Z-Met Analysis For

Submitted By:
Awahan Mohanty UEMF18005
Biswajit Tripathy UEMF18006
Gyana Ranjan Swain UEMF18008
Neha Nayak UEMF18011
Rajiv Mukherjee UEMF18014
Toshita Parida UEMF18021
 MILKY MOO MIND MAP
Stamina
Nutritious
Fitness
Strength
Healthy
Energy
Freshness

Purity

Family Togetherness Bonding Memories Happiness

Love Caring

Trust

Variety Creamy White Snow Joy

Rich
 PRAGATI MILK MIND MAP

Energetic
Nutritious
Fitness
Morning Drink
Healthy
Happiness
Pure

Good Health

Natural Bright Feeling Affection Trust Joy

Village Greenery

Purity
Family

White Pure Calm Religion Sacred

Peace
Milky Moo Vs Pragati

POD- Milky Moo

POD- Pragati
- Memories
- Sacred
-Togetherness
- Religious
- Variety
- Natural
-Caring

POP
- Healthy
- Nutritious
- Pure
 ACTION IMPERATIVES
MILKY MOO
 Many of the participants during the ZMET interview process could not relate the brand
with natural.
In Odisha where people relate milk with religion and offer it to god and goddess for
worship but the participants couldn’t relate it to religion or as sacred.
In rural areas it is the brand needs more penetration and for that it is necessary for
consumers to relate it to natural and sacred/religious.
 The content and message used in TV advertising and in hoardings should be changed
to bring about the natural and religious connection factor in consumers minds.

Pragati
 Many of the participants during the ZMET interview process could not relate the brand
with variety, caring, good memories.
In urban areas of Odisha people are looking for brands which is offering many variety of
milk products.
As Pragati need to penetrate more in Urban areas of Odisha it should focus on
promoting the variety of offerings.
The content and message used in TV advertising and in hoardings should be changed to
show family togetherness and variety of offerings for every family members.
Appendix ( Mental Maps and Consumer Insights)
 Milky Moo Mental Map (Mrs. Kumkum Mukherjee)

Strength &
Nutritious Stamina
Fitness
Regular drink
Healthy
Strong Bones
Pure

Healthy Child

Natural Bright Feeling Family Drink Trust Joy

Greenery Food

Reliable
Source
Freshness

Packaging Regular
Processing Pasteurized & Reliability
Supply
Transportation

Technology
 Pragati Milk Mental Map (Umang Joshi)
Tea
Nutrition
Variety
Regular Use
Strength
Curd

Gym Use
Ice Cream
Pasteurized

Family Togetherness Family Drink Habits Happiness

Social Circle
Family cuisine

All Ages

Creamy White Calm and

Heavy Smooth
Soothing

Softy
 CONSUMER INSIGHTS
MILKY MOO Pragati Milk

Phrases associated-
Phrases associated- • Heavy Cream milk
•Farm fresh •Togetherness
•Fluid •Health Supplement
•Reliable •Variety
•Technology Driven Words associated-
•Natural •Strength
Words associated- •Gym
•Healthy •Soft
•Strength •Buffalo Milk like
•Trust •Heavy
•Joy •Family
•Freshness •Friends
•Pure •Daily use
•Calcium •Processed
 Milky Moo (Lakshmi)
Strength &
Nutritious Stamina
Fitness
Regular drink
Healthy Good
Freshness/
skin/hair
Natural

Purity

Family Togetherness Family Drink Memories Happiness

Use with
Food Time saving
Love other food
food
(cereals,
bread)
Trust

Variety Creamy White Snow-like Joy

Many
products
 Pragati Milk (Satya)
Coffee
Nutrition Fitness and
Daily Joy
Home
Curd
Natural

Milk
Trust

Family Motherly love Family Drink Habits Happiness

Purity Family cuisine

Way of life

White and Wellness and

Softness Creamy Natural
Green growth

Smooth
 CONSUMER INSIGHTS
MILKY MOO Pragati Milk

Phrases associated- Phrases associated-

•Garden freshness • Creamy milk
•Semi-fluid like •Family love
•Family & Togetherness •Regular drink
•Motherly love •Local brand
•Time saving food Words associated-
Words associated- • Nutritious
•Healthy •Healthy
•Variety •Purity
•Trust worthy •Softness
•Sweet •Sweet
•Happiness •Creamy
•Freshness •White
•Natural •Daily
•Purity •Wellness
•White
Milky Moo (Mr. Ayushman)
Pragati Milk (Abhilasha)
 ATTRIBUTES
PRAGATI MILKY MOO

Phrases associated- Phrases associated-

•Grassy sound •Water droplets
•Semi-fluid like •Creamy like touch
•Motherly love •Festive feeling
Words associated- Words associated-
•Convenience & honest • Nutritious
•Style •Healthy
•Decent & loyal •Purity
•Sweet •Softness
•Delighted •Sweet
•Freshness •Modest
•Natural •Creamy
•Healthy •Trust
•Purity •festive
•happiness •Trendy
 Pragati Mental Map (Ms Akankshya)

Energetic
Nutritious
Fitness
Morning Drink
Healthy
Happiness
Pure

Good Health

Natural Bright Feeling Affection Trust Joy

Village Greenery

Purity
Family

White Pure Calm Religion Sacred

Freshness
 Milky Moo Mental Map (Amrutanshu)

Religion
Nutrition
Happiness
Pure
Cows
Trust

Caring
Love
Good Health

Family Togetherness Culture Whole Greenery

Village
Tradition
 CONSUMER INSIGHTS
MILKY MOO Pragati Milk

Phrases associated-
Phrases associated- • Green Meadow
•Caring Family •Family Bonding
•Celebrate Together •Morning Drink
•Mother Earth •Grand Motherly Affection
•Sustainable Ecosystem •Flowing River
Words associated- Words associated-
•Happiness •Purity
•Smile •Religion
•Trust •Silky
•Joy •Cow
•Freshness •Family
•Pure •Sweet
•Freindship •Worship
 Milky Moo (Mr. Nanda Kishore)
Nutritious
Family Drink Fitness
Healthy
Freshness/
Natural

Purity

Family Togetherness Family Drink Happiness

Food Nutritious
Joy

Variety Smooth Velvety Joy

 Pragati Milk (Mr. Swach)
Paneer
Nutrition Fitness and
Daily Joy
Natural
cheese
Natural

Milk
Trust

Family Trust Family Drink Habits Happiness

Purity

White and
Purity Foamy Natural Energetic
Yellow

Smooth
 CONSUMER INSIGHTS
MILKY MOO Pragati Milk

Phrases associated-
Phrases associated-
• Happy Face
•Family Drinking product
•Natural product
•Smooth like velvet
•As pure as honey
•Healthy Product
•No artificial ingredient present
•Family & Togetherness
•Trust worthy product
Words associated-
Words associated-
•Happiness
•Natural
•Smooth
•Sweet
•Nutritious
•Fitness
•Health
•Happiness
•Family
•Freshness
•Fitness
•Foamy
•Natural
•Energetic
•Pure
•Healthy
•Joy
•Love
 Milky Moo (Goutam)
Healthy
Variety Usage Fitness
Pure
Nutrition

Fresh

Fresh Trust Family Joy

Natural Healthy
Tasty

Variety Rich White Tasty

 Pragati Milk (Ananya)
Trust
Fresh
Family
Purity
Healthy
Variety
Natural

Nutrition

Family Creamy Healthy Common Satisfaction

Tasty

Creamy Camphor Calm and

Tasty Natural
Soothing

Sweet
 CONSUMER INSIGHTS
MILKY MOO Pragati Milk

Phrases associated-
Phrases associated-
• Very Creamy
•Denser than others
•Calm and Soothing
•Pure like water
•Peaceful as an ocean
•Fresh and Healthy
•Completely Natural
•Liked by all
•A lot of Variety
Words associated-
Words associated-
•Pure
•Sweet
•Family
•Creamy
•Natural
•Fresh
•Fitness
•Camphor
•Joy
•Variety
•Tasty
•Family
•Natural
•Usage
•Fresh
•Natural