個案資料

Drums Food International Pvt. Ltd. (Drums Food) launched India’s first Greek yogurt brand, Epigamia, in 2015. Experiencing initial success with Greek yogurt, Drums Food went on to add another unique offering, lactose-free artisanal curd, targeting consumers with lactose intolerance. With these launches, Drums Food was building a well-differentiated, healthy brand to successfully tap the value-added dairy products market. However, in 2018, the road ahead was not without hurdles. To succeed, Drums Food needed to change the consumer mindset to ensure constant patronage of Epigamia. It also needed to defend itself against competitors who could launch similar products at competitive price points, leveraging the scale of their existing dairy businesses. Could Drums Food sustain the brand and build strong brand equity, enough that it could extend the Epigamia brand to more categories?

This case can be taught in both graduate- and executive-level courses on brand management, marketing management, and entrepreneurship.The case familiarizes students with the challenges in building a new brand in a competitive, emerging-market environment and helps them understand winning consumer value propositions, basics of product and brand development, marketing mix, and growth strategy. The case also helps students understand the challenges faced by start-up marketers in attaining growth and retail presence. Working through the case and assignment questions will help students accomplish the following:<ul><li>Understand and design a winning consumer value proposition in emerging markets.</li><li>Use relevant consumer behavioural theories in designing and managing a new brand.</li><li>Understand and analyze designing core brand benefits and overall brand strategy in marketing a successful brand in the packaged consumer goods.</li><li>Analyze the strengths and weaknesses of a company’s marketing mix.</li><li>Assess growth strategy options for a consumer start-up brand.</li></ul>

• start-up, India, marketing, branding, dairy, distribution, niche product