Marketing Management of Mother dairy. It includes 4P's of Marketing, SWOT analysis of Mother Dairy company, Marketing Strategies used by Mother Dairy company.

1. Hi,I'm
Hi,I'm
Moo,from
Moo,from
motherdairy
motherdairy
andIwilltellyou
andIwilltellyou
allaboutMother
allaboutMother
Dairy
Dairy

2. MEET THE TEAM
ANUJ
ADMANE
JAYATI
SRIVASTAVA
SAHIL
KALE
SAHITYI
PATOLE
SUDHANSHU
MALEWAR

3. Mother Dairy was commissioned in 1974 and is a wholly-owned subsidiary of the National
Dairy Development Board (NDDB).
It was an initiative under Operation Flood, the world's biggest dairy development program
launched to make India a milk sufficient nation.
The major portion of Mother dairy’s daily milk production is from the dairy cooperatives and
village level organizations.
The corporate tagline is : HAPPY FOOD HAPPY PEOPLE, captures the essence of what the
company stands for-bringing happiness to people by providing adulteration free, high
quality products.
INTRODUCTION
INTRODUCTION

4. exportqualityfruitpulpandconcentrate,
supplyinginternationallyrenownedbrands
likeCoca-Cola,Unilever,andNestleamong
others
Thecompany’sFruitandVegetableDivision,
“Safal”
Edibleoilmarketwithitsmarqueebrand“Dhara”.

5. 4 P's Of Marketing Mix

6. Product
Range:Primaryfocusisthewholedairyproductrange.,also
includessafalanddhara.

7. Adopted penetration, competitive, and differential pricing policy.
Reasonable price range-
eg- mother dairy amul
-milk 52/lt milk - 58/lt
-cheese 99 (200gm) 106(200gm)
PRICE
Recently as on july 2021 mother dairy has
increased its prices as per attached table

8. Place
PAN-India presence.
Robust network of more than 1400 retail outlets
and more than 1000 booths, 390 safal stores, &
4500 ice-cream carts.
Daily-3.2 million lts of milk in Delhi, Mumbai,
Saurasthra, & hyderabad .
Overseas presence in 40 countries
including Africa, Asia, Middle-East, Russia, Europe,
and the USA.

9. Recently, rolled out a new Ice Creams campaign
#KhushiyonKiParampara that targets consumers
across varied age groups.
Tweet to Farmer’ campaign where we thank them
for giving us milk.
Mascot Makhan Singh which is targeted on the
kids for various products like cheese, butter and
milk.
Safal also takes help of green and environment
friendly themes for selling many of its products.
Product Differentiation- Mass Indian flavors.
Promotion

10. The process of delivering product to the consumer should be
State of art manufacturing, uses innovative process & technologies.
connected with 24000 farmers,2500 villages in 10 district of vidarbha and
Marathwada.
For milk various process like filtration, clarification,
Process control paratmeter.
designed for maximum efficiency and reliability.
eg:- milk
chilling, filling, packing, storing etc.

12. STP Mother Dairy
The company has four product segments – milk, value-added products,
edible oil (Dhara brand) and fruits and vegetables.
value-added segment of ice cream, dahi, butter milk, followed by edible oil,
fruits and vegetables, and milk
Mother Dairy also supplies fruit-pulps and concentrates to multinationals
like Coca Cola, Pepsi and Nestle, and has an export turnover of around ₹200
crore
Segmentation:

13. Target
Ice-Cream, Milk shake, Misti
Dahi, flavored Yogurt, Milk.
ButterMilk, Sugar free Ice-Cream, Lassi
KIDS
YOUTH
CALORIE
CONSCIOUS
HEALTH
CONSCIOUS
WOMEN
1.
2.
4.
5.
3.
Cheese & Cheese spreads, flavored Yogurt,
cream- UHT, Butter, Bread
Milk Shake with CALCI+, Skimmed Milk powder
Sugarfree Ice-cream, Lactos free Milk

14. As food and dairy brand that has products of high quality at an affordable
price, with fair returns to the producers.
Mother Dairy is estimated as a $1.3b company and has targeted to sell its
products to the upper-middle segment of society. It has positioned itself as a
trusted brand that offers premium products at affordable rates.
Positioning

15. Mother Dairy was free from
adulteration and assured
quality products. This
created a trust among its
consumers with regards to
purity of milk
Common branding
Centralized marketing
Dedicated quality control
Pooling of milk efficiently
This marketing was done through:
Marketing strategy

16. Strategythatshouldbe
Strategythatshouldbe
adoptedbymotherdairy
adoptedbymotherdairy
1)·EventBasedSampling
1)·EventBasedSampling
If the Product, Context, Role attributes are matched effectively then the the
sampling can offer rich dividends for the company and it can simultaneously
increase usage and find new users for the brand.

17. •2)Guerillamarketing
Very high reach as every possible set of customers can
beaddressed.
EffectiveiftargetedatthepotentialConsumer

18. 3)creative packaging
Peoplejudgebooksbytheircoverseveryday.
Aproduct’spackagecanbethesellingpointformany
consumers,bydeliveringasenseofqualitywhilealso
reflectingtheproduct’sbrandimage.Itiscriticalin
retailsales,wheretherightpackagingdesigncanattract
theconsumer’seyeandmaketheproductstandoutnext
toarackofthecompetitor’sproduct.

19. SWOT
SWOT
Analysis
Analysis

20. PRESENCE IN MULTIPLE SECTORS
FARMER SUPPORT
HIGH TRUST AND GOODWILL
SATISFIED CUSTOMERS
COMPOSITION
Strengths
Strengths
Strengths

21. Weaknesses
Weaknesses
Weaknesses
LOW PER CAPITA CONSUMPTION OF
MILK
LOCALISATION
DISTRIBUTION COSTS
PACKAGING

22. Opportunities
Opportunities
Opportunities
HIGH MARKET POTENTIAL
FAVOURABLE ENVIRONMENT IN INDIA
CONTINUOUS DEMAND OF DAIRY PRODUCTS
OPEN MORE NUMBER OF MOTHER DAIRY
OUTLETS
MARKET AND ADVERTISE THE PRODUCTS
AND OTHER PRODUCTS BY MOTHER DAIRY

23. Threats
Threats
Threats
COMPETITION
LOW BARRIERS TO ENTRY
STRONG MARKETING MUSCLE BY
COMPETITORS
UNSTABLE ECONOMIC
OTHER COMPETITOR BRANDS
CONDITION IN INDIA

24. This financial year, 2019-20, the
growth has doubled to 8 per cent.
2020-21 fiscal year Motherdairy milk recorded a volume growth of 8 per cent, categories such as fresh
dairy beverages and curd have had a healthy volume growth of 22 per cent and 23 per cent,
respectively

25. Interesting
Interesting
social
social
media
media
campaigns
campaigns

26. Graphic Design
ArdenLee
ArdenLee
I'm applying to be an intern to
develop new skills and learn
more about the industry.

27. India is undisputed biggest dairy industry
Scope of expansion.
The diversification in the marketing strategies of
mother dairy.
CONCLUSION

28. Mother Dairy-Rishton ka swad badhaye