Case

Educator Copy

MILKPAK (A)

Louis T Wells, Ehsan ul Haque

INDUSTRY :CONSUMER PRODUCTS

AREA :BUSINESS POLICY

ORGANIZATION :-

LENGTH :11

LUMS No :08-022-87-1

PUBLICATION YEAR : 1987

DESCRIPTION

ABSTRACT:

Ali group of companies had successfully test-marketed sterilized packaged milk in Lahore, where a traditional milk distribution system dominated. The Chairman had to decide whether or not to make a huge investment based on test marketing results. Issues discussed include market size, consumer behaviour and financial risk.