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    SodaPDF Resized 12th Marksheet

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    abhishek gupta
    Mother Dairy needs a brand revitalization plan to bring the brand back into the market as it has reached maturity. The plan should include: 1) Expanding beyond Delhi and NCR regions into the top 20 cities to target new markets and increase revenues. 2) Increasing distribution by selling products through kiranas and local grocery stores to reach more customers beyond exclusive outlets. 3) Launching new food products like flavored yogurts and frozen snacks to attract new customers and segments. 4) Hiring fresh young talent to bring new ideas and approaches to turn around the brand. 5) Implementing new technologies like SAP to improve operations and inventory management across plants and distributors.

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    SodaPDF Resized 12th Marksheet

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    abhishek gupta
    75 views2 pages
    Mother Dairy needs a brand revitalization plan to bring the brand back into the market as it has reached maturity. The plan should include: 1) Expanding beyond Delhi and NCR regions into the top 20 cities to target new markets and increase revenues. 2) Increasing distribution by selling products through kiranas and local grocery stores to reach more customers beyond exclusive outlets. 3) Launching new food products like flavored yogurts and frozen snacks to attract new customers and segments. 4) Hiring fresh young talent to bring new ideas and approaches to turn around the brand. 5) Implementing new technologies like SAP to improve operations and inventory management across plants and distributors.

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    Mother Dairy needs a brand revitalization plan to bring the brand back into the market as it has reached maturity. The plan should include: 1) Expanding beyond Delhi and NCR regions into the top 20 cities to target new markets and increase revenues. 2) Increasing distribution by selling products through kiranas and local grocery stores to reach more customers beyond exclusive outlets. 3) Launching new food products like flavored yogurts and frozen snacks to attract new customers and segments. 4) Hiring fresh young talent to bring new ideas and approaches to turn around the brand. 5) Implementing new technologies like SAP to improve operations and inventory management across plants and distributors.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    75 views2 pages

    SodaPDF Resized 12th Marksheet

    Uploaded by

    abhishek gupta
    Mother Dairy needs a brand revitalization plan to bring the brand back into the market as it has reached maturity. The plan should include: 1) Expanding beyond Delhi and NCR regions into the top 20 cities to target new markets and increase revenues. 2) Increasing distribution by selling products through kiranas and local grocery stores to reach more customers beyond exclusive outlets. 3) Launching new food products like flavored yogurts and frozen snacks to attract new customers and segments. 4) Hiring fresh young talent to bring new ideas and approaches to turn around the brand. 5) Implementing new technologies like SAP to improve operations and inventory management across plants and distributors.

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    Q. 3A: What would you suggest to Mother Dairy for its revitalization plan?

    A. 3A: ​BRAND REVITALIZATION PLAN


    The Brand Revitalization is the marketing strategy that is adopted when the product reaches
    the maturity stage of the product life cycle, and profits have fallen drastically. It is an attempt
    to bring the product back in the market and secure the sources of equity.

    Steps For Revitalizing Mother Dairy:

    a. LOOKING BEYOND DELHI


    For the past 35 years, Mother Dairy’s main focus has been Delhi and NCR regions. Now in
    the revitalization plan, they should focus on the areas other than Delhi and NCR regions. In
    this way they can target more markets which have not yet been explored by other market
    players like Amul. They can increase their revenue by increasing the volume of sales.
    Mother Dairy should expand its network to Top 20 cities by 2015 and increase non-NCR
    revenues from 25% to 35%.
    Their objective of getting into newer locations does not make Mother Dairy larger, but it
    ensures that there is a large viable distribution network and consumer brand to take care of
    surplus milk.

    b. SELLING AT KIRANAS
    Till now, Mother Dairy has focused on selling products via exclusive outlets. This limited its
    reach to the customers. People could buy Mother Dairy products only when they visited the
    exclusive outlets. Now, by expanding its distribution chain to the kiranas and local grocery
    stores, we can make our products available to a wider market. There will be an increase in
    sales and revenue. Hence, we should increase our presence in kiranas and modern retail
    stores in addition to exclusive Mother Dairy outlets.

    c. FOCUSING ON OTHER FOOD ITEMS


    To revive the brand, we can also launch new innovations. New products will help gain new
    customers. It will widen the market segments targeted. We can launch new products like
    flavoured yogurts, frozen kebabs, frozen chips, ready to eat corn, etc. These products will
    increase the reach of the brand. Since there are not many competitors in this market, we can
    get hold of this market soon.

    d. HIRING FRESH TALENT


    Fresh talent will help in bringing fresh ideas and a new innovative approach. Younger
    workforce is often energetic and eager to learn and grow. We should build a younger
    leadership team and conduct training programmes at various levels to train them and
    motivate them. This will help in turning around the brand and increase the brand value.

    e. BECOMING HI-TECH
    Introducing new technology in the business functions helps improve the day to day
    operations. We can roll out SAP implementations to link its 11 plants, 45 distributors, 16
    parking locations to track and monitor movement of its products. Supported by a supply
    chain consultant and weekly reviews, and enabled by a four week forecasting tool on SAP
    platform we hope for better qualitative and quantitative data will improve stocking.

    f. SEEKING EXPERT HELP


    Mother Dairy can seek for expert’s assistance to improve the operations and cut down the
    costs. We can hire consultants to help trim operational costs & boost energy efficiency by
    8-10% by year end.

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