Market Research Case Study

Rajiv Bajaj M-08-06

Shiddharth Gupta M-08-12
Deepti Save M-08-47
Swati Shetty M-08-51
Tulsi Tanna M-08-55
Nikhil Uthale M-08-57
Case …
What type of information should he collect on the
setting up of this project in India?

• Poverty Percentage

• Eating Habits

• Per Capita Income

• Competitors

• Substitutes

• Distribution Network

• Healthcare Industry
Whether the tradition bound Indian population would
accept a new concept like soya milk?

Niche Market
• Health conscious people

• Sportsmen

• Diabetic people
-“I am high on Soya Milk these days! I am so
addicted to it that I keep having it at a regular
interval throughout the day. It’s an energy drink
that I just can’t part with as it’s healthy sans
calories and it keeps me full.”
 In which form should he
introduce this soya bean milk?
What strategy would you recommend for marketing of
soya milk in India ?

• Tie-up with doctors, dieticians etc

• Conduct CSR activities

• Tie ups with NGO’s

• Positioning : “More than a milk”

• Targeting children

• Radio and TVC’s

• Free check up camp

Benefits:
• Excellent source of proteins and vitamins (vitamin
B1, B2, B6, and E).
• Helps in preventing cancer and Osteoporosis
• Helps in improving your vision, Diabetes and
kidney disease.

Drawbacks:
• Shelf life of soy milk is max 4-5 days
• 10% more cost than other standard milk
Conclusion
Nutrient Unit Cow Goat Buffalo Sheep Soy

Water Gm 87.99 87.03 83.39 80 93.27

Energy Kcal 61 69 97 108 33

Protein Gm 3.29 3.56 3.75 5.98 2.75

Lipids
Gm 3.34 4.14 6.89 7.01 1.92
[fat]

Carbohyd
Gm 4.66 4.45 5.18 5.36 1.81
rates

Nutrition in milk is calculated per 100 grams of milk

U.S. News & World Report
Thank You