The Donat Mg natural mineral water is a product in the mature stage in terms of its lifecycle. It would be difficult to increase the sales volume significantly with existing users as the product has a recommended daily amount, i.e. a maximum of 1 litre per day. In order to maintain the growth of sales, new opportunities needed to be identified.
We saw potential in broadening the awareness on the different possibilities of using the product and thus attracting new, younger users (with the assumption that existing ones would be retained) and in the strategy involving brand medicalization, which is why we overhauled the Donat Mg packaging and communication.
We have proven that it was the communications activities that contributed to the year-on-year growth in sales of 11% in terms of quantities and 13% in terms of value in the period from January to September 2014, whereby the level of loyalty to the product within the target group increased by as much as 59% over the same period; we also preserved the share of loyal older users and significantly increased the share of younger users from 15.9% to 19.0%.