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Failure Case Study: Danone Dairy in India - The risk of offering premium products in a price-sensitive market

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  • Details
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  • Products and Companies

Details

Failure Case Study: Danone Dairy in India-The risk of offering premium products in a price-sensitive market

Summary

"Failure Case Study: Danone Dairy in India", examines the risk of offering premium products in a price-sensitive market.

In a highly competitive market, dominated by Amul and Mother Dairy, Danone was a late entrant.

Scope

- Danone's premium line failed to appeal to urban Indians, who are often value-driven despite their high spending power and experimental consumption habits.

- As the world's second largest producer of milk, India's dairy sector is dominated by local producers.

- New entrants will have to create products that not only win consumer appeal for their taste but also justify a premium positioning.

Reasons to buy

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

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Table Of Content

Scope

Table of Contents

1. Introduction 5

2. What? 6

3. Why? 9

4. Take-out 11

5. Appendix 14

Licence Rights

Single User License:
Report can be used by individual purchaser only

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Products and Companies

Products

Milk, mishti doi, yogurt, flavored milk, flavored yogurt


Companies

Amul

Parag Industries

Danone

Mother Dairy