GMLC – Round 1

Narinder
Narinder Gautam(19342)
Gautam(19342)
Market Analysis

a)Brand Not Primary Big

a) Urban areas cooperatives

b)Quality known in – kids, teens,

adults
like – AMUL,
VERKA etc
all parts b)Existing
c)Taste of the market (health Small
conscious) (regional)
d)Natura country Secondary Cooperatives-
places with saras(rajasth
l product regular demand an), sanchi
like – College (MP) etc
Messes,
Round 1 Questions
■ Target market – The target customer market should be :-
Primary Market – a) Urban kids – as kids don't like to drink raw unflavoured
milk, and Indian parents are very keen on child’s consumption, this naturally
sweetened flavored milk can become product of daily consumption and
company
moreover city parents have more disposable income and can easily buy the
products

b) Working Professionals – As the hectic lifestyle of professionals devoid

them from healthy living, this natural product can target these people as a
change to healthy lifestyle, have high disposable income
■ Secondary – the company should try to capture the rural market also, where
people have low disposable income but forms the major part of the population.
Sales channel – As the target market is mainly urban the
company should try to Distribute the product through Grocery
stores and Supermarts in tier1 cities and should sell through
retailers(kirana shops) in tier 2 and 3 cities

Advertisement – As it is a new product extensive marketing

should be done through social media, TV and YouTube.
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Position – Premium product targeting middle to upper class (25-
30 rs/unit) as it will help in getting bigger customer base.
USP – Naturally Sweetened Milk with no sugar and Fruity
Taste(healthy)
Problems - Shelf Life as we will like to build on natural product,
rivals can play on preservatives added to increase shelf life. So
can effect brand image
Solution – a) either find a natural preservative