Abstract:

The paper describes the way in which Unigate, one of the worlds largest Dairy Companies, used continuous trade research in their most marketing orientated business sector - short life dairy products. The first half of the paper explains the company structure and profile in detail. Specific examples of research data are shown to highlight the serious problems facing Unigate over the past three years. The story develops into an open discussion of the ways in which some of their problems were resolved and outlines future objectives.