Case History Database

By getting Australians to connect with „emotional value‟ rather than just „price value‟, in 2010, Bega fought off fierce price competition from an aggressive global entrant on one hand and increased price discounting from other branded and private label players on the other. As a result Bega didn‟t just come out unscathed, but managed to grow its value, its volume, and even its share, achieving nearly a 1:4 return on investment of almost $19 Million. We touched an emotional nerve with the public, and did all this in a mature, commoditised category.