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Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry
內容大綱
Akshali Shah, the promoter of Parag Milk Foods, was excited about the success of her brand, 'Pride of Cows,' which, despite being super-premium, was growing fast in the Indian market. The other two brands- 'Gowardhan' and 'Go' brands were performing well. However, her mind was continuously distracted with the thought of scaling up and 'What next for Parag Milk Foods (PMF)'? The Indian dairy market had been primarily about liquid milk and was highly commoditized due to a lack of differentiation and premiumization. She had to make decisions on how to scale up. Should the company introduce more products or consolidate the existing ones?
學習目標
This case can be used as part of the core marketing management course within a full-time master of business administration or executive education program to highlight brand-building concepts. It can also be used in a course on strategic brand management to deliver the concept of brand identity. The case’s primary focus is on appreciating the significance of the brand key, which aligns with the brand strategy. After working through this case and assignment questions, students will be able to do the following:<ul><li>Highlight the importance of brand building in driving business growth.</li><li>Understand how companies create multiple brands in their portfolio with minimum cannibalization.</li><li>Familiarize themselves with the concept of brand identity and how this governs brand execution.</li></ul>