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.
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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 * Sponsoring Programs * Special display at Fitness Centers 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, Popular Fitness Centers etc. , Brand Image * Fat Free * Delicious and Healthy Packaging The packing will be more Structural, which will add value to the brands image and positioning