The Dots Can Only Be Connected With a Tune!
After being established in the ready-to-eat flakes market, Nestlé Cereal Partner Worldwide launched a new muesli product in Germany by using the same sub-brand as for flakes. The launch was accompanied by in-store activities such as sampling and TV advertising. Several months after launch the sales figures did not show sufficient results and the client wanted to know the following:
What marketing levers are working to drive trial and growth in the category?
Where did the newly introduced product source its volume from and why?
What brand strength and image has Nestlé Fitness Knusperleicht Muesli managed to establish since launch?
Are there any changes needed in product positioning and what should be the target positioning?