Danone
Danone HiPRO Dairy Bar: Optimising Price and Positioning
Case information
Danone wanted to expand its HiPRO product line with a new protein bar to be stocked in the supermarket’s chilled aisle. The product combines characteristics of both the chilled and shelf-stable high-protein categories: high protein content, a premium experience, and a competitive price. Blauw was commissioned to research the potential of the HiPRO Dairy Bar on the shelves to determine whether the product should be added to Danone’s portfolio and, if so, at what price.
The question
Chilled versus shelf-stable: where does this bar belong?
The target audience for the HiPRO Dairy Bar consists of athletes and health-conscious consumers. Many of these consumers expect protein bars in the ambient/shelf-stable aisle. The question is whether the protein snack can be sold in the dairy section. Additionally, pricing is crucial, as the price directly influences the perception of the product and consumers’ willingness to purchase it. The goal was to gain insight into the ideal price and positioning for this new product.
The vision
At Blauw, we believe in delivering data-driven insights that enable companies to make well-informed decisions regarding product development and marketing.
The approach
Shelf test and price variants tested among protein buyers
Blauw conducted quantitative research, including a shelf test. A new component was the implicit measurement of price sensitivity, where consumers assessed the HiPRO Dairy Bar against various price variants under time pressure, in a ‘Tinder-style’ setting.
The research revealed that a quarter of protein buyers already had the HiPRO Dairy Bar in their consideration set, and identified at which price preference was strongest. Furthermore, participants indicated that the bar is best consumed after exercise or as an afternoon snack.
<span data-metadata=""><span data-buffer="">the result
A chilled bar requires targeted communication
The results provided clear insight into the positioning of the HiPRO Dairy Bar and the impact of different pricing strategies. Another important result from the study was the need for targeted marketing campaigns to alert consumers to the bar’s location in the supermarket. Additionally, useful tips emerged regarding the flavour and texture of the bar.
In practice.
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