10-04-2017, 08:53 PM
The dairy co-operative movement and the legendary White Revolution have finally begun spawning billion dollar entities in their own right. If Gujarat Cooperative Milk Marketing Federation s (GCMMF) Amul has already made it to the billion dollar club (it clocked a turnover of Rs.4,300 crores during fiscal 2006-07) thanks to intelligent marketing of milk, ice cream and butter milk; arch rival, the Rs.2,200 crore Mother Dairy (wholly-owned National Dairy Development Board NDDB co-operative), is revving up to unleash its million dollar game plan to become a pan-Indian billion dollar food brand by 2010.
Walk into the Mother Dairy office in Delhi and huge cut-outs of their product portfolio (which they market and sell) from the newly launched Chillz ice cream, to Mother Dairy milk, Hot Snacks, Safal frozen fruits and vegetables, Dhara vegetable oil, et al adorn the space. From pricing to penetration, brand positioning to exports, Mother Dairy is leaving no stone unturned to win against Amul and global giants like HLL and Nestle. In fact, Amul s billion dollar tag has only boosted the aspirations of Mother Dairy, with the co-operative having broken into a rash to give their nemesis serious competition. If Amul (despite spending just 1% of its turnover on promotions) has the incredibly dependable utterly butterly delicious girl by its side, Mother Dairy too is flaunting new ad campaigns for its Chillz ice cream.
However, the going is not going to be all that easy for Mother Dairy. Amul clearly leads in the butter, whole milk, cheese, ice cream, dairy whitener, condensed milk and saturated fats segments, while global biggies like Nestle and HLL s Kwality Walls are stalwarts in their respective segments. Also for now, Mother Dairy s dairy products are largely restricted to pockets in northern, western and eastern India. So how does Mother Dairy plan to emerge as a dominant pan-Indian player in the sector? Ask Paul Thachil, the CEO of Mother Dairy India and the answers come easy. He is banking on aggressive pricing, innovative products and superior penetration to do the trick.
Mother Dairy Fruit & Vegetable Pvt Ltd is an Indian company that manufactures, markets and sells milk, milk products and other edible products.[1] Its milk products include cultured products, ice cream, paneer and ghee under the Mother Dairy brand. The company also sells edible oils, fresh fruits and vegetables, frozen vegetables, and processed food like fruit juices, jams, pickles etc. Mother Dairy was founded in 1974, as a wholly owned subsidiary of the National Dairy Development Board (NDDB).
Marketing Mix: Product, Price, Place, and Promotion (4Ps)
