DAIRY INDUSTRY: MARKET ANALYSIS AND MARKETING STRATEGIES

When milk dairy products marketing a dairy product, the most important aspect of your strategy is determining your competition and audience. By establishing these parameters, you can decide what aspect of your dairy business to highlight and where will be the most effective place to advertise to capture your target audience. Understanding the dairy business and products thoroughly will help you discern your advertising assets and weaknesses.

If you thought that all the action in business was concentrated around the e-commerce sector, you could not be more wrong. The unlikely category of milk and dairy products has been seeing some of the most frenetic activity over the past couple of years. Multinational and Indian corporate giants have jumped into the market. Start-ups have cropped up.

Fundraising is taking place at a frenzied pace, both from the equity markets and via private equity funding. And new products and innovations are being launched fast and furious. Meanwhile, the Rs 31,000 crore Amul, managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF) – is aggressively throwing resources to protect its turf. It wants to hit Rs 65,000 crore in revenues by 2020.  But Amul is facing unprecedented challenge from all sorts of players. Groupe Lactalis SA, the world’s largest dairy products company, picked up Hyderabad-based Tirumala Milk. A few months ago, ITC had pitched in with its Aashirvaad brand of ghee and a promise to add a lot more products.

Private equity players have pumped in Rs 900 crore already in the past couple of years. Meanwhile, Danone, Nestle and other existing private sector players are adding to their product line-ups and pushing in big money into the market while home-grown dairy cooperatives such as Mother Dairy and Nandini, among others, are also expanding their operations rapidly. And other big global dairy companies are all eyeing the market. Experts estimate that investments worth Rs 15,000 crore will flow into the milk business in India in the next two years.

Food Product Marketing/Selling/Distribution in Mumbai/Pune

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