Gropper at PLMA 2016: Creating concepts for the refrigerated section
In a conversation with: Stanislaus Syryca, Heinrich Gropper, Bernd Höfer and an ALDI SÜD buyer / source image: J. Konrad/Lebensmittelzeitung.
Private Label presents product innovations and demonstrates consulting expertise
As a trade partner, not only do we manufacture the products – we also analyse, advise and develop tailor-made products and sales concepts. These standards shape the services at the Gropper dairy. On 24 and 25 May, a huge number of international industry visitors from across the world were able to discover more about this first-hand at the largest private label trade fair, the “PLMA’s World of Private Label” (“PLMA” for short), in Amsterdam. At the well-attended Gropper stand, the medium-sized Private Label demonstrated its innovative capacity and consulting expertise. The “New Product Expo” as well as eight of the Gropper product concepts were presented as part of the product display at the fair.
We develop what trade needs
“We were especially pleased that one of our product concepts was submitted, not by us, but by one of our customers”, says Christian Oppitz, Director of Marketing and Sales at Gropper. This was the “Caffè Latte + Cookie” concept, where Gropper focused on the major trend of convenience. A biscuit is placed inside the coffee lid, meaning a brief visit to the refrigerated section provides the consumer with a classic energy-boosting combination. This example demonstrates how we operate at Gropper: in order to revive saturated markets, the Private Label relies on systematic analysis, empathy with the tomorrow’s consumer as well as special touches thanks to exciting product innovations.
The four pillars of the Gropper concept
Gropper uses category management tools in order to understand customer behaviour at the point of sale. How does the consumer perceive the position of the products on the shelves, when does he reach for them, and how can we use this information during the product development, positioning and marketing stages? The second pillar of the Gropper concept refers to extensive private label studies, which regularly review the development of the leading private labels. Promotional measures conceived and implemented during the development phase complete the product concept. Gropper uses this standard marketing element, which is normally used for branded products, for private labels.
The “Caffè Latte + Cookie” venture, for example, represents the fourth column, which is a two-fold success story for Gropper: this product concept was developed at the Gropper innovation workshop, where since 2014 all Gropper employees have been able to contribute their ideas in order to then develop them further in workshops through the professional support of market and trend researchers. Creative potential for innovative product concepts is thus used at Gropper in a selective way. “Our success demonstrates that we are on the right path by focussing even more intensely on our consulting expertise, promotional measures and creative solutions. As a Private Label, this meets our requirement to manage private labels as we do our own”, says Christian Oppitz.
Gropper presented four varieties of its “Happy-Smoothie” concept at the “New Product Expo”: the “Fruit Passion” variety with guanabana and dragonfruit, “Sunny-Green-Edition” with cucumber and pear, “Happy Möhrchen Edition” with orange and carrot purée, and the “Funky Edition” with guarana. The dairy also presented three coffee varieties from the “Your Coffee” Moreno Limited Edition: “Latte Macchiato Karamelgeschmack” (caramel latte macchiato), “Latte Macchiato weniger süss” (low-sugar latte macchiato) and “Latte Macchiato Vanillegeschmack” (vanilla latte macchiato).