Developing a marketing strategy for a local organic dairy - Dairy House (Case Study)

In December 2002 four organic dairy farmers acquired Dairy House, a small organic processing business supplying local merchants in and around Weobley, Herefordshire, with cheese, yoghurt, cream, cheesecakes and butter.

With advice from the Milk Development Council and the Food Chain Centre, Tony and his colleagues commissioned some primary consumer research to help develop their marketing strategy.

The business had been running for over twenty years, so the acquisition offered the attraction of instant market access – some 44 products and 178 customers. But Tony and his colleagues did not know what consumers liked or disliked about their products. They naturally wanted to grow the business and concentrate on the most
profitable lines.

BUSINESS AREA:
Differentiation