Detail analysis of 'Urja Pvt. Ltd', which also consist of ways to promote Urja on different media platform

Urja is food industry near Pune. The given report consist of detail analysis of Urja including SWOT, competitive analysis, market share. It also has various media platform to promote Urja in 1lacs budget for three months.

1. Company : Kutwal foods pvt. ltd.
Flagship Brand :Urja Foods
Market Situation Analysis :
 Customer : Kids, Women, youth, health conscious, calorie conscious, old people.
 Company : Urja Foods Pvt. Ltd.
a) It's a brand of Kutwal Foods Pvt. Ltd was set up in 2002 Andhalogaon near Pune
b) Product Portfolio : Toned milk, milk by-product i.e. cow/buffalo ghee,
amrakhand, shrikhand, curd, paneer, buttermilk, lassi, flavoured milk, dairy based
bevarage, ice cream, pedha, fruit bevarages i.e. mango, lemon and mixed fruit, Aerated
bevarages i.e. jeera fresh, orange, spark, fizzler cola, soda, packaged drinking water, jar
and U packaged drinking water
c) Present in 5 states over one lakhs customer
d) Strong distribution network : 350 distributors
e) Urja retail outlets : 25,000 outlets, Total vans/tankers/trucks : 40
f) Customers : Over one lakhs

 Competitor :
a) Amul :
a) Amul is an Indian dairy co-operative based at Anand in the state of Gujarat,
India. Largest milk brand in Asia
b) More than 30 dairy brand
c) Strong supply chain, most complicated in the world
d) Turnover : 27043 crs , Regular sells: 4-5 lacs litres

b) Mother Dairy :
a) Mother dairy fruit and vegetable Pvt. Ltd. in an Indian company, subsidiary of
NDDB
b) Product portfolio : ice cream, paneer, ghee, edible oil, fresh fruit, processed
fruit like fruit juices, jams, pickle and vegetables
c) Revenue: 4000 crs, Employees : 3000

2. d) Market presence : Delhi NCR, UP, Haryana, Mumbai , Saurashtra and AP
e) Deliver products to 2000 retail outlet across country


SWOT Analysis : Urja Foods Pvt. Ltd.
 Strength : a) Strong regional presence
b) Invest in R&D
c) Product differentiation
d) Product is for masses
e) Strong SCM
f) Strong distribution centres
g) Good relations with vendors
h) Attractive retail outlets
i) Customer oriented approach

 Weaknesses :
a) Not present in all over India
b) Less milk production capacity
c) Not proper marketing plans
d) Less technologically advanced as compared to rivals
e) No collaboration with other brands
f) Focus only on dairy product
g) Weaker promotion and less advertising

 Opportunities :
a) As a dairy industry is rising at a rate of 5%, and population rising at 17%, vast scope
for expansion
b) As there is no service tax on milk industry, huge potential for growth
c) If collaborated with other companies, visibility will increase
d) Never sponsor a TV events, scope in M & E industry

 Threats :
a) Competition from Amul and other dairy brands
b) SCM of competitors are much better
c) The money given for procurement is vey less causing resistant from farmers
d) Distribution networks of other brands are much better

3.  Marketing Mix :
 Products :
 Toned milk
 milk by-product
 fruit bevarages
 Aerated bevarages
 packaged drinking water

 Price : The price of Urja products are lesser than its competitors.
Eg: 1 litres milk packet = Rs.40, Competitors Rate : Rs.44

 Place : Only available in Urja outlets
 Promotion : Promotes through print ad, OOH media, social media marketing
Previous Marketing campaign of Urja :

7.  They also had many media events under their wing :
a) Distributors meet from 2012
b) Product launch events
c) Whenever any event like distributors meet, they usually call any politician or local
celebrity

 Urja had introduced following distribution model :
a) Milk Shop
b) Franchise Shop

 News
a) Till date, they only had four press release, last one was in 12/12/2016

 Different Appeals used :
 Emotional
 Personal

Their focus on advertising was poor, like it lack the depth to connect with the audience.
Their print commercial doesn't focus much on message, it's very generic kind of things,
their creative were not attractive enough. Till date, they had only 3-4 press releases,
they conduct event but that are also less in quantity.



1

8. Marketing campaign for 3 months :
Budget : 1 lacs/month, for 3 months : 3lacs
 Firstly we will make TV commercial on Sony Entertainment India. Since Urja is a
family brand, this channel is selected .TVC capture whole India. Local artist will
be used to make the ad
Rate/10 sec = Rs. 6742, timing : 7-8 pm
Our Ad time : 1 mins 10secs i.e. 70 secs
Cost = Rs. 47,194
Ad making cost = Rs. 50,000 (Assuming production costs n all)
Total : Rs. 1,00,000/- (Approx)


 In second month, we will start promoting aggressively through newspaper.
We will target MP state first since it's close to Maharashtra, it will also decrease
the transportation cost.
 Target city : Indore, since it has a highest population
 Newspaper selected : Dainik Bhaskar (Popularity basis)
 Rate : Rs.400/sqcm Our Ad size : 80 sqcm (10x8 cm)
 Cost = Rs. 32,000/-

 Second Target city : Bhopal , Newspaper : Dainik Bhaskar (Popularity basis)
 Rate : Rs.370/sqcm Our Ad size : 80 sqcm (10x8 cm)
 Cost = Rs. 29,600/- , Total = 32,000 + 29,600 = Rs. 61,600/- (Money Left :
40,000/-)
 Now, we can use digital marketing to promote our brands
o DM Charges : Rs. 20,000/- (For 3 months, Approx/month:6,666) &
(Money Left : 20,000/-)
 We can promote through pamphlets, which can be circulated in indore & bhopal
o Single pamphlet charges : Rs. 7, Total Pamphlet print : 2800
o Total Charges = Rs. 19,600 , 1 lacs completed

 Now in third month, we can promote through radio channel
o Channel selected : Red FM (93.5) (Since its reach is large in MP)
o City : Indore, Ad length : 10secs, Frequency : 5 spots/day, for 25 days,
Campaign duaration : 750 secs (10secs ad X 5spots/day X 25 days)
o Total cost = Rs. 34,375/-

9. o Assuming similar cost in Bhopal also, Total cost : Rs.68, 750 /- (34,375
for both) (Money left Rs.30,000/-)
Now, Advertise through hoarding in either Indore or Bhopal. It will cost around
30,000/- only. Use same creative as that published in newspaper. Total- 1,00,000/-

Marketing Campaign Cost Structure :
Sr.no Month Target city Communication
medium
Cost
Structure
Cost
1. October All TVC 47,194 +
50,000
97,194
2. November MP (Indore
and
Bhopal)
Print media
(Newspaper and
pamphlets) &
Digital marketing
61,600 +
19,600 +
20,000
1,01,200
3. December MP (Indore
and
Bhopal)
Radio (Red FM
93.5) & Outdoor
advertising
(Hoarding)
68,750 +
30,000
98,750
Total 2,97,144

* This marketing plan was made for MP state as per budget of the company.
Money left : Rs. 2,856/-
o We can collaborate with N.G.O's and spend this money wisely. We can
build our brand through collaborating.

Suggestion and Recommendations :
 Focus on a retail expansion in Indian cities, towns and villages- increase branded
Urja parlour to capture consumer attention
 They can venture out into dairy based chocolates, baby products and gulab
jamun
 They must try to understand why their some products like basundi are not very
popular. They must do lot of market research to understand people taste n
choices and must work upon improving their products

10.  To penetrate into rural areas, they must advertise through cable network and
newspapers
 They are on FB, twitter and youtube, but they are not attractive enough, hardly
10-20 likes on FB, must focus on digital platform
 India is a country of 36 states, they are only present in 4 states. They must start
promoting through hoardings for going into grass root level
 Sponsoring a show or event or any contest on T.V. can be of great help
 They only sell their products in Urja outlet, this must be changed. They need to
collaborate with other companies and retail outlets to sell their products
 They can collaborate with chocolate brands as for providing their milk, it will not
only increase their brand image but also add to their visibility
 They can ventured out into soya bean milk. Soya bean milk capture 5% of dairy
industry
 They must re-invent their brand logo and tagline, make their website more
attractive , add customer review and suggestion columns, total nos of
production and total turnover etc