Case Name :      Mother Dairy: Creating a National Footprint

Authors :           Neena Sondhi, Supriya M. Kalla, Umashankar Venkatesh

Source :             Ivey Publishing

Case ID :            W14289

Discipline :        Marketing

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Mother Dairy was created as a subsidiary of India’s National Dairy Development Board in 1974, with a mandate to leverage the capacities of small, village-based milk producers. After a very successful run as the major supplier of Delhi’s milk and dairy products, Mother Dairy is looking at an expanded national footprint as an essential strategy for growth. Milk is a commoditized product, so how can Mother Dairy create differentiation to move the consumer mindset from “mundane milk” to “magical Mother Dairy”? Is it possible to nudge out the existing state players? What would be the inventory and supply-chain challenges of a national launch, especially when the product has a very short shelf life?