Satvic Foods: Attaining Competitive Advantage Through Brand Building

Founded in 2021, Satvic Foods (Satvic) was a company based in Ujjain, India, offering organic, herbal-based food products to a wide range of customers. After only two and a half years since its inception, Satvic had shown tremendous growth, making profits three times the amount of its original investment. Given the high demand for Satvic’s products in the wake of the COVID-19 pandemic, the business’s founder was planning to expand the business globally. However, to achieve international expansion, Satvic needed to develop an effective measure for dealing with cutthroat competition from several leading brands in the country. It also needed to elevate its branding and packaging for better recall in consumers’ minds. Finally, the company’s distribution network needed to be improved for attaining greater availability across markets.

This case can be used in (a) introductory-level marketing courses, to cover marketing mix, segmentation, targeting, and positioning; (b) strategic marketing courses, to explain the concept of differentiation strategies; and (c) introductory entrepreneurship courses, to understand the importance of digital marketing. The case can be best related to the Ansoff matrix framework of expansion strategies and can facilitate discussion on typical dilemmas faced by family-run businesses. This case is designed to evaluate the business model and growth options for small-scale businesses. It is an ideal platform to demonstrate how the application of marketing concepts functions in real-world scenarios. The case will strengthen the understanding of marketing-mix elements, marketing tactics, pricing strategies, value creation and differentiation, strategic decision-making, target audience and positioning, brand building, and the significance of ethics, along with a customer-oriented approach to business growth. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Discuss the strategies adopted by small-scale companies to sustain themselves in the competitive market.</li><li>Understand the role of digital marketing in the expansion of business.</li><li>Explain various components of the marketing mix (product, price, place, promotion).</li><li>Understand the concepts of analyzing a target audience and positioning.</li><li>Evaluate the process of brand building in trust and recognition.</li></ul>

• positioning
• branding
• Indigenous business
• family run business
• management