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Deobhog: Developing Marketing Strategy for Achieving Excellence*

ET Cases - GSMC, 11 Pages
AUTHOR(S) : Dr. Sumeet Gupta, Dr. Sanjeev Prashar and Dr. Vinita Sahay, IIM Raipur

Case Preview

Deobhog: Developing Marketing Strategy for Achieving Excellence


“Distribution is the name of the game!”, said Mr. Kiran Sharma (Kiran) to the team of management consultants. Kiran, the head of marketing and distribution at the state cooperative dairy federation, Chhattisgarh got transferred from a smaller unit at Bilaspur to the head office Raipur, with a mandate to develop market for Deobhog in the central Indian state of Chhatttisgarh. Having recognized Kiran for developing market and marketing competencies at Bilaspur, the federation wanted him to take a bigger role and challenging responsibility of building market and the brand, ‘Deobhog’ at the state level.

In a series of meetings with the consultants, Kiran discussed the challenges in increasing market at the state level. As per Kiran, “if we improve the sourcing and distribution of Deobhog, we will have the market.” The consultants, however, thought more deeply. Deobhog was relatively a new and unknown brand with little awareness in the market about the offers and availability. Simple distribution won’t be enough.

Chhattisgarh State Cooperative Dairy Federation Limited

In 1985-86, Raipur Sahkari Dugdh Sangh Maryadit (RSDSM) was established by the National Dairy Development Board (NDDB) under the Operation Flood- Phase II Scheme. The main objectives of the cooperative were as follows:

  • • Welfare of milk producers: It was established to ensure that milk producers got due revenue for their produce.
  • • Rural development: The cooperative established various dairy cooperative societies in various villages. The producers in these villages became the members of the society and were trained and educated by the officers of the RSDSM, thus contributing to rural development.



Exhibit I: Milk Collection Routes

Exhibit II: Milk Chilling Centers and Their Capacity

Exhibit III: Average Monthly Sales of Milk and Milk Products

Exhibit IV: Supply Chain of Deobhog

Exhibit V: Deobhog's Products

Exhibit V: Amul's Product Portfolio

Exhibit VI: Price List of Deobhog Products

Exhibit VII: Commission provided to Retailer by Various Milk Brands

Exhibit VIII: Promotions of Deobhog through Wall Paints

Exhibit IX: Images of Deobhog Booths

Teaching Note Preview

Deobhog: Developing Marketing Strategy for Achieving Excellence



Deobhog – a brand of milk and allied products in Chhattisgarh was facing existential crisis. Since its inception in 2011 after rebranding from its earlier name ‘Sanchi’, Deobhog was marred with multiple issues like lack of product quality, poor packaging, fractured distribution and sourcing, inconsistent and at times non-existent marketing strategies, lack of brand awareness. Moreover, India’s largest milk brand Amul, which offered superior quality products, had already established a stronghold in the Chhattisgarh market. Internal failures to steer the company on the right track by devising strategies, coupled with threat from the market leader had landed Deobhog in a sea of problems, but the most important question was – how and from where to start?

Expected Learning Outcomes

The case study shall expose the students with the understanding on:

  • • Situations due to which sales of product can stagnate
  • • Crafting the 4Ps (Product, Price, Place and Promotion) for an effective marketing mix
  • • Requisite marketing strategies of market challengers


Case Positioning and Setting

The students pursuing postgraduate diploma/degree in Management are the target learners for the case. The courses applicable here are Marketing Management and Brand Management. However, the same may also be taken for deliberations in Sales and Distribution Management.

Assignment Questions

  • I. Why products stagnate in their sales?
  • II. What will be Deobhog’s strategy to deal with Amul?
  • III. ....................



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Product code: MKTG-1-0053, MKTG-1-0053A


This case study is meant to introduce the participants to the challenges involved in expanding the market for milk Cooperative Society in Raipur, Raipur Sahkari Dugdh Sangh Maryadit (RSDSM). Kiran, who has been hired to navigate through the competitive landscape, faces myriad challenges. In 2012, Deobhog faced challenges from  sourcing, processing and distribution, the federation had host of marketing issues. Its products didn't have a distinctive positioning in the mind of its consumers. The products were supply driven and not market driven as a result the awareness and visibility of its brand was poor. Despite having good quality milk products, it failed to leverage it. They were perceived to be low quality due to the poor quality of packaging and labeling. It didn't follow market forecasting that led to poor planning. Penetration in the market was extremely weak. The per capita consumption of milk in Chattisgarh was very low. People purchased milk mostly for tea and coffee. Moreover, people preferred loose milk from milkmen as they felt that packaged milk contained preservatives and would not be easily digestible for children. What strategies should the federation implement to create awareness and to build the brand?

Pedagogical Objectives
The objective of this case study is to facilitate the reader’s understanding of the marketing mix of Deobhog milk. This case study has the Chhattisgarh State Cooperative Dairy Federation Limited (CSCDFL) as the parent organization, the senior decision-makers of which have to decide the future course of action to build the brand ‘Deobhog’.

Case Positioning and Setting
This case study can be used for post graduate or under-graduate students of Business Management Course. It can also be used for Management Development Programs on developing marketing strategy for achieving excellence. A 60-minute session with previously distributed assignment questions would be adequate.

* GSMC 2016, IIM Raipur

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- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)
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