Competitor Analysis

D’lecta is a very well-known dairy brand in the B2B segment that has ventured into the
consumer segment post-2015. Out of their 37 products, 25 are different cheese products
with size variants. D’lecta does little to no marketing as compared to its other dairy
competitors. The social media activities include posting cooking videos using D’lecta
products and hosting a cooking contest named #makewithDlecta (cakes majorly); winners
are awarded coupons that can be redeemed by purchasing their products. People aware of
specialty cheese and who prefer cheese other than processed one opt for D’lecta apart from
B2B customers. Besides their cheese products, D’lecta Milke replaces milk powder sachets
in hotels, airlines, and high-income households. The presence of D’lecta products is much
more in the e-commerce sites than offline retail stores (Ratnadeep, More, Reliance Smart
Point, Heritage etc.) and rated highly while also being among the top results among
respective categories.

Distributor Visit
By interacting with Mahender Reddy from Sai Raj Enterprises learned the distributor
perspective in the Amul business. His division into general trade only serves a-class Kirana
stores and modern trade where it serves Bakery, Supermarket chains, and APO. The
divisions have two product lines, i.e., ice cream and dairy, restocked daily and weekly,
respectively. The stocking capabilities include ambient, chiller, and freezing conditions. The
profit margin for selling ice cream products is 9%, and dairy products are 3%. Issues faced by
the distributor are inadequate supply of stocks and infrastructural demand from the
retailers (refrigerators)

APO Visit
Visited creamystery APO in Alwal to acquaint with retailer aspect in Amul business. The
best-selling product for them is Ice cream. Restocking happens every week, and if there is
any shortage for any particular product or party order, the stock is brought to them within
24hrs of placing the order. Shelf space for products is decided based on demand for a
particular product or ongoing season, i.e., lassi, buttermilk, and milkshakes are promoted
more in the summer season. Since Amul does not have chips, mixture, or a namkeen
product line, they feel they are losing some profit.
On the other hand, they saw an uptick in butter, cheese, and milk sales ever since they sold
bread from other brands in their store. In addition, there is customer demand for different
types of chocolate varieties (Hazelnut, mint etc.), which the distributor is not meeting. In
ice-creams, too, there is demand for sithaphal and red velvet flavors for which customers
are turning to competitor brands such as scoops and kwality walls.