Report Part

RESEARCH OBJECTIVES
1. Overall Understanding
To understand overall Curd market in Chennai and comparative analysis of curd
market in different zones
2. Market Potential
To analyse Market Potential for different Types of curd (Pouch Curd, Cup Curd &
Bucket curd)
3. Competitor Analysis
To understand about the Marketing Mix, Market Share and SWOT Analysis of Major
Players
4. Scope & Opportunities
To analyse the scope & opportunities for launching Shreeja Curd in Chennai
Josin T Joseph, PGDM (ABM) 2018-20 1

RESEARCH METHODOLOGY & DESIGN
1. Interaction with Experts
2. Customer Survey
Ø Sampling Method : Non- Probability Sampling
Ø Sampling Technique : Convenience Sampling
Ø Sample Unit : Curd Users (Households/ Institutional Segment)
Ø Sample Size : Households – 100, Institutional -5
Ø Sampling Area : Chennai
Ø Using Structured Questionnaire
3. Retailer Survey
Ø Sampling Method : Non- Probability Sampling
Ø Sampling Technique : Convenience Sampling
Ø Sample Unit : Retailers Selling Curd
Ø Sample Size : 100
Ø Sampling Area : Chennai
Ø Using Structured Questionnaire
4. Interaction with Distributors

LIMITATIONS OF STUDY
1. Analysis is purely based on the responses of the respondents and observations
2. Respondents may have given biased or false information
3. Error associated with Convenience Non- Probability Sampling
4. Limitation of time factor

AN OVERVIEW OF CHENNAI CURD MARKET

Chennai curd market is a Toned milk curd market. Every year curd sales increases
approximately 20%. Dominant brands that enjoy significant market share in Chennai curd
market are Heritage, Hatsun, Thirumala etc.

Seasonality Factors
PEAK SEASON OFF SEASON

Months March – June July - February
Change in Sales 30 to 40% increase in About 50% decrease in
sales sales
Average Daily >350 Tonnes per day From July sales start
Sales decreasing, by November
sales reach minimum
(about 175 Tonnes), then
start increasing slowly
Market Potential
Market Potential = Population * Per-capita Consumption(Kg) *0.001 Tonnes/day
= 12000000*0.1*0.001
=1200 Tonnes

ANALYSIS OF DATA
CUSTOMER SURVEY ANALYSIS
Customer survey was carried out by collecting data from 100 households and 5
institutional buyers using a structured questionnaire. Sampling technique used was
convenience sampling. Customer survey was conducted to understand their taste and
preferences, Curd consumption pattern, per capita consumption etc.
Homemade
Household Curd Users Cup curd
Segment customers
Customer Packaged Curd
Segment Users
Institutional Pouch curd
Segment Customers
Places Visited in Different Zones
North Chennai South Chennai Central Chennai

1. Moggapair 1. Dhandeeswaram 1. Mylapore
2. Thirumangalam 2. Sholinganallur 2. T- Nagar
3. Anna Nagar 3. Thiruvamiyur 3. West
4. Koyambedu 4. Karthikeyapuram Mambalam
5. Ambattur 5. Madippakkam 4. Ekkatuthangal
6. Arumbakkam 6. Perungudi 5. Mandaveli
7. Egmore 7. Velachery 6. Ashok Nagar
8. Adambakkam 7. Kilpauk
9. Adyar

I. HOUSEHOLD SEGMENT
Chart 1 : Percentage of respondents from each Zone
Central
Chennai 24%
North 56%
Chennai
South 20%
Chennai
Chart 2 : Percentage of Packaged curd users and Homemade curd Users
35%
Packaged Curd
Consumers
65% Home Made

Curd Users
Among the respondents, 35% were homemade curd users and balance 65% were
packaged curd users

Chart 3: Type of curd used – Zone wise
Type of curd Used – Zone Wise

80.00%
70.00%
60.00% 70.00%
50.00% 66.67% 62.50%
40.00%
33.33% 37.50%
30.00% 30.00%
20.00%
10.00%
0.00%
Central Chennai North Chennai South Chennai
Packaged Curd Consumers
Home Made Curd Users
a) Packaged Curd Users

In household segment, packaged curd users use either cup curd or pouch curd
Chart 4: Type of packaged curd used – Zone wise
80%
60%
71%
63% 57%
40%
38% 43%
20%
29%
0%
Pouch Curd Users Cup Curd Users

Chart 5 : Average Percapita Expenditure for curd in a month (in Rupees) – Zone Wise
Average Percapita Expenditure for curd in a

month (Rs.)
South Chennai 107.74
North Chennai 62.39
Central Chennai 66.04
0.00 20.00 40.00 60.00 80.00 100.00 120.00
Per-capita expenditure for curd in South Chennai is more than that of other Zones
Chart 6 : Average Percapita Consumption of curd per day (in gm) – Zone Wise
Average Per-capita Consumption of curd

per day(gm)
South Chennai 47.42
North Chennai 33.21
Central Chennai 34.42
0.00 10.00 20.00 30.00 40.00 50.00
Per-capita consumption of curd in South Chennai is more than that of other Zones

Chart 7 : Type of outlet from which pouch curd users purchase curd
TYPE OF OUTLET – POUCH CURD USERS

Organized Retail
Outlets
12%
Exclusive Dairy
Local Outlets
Retail 5%
Outlets
83%
Pouch curd users mainly buy curd from local retail shops
Chart 8 : Type of outlet from which cup curd users purchase curd
TYPE OF OUTLET – CUP CURD USERS
Organized
Retail
Local
Outlets
Retail
40%
Outlets
52%
Exclusive Dairy
Outlets
8%
Cup curd users mainly buy product from local retail shops and organized retail outlets

Chart 9: Pack size usually purchased by pouch curd users
Pack Size Usually Purchased by

Pouch Curd Users
200 gm
30%
500 gm 70%
Pack size usually purchased by pouch curd users is 200gm
Chart 10: Pack size usually purchased by cup curd users
Pack Size Usually Purchased by Cup

Curd Users
16%
200 gm
84%
400 gm
Pack size usually purchased by cup curd users is 200gm

Chart 11 : Maximum price respondents willing to pay for 400gm cup curd
>50 4%
46- 50 48%
40- 45 28%
<40 20%
Companies which sell in this price range i.e. Rs.46 to 50 are Milky Mist
and Cavin’s. All other brands sell products under this price range
Chart 12 : Maximum price respondents willing to pay for 500gm curd
>30 2.5%
Price (in Rs.)
28- 30 17.5%
25- 27 50.0%
<25 30.0%
Companies which sell in this price range i.e. Rs.25 to 27 are Heritage,
Thirumala, Dodla, Jersey etc.

RANKING OF PRODUCT RELATED FACTORS
Table 1: Ranking of Product Related Factors
Taste Price Texture Packaging

Pouch Score
Curd (Weighted
Customers Average) 15.4 10.6 9.3 4.7
Rank 1 2 3 4
Cup Curd Score
Customers (Weighted
Average) 9.4 4.8 7.3 3.5
Rank 1 3 2 4
RANKING OF COMPANY RELATED FACTORS
Table 2: Ranking of Company Related Factors

Chart 13 : Favourite Brand of Respondents
Favourite Brand of Customers
100%
4%
3%
8%
90%
3% 16% Heritage
10%
80% 4%
Hatsun
4%
70% 13% Thirumal
a
20% Jersey
60%
Dodla
50%
33%
Milky
40% Mist
Arokya
40%
30%
Aavin
20%
Cavin's
33%
10%
12%
0%
Pouch Curd Users Cup Curd Users

Chart 14 : Characteristics of favourite brand of Customers
14 for Heritage in ‘Good taste’ indicates that out of 16 respondents loyal to this
brand 14 respondents said that it was having good taste

Chart 15 : What customers will do if their favourite brand is not available with the
retailer?
100% 1
1
1
80%
3
60% 12 16
9
1 1 1 2 1 Post
40% pone
buying
4
20%
4 6 1 Buy
1 another
0%
availabl
e brand
Most of customers who are loyal to a particular brand said that if their favourite brand is
not available with the retailer they would buy an available brand
Chart 16 : How long have you been using your favourite brand?
100%
90%
1
80% 8 4
8 Less than 1
70% 3
3 year
60%
4
50% 2 1 1 1 1 1-2 Years
40% 4 1
30% 8 2 - 3 years
4
20%
4 3 1
10% More than 3
3
0% years
Hatsun
Aavin
Arokya
Jersey
Milky Mist
Dodla
Heritage
Cavin's
Thirumala

Chart 17 : Will you try new brands of curd?
100%
90% 3 3 2 1
80% 3
70%
60%
50% 1 1 1 1
40% 13 20 8 3
30% 5
20%
10%
0%
Yes No
Most of the respondents are ready to try new brands
INFERENCE
ü ‘Customer’s loyalty is volatile’
ü Varies depending on several factors

Chart 18 : Preferred Colour by Customers
PREFERRED COLOUR
No such
preferences 12%
20%
Pure White
Off White
68%
Most of the respondents prefer pure white curd
Chart 19 : Preferred Sourness by Customers
PREFERRED SOURNESS
2%
Mild
Medium 40%
58%
High
Most of the respondents prefer curd with mild sourness

Table 3: Ranking of brands based on popularity

Score obtained (Weighted
Average by Assigning
Rank Brand Weights)
1 Hatsun 17.50
2 Heritage 9.83
3 Aavin 8.17
4 Milky Mist 7.17
5 Thirumala 5.33
6 Cavin's 3.83
7 Arokya 2.17
8 Jersey 1.50
9 Dodla 1.33
10 Others 1.33
The first name comes in to the mind of most of the customers was ‘Hatsun’
Chart 20 : Awareness Source About Different Brands
1%
9%
48%
42%
TV advertisements
Retailers
From others
Company Sales persons

b) Homemade Curd Users

Ø 35% of respondents use homemade curd only
Ø Most of these people use Aavin milk for curd preparation
Ø In case if they have to buy curd, most of them prefer Hatsun Curd or Aavin
Ø On an average they convert 700 ml milk to curd per day
These people prefer homemade curd mainly due to

Ø Habituated to homemade curd
Ø They don’t trust packet curd especially from private dairies.
Ø Need freshly formed curd with mild sourness
Ø Believes that homemade curd is superior in quality, safety and taste, compared to
packaged curd
Ø Utilization of residual milk at the end of the day
Ø Economical
Ø They believe that packet curd contains some added preservatives

2. INSTITUTIONAL SEGMENT
CONSISTS OF
Ø Restaurants
Ø Lassi Shops
Ø Catering Units
MAJOR PLAYERS
Ø Hatsun
Ø Cavin’s
OBSERVATIONS
Ø Vegetarian Hotel chains like ‘Sangeeta’, are having some contracts with curd
manufactures and procuring products from those particular manufactures only.
(Sangeeta uses Cavin’s 200g cup)
Ø Small lassi shops and other Catering units like Andra Mess uses 1Kg pouch
Ø Some resturants use bucket curd also (Cavin’s double tonned- 5Kg bucket)
Ø For institutional segment main factors affecting purchase decision are price,
credit, timely delivery and relationship with the distributor

RETAILER SURVEY ANALYSIS

The study was exploratory in nature with both qualitative and quantitative data and
information for the study recorded primarily from retailers selling curd. Different set of
questionnaire for retailers and distributors was prepared to facilitate data collection during
survey. Questionnaire is attached in the Annexure
The data was collected by dividing the outlets into three categories
1. Local retail outlets/ Kirana Shops
2. Organised Retail Outlets (Departmental stores and super markets)
3. Exclusive dairy products outlet
Places Visited in Different Zones
North Chennai South Chennai Central Chennai

8. Moggapair 10. Dhandeeswaram 8. Mylapore
9. Thirumangalam 11. Sholinganallur 9. T- Nagar
10. Anna Nagar 12. Thiruvamiyur 10. West
11. Koyambedu 13. Karthikeyapuram Mambalam
12. Ambattur 14. Madippakkam 11. Ekkatuthangal
13. Arumbakkam 15. Perungudi 12. Mandaveli
14. Egmore 16. Velachery 13. Ashok Nagar
17. Adambakkam 14. Kilpauk
18. Adyar

Table 4: Number of outlets covered in each zone under each category
Type of Outlet
Exclusive
Local Organised Dairy
Retail Retail Products
Zone Store Outlets Outlet Total
Central
Chennai 19 5 4 28
North
Chennai 33 1 5 39
South
Chennai 13 12 8 33
100
Table 5: Fast moving brand in each zone under each category
Type of Outlet
Organised
Local Retail Retail
Zone Store Outlets
Central Chennai Hatsun Cavins
North Chennai Hatsun Hatsun
South Chennai Heritage Milky Mist

Chart 21 : Percentage of customers asking for a particular brand
Percentage of Customers asking

for a particular Brand
100.0
86.3
12.3
Local Retail Organised Exclusive Dairy

Store Retail Outlets Products
Outlet
Customers are not asking for a particular brand in local retail shops
Chart 22 : Average Cup Curd Sales Per Outlet(Kg)
Average Cup Curd Sales Per Outlet(Kg)

15.00
13.04
10.00
1.24 10.70 2.44
5.00
1.60 2.58 7.05 4.73 6.08
0.00
Local Retail Store Organised Retail Outlets Exclusive Dairy Products
Outlet
Average cup sales per outlet is more in Organised Retail Outlets

Chart 23 : Average Pouch Curd Sales Per Outlet(Kg)
Average Pouch Curd Sales Per Outlet(Kg)

30.00
25.97
25.00
20.00 16.25
11.97 20.25 21.68 20.78
15.00 19.25
10.00
12.72
5.00 7.20
0.00
Local Retail Store Organised Retail Outlets Exclusive Dairy Products
Outlet
Average cup sales per outlet is more in local retail outlets & exclusive dairy products outlet
Table 6: Brand Wise Total Sales (in Kg)
This is the total sales of different brands in different areas (of all retail outlets I have
visited)

INTERPRETATIONS
MAIN FINDINGS – SEGMENT WISE
POUCH CURD CUP CURD BUCKET

CURD
Market Size 250 to 300 Tonnes/day 20 Tonnes/day 3 Tonnes/day

(negligible)
Major Ø Heritage (45T/day) Ø Thirumala Ø Hatsun

Players Ø Hatsun (45T/day) Ø Milky Mist Ø Heritage
Ø Thirumala Ø Cavin’s Ø Milky Mist
(40T/day) Ø Hatsun Ø Cavin’s
Ø Jersey (21T/day) Ø Nestle
Ø Dodla (20T/day)
Ø Others (some 30
brands)
Main Households (Regular Mostly premium 1Kg tub –

Customers customers) customers- Households
Households Other pack sizes
Also Institutional of bucket-
segment – Mainly festivals or
100g cups (hotels) functions

Fast Rs.10 packet 200 gm Sales according
Moving (Different quantity for to customer
SKU different brands) orders
Distribution Distribution mainly Mainly through Mainly directly

through local retail organized retail from distributors
store. Also through outlets and to customers.
exclusive milk Exclusive milk (other than 1 Kg
products outlet and products outlets Tub).1Kg tub
organised retail outlets mainly through
organized retail
outlets and
exclusive milk
products outlets
Major Ø Availability Ø Quality Ø Timely

Factors Ø Convenience Ø Texture availability

MAIN FINDINGS – OUTLET WISE
LOCAL RETAIL ORGANISED EXCLUSIVE

OUTLET RETAIL OUTLET DAIRY
PRODUCTS
OUTLET
Type of Ø Mainly Ø Pouch, cup Ø Pouch, cup

curd sold pouch curd, & 1Kg tub & bucket
Some stores
– cup also
Customers Ø Households Ø Mostly Ø Households

(Regular premium and
customers) customers- institutional
Ø Rearly Households segment
customer ask Ø Well aware
for a of different
particular brands and
brand. quality
Usually conscious
customers
ask like ‘10
Rs. Curd’

Fastest Ø 10 Rs. Pouch Ø Medium Ø Medium
Moving curd sized SKUs Sized
SKU SKUs
Major Ø Margin Ø Customer Ø Customer

Factors Ø Relationship demand Demand
with retailer Ø Margin
Ø Relationship
with
company
Fluctuations Ø Only Ø Demand is Ø Demand is

in sales seasonal more on more on
Fluctuations Saturdays Saturdays
and and Sundays
Sundays
Retailers Ø Very High Ø Very Low Ø Low

Involvement
in purchase
decision

MAIN FINDINGS – ZONE WISE
SOUTH CENTRAL NORTH

CHENNAI CHENNAI CHENNAI
Per capita Comparatively high Medium Comparatively less

Consumption
Market >80% consumer 60% Consumer >80% commercial

market i.e consumer market, 40% market
driven market commercial
market
Customers Dominated by Medium class Mainly institutional

Telugu Brahmins customers segment
(regular users and
prefer door delivery)
Key Factors Quality - Mostly Mixed Trend Price : Price – quantity

dominated by Evaluation & credit
premium brands (lots of local brands
with competitive
pricing strategy)

COMPETITOR ANALYSIS
1. HERITAGE
Ø Market Leader
Ø Average Sales per day = 45 Tonnes
Ø Target group : Middle class
Marketing Mix
1. Product
Ø Pouch : 175gm & 450gm
Ø Cup :
200gm, 400gm(Total Curd)
200gm, 400gm (Premium Curd)
Ø Composition:
Fat % = 3
SNF% = 8.5 (Toned Milk Curd)

2. Price
Package SKUs Billing Distributor MRP (Rs.)

Type Price to Retailer
(Rs.) Price (Rs.)
175gm 8.75 9 10
Pouch 450g 22 23 25
1Kg 44 46 52
Cup 200gm 11.50 12 15
(Total
curd)
200gm – - - 25
(Premium
curd)
400gm - - - 55
Premium
3. Place
Ø Heritage Parlours – Franchisee Model
Ø Heritage Fresh Stores
Ø Through Multi Brand Distributors and retailers
Ø Local Retail Stores
4. Promotion
Ø Not Much Spending on Advertisement
Ø Word of Mouth Advertisement

SWOT ANALYSIS
Strengths
Ø Market Leader for curd in Chennai
Ø High brand image among customers (most trusted brand)
Ø No much spending on advertisements (Word of Mouth)
Ø Positioned as Traditional Brand
Ø Prominent in North, South and Central Chennai
Ø Quality product at affordable price
Ø Advantage because of pricing structure (Rs.10 & Rs.25 packets)
Weaknesses
Ø Exclusive outlets of Heritage is not that successful in Chennai
Ø Products are not available in modern trade outlets
Ø Less margin to the retailers compared to local brands
Opportunities
Ø Growing demand for curd
Ø Take advantage of extensive distribution system (Integrated business)
Ø Increasing purchasing power
Ø Expansion of ‘Heritage Fresh’ outlets
Threats
Ø Increasing Competition (competitors with innovative marketing strategy and
promotional activities)
Ø Local brands penetrate into market by giving high margin to channel members


2. HATSUN
Ø Prominent Player
Marketing Mix
1. Product
Ø Sells curd under two brands names: ‘Arokya’ and ‘Hatsun’
Ø Key player in all segments :- Pouch Curd, Cup Curd & Bucket Curd
Ø High quality product (high TS content)
Ø Zip- locked Pouch curd
Ø Hatsun Curd – Composition
BRAND PACKAGE SKU Calculated based on the Type of Curd

TYPE composition given on the
package
FAT % SNF %
Hatsun Pouch 160gm 3.125 10.17 Toned milk

curd
200gm
500gm

Cup 100gm 4 10.34 Toned Milk
curd
200gm
400gm
Arokya Pouch 160gm 4.37 9.04 Toned milk
450gm 4.5 8.5 curd
Zip-Locked 400gm 6 8.5 Standardized

Pouch Milk curd
Cup 200gm 6 8.5 Standardized
milk curd
2. Price
Ø Premium pricing
Ø ’Arokya curd’ is priced lower than ’Hatsun curd’
Ø Hatsun Curd – Pricing Structure

Package SKUs Biling Price Distributor MRP
Type (Rs.) to Retailer (Rs.)
Price (Rs.)
HATSUN Pouch 160gm 8.5 (to other 9 10
BRAND distributors)
8.8 (HDC Plus)
200gm 9.5 - 12
500gm 26.2 (HDC 27 30
Plus)
25.5 (to other
distributors)

1Kg 47.5 - 57
200gm 14.80 - 18
Cup
400gm 28 - 35
AROKYA Pouch 160gm 8.5 (HDC Plus) 9 10

BRAND 8.8 (HDC)
450 gm 21.20 23 25
Zip- Locked 400gm 27.18 - 30
Pouch
Cup 200gm 12.2 14 15
Ø HDC means Hatsun Distribution Centre

Ø HDC Plus : Act as a Distributor as well as a retailer for all Hatsun’s milk products
Ø HDC: Act as a Distributor for Arokya Milk and a retailer for all Hatsun’s Dairy
Products
3. Place
Ø HDC (Hatsun Distribution Center Concept) – Very successful distribution model. >400
Hatsun Daily outlets in Chennai.
Ø Multi- brand distributors
4. Promotion
Ø High Spending on Advertisements and promotional activities
Ø Adopt same line promotional strategy

Hatsun –Advertisement & Sales Promotional Activities
1. Advertisement in TV Channels
Ø https://www.youtube.com/watch?v=dOjmOw5CBaM
Ø https://www.youtube.com/watch?v=VLI5n6N47xk
Ø https://www.youtube.com/watch?v=Ic8TDn-zzVM
2. Ad Display infront of shops
Board with Hatsun Advertisements

SWOT ANALYSIS
Strenghts
Ø Key Success factors ‘brand name and availability’
Ø They are ‘NEAR TO THE CUSTOMERS’
Ø Successful distribution model (available in all types of outlets even in remote areas
also)
Ø Adopt same line promotional strategy ’
Ø Superior quality curd (high TSS content)
Ø Strong in all segments in all areas of chennai
Weaknesses
Ø ‘Arokya brand’ curd is not widely accepted by customers
Ø Company is trying to bring the product under the brand name ‘Arokya’ and take
advantage of brand image of ‘Arokya Brand’- This effort is not that successful
Ø High investment in advertisement
Ø Premium priced
Opportunities
Ø Growing demand
Ø High Brand awareness
Ø The brand first name comes in the mind of most of the customers
Threats
Ø Increasing Competition
Ø Local brands penetrate into market by giving high margin to channel members

3. THIRUMALA

Ø Target group – Middle class people
Marketing Mix
1. Product
Ø Key player in pouch curd segment and cup curd segment
Ø Standard product – Toned milk curd
Ø Thirumala Curd – Composition
PACKAGE SKU Calculated based on the Type

TYPE composition given on the of
package Curd
FAT % SNF %
Pouch 175gm 3 8.665 Toned

500gm milk
1Kg
Cup 120gm 3 9.53 Toned
200gm Milk
400gm

2. Price
Ø Reasonable price
Ø Pricing Structure
Package SKUs Biling Price Distributor to MRP

Type (Rs.) Retailer Price (Rs.)
(Rs.)
175gm 8.5 9 (Multibrand 10
Pouch distributor)
8.75(Exclusive
Thirumala
Distributor)
500gm 23(Multibrand 24(Multibrand 26
distributor) distributor)
22.5(Exclusive 23(Exclusive
Thirumala Thirumala
Distributor) Distributor)
1Kg 46 50 52
120gm 8.5 9 10
Cup
200gm 12 12.5 15
400gm - - 30

3. Place
Ø Mainly through Exclusive Thirumala Products Distributors
Ø Also multi brand distributors
4. Promotion
Ø Promotional activities to increase the visibility of brand
Ø Ad boards in public place
Ø Customer Schemes - Quantity Offers
- 25gm extra with 175 gm Packet

Ø Trade Schemes
- Not usually in peak season
- In off season, 2 cups free with 24 cups

SWOT ANALYSIS
Strengths
Ø High brand equity in standardized milk market
Ø 20-year-old company
Ø Available in all types of outlet
Ø Wide distribution network
Ø Customers consider Thirumala curd is of reasonable price
Weaknesses
Ø Not that prominent in North Chennai
Ø Low margins to distributors and retailers
Opportunities
Ø Growing demand for curd
Threats
§ Increasing Competition
§ Local brands penetrate into market by giving high margin to channel partners

4. MILKY MIST
Ø Emerging brand
Marketing Mix
1. Product
Ø Key player in cup curd segment and bucket curd segment
Ø Positioned as a premium brand
Ø Composition
PACKAGE SKU Calculated based on the Type of Curd
TYPE composition given on the package
FAT % SNF %
Pouch 200gm 3 8.5 Toned Milk
450gm
Cup 200gm 3 8.899
450gm
Bucket 1Kg 3 8.899

2. Price
Ø Premium Pricing
Package Type SKUs MRP (Rs.)
200gm 12
Pouch 500gm 32
200gm 25
Cup 450gm 60
Bucket 1 Kg 99
3. Place
Ø Mainly through departmental stores (large amount of shelf space- visibility)

Ø Also through Local retail stores near residential area of high class people
4. Promotion
Ø TV Advertisements
https://www.youtube.com/watch?v=90HoNRLVQoM
Ø Deploying offline and online publicity
Ø Providing Infrastructure to the retailers - Visicoolers

Ø Board with Milky Mist ads
Ø Customer Schemes- Price offers

- 200gm pouch at Rs.10 (MRP -Rs.12)
- 450gm cup at Rs.50 (MRP- Rs.60)
SWOT ANALYSIS
Strengths
Ø Customer feedback regarding the quality and texture of Milky Mist’s set curd is very
good
Ø Fastest moving brand in almost all Modern trade outlets
Ø Market penetration strategy that ensure defect free product to the end customers
Ø Brand synonymous for the unique &
Ø premium value added milk products
Weaknesses
Ø Premium pricing strategy is not suitable to commercial markets like North Chennai

Opportunities
Ø Increasing demand for quality products
Ø Customers are ready to pay more for quality products
Threats
Ø Milky Mist try to push sales by providing coolers to the retailers, but retailers place
competitors’ products also in that cooler- so this indirectly benefiting competitors
5. CAVIN’S
- Emerging Brand
Marketing Mix
1. Product
Ø Positioned as a premium brand
Ø Prominent player in Cup curd and bucket curd segment

PACKAGE SKU Calculated based on the Type of Curd
TYPE composition given on the
package
FAT % SNF %
Pouch 170gm 3 8.5 Toned Milk
450gm
500gm
Cup 200gm 3 8.5 Toned Milk
400gm
Bucket 1Kg 3 10.5 Toned Mllk curd
5 Kg - - Double Tonned
2. Price
Ø Premium pricing
Package SKUs Biling Distributor to MRP (Rs.)
Type Price Retailer Price
(Rs.) (Rs.)
Pouch 170gm 8.10 8.5 10
450gm 21.5 22 25
500gm - - 30
1Kg - - 52

50gm 4.2 4.5 5
Cup 100gm 8.10 9 10
200gm 12 13 15
400gm - 50
Bucket 1Kg 84 90 99
(Premium
curd)
5Kg 220 250(to small 300
scale hotels)
270 (to large
scale hotels)
3. Place
Ø Mainly through organised Retail stores
Ø Also through Cavin’s parlour
4. Promotion
Ø TV Advertisements
https://www.youtube.com/watch?v=e0UZjdfegwA

SWOT ANALYSIS
Strengths
Ø Growing brand
Ø Strong brand in institutional segment
Ø Premium brand
Weaknesses
Ø Availability is restricted only to organized retail stores
Opportunities
Ø Establishment of Exclusive parlours - On the path of establishment of Exclusive milk
products outlets in Chennai – These outlets are focusing on institutional segment also

Threats
Ø Competitors like Milky Mist with similar marketing strategy and target group

OPPORTUNITIES FOR LAUNCHING SHREEJA CURD IN CHENNAI

1. Absence of a strong non-private brand of curd in Chennai
2. Customers trust towards Cooperative or farmer owned brand can be utilized
3. Steadily growing demand for curd in Chennai
4. Demand and scope for high quality product
5. Gap between demand and supply in some areas
SUGGESTIONS FOR
LAUNCHING OF SHREEJA CURD IN CHENNAI
Þ Launching can be done in 2 phases

Þ PHASE 1
• Curd should be launched in South Chennai. Because South Chennai is a high
curd consumption area, Customers are quality conscious and customers have
the culture of trying new brands
• In this stage all the marketing efforts should be focused to increase availability
and convenience
• Positioning : As a women farmer owned brand
• Market Penetration Strategy
100% PUSH STRATEGY
- Sale based and non- sale based incentive to channel members (High
Margin)
- Distribution – Where customer needs the product – Local retail outlets

Þ PHASE 2
• Approach
- Expansion of Geographical area
- Increasing Number of outlets selling the product
- More shelf space in Organised stores
- Distribution through Exclusive distribution agents
• In this phase increasing awareness about the product, branding and increasing
visibility are the important factors
• Strategy
100% PULL STRATEGY
- Advertisement and sales promotion activities (to get into the
consideration set )
- Branding
- Offers and added service to customers
- More shelf space in super markets
• Pull Strategy
- Advertisement
• Distribution of pamphlet along with Newspapers
• Ad boards in public places
- Offers and added service to customers
• Door delivery
• Price Offers
- Sales promotion activities
• Promotional activities by giving free samples to students in
government schools- by associating with government
• Door to door campaigns
• Promotional campaign in association with some clubs (conducting
‘Dairy Products Fests’)

Annexure 1
CUSTOMER SURVEY QUESTIONNAIRE
PART A: GENERAL INFORMATION

1. Zone
North Chennai
South Chennai
Central Chennai
2. Place :…………………………………
3. Name :…………………………………
4. Number of members in your family :…………………………………
5. What type of curd usually you use?
Homemade Curd
Packet curd from shops
PART B: FOR HOMEMADE CURD USERS

1. Which brand of milk usually you buy for curd preparation?
Aavin
Arokya
Heritage
Jersey
Thirumala
Dodla
Loose milk
Other:………………………………………

2. How much milk you convert to curd per day ?(in Liters)
:……………………
3. In case if you are buying curd, which brand do you prefer?

:……………………

4. Why you prefer homemade curd over packet curd?
…………………………………………………………………………………
…………………………………………………………………………………
…………
PART C: FOR PACKAGED CURD USERS
1. Type of curd used

Pouch
Cup
Bucket
2. How often you buy curd in a week? (Number of times) :………………
3. From what type of retail outlets usually purchase curd?

Nearby Local Retail outlets
Organised Retail outlets like Super Markets & departmental stores
Exclusive Dairy products outlet
online grocery
Others

4. What pack size you purchase usually?

Small Packet
Medium Size Packet
Big Packet
5. At what price you purchase it? :………………
6. What is the maximum price that you are willing to pay for 500 ml of curd?
(400gm in case of cup curd) :……
7. Average monthly spending for curd? :………………
8. Which colour you prefer for curd?

Pure white
Off white
No such preference
9. What level of sourness you prefer in curd?

Mild
Medium
High
10. Name three brands of curd that you know

:……………………, …………………………., ………………….

11. How do you aware of various brands of curd in market

From others
Advertisement
Company Sales persons
Retailers
Any other
12. Which is your favorite brand of curd? :……………………
13. What is special about your favourite brand’s curd? (select all that apply)
Good Taste
Reasonable Price
Good Texture
Easy Availability
Attrative Packaging
Regular Supply
Others
14. How long have been using this brand?

Less than 1 year
1 -2 years
2-3 years
more than 3 years

15. What will you do if your favourite brand of curd is not available with a retailer?
Go to next retailer
Buy another available brand
Post pone buying
Others
16. Do you like to try new brands of curd?

Yes
No
17. How do you consider the following as factors while purchasing pouched curd
A. PRODUCT ATTRIBUTES
Rank the following product attributes. (Rank from 1 to 4, rank 1 means most
important factor and rank 4 means least important factor)
Attribute Rank
Price
Taste
Texture
Packaging

B. COMPANY ATTRIBUTES
Rank the following factors related to company, (Rank from 1 to 6, rank 1 means most
important factor and rank 6 means least important factor)
Attribute Rank
Brand Reputation
Availability
Regular Supply
Offers
Door Delivery
Previous experience with
the product/ brand
18. Any instances where you find some defects or problems in curd?
……………………………………………………………………………………
……………………………………………………………………………………
……

Annexure 2
RETAILER SURVEY QUESTIONNAIRE
1. Zone
North Chennai
Central Chennai
South Chennai
2. Place :………………………………..
3. Name of the shop :………………………………..
4. Do customers ask for a particular brand of curd?

Yes
No
4. What percentage of customers ask for a particular brand of Curd? :………………
5. Among various brands of curd, which is having high demand? :…………………

6. Brands and SKUs (in gm) for pouch curd in the store
Brand SKU’s & Average number of packets sold

per day
Arokya
Hatsun
Heritage
Jersey
Thirumala
Dodla
Milky Mist
Cavins
Aavin
Any
other………
….


7. Brands and SKUs (in gm) for cup curd in the store
Brand SKU’s & Average number of cups sold per day for
each SKU
Arokya
Hatsun
Heritage
Jersey
Thirumala
Dodla
Milky Mist
Cavins
Gho Curd
Britannia
Nestle
Aavin
Any
other………
….

8. . Brands and SKUs (in gm) for Bucket/ tub curd in the store
Brand SKU’s & Average number of buckets/ tubs sold per

day
Hatsun
Heritage
Jersey
Thirumala
Dodla
Milky Mist
Cavins
Gho Curd
Aavin
Any
other………
….

9. Any instances where you faced some problems in stocking or selling of curd?
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
……………………………....
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RESEARCH OBJECTIVES

Josin T Joseph, PGDM (ABM) 2018-20 1

RESEARCH METHODOLOGY & DESIGN

1. Interaction with Experts

4. Interaction with Distributors

Josin T Joseph, PGDM (ABM) 2018-20 2

Josin T Joseph, PGDM (ABM) 2018-20 3

AN OVERVIEW OF CHENNAI CURD MARKET

PEAK SEASON OFF SEASON

Josin T Joseph, PGDM (ABM) 2018-20 4

Places Visited in Different Zones

North Chennai South Chennai Central Chennai

Josin T Joseph, PGDM (ABM) 2018-20 5

Chart 1 : Percentage of respondents from each Zone

Chart 2 : Percentage of Packaged curd users and Homemade curd Users

65% Home Made

Josin T Joseph, PGDM (ABM) 2018-20 6

Chart 3: Type of curd used – Zone wise

Type of curd Used – Zone Wise

a) Packaged Curd Users

Chart 4: Type of packaged curd used – Zone wise

Josin T Joseph, PGDM (ABM) 2018-20 7

Average Percapita Expenditure for curd in a

South Chennai 107.74

North Chennai 62.39

Central Chennai 66.04

0.00 20.00 40.00 60.00 80.00 100.00 120.00

Average Per-capita Consumption of curd

South Chennai 47.42

North Chennai 33.21

Central Chennai 34.42

0.00 10.00 20.00 30.00 40.00 50.00

Josin T Joseph, PGDM (ABM) 2018-20 8

TYPE OF OUTLET – POUCH CURD USERS

TYPE OF OUTLET – CUP CURD USERS

Josin T Joseph, PGDM (ABM) 2018-20 9

Chart 9: Pack size usually purchased by pouch curd users

Pack Size Usually Purchased by

Pack size usually purchased by pouch curd users is 200gm

Chart 10: Pack size usually purchased by cup curd users

Pack Size Usually Purchased by Cup

Pack size usually purchased by cup curd users is 200gm

Josin T Joseph, PGDM (ABM) 2018-20 10

Chart 12 : Maximum price respondents willing to pay for 500gm curd

Josin T Joseph, PGDM (ABM) 2018-20 11

RANKING OF PRODUCT RELATED FACTORS

Table 1: Ranking of Product Related Factors

Taste Price Texture Packaging

RANKING OF COMPANY RELATED FACTORS

Table 2: Ranking of Company Related Factors

Josin T Joseph, PGDM (ABM) 2018-20 12

Chart 13 : Favourite Brand of Respondents

Favourite Brand of Customers

Josin T Joseph, PGDM (ABM) 2018-20 13

Chart 14 : Characteristics of favourite brand of Customers

Josin T Joseph, PGDM (ABM) 2018-20 14

Josin T Joseph, PGDM (ABM) 2018-20 15

Chart 17 : Will you try new brands of curd?

Most of the respondents are ready to try new brands

Josin T Joseph, PGDM (ABM) 2018-20 16

Chart 18 : Preferred Colour by Customers

Most of the respondents prefer pure white curd

Chart 19 : Preferred Sourness by Customers

Most of the respondents prefer curd with mild sourness