The case study is about the Bihar State Milk Co-Operative Federation (COMFED) which markets dairy products under the brand name Sudha. The study was conducted to find out the reason for success of home grown brand in face of stiff competition from national and international brands. Sudha ice-cream used penetrative pricing to make inroads into the market. Sudha had established itself as a trustworthy brand in Bihar in terms of quality and maintenance of quality level. Sudha brand had created a strong customer base and had gained their loyalty. Sudha ice-cream came out with variants catering to different tastes in different segments. They covered entire market segments through differentiated targeting. Sudha already had a well established distribution network in urban as well as rural areas which helped in distribution of its Sudha ice-cream. Sudha ice-cream differentiated itself on the use of fresh cream as a base of ice-cream in place of vegetable oil which was used by its competitors. This helped in creation of healthy image in the minds of the consumers. It also synced with the healthy lifestyle being emphasised and practiced by a large segment of consumers. Ice-cream is consumed mainly by children and parents are generally concerned about food consumed by them. Sudha ice-cream’s fresh cream base gave them competitive advantage. Marketing strategies practiced by Sudha ice-cream led to the increase of sale from 684 mts in 2010-11 to 1545 mts in 2014-15.
Keywords: Penetrative pricing; Quality; Differentiated Targeting; Segment; Marketing StrategiesCorresponding Author
: Chetna Priti, Assistant Professor (Senior Grade), Amity University, Patna, Bihar 801504, India.