Trappist is a "long-forgotton" brand in dairy. It seems lost in our memory as we are bombarded by other bigger brands with advertising and new products. Trappist has become a dated brand. But what does it stand for ? Novelty : cows in Lantau Island, small productions, fresh, "hand-made" by the monks, high quality, the "real thing". Competition forces them to innovate. Here are two new products. Pineapple-flavoured and Papaya-mango-flavoured low fat milk drinks that have different health benefits. When it comes to brand or line extensions, we would need to review what our brand stands for. In this case, I don't think these new products really match with their brand equity. By milk drinks, it's not the real thing and the fancy flavours also go against the traditional image of hand-made qaulity. What would you do to revitalize this dated brand through new products ?
Trappist is a "long-forgotton" brand in dairy. It seems lost in our memory as we are bombarded by other bigger brands with advertising and new products. Trappist has become a dated brand. But what does it stand for ? Novelty : cows in Lantau Island, small productions, fresh, "hand-made" by the monks, high quality, the "real thing". Competition forces them to innovate. Here are two new products. Pineapple-flavoured and Papaya-mango-flavoured low fat milk drinks that have different health benefits. When it comes to brand or line extensions, we would need to review what our brand stands for. In this case, I don't think these new products really match with their brand equity. By milk drinks, it's not the real thing and the fancy flavours also go against the traditional image of hand-made qaulity. What would you do to revitalize this dated brand through new products ?
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