Overview of Müller Quaker Yogurt Experiential Marketing Program:

In 2011, PepsiCo, Inc. entered into a partnership with Müller Dairy, a multi- national producer of dairy products, headquartered in Bavaria, Germany and known throughout Europe for its variety of yogurts and unique flavors. The two companies formed Müller Quaker Dairy LLC to introduce Müller Yogurt to the U.S. market.

Müller Quaker Dairy engaged BusinessOne to create an experiential marketing program to:
Understand market players and market share
Conduct research on brand penetration, pricing, placement and promotions, and gathering ground level data from both large national and regional chain stores
Create Business Intelligence and Analytics Models to provide insight for developing go-to-market strategies

What We Did:

BusinessOne’s Program Manager created and managed a multi-million dollar Experiential Marketing program to introduce Müller yogurt in over 25 U.S. markets across 6 regions.

Phase 1: Marketing and Product Research

Initial research and analysis, including:

  • 4 Major Markets: Northeast, Mid-Atlantic and South, Mid-West and West
  • 14 National Chain stores, 6 Regional chains across 52 cities
  • Collected product, pricing, placement, turnover and promotional data on over 6200 SKUs
  • Provided a database that would enable the client to filter the data by size, flavor, geography, retailer, product type and SKU. This data was invaluable to the client in formulating their go-to-market strategy.

Phase 2: Product Rollout and Campaign Management

Program Execution

  • Executed over 250 events in 20 months
  • Distributed over 6MM samples
  • Trained and utilized over 2,500 Brand Ambassadors
  • Managed 6 branded vehicles
  • Created over 25MM impressions

Business Case Research

  • Conducted initial business case research at 30 retail locations, across 5 markets

Program Design

  • Created a cost effective scalable program that supported incremental regional roll outs followed by a national campaign
  • Designed and executed highly adaptable assets to support a variety of event types
  • Designed Event Calendar to execute client strategy and reach target consumer
  • Integrated PR campaign and social media interactions into events

Event Management

  • Managed multiple key event vendors and negotiated significant volume discounts
  • Triggered rapid team deployment based on changing market and event conditions
  • Developed and implemented in-depth product training with on-going revisions in response to consumer feedback

Logistics Management

  • Developed supply chain systems to support large volumes of perishable (including short coded) product
  • Managed large scale staffing, warehouse, and event integration
  • Created and managed rapid response teams to support short notice media opportunities

Operational Metrics and Analytics

  • Developed customized reporting tool
  • Analyzed penetration by region, market, and SKUs

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