A MINI PROJECT REPORT ON
“MARKETING STRATEGIES OF MOTHER DAIRY INDUSTRY ”
SUBMITTED IN PARTIAL FULFILLMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
BUDDHA INSTITUTE OF MANAGEMENT
GIDA GORAKHPUR
AFFILIATED TO
Dr. A. P. J. Abdul Kalam Technical University Uttar Pradesh
SUMITTED BY SUBMITTED TO
NANDANI DEPT. OF BUSINESS ADMINISTRATION
ROLL NO: 48
MBA 2nd semester
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TABLE OF CONTENT
S.N. TOPIC PAGE
.NO.
1. ACKNOWLEDGEMENT 3
2. DECLARATION 4
3. PREFACE 5
4. INTRODUCTION 7-18
5. OBJECTIVE OF THE STUDY 19
6. SCOPE OF THE STUDY 20
7. RESEARCH METHODOLOGY 21-22
8. DATA ANALYSIS 23-28
9. LIMITATION OF THE STUDY 29
10. FINDINGS/ SUGGESTION 30
11. BIBLOGRPHY 31
12. ANNEXURE 32
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ACKNOWLEDGEMENT
Acknowledging gratitude and verbalizing it can sometimes feel like a challenge, but it's a testament
to our sincerity when we find ourselves struggling to adequately express our warmest thanks. Our
project owes its completion to the unwavering support of Mrs. Deepika Seth. She tirelessly guided
us through the preparation of the mini-project, offering assistance whenever we encountered
difficulties. Here welcoming demeanor facilitated our success, and we extend our heartfelt
gratitude and a profound sense of obligation to Mrs. Deepika Seth, our esteemed project supervisor,
for her timely support and supervision. We extend our thanks to Mr. Rama Raman Pandey, our
Head of Department, whose unwavering support and insightful guidance were invaluable
throughout the project. We also express our gratitude to Dr. Abhishek Tripathi, the honorable
Director of our college, for his continuous cooperation and support. Lastly, we extend a sincere
word of thanks to our families and friends, whose unwavering support and encouragement
provided the strength needed to navigate this journey
THANK YOU
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DECLARATIONI
hereby declare that this project report entitled “A MARKETING STRATEGIES OF MOTHER
DAIRY INDUSTRY ”was carried out by me for the degree of MBA. This project report has not
been copied, duplicated or plagiarized from any other paper, journal, document or book and has
not been submitted to any educational institute or otherwise for the award of any certificate,
diploma degree or recognition. This is an authentic piece of work and in case there is any query
regarding the same, I shall be held responsible for answering any queries in this regard.
NANDANI Date:
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PREFACE
During the preparation of this project on “A MARKETING STRATEGIES OF MOTHER DAIRY
INDUSTRY”. I have meticulously delineated all crucial aspects. I have exerted my utmost efforts
to eliminate any errors that may have arisen. I take great pleasure in expressing my gratitude to all
those who have provided invaluable suggestions and guidance throughout this endeavor. Special
thanks are due to Mrs. Deepika Seth for their inspiration and support. Additionally, I extend my
heartfelt appreciation to my parents and teachers, whose encouragement and direction propelled
me towards the successful completion of this project.
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INTRODUCTION
the dairy sector in the India has shown the remarkable development in the past decade and India
has now become one of the largest producer of milk and value -added milk product in the world
.The dairy y sector has developed though co-operative in many parts of the country . During 1997
-98 the state (Delhi Haryana Uttar Pradesh )had17574 million tones product capacity which rose
29719 million tones by the year 2012 in additional to many government co-operative society and
chilling centers have being made.
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ABOUT DAIRY INDUSTRY
The dairy sector in the India has shown remarkable development in the past decade and India has
now become one of the largest producers of milk and value-added milk products in the world. The
dairy sector has developed through co-operatives in many parts of the country. During 1997-98,
the States (Delhi-Haryana-Uttar Pradesh) had 17574 million tones production capacity, which rose
to 29719 million tons by the year 2012. In addition to many processing plants, many government
co- operative societies and chilling centers have being made.
About the Indian dairy Industry
In India, the dairy sector plays an important role in the country’s socio-economic development and
constitutes an important segment of the rural economic.
Dairy industry provides livelihood to millions of homes in village, assuring supply of quality of
milk and milk products to both urban and rural areas. With view to keeping pace with the country’s
increasing demand of milk and milk products, the industry has being growing rapidly.
According to research report “Indian Dairy Industry Analysis” India is world’s largest milk
producers accounting of around 17% of the global milk production. Besides, India is also one of
largest consumers of milk and milk products. Due to rich nutritional qualities, the consumption of
dairy product has being growing exponentially in the country, and considering such facts and
figures, my study anticipates that the milk production in India will grow at a CAGR of around 4%
during 20
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With rising use of dairy product, the secondary market of dairy product has been flourishing, my
report observed.
Covering the necessary aspects of the Indian dairy industry, the study facilitates knowledge about
its current market scenario and future growth. Analyzing the past and current state of the industry,
the report tries to find out how trends like the entry of international companies and packaging are
attracting the consumers and heeding towards further growth in the market. This way, it present a
clear picture of the direction, in which the industry is likely to proceed in the coming years.
The government Is taking several initiatives and running plans and programs like National Diary
Plan and Intensive Dairy Development Program to meet the growing demand for milk in the
country. Our report talks about such schemes, and government regulations to present an objective
and balanced picture of the industry.
The study also discusses the opportunities and strengths of the dairy market in a complete SWOT
analysis, and provides an insight into the competitive landscape. We hope that our comprehensive
research will help clients align their business strategies as per market dynamics, and make sound
investment decisions.
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COMPANY PROFILE
Type:-Private
➢ Industry :-Food processing
➢ Founded :-1974
➢ Headquarters :-Sector-1, Noida, Uttar Pradesh, India
Key people :-Dr Omveer Singh (Dy. Managing Director)
➢ Products :-DairyPulsesFruitsVegetablesVegetable Oil Products
➢ Brands :-Mother Dairy ,Safal ,Dhara
➢ Owner :- National Dairy Development Board
➢ Website:-www.motherdairy.com
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HISTORY
Mother Dairy was established in 1974 as a wholly-owned subsidiary of the National Dairy
Development Board (NDDB) of India. It was part of the Operation Flood program, which aimed
to revolutionize India’s dairy industry by creating a national milk grid. Here are some key
milestones in the history of Mother Dairy:
1970s: Mother Dairy was established to implement the National Dairy Development Board’s plan
of modernizing the dairy sector and increasing milk production in India.
1980s:Mother Dairy began expanding its operations by setting up milk processing plants and
distribution networks across various cities. Introduced poly-pack milk to ensure hygienic
packaging and distribution of milk.
1990s:Continued to grow its product range by introducing various dairy products such as yogurt,
butter, ghee, ice cream, and flavored milk. Expanded its reach to more cities and rural areas,
ensuring wider distribution of its products
2000s:Diversified its product portfolio to include edible oils, fruits and vegetables, fruit juices, and
frozen vegetables under the brands “Dhara” and “Safal. Enhanced its supply chain infrastructure
to improve the efficiency of milk collection, processing, and distribution
2010s:Focused on innovation and quality, introducing new products and variants to meet the
changing consumer preferences. Implemented sustainable practices and initiatives to support
farmers and reduce the environmental impact of its operations.
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2020s:Continued to strengthen its position in the Indian dairy and food industry by expanding its
market presence and product offerings. Emphasized digital transformation and modern marketing
strategies to connect with a younger and more tech-savvy consumer base.
Today, Mother Dairy is one of the leading dairy brands in India, known for its commitment to
quality, innovation, and customer satisfaction. It plays a significant role in supporting the
livelihoods of farmers and providing nutritious and affordable food products to millions of
consumers across the country.
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PRODUCT PROFILE OF MOTHER DAIRY
Creating a product profile for Mother Dairy involves outlining its key products and services. Here's
a chart that summarizes the main categories and some examples of products under each category:
Category Products
Milk Toned Milk, Double
Toned Milk,
Full Cream Milk,
Cow Milk,
Standardized Milk
Dahi (Yogurt). Plain Dahi
Low-fat Dahi,
Probiotic Dahi,
Mishit Dahi
Ice Creams. Cones, Cups, Family Packs, Bars
Paneer Fresh Paneer, Frozen Paneer
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Butter Salted Butter, Unsalted Butter
Chees Cheese Slices, Cheese Cubes, Cheese Spread
Milk-Based Beverages Cow Ghee, Buffalo Ghee
Lassi, Flavoured Milk, Chaach
Fruits & Vegetables. Fresh Produce, Frozen Vegetables
Edible Oils. Mustard Oil, Sunflower Oil
Frozen Products Peas, Corn, Mixed Vegetables
Probiotic Products. Probiotic Dahi, Probiotic Lassi
Mother Dairy is also involved in other value-added dairy products and has a significant presence
in the edible oils segment with its Safal brand, among others.
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PROCESS
The Process Flow of the Mother Dairy
Raw Milk Reception→Clarification→Standardization
Processed Milk←Pasteurization←Homogenization
Deep Chilling←Dispatch
Raw Milk Reception:
Raw milk received through insulated road/rail tankers at a very low temperature thus retaining the
freshness of milk. The milk goes for more than 15 stringent quality tests before it is accepted for
the processing of milk.
Milk achieved from individual producers is checked for all basic quality parameters meeting the
company specification and required norms at respective collection and chilling centres.
Milk is then supplied to the dairy units through insulated milk tankers at <4 degree
Processing of Milk:
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Processing of milk is done in basically 4 steps
Clarification
Standardization
Homogenization
Pasteurization
Clarification:
The chilled milk from the silos goes to the clarifier after pre-heating. The clarifier spins the milk
at very high speed, removing all the dust particles that are invisible to naked eyes.
Standardization:
Milk from different breeds of cow and buffalo may vary in its composition. Hence, to make Milk
uniform in composition, before supply to the market, it is standardized by raising or lowering its
fat and SNF percentage present in the milk to a desired level, so as to deliver the milk to consumers
as per prescribed norms of FSSAI.
Homogenization:
In this process, the milk is processed at very high pressure during which the large fat globules
presently in milk are broken down into tiny droplets. The milk fat gets evenly distributed in the
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milk and milk become whiter and thicker. Milk is homogenized for consumers who do not like
cream layer on top. Homogenization improves Palatability of milk and is easily digestible.
Pasteurization:
The milk is then pasteurized, named after Louis Pasteur, a French Scientist who invented the
process to use in wine. Pasteurization was first applied by Dr. Soxhiet of Germany. This involves
heating of milk to 72 degree Celsius for 15 second and then cooling it down to 4 degree Celsius.
The process kills all pathogenic bacteria present in the milk making. It makes milk safe for
consumption. Pasteurization, unlike boiling does not affect the nutritional value of the milk.
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SWOT
1) Strength: -Different Variety of Milk.
Recognized brand name.
66% of Delhi-NCR market share
Trust of customer
2) Weakness: -No Of Outlets are less.
Pays less to Farmers as compared to Amul.
This in return causes difficulties in engaging farmers.
3) Opportunity:- As the dairy industry is rising with rate of 5%, whereas population is
rising by 17% making vast scope for expand.
As the rise in Index of Wholesale price of Milk roused by 10.85%,
thus there is huge potential in Milk industry
Rise in Index no of Wholesale Price of Dairy Product from year 2010 to 2011 by
. 12.78%, thus making it profitable for Dairy Industry.
4) Threat :-Facing tough competition from competitors like AMUL
Pricing policy for procuring milk is far less than its competitors, causing loss in faith of
farmers
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Vision and Mission
Mother Dairy, an Indian company known for its dairy and food products, operates under the
following vision and mission statements
➢ Vision: “To be the most trusted and preferred brand in the food and beverage industry,
ensuring quality, reliability, and nutrition in every product
➢ “Mission: “To serve the community by providing high-quality and affordable dairy and
food products. Our mission is to enhance the quality of life of our customers by ensuring
purity, health, and happiness in every product we offer.
“These statements guide Mother Dairy’s commitment to delivering nutritious and quality food
products to its consumers while maintaining trust and affordability
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OBJECTIVE AND SCOPE OF STUDY
OBJECTIVE OF PROJECT
. Objective of project is to understand the milk sales through Card System including Card counter
sale and home delivery sale and development of SOP to increase milk sales through Card System.
SCOPE OF STUDY
Completion of the project could help marketing team to develop marketing strategies as per the
market condition and demand. Also it will help to understand the current market scenario and
essence of marketing in stiff competition. The scope of the study is:
• To find out the awareness of retailers and consumers about Card System.
• To analyze the consumers and retailer’s perception about the card system.
• To find out factors which influence a consumer to buy milk through Card System(Retail
and home delivery)
• . To analyze the reasons for not buying milk on Card System inspite of the awareness.
• To analyse the benefits to agents on Card System.
• To understand the challenges being faced by Agents in executing the Card System.
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RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
The research was conducted from June 2013 to July 2013. The research includes meeting with
retailers, distributors and consumers. It includes preparation of the questionnaire to be answered
by above people for knowing the awareness and understanding of consumers and agents towards
the card system of mothers dairy and competitors in Hyderabad market. The views of the above
parties were recorded in the research as per the questionnaire made.
RESEARCH APPROACH
In order to successfully conduct the research the unbiased opinion of the respondents was
desirable. The I conducted the research as the representative of Mother dairy company and
sometimes the representatives of the other company like Heritage or Vijaya in order to have an
unbiased opinion of the concerned persons and it worked to achieve desired goal.
TYPE OF RESEARCH
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As far as my research is concerned this is descriptive and somewhat exploratory research. I am
conducting a survey on sample which is not continuous. To understand the home delivery of milk
through card system it is required to find out the variables which in relation with the home delivery
of milk through card system. There are many variables which can be known through exploratory
research which are in relation with card system but without descriptive research we cannot reach
on decision.
DATA TYPE
The data is primary data collected through face to face interview. Here data required for the
understanding of home delivery of milk through card system is from the Hyderabad city and in
current time frame hence I cannot go for secondary source of data as it is published previously.
RESEARCH INSTRUMENT
The research instrument was the structured questionnaire formulated for the respondents.
Respondents were milk retailers and consumers and there was a separate questionnaire for retailers
and consumers.
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DATA ANALYSIS
The data collected from the survey is compiled in excel sheet and the interpretation after analysing
each question from questionnaire is given below.
CONSUMER ANALYSIS
→ Analysis framework:
• Aware
• Not aware
→Awareness About Card System
• Buying
• Not Buying
→Aware Consumer
• Buying milk on Card System through retail.
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• Buying milk on Card System with home delivery.
• Not buying on Card System.
MOTHER DAIRY PRODUCT REVENUE
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DAIRY INDUSTRY IN UAE SHARE REPORT
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Growth of milk sales in the United States in 2024 by category
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1.Outlets were visited randomly, inconsiderate of the stock Re - filling
date.
2. This study is totally based on observation and therefore could lead to some
discrepancies in data collection.
3. Time was one of the major constraint because of which the researcher could
not collect more data.
4. Distance was one of the factor as the researcher had to move from one to
another for collecting data.
5. The deeper statistical techniques such as analysis using variance,
multiple regression etc., could not be adopted due to the constraint
of time and efforts. So, simple representation of data and analysis
is performed
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Limitations of the Study
1-Outlets were visited randomly, inconsiderate of the stock Re – filling date.
2- This study is totally based on observation and therefore could lead to some discrepancies in data
collection.
3-Time was one of the major constraint because of which the researcher could not collect more
data.
4-Distance was one of the factor as the researcher had to move from one to another for collecting
data
.5. The deeper statistical techniques such as analysis using variance, multiple regression etc., could
not be adopted due to the constraint of time and efforts. So, simple representation of data and
analysis is performed. More flavors in the category of Flavoured milk and milk shakes could be
experimented to capture the market.2. Customer and Retailers Feedbacks can play a major role. 3.
Company can associate its
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FINDING/SUGGETION
➢ Must focus on growing market opportunity.
➢ Must revise its strategy of procurement of milk from farmers in regards to
➢ Payment of price/litres.
➢ Overseas market have huge capacity, must work aggressively on global expansion
➢ Mother dairy facing challenges in Saurashtra region, due to AMUL which has market value
of 10000 Cr.
➢ Mother dairy loosing competition to Amul, due to weak supply chain management of
Mother dairy.
➢ Thus Mother dairy must focuses on its supply chain management.
➢ There is huge gap in rise in population and rise in milk industry, thus the population is
rising by 17% and rise in dairy Industry is 4%.
➢ Mother dairy can utilized this in positive way to diversify itself in regard to expansion as
well as product differentiation.
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BIBLIOGRAPHY
WEBSITES
www.agricultureinformation.com
www.motherdairy.com
www.nddb.org
www.indiandairy.com
www.wikipedia.com
www.indianmilkproducts.com
TEXT BOOKS
Marketing Research – By Naresh Malhotra
Marketing Research – By Rajendra Nargundkar
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ANNEXURE
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