GLOBAL MARKETING

ASSIGNMENT 2
MINI PROJECT ON
DANONE

SUBMITTED BY –
VAIBHAV RATHI
DM18A55
CM2
Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat. Formed in
1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers
in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products.

PRODUCT:

 All Dairy products(milk, butter, ice cream )

 Sold in North America, South Asia, Middle East

POTENTIAL GLOBAL MARKETS:

 Europe
 Latin America
 Africa

MARKET SEGMENTATION FOR DAIRY PRODUCTS:

Market segmentation is the market grouping from heterogeneous to homogenous markets
based on geographic, demographic, psychographic factors and consumers’ behavior. The
purpose of market segmentation is to distribute products to potential markets, to plan the
products for market demand, to determine the effective promotion of specific product, and to
identify the target market.

 Type of product: It includes milk, butter, cheese, casein, ice cream, lactose and yoghurt.
Among these products, milk, cheese and lactose are estimated to hold major share of
the market owing to their rising demand and increased usage rates in all levels of
population. Rising consumption levels of foods such as ice creams and milk shakes are
also anticipated to drive market growth over the forecast period.
  Based on application: dairy products market is segmented into frozen food, bakery and
confectionary and, clinical nutrition. Frozen food include of ice creams and other
condensed milk products to be maintained for longer durations. Bakery industry also
has applications of dairy products such as cream, cheese and butter during production
of various types of biscuits and breads. Dairy products owing to their nutritional values
and benefits are also administered by clinical professionals to patients suffering from
some disorders and undergoing surgery. The food service and food processing industry
and the food retailers are the major customers for these products.

 Accessibility: Dairy products can be easily accessible form supermarket and

hypermarket, convenience store, specialist retailer, online retail store.

 Frequency of buying: The consumption rate of dairy products per person of the
country.

 Price: The price of the dairy products is not expensive. it can be easily affordable for
normal earning person.

MARKETING STRATEGY FOR DAIRY PRODUCT:

 When marketing a dairy product, the most important aspect of your strategy is
determining your competition and audience. By establishing these parameters, you can
decide what aspect of your dairy business to highlight and where will be the most
effective place to advertise to capture your target audience. Understanding the dairy
business and products thoroughly will help you discern your advertising assets and
weaknesses.
 The e-commerce sector, is one of the best places for dairy business. The unlikely
category of milk and dairy products has been seeing some of the most frenetic activity
over the past couple of years. Multinational and Indian corporate giants have jumped
into the market.
 There are still limited takers for value-added dairy products such as cheese, yogurts or
flavoured milk, but this is where much of the action is taking place today simply because
of its higher margins, and the ability to differentiate and introduce new products.
Equally, the fact that the milk cooperatives did not tap this market until the
multinationals came in made it an area where the competition was relatively equal. The
Indian consumer – especially the affluent urban consumer – is consuming more value-
 added products, which bring in bigger profits for dairy companies than raw milk. The
phenomenon of working couples, single men and women with high disposable income
also provided the impetus to look at the category with fresh eyes. The fact that the
Indian cooperatives had largely stuck to basic milk, butter, processed cheese slices and
ice cream for many decades, had left a gap in the market that allowed some of the new
players to come in with new product offerings.
 Dairy products maker can expand its product range like “Slurp”, a mango fruit milk juice,
as part of plans to become one of the largest FMCG dairy organizations.
 Analysis of what segment of the market would be most inclined to purchase your dairy
products. If your dairy products are produced by hormone-free cows that are free to
graze and are provided healthy lifestyles, then you need to determine who these facts
will resonate with and who may be willing to pay a little extra for these features.
Families in middle to upper-income brackets are likely to be your best clientele. Those
interested in what goes into the foods and drinks their children consume and willing and
able to pay a little more for your natural and chemical free products are likely a good fit.
 When someone visits your website, the video is an exciting and excellent method of
communicating with them. Watching and listening to well-produced video content is
more engaging than reading pages of text and requires much less effort. Most people
also remember information which is conveyed in an audio/visual format better than
information they read. Many website owners who currently use video marketing find
that adding video increases return visits to their website, especially if they are adding
videos regularly. Many providers or dairy manufacturers have resorted to advertise or
launch their new products in the form of storytelling or promotional videos.

WHICH MARKET TO BE RECOMMENDED?

Among all three markets cited above, we will choose Europe over others due to following
reasons:

 Demand for milk and milk products such as cheese and butter is increasing daily with
increase in world population.
 Growing population
 Rise in per capita income
 In consumer awareness level regarding nutritional values of dairy products
 Change in consumer dietary patterns.