Mother dairy ( strategies to promote sales in South and West)
Set up in 1974 in Delhi under the Operation Flood Programme.
Mother dairy products:
Juice and fruit beverages
Mother Dairy - Delhi was set up in 1974 under the Operation Flood
It is now a subsidiary company of National Dairy Development
Mother Dairy markets approximatley 3.2 million liters of milk daily
in the markets of Delhi, Mumbai, Saurashtra and Hyderabad.
Marketing operations through around 14000 retail outlets and over
875 exclusive outlets of Mother Dairy.
Safal, the Fruit & Vegetable business initiative of Mother Dairy Fruit
& Vegetable Pvt. Ltd has its origin in the Fruit & Vegetable Project
established by National Dairy Development Board in 1986.
Vision – “Provide quality food and beverages to consumers at
affordable prices while ensuring fair returns to the producers.”
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.”
1.Awell-recognized brand name
2. Popular subsidiary brands like Dhara, Safal, b-Activ, etc.
3.A wide variety of products like milk, dairy
products, fruits, vegetables, groceries, edible oil, beverages, frozen food, etc.
4. It is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified company
5. An employee strength of 3000 people
6.Strong and efficient supply chain network
7.Procurement of milk from co-operative dairies and vegetables from
farmers, providing them with fair prices
9.Popular for its quality and affordable price
1.Limited number of Mother Dairy and Safal outlets
2.Difficult to maintain competitive pricing
3.Vegetables and milk products are perishable
1.Continuous demand of dairy products and other products by
2.Open more number of Mother Dairy outlets
3.Market and advertise the products
4.Increase its market share by expansion in untapped markets
1.Strong marketing muscle by competitors
2.Unstable economic condition in India
3.Other competitor brands
Market Penetration Strategy
Achieving growth through existing product in
mother dairy is doing it by-opening motherdairy
outlets across the country
These stores will sell the entire product range of
motherdairy products, in addition to the existing
retail network for ice cream, milk and other
more customers through a more intensive
distribution. It is opening more stores at Highways,
Railway stations, Airports, Bus stations, Schools,
Colleges, and Industrial Canteens etc.
Market Development Strategy
This strategy is concerned with creating
business through developing new markets
with existing products in hand. Mother dairy
is using this strategy to capture new and
unexplored sectors without creating new
products. What mother dairy is doing in this
sense is as follows –
Mother dairy is now shifting its focus from
urban to rural markets and smaller towns
Product development deals with producing
new products for the existing customer base.
new and fresh tastes in milk and ice creams
safal products is another major initiative by
wide range of fresh fruits and vegetables
When a new product is launched into the
new market diversification holds good and
provides more growth opportunities in the
future. Mother Dairy has identified the need
to increase its presence in newer markets
and thus have come up with many new such
strategies for increasing its presence in the
Focused Approach: For the first 22 years of its existence, liquid
milk was the only dairy product that Mother Dairy offered.
Wider Spread: eg: In ice creams, it was only a bit more than two
years ago that Mother Dairy entered its first market outside Delhi -
UP and Punjab.
Today, it's extended its operation to Haryana, Jaipur, Mumbai and
Kolkata as well, it plans to go south to Hyderabad and Bangalore and
Product differentiation: bringing in mass Indian flavors which
are building up in terms of absolute percentage of contribution. Their
attempt is to make the taste experience in ice creams as familiar as
possible so as to increase consumption.
Smart Marketing: Mother Dairy says it's trying to take its
product campaigns and communications to a higher platform.
Product enhancement and assured quality: Identify and
address quality related problems at every stage from the producer at
the village cooperative, to the dairy plant and the process of final
delivery to the consumer.
Mother Dairy has a market share of 66 % in the
branded sector in Delhi, where it sells about 2.5 million
Liters of milk daily and undertakes its marketing
operations through around 14000 retail outlets and over
875 exclusive outlets of Mother Dairy.
Plans to set up a factory in Mumbai and with efforts
to increase the company’s footprint in Chennai and
Introducing first time coconut flavored milk and
ice-creams in south India.
Adding a traditional touch to the packaging
like pictures of south’s culture or folk dance.
Offering safal’s frozen peas, corn and mix veg in south
Offering basmati rice in different variants like gold basmati
rice, silver basmati rice, classic rice, parmal rice in south
Offering Sweets like shrikhand, modak, shira, moong dal
kheer, dhoodhi halwa are quite famous in these areas,using
mother dairy’s milk and other dairy products.
Frozen yogurt in different flavours
Sweet kesar curd for
Outlets can be opened at railway stations or bus
stands for tourists.
Also in cities
(jo dikhta hai wohi bikta hai)
Due to the growing need of nutritious diet, the
need of milk and its products have increased
among the youth.
Tie-ups with local vendors
Advertisement and promotion strategies by
Tie-ups with industries to open mother dairy
outlets for workers.
Mother dairy can venture out on new products like
Tonedmilk, Condensed milk that can be used for
sweets, Baby food products
There are certain product like mother dairy fresh
fruit and vegetables etc which are not as popular as
mother dairy ice cream and milk. mother dairy must
try to understand the cause of this through
thorough market research and work on improving
Though mother dairy's hoardings are a huge
success, it can penetrate even better in the rural
areas by advertising through the media viz cable
channels and newspapers. Sponsoring shows in TV,
sports events can be of great help.