It's a food based near Pune. The given ppt consist of Introduction, competitors analysis, SWOT analysis, social media engagement with public. It also consist of various marketing campaign which can be done, in order to increase the profit. Finally, recommendation and suggestions.

1. URJA FOODS PVT LTD
Made by : Sagar Jaiswal
MBA-MAC/ 2nd year
Ajeenkya D.Y. Patil University

2. URJA FOODS PVT. LTD.
 Customers : Kids, Women, youth, health conscious, calorie conscious,
old people.
 Product Portfolio : Toned milk, milk by-product i.e. cow/buffalo ghee,
amrakhand, shrikhand, curd, paneer, buttermilk, lassi, flavoured milk,
dairy based bevarage, ice cream, pedha, fruit bevarages i.e. mango,
lemon and mixed fruit, Aerated bevarages i.e. jeera fresh, orange,
spark, fizzler cola, soda, packaged drinking water, jar and U packaged
drinking water
 Present in 5 states over one lakhs customer
 Strong distribution network : 350 distributors
 Total vans/tankers/trucks : 40

3. PACKAGING DESIGN

4. SOME CREATIVE'S

6. AIDA ANALYSIS
 Attention : Attractive chocolate color, name, design
copy, silver protection, stylish bottle, 7 diff flavor
 Interest : Chocolate flavored milk, stylish bottle,
silver protection and quality products
 Desire : Healthy flavored milk drink, that too 7
different flavored
 Action : Visit Urja parlor

7. Maslow theory of Motivation :
They satisfy physiological and safety
Needs.

8. SHOP DESIGN

11. WEBSITE LAYOUT

12. FB PAGE

13.  SWOT Analysis : Urja Foods Pvt. Ltd.
 Strength :
 a) Strong regional presence
 b) Invest in R&D
 c) Product differentiation
 d) Product is for masses
 e) Strong SCM
 f) Strong distribution centres
 g) Good relations with vendors
 h) Attractive retail outlets
 i) Customer oriented approach

14.  Weaknesses :
 a) Not present in all over India
 b) Less milk production capacity
 c) Not proper marketing plans
 d) Less technologically advanced as compared to rivals
 e) No collaboration with other brands
 f) Focus only on dairy product
 g) Weaker promotion and less advertising

15.  Opportunities :
 a) As a dairy industry is rising at a rate of 5%, and
population rising at 17%, vast scope for expansion
 b) As there is no service tax on milk industry, huge
potential for growth
 c) If collaborated with other companies, visibility will
increase
 d) Never sponsor a TV events, scope in M & E industry

16.  Threats :
 a) Competition from Chitale and other dairy brands
 b) SCM of competitors are much better
 c) The money given for procurement is vey less causing
resistant from farmers
 d) Distribution networks of other brands are much better

17.  Marketing Mix :
 Products :
 Toned milk
 milk by-product
 fruit beverages
 Aerated beverages
 packaged drinking water
 Price : The price of Urja products are lesser than its competitors.
Eg : 1 liters milk packet = Rs.40, Competitors Rate : Rs.44
 Place : Only available in Urja outlets
 Promotion : Promotes through print ad, OOH media, social media
marketing

18.  They also had many media events under their wing :
 a) Distributors meet from 2012
 b) Product launch events
 c) Whenever any event like distributors meet, they usually call
any politician or local celebrity
 Urja had introduced following distribution model :
 a) Milk Shop
 b) Franchise Shop
 News
 a) Till date, they only had four press release, last one was in
12/12/2016

19. COMPETITORS
 Katraj Dairy :
 District level co-operative organization
 Milk Production : 1.5 lacs litres/day
 Turnover : 150 crs
 Products : Milk, cream, ghee, shrikhand, amarakhand, malai
paneer, dahi, flavoured milk, lassi, jeera/plain taak,butter, milk
powder, softy icr-cream, pedha, khoa, sterilised milk, katraj
aqua
 Only 4 articles published till date
 No promotion on Social networking site

20. PACKAGING & PROMOTION

21. SHOP DESIGN

22. WEBSITE LAYOUT

23. GOVIND MILK & MILK PRODUCTS PVT LTD
 Established in 1996
 Product portfolio : Milk,paneer, sweet lassi, dahi, milk
powder, shrikhand, amrakhand, flavored ice-cream,
flavored milk, butter
 Customer : Reliance Ltd, Big Bazaar, D’Mart
 Employees : 500 to 1000
 Turnover : More than 500 crs
 Competitive advantage : Experienced R&D, Financial
position, large production capacity, customized solution

24. PACKAGING & PROMOTION

25. PROMOTIONAL ACTIVITIES
 They had celebrated many event like foundation
day, Govind annual prize distribution function etc
 They had organized employees outbound training,
outdoor trips for employees
 They have 20 press releases till date, higher than
their competitors
 Though they are new in the market, but very
advanced in advertising like they only sell their
products online

26. WEBSITE LAYOUT

27. FB PAGE

28. CHITALE DAIRY
 Located in Bhilawadi, Sangli
 Products : Milk, dahi, paneer , cheese, ghee,
shrikhand, lassi, milk powder, khoya, butter
 Turnover : 200 - 250 crs
 Total nos of employees : 75
 Group comprises of dairy, sweet & namkeen foods,
agro and digital
 Promotion is through radio and Press releases

29. PACKAGING

30. SHOP DESIGN

31. WEBSITE LAYOUT

32. FB PAGE

33. COMPARISON OF CHITALE DESIGN &URJA
DESIGN
 C: More classic, clean, sophisticated whereas urja
designs are modern but not so clean
 C: More nos products attract peoples whereas in
Urja only milk products
 C: Lot of Glass POP work is done whereas in Urja
no Glass POP
 C : More nos of seller in single shop to handle
demand and in Urja only one seller
 C: It’s a household brand and Urja is in growing
stage
 C : Lot of innovative advertising like on autos n
buses and Urja not much promotion

34. SOCIAL MEDIA PRESENCE
 Chitale : Followed by 32,000
Urja : Followed by 5866
Govind : Followed by 2839
 If we talked about website layout, Govind webpage
is very attractive followed by Chitale and Urja
 The reach of Chitale is very vast as compared to its
competitors, since Chitale is also a very big group

35. CUSTOMER REVIEWS : URJA FOODS PVT LTD

36. CHITALE DAIRY

37. REVIEW ANALYSIS
 There were 2 reviews of Urja and both were
positive
 When it come to Chitale, there were 444 reviews,
out of which 70% of reviews were positive
 Though the Urja has positive reviews, but it’s very
small when compared to Chitale with respect to
reach to customer

38. MARKETING CAMPAIGNS : 1ST
 Name : “Piyo Dil Se”
 Target small district of Maharashtra
 Used mobile van which will consist flavored milk n milk
products
 Will provide free sample of milk
 Fill subscription form, 50% off on milk products for 1
months or 30% off on flavored milk for 3 month (Choose
from one)
 Availability : Urja Retail outlet
 It will increase brand visibility and brand awareness

39. 2ND CAMPAIGNS
 Name : “Milk is not just for kids”
 Collaborate with NGO and old age homes i.e. Astha
Shakti
 Provide free milk products to kids and old peoples
every weekend
 It will create positive brand image and spread of
positive word of mouth
 It will builds their PR portfolios

40. 3RD CAMPAIGN
 Name : “Hamare Log Humari Shakti”
 Will conduct competition for clients
 Will tie-up with Gold’s gym for guidance and support
 Task : Who can do highest number of push-ups??
 Winner will awarded Urja products and 50% off for
whole year
 It will motivate clients and also promote healthy lifestyle

41. 4TH CAMPAIGN
 Name : “Urja Bonanza”
 On every Diwali, we will carry out lucky draw
contest for regular customers only
 Winner will get their 30% off on Urja products for a
year
 It will spread positive word of mouth among their
relatives and neighbors
 It will make customer more loyal

42. 5TH CAMPAIGN
 Name : “Grow With Us”
 Every farmers who provide us milk will be help
 We will provide their kids education facility
 Proper health care facility to their family
 It will create positive brand image among its people

43. 6TH CAMPAIGN
 Name : “Celebrate With Us”
 We will organize milk festival like “ Kojagiri ” or
“ Nag Panchami ”
 Couple entry : Rs.500/-
 No charges for kids/teenagers
 Will provide Urja Basundi and Pedha
 Here we can get live feedback about Basundi and Pedha
 Scope of improvement will be analyse

44. ONLINE DIGITAL CAMPAIGN: 1ST
 Name : “Urja Selfie Contest”
 We will conduct FB contest
 Every kids, Age : up to 13yrs old, needs to send their
selfie while drinking milk with cute facial expression
 No photo editing on any apps will be allowed
 Winner kids family will get Urja coupons for discount on
milk products for a purchase of Rs.1000/- per months

45. 2ND CAMPAIGN
 Name: “Learn Cooking With Us”
 Husband will be invited for cooking
 It’s usually seen that wives make foods for husband
 We will organize cooking contest for husband where they will
make any dish of Urja Paneer like Paneer masala, tikka etc
 It will usually held in mid-level hotel
 They will make dish for their housewife and serve them
 Best dish will be awarded with Urja vouchers and gifts

46. SOME SUGGESTION AND RECOMMENDATION
 Start collaborating with other retail outlets to sells your
products
 Focus on retail expansion. In Pune, they had 70 outlets, it must
have at least 400 retail etc
 All the social offline campaign done for the benefits of farmers
n all must be tweeted and uploaded on FB
 Can venture into soya bean milk, since it capture 5% of milk
industry
 On their website, they must add customer review columns,
highlight total turnover and profits

47.  They must try to understand why their some products like
basundi are not very popular. They must do lot of market
research to understand people taste n choices and must
work upon improving their products
 India is a country of 36 states, they are only present in 4
states. They must start promoting through hoardings for
going into grass root level
 They can start selling online, as their competitors like
Govind Milk, is doing, it will add to their business

48.  Sponsoring a show or event or any contest on T.V. can
be of great help
 They can collaborate with chocolate brands as for
providing their milk, it will not only increase their brand
image but also add to their visibility
 Add contact details about farmers, so they will benefitted
from networking on their website
 There are 2 website available on internet, eliminate older
version
 Can add FAQ and blogs columns on their website

49. TAGLINE SUGGESTION
 Pure by nature
 Enjoy healthy lifestyle
 All your needs end here
 You made a right choice
 Grow stronger

50. SOME CREATIVE SUGGESTION

55. 
 Thank You !!!!!
