MC Final

MANAGEMENT CONSULTING
COMPANY SELECTED: MILK MANTRA

SUBMITTED TO: PROF. MAHESH NARAYAN
SUBMITTED BY: GROUP 8 SEC 2
STORYBOARDING
I. Background V. Proposed Counter Measures
• Milk Mantra is a diary product start-up which is finding • Increase its reach to tier 2 and tier 3 cities by increasing its
tough time in the market to increase its market share and distribution channel
fulfil the demands of its customers • More efficient online channel
• Sales strategies made on the basis of industry norms as well
II. Current Conditions
as consumer behaviour
• Since they are unable to provide to the demands of the • Focus on more local promotion in nearby residential areas
population, market share is decreasing • Incentives and discounts to be offered on bundled products
• Lack of coordination, mismanagement, selecting wrong
location and reducing workforce is a big problem
• More skilled workforce is required in order to complete the VI. Plan
orders
• Respective staffs must be appointed in order to carry out
smooth flow of activities
III. Goals/Target • MM should target customer which are more health
• Creating brand awareness and increase in revenue by conscious and more concerned about hygiene
increasing number of orders through local store visibility • Billing system must be simplified in order to generate
• Increase profit by introducing online sales electronic orders as well
• Generating demand by achieving high market penetration • Local promotional activities needs to be focused on to
attract nearby customers first
IV. Analysis
VII. Follow Up
• Diverse group of experts provided perspectives and analysis
from customer, sekker, tailoring staff POV. • A consensus among all the different stakeholders is
• Various focus groups were approached andcollected data were needed to reach given the diverse range of interests
examinedin order to understand the factors regarding saless
and growth in number of orders
Analysis – FRAMEWORKS
and IMPLICATIONS
BUSINESS MODEL
CUSTOMER
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION
RELATIONSHIP
 Logistics Operators  Procurement of raw • Fresh Dairy product like toned • Community
 Firms material milk , Yoghrt ,Paneer Relationships
 Milk Suppliers • dairy Product like • Major player in eastern India • Creation of characters
 Shipping companies toned milk, yoghurt, • Recently Launched Moo-shake like “Super Moo”
Paneer Which has major health • Business Development
benefits
CUSTOMER SEGMENTS CHANNELS
KEY RESOURCES
 • Platform website
Households in Eastern
• Human Resources • News Paper
India
• Sales Unit  • Event and
Kids with age between 1-8
• R&D Unit  Ice cream factories Exploration
• Strong Management  Local chocolate factories • CRM and Marketing

COSTS REVENUE SOURCES
• Dairy products like Paneer ,Toned Milk

• Infrastructure maintenance cost
• Healthy Products like Moo-shake
• Insurance
• Logistic operational cost
• Plant Operation cost
SWOT ANALYSIS
STRENGTHS WEAKNESSES
1.Keeps itself updated with change in 1.Logistics and procurement
technology 2.Short shelf life
2.Ehical training program for farmers 3.Competition
3.High quality product 4.Completely dependent on villages for
4.First Agri food company to get raw material
funding
OPPORTUNITIES THREATS
1.Export Potential 1.Unorganised sector
2.Open Dedicated kiosks 2.Yield of Odisha state’s cattle is lower
3.Use internet to sell its product than other states
4.Tap into market of other 3.Increase in consumption of beef
neighbouring states 4.Growing price of milk product
COMPETITOR ANALYSIS
BASED ON CRITICAL SUCCESS FACTORS BASED ON FINANCIAL INDICATORS
Critical Success Factors Advantage over its Company Revenue

competitors
OMFED 800 crore
Procurement Ethical program training for
farmers, No intermediaries Pragrati 300 crore
AMUL 38000 crore

Product life Milk mantras milk products
has more life compared to its
competitors
Innovation Use of advance technology

like UV and German
technology to improve milk
product quality
Pricing Nearly 15% premium prices

7S FRAMEWORK
Strategy Structure Systems
• Aims expansion to the East India and • Even vendors and partners contribute • Leveraging digital media to build its
slowly go pan India from there. to the product development process reputation.
• Strategic presence in Kolkata so as to with inputs • Eliminate middlemen and enables
have production facilities in East and • Encourages new ideas to be converted better growth for farmers.
into profitable products as they don’t • Continuously learn about
West India covering more regions
have a huge R&D budget. stakeholders pain points to better
address their problems.
Shared Values Skills Staff Style
• Ethical sourcing of milk from • Employee skills • The companies team has • Identifying pain points of
farmers to gain trust and support • Training for the farmers on expanded from 500 to farmers and vendors and
• Use of digital media to connect ethical sourcing and animal 1200. addressing them.
with the customers. husbandry • Network of 45000 farmers • Investing more on product,
• Microfinancing for the farmers to • Encouraging lateral thinking in its Ethical sourcing packaging and convenience
gain their loyalty. amomg employees and program. to have an edge over the
vendors competition.
ANSOFF MATRIX
Market penetration Product Development

MARKETS / CUSTOMERS
EXISTING
Market share Add product with
growth local taste
Customer Develop product for
loyalty health concious
improvement customer
Market Development Market Development

Target new New products for
NEW
geographic markets New markets
New products for

Target New Segments New markets
EXISTING NEW
PRODUCTS / SERVICES
STAKEHOLDER ANALYSIS
FINDINGS AND
RECOMMENDATIONS
1.MM can make its procurement channel more efficient and enure that the quality of
milk collected from the rural population is not compromised
2.MM can increase its reach to tier 2 and tier 3 cities by increasing its distribution
channel and ensuring more visibility in the local kiosks
3.For more efficient online channel , MM should focus on its delivery and logistics
partner so as to ensure quick delivery of items
4. As diary product are more perishable milk mantra should focus on increasing
product life using innovation .It will help MM in getting a competitive edge
5.MM should focus in increase its reach in the neighbouring states which share same kind of
taste as Odisha. It will increase revenue and markets share.
6. MM should also focus on product diversification and improve product related to local
taste.
7. MM should target customer which are more health conscious and more concerned about
hygiene. These segment are more likely to use online media for shopping.MM can focus on
online marketing platform to acquire such new customer
THANK YOU

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MANAGEMENT CONSULTING

COMPANY SELECTED: MILK MANTRA

• Dairy products like Paneer ,Toned Milk

Critical Success Factors Advantage over its Company Revenue

AMUL 38000 crore

Innovation Use of advance technology

Pricing Nearly 15% premium prices

Strategy Structure Systems

Shared Values Skills Staff Style

Market penetration Product Development

Market Development Market Development

geographic markets New markets

New products for

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