Tholstrup Cheese A/S: in love with cheese
The following case is about a highly successful medium-sized Danish dairy company, which bases its success on a strategy markedly different from that of its major competitors. Many competitors, including much larger ones, claim that a brand strategy is impossible these days, partly because of increasing retailer power and partly because of high costs of mass media advertising. They therefore lean increasingly towards production of private labels. In contrast, the case company has followed a pure manufacturer’s brand strategy, developing and launching products which have become firmly rooted in consumers’ minds — and has achieved this without major spending on advertising. Also in another area the company sets aside what is regarded as conventional wisdom, namely by claiming that it is not market-oriented and that new products never come about by asking consumers what they would like to have. Instead, the company leans on the expertise and ‘feeling for the business’ inherited from years of experience.
KeywordsMarket Orientation Product Development Process Private Label Soft Cheese Brand Strategy
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