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