Kmf distribution ppt

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Kmf distribution ppt

  1. 1. 5/28/2013By :Ranganath KN
  2. 2. 0 1 2 3 4 5 6Category 1Category 2Category 3Category 4Series 3Series 2Series 15/28/20135/28/2013Milk And Its Composition :Species Water Fat Protein Lactose AshCow 86.6 4.6 3.4 4.9 0.7Buffaloes 84.2 6.6 3.9 5.2 0.8
  3. 3. 5/28/2013KMF facts : In 1955 First Dairy Set Up At Kudige, Kodagu Dist. Karnataka Milk Federation Was Setup In 1974 Second Largest Co-operative Federation In India And First In South India. KMF Has Over 2.21 Million Milk Producers In Over 12036 Dairy DCS(diary Co-operative Societies)spread Over 166 Taluks Of The Total 175Taluks In All 30 Districts Of Karnataka There Are 13 Milk Unions Total Amount Of Milk In Karnataka is And India .
  4. 4. 5/28/2013Growth And Other Statics Of Company :0 5000000 10000000 150000001976-772007-082011-122012-13(feb)DCSMembershipMilk ProcurementMilk SalesTurnover [c]
  5. 5. 5/28/20135/28/2013Figures And Facts :Year DCS MembershipMilkProcurement Milk Sales Turnover [c]1976-77 416 37000 50000 95050 .1c2007-08 11063 1956163 3025940 2129790 2707c2011-12 11568 2151000 4649000 2890000 5823.69c2012-13(feb) 12036 2216000 5456000 2994000-------------
  6. 6. 5/28/20135/28/2013SWOT Analysis :Strength: Strong Brand value and reliability Highest market share among the organized brands in packed milkmarket segment Good infrastructure facility compared to competitors Strong distribution of network and better reach 24x7 service for formers from KMF staff & technical officerWeakness: Perishability. Lack of control over yield. Logistics of procurement. Competition.
  7. 7. 5/28/20135/28/20135/28/2013Opportunities: Growing industrial and institutional demand for Nandini milk Good scope in opening milk parlors at all Taluks and prime locationin the district A large market with a good potential for liquid milkThreats High margin paid to retailers by competitors Strong door delivery system of loose milk vendors Flexibility in trade policy by the competitors
  8. 8. 5/28/2013SEGMENTATION , TARGETING & POSITION :Segmentation:Variables are: 1)demographics ,2) psychographicsProduct Segmentation : Milk: Demographic – 200ml, 500ml, 1000ml, 2000ml.Psychographics –Toned Milk, Full Cream Milk ,Good Life ,UhtMilk. Fermented : Yoghurt, Real Thick Curd, Butter Milk, Sweet Lassi Milk Powder : Dairy Whitener, Skimmed Milk Powder, Badam Milk Mix Gee%&butter : Butter Salted & Unsalted, Gee. Ice Cream : Many Products . Sweets Chocolates Other Products
  9. 9. 5/28/20135/28/2013Demographics segmentation
  10. 10. 5/28/20135/28/20135/28/2013Psychographics segmentation
  11. 11. 5/28/20135/28/2013Segmentation Patterns :Diffused preferences.PurchasesProducts
  12. 12. 5/28/2013Targeting:Target marketing strategy followed isSegment by segment invasion planMkt 1 Mkt 2 Mkt 3 Mkt 4MilkFermentedMilk PowderbutterIce CreamOther Product specialization stage in milk. Now full market coverage.360o Marketing,
  13. 13. 5/28/2013Position:The Brand name“A milk brand trusted by millions “.“Kshera sagara”100% aware of nandani products0102030405060Promotion
  14. 14. 5/28/20135/28/2013Distribution network of KMF :Milk fromvillagesocietyMarket &customersMain dairyIndustrymarketingchannel BMCCustomizedchannel
  15. 15. 5/28/20135/28/2013Continued …..Industry marketing channel: Indirect distribution of one channel. Feasibility Survey of milching animals population Surplus milk Milk testing Milk procurement Transportation
  16. 16. 5/28/20135/28/2013 Business marketing channel:Milk distribution network -dairyProduct distributionnetwork -dairyConsumersCaterersagents parlors RetailerdeportWCretailers Rivers channel.
  17. 17. 5/28/2013Product Life Cycle :Timecost
  18. 18. 5/28/2013Major competitor in Karnataka : Hatsun Vijaya Tejagold Ksheera Krishna And Local Loose Milk Sellers.
  19. 19. 5/28/2013

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