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

Branding and promotional activities

for Pride of Cows
Summer Internship Report



Submitted by - Pranav Mankar, Indian Institute of Management, Indore 2


Contents
Introduction to Project ................................................................................................................................. 3
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 ......................................................................................................................................................... 6
Relative effectiveness ............................................................................................................................... 6
Recommendations .................................................................................................................................... 7











Submitted by - Pranav Mankar, Indian Institute of Management, Indore 3


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

Submitted by - Pranav Mankar, Indian Institute of Management, Indore 4

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


Submitted by - Pranav Mankar, Indian Institute of Management, Indore 5

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.






Submitted by - Pranav Mankar, Indian Institute of Management, Indore 6

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.

An
alys
is
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.
Planning the
promotional
activities
Excuting
promotional
activities
Documenting key
learning experiences
and
recommendations
on way ahead
79 new
Sign-ups
300+
Hot leads
generation
3000+
Total samples
distributed
2 corporate
tie-ups for
lead
generation
in future

Submitted by - Pranav Mankar, Indian Institute of Management, Indore 7

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 hasnt 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.

Submitted by - Pranav Mankar, Indian Institute of Management, Indore 8

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.
Brands 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.