An overview of Mother Dairy marketing strategies.

1. AN INSIGHT INTO THE
MARKETING STRATEGIES OF
MOTHER DAIRY
PRESENTED BY
PRATUL BHATT
BA(J&MC)-EVNG (2017-2020)
A2079917019

2. INTRODUCTION TO DAIRY SECTOR
Oyster of the global dairy
industry.
Reached 155.5 million tons for
the year 2015-16 thus, India’s
no.1 farm commodity.
Current size of the dairy
industry of India is valued at
INR 5,000 billion in 2016.
Indian dairy sector is
characterized by high
fragmentation.
Dominated by the unorganized
sector comprising of 70 million
rural households.

3. OVERVIEW OF MOTHER DAIRY
Born under the initiative of
operation flood program.
The major portion of Mother
dairy’s daily milk production is
from the dairy cooperatives and
village level organizations.
The company’s Fruit and
Vegetable Division, “Safal”.
Mother Dairy brand has also
housed a modern food
processing plant in Bengaluru
that produces export quality
fruit pulp and concentrate,
supplying internationally
renowned brands like Coca-
Cola, Unilever, and Nestle
among others.
Edible oil market with its
marquee brand “Dhara”.

4. PRODUCTS
Primary focus is the
whole dairy product
range.
The milk products
are again of various
types.
“Safal” is the fruit
and vegetable arm of
Mother Dairy.
“Dhara” deals in
edible oils cooking
segment .

5. MOTHER DAIRY PRODUCT
Milk
Dairy Products
Ice-Creams
Edible Oils
Fresh fruits and
vegetables
Frozen Fruits and
Vegetables
Processed Food
Grocery
Juice and fruit
beverages
Mineral Water

7. MARKETING STRATEGIES
Focused Approach: Focused on MILK for
22 years, but now concentrating on diverse product
range from ice cream, vegetable, oil, water etc.
Wider Spread: Mother Dairy started operations
in DelhiNCR region and remained for longer period
at same region, but now exploring new horizons
such as Maharashtra, Kolkata, Saurashtra, Andhra
Pradesh, Bangalore etc.
Also Mother Dairy is going global, by selling its
product indirectly to more than 40 countries
abroad such as USA, Europe, Middle East, Russia
and Far East Asia.

8. MARKETING STRATEGIES
Product differentiation: Mother Dairy is
focusing on different products from oil, frozen
veggies, dairy products, fruits and mineral water.
Smart Marketing: Mother Dairy is now
focusing on communication with consumers, to
improve its market share.
Product enhancement : It is continuously
trying to upgrade its product according to taste
and preferences of consumers .
Quality: Have stringent quality control system,
to avoid any adulteration in its product.

9. MARKETING STRATEGIES
Mascot Makhan Singh which is targeted on the
kids for various products like cheese, butter and
milk.
Safal - green and environment friendly theme.
Dhara brand has been on TV commercials.
Mother Dairy has come up with ‘Tweet to
Farmer’ campaign.
The advertisements are targeted towards all the
generations of individuals.
Children -“The country needs you, grow faster”.
Female(Role of Mother)- “Maa jaisa Koi nahi”

10. MARKETING STRATEGIES
Associating themselves with the social cause.
Showcasing themselves as a supporter for farming
and cultivation.
Mother Dairy carried out a retail activity: "Cheese
khao superhero ban jao“
“HAPPY FOOD HAPPY PEOPLE” –Taste that lifts
you up.
Diversification: Mother Dairy is diversifying itself
with regards to product and Region.
Expansion in South India
Offering coconut flavored milk and icecreams in
south India.
Offering safal’s frozen peas, Read to eat allo tikki
corn and mix veg in south india.

11. Delhi-NCR SHARE STRUCTURE
Mother dairy:-68%
Amul:-8%
Gopal jee:-4%
DMS:-2%
Others:-18%

12. CONCLUSION
India is indisputably the world's biggest dairy
industry—in terms of milk production, India
produced close to 146.31 million tones of milk of
which 4.6 million ltrs is produced by mother
dairy.
As the Indian market consuption is really big
there is real big scope of expansion.
The marketing strategies of mother dairy are
doing really well in northen part of the india
they need to work on their strategies for
southern part of india.

13. CAPACITY
Indian Market Consumption : 127.9 million
ltrs
Mother Dairy production capacity : 4.6
million ltrs
Market share in total: 3.59%
Unorganized Market Capacity: 48.36%
Total Population: 1.24 Billion
Growth Rate of Population: 17%/ Year
Growth Rate of Dairy Industry: 4%/Year
Conclusion : Mother dairy have huge scope for
Expansion.

14. THANK YOU