Vypr Product Intelligence
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Swiss Milk Processor & Dairy Product Company
Discover how Vypr helped a Swiss milk processor and dairy product company to identify and better understand the habits and behaviours of Italian consumers when it came to purchasing chilled desserts.
“We are so pleased with the results of this activity, and now our international colleagues are wanting to try Vypr.”
Scenario
Our customer is a Swiss milk processor and dairy product company. The business produces products in 11 different counties, across 3 continents and exports to 60+ global markets. Operating across cheese, milk, yoghurt, drinks, concentrate and desserts, our customer has several established brands in each category and market.
The business was founded over 100 years ago and has remained focused on premium positioning, strong brand concepts, innovation excellence and sustainability. A recipe for success, which has helped the business to expand internationally and become one of the largest dairy brands in Europe.
Problem
Our customer operates a premium Italian dessert brand that’s commonplace in most Italian supermarkets. Retail sales of their dessert products had plateaued and, in some regions, were in decline. Outside of the obvious short-term commercial implications, our customer was concerned about the potential longer-term reputational damage to its brand.
Experienced and knowledgeable, our customer recognised that their traditional research approach was unlikely to provide the required level of reliable and actionable insight.
Our customer needed to identify and better understand the habits and behaviours of Italian consumers when it came to purchasing chilled desserts. This included understanding the key drivers of dessert purchase amongst Italian consumers, and how they might change across a range of different demographic cohorts. Additionally, our customer needed to evaluate the effectiveness of new slogans and advertising visuals, as well as testing packaging alternatives and price elasticity.
Connecting instantly with Italian consumers to evaluate new ways to recruit incremental shoppers to the brand and drive frequency was critical to solving their problem.
Solution
We leveraged our proprietary community of Italian consumers and research expertise to create a blended methodology of qualitative and quantitative questioning. Our platform supports the creation of specific and bespoke profiling demographics, which we used to segment the market by age, gender, region, and chilled dessert category buyers
Beyond targeting discrete consumer typologies, we also used these demographics to filter results retrospectively, identifying nuances and building, then testing hypotheses. Carefully testing price sensitivities, to determine the optimum price point required to satisfy the committed volumes (both on and off promotion) was conducted quickly and efficiently.
Open qualitative research was used to identify key purchase factors, which were then used to inform and direct the quantitative validation. Comparative testing was deployed to evaluate the appeal of slogans and potential visuals before monadic testing was deployed to finesse and validate.
This process ensured that results were entirely consumer-generated and therefore, were insulated from any risk of internal biases.
Results
The study was completed efficiently, with our customer gaining access to a clear set of reporting data, key takeaways, and recommendations within days of the initial briefing.
The results identified that brand loyalty was an important consideration for Spanish consumers, with 50% of category buyers citing they’d be unlikely to switch brands, even for those with a lower price point. Our customer was delighted to understand that quality, more than price, was the leading factor in determining brand choice. Only 22% of Spanish consumers said price was very important to them, with 75% of consumers willing to pay up to 20 Euros for a bottle of tequila.
Testing the efficacy of promotional mechanics revealed that straight-line discounting, more than multi-buy or volume offers were most appealing. The research also revealed the extent to which a price increase would impact the propensity to switch, which made it possible for our customer to model several potential category scenarios.
Our approach provided valuable insights into Spanish consumer preferences, enabling our customer to make data-driven decisions tailored to the nuances of the Spanish market. The swift turnaround, commensurate with their own brand DNA, allowed knowledge gaps to be filled quickly and efficiently.
Moving forward, our customer has already engaged with Vypr to repeat the process in another European market.
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