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

- Danones premium line failed to appeal to urban Indians, who are often value-driven despite their high spending power and experimental consumption habits.
- As the worlds second largest producer of milk, Indias 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 5
2. What? 6
3. Why? 9
4. Take-out 11
5. Appendix 14

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