Clover Salted Butter. Clover Products for the Export Market Clover's production lines are geared to satisfy almost every need and we can, within reason, accommodate requests for special products or packaging. All enquiries are processed by trained staff and backed up by a professional sales team.
Products for the export market can be grouped together in three major categories: UHT and fresh products Condensed products such as butter, cheese, Tropika, juice, water, ice tea and condensed milk.
Contract packaging for clients. Condensed products These are products with a relatively long shelf life such as butter, cheese and condensed milk. A substantial volume of these products is marketed in the retail trade under own brand names.
Butter, for example, is available under the Butro butter spread , Mooi River, Elite, Clover and Erica labels, while condensed milk is marketed under the Clover name. Product Specifications Clover's product range features prominently in every facet of the dairy industry. The following tried and trusted favourite brands are available:.
Ultra mel. Before evaluating the relationship between advertising and Clover sales in a number of ways, this case history examines the role of the market forces in Clover's success. Butter had seen a decline in volume over the previous 15 years but, in fact, this decline was front loaded and had actually checked in recent years when new product launches had become a major force. Correspondingly, growth in the low fat and dairy spreads sector had both outstripped rather than mirrored the decline in butter Within this market Clover's own growth had reflected the trends in total spreads, as Table 2 demonstrates.
An additional piece of evidence to show that Clover's growth was not just a natural consequence of butter's decline was that an EEC cheap butter scheme, a highly publicised offer in the spring of , did not result in a substantial decline of Clover's volume in favour of butter.
Clover users continued to buy Clover, relegating butter to an additional tactical purchase. The straightforward answer is that Clover's price had been consistently one pence more expensive than Golden Churn and equivalent to Meadowcup a minor dairy spread competitor. In relation to wider spreads competition, Clover had remained at least ten pence more expensive than the price of the nearest competitor, Gold.
The more complex debate was the price of Clover relative to butter, arguably the key competitor. While the price of individual butter had fluctuated, the average price of butter remained consistently two to three pence above Clover.
There is no doubt that there was a price advantage, but the consistency of the relationship and experience of the EEC's lack of impact on Clover's sales suggested that Clover's growth was not gained by a competitive price advantage alone. Distribution gains from Clover were an obvious feature of the national launch, although no figures were available pre October that year. What is clear is that once figures were available, Clover's national distribution had already achieved stability in the major multiples and independent trade.
Subsequent growth in effective distribution was much smaller than the growth in the brand's sales. Distribution gains alone do not account for Clover's success. Before describing the findings of econometric modelling, two other areas of findings are discussed as evidence of a growing understanding of advertising effect on Clover sales.
This area is of interest in so much as it shows a relationship between advertising and sales, albeit necessarily by eye. Other marketing decisions were made as a result of the analysis. During the seven months November May concern was expressed that the advertising bursts were not met with the expected increase in ex-factory sales. Through an analysis of consumer sales, 00 stocks and ex-factory sales it was possible to show that the trade reacted to Clover advertising rather than anticipating it.
This had four major implications for marketing: As stated this pattern was adopted partly to try and correct the trade problem identified above. Although not realised at the time, it was a vital exercise in evaluating advertising's efficiency in a number of ways.
The same creative treatments which had shown a healthy increase in brand awareness and TV advertising awareness in the spring of , following a successful , failed to substantially lift scores in the autumn of While this bore some relation to an increasingly competitive TV marketplace it was felt to be an important finding.
In addition, AGB depth of trial data indicated that the burst activity in the Southern area had lifted both trial penetration and repeat purchasing. In the North the drip had done less to increase trial. As a result of this exercise it was felt that need to gain consumer trial and the requirement to allow the advertising maximum impact had to outweigh considerations of trade stocking.
It was agreed that the trade issue would have to be addressed in parallel to advertising support, not dictate spend pattern. Consequently a rule of thumb was adopted which dictated a minimum weight for Clover advertising.
The subsequent econometric model had endorsed this decision with hard data on the nature of the advertising effect. Multiple regression analyses were employed to explain movements in the dependent variable Clover's volume share of yellow fats by relating them to coincident movements in other explanatory variables.
The model estimates the relative effect of each variable to movements in sales in terms of the size and strength of those relationships. Several variables proved to be valuable in explaining short-term movements in volume: The key predictive variables which explain long-term brand share performance were as follows: Price relative to butter was discarded due to the lack of variability over the period.
This indicated that there was no other underlying factor affecting sales beyond those included in the model. The market model is appended Technical Appendix 1 and Technical Appendix 2. From the model the following conclusions can be drawn: Perhaps the greatest testimony to the added value positioning had been the way in which sales held up during the EEC cheap butter scheme in spring Here Clover, a spreadable product, took on the might of butter to retain sales and profit.
Prior to this, distribution data was unavailable. Find out more Take a look around to learn more about who we are and what we do. Clover sustainability Find out more about our commitment to source sustainable ingredients as part of our wider Corporate Responsibility programme.
Clover sustainability. Our packaging commitment. Ingredients and nutritional information We carefully select the ingredients to make our delicious, buttery Clover.
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