Silk Soy Milk (A)
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?
Collection: Darden University of Virginia (USA)
Ref: DARDEN-M-0771-E
Format: PDF
Number of pages: 16
Publication Date: Apr 21, 2009
Language: English
Review date: Jun 12, 2012
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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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Industry Setting: Consumer Goods
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"Silk Soy Milk (A)"
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