 90 90 86 77 90
Has hygienic packaging 85 88 85 87 85 82 76 86
Has attractive packaging 81 84 81 86 90 69 76 75
Packaging (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
51
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk -
low fat or
2%milk
Comes in a variety of pack
sizes and types84 82 56 75 75 85 74 71
Is packaged in good-quality material
86 81 79 81 85 87 81 84
Has packaging that contains enough information about the nutritional value of the product
76 74 65 63 74 78 71 83
Has packs that are easy to store
88 84 77 85 86 83 89 83
Has hygienic packaging 85 83 78 77 87 86 87 84
Has attractive packaging 81 83 70 75 85 78 83 76
Packaging (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
52
TOTALFeta
cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Comes in a variety of pack
sizes and types84 78 65 77 89
Is packaged in good-quality material 86 89 75 76 93
Has packaging that contains enough information about the nutritional value of the product
76 84 77 66 82
Has packs that are easy to store 88 88 81 86 88
Has hygienic packaging 85 91 77 77 89
Has attractive packaging 81 84 67 70 86
Packaging (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
53
Touch Point 6
The process area with the sixth most significant impact on Loyalty is:
Occasions
Impact on Loyalty is n/s
54
Occasions, with contributing attributes ranked according to their respective overall effect on loyalty
0.110.11
0.130.13
n/sn/s
n/sn/s
n/sn/s
Is an important part of your daily diet
Is good to have when exercising or participating in sport
Goes well with spicy food
Is good to have on-the-go
Is suitable for any occasion
55
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2%
milk
Is an important part of
your daily diet70 81 68 77 71 72 56 82
Is good to have when exercising or participating in sport
65 79 60 72 69 64 39 74
Goes perfectly with a meal
77 87 85 85 66 81 68 73
Is suitable for any occasion
74 81 67 78 78 85 61 75
Is good to have on-the-go 68 76 63 71 80 72 43 67
Goes well with spicy food 39 46 31 41 35 52 39 40
Occasions (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
56
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk -
low fat or
2%milk
Is an important part of
your daily diet70 66 33 48 58 55 52 67
Goes perfectly with a meal
77 55 36 63 67 57 57 67
Is good to have when exercising or participating in sport
65 68 27 45 58 42 67 62
Is suitable for any occasion
74 75 49 62 67 51 72 68
Is good to have on-the-go 68 79 37 44 62 54 82 58
Goes well with spicy food 39 32 18 34 38 24 36 43
Occasions (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
57
TOTALFeta
cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Is an important part of
your daily diet70 58 52 51 83
Goes perfectly with a meal 77 82 63 69 72
Is good to have when exercising or participating in sport
65 44 41 44 68
Is suitable for any occasion 74 77 61 71 79
Is good to have on-the-go 68 45 51 44 76
Goes well with spicy food 39 53 33 38 40
Occasions (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
58
Touch Point 7
The process area with the seventh most significant impact on Loyalty is:
Emotions
Impact on Loyalty is n/s
59
Emotions, with contributing attributes ranked according to their respective overall effect on loyalty
n/sn/s
n/sn/s
n/sn/s
Helps me feel in control of
my life
Is a reward or treat
Is for a quiet moment in a hectic day
Is for people who care about others
Is for people who live life for today
Is for having in moments I share with others
0.100.10
n/sn/s
n/sn/s
60
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Helps me feel in control of
my life68 75 74 71 69 68 50 66
Is a reward or treat 72 75 72 73 79 76 54 61
Is for a quiet moment in a hectic day
69 74 72 74 73 69 41 66
Is for people who care about others
77 81 80 80 78 80 59 78
Is for people who live life for today
65 70 63 67 69 72 53 66
Is for having in moments I share with others
77 82 79 81 79 83 64 78
Emotions (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
61
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk -
low fat or
2%milk
Helps me feel in control of
my life68 67 46 55 56 63 65 55
Is a reward or treat 72 81 56 69 75 58 86 62
Is for a quiet moment in a hectic day
69 73 45 54 60 64 80 63
Is for people who care about others
77 76 62 66 66 75 67 76
Is for people who live life for today
65 66 43 63 59 59 66 57
Is for having in moments I share with others
77 74 61 69 66 66 66 72
Emotions (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
62
TOTALFeta
cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Helps me feel in control of
my life68 47 54 44 79
Is a reward or treat 72 65 64 60 66
Is for a quiet moment in a hectic day 69 46 59 41 76
Is for people who care about others 77 75 61 56 83
Is for people who live life for today65 65 54 53 61
Is for having in moments I share with others
77 73 61 65 80
Emotions (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
63
Touch Point 8
The process area with the eighth most significant impact on Loyalty is:
Benefits
Impact on Loyalty is n/s
64
Benefits, with contributing attributes ranked according to their respective overall effect on loyalty
0.110.11
0.170.17
0.150.15
0.140.14
0.130.13
0.130.13
Boosts your energy
Is healthy and nutritious
Gives you strong bones and healthy teeth
Helps one’s digestion
Protects one against diseases
Gives you a healthy mind
Is rich in calcium
Is an excellent source of protein
Is filling
Is an excellent source of vitamins and minerals
Contains no artificial ingredients or additives
Is a good source of beneficial fats or fatty acids
Contains healthy bacteria
0.100.10
n/sn/s
n/sn/s
n/sn/s
n/sn/s
n/sn/s
n/sn/s
65
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Boosts your energy 82 89 89 88 84 80 62 82
Is healthy and nutritious 89 94 91 92 92 90 74 91
Gives you strong bones and healthy teeth
84 92 85 88 84 89 63 89
Helps one’s digestion 71 81 73 79 74 67 46 70
Protects one against
diseases74 83 75 78 75 76 49 75
Gives you a healthy mind 80 87 83 85 81 80 59 80
Is rich in calcium 83 90 81 85 82 88 66 87
Is an excellent source of protein
83 88 85 85 84 89 66 85
Is filling 73 73 87 74 80 77 44 58
Is an excellent source of vitamins and minerals
84 89 85 87 87 88 68 87
Contains no artificial ingredients or additives
68 77 70 70 65 71 54 74
Is a good source of beneficial fats or fatty acids
69 75 71 67 68 74 60 74
Contains healthy bacteria 70 75 72 67 74 74 58 75
Benefits (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
66
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk -
low fat or
2%milk
Boosts your energy 82 79 55 59 73 74 79 74
Is healthy and nutritious 89 88 55 67 87 86 82 87
Gives you strong bones and healthy teeth
84 74 45 67 78 87 75 85
Helps one’s digestion 71 67 34 54 52 67 55 63
Protects one against
diseases74 61 42 57 73 78 70 71
Gives you a healthy mind 80 79 49 63 74 77 73 76
Is rich in calcium 83 81 54 68 82 81 78 77
Is an excellent source of protein
83 77 47 68 83 82 72 81
Is filling 73 72 42 55 62 74 78 53
Is an excellent source of vitamins and minerals
84 82 51 70 82 78 73 82
Contains no artificial ingredients or additives
68 59 41 63 52 58 55 63
Is a good source of beneficial fats or fatty acids
69 64 45 60 70 62 67 64
Contains healthy bacteria 70 63 41 57 66 60 65 65
Benefits (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
67
TOTALFeta cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Boosts your energy 82 66 63 57 84
Is healthy and nutritious 89 89 76 82 82
Gives you strong bones and healthy teeth
84 81 74 76 90
Helps one’s digestion 71 48 58 43 70
Protects one against
diseases74 60 59 60 73
Gives you a healthy mind 80 64 66 70 83
Is rich in calcium 83 84 74 71 87
Is an excellent source of protein 83 82 73 85 84
Is filling 73 74 80 56 62
Is an excellent source of vitamins and minerals
84 80 82 88 86
Contains no artificial ingredients or additives
68 54 60 51 76
Is a good source of beneficial fats or fatty acids
69 69 69 60 70
Contains healthy bacteria 70 72 72 70 83
Benefits (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
68
Touch Point 9
The process area with the ninth most significant impact on Loyalty is:
Drawbacks
Impact on Loyalty is n/s
69
Drawbacks, with contributing attributes ranked according to their respective overall effect on loyalty
-0.11-0.11
n/sn/s
n/sn/s
n/sn/s
Contains too much harmful fat
Is high in cholesterol
Gives you diarrhea
Gives you headaches
70
TOTAL
Fresh milk –
full cream
Maas/Amasi/
Inkomaas/sour milk
UHT/Long-life milk – full cream
Normal yoghurt
Gouda
and
Cheddar
cheese Butter
Fresh milk – low fat or 2% milk
Contains too much
harmful fat 13 13 16 11 12 13 17 6
Is high in cholesterol 16 16 15 14 14 23 28 9
Gives you diarrhea 7 8 8 6 7 5 6 3
Gives you headaches 6 6 8 5 5 6 6 3
Drawbacks (slide 1 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
71
TOTALDrinking yoghurt
Sweetened
condensed
milk Cream
Cheese
spreadBaby milk powder
Flavoured milk
UHT/ Long-life milk -
low fat or
2%milk
Contains too much
harmful fat 13 10 13 17 10 16 4 8
Is high in cholesterol 16 13 15 21 13 11 14 9
Gives you diarrhea 7 8 6 6 5 6 5 6
Gives you headaches 6 6 5 6 4 3 4 5
Drawbacks (slide 2 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
72
TOTALFeta cheese Buttermilk
Cottage
cheese
Fresh milk – fat free milk or skimmed milk
Contains too much
harmful fat 13 13 13 6 13
Is high in cholesterol 16 18 13 13 11
Gives you diarrhea 7 8 8 3 14
Gives you headaches 6 7 3 4 9
Drawbacks (slide 3 of 3)
Significantly above average Significantly below average
Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.
(Pop. (wt.) (‘000s) =31540 )
Significant driver of loyalty
73
Depends on brand for quality
Chs. Spread Buttermilk
Condensed
Cream
Maas
Gouda/Chedar
Market model Has a variety of flavours Is reward or treat
Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
Price For a quiet moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrheaValue for money Goes well with spicy food
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal Gives you headaches
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust
Packaged in good-quality material
Goes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
VOLUME LEADERS
NICHE TREATSLITTLE
KNOWN; LOSING
FOOTHOLD
74
Depends on brand for quality
Chs. Spread Buttermilk
Condensed
Cream
Maas
Gouda/Chedar
Market model for full-cream fresh milk
Has a variety of flavours Is reward or treat
Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
Price For a quiet moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrhea
Goes well with spicy food
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust Packaged in good-quality
materialGoes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
75
Depends on brand for quality
Chs. Spread
Buttermilk
Condensed
Cream Maas
Gouda/Chedar
Market model for maas Has a variety of flavours
Is reward or treat Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
Price For a quiet moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrheaValue for money
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust Packaged in good-quality
materialGoes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Goes well with spicy food
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
76
Depends on brand for quality
Chs. Spread
Buttermilk
Condensed
Cream Maas
Gouda/Chedar
Market model for UHT full-cream milk Has a variety of flavours
Is reward or treat Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
Price For a quiet moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrheaValue for money Goes well with spicy food
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust Packaged in good-quality
materialGoes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
77
Depends on brand for quality
Chs. Spread Buttermilk
Condensed
Cream
Maas
Gouda/Chedar
Market model for yoghurt Has a variety of flavours
Is reward or treat Is filling
Good for growing children Convenient meal replacement
Product that children love
Is good for babies
Boosts your energy Buy it only as particular brand
Price For a quiet moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrhea
Goes well with spicy food
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/types
Has pleasant smell Has attractive packaging
Product you grew up withAttractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust Packaged in good-quality
materialGoes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Enhances taste of food
Value for money
Often promoted
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
78
Depends on brand for quality
Chs. Spread Buttermilk
Condensed
Cream
Maas
Gouda/Chedar
Market model for Gouda/cheddar Has a variety of flavours
Is reward or treat Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
For a quite moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrhea
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust Packaged in good-
quality material
Goes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Goes well with spicy food
Price
Value for money
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
79
Depends on brand for quality
Chs. Spread
Buttermilk
Condensed
Cream Maas
Gouda/Chedar
Market model for butter Has a variety of flavours
Is reward or treat Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
Price For a quiet moment in a hectic day
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I likeHelps one’s digestion
Good to have when exercising
For people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins
Important part of daily diet
Suitable for modern life Needs to be pastereurised
Gives you diarrheaValue for money Goes well with spicy food
Product we always have in homeIs natural
Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colour
Has pleasant, sour tasteHas rich and creamy taste
Has strong tasteLooks thick and creamy
Has smooth taste Looks watery and thin
Has hygienic packaging
No cruelty to animals
Product that you trust Packaged in good-quality
materialGoes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Has a sweet taste
Right amount of salt
Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Protects against diseases
Adds variety to one’s diet
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
80
Depends on brand for quality
Chs. Spread Buttermilk
Condensed
Cream
Maas
Gouda/Chedar
Market model for 2% fat fresh milk
Has a variety of flavours Is reward or treat
Is filling
Good for growing children
Convenient meal replacement Product that children love
Is good for babies
Often promoted
Boosts your energy Buy it only as particular brand
Price For a quiet moment
Good to have on-the-goHelps me feel in control
Popular with everyone Is not for rich people For moments I share Gives you healthy mind
For people who care
Has advertising that I like
Helps one’s digestion Good to have when exercising
Protects against diseasesFor people who live life
Suitable for any occasion Always available where I shop
Gives you strong bonesNo artificial ingredients
Excellent source of vitamins Excellent source of proteins Important part of daily diet
Suitable for modern life Needs to be pastereurised
Value for money Goes well with spicy food
Product we always have in homeIs natural
Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria
Is rich in calciumComes straight from the cow
Goes perfectly with meal
Variety of pack sizes/typesHas pleasant smell
Has attractive packaging Product you grew up with
Attractive colourHas pleasant, sour taste
Has rich and creamy taste
Has strong taste
Has smooth taste
Has hygienic packaging
No cruelty to animals
Product that you trust
Packaged in good-quality material
Goes a long way
Packs are easy to store
Environmentally friendly Suitable for the whole family
High in cholesterol Just right for me
Enhances taste of food Is healthy and nutritiousSuitable for vegetarians
Is versatile
Overall quality Does not have sweet taste
Right amount of salt Contains too much harmful fatPackaging contains enough info
FlavouredYoghurt Dr
Yoghurt Nr
Baby Pwd
Organic
Cottage
Fresh FFr
FetaUHT FCr
Fresh FCr
UHT LFt
Fresh LFt
UHT FFr
Butter
Looks watery and thin
Looks thick and creamy
Gives you diarrhea
Gives you headaches