Givaudan Brand Strategy
EXPANDING TASTE AND SCENT EXPERIENCES
Established in 1895, Givaudan is the global leader in the creation of flavours and fragrances with its headquarters in Switzerland. Givaudan’s flavors and fragrances are typically developed for food and beverage makers, but they also have been applied to household goods as well as personal care products.
CARING ABOUT YOUR HEALTH
Attempting to edge out competition in China, Givaudan has decided to focus on research and development of the acidified milk market in China. Givaudan would like to understand how the concept of “health” in Chinese culture would apply to the milk market.
MILKING THE MARKET
We created a two-phase research project designed to answer Givaudan’s question. Phase one analyzed the framework for new dairy flavors with semiotic and qualitative research. Phase two aimed to understand consumers’ needs and motivations to buy acidified milk products. After completing the research project, we analyzed consumer data and tastes to present Givaudan with a comprehensive strategy for entering, and leading the Chinese acidified milk market. With a little time, effort and research, Givaudan’s head-start in the acidified milk market will ensure that it milks the market for years to come.