New Product: Dahi Case Study
PRODUCT & BRAND MANAGEMENT – DAHI [ASSIGNMENT] SUBMITTED BY: VARDHAMAN P08082
PRODUCT & BRAND POSITIONING FOR DAHI
SWOT analysis of the Dairy Industry STRENGTHS Demand ProfileMarginsProduct Mix Flexibility | WEAKNESSPerishabilityLack of control over yieldsLogisticsDistribution | OPPORTUNITYValue AdditionExport Potential | THREATS
Unorganised Sector |
Major Competitors
Amul and Nestle are Major competitors with presence in both North and South markets
Regional Competitors * Mother Dairy * Nandani * Aavin * Heritage * Niligiri PRODUCT - #1
Brand Name: SHAGUN DAHI
Shagun Dahi – Fresh ‘n’ Healthy
Target Consumer
This product would be targeting all the age groups.
Pricing
For a 200ml pack, the MRP would be Rs.9.00/-
Promotion
Brand Ambassador – Mrs.Sridevi [Actress] – we have chosen her as she is a popular image in North as well as south.
* TV Ad campaign * Press Ads * Sponsoring Programs Availability of the Product
The product would be made available at all local level as well as national level super markets and retail chains. Eg: Big Bazzar, Reliance Fresh, More, Kirana Walas etc.,
Brand Image
* It tastes good * Delicious to eat * Family Product
Packaging
The Packaging will have the mnemonic of the cow, development of the visuals and reinforcement of the brand’s position - Fresh ‘n’ Healthy
Fresh ‘n’ Healthy
Shagun Dahi
PRODUCT - #2
Brand Name: Slender Dahi – Fat free
Target Consumer
This product would be targeting the fitness conscience consumers
Pricing
For a 200ml pack, the MRP would be Rs.13.00/-
Promotion
Brand Ambassador
1. Bipasha Basu for North Market , as she already endorses the fitness products, this would be easy to position the product. 2. Asin for the South market, she remains a popular icon in the south and she endorses many products in the south. * TV Ad campaign * Press Ads
PRODUCT & BRAND POSITIONING FOR DAHI
SWOT analysis of the Dairy Industry STRENGTHS Demand ProfileMarginsProduct Mix Flexibility | WEAKNESSPerishabilityLack of control over yieldsLogisticsDistribution | OPPORTUNITYValue AdditionExport Potential | THREATS
Unorganised Sector |
Major Competitors
Amul and Nestle are Major competitors with presence in both North and South markets
Regional Competitors * Mother Dairy * Nandani * Aavin * Heritage * Niligiri PRODUCT - #1
Brand Name: SHAGUN DAHI
Shagun Dahi – Fresh ‘n’ Healthy
Target Consumer
This product would be targeting all the age groups.
Pricing
For a 200ml pack, the MRP would be Rs.9.00/-
Promotion
Brand Ambassador – Mrs.Sridevi [Actress] – we have chosen her as she is a popular image in North as well as south.
* TV Ad campaign * Press Ads * Sponsoring Programs Availability of the Product
The product would be made available at all local level as well as national level super markets and retail chains. Eg: Big Bazzar, Reliance Fresh, More, Kirana Walas etc.,
Brand Image
* It tastes good * Delicious to eat * Family Product
Packaging
The Packaging will have the mnemonic of the cow, development of the visuals and reinforcement of the brand’s position - Fresh ‘n’ Healthy
Fresh ‘n’ Healthy
Shagun Dahi
PRODUCT - #2
Brand Name: Slender Dahi – Fat free
Target Consumer
This product would be targeting the fitness conscience consumers
Pricing
For a 200ml pack, the MRP would be Rs.13.00/-
Promotion
Brand Ambassador
1. Bipasha Basu for North Market , as she already endorses the fitness products, this would be easy to position the product. 2. Asin for the South market, she remains a popular icon in the south and she endorses many products in the south. * TV Ad campaign * Press Ads