A Recipe for Success: When Traditional Yogurt meets Marketing & Innovation- Killowen Farm Case Study

Purpose: This case study illustrates the challenge of introducing and implementing marketing and innovation into a traditional small agri-food business ‘Killowen Farm’, operated by family members with many years expertise... [ view full abstract ]

Purpose: This case study illustrates the challenge of introducing and implementing marketing and innovation into a traditional small agri-food business ‘Killowen Farm’, operated by family members with many years expertise in Yogurt production.

Method: The student led project involved the collaboration of two mature students working with Killowen management team over a period of six months, focused on the delivery of a 12 month strategic plan for the company. From the start of the project, the students adopted the role of a temporary marketing consultancy and project management team for Killowen Farm.

Results: The collaboration was extremely successful in integrating marketing and innovation into the traditionally production oriented business. But this was not without its challenges, with the ‘hum-drum’ of every day production distracting management, along with the fear of the purpose and role of marketing and innovation.

Conclusion: This student led project demonstrates the importance of relationship building and trust in this case study in the first instance. The students managed the successful incorporation of key innovation mechanisms relevant to that of a small business to measure the current and future innovation opportunities of the business, whilst also maintaining an understanding of the limitations of a small business.