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    Silk Soy Milk (A)

    Farris, Paul W. ; Shames, Ervin R. ; Wasden, Michael

    • Reference: DARDEN-M-0771-E

    • Number of pages: 16

    • Publication Date: Apr 21, 2009

    • Fecha de edición: Jun 12, 2012

    • Source: Darden University of Virginia (USA)

    • Type of Document: Case

    • Industry Setting: Consumer Goods

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    Description

    The Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize growth targets. Which option carries the biggest risks, and which would best enhance Silk's position as a market leader?

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    Keywords

    beverage industry soy milk