MilkPEP CEO Yin Woon Rani: Focus on the ‘C’ in CPG for dairy marketing
Dairy marketers need to reach today’s consumers, particularly younger consumers, in fresh ways.
In a Feb. 24 fireside chat presented by the Washington, D.C.-based International Dairy Foods Association's (IDFA) Women in Dairy, MilkPEP CEO Yin Woon Rani said dairy brands need to focus on “what’s great” about milk and other dairy products and present those attributes in fresh ways to really get attention and broaden the products’ appeal among younger consumers.
“I think that involves finding different channels in which to be available, particularly digital channels and social media,” she told IDFA's Women in Dairy Director Tracy Boyle during the chat. “I mean younger consumers spend much more time on digital than on television, print or other channels we grew up with.
Dairy marketers also need to recognize the diversity of younger consumers — below 35 or 25, Rani pointed out.
“Ethnic groups are a much bigger portion,” she said. “Multiracial families like my own are more common.”
She stressed that dairy marketers, most importantly, must remember that the “C” in consumer packaged goods (CPG) stands for consumers.
“Always try to make decisions that position you for that end person,” she said.
Today, that end person is more demanding and wants products that are healthful and affordable — when they want them and in the form they want them, Rani added. The more the dairy industry can work its way “toward meeting those expectations and not wishing them away,” the better positioned it will be.
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