ICFAI BUSINESS SCHOOL

ACADEMIC YEAR 2021-2023

MARKETING MANAGEMENT – I
PROJECT REPORT

DODLA DAIRY

Submitted by:
GROUP – 11

SEAT
NAME NO. ENROLLMENT NO.
THUSHARA REDDY MUPPIDI 13 21BSPHH01C1391

VENKATA SRUTHI EPURU 21 21BSPHH01C1452

KAUSHIK REDDY KATTA 26 21BSPHH01C0544

MEENAKSHI BURRA 37 21BSPHH01C0661

NAGA VENKATA SAI THUMMAPUDI 62 21BSPHH01C0727

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 DODLA DAIRY
Dodla Dairy Limited is a public limited company. The company was incorporated in the year 1995 and
production commenced in 1997. Currently, their procurement is centered in 5 states and products are available
for purchase in 11 states. Their distribution and marketing operations consist of distribution of products through
40 sales offices, 3,285 distribution agents, 861 milk distributors and 544 milk product distributors across 11
states in India. Milk and dairy based VAPs are also available through 393 “Dodla Retail Parlours” which
commenced operations in 2016 and are spread across the states of Andhra Pradesh, Telangana, Tamil Nadu and
Karnataka. Their product portfolio consists of Milk, Butter Milk, Ghee, Curd, Paneer, Flavoured Milk, Doodh
Peda, Ice Cream and Sweets. These products are conveniently packed to suit various needs of its consumers.

At present, the company is having 13 milk processing and packaging spread across various places in Telangana,
Andhra Pradesh ,Tamil Nadu and Karnataka states. The unit locations are Hyderabad , Nellore, Palamaneru,
Rajahmundry, Penumuru , Sattenapalle , Badvel , Kurnool, Koppal , Tumkur, Palacode ,Vedasandur and
Batlagundu. Also, there is a Milk Powder manufacturing unit in Nellore and Vedasandur .

Dodla offers a wide range of products in both liquid milk and by-product categories. The liquid milk comprises
of 5 types of variants and the by-product comprises of 14 types of variants. Dodla offers a wide range of milk
products comprising of Fresh Milk, Butter, Ghee, Paneer, Curd, Flavoured Milk, Doodh Peda, Ice Cream and
Skimmed Milk Powder.

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A. DISTRIBUTION CHANNEL:

i. How many retail outlets and wholesale outlets do the company cover?

 In Andhra Pradesh, there are more than 1 Lakh retail outlets including small and large retail stores.

 There are more than 10000 wholesale outlets.

 In this, they are covering almost all retail outlets including urban and rural areas as per the theme of their
company.

 Because they want their product to be available in each and every retail outlet.

ii. How many distributors do the company have?

 At present, the company is having 13 milk processing and packaging spread across various places in
Telangana, Andhra Pradesh, Tamil Nadu and Karnataka states. Dodla Dairy unit locations in Nellore,
Palamaneru, Rajahmundry, Penumuru, Sattenapalle, Badvel, Kurnool in Andhra Pradesh. Also, there is
a Milk Powder manufacturing unit in Nellore.

 The company follows Level-I distribution channels for their necessity products like milk, curd, and
buttermilk in which areas the plants are located. They directly distribute their products to retailers who
they consider as customers.

 The company follows Level-II distribution channel in other locations where plants are not located. Here
they distribute their products through the distributors to retailers and wholesalers. From the Nellore plant,
their products are distributed to Nellore district and Prakasam district through Ongole distributor.

 The company follows Level-0 distribution channel for their premium range of products like Ghee, Butter,
paneer, Sterilized flavored milk, Sweet lassi, Ice cream and Milk Based Sweets through their personalized
Dodla dairy parlours which is Exclusive Distribution. Total of 500 to 600 Dodla dairy parlours in Andhra
Pradesh and particularly in Nellore it is having 150 parlours.

iii. Where is C&F of the company?

 As per the information collected from the Area sales manager of Nellore plant, the C&F Agent is from
Ongole.

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  Dodla dairy follows a criteria for choosing distributors and the criteria is, they go for the distributors who
are having the potential market coverage with good reputation and good contacts in distributing the
products.

 They choose Thumbs up distributors for distributing their products. This is because Thumbs up is a wide
reachable brand and also covers major retail stores. So, they are going for the same distributors to have
the same coverage for their basic necessity products as well.

IV. What is the distribution gap in the market?

a) Daily necessity products: (Milk, Curd, Butter milk)

 There is no gap for daily necessity products of Dodla.

 As the core theme of their company marketing strategy is that they want their basic products (Milk, Curd,
Butter milk) to be available in each and every retail outlet and to cover maximum wholesale outlets.

 This theme is actually the mission of the company.

b) Premium products: (Butter, Ghee, Paneer, Flavoured Milk, Doodh Peda, Ice Cream and
Skimmed Milk Powder )

 The premium products of Dodla company has gap in the market.

 The premium products are not available in all the organized and unorganized retails, but only in their
exclusive parlors to increase the brand identity through their premium products.
 In Andhra pradesh there are only 500 to 600 Dodla parlours and in nellore there are around 150 parlours.
Because of this there is a gap for their premium products in the market.
 This gap happens as a concern of budget constraints, for maintenance and rent for the parlors in less
customer areas where sales would also be less in those locations.

v. What is the way forward by company in filling gaps?

 To fill the gaps, they are trying to increase more Dodla parlours in uncovered areas for the availablility
of their products to each and every customer.
 The company is also increasing their promotional activities like posters, wallpaints, billboards in both
urban and rural areas to get more demand for products.

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Team’s opinion on filling the gaps:

 They also need to concentrate on advertising their premium products to get more customer attention,
because now-a-days the top dairy products like Amul, Heritage are playing a crucial role in advertising
their products in the market.

 They also need to introduce their premium products in both organized and un-organized retails to reach
more customers in a wide range.

 The company need to do their promotional activities in social media like Instagram, Facebook etc..

 As the company only focused in below the line activities, they can enhance their drawing team with
creative, innovative and attention grabbing designs to capture the Eye-sight of the customers.

B. COMMUNICATION CHANNEL

i. What below the line activity do company do in their market?

 Below the line activities that Dodla dairy follows as per the budget given to them are wall paintings,
posters, billboards and name boards.

 They follow the same type of posters, wall-paintings, billboards and also they go with the same logo to
get the hold of potential customers and an emotional connect with them.

ii. Are they fulfilling sales objectives?

 Yes, the company is successfully reaching its sales objectives with an average growth rate of 5% to 8%
of the sales every year.

 To reach this growth, they mostly focus on the uncovered areas.

 To achieve these sales figures, the company uses coercive power and reward power as a motivation factor
for the sales managers.

iii. What challenges the company facing in the execution of below the line activities?
 Budget constraint is the one of the challenges that the company faces while executing below the line
activities.

 The competitors from the same dairy industry also follow similar below the line activities which is also
a biggest challenge to the company.