IIPM, GURGAON
27th July 2007: An unsuspecting Delhi woke up to screaming full page ads in India’s leading newspapers, from rival dairy product majors, Swiss major Nestlé and Indian cooperative Mother Dairy. Nothing earth shattering there for sure, except that the ads worth crores were peddling their respective versions of Probiotic Dahi (or yoghurt, if you please) priced at an average of Rs. 12 per pack.
On that fateful Friday, while Nestlé unleashed its lowfat Nesvita Dahi; arch rival Mother Dairy made its maiden entry into probiotic yoghurt. Soon after, even Yakult Danone India, a joint venture between Yakult Honsha and Danone Group announced its plan to enter the Indian market with a probiotic drink by the year-end.
The probiotic strains with healthy bacteria that build immunity are the latest in a long line of ‘healthy initiatives’ launched by marketers in India to cash in on the growing trend of ‘eating healthy’. The demand for probiotic products globally is already estimated at about $15 billion, and with the Rs.3.6 trillion Indian food and beverage industry extrapolating an extensive growth of 20% in the probiotic foodmarket for this year, Nestlé and Mother Dairy are certainly not misguided in their bacteria-infected ambitions. In fact, the marketing plan over the next few months (as disclosed to 4Ps B&M) is to pump in hundreds of crores of rupees to effectively market this supposedly friendly-bacteria laced dahi.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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