STUDY OF NEW PRODECT DEVELOPMENT IN DODLA COMPANY

1. INTRO ABOUT DODLA

2. ABOUT MARKETING

3. NEW PRODUCTS DEVELOPMENT IN DODLA CAMPANY

4. MARKETING STRATEGY OF NEW PRODECT

5. SUMMERY ON STUDY

INTRODUCTION OF DODLA;

About Dodla Dairy

Dodla Dairy Limited is a public limited company having its registered and
corporate office at Hyderabad City of Telangana State in India. The company
was incorporated in the year 1995 and production commenced in 1998.
Currently, Our procurement is centered in 5 states and our products are
available for purchase in 11 states. We have 110 milk chilling centers. Some of
our plants are ISO 22000:2005 Certified while two are ISO 50

Dodla Dairy

Corporate Social Responsibility

We have adopted a Corporate Social Responsibility (“CSR”) policy in

compliance with the requirements of the Companies Act, 2013 and the rules
framed thereunder. Our CSR activities are primarily focused on initiatives
related to education and these activities are center around the geographical
areas near our processing plants.

Global Presence
Global Presence

Lakeside Dairy Limited was incorporated on 15 July 2014 to acquire the

business of Hillside Dairy & Agriculture Ltd. and to carry on with the business
of Dairy and Agriculture. It is a wholly owned subsidiary of Dodla Holdings Pte
Ltd, Singapore. The processing unit is located at Mbarara.

 Singapore
 Uganda
 Kenya

ABOUT MARKETING

Marketing
Business activities associated with communicating, advertising, delivering, or
selling products or services to customers

Over 1.8 million professionals use CFI to learn accounting, financial analysis,
modeling and more. Start with a free account to explore 20+ always-free
courses and hundreds of finance templates and cheat sheets.

Marketing refers to business activities associated with communicating,

advertising, delivering, or selling products or services to customers. A company
undertakes the activities to promote the sale of a product or service to the target
audience.

Marketing involves getting consumers interested in the product offerings by

conducting marketing research and gaining a better understanding of the
customer’s interests, tastes, and preferences. In the process, the marketing
personnel creates a marketing plan, which entails all the activities and channels
that the company will use to draw the customer’s attention to the products or
services offered.

A well-thought-out and focused marketing plan will help the company keep its
marketing efforts centered on the target market and consistently bring in more
sales. It should cover the entire process from product creation, distribution
methods, sales, and advertising methods. Dodla Dairy Company, founded in
[year], has established itself as a prominent player in the dairy market. With a
strong emphasis on quality and innovation, Dodla Dairy has grown to become a
trusted name in the industry. Our commitment to excellence is reflected in every
aspect of our operations, from sourcing the finest ingredients to employing
cutting-edge technology in our processing plants.

Our Mission:

At Dodla Dairy, our mission is to enrich lives by offering nutritious and

delicious dairy products that promote health and well-being. We believe in the
power of dairy to nourish both body and soul, and we are dedicated to providing
products that meet the highest standards of quality and taste. Our mission is not
just about selling dairy products; it's about making a positive impact on the lives
of our consumers and communities.

Product Portfolio:

Dodla Dairy offers a diverse range of dairy products to cater to the varied tastes
and preferences of consumers. From fresh milk sourced from select dairy farms
to flavored milk with indulgent flavours, our product portfolio is designed to
delight customers of all ages. In addition to milk, we also produce a range of
dairy products such as ghee, butter, curd, paneer, and dairy-based beverages.
Each product is crafted with care and undergoes rigorous quality checks to
ensure superior taste and nutritional value.

Commitment to Quality:

Quality is the foundation of Dodla Dairy's success. We understand the

importance of providing safe and wholesome dairy products to our consumers,
which is why we adhere to strict quality standards at every stage of production.
Our sourcing team works closely with trusted dairy farmers who follow best
practices in animal husbandry to ensure the highest quality milk. Our processing
plants are equipped with state-of-the-art technology to maintain the freshness
and purity of our products, from farm to table.

Sustainability Initiatives:

As a responsible corporate citizen, Dodla Dairy is committed to sustainability

across its operations. We recognize the impact that our business has on the
environment, and we are dedicated to minimizing our ecological footprint. From
implementing eco-friendly packaging solutions to promoting responsible
sourcing practices, sustainability is integrated into every aspect of our business
model. We believe that by prioritizing sustainability, we can create a better
future for generations to come.

Global Presence:

Dodla Dairy has expanded its footprint beyond domestic markets and has made
a mark on the global stage. Our products are now available in international
markets, where they have been well-received by consumers. Our global
presence is a testament to the quality and reliability of Dodla Dairy products,
and we are committed to further expanding our reach to serve customers
worldwide.

Conclusion:
Dodla Dairy Company is more than just a dairy brand; it is a symbol of trust,
quality, and innovation. Our commitment to excellence, coupled with our
dedication to sustainability and customer satisfaction, sets us apart in the dairy
industry. We invite you to experience the goodness of Dodla Dairy products and
join us on our journey towards a healthier, happier world.

Evolution of Marketing

The history of modern marketing can be traced to the 1950s when

companies used various marketing methods to draw the customers’ attention to
a product. Before then, companies used print media to place ads that enticed
consumers to buy their products and services.

With the introduction of TV and the internet, companies became more creative
in how they communicated product information to consumers. They conducted
marketing campaigns across multiple platforms as advertisers competed to
outdo other competing products in the market and get customers interested in
their products. The marketing information should not only be promotional but
also educational to convert more potential customers into successful leads.

Types of Marketing

The type of marketing that a company chooses depends on where the target
market spends their time. The following are the main types of marketing that are
relevant today:

1. Traditional Marketing

Traditional marketing refers to any marketing channels that existed before the
advent of the internet. Examples of traditional marketing channels include print,
telephone books, direct mail, phone, radio, and TV.
The channels above charge a fee that corresponds to the size of the ad, and it
helps reach the targeted audience. Traditional marketing is considered one of
the oldest marketing methods, and it is important when an advertiser wants to
reach the local audience.

2. Digital Marketing

Digital marketing is the opposite of traditional marketing, and it leverages the

internet to reach the target audience. The main forms of digital marketing
include search engine marketing, content marketing, social media marketing,
email marketing, PPC advertising, search engine optimization (SEO), etc.

Digital marketing’s become popular in recent years due to the technological and
social shifts that allow consumers to research and make purchases online. It
tends to be more cost-effective than traditional marketing because businesses
can manage the ads on their own; they do not need to publish ads on print media
or place ads on TV.

Digital marketing enjoys an advantage over traditional marketing because

businesses can control what and how their target audiences see their ads, and
they can measure the results of their advertisements in real-time.
3. Relationship Marketing

The relationship marketing strategy focuses on enhancing existing customer

relationships to build customer loyalty and long-term engagement. The purpose
of relationship building is to create stronger emotional connections between the
customer and the brand as a way of maintaining formidable customer
relationships. Without building relationships with existing customers, existing
customers may look for alternative brands that offer better customer service.

Focusing on relationship marketing helps a business retain customers in the

long-term and focus its efforts on creating new products or features that meet
the arising needs of the consumer. Companies can leverage technology to offer
specialized ads, deals, and better service to existing customers as an
appreciation of their loyalty.

4. Brand Marketing

Brand marketing is a marketing strategy that promotes the company’s products

or services in a way that makes the brand stand out. The strategy focuses on
shaping the public perception of the brand name and creating an emotional
appeal with the target audience through humor, creativity, and storytelling.

The goal of brand marketing is to generate discussion around a topic so that the
brand name stands out uniquely from the discussion. For example, Apple Inc.’s
strong brand equity can be attributed to its success in positioning itself as an
innovative player in the technology industry. Apple products are associated with
product quality, and the company uses creative communication to enhance sales
for individual products and the overall brand name.
Marketing vs. Advertising

The terms marketing and advertising are often confused with each other,
but they come with different meanings. Marketing incorporates business
activities such as product development, market research, product
development, customer support, etc., and it uses different channels to reach
the target audience and create an interest in a company’s products.

On the other hand, advertising is a component of marketing that is carried

out to create awareness of the company’s products. Advertising uses the
data collected by the marketing department of the company to make the
product or brand known to the target audience.

Brand Strategy

Penetration Pricing

Product Differentiation

Walmart Marketing Mix

 See all management & strategy resources

The marketing mix

Main article: Marketing mix

A marketing mix is a foundational tool used to guide decision making in

marketing. The marketing mix represents the basic tools that marketers
can use to bring their products or services to the market. They are the
foundation of managerial marketing and the marketing plan typically
devotes a section to the marketing mix.

The 4Ps

The 4Ps refers to four broad categories of marketing decisions, namely:

product, price, promotion, and place.[7][49] The origins of the 4 Ps can be
traced to the late 1940s.[50][51] The first known mention has been
attributed to a Professor of Marketing at Harvard University, James
Culliton.[52]

The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome
McCarthy; who presented them within a managerial approach that
covered analysis, consumer behavior, market research, market
segmentation, and planning.[53][54] Phillip Kotler, popularised this
approach and helped spread the 4 Ps model.[55][56] McCarthy's 4 Ps have
been widely adopted by both marketing academics and practitioners.[57]
[58][59]

The 4Ps of the marketing mix stand for product, price, place and
promotion

One version of the marketing mix is the 4Ps method.

Outline

Product

The product aspects of marketing deal with the specifications of the

actual goods or services, and how it relates to the end-user's needs and
wants. The product element consists of product design, new product
innovation, branding, packaging, labeling. The scope of a product generally
includes supporting elements such as warranties, guarantees, and support.
Branding, a key aspect of the product management, refers to the various
methods of communicating a brand identity for the product, brand, or
company.[60]

Pricing

This refers to the process of setting a price for a product, including

discounts. The price need not be monetary; it can simply be what is
exchanged for the product or services, e.g. time, energy, or attention or any
sacrifices consumers make in order to acquire a product or service. The
price is the cost that a consumer pays for a product—monetary or not.
Methods of setting prices are in the domain of pricing science.[61]

Place (or distribution)

This refers to how the product gets to the customer; the distribution
channels and intermediaries such as wholesalers and retailers who enable
customers to access products or services in a convenient manner. This third
P has also sometimes been called Place or Placement, referring to the
channel by which a product or service is sold (e.g. online vs. retail), which
geographic region or industry, to which segment (young adults, families,
business people), etc. also referring to how the environment in which the
product is sold in can affect sales.[61]

Promotion

This includes all aspects of marketing communications: advertising, sales

promotion, including promotional education, public relations, personal
selling, product placement, branded entertainment, event marketing, trade
shows, and exhibitions. This fourth P is focused on providing a message to
get a response from consumers. The message is designed to persuade or tell
a story to create awareness.[61][62]
Criticisms

One of the limitations of the 4Ps approach is its emphasis on an inside-out view.
[63]
An inside-out approach is the traditional planning approach where the
organization identifies its desired goals and objectives, which are often based
around what has always been done. Marketing's task then becomes one of
"selling" the organization's products and messages to the "outside" or external
stakeholders.[60] In contrast, an outside-in approach first seeks to understand the
needs and wants of the consumer.[64]

From a model-building perspective, the 4 Ps has attracted a number of

criticisms. Well-designed models should exhibit clearly defined categories that
are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive
overlapping problems. Several authors stress the hybrid nature of the fourth P,
mentioning the presence of two important dimensions, "communication"
(general and informative communications such as public relations and corporate
communications) and "promotion" (persuasive communications such as
advertising and direct selling). Certain marketing activities, such as personal
selling, may be classified as either promotion or as part of the place (i.e.,
distribution) element.[65] Some pricing tactics, such as promotional pricing, can
be classified as price variables or promotional variables and, therefore, also
exhibit some overlap.

Other important criticisms include that the marketing mix lacks a strategic
framework and is, therefore, unfit to be a planning instrument, particularly when
uncontrollable, external elements are an important aspect of the marketing
environment.[66]

Modifications and extensions

To overcome the deficiencies of the 4P model, some authors have suggested

extensions or modifications to the original model. Extensions of the four P's are
often included in cases such as services marketing where unique characteristics
(i.e. intangibility, perishability, heterogeneity and the inseparability of
production and consumption) warrant additional consideration factors. Other
extensions have been found necessary for retail marketing, industrial marketing,
and internet marketing

include "people", "process", and "physical evidence" and are often applied in
the case of services marketing[67] Other extensions have been found necessary in
retail marketing, industrial marketing and internet marketing.

The 4Cs

In response to environmental and technological changes in marketing, as well as

criticisms towards the 4Ps approach, the 4Cs has emerged as a modern
marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in
1990.[68] His classification is a more consumer-orientated version of the 4 Ps[69]
[70]
that attempts to better fit the movement from mass marketing to niche
marketing[68][71][72]

Outline

Consumer (or client)

The consumer refers to the person or group that will acquire the product. This
aspect of the model focuses on fulfilling the wants or needs of the consumer.[8]

Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists
of the monetary value of the product. Cost also refers to anything else the
consumer must sacrifice to attain the product, such as time or money spent on
transportation to acquire the product.[8]

Convenience

Like "Place" in the 4Ps model, convenience refers to where the product will be
sold. This, however, not only refers to physical stores but also whether the
product is available in person or online. The convenience aspect emphasizes
making it as easy as possible for the consumer to attain the product, thus
making them more likely to do so.[8]

Communication

Like "Promotion" in the 4Ps model, communication refers to how consumers

find out about a product. Unlike promotion, communication not only refers to
the one-way communication of advertising, but also the two-way
communication available through social media.[8]

Environment

Main article: Market environment

The term "marketing environment" relates to all of the factors (whether internal,
external, direct or indirect) that affect a firm's marketing
decision-making/planning. A firm's marketing environment consists of three
main areas, which are:

 The macro-environment (Macromarketing), over which a firm holds little

control, consists of a variety of external factors that manifest on a large
(or macro) scale. These include: economic, social, political and
technological factors. A common method of assessing a firm's macro-
environment is via a PESTLE (Political, Economic, Social, Technological,
Legal, Ecological) analysis. Within a PESTLE analysis, a firm would analyze
national political issues, culture and climate, key macroeconomic
conditions, health and indicators (such as economic growth, inflation,
unemployment, etc.), social trends/attitudes, and the nature of
technology's impact on its society and the business processes within the
society.[9]
 The micro-environment, over which a firm holds a greater amount
(though not necessarily total) control, typically includes:
Customers/consumers, Employees, Suppliers and the Media. In contrast
to the macro-environment, an organization holds a greater (though not
complete) degree of control over these factors.[9]
 The internal environment, which includes the factors inside of the
company itself[9] A firm's internal environment consists

of: Labor, Inventory, Company Policy, Logistics, Budget, and Capital Assets.[9]

Research

Main article: Marketing research

Marketing research is a systematic process of analyzing data that involves

conducting research to support marketing activities and the statistical
interpretation of data into information. This information is then used by
managers to plan marketing activities, gauge the nature of a firm's marketing
environment and to attain information from suppliers. A distinction should be
made between marketing research and market research. Market research
involves gathering information about a particular target market. As an example,
a firm may conduct research in a target market, after selecting a suitable market
segment. In contrast, marketing research relates to all research conducted within
marketing. Market research is a subset of marketing research.[10] (Avoiding the
word consumer, which shows up in both,[73] market research is about
distribution, while marketing research encompasses distribution, advertising
effectiveness, and salesforce effectiveness).[74]

The stages of research include:

 Define the problem

 Plan research
 Research
 Interpret data
 Implement findings[11]

 Segmentation
 Main article: Market segmentation
 Market segmentation consists of taking the total heterogeneous market
for a product and dividing it into several sub-markets or segments, each
of which tends to be homogeneous in all significant aspects.[12] The
process is conducted for two main purposes: better allocation of a firm's
finite resources and to better serve the more diversified tastes of
contemporary consumers. A firm only possesses a certain amount of
 resources. Thus, it must make choices (and appreciate the related costs) in
servicing specific groups of consumers. Moreover, with more diversity in
the tastes of modern consumers, firms are noting the benefit of servicing
a multiplicity of new markets.

 Market segmentation can be defined in terms of the STP acronym,

meaning Segmentation, Targeting, and Positioning.
 Segmentation involves the initial splitting up of consumers into persons
of like needs/wants/tastes. Commonly used criteria include:

 Geographic (such as a country, region, city, town)

 Psychographic (e.g. personality traits or lifestyle traits which influence
consumer behaviour)
 Demographic (e.g. age, gender, socio-economic class, education)
 Gender
 Income
 Life-Cycle (e.g. Baby Boomer, Generation X, Millennial, Generation Z)
 Lifestyle (e.g. tech savvy, active)
 Behavioral (e.g. brand loyalty, usage rate)[75]

Once a segment has been identified to target, a firm must ascertain whether the
segment is beneficial for them to service. The DAMP acronym is used as criteria
to gauge the viability of a target market. The elements of DAMP are:

 Discernable – how a segment can be differentiated from other segments.

  Accessible – how a segment can be accessed via Marketing
Communications produced by a firm
 Measurable – can the segment be quantified and its size determined?
 Profitable – can a sufficient return on investment be attained from a
segment's servicing

The next step in the targeting process is the level of differentiation involved in a
segment serving. Three modes of differentiation exist, which are commonly
applied by firms. These are:

 Undifferentiated – where a company produces a like product for all of a

market segment
 Differentiated – in which a firm produced slight modifications of a
product within a segment
 Niche – in which an organization forges a product to satisfy a specialized
target market

Positioning concerns how to position a product in the minds of consumers and

inform what attributes differentiate it from the competitor's products. A firm
often performs this by producing a perceptual map, which denotes similar
products produced in the same industry according to how consumers perceive
their price and quality. From a product's placing on the map, a firm would tailor
its marketing communications to meld with the product's perception among
consumers and its position among competitors' offering.[76]
Promotional mix

See also: Integrated marketing communications and Promotional mix

The promotional mix outlines how a company will market its product. It
consists of five tools: personal selling, sales promotion, public relations,
advertising and social media

 Personal selling involves a presentation given by a salesperson to an

individual or a group of potential customers. It enables two-way
communication and relationship building, and is most commonly seen in
business-to-business marketing but can also be found in business-to-
consumer marketing (e.g.: selling cars at a dealership).[5]

Personal selling: Young female beer sellers admonish the photographer that he
also has to buy some, Tireli market, Mali 1989

 Sales promotion involves short-term incentives to encourage the buying

of products. Examples of these incentives include free samples, contests,
premiums, trade shows, giveaways, coupons, sweepstakes and games.
Depending on the incentive, one or more of the other elements of the
promotional mix may be used in conjunction with sales promotion to
inform customers of the incentives.[5]
 Public relations is the use of media tools to promote and monitor for a
positive view of a company or product in the public's eye. The goal is to
either sustain a positive opinion or lessen or change a negative opinion.
It can include interviews, speeches/presentations, corporate literature,
social media, news releases and special events.[5]
  Advertising occurs when a firm directly pays a media channel, directly
via an in-house agency[77] or via an advertising agency or media buying
service, to publicize its product, service or message. Common examples
of advertising media include:

 TV
 Radio
 Magazines
 Online
 Billboards
 Event sponsorship
 Direct mail
 Transit ads[5]

 Social media is used to facilitate two-way communication between

companies and their customers. Outlets such as Facebook, Instagram,
Twitter, Tumblr, Pinterest, Snapchat , Tik Tok and YouTube allow brands
to start a conversation with regular and prospective customers. Viral
marketing can be greatly facilitated by social media and if successful,
allows key marketing messages and content in reaching a large number of
target audiences within a short time frame. These platforms can also house
advertising and public relations content.[5]
The marketing plan

Main article: Marketing plan

The area of marketing planning involves forging a plan for a firm's marketing
activities. A marketing plan can also pertain to a specific product, as well as to
an organization's overall marketing strategy. An organization's marketing
planning process is derived from its overall business strategy. Thus, when top
management is devising the firm's strategic direction/mission, the intended
marketing activities are incorporated into this plan.

Outline of the marketing plan

Within the overall strategic marketing plan, the stages of the process are listed
as thus:

 Executive Summary
 Current marketing situation
 Threats and opportunities analysis
 Objectives and issues
 Marketing Strategy
 Action programs
 Budgets
 Control
Levels of marketing objectives within an organization

As stated previously, the senior management of a firm would formulate a

general business strategy for a firm. However, this general business strategy
would be interpreted and implemented in different contexts throughout the firm.

At the corporate level, marketing objectives are typically broad-based in nature,

and pertain to the general vision of the firm in the short, medium or long-term.
As an example, if one pictures a group of companies (or a conglomerate), top
management may state that sales for the group should increase by 25% over a
ten-year period.
A strategic business unit (SBU) is a subsidiary within a firm, which
participates within a given market/industry. The SBU would embrace the
corporate strategy, and attune it to its own particular industry. For instance, an
SBU may partake in the sports goods industry. It thus would ascertain how it
would attain additional sales of sports goods, in order to satisfy the overall
business strategy.

The functional level relates to departments within the SBUs, such as marketing,
finance, HR, production, etc. The functional level would adopt the SBU's
strategy and determine how to accomplish the SBU's own objectives in its
market. To use the example of the sports goods industry again, the marketing
department would draw up marketing plans, strategies and communications to
help the SBU achieve its marketing aims.
Product life cycle

Further information: Product life-cycle management (marketing)

Product lifecycle, with the assumption of four

major phases: introduction, growth, maturity, and decline. Curve of sales as a
function of the time of the product on the market. After a plateau in sales at
product maturity, a steep decline can follow.

The product life cycle (PLC) is a tool used by marketing managers to gauge the
progress of a product, especially relating to sales or revenue accrued over time.
The PLC is based on a few key assumptions, including:

 A given product would possess introduction, growth, maturity, and

decline stage
 No product lasts perpetually on the market
 A firm must employ differing strategies, according to where a product is
on the PLC

In the introduction stage, a product is launched onto the market. To stimulate

the growth of sales/revenue, use of advertising may be high, in order to heighten
awareness of the product in question.

During the growth stage, the product's sales/revenue is increasing, which may
stimulate more marketing communications to sustain sales. More entrants enter
into the market, to reap the apparent high profits that the industry is producing.
When the product hits maturity, its starts to level off, and an increasing number
of entrants to a market produce price falls for the product. Firms may use sales
promotions to raise sales.

During decline, demand for a good begins to taper off, and the firm may opt to
discontinue the manufacture of the product. This is so, if revenue for the
product comes from efficiency savings in production, over actual sales of a
good/service. However, if a product services a niche market, or is
complementary to another product, it may continue the manufacture of the
product, despite a low level of sales/revenue being accrued.[5]

3.NEW PRODECTS DEVELOPED IN DODLA CAMPANY

Dairy Marketing Strategy

 Small Business

 Advertising & Marketing

|
  Marketing Strategies

By Michelle Barry
Related

 Effective Marketing to Senior Citizens

 Five Steps to Develop a Market Segment
 Discuss the Difference between Market Segmentation & Target
Marketing
 How to Sell Men's Products
 Brand Loyalty's Influence on Consumer Behavior

When marketing a dairy product, the most important aspect of your strategy is
determining your competition and audience. By establishing these parameters,
you can help to flush out what aspect of your dairy business to highlight and
where will be the most effective place for you to advertise to capture your target
audience. Understanding the dairy business and products thoroughly will help
you to discern your advertising assets and weaknesses.

Product

1. By taking an in-depth look at your dairy products and the process that
goes into producing them, your product's advantages will become clear.
 Look at how the product is created, whether you produce, milk, butter,
cheese or any other dairy product. If the cows used are fed only natural,
hormone-free feed, this is something you will want to promote. If the
owners and operators are third-generation dairy farmers or an extension
of a business with deep roots and extensive experience, highlight this in
your advertising. Understanding the product, the business and the process
will help to form your overall marketing strategy.

Competition

1. Take note of your competition, whether it be other local dairy farmers or

large, national dairy competitors. Once your product and process research
has established your niche in the dairy market you can begin to discern
where you fit in. Review your competitors' advertisements to spot and
exploit weaknesses. For example, if your products are free of any added
chemicals or artificial ingredients but theirs are not, this is something you
can highlight in your marketing strategy.

Audience

1. Discern who exactly you are marketing to and what segment of the
market would be most inclined to purchase your dairy products. If your
dairy products are produced by hormone-free cows that are free to graze
and are provided healthy lifestyles, then you need to determine who these
facts will resonate with and who may be willing to pay a little extra for
these features. Families in middle to upper income brackets are likely to
be your best clientele. Those interested in what goes into the foods and
drinks their children consume and willing and able to pay a little more for
your natural and chemical free products are likely a good fit.

Advertisements
 1. Craft an advertisement that clearly states in highly visible text the points
you want to highlight about your products. Research the places and
outlets that are most likely to connect with your target market. For
example, setting up a booth and signage at a local farmers market can
help to attract a loyal clientele. Approach local grocery stores about
having your product placed in your grocery stores "local" or "natural"
foods sections to create a following. Place ads on television stations,
websites and publications likely to be visited by the middle to upper class
families you are targeting. Use your research to help hone your marketing
strategy.

Marketing Milk is a SaaS product that offers simplified solutions and shows
real-time results of your marketing campaigns. Our programs will track
whenever your campaigns have resulted in leads, sales, website visits, and any
other metrics that matter to your business. Since we only focus on the metrics
business owners actually want to see, it has never been easier to track the
effects of your marketing efforts.
See The True ROI Of Your Marketing Efforts


 Custom Dashboard
  God Mode

  In-depth Insights

  Lead Downloads
See More Features

What is Product Marketing Strategy?

Product marketing is the art and science of bringing a product to market. It
involves various strategic marketing and sales tactics, as well as long-term lead
nurturing, up-selling, and cross-selling techniques. A product marketing
strategy is the exact plan a company uses to bring their product to their
audience.

Your strategy will usually include things like figuring out the positioning and
messaging you want to link to your product, launching the product, and
ensuring customers and salespeople understand what it can do. Strategies can
also cover insights into how various teams (production, marketing, sales, and
customer support) will work together to drive demand and usage of a product.

While this might sound the same as conventional marketing, product marketing
is slightly more focused.

Part of the “7 P’s of marketing”, product marketing focuses specifically on

product, while your other marketing campaigns might focus on people, prices,
promotion, place, packaging, and positioning.

Product Marketing Strategy Example

Product marketing is focused on the steps people take to purchase your

products, and how you can support people in adopting and using that product.
Let’s take a look at a classic example.

Apple is a household name in a highly competitive technology market. To stand

out from the crowd, Apple ensures its products are beautifully well-designed,
easy to use, and convenient. Apple’s product marketing strategy focuses
specifically on the benefits it can deliver to users, rather than just listing the
features you can get from each item.
Image Credit: Apple

Apple’s language in virtually every product page and marketing campaign

concentrates on telling consumers what they can do, and what they’ll be able to
accomplish. Apple tells a narrative with its marketing content which helps the
customer imagine the challenges they can overcome.

For another example, look at Billie, a woman’s razor brand well known for the
#ProjectBodyHair campaign. This started with a TV campaign that actually
showed body hair
in women’s razor ads – something which hadn’t been done before.

Watch the video here: #ProjectBodyHair

The idea for this campaign came from the product team, who researched the
market to find out customers didn’t like seeing ads where customers didn’t have
body hair.

Combine this with the rising demand from women to be portrayed realistically
in the media, and Billie had an excellent product marketing campaign. In fact, it
generated 3.3 billion earned media impressions across 23 countries.

Why You Need a Product Marketing Strategy

Product marketing strategies are all about understanding your audience’s needs,
and positioning your product in a way that grabs attention. Developing the right
product for your market and ensuring you present it in a way that captures
audience attention is essential for growth.
With a product marketing strategy, you can:

Improve your understanding of your customer:

Implementing a product marketing strategy requires companies to conduct in-

depth research into their target audience. You learn what your customers need
to see in your product to determine whether it’s valuable to them, and their
lives.

Understanding why customers gravitate toward your products will help you to
create better buyer personas and more relevant campaigns. In other words,
you’ll speak your customer’s language.

Understand your competitors

While you’re building your product marketing strategy, you’ll need to look at
your wider market and determine how your product or service is different from
other existing options. You can compare your strategy to those of your
competitors, and get a better insight into what you’re going up against.

With in-depth competitor research, you’ll be able to differentiate yourself more

clearly in your target market and ensure you’re positioned appropriately in your
chosen industry. After you’ve assessed your competition, ask yourself:

 How is my product suitable for today’s market?

 How is this product different from competing products?
 Can we differentiate our product even further (with extra features,
pricing changes, etc)?

Ensure your teams are on the same page

When you know exactly what makes your product stand out and why customers
want it, it’s much easier to give your teams a consistent view of their purpose,
and your brand’s mission. With a strong product marketing strategy, you can
align your product, sales, marketing, and service teams around a shared
understanding of your company’s purpose.

When everyone in your team has a better understanding of the purpose of the
product you’re selling and why it’s so beneficial, they’ll be more likely to
communicate this information correctly.

Boost revenue and sales

Ultimately, customers have endless options when it comes to where they can
spend their money these days. The only way to ensure they come to you instead
of the competition, is to position your product as the best possible option for
their needs.

Building a product marketing strategy that gives you an in-depth understanding

of your customers will help you to generate more sales, through more
personalized marketing. Remember, around 72% of customers say they expect
businesses they buy from to understand them as individuals.

How to Develop Your Own Product Marketing Strategy

A good product marketing strategy should guide the positioning, promotion, and
pricing of your product. With this plan, you should be able to take your product
from the “development” stage, all the way through to launch with a clear vision.
Here’s how you can get started.

Step 1: Get to Know Your Product’s Target Audience

A strong product marketing strategy begins with a deep knowledge of your
target audience. You’ll need to define a specific target audience and create a
buyer persona to help you understand the pain points, expectations, and
requirements of that client.

The more information you can include in your personas, the better. You’ll need
to know where your target customer comes from, what kind of issues they’re
facing, why they might want your product, and even how much they earn on a
regular basis. The more data you have, the more you’ll be able to ensure all the
aspects of your product marketing strategy are targeted to the right person.

Step 2: Conduct market research

After you’re done with your customer research, the next step is figuring out
where your product is positioned in the context of the wider market. Look at the
other products similar to yours that exist in the current market. What exactly can
these products offer?

Perform a full analysis of each item, thinking about:

 What your product can do better

 What your competitor’s product does well
  Whether people are happy with the product, or what their overall
response is

Answering these questions will help you to choose a position for yourself in
your chosen market.

Step 3: Determine your positioning and messaging

With this knowledge of your target audience and your competition, you’ll be
able to start investing in positioning and messaging strategies. Positioning
involves thinking about where your product exists in the market in the context
of other brands and solutions.

For instance, is your product one of the cheapest on the market, or one of the
most expensive? Do you offer the widest selection of features, or a specific
focus on customer service your customers love? The positioning you discover
will help you to determine what you need to emphasize in your messaging (such
as excellent service, or low prices).

Some of the questions you’ll need to answer when developing your positioning
and messaging include:

 What makes this product unique?

 Why is this product better than our competitors?
 Why is our product ideal for our target audience?
 What will our audience get out of this product they can’t get elsewhere?
 Why should customers trust and invest in our product?

Once you’ve answered these questions, you should be able to create an elevator
pitch that describes everything someone would need to know about your
product in an exciting, compact way.
Step 4: Create your go-to-market strategy

Now it’s time to think about how you’re going to bring your product to
customers.

Identify which personas you’re going to be targeting with your product, and
how you’re going to be capturing their attention with your messaging strategy.
Think about how you’re going to price your product, and what kind of methods
you’re going to be using for selling. For instance, do you want to sell through
distributors or direct to customers?

You can also use this stage to consider the kind of marketing methods you’re
going to use, like social media marketing, or content campaigns. At this stage,
you can utilize a graphic design maker for compelling visual content across
your marketing campaigns.

As you choose marketing automation and sales strategies, also select KPIs
you’ll want to measure as you progress to see whether your product marketing
strategy is successful.

Brief your sales and marketing leaders on your go-to-market strategy and ensure
they have all the resources they need to do their job, such as advertising tools,
product samples, brand guidelines, and go-to market strategy templates.

Step 5: Launch, monitor, and optimize

Finally, you’ll be ready to launch your product. There are two aspects to the
“launch” for most companies. Internal launches involve introducing everyone in
your team to your product’s main benefits and features, which you’ll need to do
before anything else.
External launches mean bringing your content to market through the various
advertising and sales channels you chose above. Remember to monitor the
performance of your campaign by tracking the KPIs you’ve set. These KPIs
might include:

 Number of trial or demo sign-ups

 Lead to customer rates
 Product usage levels
 Customer engagement score
 Net Promoter score
 Feature adoption and engagement
 Usage of assets
 Win rates
 Upsells and cross-sells

Setting Your Own Product Marketing Strategy

While product marketing can seem like a complicated process at first, it’s
something that becomes easier the more you work at it.

A good product marketing strategy can be an essential part of ensuring your

new product is a success with your target market. The more time you spend on
your marketing strategy, making sure you understand your audience, their
needs, and your position in the market, the more likely you are to see a
significant return on investment from your products.

Copy link
Twitter

Facebook

LinkedIn

Marketing strategy of Dodla Dairy Churning the Business of Milk in India

Posted by Zander Henry on Aug-22-2018

1. The vision of Dodla Dairy Churning the Business of Milk in India

The vision of Dodla Dairy Churning the Business of Milk in India is to be the
leading quality service and product provider for customers. Being the best and
the leading player means that Dodla Dairy Churning the Business of Milk in
India marketing strategy and operations focus on:

 Providing high quality of products and services

 Providing value to customers
 Concentrate on building customer experience

Scale your grade expectation bar HIGH!

Our perfectly written content guarantees exceptional academic performance.

You can prepare your own version without putting any extra effort at all.
hire us

 No Plagiarism

 Quality Assurance

 Specialized Writers

 On Time Delivery

2. The mission of Dodla Dairy Churning the Business of Milk in India

Dodla Dairy Churning the Business of Milk in India marketing strategy is

grounded in its mission. The mission for Dodla Dairy Churning the Business of
Milk in India is to be the favorite brand of the customers. This mission is
essential for the marketing strategy of Dodla Dairy Churning the Business of
Milk in India as it focuses on all operations and marketing activities in the
direction of:

 Consumer centrism
 Using research to understand and influence consumers

3. Brand Equity of Dodla Dairy Churning the Business of Milk in India

Understanding and knowing the brand equity is vital for directing and giving
meaning to the marketing strategy of Dodla Dairy Churning the Business of
Milk in India. The knowledge of brand equity will help in shaping Dodla Dairy
Churning the Business of Milk in India marketing strategy effectively – thereby
facilitating the growth of business for Dodla Dairy Churning the Business of
Milk in India.
3.1. Brand awareness

 Dodla Dairy Churning the Business of Milk in India has high brand
awareness because of international operations
 The company focuses on higher budget allocation in the country of
origin
 Each market for Dodla Dairy Churning the Business of Milk in India has
modified marketing and strategic directives and plans

3.2. Brand association

 Dodla Dairy Churning the Business of Milk in India is directly associated

with the brand name and product category
 Dodla Dairy Churning the Business of Milk in India has a broad product
portfolio
 Dodla Dairy Churning the Business of Milk in India is associated with
promising and delivering quality and innovative products
 Dodla Dairy Churning the Business of Milk in India is also associated with
excellent customer service

3.3. Brand loyalty

 Dodla Dairy Churning the Business of Milk in India has been successful at
gaining high consumer loyalty because of unique and influential
marketing strategy
 Dodla Dairy Churning the Business of Milk in India has a global customer
base
  Dodla Dairy Churning the Business of Milk in India keeps adding value
addition to the products and product portfolio to keep consumers
engaged

3.4. Brand asset

 Dodla Dairy Churning the Business of Milk in India has a substantial

brand value
 Dodla Dairy Churning the Business of Milk in India also enjoys the high
financial worth
 Dodla Dairy Churning the Business of Milk in India focuses on building a
reliable and robust employee base

3.5. Brand element

 Dodla Dairy Churning the Business of Milk in India uses the brand
element as a means of competitive advantage
 Uses adaptability in product, services, and marketing to meet different
cultural demands

4. Situational Analysis of Dodla Dairy Churning the Business of Milk in

India

The situational analysis will help in developing the marketing strategy of Dodla
Dairy Churning the Business of Milk in India by conducting a thorough market
analysis. This market analysis will aid in understanding the compatibility
between external opportunities and other factors, and internal strengths – to be
used to maximize the marketing influence of Dodla Dairy Churning the
Business of Milk in India.
4.1. SWOT
4.1.1. Strengths

Dodla Dairy Churning the Business of Milk in India marketing strategy can
benefit from the following internal advantages:

 Strong brand image

 Global distribution network
 Investment in market research
 Innovation

4.1.2. Weakness

Dodla Dairy Churning the Business of Milk in India faces challenges in

marketing strategy because of the following weakness:

 Slow organizational processes

 High product prices

4.1.3. Opportunity

Dodla Dairy Churning the Business of Milk in India has the following
possibilities of business growth:

 Green lifestyles
 Regional expansion
 Diversification

4.1.4. Threats

Dodla Dairy Churning the Business of Milk in India faces business threats
because of the following factors:
  Increased competition
 Increased imitation

4.2. PESTEL
4.2.1. Political

 Dodla Dairy Churning the Business of Milk in India operates I markets

with political stability
 Dodla Dairy Churning the Business of Milk in India has funding support
from the government for small businesses

4.2.2. Economic

 Dodla Dairy Churning the Business of Milk in India enjoys high sales
because of higher GDP
 Lower interest rates make business expansion and loaning easier for
Dodla Dairy Churning the Business of Milk in India
 Low inflation strengthens the financial position of Dodla Dairy Churning
the Business of Milk in India

4.2.3. Social

 Higher education and awareness increases sales of Dodla Dairy Churning

the Business of Milk in India predict
 Dodla Dairy Churning the Business of Milk in India focuses on
understanding consumers and fulfilling their demands through its
offerings
4.2.4. Environmental

 Dodla Dairy Churning the Business of Milk in India has an active CSR
program
 Dodla Dairy Churning the Business of Milk in India ensures
environmental safety in all its operations

4.2.5. Legal

 Dodla Dairy Churning the Business of Milk in India is aware of local and
global laws of business and human resource management
 Dodla Dairy Churning the Business of Milk in India abides by all statutes
– especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

 High risk of replacements

 Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

 New entrants need high financial investment

 New entrants need updated technology for keeping par with industry
progress

4.3.3. Bargaining power of buyers

 Sales made to end consumer directly

 Stocking of products at retailers, as well as own-controlled retail outlets
4.3.4. Bargaining power of suppliers

 Multiple suppliers of raw materials

 Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

 High industry rivalry

 Players offer similar products
 Players compete through marketing to influence consumer

4. Situational Analysis of Dodla Dairy Churning the Business of Milk in

India

The situational analysis will help in developing the marketing strategy of Dodla
Dairy Churning the Business of Milk in India by conducting a thorough market
analysis. This market analysis will aid in understanding the compatibility
between external opportunities and other factors, and internal strengths – to be
used to maximize the marketing influence of Dodla Dairy Churning the
Business of Milk in India.

4.1. SWOT
4.1.1. Strengths

Dodla Dairy Churning the Business of Milk in India marketing strategy can
benefit from the following internal advantages:

 Strong brand image

 Global distribution network
 Investment in market research
 Innovation
4.1.2. Weakness

Dodla Dairy Churning the Business of Milk in India faces challenges in

marketing strategy because of the following weakness:

 Slow organizational processes

 High product prices

4.1.3. Opportunity

Dodla Dairy Churning the Business of Milk in India has the following
possibilities of business growth:

 Green lifestyles
 Regional expansion
 Diversification

4.1.4. Threats

Dodla Dairy Churning the Business of Milk in India faces business threats
because of the following factors:

 Increased competition
 Increased imitation

4.2. PESTEL
4.2.1. Political

 Dodla Dairy Churning the Business of Milk in India operates I markets

with political stability
 Dodla Dairy Churning the Business of Milk in India has funding support
from the government for small businesses
4.2.2. Economic

 Dodla Dairy Churning the Business of Milk in India enjoys high sales
because of higher GDP
 Lower interest rates make business expansion and loaning easier for
Dodla Dairy Churning the Business of Milk in India
 Low inflation strengthens the financial position of Dodla Dairy Churning
the Business of Milk in India

4.2.3. Social

 Higher education and awareness increases sales of Dodla Dairy Churning

the Business of Milk in India predict
 Dodla Dairy Churning the Business of Milk in India focuses on
understanding consumers and fulfilling their demands through its
offerings

4.2.4. Environmental

 Dodla Dairy Churning the Business of Milk in India has an active CSR
program
 Dodla Dairy Churning the Business of Milk in India ensures
environmental safety in all its operations

4.2.5. Legal

 Dodla Dairy Churning the Business of Milk in India is aware of local and
global laws of business and human resource management
 Dodla Dairy Churning the Business of Milk in India abides by all statutes
– especially labour law, discrimination law, and employee safety laws
4.3. Porter’s Five Forces
4.3.1. Threat of substitutes

 High risk of replacements

 Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

 New entrants need high financial investment

 New entrants need updated technology for keeping par with industry
progress

4.3.3. Bargaining power of buyers

 Sales made to end consumer directly

 Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

 Multiple suppliers of raw materials

 Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

 High industry rivalry

 Players offer similar products
 Players compete through marketing to influence consumer

7. Targeting of Dodla Dairy Churning the Business of Milk in India

Positioning of Dodla Dairy Churning the Business of Milk in India

The marketing strategy of Dodla Dairy Churning the Business of Milk in India
targets consumer groups based on segmentation as follows:
7.1. Target market

 The target market for Dodla Dairy Churning the Business of Milk in India
is from middle to upper class
 The target market is ambitious and desires to purchase high-end
consumer products
 This target market also seeks affordability
 To meet target market expectations, the Dodla Dairy Churning the
Business of Milk in India focuses on quality control

7.2. Mass marketing

 The marketing strategy of Dodla Dairy Churning the Business of Milk in

India focuses on mass marketing
 This also requires unique marketing designs and product promotion
programs
 Dodla Dairy Churning the Business of Milk in India makes use of one
strategy to influence all segments

7.3. Undifferentiated marketing strategy

 Dodla Dairy Churning the Business of Milk in India does not differentiate
between market segments
 It uses a single marketing strategy to target all segments and consumer
groups
 Based on this, Dodla Dairy Churning the Business of Milk in India also
created the marketing mix under the marketing strategy as a singular
one for the whole market – regardless of the segmentation divides.
7.4. Focus on quality

 Dodla Dairy Churning the Business of Milk in India has created,

developed, and maintained a brand that satisfies all consumers under
the undifferentiated marketing strategy and mass marketing
 No compromise on quality has been made in the broad product portfolio
 To ensure the influence of a single marketing strategy, the Dodla Dairy
Churning the Business of Milk in India has also adopted a consumer-
centric approach in its overall marketing strategy and operations as well
 This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Dodla

Dairy Churning the Business of Milk in India

The marketing strategy of Dodla Dairy Churning the Business of Milk in India
stands out from the clutter and competition. Dodla Dairy Churning the Business
of Milk in India has also achieved a sustainable competitive advantage in its
marketing strategy. This is because of the following factors that Dodla Dairy
Churning the Business of Milk in India has utilized:

8.1. Cost-effectiveness

 Dodla Dairy Churning the Business of Milk in India focuses on reaching

consumers effectively rather than grandeur
 Dodla Dairy Churning the Business of Milk in India focuses on developing
an integrated marketing approach
 The use of digital marketing efficiently and expertly has helped the
company reach a wider audience at a lower cost
  Dodla Dairy Churning the Business of Milk in India has in-house
copywriters for marketing campaigns which also helps in controlling
costs
 Dodla Dairy Churning the Business of Milk in India also focuses efforts on
ground activities – which are less expensive than commercial marketing
tactics

8.2. Innovation

 Dodla Dairy Churning the Business of Milk in India has stayed updated
with latest developments in marketing research and marketing
knowledge
 Dodla Dairy Churning the Business of Milk in India makes use of new and
innovative tactics to reach its target consumers
 Dodla Dairy Churning the Business of Milk in India also employs top of
the field marketers to facilitate its marketing strategy and promotional
campaigns
 Each marketing campaign launched by Dodla Dairy Churning the
Business of Milk in India is effective catchier and more influential than
the previous one

8.3. Strong market research and consumer understanding grounded

 Dodla Dairy Churning the Business of Milk in India marketing strategy is

strongly grounded in consumer and market research
 Dodla Dairy Churning the Business of Milk in India makes informed
marketing campaigns and goals based on consumers’ behavioural
feedback
  Dodla Dairy Churning the Business of Milk in India also incorporates
consumer feedback in its marketing strategy
 Dodla Dairy Churning the Business of Milk in India marketing strategy is
based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

 Consumers’ emotional needs strongly influence all marketing objectives

and marketing goals set by Dodla Dairy Churning the Business of Milk in
India
 In addition to fulfilling functional needs, Dodla Dairy Churning the
Business of Milk in India also tries to fulfil the emotional and
psychological needs of the consumer
 Dodla Dairy Churning the Business of Milk in India tries to build a strong
emotional bond with the consumer, which also results in high consumer
loyalty

9. Distribution Strategy of Dodla Dairy Churning the Business of Milk in

India

Dodla Dairy Churning the Business of Milk in India marketing strategy

highlights the use of the following distribution strategy to maximize reach and
accessibility for consumers.

9.1. Intensive distribution strategy

 Dodla Dairy Churning the Business of Milk in India makes use of

intensive distribution strategy because it is mass marketing
  Dodla Dairy Churning the Business of Milk in India’s marketing strategy is
based on undifferentiated segments, and thus an intensive distribution
strategy allows high penetration and reaches in the overall market
 With the use of the intensive distribution, Dodla Dairy Churning the
Business of Milk in India tries to maximise its coverage of the markets
where it's present
 For achieving the intensive strategy, the company uses hardcore 360-
degree integrated marketing strategy and campaign to reach all
consumers, across all segments in the market.

9.2. Direct distribution strategy

 Dodla Dairy Churning the Business of Milk in India uses direct

distribution country of origin as well as in locations where it has
subsidiary operations
 The Dodla Dairy Churning the Business of Milk in India also makes use of
modern retailing channels
 Also, Dodla Dairy Churning the Business of Milk in India makes use of e-
commerce and makes a sale through online retailers, as well as through
the company website
 Direct distributions have allowed Dodla Dairy Churning the Business of
Milk in India to increase market penetration and accessibility for
consumers

9.3. Indirect distribution strategy

 This strategy is largely used for offshore operations where the Dodla
Dairy Churning the Business of Milk in India does not have a subsidiary
  In these offshore locations, Dodla Dairy Churning the Business of Milk in
India largely works through the export model
 This makes use of several intermediaries in between, before the product
by Dodla Dairy Churning the Business of Milk in India reaches the target
consumers
 Intermediaries for Dodla Dairy Churning the Business of Milk in India
include not only the end retail outlets, but also sales agents, retail
agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

 For some products of its portfolio which are premium in nature, Dodla
Dairy Churning the Business of Milk in India makes use of selective
distribution channel
 Dodla Dairy Churning the Business of Milk in India has maintained a few
outlets in the country of origin, and in selected offshore markets for
these products
 These placements and locations are chosen based on the niche market
that Dodla Dairy Churning the Business of Milk in India has for its
premium products
 These locations, placements, and marketing strategy helps make the
company’s product selectively, but readily accessible for its niche target
audience

Looking for help with Case Solution on Marketing strategy of Dodla Dairy
Churning the Business of Milk in India?
Start order now
10. Competition Analysis in the marketing strategy of Dodla Dairy
Churning the Business of Milk in India

The industry in which Dodla Dairy Churning the Business of Milk in India
operates is very responsive to market and consumer trends. Dodla Dairy
Churning the Business of Milk in India, therefore, needs to be vigilant in its
market strategy towards competition – to make sure that it maintains its
competitive advantage.

10.1. Strategic Group Analysis

 Dodla Dairy Churning the Business of Milk in India competes with direct
and close competition based on quality and price
 Consumers choose between different companies from the industry
based on their functional offering
 Consumers have progressively evolved to strengthen loyalty and form an
emotional bond with products that they consume
 Dodla Dairy Churning the Business of Milk in India also competes,
thereby, with close competition for building stronger brand image,
increasing consume loyalty, and for forming strong emotional ties with
the consumer

10.2. Industry rivalry

 Dodla Dairy Churning the Business of Milk in India experiences high

industry rivalry
 The barriers to entry for the industry are low, and new entrants gain
easy access in the industry
 The number of local as well as global players is increasing
11. Marketing mix of Dodla Dairy Churning the Business of Milk in India

The marketing mix for Dodla Dairy Churning the Business of Milk in India as
per the marketing strategy is the following:

11.1. Product

 Dodla Dairy Churning the Business of Milk in India has a broad product
portfolio
 Dodla Dairy Churning the Business of Milk in India provides mass
marketed products for all segments across the market undifferentiated
 Dodla Dairy Churning the Business of Milk in India also provides some
selected, premium products to niche customer groups
 All products in the portfolio consistently maintain high quality
 All products are tailored to meet consumer specifications, demands and
needs across different regional markets
 The Dodla Dairy Churning the Business of Milk in India maintains a high
focus on innovation in products and introduces new products frequently
to keep the consumers engaged

11.2. Place

 Dodla Dairy Churning the Business of Milk in India wants to have a close,
emotional and personal relationship with its consumers
 The company maintains high control in its distribution strategies –
especially through direct distribution strategy
 The company has a presence in leading supermarkets
 The Dodla Dairy Churning the Business of Milk in India also has
company-operated stores in malls, and otherwise to make products
accessible to consumers easily
  Dodla Dairy Churning the Business of Milk in India also makes use of e-
commerce to increase penetration and sales

11.3. Price

 The Dodla Dairy Churning the Business of Milk in India prices its products
so that its target consumers can afford it easily
 Dodla Dairy Churning the Business of Milk in India uses relative pricing
strategy for its products
 The price of Dodla Dairy Churning the Business of Milk in India’s
products include not only the high quality raw materials and value
additions but also the enhanced customer experience they deliver
 The company’s pricing strategy allows it to enjoy stable revenue and
profit growth

11.4. Promotion

 The Dodla Dairy Churning the Business of Milk in India has a high budget
allocated towards marketing activities
 The Dodla Dairy Churning the Business of Milk in India invests
substantially in digital marketing activities to reap high and effective
results
 Use of digital marketing has also allowed Dodla Dairy Churning the
Business of Milk in India marketing strategy to cap costs and expenses
 Dodla Dairy Churning the Business of Milk in India also takes part in
direct consumer engagement through on-ground activities where the
company initiates trials
 Dodla Dairy Churning the Business of Milk in India also invests in
traditional media channels to reach maximum consumers in the market
11.5. People

 Dodla Dairy Churning the Business of Milk in India has a large workforce
across different companies
 This workforce is continually trained to become experts in their
respective fields of operations
 Dodla Dairy Churning the Business of Milk in India hires without
discrimination
 Dodla Dairy Churning the Business of Milk in India ensures that its
employees remain motivated through building an inspirational and
creative organizational culture
 Dodla Dairy Churning the Business of Milk in India focuses on also
building and maintaining organizational commitment and loyalty in its
employees

11.6. Process

 All activities at Dodla Dairy Churning the Business of Milk in India - from
raw material procurement to the final sale to the end consumer -
undergo systematic processes
 The processes at Dodla Dairy Churning the Business of Milk in India are
well defined, and well communicated to all employees
 All employees are trained to follow the processes internally to ensure
consistently high quality as well as timely production and deliveries
 The systematic processes also ensure a smooth running of operations at
the Dodla Dairy Churning the Business of Milk in India
11.7. Physical evidence

 The physical evidence for Dodla Dairy Churning the Business of Milk in
India includes the company logo, company store designs, and the
product packaging
 Satisfied and excited customers in the retail spaces of Dodla Dairy
Churning the Business of Milk in India, as well as during product
consumption create a bubbling and an inviting atmosphere
 The e-commerce website for retail by Dodla Dairy Churning the Business
of Milk in India is also designed with a friendly customer interface to
allow maximum interaction with the brand
 The store designs created by Dodla Dairy Churning the Business of Milk
in India for its retail space allow consumers maximum interaction with
the products directly.

12. Promotional tactics for the marketing strategy of Dodla Dairy

Churning the Business of Milk in India

12.1. Digital marketing

 The company uses social media for reaching consumers effectively

 The Dodla Dairy Churning the Business of Milk in India interacts with the
consumers directly, and engages with them, answers their queries and
takes their feedback
 The company also shares information and build relationships with
consumers through digital marketing
 Dodla Dairy Churning the Business of Milk in India also makes use of
blogging, emails, and content creations as a means of digital marketing
12.2. Conventional marketing

 The company uses a 360-degree approach in its marketing strategy

 This means that the company makes use of traditional marketing
channels as well – such as TV, magazine adverts, and out of house
placements

12.3. Influencers

 For direct, on-ground engagement, the company uses influencers

 Influencers interact with consumers directly, or through their channels
of communication as a means of content creation and endorsing the
Dodla Dairy Churning the Business of Milk in India brand

13. Monitoring and evaluation of the marketing strategy of Dodla Dairy

Churning the Business of Milk in India

13.1. Changes in sales

 Dodla Dairy Churning the Business of Milk in India regularly tracks its
sales to identify the effectiveness of its marketing strategy
 Increase in sales reflect the success of marketing strategy of Dodla Dairy
Churning the Business of Milk in India
 Sometimes, Dodla Dairy Churning the Business of Milk in India
experiences increase ins ae after some time of the launch of the
marketing promotions

13.2. Surveys and focus groups

 Dodla Dairy Churning the Business of Milk in India frequently conducts

focus groups and surveys to identify its brand worth
  These methods also help the company identify brand value, brand recall,
and brand recognition
 Focus groups allow Dodla Dairy Churning the Business of Milk in India to
gather feedback on its marketing strategy and helps it understand
consumers better

13.3. ROI

 Effectiveness of marketing strategy of Dodla Dairy Churning the Business

of Milk in India can also be seen through the revenue and profit growth
 Return on investment allows Dodla Dairy Churning the Business of Milk
in India to effective gauge the effect and influence of the marketing
strategy, and measure its success

13.4. Attainment of marketing objectives

 All marketing objectives set by Dodla Dairy Churning the Business of Milk
in India are SMART
 The quantitative set against each of the marketing objective can
facilitate attainment evaluation for the overall marketing strategy
 Successful and timely attainment of these marketing objectives highlight
the success of the marketing strategy of Dodla Dairy Churning the
Business of Milk in India

References

Baker, M. & Hart, S., 2008. The marketing book. s.l. Routledge.

Brady, D., 2010. Essentials of International Marketing. London: M.E.Sharpe.

Constantinides, E., 2014. Foundations of social media marketing. Procedia -
Social and Behavioral Sciences, Volume 148, pp. 40-57.

Dahlén, M., Lange, F. & Smith, T., 2010. Marketing communications: A brand
narrative approach. Chichester: John Wiley & Sons.

Fill, C., 2009. Marketing communications: interactivity, communities and

content. Harlow: Pearson Education.

Gilligan, C. & Hird, M., 2012. International Marketing: Strategy and

Management. London: Routledge.

Kotler, P., 1977. From sales obsession to marketing effectiveness. Harvard

Business Review, Nov-Dec.pp. 67-75.

Kotler, P., 211. Reinventing marketing to manage the environmental imperative.

Journal of Marketing, 75(4), pp. 132-135.

Kotler, P., Armstrong, G., Adam, S. & Denize, S., 2014. Principles of
Marketing. Melbourne: Pearson, Australia.

Kotler, P. & Keller, K., 2009. Marketing Management. New Jersey: Prentice
Hall.

Kuksov, D., Shachar, R. & Wang, K., 2013. Advertising and Consumers'
Communications. Marketing Science, 32(2), p. 294–309.

Lamb, C., Hair, J. & McDaniel, C., 2011. Essentials of marketing. S .l.:
Cengage Learning.

Rao, K., 2011. Services Marketing. New Delhi: Pearson Education, India.
Schivinski, B. & Dabrowski, D., 2014. The Effect of Social Media
Communication on Consumer Perceptions of Brands. Journal of Marketing
Communications, Volume 12, pp. 1-26.

Schivinski , B. & Dabrowski , D., 214. The Effect of Social Media

Communication on Consumer Perceptions of Brands. Journal of Marketing
Communications, Volume 12, pp. 1-26.

Tsiakis, T., 2015. Trends and Innovations in Marketing Information Systems.

Hershey, PA: IGI Global.

University of Minnesota, 2017. Pricing Strategies. [Online]

Available at: https://open.lib.umn.edu/principlesmarketing/chapter/15-3-

pricing-strategies/ [Accessed 24 April, 2017].

Zahay, D. & Griffin, A., 2010. Marketing strategy selection, marketing metrics,
and firm performance. Journal of Business & Industrial Marketing, 25(2), pp.
84-93.