Marketing Strategy for Packaged Milk Industry

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  • Topic: Milk, Dairy product, Dairy
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  • Published : July 25, 2011
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A REPORT

ON

TO DO A MARKET RESEARCH ON

PACKAGED MILK INDUSTRY INDUSTRY
IN INDIA

BY

RAKESH KUMAR UPADHYAY
10BSP0173

R & D (E-PROBE)
A REPORT

ON

TO DO A MARKET RESEARCH ON

PACKAGED MILK MARKET
IN INDIA

BY

RAKESH KUMAR UPADHYAY
10BSP0173
A report submitted in partial fulfilment of
The requirements of
PGPM program of
IBS Bangalore

COMPANY GUIDE: FACULTY GUIDE:

Mr. PARIKSHIT PROF. PARAMITA MALAKAR

DATE: 15th April, 2011

ABSTRACT
India is one of the largest milk producers in the world. In recent years India has seen the tremendous increase in the demand of packaged milk instead of loose milk from vendor the main reasons for sudden shift in demand is mainly because, now a day’s people are becoming more and more health conscious and also now a day’s people have more disposable income as compare to earlier days. Also today if we see there are many brands which are giving very tuff competition to lose milk providers even in rural areas where earlier it was not possible to reach brands like AMUL, Mother’s Dairy, and other local brands are making their presence felt. During the year 2005-06 total milk production in the country was around 90MT and at the same time per capita availability of milk was around 229gms. From there till now Indian dairy industry has seen the tremendous growth and growing at the annual growth rate of (CAGR) of around 4% The total milk processing in India is around 35%, of which the organized dairy industry accounts for 13% while remaining is either consumed at farm level, or sold as fresh, non-pasteurized milk through unorganized channels. In an organized milk industry, dairy cooperatives report for the major share of processed liquid milk marketed in India. Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. Over the years, several brands have been created by cooperatives like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur). According to the Ministry of Food Processing Industries, exports of dairy products have been growing at the rate of 25% per annum in terms of quantity and 28% in terms of value since 2001. This is also one of the main reasons for increase in milk demand. It is not like that milk industry is only growing like every other industry this industry is also facing several problems and barriers which they need to overcome to become world’s largest milk producer as well as exporter.

Also this interim report gives greater insights about the key driver, the challenges faced by the market, The SWOT and PEST Analysis of the packaged milk industry. In the end there interim report contains information regarding the Key Findings.

The methodology involves the use of secondary data analysis, which involves collecting the relevant data, organizing it and analysis the data. The project also involves collecting Primary data whenever required. Also use Tools like SWOT and PEST analysis in developing a new marketing and pricing strategy. INTRODUCTION

Today India is one of the world’s largest and fastest growing markets for milk production. India’s milk industry is rapidly growing and is trying to keep pace with the growing population. In India there are about 170 milk processer currently producing the milk which operates majorly in 15 states of India. Out of which major states are Gujarat, Andhra Pradesh, Punjab, Karnataka, Maharashtra, Kerala Rajasthan and Uttar Pradesh.

During the year 2008-2009 total milk production in India was around 108.5 million tones .And the industry is expected to grow by 4% annually. Out of the total milk production in India about 35% are used for dairy product and rest of the milk is sold as fresh or non pasteurized milk through...
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