Have you ever wondered how mother dairy, one of the most popular brands in India, manages to sell millions of liters of milk and other products every day? How does it keep its customers happy and loyal, while facing tough competition from other players in the market? The secret lies in its smart use of the 4Ps of marketing: product, price, place, and promotion.
Mother Dairy – About the brand
Mother Dairy is a brand that was established back in 1974 by the National Dairy Development Board (NDDB) and is thus, a wholly-owned subsidiary of it. It was started for making India a milk- sufficient nation.
The brand has not only sustained in the country for over 45 years but has also grown immensely. It initially started producing milk and later, with innovations and techniques, it has started producing a vast variety of products such as all kinds of milk products- ghee, butter, curd, cheese; edible oils, fruits and vegetables, frozen vegetables, jams, etc. and has successfully built an image in every person’s mind about having all kinds of products for every household’s varied needs and wants.
1. Product Strategy
- Brand Portfolio: Mother Dairy’s product range is extensive and divided among three brands:
- Mother Dairy: The parent brand covers the entire dairy product spectrum.
- Milk Segment: Includes bulk vended milk, poly-packed milk, and ultra-heat-treated milk.
- Milk Products Segment: Comprises various curds, probiotic drinks, paneer, butter, cheese, ghee, cream, sweets, lassi, and buttermilk.
- Ice Creams Segment: Offers classic flavors, Indian versions like kulfi, and sugar-free variants.
- Dhara: Deals with edible oils, including groundnut oil, olive oil, soya bean oil, sunflower oil, vegetable oil, and different variants of mustard oils.
- Safal: Primarily focuses on fruits and vegetables, offering frozen vegetables, snacks, juices, jams, marmalades, pickles, tomato ketchup, puree, honey, and unpolished pulses.
2. Price/Pricing Strategy
- Penetration Pricing: Mother Dairy initially adopted a penetrative pricing strategy to create awareness among consumers.
- Geographical Variations: Prices vary based on geographical regions and fluctuate due to inflation and other factors.
- Package and Variant Pricing: Different milk packages and variants are priced accordingly.
- Ice Cream Pricing: Regular ice creams are competitively priced, while special flavors command premium prices.
3. Place and Distribution Strategy
- Wide Reach: Mother Dairy’s extensive distribution network ensures its products reach consumers across India.
- Retail Outlets: Safal outlets, milk booths, and retail stores play a crucial role in distribution.
- Farm-to-Table Approach: Sourcing directly from farmers and cooperatives ensures fresh and quality products.
4. Promotional and Advertising Strategy
Promotion includes those activities which inform the customers about a product and its features, as well as promote it. The brand is trying to come up with better promotional ways that enable better communication. Recently, Mother Dairy has also come up with a ‘Tweet to Farmer’ campaign where we thank them for giving us. Some specific products such as ice creams are also advertised largely on TV commercials. They also promote environment-friendly themes for promoting and selling their products.
Let’s explore some real-time statistics related to Mother Dairy, one of India’s most prominent dairy brands:
Milk Production
Mother Dairy currently provides 35-36 lakh liters of milk daily in the Delhi-NCR region and 45-47 lakh liters per day nationwide. Their milk is available through pouches and milk booths.
Asia’s Biggest Milk Brand
Mother Dairy commands over 40% of India’s dairy needs and has a staggering capacity to produce and process 2.0 million liters of milk every day. It’s not just India’s but Asia’s largest milk producer.
Diverse Portfolio
Beyond milk, Mother Dairy offers a wide range of products:
Milk and Milk Products: Under the iconic “Mother Dairy” brand, it supplies around 30 lakh liters of milk per day in the Delhi-NCR region.
Safal
The retail arm of Mother Dairy operates numerous milk and milk product stores in the NCR and has a significant presence in Bengaluru. It even exports fresh fruits, vegetables, and fruit pulp to 40 countries .
Cooperative Model
Mother Dairy operates on the cooperative milk model. It sources a significant part of its liquid milk from dairy cooperatives and village-level farmer-centric organizations. This collaborative effort ensures a steady supply of fresh milk.
Revenue
As of 2020, Mother Dairy’s revenue stands at over ₹10,000 crore rupees (approximately $1.6 billion).
Breakfast Basket
In July 2020, Mother Dairy launched three variants as part of its breakfast basket: Mother Dairy Dietz (skimmed milk), Mother Dairy Tadka Buttermilk, and Mother Dairy Lassi. These cater to different tastes and nutritional needs.
Global Presence
Safal, a subsidiary of Mother Dairy, has a presence across 40 countries, exporting fresh fruits, vegetables, fruit pulp, and concentrates. It’s a testament to India’s dairy prowess reaching far beyond its borders
Remember, Mother Dairy isn’t just a brand; it’s a legacy—a delicious one at that!
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Conclusion
In the grand symphony of life, Mother Dairy plays a harmonious note. From the first sip of their creamy milk to the last lick of their delectable ice cream, it’s a journey of nourishment and delight. So, raise your glass (or cone) to Mother Dairy—a legacy that blends tradition with innovation, one wholesome product at a time. Cheers to the dairy that’s more than just dairy—it’s a sweet slice of life!
Frequently asked questions(FAQs)
Q: What products does Mother Dairy offer?
A: Mother Dairy provides a wide range of dairy products, including bulk vended milk, poly packed milk, curds, probiotic drinks, paneer, butter, cheese, ghee, cream, sweets, lassi, buttermilk, and ice creams. Additionally, they have fruit and vegetable offerings under the brand Safal and edible oils under the brand Dhara.
Q: How does Mother Dairy price its products?
Mother Dairy follows a penetration pricing strategy, aiming to create awareness and encourage product adoption. Milk prices fluctuate due to inflation and support for farmers. Differential pricing exists based on geographical regions and package variants.
Q: Where can I find Mother Dairy products?
Mother Dairy ensures widespread availability by having supplies in every part of India. They operate 1000 exclusive stores and 1400 retail outlets across the country
Q: What is Mother Dairy’s promotional approach?
Mother Dairy’s marketing efforts are comprehensive, focusing on engaging content and leveraging moment marketing fundamentals. They aim for top-of-mind recall and create awareness through various channels.
