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Mother Dairy: Capturing Retail Outlets for sale of Mother Dairy products

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Centre for Management's PGDBM Semester III student Luv Joukani won Best Summer Intern of the Year for his summer internship work at Mother Dairy. Here is a summary of his experience.

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Mother Dairy: Capturing Retail Outlets for sale of Mother Dairy products
Milk Dairy Product Ice-cream Edible Oil Frozen Juices and Fruit beverage Processed food Grocery
The ice-cream market in India is of Rs 1800 cr (approx) Mother Dairys share is around 18% In Mumbai, Vadilal, Amul and Kwality Walls are the leaders.
Choosing a specific retail outlet that can be converted into Mother Dairy outlet through OYA(Own your asset) program To increase the sale of mother dairy ice-cream by increasing the number of retail outlets. Factors influencing in New Retailers mind for buying new Deep freezer. What do Retailers looks before opening Ice-cream parlor in their shop?
Cold calls after market mapping Margins Quality Reasonable pricing Mother Dairy maintenance free asset
Location Type of shop Purity with other company and product assets Footfall in the particular shop Proposed place to keep company asset
People willing to spend Customer(Retailer) wants service, margin not the only criteria. A Grade areas purchase big packing ice- cream more as compared to small packing such as sticks, cups etc Sale in summer season very high, Decrease in sale in rainy season by more than 50%
Motivators After sales service Fridge maintenance Product availability Hygiene Factors Margin Timely order taking and delivery Quality
Advertise on Television, radio or through events to increase market awareness and visibility. Concentrate on Motivating factors.
Opened 34 New retail outlets
www.motherdairy.com http://www.business- standard.com/article/companies/how- mother-dairy-is-planning-to-serve-its-ice- creams-nationally-113052400678_1.html
Presented By:- Luv Joukani

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Mother Dairy: Capturing Retail Outlets for sale of Mother Dairy products

  • 2. Milk Dairy Product Ice-cream Edible Oil Frozen Juices and Fruit beverage Processed food Grocery
  • 3. The ice-cream market in India is of Rs 1800 cr (approx) Mother Dairys share is around 18% In Mumbai, Vadilal, Amul and Kwality Walls are the leaders.
  • 4. Choosing a specific retail outlet that can be converted into Mother Dairy outlet through OYA(Own your asset) program To increase the sale of mother dairy ice-cream by increasing the number of retail outlets. Factors influencing in New Retailers mind for buying new Deep freezer. What do Retailers looks before opening Ice-cream parlor in their shop?
  • 5. Cold calls after market mapping Margins Quality Reasonable pricing Mother Dairy maintenance free asset
  • 6. Location Type of shop Purity with other company and product assets Footfall in the particular shop Proposed place to keep company asset
  • 7. People willing to spend Customer(Retailer) wants service, margin not the only criteria. A Grade areas purchase big packing ice- cream more as compared to small packing such as sticks, cups etc Sale in summer season very high, Decrease in sale in rainy season by more than 50%
  • 8. Motivators After sales service Fridge maintenance Product availability Hygiene Factors Margin Timely order taking and delivery Quality
  • 9. Advertise on Television, radio or through events to increase market awareness and visibility. Concentrate on Motivating factors.
  • 10. Opened 34 New retail outlets