Current market situation:

According to different reliable resource, we’ve found out that milk vita, Aarong, and pran are
present the market leaders in instances of dairy product, mainly curd items. Although milk vita is
step ahead of Aarong and pran. Therefore, milk vita can enchantment to all buyers or at least to
all buyers in the same way. Buyers are too numerous too widely scattered and too varied in the
need and buying practices. Therefore, generally, milk vita wants to serve quite a number dairy
items of the market. Identification of the parts of the market that it can serve high-quality and
profitable is a must. It needs to design strategy to build the right relation with customer. Firstly,
milk vita dairy identifies market segments. Milk vita segments the market for the buyers need
because segmentation is very important. Milk vita authority pays due attention in maintain
overall quality.

Assessment of 4ps (Milk Vita Sour Curd)

The following are the 4ps of Milk Vita sour curd:

1. Product

2. Price

3. Promotion

4. Place

1.Product

Milk vita always tries to maintain their product quality and can best because milk vita is the
market leader of liquid milk production. We’ve mentioned already the product is milk vita sour
curd. Milk vita has different types of cured, such as sweet and sour. The curd will be contained
in plastic container. The quantity varies on the measurement of the containers. It can be
contained in 100gm, 500gm, and 1000gm containers. It carries energy, protein, carbohydrate, fat,
calcium and sodium. The curd will have to be used inside 10 days from days from manufacturing
date. The structure aesthetic of the packing of milk vita curd is excellent than others which

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 attracts the consumers and makes them curious enough to purchase it and strive it out for
themselves. Milk vita curd is produced fully with smooth and healthy raw materials which in any
skill won’t injury the consumers. The product is produced with extremely good effort and
concern. Milk vita has a suitable consciousnesses nationwide as they produce high quality
products and keep their standard.

2. Place

It is the most important part of any company as well as milk vita. Distribution of any company is
very much effective; milk vita knows that and takes the proper strategies to distributes their milk
and milk product to the market. Firstly, the primary target of milk vita sour curd distribution is
the entire of Bangladesh. Milk vita sour curd distribution their product in almost all the district in
Bangladesh. In rural area milk vita sour curd is very popular. The product is available in all over
the district. Also, milk vita sour curd available in various online shop such as Chaldal,
Amaderbazaerbd, Easy mudi, Aral foods, Sobjibazaar etc.

PRICE:

Milk Vita currently provides only one version of their sour curd box which is 80 taka for 500
grams. The pricing strategy of Milk Vita sour curd is competitive pricing strategy .Milk vita uses
this strategy to ensure to stay within the range of price where they can have enough margin for
profit and have a strong position within the market due to many competitions and increase their
sale growth.

PROMOTION:

One of the primary source for Milk Vita sour curd promotion are online platforms like Facebook,
Instagram and also applications like Daraz. Milk Vita also makes television advertisements,

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 where they inform about the quality and health benefits of their sour curd to attract more people
towards their product. Milk Vita also uses bill boards, posters, newspapers and radio
advertisement which are the easiest and fastest way to appeal to the mass market audience. Milk
vita also uses sample, point of purchase and coupons and has done huge amount of expenditure
on verbal communications and prospective purchasers to influence their sale and inform and
create awareness and pursue the mass market audience.

Market Description (Target Market) of Milk Vita Sour Curd:

The market segmentation of a firm needs to target any specific market. It refers to the division of
the market into different forms in terms of division, age, geography etc. A target market refers to
whom a company wants to sell its products and services. This group also includes specific
customers to whom a company directs its marketing efforts. A target market is one part of the
total market for a goods or service. According to many sources, it has been discovered through
the advertisement telecast that it shows an entire family who are very interested in sour curd.
Thus, it can be said that Milk Vita sour curd is often taken by people of all ages. In terms of
geography, we have learned that Milk Vita sells not only in Dhaka, Dhaka and Chittagong but it
also sells its products across the country. Milk Vita divides its market into different geographical
units, such as city or metro size and density. Another segmentation is demographical, where
Milk Vita divides its into different demographic factors, such as age. Dairy products have the
same tastes and preferences and thus, many companies are succeeding in this market by
providing healthy and quality sour curt. The necessity of curd in preparing food or just eating it
simply makes the market huge. The price variation of raw materials and ingredients added to the
preparation of curd is one among the restrains in the dairy market. So, in developing countries
like ours, people no longer prefer homemade curd or curd prepared by unorganized dairy
industry, as it includes pure ingredients and can be customized on the basis of ingredients and
packaging. Hence, for the new product there'll be a product line extension. Because, all the Milk
Vita Curd products fall in the category of product line.

Competitive Review of Milk Vita Sour Curd

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 Milk Vita Dairy Sour Curd made from fresh milk which ensure the good quality of Sour Curd. It
one of the known dairy brands in Bangladesh. This product has very good competition in market
with similar type of product of other brands. This competition based on tow factors. These are :

Price Wise Competition:

Its market is very price competitive. The similar category branded product’s price is very close to
each other. In price point with all other similar brands, Aarong, Pran and Igloo for 500gm price
is BDT MRP 80TK. As it’s a daily shopping goods, Milk Vitta keep the market price to hold the
market share.

Performance Wise Competition:

In terms of performance Aarong is the strong competitor of Milk Vita. So to sustain in

competition Milk vita has maintain its quality

The details of the competitor’s sour curd comparing with Milk Vita:

Brand Name

Milk Vita Aarong Dairy Pran Foods Igloo

Price & Size 100gm: 22Tk 100gm :20Tk 100gm :20Tk 500gm :80TK
500gm :80TK 500gm :80TK 500gm :80TK
1000gm:150TK 1000gm:150TK

But in some online shops Igloo give 5% to 10% discount on MRP but price similarity found in
retail and online shops. In market also found other brands Danish, Shokti, Fram Fresh but the
above four brands are leading the Sour Curd market in Bangladesh.

New Vision

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 Milk Vita is the most preferred brand at dairy sector of Bangladesh and due to its brand image
and quality it have taken a big market share in market. Now to increase the market share and
dominate the other similar brand we are going for line extension of this product. Sour yoghurt is
used for cooking purposes, increase the taste of the food and enhance the flavor. So from these
usage we want to bring new innovation in flavor of milk vita sour curd - Coconut Flavor.

Milk Vita Sour Curd - Coconut Flavor

 Made by low fate milk
 Unique flavor
 Unique taste

Target Market of Milk Vita Coconut Flavored Sour Curd

Targeting a right market segment is one of the key factors to introduce a new product in market.
It can be done through market segmentation, based on demographic – age, gender, income or
based on geographic segmentation – deep rural, rural, semi urban, urban. For this new product
target market, we have chosen the demographic market segmentation where we have considered
the gender and income level.

We have also considered the consumer food habit and consumption pattern and food media
industry influence (food review, digital cooking recipe). Based on the mentioned socio-economic
indicators we have targeted the middle-class working women who love to cook but very less
time for cooking. For them we have introduce this multi-purpose food ingredient which serve the
purpose of Sour Curd and can be use as coconut flavor. Now a days it has been observed that
people use the coconut for cooking fish and meat for a different flavor. But its really time
consuming to prepare the coconut as a cooking ingredient and also its incur additional cost an
food ingredient. For this segment we bring this new flavor Sour Curd, which is easy to use, give
the coconuts flavor to food and there is no additional price customer has to pay for that. it’s a

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 multi-purpose Sour Curd which will take the position as a supplement of coconut as food
ingredient as well as multipurpose Sour Curd.

This new value proposition is the market differentiator and bring the Milk Vita Sour Curd in new
level in competitive market and bring new customer segment in its market share.

Assessment of Product and Promotion:

Product:
Milk Vita Sour Curd made form milk, sour curd cultures, flavors contain Protein, Carbohydrate,
low Fat, Sodium, Calcium, Zinc, Vitamin A, Iodine and Iron. Its free from any kind of
preservatives can be shelfed for 10 days. This new flavored Sour Curd will be place in market all
three regular sizes 100gm, 500gm and 1000gm. As we are testing the market with a new flavor
so size and other component will be as is to reduce the potential risks of market acceptance.

The packaging have done with plastic container and vacuum-sealed using aluminum foil. In
branding the new flavor has been highlighted keeping the similarity in brand logo and color of
Milk Vita. As additional, the usage of this new flavor has been added in packaging so that
customer can differentiate and relate the usage/needs of this new product.

Promotion:

Promotion is the key success factor to introduce a new product line in market. As per target
market we have planned the GTM (Go to Market) to deploy this new product line of Milk Vita
Sour Curd. The below media have been selected for promotion:

ATL Promotion (TV Advertainment):

As ATL (Above the Line) promotion we have chosen the TVC (TV Commercial) to reach the
maximum consumer of the target segment. Along with full TV commercial we have ensure the
L-Shape and Pop-Up on Dram serial and Cooking Program which is the most potential sector to
reach the middle-class women

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 Digital Promotion:

In this pandemic situation people are spending more time in social media and digital platforms.
So to reach the potential customers we have chosen the digital platform to heavily promote this
new product.

Sales Promotion:

As it’s a new product free sample and additional sales incentive are very effective for product
placement in market. For that we have given the free sample to distributers and additional sales
incentive to sales forces for product placement in market

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