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Mother Dairy
Mother Dairy
Focused Approach
Wider Spread
Other strategies
Product differentiation
Smart Marketing
Product enhancement
Quality
Expansion Strategies
4 P’s of Mother Dairy
Product
Mother Dairy, the parent brand is mainly
concerned with the whole dairy product range.
The Mother Dairy product range is categorised
into milk, milk products and ice creams segments.
• The Mother Dairy milk products segment
comprises of different types of curds, pro biotic
drinks, paneer, butter, cheese, ghee, cream,
sweets, lassi, butter milk ,ice creams, kulfis and
its sugar free variants.
• Safal which majorly deals in fresh fruits and
vegetables has wide variety of products
comprising frozen vegetables and snacks, juices
and drinks, jams and marmalades, pickles,
tomato ketchup and puree, honey and
unpolished pulses.
• Dhara which deals in edible oils has various
cooking oils like groundnut oil, olive oil, soya
bean oil, sunflower oil, vegetable oil and
different variants of mustard oils.
• Price:
• Mother dairy a very penetrative pricing strategy.
• Since its suppliers are farmers and cooperatives
and needs to support them, milk prices change
with inflations and certain amount of fluctuations
are visible in Mother Dairy milk prices.
• In the Mother Dairy ice creams segment, it keeps
for regular ice creams competitive prices and
premium prices for other special flavours.
• The Safal brand also dealing with fresh fruits
and vegetables keeps market based prices.
• Maintains competitive prices.
• The edible oil sections under brand Dhara
faces a lot of competition from many brands
and hence as loyalty of customers is based on
price and quality.
• Place
• Mother Dairy has a wide presence across India.
• Distribution is quite a critical part of the business and
hence to tap into various regions all over the country .
• 1400 retail outlets and 1000 exclusive stores in place.
• Product needs refrigeration and has very less shelf life,
it produces as per demand of the regions.
• These Local Area Distributors then send it to its
exclusive Mother Dairy booth, convenience stores,
supermarkets and other smaller retailers Safal and
Dhara also go through the same supply chain before it
could reach the retailer to the consumers.
• Promotion
• Subtle yet effective marketing strategy.
• Facing stiff competition from national player Amul.
• Moved onto smart marketing strategy wherein it is
working on better communication strategies.
• Recently Mother Dairy has come up with ‘Tweet to
Farmer’ campaign where we thank them for giving us
milk.
• Mascot Makhan Singh which is targeted on the kids for
various products like cheese, butter and milk.
• The Mother Dairy ice creams have also been
quite popular because of TV commercials.
• Safal also takes help of green and environment
friendly themes for selling many of its products.
• Dhara brand has been on TV commercials from
quite a long time.
• It also has tied up with Paytm and UPI for
cashless payment at its booths and hence
showing it is technologically updated.
SWOT ANALYSIS
Strengths
A well-recognized brand name
Popular subsidiary brands like Dhara, Safal, b-Activ,
etc.
It is an IS/ ISO-9002, IS-15000 HACCP and IS-14001
EMS certified company
Strong and efficient supply chain network
Procurement of milk from co-operative dairies and
vegetables from farmers, providing them with fair
prices
Weaknesses
Limited number of Mother Dairy and Safal outlets
Difficult to maintain competitive pricing
Vegetables and milk products are perishable
Opportunities
Continuous demand of dairy products and other
products by Mother Dairy
Open more number of Mother Dairy outlets
Market and advertise the products
Increase its market share by expansion in untapped
markets
Threats
Strong marketing muscle by competitors
Unstable economic condition in India
Other competitor brands