Segmentation:

Market Segmentation is the process of dividing a market up into distinct groups of buyers who have
different needs, characteristics or behaviors, and who might require separate products or marketing
programs. A Segment is a group of consumers who respond in similar way to a given set of marketing
efforts (demand is influenced by the same factors).

We have segmented our Market on the basis of Demography and Psychography.

Demography:
Family: For family use, we have a special packaging which is convenient to open and restore the
condensed milk. It has 3 sizes per the need of family.

Taste: The consumers will choose it because of the taste and its health benefits. The taste is of high
quality because it is made of pure milk and no palm oil.

Occupation: People who have a sufficient income, can buy it as it is a little costlier than the competitors
for its health and packaging value.

Psychography:
Lifestyle: Everyone wants a healthy lifestyle, so as our product is healthy with all the right amount of
nutrition and no palm oil as well as we have a sugar free condensed milk for the diabetic patients,
CowCo has a great opportunity to grow.

Characteristics: Nobody will deny a healthy cup of tea or dairy food. CowCo serves this purpose. People
who have a hard time to cut the can and then pour it to food or tea and it is risky sometimes, they can
buy it and get a great taste of condensed milk.

Targeting:
B2B Market:
The product is kept in stores or used in tea stalls, coffee shops, restaurants for making dairy food. These
will be our B2B market target.

B2C Market:
The product is used in domestic and household use. Almost 38% of the households use condensed milk
for different cooking purpose. The number rises when any occasion arrives.

Measurable:
The size of the target market is pretty vast, as 75% of the population drinks tea with milk. Besides that
people also use condensed milk for domestic use as in making dairy food. So the target market is clear.

Structural Attractiveness:
The competitors in this industry are not very renowned except Danish. Other products do not have
convenient packaging neither do they have a good nutrition value.
So, we will attract the B2B market by its nutrition value and B2C market by its convenient packaging.

Local Marketing:
Locally people prefer a packaging that is convenient and can be restored easily. CowCo is offering this
convenience with nutrition value.

Micro Marketing:
We have the can packaging which can be sold at a bulk amount to the market (Tea Stall and other
cafes). An opener will be offered with it and we will offer a less price than the competitors.

Differentiation and Positioning:

A product’s positioning is the way the product is defined by consumers on important attributes – the
place the product occupies in consumers’ minds relative to competing products - based on perceptions,
impressions & feelings. E.g. Porsche positioned as a performance car. It means the positioning depends
on how one differentiates the product.

Product Differentiation:

Our product’s USP (Unique Selling Point) is its Value Nutrition. It has right amount of calcium, potassium,
calorie, milk but no palm oil.

Service Differentiation: The product will be delivered in a pouch bag that is convenient for restoring and
reusing the product.

Channel Differentiation:

One can find the product in local stores for domestic use and for B2B use they can directly contact with
us and take the product from farms.

Positioning:

We will offer more for more. Our product is offering a more convenient packaging with more nutrition
value for a little costlier price. But we will distribute 1% of our revenue to the poor street children and
people who cannot afford nutritious food.

Campaign:

Before the launch of the product we will

Product:
Our product is much healthier than other products. The calorie that one gains from condensed milk is
mostly from Sugar, we will replace Sugar with Stevia, a natural sweetener made from African Herbs and
interestingly it is 0.36% of Sugar’s price. It can be used for Diabetic patients too.

Ingredients: Serving per Tablespoon(16ml):

Ingredients Competitors CowCo

Calorie 62 30
Sugar 10 gm 0gm
Stevia (natural sweetener) 0 15gm
Calcium 48-50mg 54mg
Potassium 65-70mg 71mg
Protein 1gm 1.5mg
Fat 5.5gm 3gm
Magnesium 5mg 5mg
Vitamins 3.5% of RDI* 4% of RDI*
*Regular Daily Intake

Packaging:
A condensed milk can is not as convenient as a pouch bag which can be used to restore the product
efficiently. Because it will have a cap which can opened and closed per need.

For tea stalls or B2B market, we also have a can packaging in a bigger portion of size than the
competitors. Because tea stalls or similar customers need bigger portions of condensed milk.

4Ps:
Price:
We are offering the product in a little higher price than the competitors as we have a premium
packaging and better nutrition value. In can packaging, the price will almost as much as the competitors,
rising per serving size.

Product:
It is a premium product with great nutrition value. The product is healthy and carry significance because
of its convenient packaging.

Promotion:
1. We will have a launching Strategy that will create brand awareness.
2. Our campaign is going to focus on CSR (Corporate Social Responsibility).
3. A certain percentage of our revenue will go to the poor people suffering from malnutrition. It
will work as an emotional factor to influence the market.
4. Affiliated marketing will be held.

Place:
For B2B marketing: This will be a direct supply from manufacturer to dealers. Because we will have an
adjacent store like place to sell it in a bulk amount.

Domestic Use: The departmental stores and the super stores are the place where it can be found for
domestic use.