Project ON MOTHER DAIRY

A PROJECT REPORT ON
MARKETING STRATEGIES A STUDY IN RELATION TO MOTHER DAIRY
Submitted in Partial fulfillment of the Requirement for Bachelor of Business Administration (BBA)
Under the Guidance of: Mr. Ankur Budhiraja (Faculty Guide) Submitted by: Chetan Gaur oll !o.: "# Cour$e: BBA (Final %ear)
Session: 2005-2008
NEW DELHI INSTITUTE OF MANAGEMENT

(Approved by AICTE, Affiliated to G ! "niversity# T$%&la'abad Instit$tional Area, e( !el&i
A)ST*ACT
The project is carried out to study the current marketing strategies adopted by the Indian dairy sector in context of Mother dairy brand. The projects main aim was to study the marketing strategies and see what have been the reasons behind selecting a particular strategy. It thus was having an insight as to the factors which lead the company to adopt such a policy. or this the marketing strategies adopted by Mother !airy was analy"ed. The current brand positioning was studied. The study also aimed to know as to what is to be kept in mind while deciding upon a marketing strategy. The research work which was adopted includes both the primary and the secondary research. The primary research includes #uestionnaire survey Interaction with the brand managers of Mother !airy
$ %uestionnaire survey is carried out in order to know about the consumer perception and attitude towards the Mother !airy brand. It is basically done to know about the consumer satisfaction level. The interview with the brand manager is done as these people have a better insight and knowledge about the strategies and other operational workings of Mother !airy& and this could be of great help while doing the analysis. The interaction was done on the following areas' $n insight over the Mother !airy brand. (ow do they position their brand) *hat is the meaning of the Mother !airy brand which they want the consumers to understand) The various strategies adopted by the Mother !airy and an insight of these strategies. In the end& some new strategies have been recommended which could result in better performance of the dairy sector.
SIG AT+*, -AGE

This is to certify that .r/ C&etan Ga$r a student of .ana%e0ent T$%&la'abad Instit$tional Area, guidance. I have examined the final copy of this project and I am satisfied with the content of the work. I would hereby recommend that this project be accepted as part of the course. This project has original contents and is not submitted elsewhere unto my knowledge. e( !el&i Instit$te of
e( !el&i, batch has completed his
project titled 1.ar'etin% strate%ies- A st$dy in relation to .ot&er !airy2 under my
G$idan3e of: .r/ An'$r )$d&ira4a (5a3$lty G$ide#
AC6 +78E!GE.E T
The project report of such magnitude cannot be accomplished without the assistance and co-operation of several people. I therefore& would take this opportunity to express my utmost gratitude and indebtedness to one . all who have contributed in some way or the other and have been linked with the project from the day first. irstly& I would like to thank my project guide, .s Alpi'a 9ain who devoted her precious time in contributing valuable information for my work. /he had been constantly guiding me throughout my endeavour for this project. I would also like to thank .r/ An'$r )$d&ira4a (5a3$lty G$ide# who has been constantly guiding me. I am also thankful to all those respondents who spend their time in providing me with valuable information for my work.
C&etan Ga$r
TA)8E +5 C+ TE TS
Topic 1umber 3 Topic I1T45!67TI51 8ackground information $ims and objectives 9IT:4$T64: 4:;I:* 7urrent status of the concept of marketing strategies 7oncept of marketing Marketing strategies 2roduct bundling& an important marketing strategy 8rand franchise extension model used for marketing decision making 5verview of Indian !airy industry Important features observed in Indian dairy industry Marketing strategy of Indian dairy industry 5verview of Mother !airy Mother !airy marketing strategy 4:/:$47( M:T(5!59AB M5!: 5 !$T$ 7599:7TI51 2rimary research 3. Interview 2. %uestionnaire /econdary research 4:254T 5 !$T$ 7599:7TI51 Interview #uestionnaire survey for analy"ing consumer perception /*5T analysis for Mother !airy 2:/T analysis for Indian dairy sector 4:75MM:1!$TI51/ 751796/I51 8I89I5A4$2(B $22:1!IC #uestionnaire 4esponse /heet 2age number 3- 2 + , 0 <- = > 3? 33- 32 3+- 3@ 3= 3>- 23 22- 2< 2@- 2=
2>- ++ +,- ,= ,> 0?- 02 0+- 00 0< 0@ 0=- 0> <?- @3
0 < @ =
<
8IST +5 5IG"*ES
IA64: 16M8:4 3 2 + , 0 <
T52I7 5 T(: IA64: ramework for formulation of a brand strategy !imensions of effective marketing 1ovel brand strategies our marketing alternatives matrix Milk production and availability trend 4elative shares of main milk marketing channels in formal and informal markets in India
@ = > 3? 33 32 3+ 3, 30 3< 3@ 3= 3>
2rocess flow chart of Mother !airy /tores are conveniently located /tore hours /tore atmosphere and dDcor Aood selection of dairy products 9owest prices in the area (ighest %uality Aood value for money $ttractiveness 5verall satisfaction $ppropriate packing si"e !aily milk purchase ;isit to the outlet
8IST +5 TA)8ES
=
Table number 3 2 + ,
(eading of the table Milk production amount in the past years $verage milk production per year of selected countries 2er capita availability of milk trend /*5T analysis
>
I T*+!"CTI+
)AC6G*+" ! I 5+*.ATI+
In todays fast moving environment& the need of the management is to pay their attention to a new and unfamiliar attribute of the companys products& services and brands. In the past& brand management focused on achieving preference on the basis of differentiation& benefits& and customer satisfaction within a set of brands under consideration for a given application. 8ut in todayEs environment& only narrow application preference wont be sufficient to achieve success. 4ather it needs to be accompanied by the maintenance the brands relevance as categories emerge& change and fade out. 8rand managers are often blindsided by changing product categories because they focus too closely on the traditional attributes of brands within their old categories. Their ultimate tragedy is to achieve brilliance in creating preference and differentiation& only to have that effort wasted because of a relevance problem. The topic of brand management and relevance has moved up on the strategic agenda of senior management and boards of directors. It has become a key catalyst for expressing and presenting an institutionEs value in a way that is relevant to end users. Trend responders closely track the emergence of trends and the evolution of subcategories& and take responsive action to keep their offerings current and relevant. This is done because developing trend responsive capabilities is the best strategy in most situations then following a trend which is already established or avoiding the trend. our potential response options from companies address the challenge more aggressively. 5ne is to use new products to alter the current brand image and make it acceptable to the new subcategoryEs customers. $ second trend-response option is to go beyond mere acceptance& and& through the creation of strong sub-brands characteri"ed by exceptional products& become a Edestination brandE for the new consumer segment. $ third option is to partner or co-brand with firms that have credibility in the new category& sharing some of
3?
the upside in order to save the time& cost& and risks involved in creating a new brand. $ fourth option for trend responders is to create or buy an entirely new brand platform. F2ositioning refers to how you want your brand Gthought about in connections with competitors in its product category. It needs to be specific to your brand aimed at a specific target audience.F This definition clearly states the importance of G2ositioning for the success of any brand. It is like that indispensable vitamin to the body without which the body will collapse. /o G2ositioning can make or break a brand. $ clear G2ositioning will always be one of the success factor. This is the place where 2unch line comes into act. If the brand needs to be positioned perfectly in the mind space of the customer& the 2unch line must be so accurate and appealing that it neither erases from the mind nor can be replaced by any other competing brands 2unch line& only then can it be considered successful. It really needs lots of strategies to build up an accurate and catchy 2unch line to set the 2ositioning of the brand in the mind space of the customer. The 2unch line represents the values of the company& benefits& attributes& features& %uality& cost& special technology and last but not the least the G6/2. 8asically the 2unch line is the voice of the brand& which primarily gives out the minimum momentum& thrust or impetus to push the brand in the mind of the customer.
33
AI.S A ! +)9ECTI:ES
In this competitive business environment& it is seen that a lot of focus and importance is given while a company is deciding upon the marketing strategies to be adopted by it. 8ut at the same time& it should not be forgotten that due precaution needs to be taken before finali"ing upon the strategy.
The project aims to achieve the following objectives' To study the ing aspects of dairy industry in context of mother dairy. *hat is the brand positioning of mother dairy. (ow do its customers perceive it) To have a knowledge about the mother dairy brand and its strategies. To suggest some new strategies.
32
8ITE*AT"*E *E:IE7
8efore going into much detail about understanding the marketing strategies in an overall economy& or in context of the Indian dairy sector& I thought of first bringing in your knowledge& the current importance behind the marketing concept and what has been the factor that has contributed in giving so much of relevance to the marketing strategies.
C"**E T STAT"S +5 T;E C+ CE-T +5 .A*6ETI G ST*ATEGIES:

5rgani"ations are using marketing as a strategy tool in todays environment. The traditional role for brands is also experiencing rejuvenated interest. It is clearly visible that the Indian retail sector consists of opportunities which can be tapped now. 7urrently& the Indian retail sector is estimated as a 6/H2?? billion industry& of which the organi"ed retail makes up +I. (owever it is projected that by 2?3?& the organi"ed retail sector will reach a worth of H2+ billion. 8ut at the same time& it is to be kept in mind that opportunities also carry some challenges along with it. It is feared that this situation will result in commoditi"ation. (ence in such a critical situation& brand building concept will be of utmost importance. This is so as the consumers gain a strong position and his purchasing decision will depend upon the trust which he has in a particular brand. $nother important trend which is observed is that the new brands which are being formed takes inspiration from the international brands but at the same time they are trying to carve their own niche. They have recogni"ed that internationalism doesnt mean trying to be western in $sia. The marketing strategies are created in such a way so that it connects with the majority of the Indian consumers. This is done as India consists of people of different customs& languages and climates. The diversity seen in the Indian consumers forces the retailers to view the mass of consumers not as one single market but as a mass of niches.
3+
C+ CE-T +5 .A*6ETI G I T;E GE E*A8 TE*.

Marketing is the process of creation& development and maintenance of a mutuallyvaluable relationship with a strategically selected group of customers& through the medium of a fresh and compelling elaborated proposition that is delivered consistently over time. $ strategically selected group of customersJ means that strong brands segment their potential customers carefully& and do not expect to be able to supply a valuable service to everyone. 8M* reputedly count who should not be driving 8M*s& and start to worry if more than 32I is outside their focused market segment& as it is strong evidence that the 8M* brand is being diluted. $ brand is an identifying mark& image& name or concept which distinguishes a product or service. $ brand is a symbol created by a marketer to represent a collection of information about a product or group of products. It carries the reputation of a product or company. The image will hence influence the perceived worth of the product and will increase the brandEs value to the customer& leading to brand loyalty. 5rgani"ations develop brands as a way to attract and keep customers by promoting value& image& prestige& or lifestyle. $nother important feature of brand is that it may reduce the risk consumers face when buying something about which they have little or no knowledge. (owever Marketing should not be considered the answer to all the problems which business faces today. There are substantial negatives to marketing that must be considered. (owever& if marketing is carried out correctly& the advantages outweigh the problems. $ good brand will give the customer value for the dollar and give employees the satisfaction and confidence in their products. /trong marketing can also accelerate market awareness and acceptance of new products entering the market. (ence few elements that need to be considered while formulating a marketing strategy are mentioned' The current position of the company and its competitors in the minds of the consumer :xisting perception of the product category by the target audience 7ompetition from the substitutes of the product 3,
The most attractive product attribute 2roduct differentials whether actual or perceived by the target audience :xpectations of the buyers The programs and activities in support of the company inancial constraints and budget considerations
.A*6ETI G ST*ATEGIES:
The formulation of marketing strategies starts from the building a sustainable brand for the company. This is so as the consumers buy the brand not only for the intrinsic values associated with it but also because of the promise that marketing makes to the consumerK.the promise of delivering values beyond expectation. $ framework is suggested below for the formulation of a brand strategy'
igure 3' framework for formulation of a brand strategy 3. :xperiential marketing' the first component of marketing strategy is the experiential marketing. It is a well known fact that the customers demand experiences instead of products or services. This creates a challenge to the organi"ations to find new ways to involve the customers in the value chain so that they themselves can decide the
30
product features and uni%ueness that they expect from the brand. They want to know more about the details of the brand. They remove the shells and get into the core of the processes to understand the real value of the brand. (ence such a strategy should be framed that makes the consumers involvement higher. 2. :ffective Marketing it is found that effective marketing involves working on four important dimensions& namely'
igure 2' dimensions of effective marketing The unctional !imension The functional dimension concerns the perception of benefit of the product or service associated with the brand. The /ocial !imension The /ocial !imension concerns the ability to create identification with the group. The /piritual !imension The /piritual !imension is the perception of global or local responsibility The Mental !imension The Mental !imension is the ability to support the individual mentally.
3<
+. 1ovel 8rand /trategies 7ustomers 5wn the 8rand It should always be kept in mind that it is the consumers who own the brand.
igure +' novel brand strategies 2roduct /ervice $ sale should never be considered the ending of a transaction but the beginning of a beautiful relationship. 7ustomer service basically creates a positive effect on the minds of the customer and this positive influence on the mind of the consumer makes them more open to new ideas and reduces their skeptism towards the brand. 8u"" Marketing' the development in the technology used in the country has lead to the increased importance paid to the concept of bu"" marketing. Marketing increasingly nowadays is moving into Internet-based applications. 4eligious Marketing since it is considered that religion has the power to bind people and unify them under one common ideal an effective brand strategy must
3@
take into account this powerful force which plays on the minds of the Indian consumers. This is so as in a country like India& $ brand that reveals authenticity& values and humanityEs drive toward conscientiousness& offers a powerful strategic advantage. ,. eedback and Improvements It is very crucial to have the consumer participation. In order to succeed in the long run& it is crucial to allow the consumer participation at an intermediary stage of developing the product. This will lead to creation of a better relationship between the company and its consumer. 0. 7hallenges
-rod$3t b$ndlin%, an i0portant 0ar'etin% strate%y

2roduct 8undling is a marketing strategy that involves offering several products for sale as one combined product. 2roduct bundling is most suitable for high volume and high margin products. It is most successful under the following situations' there are economies of scale in production& there are economies of scope in distribution& consumers appreciate the resulting simplification of the purchase decision and benefit from the joint performance of the combined product& *hen the marginal costs of bundling are low. when production set-up costs are high& when customer ac%uisition costs are high
)rand fran3&ise e<tension 0odel $sed for 0ar'etin% de3ision 0a'in%

our marketing alternatives is a strategic marketing communications techni%ue. This model can be used in a situation when the company is considering adding products to its portfolio and its associated brand name. This model is depicted below in the form of a matrix. There are two variables for this matrix'
3=
product category whether existing or new brand category whether existing or new
igure ,' our marketing alternatives matrix The matrix depicts four situations which is possible' Sit$ation =: ne( prod$3t In this situation& a new product is developed with a series of new brand ideas and having new meanings to the consumers. Sit$ation 2: lanker 8rand In this situation& a new brand is introduced into a category where the company already has established products. Sit$ation >: 8ine e<tension In this& a current brand name is introduced into a category where the organi"ation already has established products. Sit$ation ?: 5ran3&ise E<tension
3>
In this& a familiar brand is taken to a product category where it is unknown.
+:E*:IE7 +5 I !IA !AI*, SECT+*

!airy enterprise is considered a FtreasureF of the Indian economy& particularly for rural systems. Milk production is the most important agricultural activity in the Indian agricultural sector. $t the national level& around 3@I of the total value of agricultural production is derived from this sector. !airying is found to provide about 2?I of farm employment and about +?I of family income. The milk sector generates a high proportion of agricultural output& especially in the northern and western parts of the country. :arlier& milk production in the country was stagnant during the 3>0?s and 3><?s. The milk production amount in the past few years are' Bear 3>0? 3>>< 3>>@ 2?2?LprojectedM Table 3' milk production amount in the past years (owever the milk output increased substantially in the country because of reasons like Implementation of the 5peration lood 2rogram in 3>@? The dairy development programs implemented by the /tate and 7entral Aovernments Increased demand along with the increase in population (igher incomes of the consumers as the demand for milk and other dairy products are demand elastic 6rbani"ation& changing food habits and lifestyles 2? Milk productionLin million tonesM 3@ @?.= @,.+ 2,?
The 5
The strict control on imports of dairy products program was instrumental in creating strong linkages among millions of
smallholder producers and urban consumers. !e-licensing of dairy sector in 3>>3 has directed considerable amount of private funds both from inside and outside country in this sector especially in manufacturing facilities while investment in cooperative sector are concentrated largely in procurement and processing of milk. Today& India is EThe 5ysterE of the global dairy industry. It offers opportunities galore to the entrepreneurs worldwide& who wish to capitali"e on one of the worldEs largest and fastest growing markets for milk and milk products. $ bagful of EpearlsE awaits the international dairy processor in India. Indias dairy sector is expected to triple its production in the next 3? years. *ith the expectation regarding the *T5 regulations which will come into force in the coming years& all the developed countries which are among big exporters today will have to withdraw the support and subsidy to their domestic milk products sector. The recent trend depicts that the sector is on the path of growth as the market for this vast and fastest growing segment of Indian dairying is estimated at 4s 0?? billion. Indias contribution to worlds milk production has risen by 32- 30I and is expected to increase upto +? N +0I by the year 2?2?. The average milk productions per year for few countries are shown below' $merica !enmark (olland India <=@, <22+ 0@03 002 OgP year OgPyear OgPyear OgPyear
Table 2' $verage milk production per year of some countries
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I.-+*TA T 5EAT"*ES +)SE*:E! I T;E I !IA !AI*, SECT+*

=/ or centuries& Milk forms an integral part of the Indian food. The milk availability situation in the country is depicted in the diagram below'
5i%$re 5: .il' prod$3tion and availability trend The per capita availability of milk per person per day in India is shown below' Bear 3>@2 3>>2 3>>= 2??? 2er capita availability of milkLin gmM 3@2 3=2 2?+ 232 in the table
22
Table >: -er 3apita availability of 0il' trend This growth has been possible to achieve as there is an increase in the si"e of the market for dairy products because of the increase in the disposable income of the consumers. There is an increase in the demand for dairy products as milk is considered to be a healthy intake in diet Llike rice and wheatM. (owever& still a major portion of the population cannot afford milk. 2/ 2/ In India both the Forgani"edF and Funorgani"edJ sectors co-exists for marketing of milk and dairy products. The organi"ed or formal sector is relatively new& and consists of *estern-style dairy processing based on pasteuri"ation but it is also adapted to the Indian market in terms of products. The dairy cooperatives comprise the single largest formal organi"ation in terms of market share& and its share in total milk procurement has increased and is further expected to rise in the future. 2resently& 3.3+ lakh village level co-operative societies spread over 2<0 districts in the country form part of the national Milk Arid. The base for Indian dairying is provided by millions of landless agricultural laborers and marginal and small farmers& who maintain one or two milch animals of low genetic potential for milk production& primarily fed on crop residues and byproducts& and reared with the help of underemployed family members& mostly female workers. The reasons which support the existence of a large informal dairy sector are-' irstly the consumers are not ready to pay the additional costs attached with the formal sector like the pasteuri"ation and packaging /econdly& the consumers have the perception that milk and other dairy products obtained from reliable vendors are of better %uality then that obtained from the formal dairy sector.
2+
5i%$re @: 4elative shares of main milk marketing channels markets in India
in formal and informal
2,
20
>/ >/
India is the lowest cost producer of per litre of milk in the world& at 2@ cents&
compared with the 6./E <+ cents& and Qapans H2.= dollars. 8esides this advantage& the production of the milk is also increasing. These two advantages when combined give a lot of attraction to the multinational companies to expand their activities in India. /ome of these milk producers have already obtained %uality standard certificates from the authorities which will help them in marketing their products in foreign countries in processed form.
2<
?/ 4egional disparities in the production and consumption of milk and other dairy products is also observed. This disparity is due to concentration of milk production in some pockets and high cost of transportation. 8esides this& the output of milk in cereal growing areas is much higher than elsewhere which can be attributed to abundant availability of fodder& crop residues& etc which have a high food value for milch animals. 5/ 9i%uid milk comprises the largest single share of the dairy product consumption profile. The share of fat-based products like ghee showed a declining share& and that of western products like cheese and ice cream witnessed an increasing trend and is expected to increase further due to changes in food habits& marketing strategies& income levels& changes in demographic factors& etc. In India about ,< per cent of the total milk produced is consumed in li%uid form and ,@ per cent is converted into traditional products like cottage butter& ghee& paneer& khoya& curd& malai& etc. 5nly @ per cent of the milk goes into the production of western products like milk powders& processed butter and processed cheese. The remaining 0,I is utili"ed for conversion to milk products. @/ /everal consumers in urban areas prefer to buy loose milk from vendors as they have a strong perception that loose milk is fresh. Moreover& the current level of processing and packaging capacity limits the availability of packaged milk. 2resently only 32I of the milk market is represented by packaged and branded pasteuri"ed milk& valued at about 4s. =&??? crores. 5n the other hand& the #uality of milk sold by unorgani"ed sector is inconsistent and the price across the season in local areas is also inconsistent. /ometimes these vendors add water and caustic soda& which makes the milk unhygienic. A/ The urban market for milk products is expected to grow at an accelerated pace of around ++I per annum to around 4s.,+&0?? crores by the end of the year 2??0. This growth will result from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. 8y 2??0& the value of Indian
2@
dairy produce is expected to be 4s 3?&??&??? million. 2resently the market is valued at around 4s@&??&???mn 8/ IndiaEs dairy market is multi-layered. ItEs shaped like a pyramid with the base made up of a vast market for low-cost milk. The bulk of the demand for milk is among the poor in urban areas whose individual re%uirement is small. 8ut these small re%uirements when combined together form a huge volume. B/ The milk farming in India is also evenly spread and accounts for nearly ,? per cent of the overall farming household. $lthough& India has taken rapid strides in terms of production but to sustain the growth process and to fulfill the vast potential& Indian milk products has to prove themselves on the %uality parameters. 6nfortunately Indian dairy industry has remained in the domain of the unorgani"ed sector. Indian milk production is characteri"ed by millions of small and marginal farmers. It has been estimated that only 30-2? per cent of the dairy activity is handled in an organi"ed manner and nearly =? per cent is in the domain of informalPunorgani"ed sector.
.A*6ETI G ST*ATEG, +5 I !IA !AI*, I !"ST*,

In India& the people love to drink milk. This ensures that no special efforts are needed to make milk acceptable. /econdly& the milk production in the country has been increasing 2=
and there is no shortage of availability of milk. These factors ensures that the first two $s of marketing Lavailability& acceptability and affordabilityM is not a problem in India. (ence the challenge lies behind making the milk affordable to a larger majority of the population. 5ne practical way is to pack milk in small %uantities of 20? ml or less in polythene sachets. $nother viable alternative is to sell small %uantities of milk powder in mini-sachets which is ade%uate for two cups of tea or coffee. 8esides this& a lot many marketing strategies have been adopted and followed by the Indian !airy sector. Ahee is the only product among the traditional milk products which is currently marketed in a branded form. /ome of the ghee brands are MilkmanL8ritanniaM& $mulLA7MM M& /agar& $arey LMafco 9tdM& ;ijaya L$2 !airy !evelopment 7ooperative :veryday L1estleM and arm resh L*ockhardtM. Mafco 9imited sells 9assi under the $arey brand and flavored milk under the :nergee franchise Lin the *estern region& mainly in MumbaiM. 8ritannia has launched flavored milk in various flavors in tetra packs. (owever A7MM has also made a beginning in marketing of other traditional milk ederationM&
products with the launch of packaged 2aneer under the $mul brand. *ith increasing urbani"ation and changing consumer preferences& there is possibility of large scale manufacture of indigenous milk products also. The e%uipments in milk manufacturing have versatility and can be adapted for several products. or instance& e%uipments used to manufacture yogurt also can be adapted for large scale production of Indian curd products Ldahi and lassiM.
The marketing strategy which is being followed includes two aspects' ocusing on the strong brands
2roduct mix expansion
2>
The changing marketing trends will see the shift from generic products to the packaged %uasi& regular and premium brands.
+:E*:IE7 +5 .+T;E* !AI*,

Mother !airy is presently a leading marketer of the dairy products. 8esides dairy products& it also is a marketer of fruits and vegetables. Mother dairy L!elhiM was originally set up in 3>@, under the 5peration Mother !airy deals in are' 9i%uid milk Ice creams lavoured milk and lassi !ahi and Mishti !oi Ahee& butter& cheese dairy whitener 6(T milk !hara range of edible oils /afal range of fresh fruits and vegetables and fruit juices lood 2rogramme. 8ut now it is a subsidiary of 1ational !airy !evelopment 8oard L1!!8M. /ome of the products that
It markets about 2.2 million litres of milk per day. It sources its re%uirement of milk from the various dairy co operatives and its fruits and vegetables re%uirement from the farmers association. Mother !airy basically strives to ensure that the milk producers and farmers regularly receive the market prices by offering %uality milk& milk products and other food products at competitive prices. 8esides this& it also has a share in contributing to the cause of oilseeds grower co operatives that manufacture the !hara range of edible oils. 8esides India& it is also involved in exporting its range of !airy products to the various international markets. 4ecently& products like the brands fruit pulp& pastes and purees have collected immense positive demand in the international market. To prepare itself to
+?
cater to the global market demands& the following steps have been undertaken by Mother !airy' Mother !airy has set up a 3??I export oriented unit with a capacity for processing over 30??? metric tones of fresh produce annually. $ new state of the art plant with an installed capacity for processing 3? metric tones of fruit per hour is being set up at 8angalore. The units are I/5 >??3- 2??? and ($772 certified. It has established a marketing office in 4otterdam to ensure better satisfaction to its international consumers. Mother dairy has adapted process automation as far as processing of milk is concerned so as to ensure high %uality and reliability. It has been awarded the following certifications' I/5 >??3'2???L#uality Management /ystemsM ($772 2??2 46$ L ood /afety Management /ystemM I/5 3,??3'2??, L:nvironmental Management /ystemM Its #uality $ssurance 9aboratory is accredited as per I/5PI:7 3@?20'3>>> by 1ational $ccreditation 8oard for testing and calibration 9aboratories& !epartment of /cience and Technology& Aovernment of India. Mother !airy is able to command ,?I market share in the organi"ed sector in and around !elhi because of the consistent %uality and service which it is able to provide to its consumers what ever be the situation like floods& transport strike& curfew etc. Mother !airy& 2atparganj& !elhi& is presently manufacturing . selling around =.0 lakh litres of tonned milk through bulk vending shops. $fter the success of !airy industry& ruit and ;egetable 2roject was established in !elhi in 3>== with R/afalJ as its umbrella brand. 1!!8 merged Mother !airy and the ruit and ;egetable project into a wholly owned company named Mother !airy ruit and ;egetable 9tdLM! ;9M in $pril 2??? as its objective was to separate the commercial activities from the developmental activities. This company became the holding company
+3
of Mother !airy India 9td LM!I9M which was a marketing company and Mother !airy oods 2rocessing 9td LM! 29M which was a processing company.M! 29 is basically a multi unit company with its units spread at various locations in India. Mother !airy has also adopted the concept of Total 2roductive Maintenance LT2MM. The results of the T2M efforts are #uality improvement 7ost reduction 4eduction in accidents Increase in MT8
The process flow chart is given below'
L/ource' Mother !iary $nnual 4eport& 2??<M 5i%$re A: pro3ess flo( 3&art of .ot&er !airy Mother !airy aims to sustain the market leadership in the production and marketing of a variety of milk products with assured %uality and at an affordable price and ensuring maximum coverage of the market segments.
.+T;E* !AI*, .A*6ETI G ST*ATEG,
+2
Indian !airy industry sees the co existence of organi"ed and unorgani"ed sector. To suit the specific re%uirements of each of the two sectors& Mother !airy adopts appropriate strategies. 5rgani"ed dairy sector is in a developing stage. It includes the opening up of malls and other new forms of retailers. These new forms of retailers keep the products of many brands and hence offer the consumers a lot of alternatives to choose from. In such a scenario& every brand gets limited area of display. /o the strategy adopted mainly focus on aspects like colour& highlight& shelf level of the product& etc. (ence Mother dairy has limited strategies for organi"ed sector. or the unorgani"ed dairy sector& Mother !airy strategies include outdoor activities& $T9 activities& 8T9 activities and so on. In a competitive environment& it is apparent that success would eventually depend on networking and distribution channels& and the one with better marketing strategies will be in a better position than its competitors. :arlier Mother !airy offered only li%uid milk. 8ut in light of the competitive environment& it is now having a well diversified product portfolio which includes a range of milk based products& edible oils& fro"en vegetables and fruit juices. In the past few years& it has tried to spread its operations and market its products outside !elhi. They aim to get into bigger markets and have bigger shares in those markets. It has plans for an aggressive brand expansion and strengthening for the next two years. The brand has been growing at 2? per cent for the last three or four years& and should hit 4s. 2&=?? crore in this financial year. Mother !airyEs revenues were 4s. 22?? crore last year. They plan to expand and strengthen their existent brands through addition to their already existing portfolio which would be supported by innovative marketing strategies. Its strategies would basically focus the northern part& and some parts of the western and eastern region in India. Mother !airy has plans for reaching out to newer markets& but the strategy is more products specific. In li%uid milk& it initially plans to concentrate only on four markets!elhi& Qunagarh and $hmedabad in Aujarat& Mumbai and (yderabad which it entered
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recently. The aim behind getting into newer locations is to ensure that there is a large viable distribution network. Mother !airys strategy strives not only to enter new markets& but also perform well in the different product categories in whichever market it is present. It can be achieved by value creation through %uality of the offerings supported by innovations in products. The marketing strategies adopted by Mother !airy are explained below in context of the product category to which it belongs' =/ !AI*, -*+!"CTS: The dairy products like flavored milk& lassi& curd& butter and cheese sold by Mother !airy has a regional stronghold& with a shelf life of ten days. The company is now finding alternatives which would increase the shelf life and hence allow its distribution in other parts of the country. The strategies will basically focus on fresh milk as it contributes <?- <0I in the revenue of the company.1!!8 plans to have value additions like flavoured yoghurt. This step has been taken as there is a strong habit of eating dahi with sugar especially in the north. 2/ ICE C*EA.S: The company has a share of 30I of the market in the ice cream segment& but it plans to increase it to 2?I by 2??=. $part from selling bulk ice cream under its flagship brand& Mother !airy is actively promoting its 7hill" brand& targeting youth with cones and fancier variants in which Mother !airy hopes to soon overtake the fro"en dessert brand *alls& the brand is getting seriously large in ice creams& the growth was ,? per cent this year. 7hill"& the ice cream brand of Mother dairy has recently come out with its television commercial having new tagline Rgoodness insideJ. It is also planning to launch a premium offering in the takeaway ice cream category.
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Mother !airy strategies have resulted in bringing in mass Indian flavours in ice creams. $s a result& it has increased the absolute percentage of contribution. The idea behind this strategy is to make the taste experience in ice creams as familiar as possible so as to increase the consumption. >/ !;A*A: The edible oil brand& !hara is at present a 4s +?? crore brand with six variants like refined vegetable& sunflower and soya bean oil& filtered groundnut and mustard oil. 8ut plans are formulated to add another variation to it. it will then be marketed in places like Madhya 2radesh& 7hhatisgarh and Maharashtra. The strategies adopted basically strive to strengthen the brand presence. ?/ SA5A8: Mother !airys /afal brand is on the path of re-marketing. $ new logo and identity is formed for the brand. It has expanded its portfolio from peas to mixed vegetable and sweet corn& and has also launched a new sub-brand. The company has also established a sub-brand G(ot /nax in the snacks category which includes product like in the future. /afal has added on two variants in its ruit drinks range. They are magic mango and fruit tango. These two variants have been added by keeping in mind their target market& i.e.& kids tastes and preferences. /mall pack si"es contributions have been overwhelming. Mother !airy has devised new television commercials along with on-the-ground marketing activities to promote its new logo. or this& they have spent roughly 4s +-, crores on advertising and marketing. rench ries. /afal is also planning to enter the fro"en snacks category which includes products like $loo 8urger 2atty. It has plans to sell potato tikkis
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They have target to export worth 4s 0?- 00 crore by the end of this year. To achieve this target it has been exporting its products to markets such as the 6./.& Qapan and Oorea. The strategies adopted strive to achieve the following'=/ 5pening up of more outlets for the /afal brand as it is entering the ready-to-eat segment of the processed food industry. They target to add another =&???-3?&??? outlets for the /afal brand by this year. 2/ To increase the availability of its /afal fruit juices in local outlets as well as emerging retail formats such as foodmarts. >/ To enhance the retail visibility. ?/ To garner 3?-30I market share in the juices segment in the next two years. 5/ 8A" C; +5 ";T .I86 ("8T*A ;EAT T*EAT.E T#C Mother !airy introduced 6(T milk in !elhi and 174. 6(T milk is packed in a specialS six layer packaging that preserves the milk and helps it last upto 32? days without refrigeration. It is said that 6(T milk can be consumed straight from the pack without boiling. Mother !airy launched it as it was the re%uirement of the changing consumer needs. The consumer today looks for more convenience in buying and storing milk. This would then be available in other key markets in north and east.
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.A*6ETI G ST*ATEGIES +5 .+T;E* !AI*,

Mother !airy is trying to take its product campaigns and communications to a higher platform. The milk campaign& for instance& targets children and are created around ideas like Rthe country needs you& grow fasterJ. 8y doing this& they have ensured the involvement of their target market in a strong manner. or products like ice creams& butter and cheese& the target market is the children. /o the campaigns have been made around RtasteJ to gather more attraction of the children. 8esides the advertisements& Mother !airy has also taken up other activities to promote their brand. 8utter& <?I of which is consumed by kids& leads to paying focus on the kids. To attract the attention of kids& Makkhan /ingh& a sturdy jovial cow La cartoon characterM was made its brand ambassador. Mother !airy has been carrying out school programs which include games involving Makkhan /ingh in !elhi. It plans to extend this programme to other cities like Mumbai and Oolkatta. It also runs a gaming website character to attract children. . $ couple of months ago& Mother !airy carried out a retail activity' F7heese khao superhero ban jaoF& where kids buying cheese at a retail outlet were invited for a photo op - dressed as superheroes - through 2olaroid camerasS and the framed photograph was presented to them. The activity was carried out in about 30? outlets in !elhi and Mumbai& with about 2?&???-20&??? snaps being taken. 7heese was also something that helped the company bond better with its retailers. In 1ovember 2??0& retailers in !elhi displayed banners proclaiming& F7heese ke saath bees ki chee"&F a proposal that said if a consumer buys Mother !airy cheese& the retailer can offer him anything worth 4s 2? from the shop which worked better than offering something free with the product& which the consumer didnEt even needs.
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/afal has tied up with 7artoon 1etwork to launch G2ower 2uff Airls on pack promotion. This would enable the consumers to receive a G2ower 2uff Airls 7rime 8uster toy free with the purchase of /afal juice. This strategy was adopted to attract the youngsters and enhance the brands connection with its consumers. Moreover& it supported the brands core positioning of being a Grefreshing energy drink. The main Mother !airy account was earlier with Interface 7ommunications and a part of it was with Mudra. Mother !airy will be using both print and television advertising& but the spends on television will be more than print. The marketing strategies adopted have resulted in the following coverage of markets' I7: 74:$M/' Mother !airy entered its first market outside !elhi i.e. 62 and 2unjab only two years back. Today it covers other cities like (aryana& Qaipur& Mumbai& Aoa and Oolkatta. It plans to extend its operations to (yderabad and 8angalore. 86TT:4 $1! 7(::/:' $t present it covers places like Mumbai& 8angalore& Oolkatta and across 1orth India. A(::' Though the current focus is the northern region& Mother !airy plans for a nationwide presence. 6(T milk' It has entered Mumbai and north east parts of the country. :!I89: 5I9 84$1!& !($4$' It is already having a nationwide presence.
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*ESEA*C; .ET;+!+8+G,
.+!E +5 !ATA C+88ECTI+ : =/ -*I.A*, *ESEA*C;:
This thesis aims to throw some light on the marketing strategy of !airy industry in context with Mother !airy. Its objective is to analy"e the marketing strategy of Mother !airy and to know about the consumers perception about it. To achieve the above said objective& study of some of the Mother !airys outlets which are located in !elhi and 174 are undergone. The first part of carrying out the research is to conduct the primary research which includes a %uestionnaire and interviews with the brand managers of Mother !airy.
A/ I TE*:IE7:
irstly& an interview with the marketing executives working in Mother !airy is done. The brand managers of Mother !airy are interacted with. This is done as these people have a better insight and knowledge about the strategies and other operational workings of Mother !airy& and this could be of great help while doing the analysis. The interaction was done on the following areas' $n insight over the Mother !airy brand. (ow do they position their brand) *hat is the meaning of the Mother !airy brand which they want the consumers to understand) The various strategies adopted by the Mother !airy and an insight of these strategies.
+>
)/ D"ESTI+
AI*E:
Then to further continue with the primary research& a %uestionnaire is prepared. The following aspects of %uestionnaire are decided upon' Target population' the consumers of Mother !airy products /ampling frame' the consumers visiting the Mother !airy outlet /ampling frame' 0? consumers The %uestionnaire will be filled up by the consumers who are visiting the Mother !airy outlet. The %uestions were framed to get an understanding of the consumers perception of the Mother !airy brand& their reactions to the various strategies adopted by it. To achieve the objective of the thesis& the consumers perception about the promotional campaigns& the %uality of its products& whether its products are a good value for the money. etc are analy"ed. The consumers satisfaction on these factors will help in analy"ing as to how successful or otherwise the strategies adopted by mother !airy have been and whether some kind of gap exists or not.
2/ SEC+ !A*, *ESEA*C;'

The secondary data which would be collected would be used as a support to further evidence the results of the analysis done by the primary research. The secondary data has been collected from the following sources' Internet 1ewspaper and journals
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*E-+*T +5 !ATA C+88ECTI+

5I !I GS +5 T;E -*I.A*, *ESEA*C; " !E*TA6E :
=/ I TE*:IE7 7IT; T;E .+T;E* !AI*, .A*6ETI G EEEC"TI:ES The brand managers of Mother !airy are interacted with. This is done as these people have a better insight and knowledge about the strategies and other operational workings of Mother !airy& and this could be of great help while doing the analysis. The interaction was done on the following areas' $n insight over the Mother !airy brand. (ow do they position their brand) *hat is the meaning of the Mother !airy brand which they want the consumers to understand) The various strategies adopted by the Mother !airy and an insight of these strategies. The findings from the interaction done with the brand manager are explained below' D=/ 7&at are t&e fa3tors (&i3& are ta'en into 3onsideration (&ile de3idin% $pon t&e 0ar'etin% strate%ies to be adoptedF The brand manager said that the most important factor which decides upon what kind of strategy is to be adopted depends upon as to which sector it belongs. The dairy sector consists of both the organi"ed and the unorgani"ed part. 5rgani"ed dairy sector is in a developing stage. It includes the opening up of malls and other new forms of retailers. These new forms of retailers keep the products of many brands and hence offer the consumers a lot of alternatives to choose from. In such a scenario& every brand gets limited area of display. /o the strategy adopted mainly focus on aspects like colour& highlight& shelf level of the product& etc. (ence Mother dairy has limited strategies for organi"ed sector. or the unorgani"ed dairy sector& Mother !airy strategies include outdoor activities& $T9 activities& 8T9 activities and so on.
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D2/ 7&i3& prod$3t &as been t&e fo3$s of t&e .ot&er !airy 0ar'etin% strate%y and (&at &as been t&e 3ontrib$tion of t&e different prod$3ts in t&e prod$3t portfolioF The response explained that every product in the product portfolio of Mother !airy has some contribution to the brand. 8ut milk is the main product and has got the highest involvement. This is because in India& milk is considered a necessity& a healthy drink which is a must to be included in the diet. Milk is also the cheapest source of all nutrients as compared to other food items. Milk is the main product& while other dairy products act as an umbrella brand. This ensures that the marketing strategies for milk include $T9 and 8T9 activities. $fter milk& the second largest contributor for the brand is its ice cream range. The reason behind this has been the success of the mass Indian flavours which Mother !airy came up with like /hahi Mewa Malai. This had lower resistance and more acceptances from the consumers. D>/ 7&o &as been t&e tar%et 0ar'et for t&e i3e- 3rea0 brand 1C&illG2F $ccording to the manager& the target market for its ice cream range depended upon the category of the ice cream to which it belongs. The ice cream product range was classified into the following four categories' 9icklolly' It targeted children between the ages of 0 to 3? years. 7hill"' The 7hill" brand targeted the youngsters falling in the age group of 3, to 20 years. Take-home Aalloons' 8oth take-home and galloons were for bulk re%uirements.
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$ lot of innovative strategies have been adopted for promoting ice creams. The recent one is that it is introducing two variants--- ice cream in the shape of a football and strawberry and vanilla flavoured ice cream under its two in one range. D?/ .ot&er !airy &as been 3arryin% o$t a3tivities li'e s3&ool pro%ra00e (&i3& in3l$des %a0es involvin% .a''&an Sin%& (t&e brand a0bassador# in !el&i/ ;o( s$33essf$l &as t&is strate%y beenF The brand manager was %uick enough to reply back to this %uestion. (e said that the response of this strategy has been overwhelming. This strategy was adopted to attract the children who were the target market. $fter carrying out this strategy in !elhi& the reach of Mother !airy brand has increased. The effect on brand awareness among the consumers has also been positive. The sales figures have also nearly !5689:! after this activity was performed. This lead to the decision that such activities would also be undertaken in Mumbai and Oolkatta. D5/ 7&at &as been t&e after effe3t of la$n3&in% t&e s$b brand H;ot Sna<IF The objective behind launching the sub brand G(ot /nax was to expand its product portfolio. It was targeting the youngsters and the females who were working. This was also considered to be the need of the consumers who wanted %uick snacks and didnt have much time to spend on preparing it. The launch of this sub brand lead to the increase in the product line.
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D@/ 7&at &as been t&e response of t&e 3ons$0ers in respe3t of t&e la$n3& of ";T 0il'F It was found that the launch of 6(T milk was not considered to be a very successful strategy. *hen asked about the reason why this strategy was not as successful as it was expected& the brand manager said that the Indian consumers are not ready to buy the 6(T milk. 6(T milk can be kept longer and has a shelf life of around one year. Indian consumers hence dont consider this milk as fresh. DA/ 7&at &as been t&e ai0 (&i3& .ot&er !airy (anted to a3&ieve be&ind t&e proposal of 1C&eese 'e saat& bees 'i 3&eeG2 (&i3& it 3a0e $p (it& in 2005F This proposal said that if a consumer buys Mother !airy cheese& the retailer could offer him anything worth 4s 2? from the shop. This helped the consumer in getting free things which the consumer could use& rather than giving him any useless free product. The company came up with this proposal as an off season strategy. The basic aim was to increase the brand awareness for both the products i.e. cheese and the free product which was offered to the consumer. This also helped the company to bond better with its retailers. D8/ T&e 3o0pany &as plans to e<pand its distrib$tion net(or', espe3ially for t&e Safal brand/ Can yo$ t&ro( so0e li%&t on t&is fa3tF It was found that Mother !airy is targeting to add another =&??? to 3?&??? outlets for the /afal brand by this year. This would be done to increase the availability of its /afal Quices in local outlets as well as emerging retail formats. Moreover& it is expected that the 4s 3=? crore fruit juice segment will have a growth rate of 20I. To take the advantage of ove0ber
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this opportunity& Mother !airy wants to increase its market share in the fruit juice segment. DB/ !o yo$ find t&at .ot&er !airy is desirably s$33essf$l as a 'ey brand in Indian !iary Ind$stryF The interviewed /enior Marketing Manager of Mother !airy was %uick to respond to this %uestion stating that Mother !airy is not only successful& but is outstandingly successful. (e said that it is the excellent marketing strategy of Mother !airy that it commands ,?I market share in the organi"ed sector in and around !elhi. 1ew brands form a key part of the strategy. The company is now selling fro"en foods like rench ries and burger patties under its (ot /nacks brand& and has plans to sell potato tikkis soon. The fries are currently imported by Mother !airy which it plans to make on its own in about a year. $part from selling bulk ice cream under its flagship brand& Mother !airy is actively promoting its 7hill" brand& targeting youth with cones. D=0/ Can yo$ t&ro( so0e li%&t on t&e 0ar'etin% and advertisin% strate%ies adopted by t&e .ot&er dairy brandF It was found that Mother !airy as a key brand well recogni"es the fact that after spending resources on naming a product& it is imperative to support it through advertising and communication. Mother dairy is trying to take its product campaigns and communications to a higher platform. or instance& in case of milk& the campaign talks about creative aspects like Rthe country needs you& grow fasterJ& and not about the obvious benefits. or cheese& which targeted children& Makkhan /ingh was made the brand ambassador. Its ice cream brand R7hill"J has recently come out with its first Television commercial with a new tagline of Ggoodness inside.
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4ecently& it has spent roughly 4s + to , crore on advertising and marketing and has devised new television commercials besides on the ground marketing activities to promote the new logo of the /afal brand. The company is also planning to increase their ad budgets by 2? to 20I. 7urrently it spends + to ,I of the turnover on marketing activities. Mother !airy will be using both print and television advertising& but the spends on television will be more than print. In this context the main Mother !airy account was earlier with Interface 7ommunications and a part of it was with Mudra. Mother !airy will be using both print and television advertising& but the amount spend on television will be more than print. D==/ 7&i3& advertise0ent (as t&e 0ost appre3iated and &ad a %reat brand re3all in t&e 0inds of t&e 3ons$0ersF The response said that though all the advertisements have had a satisfactory brand recall in the minds of the consumers& but still these three advertisements have been the highest appreciated' The !hara advertisement The Makkhan /ingh advertisement for butter 2iyo dhoodh ad for milk
D=2/ 7&at are t&e 0ar'etin% strate%ies to be adopted by .ot&er !airy brand in t&e near f$t$reF The marketing strategy will be adopted to expand and strengthen the existent brands through addition to the already existing portfolio& supported by innovative marketing strategies. /trategies are formulated as the 4s >?? crore Mother !airy brand plans to touch 4s 0&??? crore. It plans to focus on the northern region and some parts of the west and east of the country. It plans to embark upon an aggressive brand expansion plan for the next two years.
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The /afal brand has already entered the fro"en snacks category which includes product such as $loo 8urger 2atty. In the future& it will include other products in its range in the coming few months. It has plans to add another =&??? to 3?&??? outlets for its /afal brand by this year as it wants to increase the availability of its products.
/teps are being undertaken to introduce more varieties n flavours in cheese& ice-creams and yoghurt based items. The company is also looking at alternatives that would increase the shelf life and allow the dairy products to be distributed in larger parts of the country. The company hopes to increase its market to 2?I by 2??= in the ice-cream segment.
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D"ESTI+
AI*E S"*:E, 5+* A A8,SI G
C+ S".E* -E*CE-TI+
The second part of the primary research consists of the formulation and analysis of the %uestionnaire. This is carried out as it will throw some light on the consumers perception and attitude towards the Mother !airy brand. This survey will also give information about the reactions of the consumers to the different strategies adopted by the Mother !airy brand. The satisfaction of the consumers thus analy"ed would lead to a know how about the success or failure of the marketing strategies adopted by it. This would help in bridging the gap between the desired and the expected satisfaction of the consumers to the strategies and grant immense help for the company in taking decisions about the strategies to be adopted in the near future. The %uestionnaire will be filled up by the consumers who are visiting the Mother !airy outlets.
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D"ESTI+
AI*E A A8,SIS
D=/ ST+*ES A*E C+ :E IE T8, 8+CATE!:-
Stores Are Conveniently Located

30 25 Number 20 15 10 5 0 Strongly Agree Agree Disagree Strongly Disagree
5i%$re 8: stores are 3onveniently lo3ated The first %uestion in the %uestionnaire was to know about the satisfaction level of the consumers as regard to the convenience of location of the Mother !airy outlets. *hen asked about the location of the Mother !airy stores& 3, people out of 00 sample si"e had a view that the stores are conveniently located and they find it easy to reach the stores. The next 2@ people were e%ually happy with the store location. 8ut 3+ people out of the sample si"e didnt agree that the stores are conveniently located and they find it hard to get to the stores.
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D2/ ST+*E ;+"*S A*E C+ :E IE T 5+* ,+"* S;+--I G EE!S
Store Hours
5i%$re B: Store &o$rs The second %uestion included in the survey was to gather information whether the store hours were convenient for the consumers to shop or not. The Mother !airy /tore timings are from 0 a.m. to 33 a.m. and than from , p.m. to @ p.m. *hen asked from the customers about the store timings& 3, people out of 00 strongly believed that the store timings are absolutely fine. 2< had a view that store timings are matching there needs. *hile = people out of the sample si"e were not happy and @ were strongly against the statement of the convenience of store timings.
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D>/ ST+*E AT.+S-;E*E A ! !EC+* A*E C8EA A ! ;,GIE IC
Store Atmosphere & Decor

5i%$re =0: Store at0osp&ere and de3or The next %uestion was framed to know about the consumers perception about the cleanliness and hygienic atmosphere in the Mother !airy outlet. The store atmosphere and dDcor which attracts the customers towards it is found strong in case of mother dairy. 3, people out of 00 sample si"e strongly agree that the atmosphere and dDcor of the mother dairy stores are good. *hile 2@ people agree that the atmosphere and dDcor attracts the people towards its stores. (owever 20I of the sample si"e didnt agree on the cleanliness and hygienic condition of the store. They were not satisfied with the store atmosphere and dDcor.
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D?/ A G++! SE8ECTI+ +5 !AI*, -*+!"CTS IS A87A,S -*ESE T
Good Selection of Dairy Products

35 30 25 Number 20 15 10 5 0 Strongly Agree Agree Disagree Strongly Disagree
5i%$re ==: Good sele3tion of !airy prod$3ts The respondents were asked to tell their opinion about the range of dairy products which were offered in the store. This %uestion would provide immense help in deciding whether the company has appropriate product portfolio or not. 0 people strongly believed that there is always good selection of dairy products present in the outlet. *hile +3 respondents had a good experience regarding the products present in the store. (owever 3> consumers didnt find a good range of dairy products present in the store and > consumers were not at all satisfied with the present product range available. This showed that the company had to go a long way in increasing its products range so as to have a larger market share.
02
D5/ T;E .+T;E* !AI*, )++T; ;AS T;E 8+7EST -*ICES I A*EA
T;E
Lowest Prices in the area

30 25 20 number 15 10 5 0 Strongly Agree Agree Disagree Strongly Disagree
5i%$re =2: 8o(est pri3es in t&e area This %uestion was asked to the respondents to know about their perception about the prices of the Mother !airy products in relation to its competitors. The response was not very good in terms that the satisfaction level of consumers as far as the prices were concerned was not very satisfactory. $round 30 respondents believed that the prices of its products were lowest in the area& but the majority of them had an opinion that its prices were not the lowest.
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@/ !AI*, -*+!"CTS S+8! 7E*E +5 ;IG;EST D"A8IT,
Hi hest !uality
igure 3+' (ighest %uality The sixth %uestion was framed to know about the consumers perception about the %uality of the Mother !airy products. $round 32 consumers were highly satisfied as far as the %uality of its products was concerned. +2 out of 00 sample si"e were of the opinion that the %uality of the products was good and acceptable. (owever 2?I of the sample si"e was not satisfied about the %uality of the mother dairy products.
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DA/ T;E !AI*, -*+!"CTS S+8! 7E*E +5 G++! :A8"E 5+* .+ E,
Good "alue for #oney

igure 3,' Aood value for money *hen the respondents were asked about whether they were considered the dairy products sold in the Mother !airy outlet as good value for money or not. 32 consumers were very happy and considered it to be a good value for money. *hile 2= out of the sample si"e were also satisfied. (owever 32 people were not considering it to be good value for money& and , people were strongly against this statement.
00
D8/ T;E !AI*, -*+!"CTS !IS-8A, IS ATT*ACTI:E
Attractiveness
30 25 20 Number 15 10 5 0 Strongly Agree igure 30' $ttractiveness Agree Disagree Strongly Disagree
The response which was received when the respondents were asked about the attractiveness of the Mother !airy stores was disheartening. 23 people were bit satisfied with the display of the products& but a majority of the people were not satisfied.
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DB/ +:E*A88 SATIS5ACTI+ 7IT; T;E .+T;E* !AI*,
$verall Satisfaction
igure 3<' 5verall satisfaction The respondents were then asked about their satisfaction about the overall aspects of Mother !airy outlet. The response which was found was in favour of Mother dairy. $round > people were very happy and satisfied with the overall performance of Mother dairy& while 2> respondents had the perception that the mother dairy provided them with satisfactory aspects. (owever 33 respondents were not very happy with the mother dairy aspects and < people were not at all satisfied with Mother !airy.
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=0/ T;E !AI*, -*+!"CTS C+.ES I A--*+-*IATE -AC6 SIJES
igure 3@' $ppropriate packing si"e
The respondents were asked whether they considered that the dairy products offered by the Mother !airy comes in appropriate pack si"es or not. This was asked to know about how successful the strategies adopted by the company have been. 32 people considered that the products come in appropriate pack si"es and 2@ were also pretty satisfied about the pack si"es. 5n the other hand 33 people out of the total sample si"e were not happy about the pack si"es and 0 people were highly dissatisfied with the pack si"es in which the products were offered.
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D=2/ 7;E*E !+ ,+" *EG"8A*8, )", .I86 5*+.F
Daily #il% Purchase

35 30 25 Number 20 15 10 5 0 Mother Dairy DMS booth Polypacks from grocer Milkman
igure 3=' !aily milk purchase The respondents were then asked as to where from they used to buy milk regularly. They were given four options to this %uestion i.e. Mother !airy& !M/ booth& 2olypacks from grocer and milkman. This %uestion would help in knowing as to which among the options given were providing the maximum satisfaction to the consumers. +3 out of the total sample si"e preferred Mother !airy over the other options. 3@ of them preferred to buy milk from the polypacks from grocers and @ people bought milk from the milkman.
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D=>/ ;+7 +5TE +"T8ETF
!+ ,+" :ISIT ,+"*
EA*), .+T;E* !AI*,
"isit to the $utlet

40 35 30 Number 25 20 15 10 5 0 Once in a eek igure 3>' ;isit to the outlet The respondents were then asked as to how fre%uently they visit the nearby Mother !airy outlet .the response showed that the consumers used to visit the outlet fre%uently as +@ of them went + to , times in a week and 3= people visited it once in a week. In the present globally competitive environment& a consumer has a lot many alternatives available to choose from& for each of the product. This makes the consumers position stronger. $ll the activities undertaken are consumer focused. (ence the perception of the consumers about the brand is an important factor which needs to be analy"ed properly. $ny gap between the expected level of consumer satisfaction and the actual level of consumer satisfaction needs to be bridged. (ence appropriate and the most suitable 3!4 times in a eek Monthly
<?
marketing strategies need to be adopted by the company to remain successful in the long run. This %uestionnaire was constructed to know about the current satisfaction level of the consumers with regard to the Mother !airy brand. $ few important findings were found which needs special mention. *hen the respondents were asked whether the Mother !airy outlet has the lowest prices in the area or not& the majority of them were of the opinion that it was not offering the lowest price. 5n the other hand& when the respondents were asked about the %uality of the Mother !airy products& the majority of the response was in favour that the Mother !airy provided products with highest %uality. /imilarly& a majority of the respondents also agreed upon the fact that the Mother !airy products sold were of good value for money. These responses when analy"ed together explained that although the consumers were not considering the products to be of lowest price& this perception didnt act as a barrier in their decision to purchase the Mother !airy products. In reality& the purchase decision was based after analy"ing the price& %uality and determining the consumer perception about the value for money spent on the product simultaneously. The analysis of the responses also brought into light the fact that the dairy products display was not found attractive by the consumers. (ence it order to restrain its existing consumer from going to its competitors& the company should take up appropriate strategies to improve on its display of the products. It was found that the overall satisfaction of the consumers from the Mother !airy products was %uite satisfactory. The satisfaction level of the consumers in respect of the range of dairy products which Mother !airy offered and the pack si"es of the products were %uite acceptable. This brought into light the fact that the marketing strategies adopted by the brand have been %uite successful in contributing towards the share in the market. or instance the small pack si"e strategy adopted for /afal fruit juices has resulted into increase in its share to contribution of the brand.
<3
It has been found that the majority of the consumers from the sample si"e visit the outlet at least + to , times in a week. This can be linked with the satisfaction of the consumers as to the products offered by the Mother !airy. This shows that the marketing strategy adopted by it in order to the expansion of the product portfolio and brand extension has resulted in fruitful results. 8urger 2atty. or instance& the company entered the snacks segment by launching its sub brand R(ot /naxJ which included products like rench fries and $loo
<2
S7+T A A8SIS 5+* .+T;E* !AI*,
/trengths' major residential areas well diversified product portfolio 2roduct differentiation in terms Indianised flavours. /tate of art adopted and ultra modern central distribution facility used. 5pportunities' salience. :xisting scope for value added products. Increase the share in the organi"ed market. Increase in the shelf life of its products. Table ,' /*5T analysis
*eaknesses' production gains and the ability to market. 1!!8s disproportionate attention to of particular region.
consumer friendly retail outlets located in Inability to keep a balance between
Threats' to manage sustained growth government restrictions being imposed existence of competitive brands and the aggressive strategies adopted by them
6se of :- revolution so as to increase brand changing demands of the consumers
<+
-EST A A8,SIS +5 I !IA !AI*, SECT+*

In the past& India faced shortages of milk. 8ut today& it stands as the largest producer of milk in the world crossing over =? million tones. Indias dairy sector has successfully emerged out from the shortages of milk period. $ll these have been possible because of various factors which are categori"ed below as per the 2:/T model Lpolitical& economic& socio cultural and technical factorsM. 2:/T is a techni%ue for identifying and listing the political-legal& economic& socio-cultural and technological factors in the general environment that affect the retail sector. =/ -+8ITICA8 5ACT+*S R52:4$TI51 955!J which is one of the worlds largest dairy development programme has been a major contributor as far as the success of Indian dairy sector is concerned. Till the year 3>>3& the Indian dairy industry was highly regulated and protected through %uantitative restrictions and strict licensing provisions& which stood as a barrier in the path of development. The dairy industry was delicensed in 3>>3 and the private sector including M17s was allowed to set up milk processing and product manufacturing plants. 8ut later it was re introduced as MM25 LMilk and Milk products orderM in 3>>2. 8ut since the year 3>>3& India embarked upon liberal policy framework& which further got reinforced with the signing of 6ruguay 4ound $greement on $griculture in 3>>,. This resulted in exposing the Indian dairy sector to the global markets. The milk production in the country has more then tripled to over =? million tones between 3>@?- @3 and 2???- ?3 with an average increase of about ,.0I per annum& which as compared to worlds rate of about 3I is much higher. The 5peration lood programme has built a bridge between the rural producers and the urban consumers& through a network of co operatives. (ence Aovernment policies were formulated to support dairy co operatives and large public investments were made in processing and marketing infrastructure through co operatives. !uring 2??3& government made some important amendments in the MM25& whereby the registration of units handling up to <,
one lakh litres of milk per day or 0??? tonnes of milk solids per annum was granted by the concerned /tate government and the re%uirement of renewal of license was abolished. The operation of MM25 was by and large limited to registration of the processing units and some of important provisions relating to food safety& %uality& and hygiene were ignored completely. Therefore& the MM25 had lost its relevance in the era of trade liberali"ation and globali"ation& where India had opened up its dairy sector to world markets but still there were controlsPrestrictions on free entry of new players in the domestic markets. Termination of licensing re%uirements for setting up milk processing and product manufacturing under the India milk and milk products order in 2??2 made Indias dairy industry as one of the most deregulated dairy industries in the world. (owever in March 2??+& Aovernment of India abolished the restrictions on setting up milk processing and milk product manufacturing plants and removed the concept of Milk shed while re%uirements relating to food safety and hygiene were retained in the MM25. This was expected to facilitate entry of large companies& which would definitely increase competition in the domestic markets. 2/ EC+ +.IC 5ACT+*S The output of milk and milk products has increased faster than the crops since 3>@?s. The rapid growth in the demand has been possible because of the following factors (igher income elasticity of demand for milk and other dairy products L3.>< in rural and 3.+2 in urban areasM Arowing urban population 7hanging food habits *hile on the other hand& there has been a marked improvement in the milk yields. There has also been small regional differentiation due to the differences in domestic market prices and transport costs. >/ S+CI+ C"8T"*A8 5ACT+*S The organi"ed sector in India co- exists with the unorgani"ed sector for the marketing of milk and dairy products. The organi"ed sector consists of western style dairy processing
<0
based on pasteuri"ation& although adapted to the Indian market in terms of product choice. The co existence of this dual structure is seen because there are many consumers who are willing to pay the additional costs of pasteuri"ation and packaging& and consumers consider raw milk obtained from reliable vendors as of superior %uality than that of formally processed dairy products. In the future& it will be observed that the role of the organi"ed sector will also be on an increase. India has the potential to become one of the leading players in milk and milk products exports as it has low cost of production as compared to other countries due to cheap labour availability. ood safety concerns& re%uiring efforts for clean milk production and animal health and welfare issues& will become increasingly important in urban areas. 9ow productivity of milch animals is a serious constraint to dairy development. The milk sector is also the largest contributor in the agricultural sector to the national A!2 of India& and serves as an important source of livelihood for a vast majority of the rural population. Milk is also the cheapest source of all nutrients when compared with other food items. Milk and dairy products have cultural significance in the Indian diet. $ large portion of the population is lacto-vegetarian& so milk and dairy products are an important source of protein in the diet. Thus& it has an important role in national nutritional programmes& particularly for those below poverty line& children and expectant mothers. It is a boon for /outh $sia& where per capita incomes are low and for about ,?I of the regions population incomes are below the level necessary to ensure ade%uate nutrition. ?/ TEC; ICA8 5ACT+*S It has been observed that the low milk productivity is due to inefficient system of provision of different inputs andP or services such as feeds and fodder& animal health facilities. It should be seen that significant investment is made in the supply chain of milk procurement& processing and marketing. Training and incentives should be given to the farmers to bring the %uality of milk and dairy products in comparison to the international standards. *ith the rapidly changing global trade regime& the prospect for technological development in the dairy sector has also become bright. More scientific management of
<<
dairy animals in terms of breeding& feeding and health care would become possible. The increase in demand for dairy products will put increasing pressure on dairy production systemsS traditional breeds and feeding practices are likely to give way to higher-yielding breeds& associated intensification of production systems& increased disease risks& pollution and animal health issues& and a greater reliance on concentrates.
<@
*EC+..E !ATI+ S
$fter having a look at the findings of the primary and secondary research conducted& it was found that there are some opportunities which are still lying untapped. If these could be taken care of& then Mother dairy brand will be benefited. These points are explained below. The suggestions given below consist of two parts' one is for the overall dairy sector in India and another for the Mother !airy brand specifically. This is done as it was considered that if the barriers present in the dairy sector were removed& it will in turn be fruitful for the Mother !airy brand.
S"GGESTI+ S 5+* .+T;E* !AI*,

=/ 8efore finali"ing any new strategy and adopting it in the companys activities& it is important to find out as to how the consumer will benefit. It has to be seen that it suffices the needs of the consumers& and there remains no gap between what the consumers expect and what the consumers are actually receiving. This would ensure that the efforts of the company remain fruitful. or instance& we can consider the failure of the strategy of coming out with the 6(T milk. It was not very successful as in realityS it was not in terms with the consumers perception. 2/ It has been analy"ed that the company is taking ade%uate steps for its brand expansion and is trying to come out with new value additions in its product portfolio. or example& Mother !airy entered the snacks category by establishing its sub brand G(ot /nax which had products like rench fries and $loo 8urger patty. This has been a good techni%ue. In order to further take advantage of this strategy& it needs to find out more such untapped opportunities. 5ne such area is GIndian sweets category. It is generally seen that people in all parts of India prefers to includes sweetdish in at least one of their meals. (ence Mother !airy should create a new umbrella brand which includes a range of ethnic Indian sweets. 8esides this& good scope also exists for products like puddings& custards and sauces.
<=
>/
The company should not hesitate in spending money on advertising and marketing activities. It should be considered as an investment for the promotion of the brand. This is so because it is through advertising and marketing activities that the brand is exposed to the potential consumers. *hile doing the primary research& it was found that few advertisements of the brand had better outcomes than the others. (ence the ads which didnt receive the desired response from the target audience should be revised and reframed so that it gives fruitful results.
?/
/teps should also be taken to constantly review the appeal of the various sub brands and the main brand of the company so that it remains relevant and fits the re%uirements of the current environment.
5/
It was found that mother dairy is targeting to increase its exports baskets to worth 4s 0? crore by this year. It has started exporting tropical fruits and fro"en vegetables to foreign countries. 8ut& to increase its export baskets& Mother !airy needs to have better operational efficiencies. These would help in improving yields& reducing wastes& thereby controlling the production costs. It should also adopt better manufacturing practices so that the milk manufactured confirms to the international standards and makes the export competitive.
@/
$nother important opportunity which could benefit the company is the efforts to increase the shelf life of the products. This could be done by adopting such latest packaging technology that also leads to retaining the nutritive value of the packaged product.
A/
The company should strive to increase its operation and try to cover a major par of the country. It should arrange for better storage and transportation facilities. (ence cold chain needs to be strengthened so that it becomes a competitive edge for the brand.
<>
8/
/ince the company has been formed as a co operative and not a corporate& it should also keep in mind that a majority of the population should be benefited. or example& it is believed that pollution to the environment because of food chain is a major concern for the country. (ence steps should be taken to protect the environment and ensure maximum energy efficiency in the activities. plant. It should further take up on such efforts. or instance& Mother !airy plant in Aandhinagar is Indias first environmental dairy
B/
It has been discovered that till now no dairy product company has come out with the concept of Rhome deliveryJ of their products. The company should evaluate the success of this opportunity and hence include it in its strategy so as to increase its market share. This would also be helpful in increasing the brand awareness and visibility among the target audience.
=0/
It is found that the !hara brand is looking at the strengthening the brand presence. The company should take steps to promote it.
==/
*hile analy"ing the facts of the primary research& it was discovered that Mother !airy has limited strategies for the organi"ed sector and for it& the company basically focus on aspects like the colour used in display& highlight& and shelf level of the product. $nother strategy which could be adopted is an aggressive promotional campaign to make the brand presence stronger.
S$%%estions for Indian !airy se3tor =/ The Indian dairy sector is facing trouble because of the distortions seen in the dairy sector and the unsuitable government policies. or example& the developed countries follow a policy of massive export subsidies and domestic production incentives. 5n the other hand& Indian dairy sector enjoys no export subsidies or domestic support. This results in making the developed nations to maximi"e
@?
returns to their dairy farmers while insulating them from the global markets. (ence the Indian dairy sector is affected adversely. (ence steps should be taken by the government to frame such policies which benefit the Indian farmers and strengthen the backbone of the Indian dairy development. 2/ /teps should be taken to raise the %uality of the dairy products so that it meets the international standards in order to have a huge export basket. $nother option could be to enter into some kind of alliances with the other major dairy nations. It will also help in bringing in new technologies which could result in increasing the total market share. >/ More scientific management of dairy animals is re%uired in terms of breeding& feeding& health care needs. There is need to restructure the livestock health services. ?/ 8etter infrastructure needs to be created so that the inputs procurement and marketing of production process is carried out smoothly.
@3
C+ C8"SI+
The project was carried out with the objective of having a clear understanding about the marketing strategies in the Indian !airy sector& by keeping the focus of the study in respect of the RMother !airyJ marketing strategies. It included the process of carrying out both the primary and the secondary research activities. It can be said that all these research has lead in finding a lot of important points in respect of the marketing strategies adopted by Mother !airy. $ few recommendations have also been suggested in the project. The importance of the market value and the strategies adopted to enhance the brand value has been well understood. It is seen that the philosophy behind the marketing strategy of Mother !airy has been to develop the brand so as to attract and retain the consumers. The marketing strategies adopted have resulted in building a sustainable and differential advantage over its competitors for the brand. The marketing strategies act as a tool to develop and sustain the appeal of brands in the eyes of the consumers. Throughout the process of analysis of the thesis& it is observed that the marketing strategy of dairy sector has been focusing mainly on two aspects' ocusing on the strong brands 2roduct mix expansion
Mother !airy is supporting its aggressive brand expansion and strengthening plan with various innovative marketing strategies. This is done in the light of the fact that the marketing trends are showing a change. It is shifting from generic products to packaged brands. 5ne important feature observed is that the dairy sector has adopted different marketing strategies for each of the two i.e. organi"ed and unorgani"ed market of the Indian !airy sector. This has been done in order to suffice the re%uirements of all the potential consumers of the dairy products. /uch a strategy is very important as today the consumers hold a stronger position.
@2
The research also brought into notice the fact that the marketing strategies were more successful whose benefits e%ualed the needs of the consumers. The success of the mass Indian flavors in ice cream is one such strategy. (owever& the company should not blindly follow the strategy of Rvalue additionsJ and expanding the product portfolio. It should first ensure that those new products will have high acceptance among the consumers. It should be involved in the product portfolio only after it passes the evaluation process.
@+
)I)8I+G*A-;,
9eahy& Terry. R4etail and the *orld :conomyJ from images 4etail& $pril 2??@& ;ol. <& 1o. ,& p. ,,. aulkner& Oim. RMarketing in /outh :ast $siaJ& from 8rands and Marketing& The :conomist& 9ondon& 2??<& pp 2?+- 2?,. 8ivani& Oishore. RThe promised 9and for 4etailersJ from images 4etail& $pril 2??@& vol.<& 1o. ,& p.+@. 8ivani& Oishore. It happened in India& 4upa and 7o& 1ew !elhi& 2??@& p.33?. Madhavan& 1.L2??@M& Mother !airy fans out with national ambition& (industan Times& *ednesday& May +?& 2??@. www.ibef.com www.brandasia.com (arish 8ijoorL2??0M. RQaago 1ew Marketing is hereJ. ;ideo guest lecture at Areat 9akes. 7. O. 2rahalad and ;enkat 4amaswamy L2??,M. Rthe uture of 7ompetitionJ. ;ideo& 9essons in excellence& 7187- T;3= Thomas Arad L2??3M. R,! MarketingJ.8ook 2earson :ducation. !ian 8rady and 4obert !. (of L2??,M. R7ult 8randsJ. 8usiness *eek. ;ol'$ugust 2& pp.<,- <@. 8erry& 9.9.& 9efkowith& :.& 7lark& T. L3>==M& RIn services& whats in a nameJ& (arvard 8usiness review& <<& pp.2=- +?. 8lackett& T. L3>=>M& RThe role of brand valuation in marketing strategyJ& Marketing and 4esearch Today& 3@ Oim& 2. L3>>?M& R$ perspective on brandJ& Qournal of 7onsumer Marketing& 1ovember& pp.<2-@. http'PPwww.aavinmilk.comPdairyprofile.html& Indian dairy Industry - a profile. http'PPwww.indiantelevision.comPmamPheadlinesPy2k,PaprPaprmam=?.htm& M2A bags 4s 20? million Mother !airy account. 8erry& Q. L3>>+aM& R8rand value isnEt about stocks& itEs sales and profitsJ& 8randweek& +,& 3,.
@,
:dward M. Tauber& E8rand ranchise :xtension' 1ew 2roduct 8enefits from :xisting 8rand 1ames&E 8usiness (ori"ons& vol. 2, LMarch-$pril 3>=3M& p+@. www.dairyfarms.com www.vivisimo.com www.economictimes.com www.vivisimo.com www.webcrawler.com www.google.com
@0
A--E !IE
D"ESTI+ AI*E:
The following %uestions evaluate your views of the Mother !airy outlet you visited. 2lease indicate your opinions about each of the following statements.
Stron%ly A%ree
A%ree
!isa%ree
Stron%ly !isa%ree
=/ /tores are conveniently located. 2/ /tore hours are convenient for your shopping needs. >/ /tore atmosphere and decor are 7lean and hygienic. ?/ $ good selection of !airy products is always present. 5/ The mother dairy booth has the lowest prices in the area.
@/ The dairy 2roducts sold are of the highest %uality. A/ The !airy 2roducts sold are a good value for the money.
T T T T T T T T T T T T T T T T T
8/ The !airy 2roducts displays are attractive. T B/ 5verall& I am very satisfied with the store. T =0/ The dairy products comes in appropriate 2ack si"es.
==/ *hat T
comes to your mind when you hear the word RMother !airyJ)
=2/ *here do you regularly buy milk from) Mother !airy !M/ booth
@<
2olypacks from grocer Milkman :lsewhere a/ 5nce in a week b/ +-, times in a week 3/ Monthly
=>/ (ow often do you visit your nearby RMother !airyJ outlet) Lput a tick markM
-*+9ECT *ES-+ SE S;EET

4esponse sheet number' 3 2roject Topic' Marketing strategy N a study in relation to Mother !airy !ate' !etails of the student L 1ame &8atch &$lumni Id &2hone 1o and :mail Id M a0e- 7hetan Aaur )at3& n$0ber N -&one o/ N E0ail I!- gaurU3>,2Vyahoo.co.in 2roject synopsis L$ttach thesis synopsis Wif response sheets are emailedX with every response sheetM' the 2roject synopsis is being attached in the email as a separate word document. !ate when the guide was consulted' 2rogress of the work ' L/tudents are re%uired to give a gist of the literature review& data collection& analysis and recommendations etc... howeverS the %uestionnaire Lif it is part of the methodologyM has to be complete Luse a separate sheet if re%uiredM.
@@
The 2roject is carried out with the objective to study the marketing strategies of dairy industry in context to mother dairy. In this 2roject the consumers attitude towards the various strategies have also been analy"ed. $ research methodology has been framed up to carry on the research work and to achieve the objectives. The research methodology which has been made is being attached as a word document in this email.
7omments from internalPexternal guide'
/ignature of the external guide'
/ignature of the internal guide'
/ignature of the /tudent'
@=
-ro4e3t *esponse s&eet 4esponse sheet number' 2 2roject Topic' U Marketing strategy N a study in relation to Mother !airy !ate' !etails of the student L 1ame &8atch &$lumni Id &2hone 1o and :mail Id M a0e- 7hetan Aaur )at3& n$0ber N -&one o/ N E0ail I!- gaurU3>,2Vyahoo.co.in 2roject synopsis L $ttach 2roject synopsis W if response sheets are emailedX with every response sheet M !ate when the guide was consulted' 2rogress of the work ' L/tudents are re%uired to give a gist of the literature review& data collection& analysis and recommendations etc... howeverS the %uestionnaire Lif it is part of the methodologyM has to be complete Luse a separate sheet if re%uiredM. In the very first step& a research methodology to be used was being laid down. $fter deciding upon the modes of research methodology& the next work to be done is the @>
construction of each of those. 1ow the %uestionnaire is being framed so as to achieve the objectives behind carrying out the research. 5n the other hand& secondary research is also being carried on to understand the dairy industry and the Mother !airy brand. The secondary research is providing a good insight about the Mother !airy brand. $ rough draft of the %uestionnaire is being constructed. It is being attached in this email as a separate document. 8esides this& a word document is also attached which serves as an introduction.
/ignature of the /tudent' -ro4e3t *esponse s&eet 4esponse sheet number' + 2roject Topic' U Marketing strategy N a study in relation to Mother !airy
=?
!ate' !etails of the student L 1ame &8atch &$lumni Id &2hone 1o and :mail Id M a0e- 7hetan Aaur )at3& n$0ber N -&one o/ K E0ail I!- gaurU3>,2Vyahoo.co.in 2roject synopsis L $ttach 2roject synopsis W if response sheets are emailedX with every response sheet M !ate when the guide was consulted' 2rogress of the work ' L/tudents are re%uired to give a gist of the literature review& data collection& analysis and recommendations etc...M howeverS the %uestionnaire Lif it is part of the methodologyM has to be complete Luse a separate sheet if re%uiredM. :arlier the secondary research was carried out to have an insight about the dairy industry and the Mother !airy brand. $fter getting a basic insight about it& now the work is carried out further. /ome of the data which has been collected is now being analysed and categori"ed. ew models are being applied like the 2:/T analysis which is done. 8esides this& few brand executives have been met and have been asked %uestions which throw some light on the strategies adopted by them. The responses from them are being compiled up. $ word document is being attached which contains the 2:/T analysis which is done.
=3
-ro4e3t *esponse s&eet 4esponse sheet number' , 2roject Topic' Marketing strategy N a study in relation to Mother !airy !ate' !etails of the student L 1ame &8atch &$lumni Id &2hone 1o and :mail Id M a0e- 7hetan Aaur )at3& n$0ber N -&one o. N E0ail I!- gaurU3>,2Vyahoo.co.in
=2
2roject synopsis L$ttach 2roject synopsis Wif response sheets are emailedX with every response sheetM' the 2roject synopsis is being attached in the email as a separate word document. !ate when the guide was consulted' 2rogress of the work ' L/tudents are re%uired to give a gist of the literature review& data collection& analysis and recommendations etc...M howeverS the %uestionnaire Lif it is part of the methodologyM has to be complete Luse a separate sheet if re%uiredM. The progress of the work is explained in detail in the word document attached in this mail. The second part of the primary research consists of the formulation and analysis of the %uestionnaire. This is carried out as it will throw some light on the consumers perception and attitude towards the Mother !airy brand. This survey will also give information about the reactions of the consumers to the different strategies adopted by the Mother !airy brand. The satisfaction of the consumers thus analy"ed would lead to a know how about the success or failure of the marketing strategies adopted by it. This would help in bridging the gap between the desired and the expected satisfaction of the consumers to the strategies and grant immense help for the company in taking decisions about the strategies to be adopted in the near future. The %uestionnaire will be filled up by the consumers who are visiting the Mother !airy outlets. *hile doing the analysis of the %uestionnaire survey& charts were made for the responses which were received from the respondents. These charts were of immense help while the actual findings were observed. $fter making the charts& various aspects were linked together to finally arrive at the conclusion. 7omments from internalPexternal guide'
=+
/ignature of the /tudent' -ro4e3t *esponse s&eet 4esponse sheet number' 0 2roject Topic' Marketing strategy N a study in relation to Mother !airy !ate' !etails of the student L 1ame &8atch &$lumni Id &2hone 1o and :mail Id M a0e- 7hetan Aaur )at3& n$0ber N -&one o. N E0ail I!- gaurU3>,2Vyahoo.co.in
2roject synopsis L$ttach thesis synopsis Wif response sheets are emailedX with every response sheet M' the 2roject synopsis is being attached in the email as a separate word document. !ate when the guide was consulted' 2rogress of the work ' L/tudents are re%uired to give a gist of the literature review& data collection& analysis and recommendations etc...M howeverS the %uestionnaire Lif it is part of the methodologyM has to be complete Luse a separate sheet if re%uiredM.
=,
The 2roject is carried out with the objective to study the marketing strategies of dairy industry in context to mother dairy. The research work had been carried out. It includes both the primary and the secondary research. The findings from the research work has been of great help in carrying out the further thesis work. 5ne of the objective of the thesis has also been to suggest some relevant strategies which could result in improving the present status of the company. (ence some strategies have been suggested in the end. The recommendation part is now being carries out . the recommendations given has two parts- one for the Mother !airy brand and the another for the Indian dairy sector. $ word document is being attached in this mail which will give an idea about the recommendations suggested.
-ro4e3t *esponse s&eet 4esponse sheet number' <
=0
2roject Topic' Marketing strategy N a study in relation to Mother !airy !ate' !etails of the student L 1ame &8atch &$lumni Id &2hone 1o and :mail Id M a0e- 7hetan Aaur )at3& n$0ber N -&one o/ N E0ail I!- gaurU3>,2Vyahoo.co.in 2roject synopsis L$ttach 2roject synopsis Wif response sheets are emailedX with every response sheetM' the 2roject synopsis is being attached in the email as a separate word document. !ate when the guide was consulted' 2rogress of the work ' L/tudents are re%uired to give a list of the literature review& data collection& analysis and recommendations etc...M howeverS the %uestionnaire Lif it is part of the methodologyM has to be complete Luse a separate sheet if re%uiredM. The 2roject objective has been carried out as the primary research which includes both the %uestionnaire analysis and the interview has been conducted. 8esides this the secondary research has also been a part of it. The analysis of the results from these researches has been of immense important in contributing to the last section of the thesis which is the concluding part. The importance of the brand value and the strategies adopted to enhance the brand value has been well understood. It is seen that the philosophy behind the marketing strategy of Mother !airy has been to develop the brand so as to attract and retain the =<
consumers. The marketing strategies adopted have resulted in building a sustainable and differential advantage over its competitors for the brand.
=@

Project ON MOTHER DAIRY

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A PROJECT REPORT ON

MARKETING STRATEGIES A STUDY IN RELATION TO MOTHER DAIRY

NEW DELHI INSTITUTE OF MANAGEMENT

SIG AT+*, -AGE

e( !el&i, batch has completed his

project titled 1.ar'etin% strate%ies- A st$dy in relation to .ot&er !airy2 under my

G$idan3e of: .r/ An'$r )$d&ira4a (5a3$lty G$ide#

2>- ++ +,- ,= ,> 0?- 02 0+- 00 0< 0@ 0=- 0> <?- @3

IA64: 16M8:4 3 2 + , 0 <

@ = > 3? 33 32 3+ 3, 30 3< 3@ 3= 3>

C"**E T STAT"S +5 T;E C+ CE-T +5 .A*6ETI G ST*ATEGIES:

C+ CE-T +5 .A*6ETI G I T;E GE E*A8 TE*.

-rod$3t b$ndlin%, an i0portant 0ar'etin% strate%y

)rand fran3&ise e<tension 0odel $sed for 0ar'etin% de3ision 0a'in%

In this& a familiar brand is taken to a product category where it is unknown.

+:E*:IE7 +5 I !IA !AI*, SECT+*

Table 2' $verage milk production per year of some countries

I.-+*TA T 5EAT"*ES +)SE*:E! I T;E I !IA !AI*, SECT+*

5i%$re @: 4elative shares of main milk marketing channels markets in India

in formal and informal

.A*6ETI G ST*ATEG, +5 I !IA !AI*, I !"ST*,

2roduct mix expansion

+:E*:IE7 +5 .+T;E* !AI*,

The process flow chart is given below'

.+T;E* !AI*, .A*6ETI G ST*ATEG,

.A*6ETI G ST*ATEGIES +5 .+T;E* !AI*,

2/ SEC+ !A*, *ESEA*C;'

*E-+*T +5 !ATA C+88ECTI+

AI*E S"*:E, 5+* A A8,SI G

D=/ ST+*ES A*E C+ :E IE T8, 8+CATE!:-

Stores Are Conveniently Located

D2/ ST+*E ;+"*S A*E C+ :E IE T 5+* ,+"* S;+--I G EE!S

D>/ ST+*E AT.+S-;E*E A ! !EC+* A*E C8EA A ! ;,GIE IC

Store Atmosphere & Decor

D?/ A G++! SE8ECTI+ +5 !AI*, -*+!"CTS IS A87A,S -*ESE T

Good Selection of Dairy Products

Lowest Prices in the area

@/ !AI*, -*+!"CTS S+8! 7E*E +5 ;IG;EST D"A8IT,

DA/ T;E !AI*, -*+!"CTS S+8! 7E*E +5 G++! :A8"E 5+* .+ E,

Good "alue for #oney

D8/ T;E !AI*, -*+!"CTS !IS-8A, IS ATT*ACTI:E

DB/ +:E*A88 SATIS5ACTI+ 7IT; T;E .+T;E* !AI*,

=0/ T;E !AI*, -*+!"CTS C+.ES I A--*+-*IATE -AC6 SIJES

igure 3@' $ppropriate packing si"e

D=2/ 7;E*E !+ ,+" *EG"8A*8, )", .I86 5*+.F

Daily #il% Purchase

D=>/ ;+7 +5TE +"T8ETF

!+ ,+" :ISIT ,+"*

EA*), .+T;E* !AI*,

"isit to the $utlet

S7+T A A8SIS 5+* .+T;E* !AI*,

consumer friendly retail outlets located in Inability to keep a balance between

6se of :- revolution so as to increase brand changing demands of the consumers

-EST A A8,SIS +5 I !IA !AI*, SECT+*

S"GGESTI+ S 5+* .+T;E* !AI*,

-*+9ECT *ES-+ SE S;EET

7omments from internalPexternal guide'

/ignature of the external guide'

C"**E T STAT"S +5 T;E C+ CE-T +5 .A6ETI G STATEGIES:

C+ CE-T +5 .A6ETI G I T;E GE EA8 TE*.

+:E:IE7 +5 I !IA !AI, SECT+*

I.-+TA T 5EAT"ES +)SE:E! I T;E I !IA !AI, SECT+*

.A6ETI G STATEG, +5 I !IA !AI, I !"ST,

+:E:IE7 +5 .+T;E !AI*,

.+T;E* !AI, .A6ETI G ST*ATEG,

.A6ETI G STATEGIES +5 .+T;E* !AI*,

2/ SEC+ !A, ESEA*C;'

E-+T +5 !ATA C+88ECTI+

AIE S":E, 5+* A A8,SI G

D=/ ST+ES AE C+ :E IE T8, 8+CATE!:-

D2/ ST+E ;+"S AE C+ :E IE T 5+ ,+"* S;+--I G EE!S

D>/ ST+E AT.+S-;EE A ! !EC+* A*E C8EA A ! ;,GIE IC

D?/ A G++! SE8ECTI+ +5 !AI, -+!"CTS IS A87A,S -*ESE T

@/ !AI, -+!"CTS S+8! 7E*E +5 ;IG;EST D"A8IT,

DA/ T;E !AI, -+!"CTS S+8! 7EE +5 G++! :A8"E 5+ .+ E,

D8/ T;E !AI, -+!"CTS !IS-8A, IS ATT*ACTI:E

DB/ +:EA88 SATIS5ACTI+ 7IT; T;E .+T;E !AI*,

=0/ T;E !AI, -+!"CTS C+.ES I A--+-IATE -AC6 SIJES

D=2/ 7;EE !+ ,+" EG"8A8, )", .I86 5+.F

EA), .+T;E !AI*,

-EST A A8,SIS +5 I !IA !AI, SECT+

-+9ECT ES-+ SE S;EET