Marketing Strategy :

Italian Mozzarella
Cheese

Presented By –
Anand
(9030241307)
Ritvik
(9030241319)
Sheetu
(9030241322)
Agenda
• Introduction
• Unique Selling Point
• Market Analysis
• Market Scope Strategy
• Product Strategy
• Promotion Strategy
• Distribution Strategy
• Pricing Strategy
•
Introduction
• Two Benedictine monks in a
serene Benedictine monastery
make the most divine fresh
Italian cheese in town
• Italian Mozzarella is nestled
quietly on the outskirts of
Bangalore
Introduction
• Michael K. L., administrator of Italian
Mozzarella, learnt the nuts and
bolts of the highly skilled culinary
art during his eight years in Italy.
• The business is a means of self-
sustenance and they also sponsor
education of more than 100 school
children
USP : QUALITY
• More than 160 litres of pure buffalo milk is converted into
40 kg of different cheese every day
• Manjit Singh, Managing Director of Herbs and Spice,
vouches for the quality: “Italian Mozzarella is unique as
it is ‘handmade’ out of buffalo milk. The quality is
consistent and is fresh every single day. I have been
using all of the Vallombrosa varieties for salads, pizzas
and desserts for the past three years, and I have never
been let down.”
• Mandaar Sukhtankar, executive chef at The Park Hotel
says “It is very nice that such quality cheese is being
produced and sold locally.”
M a rk e t A n a ly sis

• Competitors
– Amul
– Gujarat Co-op Milk Federation
– Britannia Industries Ltd
– Parag Milk products Pvt Ltd
– Milk Specialist Limited
– Mother Dairy Pvt Ltd



arket Scope Strategy

• Target Audience:
– Italian Restaurant in Bangalore
– Customers of Bangalore Italian
Restaurants
–
arket Scope Strategy

• Italian Restaurants in Bangalore

– Berloni Italian Kitchen
– Osteria Italian Restaurant
– Elegant Italian Kitchens
– Freskka Italian Restaurant
– Olives Italian Treat
– Incanto
– Vesta Ventures
•
Product Strategy

• Currently only Mozzarella

cheese is famous
• Adjusting other products
– Bocconcini > Salads or
lettuce
– Ricotta > honey or lemon
juice
– Caciotta > hard drinks
• Adjusting to temperatures
Promotion Strategy

• A successful product or
service means nothing
unless the benefit of such a
service can be
communicated clearly to the
target market.
Promotion Strategy

 What we are not going to

do!!!
• No above the line promotion-
advertiser pays an
advertising agency to place
the ad
• No paid advertising
Promotion Strategy

What we will do!!!



• Public relations
• Personal selling
• Direct mail
• Push strategy- The producer promotes the
product to wholesalers, the wholesalers
promote it to retailers, and the retailers
promote it to consumers.
Ø Sell to customers visiting restaurants
 Highlight the noble cause of the business
Promotion Strategy

Why such a strategy?



• The monks are not into business for the

sake of business

• The money from the sales is used to run a

monastery and to sponsor education of
school children

• So every rupee saved is a rupee earned

• Limited target audience

Let your cheese do the talking!!!


istribution Strategy

• Single distributor offsetting

workload
• No scope of complimentary or
multiple distributor
• Production will be outright
purchase by distributor.
• Distribution to hotels.
• Make careful selection of
Distributor.
• Timely review of distributor and
Pricing Strategy

• Current price Rs 450 per kg

• Objective for Pricing
– Maximize profit
• Pricing Methods
– Cost Plus pricing
– 20 - 30% markup price



T h a n k Yo u