Failure Case Study: Danone Dairy in India – The risk of offering premium products in a price-sensitive market
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"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.
Parag Industries
Danone
Mother Dairy
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