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Mother Dairy: Creating a National Footprint
內容大綱
Mother Dairy was created as a subsidiary of India’s National Dairy Development Board in 1974, with a mandate to leverage the capacities of small, village-based milk producers. After a very successful run as the major supplier of Delhi’s milk and dairy products, Mother Dairy is looking at an expanded national footprint as an essential strategy for growth. Milk is a commoditized product, so how can Mother Dairy create differentiation to move the consumer mindset from “mundane milk” to “magical Mother Dairy”? Is it possible to nudge out the existing state players? What would be the inventory and supply-chain challenges of a national launch, especially when the product has a very short shelf life?
學習目標
This case can illustrate concepts in core marketing, brand management and strategic marketing. The learning objectives will enable the participant to: <br><ul><li>Appreciate the difference between corporate philanthropy and responsible marketing.</li><li>Conduct a macro- and micro-environmental analysis in order to comprehend development, execution and redesigning of core competencies.</li><li>Understand how communication and branding strategy during such a transition are used to buttress the growth plans of the firm.</li><li>Formulate and execute successful growth strategies in the light of a dynamic business environment.</li><li>Comprehend how marketing strategies need to evolve, yet integrate with the core business philosophies.</li></ul>