Carte D'Or, leader in the ice cream and dessert market, wants to address the "premium" customer segment by developing products within its "patisserie" range. The aim was to increase the number of consumption occasions and the number of potential consumers.
The key to the success of the strategy was understanding the drivers, triggers and barriers to consumption within the complex Southern European cake and dessert market.
THE NEXT SOLUTION
Through an online community of 80 consumers, our INSIGHT 3 approach made it possible to explore and analyze the Ready Desserts category, understanding the logic underlying the relationship between products and occasions.
A complete and articulated image of the category made it possible to identify the best guidelines on product and packaging design. This step was fundamental to face the market by selecting and optimizing a number of concepts.
In 2017 Carte D'Or successfully completed its Patisserie roadmap by updating the range with new formats, cakes and single portions.