Positioning of lactase in the functional food market
Merel Roes on her internship at DSM, July 2007
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“The results consists of (1) a description of a new marketing strategy that can accelerate current growth of lactase products as an alternative to the current marketing strategy, (2) a website containing technical as well as nutritional information on lactase, (3) a PowerPoint template about DSM lactase products, that can be used by the sales force, and (4) a nutritional positioning paper regarding lactose intolerance.
The development of a new marketing strategy was the most important part of the assignment. In order to develop this strategy, a thorough market analysis has been carried out. This analysis includes market estimations and descriptions of the total lactase market, lactose free product retail market and over-the-counter (OTC) healthcare market. In order to carry out a more in depth investigation, several key countries have been identified. The situation in these countries has been described in more detail.
In addition, the competitive market place has been investigated using a 3C, SWOT and PEST analysis and a description based on Porter’s five forces model. Subsequently market segments and target markets have been identified.
Based on these results and the market analysis, a new strategy has been developed. To enable the transition to a new marketing strategy, the actual current strategy has been assessed. As an example, the current situation in several key countries - within targeted segments – has been described, together with possible ways to improve the market position.
Finally, idea concepts have been generated that will also help implementing the new strategy.”
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