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Articles For Knowledge Sharing » Business-management » Sales-and-marketing-management » How to design step by step marketing strategy for Dairy and Food Product - I

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How to design step by step marketing strategy for Dairy and Food Product - I

Business Organizations hardly fail to manufacture a product, but they often fail to sell a product. Why does a product sell? Why do consumers have preference for a particular brand of a product over other brands of similar product? Among many other factors which make a product successful, the most important is the marketing strategy adopted by the manufacturer. That is how AMUL is a household name for butter and cheese and LAYS from the house of PepsiCo is the fastest growing ready-to-eat potato chips in the Indian market today.

When we talk about marketing, it will not be out of context to mention the difference between sales and marketing. Sales are using selling and promotion methods by a firm to sell a profitable volume of products being manufactured. Marketing starts with existing and potential customers, discovers their needs, develops products to satisfy these needs and achieves the organization's goals of profit through customer satisfaction. Therefore, selling and distribution is only a part of the marketing activities.

In present time, enormous changes are seen in every walk of life. In India, there have also been rapid changes in the lifestyle of people. These have opened up many new opportunities for dairy and food products. Many local, regional, national and even multinational players have entered this field and the competition is growing. In this competitive market only those will survive who will give the consumer the best value for his money. What strategies to follow for this? I am trying to throw some light on step-by-step stretagy for this.

Deciding a Product

While deciding to make a product, we must askandnbsp; questions like which market are we looking for? Is it local, regional or national? Who is the target customer -- children, teenagers or adults? Customer of which economic strata -- whether middle class, lower middle class or upper class? We should also conduct a market survey about the food habits of the people of the target market area. For example, their liking of product like Shrikhand is more popular in Western India whereas a product like Mishti Doi is a fast selling product in West Bengal, but Lassi is consumed all over India but seasonally. However, there are some frozen milk desserts which are now popular in all seasons all over. With this, we can take a decision about making a particular product.

Packaging

Packaging plays a major role in the success of a product. The attractive pack stands out among other products on the shelf of the retail shop. It invites the customer to make a try. Different sizes of the packs to suit different types of customers is also important -- like in case of ice creams to 50 to 100 ml cup for one person or a 1000 ml pack for the family is useful. It is well known that Brooke Bond makes 10g and 20g pack of dust tea for selling it in rural market, where the customers purchase the tea leaves on a daily basis and also packs the same tea in 500 gms and 1.0kg for the urban consumers who buy their tea once in the month with other grocery items. Established products keep on changing the style of packaging to give a new look to the product from time to time. This is necessary to attract new customers and retain existing customers. This has been practised by all leading brands like Amul, Bournvita, Britannia, Cadbury etc. Many a times, successful products are introduced in the market with larger pack sizes at correspondingly lower selling prices. This strategy helps in selling comparatively larger volumes in a given period of time.

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Mr. SK Sinha, Vice President, BDA Limited,  Mumbai

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