Milk Mantra

MANAGEMENT CONSULTING
C O M PA N Y S E L E C T E D : M I L K M A N T R A
S U B M I T T E D T O : P R O F. M A H E S H N A R AYA N
S U B M I T T E D B Y: G R O U P 8 S E C 2
STORYBOARDING
 I. Background
• Milk Mantra is a diary product start-up which is finding tough
time in the market to increase its market share and fulfil the
demands of its customers
II. Current Conditions
• Since they are unable to provide to the demands of the
population, market share is decreasing
• Lack of coordination, mismanagement, selecting wrong location
and reducing workforce is a big problem
• More skilled workforce is required in order to complete the
orders
III. Goals/Target
• Creating brand awareness and increase in revenue by increasing
number of orders through local store visibility
• Increase profit by introducing online sales
• Generating demand by achieving high market penetration
IV. Analysis
• Diverse group of experts provided perspectives and analysis from
customer, sekker, tailoring staff POV.
• Various focus groups were approached andcollected data were
examinedin order to understand the factors regarding saless and
growth in number of orders
V. Proposed Counter Measures
• Increase its reach to tier 2 and tier 3 cities by increasing its
distribution channel
• More efficient online channel
• Sales strategies made on the basis of industry norms as well
as consumer behaviour
• Focus on more local promotion in nearby residential areas
• Incentives and discounts to be offered on bundled products
VI. Plan
• Respective staffs must be appointed in order to carry out
smooth flow of activities
• MM should target customer which are more health
conscious and more concerned about hygiene
• Billing system must be simplified in order to generate
electronic orders as well
• Local promotional activities needs to be focused on to
attract nearby customers first
VII. Follow Up
• A consensus among all the different stakeholders is needed
to reach given the diverse range of interests
Analysis – FRAMEWORKS and
IMPLICATIONS
BUSINESS MODEL
CUSTOMER
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION
RELATIONSHIP

 Logistics Operators
 Firms
 Milk Suppliers
 Shipping companies
KEY RESOURCES
• Human Resources
• Sales Unit
• R&D Unit
• Strong Management
 Procurement of raw • Fresh Dairy product like toned • Community
material milk , Yoghrt ,Paneer Relationships
• dairy Product like • Major player in eastern India • Creation of characters
toned milk, yoghurt, • Recently Launched Moo-shake like “Super Moo”
Paneer Which has major health • Business Development 
benefits  
CUSTOMER SEGMENTS CHANNELS
 
 • Platform website
Households in Eastern
• News Paper
India
 • Event and
Kids with age between 1-8
 Ice cream factories Exploration
 Local chocolate factories • CRM and Marketing

 
COSTS REVENUE SOURCES

• Dairy products like Paneer ,Toned Milk

• Infrastructure maintenance cost
• Healthy Products like Moo-shake
• Insurance
• Logistic operational cost
• Plant Operation cost
 SWOT ANALYSIS
STRENGTHS WEAKNESSES
1.Keeps itself updated with change in 1.Logistics and procurement
technology 2.Short shelf life
2.Ehical training program for farmers 3.Competition
3.High quality product 4.Completely dependent on villages for
4.First Agri food company to get raw material
funding

OPPORTUNITIES THREATS

1.Export Potential 1.Unorganised sector

2.Open Dedicated kiosks 2.Yield of Odisha state’s cattle is lower
3.Use internet to sell its product than other states
4.Tap into market of other 3.Increase in consumption of beef
neighbouring states 4.Growing price of milk product
 Competitor Analysis
BASED ON CRITICAL SUCCESS FACTORS BASED ON FINANCIAL INDICATORS

Critical Success Factors Advantage over its Company Revenue

competitors
OMFED 800 crore
Procurement Ethical program training for
farmers, No intermediaries Pragrati 300 crore

AMUL 38000 crore

Product life Milk mantras milk products
has more life compared to its
competitors

Innovation Use of advance technology

like UV and German
technology to improve milk
product quality

Pricing Nearly 15% premium prices

7S FRAMEWORK
ANSOFF MATRIX
STAKEHOLDER ANALYSIS
 FINDINGS AND
RECOMMENDATIONS
CUSTOMER LIFE CYCLE
1.MM can make its procurement channel more efficient and enure that the quality of
milk collected from the rural population is not compromised

2.MM can increase its reach to tier 2 and tier 3 cities by increasing its distribution
channel and ensuring more visibility in the local kiosks

3.For more efficient online channel , MM should focus on its delivery and logistics
partner so as to ensure quick delivery of items

4. As diary product are more perishable milk mantra should focus on increasing
product life using innovation .It will help MM in getting a competitive edge
5.MM should focus in increase its reach in the neighbouring states which share same kind of
taste as Odisha. It will increase revenue and markets share.

6. MM should also focus on product diversification and improve product related to local
taste.

7. MM should target customer which are more health conscious and more concerned about
hygiene. These segment are more likely to use online media for shopping.MM can focus on
online marketing platform to acquire such new customer
THANK YOU