Presentation shows the unique business concept of this dairy farm,its strategies and implementation.

1. Course: Management Control Systems
Indian Institute of Plantation Management, Bangalore
Presented by: Bidhu Bhushan Binit(11PGDM08)

2. • Introduction
• Business:
-Introduction of company
-Products
-Mode of delivery
-Uniqueness
• Strategies & Implementation:
-generic competitive Strategy
-target customers
-pricing
-service
-awareness practices

3.  Today when the consumers are health
conscious and world’s focus is on
environment, business organizations are
looking for compatibility.
 This presentation is going to show you an
example of a business moving forward
considering all these elements by
making them competitive advantages.

4. • Oxygen acre is a Mysore based dairy farm
which provides unadulterated, pure and
fresh milk and milk products besides good
service.
• Earth friendly methods of cattle rearing and
associated farming with “simply natural” as
farm’s tag line.
• Pure bred cows(jersey,HF) feeding
organic, are used to produce pure and
quality milk.
• Mr. Chida Shivanna is CEO and Mr. Ravi
Shankar is the marketing head.

5. Fresh Milk Happy Soap
Cheese(paneer,ghee,m
ozarella,)
• untouched • Hand made
• Hygienic
• Unadulterated • naked
• Prepared
• Base immediately
price:rs.40/ltr after evening
milking
• Absence of
artificial
additives

6. FFL(fitness for
Egg
life)
• organic • Fitness program
• Pure organic • Recommended
grain diet for meal
hen • 18
servings/week

7.  Earlymorning delivery at door step.
 Option to access and manage your milk
account over internet.

8.  Organic
 Green
 Utmost care of customer

9. Strategies and Implementation

10.  Focused Differentiation Strategy
- Niche market(narrow buyer segment of
market.
- Focus on quality for ultra health
conscious consumer
- High price
- Differentiation on quality and mode of
production

11.  Health conscious
 High income group
 Excellent service expectation group
 Location: Mysore
(a tourist place near to Bangalore; being an
added advantage)

12.  Products are highly priced than normal.
- high cost involved
- Focused customers
- Service excellence
- Low customer base with high price result in maintaining profit.

13.  From cow to kitchen in less than 1 hour.
 Money back guarantee:
-If consumer is not happy with the
milk, money will be refunded without any
question.
a robust step to win the confidence of
customer.

14.  Farm tour program
-gives information about process
-information with joy and fun
 Internet

15. • Normally we can say that Oxygen acres products
are competing with normal dairy farm products.
But changing business environment, customer’s
preference and thus their behavior will change
the equation.
• In very near future, organic dairy products will
arise as a huge market and then normal dairy
products will prove as a very weak substitute.
• Shift in behavior of customers and market have to
be seen. All the best to Oxygen acres.