Müller details marketing plan to regain momentum

Müller Dairy UK is launching an internal academy to help its marketers develop more consumer driven marketing activity as part of a 7-point strategy aimed at clawing back some of the share it has lost to rivals Danone and Onken.

Müller is to launch a major marketing push later this year to promote its revamped Corner Range.

The company, which claims to lead the chilled yogurts and potted desserts sector with about 23 per cent of market with a market share, has vowed to adopt a customer focussed approach to innovation and campaigns after spending more than a year reassessing its marketing strategy.

It will see a return to the more product-focused executions of previous campaigns with the brand believing that more recent efforts such as the Wonderful Stuff campaign, which starred a host of cartoon characters, were “less-focused” on what consumers expect from Müller.

The business is launching its biggest marketing investment in recent years for its flagship Corner range, which was relaunched with a new recipe and packaging last year. Activity for the Müllerlight brand will also increase to capitalise on consumer demand for healthier snack products. The range is being overhauled in March to appeal to style conscious consumers.

Documents filed at Companies House show revenue for 2011 slipped to £371.9m from £392.9 in 2010. Gross profit fell to £115m from £129m a year earlier.

Müller’s UK marketing director, Michael Inpong, who joined last April to lead the shift, told Marketing Week: “We had a difficult start to 2012 coming off of a tough 2011 where we lost ground to our rivals……We took a step back during this time to look at what the key consumer trends were across chilled dairy and came up with seven core trends we wanted to build our marketing around moving forward (see box).

Muller will launch its first internal marketing academy the Elite Training programme later this month (31 January), which is designed to nurture a more disciplined and insight-driven approach to marketing. Additionally, the brand’s marketing team are spending two days a month with consumers to support the strategy, a move Inpong hopes will allow his team to spot opportunities for limited edition variants and product extensions.

Müller’s Magnificent Seven strategy for 2013

  • Use its marketing to encourage consumers to indulge more often in a bid to reduce it dependence on promotions and maintain sales.
  • Committing to its biggest ever investment in product development and advertising in the hope of attracting new customers.
  • Support its rice and desert businesses to take advantage of growing demand for chilled desserts to stave off competition from own-label brands.
  • Focus health messaging on weight management rather than weight loss to try and boost sales of its Müllerlight range.
  • Make its brand manifesto, ‘making the most out of the world now’ more prominent in its communications after admitting that it has remained in the background for “too long”.
  • Promote the taste benefits of yoghurt more and be more experimental when it comes to product development.
  • Use consumer insight more when developing future initiatives.

Yoghurt and Pot desserts category overwiew – SymphonyIRI

Brands Value sales 52 w/e 31 Dec 2011 Value sales 52 w/e 29 Dec 2012 % Change
Yoghhurt and Pot Desserts (total) £2,199,249,296 £2,277,975,264 3.6
Own Label £606,192,621 £645,175,253 6.4
Müller £263,800,403 £247,936,470 -5.7
Activia £239,945,960 £230,145,428 -4.1
Müllerlight £125,571,342 £143,325,924 14.1
Actimel £100,002,312 £99,116,400 0.9
Müllerice £54,245,524 £50,227,839 -7.4

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here