How to pitch the Product as a Service proposition

In its diversification strategy Fonterra developed a new business unit called Nutiani. This is a Product as a Service business that provides dairy-based wellbeing products for B2B customers in one of three formats:

1. Already formulated with a white label, ready to be branded by the client

2. Partly formulated, ready to be refined and branded by the client

3. Newly formulated specifically to client specifications

Energi was asked to look into the best way for Fonterra to position and present this concept to the market. Based on a mix of extensive consultation with the global Fonterra team as well as wider research, Energi provided Fonterra with a clear customer segmentation model, brand positioning and pitch strategy.

The Outcome
Fonterra was able to launch Nutiani with greater confidence and in a much more powerful way.