CASE STUDY ON EPIGAMIA -DRUMS FOD INTERNATIONAL PVT LTD

Q1 ) Do you think it connects well with the unmet needs of Indian

customers? Discuss Epigamia’s customer value proposition.

In the page no.1 para graph 1 it is mentioned that “Indians were showing
interest in new foods and were making a shift towards wholesome options.
The rising number of upper middle class consumers and the spikes in
discretionary income signalled the existence of a market for premium niche
products in the healthy food space.
Yogurt and sour milk products are part of the Indian foot culture and this is
expected to continue in the forecast period maily due to its health benefits.
 The customer’s value proposition is with all natural ingrediants and no
preservatives.

 The value proposition of the Yogurt is “low sugar, low calories, highly
digestive in nature.
  Epigamia made from pure cow’s milk and strained in the Greek tradition
to remove the liquid whey(the water part of milk that remains after the
formation of curd) and lactose could boast all natural ingredents.

 The straining process reduced the carbohydrates and sodium in

Epigamia’s Yogurt and doubles its protein content.

 The value proposition of Epigamia Yogurt is the highly nutritious

product made of world class process yielding the low calories and total
fat that is labeled as healthy food for consumers with a concern for
fitness.

 Another value proposition of Epigamia Yogurt is high shelf life of 14

days, stay fresh and natural due to meticulous and well controlled
production stages.

 The value proposition of Epigamia Yogurt for youth is availability in

various flavours such as natural Alphanso mango, straberry, Green
Apple, Honey banana, Blue Berry and wild Rasberry. Drums food made
use of locally available sources for all ingrediants; for example, mangoes
were sourced from Ratnagiri and Straberries from Punchgani regions
known for the abudance of these fruits.

With the above value propositions I think “Epigama connects well with
un met needs of Indian customers including youngsters. I am sure that
with proper marketing mix such as 4P’s of marketing strategy , brand
“Epigama” will make its own market share

Q 2) How could Drums Food generate consumer interest and trial for its
novel brand offerings?
Drums Food could generate consumer interest and trial with its novel brand offerings explained in
Below

 Drum’s food had initial success with its Greek Yogurt which catered to a
niche market, so it went on to add another Novel offering by extending
the Epigamia brand.
 Epigamia Artisanal Curd was a Lactose-free, pro biotic version of yogurt
that targeted consumers with Lactose intolerance and related
Gastrointestinal sensitivity. With these launches, Drums food was trying
to build a well differentiated healthful master brand to successfully tap
into the “Value added dairy products market in India. Drums Food
could generate consumer interest by building a consumer base through
awareness and education about the Novel brand concept. The concept
is to create awareness about the healthy product, low fat, low
carbohydrate, high shelf life, available in variety of flavours, variety of
packs etc. Yogurt could be marketed all year round.

For educating the customers about their product line including the
introduction of artisinal greek yoghurt which helped people with gut
problems ( approx 70% of the Indian population are lactose intolerant)
Epigamia used various methods to consumer interest some of which were
as mentioned below :
A. They consulted with design firm Elephant Design pvt ltd for container
and logo design. The packaging was deiosgned to be in sync with the
concept of “ the hero of small hunger” to promote the brand as a healthy 4
o’ clock snack for all age groups. The design company made the container
design imapctful in order to grab shoppers attention in the aisle, they
ensured color differntiation amongst flavors for easy recognisition by
customers while using bold fonts for potryaing the benefits of health
making the packgaing distinctive
B. They partnered with a digital entertainment company, Pocket Aces Pvt
Ltd to promote Epigamia online – the most important marketing tool today.
They sponsored a web series “What the Folks” targeting the millenial
audience on Dice media, a youtube channel that had 1.6 million
subscribers. A web series was cheaper than television for reaching
customers. By doing the series, Epigamia ensured that their target audience
was engaged with understanding the product in daily lifestyle of young
people and also in families while displaying their overall benefits.
Q3 ) Do you think Epigamia has the potential to grow into a powerful master brand
synonymous with healthy and fresh food?

A) According to a report by “ Techsci” Research, the Indian Yogurt Market had

been growing at 28.9% CAGR during 2011-15 and was established to touch
US $1 billion by 2021. Plain or natural Yogurt commanded the largest share
of the Yogurt market compared to emerging categories such as flavoured,
drinkable and fruited Yogurt. Approximately 29% of the massive 1.3 billion
population of India was Vegetarian and counted on dairy products as an
important source of protein. An Indian version of Yogurt , as a side dish or
as an acccomplishment per capita consumption Yogurt was only 2.3 kgs
per year. Per capita consumption of packaged, store- bought yogurt(avg
300 gms) varied from about 1 kilogram in urban centres to virtually nothing
in rural India. This compared to countries with high consumption of Yogurt
such as France(25 kgs per capita) or Germany(24 Kgs).

 Epigamia has the high potential to grow into the Lacto intolerance
population whicha are close to 70% of the Indian populationand can
become a daily food suppliment for those segment.
 For upper middle class and younger generation who are fitness
concious Epigama can serve with its high protein, low calorie yogurt.

In the above 2 classes the cost is not the obstable to grow because of
the product USP as the Epigamia is the right and only choice at the
moment.

The above information gives immense potential for Yugurt market in India
And the “Group IV” is pretty sure that by adopting right Marketing Strategy
Epigamia will has potential to grow into a powerful master brand
synonymous with healthy and fresh food.

Deepika Padukone as a brand ambaddor will add a good value and make
the Epigama a great brand.
 Q4. Discuss Drums Food’s marketing strategy using the 4Ps (price, product,
promotion, and place) marketing mix framework

Drums Food’s marketing strategy broadly classified as following:

1. Product/Portfolio Strategy:

Greek Yogurt: Epigamia as a brand serves the consumers with 8

natural flavours Strawberry, Alphonso Mango, Honey Banana, Vanilla
Bean, Natural, Blue Berry, Mulberry and Caramelised. The product is
preservative free, low fat content.
Snack Pack : Milk pudding, Avocado Yogurt Toast, Blue berry Sheera,
Keshar Shrikhand, Cookie sandwich, Rose Coconut Laddoos, Sweet
Potato Toast, Phirni Tarts with Alphonso Mango Coconut Milk Yogurt
and more. This snack pack is perfect crowd puller of youth audience
with yummy taste.
Misti Doi : It is made with Cow’s milk with Zero preservatives added
and is inspired by all time East India’s favourite dessert. This product
could give high milage to capture the East India’s market.
Artisanal Curd : This is the India’s first lactose -free curd made
especially for all the lactose intolerant people. In this 6 billion probiotics
infused which differentiates with the ordinary curd.

With the Indian consumers becoming more and more health conscious who are
always on the look out for healthy, fresh products Epigama has to create such a
products

The value proposition of Epigamia is to cater to an un tapped market of Lactose intolerant people as
studies states it is close to 70% of the Indian population are Lactose intolerant and may or may not
be aware of the same as the symptoms vary from mild, to moderate and high.

With Epigamia offerings of Artisanal Curd this problem could be catered to as it is gut friendly.

The USPs of Epigama Products are broadly categorized into 2 parts as following:

1) Fresh
2) Healthly