個案資料

In 2015, three entrepreneurs in India decided to resurrect the 100-year-old iconic Keventers brand, which had stopped selling milkshakes in the 1970s. Although earlier generations had grown up enjoying Keventers' milkshakes, millennials had very little association with the brand. To connect with this new generation, the three entrepreneurs relied on both old and new brand associations. The three founders re-established the Keventers milkshakes brand; however, the milkshakes market became flooded with small and large competitors, and the company needed to find new ways to ensure the Keventers brand’s long-term sustainability. To sustain its growth momentum, the Keventers brand entered the subscription-based, premium-milk market in June 2018. As a result of increasing urbanization, rising incomes, and demographic changes, the consumption behaviour of Indian consumers was undergoing transformation. Demand for premium, organic, unadulterated milk was on the rise among affluent health-conscious consumers. Premium milk comprised less than 1 per cent of the dairy market in 2018, but it was expected to rise to 5 per cent by 2020. How could the three founders meet their goals of capturing 20 per cent of the premium-milk market and becoming a major competitor by mid-2019?

This two-part case is intended for undergraduate-, graduate- and executive- level courses on marketing management and strategic management. Part A describes the three entrepreneurs’ launch of their company and their resurrection of the Keventers milkshake brand, while Part B follows the company’s entry into the subscription-based premium-milk market. Students are encouraged to explore brand rejuvenation, growth strategies, competitive forces, and differentiation. After working through both cases and assignment questions, students will be able to<ul><li>analyze the activities companies undertake for the brand rejuvenation process;</li><li>recommend growth strategies that are suitable for the long-term sustainability of a company;</li><li>analyze the franchising model for expansion;</li><li>apply Porter's Five Forces model to evaluate the attractiveness of the premium-milk market; and</li><li>apply the concepts of a competitive frame of reference, points of parity, and points of difference to guide the competitive positioning of a firm.</li></ul>

• brand rejuvenation, growth strategies, marketing, strategic management