Failure Case Study: Danone Dairy in India - The risk of offering premium products in a price-sensitive market
March 2018
19
About the Report
About the Report
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.
Products
Products
Milk, mishti doi, yogurt, flavored milk, flavored yogurt
Companies
Amul
Parag Industries
Danone
Mother Dairy
Table of Contents
Table of Contents
Table of Contents
1. Introduction 5
2. What? 6
3. Why? 9
4. Take-out 11
5. Appendix 14
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