Market

Analysis
Aarong Low Fat
Milk Powder
Fiber Enriched

Submitted by: Group 06

Principles of Marketing
MKT201 Group 06
Our Team Members
Faculty: Mr. Sheikh Mohammad
Fauzul Azim Humayra Mokarrama 1820953
Labiba Anjumi Kabir 1910042
Tahmid Bin Zaman 1910097
Section 04
Autumn 2020
Nafizul Haque 1910619
A. K. M Asibul Haque 1911239
GM Prothit Shams 1930476
Our Product
Aarong Low Fat Milk Powder

The ideal choice for a healthier and

smarter way of life.
Aarong Low Fat Milk Powder
Brac Dairy, established in 1998, commenced their project with a
noble cause to create a profit making platform for the rural dairy
farmers.

Currently, Brac Dairy has 102 chilling centers where they store
their collected cow’s milk and sell them across Bangladesh
through their well established distribution channels under the
brand name Aarong Dairy.

As Brac Dairy & Food Project’s goals expanded, they resorted to

introduce more and healthier choices to their consumers. This is
where Brac introduced the Aarong Low Fat Milk Powder.
Assessment of 4 Ps
Product
I. Brand Image
II. Variety Price
III. Packaging 400 gram = 320 /-
IV. Size
Assessment of 4 Ps
Place
I. Aarong Retail Outlets
II. General Stores Promotion
III. Departmental Stores I. Local availability in retail stores
IV. Shopping Websites II. E-Marketing
III. Newspaper Advertising
IV. Billboard Advertising
Market Segmentation
Understanding Our Customers

Segmentatio
n

Healthy, active, self-

conscious
Psychograph
Competitors Analysis
Matured market: The pie chart below shows
1
the result of the survey we conducted
regarding the low fat milk powder consume
in our country.
2 The immediate competition for Aarong Dairy is
Nido. It is shown by the orange part of the pie
chart. They have an affable, light-hearted, yet
effective branding in the market.
3 Whereas Milk Vita and Dano have a greater
marketing focus on establishing the
effectiveness of their product. They do this
using playful & catchy taglines in their Ad
campaigns. Milk Vita is shown in grey and
Dano is shown in yellow.
4
The green market is comprised of premium luxury
international brands targeted to the High Income
Group.
Competitors’ Pricing
Competitors’ market price and market share

28.6% Nido ● Sold at BDT 600.

● Sold at BDT 284.

21% Milk Vita

● Sold at BDT 330.

14.6% Dano

35.8% Others ● Insufficient Data.

Interview with a potential low fat milk Consumer
How long have you been consuming this product? What are the obvious effects of it?

I’ve been consuming the product for almost a year and a half. As a regular consumer of milk, be it with tea,
coffee, cereals, low fat milk powder has helped me consume it without hesitation and also its makes me feel
healthier.

Do you prefer any variation in the product? How do you feel about a fiber enriched low fat
milk powder?
If there would be flavour variations as well as higher health benefits to the milk powder I’d be a much more
happy customer.
New Version
Fiber Enriched Low Fat Milk Powder

Introducing a new, improved and specifically

engineered low fat milk powder with
minimum fat and lactose per 100 gram
serving.
The Big Idea
We have been able to identify a gap in
the market for serious and clinically
effective low fat milk powder.

1. “Fiber Enriched low fat milk

powder with low carbohydrate”
we ensure insulin lowering
effects.
2. Soluble fiber which helps the
lactose intolerant people as well
as anyone who suffers from
gastrointestinal symptoms.
3. Highly suited for making and
baking other dishes that require
dairy in any form.
 Types of Segmentation we
have chosen:

Segmentation
 Demographic Segmentation

For Demographic Segmentation, we chosen the following variables:

● Income
● Age
● Occupation
● Gender
● Education
 Psychographic Segmentation

For consumers who:

● Lead a healthy and active lifestyle, and are self-conscious.
● Are mild or moderately Lactose Intolerant.
● Face gastrointestinal problems whenever they consume dairy
product.
Targeting We have chosen micromarketing as
the type of targeting strategy for our
Strategy product. Our target market consist
of a rather specific sector of the
population who are mild to
moderately lactose intolerant, health
conscious individuals due to their
income, age, occupation, gender
and education.
Positioning Strategy
1 Product Positioning Strategy

In the latest take on our low fat milk powder

we ensure minimum fat and lactose as we
have successfully incorporated soluble fiber
which help our lactose intolerant consumers
as well as customers who suffer from 2 Price Positioning Strategy
gastrointestinal symptoms.
Research result: insulin response was
significantly low for our fiber-enriched milk Ensuring availability and affordability for our price
powder (AUC, P = 0.007). sensitive, convenience centered and status conscious
customers, we are setting the price at 500/- for 400 gram
packs.
Positioning Strategy
3 Place Positioning

Ensuring availability in all

1. General stores all around Bangladesh.

2. Departmental stores as Meena Bazar, Shwapno,
Agora.
4 Promotion Strategy
3. Aarong Dairy website.
4. Online shopping sites as Evaly.com, Chaldal.com, 1. Launching our product in trade fair.
2. Digital and social media marketing.
FoodPanda, Shohoz, UberEats etc. 3. Billboards around the city with message to
raise awareness.
4. Attractive offer deals at Dhaka International
Trade Fair to gain proper publicity and media
coverage.
Differentiation Strategy
1 Product Differentiation

2
Service Differentiation 3
People Differentiation

4
Image Differentiation
Thank You!
Open for questions now.