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Apoorva Anand Tushar Sharma: smn206749
Apoorva Anand Tushar Sharma: smn206749
Mother Dairy - Delhi was set up in 1974 under the Operation Flood
Programme.
•It is now a subsidiary company of National Dairy Development
•Board (NDDB).
•Mother Dairy markets approximately 3.2 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad.
•Marketing operations through around 14000 retail outlets and over
•875 exclusive outlets of Mother Dairy.
•Safal, the Fruit & Vegetable business initiative of Mother Dairy Fruit & Vegetable Pvt. Ltd
has its origin in the Fruit & Vegetable Project established by National Dairy Development
Board in 1986.
Products
Opportunity
1.Continuous demand of dairy products and Threats
other products by 1.Strong marketing muscle by
Mother Dairy competitors
2.Open more number of Mother Dairy outlets 2.Unstable economic condition in India
3.Market and advertise the products 3.Other competitor brands
4.Increase its market share by expansion in
untapped markets
Strategies
Extending operation to across India apart from Delhi/NCR Haryana, Jaipur, Mumbai
and Kolkata as well, it plans to go south to Hyderabad and Bangalore and
west.
•Availability of products at retail shops or local shops apart from exclusive stores.
•Focusing on new Product launch which are untapped by competitions , like Frozen Jack
fruit , Haldi Doodh
•Entering into different segments of products that are already available and used by
consumers like entering into Bread segment
•The industry focus remains on frozen peas as many small and big brands are operating in this
market.
•One of the low hanging fruit is Frozen Jackfruit which is both seasonal and has cumbersome pre-
cooking process. Otherwise, Jackfruit is a great tasting veg dish.
•No Competition currently in the Market. Difficult for others to match the quality & tenderness
as Jharkhand product.
USP of Safal Frozen Jackfruit
• Product USP
Hygienically pre cut.
Tender jackfruit from Jharkhand.
Rich in dietary fibre, goodness of vitamins & Minerals.
• Product Details
Material
Product Unit MRP Packing Shelf Life Bar Code code Secondary pack
Frozen Standee 8901722061 300g X 24 packs =
Jackfruit 300g 40 Pouch 12 Months 114 72003281 7.2kg
• Primary Ingredients
Raw jackfruit.
• To->Retailer:
– To Build retailer interest in stocking our product ..
– Gift article on minimum purchase
– POSMs at all retail outlets to promote visibility
• To->Consumers/Customers:
– In Store Visibility Tools (Posters, Banners, sticker etc.)
– RWA activations & sampling
• Awareness (media):
Sell out plan:
– Print
• Times of India, Hindustan Times, HH, NBT. Rs15Lacs
• Announce the launch – highlighting on the USP of Safal frozen jackfruit and the health benefits of
jackfruit. Rs0.4Lacs
• Recipe booklet free in the August issue in magazines
– Radio ad in Delhi NCR. (2 weeks)
• Red FM, Big FM & other popular channels. Rs15 Lacs
– Digital media. Rs5 Lacs
• Jackfruit Recipe promotion & benefits of jackfruit on social media
• Awareness (Retail / BTL): Rs11Lacs + MRF/GT display
– Innovative POSM/
• For all channels - Flange whole jackfruit + Safal Pack, banner, poster. Rs 3 Lacs
• For MRF and select GT – Large jackfruit tree cutout with Safal jackfruit TBD (cost of POSM + cost of
floor rent)
– Recipe booklet: A small booklet / leaflet with Jackfruit recipes to be given to the stores Rs3 Lacs
– Participation in the cookery show / Kitty Party / RWA activations Rs 5 Lacs
• Trial Generation: Rs 5 Lacs
– Suggestive selling / Promoters in key stores
– Plan – B: Free sample of frozen jackfruit with frozen peas 500g – in November
• Grand Launch & Press Meet: Rs5 Lacs
– Approx 200 participants; Venue & food cost @ Rs1400 per plate = Rs3 Lacs approx. (including conference
rom cost)
– Freebies, giveaways Rs2 Lacs
Expectation from Sales
Place in 100% covered outlets
Drop size per outlet – 300g 24 packs Booth, 300g 48 packs MRF & 300g 12
packs GT.
Educating store owners and staff members about USP of Safal frozen
Jackfruit.
Grand Launch
Objective To Make Jackfruit as Next Big
Product after Frozen Peas
Launch Meet
• Product description & USP
• Marketing Inputs
( GTM & Communication)
• Q&A