Apoorva Anand

Tushar Sharma : smn206749

 Introduction

Mother Dairy - Delhi was set up in 1974 under the Operation Flood
Programme.
•It is now a subsidiary company of National Dairy Development
•Board (NDDB).
•Mother Dairy markets approximately 3.2 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad.
•Marketing operations through around 14000 retail outlets and over
•875 exclusive outlets of Mother Dairy.
•Safal, the Fruit & Vegetable business initiative of Mother Dairy Fruit & Vegetable Pvt. Ltd
has its origin in the Fruit & Vegetable Project established by National Dairy Development
Board in 1986.
 Products

Mother dairy products:

• Milk
•Dairy Products
• Ice-Creams
•Edible Oils
•Fresh fruits and vegetables
•Frozen
•Processed Food
•Grocery
•Recipes
•Juice and fruit beverages
 Product Development
New Product Development process includes:
• Concept Development
•Lab trials
•Shelf life Studies
•Consumer Research
•Packaging Material Development
•New Market segments
•New Innovations products
Overall Supply Chain- Mother Dairy
Revenue Break Up
 SWOT ANALYSIS
Strength Weakness
1.Awell-recognized brand name 1.Limited number of Mother Dairy
2. Popular subsidiary brands like Dhara, Safal, and Safal outlets
b-Activ, etc. 2.Difficult to maintain competitive
3.A wide variety of products like milk, dairy pricing
products, fruits, vegetables, groceries, edible 3.Vegetables and milk products are
oil, beverages, frozen food, etc. perishable
6.Strong and efficient supply chain network
8.Technological advancement
9.Popular for its quality and affordable price

Opportunity
1.Continuous demand of dairy products and Threats
other products by 1.Strong marketing muscle by
Mother Dairy competitors
2.Open more number of Mother Dairy outlets 2.Unstable economic condition in India
3.Market and advertise the products 3.Other competitor brands
4.Increase its market share by expansion in
untapped markets
 Strategies
Extending operation to across India apart from Delhi/NCR Haryana, Jaipur, Mumbai
and Kolkata as well, it plans to go south to Hyderabad and Bangalore and
west.

Product differentiation: bringing in mass Indian flavors which

are building up in terms of absolute percentage of contribution. Their
attempt is to make the taste experience in ice creams as familiar as
possible so as to increase consumption.

Smart Marketing: Mother Dairy says it's trying to take its

product campaigns and communications to a higher platform.

Product enhancement and assured quality: Identify and

address quality related problems at every stage from the producer at
the village cooperative, to the dairy plant and the process of final
delivery to the consumer.
 How to keep Surviving
•Looking beyond regular booth selling, tie up with digital platforms and Delivery
partners like Zamoto to deliver the product to consumer at there home.

•Availability of products at retail shops or local shops apart from exclusive stores.

•Focusing on new Product launch which are untapped by competitions , like Frozen Jack
fruit , Haldi Doodh

•Investing in R&D to increase quality and assurance for people

•Entering into different segments of products that are already available and used by
consumers like entering into Bread segment

Advertisement in media ,local events.

.
 Introducing
Safal Frozen Jackfruit
 Why Frozen Jackfruit
•Frozen Veg is the faster growing category in frozen veg (19% Vol growth for veg and 7% for
processed veg - source Nielsen Data MAT Dec 2015 & 2016)

•The industry focus remains on frozen peas as many small and big brands are operating in this
market.

•One of the low hanging fruit is Frozen Jackfruit which is both seasonal and has cumbersome pre-
cooking process. Otherwise, Jackfruit is a great tasting veg dish.

•No Competition currently in the Market. Difficult for others to match the quality & tenderness
as Jharkhand product.
 USP of Safal Frozen Jackfruit

• Product USP
 Hygienically pre cut.
 Tender jackfruit from Jharkhand.
 Rich in dietary fibre, goodness of vitamins & Minerals.

• Other benefits to consumers:

 High fibre, consistence in quality.
 No latex, Hassle free.
 Time saving.
 Convenience & easy to store.
 Safal Frozen Jackfruit

• Product Details

Material
Product Unit MRP Packing Shelf Life Bar Code code Secondary pack
Frozen Standee 8901722061 300g X 24 packs =
Jackfruit 300g 40 Pouch 12 Months 114 72003281 7.2kg

• Primary Ingredients
 Raw jackfruit.

• Launch Date: 31st July’17.

 Competitor Details:

Retail outlets SKU/Pack Mix Wt (g) MRP (Rs) ESP Rs/ g

Big Bazaar Packaged - Cut 500 39 35 0.07
Hypercity Packaged - Cut 500 31 31 0.06
SPAR Packaged - Cut 500 37 37 0.07
Spencer’s Packaged - Cut 500 30 30 0.06
Haryana Fresh Packaged - Cut 500 30 30 0.06
Fresh Market Fresh - Uncut 250 15 15 0.06
Fresh Market Fresh - Cut 250 19 19 0.08
SAFAL BOOTH Packaged - Cut 250 12 12 0.05

SAFAL FROZEN Packaged – Cut 300 40 40 0.13

frozen
 Sell in plan:
• To ->Distributer:
– Encourage Distributors to Stock-up to ensure proper Supply to retailers.
– To build Distributors interest to invest in the stock.
– Quarterly QPS: Slab based schemes on achievement of the Quarterly target.

• To->Retailer:
– To Build retailer interest in stocking our product ..
– Gift article on minimum purchase
– POSMs at all retail outlets to promote visibility

• To->Consumers/Customers:
– In Store Visibility Tools (Posters, Banners, sticker etc.)
– RWA activations & sampling
• Awareness (media):
Sell out plan:
– Print
• Times of India, Hindustan Times, HH, NBT.  Rs15Lacs
• Announce the launch – highlighting on the USP of Safal frozen jackfruit and the health benefits of
jackfruit.  Rs0.4Lacs
• Recipe booklet free in the August issue in magazines
– Radio ad in Delhi NCR. (2 weeks)
• Red FM, Big FM & other popular channels. Rs15 Lacs
– Digital media.  Rs5 Lacs
• Jackfruit Recipe promotion & benefits of jackfruit on social media
• Awareness (Retail / BTL): Rs11Lacs + MRF/GT display
– Innovative POSM/
• For all channels - Flange whole jackfruit + Safal Pack, banner, poster.  Rs 3 Lacs
• For MRF and select GT – Large jackfruit tree cutout with Safal jackfruit  TBD (cost of POSM + cost of
floor rent)
– Recipe booklet: A small booklet / leaflet with Jackfruit recipes to be given to the stores  Rs3 Lacs
– Participation in the cookery show / Kitty Party / RWA activations  Rs 5 Lacs
• Trial Generation: Rs 5 Lacs
– Suggestive selling / Promoters in key stores
– Plan – B: Free sample of frozen jackfruit with frozen peas 500g – in November
• Grand Launch & Press Meet: Rs5 Lacs
– Approx 200 participants; Venue & food cost @ Rs1400 per plate = Rs3 Lacs approx. (including conference
rom cost)
– Freebies, giveaways  Rs2 Lacs
 Expectation from Sales
 Place in 100% covered outlets 

 Drop size per outlet – 300g 24 packs Booth, 300g 48 packs MRF & 300g 12
packs GT.

 Execution of POSM in every outlet

 Educating store owners and staff members about USP of Safal frozen
Jackfruit.
 Grand Launch
Objective  To Make Jackfruit as Next Big
Product after Frozen Peas

Launch Meet 
• Product description & USP

• Marketing Inputs
( GTM & Communication)
• Q&A

• Gift Hamper for the Participants

• T- Shirt
• Product Sample
• Product Info Booklet
• Lunch

Press Conference post lunch

 Sales projection :

Projections / Yr1 (9 Yr1 Yr2

Est. months) Yr2 Yr3   (CR) (CR) Yr3(CR)

Volume (MT) 74 161 193 0.75 1.56 1.88

- Booth 7 9 10 0.07 0.10 0.11
- MRF 45 97 118 0.43 0.92 1.12
- GT 22 54 66 0.26 0.54 0.65

Yr1 Sales 74MT & Value Rs.0.75 Cr. by March 2017-

18.
Post Lauch Analysis
Current Status
Future Plans