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Planet Milk: Choosing a Route to Market
Subhan Sundaray; Jaydeep MukherjeeCase IVEY-W28627-EMarketing, StrategyPlanet Milk produced and distributed A2 milk in Bhubaneswar, the capital city of the state of Orissa, in India. Despite the best efforts of its founder, Planet Milk had remained unprofitable since the COVID-19 pandemic struck in March 2020. In January 2022, the founder considered three broad alternatives to revive his milk business. The first was to change the milk’s packaging from glass bottles to Tetra Pak cartons. This change in packaging woul...Starting at €8.20