Summary of – Masuum baby food – a positioning conundrum

Document Type

Article

Abstract

This case is set in 1987, when many parts of India were milk deficient. Seasonal and cyclical shortages were more of a norm. However, there were early signals that the cooperative dairying model across the country was gaining momentum, and milk production in the country was poised for a sharp upswing.

Shalanda Milk Foods

Masuum Baby Food is a winning brand in Shalanda Milk Foods' portfolio. Its top-line revenue is Rs. 300 million per annum, contributing to 60% of the firm’s revenue and registering a healthy 14% annual growth. The brand was used as an additive for tea and coffee, a purpose for which it was not intended, apart from being used as baby food, which, of course, was the intended purpose.

World Health Organisation (WHO) proposed a code that, among other things, proscribed brand advertisements and promoted baby food with the aim of promoting mother’s milk for infants.

Though the brand sales seemed to continue to grow, thanks to demand operating above supply, there was a realisation that the brand could head into an identity crisis, and the fact that it cannot speak for itself could be damning.

The organisation had to quickly go back to the drawing board to recraft its product and brand portfolio. The protagonist in the case came up with a strategy to launch a new brand with the same composition as Masuum and, in a controlled manner, transfer volume. Even while appreciating the protagonist’s recommendation, the Managing Director exhorts him to come up with a stronger rationale for launching a new product and review if it constitutes a comprehensive solution.

Study Background

NA

Research Goals and Hypotheses

NA

Methodological Approach

NA

Results and Discoveries

This case provides an opportunity

a) To connect the pricing decision with the product proposition and the consumer segment.

b) To appreciate the importance of following the segmentation, targeting and positioning principles and how a brand can lose its way by not applying due rigour.

c) To highlight the due process for market opportunity analysis in new product development.

d) To understand the need to build a product portfolio that is consistent and complementary for long-term equity building.

e) The importance of understanding the demographic trends to scope the market opportunity

This case can be used at the MBA level in a Marketing Management course. It should be scheduled after covering topics on Segmentation, Targeting, positioning, and Brand. This case can also be used to introduce case methodology as it follows the framework of sharply defining a problem, explaining the relationships amongst variables, identifying and evaluating solution choices, and recommending the most effective.

Citation to the base paper:

Mahadevan, S., Thanigan, J., & Reddy, S. (2023). Masuum baby food–a positioning conundrum. The CASE Journal, 19(2), 290-313. https://doi.org/10.1108/TCJ-01-2022-0003

Publication Date

2023

Recommended Citation

Mahadevan, S., Thanigan, J., & Reddy, S. (2023). Masuum baby food–a positioning conundrum. The CASE Journal, 19(2), 290-313. https://doi.org/10.1108/TCJ-01-2022-0003

Publication Date

2023

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