Primo Extremo Case Study: Gaining Credible Entry In A Monopolized Category

Introduction

Introduction

Popular flavored milk brand Primo launched a liquid breakfast product in New Zealand in 2008, in an attempt to enter the domain dominated by Sanitarium's Up&Go. Rather than tackling the market leader head-on, Primo chose to grow the entire liquid breakfast category through the attraction and recruitment of new consumers.

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CATALYST

SUMMARY

Analysis

Work pressures and time scarcity have driven the market for on-the-go breakfast solutions

Time poor consumers are skipping breakfast with greater frequency

On-the-go meal solutions have proliferated in Australia and New Zealand

The emergence of 'liquid breakfast' rejuvenated the occasion

Liquid breakfasts provide the nutrition benefits of breakfast in a convenient consumption format

Sanitarium revolutionized the liquid breakfast category

Subsequent attempts to challenge the dominance of Up&Go proved unsuccessful

Primo Extremo gained traction in liquid breakfast by targeting new consumer segments

A solid understanding of its core audience has kept Primo New Zealand's top flavoured milk brand

Primo succeeded in the category by choosing not to challenge the market leader directly

Compare and contrast: Sanitarium Up&Go Energize

Conclusion and implications

APPENDIX

Case Study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

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From:Aarkstore Enterprise

Contact: Neel

Email: press@aarkstore.com

URL: www.aarkstore.com

by: Aarkstore Enterprise

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