Perfect Day: Positioning Innovative Products in Emerging Market Segments

Founded by two vegans who were disappointed by the non-dairy alternatives in the market, Perfect Day is a food technology startup that developed an innovative process to create animal-free, lactose-free dairy protein. In early 2020, the company was preparing to bring the first products using its novel protein to market: a line of eight ice creams. Because Perfect Day's ice cream was made with a protein genetically identical to milk, it could more closely replicate the texture and taste of dairy than frozen desserts made with dairy alternatives like soy, almond, or coconut milk. This case features Almeda Johnson, head of the Perfect Day marketing team, as she considers brand positioning strategies for new products preparing to enter a well-established category. In this case, students will assess the current ice cream market, consider how technology can drive new market segments, weigh mainstream versus niche market positioning, evaluate positioning test results, and recommend a positioning strategy for generating the highest impact for firms seeking to optimize long-term customer acquisition and retention prospects.