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PROJECT Milkadephia Positioning Study Spain

PROJECT Milkadephia Positioning Study Spain

BACKGROUND
An opportunity to fully capitalise on the Breakfast moment has been identified for Philadelphia in Germany, leading to the creation of a series of sweet-based Philadelphia spreads, including a chocolate flavoured spread which has been tentatively named Milkadelphia.  This product is ready for testing via STM in Germany to fully assess its volumetric potential in this country.

In order to fully maximise the potential for this product, the Innovation Marketing Team wishes to understand the role this product could have in other EU countries.  The UK, Italy and Spain have been chosen as roll out countries following the launch in Germany, given the weight of the Philadelphia brand in these markets and their importance for the overall C&D category.

At the moment, only the product is available and there is no clear view in either of these countries on what the optimum bundle for this product could be: there is no insight identified no clear moment or target associated and no clear idea on the benefits or POD of this product in each market.  For Spain specifically, there are practically no working hypotheses either, leading to a rather wide virgin territory to explore.  The only suggestion made by the Spanish Marketing Team is that this product could be positioned in the merienda moment, but it is unclear whether this would be the best option or who the ultimate target would be (mothers and/or children?).

In a latter context, the positioning is likely to be chocolate led and Milka or Cadbury’s (more likely) are the contenders.  Whilst Milka is the branding in Germany and will also most likely be the branding in Italy, there is concern in the UK about the “value” of the Milka name in the context of Kraft’s recent acquisition of Cadbury’s and the associated bad press.  In Spain there is no doubt that Philadelphia will appear as the main brand, given the low awareness of the Milka brand in the county, but there are doubts as to how much weight it should have in the positioning.

AFTER READING THE PROJECT AND BE ORIENTED, HERE ARE THE GUIDELINES THAT MUST BE FOLLOWED AND BE DONE EACH STEP CAREFULLY:

Please outline the CORE consumer for Philadelphia
Hypothesise and DESCRIBE different growth groups for Milkadelphia using the description provided
DETERMINE the core consumer for Philadelphia in Spain
IDENTIFY possible growth groups
DEFINE each growth group adequately
ASSESS their convertibility
PROPOSE a suitable growth group for launching the new product

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Category: Sample Questions