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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, Michael Case M-0771 / Published April 21, 2009 / 16 pages.
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Product Overview

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?


Learning Objectives

Students learn about creating a new market and building a brand, then protecting that brand as new competitors enter the market the company created. They explore the pros and cons of investment influx and company purchase. And they consider branding strategies.

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  • Overview

    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?

  • Learning Objectives

    Learning Objectives

    Students learn about creating a new market and building a brand, then protecting that brand as new competitors enter the market the company created. They explore the pros and cons of investment influx and company purchase. And they consider branding strategies.