Previously, we had seen the SWOT Analysis of Mother Dairy. Today in this blog we will discuss another important factor that is the marketing mix of Mother Dairy.
Mother Dairy is the second-largest milk producer in India. In the branded section in Delhi, it has a market share of 66% where it sells around 2.5 million liters of milk daily.
Currently, it is the only dairy brand in the market that offers a diverse product category like vegetables, edible oils, fruits, milk, and dairy products.
It has been promoting its brand using different methods which helps it stay in the top charts in the market to date. Thus this makes us keen to know the marketing mix of Mother dairy products.
In this blog, we have to list the 4Ps marketing mix of mother dairy which include the Price, Place, Promotion, and Product.
Before we start with its marketing mix of Mother Dairy let us first know about the company.
About Mother Dairy
Mother Dairy is a subordinate company under the National Dairy Development Board, which was established in 1974, under the Operation Flood initiative to make India a milk-sufficient nation.
Its headquarters is in Noida, Uttar Pradesh, India. After so many years in the industry, they have evidently moved closer to achieving the stated objective.
Under the name Mother Dairy, their milk products include refined goods, frozen yogurt, paneer, and ghee. Additionally, the company sells frozen vegetables, fresh produce from the soil, edible oils, and processed foods like organic juices, jams, pickles, and other foods.
Mother Dairy debuts its first dining establishment, Café Delights, in Noida and anticipates further locations in Delhi.
What’s new with Mother Dairy
Check out some latest news about Mother Dairy:
- Mother Dairy’s retail store Safal for fruits and vegetable products became the King of prices for tomatoes in the market as it increased its prices to Rs.259/kg. This is due to the shortage in the supply of tomatoes as a result of the weather irregularity in most major supplying regions.
- Farmers of Nagpur have been given the hope of benefitting from the new Mother Dairy investment of a 400 crore unit which is to be set up with a government provision of 10 hectares of land. The goal is to obtain around 30 lakh liters each day from the farmers.
- As the price of certain raw materials reduces, Mother Dairy’s oil brand Dhara reduces the prices of its edible oil by Rs.10/liter. Stocks were predicted to reach stores by the following week.
- Mother Dairy has decided to encourage its customers to conquer the summer along with them by introducing around fifteen new products. They are predicted to be the perfect goods for customers to pamper themselves with to beat the heat of the year. The new releases include :
- Ready-to-eat custard
- More than 10 varieties of ice-cream flavours
- Cold coffees
- Nutrifit curd with vitamins A & D
- Mother Dairy to tackle the high production costs it has incurred by raising the price of some of its products. As a result, household budgets are predicted to shoot up considering the consistently high demand for milk in the markets in Delhi NCR.
Moving forward let us understand who are the potential consumers of Mother Dairy. Let us have a look at its Target Audience.
Target Audience of Mother Dairy
The target customers of Mother Dairy include Middle and upper-middle-class families. They are of varied age groups as Mother Dairy has a variety of products catering needs of young children to adults.
Given below is the buyer persona of Mother Dairy:
- Fresh, local dairy products.
- Quality, and hygiene in food.
- Affordable, nutritious options.
- Health-focused choices.
- Local taste preferences.
Interest & Hobbies
- Finance, numbers.
- Reading, learning.
- Family, friends time.
- Community engagement.
- Occasional outdoor activities.
- Work-life balance.
- Food quality, safety.
- Healthy diet management.
- Dairy options variety.
- Budget constraints.
Social Media Presence
Now that we have got some insights about the brand let’s explore more about the Marketing Mix of Mother Dairy and how it has catered to its growth.
Marketing Mix of Mother Dairy
The marketing mix is the different types of marketing tactics used by the company to promote its brand. It consists of 4Ps which include the Price, Place, Promotion, and Product mix.
The marketing mix of Mother Dairy helps it to know about its market standards and understand its overall performance. It can then see in which segment it has to improve.
Let us now start with the Product mix of Mother Dairy.
1. Product Strategy:
Source: Amazon groceries
Mother Dairy has a wide range of products to offer in the market which comes under milk-based products and other food items in India. It has 3 sub-brands which are Dairy, Dhara, and Safal.
Mother Dairy mainly produces all the dairy products in its product range. Dairy products are classified as milk, milk products, and ice creams.
In the milk section, the product range is
- bulk vended milk,
- poly packed milk,
- ultra-heat treatment milk.
The milk products are
- probiotic drinks,
- buttermilk, etc.
The ice cream section consists of
- different classic flavors,
- kulfi, and
Safal mostly deals with fruits and vegetables it supplies different products like
- frozen vegetables
- ketchup, and
Dhara provides different variants of cooking oils like
- soya bean oil,
- groundnut oil,
- olive oil,
- mustard oils,
- vegetable oil, and
- sunflower oil.
Some new products are introduced to attract customers including Ready-to-eat custard, More than 10 varieties of ice-cream flavours, Cold coffees, and Nutrifit curd with vitamins A & D.
Let us now see the next ‘P’ in the marketing mix of Mother Dairy.
2. Price/Pricing Strategy:
Initially Mother Dairy has been using a penetration pricing policy to bring awareness among many people so that people buy their products.
Its milk prices change with changes in inflation. Its pricing policy also differs from place to place depending on geographical factors.
Other milk brands also use similar pricing policies depending on the rise in prices of other input factors.
The Mother Dairy Ice Cream uses competitive pricing for its regular ice cream flavors and also uses premium prices for the special flavours provided by it.
Safal brand uses market-based pricing for its vegetable and fruit products. Whereas, the edible oil segment faces a lot of competition in the market so it uses a competitive pricing policy where it provides them with low-cost products with good quality.
Let us now move further to the Place strategy of Mother Dairy.
3. Placement & Distribution Strategy:
Mother Dairy has its supplies in every part of the country. Having a proper distribution channel and making its products easily available to its customers is a crucial part of the milk industry.
To cater to this large market it has over 1,400 retail outlets and more than 1,000 exclusive stores in different places.
Since it deals with perishable products and has a short shelf life, it deals with only the amount of quantity required as per the region. Its suppliers are farmers and cooperatives which eliminates the middlemen and helps in saving costs.
After it is brought from the farmers in tankers or collected at the collection centers, it is then processed in the plants, and then it is delivered to its Local Area Distributors who then send it to its exclusive Mother Dairy booth, convenience stores, supermarkets, and other smaller retailers. Since consumers can find Mother Dairy booths very close to their homes, it has built customer loyalty and preference.
Lastly, let us now see the Promotion factor in the marketing mix of Mother Dairy.
4. Promotion & Advertising Strategy:
Mother Dairy used different marketing strategies in the market. It uses different modes to promote its products like newspapers, television, radio, and social media.
As there are firm competitors like Amul, Mother Dairy has come up with a strategy in which it gains the mind share of the consumer with better communication strategies.
Its ice cream segment has gained a lot of popularity due to its television commercials. Whereas Safal uses green and environment-friendly themes to sell its products.
Dhara brand has been on TV commercials for quite a long time. It also has tied up with Paytm and UPI for cashless payment at its booths hence showing it is technologically updated.
Good marketing is required to build the success of any brand. And in today’s internet generation digital marketing is a necessity. Let us find out how Mother Dairy uses digital marketing in its strategy.
Digital Marketing Strategies of Mother Dairy
As a marketing strategy, Mother Dairy makes great use of social media platforms to attract customers. Below mentioned are some of their campaigns on social media.
Mother Promise – A video was released on social media platforms in order to convince potential customers that Mother Dairy’s products were certified and good quality products made from milk. The lexical phrase ‘mother promise’ just helps you assure you that they are telling the truth.
Hot or Cold, always yes for Mother Dairy Milk! – This was a post that Mother Dairy had uploaded on Instagram. This brings the feeling in customers that whether its sunny outside or its raining, Mother Dairy milk would be the most soothing drink to have.
#MotherDairyJasiDosti – This was a post and reel that the brand posted on Instagram on/for Friendship Day.
A we all know as the company is moving towards success the competition also increases. Here are some competitors of Mother Dairy.
Competitors of Mother Dairy
- Milky Mist – One of India’s top producers of dairy products, it was established in 1997 and has its headquarters located in Erode, Tamil Nadu, India. As of March 2022, the company’s revenue was over Rs. 500 crore.
- Amul – The Indian cooperative society based in Anand, Gujarat is managed by 3.6 million milk producers. Amul was founded in the year 1946 and as of 2022, its revenue is around Rs. 52000 crore. India’s white revolution, prompted by Amul is what brought the country its title as the largest milk and milk products producer. Check out the marketing mix of Amul.
- Dodla Dairy – The public limited company was formed in 1995 and started manufacturing in 1998. Its headquarters is in Hyderabad and its products can be accessed and purchased in 11 states in the country. As of June 2023, the company’s revenue is around Rs. 823.43 crores.
- Milk Mantra – Based in Odisha, India, it was formed in 2009 and is the first agri-food startup to be backed by venture capital. They have made a revenue of Rs. 100-500 crore by March 2022.
- Akshayakalpa – With its headquarters in Tiptur, Karnataka, it has received the name of being the first certified organic milk-producing company in India, It was founded in 2010 and made around Rs. 205 crore in the previous financial year.
This brings us to the end of the elaborative study on the marketing mix of Mother Dairy. Let us summarize our learnings in the next section.
In the study of the marketing mix of Mother Dairy, we saw that the company has been using some notable strategies in the market to grow.
It provides a wide range of products in the market for its customers under the Dairy, Safal, and Dhara. Mother Dairy uses different pricing policies as per the different segments like geographical regions, competitors, etc.
It has a large distribution network in the market and has been available at every place which makes it easy for its customers to buy the products. It gains more customer loyalty when its products are available easily in the market.
It uses different marketing platforms in online and offline channels like print, television, digital, etc. to promote its products.
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