Summer Internship Segment

Saras
A project with NDDB, RCDF and IRMA
Introduction and Objectives
• To understand the brand share of Liquid milk and fresh products in
Jaipur and Bharathpur
• Sales trend analysis for Liquid Milk, Curd, Buttermilk (Sweet and
Salty), Paneer.
• Understanding Brand Loyalty in customers
• Understanding the Brand Perception across four factors, Price,
Quality, Availability and Taste.
• Competitor Analysis
• Recommendation
Information about the Surveys
Particulars Numbers
Total Surveys conducted 252
Number of Retailers Surveyed 100
Number of Customers Surveyed 125
Number of Distributors Surveyed 15
Number of Institutions Surveyed 12

Gender Breakdown 100000 Income Breakdown

Below 15000
+ 15001-
20000
Fe
mal 20001-
e 30000

30001-
Mal 40000
e
50001-
100000 40001-50000
Liquid Milk
. •
Milk Market
Packed Milk Market Factors affecting milk purchase
Construct 80
73
6% 8% 70

60 57

50
41
40 35
70% 30
30
16
% 20
13
10
3.2
0
Saras
ice li ty l it y st
e
in
g ge an
d
Amul Pr bi ua T a a g nt
a
b r
la Q ck e
Lotus ai Pa er
c
t he
Av t P on
Other (Fru Bon, Paayas, Patanjali, Goras, Ksheer) Fa t
us
Tr
Milk Market (Brand Loyalty)
How likely are you to recommend Saras milk to others
60 Will you switch from saras if new brand
enters the market and offers more bene-
52 fits?
50

Yes
40
27%

30

20
16.8
13
10.2 No
10 8 73
%

0
1 2 3 4 5
Milk Brand Perception
How would you rate Saras Milk in How would you rate Saras Milk in terms
terms of Quality? 1-worst, 5-Best of Price? 1-Costly, 2- very affordable

5 46.17 5 48.35

4 26.37 4 30.76

3 17.58 3 14.28

2 5.49 2 3.29

1 4.39 1 3.29

0 5 10 15 20 25 30 35 40 45 50 0 10 20 30 40 50 60
CURD

• .
Curd Market Insights
Frequency of purchase Preferred pack Size
5-6
times a
week
19% Daily Poly Tub
38% Pack 1%
17%

3-4 Cup
tim 82%
es 1-2
a times a
we week
ek 8%
34
%
Curd Market Insights

Most Important Factors while purchasing Curd

Texture 1%

others Freshness 22%

Packaging 3%
Lotus
Saras
11% Saras Amul Brand Trust 22%
56%
Lotus
Amul Loose Availability 53%
14%
Price 5%

Quality 61%

Taste 54%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Percentage
Curd Market Insights
Issues with poly packs (1/2 and 1 kg)

Cups allow
easy access The shape is intact in cups

Storage is an
Issue

Not Heard of it
Curd Brand Perception
How would you rate saras curd in terms How would you rate saras in terms of
of Quality taste and texture? 1-bad, 5- best

5 43.4 5 39.8

4 31.3 4 36.1

3 17 3 14.5

2 6 2 7.2

1 2.3 1 2.4

0 5 10 15 20 25 30 35 40 45 50 0 5 10 15 20 25 30 35 40 45
Butter Milk (Chaach)
. •
Preference for B.M.
1st Preference 2nd Preference

Lo
Mother
tus Dairy Others
Am Saras
8%3%
ul Mothe 20% 23%
15 r Dairy
% 3%

Lotus
15%

Sar Amul
as 39%
74
%
Butter milk brand perception
How would you rate Saras Chaach in terms of How would you rate Saras Chaach in terms of price?
quality? 1- Worst, 5-Best 1- Costly, 5-Affordable

5
5

4
4

3
3

2 2

1 1

0 10 20 30 40 50 60 0 5 10 15 20 25 30 35 40 45 50
Issues Identified
• Grievance Redressal Mechanism is not very robust and non-existent at times
Amul is working towards solving problems faster and more efficiently.
• Marketing Inputs provided to the retailers are on the lower side, Amul is
pushing it’s marketing materials like Banners, Posters Standees etc to the
retailers.
• Some companies like Fru-Bon are pushing their products by providing
refrigerators to the retailers with 10k deposit and they are eat a bit of Saras’
share.
• Lower awareness of the newly launched products by Saras.
• Untapped markets like Vaishali Nagar.
• Low Social Media Reach.
Recommendations
• Increasing Social Media reach, target getting to 10k followers first and the look
for higher reach, try influencer marketing (Lotus is doing it), try witty tweets
and comments, capitalize on recent trends (like Amul does).
• To build better relations with the customers utilize the footfall at Saras parlour
and conduct activities every weekend like small quizzes, social media selfie
campaigns to win some free tokens etc.
• Leverage the supplies to Indian Army as marketing material and tap the
patriotism feeling in people to build better connect with the brand.
• Improve the grievance redressal mechanism (if not for all retailers at least for
major retailers, distributors and modern trade outlets)
• Umbrella Marketing, 5 different websites for 5 dairy plants. Correct spelling
mistakes in product lists and list products on Jaipur Dairy Website, try to drive
traffic on the website through engagement activities.