Documenti di Didattica
Documenti di Professioni
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Submitted By:
Awahan Mohanty UEMF18005
Biswajit Tripathy UEMF18006
Gyana Ranjan Swain UEMF18008
Neha Nayak UEMF18011
Rajiv Mukherjee UEMF18014
Toshita Parida UEMF18021
MILKY MOO MIND MAP
Stamina
Nutritious
Fitness
Strength
Healthy
Energy
Freshness
Purity
Love Caring
Trust
Rich
PRAGATI MILK MIND MAP
Energetic
Nutritious
Fitness
Morning Drink
Healthy
Happiness
Pure
Good Health
Village Greenery
Purity
Family
Peace
Milky Moo Vs Pragati
POP
- Healthy
- Nutritious
- Pure
ACTION IMPERATIVES
MILKY MOO
Many of the participants during the ZMET interview process could not relate the brand
with natural.
In Odisha where people relate milk with religion and offer it to god and goddess for
worship but the participants couldn’t relate it to religion or as sacred.
In rural areas it is the brand needs more penetration and for that it is necessary for
consumers to relate it to natural and sacred/religious.
The content and message used in TV advertising and in hoardings should be changed
to bring about the natural and religious connection factor in consumers minds.
Pragati
Many of the participants during the ZMET interview process could not relate the brand
with variety, caring, good memories.
In urban areas of Odisha people are looking for brands which is offering many variety of
milk products.
As Pragati need to penetrate more in Urban areas of Odisha it should focus on
promoting the variety of offerings.
The content and message used in TV advertising and in hoardings should be changed to
show family togetherness and variety of offerings for every family members.
Appendix ( Mental Maps and Consumer Insights)
Milky Moo Mental Map (Mrs. Kumkum Mukherjee)
Strength &
Nutritious Stamina
Fitness
Regular drink
Healthy
Strong Bones
Pure
Healthy Child
Greenery Food
Reliable
Source
Freshness
Packaging Regular
Processing Pasteurized & Reliability
Supply
Transportation
Technology
Pragati Milk Mental Map (Umang Joshi)
Tea
Nutrition
Variety
Regular Use
Strength
Curd
Gym Use
Ice Cream
Pasteurized
Social Circle
Family cuisine
All Ages
Softy
CONSUMER INSIGHTS
MILKY MOO Pragati Milk
Phrases associated-
Phrases associated- • Heavy Cream milk
•Farm fresh •Togetherness
•Fluid •Health Supplement
•Reliable •Variety
•Technology Driven Words associated-
•Natural •Strength
Words associated- •Gym
•Healthy •Soft
•Strength •Buffalo Milk like
•Trust •Heavy
•Joy •Family
•Freshness •Friends
•Pure •Daily use
•Calcium •Processed
Milky Moo (Lakshmi)
Strength &
Nutritious Stamina
Fitness
Regular drink
Healthy Good
Freshness/
skin/hair
Natural
Purity
Use with
Food Time saving
Love other food
food
(cereals,
bread)
Trust
Many
products
Pragati Milk (Satya)
Coffee
Nutrition Fitness and
Daily Joy
Home
Curd
Natural
Milk
Trust
Way of life
Smooth
CONSUMER INSIGHTS
MILKY MOO Pragati Milk
Energetic
Nutritious
Fitness
Morning Drink
Healthy
Happiness
Pure
Good Health
Village Greenery
Purity
Family
Freshness
Milky Moo Mental Map (Amrutanshu)
Religion
Nutrition
Happiness
Pure
Cows
Trust
Caring
Love
Good Health
Village
Tradition
CONSUMER INSIGHTS
MILKY MOO Pragati Milk
Phrases associated-
Phrases associated- • Green Meadow
•Caring Family •Family Bonding
•Celebrate Together •Morning Drink
•Mother Earth •Grand Motherly Affection
•Sustainable Ecosystem •Flowing River
Words associated- Words associated-
•Happiness •Purity
•Smile •Religion
•Trust •Silky
•Joy •Cow
•Freshness •Family
•Pure •Sweet
•Freindship •Worship
Milky Moo (Mr. Nanda Kishore)
Nutritious
Family Drink Fitness
Healthy
Freshness/
Natural
Purity
Food Nutritious
Joy
Milk
Trust
Purity
White and
Purity Foamy Natural Energetic
Yellow
Smooth
CONSUMER INSIGHTS
MILKY MOO Pragati Milk
Phrases associated-
Phrases associated-
• Happy Face
•Family Drinking product
•Natural product
•Smooth like velvet
•As pure as honey
•Healthy Product
•No artificial ingredient present
•Family & Togetherness
•Trust worthy product
Words associated-
Words associated-
•Happiness
•Natural
•Smooth
•Sweet
•Nutritious
•Fitness
•Health
•Happiness
•Family
•Freshness
•Fitness
•Foamy
•Natural
•Energetic
•Pure
•Healthy
•Joy
•Love
Milky Moo (Goutam)
Healthy
Variety Usage Fitness
Pure
Nutrition
Fresh
Natural Healthy
Tasty
Nutrition
Tasty
Sweet
CONSUMER INSIGHTS
MILKY MOO Pragati Milk
Phrases associated-
Phrases associated-
• Very Creamy
•Denser than others
•Calm and Soothing
•Pure like water
•Peaceful as an ocean
•Fresh and Healthy
•Completely Natural
•Liked by all
•A lot of Variety
Words associated-
Words associated-
•Pure
•Sweet
•Family
•Creamy
•Natural
•Fresh
•Fitness
•Camphor
•Joy
•Variety
•Tasty
•Family
•Natural
•Usage
•Fresh
•Natural