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Analyze Marketing Strategy of Koraput Dairy and Devise GTM Strategy

About the Company:


Koraput Dairy is one of its kind, state of the art, technologically equipped modern integrated
high-tech Dairy Farm situated in Koraput since 2011. As it is an integrated Dairy unit, it
emphasizes not only on milk production but also on producing Organic Compost,
Vermicompost, Bio-fertilizer, Organic Urea and Organic Green Fodder. It is also a calf and Heifer
rearing unit which aims to train farmers in Dairy Farm Management.
Koraput Dairy is the largest private Dairy Farm in southern Odisha.

About the Topic:


This project will entail the following

Understanding the Dairy industry in India and Odisha


Understanding the operations and marketing channels of Koraput Dairy
Devise market entry strategy based on the strengths and opportunities

Background and Literature:

Marketing strategy for Indian Dairy industry (https://www.linkedin.com/pulse/marketing-strategyindian-dairy-industry-nalla-lion-2500-)

India is the largest producer of milk. The milk coming to organized sector is processed in close
to 1400 dairy processing plants with an installed capacity of close to almost 13.5 crore liters per
day. There have been both inorganic and organic growths being considered by the investors
from India and abroad. This article gives an overview of consumer traits, segments and the
dairy markets in India along with the opportunities available.

[2014], Dairy Industry Profile: India., Dairy Industry Profile: India. 11/1/2014, p1-29. 29p.
Topics discussed include the forecasted growth in volume of the Indian dairy market in 2018,
the total revenues posted by the milk segment in 2013, and the financial performance of dairy
producers such as Gujarat Cooperative Milk Marketing Federation (GCMMF), Andhra Pradesh
Dairy Development Cooperative Federation Ltd. (APDDCF) and Kerala Co-operative Milk
Marketing Federation Ltd. (KCMMF).

Mishra, Kaushlendra Vikram [2015], Marketing Strategies of Small-Scale Milk Producers: A


Study in Azamgarh District, Uttar Pradesh, IUP Journal of Marketing Management. May2015,
Vol. 14 Issue 2, p63-75. 13p
The perishable nature of raw milk makes its marketing crucial for the small-scale milk
producers. Like other developing countries, in India too there are organized and unorganized
sectors for the marketing of milk and dairy products. The organized sector comprises dairy
cooperatives and organized modern-style private dairies. Generally, in this sector the largescale dairy units use advanced technology and produce standardized products. They collect milk
through their collection depots and transport it to their milk plants for processing and
manufacturing. In the present study, an attempt has been made to examine the different
marketing strategies adopted by the small-scale milk producers in Azamgarh district of Uttar
Pradesh, India.

Methodology:

Project Requirement Elicitation and studying similar projects


Secondary Research
Gather Competitive Information
Data Analysis
SWOT Analysis
GTM
o Target Market
o Competitor Analysis
o Partners and Collaborators