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
Roll No.: 04
Course: BBA (Final Year)
Session: 2005-2008

NEW DELHI INSTITUTE OF

MANAGEMENT

(Approved by AICTE, Affiliated to GND University)

Tughlakabad Institutional Area, New Delhi

ABSTRACT
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. For this the marketing strategies adopted by Mother Dairy was analyzed.
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

Questionnaire survey

Interaction with the brand managers of Mother Dairy

A questionnaire survey is carried out in order to know about the consumer perception and
attitude towards the Mother Dairy 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
Dairy, and this could be of great help while doing the analysis. The interaction was done
on the following areas:

An insight over the Mother Dairy brand.

How do they position their brand?

What is the meaning of the Mother Dairy brand which they want the
consumers to understand?

The various strategies adopted by the Mother Dairy 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.

SIGNATORY PAGE
This is to certify that Mr. Chetan Gaur a student of New Delhi Institute of
Management Tughlakabad Institutional Area, New Delhi, batch has completed his
project titled Marketing strategies- A study in relation to Mother Dairy under my
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.

Guidance of:
Mr. Ankur Budhiraja
(Faculty Guide)

ACKNOWLEDGEMENT
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.
Firstly, I would like to thank my project guide, Ms Alpika Jain who devoted her precious
time in contributing valuable information for my work. She had been constantly guiding
me throughout my endeavour for this project.
I would also like to thank Mr. Ankur Budhiraja (Faculty Guide) 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.

Chetan Gaur

TABLE OF CONTENTS
Topic
Number
1

Topic

Page
number

INTRODUCTION
Background information
Aims and objectives
LITERATURE REVIEW
Current status of the concept of marketing strategies
Concept of marketing
Marketing strategies
Product bundling, an important marketing strategy
Brand franchise extension model used for marketing
decision making
Overview of Indian Dairy industry
Important features observed in Indian dairy industry
Marketing strategy of Indian dairy industry
Overview of Mother Dairy
Mother Dairy marketing strategy
RESEARCH METHODOLGY
MODE OF DATA COLLECTION
Primary research

1- 2
3
4
5
6- 8
9
10
11- 12
13- 17
18
19- 21
22- 26
27- 28

1. Interview

5
6
7
8

2. questionnaire
Secondary research
REPORT OF DATA COLLECTION
Interview
Questionnaire survey for analyzing consumer
perception
SWOT analysis for Mother Dairy
PEST analysis for Indian dairy sector
RECOMMENDATIONS
CONCLUSION
BIBLIOGRAPHY
APPENDIX
Questionnaire
Response Sheet

29- 33
34- 48
49
50- 52
53- 55
56
57
58- 59
60- 71

LIST OF FIGURES

FIGURE NUMBER

TOPIC OF THE FIGURE

Framework for formulation of a brand strategy

Dimensions of effective marketing

Novel brand strategies

Four marketing alternatives matrix

Milk production and availability trend

Relative shares of main milk marketing channels in formal

and informal markets in India

Process flow chart of Mother Dairy

Stores are conveniently located

Store hours

10

Store atmosphere and dcor

11

Good selection of dairy products

12

Lowest prices in the area

13

Highest quality

14

Good value for money

15

Attractiveness

16

Overall satisfaction

17

Appropriate packing size

18

Daily milk purchase

19

Visit to the outlet

LIST OF TABLES
8

Table number

Heading of the table

Milk production amount in the past years

Average milk production per year of selected countries

Per capita availability of milk trend

SWOT analysis

INTRODUCTION
BACKGROUND INFORMATION
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. But in today's environment, only narrow
application preference wont be sufficient to achieve success. Rather it needs to be
accompanied by the maintenance the brands relevance as categories emerge, change and
fade out. Brand 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 institution's 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. Four potential
response options from companies address the challenge more aggressively. One is to use
new products to alter the current brand image and make it acceptable to the new
subcategory's customers. A second trend-response option is to go beyond mere
acceptance, and, through the creation of strong sub-brands characterized by exceptional
products, become a 'destination brand' for the new consumer segment. A third option is to
partner or co-brand with firms that have credibility in the new category, sharing some of

10

the upside in order to save the time, cost, and risks involved in creating a new brand. A
fourth option for trend responders is to create or buy an entirely new brand platform.
"Positioning refers to how you want your brand thought about in connections with
competitors in its product category. It needs to be specific to your brand aimed at a
specific target audience." This definition clearly states the importance of Positioning for
the success of any brand. It is like that indispensable vitamin to the body without which
the body will collapse. So Positioning can make or break a brand. A clear Positioning
will always be one of the success factor. This is the place where Punch line comes into
act. If the brand needs to be positioned perfectly in the mind space of the customer, the
Punch line must be so accurate and appealing that it neither erases from the mind nor can
be replaced by any other competing brands Punch line, only then can it be considered
successful.
It really needs lots of strategies to build up an accurate and catchy Punch line to set the
Positioning of the brand in the mind space of the customer. The Punch line represents the
values of the company, benefits, attributes, features, quality, cost, special technology and
last but not the least the USP. Basically the Punch 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.

11

AIMS AND OBJECTIVES

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. But
at the same time, it should not be forgotten that due precaution needs to be taken before
finalizing upon the strategy.

The project aims to achieve the following objectives:

To study the ing aspects of dairy industry in context of mother dairy.

What is the brand positioning of mother dairy. How do its customers perceive it?

To have a knowledge about the mother dairy brand and its strategies.

To suggest some new strategies.

12

LITERATURE REVIEW
Before 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.

CURRENT STATUS OF THE CONCEPT OF MARKETING

STRATEGIES:
Organizations 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. Currently,
the Indian retail sector is estimated as a US$200 billion industry, of which the organized
retail makes up 3%. However it is projected that by 2010, the organized retail sector will
reach a worth of $23 billion. But 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 commoditization. Hence 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.
Another 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 recognized that internationalism doesnt mean trying
to be western in Asia. 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.

13

CONCEPT OF MARKETING IN THE GENERAL TERM

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. A strategically selected group of customers means that strong brands segment
their potential customers carefully, and do not expect to be able to supply a valuable
service to everyone. BMW reputedly count who should not be driving BMWs, and start
to worry if more than 12% is outside their focused market segment, as it is strong
evidence that the BMW brand is being diluted.
A brand is an identifying mark, image, name or concept which distinguishes a product or
service. A 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 brand's value to the customer, leading to brand loyalty. Organizations
develop brands as a way to attract and keep customers by promoting value, image,
prestige, or lifestyle. Another important feature of brand is that it may reduce the risk
consumers face when buying something about which they have little or no knowledge.
However 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. However, if marketing is carried out correctly, the advantages outweigh the
problems. A good brand will give the customer value for the dollar and give employees
the satisfaction and confidence in their products. Strong marketing can also accelerate
market awareness and acceptance of new products entering the market. Hence 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

Existing perception of the product category by the target audience

Competition from the substitutes of the product

14

The most attractive product attribute

Product differentials whether actual or perceived by the target audience

Expectations of the buyers

The programs and activities in support of the company

Financial constraints and budget considerations

MARKETING STRATEGIES:
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
consumer.the promise of delivering values beyond expectation. A framework is
suggested below for the formulation of a brand strategy:

Figure 1: framework for formulation of a brand strategy

1. Experiential 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 organizations to find new ways to
involve the customers in the value chain so that they themselves can decide the

15

product features and uniqueness 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. Hence such a strategy should
be framed that makes the consumers involvement higher.
2. Effective Marketing it is found that effective marketing involves working on four
important dimensions, namely:

Figure 2: dimensions of effective marketing

The Functional Dimension The functional dimension concerns the perception of

benefit of the product or service associated with the brand.

The Social Dimension The Social Dimension concerns the ability to create
identification with the group.

The Spiritual Dimension The Spiritual Dimension is the perception of global or

local responsibility

The Mental Dimension The Mental Dimension is the ability to support the
individual mentally.

16

3. Novel Brand Strategies

Customers Own the Brand It should always be kept in mind that it is the
consumers who own the brand.

Figure 3: novel brand strategies

Product Service A sale should never be considered the ending of a transaction but
the beginning of a beautiful relationship. Customer 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.

Buzz Marketing: the development in the technology used in the country has lead
to the increased importance paid to the concept of buzz marketing. Marketing
increasingly nowadays is moving into Internet-based applications.

Religious 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

17

take into account this powerful force which plays on the minds of the Indian
consumers. This is so as in a country like India, A brand that reveals authenticity,
values and humanity's drive toward conscientiousness, offers a powerful strategic
advantage.
4. Feedback 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.
5. Challenges

Product bundling, an important marketing strategy

Product Bundling is a marketing strategy that involves offering several products for sale
as one combined product. Product 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,

When the marginal costs of bundling are low.

when production set-up costs are high,

when customer acquisition costs are high

Brand franchise extension model used for marketing decision making

Four marketing alternatives is a strategic marketing communications technique. 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:

18

product category whether existing or new

brand category whether existing or new

Figure 4: Four marketing alternatives matrix

The matrix depicts four situations which is possible:
Situation 1: new product
In this situation, a new product is developed with a series of new brand ideas and having
new meanings to the consumers.
Situation 2: Flanker Brand In this situation, a new brand is introduced into a category
where the company already has established products.
Situation 3: Line extension
In this, a current brand name is introduced into a category where the organization already
has established products.
Situation 4: Franchise Extension

19

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

OVERVIEW OF INDIAN DAIRY SECTOR

Dairy enterprise is considered a "treasure" of the Indian economy, particularly for rural
systems. Milk production is the most important agricultural activity in the Indian
agricultural sector. At the national level, around 17% of the total value of agricultural
production is derived from this sector. Dairying is found to provide about 20% of farm
employment and about 30% of family income. The milk sector generates a high
proportion of agricultural output, especially in the northern and western parts of the
country.
Earlier, milk production in the country was stagnant during the 1950s and 1960s. The
milk production amount in the past few years are:
Year

Milk production(in million tones)

1950

17

1996

70.8

1997

74.3

2020(projected)

240

Table 1: milk production amount in the past years

However the milk output increased substantially in the country because of reasons like

Implementation of the Operation Flood Program in 1970

The dairy development programs implemented by the State and Central

Governments

Increased demand along with the increase in population

Higher incomes of the consumers as the demand for milk and other dairy products
are demand elastic

Urbanization, changing food habits and lifestyles

20

The strict control on imports of dairy products

The OF program was instrumental in creating strong linkages among millions of

smallholder producers and urban consumers. De-licensing of dairy sector in 1991 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 'The Oyster' of the global dairy industry. It offers opportunities galore to
the entrepreneurs worldwide, who wish to capitalize on one of the world's largest and
fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the
international dairy processor in India.
Indias dairy sector is expected to triple its production in the next 10 years. With the
expectation regarding the WTO 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 Rs 500 billion. Indias
contribution to worlds milk production has risen by 12- 15% and is expected to increase
upto 30 35% by the year 2020. The average milk productions per year for few countries
are shown below:
America

6874

Kg/ year

Denmark

6223

Kg/year

Holland

5751

Kg/year

India

552

Kg/year

Table 2: Average milk production per year of some countries

21

IMPORTANT FEATURES OBSERVED IN THE INDIAN

DAIRY SECTOR
1. For centuries, Milk forms an integral part of the Indian food. The milk availability
situation in the country is depicted in the diagram below:

Figure 5: Milk production and availability trend

The per capita availability of milk per person per day in India is shown
below:
Year

Per capita availability of milk(in gm)

1972

172

1992

182

1998

203

2000

212

22

in the table

Table 3: Per capita availability of milk trend

This growth has been possible to achieve as there is an increase in the size 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 (like rice and wheat). However, still a major portion of the
population cannot afford milk.
2. 2. In India both the "organized" and "unorganized sectors co-exists for marketing of
milk and dairy products. The organized or formal sector is relatively new, and
consists of Western-style dairy processing based on pasteurization but it is also
adapted to the Indian market in terms of products. The dairy cooperatives comprise
the single largest formal organization in terms of market share, and its share in total
milk procurement has increased and is further expected to rise in the future. Presently,
1.13 lakh village level co-operative societies spread over 265 districts in the country
form part of the national Milk Grid.

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-:

Firstly the consumers are not ready to pay the additional costs attached with the
formal sector like the pasteurization and packaging

Secondly, the consumers have the perception that milk and other dairy products
obtained from reliable vendors are of better quality then that obtained from the
formal dairy sector.

23

Figure 6: Relative shares of main milk marketing channels

markets in India

24

in formal and informal

25

3. 3.

India is the lowest cost producer of per litre of milk in the world, at 27 cents,

compared with the U.S' 63 cents, and Japans $2.8 dollars. Besides 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.
Some of these milk producers have already obtained quality standard certificates from
the authorities which will help them in marketing their products in foreign countries
in processed form.

26

4. Regional 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. Besides 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. Liquid 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 46 per cent of the
total milk produced is consumed in liquid form and 47 per cent is converted into
traditional products like cottage butter, ghee, paneer, khoya, curd, malai, etc. Only 7
per cent of the milk goes into the production of western products like milk powders,
processed butter and processed cheese. The remaining 54% is utilized for conversion
to milk products.
6. Several 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. Presently only 12%
of the milk market is represented by packaged and branded pasteurized milk, valued
at about Rs. 8,000 crores. On the other hand, the Quality of milk sold by unorganized
sector is inconsistent and the price across the season in local areas is also inconsistent.
Sometimes these vendors add water and caustic soda, which makes the milk
unhygienic.
7. The urban market for milk products is expected to grow at an accelerated pace of
around 33% per annum to around Rs.43,500 crores by the end of the year 2005. 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. By 2005, the value of Indian

27

dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued

at around Rs7,00,000mn
8. India's dairy market is multi-layered. It's 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 requirement is small. But these small
requirements when combined together form a huge volume.
9. The milk farming in India is also evenly spread and accounts for nearly 40 per cent of
the overall farming household. Although, 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 quality parameters. Unfortunately
Indian dairy industry has remained in the domain of the unorganized sector. Indian
milk production is characterized by millions of small and marginal farmers. It has
been estimated that only 15-20 per cent of the dairy activity is handled in an
organized manner and nearly 80 per cent is in the domain of informal/unorganized
sector.

MARKETING STRATEGY OF INDIAN DAIRY INDUSTRY

In India, the people love to drink milk. This ensures that no special efforts are needed to
make milk acceptable. Secondly, the milk production in the country has been increasing
28

and there is no shortage of availability of milk. These factors ensures that the first two As
of marketing (availability, acceptability and affordability) is not a problem in India.
Hence the challenge lies behind making the milk affordable to a larger majority of the
population. One practical way is to pack milk in small quantities of 250 ml or less in
polythene sachets. Another viable alternative is to sell small quantities of milk powder in
mini-sachets which is adequate for two cups of tea or coffee. Besides this, a lot many
marketing strategies have been adopted and followed by the Indian Dairy sector.
Ghee is the only product among the traditional milk products which is currently marketed
in a branded form. Some of the ghee brands are Milkman(Britannia), Amul(GCMMF),
Sagar, Aarey (Mafco Ltd), Vijaya (AP Dairy Development Cooperative Federation),
Everyday (Nestle) and Farm Fresh (Wockhardt).
Mafco Limited sells Lassi under the Aarey brand and flavored milk under the Energee
franchise (in the Western region, mainly in Mumbai). Britannia has launched flavored
milk in various flavors in tetra packs.
However GCMMF has also made a beginning in marketing of other traditional milk
products with the launch of packaged Paneer under the Amul brand.
With increasing urbanization and changing consumer preferences, there is possibility of
large scale manufacture of indigenous milk products also. The equipments in milk
manufacturing have versatility and can be adapted for several products. For instance,
equipments used to manufacture yogurt also can be adapted for large scale production of
Indian curd products (dahi and lassi).

The marketing strategy which is being followed includes two aspects:

Focusing on the strong brands
Product mix expansion

29

The changing marketing trends will see the shift from generic products to the packaged
quasi, regular and premium brands.

OVERVIEW OF MOTHER DAIRY

Mother Dairy is presently a leading marketer of the dairy products. Besides dairy
products, it also is a marketer of fruits and vegetables. Mother dairy (Delhi) was
originally set up in 1974 under the Operation Flood Programme. But now it is a
subsidiary of National Dairy Development Board (NDDB). Some of the products that
Mother Dairy deals in are:

Liquid milk

Ice creams

Flavoured milk and lassi

Dahi and Mishti Doi

Ghee, butter, cheese dairy whitener

UHT milk

Dhara range of edible oils

Safal range of fresh fruits and vegetables and fruit juices

It markets about 2.2 million litres of milk per day.

It sources its requirement of milk from the various dairy co operatives and its fruits and
vegetables requirement from the farmers association. Mother Dairy basically strives to
ensure that the milk producers and farmers regularly receive the market prices by offering
quality milk, milk products and other food products at competitive prices. Besides this, it
also has a share in contributing to the cause of oilseeds grower co operatives that
manufacture the Dhara range of edible oils.
Besides India, it is also involved in exporting its range of Dairy products to the various
international markets. Recently, products like the brands fruit pulp, pastes and purees
have collected immense positive demand in the international market. To prepare itself to

30

cater to the global market demands, the following steps have been undertaken by Mother
Dairy:
Mother Dairy has set up a 100% export oriented unit with a capacity for processing
over 15000 metric tones of fresh produce annually.
A new state of the art plant with an installed capacity for processing 10 metric tones
of fruit per hour is being set up at Bangalore. The units are ISO 9001- 2000 and
HACCP certified.
It has established a marketing office in Rotterdam 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 quality and reliability. It has been awarded the
following certifications:
ISO 9001:2000(Quality Management Systems)
HACCP 2002 RUA (Food Safety Management System)
ISO 14001:2004 (Environmental Management System)
Its Quality Assurance Laboratory is accredited as per ISO/IEC 17025:1999 by National
Accreditation Board for testing and calibration Laboratories, Department of Science and
Technology, Government of India.
Mother Dairy is able to command 40% market share in the organized sector in and
around Delhi because of the consistent quality and service which it is able to provide to
its consumers what ever be the situation like floods, transport strike, curfew etc. Mother
Dairy, Patparganj, Delhi, is presently manufacturing & selling around 8.5 lakh litres of
tonned milk through bulk vending shops.
After the success of Dairy industry, Fruit and Vegetable Project was established in Delhi
in 1988 with Safal as its umbrella brand. NDDB merged Mother Dairy and the Fruit
and Vegetable project into a wholly owned company named Mother Dairy Fruit and
Vegetable Ltd(MDFVL) in April 2000 as its objective was to separate the commercial
activities from the developmental activities. This company became the holding company

31

of Mother Dairy India Ltd (MDIL) which was a marketing company and Mother Dairy
Foods Processing Ltd (MDFPL) which was a processing company.MDFPL is basically a
multi unit company with its units spread at various locations in India.
Mother Dairy has also adopted the concept of Total Productive Maintenance (TPM). The
results of the TPM efforts are

Quality improvement

Cost reduction

Reduction in accidents

Increase in MTBF

The process flow chart is given below:

(Source: Mother Diary Annual Report, 2006)

Figure 7: process flow chart of Mother Dairy
Mother Dairy aims to sustain the market leadership in the production and marketing of a
variety of milk products with assured quality and at an affordable price and ensuring
maximum coverage of the market segments.

MOTHER DAIRY MARKETING STRATEGY

32

Indian Dairy industry sees the co existence of organized and unorganized sector. To suit
the specific requirements of each of the two sectors, Mother Dairy adopts appropriate
strategies. Organized 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. So the strategy adopted mainly focus
on aspects like colour, highlight, shelf level of the product, etc. Hence Mother dairy has
limited strategies for organized sector. For the unorganized dairy sector, Mother Dairy
strategies include outdoor activities, ATL activities, BTL 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. Earlier Mother Dairy offered only liquid milk.
But 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, frozen vegetables
and fruit juices. In the past few years, it has tried to spread its operations and market its
products outside Delhi. 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 20 per cent for the last three or four years,
and should hit Rs. 2,800 crore in this financial year. Mother Dairy's revenues were Rs.
2200 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 Dairy has plans for reaching out to newer markets, but the strategy is more
products specific. In liquid milk, it initially plans to concentrate only on four marketsDelhi, Junagarh and Ahmedabad in Gujarat, Mumbai and Hyderabad which it entered

33

recently. The aim behind getting into newer locations is to ensure that there is a large
viable distribution network.
Mother Dairys 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 quality of the offerings supported by innovations in products. The
marketing strategies adopted by Mother Dairy are explained below in context of the
product category to which it belongs:
1. DAIRY PRODUCTS:
The dairy products like flavored milk, lassi, curd, butter and cheese sold by Mother Dairy
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 60- 65% in the revenue
of the company.NDDB 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 CREAMS:
The company has a share of 15% of the market in the ice cream segment, but it plans to
increase it to 20% by 2008. Apart from selling bulk ice cream under its flagship brand,
Mother Dairy is actively promoting its Chillz brand, targeting youth with cones and
fancier variants in which Mother Dairy hopes to soon overtake the frozen dessert brand
Walls, the brand is getting seriously large in ice creams, the growth was 40 per cent this
year.
Chillz, the ice cream brand of Mother dairy has recently come out with its television
commercial having new tagline goodness inside. It is also planning to launch a
premium offering in the takeaway ice cream category.

34

Mother Dairy strategies have resulted in bringing in mass Indian flavours in ice creams.
As 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.
3. DHARA:
The edible oil brand, Dhara is at present a Rs 300 crore brand with six variants like
refined vegetable, sunflower and soya bean oil, filtered groundnut and mustard oil. But
plans are formulated to add another variation to it. it will then be marketed in places like
Madhya Pradesh, Chhatisgarh and Maharashtra. The strategies adopted basically strive to
strengthen the brand presence.
4. SAFAL:
Mother Dairys Safal brand is on the path of re-marketing. A 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 Hot Snax in the snacks category which
includes product like French Fries. Safal is also planning to enter the frozen snacks
category which includes products like Aloo Burger Patty. It has plans to sell potato tikkis
in the future.
Safal has added on two variants in its Fruit 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. Small pack sizes contributions have been overwhelming.
Mother Dairy has devised new television commercials along with on-the-ground
marketing activities to promote its new logo. For this, they have spent roughly Rs 3-4
crores on advertising and marketing.

35

They have target to export worth Rs 50- 55 crore by the end of this year. To achieve this
target it has been exporting its products to markets such as the U.S., Japan and Korea.
The strategies adopted strive to achieve the following:1. Opening up of more outlets for the Safal brand as it is entering the ready-to-eat
segment of the processed food industry. They target to add another 8,000-10,000
outlets for the Safal brand by this year.
2. To increase the availability of its Safal fruit juices in local outlets as well as emerging
retail formats such as foodmarts.
3. To enhance the retail visibility.
4. To garner 10-15% market share in the juices segment in the next two years.
5. LAUNCH OF UHT MILK (ULTRA HEAT TREATMENT);
Mother Dairy introduced UHT milk in Delhi and NCR. UHT milk is packed in a special;
six layer packaging that preserves the milk and helps it last upto 120 days without
refrigeration. It is said that UHT milk can be consumed straight from the pack without
boiling. Mother Dairy launched it as it was the requirement 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.

36

MARKETING STRATEGIES OF MOTHER DAIRY

Mother Dairy 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 the country needs you, grow faster. By doing this, they have ensured the
involvement of their target market in a strong manner.
For products like ice creams, butter and cheese, the target market is the children. So the
campaigns have been made around taste to gather more attraction of the children.
Besides the advertisements, Mother Dairy has also taken up other activities to promote
their brand.
Butter, 60% of which is consumed by kids, leads to paying focus on the kids. To attract
the attention of kids, Makkhan Singh, a sturdy jovial cow (a cartoon character) was made
its brand ambassador.
Mother Dairy has been carrying out school programs which include games involving
Makkhan Singh in Delhi. It plans to extend this programme to other cities like Mumbai
and Kolkatta. It also runs a gaming website character to attract children. . A couple of
months ago, Mother Dairy carried out a retail activity: "Cheese khao superhero ban jao",
where kids buying cheese at a retail outlet were invited for a photo op - dressed as
superheroes - through Polaroid cameras; and the framed photograph was presented to
them. The activity was carried out in about 150 outlets in Delhi and Mumbai, with about
20,000-25,000 snaps being taken. Cheese was also something that helped the company
bond better with its retailers. In November 2005, retailers in Delhi displayed banners
proclaiming, "Cheese ke saath bees ki cheez," a proposal that said if a consumer buys
Mother Dairy cheese, the retailer can offer him anything worth Rs 20 from the shop which worked better than offering something free with the product, which the consumer
didn't even needs.

37

Safal has tied up with Cartoon Network to launch Power Puff Girls on pack promotion.
This would enable the consumers to receive a Power Puff Girls Crime Buster toy free
with the purchase of Safal 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 refreshing energy drink.
The main Mother Dairy account was earlier with Interface Communications and a part of
it was with Mudra. Mother Dairy 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:
ICE CREAMS: Mother Dairy entered its first market outside Delhi i.e. UP and
Punjab only two years back. Today it covers other cities like Haryana, Jaipur,
Mumbai, Goa and Kolkatta. It plans to extend its operations to Hyderabad and
Bangalore.
BUTTER AND CHEESE: At present it covers places like Mumbai, Bangalore,
Kolkatta and across North India.
GHEE: Though the current focus is the northern region, Mother Dairy plans for a
nationwide presence.
UHT milk: It has entered Mumbai and north east parts of the country.
EDIBLE OIL BRAND, DHARA: It is already having a nationwide presence.

38

RESEARCH METHODOLOGY
MODE OF DATA COLLECTION:
1. PRIMARY RESEARCH:
This thesis aims to throw some light on the marketing strategy of Dairy industry in
context with Mother Dairy. Its objective is to analyze the marketing strategy of Mother
Dairy and to know about the consumers perception about it. To achieve the above said
objective, study of some of the Mother Dairys outlets which are located in Delhi and
NCR are undergone.
The first part of carrying out the research is to conduct the primary research which
includes a questionnaire and interviews with the brand managers of Mother Dairy.

A. INTERVIEW:
Firstly, an interview with the marketing executives working in Mother Dairy is done. The
brand managers of Mother Dairy are interacted with. This is done as these people have a
better insight and knowledge about the strategies and other operational workings of
Mother Dairy, and this could be of great help while doing the analysis. The interaction
was done on the following areas:
An insight over the Mother Dairy brand.
How do they position their brand?
What is the meaning of the Mother Dairy brand which they want the consumers to
understand?
The various strategies adopted by the Mother Dairy and an insight of these strategies.

39

B. QUESTIONNAIRE:
Then to further continue with the primary research, a questionnaire is prepared. The
following aspects of questionnaire are decided upon:
Target population: the consumers of Mother Dairy products
Sampling frame: the consumers visiting the Mother Dairy outlet
Sampling frame: 50 consumers
The questionnaire will be filled up by the consumers who are visiting the Mother Dairy
outlet. The questions were framed to get an understanding of the consumers perception
of the Mother Dairy 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 quality of its products, whether its products are a good value for the
money. etc are analyzed. The consumers satisfaction on these factors will help in
analyzing as to how successful or otherwise the strategies adopted by mother Dairy have
been and whether some kind of gap exists or not.

2. SECONDARY RESEARCH:
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
Newspaper and journals

40

REPORT OF DATA COLLECTION

FINDINGS OF THE PRIMARY RESEARCH UNDERTAKEN:
1. INTERVIEW WITH THE MOTHER DAIRY MARKETING EXECUTIVES
The brand managers of Mother Dairy are interacted with. This is done as these people
have a better insight and knowledge about the strategies and other operational workings
of Mother Dairy, and this could be of great help while doing the analysis. The interaction
was done on the following areas:
An insight over the Mother Dairy brand.
How do they position their brand?
What is the meaning of the Mother Dairy brand which they want the consumers to
understand?
The various strategies adopted by the Mother Dairy and an insight of these strategies.
The findings from the interaction done with the brand manager are explained below:
Q1. What are the factors which are taken into consideration while deciding upon the
marketing strategies to be adopted?
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 organized and the unorganized part. Organized 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. So the strategy adopted mainly focus on aspects like colour,
highlight, shelf level of the product, etc. Hence Mother dairy has limited strategies for
organized sector. For the unorganized dairy sector, Mother Dairy strategies include
outdoor activities, ATL activities, BTL activities and so on.

41

Q2. Which product has been the focus of the Mother Dairy marketing strategy and
what has been the contribution of the different products in the product portfolio?
The response explained that every product in the product portfolio of Mother Dairy has
some contribution to the brand. But 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 ATL and
BTL activities.
After 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 Dairy came
up with like Shahi Mewa Malai. This had lower resistance and more acceptances from the
consumers.
Q3. Who has been the target market for the ice- cream brand Chillz?
According 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:
Licklolly: It targeted children between the ages of 5 to 10 years.
Chillz: The Chillz brand targeted the youngsters falling in the age group of 14 to 25
years.
Take-home
Galloons: Both take-home and galloons were for bulk requirements.

42

A 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.
Q4. Mother Dairy has been carrying out activities like school programme which
includes games involving Makkhan Singh (the brand ambassador) in Delhi. How
successful has this strategy been?
The brand manager was quick enough to reply back to this question. He said that the
response of this strategy has been overwhelming. This strategy was adopted to attract the
children who were the target market. After carrying out this strategy in Delhi, the reach of
Mother Dairy brand has increased. The effect on brand awareness among the consumers
has also been positive. The sales figures have also nearly DOUBLED after this activity
was performed. This lead to the decision that such activities would also be undertaken in
Mumbai and Kolkatta.
Q5. What has been the after effect of launching the sub brand Hot Snax?
The objective behind launching the sub brand Hot Snax 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 quick 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.

43

Q6. What has been the response of the consumers in respect of the launch of UHT
milk?
It was found that the launch of UHT milk was not considered to be a very successful
strategy.
When 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 UHT milk.
UHT milk can be kept longer and has a shelf life of around one year. Indian consumers
hence dont consider this milk as fresh.
Q7. What has been the aim which Mother Dairy wanted to achieve behind the
proposal of Cheese ke saath bees ki cheez which it came up with in November
2005?
This proposal said that if a consumer buys Mother Dairy cheese, the retailer could offer
him anything worth Rs 20 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.
Q8. The company has plans to expand its distribution network, especially for the
Safal brand. Can you throw some light on this fact?
It was found that Mother Dairy is targeting to add another 8,000 to 10,000 outlets for the
Safal brand by this year. This would be done to increase the availability of its Safal Juices
in local outlets as well as emerging retail formats. Moreover, it is expected that the Rs
180 crore fruit juice segment will have a growth rate of 25%. To take the advantage of

44

this opportunity, Mother Dairy wants to increase its market share in the fruit juice
segment.
Q9. Do you find that Mother Dairy is desirably successful as a key brand in Indian
Diary Industry?
The interviewed Senior Marketing Manager of Mother Dairy was quick to respond to this
question stating that Mother Dairy is not only successful, but is outstandingly successful.
He said that it is the excellent marketing strategy of Mother Dairy that it commands 40%
market share in the organized sector in and around Delhi.
New brands form a key part of the strategy. The company is now selling frozen foods like
French Fries and burger patties under its Hot Snacks brand, and has plans to sell potato
tikkis soon. The fries are currently imported by Mother Dairy which it plans to make on
its own in about a year. Apart from selling bulk ice cream under its flagship brand,
Mother Dairy is actively promoting its Chillz brand, targeting youth with cones.
Q10. Can you throw some light on the marketing and advertising strategies adopted
by the Mother dairy brand?
It was found that Mother Dairy as a key brand well recognizes 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. For instance, in case of milk, the campaign talks
about creative aspects like the country needs you, grow faster, and not about the
obvious benefits. For cheese, which targeted children, Makkhan Singh was made the
brand ambassador. Its ice cream brand Chillz has recently come out with its first
Television commercial with a new tagline of goodness inside.

45

Recently, it has spent roughly Rs 3 to 4 crore on advertising and marketing and has
devised new television commercials besides on the ground marketing activities to
promote the new logo of the Safal brand.
The company is also planning to increase their ad budgets by 20 to 25%. Currently it
spends 3 to 4% of the turnover on marketing activities. Mother Dairy will be using both
print and television advertising, but the spends on television will be more than print.
In this context the main Mother Dairy account was earlier with Interface
Communications and a part of it was with Mudra. Mother Dairy will be using both print
and television advertising, but the amount spend on television will be more than print.
Q11. Which advertisement was the most appreciated and had a great brand recall in
the minds of the consumers?
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 Dhara advertisement

The Makkhan Singh advertisement for butter

Piyo dhoodh ad for milk

Q12. What are the marketing strategies to be adopted by Mother Dairy brand in the
near future?
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. Strategies are formulated as the Rs 900 crore Mother Dairy brand plans to
touch Rs 5,000 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.

46

The Safal brand has already entered the frozen snacks category which includes product
such as Aloo Burger Patty. In the future, it will include other products in its range in the
coming few months. It has plans to add another 8,000 to 10,000 outlets for its Safal brand
by this year as it wants to increase the availability of its products.

Steps 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 20% by 2008 in the ice-cream segment.

47

QUESTIONNAIRE SURVEY FOR ANALYSING

CONSUMER PERCEPTION
The second part of the primary research consists of the formulation and analysis of the
questionnaire. This is carried out as it will throw some light on the consumers perception
and attitude towards the Mother Dairy brand.
This survey will also give information about the reactions of the consumers to the
different strategies adopted by the Mother Dairy brand. The satisfaction of the consumers
thus analyzed 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 questionnaire will be filled up by the consumers who are visiting the Mother Dairy
outlets.

48

QUESTIONNAIRE ANALYSIS
Q1. STORES ARE CONVENIENTLY LOCATED:-

Figure 8: stores are conveniently located

The first question in the questionnaire was to know about the satisfaction level of the
consumers as regard to the convenience of location of the Mother Dairy outlets.
When asked about the location of the Mother Dairy stores, 14 people out of 55 sample
size had a view that the stores are conveniently located and they find it easy to reach the
stores. The next 27 people were equally happy with the store location. But 13 people out
of the sample size didnt agree that the stores are conveniently located and they find it
hard to get to the stores.

49

Q2. STORE HOURS ARE CONVENIENT FOR YOUR SHOPPING NEEDS

Figure 9: Store hours

The second question included in the survey was to gather information whether the store
hours were convenient for the consumers to shop or not. The Mother Dairy Store timings
are from 5 a.m. to 11 a.m. and than from 4 p.m. to 7 p.m.
When asked from the customers about the store timings, 14 people out of 55 strongly
believed that the store timings are absolutely fine. 26 had a view that store timings are
matching there needs. While 8 people out of the sample size were not happy and 7 were
strongly against the statement of the convenience of store timings.

50

Q3. STORE ATMOSPHERE AND DECOR ARE CLEAN AND HYGIENIC

Figure 10: Store atmosphere and decor

The next question was framed to know about the consumers perception about the
cleanliness and hygienic atmosphere in the Mother Dairy outlet.
The store atmosphere and dcor which attracts the customers towards it is found strong in
case of mother dairy. 14 people out of 55 sample size strongly agree that the atmosphere
and dcor of the mother dairy stores are good. While 27 people agree that the atmosphere
and dcor attracts the people towards its stores. However 25% of the sample size didnt
agree on the cleanliness and hygienic condition of the store. They were not satisfied with
the store atmosphere and dcor.

51

Q4. A GOOD SELECTION OF DAIRY PRODUCTS IS ALWAYS PRESENT

Figure 11: Good selection of Dairy products

The respondents were asked to tell their opinion about the range of dairy products which
were offered in the store. This question would provide immense help in deciding whether
the company has appropriate product portfolio or not.
5 people strongly believed that there is always good selection of dairy products present in
the outlet. While 31 respondents had a good experience regarding the products present in
the store. However 19 consumers didnt find a good range of dairy products present in the
store and 9 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.

52

Q5. THE MOTHER DAIRY BOOTH HAS THE LOWEST PRICES IN THE AREA

Figure 12: Lowest prices in the area

This question was asked to the respondents to know about their perception about the
prices of the Mother Dairy 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. Around 15 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.

6. DAIRY PRODUCTS SOLD WERE OF HIGHEST QUALITY

53

Figure 13: Highest quality

The sixth question was framed to know about the consumers perception about the quality
of the Mother Dairy products. Around 12 consumers were highly satisfied as far as the
quality of its products was concerned. 32 out of 55 sample size were of the opinion that
the quality of the products was good and acceptable. However 20% of the sample size
was not satisfied about the quality of the mother dairy products.

54

Q7. THE DAIRY PRODUCTS SOLD WERE OF GOOD VALUE FOR MONEY

Figure 14: Good value for money

When the respondents were asked about whether they were considered the dairy products
sold in the Mother Dairy outlet as good value for money or not. 12 consumers were very
happy and considered it to be a good value for money. While 28 out of the sample size
were also satisfied. However 12 people were not considering it to be good value for
money, and 4 people were strongly against this statement.

55

Q8. THE DAIRY PRODUCTS DISPLAY IS ATTRACTIVE

Figure 15: Attractiveness

The response which was received when the respondents were asked about the
attractiveness of the Mother Dairy stores was disheartening. 21 people were bit satisfied
with the display of the products, but a majority of the people were not satisfied.

56

Q9. OVERALL SATISFACTION WITH THE MOTHER DAIRY

Figure 16: Overall satisfaction

The respondents were then asked about their satisfaction about the overall aspects of
Mother Dairy outlet. The response which was found was in favour of Mother dairy.
Around 9 people were very happy and satisfied with the overall performance of Mother
dairy, while 29 respondents had the perception that the mother dairy provided them with
satisfactory aspects. However 11 respondents were not very happy with the mother dairy
aspects and 6 people were not at all satisfied with Mother Dairy.

57

10. THE DAIRY PRODUCTS COMES IN APPROPRIATE PACK SIZES

Figure 17: Appropriate packing size

The respondents were asked whether they considered that the dairy products offered by
the Mother Dairy comes in appropriate pack sizes or not. This was asked to know about
how successful the strategies adopted by the company have been. 12 people considered
that the products come in appropriate pack sizes and 27 were also pretty satisfied about
the pack sizes. On the other hand 11 people out of the total sample size were not happy
about the pack sizes and 5 people were highly dissatisfied with the pack sizes in which
the products were offered.

58

Q12. WHERE DO YOU REGULARLY BUY MILK FROM?

Figure 18: Daily milk purchase

The respondents were then asked as to where from they used to buy milk regularly. They
were given four options to this question i.e. Mother Dairy, DMS booth, Polypacks from
grocer and milkman. This question would help in knowing as to which among the options
given were providing the maximum satisfaction to the consumers.
31 out of the total sample size preferred Mother Dairy over the other options. 17
of them preferred to buy milk from the polypacks from grocers and 7 people bought milk
from the milkman.

59

Q13. HOW OFTEN DO YOU VISIT YOUR NEARBY MOTHER DAIRY

OUTLET?

Figure 19: Visit to the outlet

The respondents were then asked as to how frequently they visit the nearby Mother Dairy
outlet .the response showed that the consumers used to visit the outlet frequently as 37 of
them went 3 to 4 times in a week and 18 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. All the activities undertaken are consumer focused. Hence the perception of the
consumers about the brand is an important factor which needs to be analyzed properly.
Any gap between the expected level of consumer satisfaction and the actual level of
consumer satisfaction needs to be bridged. Hence appropriate and the most suitable

60

marketing strategies need to be adopted by the company to remain successful in the long
run.
This questionnaire was constructed to know about the current satisfaction level of the
consumers with regard to the Mother Dairy brand. A few important findings were found
which needs special mention.
When the respondents were asked whether the Mother Dairy 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. On the other hand, when the respondents were asked about the quality of the
Mother Dairy products, the majority of the response was in favour that the Mother Dairy
provided products with highest quality. Similarly, a majority of the respondents also
agreed upon the fact that the Mother Dairy products sold were of good value for money.
These responses when analyzed 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 Dairy products. In reality, the purchase decision
was based after analyzing the price, quality 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. Hence 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 Dairy
products was quite satisfactory. The satisfaction level of the consumers in respect of the
range of dairy products which Mother Dairy offered and the pack sizes of the products
were quite acceptable. This brought into light the fact that the marketing strategies
adopted by the brand have been quite successful in contributing towards the share in the
market. For instance the small pack size strategy adopted for Safal fruit juices has
resulted into increase in its share to contribution of the brand.

61

It has been found that the majority of the consumers from the sample size visit the outlet
at least 3 to 4 times in a week. This can be linked with the satisfaction of the consumers
as to the products offered by the Mother Dairy. 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. For instance, the company entered the snacks segment by
launching its sub brand Hot Snax which included products like French fries and Aloo
Burger Patty.

62

SWOT ANALSIS FOR MOTHER DAIRY

Strengths:

Weaknesses:

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

major residential areas

production gains and the ability to market.

well diversified product portfolio

NDDBs

Product

differentiation

in

terms

disproportionate

attention

to

of particular region.

Indianised flavours.
State of art adopted and ultra modern
central distribution facility used.
Opportunities:

Threats:

Use of E- revolution so as to increase brand changing demands of the consumers

salience.

to manage sustained growth

Existing scope for value added products.

government restrictions being imposed

Increase the share in the organized market.

existence of competitive brands and the

Increase in the shelf life of its products.

aggressive strategies adopted by them

Table 4: SWOT analysis

63

PEST ANALYSIS OF INDIAN DAIRY SECTOR

In the past, India faced shortages of milk. But today, it stands as the largest producer of
milk in the world crossing over 80 million tones. Indias dairy sector has successfully
emerged out from the shortages of milk period. All these have been possible because of
various factors which are categorized below as per the PEST model (political, economic,
socio cultural and technical factors). PEST is a technique for identifying and listing the
political-legal, economic, socio-cultural and technological factors in the general
environment that affect the retail sector.
1. POLITICAL FACTORS
OPERATION FLOOD 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 1991, the Indian dairy industry was highly regulated and
protected through quantitative restrictions and strict licensing provisions, which stood as
a barrier in the path of development. The dairy industry was delicensed in 1991 and the
private sector including MNCs was allowed to set up milk processing and product
manufacturing plants. But later it was re introduced as MMPO (Milk and Milk products
order) in 1992. But since the year 1991, India embarked upon liberal policy framework,
which further got reinforced with the signing of Uruguay Round Agreement on
Agriculture in 1994. This resulted in exposing the Indian dairy sector to the global
markets.
The milk production in the country has more then tripled to over 80 million tones
between 1970- 71 and 2000- 01 with an average increase of about 4.5% per annum,
which as compared to worlds rate of about 1% is much higher. The Operation Flood
programme has built a bridge between the rural producers and the urban consumers,
through a network of co operatives. Hence Government policies were formulated to
support dairy co operatives and large public investments were made in processing and
marketing infrastructure through co operatives. During 2001, government made some
important amendments in the MMPO, whereby the registration of units handling up to
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one lakh litres of milk per day or 5000 tonnes of milk solids per annum was granted by
the concerned State government and the requirement of renewal of license was abolished.
The operation of MMPO was by and large limited to registration of the processing units
and some of important provisions relating to food safety, quality, and hygiene were
ignored completely. Therefore, the MMPO had lost its relevance in the era of trade
liberalization and globalization, where India had opened up its dairy sector to world
markets but still there were controls/restrictions on free entry of new players in the
domestic markets.
Termination of licensing requirements for setting up milk processing and product
manufacturing under the India milk and milk products order in 2002 made Indias dairy
industry as one of the most deregulated dairy industries in the world.
However in March 2003, Government of India abolished the restrictions on setting up
milk processing and milk product manufacturing plants and removed the concept of Milk
shed while requirements relating to food safety and hygiene were retained in the MMPO.
This was expected to facilitate entry of large companies, which would definitely increase
competition in the domestic markets.
2. ECONOMIC FACTORS
The output of milk and milk products has increased faster than the crops since 1970s.
The rapid growth in the demand has been possible because of the following factors
Higher income elasticity of demand for milk and other dairy products (1.96 in rural and
1.32 in urban areas)
Growing urban population
Changing food habits
While 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.
3. SOCIO CULTURAL FACTORS
The organized sector in India co- exists with the unorganized sector for the marketing of
milk and dairy products. The organized sector consists of western style dairy processing

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based on pasteurization, 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 pasteurization and packaging, and
consumers consider raw milk obtained from reliable vendors as of superior quality than
that of formally processed dairy products. In the future, it will be observed that the role of
the organized 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.
Food safety concerns, requiring efforts for clean milk production and animal health and
welfare issues, will become increasingly important in urban areas. Low 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 GDP 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. A 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
South Asia, where per capita incomes are low and for about 40% of the regions
population incomes are below the level necessary to ensure adequate nutrition.
4. TECHNICAL FACTORS
It has been observed that the low milk productivity is due to inefficient system of
provision of different inputs and/ 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 quality of milk and dairy products in comparison to the international
standards.
With the rapidly changing global trade regime, the prospect for technological
development in the dairy sector has also become bright. More scientific management of

66

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
systems; 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.

67

RECOMMENDATIONS

After 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 Dairy 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 Dairy brand.

SUGGESTIONS FOR MOTHER DAIRY

1.

Before finalizing 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. For instance, we can
consider the failure of the strategy of coming out with the UHT milk. It was not
very successful as in reality; it was not in terms with the consumers perception.

2.

It has been analyzed that the company is taking adequate steps for its brand
expansion and is trying to come out with new value additions in its product
portfolio. For example, Mother Dairy entered the snacks category by establishing
its sub brand Hot Snax which had products like French fries and Aloo Burger
patty. This has been a good technique.
In order to further take advantage of this strategy, it needs to find out more such
untapped opportunities. One such area is Indian sweets category. It is generally
seen that people in all parts of India prefers to includes sweetdish in at least one of
their meals. Hence Mother Dairy should create a new umbrella brand which
includes a range of ethnic Indian sweets. Besides this, good scope also exists for
products like puddings, custards and sauces.

68

3.

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.
While doing the primary research, it was found that few advertisements of the
brand had better outcomes than the others. Hence the ads which didnt receive the
desired response from the target audience should be revised and reframed so that
it gives fruitful results.

4.

Steps 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
requirements of the current environment.

5.

It was found that mother dairy is targeting to increase its exports baskets to worth
Rs 50 crore by this year. It has started exporting tropical fruits and frozen
vegetables to foreign countries. But, to increase its export baskets, Mother Dairy
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.

6.

Another 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.

7.

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.
Hence cold chain needs to be strengthened so that it becomes a competitive edge
for the brand.

69

8.

Since 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.
For example, it is believed that pollution to the environment because of food
chain is a major concern for the country. Hence steps should be taken to protect
the environment and ensure maximum energy efficiency in the activities. For
instance, Mother Dairy plant in Gandhinagar is Indias first environmental dairy
plant. It should further take up on such efforts.

9.

It has been discovered that till now no dairy product company has come out with
the concept of home delivery 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.

10.

It is found that the Dhara brand is looking at the strengthening the brand
presence. The company should take steps to promote it.

11.

While analyzing the facts of the primary research, it was discovered that Mother
Dairy has limited strategies for the organized sector and for it, the company
basically focus on aspects like the colour used in display, highlight, and shelf
level of the product. Another strategy which could be adopted is an aggressive
promotional campaign to make the brand presence stronger.

Suggestions for Indian Dairy sector

1.

The Indian dairy sector is facing trouble because of the distortions seen in the
dairy sector and the unsuitable government policies. For example, the developed
countries follow a policy of massive export subsidies and domestic production
incentives. On the other hand, Indian dairy sector enjoys no export subsidies or
domestic support. This results in making the developed nations to maximize

70

returns to their dairy farmers while insulating them from the global markets.
Hence the Indian dairy sector is affected adversely.
Hence 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.

Steps should be taken to raise the quality of the dairy products so that it meets the
international standards in order to have a huge export basket. Another 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.

3.

More scientific management of dairy animals is required in terms of breeding,

feeding, health care needs. There is need to restructure the livestock health
services.

4.

Better infrastructure needs to be created so that the inputs procurement and

marketing of production process is carried out smoothly.

71

CONCLUSION

The project was carried out with the objective of having a clear understanding about the
marketing strategies in the Indian Dairy sector, by keeping the focus of the study in
respect of the Mother Dairy 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 Dairy. A 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 Dairy 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:

Focusing on the strong brands

Product mix expansion

Mother Dairy 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.
One important feature observed is that the dairy sector has adopted different marketing
strategies for each of the two i.e. organized and unorganized market of the Indian Dairy
sector. This has been done in order to suffice the requirements of all the potential
consumers of the dairy products. Such a strategy is very important as today the
consumers hold a stronger position.

72

The research also brought into notice the fact that the marketing strategies were more
successful whose benefits equaled the needs of the consumers. The success of the mass
Indian flavors in ice cream is one such strategy.
However, the company should not blindly follow the strategy of value additions 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.

73

BIBLIOGRAPHY
Leahy, Terry. Retail and the World Economy from images Retail, April 2007, Vol. 6,
No. 4, p. 44.
Faulkner, Kim. Marketing in South East Asia, from Brands and Marketing, The
Economist, London, 2006, pp 203- 204.
Bivani, Kishore. The promised Land for Retailers from images Retail, April 2007,
vol.6, No. 4, p.37.
Bivani, Kishore. It happened in India, Rupa and Co, New Delhi, 2007, p.110.
Madhavan, N.(2007), Mother Dairy fans out with national ambition, Hindustan Times,
Wednesday, May 30, 2007.
www.ibef.com
www.brandasia.com
Harish Bijoor(2005). Jaago New Marketing is here. Video guest lecture at Great Lakes.
C. K. Prahalad and Venkat Ramaswamy (2004). the Future of Competition. Video,
Lessons in excellence, CNBC- TV18
Thomas Grad (2001). 4D Marketing.Book Pearson Education.
Dian Brady and Robert D. Hof (2004). Cult Brands. Business Week. Vol:August 2,
pp.64- 67.
Berry, L.L., Lefkowith, E., Clark, T. (1988), In services, whats in a name, Harvard
Business review, 66, pp.28- 30.
Blackett, T. (1989), The role of brand valuation in marketing strategy, Marketing and
Research Today, 17
Kim, P. (1990), A perspective on brand, Journal of Consumer Marketing, November,
pp.62-7.
http://www.aavinmilk.com/dairyprofile.html, Indian dairy Industry - a profile.
http://www.indiantelevision.com/mam/headlines/y2k4/apr/aprmam80.htm, MPG bags Rs
250 million Mother Dairy account.
Berry, J. (1993a), Brand value isn't about stocks, it's sales and profits, Brandweek, 34,
14.

74

Edward M. Tauber, 'Brand Franchise Extension: New Product Benefits from Existing
Brand Names,' Business Horizons, vol. 24 (March-April 1981), p37.
www.dairyfarms.com
www.vivisimo.com
www.economictimes.com
www.vivisimo.com
www.webcrawler.com
www.google.com

75

APPENDIX
QUESTIONNAIRE:
The following questions evaluate your views of the Mother Dairy outlet you visited.
Please indicate your opinions about each of the following statements.

Strongly
Agree
1.

Stores are conveniently located.

2.

Store hours are convenient for your

shopping needs.

3.

A good selection of Dairy products is

The mother dairy booth has the lowest
prices in the area.

6.

Strongly
Disagree

always present.
5.

Disagree

Store atmosphere and decor are

Clean and hygienic.

4.

Agree

The dairy Products sold are of the highest

quality.

8.

The Dairy Products displays are attractive.

9.

Overall, I am very satisfied with the store.

10.

The dairy products comes in appropriate

7.

The Dairy Products sold are a good value

for the money.

Pack sizes.
11. What

comes to your mind when you hear the word Mother Dairy?

12. Where do you regularly buy milk from?

Mother Dairy

DMS booth

Polypacks from grocer

76

Milkman

Elsewhere

13. How often do you visit your nearby Mother Dairy outlet? (put a tick mark)
a. Once in a week
b. 3-4 times in a week
c.

Monthly

PROJECT RESPONSE SHEET

Response sheet number: 1
Project Topic: Marketing strategy a study in relation to Mother Dairy
Date:
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )
Name- Chetan Gaur
Batch number
Phone No.
Email ID- [email protected]
Project synopsis (Attach thesis synopsis [if response sheets are emailed] with
every response sheet): the Project synopsis is being attached in the email as a
separate word document.
Date when the guide was consulted:
Progress of the work :
(Students are required to give a gist of the literature review, data collection, analysis and
recommendations etc... however; the questionnaire (if it is part of the methodology) has
to be complete (use a separate sheet if required).

77

The Project is carried out with the objective to study the marketing strategies of dairy
industry in context to mother dairy. In this Project the consumers attitude towards the
various strategies have also been analyzed. A 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.

Comments from internal/external guide:

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

78

Project Response sheet

Response sheet number: 2
Project Topic: _ Marketing strategy a study in relation to Mother Dairy
Date:
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )
Name- Chetan Gaur
Batch number
Phone No.
Email ID- [email protected]
Project synopsis ( Attach Project synopsis [ if response sheets are emailed] with
every response sheet )
Date when the guide was consulted:
Progress of the work :
(Students are required to give a gist of the literature review, data collection, analysis
and recommendations etc... however; the questionnaire (if it is part of the
methodology) has to be complete (use a separate sheet if required).
In the very first step, a research methodology to be used was being laid down. After
deciding upon the modes of research methodology, the next work to be done is the
79

construction of each of those. Now the questionnaire is being framed so as to achieve the
objectives behind carrying out the research. On the other hand, secondary research is also
being carried on to understand the dairy industry and the Mother Dairy brand. The
secondary research is providing a good insight about the Mother Dairy brand.
A rough draft of the questionnaire is being constructed. It is being attached in
this email as a separate document. Besides this, a word document is also attached
which serves as an introduction.

Comments from internal/external guide:

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Project Response sheet
Response sheet number: 3
Project Topic: _ Marketing strategy a study in relation to Mother Dairy

80

Date:
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )
Name- Chetan Gaur
Batch number
Phone No.
Email ID- [email protected]
Project synopsis ( Attach Project synopsis [ if response sheets are emailed] with
every response sheet )
Date when the guide was consulted:
Progress of the work :
(Students are required to give a gist of the literature review, data collection, analysis
and recommendations etc...) however; the questionnaire (if it is part of the
methodology) has to be complete (use a separate sheet if required).
Earlier the secondary research was carried out to have an insight about the dairy
industry and the Mother Dairy brand. After getting a basic insight about it, now the
work is carried out further. Some of the data which has been collected is now being
analysed and categorized. Few models are being applied like the PEST analysis which
is done. Besides this, few brand executives have been met and have been asked
questions which throw some light on the strategies adopted by them. The responses
from them are being compiled up. A word document is being attached which contains
the PEST analysis which is done.

81

Comments from internal/external guide:

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Project Response sheet

Response sheet number: 4
Project Topic: Marketing strategy a study in relation to Mother Dairy
Date:
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )
Name- Chetan Gaur
Batch number
Phone No.
Email ID- [email protected]

82

 Project synopsis (Attach Project synopsis [if response sheets are emailed] with
every response sheet): the Project synopsis is being attached in the email as a
separate word document.
Date when the guide was consulted:
Progress of the work :
(Students are required to give a gist of the literature review, data collection, analysis
and recommendations etc...) however; the questionnaire (if it is part of the
methodology) has to be complete (use a separate sheet if required).
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 questionnaire. This is carried out as it will throw some light on the consumers
perception and attitude towards the Mother Dairy brand.
This survey will also give information about the reactions of the consumers to the
different strategies adopted by the Mother Dairy brand. The satisfaction of the consumers
thus analyzed 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 questionnaire will be filled up by the consumers who are visiting the Mother
Dairy outlets.
While doing the analysis of the questionnaire 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. After making the charts, various aspects were
linked together to finally arrive at the conclusion.
Comments from internal/external guide:

83

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Project Response sheet
Response sheet number: 5
Project Topic: Marketing strategy a study in relation to Mother Dairy
Date:
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )
Name- Chetan Gaur
Batch number
Phone No.
Email ID- [email protected]

Project synopsis (Attach thesis synopsis [if response sheets are emailed] with
every response sheet ): the Project synopsis is being attached in the email as a
separate word document.
Date when the guide was consulted:
Progress of the work :
(Students are required to give a gist of the literature review, data collection, analysis
and recommendations etc...) however; the questionnaire (if it is part of the
methodology) has to be complete (use a separate sheet if required).

84

The Project 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. One 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. Hence 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 Dairy brand and the another for the Indian dairy sector. A word
document is being attached in this mail which will give an idea about the
recommendations suggested.

Comments from internal/external guide:

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Project Response sheet

Response sheet number: 6

85

Project Topic: Marketing strategy a study in relation to Mother Dairy

Date:
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )
Name- Chetan Gaur
Batch number
Phone No.
Email ID- [email protected]
Project synopsis (Attach Project synopsis [if response sheets are emailed] with
every response sheet): the Project synopsis is being attached in the email as a
separate word document.
Date when the guide was consulted:
Progress of the work :
(Students are required to give a list of the literature review, data collection, analysis
and recommendations etc...) however; the questionnaire (if it is part of the
methodology) has to be complete (use a separate sheet if required).
The Project objective has been carried out as the primary research which includes both
the questionnaire analysis and the interview has been conducted. Besides 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 Dairy has been to develop the brand so as to attract and retain the
86

consumers. The marketing strategies adopted have resulted in building a sustainable and
differential advantage over its competitors for the brand.

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

87