Business Driven Brand Strategy, Integrated Outsourced Marketing, Creative Supervision for Agencies
Challenge
To make a billion dollar dairy company reposition multi-billion dollar established giants like Amul & Mother Dairy that account for 85% of the category as outdated.
Business & Brand Strategy
Our strategy is image leadership vs. numbers leadership (More Apple vs. Microsoft),
Be perceived as a technologically advanced, dominant dairy brand and at least target a 10% High Value Market Share.
Core Brand Proposition
Propeller for The Fast Track. Own Active Performance.
Imagine Nike launching a dairy brand.
Results
The giants followed us. Amul & Mother Dairy introduced fortified milk & cow’s milk reacting to our launch campaign.
We hit our targets of achieving 1 Lakh Litres of milk per day in first 2 months of launch.
