Glanbia Foods – The Cheese Company

The brief

To research the Marks & Spencer cheese category to enable the Cheese Company to increase market share of product distribution and to broaden the lines it supplies.

Our response

Brahm conducted nationwide qualitative research in store at Marks & Spencer. Customers were given interviews on exiting the store to track:

• The number of visits to the cheese category
  
  
• Monitor behaviour and purchases made
  
  
• Identify how lines were performing

Focus groups were used to understand buying behaviour to:

• Understand drivers including the analysis of packaging, promotion and positioning
  
  
• Assess the four customer typologies as used by Marks & Spencer

The outcome

Brahm and the Cheese Company co-presented the research results to Marks & Spencer, outlining recommendations to develop and direct the promotional strategy for the cheese category to increase footfall, sales and lines.

Brahm’s research and recommendations are being used to formulate the 2005 Marks & Spencer cheese category marketing strategy.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com