Teaching notes of the case: Building a Brand: Gangotri Case Overview

Ganga Dairy Products Pvt. Ltd is situated in the district of Porbandar in Saurastra region (Middle Gujarat), India. People here were not used to use the packaged milk. This region was untouched by organized dairy market. Looking at this gap a Porbandar based farmer Mr. Harsh Sharma thought of opening a business concern dealing in milk at Porbandar. This case is focusing on the area of strategic implication, diversification and marketing & sales promotion. Ganga Dairy Product Private Limited is situated in the district of Porbandar in Saurastra region which is emphasizing on quality rather than only revenue generation. This dairy adopted various new strategies like Venturing in to packaged milk, marketing and distribution network, Product diversification, sales promotion etc.

Teaching Objectives
To promote critical thinking about development of possible alternatives to increase sales. To enhance analytical skills and decision making ability To provide practical understanding about Product diversification and strategic implication.

Case Analysis
After the formation of a new firm with a new name company entered in to new business of venturing in to packaged milk. This is new product development for the company so for this strategy company adopted various marketing and advertising strategies like company hired marketing girls and targeted the house wives who were the real decision makers as far as milk purchasing was concerned.

Dairy came up with small packs of 250 ml of Rs. 5 for that who cannot afford milk for routine consumption. It is specially for making tea so for that no need to maintain specific quality and fat of milk. Ultimately from that, dairy can generate good amount of profit. As far as the sales and distribution network is concerned, the firm initially divided the area and opened a depot in each area so from that firm can reduce their work. Ganga dairy did unrelated diversification, established a water plant at Porbandar and came up with big water bottles of 20 liters for households, offices and shops. Dairy should work according to Indian partnership act 1932. Partnership deed is necessary because in this case partners opened another parallel dairy at some other location without awareness of other partners and this given rise to conflicts among them.

Case Questions can be asked:

1. Elaborate the missing information of the case. 2. In future Company plans to venture into new food product based business like edible oil and potato chips, according to you this would be beneficial for company?

Major Topics to be covered:

New product development Procurement of milk Product diversification New marketing strategies Partnership Deed Challenges Ahead for the company Future plans of the dairy