about milky mist marketting management

1. BALAJI S
MBA (PT)
CEG ANNA UNIVERSITY
GOOD EVENING

2. MARKETTING MANAGEMENT
ON

4. • HISTORY AND EVOLUTION
• QUALITY PRODUCTS
• ANNUAL TURNOVER
• PIONEERING IN PACKING
• COLD CHAIN INFRASTRUCTURE
• MARKETTING

5. • SATHISH T (FOUNDER/MD)
• MILKY MIST DAIRY FOODS PRIVATE LIMITED
• CHITTODE NEAR ERODE
• TAMILNADU
• EMPLOYED MORE THAN 300 EMPLOYEES

6. HISTORY
• MILKY MIST DAIRY FOODS MANUFACTURING PEMIUM QUALITY
DAIRY PRODUCTS THROUGHT SOUTH INDIA.
• TURNING HIS FATHERS BUSINESS AROUND BY INFUSING A NEW
FLAVOR,TASTE AND BRAND TO THE PRODUCTS.
• WHEN HE TOOK HIS FIRST STEP HE WAS JUST 16 AND A CLASS 8
DROUPOUT.
• AS A RESULT ,AT 40 SATHISH T IS THE MANAGING DIRECTOR OF
MILKY MIST.

7. CONT…
• BACK IN 1992 HIS FATHER DECIDED TO WIND UP THE BUSINESS AS
THE VENTURE DID NOT REACH EXPECTED LEVELS
• THAT’S WHEN SATHISH DECIDED TO STEP IN AND TRY HIS LUCK
• HE THOUGHT OF MAKING PANEER
• GETTING INFORMATION WAS VERY DIFFICULT IN THOSE DAYS AS IT
WAS PRE INTERNET ERA
• SATHISH DISPATCHED THE FIRST BATCH OF 10KG PANEER IN A CARRY
BAG TO BANGLORE IN 1993

8. CONT…
• IN 1995 SOLD 50-100KILOS OF PANEER DAILY,NOW IT IS MORE
THAN 15 TONS
• IN 1998 CHOOSEN THE BRAND NAME “ MILKY MIST”
• PROCUREMENT OF MILK HAS TOUCHED 1.7 LAKHS LITRES PER DAY.

9. QUALITY PRODUCTS
• PANEER
• KHOVA
• SHRIKHAND
• BUTTER
• PAYASAM (KHEER)
• FRESH CREAM
• BUTTER MILK
• MOZZARELLA CHEESE
• CHEESE SPREAD

10. CONT…
• CHEESE SLICES
• CURD
• GHEE
• YOGHURT
• LASSI

11. ANNUAL TURNOVER
25
35
39
48
69
121
220
MILKY MIST
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15

12. CONT…
• 40% OF THEIR TURNOVER COMES FROM SALE OF
PANEER,FOLLOWED BY CURD,WHICH BRINGS IN 30%.
• AIM IS TO ACHIEVE A TURNOVER OF RS 3000 CRORE BY 2020.

13. PIONEERING IN PACKING
• BY INTRODUCING “THERMOFORMED VACCUM PACK” IN
INDIA WITH THE WORLDS BEST MACHINE FROM MULTIVAC
GERMANY.
• PACKING DESIGNS ARE DONE IN HOUSE WHICH EMPHASIS THE
FRESHNESS AND PREMIUM QUALITY OF THEIR PRODUCT.

14. COLD CHAIN INFRASTRUCTURE
• MOST SHOPS HAD ONLY PEPSI or COKE CHILLERS.WE CAN’T KEEP
THEIR PRODUCTS IN THEIR CHILLERS,SO THEY DECIDED TO SUPPLY
THEIR OWN CHILLERS.
• BETWEEN 2008-2010 THEY FOCUSED ON STRENGTHENING THEIR
COLD STORAGE.
• CURRENTLY 2200 MILKY MIST CHLLERS IN STORES SOUTH INDIA.

15. MARKETING
• MILKY MIST A 100% PRODUCT COMPANY AND THE ONLY DAIRY IN
SOUTH INDIA TO CONVERT ALL THE MILK PROCURED INTO VALUE
ADDED PRODUCTS.
• AMBITIOUSLY MOVING FORWARD, NOT ONLY TO BECOME A PAN
INDIAN BRAND BUT ALSO TO PURSUE ON THE EXPORT
OPPORTUNITIES.

16. • FOUND LAG IN BUSINESS…?

17. • PANEER IS NOT AN DAILY USAGE PRODUCT.
• STARTED SELLING UPGRADED CURD.

18. QUALITY OF RAW MILK,DOES
MATTERS!!!
• RAW MILK SUPPLIED BY MIDDLE MEN FOUND UNHYGENIC.
• SO MILK IS COLLECTED DIRECTLY FROM FARMERS WITH BEST
POSSIBLE PRICE.

19. • AIRCONDITIONED VEHICLES TO SUPPLY WHOLE S DEALERS AS WELL
AS RETAIL.

20. CONT…
• SO IN 2010, THEY LAUNCHED THEIR FIRST TV COMMERCIAL ADD.
• THE TV COMMERCIAL GAVE THEM A CLEAR BRAND IDENTITY. WHEN
WE SAY MILKY MIST WE ASSOCIATE IT WITH PANEER.
• FOR OTHERS PANEER IS ONE OF THEIR PRODUCTS.
• THEY HAVE TIED UP WITH CELEBRITY CHEF SANJEEV KAPOOR.

21. CONT…
• THEY DEVELOPED STATE OF THE ART DAIRY PLANT WHERE, 78 SKUS
OF ‘MILKY MIST’ PRODUCTS ACROSS 10 CATEGORIES.