HISTORY Mother dairy was set up in 1974 under the operation food programming. It is know a wholly owned company of the National Dairy Development Board(NDDB). Milk markets and sells dairy products under the mother dairy brand like liquid milk, dahi, ice cream, cheese and butter. It is one of the largest liquid plant in Asia. Completely automate all function of the milk processing area ensures high quality, reliability, and safety.
SWOT ANALYSIS STRENGTHS * The major strength of the Mother Dairy is the different variety of Milks and a recognized BRAND name. • The increasing demand for these products. • 62% market share in Delhi NCR region.
WEAKNESS Scarce Mother Dairy Outlets Less Margin given to the Outlet owners to match the existing competitors
OPPORTUNITIES There is a scope of business as there is a demand for dairy products. Dairy should open more outlets to get the maximum advantage of the demand. Need to put more stress in the face-to- face direct marketing to reach to the customers The increasing demand for these products presents a great opportunity for the Mother Diary to increase and scale up the production
Threats Increasing competition from the other brands Strong supply chain management by the competitors Strong marketing strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers
Vision & Mission Vision - Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers. Mission - Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.
Total production of milk Total production of milk in India is 630 million tones. India shares the 15% share in the total of worlds production of milk. Indias milk demand is likely to increase to 170 million tones by 2020 from the current 105 million tones.
Consumption India has reached the minimum consumption of 250 gram per capita consumption per day
QUESTION What strategies should mother dairy use in it’s expansion in west and south ??
HOW TO PRECOURERESOURCES? RURAL MARKETS LOCAL MARKETS
HOW TO ENTER INTO NEWMARKKET 1. CHOOSE THE BEST WAY OUT. 2. Know about customer needs 3. Understand who your new competitors 4.Identify your potential sales channels