Description
• To identify the prevalence level of the absentees in Varun Beverages Ltd.
• To identify the major causes of the absenteeism at Varun Beverages Ltd.
• To Asses the after effects of absenteeism in Varun Beverages Ltd
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Summer Training Report
On
Launch of WESTERN CLASSIC ice cream variant and BTL Activations for its promotion
For
MOTHER DAIRY FRUITS & VEGETABLES PVT. LTD.
Prepared By: ANCHAL KAUL PGDM Marketing & IT (2009-2011)
Under the guidance of:
Mr. Debashish Das GM Marketing Mother Dairy Fruits & Vegaetables Pvt. Ltd As a partial fulfillment of PGDM programme of Balaji Institute of Modern Management (BIMM) For the period 1 st May to 30 th June 2010
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ACKNOWLEDGEMENT
At the outset I would like to express my heartfelt gratitude to Mother DairyFruits& Vegetables Pvt. Ltd. for providing me opportunity to work with their esteemed organization. My sincere thanks to my mentor, Mr. Debashish Das and Ms. PiyashaBharadwaj for guiding me right from the beginning of my project. With their cooperation and guidance from time to time, I could understand various practical aspects of marketing operations. Mr. Debashish Das, though a very busy person but still he spared his valuable time for me and shared his experiences and cleared my doubts patiently, for which I shall always remain grateful to him. He gave me courage & inspiration to work zealously on my project & do justice to it. My sincere thanks to all ASM, VRS and Distributors for their cooperation and support which helped me in successful completion of my tasks. I would also like to thank to all those people at Mother Dairy Fruits & VegetablesPvt. Ltd. who though being total strangers to us lifted our spirits with their cheerful smiles & gave us inspiration to work harder.
ANCHAL KAUL BIMM PUNE
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SUMMER PROJECT CERTIFICATE
This is to certify that Ms. AnchalKaul Roll No. MM0911105, a student of BIMM, PUNE has worked on summer project titled ³Launch of Western Classics andBTL activations for its promotion´ at µMother Dairy Fruits & Vegetables Pvt. Ltd.¶ after semester II in partial fulfillment of the requirement for the program. This is her original work to the best of my knowledge.
DATE SIGNATURE NAME: DESIGNATION: SEAL
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CONTENTS:
1. Acknowledgement 2. Certificate 3. Overview of company 4. Study of organisational approach 5. Product portfolio 6. Review of literature 7. Launch of Western Classics 8. Product introduction 9. Marketing insight 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. Market Tests Competitive strengths SWOT for Western Classics Introduction for BTL Activations Kitty parties& RWA Analysis Observations Questionnaire analysis Observations and Recommendations Post market analysis Competitive analysis SWOT for Mother Dairy Complaints of distributors and customers Market visits reports
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OVERVIEW OF THE COMPANY
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Introduction
Mother Dairy Delhi was set up in 1974 under the Operation Flood Programme, a wholly owned subsidy of the National Dairy Development Board (NDDB), whose current chairman is Dr. Amrita Patel. Currently, it is one of the largest milk (liquid/unprocessed) plants in Asia selling more than 25 lakh liters of milk per day, thereby enjoying a market share of 66% of the branded milk sales in Delhi. Other important markets include Mumbai, Saurashtra and Hyderabad. Mother dairy ice- cream was launched in the year 1995 and has shown continuous growth over the years, and today it boasts approximately 62% market share in Delhi and NCR. Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS certified organization.Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board forTesting and Calibration Laboratory (NABL)-Department of Science and Technology, Governmentof India.
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It is Mother Dairy s constant endeavour to: (a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices. To ensure this Mother Dairy operates such that the farmer gets 85% of the total cost of sales. (b) Uphold institutional structures that empower milk producers and Farmers through processes that are equitable. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Company s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day
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STUDY OF ORGANIZATION APPROACH
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Foccussed Approach
Mother Dairy s idea is not just to enter new markets, but to do well in those markets - which means bigger market shares in the different product categories in whichever market it is present. In a nutshell, Mother Dairy wants to get into bigger markets and have bigger shares in those markets. The co-operative is also expanding its product portfolio further to match rival offerings - particularly those of Amul.
Expansion of product portfolio
For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered. It was in 1996 that it came up with ice-creams. But the real spurt came about four years ago, when it introduced curd, flavoured milk, lassi and mishti doi . It introduced butter a year-and-a-half ago; ghee and UTH milk a year ago; and cheese, about 10 months ago. And under its frozen foods and vegetables brand Safal, besides the introduction of corn and mixed vegetables, it has plans to come out with frozen potato-based snacks in a few months. In ice creams, it was only two years ago that Mother Dairy entered its first market outside Delhi - UP and Punjab. Today, it's extended its
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operation to Haryana, Jaipur , Mumbai and Kolkata as well. Next year, it plans to go south to Hyderabad and Bangalore. So while the product portfolio has been growing, Mother Dairy has plans for reach out to newer markets - but the strategy here is more product-specific. In liquid milk, it will initially concentrate only on four markets - Delhi, its home ground; the Junagarh region and Ahmedabad in Gujarat; Mumbai, which it entered a year ago; and Hyderabad, where it moved in a little more than a year ago.
Product Promotion Strategies
On the marketing front, Mother Dairy says it's trying to take its product campaigns and communications to a higher platform. For instance, in the case of milk, the campaigns do not talk about the obvious benefits - milk is good for health, it has calcium and so on - but rather it targets children and are created around ideas such as "The country needs you, grow faster". While Mother Dairy has been carrying out school programmes - games and activities - involving Makkhan Singh in Delhi, it has plans to take such activities to Mumbai and Kolkata as well. It also runs a gaming website on the character to attract children. It's cheese for children again. A couple of months ago, Mother Dairy carried out a retail activity: "Cheese khao superhero ban jao", where kids buying cheese at a retail outlet were invited for a photo op -
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dressed as superheroes - through Polaroid cameras; and the framed photograph was presented to them. The activity was carried out in about 150 outlets in Delhi and Mumbai, with about 20,000-25,000 snaps being taken. In November 2005, retailers in Delhi displayed banners proclaiming, "Cheese kesaath bees kicheez," a proposal that said if a consumer buys Mother Dairy cheese, the retailer can offer him anything worth Rs.20 from the shop - which worked better than offering something free with the product, which the consumer didn't even needs. Mother Dairy believes in direct contact with the customer. It organizes various seminars for children from different schools, students from various colleges and even housewives to educate and increase awareness about milk and its products. It had done various ATL and BTL activations for promoting its products from time to time. Now they are selecting exclusive outlets which will be signature outlets for Mother Dairy with huge promotional dealer boards and sunboards of Mother Dairy ice creams. As far as the sales are concerned, in order to increase their reach, Mother Dairy sells its milk both in bulk vended and sachet forms. Various advertisements both in print and electronic media are flowed time to time on a regular basis.
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Customer Information Department
All this is done by the Customer Information Department wherein consumers are made aware about goodness of milk, various stages of its processing, Q.A. practices and possible adulterants. Consumers can themselves check impurities and adulterants can be easily detected the laboratories. The company also has a Mobile Lab that tests milk in residential colonies.
MOTHER DAIRY AND DELHI: years of trust in brand
For most Delhiites, milk and Mother Dairy go together. For the past 30 years, lakhs have queued up at Mother Dairy booths for their daily requirement of milk. Trust factor for Mother Dairy with Delhi consumers is so high that association with Mother Dairy only is enough to be symbol of purity and quality for them.
Financial Status:
Mother Dairy Foods Processing Ltd, also known as Mother Dairy Fruit & Vegetable Private Limited, Patparganj, Delhi, has a turnover of about $500 million. Mother Dairy s turnover has been growing at the rate of 20% (CAGR) over the last 3 years and has crossed the Rs.2700 crores mark in the fiscal 2007-08. Mother Dairy plans to achieve a turnover of $1 billion USD by end of 2009.
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Supply Chain Management
1) Milk Procurement: Mother Dairy sources its requirement of liquid milk from dairy cooperatives and producer institutions. Milk is received from farmer cooperatives through insulated road/rail tankers at very low temperature in order to retain its freshness.
2) Milk distribution: 79 tankers in the morning and 75 tankers in the evening bring in milk from the regional collection centers. After collection the same tankers are utilized for the delivery of the processed milk to the vendors and outlets. Mother Dairy has over 820 Milk Distribution Outlets in the National Capital Region. Each of these outlets places their demand by raising an invoice one day in advance. The demand is also calculated using the Calendar Scheme, in this depending on the pre-calculated seasonal demands the outlets place their orders accordingly. In order to satisfy immediate demand, 20 to 25 tankers are provided with a buffer stock of 500 liters each day so that they can be mobilized to cater the demand in an area. To coordinate its operations all the tankers are equipped with HAM radios.
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Models of Supply Chain of Mother Dairy
Mother Dairy ice-cream has two different models of supply chain. First model which has 3 Intermediaries is applicable for whole India except Delhi. While the second model that has 2 Intermediaries is applicable exclusively for Delhi. Diagrammatically the two models could be represented as follows:
Manufacturing
D 1 C&F A HU B D 2 D 3 R 1 R 2 R 3
Unit
Manufacturing Unit
C&
Manufacturing Unit
Manufacturing
Unit.
C&F A
R 5
R 4
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Manufacturing Unit
Manufacturing Unit
D 1 HU B D 2
R 1 R 2
Manufacturing Unit
R 3
Manufacturing Unit.
D 3
R 5
R 4
Abbreviations D: Distributors R: Retailers C&FA: Carry and forwarding Agents
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Distribution channels:
a) Token Distribution: Also, termed as Lohekibhains (metal
buffalo), is an automated milk vending machine.
b)
COW: Container on Wheels or COW is a manual milk distribution
program in which cycle-rickshaws are employed for milk distribution.
c)
MILK BOOTHS: Mother Dairy milk booths are available at various
places.
d)
Retailers: The packaged milk is distributed via the retailer network
throughout the city.
e)
Vending carts: for distribution of ice creams.
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Milk Processing:
At mother dairy, the processing of milk is done by process automation whereby state of the art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/reliability and safety. There are four ways of milk processing
Firstly, Clarification, in which milk is spun at very high speed, removing all dust particles that are invisible to the naked eye. Secondly, Standardisation which help to milk maintain uniformity by raising or lowering its fat and SNF (solid not fat) percentage to a desired levels, so as to deliver milk to consumers as per prescribed PFA norms. Thirdly, it is Homogenization which improves palatability of milk. Finally, Pasteurization, which kills all pathogenic bacteria present in the milk and thus making it safe for consumption. In case of packaged milk, the processing goes through only three processes (excludes homogenization).
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Quality Control
Stringent quality control methodologies are employed in Mother Dairy
i. The milk is tested for adulterations and quality at the time of collection from the farmers. The Milk that comes from the collection points to the Mother Dairy plant is ii. ensured to have a temperature of not more than 7°C and is subjected to 15 product and quality checks. iii. The Milk quality is checked repeatedly after each processing phase and thetemperature is judiciously maintained less than 5°C always. iv. Before the milk leaves the plant for the delivery/distribution outlets the milk is tested again. v. The temperature of milk in the delivery trucks is always maintained less than 7°C. vi. All the trucks that deliver milk have specified guidelines to bring back 100litres of milk after distribution. This is done in order to test thedelivered milk and to ensure that the tankers are not adulterated during distribution. vii. Since all the employed processing procedures are automated, no contamination by human hands takes place. viii. To ensure milk freshness the collection and distribution points are always chosen such that the travel time between them is always less than 36 hours.
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Market:
i. Mother Dairy markets approximately 2.8 million litres of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. ii. It sells 2.3 million litres of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy. iii. The company s derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. iv. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. v. Fresh produce from the producers is handled at the Company s modern distribution facility in Delhi with an annual capacity of 200,000 MT. vi. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. vii. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. viii. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.
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PRODUCT PORTFOLIO
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Mother Dairy s has a varied range of products: MILK:
Packaged Milk is available in 5 different variants: 1. Full Cream milk - milk fat 6%, SNF 9% 2.Standardised milk - milk fat 4.5%, SNF 8.5% 3. Toned milk - milk fat 3%, SNF 8.5% 4. Double toned milk - milk fat 1.5%, SNF 9% 5. Skimmed milk - milk fat 0.5%, SNF 8.7%
Other than packaged milk, Bulk Vended Token Milk is also available which is distributed through vending machines installed in different regions of the city.The high quality variant of milk is also available under the brand name ok MILK . It is thick & completely natural, containing no preservations. It is referred with name of UHT (Ultra Heat Treatment) Milk.
Mother Dairy also manufactures flavored milk under the brand name of CHILLZ . It is available in three flavors namely KesarElaichi, Vanilla and Chocolate flavor.
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Milk Products:
Various milk products of Mother Dairy are: 1. Mother Dairy Ghee 2. Mother Dairy Butter 3. Mother Dairy Cheese 4. Mother Dairy Dahi (Curd) 5. Mother Dairy Lassi 6. Ice Cream under two categories namely CHILLZ and Mother Dairy Ice Cream. PROBIOTIC:
It is the latest product range launched by Mother Dairy. It mainly contains BB-12 friendly Bacteria which results in better digestion and absorption of nutrients. It also contains probiotic fibre which also results in better digestion. The various products in this category are:
1. b-Activ Probiotic Dahi 2. b-Activ Probiotic Lassi 3. b-Activ Curd 4. Nutrifit (Strawberry & Mango)
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SAFAL:
Range of fresh foods & vegetables, frozen vegetables, fruit pulps and fruitjuices etc.
DHARA:
It has a popular range of edible oils in different types as refined soya bean oil, refined sunflower oil and filtered ground nut oil etc.
ICE CREAMS:
Mother Dairy offers maximum variety range in ice creams: Chillz: 1. 2. 3. 4. 5. 6. Bar 1. 2. Mega Bar Ripple Chocolate Choco Delight Choco Bliss Choco Fussion Butterscotch Choco Vanilla Mini Choco Bliss
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3. 4. 5. 6.
Choco Treat Bar Chocolate Bar Mango Bar Mini Chocolate Bar
LicLolleez 1. 2. 3. 4. 5. 6. 7. Cup 1. 2. 3. 4. 5. 6. Kulfi 1. 2. 3. KasarKamaal PistaKulfi Mango Masti Vanilla Strawberry Butter Scotch Chocolate Chip KajuKishmis KasarPista Mango Mango Raspberry Cola Orange Lemon Chulbuli Shararat
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Super Save Packs (Bricks) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Vanilla Butterscotch Strawberry Choco Chip Chocolate ShahiNazrana Fruit n Nut Vanilla+ Mango Butterscotch+ Vanilla Strawberry Crunch + Vanilla Pineapple + Pineapple Choco fudge + Choco fudge Anjeer + Anjeer
Indian Classics 1. 2. 3. Firdausi KajuKishmis ZafraniKesarPista ShahiMevaMalai
Fruit Classics 1. 2. 3. Strawberry Crunch Mango Marvel Litchi Surprise
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Sugar free 1. 2. Kesar almonds Natural vanilla
Western classics 1. 2. 3. Creamy rum cake Cookie crumbs Choco almonds
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REVIEW OF LITERATURE
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ICE CREAM
Definition of ICE CREAM:
The Prevention of Food Adulteration (PFA) Rules, 1955 define ice cream as a frozen product that contains not less than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5% permitted stabilizer and emulsifier. Players who deviate from these norms tactfully call their product "frozen dessert.
Classification ofice cream:
Super-premium ice cream tends to have very low overrun andhigh fat content, and the manufacturer uses the best qualityingredients Premium" ice cream tends to have low overrun and higher fatcontent than regular ice cream, and the manufacturer uses higherquality ingredients. "Regular" ice cream meets the overrun required for the federalice cream standard Economy" ice cream meets required overrun and generallysells for a lower price than regular ice cream.
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Ice Cream Industry:
Industry at a glance
The ice cream industry in India is worth Rs. 2,000 crores The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8% The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 liters per annum Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume. Of this, the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in terms of volume. Coming to India, the Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12%. The ice cream market in India can be divided into: the branded market and
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the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores. The grey market consists of small local players and cottage industry players. Despite a decent growth rate, the ice cream industry faces the challenge of low per capita consumption. The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2.3 liters per annum. This is also when India is a country with hot climate with a young population. Another trend that is witnessing a change is the seasonal nature of the industry. Having said that, the peak season for ice cream still remains the summer month of April-June and dips in the months of NovemberFebruary. The demand and consumption of the ice-cream in India have witnessed a considerable increasing trend in the last two decades. This can be attributed majorly because of the alteration in the consumption pattern of the people (especially middle class) due to the wave of globalisation. Moreover, Indian subcontinent lies in the subtropical geographical region where the summer season is of higher duration as compared to the world s average. These facts have made India a lucrative market with high growth potential for the ice-cream manufacturers.
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Year 1997 can be considered as a watershed in the history of the icecream market in India. Up-to 1997 the manufacturing of the ice-cream was reserved exclusively for the small scale industries in the country. However, with the wave of economic liberalisation and globalisation this sector was de-served for small scale industries in the year 1997. This opened the flood gates for the opportunities and competition in this sector. With the relaxation of the entry barriers, gradually various big players including various Multinational companies entered the icecream business.
The Ice Cream Business:
The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure. Channels such as Mobile Vending Units have been increasing year on year to reach out to a larger set of consumers. Besides, consumers also have the choice of trying out varied product offerings from different brands to keep them excited. The basic steps in the manufacturing of ice cream are generally first blending the ingredients, pasteurization, homogenization, aging the mix, freezing, and hardening. Now, during the hardening process, the ice cream mixture is incorporated with air. This is done to make the product light and
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creamy . This is necessary as without air, ice cream would be like frozen ice. Now the ice cream can contain a considerable quantity of air, even up to half of its volume. This perhaps makes ice cream a business with high profit margin.
The Challenges:
There are several challenges that affect the industry adversely. The industry players not only face competition from their competitors, but also from other like foods. Though changing, consumers still consider ice cream as a dessert and a side item. The cream consumption in India, nearly 60% is accounted to by three flavors of vanilla, strawberry and chocolate. And to be on the safer side, major players tend play around these flavors only. For big players, regional competition from smaller players is another major issue. Another major problem faced by the industry players, especially while expansion, is poor infrastructure such lack of cold storage and in case of rural penetration, even erratic power supply becomes an issue.
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Future of Ice Cream Market in India
Ice Cream market will expand with increase in number of malls - HLL has been increasing their ice cream outlets - Swirl. Few years consumers use to go out for walk after dinner and use to buy ice creams from hawkers. But now consumer who often visit malls for entertainment prefer to buy ice creams during different times of the day as it is visible upfront and feel like spending Rs.50 for that tasty chocolate swirl with cake and nuts. As marketers are understanding the different needs of consumers, be it health conscious people, kids, youngsters, young etc., and coming up with products specific for them with portfolio of flavors, consumer today has plethora of options at hand to choose from and therefore high probability of buying one more scoop of ice cream. Also with increasing wallet size and innovative modern retail formats, it has definitely given a philip to the ice cream industry in India.
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BELOW THE LINE ACTIVATONS
Background:
Consumer behavior is changing and we are now living in an experience economy, where it is all about engagement whether that is through sponsorship activation of sports events or from a retail experience through recreational time spent at a mall. There is an overall ongoing trend of a gradual shift from ATL to BTL, due to marketers seeking other avenues beyond traditional media solutions to build brands, and also due to marketers looking for more accountable ROI-driven marketing programmes. For some marketers the "line" divides the realm of "Awareness or Attention focused marketing" and that of "Interest + Desire focused marketing". Since audience numbers in the Interest and Desire phase of the AIDA sales model narrow down to a fraction of the Awareness audience, the line could be drawn right below the awareness set of activities.
What isBTL (Below The Line)?
BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items).
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BTL techniques ensure recall of the brand while at the same time highlighting the features of the product. It gives an opportunity to customers to have a face to face interaction with the brand. This first hand familiarization leads to higher brand experience, allowing marketers to cut through the media cutter and deliver higher value to consumers. BTL has the advantage of getting attraction of target customers directly and more effectively.BTL activities helps to promote new range of products and helps to get direct feedback from customers. BTL directly impact brand s ability to influence consumer s choice at the shop level. These include both brand building activities like roadshows and mall activities as well as those directly linked to converting consideration to purchase like catalogues, shop demonstrators, other POP material.
Importance:
The main factors which make BTL activities a serious marketing tool is MEASURABILITY. As pressure on budgetary spends continue given the multiplicity of marketing actions or media possible, marketers often have to develop benchmark return on investments (ROI) to justify spends on a particular
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medium. The ability to significantly measure the ROI in BTL activities results in marketers allocating funds in increasing rupee terms on BTL
The other reason is ACCOUNTABILITY Clients need to prove quick and effective ROI and ultimately sales. It is no longer about opportunities to view. The old media metrics clients need results and that s about getting products into the hands of the consumer
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Difference Between ATL AND BTL
ATL Above the Line promotional activities are carried out through mass media, such as television, radio and newspaper BTL "Below the line" promotion refers to forms of non-media communication or advertising
ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences.
ATL promotions can establish brand identity, BTL can actually lead to a sale.
ATL promotions are also difficult to measure, BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.
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LAUNCH OF WESTERN CLASSICS
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WESTERN CLASSIC was launched on 6th May,2010at ESSEX FARMS In HAUZ KHAS, SOUTH Delhi. The entire sales force (ice cream) of Mother Dairyalong with the distributors,was invited at the launch of WESTERN CLASSICS. The objective was to launch new range of WESTERN CLASSICS successfully and to inform about the promotional activities. Sampling of Western Classics was done at the event. Games were played with the sales force and distributors to involve them in the activity. BOLI for the stock was raised by the distributors. Return gifts were given to all from Mother Dairy. All together celebrated the spirit of Mother Dairy as a team and pledged to contribute their best and make MOTHERDAIRY ----INDIA KA KIRTI STAMBH
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ABOUT THE PRODUCT
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All these 3 flavours are premium flavours It is available in the S.K.U. of 1 litre tub in the premium take home category conveyed by the premium packaging and the flavours. With these flavours Mother Dairy tried to compete with London Dairy, Hagen Dazzand Baskin Robbins brands.
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MARKETING INSIGHT BEHIND WESTERN CLASSICS
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Largest number of Indian population today is between 24 to 45 years old.
More number of people with higher spending power ± Higher percentage of working women contributing to dual income households ± More avenues of entertainment and indulgence. Divide between East & West getting lesser ± More people travel abroad, cheap and easy accessibility ± More number of international brands in India leading to increased product awareness From the conventional flavors of Vanilla, Strawberry for simple pleasure and beat the heat experience consumers are experimenting into more indulgent, rich and exotic flavors like chocolates with that extra serving solutions.
Quality and innovation are key driving factors to gain consumer acceptance in the category.
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PRODUCT BACKED BY CONSUMER UNDERSTANDING& TESTS
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? Product Test ± Rated as an International product by 78% of consumers in the study. ± Shows the richness of taste, flavor and overall likeability of palette
? Pack Test ± Rated as an International pack by 64% of consumers in the study. ± Emphasizes the premium of the product
? Pricing ± Rated as underpriced by 72% of consumers at Rs.180 per tub ± Pricing extremely competitive and a delight factor for consumer at Rs.180 per tub
? Purchase Intention ± Rated as more creamy, rich exotic experience and sinfully delicious by 89% of consumers ± Almost 9 out of 10 consumers will by the product when they taste.
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COMPETITIVE STRENGTHS OF WESTERN CLASSICS
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Healthy
Made from Mother Dairy milk fat and not vegetable oil fat.
Availability
Easily available in all Mother Dairy booths, carts, retailers,distributors
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Economical
1 LITRE family tub for Rs. 180 The same flavors can be found in ice cream parlors where expense for 1 treat comes around Rs 150 per person
Premium packaging
Tubs convenient to store in any freezer because of its shape and size. No wastage as in case of bricks. Can be stored back after pouring out few scoops. Can be stored for 9 months from the date of manufacturing
Made from Mother Dairy milk fat and not vegetable oil
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SWOT ANALYSIS OR WESTERN CLASSICS
STRENGTHS
Mother Dairy is an established brand with Delhi consumers. Trust factor for Mother Dairy products is very high with Delhi consumers. International quality flavors Economical pricing. Premium packaging.
WEAKNESSES
Limited awareness Indian consumers resist experimenting new variants beyond traditional flavors. Resistance to Creamy Rum Cake because of rum association with it. Non availability of stock. No small trial SKU packs. Target audience is limited for family packs.
OPPORTUNITIES
First mover advantage. Three different variants for different age groups. Youngsters being huge potential market for such flavors Price leadership (Half the price of competitor brands like London dairy and Hagen Dazz.)
THREATS
Vadilal coming up with Creamy Cookie variant and introducing commercial ad campaigns.
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BTL ACTIVATIONS
KITTY PARTIES
RWA
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BACKGROUND:
Mother Dairy every year launches new ice cream ranges. In 2008, Mother Dairy successfully launched its Fruit Classic range. Last year, it launched its Indian Classic range which also received very good response from the customers. Going by the trends and all the success stories Mother Dairy Ice Creams has had so far; they planned to launch a new premium range called Western Classic . Every year as a Marketing Support they do ATL activities to build the hype and BTL activities to establish direct contact and generate trials. Last year also, they did RWA activities and this year they planned Kitty Parties and RWA activities. BTL Activities were organized for Mother Dairy by IMPACT MARKETING SERVICES, which provides BTL solutions to brands like Coca Cola, Britannia, Airtel, Microsoft, Toshiba, Samsung, and Tata
communications. Do your own ice cream party was the theme of all the kitty parties.
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OBJECTIVES:
SPREADING PRODUCT AWARENESS SAMPLING AND GENERATING TRIALS
GENERATING TRIAL PURCHASE ENHANCING BRAND EQUITY STUDYING IMPACT OF OFFERS ON CONSUMER BEHAVIOUR STUDYING CUSTOMER RESPONSES GENERATING LOYAL CUSTOMERS BY INTERACTIVE ACTIVITIES
OBSERVATIONS:
1. BTL activation was a good strategy for launch of western classics. As Western Classic was a challenge to Indian traditional flavors. There is always a resistance in trying new flavors from the customers side,those too, international flavors against traditional flavors.
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2. BTL activations helped to break the above mentioned barrier as there was direct communication with consumers and trial could be generated. 3. It gave a chance to observe and analyze the responses of customers, age wise preferences, their first reaction to the product, their opinions, apprehensions,psyche and theirattitude towards the product. 4. Apprehension against product could be clarified on the spot like association of Rum with Cream Rum Cake. 5. Ladies are the main buyers for family packs, thus they were the main target audience which were easily captured by kitty parties. 6. Customers were targeted at their households and awareness about the product was communicated by the presentation and one to one interaction. 7. In Kitty parties, ladies were targeted at their favorite social gathering spot, where they feel most comfortable and free in expressing themselves. 8. In such a gathering, there is always an INFLUENCER, who can influence sales in positive as well as in negative direction, who if convinced can take the activity in full favor.
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9. Word of mouth is observed being spread from one kitty group to another which gave signs of spread of information.
10. A trial sale was done at discount so that product trial scope is enhanced, as it can be tried further by the relatives of the buyer lady.
11.
Day 1 2 3 4 5
Impact of offers was noticed on customer behavior.
Price Rs.180 RS.180 RS.180 RS.160 RS.150 Sales 18 10 17 30 40
Thus with increase in discount, sales also increased.
12. There is always some cost to be incurred for taking time of customers. Gifts were distributed in return of valuable time given by customers. It also helped in branding for Mother Dairy to their homes via gifts. Participation is correlated to the liking with the gifts.
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KITTY PARTIES
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SNAPSHOTS OF KITTY PARTIES:
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FLOWCHART OF KITTY PARTIES
15 minutes prior to the kitty party the set-up will be done. Set Up includes all Western Classic Collateral in the form of Vertical Digital Stands, Sun board Props and preferably the ice cream counter at a prominent place where the Kitty is taking place. 07 minutes of Western Classic thematic script, which will be roleplayed and in this there will a strong direct and entertainment based communication on the UVP (Unique Value Proposition of the brand). 20 minutes for the Tambola game (Call-Outs and conversation again would be thematic). 15 minutes for the sampling of the ice creams 10 minutes of feedback in the form of a Kitty Members Visitors Book . 10 minutes-On the Spot Sales and order booking Prizes and Takeaway gifts for the kitty members to be given. Thanks Giving by the promoters for 2 Minutes Pack-Up in 07 Minutes
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BUDGET
FIXED COST FOR KITTY PARTIES FOR ONE DAY
S.No 1 Standee 2 Sampling Table 3 Cold Storage Photographs, Reporting, 4 Communications and Data Collection 5 Gift for kitty members Sub Total Agency Fees Service Tax Total Cost per month(5 days a month) Particulars Unit 2 2 2 1 1700 Rate 1000 0 500 5000 50 15% 10.30% Amount 2000 0 1000 5000 Multi 85000 purposeopenors 93000 13950 11016 117966 Remarks
VARIABLE COST FOR KITTY PARTIES FOR ONE DAY (4 kitties)
S.No 1 Supervisor 2 Promoter 3 Helpers 4 Transportation 5 Gift hamper for kitty host 6 Tambola winner gift hampers 7 Crushed ice 8 Disposables Sub Total Agency Fees Service Tax Total Cost 4 Kitty per day 15% 10.30% Particulars Unit 2 4 2 2 4 24 4 4 Rate 1000 800 450 1500 250 150 150 250 Amount 2000 3200 900 3000 1000 600 1000 16300 2286 1812 18407 (Coffee mugs) 3600 6 gifts per kitty Remarks
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STUDY OF CUSTOMER RESPONSESAND PREFERENCES FROMSALES GENERATED IN KITTY PARTIES
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AGE WISE PREFERENCES FROM CUSTOMERS
CHILDREN (upto 15 years) YOUNG (15-30 years) MIDDLE AGE & YOUNG (30-60 years)
1.Choco Almonds 2.Creamy Rum cake 3. Cookie Crumbs
1.Cookie crumbs 2.Creamy Rum Cake
Choco almonds
Children finding cookie crumbs bitter because of presence of cocoa
Looking for new flavours beyond chocolate and vanilla flavours Believe in experimenting new flavours More inclined to Western culture Thus proved to be best target audience for Western Classic
Because of traditional chocolate flavour Presence of almonds and belief of its being healthy
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AREA WISE SALES RECORD
Locations
Ashok Vihar Rohini Sector ( 1,3,7,8,13,14,15,16 and Appt) Pitampura Shalimar Bagh Rana Pratap Bagh Model Town Patpatgunj Gujrat Vihar Preet Vihar Suraj Mal Vihar Mayur Vihar Phase 1 2 and 3 Vasundhara Kaushambi Karkarduma Subhash nagar Moti Nagar Ramesh Nagar Saraswati Garden Paschim vihar Vikaspuri Rajouri garden Naraina Vihar Janak puri East Punjabi Bagh Tagore Garden Tilak Nager Dwarka
Zone
NORTH NORTH NORTH NORTH NORTH NORTH EAST EAST EAST EAST EAST EAST EAST EAST EAST WEST WEST WEST WEST WEST WEST WEST WEST WEST WEST WEST WEST
Sales
30 59 47 12 12 4 38 30 8 11 69 61 12 22 6 3 11 10 10 18 40 10 6 14 2 3 14
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Lodhi road (B,K.dutt colony) Lajpat Nager Safdarjung Enclave Jangpura Mehrouli Malviya Nagar South EX Kalka Ji Vasant kunj East of Kailash Hauz Khas NOIDA Sector Gurgaon Faridabad TOTAL
SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH NCR NCR NCR
2 10 24 18 15 7 18 47 12 15 12 9 40 2 793
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Consolidated STUDY and analysis OFSALES (REGIONWISE)
No. of kitty parties NORTH SOUTH EAST WEST NCR GURGAON NOIDA FARIDABAD 4 1 1 22 21 21 18
Sales 164 180 257 141
Average sales 7 8 12 8 HIGHEST
40 9 2
10 9 2
Highest sales were registered in East Delhi. East Delhi still hasa lot of potential that can be tapped. People have good purchasing power. In East Delhi, people have limited options in terms of availability of brands. This could be one of the factors for high sales.
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In Rohini, around 10 kitties were done. Butonly 3 sectors were targeted i.e. Sector 13, 14, 9.Rest remain untargeted. Targeting RWA in common market of these societies would have been a better move instead of kitty parties. In North, Pitampurareported highest average sales. In East, Patpargunj and Vasundhrareported highest average sales. In West, Rajouri garden and Dwarka reported highest average sales. In South, Kalkaji, HauzKhas and VasantKunj reported the highest average sales. Though South is believed to have people with highest purchasing power, sales for Western Classic were low. Reason could be high availability of ice creams and premium brands in South.
SHORTCOMINGS of KITTY PARTIES:
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1. Delhi has population of around 3 CRORES. In one sector in an area, there are around 10 societies and in one society there are around 200 households. Kitty parties can target only a limited number of people. 2. For kitty parties, suggested age group by the company was 24-36 years which was not taken care of. Many a times, audience comprised of old ladies in age group of 60-70 who was not the right target audience and did not participate in trial purchase.
3. There were around 11 ladies on an average, in one kitty party which raised cost per contact. There must have been 16-20 ladies on an average for an effective return per footfalls. Some kitties were even done with 8 members. 4. Kitty parties were not organized properly. Many a times, team was late on the event with excuse of stock. Timing issue should have been taken care by organizing agency.
5. 2 KITTIES were done in the village of Mehrouli which was just not our right Target Audience. 6. In North, areas like Rohini and Pitampura have huge number of societies with middle income families. Such societies usually have some common markets. Doing RWA activity near common market
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would have registered better results than doing 10 kitty parties in Rohini in different societies. 7. Such ladies normally have their own social groups which are called upon on kitties. Sometimes information remains confined to that group only.
Calculations:
Average footfall= 15 Variable cost per 1 kitty= Rs. 4600 approx. Average sales= 10 @ 150 = Rs. 1500 Cost per footfall= Rs.300
If one lady buy 1 tub for RS. 150 and cost spent on her is RS.300, which is double of the return. Not every lady buy the tub also. Thus cost per footfall is very high.
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RWA ACTIVATIONS
BUDGET
VARIABLE COST FOR RWA
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Particulars RWA Recce Cost Supervision Promoter Helper Transportation Crushed ice Disposables Sub Total Agency Fees Service Tax Total cost 2 ice cream party per day covering 2 RWA Unit 2 2 4 2 2 6 2 Rate 500 1000 800 450 2000 150 500 15% 10.30% Amount Remarks 1000 2000 3200 900 4000 900 1000 13000 1950 1540 16490
FIXED COST FOR RWA
Particulars Sampling Table Cold Storage Invites Photographs, Reporting communications and data collection Gifts for Painting Competition Winner Certificates for Painting Competition Winner Painting Sheets Ice Scooper Bowls Sub Total Agency fees Service Tax Total Cost per Month (5 Days a month) TOTAL COST FOR MONTH (4 RWA per weekend) 16 ice cream parties Unit 4 6 7200 1 48 48 500 100 50 Rate 1200 400 10 5000 75 60 4 4 4 15% 10.30% Amount 4800 2409 72000 5000 3600 2880 2000 400 200 93280 13992 11049 118321 131919
COLOURS
TOTAL COST
250240
PROCESS FLOW FOR RWA
INVITATIONS:
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Invites were sent to all the residents of residential society, door to door, mentioning all the details like time, venue of the event and painting competition in the morning of the activity. This was part of spreading awareness and branding for Mother Dairy.
SAMPLING: Free sampling of all the three flavours of Western Classic was done to all the people.
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Around 36 tubs were consumed for sampling in each activity. This was done to generate trials and reach consumers directly. BRANDING: Dummy Packs of Western Classics were used for attracting consumers and providing product knowledge to them. 2 Standees of Western Classics were used for generating awareness and branding of new flavours from Mother Dairy. 4 banners were put at all entry and exit points of the residential societies for attracting consumers and spreading awareness.
ON THE SPOT SALES: Trial sales were induced by giving Rs.30 discount on MRP.
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A cart was placed at the point of activity from where tubs of Western Classic were sold. Sales amount were collected by the cart vendor and handed over to distributors.
CONSUMER SCHEME: Discount coupons for Rs.30 off were introduced along with the invites to all residents. This was done to create hype among consumers for the event and offer. PAINTING COMPETITION: POSITIVES:
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Painting competition was organized by Mother Dairy as a strategy to attract children on the activity. Prizes and participation certificates were given to top 3 winners from Mother Dairy. There was huge participation of children in all the events. It attracted their parents also on the activity. Children went back homes after sampling and brought their parents for buying ice cream. Certificate of appreciation to children will keep Mother Dairy alive in the memory of children
NEGATIVES: It deviated the activity from its main objective.
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It failed to attract parents of those children to a large extent. The activity started looking more like a painting competition than sampling activity. Children are not the target audience in Takeaway category of ice cream and that too in premium segment. Participation certificates were given to only 3 winners. Many people got furious on this. Participation certificate should have been provided to all the participants.
JINGLE COMPETITION Best jingle entry on Mother Dairy was invited by Mother Dairy. Many entries were received from the consumers. Best jingle entry decided to be aired on radio during radio campaigns for promotion of Western Classic
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ICE CREAM WRAPPERS COMPETITION Collect 5 Mother Dairy ice cream wrappers and get exciting prizes. This strategy was introduced to induce PRE SALES. Winner was given cap with sunglasses as a gift. Many Entries were received for the same by kids.
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RECORD OF SALES IN RWA
S.NO. LOCATION ROHINI 1 2 3 ANTRIKSH APARTMENTS ARUNOTHYA ENCLAVE SWASTIK KUNJ PITAMPURA 4 JHULELAL APARTMENTS DWARKA 5 6 BAHAWALPUR APPT BRAHMA APPT RAJOURI 7 RAJOURI APARTMENTS VIKASPURI 8 VIKASKUNJ APT. 33 250 approx. 75 18 100 aprox. 35 8 7 100 aprox. 60 100 aprox 70 36 100 aprox. 60 33 7 7 100 aprox. 250 aprox. 70 aprox. 30 60 45 SALES FOOTFALLS PAINTING COMPETITION
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Cost per footfall
Average footfall=100 Variable Cost per 1 RWA= 8245 Cost per footfall=824 Which is very high.
Average sales= 20 Sales = Rs.3000 Loss = 5245 THUS, return on investment is in negative.
The activity was a loss making affair. The Objective was not achieved. The main reason was low footfall. Cost per footfall is coming out to be very high and return was very low. Thus, activity was scrapped.
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Key observations in RWA:
1. Location of the Activity was the major factor in success of RWA activity.
Wrong selection of location for RWA was major reason for failure of RWA. Though biggest and posh societies were chosen but still it was not utilized to the fullest. Because of wrong spot chosen for the activity, most of the activities were done in community halls keeping painting competition convenient but that resulted in low footfalls. Need is to reach to the most convenient spot for the customers. Spot should be such that people who not even aware of the activity comes to check out what special is happening. Spots where people frequently visit like grocery store inside the society, milk booths or entrance gate should be targeted. Community centers will not work at all. We cannot expect people to walk down to community centers just for having ice creams.
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Vikaspuri RWA was a success. 33 tubs were sold that day. Potential sales were double of it but could not be converted because of electricity problem in that area. Activity was done right in front of the market in open. People who were not even aware got attracted. Huge crowd gave a feeling of something special happening. Some people bought even without tasting. In first RWA, though sales were low but footfalls were good because it was done right in front of the gate. On the other hand, in RAJOURI/ Rohini, the activity was done inside community center or central park. It was quite inside and far from the main gate. Only 50-60 footfalls were there.
2. Selection of area
As Western Classics are of international flavors and premium range ice creams, these flavors are not being appreciated by many people. Right target audience needs to be targeted to have effective returns. Last RWA activity was done in AntrikshAppartments, which was a highly posh society. Though effective footfalls i.e. elders were around 40 only and sales conversion were around 80% i.e. 33 sales. Audience actually appreciated premium flavors.
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3. Lack of proper communication The main objective and idea of RWA activity was not communicated properly. Introduction of new premium range of international quality ice cream (and not any other ice cream) Free sampling on the spot. On the spot sales at offer. Message was not being communicated. Awareness was the first objective. If the message had been put on welcome banners and invitations, some percentage of awareness could have been achieved. No attraction for coming on the activity was there. Children were attracted by painting competition. Parents used to send their children alone for painting competition and enjoying free ice creams. They themselves did not turn up. Thus right TG was not reached. Only invitation card and ice cream party is not helpful in attracting people and make them come out of their comfort onweekends.
4. Right TG was not reached. There is huge crowd of children that elder who even came on the activity were not able to reach up to ice creams. a) They don t feel like standing in queue.
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b) Some people leave seeing long queue. c) Because of huge children crowd they could not reach upto ice creams. d) Kids come for sampling twice and thrice. *Two separate counters can be made for elders and children.
5. Timingsshould be mentioned on the banner also so that interested people can plan out accordingly. Many people are not getting invitation cards or not paying much attention to it. As timings remain standard, we can put it on the banner.
6. Discount coupons did not reach uptoall the people. It did not serve any help if given on the spot. It can work only if it reaches upto people before the activity. It will help in creating hype among people for the activity. 7. Another suggestive option could be giving discount in next purchase from Mother Dairy booths to ensure future sales. 8. Banners should be raised and invites should be delivered atleasta day before the activity. Invites were sent in the morning of the activity.
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9. Converting minimum 30 sales per RWA is just not difficult if message is communicated properly and footfalls are in good number. 10. In RWA, there is very less time and number of people is huge. We cannot reach upto each person and convince them for sales. 50 % of people who turn up at the activity leave without knowledge about product.
11. Appointing 1 promoter exclusively for doing sales (who will have product knowledge) would have helped in generating sales easily.
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QUESTION WISE ANALYSIS OF QUESTIONNAIRE
# Question Number # ## # Its Analysis #
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Q1. How did you find western classics? Excellent Good Moderate Bad Very bad
0% 0% 7% EXCELLENT GOOD 36% 57% MODERATE BAD VERY BAD
ANALYSIS: Majority of people have accredited western classic as excellent flavors. No person gave bad opinion on it. This shows western classics are highly appreciated by customers.
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Q3. Which packaging variant of ice cream you prefer the most? Takeaways ( Bricks, Tubs etc.) Impulse ( Bars, Cups, Cones, Liclollies etc.)
25% TAKEAWAYS IMPULSE
75%
ANALYSIS: 3/4th people voted for takeaways. This could be because there were majority ladies and housewives in kitty parties.
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Q4.Have you seen the danglers or posters of new range of western classics from Mother Dairy? YES NO
40% 60%
YES NO
ANALYSIS: This question was asked to check the visibility and awareness of western classics. 60% people voted that they have seen the danglers earlier in the market. This proves visibility is therein the market.
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Q5.Which out of three flavors of western classics you liked the most? CHOCO ALMOND COOKIE CRUMB CREAMY RUM CAKE
30% CHOCO ALMONDS 50% CREAMY RUM CAKE 20% COOKIE CRUMBS
ANALYSIS: Choco almonds are voted highest by ladies and children, followed by cookie crumbs and creamy rum cake. This is the same response as we get from sales data in kitty parties.
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Q6. Give a rating out of 10 to each flavor. _____/10 _____/10 CHOCO ALMOND COOKIE CRUMBS CREAMY RUM CAKE
_____/10
ANALYSIS: Cookie crumbs is rated highest by majority ladies and children i.e. 55% Creamy rum cake is rated lowest among three. Nobody gave below 8 marks to any of the flavor.
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Q7. What price range you feel will be suitable for western range? Less than Rs. 180 Rs. 180- 200 More than 200
0%
30%
LESS THAN RS.180 RS.180-200
70%
MORE THAN RS.200
ANALYSIS: 70% of respondentschosen for less than RS.180, which was although obvious 30% of respondents chosen RS.180-200, that means they are satisfied with price.
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Q8. How will you rate WESTERN CLASSICS at the scale of 5 on the basis of following attributes? If you agree very strongly with the response on the left side give a rating of 5. If you agree strongly with the response on the left side give a rating of 4. If you are neutral, between the two extremes, give a rating of 3. If you agree strongly with the response on the right side give a rating of 2. If you agree very strongly with the response on the right side give a rating of 1.
OVERALL GOOD 1. High quality 2. High taste 3. High creaminess 4. Good availability 5. High price 6. Premium packaging
5
4
3
2
1
OVERALL BAD poor quality poor taste low creaminess poor availability low price poor packaging
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] RESPONDENTS QUALITY TASTE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 5 5 5 5 5 5 5 5 4 5 4 4 5 4 5 4 4 4 4 5 4 5 5 4 5 4 5 5 4 4 3 4 5 3 4 4 5 5 5 4 CREAMINESS AVAILABILTY PRICE 4 5 4 3 4 4 3 3 3 4 5 3 4 5 4 4 2 3 4 5 5 5 4 2 2 4 4 5 5 3 3 4 3 5 5 4 5 4 4 4 4 5 4 1 1 1 1 5 3 2 5 5 2 4 3 4 3 4 5 3 PACKAGING 5 5 4 5 5 5 5 5 4 2 4 3 2 4 2 4 4 5 2 4
ANALYSIS: i. ii. iii. iv. v. vi. In quality, 12 out of 20 respondents gave 5 marks to western classics. It means high quality In taste, again majority 9 out of 20 respondents gave high marks to western classics. In creaminess, response is not much high, marks are average In availability again, responses are average Western classic is rated on a higher side in terms of price. That means they feel prices to be high In packaging, majority have given highest marks. But some have given low marks also. It means packaging is considered as average
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Q9. Are you aware Mother Dairy ice creams are made of milk fat and many other ice creams are made of vegetable fat? YES NO
30% YES 70% NO
ANALYSIS: This question was basically asked to spread awareness. This showed people are not even aware that Motherdairy ice creams are made of milk fat which is the main USP of Motherdairy ice creams. This should be highlighted in promotions.
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Q10. Have you tried the same flavor in some other brand? If yes, in
which brand? Which one you find better as compared to Mother Dairy?
25% YES NO 75%
RESPONSES: ONLY 5 respondents said YES, that they have tasted similar flavor. i. Yes, choco almonds tastes like choco fudge of Giani s, but Motherdairy tastes the best. ii. iii. Maybe in Gopalji s ice cream parlour. Yes, I have tasted same flavor in abroad. I do not find much difference in tastes. iv. Yes, in Baskin Robbins. But Motherdairy is better qualitywise.
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Q10. Suggestions / complaints from you for improving Mother dairy Ice Creams.
RESPONSES: i. ii. iii. iv. v. vi. vii. viii. Make it available everywhere Other flavors should also come in feasible packaging Smaller packs must be brought up. New schemes must be introduced Make packaging attractive Rates are high. Milk quality is deteriorating day by day. Cookie crumbs is tasting bit bitter.
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POST MARKET ANALYSIS:
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Distributors, VRS, cart holders were spotted and information was collected on the response of customers after the activity.
AREA
SALES
DEMAND RISE NO
VIKASPURI PASCHIM VIHAR
23TUBS PER DAY 4-5 TUBS PER DAY 60-70 TUBS PER DAY
IP EXTENSION PATPARGUN J NEW GURGAON
YES
HIGHEST SELLING SKU CHCO ALMOND S COOKIE CRUMBS CHOCO ALMOND S COOKIE VENDING CRUMBS+ +RETAIL CREAMY RUM CAKE COOKIE CRUMBS NEGATIVE ABOUT PALAM
YES
ROHINI SECTOR 15, 16 PRASHANT VIHAR ZP BLOCK SAVERA APPT KUKHRAIN APPT
5-6 NO TUBS PER DAY 8-10 IN NO A MONTH 6-7 IN A WEEK 2 TUBS YES A DAY 1in15-20 DAYS
80 CARTS
CREAMY RUM CAKE
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RAJOURI PATEL NAGAR RAJINDER NAGAR KAROL BAGH HARI NAGAR SUBHASH NAGAR PASCHIM VIHAR JWALAHERI NOIDA
36 YES BOOKIE TUBS 15-20% CRUMBS+ A DAY RISE CREAMY RUM CAKE
RETAIL+ VENDING
PITAMPURA SHALIMAR BAGH ASHOKVIHAR RANAPRATAP BAGH SHASHTRI MARKET PITAMPURA 6-8 YES TUBS ADAY DWARKA 24 NO PALAM TUBS UTTAM A DAY NAGAR NAZAFARGA RH KAMLA NAGAR
25-30 TUBS PER DAY 10-15 TUBS A DAY
COOKIE CRUMBS
RETAIL
COOKIE CRUMBS+ CHOCO ALMONDS
RETAIL+ VENDING
CHOCO ALMONDS CHOCO ALMONDS+ CREAMY RUM CAKE
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CHANAKYA PURI SAROJINI NAGAR SAFDARJUNG GREEN PARK/HUAZ KHAS/ GULMOHAR CENTRAL DELHI/ OLD DELHI/ KAROL BAGH/ CANNAUGHT PLACE LODHI ROAD INDIA GATE LAJPAT NAGAR INDIA GATE
6 TUBS ADAY 12 TUBS A WEEK
CHOCO ALMONDS
NO
CREAMY RUM CAKE
12 YES TUBS A DAY
COOKIE CRUMBS+CR EAMY RUM CAKE
RETAIL+ VENDING
GETTING ORDERS BUT NOT HAVING SPACE IN CART TO STORE TUBS.
NO SALES 30 YES TUBS A DAY
COOKIE CRUMBS
VENDING
IP EXTENTION\ MANDAVALI MALVIYA NAGAR/ GREEN PARK/ DAKSHIN PURI/ MEHRAULI
5-7 NO TUBS A DAY 350 NO SALES
VENDING
75 CARTS, HAVE MORE ORDERS BUT NO SPACE TO STORE STOCK 24 CARTS
CHOCO ALMONDS
RETAIL+ VENDING
LAST MONTH 425 SALES
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SOUTH EX/ 14-15 5-10% LAJPAT TUBS RISE NAGAR/ A DAY NEW DEFENCE COLONY/ LODHI ROAD/ NIZAMMUDIN / AREAS NEAR INDIA GATE
CHCOC RETAIL+ ALMONDS+C VENDING REAMY RUMCAKE
ANALYSIS
Western classics sales are fairly good But not much effect on sales is reported after activations. Very few areas were targeted which cannot results in increase in mass sales. In Rohini, we did 10 kitties and 3 RWA, but there is no big market/retailers available around. There is only one common Mother dairy booth which stores tubs. Sales are reported to be quite low for tubs. Vending carts did not keep any Western Classic tubs. Tubs Stock availability is very poor there. However certain carts have reported increase in sales after activity.
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In Gurgaon, new Gurgaon reported very good sales, around 60-70 tubs a day. However Palam area reported least sales for all variants. Standard of living is low in these areas and it is just not the right target segment for premium ice creams. West and East Delhi has reported positive in increase in sales. Activations are done but stock is not reachable in all areas as vending carts are not keeping tubs because of low demand and less capacity of their carts.
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CONCLUSION AND RECOMMEMDATIONS:
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CONCLUSIONS AND RECOMMENDATIONS:
Western Classic is a premium product.As product quality and
acceptability with consumers is very good. Mother dairy is already an established brand trust factor is very high. All these things can be capitalised for premium segment, which may be the most profitable segment. Western classic is a high potential product, but it won t convert into sales until the consumer is informed and it is made easily available. Therefore BTL ACTIVATIONS NEEDS TO BE BACKED BY ATL CAMPAIGNS.
Product awareness is required for Western Classic. Then only BTL activations will get the best results. Lots of money is being spent on BTL activations. But results and objective is not achieved as expected. Local Newspaper, radio,hoardings must be used for its promotions. Product Awareness should be given first consideration. Product cannot be sold unless it is made informed and available to customers.
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RWA activations can be extended. It will give good results if is reframed and its shortcomings are corrected. Common markets are the best area for RWA. Crowd is readily available and people carry their wallets also. If they like, they can buy. In Kitty parties, touch points was major lacking thing. Agency was not having proper contacts. Touch points were not selected as per product. So much emphasis was put on immediate sales that final objective of post sales was ignored. For that right target should had been captured which might give low immediate results but would definitely fetch future conversions. Western classic is priced at Rs.180. According to customer psyche it is close to Rs.200. If we make it Rs.160, samefunda will shift it close to Rs.150. Smaller trial packs must be introduced. Demand for DIETZ is found to be quite high but people are not aware about it. There is a need of immediate awareness campaign for DIETS
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Competitors are coming up new offers every day. To meet competition, Mother dairy should also introduce some offers.
Kwality Wall s plastic tubs are highly attractive and usable marketing strategy. Such innovation in packaging can be brought up. Reason to buy not only for the product but also its packaging. More carts and booths are required. Still so much potential is available in Delhi which can be easily captured because of high customer trust factor in the brand. Visibility must be given due consideration. Jo dikhtahaiwobiktahai is so true. We can rule the market if we follow this. In Delhi, majority middle income population is living in residential societies. Opening up booths inside the major societies will be a major successful move. Availability is another major concern which required to be handled immediately. Institutes, schools, colleges can be another big potential market. Resources must be efficiently utilised. Activities and offers for the distributor and sales force will help in keeping them motivated.
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COMPLAINTS FROM VENDORS AND DISTRIBUTORS:
During the project, I interacted with distributors, retailers, vending cart holders and following complaints I would like to put forward to management. 1. We are introducing new variants every year. Mother Dairy has maximum range of ice creams but storage capacity in our vending carts is just not enough for them to keep all. 2. Most of the times, stock received by distributors is less in quantity. Some numbers are found missing especially in case of cups. The cost is borne by distributors. 3. Many carts are lying on working. They are defective or not doing cooling properly. 4. Some carts need to be replaced. 5. Cart holders and retailers are not happy with the distributors. Stock is not received on time. Stock is distributed via 2 wheelers without dry ice. Spoiled stock is received many a times. 6. Retailers complained on low margins and low publicity. 7. Some distributors complained on non-settlement of dues on time.
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COMPLAINTS & SUGGESTIONS FROM CUSTOMERS
1. Customers are complaining on the deteriorating quality of milk. Quality of milk is reported very unstable. 2. Less creaminess in milk. 3. Fluctuating quality 4. Complaints are received for Creamy Rum Cake. A lady complained when she opened the tub, there was ice layer and bubbles at the top and ingredients were settled at bottom. 5. Introducing cakes and almonds in sugar free ice creams also 6. Smaller handy packaging in Western Classics. 7. Product availability is very poor 8. Making packaging attractive. 9. Prices are considered on a highside . 10. 11. Some Offers should be introduced on purchase. Carry bags in Safal.
12. Vegetables are normally rotten and stock is not available in Mother dairy outlets.
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COMPETITOR ANALYSIS
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STUDY OF MARKET SHARE OF MOTHERDAIRY AND COMPETITION
The major organised players are Mother Dairy, Amul, Kwality Wall s, Cream Bell and Vadilal.
The market shares of these major branded players are as:
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The per capita consumption and demand for ice-cream is greater in the urban areas as compared to the rural ones. The big cities of the country account for the maximum demand and the per capita consumption of the ice-cream. Capital city Delhi is foremost among the big cities which have maximum demand for the ice-cream. Delhi alone accounts for nearly eighteen percent of the total demand for the ice-cream. Mother Dairy is market leader in ice-cream sales in Delhi. Statistically this can be represented as:
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SWOT ANALYSIS for Motherdairy
STRENGTHS
Established Brand loyalty and trust among Delhi audience Established infrastructure and production units Wide product profile Margins are high Own milk production units to a make by- products Good demand Milk fat based ice creams Pure vegetarian products
WEAKNESSES
Low publicity Deteriorating and irregular quality of milk No schemes No attractive packaging Lack of motivation among sales force Small capacity in vending carts Claims not cleared on time Unequal concentration No nationwide coverage
OPPORTUNITIES
Increasing population means increasing demand People becoming quality conscious Untapped markets Large workforce
THREATS
Competitors coming up with attractive offers like buy1 get1 free Prices are higher than competitors Dealers margin is high as compared to Mother dairy. Strong advertising campaigns by competitors
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MARKET VISIT REPORTS
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MARKET SURVEY REPORT DATE: 10TH may, 2010
Objective: To study ice creams of Kwality walls and Amul
KWALITY WALLS
1. Kwality Walls has many exotic flavors in its portfolio. 2. Newly launched flavours:
SELECTION: Lichi bites Dutch choconut Mocha brownie fudge Strawberry currant Black forest Fruit & nuts VIENNENE: Vanilla Galetotiraimisu Galetonochiola Neopolitan Chocolate 600 ml 750 ml 750 ml 110 ml 600 ml RS. 150 RS.160 RS.160 RS.110 RS.150 800 ml 800 ml 800 ml 800ml 800 ml 800 ml RS. 140 RS. 140 RS. 140 RS. 140 RS. 140 RS. 140
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3. Consumer Schemes: it is offering many BUY 1 GET 1 FREE offers, which is having very good sales
Vanilla Kesarpista Strawberry Butterscotch 700 ml 700 ml 700 ml 700 ml RS. 110 RS.169 RS.110 RS.169
4. It has around 7 flavours in Cornetto segment Double choco Chocolate truffle Butterscotch Snackers Choco fudge Strawberry tease cake Black forest
5. Packing in plastic tubs is another attractive reason for good sales. It uses attractive plastic tubs which can be further reused for storing purposes. That was one main reason of high sales when Kwality introduced its tubs.
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6. Kwality walls carts have more storage capacity as compared to Mother Dairy Carts. 7. DUTCH, black forest, fruit & nuts, mocha has major demand
AMUL
1. Amul is slowly expanding in ice creams. It has good stand for quality and taste being one of the oldest brands.
2. It also offers BUY1 GET1 FREE offers on 13 flavours. Prices vary between RS.120 to RS.180 Offers on flavours like chocolate, butter scotch, alfanzo mango, fresh pineapple, tuttifruiti, fresh vanilla
3. AMUL sugar free ice cream is also available in 1 litre tub for RS.65 and 80 ml in RS.20
4. It has a segment called PROBOITIC ICE CREAMS which are available in 800 ml tubs
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5. In premium segment, it has EXOTIC BLISS in following flavours: Kesarpista Raj bhoj Shahianjeer Fresh lichi Fruit bonanza Black current Spanish saffron & cream balls RS.180 RS.180 RS.170 RS.160 RS.150 RS.160 RS.180
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MARKET SURVEY REPORT Dated: May 7th ,2010
OBJECTIVE:Study of market demand of ice creams and market situation AREAS COVERED: Saket, VasantVihar, Vasant Village AREA : SAKET SPOT: MOTHER DAIRY ICE CREAM CART Vendor reported drop in sales this year. Last season, reported sales were around Rs.2500-3000 per day. Now it has fallen to Rs.1500-1600 per day. Main sales are coming from takeaway category and orange bars, chocolate bars. No dangler or display board of Mother Dairy ice creams.
AREA: PRIYA PVR SPOT: MODERN BAZAR Sales mainly from London dairy and Hazen Dazz. Target customers are mainly foreigners.
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Some Mother Dairy ice cream was stored in freezer of Hazen Dazz. Sale of 4-5 ice cream per day and 50-60 per month of mother dairy ice cream was reported. There was no display or information of Western Classic. London Dairy: 400 g for Rs.650 Hagen Dazz: 1 kg for Rs. 180
AREA : VASANT VIHAR , BLOCK C, GAJINDER SINGH SPOT: MOTHERDAIRY ICE CREAM CART Demand for ice cream is reported to be high. No complaints about quality. Complaints about distributors: y Poor supply of stock y Slow replenishment of stock y Insufficient stock complaints from customers y Had to cancel order for 90 ice creams for vanilla and strawberry because of insufficient stock y Variety displayed on card not supplied on time
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y No supply of strawberry among children)
cups (having major demand
y Supply of melted stock from distributors y Supply via two wheeler without proper dry ice y No extra spoons provided as demanded by customers y Customers demanding spoon for cassata ice cream y Customers returning spoiled material y No provision of returning and replacement of spoiled material y Stock provided at Rs.105 instead of Rs.103 from distributors y Low margin y Not ready to keep costly material as stock is not sufficiently available y No danglers and displays provided Supervisor- S.S. Bhandari Distributor- Arora, Malvia Nagar
SPOT: VASANT VIHAR RETAILER
Fair demand reported for Mother Dairy ice creams by retailer
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Complaints on Poor stock distribution from distributor 3-4 days long delays in supply Not happy with distribution No new variety coming up from Mother Dairy
SPOT: SAI DAIRY, VASANT VILLAGE
Demand is high for mother dairy products Poor supply No new range Supply of spoiled material without dry ice by two wheelers by distributors No schemes or incentive from Mother Dairy as compared to other brands Customers Slowly switching to Cream Bell due to lack of stock of mother dairy ice creams Old freezers in shabby condition No person to clean those freezers since long time [Arora Dealer]
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RESPONSES FROM CUSTOMERS
Customers found to be very Happy with the quality of Mother Dairy ice creams More demand of mother dairy ice creams are reported among consumers More Preference for takeaways and candy bars Complaints on limited Availability as compared to ice creams from Quality
SUGGESTIONS
Retailers complained about poor supply of stock. Optimum stock is not available in the market. Focus should be made on this issue as they can have serious repercussions.
New promotional schemes should be introduced in the season to beat competition.
Schemes for retailers can be introduced to motivate them as they found to be highly dissatisfied.
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NIGHT VENDNG REPORT
DATED: 14 MAY, 2010
OBJECTIVE: TO CHECK THE VISIBILTY, STOCK, DISPLAYS OF VENDING CARTS AREAS COVERED: BER SARAI, KATWARI SARAI, VASANT KUNJ (ALL POCKETS) TIMINGS: 7PM TO 9.30 PM
POINTS OF OBSERVATIONS: Visibility and Positioning:
1. Mother dairy carts were spotted on all the main points of sales. 2. Only a few competitors could be seen there. Only one cart of Kwality walls was standing near VasantKunj main market and 2 more carts on the road side. Rest areas were dominated by mother dairy carts. No competition could be seen inside residential areas. 3. On road side near Deb Sarai Policemen were not allowing them to park their carts on main road.
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4. All carts were having the latest variety board.
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5. Some carts were not having proper lighting, carts were not clean. 6. Sufficient POS merchandise and western classic danglers were missing at all carts. 7. Dietz and cones danglers were available but in torn condition. They were reported torn because of storm and rain by some carts. 8. Danglers were provided by ASM on the spot and checked their proper positioning so that it has maximum visibility.
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Demand:
1. The demand for mother dairy ice cream found to be very high mainly in impulse category.
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2. Sales were reported around RS. 2500-3500 per day. 3. Booking for industrial sales were also reported on carts at B pocket of VasantKunj. 4. High demand for Dietz (especiallyKesar Almond) was noticed but stock was not available. This complaint was reported at all carts. They demanded for around 5-10 tubs of Dietz. 5. Good demand for western classic too was spotted in residential societies near Pocket A,B,CVasantKunj. Bookings were reported by customers but Stock was not available. 6. As these areas have mainly Societies and RWA, these could be the best selling points for tubs and take away category. 7. Children were seemed mainly demanding for CHILLZ.
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Stock availability:
1. All carts were having sufficient stock of ice creams in impulse category. 2. Dietz stock was not available with carts. Complaint of poor supply was reported by carts, though it has maximum demand.
3. Western classic stock was missing.
Salesforce:
1. Sales force was found to be highly motivated and energetic 2. It could be seen by the dominance by Mother Dairy carts at all main point of selling and main roads.
Mr. veeru
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Problems/Complaints of carts:
1. To place carts inside societies, permission pass were demanded by carts to place their carts inside residential areas. 2. Danglers were not supplied by distributors or supervisors. 3. Shortage of supply was complaint by most of vendors for tubs. 4. Cart capacity is not sufficient. As ice cream range is increasing, vendors are not able to stock all the items. Most of the space was filled by candies, cups only.
Suggestions:
1. Demand is predicted quite well for Mother Dairy ice creams in these areas. 2. Number of current Carts was not sufficient to tap the potential market in these areas. Number should be raised. 3. Supply of take away category must be checked as residential societies could be the main potential market for the same. 4. As these areas are posh areas, they can be targeted for kitty parties. Sales potential is quite high in these areas for Western Classic.
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REFERENCES:
y www.motherdairy.com y www.google.com
y www.wikipedia.com
y http.//findarticles.com/p/articles/mi_m3723/is_5_11/ai_54831657/
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THANK YOUu.......
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doc_896450719.docx
• To identify the prevalence level of the absentees in Varun Beverages Ltd.
• To identify the major causes of the absenteeism at Varun Beverages Ltd.
• To Asses the after effects of absenteeism in Varun Beverages Ltd
]
Summer Training Report
On
Launch of WESTERN CLASSIC ice cream variant and BTL Activations for its promotion
For
MOTHER DAIRY FRUITS & VEGETABLES PVT. LTD.
Prepared By: ANCHAL KAUL PGDM Marketing & IT (2009-2011)
Under the guidance of:
Mr. Debashish Das GM Marketing Mother Dairy Fruits & Vegaetables Pvt. Ltd As a partial fulfillment of PGDM programme of Balaji Institute of Modern Management (BIMM) For the period 1 st May to 30 th June 2010
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ACKNOWLEDGEMENT
At the outset I would like to express my heartfelt gratitude to Mother DairyFruits& Vegetables Pvt. Ltd. for providing me opportunity to work with their esteemed organization. My sincere thanks to my mentor, Mr. Debashish Das and Ms. PiyashaBharadwaj for guiding me right from the beginning of my project. With their cooperation and guidance from time to time, I could understand various practical aspects of marketing operations. Mr. Debashish Das, though a very busy person but still he spared his valuable time for me and shared his experiences and cleared my doubts patiently, for which I shall always remain grateful to him. He gave me courage & inspiration to work zealously on my project & do justice to it. My sincere thanks to all ASM, VRS and Distributors for their cooperation and support which helped me in successful completion of my tasks. I would also like to thank to all those people at Mother Dairy Fruits & VegetablesPvt. Ltd. who though being total strangers to us lifted our spirits with their cheerful smiles & gave us inspiration to work harder.
ANCHAL KAUL BIMM PUNE
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SUMMER PROJECT CERTIFICATE
This is to certify that Ms. AnchalKaul Roll No. MM0911105, a student of BIMM, PUNE has worked on summer project titled ³Launch of Western Classics andBTL activations for its promotion´ at µMother Dairy Fruits & Vegetables Pvt. Ltd.¶ after semester II in partial fulfillment of the requirement for the program. This is her original work to the best of my knowledge.
DATE SIGNATURE NAME: DESIGNATION: SEAL
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CONTENTS:
1. Acknowledgement 2. Certificate 3. Overview of company 4. Study of organisational approach 5. Product portfolio 6. Review of literature 7. Launch of Western Classics 8. Product introduction 9. Marketing insight 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. Market Tests Competitive strengths SWOT for Western Classics Introduction for BTL Activations Kitty parties& RWA Analysis Observations Questionnaire analysis Observations and Recommendations Post market analysis Competitive analysis SWOT for Mother Dairy Complaints of distributors and customers Market visits reports
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OVERVIEW OF THE COMPANY
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Introduction
Mother Dairy Delhi was set up in 1974 under the Operation Flood Programme, a wholly owned subsidy of the National Dairy Development Board (NDDB), whose current chairman is Dr. Amrita Patel. Currently, it is one of the largest milk (liquid/unprocessed) plants in Asia selling more than 25 lakh liters of milk per day, thereby enjoying a market share of 66% of the branded milk sales in Delhi. Other important markets include Mumbai, Saurashtra and Hyderabad. Mother dairy ice- cream was launched in the year 1995 and has shown continuous growth over the years, and today it boasts approximately 62% market share in Delhi and NCR. Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS certified organization.Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board forTesting and Calibration Laboratory (NABL)-Department of Science and Technology, Governmentof India.
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It is Mother Dairy s constant endeavour to: (a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices. To ensure this Mother Dairy operates such that the farmer gets 85% of the total cost of sales. (b) Uphold institutional structures that empower milk producers and Farmers through processes that are equitable. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Company s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day
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STUDY OF ORGANIZATION APPROACH
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Foccussed Approach
Mother Dairy s idea is not just to enter new markets, but to do well in those markets - which means bigger market shares in the different product categories in whichever market it is present. In a nutshell, Mother Dairy wants to get into bigger markets and have bigger shares in those markets. The co-operative is also expanding its product portfolio further to match rival offerings - particularly those of Amul.
Expansion of product portfolio
For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered. It was in 1996 that it came up with ice-creams. But the real spurt came about four years ago, when it introduced curd, flavoured milk, lassi and mishti doi . It introduced butter a year-and-a-half ago; ghee and UTH milk a year ago; and cheese, about 10 months ago. And under its frozen foods and vegetables brand Safal, besides the introduction of corn and mixed vegetables, it has plans to come out with frozen potato-based snacks in a few months. In ice creams, it was only two years ago that Mother Dairy entered its first market outside Delhi - UP and Punjab. Today, it's extended its
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operation to Haryana, Jaipur , Mumbai and Kolkata as well. Next year, it plans to go south to Hyderabad and Bangalore. So while the product portfolio has been growing, Mother Dairy has plans for reach out to newer markets - but the strategy here is more product-specific. In liquid milk, it will initially concentrate only on four markets - Delhi, its home ground; the Junagarh region and Ahmedabad in Gujarat; Mumbai, which it entered a year ago; and Hyderabad, where it moved in a little more than a year ago.
Product Promotion Strategies
On the marketing front, Mother Dairy says it's trying to take its product campaigns and communications to a higher platform. For instance, in the case of milk, the campaigns do not talk about the obvious benefits - milk is good for health, it has calcium and so on - but rather it targets children and are created around ideas such as "The country needs you, grow faster". While Mother Dairy has been carrying out school programmes - games and activities - involving Makkhan Singh in Delhi, it has plans to take such activities to Mumbai and Kolkata as well. It also runs a gaming website on the character to attract children. It's cheese for children again. A couple of months ago, Mother Dairy carried out a retail activity: "Cheese khao superhero ban jao", where kids buying cheese at a retail outlet were invited for a photo op -
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dressed as superheroes - through Polaroid cameras; and the framed photograph was presented to them. The activity was carried out in about 150 outlets in Delhi and Mumbai, with about 20,000-25,000 snaps being taken. In November 2005, retailers in Delhi displayed banners proclaiming, "Cheese kesaath bees kicheez," a proposal that said if a consumer buys Mother Dairy cheese, the retailer can offer him anything worth Rs.20 from the shop - which worked better than offering something free with the product, which the consumer didn't even needs. Mother Dairy believes in direct contact with the customer. It organizes various seminars for children from different schools, students from various colleges and even housewives to educate and increase awareness about milk and its products. It had done various ATL and BTL activations for promoting its products from time to time. Now they are selecting exclusive outlets which will be signature outlets for Mother Dairy with huge promotional dealer boards and sunboards of Mother Dairy ice creams. As far as the sales are concerned, in order to increase their reach, Mother Dairy sells its milk both in bulk vended and sachet forms. Various advertisements both in print and electronic media are flowed time to time on a regular basis.
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Customer Information Department
All this is done by the Customer Information Department wherein consumers are made aware about goodness of milk, various stages of its processing, Q.A. practices and possible adulterants. Consumers can themselves check impurities and adulterants can be easily detected the laboratories. The company also has a Mobile Lab that tests milk in residential colonies.
MOTHER DAIRY AND DELHI: years of trust in brand
For most Delhiites, milk and Mother Dairy go together. For the past 30 years, lakhs have queued up at Mother Dairy booths for their daily requirement of milk. Trust factor for Mother Dairy with Delhi consumers is so high that association with Mother Dairy only is enough to be symbol of purity and quality for them.
Financial Status:
Mother Dairy Foods Processing Ltd, also known as Mother Dairy Fruit & Vegetable Private Limited, Patparganj, Delhi, has a turnover of about $500 million. Mother Dairy s turnover has been growing at the rate of 20% (CAGR) over the last 3 years and has crossed the Rs.2700 crores mark in the fiscal 2007-08. Mother Dairy plans to achieve a turnover of $1 billion USD by end of 2009.
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Supply Chain Management
1) Milk Procurement: Mother Dairy sources its requirement of liquid milk from dairy cooperatives and producer institutions. Milk is received from farmer cooperatives through insulated road/rail tankers at very low temperature in order to retain its freshness.
2) Milk distribution: 79 tankers in the morning and 75 tankers in the evening bring in milk from the regional collection centers. After collection the same tankers are utilized for the delivery of the processed milk to the vendors and outlets. Mother Dairy has over 820 Milk Distribution Outlets in the National Capital Region. Each of these outlets places their demand by raising an invoice one day in advance. The demand is also calculated using the Calendar Scheme, in this depending on the pre-calculated seasonal demands the outlets place their orders accordingly. In order to satisfy immediate demand, 20 to 25 tankers are provided with a buffer stock of 500 liters each day so that they can be mobilized to cater the demand in an area. To coordinate its operations all the tankers are equipped with HAM radios.
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Models of Supply Chain of Mother Dairy
Mother Dairy ice-cream has two different models of supply chain. First model which has 3 Intermediaries is applicable for whole India except Delhi. While the second model that has 2 Intermediaries is applicable exclusively for Delhi. Diagrammatically the two models could be represented as follows:
Manufacturing
D 1 C&F A HU B D 2 D 3 R 1 R 2 R 3
Unit
Manufacturing Unit
C&
Manufacturing Unit
Manufacturing
Unit.
C&F A
R 5
R 4
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Manufacturing Unit
Manufacturing Unit
D 1 HU B D 2
R 1 R 2
Manufacturing Unit
R 3
Manufacturing Unit.
D 3
R 5
R 4
Abbreviations D: Distributors R: Retailers C&FA: Carry and forwarding Agents
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Distribution channels:
a) Token Distribution: Also, termed as Lohekibhains (metal
buffalo), is an automated milk vending machine.
b)
COW: Container on Wheels or COW is a manual milk distribution
program in which cycle-rickshaws are employed for milk distribution.
c)
MILK BOOTHS: Mother Dairy milk booths are available at various
places.
d)
Retailers: The packaged milk is distributed via the retailer network
throughout the city.
e)
Vending carts: for distribution of ice creams.
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Milk Processing:
At mother dairy, the processing of milk is done by process automation whereby state of the art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/reliability and safety. There are four ways of milk processing
Firstly, Clarification, in which milk is spun at very high speed, removing all dust particles that are invisible to the naked eye. Secondly, Standardisation which help to milk maintain uniformity by raising or lowering its fat and SNF (solid not fat) percentage to a desired levels, so as to deliver milk to consumers as per prescribed PFA norms. Thirdly, it is Homogenization which improves palatability of milk. Finally, Pasteurization, which kills all pathogenic bacteria present in the milk and thus making it safe for consumption. In case of packaged milk, the processing goes through only three processes (excludes homogenization).
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Quality Control
Stringent quality control methodologies are employed in Mother Dairy
i. The milk is tested for adulterations and quality at the time of collection from the farmers. The Milk that comes from the collection points to the Mother Dairy plant is ii. ensured to have a temperature of not more than 7°C and is subjected to 15 product and quality checks. iii. The Milk quality is checked repeatedly after each processing phase and thetemperature is judiciously maintained less than 5°C always. iv. Before the milk leaves the plant for the delivery/distribution outlets the milk is tested again. v. The temperature of milk in the delivery trucks is always maintained less than 7°C. vi. All the trucks that deliver milk have specified guidelines to bring back 100litres of milk after distribution. This is done in order to test thedelivered milk and to ensure that the tankers are not adulterated during distribution. vii. Since all the employed processing procedures are automated, no contamination by human hands takes place. viii. To ensure milk freshness the collection and distribution points are always chosen such that the travel time between them is always less than 36 hours.
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Market:
i. Mother Dairy markets approximately 2.8 million litres of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. ii. It sells 2.3 million litres of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy. iii. The company s derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. iv. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. v. Fresh produce from the producers is handled at the Company s modern distribution facility in Delhi with an annual capacity of 200,000 MT. vi. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. vii. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. viii. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.
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PRODUCT PORTFOLIO
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Mother Dairy s has a varied range of products: MILK:
Packaged Milk is available in 5 different variants: 1. Full Cream milk - milk fat 6%, SNF 9% 2.Standardised milk - milk fat 4.5%, SNF 8.5% 3. Toned milk - milk fat 3%, SNF 8.5% 4. Double toned milk - milk fat 1.5%, SNF 9% 5. Skimmed milk - milk fat 0.5%, SNF 8.7%
Other than packaged milk, Bulk Vended Token Milk is also available which is distributed through vending machines installed in different regions of the city.The high quality variant of milk is also available under the brand name ok MILK . It is thick & completely natural, containing no preservations. It is referred with name of UHT (Ultra Heat Treatment) Milk.
Mother Dairy also manufactures flavored milk under the brand name of CHILLZ . It is available in three flavors namely KesarElaichi, Vanilla and Chocolate flavor.
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Milk Products:
Various milk products of Mother Dairy are: 1. Mother Dairy Ghee 2. Mother Dairy Butter 3. Mother Dairy Cheese 4. Mother Dairy Dahi (Curd) 5. Mother Dairy Lassi 6. Ice Cream under two categories namely CHILLZ and Mother Dairy Ice Cream. PROBIOTIC:
It is the latest product range launched by Mother Dairy. It mainly contains BB-12 friendly Bacteria which results in better digestion and absorption of nutrients. It also contains probiotic fibre which also results in better digestion. The various products in this category are:
1. b-Activ Probiotic Dahi 2. b-Activ Probiotic Lassi 3. b-Activ Curd 4. Nutrifit (Strawberry & Mango)
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SAFAL:
Range of fresh foods & vegetables, frozen vegetables, fruit pulps and fruitjuices etc.
DHARA:
It has a popular range of edible oils in different types as refined soya bean oil, refined sunflower oil and filtered ground nut oil etc.
ICE CREAMS:
Mother Dairy offers maximum variety range in ice creams: Chillz: 1. 2. 3. 4. 5. 6. Bar 1. 2. Mega Bar Ripple Chocolate Choco Delight Choco Bliss Choco Fussion Butterscotch Choco Vanilla Mini Choco Bliss
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3. 4. 5. 6.
Choco Treat Bar Chocolate Bar Mango Bar Mini Chocolate Bar
LicLolleez 1. 2. 3. 4. 5. 6. 7. Cup 1. 2. 3. 4. 5. 6. Kulfi 1. 2. 3. KasarKamaal PistaKulfi Mango Masti Vanilla Strawberry Butter Scotch Chocolate Chip KajuKishmis KasarPista Mango Mango Raspberry Cola Orange Lemon Chulbuli Shararat
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Super Save Packs (Bricks) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Vanilla Butterscotch Strawberry Choco Chip Chocolate ShahiNazrana Fruit n Nut Vanilla+ Mango Butterscotch+ Vanilla Strawberry Crunch + Vanilla Pineapple + Pineapple Choco fudge + Choco fudge Anjeer + Anjeer
Indian Classics 1. 2. 3. Firdausi KajuKishmis ZafraniKesarPista ShahiMevaMalai
Fruit Classics 1. 2. 3. Strawberry Crunch Mango Marvel Litchi Surprise
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Sugar free 1. 2. Kesar almonds Natural vanilla
Western classics 1. 2. 3. Creamy rum cake Cookie crumbs Choco almonds
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REVIEW OF LITERATURE
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ICE CREAM
Definition of ICE CREAM:
The Prevention of Food Adulteration (PFA) Rules, 1955 define ice cream as a frozen product that contains not less than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5% permitted stabilizer and emulsifier. Players who deviate from these norms tactfully call their product "frozen dessert.
Classification ofice cream:
Super-premium ice cream tends to have very low overrun andhigh fat content, and the manufacturer uses the best qualityingredients Premium" ice cream tends to have low overrun and higher fatcontent than regular ice cream, and the manufacturer uses higherquality ingredients. "Regular" ice cream meets the overrun required for the federalice cream standard Economy" ice cream meets required overrun and generallysells for a lower price than regular ice cream.
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Ice Cream Industry:
Industry at a glance
The ice cream industry in India is worth Rs. 2,000 crores The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8% The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 liters per annum Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.
In 2007, the global market of ice creams was pegged at $61.6 billion in terms of retail value or 15 billion liters in terms of volume. Of this, the Asia-Pacific ice cream market was worth $13 billion in terms of retail value and 5,128 million liters in terms of volume. Coming to India, the Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12%. The ice cream market in India can be divided into: the branded market and
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the grey market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores. The grey market consists of small local players and cottage industry players. Despite a decent growth rate, the ice cream industry faces the challenge of low per capita consumption. The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2.3 liters per annum. This is also when India is a country with hot climate with a young population. Another trend that is witnessing a change is the seasonal nature of the industry. Having said that, the peak season for ice cream still remains the summer month of April-June and dips in the months of NovemberFebruary. The demand and consumption of the ice-cream in India have witnessed a considerable increasing trend in the last two decades. This can be attributed majorly because of the alteration in the consumption pattern of the people (especially middle class) due to the wave of globalisation. Moreover, Indian subcontinent lies in the subtropical geographical region where the summer season is of higher duration as compared to the world s average. These facts have made India a lucrative market with high growth potential for the ice-cream manufacturers.
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Year 1997 can be considered as a watershed in the history of the icecream market in India. Up-to 1997 the manufacturing of the ice-cream was reserved exclusively for the small scale industries in the country. However, with the wave of economic liberalisation and globalisation this sector was de-served for small scale industries in the year 1997. This opened the flood gates for the opportunities and competition in this sector. With the relaxation of the entry barriers, gradually various big players including various Multinational companies entered the icecream business.
The Ice Cream Business:
The ice cream industry has traditionally grown at a healthy rate of 12% year-on-year. The growth in Ice cream industry has been primarily due to strengthening of distribution network and cold chain infrastructure. Channels such as Mobile Vending Units have been increasing year on year to reach out to a larger set of consumers. Besides, consumers also have the choice of trying out varied product offerings from different brands to keep them excited. The basic steps in the manufacturing of ice cream are generally first blending the ingredients, pasteurization, homogenization, aging the mix, freezing, and hardening. Now, during the hardening process, the ice cream mixture is incorporated with air. This is done to make the product light and
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creamy . This is necessary as without air, ice cream would be like frozen ice. Now the ice cream can contain a considerable quantity of air, even up to half of its volume. This perhaps makes ice cream a business with high profit margin.
The Challenges:
There are several challenges that affect the industry adversely. The industry players not only face competition from their competitors, but also from other like foods. Though changing, consumers still consider ice cream as a dessert and a side item. The cream consumption in India, nearly 60% is accounted to by three flavors of vanilla, strawberry and chocolate. And to be on the safer side, major players tend play around these flavors only. For big players, regional competition from smaller players is another major issue. Another major problem faced by the industry players, especially while expansion, is poor infrastructure such lack of cold storage and in case of rural penetration, even erratic power supply becomes an issue.
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Future of Ice Cream Market in India
Ice Cream market will expand with increase in number of malls - HLL has been increasing their ice cream outlets - Swirl. Few years consumers use to go out for walk after dinner and use to buy ice creams from hawkers. But now consumer who often visit malls for entertainment prefer to buy ice creams during different times of the day as it is visible upfront and feel like spending Rs.50 for that tasty chocolate swirl with cake and nuts. As marketers are understanding the different needs of consumers, be it health conscious people, kids, youngsters, young etc., and coming up with products specific for them with portfolio of flavors, consumer today has plethora of options at hand to choose from and therefore high probability of buying one more scoop of ice cream. Also with increasing wallet size and innovative modern retail formats, it has definitely given a philip to the ice cream industry in India.
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BELOW THE LINE ACTIVATONS
Background:
Consumer behavior is changing and we are now living in an experience economy, where it is all about engagement whether that is through sponsorship activation of sports events or from a retail experience through recreational time spent at a mall. There is an overall ongoing trend of a gradual shift from ATL to BTL, due to marketers seeking other avenues beyond traditional media solutions to build brands, and also due to marketers looking for more accountable ROI-driven marketing programmes. For some marketers the "line" divides the realm of "Awareness or Attention focused marketing" and that of "Interest + Desire focused marketing". Since audience numbers in the Interest and Desire phase of the AIDA sales model narrow down to a fraction of the Awareness audience, the line could be drawn right below the awareness set of activities.
What isBTL (Below The Line)?
BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items).
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BTL techniques ensure recall of the brand while at the same time highlighting the features of the product. It gives an opportunity to customers to have a face to face interaction with the brand. This first hand familiarization leads to higher brand experience, allowing marketers to cut through the media cutter and deliver higher value to consumers. BTL has the advantage of getting attraction of target customers directly and more effectively.BTL activities helps to promote new range of products and helps to get direct feedback from customers. BTL directly impact brand s ability to influence consumer s choice at the shop level. These include both brand building activities like roadshows and mall activities as well as those directly linked to converting consideration to purchase like catalogues, shop demonstrators, other POP material.
Importance:
The main factors which make BTL activities a serious marketing tool is MEASURABILITY. As pressure on budgetary spends continue given the multiplicity of marketing actions or media possible, marketers often have to develop benchmark return on investments (ROI) to justify spends on a particular
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medium. The ability to significantly measure the ROI in BTL activities results in marketers allocating funds in increasing rupee terms on BTL
The other reason is ACCOUNTABILITY Clients need to prove quick and effective ROI and ultimately sales. It is no longer about opportunities to view. The old media metrics clients need results and that s about getting products into the hands of the consumer
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Difference Between ATL AND BTL
ATL Above the Line promotional activities are carried out through mass media, such as television, radio and newspaper BTL "Below the line" promotion refers to forms of non-media communication or advertising
ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences.
ATL promotions can establish brand identity, BTL can actually lead to a sale.
ATL promotions are also difficult to measure, BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.
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LAUNCH OF WESTERN CLASSICS
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WESTERN CLASSIC was launched on 6th May,2010at ESSEX FARMS In HAUZ KHAS, SOUTH Delhi. The entire sales force (ice cream) of Mother Dairyalong with the distributors,was invited at the launch of WESTERN CLASSICS. The objective was to launch new range of WESTERN CLASSICS successfully and to inform about the promotional activities. Sampling of Western Classics was done at the event. Games were played with the sales force and distributors to involve them in the activity. BOLI for the stock was raised by the distributors. Return gifts were given to all from Mother Dairy. All together celebrated the spirit of Mother Dairy as a team and pledged to contribute their best and make MOTHERDAIRY ----INDIA KA KIRTI STAMBH
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ABOUT THE PRODUCT
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All these 3 flavours are premium flavours It is available in the S.K.U. of 1 litre tub in the premium take home category conveyed by the premium packaging and the flavours. With these flavours Mother Dairy tried to compete with London Dairy, Hagen Dazzand Baskin Robbins brands.
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MARKETING INSIGHT BEHIND WESTERN CLASSICS
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Largest number of Indian population today is between 24 to 45 years old.
More number of people with higher spending power ± Higher percentage of working women contributing to dual income households ± More avenues of entertainment and indulgence. Divide between East & West getting lesser ± More people travel abroad, cheap and easy accessibility ± More number of international brands in India leading to increased product awareness From the conventional flavors of Vanilla, Strawberry for simple pleasure and beat the heat experience consumers are experimenting into more indulgent, rich and exotic flavors like chocolates with that extra serving solutions.
Quality and innovation are key driving factors to gain consumer acceptance in the category.
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PRODUCT BACKED BY CONSUMER UNDERSTANDING& TESTS
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? Product Test ± Rated as an International product by 78% of consumers in the study. ± Shows the richness of taste, flavor and overall likeability of palette
? Pack Test ± Rated as an International pack by 64% of consumers in the study. ± Emphasizes the premium of the product
? Pricing ± Rated as underpriced by 72% of consumers at Rs.180 per tub ± Pricing extremely competitive and a delight factor for consumer at Rs.180 per tub
? Purchase Intention ± Rated as more creamy, rich exotic experience and sinfully delicious by 89% of consumers ± Almost 9 out of 10 consumers will by the product when they taste.
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COMPETITIVE STRENGTHS OF WESTERN CLASSICS
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Healthy
Made from Mother Dairy milk fat and not vegetable oil fat.
Availability
Easily available in all Mother Dairy booths, carts, retailers,distributors
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Economical
1 LITRE family tub for Rs. 180 The same flavors can be found in ice cream parlors where expense for 1 treat comes around Rs 150 per person
Premium packaging
Tubs convenient to store in any freezer because of its shape and size. No wastage as in case of bricks. Can be stored back after pouring out few scoops. Can be stored for 9 months from the date of manufacturing
Made from Mother Dairy milk fat and not vegetable oil
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SWOT ANALYSIS OR WESTERN CLASSICS
STRENGTHS
Mother Dairy is an established brand with Delhi consumers. Trust factor for Mother Dairy products is very high with Delhi consumers. International quality flavors Economical pricing. Premium packaging.
WEAKNESSES
Limited awareness Indian consumers resist experimenting new variants beyond traditional flavors. Resistance to Creamy Rum Cake because of rum association with it. Non availability of stock. No small trial SKU packs. Target audience is limited for family packs.
OPPORTUNITIES
First mover advantage. Three different variants for different age groups. Youngsters being huge potential market for such flavors Price leadership (Half the price of competitor brands like London dairy and Hagen Dazz.)
THREATS
Vadilal coming up with Creamy Cookie variant and introducing commercial ad campaigns.
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BTL ACTIVATIONS
KITTY PARTIES
RWA
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BACKGROUND:
Mother Dairy every year launches new ice cream ranges. In 2008, Mother Dairy successfully launched its Fruit Classic range. Last year, it launched its Indian Classic range which also received very good response from the customers. Going by the trends and all the success stories Mother Dairy Ice Creams has had so far; they planned to launch a new premium range called Western Classic . Every year as a Marketing Support they do ATL activities to build the hype and BTL activities to establish direct contact and generate trials. Last year also, they did RWA activities and this year they planned Kitty Parties and RWA activities. BTL Activities were organized for Mother Dairy by IMPACT MARKETING SERVICES, which provides BTL solutions to brands like Coca Cola, Britannia, Airtel, Microsoft, Toshiba, Samsung, and Tata
communications. Do your own ice cream party was the theme of all the kitty parties.
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OBJECTIVES:
SPREADING PRODUCT AWARENESS SAMPLING AND GENERATING TRIALS
GENERATING TRIAL PURCHASE ENHANCING BRAND EQUITY STUDYING IMPACT OF OFFERS ON CONSUMER BEHAVIOUR STUDYING CUSTOMER RESPONSES GENERATING LOYAL CUSTOMERS BY INTERACTIVE ACTIVITIES
OBSERVATIONS:
1. BTL activation was a good strategy for launch of western classics. As Western Classic was a challenge to Indian traditional flavors. There is always a resistance in trying new flavors from the customers side,those too, international flavors against traditional flavors.
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2. BTL activations helped to break the above mentioned barrier as there was direct communication with consumers and trial could be generated. 3. It gave a chance to observe and analyze the responses of customers, age wise preferences, their first reaction to the product, their opinions, apprehensions,psyche and theirattitude towards the product. 4. Apprehension against product could be clarified on the spot like association of Rum with Cream Rum Cake. 5. Ladies are the main buyers for family packs, thus they were the main target audience which were easily captured by kitty parties. 6. Customers were targeted at their households and awareness about the product was communicated by the presentation and one to one interaction. 7. In Kitty parties, ladies were targeted at their favorite social gathering spot, where they feel most comfortable and free in expressing themselves. 8. In such a gathering, there is always an INFLUENCER, who can influence sales in positive as well as in negative direction, who if convinced can take the activity in full favor.
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9. Word of mouth is observed being spread from one kitty group to another which gave signs of spread of information.
10. A trial sale was done at discount so that product trial scope is enhanced, as it can be tried further by the relatives of the buyer lady.
11.
Day 1 2 3 4 5
Impact of offers was noticed on customer behavior.
Price Rs.180 RS.180 RS.180 RS.160 RS.150 Sales 18 10 17 30 40
Thus with increase in discount, sales also increased.
12. There is always some cost to be incurred for taking time of customers. Gifts were distributed in return of valuable time given by customers. It also helped in branding for Mother Dairy to their homes via gifts. Participation is correlated to the liking with the gifts.
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KITTY PARTIES
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SNAPSHOTS OF KITTY PARTIES:
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FLOWCHART OF KITTY PARTIES
15 minutes prior to the kitty party the set-up will be done. Set Up includes all Western Classic Collateral in the form of Vertical Digital Stands, Sun board Props and preferably the ice cream counter at a prominent place where the Kitty is taking place. 07 minutes of Western Classic thematic script, which will be roleplayed and in this there will a strong direct and entertainment based communication on the UVP (Unique Value Proposition of the brand). 20 minutes for the Tambola game (Call-Outs and conversation again would be thematic). 15 minutes for the sampling of the ice creams 10 minutes of feedback in the form of a Kitty Members Visitors Book . 10 minutes-On the Spot Sales and order booking Prizes and Takeaway gifts for the kitty members to be given. Thanks Giving by the promoters for 2 Minutes Pack-Up in 07 Minutes
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BUDGET
FIXED COST FOR KITTY PARTIES FOR ONE DAY
S.No 1 Standee 2 Sampling Table 3 Cold Storage Photographs, Reporting, 4 Communications and Data Collection 5 Gift for kitty members Sub Total Agency Fees Service Tax Total Cost per month(5 days a month) Particulars Unit 2 2 2 1 1700 Rate 1000 0 500 5000 50 15% 10.30% Amount 2000 0 1000 5000 Multi 85000 purposeopenors 93000 13950 11016 117966 Remarks
VARIABLE COST FOR KITTY PARTIES FOR ONE DAY (4 kitties)
S.No 1 Supervisor 2 Promoter 3 Helpers 4 Transportation 5 Gift hamper for kitty host 6 Tambola winner gift hampers 7 Crushed ice 8 Disposables Sub Total Agency Fees Service Tax Total Cost 4 Kitty per day 15% 10.30% Particulars Unit 2 4 2 2 4 24 4 4 Rate 1000 800 450 1500 250 150 150 250 Amount 2000 3200 900 3000 1000 600 1000 16300 2286 1812 18407 (Coffee mugs) 3600 6 gifts per kitty Remarks
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STUDY OF CUSTOMER RESPONSESAND PREFERENCES FROMSALES GENERATED IN KITTY PARTIES
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AGE WISE PREFERENCES FROM CUSTOMERS
CHILDREN (upto 15 years) YOUNG (15-30 years) MIDDLE AGE & YOUNG (30-60 years)
1.Choco Almonds 2.Creamy Rum cake 3. Cookie Crumbs
1.Cookie crumbs 2.Creamy Rum Cake
Choco almonds
Children finding cookie crumbs bitter because of presence of cocoa
Looking for new flavours beyond chocolate and vanilla flavours Believe in experimenting new flavours More inclined to Western culture Thus proved to be best target audience for Western Classic
Because of traditional chocolate flavour Presence of almonds and belief of its being healthy
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AREA WISE SALES RECORD
Locations
Ashok Vihar Rohini Sector ( 1,3,7,8,13,14,15,16 and Appt) Pitampura Shalimar Bagh Rana Pratap Bagh Model Town Patpatgunj Gujrat Vihar Preet Vihar Suraj Mal Vihar Mayur Vihar Phase 1 2 and 3 Vasundhara Kaushambi Karkarduma Subhash nagar Moti Nagar Ramesh Nagar Saraswati Garden Paschim vihar Vikaspuri Rajouri garden Naraina Vihar Janak puri East Punjabi Bagh Tagore Garden Tilak Nager Dwarka
Zone
NORTH NORTH NORTH NORTH NORTH NORTH EAST EAST EAST EAST EAST EAST EAST EAST EAST WEST WEST WEST WEST WEST WEST WEST WEST WEST WEST WEST WEST
Sales
30 59 47 12 12 4 38 30 8 11 69 61 12 22 6 3 11 10 10 18 40 10 6 14 2 3 14
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Lodhi road (B,K.dutt colony) Lajpat Nager Safdarjung Enclave Jangpura Mehrouli Malviya Nagar South EX Kalka Ji Vasant kunj East of Kailash Hauz Khas NOIDA Sector Gurgaon Faridabad TOTAL
SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH SOUTH NCR NCR NCR
2 10 24 18 15 7 18 47 12 15 12 9 40 2 793
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Consolidated STUDY and analysis OFSALES (REGIONWISE)
No. of kitty parties NORTH SOUTH EAST WEST NCR GURGAON NOIDA FARIDABAD 4 1 1 22 21 21 18
Sales 164 180 257 141
Average sales 7 8 12 8 HIGHEST
40 9 2
10 9 2
Highest sales were registered in East Delhi. East Delhi still hasa lot of potential that can be tapped. People have good purchasing power. In East Delhi, people have limited options in terms of availability of brands. This could be one of the factors for high sales.
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In Rohini, around 10 kitties were done. Butonly 3 sectors were targeted i.e. Sector 13, 14, 9.Rest remain untargeted. Targeting RWA in common market of these societies would have been a better move instead of kitty parties. In North, Pitampurareported highest average sales. In East, Patpargunj and Vasundhrareported highest average sales. In West, Rajouri garden and Dwarka reported highest average sales. In South, Kalkaji, HauzKhas and VasantKunj reported the highest average sales. Though South is believed to have people with highest purchasing power, sales for Western Classic were low. Reason could be high availability of ice creams and premium brands in South.
SHORTCOMINGS of KITTY PARTIES:
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1. Delhi has population of around 3 CRORES. In one sector in an area, there are around 10 societies and in one society there are around 200 households. Kitty parties can target only a limited number of people. 2. For kitty parties, suggested age group by the company was 24-36 years which was not taken care of. Many a times, audience comprised of old ladies in age group of 60-70 who was not the right target audience and did not participate in trial purchase.
3. There were around 11 ladies on an average, in one kitty party which raised cost per contact. There must have been 16-20 ladies on an average for an effective return per footfalls. Some kitties were even done with 8 members. 4. Kitty parties were not organized properly. Many a times, team was late on the event with excuse of stock. Timing issue should have been taken care by organizing agency.
5. 2 KITTIES were done in the village of Mehrouli which was just not our right Target Audience. 6. In North, areas like Rohini and Pitampura have huge number of societies with middle income families. Such societies usually have some common markets. Doing RWA activity near common market
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would have registered better results than doing 10 kitty parties in Rohini in different societies. 7. Such ladies normally have their own social groups which are called upon on kitties. Sometimes information remains confined to that group only.
Calculations:
Average footfall= 15 Variable cost per 1 kitty= Rs. 4600 approx. Average sales= 10 @ 150 = Rs. 1500 Cost per footfall= Rs.300
If one lady buy 1 tub for RS. 150 and cost spent on her is RS.300, which is double of the return. Not every lady buy the tub also. Thus cost per footfall is very high.
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RWA ACTIVATIONS
BUDGET
VARIABLE COST FOR RWA
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Particulars RWA Recce Cost Supervision Promoter Helper Transportation Crushed ice Disposables Sub Total Agency Fees Service Tax Total cost 2 ice cream party per day covering 2 RWA Unit 2 2 4 2 2 6 2 Rate 500 1000 800 450 2000 150 500 15% 10.30% Amount Remarks 1000 2000 3200 900 4000 900 1000 13000 1950 1540 16490
FIXED COST FOR RWA
Particulars Sampling Table Cold Storage Invites Photographs, Reporting communications and data collection Gifts for Painting Competition Winner Certificates for Painting Competition Winner Painting Sheets Ice Scooper Bowls Sub Total Agency fees Service Tax Total Cost per Month (5 Days a month) TOTAL COST FOR MONTH (4 RWA per weekend) 16 ice cream parties Unit 4 6 7200 1 48 48 500 100 50 Rate 1200 400 10 5000 75 60 4 4 4 15% 10.30% Amount 4800 2409 72000 5000 3600 2880 2000 400 200 93280 13992 11049 118321 131919
COLOURS
TOTAL COST
250240
PROCESS FLOW FOR RWA
INVITATIONS:
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Invites were sent to all the residents of residential society, door to door, mentioning all the details like time, venue of the event and painting competition in the morning of the activity. This was part of spreading awareness and branding for Mother Dairy.
SAMPLING: Free sampling of all the three flavours of Western Classic was done to all the people.
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Around 36 tubs were consumed for sampling in each activity. This was done to generate trials and reach consumers directly. BRANDING: Dummy Packs of Western Classics were used for attracting consumers and providing product knowledge to them. 2 Standees of Western Classics were used for generating awareness and branding of new flavours from Mother Dairy. 4 banners were put at all entry and exit points of the residential societies for attracting consumers and spreading awareness.
ON THE SPOT SALES: Trial sales were induced by giving Rs.30 discount on MRP.
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A cart was placed at the point of activity from where tubs of Western Classic were sold. Sales amount were collected by the cart vendor and handed over to distributors.
CONSUMER SCHEME: Discount coupons for Rs.30 off were introduced along with the invites to all residents. This was done to create hype among consumers for the event and offer. PAINTING COMPETITION: POSITIVES:
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Painting competition was organized by Mother Dairy as a strategy to attract children on the activity. Prizes and participation certificates were given to top 3 winners from Mother Dairy. There was huge participation of children in all the events. It attracted their parents also on the activity. Children went back homes after sampling and brought their parents for buying ice cream. Certificate of appreciation to children will keep Mother Dairy alive in the memory of children
NEGATIVES: It deviated the activity from its main objective.
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It failed to attract parents of those children to a large extent. The activity started looking more like a painting competition than sampling activity. Children are not the target audience in Takeaway category of ice cream and that too in premium segment. Participation certificates were given to only 3 winners. Many people got furious on this. Participation certificate should have been provided to all the participants.
JINGLE COMPETITION Best jingle entry on Mother Dairy was invited by Mother Dairy. Many entries were received from the consumers. Best jingle entry decided to be aired on radio during radio campaigns for promotion of Western Classic
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ICE CREAM WRAPPERS COMPETITION Collect 5 Mother Dairy ice cream wrappers and get exciting prizes. This strategy was introduced to induce PRE SALES. Winner was given cap with sunglasses as a gift. Many Entries were received for the same by kids.
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RECORD OF SALES IN RWA
S.NO. LOCATION ROHINI 1 2 3 ANTRIKSH APARTMENTS ARUNOTHYA ENCLAVE SWASTIK KUNJ PITAMPURA 4 JHULELAL APARTMENTS DWARKA 5 6 BAHAWALPUR APPT BRAHMA APPT RAJOURI 7 RAJOURI APARTMENTS VIKASPURI 8 VIKASKUNJ APT. 33 250 approx. 75 18 100 aprox. 35 8 7 100 aprox. 60 100 aprox 70 36 100 aprox. 60 33 7 7 100 aprox. 250 aprox. 70 aprox. 30 60 45 SALES FOOTFALLS PAINTING COMPETITION
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Cost per footfall
Average footfall=100 Variable Cost per 1 RWA= 8245 Cost per footfall=824 Which is very high.
Average sales= 20 Sales = Rs.3000 Loss = 5245 THUS, return on investment is in negative.
The activity was a loss making affair. The Objective was not achieved. The main reason was low footfall. Cost per footfall is coming out to be very high and return was very low. Thus, activity was scrapped.
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Key observations in RWA:
1. Location of the Activity was the major factor in success of RWA activity.
Wrong selection of location for RWA was major reason for failure of RWA. Though biggest and posh societies were chosen but still it was not utilized to the fullest. Because of wrong spot chosen for the activity, most of the activities were done in community halls keeping painting competition convenient but that resulted in low footfalls. Need is to reach to the most convenient spot for the customers. Spot should be such that people who not even aware of the activity comes to check out what special is happening. Spots where people frequently visit like grocery store inside the society, milk booths or entrance gate should be targeted. Community centers will not work at all. We cannot expect people to walk down to community centers just for having ice creams.
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Vikaspuri RWA was a success. 33 tubs were sold that day. Potential sales were double of it but could not be converted because of electricity problem in that area. Activity was done right in front of the market in open. People who were not even aware got attracted. Huge crowd gave a feeling of something special happening. Some people bought even without tasting. In first RWA, though sales were low but footfalls were good because it was done right in front of the gate. On the other hand, in RAJOURI/ Rohini, the activity was done inside community center or central park. It was quite inside and far from the main gate. Only 50-60 footfalls were there.
2. Selection of area
As Western Classics are of international flavors and premium range ice creams, these flavors are not being appreciated by many people. Right target audience needs to be targeted to have effective returns. Last RWA activity was done in AntrikshAppartments, which was a highly posh society. Though effective footfalls i.e. elders were around 40 only and sales conversion were around 80% i.e. 33 sales. Audience actually appreciated premium flavors.
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3. Lack of proper communication The main objective and idea of RWA activity was not communicated properly. Introduction of new premium range of international quality ice cream (and not any other ice cream) Free sampling on the spot. On the spot sales at offer. Message was not being communicated. Awareness was the first objective. If the message had been put on welcome banners and invitations, some percentage of awareness could have been achieved. No attraction for coming on the activity was there. Children were attracted by painting competition. Parents used to send their children alone for painting competition and enjoying free ice creams. They themselves did not turn up. Thus right TG was not reached. Only invitation card and ice cream party is not helpful in attracting people and make them come out of their comfort onweekends.
4. Right TG was not reached. There is huge crowd of children that elder who even came on the activity were not able to reach up to ice creams. a) They don t feel like standing in queue.
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b) Some people leave seeing long queue. c) Because of huge children crowd they could not reach upto ice creams. d) Kids come for sampling twice and thrice. *Two separate counters can be made for elders and children.
5. Timingsshould be mentioned on the banner also so that interested people can plan out accordingly. Many people are not getting invitation cards or not paying much attention to it. As timings remain standard, we can put it on the banner.
6. Discount coupons did not reach uptoall the people. It did not serve any help if given on the spot. It can work only if it reaches upto people before the activity. It will help in creating hype among people for the activity. 7. Another suggestive option could be giving discount in next purchase from Mother Dairy booths to ensure future sales. 8. Banners should be raised and invites should be delivered atleasta day before the activity. Invites were sent in the morning of the activity.
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9. Converting minimum 30 sales per RWA is just not difficult if message is communicated properly and footfalls are in good number. 10. In RWA, there is very less time and number of people is huge. We cannot reach upto each person and convince them for sales. 50 % of people who turn up at the activity leave without knowledge about product.
11. Appointing 1 promoter exclusively for doing sales (who will have product knowledge) would have helped in generating sales easily.
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QUESTION WISE ANALYSIS OF QUESTIONNAIRE
# Question Number # ## # Its Analysis #
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Q1. How did you find western classics? Excellent Good Moderate Bad Very bad
0% 0% 7% EXCELLENT GOOD 36% 57% MODERATE BAD VERY BAD
ANALYSIS: Majority of people have accredited western classic as excellent flavors. No person gave bad opinion on it. This shows western classics are highly appreciated by customers.
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Q3. Which packaging variant of ice cream you prefer the most? Takeaways ( Bricks, Tubs etc.) Impulse ( Bars, Cups, Cones, Liclollies etc.)
25% TAKEAWAYS IMPULSE
75%
ANALYSIS: 3/4th people voted for takeaways. This could be because there were majority ladies and housewives in kitty parties.
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Q4.Have you seen the danglers or posters of new range of western classics from Mother Dairy? YES NO
40% 60%
YES NO
ANALYSIS: This question was asked to check the visibility and awareness of western classics. 60% people voted that they have seen the danglers earlier in the market. This proves visibility is therein the market.
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Q5.Which out of three flavors of western classics you liked the most? CHOCO ALMOND COOKIE CRUMB CREAMY RUM CAKE
30% CHOCO ALMONDS 50% CREAMY RUM CAKE 20% COOKIE CRUMBS
ANALYSIS: Choco almonds are voted highest by ladies and children, followed by cookie crumbs and creamy rum cake. This is the same response as we get from sales data in kitty parties.
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Q6. Give a rating out of 10 to each flavor. _____/10 _____/10 CHOCO ALMOND COOKIE CRUMBS CREAMY RUM CAKE
_____/10
ANALYSIS: Cookie crumbs is rated highest by majority ladies and children i.e. 55% Creamy rum cake is rated lowest among three. Nobody gave below 8 marks to any of the flavor.
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Q7. What price range you feel will be suitable for western range? Less than Rs. 180 Rs. 180- 200 More than 200
0%
30%
LESS THAN RS.180 RS.180-200
70%
MORE THAN RS.200
ANALYSIS: 70% of respondentschosen for less than RS.180, which was although obvious 30% of respondents chosen RS.180-200, that means they are satisfied with price.
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Q8. How will you rate WESTERN CLASSICS at the scale of 5 on the basis of following attributes? If you agree very strongly with the response on the left side give a rating of 5. If you agree strongly with the response on the left side give a rating of 4. If you are neutral, between the two extremes, give a rating of 3. If you agree strongly with the response on the right side give a rating of 2. If you agree very strongly with the response on the right side give a rating of 1.
OVERALL GOOD 1. High quality 2. High taste 3. High creaminess 4. Good availability 5. High price 6. Premium packaging
5
4
3
2
1
OVERALL BAD poor quality poor taste low creaminess poor availability low price poor packaging
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] RESPONDENTS QUALITY TASTE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 5 5 5 5 5 5 5 5 4 5 4 4 5 4 5 4 4 4 4 5 4 5 5 4 5 4 5 5 4 4 3 4 5 3 4 4 5 5 5 4 CREAMINESS AVAILABILTY PRICE 4 5 4 3 4 4 3 3 3 4 5 3 4 5 4 4 2 3 4 5 5 5 4 2 2 4 4 5 5 3 3 4 3 5 5 4 5 4 4 4 4 5 4 1 1 1 1 5 3 2 5 5 2 4 3 4 3 4 5 3 PACKAGING 5 5 4 5 5 5 5 5 4 2 4 3 2 4 2 4 4 5 2 4
ANALYSIS: i. ii. iii. iv. v. vi. In quality, 12 out of 20 respondents gave 5 marks to western classics. It means high quality In taste, again majority 9 out of 20 respondents gave high marks to western classics. In creaminess, response is not much high, marks are average In availability again, responses are average Western classic is rated on a higher side in terms of price. That means they feel prices to be high In packaging, majority have given highest marks. But some have given low marks also. It means packaging is considered as average
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Q9. Are you aware Mother Dairy ice creams are made of milk fat and many other ice creams are made of vegetable fat? YES NO
30% YES 70% NO
ANALYSIS: This question was basically asked to spread awareness. This showed people are not even aware that Motherdairy ice creams are made of milk fat which is the main USP of Motherdairy ice creams. This should be highlighted in promotions.
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Q10. Have you tried the same flavor in some other brand? If yes, in
which brand? Which one you find better as compared to Mother Dairy?
25% YES NO 75%
RESPONSES: ONLY 5 respondents said YES, that they have tasted similar flavor. i. Yes, choco almonds tastes like choco fudge of Giani s, but Motherdairy tastes the best. ii. iii. Maybe in Gopalji s ice cream parlour. Yes, I have tasted same flavor in abroad. I do not find much difference in tastes. iv. Yes, in Baskin Robbins. But Motherdairy is better qualitywise.
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Q10. Suggestions / complaints from you for improving Mother dairy Ice Creams.
RESPONSES: i. ii. iii. iv. v. vi. vii. viii. Make it available everywhere Other flavors should also come in feasible packaging Smaller packs must be brought up. New schemes must be introduced Make packaging attractive Rates are high. Milk quality is deteriorating day by day. Cookie crumbs is tasting bit bitter.
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POST MARKET ANALYSIS:
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Distributors, VRS, cart holders were spotted and information was collected on the response of customers after the activity.
AREA
SALES
DEMAND RISE NO
VIKASPURI PASCHIM VIHAR
23TUBS PER DAY 4-5 TUBS PER DAY 60-70 TUBS PER DAY
IP EXTENSION PATPARGUN J NEW GURGAON
YES
HIGHEST SELLING SKU CHCO ALMOND S COOKIE CRUMBS CHOCO ALMOND S COOKIE VENDING CRUMBS+ +RETAIL CREAMY RUM CAKE COOKIE CRUMBS NEGATIVE ABOUT PALAM
YES
ROHINI SECTOR 15, 16 PRASHANT VIHAR ZP BLOCK SAVERA APPT KUKHRAIN APPT
5-6 NO TUBS PER DAY 8-10 IN NO A MONTH 6-7 IN A WEEK 2 TUBS YES A DAY 1in15-20 DAYS
80 CARTS
CREAMY RUM CAKE
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RAJOURI PATEL NAGAR RAJINDER NAGAR KAROL BAGH HARI NAGAR SUBHASH NAGAR PASCHIM VIHAR JWALAHERI NOIDA
36 YES BOOKIE TUBS 15-20% CRUMBS+ A DAY RISE CREAMY RUM CAKE
RETAIL+ VENDING
PITAMPURA SHALIMAR BAGH ASHOKVIHAR RANAPRATAP BAGH SHASHTRI MARKET PITAMPURA 6-8 YES TUBS ADAY DWARKA 24 NO PALAM TUBS UTTAM A DAY NAGAR NAZAFARGA RH KAMLA NAGAR
25-30 TUBS PER DAY 10-15 TUBS A DAY
COOKIE CRUMBS
RETAIL
COOKIE CRUMBS+ CHOCO ALMONDS
RETAIL+ VENDING
CHOCO ALMONDS CHOCO ALMONDS+ CREAMY RUM CAKE
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CHANAKYA PURI SAROJINI NAGAR SAFDARJUNG GREEN PARK/HUAZ KHAS/ GULMOHAR CENTRAL DELHI/ OLD DELHI/ KAROL BAGH/ CANNAUGHT PLACE LODHI ROAD INDIA GATE LAJPAT NAGAR INDIA GATE
6 TUBS ADAY 12 TUBS A WEEK
CHOCO ALMONDS
NO
CREAMY RUM CAKE
12 YES TUBS A DAY
COOKIE CRUMBS+CR EAMY RUM CAKE
RETAIL+ VENDING
GETTING ORDERS BUT NOT HAVING SPACE IN CART TO STORE TUBS.
NO SALES 30 YES TUBS A DAY
COOKIE CRUMBS
VENDING
IP EXTENTION\ MANDAVALI MALVIYA NAGAR/ GREEN PARK/ DAKSHIN PURI/ MEHRAULI
5-7 NO TUBS A DAY 350 NO SALES
VENDING
75 CARTS, HAVE MORE ORDERS BUT NO SPACE TO STORE STOCK 24 CARTS
CHOCO ALMONDS
RETAIL+ VENDING
LAST MONTH 425 SALES
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SOUTH EX/ 14-15 5-10% LAJPAT TUBS RISE NAGAR/ A DAY NEW DEFENCE COLONY/ LODHI ROAD/ NIZAMMUDIN / AREAS NEAR INDIA GATE
CHCOC RETAIL+ ALMONDS+C VENDING REAMY RUMCAKE
ANALYSIS
Western classics sales are fairly good But not much effect on sales is reported after activations. Very few areas were targeted which cannot results in increase in mass sales. In Rohini, we did 10 kitties and 3 RWA, but there is no big market/retailers available around. There is only one common Mother dairy booth which stores tubs. Sales are reported to be quite low for tubs. Vending carts did not keep any Western Classic tubs. Tubs Stock availability is very poor there. However certain carts have reported increase in sales after activity.
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In Gurgaon, new Gurgaon reported very good sales, around 60-70 tubs a day. However Palam area reported least sales for all variants. Standard of living is low in these areas and it is just not the right target segment for premium ice creams. West and East Delhi has reported positive in increase in sales. Activations are done but stock is not reachable in all areas as vending carts are not keeping tubs because of low demand and less capacity of their carts.
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CONCLUSION AND RECOMMEMDATIONS:
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CONCLUSIONS AND RECOMMENDATIONS:
Western Classic is a premium product.As product quality and
acceptability with consumers is very good. Mother dairy is already an established brand trust factor is very high. All these things can be capitalised for premium segment, which may be the most profitable segment. Western classic is a high potential product, but it won t convert into sales until the consumer is informed and it is made easily available. Therefore BTL ACTIVATIONS NEEDS TO BE BACKED BY ATL CAMPAIGNS.
Product awareness is required for Western Classic. Then only BTL activations will get the best results. Lots of money is being spent on BTL activations. But results and objective is not achieved as expected. Local Newspaper, radio,hoardings must be used for its promotions. Product Awareness should be given first consideration. Product cannot be sold unless it is made informed and available to customers.
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RWA activations can be extended. It will give good results if is reframed and its shortcomings are corrected. Common markets are the best area for RWA. Crowd is readily available and people carry their wallets also. If they like, they can buy. In Kitty parties, touch points was major lacking thing. Agency was not having proper contacts. Touch points were not selected as per product. So much emphasis was put on immediate sales that final objective of post sales was ignored. For that right target should had been captured which might give low immediate results but would definitely fetch future conversions. Western classic is priced at Rs.180. According to customer psyche it is close to Rs.200. If we make it Rs.160, samefunda will shift it close to Rs.150. Smaller trial packs must be introduced. Demand for DIETZ is found to be quite high but people are not aware about it. There is a need of immediate awareness campaign for DIETS
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Competitors are coming up new offers every day. To meet competition, Mother dairy should also introduce some offers.
Kwality Wall s plastic tubs are highly attractive and usable marketing strategy. Such innovation in packaging can be brought up. Reason to buy not only for the product but also its packaging. More carts and booths are required. Still so much potential is available in Delhi which can be easily captured because of high customer trust factor in the brand. Visibility must be given due consideration. Jo dikhtahaiwobiktahai is so true. We can rule the market if we follow this. In Delhi, majority middle income population is living in residential societies. Opening up booths inside the major societies will be a major successful move. Availability is another major concern which required to be handled immediately. Institutes, schools, colleges can be another big potential market. Resources must be efficiently utilised. Activities and offers for the distributor and sales force will help in keeping them motivated.
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COMPLAINTS FROM VENDORS AND DISTRIBUTORS:
During the project, I interacted with distributors, retailers, vending cart holders and following complaints I would like to put forward to management. 1. We are introducing new variants every year. Mother Dairy has maximum range of ice creams but storage capacity in our vending carts is just not enough for them to keep all. 2. Most of the times, stock received by distributors is less in quantity. Some numbers are found missing especially in case of cups. The cost is borne by distributors. 3. Many carts are lying on working. They are defective or not doing cooling properly. 4. Some carts need to be replaced. 5. Cart holders and retailers are not happy with the distributors. Stock is not received on time. Stock is distributed via 2 wheelers without dry ice. Spoiled stock is received many a times. 6. Retailers complained on low margins and low publicity. 7. Some distributors complained on non-settlement of dues on time.
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COMPLAINTS & SUGGESTIONS FROM CUSTOMERS
1. Customers are complaining on the deteriorating quality of milk. Quality of milk is reported very unstable. 2. Less creaminess in milk. 3. Fluctuating quality 4. Complaints are received for Creamy Rum Cake. A lady complained when she opened the tub, there was ice layer and bubbles at the top and ingredients were settled at bottom. 5. Introducing cakes and almonds in sugar free ice creams also 6. Smaller handy packaging in Western Classics. 7. Product availability is very poor 8. Making packaging attractive. 9. Prices are considered on a highside . 10. 11. Some Offers should be introduced on purchase. Carry bags in Safal.
12. Vegetables are normally rotten and stock is not available in Mother dairy outlets.
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COMPETITOR ANALYSIS
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STUDY OF MARKET SHARE OF MOTHERDAIRY AND COMPETITION
The major organised players are Mother Dairy, Amul, Kwality Wall s, Cream Bell and Vadilal.
The market shares of these major branded players are as:
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The per capita consumption and demand for ice-cream is greater in the urban areas as compared to the rural ones. The big cities of the country account for the maximum demand and the per capita consumption of the ice-cream. Capital city Delhi is foremost among the big cities which have maximum demand for the ice-cream. Delhi alone accounts for nearly eighteen percent of the total demand for the ice-cream. Mother Dairy is market leader in ice-cream sales in Delhi. Statistically this can be represented as:
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SWOT ANALYSIS for Motherdairy
STRENGTHS
Established Brand loyalty and trust among Delhi audience Established infrastructure and production units Wide product profile Margins are high Own milk production units to a make by- products Good demand Milk fat based ice creams Pure vegetarian products
WEAKNESSES
Low publicity Deteriorating and irregular quality of milk No schemes No attractive packaging Lack of motivation among sales force Small capacity in vending carts Claims not cleared on time Unequal concentration No nationwide coverage
OPPORTUNITIES
Increasing population means increasing demand People becoming quality conscious Untapped markets Large workforce
THREATS
Competitors coming up with attractive offers like buy1 get1 free Prices are higher than competitors Dealers margin is high as compared to Mother dairy. Strong advertising campaigns by competitors
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MARKET VISIT REPORTS
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MARKET SURVEY REPORT DATE: 10TH may, 2010
Objective: To study ice creams of Kwality walls and Amul
KWALITY WALLS
1. Kwality Walls has many exotic flavors in its portfolio. 2. Newly launched flavours:
SELECTION: Lichi bites Dutch choconut Mocha brownie fudge Strawberry currant Black forest Fruit & nuts VIENNENE: Vanilla Galetotiraimisu Galetonochiola Neopolitan Chocolate 600 ml 750 ml 750 ml 110 ml 600 ml RS. 150 RS.160 RS.160 RS.110 RS.150 800 ml 800 ml 800 ml 800ml 800 ml 800 ml RS. 140 RS. 140 RS. 140 RS. 140 RS. 140 RS. 140
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3. Consumer Schemes: it is offering many BUY 1 GET 1 FREE offers, which is having very good sales
Vanilla Kesarpista Strawberry Butterscotch 700 ml 700 ml 700 ml 700 ml RS. 110 RS.169 RS.110 RS.169
4. It has around 7 flavours in Cornetto segment Double choco Chocolate truffle Butterscotch Snackers Choco fudge Strawberry tease cake Black forest
5. Packing in plastic tubs is another attractive reason for good sales. It uses attractive plastic tubs which can be further reused for storing purposes. That was one main reason of high sales when Kwality introduced its tubs.
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6. Kwality walls carts have more storage capacity as compared to Mother Dairy Carts. 7. DUTCH, black forest, fruit & nuts, mocha has major demand
AMUL
1. Amul is slowly expanding in ice creams. It has good stand for quality and taste being one of the oldest brands.
2. It also offers BUY1 GET1 FREE offers on 13 flavours. Prices vary between RS.120 to RS.180 Offers on flavours like chocolate, butter scotch, alfanzo mango, fresh pineapple, tuttifruiti, fresh vanilla
3. AMUL sugar free ice cream is also available in 1 litre tub for RS.65 and 80 ml in RS.20
4. It has a segment called PROBOITIC ICE CREAMS which are available in 800 ml tubs
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5. In premium segment, it has EXOTIC BLISS in following flavours: Kesarpista Raj bhoj Shahianjeer Fresh lichi Fruit bonanza Black current Spanish saffron & cream balls RS.180 RS.180 RS.170 RS.160 RS.150 RS.160 RS.180
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MARKET SURVEY REPORT Dated: May 7th ,2010
OBJECTIVE:Study of market demand of ice creams and market situation AREAS COVERED: Saket, VasantVihar, Vasant Village AREA : SAKET SPOT: MOTHER DAIRY ICE CREAM CART Vendor reported drop in sales this year. Last season, reported sales were around Rs.2500-3000 per day. Now it has fallen to Rs.1500-1600 per day. Main sales are coming from takeaway category and orange bars, chocolate bars. No dangler or display board of Mother Dairy ice creams.
AREA: PRIYA PVR SPOT: MODERN BAZAR Sales mainly from London dairy and Hazen Dazz. Target customers are mainly foreigners.
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Some Mother Dairy ice cream was stored in freezer of Hazen Dazz. Sale of 4-5 ice cream per day and 50-60 per month of mother dairy ice cream was reported. There was no display or information of Western Classic. London Dairy: 400 g for Rs.650 Hagen Dazz: 1 kg for Rs. 180
AREA : VASANT VIHAR , BLOCK C, GAJINDER SINGH SPOT: MOTHERDAIRY ICE CREAM CART Demand for ice cream is reported to be high. No complaints about quality. Complaints about distributors: y Poor supply of stock y Slow replenishment of stock y Insufficient stock complaints from customers y Had to cancel order for 90 ice creams for vanilla and strawberry because of insufficient stock y Variety displayed on card not supplied on time
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y No supply of strawberry among children)
cups (having major demand
y Supply of melted stock from distributors y Supply via two wheeler without proper dry ice y No extra spoons provided as demanded by customers y Customers demanding spoon for cassata ice cream y Customers returning spoiled material y No provision of returning and replacement of spoiled material y Stock provided at Rs.105 instead of Rs.103 from distributors y Low margin y Not ready to keep costly material as stock is not sufficiently available y No danglers and displays provided Supervisor- S.S. Bhandari Distributor- Arora, Malvia Nagar
SPOT: VASANT VIHAR RETAILER
Fair demand reported for Mother Dairy ice creams by retailer
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Complaints on Poor stock distribution from distributor 3-4 days long delays in supply Not happy with distribution No new variety coming up from Mother Dairy
SPOT: SAI DAIRY, VASANT VILLAGE
Demand is high for mother dairy products Poor supply No new range Supply of spoiled material without dry ice by two wheelers by distributors No schemes or incentive from Mother Dairy as compared to other brands Customers Slowly switching to Cream Bell due to lack of stock of mother dairy ice creams Old freezers in shabby condition No person to clean those freezers since long time [Arora Dealer]
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RESPONSES FROM CUSTOMERS
Customers found to be very Happy with the quality of Mother Dairy ice creams More demand of mother dairy ice creams are reported among consumers More Preference for takeaways and candy bars Complaints on limited Availability as compared to ice creams from Quality
SUGGESTIONS
Retailers complained about poor supply of stock. Optimum stock is not available in the market. Focus should be made on this issue as they can have serious repercussions.
New promotional schemes should be introduced in the season to beat competition.
Schemes for retailers can be introduced to motivate them as they found to be highly dissatisfied.
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NIGHT VENDNG REPORT
DATED: 14 MAY, 2010
OBJECTIVE: TO CHECK THE VISIBILTY, STOCK, DISPLAYS OF VENDING CARTS AREAS COVERED: BER SARAI, KATWARI SARAI, VASANT KUNJ (ALL POCKETS) TIMINGS: 7PM TO 9.30 PM
POINTS OF OBSERVATIONS: Visibility and Positioning:
1. Mother dairy carts were spotted on all the main points of sales. 2. Only a few competitors could be seen there. Only one cart of Kwality walls was standing near VasantKunj main market and 2 more carts on the road side. Rest areas were dominated by mother dairy carts. No competition could be seen inside residential areas. 3. On road side near Deb Sarai Policemen were not allowing them to park their carts on main road.
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4. All carts were having the latest variety board.
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5. Some carts were not having proper lighting, carts were not clean. 6. Sufficient POS merchandise and western classic danglers were missing at all carts. 7. Dietz and cones danglers were available but in torn condition. They were reported torn because of storm and rain by some carts. 8. Danglers were provided by ASM on the spot and checked their proper positioning so that it has maximum visibility.
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Demand:
1. The demand for mother dairy ice cream found to be very high mainly in impulse category.
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2. Sales were reported around RS. 2500-3500 per day. 3. Booking for industrial sales were also reported on carts at B pocket of VasantKunj. 4. High demand for Dietz (especiallyKesar Almond) was noticed but stock was not available. This complaint was reported at all carts. They demanded for around 5-10 tubs of Dietz. 5. Good demand for western classic too was spotted in residential societies near Pocket A,B,CVasantKunj. Bookings were reported by customers but Stock was not available. 6. As these areas have mainly Societies and RWA, these could be the best selling points for tubs and take away category. 7. Children were seemed mainly demanding for CHILLZ.
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Stock availability:
1. All carts were having sufficient stock of ice creams in impulse category. 2. Dietz stock was not available with carts. Complaint of poor supply was reported by carts, though it has maximum demand.
3. Western classic stock was missing.
Salesforce:
1. Sales force was found to be highly motivated and energetic 2. It could be seen by the dominance by Mother Dairy carts at all main point of selling and main roads.
Mr. veeru
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Problems/Complaints of carts:
1. To place carts inside societies, permission pass were demanded by carts to place their carts inside residential areas. 2. Danglers were not supplied by distributors or supervisors. 3. Shortage of supply was complaint by most of vendors for tubs. 4. Cart capacity is not sufficient. As ice cream range is increasing, vendors are not able to stock all the items. Most of the space was filled by candies, cups only.
Suggestions:
1. Demand is predicted quite well for Mother Dairy ice creams in these areas. 2. Number of current Carts was not sufficient to tap the potential market in these areas. Number should be raised. 3. Supply of take away category must be checked as residential societies could be the main potential market for the same. 4. As these areas are posh areas, they can be targeted for kitty parties. Sales potential is quite high in these areas for Western Classic.
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REFERENCES:
y www.motherdairy.com y www.google.com
y www.wikipedia.com
y http.//findarticles.com/p/articles/mi_m3723/is_5_11/ai_54831657/
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THANK YOUu.......
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doc_896450719.docx