Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 01.07.2008
Length: 7 pages
Data source: Field research
Abstract
Part of a case series on marketing innovation, the Dreyer's Slow Churned Ice Cream case study describes how Dreyer's Ice Cream Company, Nestle's wholly-owned subsidiary in the US, renovated its existing and successful ice cream brand by investing in an innovative production process that resulted in an improved product with novel consumer benefits. The new 'Slow Churned' brand became a runaway success resulting in a huge increase in revenues and market share for Dreyer's. The marketing team's calculated 'gamble' paid off making the brand the market leader in the low fat, light ice cream segment.
About
Abstract
Part of a case series on marketing innovation, the Dreyer's Slow Churned Ice Cream case study describes how Dreyer's Ice Cream Company, Nestle's wholly-owned subsidiary in the US, renovated its existing and successful ice cream brand by investing in an innovative production process that resulted in an improved product with novel consumer benefits. The new 'Slow Churned' brand became a runaway success resulting in a huge increase in revenues and market share for Dreyer's. The marketing team's calculated 'gamble' paid off making the brand the market leader in the low fat, light ice cream segment.