The case study examines Danone's failure in India, highlighting the challenges of offering premium dairy products in a price-sensitive market dominated by local competitors like Amul and Mother Dairy. Despite being a late entrant, Danone's premium line did not resonate with urban consumers who prioritize value. The study emphasizes the need for new entrants to create products that appeal not only in taste but also justify their premium positioning.

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

2. 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.
Key Players:
Amul
Parag Industries
Danone
Mother Dairy
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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.
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Key Points from TOC:
1. Introduction 5
2. What? 6
3. Why? 9
4. Take-out 11
5. Appendix 14
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