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

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.


1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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