Global Dairy is a multinational enterprise operating in more than 100 countries. Of concern herein is the development of specific strategies to revitalize the Global Milk brand offered by Global Dairy, a product positioned currently in the children's milk market which is dominated in the case of Venezuela by three brands (Sherriff & Brendl, 2009). At issue in this essay is a case analysis of the various issues which should be addressed by senior brand manager Scott Sherriff with respect to the repositioning of the Global Milk brand in the Venezuelan marketplace. Several questions regarding positioning, market niches, the marketing mix, and potential modifications to both the positioning strategy and marketing mix planned for this product will be explored.
The first question related to the case study is what different groups of consumers could Global Dairy potentially target for the new extra calcium powdered milk product that was originally called Global Milk and now to be renamed Global Milk Extra-Calcium. Sherriff and Brendl (2009) intend to target high income mothers of young children for this product, although it could also target entire families as well as taste conscious adult women seeking a fortified calcium enriched milk powder to meet their health needs. Each of these discrete groups (mothers with young children, families, and adult women) are likely to have similar goals with respect to purchasing a full cream, good tasting, and high calcium milk. Health concerns are paramount while local production may be less significant than was initially felt. The perception of an extra calcium milk based on existing brands (Italia Milk's Hi-Calcium and Global Dairy's GlobalCal) would be that an extra calcium milk might have a poor or unpleasant taste. At the same time, it is likely that they would perceive this product with its full cream contents as containing additional fats which might not please adult women consumers...