Abstract
This paper discusses the three, interrelated essentials for successful marketing at retail level of branded, niche milks, using a branded product as a case study. Each of these three requirements—product premium, product positioning and product promotion—are discussed in detail, supported by actual marketplace experiences. In particular, a range of innovative promotional activities is highlighted; and their contribution to the significant sales growth of a new branded milk is evidenced. It is contended that these three marketing requirements for milks apply equally well to all other nichelluxury dairy products.
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