Cliente: Alfil Cooperativa
In the wake of the current problem regarding milk prices in the sector, the client argues about the impossibility of growth. He wants to develop his own brand of dairy products (both cow and goat) through a new plant of production certified with IFS, and a design for a suitable industrial organization, in addition to the expansion and improvement of the facilities.
The aim is to keep the facilities as a milk collection centre and for the cooperative to have a development alternative by reaching the market and the consumer directly through the development of commercial channels, especially the retail one.
From the very adaptation and replanning of the facilities and industrial processes, we have worked on a brand proposal with a totally new and original positioning, supporting the approach to fresh and healthy products, focusing on the categories of fresh milk and kefir, as of the analysis of the retail market. This proposal implies the possibility to offer new opportunities of more sustainable packaging to avoid the use of plastic giving modern glass packages.
In addition, the entire range of cow and goat products has been developed for the categories of fresh milk and kefir, with a different format and a competitive pricing proposal.
The market launch strategy and the necessary means of support has been also developed, from the planning of advertising actions to the corporate dossier and the CSR (Corporate Social Responsibility) proposal.