How Müller drove market growth and cut promotion reliance
24 October 2023Multinational dairy company, Müller, faced a tough retail landscape with shoppers spending less in the market, and a category reliant on promotions.
The challenge
Müller sought IGD’s support in developing an engaging category vision. And to identify category growth drivers and tactics for the business.
The solution
To help Müller move away from reactionary short-term activation to long term strategic drivers, IGD experts:
worked with Muller’s category and marketing teams and trained them on the best methods to develop actionable insights from data
designed and developed tools and templates to translate the business’s data into actionable insight
facilitated cross functional working sessions to identify priority drivers for the business
provided detailed insights from IGD’s research programme, to stimulate thinking and futureproof the vision
Key results
Developed long term strategic solutions, reducing the need for promotional activity
Category growth of 2% and client growth of 3%