Abstract
Non Durable Consumer Good can be defined as "goods that have a very short life span and are perishable in nature". For instance, milk and bread are non durable consumer goods. Such goods are specific because they generally feature a rather low added value. Consumers use those everyday without wondering what they expect from such products. Price is a high variable regarding differentiation, and rather low prices prevent consumers from really being demanding regarding benefits. Consequently, it is very difficult for those products' manufacturers to differentiate and to insist on their products' benefits in advertising campaigns. Moreover, consumers are not really interested in such daily products' promotion, since the expected added value is very low.
This is the reason why companies that produce such goods have to insist on their added values, on the elements that make their products better than the competition's ones. Targeting specific segments, more demanding regarding products' quality, is another strategic choice.
Lactel is a French milk manufacturer. This report consists in the company's IBP campaign analysis thanks to a careful situation analysis and to the formulation of each step of the brand's statement of IBP objectives: how should the milk manufacturer best communicate to highligh its products' added value in order to appeal customers and to strategically strenghthen its brand awareness?
