A2 protein milk presentation

1. BY: Group 4
Alok Poudel
Asmita Poudel
Ayush Poudel
Nimesh Mani Risal

2. Situation Analysis
● Dairy products are integral part of diet of many Nepalese today.
● Many Packed milks found in the market has A1 protein in it that are from foreign
and hybrid cows.
● It contains BCM7 which can be cause of different disease which such as type 1
diabetes, heart disease, autism, etc.
● The powder milk, contains A1 protein, has unwanted sugars and preservatives
which can be harmful.

3. Product Overview
● Brand Name: A2 Pasture Perfect
● Category: Dairy product
● Unique Selling Proposition(USP):
○ offers a natural alternative to regular milk, specifically catering to individuals who may
have difficulty digesting
● Features:
○ sourced from carefully selected cows that naturally produce milk containing only the
A2 protein
○ Is free from artificial additives, hormones, and antibiotics.

4. ● Packaging
○ Is packaged in convenient and environmentally friendly containers(0.5L, 1L, 2L,5L)
● Sourcing and production
○ We work closely with local farmers who prioritize the well-being of their cows,
ensuring the highest quality milk production.
● Availability:
○ will be distributed to end consumers and retail stores

5. ● Regulatory Compliance:
○ Our A2 Milk complies with all relevant food safety regulations
With its unique composition and commitment to quality, A2 Milk aims to provide a wholesome
and nutritious dairy product
The target audience are:
● Family with elderly, pregnant women and children
● Fitness enthusiast
● Retails (Discussed on detail at STP section)

6. Marketing Philosophy
●The product concept is our philosophy that we will be using.
●As per our survey, people are rigorously searching for quality dairy
product, old taste.
●They are also ready to pay Rs 10-Rs 20 extra if they get it.
●So we tend to deliver the milk for quality oriented customer.

7. Need Want Demand
● Need
aim to meet the needs of lactose intolerant people who need a digestive-friendly milk option.
● Want
Consumers want high-quality dairy products that provide the benefits of regular cow's milk
without the digestive discomfort.
● Demand
Demand for A2 milk is increasing among health-conscious consumers looking for lactose-
free or reduced lactose alternatives to regular milk.

8. Segmentation
Demographic segmentation
● Age:
Children from 0-10 years
Elderly people above 50 years
● Income:
Upper middle class and higher upper class who are less sensitive to small price change.

9. ● Geographic segmentation:
Our firm is going for Kathmandu Valley in the present.
● Behavioural Segmentation
health conscious people and pregnant women
brand conscious people.

10. Targeting Strategy
● The A2 milk company may reach various market segments, forge closer relationships
with customers, and increase market share by catering to each segment's particular
requirements and preferences by employing a differentiated targeting strategy.
● Multiple Segments
A differentiated strategy focuses on several market segments, each with its own
distinctive traits and preferences.
● Tailored Marketing Mix
-The business can adjust its distribution, price, promotion, and product offerings to
cater to the unique requirements and tastes of each market group.

11. Factors affecting consumer behaviour
Personal Factors:
- Health consciousness and dietary preferences consumers.
- Pregnant women Stage.
- Personal preferences.
- Perception of digestive benefits: Individuals who have experienced digestive issues with
conventional cow's milk may opt for A2 milk based on the belief that it is easier to digest.
- Allergic reactions/ Sensitivity
Cultural Factors:
- Cultural norms and traditions: Communities, Societies , Regions,
Surroundings.
- Taste preferences

12. Social Factors:
- Family and peer influence
- Social status and trends
Psychological Factors:
- Perceived health benefits: Consumer beliefs and perceptions regarding the potential
health advantages of A2 milk can influence their purchase decisions.
- Product knowledge and information processing.
- Values and attitudes. (Experiment driven)

13. Branding and Brand Equity
Branding is the process of endowing products and services with the power of a brand.
We need to establish A2 pasture perfect as a brand, reflecting who we are and
what attributes we provide.
Brand equity is an intangible assets that strength the brand and add values to
customers.
Customer based approach to establish and maintain brand equity followed by us
in regards to how they feel, think and act.

14. Building Brand elements.
Choosing Brand Logo
- Identification & differentiation.
- Patent, Trademark.
Brand Name
A2 pasture perfect
- A2 version name resembles to character of the milk.
- Pasture represents perfect nature of milk in terms of health.

15. Packaging
- Provision of different volume plastic jar, with incorporation of logo
and name.
- Water jar system, to reduce plastic consumption.
(Eco- friendly message)

16. Creating URL
www.a2pastureperfect.com
- Same meaning conveyed.
- Easy access & differentiation.
Brand Slogan
‘Nurturing health, from pasture to packet’.
- Similar nature of brand message.
- Leave a trace on individuals.

17. Brand Elements choice criteria
Memorable: Our brand logo and name evoke a sense of connection to the origin and sourcing of our
milk, ensuring long-lasting recall and recognition.
Meaningful: The A2 in our brand name directly resonates with health-conscious individuals ,while
"Pasture Perfect" emphasizes our commitment to providing high-quality organic product.
Likable: Our brand element is aesthetically appealing, leaving a positive impression on consumers
and reinforced by our slogan, "Nurturing health, from pasture to packet."
Adaptable: Our brand is flexible and can evolve to meet changing market needs, including logo
updates and slogan enhancements.
Protectable: We prioritize legal protection for our brand logo and name, ensuring they are rightfully
patented and safeguarded.

18. Brand positioning of A2 milk company
A2 Milk Production will develop a solid brand positioning by concentrating on unique selling
propositions and communicating effectively with target audiences.
Health benefits and digestion.
● The important distinction is that A2 milk is easier to digest than regular milk.
● Lactose tolerance, solution.
Different from competitors.
● Purely natural and organic farming.
● Ethical farming (without any synthetic hormones or additives).
Purity and excellence.
● A2 milk is marketed as a high-end item priced for its excellence and purity.
● Ensuring no contamination and additives.

19. Nutritional value.
The high concentration of vital nutrients like protein, calcium, vitamins, and minerals
A2 milk can be a wholesome and nourishing choice for both individuals and families.
Transparency.
Transparency and accountability regarding milk's origin, cow care, sourcing, packaging process,
manufacturing date(packing date), expiry date.
Leveraging external mediatries
We will work with nutritionists and health professionals to promote A2 milk as a healthier
alternative and highlight its benefits.
Health influencers, diet specialists.

20. Brand extensions
There’s a huge possibility of extending the brand, its features and the product variety.
Following are considerable extensions of the brand after the capture of the market insights.
Possible extension in products
A2 Milk for infants.
A2 milk for pregnant women.
A2 cheese, yoghurt, butter.
A2 nutritional supplements .
A2 non dairy alternative .
A2 milk desserts.
A2 ice creams.

21. POP
POP represents the common features or benefits shared
by brands in a same category.
● High-quality and safe milk production.
● Proper packaging for freshness and shelf life.
● Availability and distribution through various
channels, including home delivery and end consumer access.

22. POD
POD refers to the unique and distinctive associations or attributes that set a brand apart from its
competitors.
● Presence of A2 casein protein.
● Unadulterated and pure milk.
● Superior nutrition with A2 protein and optimum
compound’s content.(Nutritionally balanced composition.)
● Natural and delicious taste without
artificial flavor enhancers.
● Sourcing milk exclusively from local cows.
● Stringent quality control measures at
every stage of the supply chain.

23. The Marketing Mix
Product:
● Specialized dairy product containing predominantly A2 proteins.
● Unique selling proposition :sourced from specific A2 cow breeds or farmers who practices
organic farming.
● Differentiation factor:easier digestibility & offer potential health benefits
● Packaging : Reusable by swapping the bottles with engraved logo, leakage proof.
Price:
● Positioned “A2 Pasture Perfect” at a premium price compared to regular
milk.
● Consider factors: production costs, competitive pricing, perceived value.
● Reflects the perceived value derived from unique characteristics.

24. Place:
● Ensures easy availability and distribution.
● Collaborating and sourcing from organic farmers to ensure consistent supply.
● Distribution channels: supermarkets, grocery stores, online platforms ,websites etc.
● Convenient purchase options like home delivery or subscriptions.
Promotion:
● Integrated communication channels.( Traditional & modern both)
● Partnerships with health professionals, nutritionists, fitness centers and fitness and
wellness influencers.
● Sampling and demonstrations for consumer experience.
● Educational campaigns that empathize the nutritional value and benefits of the A2
pasture perfect.
● Strong online presence through website, social media, content marketing.
● Point-of-sale materials to educate consumers.

25. 4 A’s of Marketing
Acceptability:
● A2 protein milk addresses consumer demand for specialized dairy products.
● Easier digestion and potential health benefits attract health-conscious and lactose-
intolerant individuals.
● Position as a premium product with unique characteristics.
Affordability:
● Pricing aligned with perceived value and competitive within the market.
● Different packaging sizes( i.e. ½ Ltr,1 Ltr & 5 Ltr) for pricing flexibility.
● Conducted market research to understand price sensitivities and willingness to pay of
target segment.

26. Accessibility:
● Distribution channels: supermarkets, grocery stores,online platforms.
● Partnerships with specialized dairy farmers.
● Convenient purchase options like home delivery or subscriptions.
Awareness:
● Multi-channel advertising: TV, radio, print, digital media.
● Collaborate with health professionals, nutritionists, fitness centers & influencers for
credibility.
● Sampling, demonstrations, and point-of-sale materials for increased awareness.

27. SWOT analysis
STRENGTH
● Pioneering position
● Premium pricing potential
● Commitment to Quality
● First Mover Advantage
WEAKNESS
● Limited Supplier Base
● Customer’s resistance to change

28. OPPORTUNITIES
● Market Leadership
● Support Local Farmers
● Product Diversification
● Market Expansion & Growing Demand
THREATS
● Intense Competition
● Perceived Similarity

29. Perceptual Map

30. Healthy Expensive:
● Our product, A2 Pasture Perfect, falls into this
category.
● Positioned as a healthy option with unique attributes:
purity, nutritional benefits, and potential health
advantages over conventional milk.
● Perceived value justifies the higher price.

31. ● Powdered milks and non-branded local milks fall
here.
● Considered unhealthy due to potential additives or
lower nutritional value.
● Relatively expensive, but may not offer the same
health benefits as A2 milk.
Unhealthy Expensive:

32. ● Packaged milks, mass-produced and commercially
available, are in this category.
● Perceived as less healthy due to potential additives,
preservatives, or compromised nutritional value.
● Affordable, but compromises on health benefits.
Unhealthy Unexpensive:

33. ● Milk from farms and locally distributed milk fall here.
● Considered healthy due to freshness, minimal
processing, and potentially higher nutritional value.
● Relatively affordable, striking a balance between
health benefits and affordability.
Healthy Unexpensive:

34. AIDA
Attention:
Engage the audience with fascinating insights into the exceptional qualities of A2 milk.
Interest:
Intrigue the audience by discussing the distinctions between A2 milk and regular milk, as
well as its potential to enhance overall well-being.
Desire:
Foster a strong desire among the audience by highlighting the manifold advantages of A2
milk, such as promoting better digestion and alleviating discomfort for individuals with
lactose intolerance.
Action:
Motivate the audience to take action by incorporating a compelling call-to-action that
urges them to explore the benefits of A2 milk firsthand.

35. Distribution Strategies for A2 Protein Milk
Push and Pull Distribution Strategies
● A combination of push and pull strategies is
ideal for marketing and distributing A2 protein
milk.
● This approach capitalizes on both active
promotion and building brand loyalty.

36. Push Strategy
Low brand loyalty
● Actively promote and incentivize retailers to carry and sell
A2 protein milk.
● Increase availability and create awareness through push
strategy.
Impulse purchase potential
● Position A2 protein milk strategically in stores.
● Utilize point-of-sale promotions and persuasive sales
techniques to encourage immediate purchase.

37. Pull Strategy
High brand loyalty potential
● Build strong brand awareness and loyalty for A2 protein
milk.
● Use targeted advertising and communication to make
consumers seek out and demand the product.
Differentiated benefits
● Communicate unique benefits of A2 protein milk.
● Emphasize easier digestion and potential health
advantages to drive demand.

38. Combined Approach
● Combine push and pull strategies for A2 protein milk distribution.
● Push strategy ensures availability and retailer promotion.
● Pull strategy builds brand loyalty and stimulates consumer demand.

39. Conclusion
● Addressing Market Demand
● Unique Health Benefits
● Commitment to Quality
● Convenience and Accessibility:
● Customer Satisfaction:
● Positive Impact on Well-being:
● Call to Action