“Milk & Milk product sales strategy

in Gorakhpur”

A presentation at COMPFED
 Overview of Gorakhpur
market
Total geographical area 3 , 483 . 8 km 2

Total Population (2001) 8 , 53 , 000 

Sex ratio (2001) 1000 / 959

Total consumption of milk 1 , 62 , 070 ltr / day
( @190 ml )
Current Competitors .
 ( Organized ). Parag (4.3%) , Amul & Amrit Varsha.
 ( Unorganized ). Khataal & Milk Man (> 80%).

Average milk sales up to 25th Aug. 260 ltr/day

(Min – 50 ltr & Max – 800 ltr)

Average Product sales up to 25th Aug. 3868.56 Rs/day

Current market network. Golghar , Cinema Road , Asuran chowk , gorakhnath

Road , Rapti nagar colony , Shahpur Colony ,
Mohaddipur , Jatepur Railway colony , Rail
vihar .
 SWOT Analysis of sudha in
gorakhpur
Strength
Mnemonic certified brand image of Sudha.
ISO /HACCP Certified Dairy.
Good presence of people related to Bihar.
Milk & milk product quality is better than
competitors.
Sudha Peda is hot cake for Gorakhpur Market.
Opportunity
Untapped market such as Padrauna, Devaria,
Kasia.
Lack of presence of strong competitors
Wide product range of Sudha.
Good Demand of high fat milk.
Good demand of Sudha surbhi, Lassi & Dahi.
Weakness
Awareness regarding pouch milk (pasteurized) is
poor.
Long distance between Gopalganj plant and
Gorakhpur market.
Huge hidden expenses.
Low commission of retailers on milk & milk
products.
Threat
Presence of competitors like Amul, Regional
brand, Milkman and Khataal.
Wrong perception about pouch milk.
Market opens late in morning.
 

 Competitors
analysis.
 Amul
Milk variety Amul Gold

Milk price Rs 40/ltr

Product Butter, Cheese, Mattha, Ice-Cream,

Variety Amulya (Milk Powder), Amul Kool,
chocolate.
Strength Strong Brand Image.

Large number of Retail Outlet.

Presence of exclusive Amul Parlour.

Strong advertisement with good visibility in

Weakness market.
Pasteurized milk is not marketed.

Low margin for retailers.

 Parag
Milk variety Toned Milk Standard Milk

Milk price Rs 26/ltr Rs 30/ltr

Product Dahi, Mattha, Paneer .

Variety
Market Share 4.32%

Strength  Production Unit available in Gorakhpur.

Both Morning & Evening supply.

Serving Gorakhpur market for a long

Weakness period.
Low retailer base.
Perceived as a powdered milk by

consumers.
Low visibility.
 Objectives.
§ To achieve sales figure of Milk
6500ltr/day till July, 2011.
 Prospective Sales Target for
different quarters
– Target for 1st Quarter 
Up to 2500 ltr/day.
– Target for 2nd Quarter
 Up to 4000 ltr/day.
– Target for 3rd Quarter  Up to
5500 ltr/day.
– Target for 4th Quarter  Up to
6500 ltr/day.

 Marketing strategy to
achieve the objective.
1. Market Segmentation.
2.
3. Implementation of marketing mix.


Ø Product strategies.


Ø Price Strategies.


Ø Distribution/place Strategies.


Ø Promotional Strategies.
 Market Segmentation
Market Segment Target Product .

House Hold Milk & Milk Product

Current
Target Sweet shops Milk
(Aug &
Sept) Institute like hostels , Milk & Milk Product
hospitals etc .
Gorkha Regiment , Airforce Milk / Table
Butter / Paneer .

Market Segment Target Product

Next Target
Gorakhpur Route (Deoria, Milk & Milk Products
(Oct. & Kasia, Padarauna)
onwards)
 Product Strategies.
Product Availability
Milk Milk Product Objective

August TM Ghee, Peda, Rasogullah Long shelf life product.

Tin Pack, Balusahi Tin
Pack

September TM, SM Plain Dahi, Misti Dahi, Short shelf life product
Honey Dahi, Paneer& (After educating retailers).
(above products)

October & TM, SM (with evening supply) Rasogullah Cup, Balusahi Lassi would be launched in
Onwards Cup, Butter, Surbhi & next summer season.
(above products).
 Price strategies

re a tin g m a xim u m va lu e s fo r co n su m e rs’ m o n e y &

ffo rt.
 D istrib u tio n S tra te g ie s
Different zones in Gorakhpur.
Months Zone Areas under particular zone Reasons to cover these
areas.
August Zone 1 Golghar, Ram leela Maidan, Gorakhnath Road, Consumers already aware
Aluminum Factory, JatepurRailway colony, of Sudha .
Asuran Chowk, Shahpur, Rapti nagar colony,
Rail vihar, Aam Bazaar.

September Zone 2 Ghanta Ghar (Urdu Bazaar, Hindi Bazaar), Meanwhile we would
Geeta Press, Betihata, Daudpur, Indira Nagar, educate the
Rai Ganj, BasantPur. customers .

Zone 3 Rajendra Nagar, Dayanand Nagar, Vistar Contd .

October & Colony, Vikash Nagar.
Onwards

Zone 4 Kawwa Bagh Colony, Railway stadium colony. Contd .

 ZONE 1
Golghar , Ram leela
ZONE 3 Maidan , Gorakhnath
Road , Aluminum
Factory ,
JatepurRailway
colony , Asuran Chowk ,
Shahpur , Rapti nagar
colony , Rail vihar ,
Rajendra Aam Bazaar .
Nagar ,
Dayanand
Nagar ,
Vistar
Colony ,
Vikash
Nagar .

ZONE 2 ZONE 4
Ghanta Ghar
( Urdu Bazaar , Kawwa Bagh
Hindi Bazaar ), Colony , Railway
Geeta Press ,
Betihata , stadium colony .
Daudpur , Indira
Nagar , Rai Ganj ,
BasantPur .
 Distribution Strategies
Strengthening
Channel


 Appointing distributor for different zones.

Aug , Sept &
Onwards
 Adding retailers having fridge, deep freezers.

October Starting distribution of products by refrigerated van.



Onwards Providing deep freezer to the retailers.



Training of retailers about Sudha products (shelf life and its storage).



Advertisement & Promotional strategies.
Advertisement Promotional Activities.

Ad on regional electronic media. Incentives for retailers (Free half ltr pouch on


Ad in local dailies. every 10 ltr of milk)

Distribution of hand bill through
August
newspaper.
Shop painting, Banner, Poster, Dangler Distribution of Key Rings, Informative


and Hoardings. calendar, Diaries.

Printed consumer price list.

 Distribution of free 200 ml pouch milk in

house hold through door to door campaign.
September  Ad in local Magazines. Educating consumers about pasteurized milk

& through campaign in different localities.

onwards  Distribution of Glow sign Board. Distribution of Sudha T-shirts, Cap.

Educating student in different school s and

distributing Sudha products as a gift.

Participation in local trade fair.

Organizing workshop for preparing recipe of

paneer.

Thank You