Lurpak marketed in China
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- 11 February 2005
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For the first time ever, Lurpak is being extensively marketed in China. Modern, more affluent women are the target group.
The increasing liberation of China’s economy means that the world’s largest population has more money at its disposal.
Arla Foods has, therefore, launched a major campaign for Lurpak aimed at distancing the brand from its rivals in the Chinese butter market.
”We’re attempting to exploit our position as ”first mover” as brands from France, New Zealand or Australia have yet to be marketed in China,” says International Product Manager Dorthe Bach Jensen, Overseas Division.
The campaign will kick off in Shanghai, China’s largest city with a population of almost 17 million. If successful, the campaign will be extended to Beijing and other Chinese cities.
Lurpak was launched in the Chinese market in 2000 and sales have been growing ever since.
With more than 1.2 billion people, China has huge potential although butter is not traditionally part of the Chinese diet.
The primary target group for the campaign are modern, Chinese affluent women whose lifestyle is strongly influenced by the West. Regarded as trendsetters, whose shopping habits impact on the rest of the population, this group can afford Lurpak which is almost twice as expensive as locally produced butter and butter from New Zealand.
Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.