Consumer issues are becoming increasingly global. The dairy industry needs to respond so that messages to consumers around the world are consistent and based on sound science.

At the same time, market innovation and expansion are making huge demands on already stretched commercial marketing budgets, while many countries are under pressure to justify their spending on generic marketing.

The challenge for Global Dairy Platform and its members is to grow and accelerate global demand for dairy by more effectively leveraging the body of scientific knowledge and communicating it to consumers worldwide. GDP does not have a marketing budget and will not engage with the consumer directly. Instead, we need to agree on the cross-market messages and encourage all agencies involved in communicating the benefits of dairy to consumer to re-enforce the great nutritional messages about milk and dairy.

Sharing Consumers Insights

Of course, the way to succeed in any marketing activity is through the use of market research in understanding the consumer. By researching the particular drivers in a targeted group, campaigns focus on the key issues for that group of consumers. Unfortunately, this can lead to markets being viewed according to their differences rather than their similarities. While there are key areas where markets differ, there also are commonalities.

In markets around the world, there are a number of tracking studies to research the views of dairy consumers, while others are carried out as part of campaigns. Without a common way of reviewing these activities, we don’t know what consumer communications might be required across markets.

In response, GDP has agreed to work with the International Dairy Federation Standing Committee on Marketing to identify a suitable methodology for comparing information across markets. On behalf of the IDF Standing Committee on Marketing, Dr. Mike Johnston will be working with GDP to help present proposals to the Committee’s next meeting in May 2008.

Any person with views on this work should contact kbellamy@globaldairypklatform.com.