Targeting Rural Yoghurt Market: A Way Forward

This case describes the marketing practices at Mali, one of the new entrants to the crowded yoghurt market in Sri Lanka. Mali focuses on the rural yoghurt market—a significant market untapped by big players in the yoghurt market. Being a medium-scale enterprise, Nimal, the owner of the Mali, manages the marketing function of the company. So far he has succeeded in the rural market where he focuses on his marketing applications. However, he faces some issues, such as, to what extent he can survive with the existing marketing practices? How can the company address the changes taking place in the consumer behaviour of the rural market? What opportunities are available in the urban market where Mali is about to enter? What lessons can be learned from the applications of marketing practices in a typical rural market? And how the strategic bases of Mali can be affected in long term to get competitive edge in yoghurt market?