The Dots Can Only Be Connected With a Tune!
Claudia Suárez-Gapp and Frank Hofmann
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...