1. Customer analysis
There are 4 important points for customer analysis
1. Customer segmentation- It includes division of customer into different groups as per their
values, requirements, etc.
2. Values- it includes what is more important for a particular group of customer. Like
a. Cost sensitiveness
b. Quality consideration
c. How important in convenience or are customers willing to go out of their way to get the
right product or service
3. Decision process
Who actually purchase your product and who is responsible for encouraging that purchase
4. Concentration of customer base
Where the targeted customers are concentrated???
A- CUSTOMER SEGMENTATION AND THEIR VALUES
a. Local public
b. Hotels, Restaurants and Sweets shops
c. Students
Local public- this group can further be divided into 2 groups
Higher class families- for this group
o Quality consideration is more important than cost sensitiveness
o Usually they will prefer pasteurized or homogenized and more hygienic
products
o Type of packing is also important factor
o Time is also a important factor so delivery should be at the specified time
o
So anyhow we have to create their faith in us regarding quality, freshness, and delivery at
specified time. Some points regarding marketing this group of customers
o

2. Middle class families-For this group
o Both quality as well as cost are important factors
o Usually major part of this group prefer raw milk rather than pasteurized milk or
any other processed milk
o Slight variation in delivery time is allowed but should be avoided as far as
possible
o Freshness and hygienic products in lower price will also affect the market here
Some points regarding marketing this group of customers
o
Hotels, Restaurants, Sweets shops-
This group is a major consumer of raw milk and this group mainly asks for quality (fat %).
Some points regarding marketing this group of customers
o Online order placing system will be very helpful for this group of customer
o No need for any special packing
o Cost will be largely affect this group
o
Parties
o Delivery at time is most important factor
o Online order placing system will be very beneficial for this group
o H
Points regarding marketing this group of customers
o A Separate or extra team for this group during busy seasons of marriage parties
o Bonding with marriage place owners
o Publicity of the company will be a very important factor here
o
Students
o This group of customer is very sensitive and can be very profitable
o Cost is not a big factor but a range of products, entertainment, delivery at time,
quality are major factor
o Distance from their hostels, room also important
Points regarding marketing this group of customers

3. o Hot or chilled normal milk, almond milk, kesar milk or any other milk at low rate
with good quality guaranteed
o In addition to milk some
o free home delivery at any time for a order of specified amount
o