Mother Dairy MBA Semester 1 Marketing Assignment

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INTRODUCTION
• Mother Dairy Fruit & Vegetable Pvt Ltd is
an Indian company that manufactures markets
and sells milk and milk products and other
edible products.
• Founded in 1974, as a wholly owned
subsidiary of the National Dairy Development
Board (NDDB).
• Expanded its reach to other regions in North,
South, East and West with its offering of milk
and milk products.
• One of the few companies to own such a vast
channel of distribution in India.
• Uphold institutional structures that empower
milk producers and farmers through processes
that are equitable.
Vision and Mission
Vision
“Provide food quality and beverages to consumers at
affordable prices while ensuring fair returns to the
producers.”
Mission
“Mother Diary’s heritage intrinsically linked to the co-
operative movement in India. With determination and
pride we will continue to serve our farmers, rural India
and our consumers. Our values reflect who we are and
what we firmly believe in”.
PRODUCT STRATEGIES
Focused Approach
Wider Spread
Other strategies
Product differentiation
Smart Marketing
Product enhancement
Quality
Expansion Strategies
4 P’s of Mother Dairy
Product
Mother Dairy, the parent brand is mainly concerned
with the whole dairy product range.
The Mother Dairy product range is categorised into
milk, milk products and ice creams segments.
• The Mother Dairy milk products segment comprises
of different types of curds, pro biotic drinks, paneer,
butter, cheese, ghee, cream, sweets, lassi, butter
milk ,ice creams, kulfis and its sugar free variants.
• Safal which majorly deals in fresh fruits and
vegetables has wide variety of products
comprising frozen vegetables and snacks, juices
and drinks, jams and marmalades, pickles, tomato
ketchup and puree, honey and unpolished pulses.
• Dhara which deals in edible oils has various
cooking oils like groundnut oil, olive oil, soya bean
oil, sunflower oil, vegetable oil and different
variants of mustard oils.
SAFAL
DHARA
• Price:
• Mother dairy a very penetrative pricing strategy.
• Since its suppliers are farmers and cooperatives
and needs to support them, milk prices change
with inflations and certain amount of fluctuations
are visible in Mother Dairy milk prices.
• In the Mother Dairy ice creams segment, it keeps
for regular ice creams competitive prices and
premium prices for other special flavours.
• The Safal brand also dealing with fresh fruits
and vegetables keeps market based prices.
• Maintains competitive prices.
• The edible oil sections under brand Dhara
faces a lot of competition from many brands
and hence as loyalty of customers is based on
price and quality.
• Place
• Mother Dairy has a wide presence across India.
• Distribution is quite a critical part of the business and hence to
tap into various regions all over the country .
• 1400 retail outlets and 1000 exclusive stores in place.
• Product needs refrigeration and has very less shelf life, it
produces as per demand of the regions.
• These Local Area Distributors then send it to its exclusive
Mother Dairy booth, convenience stores, supermarkets and
other smaller retailers Safal and Dhara also go through the same
supply chain before it could reach the retailer to the consumers.
• Promotion
• Subtle yet effective marketing strategy.
• Facing stiff competition from national player Amul.
• Moved onto smart marketing strategy wherein it is
working on better communication strategies.
• Recently Mother Dairy has come up with ‘Tweet to
Farmer’ campaign where we thank them for giving us
milk.
• Mascot Makhan Singh which is targeted on the kids for
various products like cheese, butter and milk.
• The Mother Dairy ice creams have also been
quite popular because of TV commercials.
• Safal also takes help of green and environment
friendly themes for selling many of its products.
• Dhara brand has been on TV commercials from
quite a long time.
• It also has tied up with Paytm and UPI for
cashless payment at its booths and hence
showing it is technologically updated.
SWOT ANALYSIS
Strengths
 A well-recognized brand name
 Popular subsidiary brands like Dhara, Safal, b-Activ, etc.
It is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS
certified company
Strong and efficient supply chain network
Procurement of milk from co-operative dairies and
vegetables from farmers, providing them with fair
prices
Weaknesses
Limited number of Mother Dairy and Safal outlets
Difficult to maintain competitive pricing
Vegetables and milk products are perishable
Opportunities
Continuous demand of dairy products and other products
by Mother Dairy
Open more number of Mother Dairy outlets
Market and advertise the products
Increase its market share by expansion in untapped markets
Threats
Strong marketing muscle by competitors
Unstable economic condition in India
Other competitor brands

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