New Product: Dahi Case Study

Topics: Brand management, Brand, Marketing Pages: 3 (343 words) Published: September 7, 2010
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
*...
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