 Mother Dairy was set up in 1974 under the Operation Flood Programme.

 It is now a wholly owned company of the National Dairy Development Board

(NDDB).

 Mother Dairy gets significant part of its requirement of liquid milk from dairy
cooperatives

 Mother Dairy also sources fruits and vegetables from farmers / growers
associations.

 Mother Dairy is an IS/ISO 9002 certified organization. Moreover, its Quality

Assurance Laboratory is certified by National Accreditation Board for
Testing and Calibration Laboratory (NABL)-Department of Science and
Technology, Government of India.
Mother Dairy markets approximately 2.8 million litres of milk daily in the
markets of Delhi, Mumbai, Saurashtra and Hyderabad.

It undertakes its marketing operations through around 14,000 retail outlets
and 845 exclusive outlets of Mother Dairy.

It derives competitive advantage from its unique distribution network of bulk
vending booths, retail outlets and mobile units.

The company also markets fresh fruit and vegetable products under the brand
name SAFAL in various parts of the country.
The Company has a modern distribution facility in Delhi with an annual capacity of
200,000 MT.

In addition to its market leadership in India, Mother Dairy is also exporting its dairy
products to international markets.

A 100 percent EOU (Export Oriented Unit), setup in 1996 at Mumbai supplies
quality products in the international market.

Mother Dairy has also been marketing the Dhara range of edible oils for the last
few years.
 FOCUSED APPROACH

 EXPAND PRODUCT PORTFOLIO

 WIDER SPREAD

 SMART MARKETING

 PRODUCT DIFFERENCIATION
Mother Dairy wants to get into bigger markets and have bigger
shares in those markets like
 Delhi home ground
 Ahmedabad in Gujarat
 Mumbai
 Hyderabad

Why ?

 Becoz of viable distribution network

 In these states milk market is approximately 40 to 42 lakh litre a
day.
 For the first 22 years of its existence, liquid milk was the only
dairy product that Mother Dairy offered
 It was in 1996 that it came up with ice-creams

But the real growth came, when it introduced

 Curd
 Flavoured milk
 Lassi
 Mishti doi
 Edible oil
 Butter
 Vegetables brand Safal
 Introduction of corn and mixed vegetables
As far as other dairy products are concerned, Mother Dairy plans to
expand across the board becoz of they see enough market
potential.

 In ice creams, Mother Dairy extended its operation from Delhi

-UP and Punjab to Haryana, Jaipur, Mumbai and Kolkata &
south to Hyderabad and Bangalore

 In the case of butter and cheese, it was first present across north
India, Mumbai and Kolkata, now plans to enter Bangalore

 Non-dairy products are concerned, edible-oil brand Dhara has

already has nationwide presence.

 In UTH milk, it has entered Mumbai and the milk-short areas of

West Bengal and north-east
Mother Dairy trying to take its product campaigns and communications to a higher
platform

For instance
 In the case of milk, the campaigns do not talk about the obvious benefits – “milk
is good for health, it has calcium and so on ”

But rather it
Targets children and are created around ideas such as "The country needs you, grow
faster".

.
 In November 2005, retailers in Delhi displayed banners
proclaiming, "Cheese ke saath bees ki cheez,“

• A proposal that said if a consumer buys Mother Dairy cheese,

the retailer can offer him anything worth Rs 20 from the shop

• Which worked better than offering something free with the

product, which the consumer didn't even needs.

 Mother Dairy has been carrying out school programmes - games

and activities – involving Makkhan Singh in Delhi, Mumbai and
Kolkata

• It also runs a gaming website on the character to attract

children.
 The idea is not just to enter new markets, but to do well in those
markets

 Through quality of the offerings as well as innovations in products.

 Bigger market shares in the different product categories in whichever

market it is present.

 Their attempt is to make the taste experience in ice creams as familiar

as possible

 Through quality of the offerings as well as innovations in products.

 While curd from an MNC player is probably based on international

formulation, but mother dairy formulated it to taste as close to
home-made curd as possible.
 FAILURES

Food biz: feeling the heat?

While Mother Dairy aspires to be a food biggie in the near future, presently its
fruit and vegetable venture is constantly threatened with entry of biggies like

• Reliance.
• Dabur
• Brittania

 Sunil Bansal Fruits and Vegetables Division of Mother Dairy, however, defends
his turf saying that “other players have a presence far away from the city hubs,
but we have a strong presence in the neighbourhood.

Moreover, we are comparatively low priced and factors like our ‘touch and buy’
policy have made us consumer friendly,” he snaps. 

Dabur already commands the Rs.500 crore packaged fruit based drink market
Milma Foods Ltd. (MFL), the joint venture marketing company established in March
2003 by Mother Dairy India Ltd., a subsidiary of the National Dairy Development Board
(NDDB), and the Kerala Cooperative Milk Marketing Federation (KCMMF), the State
cooperative that owns Kerala's market-leader milk brand `Milma', has ceased
operation

A similar proposed JV in AP isn't yet off the mark. Another JV with Uttaranchal state
co-operative is moving at a very slow pace.
The mission of KCMMF was "the prosperity of its farmers through the
satisfaction of its customers".
But the primary motive of the new joint venture company, was
to seek profits for its shareholders.

Importantly, the majority of the shareholders in the enterprise (in which Mother
Dairy held 51 per cent stake) were not dairy farmers.

the take-over of the key marketing function of the state dairy co-operative
federations by the Mother Dairy Foods Ltd, a subsidiary marketing company due to
which they incurred huge losses.
For several months after the MFL came into being, Mother Dairy failed to
appoint a suitable person to head the key department of marketing
Presented By-
Anurag Singh
Ankush Gupta
Gaurav Vohra
Siddharth Aggarwal
Maneesh Bhatt
Mayank Singh
Amit Mehta
Avinash Chandrakar