A carregar...
Publicação
Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.6 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Aptamil is facing a decline in the Growing Up Milk category in the UK, failing to retain mothers after their baby's first year. This work focuses on improving customer retention by increasing customer satisfaction, which will be done through the alignment of the value proposition and customer expectations. To explain mom (consumer) behavior, data was collected though a survey questionnaire (n=244), semi-structured interviews (n=5) and secondary research. Based on the analysis of the data, three recommendations are provided including an optimization of the product portfolio, and two new potential value propositions exposed through the value proposition canvas.
Descrição
Palavras-chave
Consumer behavior Customer retention Customer satisfaction United Kingdom Brand trust Growing up milk Value proposition Baby food