Aviko
As Europe’s largest producer of potato products in the out-of home segment and one of the top five global market leaders, Aviko connects people, cultures and tastes by bringing joy to tables all over the world.
Make cross-cultural comparisons
Co-create solutions together and bring Aviko marketers from different countries on board
Increase sales in CEE countries
Challenge and solutions
What was the challenge you were facing at the time you decided to work with Glocalities?
Aviko brand at the heart is Dutch. However, it was important for us to grow in other European markets. The challenge was to have a unified marketing strategy across the markets where we both honour the centralized approach and use our assets efficiently but also honour the cultural differences between markets.
What motivated you to consider Glocalities as your business partner to help you with this challenge??
Glocalities has a unique database in regard to cross-cultural insights with insight on values and FMCG trends, along with an existing robust values segmentation – the questions are asked in the same manner across many countries, which helps make cross-cultural comparisons. Glocalities also has a team of consultants experienced in FMCG strategy and research whose expertise we could trust.
How did Glocalities help you??
Glocalities data helped us have an overview of the markets where they differ and even more importantly where they are similar. We could build a marketing strategy that included who are the target audiences among Glocalities’ segments, what they share in common – which marketing elements in communication and products we can use across the board, and where we see drastic differences – where we need to adjust our marketing per country. Glocalities helped us co-create solutions together and bring Aviko marketers from different countries on board by making sure everyone is heard, and everyone’s market’s peculiarities are taken into consideration, whilst also focusing on a centralised strategy.
What were the results of this research project?
All the country teams were on board with the established target audiences with a clear idea of how to communicate with them, which NPDs to focus on and how to use centralized marketing assets. After the project was completed, we measured an increase in sales in CEE countries between 12-16 %.
Have you used Glocalities services since this project?
Yes, we have done several follow-up research including concept tests and market deep dives. We also have a subscription to Glocalities Insights Platform which helps local marketers create insights based on the Glocalities database themselves throughout the year.
