Pradesh Milk Federation Case - Presentation at AIMS Case Competition http://www.iimb.ernet.in/~gprabhu/pradeshmilkfedaudio.mp3 - this link has the audio of this case being discussed for two hours in an advanced management program session.

1. Pradesh Milk Federation
A Teaching Case by Ganesh N. Prabhu IIM
Bangalore
Case Competition Presentation at AIMS
Conference
A kno wle d g e m e nts :
c
 Sudhir Krishna, Tetra Pak India, Pune
 Jaideep Gokhale, Tetra Pak India, Pune
 Stefan A. Johansson, Tetra Pak India, Bangalore
 Anand Halve, Chlorophyll Brand Consultancy, Mumbai
 Utkarsh Majmudar, Quintant, Bangalore

2. Case Development
 Comprehensive dairy industry business strategy
case.
 Developed specifically on invitation for a case
analysis workshop in the National Milk Seminar at
Goa in 2002.
 Based on Indian dairy industry data of Tetra Pak
India.
 Case analysis workshop attended by the CEOs of
every major private and coop. Indian milk products
organization.
 Case data obtained from a dairy cooperative was
suitably disguised to prevent defensive posture and

3. Case Setting
 Presents reality facing the Indian dairy industry in
2002 as seen by a CEO taking over a dairy
cooperative federation.
 Case setting including the dairy federation, location,
brand names and central characters are suitably
disguised.
 Written in a conversation mode - dramatized for
impact.
 Workshop had participation from all dairy CEOs in
India.
 CEOs found it reflected critical strategy issues they
faced.

4. Case Trials
 CEO workshop at National Milk Seminar on
"Strategic Marketing", Goa, 2002. Ganesh N.
Prabhu, IIMB
 In MBA Elective "Creating Successful New
Products" at IIM Bangalore 2002, 2003 Ganesh
N. Prabhu, IIMB.
 In Executive Program on "Competitive Marketing"
at IIMK 2002. V. Mukunda Das, IIMK.
 In MBA Elective at IIMK 2002. V. Mukunda Das,
IIMK
 In MBA Elective "Doing Business in India"
University of St. Gallen, Switzerland, 2003. N. M.

5. Case Content
 Provides substantive data on dairy's external
environment.
 Provides substantive data on the dairy's market
potential.
 Provides extensive data on dairy's consumer
behavior.
 Provides cost and structure of dairy marketing
channels.
 Provides detailed dairy costs and value chain data.
 Highlights impacts of perishability and seasonality.
 Highlights effective product mix and packaging

6. Case Usage
 Strategy courses to analyse turnaround strategies
with a comprehensive inter-disciplinary analytical
approach.
 Marketing courses to evaluate a given product mix
and develop a more effective market data based
product mix.
 Product development courses to explore idea
generation using customer data and new product
concept selection.
 Organization theory courses to study organization
forms and issues posed by governance structures &
past practice.

7. Case Structure
 First internal meeting of new CEO with managers
covering dairy extension activities, milk
procurement, procurement price pressures, milk
processing, seasonality of milk production, liquid
milk sales, selling price pressures, branded aseptic
packaged milk, milk product sales and entry of
foreign brands.
 Data on profile of state capital, co-operative dairy
structure, dairy extension, milk transportation, milk
composition, pricing method, liquid milk purchase
behaviour, aseptic packaging.
 Q: evaluate opportunities and suggest turnaround
strategy.

8. Cost Data Provided
 Cost data are provided in tables for past three
years and projected for the current year - it is
also provided as soft copy on excel worksheets
to enable students to make evaluations of
alternate product mix choices and impact of
changes in cost structures.
 Milk procurement, milk disposal and product
portfolio.
 Contribution from Products
 Contribution from Products & Profitability
 Skimmed Milk Powder Costing
 Value Chain for Tetra Fino Aseptic Packaged