Interim Report of

Country Delight - Increasing Brand Awareness for D2C Brand

Submitted By

Under the guidance of

Mr. Harshit Chouksey

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  Introduction
Industry - D2C Brand: Dairy Products
Company – Country Delight

About Country Delight – Beejapuri Dairy Private Limited, trading as Country Delight, is
an Indian dairy company, headquartered in JMD Megapolis, Sohna Road, Sector 48,
Gurugram, Haryana, India. Founded in 2015, by Chakradhar Gade and Nitin Kaushal
IIM graduates. On how and why they started this, Chakradhar Gadehad said, "We saw
a clear problem to solve, a huge industry to tap into and a sustainable business model
that we could scale using technology. "It was a collective initiative, that consists of a
bunch of Engineers and IIM Graduates who aim to bring back the basics of Milk.
Country Delight promises natural, fresh and unadulterated milk directly to the doorstep
of the consumer. Consumer ordering and servicing happen through a first-of-its-kind
mobile application that completely takes away the hassle of managing one's milk
requirements. Soon, they became India's leading direct-to-home, mass premium, dairy,
and fresh grocery brand. According to a recent interview - dated May 2020, Country
Delight serves 200,000 families across Delhi, Mumbai, Pune, and Bangalore. With a
$50 million run rate along with the 3x year-on-year growth rate. Country Delight is an
initiative to disrupt India's online milk delivery & grocery home delivery market by
providing farm-to-table, natural, and locally sourced products. Order placements take
place through its food delivery mobile application that aids convenient and hassle-free
online milk delivery and online grocery shopping. With an intense focus on quality and
testing, they test milk on more than 26 parameters by an FSSAI-approved lab and
deliver it under the bestcold chain right up to the doorstep of the consumer within 24-36
hours of milking. They are currently serving in Delhi, Gurgaon, Mumbai, Pune,
Bangalore, Noida, Jaipur, Surat, Chennai, Hyderabad, Mysore, Chandigarh, Mohali,
Zirakpur and Panchkula.

 Problem Statement, Scope and Objective

Problem statement
- Trust on the quality of the milk compared to Brands like Amul, Mother Dairy,
Nestle, Nandini and many.
- Gain more Social Media traction
- Website layout page is basic and designed only for information.

Scope

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 India is the world's largest milk producer, with 22 percent of global production. It
is the world's largest producer of milk and also the largest consumer. In India,
milk is not just the morning glass you drink before you sprint out of the house. Its
uses go far beyond the dietary and nutritional. In India, we use milk and its
products for religious purposes because it is believed to have purifying qualities.
And this is the reason, Consumer can’t trust any brand for milk.
Country delight is marketing and promoting the Brand with many ads on
YouTube and on TV.

Objective

1. Increase revenue/margin through higher social media reach and conversion

rates.
2. Reduce the bounce rate
3. Build high customer trust on the product and website.

 Data Source and Description

Country delight traffic rank of site is 204611 and in India it rank 12,761 and category
rank is 329. The category rank is very high.
In the Gender Distribution, the Female % is 41.86% and Male % is 58.14% and the
highest age group of 36.12% is between 25 to 34 years, which are newly married
working couples. Both members must be working and ordering milk for breakfast tea
and coffee.

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Country Delight saw a surge in demand during the year marred by Covid-19 and its
revenue from operations grew 83.3% to Rs 320.8 crore in FY21 from Rs 175.05 crore
earned in FY20, as per its annual statements filed with the Registrar of Companies.

Country Delight has a presence in Delhi, Mumbai, Pune, Bangalore, Chennai,

Hyderabad, Chandigarh and Jaipur and will soon launch in Kolkata.

Keyword search on Google

Google.
1. Country Delight has ads on Google ads. We can see first ads on the
Google with Country delight key word in the below image. On clicking the
ads link, it directly land to the County delight page where customer can
order any items with contact details.

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2. But with the milk on online, the country delight is not coming in the search
result as shown below. They should bet on this keyword as well as they are
online and they available in several parts of India. With the keyword “online
milk” all the competitor can be seen.

3. With the keyboard “online milk in bangalore”, the country delights appears
on the 4 th ad.

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4. With the keyboard, online milk in NCR, the Country delight is on 2 nd ad
which is very good. The country delight is very strong in NCR region.

5. The country delight has 51.9k followers on the Instagram page with 792
post.

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 Industry Analysis
PESTEL Analysis – Dairy Industry

 Political – Dairy is subset of agricultural produce, which has its own tax benefits for both
consumers & sellers, Govt has deregulated the Dairy segment and has 100% FDI
approval which makes it a lucrative business. Dairy Industry in can benefit from the
economic freedom offered by the democratic governance system, which promotes
entrepreneurship and free trade. Another factor which can impact Country delight is
allied sector, which is livestock breeding, however since Country delight is a privately
owned firm, they can implement their ideologies and strategies regardless of the policies
changes that may take place.
 Economic – A decrease or increase in price may not affect the supply required majorly.
Lets supposed an increase in price of cost of milk and its products may reduce the
consumption a little but will not lead to complete stop of supply, and a decrease in cost
may increase the supply required but not majorly. Dairy products are perishable a
random price hike or drop may result in intense competition in the market which can lead
to consequences for all sellers/companies (all will have to increase price) and livestock
rears(may not get a better price)
 Social – Country delight has had a good brand value for the products and services that
they have been offering. It is a belief that they offer good quality products which help
lead a healthier lifestyle. With changing trends it is important for Country Delight to keep
improvising to stay relevant in the market space. Country delight has also been
introducing new product offerings such as coconut water, bread, eggs which are organic

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 in nature as there has been a steady rise in needs for products by customers which are
low fat products, lactose free products, flavored yogurts and other healthy products etc.,
 Technological - Country Delight is actively using 52 technologies for its website,
according to BuiltWith. These include Viewport Meta, IPhone / Mobile Compatible, and
SPF. (Source - https://www.crunchbase.com/organization/country-delight/technology).
Country delight has ensured there has been judicious deployment of technology, The
company uses cloud services to store its customers data, have used IOT to track
shipments, storage room temperatures, etc, Analytics still being used to track changing
trends, to understand customer behaviors and accordingly plan for innovation and
introduce new products or services.
 Legal Factors - There are various legal regulations that the company needs to follow. It
may include the labor laws, compensation laws, related to the environment, benefits to
the employees, taxes, quality of the products etc. All these are set by various institutions
of government and must be complied with, to continue service across the country. A
team of experts needs to be in constant check for compliance related to the changes
brought about. The laws related to health and safety of the employees, quality and
hygiene of its products need to be followed. Apart from these, the company also needs
to make sure, that it does not infringe the intellectual property rights of any individual or
organization, while creating new and advanced products.
 Environmental - A survey by The Food Safety and Standards Authority of India in 2012
found that nearly 70% of the milk samples it tested nationwide did not meet food safety
standards. A majority of samples were diluted with water or contained impurities like
urea, liquid formaldehyde and detergent solution. A random sample of paneer in UP
recently showed that it was entirely made of non-milk additives. (Source -
https://sustainabilitynext.in/the-beginning-of-indias-second-white-revolution-2/) To curb
such practices Country delight has introduced self-test kits to ensure the customers can
check the milk quality. Country Delight, with 70,000 customers as of June 2019, controls
the supply chain and sources the milk from local farms and delivers directly to
consumers’ homes with minimal processing within 24-36 hours. Their service is
delivered through a mobile application. It plans to use its new funds to start operations in
eight cities nationally. Pride of Cows procures 1.2 million litres of milk which it says it
instantly pasteurizes, chills, packages in bottles and sends to consumer homes in
Mumbai, Pune and Surat. The process has nearly zero human touch to ensure the
‘absolute purity’ while retaining the taste and structure of the milk.

 Consumer Behaviour
<Insights on evolving consumer behavior patterns and product category usage trends.>

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  Brand Value Preposition
SWOT ANALYSIS: Country Delight

STRENGTHS
 D2C business model: Direct access to customers, customer data.
 High margin as no channel partners/distributors involvement.
 Vast pool of highly trained and qualified manpower available to the diary industry.
 Country's vast natural resources offer immense potential for growth and
development of dairying.
 Digital Marketing: Active social media presence, user friendly app, online
advertisement and campaigns.
 Innovative and technology enabled process for quality assurance and supply
chain management.
WEAKNESS.
 Difficult supply chain management: usually all supply, payment and other related
process managed by distributors.
 Difficult to manage and establish business in tier 3 and remote areas..
 Lack of awareness for clean milk production.
 Underdeveloped raw milk collection systems in certain parts of the country.
 Seasonal fluctuations in milk production pattern.
 Regional imbalance of milk supply.
 Species-wise variation in milk quality received by dairy plants.

OPPORTUNITIES
• New geographies and expanding market for traditional dairy products.
 Increasing demand for fluid milk as well as value added products.
 By product utilization for import substitution.
 Employment generation.
 Growing demand for milk and milk products.
 Liberalized polices in dairy sector.
 Availability of large resources of unconventional feeds and fodders.
 Availability of animal production technologies for faster development and
effective implementation.
 Improved collection of data on contract basis through agencies.
 Global digital growth enables extra boost to D2C models online advertising,
campaigns, supply and payment management.
.

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THREATS
 Competition from existing established milk companies with strong distributor
system.
 Introduction of foreign milk products in Indian market.
 Increasing chemical contaminants and residual antibiotics in milk.
 Poor microbiological quality of milk.
 Export of quality feed ingredients particularly cakes under the liberalization
policy.
 Deficiency of molasses, a rich source of energy and binding agent in feed
industry and constituent of urea molasses mineral lick.
 Excessive grazing pressure on marginal and small community lands resulting in
complete degradation of land.
 Extinction of the indigenous breeds of cattle due to indiscriminate use of
crossbreeding programme to enhance milk production.
 New D2C milk companies start ups as D2C model is rapidly growing.

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 Progress on digital marketing strategy

Recently they have launched ad on Youtube and TV where Bollywood’s Madhuri

Dixit is advertising the milk with the complimentary DRDO-approved milk testing
kit on first order to test the milk purity.
But the problem is if the customer test with wrong method and quantity then
result may differ and may result in bad customer feedback. Below are our
suggestion to build the brand trust.

1. Bollywood’s celebrity can go

any middle class house kitchen
to show how to use the kit and
how pure milk is and upload
with video on youtube. This
video later can be played with
scan of barcode.
2. They should emphasises on
educating on what makes
Country Delight Milk, 100% natural.  The TVC makes the viewer understand
the process of production and delivery, straight from farm to their doorstep.
With the complimentary DRDO-approved milk testing kit on first order, the

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 brand displays confidence in its product and the promise made to its
consumers.
3. The intention of this advertisement is primarily to showcase what they are and
how honest they are and that comes out of their tagline, ‘naturally acha,
naturally sacha’. It's not a dig at the competition; it's more a dig at the way of
advertising.
4. https://www.youtube.com/watch?v=ma0_YL6BcPM

5. The advertising and marketing strategy should focus more on the delivering
natural products and as the geographical coverage increased, they should
able to tap mass mediums such as television. They have been advertising for
the last two-three years. TV is a medium that they have started more
aggressively and gone a little higher on ATL because of the larger
geographical coverage to allocate a good consumer reach.” As per their
founder “We typically look at 8-10% of the revenue on advertising spends.
Currently, 60% is primarily skewed towards digital and then we have
traditional mediums such as print and TV,” he said, adding OOH and radio
are not their preferred mediums but they are working towards advertising on
OTT and have some presence on podcast.

 Actionable insights and recommendations to the stakeholder

1. They should send the kit with specialised person to test the milk in the any
society to show how to use the kit. And record the video and video can be
play with bar code on the milk packet.
2. The website layout is very basic. Every
time, it ask customer to download the
mobile app on Android or on IOS device. If
we click on product shown on any ads on
Instagram and Facebook from my laptop
or desktop, it lands to the page where we
need to download the app. This can lead
to high Bounce rate. Total visits on
desktop and mobile from last month is 263.4k. The bounce rate is 58.19%
which is on higher side. A bounce rate of 56% to 70% is on the high side and
41% to 55% would be considered an average bounce rate. An optimal

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 bounce rate would be in the 26% to 40% range. And for country delight the
bounce rate is high. One reason is their website, which will looks very basic to
many users and always ask user to download the mobile app on android or
apple device. Once we open the website and start searching any product to
buy, it will ask user to download the app. The average pages per visit is 2.53
and average visit duration is 00:01:22
3. SEO Improvement (Organic & PPC) – Post Website UI is modified and is
made user friendly, there is a dire need to SEO as country delights pages
rank very low on Google when regular keywords such as Milk, Yogurt, and
other general keys words are used to search products. The only keyword that
ranks higher and provides best results is “Country Delight”, This will also
impact their conversions on app as first-time users will never be able to
recognize nor Country Delight will show up in search results as their SEO is
very weak. There is a need for Country delight to create rich set of long tail
and location-based keywords to be added in meta descriptions, titles etc.,
And with thorough monitoring PPC can also be implemented to drive more
traffic towards Country Delights Website and APP
4. Paid Campaigns through Social media & Influencers
5. BOT’s

<If possible, indicate actionable insight. But this is not the end of the project, hence the
final outcome cannot be derived at this stage.>

 References and Bibliography

<Details about any reference books, articles, web resources etc. that are to be used for
the project.>

 Appendix
<All outputs must be placed in Appendix.
In the appendix, you may include data dictionary and a view of the data for at least five
observations.>

For detail instructions see Interim Report Guidelines. Non-adherence to Guideline

instructions will incur heavy penalty.

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