Langnese Cremissimo definitely belongs to the best and most successful brand repositionings in Germany during recent years and has been awarded with the “Brand (Marken) Award” in 2003. This case study proves again that superior knowledge of emotional and rational consumer needs and barriers establishes sustainable key competitive advantage. In absence of that information it is nearly impossible to lead a brand systematically to higher turnover and profitability, because more than 95% of all brand choice decisions are taken subconsciously (modern brain research).
Until 1979 Langnese-Iglo (sister company of Walls in UK) dominated all relevant ice cream market segments in Germany. This situation changed significantly when Schöller-Mövenpick was launched which created a new premium ice cream segment. The success based on perceivable ingredient chunks such as pieces of nuts, fruit or chocolate which were unique at that time and provided proof of superior quality.
In the following two decades Langnese-Iglo has launched five attempts to regain market leadership in premium ice cream segment. However these failed to achieve that objective in spite of superior a&p support. Langnese Bouquet and Langnese Superbe were more or less instant flops. Maxim´s launched in 1982 performed better. In 1989 Carte D´Or (which achieved great success internationally but not in Germany) and later I´Cestelli followed. But over time Mövenpick succeeded to strengthen its market leadership even further.
Langnese’s problem was that they didn’t unearth the real emotional and rational reasons for brand choice using numerous traditional qualitative and quantitative research techniques.
Innovative projective (non verbal) techniques and market segmentations identified emotional market drivers and the most effective cause-and-effect-chains. Using this insight advantage Langnese Cremissimo succeeded in capturing the strategic high ground. Langnese Cremissimo concentrated their efforts on establishing the superior “creaminess” reason why for the core indulgence benefit within the premium ice cream segment.
In only three years Langnese Cremissimo became market leader in the premium ice cream market. An outstanding achievement - which has eluded the previous attempts with Langnese Superbe, Maxim´s, Carte D´Or and I´Cestelli – since the launch of Schöller-Mövenpick in 1979.
Volume source of Langnese Cremissimo were mainly Schöller-Mövenpick and private label premium ice creams.
This case study was originally published by Jessica Boenisch, Ralf Mayer de Groot and Thomas Scharf in planung & analyse 2002 in German.
Methods used: Projective Techniques, Market Segmentation
J. Bönisch; R. Mayer de Groot; T. Scharf: Langneses eiskaltes Marken-Manöver, in: Absatzwirtschaft Sonderausgabe (Nov.) 2002, S. 10 ff.; dies.: Senkrechtstart, in: SG Süsswarenhandel, Internationales Fachmagazin für die Süßwarenwirtschaft, 8/2002, S. 32 ff.