Case: Green Giant

“The green giant tried its muscles in a price study”

Green Giant was launched in the Swedish market in the 70’s. It is a strong brand which has been leading within its segment for many years.

– Because of that, we felt a strong need to look at our market position, not least in the light of the debate right now about increasing food prices, says Jessika Hamberg, Nordic Brand Manager for Green Giant at General Mills Scandinavia AB.

We had Zapera do a price study which gave us information about where the consumers place Green Giant regarding price and how they judge our quality. The interviews were done with a country wide sample of consumers who buy corn at least once every quarter.

The report from Zapera gave us a good foundation for our decision, Jessika summarizes. We saw how the consumers weigh up price and quality. We also saw how different price levels affected the buying intention within different segments. The report about the price sensitivity gave us a very good foundation for future strategies.

Source: Understanding People, Issue 30, September 2008