The Banas dairy: tapping the untapped market potential through distribution

Abstract

The case demonstrates the challenges faced by Banas-Dairy, one of
the prominent co-operative dairy in North Gujarat region. The
organization primarily faces the challenges from its competitors
locally in a few district areas. The key concern is pertaining to
establishing and managing an efficient distribution network and
system in place. The sales & marketing division of dairy was
continuously thinking on how to increase their category
membership and therefore they have decided to use market
research. Based on the results of the study, dairy implemented
several innovative initiatives to cash-on the market potential. It
developed innovative dealer-route network where efficiency was
improved and attainment of target market share became possible
with positive growth.