Assessing Consumer Brand Loyalty


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Case Details:

Case Code : MKTG260
Case Length : 06 Pages
Period : -
Pub Date : 2010
Teaching Note : Available
Organization : -
Industry : FMCG
Countries : India

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For delivery in electronic format: Rs. 300;
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Please note:

This case study was compiled from generalized experience of the authors, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Industry Overview

In India, consumption of milk had been increasing over the years due to the rapid growth in population and rise in per capita income. Post-independence, recognising the importance of milk production in fulfilling the economic needs of millions in the rural areas, the Government of India had initiated several policy measures in the dairy sector to achieve self-sufficiency in milk production...

About SKM

Iyer founded SKM Pure Milk Products Pvt. Ltd. (SKM) in 1999 near Chennai. Within the short span of a decade, SKM became well known all over Tamil Nadu for its SKM branded milk products...

Preparing for the Launch

But before going ahead with the launch of its operations in these new markets, Iyer wanted to conduct marketing research in some selected areas of Chennai. He knew that in marketing research, brand played a significant role in developing marketing strategies...

Exhibits

Exhibit I: Questionnaire Developed by the Marketing Consultant
Exhibit II: Consumer Opinion on SKM Milk Products

  

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