Product Strategy:

Background of the product and Situation:

DESCRIPTION OF THE BUSINESS TARGET LOCATION:

One of the biggest Districts in Eastern Maharashtra and is at a confluence of Kannada, Marathi and
Telugu cultures.

Sholapur is a city with an array of small and medium scale industries. It has been a leading center for
cotton mills and power looms.

PRODUCT DESCRIPTION : Good Quality Milk Powder, internationally ratified, substitute for Babies, for
Children, adults, fortified with Iron, Calcium and Vitamin A and Nutrition, incorporating as per WHO and
Local Health promotional authority technical guidelines.

POSITIONING:

Name of Product: NANDAN PURE DOODH POWDER: NANDAN SHUDH DUDH POWDER

Justification: The chief deity of the city is Shri Siddeshwar. Where a “Nandidhwaj" procession on Makar
Sankranti fair is attended by millions of devotees.

NANDAN is a locally acceptable sounding name with connotations of Milk due to Nandi being associated
with Baby Krishna.

Branding:

LOCAL SOUNDING BRAND with Emphasis on JOY, PURITY and HEALTHY .

NANDAN SHUDH DUDH POWDER

Photograph of an old lady tending to a Cow

Name in English and Marathi in Bold , also in small font in Telegu and Kannada as Solapur is at a
confluence these cultures.
OBJECTIVES

TO BE THE LEADING MILK POWDER COMPANY IN THE REGION OF SOLAPUR.

Market share : 25 % first Year, reach upto 50% in the second year and above from 3rd year onwards

Sales objectives: to divide the District in number of cells and ensure the critical number of unit sales per
month to sustain the planned growth

INITIAL ACTIVITIES:

1) Statistical survey to measure the Population segments into Different age groups and food habits
including consumption of Milk and Milk products

2) Consumer group purchase behavior research.

3) Family groups in terms of Income and Composition of Working, non-working young couples.

STRATEGY:

Cultural acceptance strategy:

Campaign and strategy would focus on

- Creating Cultural acceptance of Milk Powder usage versus traditional Milk usage.
The points to be banked upon are the Nutritional and Therapeutic Values of the
product
,Taste ,Sterility and economic benefit of Storage and long Shelf life of the product.

Pricing Stragy:

Market Demand creation:

Infants, School going children, Families as a back up to regular Milk, Working persons and
working Families, Senior citizens, Hotels, hostels , Restaurants, Local Food Product Units, Ice
Cream production units, Hospitals,
PRODUCT DESIGN STRTEGY :

Working on concept of HEALTH

PURITY, STERILITY ,

LONG SHELF LIFE

PROTECTION AGAIN UNSCRUPLOUS MILK VENDORS

STRATEGY PARTNERS :

Which will be institutional partners like :

Hospitals

Schools

Day Care Centers

Pricing Strategy:

Working with Local resources we intend to keep the roice 15% lesses than the international
Brands.

Advantage of having less Transportation Cost,

Less Logistics Cost ,as we are selling locally we can anticipate our sales more minutely on a day
to day basis.

No Octroi or interstate Taxes , Local labour

As start up, we will work on a tighter production cost model to enter.

Accessibility: All General Stores, Super Markets, Kirana Stores, Canteens, Foodshops, special
emphasis on Schools and Hospitals.

Supply to Restaurants, Food product units, Sweet Mithai Shops, Caterers, Hotels, Lodging
Boarding, Institutions like Army, Police , Industria residentaill complexex.

Marked presence in Traditional places like FAIRS, PILGRIMAGE PLACES,

Sales Strategy:&Promotional Strategy:

Promo Design:

AVC : TV,

CABLE,

FM CHANNEL,

SHETKARI CHANNEL,

PRINT,

OUTDOOR BANNERS - STATIONS, BUS STANDS, RICK STANDS, PILGRIMAGE PALCES,

BAZAARS FREQUNTED BY LOCALS,

EN ROUTE on the ROADS LEADINGTO PILGRIMAGE PLACES like PANDHARPUR, TULJAPUR,

GULBARGA (as the local SOLAPUR populace travels frequently to these places).

AVC: Since SOLAPUR is famous for its shenga chatni and bhakri, The Advertisement will show a
child having Shenga chatni and Bhakri being fed by a young Mother.

.Someone mentions “ Hello, you are having a great meal, BUT WHERE IS THE MILK along with
this for the child and family.

The young Mother answers “Nowadays, I am having problems with the milk usage ,,the
Milkman is erratic plus dishonest, since I am working milk gets spoilt often and I hear the milk
is largely adulterated nowadays. I AM WORRIED ABOUT THE NUTRITION STATUS OF MY
FAMILY.”

That’s when an Old Lady walks in and says “Daughter, haven’t you heard NANDAN SHUDH MILK
POWDER is available in SOLAPUR now.

Young Mother: “NANDAN SHUDH DOODH POWDER? “

OLD LADY: “YES, NANDAN SHUDH DOODH POWDER ,

I must say it is made as pure as the original milk along with many benefits.

YOUNG MOTHER: BENEFITS LIKE?

OLD LADY : BENEFITS Like , Guarantee of Purity and sterility, Incorporation of many Nutritious
elements essential for the whole family. They are in technical Tie up with world’s largest milk
producer Fonterra, the Mik powder passes thorough stringent quality tests passed through and
is such a convenient option of usage and storage for months together.

I have ensured my family’s need of milk totally with NANDAN. You should do the same, “where
can you get milk in the middle of the night nowadays?”

YOUNG MOTHER: I have realized ,for Purity, Nutrition and economic benefit of my family ,I will
now use NANDAN.

TRADITIONAL AVENUES OF PROMOTION:

Formal yearly tie up with Jatra Organizer,

Free/Subsidized distribution to Pilgrims,

Tamasha Companies Jingle

Working with NGOs for Health Promotion,

School Children Health

ANNUAL ALL SCHOOLS QUIZ COMPETITION Patronage.

CORPORATE SOCIAL RESPONSIBILITY: Show Good Corporate Responsibility by aligning with

breast Feeding promotional Health programs.

-Helping during Pilgrimages

- Senior Citizen’s activity Support