Case Study: Danish Klassic

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International Marketing, Case Study: Danish Klassic

1) What could be the reasons for Danish Klassic not being able to meet expectations? Comment on the following:

• the change of packaging-from glass to plastic brick carton.
  

The reasons for Danish Klasic not being able to meet expectation with new packing :

1. With carton packing, it is impossible to be fully closed after opened ( it will lose the freshness )  , while it possible with glass packing.
2. Carton packing was not working with consumer culture.
3. Glass packing reflect a higher quality product, more than carton.
4. At that time, consumers prefer glass packing because they will use it after finish, while carton packing will be useless after finish.

• the consumer-oriented advertisement - is it targeted at the Saudi Arabian market?

1. The first sentence ( Cream cheese spread for the whole family ) was not strong enough, they should write about the taste ( e.g. you won't forget the taste or you can't resist the nice taste).
2. The second sentence ( Created from fresh cow's milk from the vigorous field of Denmark ) is not attractive idea, they can do it in another way by print a photo of green nature include some cow's.

2) What do you think of the brand name “Danish Klassic”?

It wasn't a good brand name for Saudi market, the idea was to show to the consumers Denmark as a country of origin, but unfortunately at that time people over there was bad in English language, that is why they didn't get the meaning of this brand name, it is also not good idea to use long brand name for such kind of products. "Puck" is better brand name than Danish Klassic, and it still have a very good sales in Saudi Arabia specially Cream cheese.