A study on FMCG Sector of India and dairy industry. The marketing mix adopted by Mother dairy.Import and export data of dairy produts. Advertisement strategy of Mother dairy

1. AN INSIGHT INTO THE
MARKETING STRATEGIES
OF
MOTHER DAIRY
PRESENTED BY
MRUDULA SWAMY

2. INTRODUCTION TO THE SECTOR-FMCG(INDIA)
19%
31%
50%
Share of segments in FMCG(India)
Food & Beverages Healthcare
Household & Personal care
 Urban –largest contributor- US$29.4 billion.
 Has seen rapid growth in rural market.
 Semi urban and rural market has shown
comparatively fast pace growth capturing 50%
market.
Estimated to reach US$1.1 trillion by 2020.
Currently FY2016-2017 revenue from FMCG is
US$49 billion and is expected to grow at 9-9.5%
Internet has contributed in a big way - online
portals are expected to play a key role.

3. INTRODUCT TO DAIRY SECTOR
 Oyster of the global dairy industry.
 Reached 155.5 million tons for the
year 2015-16 thus, India’s no.1 farm
commodity.
 Current size of the dairy industry of
India is valued at INR 5,000 billion in
2016.
 Indian dairy sector is characterized
by high fragmentation.
 Dominated by the unorganized
sector comprising of 70 million rural
households
122 128 132
140
147
113 119 125 130
138
0
20
40
60
80
100
120
140
160
2010-2011 2011-2012 2012-2013 2013-2014 2014-2015
Production Versus Consumption
Production Consumption

4. OVERVIEW OF MOTHER DAIRY
 Born under the initiative of operation flood
program.
The major portion of Mother dairy’s daily milk
production is from the dairy cooperatives and
village level organizations.
The company’s Fruit and Vegetable Division,
“Safal”.
 Mother Dairy brand has also housed a modern
food processing plant in Bengaluru that produces
export quality fruit pulp and concentrate,
supplying internationally renowned brands like
Coca-Cola, Unilever, and Nestle among others
 Edible oil market with its marquee brand
“Dhara”.
Indian dairy
industry
Organized sector
Private
Cooperatives
Government
Unorganized
sector
Self
consumption
Milkman/local
vendors

5. MARKETING MIX
OF PRODUCT PRODUCT
 Primary focus is the whole
dairy product range.
The milk products are again
of various types.
 “Safal” is the fruit and
vegetable arm of Mother
Dairy.
 “Dhara” deals in edible oils
cooking segment .
MilkLiquid Milk
Milk
Products
Dahi
Butter
Paneer
etc.
Vanilla
Strawberry
Choco Chip
etc.
Ice Cream
Segments in Dairy Range of
Mother Dairy

6. MARKETING
MIX OF
PRODUCT
PRICE
 Adopted penetrative pricing strategy.
Maintains a differential pricing strategy in its marketing mix
and varies according to geographical regions.
Vary with packages and variants of milk.
The edible oil sections under brand Dhara faces a lot of
competition from many brands.

7. MARKETING
MIX OF
PRODUCT
PLACE
A wide presence across India with 1400 retail outlets and
1000 exclusive stores.
Produces as per demand of the regions.
Farmers Processing
Plant
Local Area
Distributors
Mother Dairy
booth
Convenience
Store
Super market,
Small retailers
Tankers
Collection
Centers

8. MARKETING
MIX OF
PRODUCT
PROMOTION
 Focused more on its communication strategies.
 Mascot Makhan Singh which is targeted on the kids for
various products like cheese, butter and milk.
 Safal - green and environment friendly theme.
 Dhara brand has been on TV commercials.
 Mother Dairy has come up with ‘Tweet to Farmer’ campaign.

9. ADVERTISEMENT
STRATEGY
 The advertisements are targeted towards all the generations of
individuals.
 Children -“The country needs you, grow faster”.
 Female(Role of Mother)- “Maa jaisa Koi nahi”
 Associating themselves with the social cause.
 Showcasing themselves as a supporter for farming and
cultivation.
Mother Dairy carried out a retail activity: "Cheese khao
superhero ban jao"
 “HAPPY FOOD HAPPY PEOPLE” –Taste that lifts you up

10. IMPORT AND
EXPORT OF DAIRY
PRODUCTS  India is indisputably the world's biggest dairy industry—in terms of milk
production
 India produced close to 146.31 million tones of milk.
 Indian dairy firms are mostly local, as its largely occupied by unorganized
sector.
 The Indian dairy export basket has experienced diversification.
 The chief dairy products imported by India include butter oil, whey
products, cheese and milk powders.

11. INDIA EXPORT-Largest net
exporter in Asia
INDIA IMPORT
NEPAL

12. CURRENT
DEVELOPMENTS
-DAIRY
INDUSTRY
INDIA-
“Here we
come Russia”

13. THANK YOU