<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry

Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry

Ashita Aggarwal, Rajiv Agarwal

Product #:W34557
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2019
Details:Case (PDF) • 22 pages • 2024-03-06

Subjects:

Growth strategyCorporate strategySales and marketingMarketingStrategy

Industries:

Food and beverage sector

Geography:

AsiaIndia
Your Price:$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

Akshali Shah, the promoter of Parag Milk Foods, was excited about the success of her brand, 'Pride of Cows,' which, despite being super-premium, was growing fast in the Indian market. The other two brands- 'Gowardhan' and 'Go' brands were performing well. However, her mind was continuously distracted with the thought of scaling up and 'What next for Parag Milk Foods (PMF)'? The Indian dairy market had been primarily about liquid milk and was highly commoditized due to a lack of differentiation and premiumization. She had to make decisions on how to scale up. Should the company introduce more products or consolidate the existing ones?

Learning Objectives

This case can be used as part of the core marketing management course within a full-time master of business administration or executive education program to highlight brand-building concepts. It can also be used in a course on strategic brand management to deliver the concept of brand identity. The case’s primary focus is on appreciating the significance of the brand key, which aligns with the brand strategy. After working through this case and assignment questions, students will be able to do the following:
  • Highlight the importance of brand building in driving business growth.
  • Understand how companies create multiple brands in their portfolio with minimum cannibalization.
  • Familiarize themselves with the concept of brand identity and how this governs brand execution.
Loading
Case Study: Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry (English version) | Ivey Publishing