Du Darsft Case Analysis

Problem Description

The German subsidiary of Unilever, Union Deutsche Lebensmittelwerke has positioned itself in the “quality” segment of the food products. The company, in light of the following factors had decided to develop and test market low calorie versions of the food products:

1. The success of low-calorie products in the United States

2. The increase in the number of such products in German health food stores.

3. The growing concern over excess calorie intake voiced by various government organizations, medical associations, and other groups.

Moreover, the low calorie food products market appeared to be threat to their existing product line. Marketing research suggested that a significant number of consumers were getting conscious about their weight and this number was also increasing over the years.

So company decided to launch a range of low-calorie food products while taking care of the following points:

1. Tasted like the generic products they were intended to replace.

2. Could be consumed in the same way as the basic product.

3. Would offer the regular consumer of a number of items in the range a significant calorie-saving.

4. Were to be priced at a slight premium and distributed through super-markets

The primary market was considered to be among women between the ages of 30 and 50 years with no