Mother Dairy

Topics: Milk, Ice cream, Butter Pages: 47 (8003 words) Published: March 9, 2014
MARKETING MANAGEMENT
(Final Project Report)
ON

MOTHER DAIRY ICE CREAMS

Presented to:

Prof. Neha Gupta

Presented by:

Sumaira Patel (39)
Vishal Narula (63)
Akshay Dhuri (64)
Swet Shah (65)
Himanshu Shah (66)
Abhinav Srivastava (68)

K J Somaiya Institute of Management Studies and Research

Page | 1

CONTENTS

Sr.No.

Particulars

Page No.

1.

Mother Dairy – Company Overview

4

2.

Marketing Mix (4Ps)

10

3.

Segmentation, Targeting, Positioning (STP)

13

4.

Mother Dairy Ice Cream - Branding Strategy

21

5.

Mother Dairy Ice Cream - Pricing Strategy

23

6.

Mother Dairy Ice Cream - Distribution Strategy

24

7.

Mother Dairy Ice Cream - Advertising Strategy

27

8.

Ansoff’s Matrix

30

9.

Michael Porter’s Five Forces Model

31

10.

BCG Matrix

33

11.

Mother Dairy Ice Cream - Product Life Cycle

35

12.

SWOT Analysis

36

13.

PESTEL Analysis

37

14.

Future Strategy

38

15.

Survey Questionnaire

41

Page | 2

ACKNOWLEDGEMENT

We take great pleasure in submitting this project report for the year 2013-2014 as students of K.J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH. This report is a part of the requirements of the Master in Management Studies Course, University of Mumbai.

We take this opportunity to express our gratitude to all those who helped us in completion of our project successfully. We thank Prof. Neha Gupta for her guidance and suggestions for our project.
We would like to give thanks to all the respondents who gave their valuable time in filling our questionnaires and providing us with the valuable information and helped us in completing our project. At last we would like to thank all those who have indirectly helped us for the same, our parents, friends and classmates.

Sumaira Patel (39)
Vishal Narula (63)
Akshay Dhuri (64)
Swet Shah (65)
Himanshu Shah (66)
Abhinav Srivastava (68)

Page | 3

1. MOTHER DAIRY – COMPANY OVERVIEW

MOTHER DAIRY– At Glance
Parent Company

National Dairy Development Board (NDDB)

Category

Milk and Food Processing

Sector

Food and Beverages

Tagline/ Slogan

Piyo Pure

Mission

Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.

Vision

Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers.

USP

India’s very own producer of milk, milk products, beverages, foods, etc. at affordable rates and of premium quality
Product Portfolio

Popular Brands

1. Mother Dairy Plain Dahi
2. Dhara
3. Safal

Competition

Competitors

1. Amul
2. Nestle
3. Britannia
4. Kissan
5. Heinz
6. Reliance Fresh

Page | 4

1.1 FORMATION OF MOTHER DAIRY
NATIONAL DAIRY DEVELOPMENT BOARD (NDDB)
The National Dairy Development Board (NDDB) was designed in 1969 on Anand Dairy Cooperative outlines of creating district cooperative of milk producers at village level which aim at collection of whatever amount of milk they produce and payment to them according to the quality of milk they supply. Then this milk is processed and supplied to the people at metropolitans and other cities at nominal charges.

For about 5 years, NDDB was dormant till the time they received presents of Whole Milk Powder and Butter Oil from European Union and came into action with the help of Indian Dairy cooperation.
Operation flood was started in 1970 under the guidance of Dr. Kurein, Chairperson NDDB, Anand and Mr. Jamnadas Patel in Khera, Gujarat. The objectives of Operation Flood are: 








To buy the milk from the farmers and villagers as much milk as they could supply at reasonable prices and keep the price of milk stable whole year. To operate, procure,...
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