Can this David hurt Goliath?
Made from fresh…never from powder. That is the point of difference the folks at Hand Arnold are banking on to carve out a piece of the lucrative ready to drink (RTD) milk market in T&T. Will it work?
Well it might but the Moo folks must accept that local palates are accustom to Nestle’s version of milk. That’s how we define milk! It’s the milk we give our children right after breast milk and baby formula. It’s all we know. Don’t confuse us with facts.
So Moo’s attempt to sway the market in a few months with hard facts (like their “no vegetable oil in our milk” message) comes up against a lifetime of emotional connection that locals have with Nestle. Moo is doing the equivalent of asking for a kiss (or more) on the first date.
Moo needs to see where it has gotten traction and why. It can then build on this. That’s a better marketing moonoeuvre than a frontal attack on a giant. They should stay under the radar and not broadcast their mooves. (They should put their milk in people’s hands by expanding their sampling program)
In summary, they need to take it moo slow and then they might get that kiss after all.
