IMD-5-0722 © 2008
Kashani, Kamran; Jansen, Bryony
Part of a case series on marketing innovation, the Dreyer’s Slow Churned Ice Cream case study depict how Dreyer’s Ice Cream Company, Nestlé’s wholly owned subsidiary in the US, renovated its existing and successful ice cream brand by investing in an innovative creation process that resulted in an improved product with novel consumer gains. The fresh “Slow Churned” brand developed into a runaway success for Dreyer’s resulting in a vast increase in market share and earnings.
The marketing team’s calculated “gamble” paid off making the brand the market leader in the low fat, light ice cream section. Learning objectives: This case study can be used to 1) show how a technical creation invention can be transformed into a successful marketing innovation; 2) exemplify how consumer research can direct new product and brand positioning; 3) demonstrate how marketing teams have to deal with ambiguity and dangers while going aboard on an innovation procedure. The case scenario can be utilized alone or with one or more of the other cases in the succession on marketing innovation.
Subjects: New product development; New product branding; Consumer research; Marketing innovation; Brand positioning; Packaging communication
Settings: USA; Ice cream; Food; > 6,000 employees; 2003-2007
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