This document summarizes a marketing research project conducted on Clona Dairies in Clonakilty. The researchers assessed Clona's current product offering of milks and yogurts to determine if the range could be expanded. Through secondary research of industry reports and Clona's website, as well as primary research including focus groups, questionnaires, and store observations, the researchers found that there is an opportunity for Clona to introduce chocolate flavored milk. They recommend Clona develop and promote chocolate milk by educating consumers on its nutritional benefits when consumed after exercise and partnering with sports teams.

1. Marketing Research Programme
Extended product range for Clona Dairies
Jack Casey, Majella Flynn, Margaret Goulding
DDCB, Griffith College Cork
December 2013

2. Introduction
• The group decided to research Clona Dairies in
Clonakilty
• Flavoured milk and yogurts are becoming
more popular as a source of protein and we
wondered if Clona catered adequately for this
market?

3. Flavoured Milks & Yogurts
• You might argue that flavoured milks have
slightly higher sugar content; however studies
suggest that they are still a favourable option
for children and teenagers as they provide a
wide range of beneficial nutrients.

4. Problem Definition/
Research Objectives
• Assess Clona’s current product offering,
determine whether the company’s product range
is too small and can be expanded and address
whether Clona caters for the flavoured milk and
yogurt market.
• Objectives were to look at this problem through
both secondary and primary research. Based on
this analysis, recommendations were made for
Clona.

5. Research Proposal and Design
• To answer the research problem, industry
reports and other secondary data were
analysed and Clona’s website was assessed.
• Primary research in the form of focus groups,
questionnaires and observation was
conducted.

6. Secondary Data
• Positioning of milk as a sports drink is
supported by research.
• Positioning of yogurt in Irish market addressed
by research.
• Health claims made for milk, flavoured milk
and yogurt.

7. Secondary Data/Website Analysis
• Clona’s website outlines company’s current
product offering.
• Website makes claims for the health benefits
of the company’s milk products.

8. Primary Data
Focus Group
• 40% believed milk played a positive role in
academic success.
• 20% believed milk played a positive role in
sporting success.
• 80% believed their children did not see milk as
a “cool” drink.
• 20% of children drink milk with their lunch.

9. Primary Data
Questionnaires
• 92% are aware milk contains protein
• 42% do not believe milk helps to boost energy.
• 92% believe milk does not help to lower blood
pressure.
• 84% are not aware that chocolate milk is a
good post exercise drink.

10. Primary Data
Observation
• Dunnes (22.1% market share) stock two
brands of chocolate milk Mooju and Yazoo.
• SuperValu (19.7% market share) stock the
same two brands.
• Both Dunnes and SuperValu have the same
offer and broadly similar pricing.
• Aldi and Lidl (14.9% combined market share)
have no chocolate milk offer.

11. Recommendations
1. There is a market for chocolate milk.
2. There are nutritional benefits for chocolate milk
however Consumers need to be made aware of
the benefits – work on the message.
3. There is a positive association between
chocolate milk and exercise – large target
audience.
4. Create an association with Clona milk products
and a high profile team or sports personality.