VCW for Limiano: Increasing Sales Volume of Cheese Slices
Developing a strategy to increase sales volume of Limiano cheese slices, with a particular focus on new product development.
How to increase the sales volume of Limiano cheese slices?
This project addresses the challenge of increasing the sales volume of Limiano cheese slices, utilizing the Value Creation Wheel (VCW) framework.
Overview:
Limiano, a well-known cheese brand in Portugal, sought to increase its sales volume. The team used the VCW framework to analyze the market, identify opportunities, and develop a new product strategy. The project focused on introducing a vegan cheese slice option to cater to the growing demand for plant-based products.
Application and Process:
The process began with a diagnostic phase, analyzing Limiano's strengths, weaknesses, and the competitive landscape. The core challenge was defined: increasing the sales volume of cheese slices. The team then generated ideas and filters through brainstorming and research. The POCR method was used to refine these ideas and filters. Through VCF and MCDA, the team narrowed down potential solutions, ultimately focusing on developing a vegan cheese slice option.
Key Takeaways:
Vegan Cheese Slices: Introducing a vegan option allows Limiano to cater to a growing market segment and attract new customers.
Red Ocean Strategy: The team opted for a red ocean strategy, focusing on differentiation within the existing market rather than creating a new market space.
Multi-Target Marketing: Targeting both ethical vegans and health-conscious consumers allows Limiano to maximize its reach.
New Logo and Packaging: Adapting the logo and packaging for the vegan line ensures consistency and avoids confusion with the traditional product line.
Comprehensive Marketing: Utilizing various marketing channels, including social media, email newsletters, and partnerships, is crucial for promoting the new product.
Conclusion:
The VCW framework effectively guided Limiano in developing a strategy to increase sales volume, demonstrating the methodology's effectiveness in identifying new product opportunities and addressing market challenges.