Professional Documents
Culture Documents
MS.DEEPTI GAUR
(FAULTY GUIDE)
SUPERVISED BY
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, MRS. DEEPTI GAUR 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 him for constantly guiding me. I am also thankful to all those
respondents who spend their time in providing me with valuable information for my
work.
CERTIFICATE
This is to certify that AnkitGarg s/o Mr. Ravinder Garg has completed summer training
internship with marketing and sales department of MOTHER DIARY for the duration
of June- Aug 2013. His performance during the training period was satisfactory. Her
contribution was recognized and appreciated by the management.
Managers Sale
OFFICE
Plot NoSafal Fruit & Vegetable Unit, Mangol Puri Industrial Area, Phase-
TABLE OF CONTENTS
S.NO.
CONTENTS
PAGE
NO.
1
2
Chapter 1
Chapter 2.
Chapter 3.
Chapter 4.
Chapter 5.
Chapter 6.
ACKNOWLEDGEMENT
CERTIFICATE
Introduction
Industry overview
2.1 Past ,present and future trends
2.2 Major players
Company profile
3.1 History
3.2 Mission ,vision and goals
3.3 Organizational structure
3.4 Products and services
3.5 Future plans
Job description
4.1 Job description statement
4.2 Detailed Job Profile
4.3 Area Assigned
4.4 Target Assigned
Findings and analysis
5.1 Findings based on questionnaire
Conclusion And Recommendations
Annexure
3
5
12
13
18
20
21
25
26
27
32
33
34
35
36
36
38
60
63
68
69
Questionnaire
CHAPTER 1
INTRODUCTION
AND NATURE OF
JOB ASSIGNED
EXECUTIVE SUMMARY
I did my summer training at Mother Dairy, patparganj of 6 weeks from 1 st july 2013 to 15th
august2013.
At the mother dairy the job assigned to me as a summer trainee was really challenging. It
was related to the analysis of customer satisfaction about the various products of mother
dairy and also to check the marketing strategies followed by mother dairy to promote their
products were satisfied or not.I really enjoyed this job and interaction with the customers
Understanding
the
needs
of
the
customer
is
critical.
A business relationship, just like any other relationship, relies on both people getting their
needs met. No matter what type of business you are in, all customers want the same thing.
They want to feel welcomed and appreciated by you and your staff. They don't want to get
the impression that they are just being used by you for money. Small interactions like
"Thank you" and a nice smile can go a long way toward customer satisfaction.
Make
sure
your
employees
operate
with
the
same
principles.
A big part of customer satisfaction is reliability. If customers come to expect a certain mode
of behavior from you and your employees, you should deliver it to them each and every
time. Customers want to be able to rely on you. They expect consistent delivery times (if
applicable) and support. By training your employees to treat all customers with the same
respect, your customers will all have the same experience with your company, which will
increase customer satisfaction.
Be
honest
when
you
don't
meet
expectations:
Customer satisfaction is at its most important when something goes wrong in the chain of
delivery. Whether a customer was double charged or didn't receive what she ordered, your
employees need to handle the situation with the utmost care. Your employee should
apologize and take steps to rectify the situation. The phrase "the customer is always right" is
at the core of a good customer satisfaction strategy. It doesn't matter whether or not the
customer misread the instructions or made the mistake; your employee should take steps to
make the customer happy.
Customer
satisfaction
is
the
foundation
of
good
business.
Satisfied customers will make a great foundation for return business, and they may also
bring in their friends and associates. Remember that customers are the heart of any business.
Keep them satisfied, and encourage them to tell their friends about their experiences with
your business
CHAPTER -2
INDUSTRY
OVERVIEW
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 w, and consists of Western-style dairy processing based on
pasteurization but it portion of the population cannot afford milk.
In India both the "organized" and "unorganized sectors co-exists
for
marketing of milk and dairy products. The organized or formal sector is relatively ne 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.
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 under-employed 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.
Figure: Relative shares of main milk marketing channels in formal and informal markets
in India
10
11
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.
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
12
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.
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.
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.
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 dairy produce is
expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn
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.
13
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.
14
Few of us are aware that India is the country that has the most cows (48 million) kept
for milk production purposes. The production of Indias cows is low (1,200 lbs per
year) but through improved husbandry there is great potential. Chinas rapid growth
as an importer of dry milk powders (whole and skimmed) is predicted to grow in 2013
by 12% and 18%. The USA in 2013 is exporting the equivalent of 15% of its annual
production where just a few years ago it was thought that USA milk prices were too
high for significant exportation to take place. USA cheese exports in 2013 will be
double the exports in 2008 and that will make it the largest single exporting country for
cheese. Cheese is the darling child of milk products when it comes to exports and EU
countries which export almost half of the cheese globally are looking for new
customers. To say the least, the world is hungry for dairy products. The demand for
dairy is expected to increase at a rate faster than the worlds population growth. (Read
more: Got Milk is becoming Got More and MILK MARKETING: How Got
FUTURE TREND
15
We have all seen the prediction that there will be 9 billion people by 2050. That is a
25% increase. If dairy is to fill more of the average global diet the world will need 30 to
35% more milk to be produced in 2050 than there is produced today. The rapidly
expanding middle classes in China and India will consume more milk products as will
consumers in Africa, SE Asia and Russia. At the processing industry level, expect new
products (including low lactose and ingredient enriched milk products) and more uses
for milk. At the farm level the rate of applying technology will be at an ever increasing
rate. But the dairy industry does not exist on a vacuum.
Over the past few years besides population growth and environmental concerns, the
major issue before all countries has been trade. (Read more: Why the Future of the
North American Dairy Industry Depends On Supply and Demand) Trade is important in
the EU which once had production quotas but where now farm prices are no longer
guaranteed and narrower on-farm margins are resulting in increased herd sizes in order
to efficiently apply technology and provide critical mass. In the future no country will be
an island onto itself when it comes to producing milk and trading in milk products.
Canadian dairy farmers are facing that matter after the Canada and the EU signed a
tentative trade agreement last week in which more EU cheese will have access to the
Canadian market. Read more: (Read more: Canada, EU close to sealing trade deal with
concessions on cheese, beef and Canadas dairy farmers angered and disappointed by
EU trade deal that would double cheese imports)
2.3MAJOR PLAYERS
Major Players
There are virtually 15 major Dairy Cooperative Federations in India, namely:
Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF)
Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED)
Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)
Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)
16
17
CHAPTER-3
COMPANY
PROFILE
3.1COMPANY PROFILE
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
18
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
UHT milk
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.
19
Quality improvement
Cost reduction
Reduction in accidents
Increase in MTBF
20
21
Mother Dairy was set up in 1974 under the Operation Flood Programme. wned company of
the National Dairy Development Board (NDDB). Mother Dairy manufactures, markets &
sells milk and milk products under the Mother Dairy brand (Milk, Cultured Products, Ice,
Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in
bulk aseptic packaging and fruit juices at a national level through its sales and distribution
networks for marketing food items.
22
all
function
of
the
milk
processing
area
highquality, reliability, and safety. Mother Dairy sources its entire requiremento f
ensures
liquid
m i l k f r o m d a i r y c o o p e r a t i v e s . S i m i l a r l y , M o t h e r D a i r y s o u r c e s fruits and
vegetables from farmers/growers associations.Mother Dairy markets approximately
2.8 million liters of milk daily in themarkets of Delhi, Mumbai, Saurashtra and
Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector
in Delhi where it sells 2.3million liters of milk daily and undertakes its marketing
operations througharound 14,000 retail outlets and 845 exclusive outlets of Mother Dairy
23
OBJECTIVES
We shall provide regular and timely supply of milk and milk products at
convenient distribution points under clean and hygienic conditions for different segments of
consumers. We shall provide remunerative returns to milk producers and other associates.
We shall promote innovations, continuous learning and improvement. Protecting the rural
marginal milk producing farmers from the exploitation of profit earning middlemen.
Helping them rear their cattle in hygienic conditions, thereby increasing production of milk.
To provide wholesome milk to the customers in Kolkata & Bengal at a reasonable price
throughout the year, right at their doorstep.
24
Token Milk
Toned Milk
Standardized Milk
DAIRY PRODUCT
25
Plain Dahi
Probiotic Dahi
Mishti Doi
Sweet Lassi
Mango Lassi
Strawberry Lassi
Salted Lassi
Plain Chach
Tadka Chach
Mango
Strawberry
Chocolate
26
Kesar Eliachi
Coffee
Vanilla
Fresh Paneer
Butter
Cheese Slice
Cheese Cubes
Cheese Spread
Buffalo Ghee
Cow Ghee
Kathiawadi Ghee
Blueberry Yoghurt
27
FROOZEN FOOD
Frozen Peas
Frozen Corn
Frozen
Aloo
Tikki
Corn Chatkara
GROSSERY PRODUCT
28
Parmal Rice
29
products, it sells frozen foods and juices under the brand name 'Safal' and 'Dhara' brand
edible oil.
30
Source: https://www.justpeaceint.org/
31
CHAPTER 4
JOB DESCRIPTION
32
Relation to other jobs The job is closely related to consumer & marketing
strategies of the Mother Dairy
Working Environment The trainees were allowed to work from within the office
and to use the resources of the company. The working environment was very comfortable
and congenial.
Nature of supervision- intensive, close but flexible monitoring approach adopted for
the trainees and trainees must be treated with upmost patience.
33
34
In the last weeks of summer training we were provided with the information and help to
complete our summer training report along with the knowledge of how the work is
35
36
DATA ANALYSIS
37
SAMPLE SIZE AND SAMPLING TECHNIQUE:The sample size of 100 respondents was taken for the current study. The sampling
technique used for the study was convenience sampling, wherein the population elements
are selected for inclusion in the sample based on the convenience of researcher
38
r
e
b
m
u
N
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly
Disagree
INTERPRETATION
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.
39
Store Hours
30
25
20
r
e
b
m
u
N
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly
Disagree
INTERPRETATION
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.
40
r
e
b
m
u
N
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly
Disagree
INTERPRETATION
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.
41
r
e
b
m
u
N
20
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly Disagree
INTERPRETATION
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.
42
Q5. THE MOTHER DAIRY BOOTH HAS THE LOWEST PRICES IN THE
AREA
r
e
b
m
u
n
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly Disagree
INTERPRETATION
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
43
Highest Quality
35
30
25
r
e
b
m
u
N
20
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly Disagree
INTERPRETATION
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.
44
Q7. THE DAIRY PRODUCTS SOLD WERE OF GOOD VALUE FOR MONEY
r
e
b
m
u
N
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly Disagree
INTERPRETATION
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.
45
Attractiveness
30
25
20
r
e
b
m
u
N
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly Disagree
INTERPRETATION
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.
46
Overall Satisfaction
35
30
25
r
e
b
m
u
N
20
15
10
5
0
Strongly Agree
Agree
Disagree
Strongly Disagree
INTERPRETATION
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.
47
INTERPRETATION
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.
48
r
e
b
m
u
N
20
15
10
5
0
Mother Dairy
DMS booth
Polypacks from
grocer
Milkman
INTERPRETATION
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.
49
r
e
b
m
u
N
20
15
10
5
0
Once in a week
Monthly
INTERPRETATION
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.
50
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.
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.
52
53
CHAPTER 5
FINDINGS &
RECOMMENDATIONS
54
FINDINGS
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:
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.
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.
55
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.
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.
56
57
CHAPTER-6
DIFFICULTIES FACED
AND MAJOR
LIMITATIONS
58
6.1 LIMITATIONS
The followings are the limitations faced by me during the entire task
Due to very large size of population, only a selected number of customer could be
contacted.
Some of respondents were not co-operative they did not provide some of the
details.
As per company rule many of the information was not disclose as the manager was
busy in their daily schedule. It was not possible for us to spend more time in
interaction with them.
59
CHAPTER-7
CONCLUSION AND
SUGGESTION
60
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.
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.
61
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.
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.
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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.
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
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.
4.
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ANNEXURES
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QUESTIONNAIRE:
Name :
__________ _
Age :
____________
Contact no : ____________
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
Disagree
Agree
Strongly
Disagree
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Pack sizes.
11. Where
Mother Dairy
DMS booth
Milkman
Elsewhere
12. 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
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