Major Module Business Projects

Business Project in Cooperation with Arla Foods GmbH

Seminar (14266.0006)

Instructor: tba

Date, Time and location: see KLIPS

“Developing a marketing strategy for Arla: embracing the protein trend – how entering the ‘ready-to-drink meal’ market can still pay off”

Content

Arla Foods is a Danish-Swedish multinational dairy cooperative headquartered in Viby, Denmark, and owned by approximately 8,500 farmers across Northern Europe. Founded in 2000 through the merger of Arla and MD Foods, it is now the fifth-largest dairy company globally. Arla specializes in producing a wide range of dairy products, including milk, cheese, butter, and yogurt, under renowned brands like Arla and Castello. 
Committed to sustainability, Arla Foods strives to reduce its carbon footprint and ensure high-quality production from farm to consumer. The cooperative focuses on innovation, sustainable dairy farming, and delivering premium dairy products to meet evolving consumer needs worldwide. Through its diverse workforce and global operations, Arla remains a leader in the international dairy market.
The task: As a team of consultants to Arla’s marketing managers, your task will be the following: You will review the current competitive landscape of the “ready-to-drink meals” (German: Trinkmahlzeit) market as well as its customer segments. Additionally, you will explore current market developments, trends, product, and price dynamics within this field. Using company-provided data and/or independently generating insights (e.g., through interviews, surveys, etc.), you will develop a deeper understanding of the market and its customers. Collecting online data, such as information from magazines, blog posts, Instagram posts, YouTube videos, and other sources, might also be an effective method for understanding trends and gaining market insights.
Based on your research, you will in essence develop a marketing strategy for Arla to follow when entering the “ready-to-drink meals”. This comprises but is not limited to:
•    Who are the key players in the “ready-to-drink meals” market?
•    Who are the main target groups for “ready-to-drink meals”?
•    How can these target groups be effectively approached (e.g., online vs. offline channels)?
•    What could a tactical roll-out for entering the market look like? 
The exact topic and research direction will be further refined and discussed with Arla during the course, depending on data availability and Arla’s preferences. The goal is to form two teams with different topic focuses, which will be finalized during the kick-off meeting.