When Packaging is Not Enough: Lessons from Natural Dairy’s Brand Transition

Natural Dairy The twenty-year-old local dairy, Natural Dairy, situated in Katni, Madhya Pradesh, aimed at switching its operations, the sale of loose milk and curd, to the introduction of packaged products, thus branding or positioning their definition on the same level as the already recognized national brands, Amul, and Sanchi. The strategic change could not overcome the consumer choices, still being centered on the purchasing of loose goods that were presumed to be more cost-effective and could be purchased in bulk. The result of the following price increment of the loose dairy products, which was put in place in the effort to shift the demand shift towards the new packaged products, led to a decrease in both types of products sales.

The case sheds light on one of the underlying marketing problems price changes

1. The case can give assignments or assessment based on the case i.e. analysis of consumer behavior barriers will be written or a new pricing strategy will be developed. or a promotional campaign can be built to restore the trust and to encourage the adoption of the packaged. Finally, the output of students must be reflective of not merely having acquired knowledge of the concepts of marketing but also working with them in real-life situations where the forces of culture, norms, and expectations on the competitiveness of strategic decisions have a dominant role. [Google Scholar] [Crossref]

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