The Dots Can Only Be Connected With a Tune!

Claudia Suárez-Gapp and Frank Hofmann

INTRODUCTION

The Challenge

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?