The Oldenburger brand has grown quickly over the past few years to become one of the strongest import sales brands. For the most part, the success can be tied to the high quality of the product, which is made from 100 percent fresh cow’s milk – not a given in international markets. Another reason is an attractive product palette, which can be customized for each country. Besides new products, a new packaging design has been developed for the MENA region and China. “To appeal more strongly to target customer groups, we have created a fresh design for packaging that is tailored to their tastes,’’ explains Eusebio Gonzalez, Managing Director at DMK MENA. “In this way we take a differentiated approach in each target market.’’ In China, even the milk and Milkmaster, DMK’s quality assurance program, are explained on packaging.
Oldenburger has also set up a broad network of associated activities, including social media and classical advertising and marketing actions such as tastings.