subject: Primo Extremo Case Study: Gaining Credible Entry In A Monopolized Category [print this page] 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
