SYNOPSIS

MARKET ANALYSIS AND STRATEGY

PREPOSITION AT MOTHER DAIRY

Academic session: 2024-25

Submitted By: Faculty Mentor:

Sejal Randive Dr. Jasvinder kaur
BBA-V Sem

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 CONTENT
S.NO. TOPIC PAGE NO.

CHAPTER-I INTRODUCTION 1
1.1 INTRODUCTION 3
1.2 COMPANY PROFILE 5
1.3 OBJECTIVES 6
CHAPTER-II HYPOTHESIS 7
CHAPTER-III REVIEW OF LITERATURE 9

CHAPTER-IV RESEARCH METHODOLOGY 12

CHAPTER-V PROPOSED CHAPTER SCHEME 14

CHAPTER-VI REFERENCES 17
CHAPTER- DECLARATION 19
VII

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 CHAPTER-I:
INTRODUCTION

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1.1 Introduction
Mother Dairy was commissioned in 1974 and is a
wholly owned subsidiary of the National Dairy
Development Board
(NDDB). It was an initiative under Operation Flood, the
world's biggest dairy development program launched to
make India a milk sufficient nation. Over the years,
Mother Dairy has contributed significantly in achieving
this objective through a series of innovations and
programs. Today, Mother Dairy manufactures markets
& sells milk and milk products including cultured
products, ice creams, paneer and ghee under the Mother
Dairy brand. The Company also has a diversified
portfolio with products in edible oils, fruits &
vegetables, frozen vegetables, pulses, processed food
like fruit juices, jams, etc. to meet the daily
requirements of every household
The Company over the last many years has created a
market leadership position for itself in branded milk
segment in Delhi & NCR through a robust network of
its booth and retail channels. It has also expanded its
reach to other regions in North, South, East and West
with its offering of Milk and Milk products pegging it
among the few companies to own such a vast channel of
distribution in India.

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Brand Mother Dairy sources a significant part of its
requirement of liquid milk from dairy cooperatives and
village level farmer centric organizations. The
Company is committed to uphold institutional structures
that empower milk producers and farmers through
processes that are equitable. A significant portion of its
income is ploughed back into the value chain to support
and maintain the system.
Mother Dairy is an ISO 9001:2008 (QMS), ISO
22000:2005 (FSMS) and ISO 14001:2004 (EMS)
certified organization. Quality of milk is of paramount
importance for the company and hence it has invested
extensively in installing hi tech automated machines to
ensure high product quality/reliability and safety.
Mother Dairy is also present into edible oils segment
under the brand name Dhara which was launched under
the Operation Golden Flow programme of NDDB as a
market intervention program to address a larger cause
of the Indian farmers & consumers. Trust, Purity and
Taste are the hallmarks of Dhara cooking oil.

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1.2Company Profile
Mother Dairy is headquartered in New Delhi, India. The
company offers a diverse range of products,
including:Milk (various types, including full cream,
toned, and double toned),Paneer (cottage cheese),Ghee
(clarified butter),Ice creams, Yogurt and other value-
added dairy products. Fresh fruit and vegetable products
under the "Mother Dairy" brand. Dairy is one of the
leading dairy brands in India and has established a
strong market presence, especially in northern and
eastern regions country. It is known for its commitment
to quality and safety, adhering to stringent quality
control measures. Mother Dairy plays a significant role
in supporting local dairy farmers and rural
development. It works closely with farmer cooperatives,
ensuringfair prices for milk producers while providing
consumers with high-quality dairy products.The
company is focused on sustainable practices, including
waste management, energy conservation, and initiatives
aimed at reducing its environmental footprint.Mother
Dairy’s vision is to be a leading player in the dairy
industry while maintaining its commitment to quality,
sustainability, and social responsibility. Its mission
includes ensuring fair returns to farmers, providing
consumers with healthy and nutritious products, and
contributing to the development of rural economies.

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1.3.Objectives
 To analysis the changing preferences of consumers
in the dairy and FMCG sectors, especially in terms
of health-conscious products, organic dairy, and
convenience foods.
 To assess the competitive landscape by evaluating
the strategies of key players in the dairy and FMCG
industry. This includes analysing pricing, product
portfolios, distribution strategies, and brand
positioning to help Mother Dairy enhance its
competitive advantage.
 To explore new and emerging market opportunities,
such as regional expansions, rural market
penetration, or entering untapped product categories
(e.g., plant-based dairy alternatives)
 To analysis current distribution channels and
identify ways to optimize supply chain
management, ensuring efficient delivery of products
and expanding the reach of Mother Dairy’s
offerings in both urban and rural market.

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 CHAPTER-II:
HYPOTHESIS

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 Based on the objectives, following hypothesis has
been formulated in this study:
 H0: Effective market analysis and supply chain
management does not have a significant impact
on Mother Dairy’s ability to expand into new
markets, particularly in rural areas.

 H1: Effective market analysis and supply chain

management have a very significant impact on
Mother Dairy’s ability to expand into new
markets, particularly in rural areas.

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 CHAPTER-III:
REVIEW OF LITERATURE

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 Kolhal, M. T. (2022)- Indian dairy industry:
Problems and solution - The study focuses on three
main objectives:understanding the development of
the dairy industry, analyzingexisting problems, and
proposing solutions.The dairy sector, a source of
livelihood for small farmers and labourers, plays a
crucial role in addressing farmerpoverty and income
inequality.Dr.Kolhal's study provides a thorough
analysis of the Indian dairy industry,shedding light
on its development, challenges, and potential
solutions. The findings underscore the importance
of a holistic and collaborative approach involving
farmers, policymakers, and industry stakeholders
toovercome existing hurdles and foster sustainable
growth in the dairy sector.

Sanjay Shukla (2015) - This brief overview of the

literature examines the dairy industry's
competitiveenvironment in India with a particular
emphasis on Mother Dairy Limited and Amul. With
a focus on customerpreferences and variables
influencing product choices, the evaluation
highlights the goals for a comparative
analysis, highlighting the major competitors in the
largest milk-producing nation in the world.
Structured questionnaires are employed in the
research to gather data, which offers valuable
insights into the dynamics ofthe market. The
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 analysis emphasizes the necessity of more
investigation to find new trends in the dairy
industryin India.

UKEssays (2018) Case Study: Mother Dairy Milk -

The case study on Mother Dairy highlights its
evolution,strategies, and challenges in the dynamic
dairy industry. With a focus on strategy, structure,
and performance,the study aims to answer key
questions regarding Mother Dairy's operations.

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 CHAPTER-IV
RESEARCH METHODOLOGY

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1. Research Design: The study follows a descriptive
research design aimed at analysing market conditions,
consumer behaviour, and competitor strategies.
2. Data Collection:
 Primary Data: Collected through surveys of Mother
Dairy customers and interviews with industry
experts.
 Secondary Data: Sourced from industry reports,
academic journals, and company documents related
to the dairy and FMCG sectors.
3. Sampling:Astratified random sampling technique
will be used for surveys, ensuring diverse
representation across demographics.
4. Data Analysis:
 Quantitative Data: Analysis using statistical tools
like percentages and cross-tabulation.
 A SWOT analysis will assess Mother Dairy’s
strengths, weaknesses, opportunities, and threats.

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 CHAPTER-V:
PROPOSED CHAPTER
SCHEME

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CHAPTER-I: INTRODUCTION
This chapter- I deals with introduction. It includes the
establishment of the company, was part of operation
flood, aimed at making India self-sufficient in milk
production. It tell us about the wide range of dairy
product, including milk, ice cream, paneer,as well as
edible oils etc, and their achievements. It also include
company profile and objectives.
CHAPTER-II: HYPOTHESIS
The hypotheses explore key factors influencing Mother
Dairy’s market growth and expansion. It
includeIncreased consumer demand for healthy and
value-added dairy products can boost Mother Dairy's
market share.Effective supply chain management is
crucial for expanding into new rural market. Adopting
digital marketing and e-commerce will enhance brand
visibility and consumer engagement.Competitor pricing
significantly affects Mother Dairy's pricing and market
positioning.
CHAPTER-III: REVIEW OF LITERATURE
The literature review explores various aspects of the
Indian dairy industry, focusing on both challenges and
opportunities, particularly concerning Mother Dairy.

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CHAPTR-IV: RESEARCH METHODOLOGY
The study adopts a descriptive research design to
evaluate market conditions, consumer behaviour and
competitor strategies related to Mother Dairy. It also
include Data collection, Sampling and Data analysis.

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 CHAPTER-VI:
REFERENCES

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 1. Books and Journals:
 [Author Name], Title of Book or Article, Year,
Publisher.
 Example: Kotler, P., Marketing Management, 2016,
Pearson Education.
2. Industry Reports:
 Report Name, Organization, Year of Publication.
 Example: Indian Dairy Industry Report, CRISIL
Research, 2023.
3. Government and Regulatory Publications:
 Example: Annual Report on Dairy Industry,
Ministry of Agriculture and Farmers Welfare, 2022.
4. Websites and Online Sources:
 Author (if applicable), Title of the Webpage,
Website Name, URL, Access Date.
 Example: Mother Dairy Annual Report 2023,
Mother Dairy Official Website,
www.motherdairy.com, accessed on October 15,
2024.

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 DECLARATION

I hereby declare that the project titled "Market

Analysis and Strategy Proposition at Mother
Dairy" is my original work and has been
completed in partial fulfillmentof the requirements
for Bachlor Of Business Administration at
GhRaisoni Arts, Science And Commerce collage
Nagpur . The research presented in this synopsis
has been conducted by me, andsources used in the
research have been duly acknowledged.

Sejal Randive
BBA-V Sem
21/10/2024

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