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5/28/2013
By :
Ranganath KN
0 1 2 3 4 5 6
Category 1
Category 2
Category 3
Category 4
Series 3
Series 2
Series 1
5/28/20135/28/2013
Milk And Its Composition :
Species Water Fat Protein Lactose Ash
Cow 86.6 4.6 3.4 4.9 0.7
Buffaloes 84.2 6.6 3.9 5.2 0.8
5/28/2013
KMF facts :
 In 1955 First Dairy Set Up At Kudige, Kodagu Dist.
 Karnataka Milk Federation Was Setup In 1974
 Second Largest Co-operative Federation In India And First In South India.
 KMF Has Over 2.21 Million Milk Producers In Over 12036 Dairy
 DCS(diary Co-operative Societies)spread Over 166 Taluks Of The Total 175
Taluks In All 30 Districts Of Karnataka
 There Are 13 Milk Unions
 Total Amount Of Milk In Karnataka is And India .
5/28/2013
Growth And Other Statics Of Company :
0 5000000 10000000 15000000
1976-77
2007-08
2011-12
2012-13(feb)
DCS
Membership
Milk Procurement
Milk Sales
Turnover [c]
5/28/20135/28/2013
Figures And Facts :
Year DCS Membership
Milk
Procurement Milk Sales Turnover [c]
1976-77 416 37000 50000 95050 .1c
2007-08 11063 1956163 3025940 2129790 2707c
2011-12 11568 2151000 4649000 2890000 5823.69c
2012-
13(feb) 12036 2216000 5456000 2994000-------------
5/28/20135/28/2013
SWOT Analysis :
Strength:
 Strong Brand value and reliability
 Highest market share among the organized brands in packed milk
market segment
 Good infrastructure facility compared to competitors
 Strong distribution of network and better reach
 24x7 service for formers from KMF staff & technical officer
Weakness:
 Perishability.
 Lack of control over yield.
 Logistics of procurement.
 Competition.
5/28/20135/28/20135/28/2013
Opportunities:
 Growing industrial and institutional demand for Nandini milk
 Good scope in opening milk parlors at all Taluks and prime location
in the district
 A large market with a good potential for liquid milk
Threats
 High margin paid to retailers by competitors
 Strong door delivery system of loose milk vendors
 Flexibility in trade policy by the competitors
5/28/2013
SEGMENTATION , TARGETING & POSITION :
Segmentation:
Variables are: 1)demographics ,2) psychographics
Product Segmentation :
 Milk: Demographic – 200ml, 500ml, 1000ml, 2000ml.
Psychographics –Toned Milk, Full Cream Milk ,Good Life ,Uht
Milk.
 Fermented : Yoghurt, Real Thick Curd, Butter Milk, Sweet Lassi
 Milk Powder : Dairy Whitener, Skimmed Milk Powder, Badam Milk Mix
 Gee%&butter : Butter Salted & Unsalted, Gee.
 Ice Cream : Many Products .
 Sweets
 Chocolates
 Other Products
5/28/20135/28/2013
Demographics segmentation
5/28/20135/28/2013
5/28/2013
Psychographics segmentation
5/28/20135/28/2013
Segmentation Patterns :
Diffused preferences.
Purchases
Products
5/28/2013
Targeting:
Target marketing strategy followed is
Segment by segment invasion plan
Mkt 1 Mkt 2 Mkt 3 Mkt 4
Milk
Fermented
Milk Powder
butter
Ice Cream
Other
 Product specialization stage in milk.
 Now full market coverage.
360o Marketing,
5/28/2013
Position:
The Brand name
“A milk brand trusted by millions “.
“Kshera sagara”
100% aware of nandani products
0
10
20
30
40
50
60
Promotion
5/28/20135/28/2013
Distribution network of KMF :
Milk from
village
society
Market &
customers
Main dairy
Industry
marketing
channel BMC
Customized
channel
5/28/20135/28/2013
Continued …..
Industry marketing channel:
 Indirect distribution of one channel.
 Feasibility
 Survey of milching animals population
 Surplus milk
 Milk testing
 Milk procurement
 Transportation
5/28/20135/28/2013
 Business marketing channel:
Milk distribution network -dairy
Product distribution
network -dairy
ConsumersCaterers
agents parlors Retailer
deport
WC
retailers
 Rivers channel.
5/28/2013
Product Life Cycle :
Time
cost
5/28/2013
Major competitor in Karnataka :
 Hatsun
 Vijaya
 Tejagold
 Ksheera
 Krishna And
 Local Loose Milk Sellers.
5/28/2013

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Kmf distribution ppt

  • 2. 0 1 2 3 4 5 6 Category 1 Category 2 Category 3 Category 4 Series 3 Series 2 Series 1 5/28/20135/28/2013 Milk And Its Composition : Species Water Fat Protein Lactose Ash Cow 86.6 4.6 3.4 4.9 0.7 Buffaloes 84.2 6.6 3.9 5.2 0.8
  • 3. 5/28/2013 KMF facts :  In 1955 First Dairy Set Up At Kudige, Kodagu Dist.  Karnataka Milk Federation Was Setup In 1974  Second Largest Co-operative Federation In India And First In South India.  KMF Has Over 2.21 Million Milk Producers In Over 12036 Dairy  DCS(diary Co-operative Societies)spread Over 166 Taluks Of The Total 175 Taluks In All 30 Districts Of Karnataka  There Are 13 Milk Unions  Total Amount Of Milk In Karnataka is And India .
  • 4. 5/28/2013 Growth And Other Statics Of Company : 0 5000000 10000000 15000000 1976-77 2007-08 2011-12 2012-13(feb) DCS Membership Milk Procurement Milk Sales Turnover [c]
  • 5. 5/28/20135/28/2013 Figures And Facts : Year DCS Membership Milk Procurement Milk Sales Turnover [c] 1976-77 416 37000 50000 95050 .1c 2007-08 11063 1956163 3025940 2129790 2707c 2011-12 11568 2151000 4649000 2890000 5823.69c 2012- 13(feb) 12036 2216000 5456000 2994000-------------
  • 6. 5/28/20135/28/2013 SWOT Analysis : Strength:  Strong Brand value and reliability  Highest market share among the organized brands in packed milk market segment  Good infrastructure facility compared to competitors  Strong distribution of network and better reach  24x7 service for formers from KMF staff & technical officer Weakness:  Perishability.  Lack of control over yield.  Logistics of procurement.  Competition.
  • 7. 5/28/20135/28/20135/28/2013 Opportunities:  Growing industrial and institutional demand for Nandini milk  Good scope in opening milk parlors at all Taluks and prime location in the district  A large market with a good potential for liquid milk Threats  High margin paid to retailers by competitors  Strong door delivery system of loose milk vendors  Flexibility in trade policy by the competitors
  • 8. 5/28/2013 SEGMENTATION , TARGETING & POSITION : Segmentation: Variables are: 1)demographics ,2) psychographics Product Segmentation :  Milk: Demographic – 200ml, 500ml, 1000ml, 2000ml. Psychographics –Toned Milk, Full Cream Milk ,Good Life ,Uht Milk.  Fermented : Yoghurt, Real Thick Curd, Butter Milk, Sweet Lassi  Milk Powder : Dairy Whitener, Skimmed Milk Powder, Badam Milk Mix  Gee%&butter : Butter Salted & Unsalted, Gee.  Ice Cream : Many Products .  Sweets  Chocolates  Other Products
  • 11. 5/28/20135/28/2013 Segmentation Patterns : Diffused preferences. Purchases Products
  • 12. 5/28/2013 Targeting: Target marketing strategy followed is Segment by segment invasion plan Mkt 1 Mkt 2 Mkt 3 Mkt 4 Milk Fermented Milk Powder butter Ice Cream Other  Product specialization stage in milk.  Now full market coverage. 360o Marketing,
  • 13. 5/28/2013 Position: The Brand name “A milk brand trusted by millions “. “Kshera sagara” 100% aware of nandani products 0 10 20 30 40 50 60 Promotion
  • 14. 5/28/20135/28/2013 Distribution network of KMF : Milk from village society Market & customers Main dairy Industry marketing channel BMC Customized channel
  • 15. 5/28/20135/28/2013 Continued ….. Industry marketing channel:  Indirect distribution of one channel.  Feasibility  Survey of milching animals population  Surplus milk  Milk testing  Milk procurement  Transportation
  • 16. 5/28/20135/28/2013  Business marketing channel: Milk distribution network -dairy Product distribution network -dairy ConsumersCaterers agents parlors Retailer deport WC retailers  Rivers channel.
  • 18. 5/28/2013 Major competitor in Karnataka :  Hatsun  Vijaya  Tejagold  Ksheera  Krishna And  Local Loose Milk Sellers.