The goal of the strategy is to maintain its leadership in traditional products.
Modernize the Sante brand, which had high knowledge, high loyalty, but was perceived as outdated. Transfer the power of this brand to new categories.
Enter modern categories (spoon and drink yoghurts, dessert group).
Raise the brand image of the company with the help of modern packaging (milk and kefir in Tetra Pak), which was practically absent on the market at that time.
The result of the strategy developed by the project strategist Maxim Kuchko was a new architecture for the company's brands. The Sante GMT family of brands was built from the spontaneously created Sante brand:
Sante is a line of traditional dairy products,
Santino is a premium line of dairy products,
Santissimo — dairy desserts (yoghurts and sweet curds with flavors),
Sanebo is a brand of traditional and processed cheeses.
At the same time, the marketing department, which practically did not exist before, was rebuilt and trained.
Development of the category and product structure of the assortment, product references were selected, and the brand portfolio was modified for this matrix.