Case Study

Fan Milk head/hip box design project (A)

14 pages
July 2013
Reference: IMD-3-2379

Fan Milk’s business model was based on turning surplus milk in Denmark into milk powder, shipping it to West Africa, and reconstituting the powder into milk locally. By 2012, Fan Milk offered more than 20 brands of dairy-based (85%) and other (15%) products, operating in six West African markets. A major challenge for Fan Milk was establishing the “cold chain” to ensure that products would be kept frozen or chilled all the way from the centralized factory, through central distribution hubs, to the individual decentralized local distribution shops, and on to the street for sale. Being widely available on the street was how Fan Milk built up its success. From the start, Fan Milk used street vendors to sell its products, first from bicycles, but later also from push carts, head boxes and hip boxes, mostly locally produced. Fan Milk decided to improve the customer experience and brand perception by developing a comfortable combined head and hip box meeting “cold chain” and health requirements for use in all their markets, but with a single uniform design.

Learning Objective

Participants are challenged to design and present a prototype of a combined head/hip box for the sale of chilled and frozen Fan Milk products, taking into account a number of requirements, constraints, and other important elements.

Keywords
Product Design, Dairy
Settings
Fan Milk International, Consumer Goods, Dairy
2013
Type
Field Research
Copyright
© 2013
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics