Copycats, Badly Drawn Cartoons & Greek Yoghurt – How We Succeeded in Value Proposition

The talk will be on how to responding to changing customer expectations through Innovation. I will cover our journey from a company selling features to a value selling solution provider. It starts with a description of the challenges we are facing (Competition developing from oligopoly to polypoly, dairy alternatives, focus on sustainability, digitalization) via our approach to understand the value of our products better ourselves to the final destination of transferring the learnings of the process into our innovation culture. I will describe the methodology we used (“Value Proposition House”) some more in detail, highlighting our experience and learnings, which include the smart selection of relevant stakeholders, the level of frustration you have to cope with and the consequences for the entire organization.