Product Management of various

SKUs
Based on Location & Income
Mother Dairy

Summer Internship (13-15)
Vikas Rathore
MBA CI&SM
Company Profile
Set up in 1974 in Delhi under the Operation FloodProgramme.
Subsidiary of NATIONAL DAIRY DEVLOPMENT BOARD
Revenue:- 4000 cr
Employee:- 3000
Operational Regions:
Delhi-NCR, Uttar Pradesh, Haryana, Mumbai, Saurashtra, Andhra Pradesh
Objective
The intent of our study stresses upon the product management of various skus
and identification of their sales pattern based on location and income.
To study and analyze the current sale of various skus at allocated Mother Dairy
booth in Noida.
To understand the buying behaviors of consumers based on geographical
location and their income in Noida.
To rectify the demand forecasting data of allocated region existing with the
company.
To promote sales of slow moving skus by educating the booth operators.

Limitations
Study was restricted to allocated region in Noida only.
Analyzing the perception of people of Noida was little difficult as some
respondents didnt have much knowledge about the various SKUs and thus
faced difficulty in answering.
Convenience Sampling was done.

Product Management
Planning
Forecasting
Marketing
of Product of a company is Product Management
Objectives of product management
To design product strategies
To spot market opportunities
To develop strategies for each stage of product life cycle
To generate new product ideas
Product Life Cycle
Corn Chatkara
Flav Lassi

Mix Veg
Toned
Tub
Lassi

Standardized
Peas
Stick

Token
Brick


Full Cream
Cup

Analysis
Understanding Income Segment
Sectorial income & Visit to other Frequency
Top Skus
Understanding income segment
50
100
60
40
Customers
8,000-25,000/- 20%
25,001-50,000/- 40%
50,001-75,000/- 24%
75,001/- and above 16%
0 5 10 15 20 25 30 35 40
8,000-25,000/- 20%
25,001-50,000/- 40%
50,001-75,000/- 24%
75,001/- and above 16%
Rarely
Sometimes
Occasionally
Often
Sectorial income & Visit to other Frequency
0
2
4
6
8
10
12
8,000-25,000/-
25,001-50,000/-
50,001-75,000/-
75,001/- and above
0
2
4
6
8
10
12
Noida
Sec 19
Noida
Sec 20
Noida
Sec 25
Noida
Sec 26
Noida
Sec 17
Noida
Sec 16
Noida
Sec 21
Noida
Sec 24
Noida
Sec 11
Noida
Sec 15
Sometime
Occasionally
Ofen
Rarely
Top Skus
Key Findings
Through this study it was observed that the sales of different SKUs depends
upon the locality and income group.
Various conclusions drawn were:
We need to place the various SKUs like UHT (ultra high temperature) milk,
Milk Cake, Cheese etc. based on location.
These products should be made available in sufficient quantity in the booths
based in prime locations.
Company can increase its profit by selling products in such areas.

Recommendations
Educate the customers about the slow moving skus of that booth and
promote such products.
Educate customers about the other available products. It was observed from
research that some customers of Mother Dairy were purchasing Mother
Dairy products from other retailers, which is an opportunity for the
company and should be converted.
Mother dairy, after categorizing the booths based on location and income
should renovate and promote its booths, focusing on their ambience and
appeal.