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NATIONAL

INSTITUTE OF RURAL
DEVELOPMENT AND PANCHAYATI RAJ,
HYDERABAD


APPROACH PAPER

ON

By Product Marketing: Yogurt.


Submitted by: Group 7

Group members: 
1) Vishal Audi 
2) Debottam Chakraborty 
3) Rajendra Balotia 
4) Vishal Mishra 
5) Sahdeo Kumar 
6) M. Shoaib Shaikh 
7) Osbert Mutale 
8) Sania 
Contents

INTRODUCTION: ..................................................................................................................... 3 

SWOT ANALYSIS: ............................................................................................................................... 3 

EXISTING MARKET STATUS: ............................................................................................................ 4 

OBJECTIVES OF THE STUDY: ................................................................................................ 5 

METHODOLOGY ADOPTED: .................................................................................................. 5 

OBSERVATIONS: ..................................................................................................................... 7 

PROPOSED MARKETING MIX: .............................................................................................. 7 

ACTIVITY SCHEDULE AND TIMELINE: .............................................................................. 10 

PROPOSED BUDGET: ............................................................................................................ 11 

Annexure 1. Questionnaire for Retailer ................................................................................. 12 

Annexure 2. Questionnaire for consumer .............................................................................. 13 


INTRODUCTION:
 

Yoghurt and sour milk products are part of the Indian food culture and this is expected
to continue in the forecast period mainly due to its health benefits. With the advent of
functional products, and the emphasis on low calorie, low sugar, digestive products, the
global dairy industry is undergoing a paradigm shift. Instead of the traditional milk,
cheese, and butter concepts, more functional products such as Yoghurt, probiotics, etc.
are now being accepted as the medium of delivery for beneficial functional ingredients.
With existing flavours and the introduction of new flavours like mint and spicy, the
category is expected to attract more consumers who are looking for a healthy dessert.

The product offerings in the packaged segment range from plain Yoghurt to a plethora of
varieties including probiotic, vitamin‐ fortified, stirred, creamy, and pulp‐laced, and span
both the most basic of flavors like vanilla, mango, pineapple, and strawberry and also
more exotic fruits such as raspberry and plum. In terms of pricing, INR 18‐20 is the usual
price point for a 100 ml cup.

SWOT ANALYSIS:

Strengths Weakness
 Low fat content.  Absence of market for Yoghurt in
 Helps in better digestion in small scale enterprises.
 Value added flavours that will  New product to the market.
attract young consumers.  Needs compulsory refrigeration.
 Higher nutritional values over
curd.
 Can last longer than expiry date.

Opportunities Threats
 Ability to generate huge profits  Lower prices of Competitive
from institutions in bulk products like curd and buttermilk.
quantities.  High funds for promotion used by
 Ability to obtain huge margins International players entering
from selling small quantities. Indian markets.
 Can serve as a eliminator to other
digestive products.
EXISTING MARKET STATUS:

Packaged
Sl. No. Yoghurt Packaged Yoghurt and other products
& Other
products
Anand Milk Union Limited, the largest cooperative, launched the
Yoghurt range in early 2011 with the “Flaavyo” brand. The range
1. AMUL
includes fruit‐based flavors like Mango, Strawberry, Pineapple, and
Vanilla, and also Mishti Doi (Sweet Curd)
Under the umbrella brand of “Nestlé Milkmaid”, their affordable
Yoghurt range is tempting customers. Nestlé is playing it safe with two
2 Nestlé basic flavors of mango & strawberry in the market. The company also
touches upon the health instinct of customers with the claim that the
products as 98% fat‐free.
Their wide distribution network in Delhi and Mumbai makes for great
Mother
3 visibility, and, under the brand name “b‐Activ”, they offer tailored
Dairy
Indian products like lassi , Chach and flavored yoghurt.
After the success of Daily Fresh Dahi, Britannia further forayed into
healthy, milk‐based products with the launch of flavored Yoghurt in 3
4 Britannia exciting flavors, Mango, Vanilla, and Strawberry, which is fortified
with 5 active nutrients, viz. Iron, Iodine, Calcium, Zinc, and Vitamin A,
and is available in Mumbai, Delhi, and Bangalore.
Danone launched its creamy stirred Yoghurt in 2011 to target the
health‐conscious population in India, in three flavors ‐ plain sweet,
5 Danone
strawberry, and pineapple, at outlets in Delhi/NCR, Mumbai, Pune,
Hyderabad, and Bangalore.

Karnataka Cooperative Milk Producers Federation Ltd became the leader in the category
in 2017 with a 16% current value share, overtaking Gujarat Co‐operative Milk Marketing
Federation Ltd by a meagre 0.3 percentage points. The company has ventured into
neighbouring states, setting up milk parlours across Karnataka with pricing challenging
most of the other brands. However, Gujarat Co‐operative Milk Marketing Federation Ltd
is not far behind as it too has a well‐established distribution network and good
penetration, so it is providing the leader with tough competition.


OBJECTIVES OF THE STUDY:
The factors that are supporting growth of Yoghurt include the wide availability of raw
material that ensures an easy entry, and easy exit, from the market. The existing
distribution network of established players and channel partners can be utilized to reach
the final consumer, and the increasing reach of organized retail formats, in highlighting
their extensive product range to a larger target audience, along with attractive packaging
and competitive promotions, helps in enticing consumers to both for trials and in making
repeat purchases.

With the broad consumer acceptance of packaged Yoghurt and frozen Yoghurt products
which satisfy their lifestyle and convenience needs, the market is expected to grow,
encouraging more regional, national, and international players to enter the market. The
existing players are making efforts to widen the consumer base, by, for instance,
introducing pack sizes and variants at lower price points to target rural consumers.

Hence, the objectives of this pilot study are as listed below:

 To assess the level of awareness of Yogurt about its health benefits.


 To enhance the use of those products amongst consumers with regard to
their convenience of longer use.
 To improve marketability of milk in terms of Yoghurt as an everyday snack.

METHODOLOGY ADOPTED:
Under Research Methodology there are three types of methods for market research in
the term of consumer awareness, they are as follows:

a) The observation method


b) The experimental method
c) The survey method inclusive of panel method.
In observation, method data are collected on the direct observation. No talks take place.
By observing the person, the analysis makes the inventory as to product used by him at
his home or kept as retailers stocks. Visits to Dairy Farm was part of it.

In experimental method it is based on the concept that small‐scale experiment is useful


to indicate the expectations of large‐scale experiment

The survey method information is gathered directly from individuals three ways:

1. Questionnaire
2. Door to door survey
3. Customer feedback form

The survey method is also mentioned as the “Questionnaire Technique” they are also
segregated by:

1) In factual survey
2) Opinion survey
3) Interpretative survey

For our project point of view, the methods mainly used are:

1) Survey by route ride


2) Personal interview by questionnaire technique.

1. The survey method by route ride means, we met the retailers from outlets to
outlets. This survey method helps us a lot to understand about the distribution
system& supply chain management and to understand the problem of retailers
and other people.
2. In addition to the personal interview by questionnaire technique. In this survey
method we personally interact with customers to get their feedback and their
opinion about Yoghurt market & potential as a dairy commodity.



OBSERVATIONS:

 Yoghurt seems to be a new commodity to many retailers & initially they were
sceptical about the product’s scope.
 However, gradually during the course of the conversation, they were convinced
about the product since we laid stress on the health benefit yoghurt has.
 Yoghurt can be a substitute to traditional ‘dahi’.
 Shelf life of yoghurt is a crucial factor for retailers, hence to convince them about
it enhanced their confidence in the product.
 Customized packaging of yoghurt will increase its sales prospects hence diversity
in terms of size & price segments will be good as per the retailers.


PROPOSED MARKETING MIX:




The concerned enterprise may target institutions like NAARM, MANAGE, NIRDPR and
TISS etc. as they have substantial and varied student population. Since, Dahi is an integral
part of their Cuisine; it is probable that the local denizens who want to consume it in a
more refined and hygienic manner.

Most of the existing players in the Yogurt market use a mixture of cow’s and buffalo’s milk
to process and make yogurt. National players like Amul sell yogurt in Indian markets at
₹20 for 100 grams approximately. However, international players like Danone sell yogurt
atfairly higher price of about ₹25.

Since yogurt is highly consumed by urban end‐consumer and it is treated more of a luxury
than a necessity, this plan is prepared to convince the consumer to begin to contemplate
the need for yogurt as part of daily food habits.

In order to generate the need, the market intervention form chosen is to introduce
yogurts to consumers as a snack item that fulfils the market niche between buttermilk
and curd. Priced ₹5‐8 higher than curd, yogurt has its own individual benefits that caters
to every consumer of curd or buttermilk.

Place:
Selling within Rajendranagar, there is a high student population with around 5
institutions prominently located in this area. With people of varied age groups in these
institutions, consumption of yogurt will help in various health benefits those mentioned
in the SWOT analysis.

Price:
With existing price of yogurt at ₹20/100gms, this unit will provide initially supply yogurt
at ₹5 less in order to gain trust of retailers and loyalty of consumers. This will not result
in a loss as nation wide players like AMUL incur logistic charges to reach out to wider
markets ; like Rajendranagar.

Product:
Curd and yogurt are two interchangeable terms, or so most of us think. They are almost
similar, and yet, are different types of dairy products. Curd refers to milk solids obtained
by adding an acidic curdling agent to the milk. In contrast, yogurt is made by fermenting
boiled and cooled milk with a live bacterial (lactobacillus bulgaricus. steptococcus
thermophilus) culture and letting it solidify.



Nutrition Charts for Curd and Yogurt

Serving Size: 100 grams

Nutrition Amounts in Amounts in


Yogurt Curd

Calories 95 98

Total Fat 1.2 g 4.3 g

Protein 11 g 32 g

Carbohydrates 47 g 65 g

Vitamin 4 140
A international international
unit unit

Vitamin 0.278 mg 0.25 mg


Vitamins  B2

Vitamin 0.75µg 0.35 µg


B12

Vitamin 0.01 mg 0.08 mg


E

Calcium 110 mg 83 mg

Iron 0.07 mg 5.25 mg


Minerals
Sodium 36 mg 1.25 mg

Zinc 0.52 mg 0.25 mg



From above data, it is noted that with high protein content in yogurt, low fat content,
better digestion, yogurt can be used a substitute product that caters to all children, youth
and older individuals of a locality as it has varied health benefits.



Promotion:
 Targeting bulk consumer targets like institutions by advertising health benefits
and longer shelf life of yogurt and offering lower prices with already existing
market stakeholders is one way of approach.

 In order to persuade retailers to supply yogurt, it is a best practise to supply
yogurt in low quantities of at least 20 gms in individual pieces. This is justified as
a best practise as it is a calculated risk that small quantities generate large
margins. Additionally, retail outlets will persuaded to advertise yogurt by setting
up their retail boards with a logo and name of this yogurt brand.

ACTIVITY SCHEDULE AND TIMELINE:


 

S. No. Activity Steps Day required

Understanding dairy by‐


1 Preliminary Survey 2
product market

Outlining the approach


2 Listing out objectives 1
paper

Questionnaire preparation for


3 Questionaaire Preparation 2
consumers and retailers
Communication with
4 one on one interviews 3
consumers and Retailers
Product, Place, Price &
5 Devising marketing strategy 1
Promotion
Approx funding for performing
6 Budgeting 1
each activity
Summarizing the responses
7 Findings of Schedule 1
from the prepared schedule
Group Meeting among
8 Presentation for Preparation 1
members
9 Report Preparation Report Finalization 1



PROPOSED BUDGET:
 

Sl. No Item Unit Cost (Rs.) Timeline
Preliminary Survey 2 persons 600 2 Days
1
1.1 Questionnaire Preparation
1.1.1 For Retailers lump sum 400 2 Days
1.1.2 For customers lump sum 300 2 Days
2 For Printing 100 (Approx.) 400 1 Days
3 Stationaries lump sum 200 1 Days
4 Mobile/Internet lump sum 600
5 Other Expenses lump sum 1000
Total 3500




























Annexure 1. Questionnaire for Retailer  

1. Do you sell yoghurt in the store?
___________________________________________________________________

2. Which brand of yoghurt do you sell?
___________________________________________________________________

3. What is the price of one packet?
___________________________________________________________________

4. Why do you sell this brand? Kindly tell the margin you, get for selling that
brand?
___________________________________________________________________

5. What is the demand of this product annually? _ _ _ _ _ _ _ _ _ __ _ _ __ _ _ _ _
In which month of the year the demand is more and yoghurt is least in which
month the demand for having yoghurt is least _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
_

6. According to you, which age group prefers having yoghurt the most?
___________________________________________________________________

7. Who are the other players of selling yoghurt in the vicinity?
___________________________________________________________________

8. Did you know about the product earlier? If yes, when and how
___________________________________________________________________

9. Does your distribution quantity vary depending upon the demand ratio?
___________________________________________________________________

10. Does your distribution price vary as well?
___________________________________________________________________

11. Do you receive any complaints from the customers about the products? If yes
what are they, Kindly indicate ______________________________________________
__________________________________________________________________









Annexure 2. Questionnaire for consumer 

1. Does your institute consume yoghurt?
__________________________________________________________________

2. If yes, how did you came to know about the product? Kindly indicate the media
through which, you came to know about it?
___________________________________________________________________

3. During which months specifically you consume yoghurt.
___________________________________________________________________

4. Which brands of Yoghurts do you prefer? Please indicate the reasons for
preferring that particular brand
___________________________________________________________________

5. How much quantity do you buy it at existing state? If not yoghurt, what is the
substitute you would prefer instead of it?
___________________________________________________________________

6. Do you think it is good value for money?
___________________________________________________________________

7. If your reply to the above question is no, please specify reasons behind it?
___________________________________________________________________

8. If Yes, Then what kind of extra features and service you would suggest in the
product
___________________________________________________________________

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