Dongzhou Gongbu combined and underutilized resources – the vast Tibetan plateau and the unique characteristics of yak milk – with and under met need – feeding the Chinese population. Even though, it wasn’t always an easy way to get into business. 

1. How did Dongzhou Gongbu “discover” his new product?What was his “total product”?
2. What was his “total product”?
3. Who do you imagine is the target market for yak milk?
4. How might he use this in advertising?
5. Can you think of another product that is basically the same as the competition and has been positioned much differently in order to command a higher price?