In the spring of 2004, the brands produced by MILCO, a manufacturer of yogurts, fresh milk and chilled fruit juices, were lagging in the United Arab Emirates marketplace. Competing products were taking market share away from MILCO's brands, and the company's packaging was decidedly behind the times. In short, the company, which distributes product throughout the U.A.E. and has sales of about USD150 million annually, needed to rejuvenate the MILCO brand line.
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