The writing on the wall is clear from the very fact that Nestlé, which till now, had never heavily advertised its dairy products aggressively (in fact, rumour once was that Nestlé India may well close down their dairy operations) is going the whole hog in the probiotic race. This is Nestlé’s sixth brand in the dairy segment.
Not to be left out, Mother Diary has also responded proactively with its huge advertising outlay of Rs.4 crores. But will high-decibel advertising campaigns and claims and counter-claims on who pioneered the probiotics product (both were launched on the same day) give leadership position to any company in the Rs.360 crore curd market?
“The curd market in India is dominated by regional players or is mostly consumed as a home made commodity. Spending Rs.15 on a pack of curd is still perceived as luxury in semi-urban and rural India,” points out a FICCI FMCG analyst. But Mother Dairy denies being bogged down by such issues. Snaps, Paul Thachil, CEO of Mother Dairy India, “Indian consumers were not even used to processed vegetables, but we have made Safal peas a very successful brand. If we offer high quality and constantly add value to our first mover’s advantage, we can establish a new commodity brand too.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
Not to be left out, Mother Diary has also responded proactively with its huge advertising outlay of Rs.4 crores. But will high-decibel advertising campaigns and claims and counter-claims on who pioneered the probiotics product (both were launched on the same day) give leadership position to any company in the Rs.360 crore curd market?
“The curd market in India is dominated by regional players or is mostly consumed as a home made commodity. Spending Rs.15 on a pack of curd is still perceived as luxury in semi-urban and rural India,” points out a FICCI FMCG analyst. But Mother Dairy denies being bogged down by such issues. Snaps, Paul Thachil, CEO of Mother Dairy India, “Indian consumers were not even used to processed vegetables, but we have made Safal peas a very successful brand. If we offer high quality and constantly add value to our first mover’s advantage, we can establish a new commodity brand too.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
No comments:
Post a Comment