Att utmärka sig bland konkurrenter vid ett lågt produktengagemang : En fallstudie av mejeriföretaget Valio

Sammanfattning: The purpose of this study is to create an understanding of how a company selling commodity products works to create interest and loyalty among customers and how to stand out relative to competition. Based upon present theories within marketing communication, a comparison is made with actual market information to understand how well the theory can predict reality. The study is applied to the dairy industry with the company Valio as the bench mark. In total four persons have been interviewed, marketing manager and category manager at Valio Sweden, and also project manager and art director from their advertising agency. The qualitative data obtained has been compared to predications given by theory. The result shows that in order to increase interest and loyalty and to differentiate yourself from competition, there are three corner stones that have to penetrate all marketing communication. These are added value, high quality and a strong identity. The study has proven that the practical results obtained from reality have a strong correlation to predications made by the theoretical framework that has been used.