TOPIC: MOOVIN’ – YOU TOWARDS A HEALTHY LIFE

Group No-
Ashwathi Pillai-IGTCPG27MU025
Sudhanva Sapre-IGTCPG27MU089
Arwa Lokhandwala- IGTCPG27MU024
Pratik Vaydande-IGTCPG27MU057
Vivek Tank-IGTCPG27MU101
 INTRODUCTION

 An engineer with 18 years of experience

decided to quit his job & start his own dairy
business “Aadaikar Foods” in February 2019.
 Mr. Pralhad Patil also owns 12 cows, leading to
70-80 liters per day. Aadaikar foods also
manufactures products such as ghee, shrikhand,
lassi and few types of sweets. He also owns a
organic vegetable farm as well.
 The products are prepared at his home which
shows that the main focus of Mr.Pralhad is cost
minimization and being environmental friendly
at the same time.
 TARGET MARKET & POSITIONING

Target Market
 Families
 Hostelites
 Offices
 Chaiwallas
Positioning
 Healthy alternative to pasteurized milk and milk powder with no loss of important nutrients like
vitamin B12.
 Consumed the same day it is produced, ensuring no hidden preservatives are added.
PRODUCT

Product Type: Cow’s Milk

Type: Unpasteurised Milk
Price: Rs.25 for half litre
Target Customers: Families, Hostelites, tea stalls, and
PG students.
7 BOX STRATEGY
Unpasteurised Families,
Milk is unhealthy Hostelites

Current Belief Target Audience

Customers
purchase
pasteurised Fresh Milk right
Milk from the Farm
Current Do Unpasteurised
Proposition Milk is healthy
and Safe
Desired Belief

100% Organic &

Unadulterated Adding our Milk 5

to their diet
Desired Do
PRINT ADS AND PACKAGING
 MOO
OUTDOOR ADVERTISING

 Our hoarding will be displayed in Mumbai,

along with ads on buses and taxis.
 We would celebrate the month of
November as MOOOvember- Happy Milk
Month, during that time we will offer free
sample of lassi/milk.
 The pictures of the same shall be posted on
social by us.
 Our mascot “MOO” will be placed on prime
locations in Mumbai and urging youngsters
to come and click selfie with our MOO
 #MILK MOUSTACHE CAMPAIGN

 Compared to other milk, MOOvin’ milk will give you a

thick moustache because the protein content in our milk
is higher due to it’s organic form. Thus, giving it a sticky
and thick texture
 We will start a campaign on social media wherein we will
offer our milk sample to customers(mostly kids) and then
offer our competitors product for the sake of comparison
 Thereafter, we will click a picture and post it on social
media. Thereby making people aware of our healthy milk
and MOOvin’ India towards a healthy life
ADVERTISING EXPENSE

Name of medium Details Price

BEST Bus Full Bus Coverage, 4 Buses 138000
Taxis In Worli, Dadar & Kurla. (1500*20 300000
Weeks *10 Cars)
Hoarding Pole Advt. 150/ per Banner (Medium Size) 50000
Facebook Ads Min. 380 people per day 25000
Free Samples of Milk One Person, 10 ltrs, 8400
YouTube Ads 300 channels* 3 ads per day per 108000
channel* 60 days* 2 rupees.
Mascot Costume cost (one time) and 100000
salary for the person for 6 month’s
work.
THANK YOU!!