In a time when the supermarket giants are driving prices down, down, down, how can you stay on top of the game, maintain product quality, and continue sales growth for your products?
Delivering a good product experience is essential to repeat purchase and will help drive organic sales growth. Most consumers will not re-buy an inferior product – no matter how cheap it is. People are willing to compromise on product quality when buying a cheaper product, but there is a limit.
At a recent research conference in Sydney, Damian Young – General Manager Marketing at Chobani, spoke about Chobani’s success story and the strategy they used to drive sales from around $200k when they first launched in Australia in 2011, to over $90 million in 2016.
Young explained that they had a low media budget and had to come up with a sound strategy to drive growth in the presence of many long standing competitors like Yoplait and Ski. There were four key parts: Read more