Post on 26-Oct-2014
A CASE STUDY ON
Profiting by differentiation
INTRODUCTION
• About shatto milk company• Way to make money
History…..in 1972 Barbara married
Leroy shatto In the mid 1990’s the farm
could no longer sustainIn 2001 Leroy and Barbara
began to investigate new ideaOn June ,2003 shatto milk company was born
PRODUCTS OF SHATTO MILK
MORE PRODUCTS….
Some new test…
Hindrances faces by small dairy farms
Falling milk prices No profit Closure of dairy farms Increase in production cost with
low milk price Import of milk protein Biggest expenses remained to be cow feed, labour,
glass bottle
MARKETING PROGRAM
Selling farm fresh milk at consumer doorstepsMilk packed in retro glass bottlesSell milk directly to the retailersStarted tour operations to the firmDonated milk to some schools, Ngo’s
CHALLENGES AFTER SUCCESS
OTHER FARMS EMULATE THE SUCCESS OF SHATTO MILK CO.
Experimenting with glass bottles Galvanized steel products. Home deliveries But it was not all that easy, as Huge investment in upgratdation. Less Environmental concern about the
wastes produced. Demand for organic milk. Difficulty in finding market and distribution partners
DIFFERENTIATION AND POSITIONING
Milk is rich and thick Tastes like milk used to taste Using glass bottle Hormone-free milk and quality milk
Bearing the slogan “milk at its finest”
Learning from the case
Thank youPresented by:GADADGARA