Bornhoffen Yoghurt

Bornhoffen Acidophilus Yoghurt (1982 to current)

bornhoffen

  • The product category was in its infancy in 1982, with most dairy manufacturers being co-operatives with relatively limited marketing skills. Little was known of the mass consumer market's understanding of, and interest in, the product category. Early analysis suggested there to be a core health consumer market, and a growing segment willing to consume a healthy "dessert-style" snack, if the tart palate profile could be removed in favour of a smoother, sweeter taste. Ski and Yoplait yoghurts had been launched in the late 70's to 1981 period in an endeavour to exploit this perceived opportunity.
  • The Bornhoffen "brand" had been created and packaged in the mono colour form shown. No other marketing support had been provided. The very small niche market generated consisted of consumers who appreciated the specific health attributes of the "acidophilus" variety. So while the product had been branded "Bornhoffen" the packaging presentation was that of a generic, producing a low perceived value and consumer appeal relative to the other brands in the market.
  • Early research carried by Enright Hendy & Partners principal suggested a widely accepted consumer perception of the higher quality, "better for you" yoghurts as being of European heritage, but of a tart, unappealing taste. So the attributing of a European heritage with the brand name and a highly credible European varietal name provided the opportunity to give the consumer permission to believe they could enjoy all the health benefits of such a yoghurt if the "European" manufacturer injected natural fruits and honey for healthy flavouring and sweetening to achieve the desired non-tart taste.
  • Consumer observational research confirmed a large segment of consumers were wanting to consumer a yoghurt that was both healthy and tasty. Consumers were reading the packs to confirm the ingredients of the yoghurts they were considering contained no artificial colourings, flavourings or preservatives. They could not find that in any of the major, heavily promoted brands on the market. The research confirmed the high potential for the defined product and brand positioning outlined above.
  • Caboolture Dairy Co-op produced the product to the nominated specification and Enright Hendy & Partners principal developed the brand and packaging design brief.
  • Concurrently, we recommended there was no need for conventional media advertising to re-launch the product. Instead, PR and Point of Sale material highlighting the traditional process by which the product is made with natural fruit and honey flavourings and no artificial ingredients, would grow the market very effectively and protect the "Bornhoffen"brand franchise from the heavily promoted artificially flavoured brands.
  • The research also confirmed the strategy could deliver a price-premium of 20% above the other brands in the market from the identified significant market segment.

Outcome:

  • The brand was relaunched in 1982 in Queensland and immediately established itself as being highly profitable for both manufacturer and retailer.
  • Subsequently the brand has moved to occupy that same position on the national market, being almost impervious to attacks from the higher volume, heavily promoted and discounted market leaders. It is the only Queensland-produced yoghurt brand to have achieved that position. Jalna is the only other brand to have achieved long-term national success, albeit on a considerably smaller scale.