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A Case StudyonShimla Dairy ProductsbyAarthiPriyankha
Shimla Dairy – Brief Introduction Dineshkhanna the TD of Shimla diary products realized that the cheese industry in India is getting out of its nascent stage and expecting a boom. Cheese had started playing a predominant role in Indian cuisines in recent years, with the urban crowd being the major consumers Its apparent that Britannia and Amul are the big players in the cheese market with around 70% of share. Heavy advertising and promotions by Britannia and Amul, along with varieties of cheese had also played a key role in their success rate.
Contd.. Shimla had two plants with a total 10,000 litre throughput per day, with a 30 employees working in 2 shifts throughout 365 days. Shimla predominantly seems to focus on Cheese, processed Ghee and butter. Major retailers being Nilgiris, Food world, D mart and F mart.
Who moved my Cheese?! According to Khanna, its explicit that Dynamix - Britannia was set to become Shimla's biggest competitor, as it supplied most leading pizza chains where Shimla expected to venture.
Brand Awareness Shimla marketing strategy – Word of mouth Surprising 0 % revenue used for marketing! But…
Increasing Nutri-Factor Shimla seems to focus on processed Cheese, Butter and Ghee which infact is works great with junk food may NOT be preferred by the health Conscious genX So…
Operations Shimla can find a way to help the farmers deliver the milk on time by helping with transport , thus saving time and earning the goodwill of farmers. Khanna must ensure that Shimla is certified with HACCP and ISO 9002 at the earliest to have a better brand. Shimla must focus on both high end cheese and try to improvise on it, as low end cheese is Not certified and doesn’t assure safety of products.