In a co-operation with food consultant Sylvia Gartner, Dorten is developing a product line with the special needs of pregnant women in mind. At this point in time trade partners are being identified.
Why do you believe such a highly specialised product line to be attractive to the trade?
Competition is killing in retail. That is why we see retail chains looking for niche offerings that clearly position themselves from their competitors. The deciding argument is to make clear it is not about the additional revenue coming from the special products sold per se, but from the total new revenues they get from winning new customers for their retail formula.
Survey says fewer children are born in Germany every year. How come Dorten is focusing on this market nonetheless?
It is important to acknowledge that more and more money is being spent on children; for pre-conception nourishment, and for food and care during the pregnancy. The trend towards health care, prevention and a holistic approach toward reproduction is still going strong.
Are you not playing outside your field of competence with this project?
No, this is clearly a marketing theme. In essence it is about rethinking and repackaging, not product development in the strict sense of the word. It is all about the story telling around it, not to forget about the strategic positioning. Those are all aspects that presuppose strong marketing thinking. From that point of view we are not outside our competence, we are right in the middle of it.
