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© XPotential 2015
Bulla Creamy Classics is a key range in the tub ice cream
market for Bulla, ‘One of Australia’s most lov...
© XPotential 2015
This consisted of 3 key phases:
1. Information Gathering – Working with key team members
and agency, we ...
© XPotential 2015
“Great format.
A great deal of background discussed and reviewed in a short
period of time. Outcome good...
© XPotential 2015
• XPotential helped the team to achieve their objective of coming up with 3 high
potential Super Claims ...
XPotential (UK)
4/5 Market Square,
Marlow, Buckinghamshire,
SL7 3HH, United Kingdom
Tel: +44 (0) 1628 485 847
info@xpotent...
SuperClaiming Bulla
SuperClaiming Bulla
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SuperClaiming Bulla

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XPotential's Superclaiming Bulla Creamy Classics Presentation

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SuperClaiming Bulla

  1. 1. © XPotential 2015 Bulla Creamy Classics is a key range in the tub ice cream market for Bulla, ‘One of Australia’s most loved and trusted dairy brands’. The range came under threat of delisting unless sales could be significantly improved. The sub-brand lacked differentiation so its portfolio role in driving growth for the category was unclear for retailers. This was a particular threat as retailers reduced shelf space for tub ice creams toward more profitable multipack products. Bulla needed a quick solution to reinvigorate short term growth for Creamy Classics until a full repositioning could be introduced in 12 months time. Background • Grow household penetration of Bulla Creamy Classics tubs to 20.5% (up from 18%), by 30 June 2014 • 50% of new households coming from Streets Blue Ribbon (direct competitor). • Develop 2 – 3 concepts based on the current products and packaging to help reinvigorate the Creamy Classics range in the most cost-effective way.
  2. 2. © XPotential 2015 This consisted of 3 key phases: 1. Information Gathering – Working with key team members and agency, we gathered information to create inspiring presentations for a workshop, which would provide the stimulus for developing Super Claims. 2. Bulla Creamy Classics Super Claiming Workshop - the workshop was attended by a cross functional team, who were guided in developing Super Claims, based on understanding of insights, competitors and products. 3. Output report and Next Steps meeting. Working with the Bulla team, XPotential implemented a Super Claiming project, to develop powerful, insight-driven new claims, based on the existing product.
  3. 3. © XPotential 2015 “Great format. A great deal of background discussed and reviewed in a short period of time. Outcome good in 8 short hours.”
  4. 4. © XPotential 2015 • XPotential helped the team to achieve their objective of coming up with 3 high potential Super Claims for implementation by March 2014, focusing on the Bulla Creamy Classics Tubs. 100% rated the value for business of the workshop as “good” or “very good”. • Following the workshop, 100% of the participants believed the Super Claims developed would help to meet the business challenge.
  5. 5. XPotential (UK) 4/5 Market Square, Marlow, Buckinghamshire, SL7 3HH, United Kingdom Tel: +44 (0) 1628 485 847 info@xpotential.co.uk XPotential (Brazil) AV. Divino Salvador, 716 Moema – São Paulo – SP CEP – 04078 – 012 Tel: +55 (0) 11 5051 9194 info@xpotential.co.br XPotential (Thailand) Q.House Lumpini, Level 27, 1 South Sathorn Road, Tungmahamek Bangkok 10120, Thailand Tel: +66 (0) 2610 3706 info@xpotential.co.th XPotential ANZ P.O Box 237, Hampton, Melbourne, Victoria 3188, Australia Tel: +61 (0) 404 098 892 enquiries@xpotentialanz.com © XPotential 2015 www.xpotentialanz.com

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