A MARKETING PROJECT ON SOY MILK

Soy D-lite
-Health

with Soy brings you joy!

GVS RAO

About the Company

Soya Agro PVT Limited
Soya Agro Pvt Ltd produces soybean products like

Soya paneer (tofu)

Soya nuggets
Wheat soy flour
Soya nuts

Soya Agro is an environmental friendly company which uses advanced

technology and instrumentation to manufacture healthy food items.
Soya Agro's headquarter is situated in Delhi and has satellite branches in
the metros.
Soy D-lite is Soya Agro's new product in an existing product category
which has numerous health benefits.

Mission
To be leading producer of Soy products with dedication
to nature and through innovativeness we continue to
diversify the range of our products to contribute to the
health and well-being of our customers.

Vision
To be Indias Premier Soy Products Company
offering nutritious and superior quality health drinks to its
customers. By 2016, we aim to achieve 30% of market
share being the best in terms of consumer values, customer
service and employee welfare for consistent and predictable
growth.

Agenda
What is Soy Milk ?
Why consume Soy Milk?
Why we chose this Product ?
Market Analysis
Market Research
SWOT Analysis
Segmentation and Target Market
Positioning Strategy
Marketing Mix(4Ps)

Health Drink(Milk)
DAIRY
COWS
GOAT
BUFFALOES

NON DAIRY
ALMOND MILK
COCONUT MILK
MILK PRODUCED FROM
GRAINS
OATS MILK
SOYMILK

WHAT IS SOYA MILK

Beverage made from soybeans.
Made from whole soybeans or full-fat soy flour.
Contains about the same proportion of protein as
cow's milk: around 3.5%
A traditional staple of Asian cuisine, it is a stable
emulsion of oil, water, and protein
Unsweetened and contains sucrose as the basic
disaccharide

Lets Compare...

WHY SOYA MILK ???

Factors driving demand

1. Health concern:
reduces cholesterol
does not cause insulin dependent diabetes
No lactose content; so lactose intolerant people can

consume it.
Improve lipid profile

2. Purely vegetable source as it obtained from

plants

3. Absence of hormones in the Soy-Milk

WHY SOYA MILK ???

Factors driving demand (contd..)
4. Rich in isoflavones content
5. Promotes healthy living :
Helps reducing weight
Helps in skin sustenance and growth
People less prone to allergic reactions

6. Staple food with high nutritional value

High protein content
High calcium content
7. Cheap than alternate non dairy milk products

MARKET RESEARCH
Key Factors that influence customers when buying Milk Products

price

taste
26%
32%
Organic
status

Trustworthy
brand
5%

Nutritional
values

11%

26%

Major Competitors
STAETA (PRO SOYA Foods )

SILK

SILK

GODREJ HERSHEYS SOFIT

SOY FRESH

SWOT ANALYSIS of MAJOR COMPETITORS

NAME

STRENGTHS

WEAKNESSES

Staeta

Promotes healthy lifestyle

and alternative staple food

Only 1 litre packaging available

Sofit

high brand value as marketed

by Godrej;

Marketed only in selected

outlets without any advertising

Silk

Available in many flavors.

More focus on taste rather

than health.

Soy Fresh Meets the US FDA heart

health claim.

Very expensive.

Regional
players

Often they compromise in

quality while trying to sell at a
cheaper rate than the
competition market rate.

More emphasis on regional

spread at a cheaper rate in
localized areas

PERCEPTUAL MAPPING
HIGH PRICE

MORE
HEALTHY

LESS
HEALTHY

COMPETITIVE
PRICE

MARKET SURVEY

Age distribution of survey

respondents

People who know about Soy Milk.

People who like Soy Milk.

Chart shows gender ratio of our

survey.

Different sources from which

people get to know about Soy Milk.

People who tried flavored soy milk.

People who like flavored milk.

Preference of choice by people.

Rating of Soy Milk

Flavors liked by the consumers

People who would love to try Soy
Milk.

Market Segmentation
Geographic Variables
Tier 1 cities
High population density areas

Psychographic Variables
Personality No
Lifestyle Yes
Value Yes
Attitude Yes

Demographic Variables
Age above 20
Gender Both Male & Female
Family Doesnt matter
Income Doesnt Matter

Behavioral Variables
Benefit sought
Brand Loyalty
Income status

Strengths
It is also a healthy alternative to dairy milk and can be consumed
as a complete substitute for dairy milk.

Advertising on health & wellness

Power-packed nutritional beverage
Good packaging and distribution
Soya milk a new & exciting concept

Strong network of the parent company means good availability

Strong leadership and management team of the company
has lead to initiatives and products that are reputable and usually
well received by customers.
Being an untouched market, there is a wide scope of growth.

Weaknesses
Unusual taste as compared to normal
milk.
People view it as a different and alternative
product, which is partly due to Indias strong
dairy culture.
Perception
People have a perception that Soy Milk is
inferior in nutritional values as compared to
normal dairy milk.

Opportunities
Non-traditional marketing strategies
Advertising
Currently, the market has no
advertisements for Soy Milk EASY
PROMOTION
Can focus it as a nutrient rich beverage
Less number of Competitors at National
level

Threats
Already established milk products in India
who can leverage on their distribution
network
Weaker distribution network in India
because of which it might lose out on sales
even after strong marketing
Milkmen still cater to a major portion of the
market in India

Target Market
People who are

Health Conscious
Lactose Intolerant
Don't use or consume animal products of any kind
Want to lose weight without compromising on the
nutritional deficit caused due to dieting.
In the Upper middle class to higher income
segment
Live in the Tier 1 cities
In the age group of 20 and above

Marketing Mix

Product

Soy D-Lite is a hundred percent agro based product made from

fresh soybeans and will be marketed by Soya Agro Pvt Ltd.

Brand Name : Soy D-lite

Obtained from the liquid extract that is left behind when

soaked soya beans are grinded and then strained.

Rich source of proteins and suits people of all ages.

Packaging
Will launch in 250ml tetra packs and 500ml tetra packs.

Labeling
Will go for Persuasive labeling to attract the consumers to
try Soy Milk

Our Product Variants

Pricing
Value Pricing:
Being a new comer in the market with health
conscious people which generally include middle
to higher income segment population as target
market, the price of our product will be on a
higher side as compared to the usual cow milk.
The price will be slightly lower than our
competitors for easy penetration in the market.
For 250 ml tetra pack
For 500 ml tetra pack

Rs. 20
Rs. 45

Place
Product will be manufactured at a plant near Bhopal
in Madhya Pradesh
-As Madhya Pradesh is the main soya cultivation area,
procuring the material would not be difficult and will
be purchased locally.
Soy milk being a perishable product will be
transported by road to Delhi ,Mumbai and Pune.

Product Life Cycle

Our product lies in the

introduction phase of the PLC.

In the first year we expect low

sales, mainly driven by innovator
customers.
We expect there to be lower
margins in the first year.
Main objective is to gain
consumer awareness and shelf
space initially.
We will use selective
distribution.
Dealers will be given discounts
and attractive offers to endorse
our product.

 As we are in the introduction phase , our objective

is to create awareness about the product through
informative advertising.
Hoardings in public, use of TV commercials, print
media, radio advertisements and through web
marketing.
Inform people about the product by organizing
events, sample distribution in supermarkets.
Through tie-ups with gyms and health centers.

Financial Estimates for the next 3 years

(All figures are in Rs. Lac)

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5 Years Planning
Target of capturing 5% of the market share within 2 years and
20% by 2017.
After two years, we will extend our market to other Tier-I cities
and to Tier-II cities after 5 years.
We will introduce some international flavors like cappuccino and
malt in the coming years.

References
http://www.soya.be/benefits-soy-milk.php
http://nu-spoon.com/2012/04/16/got-milk-6-non-dairy-alternatives/
http://vegnews.com/articles/page.do?pageId=2883&catId=2
http://www.veganbaking.net/product-reviews/669-five-types-ofnon-dairy-milk-reviewed#.UgXVStJHLaY
http://www.fitday.com/fitness-articles/nutrition/healthy-eating/6health-benefits-of-soy-milk.html#b
http://en.wikipedia.org/wiki/Soy_milk
http://www.behance.net/gallery/Proposal-for-Sofit-Soya-milkGodrej-Hershey-Ltd/772794