Consumer Influences
Bulla Dairy Foods must ensure the food they produce, reflects consumer's needs and wants. Changes in food products reflect changing consumer tastes and behaviours, advances in technology, changing market structures, new food legislation and regulations, environmental concerns, globalisation issues and political decisions.
Woolworth's, who is Australia's largest supermarket operator, is now selling $1-a-litre milk. After two years of heavy discounting, the tide seems to be turning against private brands as new tactics are deployed by leading supermarket rivals, Coles and Woolworth's. It has been labelled the 'milk wars'. Woolworth's, who is Australia's largest supermarket operator, is now selling $1-a-litre milk in an attempt to 'break ranks with Coles', which is posing a very real threat to dairy manufacturers such as Bulla. Therefore, they have been forced to change their marketing techniques and strategies, with most turning to the label of 'permeate-free milk' and other nutritional benefits on their products. This has affected companies such as Bulla as they have had to put more money into advertising their products, lowering their prices to match those of Coles and Woolworth's and a total reduction in sales and profit income. Competition between supermarket house brands and supplier brands will continue to grow and intensify, however, Bulla has fought back with the development of innovative new products.
To appeal to a new market, who now tune in to shows such as Masterchef to learn how to cook, Bulla Dairy Foods has appointed a new role as Ambassador to George Calombaris, Masterchef judge. He will appear on packaging and advertisements, showing consumers how to use their quality ingredients. "I will be able to help Aussies feel more confident about using cream by explaining the benefits and versatility of cooking with a high quality product, understanding the different types and characteristics of cream, and highlighting easy ways of incorporating it into everyday recipes." George commented.
By creating this opportunity for the consumer to get tips and tricks straight from the chefs and be able to connect to their products and labels, Bulla is taking brand loyalty to a whole new level.
There is a major trend that has developed towards home meal replacement and convenient food products that save the consumer time along with a trend with an increased desire for healthy nutritious foods. Bulla is aware of this new phenomenon of convenience foods, especially now as consumers are becoming more and more busy in their daily lives. Bulla has created a range of products that have convenient packaging and are healthy. For example:
Due to an increasing concern amongst consumers about nutrition intake, Bulla is catering to this new market by producing dairy products that are low in sugar content and have no artificial colours or additives. They also have products that are 97% fat free/'lite', made with real fruit, fresh milk and natural, probiotic yoghurt.
Bulla products appeal to all range of consumers including, young children, school kids, adults and the elderly as they are high in calcium, which will prevent osteoporosis and other related diseases that are a very real concern amongst Australians, and nutrient content, easy to eat and delicious. Bulla also has a range of sizes in each of their products for example, small yoghurts and ice cream cups or large yoghurt tubs for the whole family to enjoy and for kids to be able to take to school.
Bulla is very aware of consumer influences and their opinions and caters for everyone's needs and tastes. That is why they are the most award winning dairy brand in Australia and have been in business for over 100 years. Bulla's belief in the value of innovation is a core part of their success.
Woolworth's, who is Australia's largest supermarket operator, is now selling $1-a-litre milk. After two years of heavy discounting, the tide seems to be turning against private brands as new tactics are deployed by leading supermarket rivals, Coles and Woolworth's. It has been labelled the 'milk wars'. Woolworth's, who is Australia's largest supermarket operator, is now selling $1-a-litre milk in an attempt to 'break ranks with Coles', which is posing a very real threat to dairy manufacturers such as Bulla. Therefore, they have been forced to change their marketing techniques and strategies, with most turning to the label of 'permeate-free milk' and other nutritional benefits on their products. This has affected companies such as Bulla as they have had to put more money into advertising their products, lowering their prices to match those of Coles and Woolworth's and a total reduction in sales and profit income. Competition between supermarket house brands and supplier brands will continue to grow and intensify, however, Bulla has fought back with the development of innovative new products.
To appeal to a new market, who now tune in to shows such as Masterchef to learn how to cook, Bulla Dairy Foods has appointed a new role as Ambassador to George Calombaris, Masterchef judge. He will appear on packaging and advertisements, showing consumers how to use their quality ingredients. "I will be able to help Aussies feel more confident about using cream by explaining the benefits and versatility of cooking with a high quality product, understanding the different types and characteristics of cream, and highlighting easy ways of incorporating it into everyday recipes." George commented.
By creating this opportunity for the consumer to get tips and tricks straight from the chefs and be able to connect to their products and labels, Bulla is taking brand loyalty to a whole new level.
There is a major trend that has developed towards home meal replacement and convenient food products that save the consumer time along with a trend with an increased desire for healthy nutritious foods. Bulla is aware of this new phenomenon of convenience foods, especially now as consumers are becoming more and more busy in their daily lives. Bulla has created a range of products that have convenient packaging and are healthy. For example:
- Ice cream sticks and tubs - made with fresh milk
- Ice cream cups and sundaes
- Dollop cream portions - long lasting shelf life, gluten free
- Frozen yoghurt cups - 97% fat free, made with probiotic yoghurt and real fruit, reduced sugar
- Cream in small tubs - pure, thick or light
- Yoghurt tubs - 'Light and Healthy', low fat or natural yoghurt
- Yoghurt "School Approved Range"
Due to an increasing concern amongst consumers about nutrition intake, Bulla is catering to this new market by producing dairy products that are low in sugar content and have no artificial colours or additives. They also have products that are 97% fat free/'lite', made with real fruit, fresh milk and natural, probiotic yoghurt.
Bulla products appeal to all range of consumers including, young children, school kids, adults and the elderly as they are high in calcium, which will prevent osteoporosis and other related diseases that are a very real concern amongst Australians, and nutrient content, easy to eat and delicious. Bulla also has a range of sizes in each of their products for example, small yoghurts and ice cream cups or large yoghurt tubs for the whole family to enjoy and for kids to be able to take to school.
Bulla is very aware of consumer influences and their opinions and caters for everyone's needs and tastes. That is why they are the most award winning dairy brand in Australia and have been in business for over 100 years. Bulla's belief in the value of innovation is a core part of their success.