pride of cows

“Branding and promotional activities

for ‘Pride of Cows’”

Summer Internship Report

ContentsIntroduction to Project................................................................................................................................3

Submitted by - Pranav Mankar, Indian Institute of Management, Indore 1

Objectives................................................................................................................................................3

Scope.......................................................................................................................................................3

Key deliverables.......................................................................................................................................3

Identification of problem.............................................................................................................................3

1. Understanding the brand................................................................................................................3

2. Various branding activities...............................................................................................................5

Methodology of study.................................................................................................................................6

Achievements..............................................................................................................................................6

Analysis........................................................................................................................................................7

Relative effectiveness..............................................................................................................................7

Recommendations...................................................................................................................................8


Introduction to Project

Objectives

Increase brand awareness and consequently sales of the “Pride of cows”

Plan for activities to make a successful SIP-2014 program with 100+ interns and 20 Business

development officers

Scope

Understanding the brand and its promise, analyzing its strengths and weaknesses

Coming up with various branding and promotional activities which can help the brand to grow

Leading a team of interns in successful execution of the same

Key deliverables

Planning and scheduling of activities to be conducted during internship period

Successful execution of these activities in terms of increase in sales

Recommendations for the further growth of the brand

Identification of problem

1. Understanding the brand and its target customer

2. Where potential clients can be met? And what all activities can be used to promote the brand?

1. Understanding the brand

The name and tagline “Milk full of love” itself

suggest that brand, believes in the pampering their

cows to get quality milk. Bhagyalakshmi dairy

farms (dairy where pride of cows is produced)

boasts 3800 of finest specially bred Holstein and

Friesians – renowned in world for their superior

quality of milk. Farm follows international practices

in breeding, feeding and animal management.


Special team of doctors is assigned to plan the meals and to monitor and take good care of cows.

Bhagyalakshmi farm claims to be one of the most advanced dairy farm in India. All these efforts taken to

ensure the quality of milk because company firmly believes that happy cows give rich milk.

Except for homogenization and pasteurization, no other processing is done on the milk. After processing,

milk is bottled and deliver through self-established supply chain. Company states that it reaches

customers’ doorstep within 12 hours of milking. So, Pride of cows claims to be freshest and purest milk

option available in the market.

1 liter bottle of pasteurized milk is the only SKU comes under this brand as of now. It is priced at

premium (Rs. 80/-) targeted only at the HNI customers. Brand exists is in the South Mumbai market for

past 3 and half years, slowly expanding geographies in nearby areas. No mass marketing campaigns has

been conducted till now. Brand awareness and marketing has largely been dependent on Word-of-

mouth and reference based model.

SWOT Analysis of brand –

2. Various

branding activities

a. Door-to-door sampling (D2D) – Under this activity, interns are supposed to distributing free

samples at a society and making them aware about the product and its unique selling points.

The most critical part is to find out societies where target market is available and getting


permission for sampling. D2D is one of the commonly used sampling method adopted by many

FMCG companies.

b. Retail store sampling – Another commonly used method for sampling. Here sampling is done to

the visitors of the retail stores. Again, finding out right retail stores with HNI walk-ins and

getting the permission for sampling is the difficult part especially when the product is not going

to be made available to retailer for his shelf.

c. Food festivals – Sampling at food-festivals can be one of the most effective ways but not as

much for the milk. Most of the food festivals has wine tasting counters after which customers do

not generally prefer to visit/ taste milk. Overcoming this barrier is important if we are to adopt

this method.

d. Joggers’ park – Health conscious target market is found at such park. Problem is the mixed

crowd that is there at the park. It makes it difficult to segregate the target customers from non-

target ones which eventually ends up with lower conversion rate.

e. Cookery classes – Decision makers for the family can be found at cookery classes. If the classes,

which only HNI can attend, are targeted desired sales can be achieved with a lot of

effectiveness.

f. Promotion at sports event – Many food products or beverages has used this method with great

effect. But milk is consumed at specific timings only and not willingly in many of the cases.

Finding the right sport and right occasion for this is a complex part.


Methodology of study

Achievements

I was responsible for Khar depo (Juhu, Andheri, Bandra, Santacruz region). We, I along with 6

enthusiastic interns under me, as a team has been able reach following milestones.

Planning the promotional activitiesDocumenting key learning experiences and

recommendations on way ahead


79 new Sign-ups 300+

Hot leads generation3000+

Total samples distributed

2 corporate tie-ups for

lead generation in

future

Analysis

Relative effectiveness

Expected outcome of all these activities is sales. So all these activities are compared on the basis of how

deep we can penetrate in sales pipeline (SPANCO framework) using these activities.

Below shows the heat-map of effectiveness of each activity at different stage in pipeline. The last stage

of SPANCO sales pipeline, Order, concerns with after sales service which is irrelevant and so neglected in

this study.

Darker color shows higher impact of that particular activity in that stage of the sales pipeline. Suspecting

was done at the planning stage only. Except for Sports event tie-up where prospecting was impossible,

at all other activities team was successful to prospect the clients. At D2D sampling not many customers

were approached due to vacation period or disinterest shown by them at the doorstep. Maximum

closing or spot ordering was witnessed at food festival, Cookery class and sports event tie witnessed not

many spot orders compared to others.

Activity Suspecting Prospecting Approaching Negotiating Closing Overall

Door-to-door sampling

Retail store sampling

Food festivals

Joggers’ park

Cookery classes

Sports event

So as per above analysis, food festivals has been the most effective promotion method followed by

sampling at retail stores. D2D sampling, joggers’ park promotion and cookery classes stand at combined

third where has sports tie-up has been the least effective in terms of direct sales.


Recommendations

Due to summer season, a lot of complaint regarding spoilage of milk has been received from old

as well as new customers. Distribution system hasn’t tackled temperature management issue

successfully. Company have to take strict measures to resolve this.

A lot of quality related complaint also been received. Leaking bottle, and dust or other stuff in

milk were commonly mentioned. With the pricing and positioning of the product such complaint

has to be resolved immediately.

Due to introduction of competitors (especially Dr. Moo) many questions has been raised on the

certification of the product. Company have to tackle this positively and find a solution around

this. Competitor is still a new entrant so there is some time available to handle this.

Brand’s awareness needs to be increased through increasing focus on its marketing. Use of

digital marketing or hoardings (throughout city) could be one of the available options.

Brand is facing very huge churn rate. According to POCApp over 19000 customers (samples and

orders) registered with the product but only approx. 7500 were billed at the end of May 2014. A

special focus on customer churn is a must. To identify the exact problem behind the high churn-

rate and to rectify it should be the first priority after the SIP program.


pride of cows

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