MOTHER DAIRY HISTORY OF MOTHER DAIRY
It was set up in 1978 under, Operation Flood-I‟ scheme of Govt. of India. Today Mother Dairy Kolkata is a household name and the Dairy is a premier dairy player in the state of West Bengal that has completed 33 years of dedicated service by serving innumerable small and marginal village milk producers and a wide cross-section of urban consumers. It safeguard the interest of rural milk producers by encouraging cooperative movement and marketing surplus milk available from villages thus helping milk producers to realize their own potential through organized endeavour and creation of more rural wealth. It is set up on 27 acres of land at village Kuasaigachi on Kolkata-Delhi national highway no.6 in an eco-friendly
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The brand has bulk vending booths and mobile booths which adds to its competitive advantage. Mother Dairy is predominantly located in north and west of India. It is only recently that the brand has expanded to the south as well. Mother Diary is aiming at reaching top notch in ice-cream sales in the next five years. Dairy products have short shelf life hence it is more appropriate to procure local production and processing units to ensure quality and freshness of products.
PRICING STRATEGY
Mother Dairy should assume a low price strategy to make their products more affordable to all classes of people. However, in comparison to its competitors, the price is lower. There is a large opportunity for Mother dairy to reposition its brand strategy through price strategy. Nevertheless, pricing strategy should also keep in mind that low pricing should not compromise quality of the products which consumers have a trust on. Further, low price will not sustain competitive advantage. It can promote business for a short-term during which the company has to look for other brand strategies.
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In the ice cream business, where Mother Dairy trails market leader Amul and Kwality Walls, its advertising and promotions budget will double. Amul, which is the market leader with 38% market share, Kwality has an 16% market share and Mother Dairy has about 8%.Mother Dairy expects new markets to drive up sales of its ice cream by 41% this year, compared to 25% growth last year. Set up in 1974 to provide marketing and retail operations for the National Dairy Development Board, which developed India’s milk cooperative movement, Mother Dairy has sales of Rs2,200 crore. More than half of such sales comes from milk sales. It also sells vegetables, oil, ice cream and yoghurt. The company intends to have up to 4,000 outlets selling its ice creams in Mumbai by year end from around 2,000 now. But extending its distribution network could be the hardest part, analysts said. Gaining a foothold in Mumbai and Kolkata will also reduce the seasonality of its ice cream business. Nationally, 45% of all ice cream sales take place in March, April and
also known as WIC supplies almost fifty percent of the infant formula used in the US at no
Shimla Dairy is not among the current leading players in the market. The market leader's (Britannia) production capacity per day is almost 50 times that of Simla Dairy. With nearly 29 varieties of products, Shimla is now trying to increase the product line further. The company currently has 2 plants one at Shimla and the other at Kiarighat with a total capacity of 10000 litres of milk processing. With the Cheese industry slanting towards the growth phase, there is expected to be high increase in the competition, both from the domestic and the foreign players. This gives rise to number issues which concern the management. Which are as stated below:
There are several factors that go into deciding whether products can be considered safe for consumption. One process in deciding for dair is SCC, or Somatic Cell Count. The SCC is a count of all the white blood cells existing in milk products. If a certain number is reached, the milk is considered infected. An article entitled Somatic Cell Count- Milk Quality Indicator states, “A threshold SCC of 200,000 would determine whether a cow is infected with mastitis… Cows infected with a significant pathogen have an SCC of 300,000 or greater” (“Somatic Cell Count”). It is also stated that in Europe, “milk with an SCC of more that 400,000 is deemed unfit for human consumption” (“Somatic Cell Count”). While 400,000 is considered unsafe in Europe, The United States Department of Agriculture allows for “Grade A milk shipments” to have a maximum SCC of “750,000 cells/mL” (“Determining U.S. Milk Quality”). It’s questionable what actually is safe for consumption. No mammal other than humans consume milk after infancy, and especially not from other mammals. Needed calcium is easily obtained through consumption of various vegetables and nuts. People just aren’t meant to drink milk. Dairy is the most common food allergy out there. A concept easy enough for kids to understand, an article from Kidshealth.org explains to lactose intolerant children, “[Y}our body starts making less lactase when you’re around 2 years old” (“Lactose Intolerance”). Because at 2 years of age, a person is no longer an infant, and therefore the body thinks that a person isn’t going to be drinking milk anymore. Dairy consumption can even lead to cancer. In an article entitled Milk and Prostate Cancer: The Evidence Mounts it is stated that “Major studies suggesting a link between milk and prostate cancer have appeared in medical journals since the 1970s” (“Milk and Prostate Cancer”). One of these studies indicated that “frequent dairy could increase
This article goes into depth on the different components that make up breast milk’s nutrient content. The article also goes over the different types of milks that a mother produces when feeding her infant. It also brings up that every mother’s milk is different because breast milk will change itself based on an infant’s nutritional needs. Both authors work at the Center for Interdisciplinary Research for Human Milk and Lactation which means both authors have a strong knowledge about breast milk. All sources they
Milk today is not what it used to be. Only three percent of the U.S. population regularly consumes raw, unprocessed milk regularly (CDC). Before the process of pasteurization, cultures throughout history thrived on raw milk. In America, the first cows were brought to the Jamestown colony in 1610. Cottage dairying in America started in 1620, with the large importation of cattle from Europe. As the nation moved west, settlers sought pastures and room for more cattle. Most families had a family cow, and even small dairies were family-owned. During this time, cows fed off lush, green pastures. Ron Schmid observes, in his Untold Story of Milk, “Milk in America at the beginning of the nineteenth century was of the same character as the milk that had nurtured humanity for many thousands of years . . . This was soon to change, as the growth of the cities would lead to changes in milk that would have devastating effect...
The dairy industry in Canada is heavily regulated and organized. It has adopted a system of supply management and collective marketing that ensure a balance between the demand for dairy products and the supply for industrial milk. This
Elvin Brandt, a farmer in Lancaster, Pennsylvania, has been milking cows for half a century. (24 September 1998). Before beginning, a cow must be present, or it’s fruitless to read on. Milk is made and stored in the cow’s udder. The udder is a large predominantly round sack under the cow toward the back between the two back legs. It is “divided into four separate quarters, each having its own milk supply” (Dairy Farm: Where Does Milk Come From?). At the bottom of each quarter is a teat (Ibid.). Milk shoots out of the teat when you simultaneously pull down and squeeze the teat (Brandt).
Milka is one of Mondelez International Inc. brands and the leading European chocolate. Milka chocolate unique lilac-colored packaging and the famous lilac cow symbolize the brand together with its Alpine heritage. Created by Suchard in 1901, Milka became very quickly the milk chocolate tablets specialist, which is now expanding to more delicious varieties and new products. ("Mondelez international," 2014)
The technology that was readily available in the 1960’s influenced consumer’s capability to keep their milk fresh. Prior to the use
Central Idea: Milk is a beverage that is consumed by many people around the world.
Human Breast Milk is touted as the perfected food for infants. There is extreme pressure placed on new mothers to nurse or feed expressed breast milk (EB) elusively for the first six months of life. The extreme of this can be defined by a group called La Lache League International.
Since its inception in 2001, Fonterra Co-Operative Group Limited (Fonterra), the largest company in New Zealand, has grown to be the world’s 4th largest dairy company in 2013 (Robobank, 2013). Fonterra is the largest dairy exporter of the world and it controls a third of global dairy exports. Fonterra has huge pool of talents of 16,000 staff locally and internationally to make dairy available every day to millions of consumers ...
The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players in this industry Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls brand. Amul with an estimated market share of 35% is rapidly gaining market share and lastly Vadilal is the player in the national market with 8-9% of the market share.
Once the product is accepted the organisation would experience a high growth rate. For example, PAX Yogurt Company which originates on Mount St. Benedict, is a local company which developed seven different flavours of yogurt into the market, they are: almond, guava, passion fruit, pineapple, soursop, strawberry, natural (plain) and vanilla. The primary objective was to meet the customers’ needs with a good quality product at an affordable price in order to return high sales and profitability for the company. It is imperative at this stage, that particular attention should be placed on creating strategies for pricing, place or distribution and promotion so as to establish a market presence and create a suitable demand for the product. Pricing strategies include price skimming and price penetration. It is advisable at this stage to employ the price skimming strategy for example, pricing the product at the highest point possible. Prices can then be lowered when demand starts to
Branding experts could not imagine how Olper’s could distance itself from its parent company’s incredibly unappetizing, chemical-laden, and non-edible roots. Yet, by the end of 2006, sales for Olper’s Milk had reached Rs.1 billion (approximately US$ 15 million) and in 2008, the brand has a market share of close to 22 percent—second only to Milk Pak (estimated at 40 percent). The critics had to grudgingly accept that the new entrant to the multi-billion rupee packaged milk category meant business.