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Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Branding and promotional


activities for Pride of Cows
Summer Internship Report

Contents
Introduction to Project................................................................................................ 3
Objectives............................................................................................................... 3

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Scope...................................................................................................................... 3
Key deliverables...................................................................................................... 3
Identification of problem............................................................................................ 3
1.

Understanding the brand..................................................................................3

2.

Various branding activities................................................................................5

Methodology of study................................................................................................. 6
Achievements............................................................................................................. 6
Analysis...................................................................................................................... 7
Relative effectiveness............................................................................................. 7
Recommendations................................................................................................... 8

Introduction to Project
Objectives

Increase brand awareness and consequently sales of the Pride of cows

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Plan for activities to make a successful SIP-2014 program with 100+ interns
and 20 Business development officers

Scope

Understanding the brand and its promise, analyzing its strengths and

weaknesses
Coming up with various branding and promotional activities which can help

the brand to grow


Leading a team of interns in successful execution of the same

Key deliverables

Planning and scheduling of activities to be conducted during internship period


Successful execution of these activities in terms of increase in sales
Recommendations for the further growth of the brand

Identification of problem
1. Understanding the brand and its target customer
2. Where potential clients can be met? And what all activities can be used to
promote the brand?

1. Understanding the brand


The name and tagline Milk full of love
itself suggest that brand, believes in the
pampering their cows to get quality milk.
Bhagyalakshmi dairy farms (dairy where
pride of cows is produced) boasts 3800
of finest specially bred Holstein and
Friesians renowned in world for their
superior quality of milk. Farm follows
international practices in breeding, feeding and animal management. Special team
of doctors is assigned to plan the meals and to monitor and take good care of cows.
Bhagyalakshmi farm claims to be one of the most advanced dairy farm in India. All
these efforts taken to ensure the quality of milk because company firmly believes
that happy cows give rich milk.

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Except for homogenization and pasteurization, no other processing is done on the


milk. After processing, milk is bottled and deliver through self-established supply
chain. Company states that it reaches customers doorstep within 12 hours of
milking. So, Pride of cows claims to be freshest and purest milk option available in
the market.
1 liter bottle of pasteurized milk is the only SKU comes under this brand as of now. It
is priced at premium (Rs. 80/-) targeted only at the HNI customers. Brand exists is in
the South Mumbai market for past 3 and half years, slowly expanding geographies
in nearby areas. No mass marketing campaigns has been conducted till now. Brand
awareness and marketing has largely been dependent on Word-of-mouth and
reference based model.
SWOT Analysis of brand

2.

Various

branding activities
a. Door-to-door sampling (D2D) Under this activity, interns are supposed to
distributing free samples at a society and making them aware about the
product and its unique selling points. The most critical part is to find out
societies where target market is available and getting permission for
sampling. D2D is one of the commonly used sampling method adopted by
many FMCG companies.

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

b. Retail store sampling Another commonly used method for sampling.


Here sampling is done to the visitors of the retail stores. Again, finding out
right retail stores with HNI walk-ins and getting the permission for sampling is
the difficult part especially when the product is not going to be made
available to retailer for his shelf.
c. Food festivals Sampling at food-festivals can be one of the most effective
ways but not as much for the milk. Most of the food festivals has wine tasting
counters after which customers do not generally prefer to visit/ taste milk.
Overcoming this barrier is important if we are to adopt this method.
d. Joggers park Health conscious target market is found at such park.
Problem is the mixed crowd that is there at the park. It makes it difficult to
segregate the target customers from non-target ones which eventually ends
up with lower conversion rate.
e. Cookery classes Decision makers for the family can be found at cookery
classes. If the classes, which only HNI can attend, are targeted desired sales
f.

can be achieved with a lot of effectiveness.


Promotion at sports event Many food products or beverages has used
this method with great effect. But milk is consumed at specific timings only
and not willingly in many of the cases. Finding the right sport and right
occasion for this is a complex part.

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Methodology of study

Achievements
I was responsible for Khar depo (Juhu, Andheri, Bandra, Santacruz region). We, I
along with 6 enthusiastic interns under me, as a team has been able reach following
milestones.

79 new

Sign-ups

3000+

Total samples
distributed

300+

Hot leads
generatio
n

corporate
tie-ups for
lead
generation
in future

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Analysis
Relative effectiveness
Expected outcome of all these activities is sales. So all these activities are
compared on the basis of how deep we can penetrate in sales pipeline (SPANCO
framework) using these activities.
Below shows the heat-map of effectiveness of each activity at different stage in
pipeline. The last stage of SPANCO sales pipeline, Order, concerns with after sales
service which is irrelevant and so neglected in this study.
Darker color shows higher impact of that particular activity in that stage of the sales
pipeline. Suspecting was done at the planning stage only. Except for Sports event
tie-up where prospecting was impossible, at all other activities team was successful
to prospect the clients. At D2D sampling not many customers were approached due
to vacation period or disinterest shown by them at the doorstep. Maximum closing
or spot ordering was witnessed at food festival, Cookery class and sports event tie
witnessed not many spot orders compared to others.
Activity

Suspecti

Prospecti

Approachi

Negotiati

Closin

Overa

ng

ng

ng

ng

ll

Door-to-door
sampling
Retail

store

sampling
Food festivals
Joggers park
Cookery classes
Sports event

So as per above analysis, food festivals has been the most effective promotion
method followed by sampling at retail stores. D2D sampling, joggers park
promotion and cookery classes stand at combined third where has sports tie-up has
been the least effective in terms of direct sales.

Submitted by - Pranav Mankar, Indian Institute of Management, Indore

Recommendations

Due to summer season, a lot of complaint regarding spoilage of milk has


been received from old as well as new customers. Distribution system hasnt
tackled temperature management issue successfully. Company have to take

strict measures to resolve this.


A lot of quality related complaint also been received. Leaking bottle, and dust
or other stuff in milk were commonly mentioned. With the pricing and

positioning of the product such complaint has to be resolved immediately.


Due to introduction of competitors (especially Dr. Moo) many questions has
been raised on the certification of the product. Company have to tackle this
positively and find a solution around this. Competitor is still a new entrant so

there is some time available to handle this.


Brands awareness needs to be increased through increasing focus on its
marketing. Use of digital marketing or hoardings (throughout city) could be

one of the available options.


Brand is facing very huge churn rate. According to POCApp over 19000
customers (samples and orders) registered with the product but only approx.
7500 were billed at the end of May 2014. A special focus on customer churn
is a must. To identify the exact problem behind the high churn-rate and to
rectify it should be the first priority after the SIP program.