International market positioning for cheese brand Milner
Milner cheese, made from semi-skimmed milk, has now been on the market for 20 years. After being launched in the Netherlands, Milner went on to be sold in Belgium, Greece and Spain. The brand’s image in these countries varied widely and as Milner wanted to change that, it was decided the time was ripe to embark on international market positioning tactics. An element of this fresh approach is the new packaging design, which radiates vitality and clearly conveys that Milner is a cheese for everyone.
Milner cheese, made from semi-skimmed milk, has now been on the market for 20 years. After being launched in the Netherlands, Milner went on to be sold in Belgium, Greece and Spain. The brand’s image in these countries varied widely and as Milner wanted to change that, it was decided the time was ripe to embark on international market positioning tactics. An element of this fresh approach is the new packaging design, which radiates vitality and clearly conveys that Milner is a cheese for everyone.
Different packaging
In the Netherlands and Belgium, each variety came in its own colour packaging while in Spain and Greece, the packaging had always been blue.
Launch
The new cheese packs have been available in supermarkets in Greece, Belgium and the Netherlands for a few months now. But the appearance of the products is not the only thing that has changed. All varieties are now packed in seal fresh containers that are easy to open and reseal, ensuring the cheese stays fresh for longer. At the beginning of 2012, the new Milner packaging will also be launched in Spanish supermarkets. That means all 51 Milner products will have converted to the new packaging.
