Developing and Marketing Dairy Product Brands in Europe Available to Purchase

The development and marketing of diary product brands in Europe in the 1990s is described, examining the key success factors which will enable dairy companies to survive, let alone grow profitably through to the millenium. The contribution of strong branding and new product development to commercial success is analysed, featuring some state‐of‐the‐art approaches to segmentation and brand positioning which are likely to become critical to dairy product companies′ success or failure in achieving their full added values in the 1990s.