Creating Pre-Competitive Models for Market Analysis

A core aim of Global Dairy Platform has been to provide an opportunity to share market research and marketing best practices around the world. Once a method of comparing consumer drivers and level of consumer knowledge in markets around the globe is identified, then sharing materials and methods among markets becomes more possible. This will allow better linking of those involved in generic marketing to create a global platform. 

Such a platform is increasingly important for a number of reasons. First, the dairy industry is globalising rapidly. Secondly, expanding markets in the developing world require core dairy values to be established amongst entirely new consumers. Thirdly, increasing innovation requires a broadening of issues such as weight loss or specific benefits from whey proteins. Finally, current consumer trends in health and nutrition are occurring on a global basis.

Rather than re-inventing programmes that are already in existence, GDP is working with the award-winning team at Dairy Australia to incorporate elements from its “Dairygood for Life” campaign into a high-level model from which to compare markets. The team at Dairy Australia has identified five drivers of demand for dairy: nutrition, enjoyment, convenience, integrity and value. The theory is that these drivers are likely to exist in all markets but their strength may vary according to particular local market needs. Those who need help strengthening drivers in a particular market will be able to draw upon materials used elsewhere. Work is underway to prepare the model and collect a sample cross-section of information from different markets to validate how the model might be used.

Once the initial work is complete, the model, together with initial data, will be presented to a videoconference of GDP marketing and communication representatives scheduled for 7 Sept 2007 (see box for details), and to representatives of the generic marketing community at a meeting of the International Dairy Federation Standing Committee on Marketing during the World Dairy Summit in Dublin, Ireland, from 1-4 October 2007.

In the long-term, once this work is complete, GDP will be in a position to provide members with pre-competitive market research from all regions, allowing members and partners to monitor and identify consumer, media and health professionals' perceptions related to milk and dairy products.

Members should also benefit from efficiency gained by allowing work to be shared among markets and collaborating amongst those in the business of communicating generic messages.