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

Abstract

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.