A booming Colombian milk market
The Colombian milk market is booming. With milk consumption one of the highest in the world, dairy brands have a lot to be gained. Alqueria is one of the leading dairy companies in the country, and was looking for a clear product portfolio strategy to optimise its vast product portfolio to take it into its next phase of growth.
Mapping out the consumer opportunities
We conducted online journaling and in-depth interviews with Colombian dairy consumers to understand when, why, with whom and how they consumed dairy. From there, we mapped out all the consumer demand spaces that Alqueria could position its products, from its yogurt through to its instant oatmeal products.
Developing the brand portfolio strategy
We quantified the consumer demand spaces and assessed the brand fit of each of Alqueria’s product to the demand spaces. From there, we defined the brand positioning for each of their products to ensure they were positioned to capture the maximum demand and also to not work synergistically with the other products in the portfolio.