Potential for further growth
Of the three A's of marketing - availability,
acceptability and affordability, Indian dairying is already
endowed with the first two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is
not a limitation either, because of the ample scope for increasing
milk production, given the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk
affordable for the large majority with limited purchasing power? That is essence of the
challenge. One practical way is to pack milk in small quantities of 250 ml or less in
polythene sachets. Already, the glass bottle for retailing milk has
given way to single-use sachets which are more economical. Another viable
alternative is to sell small quantities of milk powder in
mini-sachets, adequate for two cups of tea or coffee.
Marketing Strategy for 2000 AD
Two key elements of marketing strategy for 2000 AD
are: Focus on strong brands and, product mix
expansion to include UHT milk, cheese, ice creams and spreads. The changing marketing
trends will see the shift from generic products to the packaged
quasi, regular and premium brands. The national brands will gradually edge out the
regional brands or reduce their presence. The brand image can do wonders to a
product's marketing as is evident from the words of Perfume Princess Coco Chanel: In the
factory, we pack perfume; in the market, we sell hope!
- Food service institutional market:
It is growing at double the rate of consumer market
- Defense market: An
important growing market for quality products at reasonable prices
- Ingredients market: A boom
is forecast in the market of dairy products used as raw material in
pharmaceutical and allied industries
- Parlour market: The
increasing away-from-home consumption trend opens new vistas for
ready-to-serve dairy products which would ride piggyback on the fast food revolution sweeping the urban India.
India, with her sizable dairy industry growing rapidly and on the path
of modernization, would have a place in the sun of prosperity for many decades to come.
The one index to the statement is the fact that the projected total
milk output over the next 15 years (1995-2010) would exceed 1457.6 million tonnes which is
twice the total production of the past 15 years!