Go cheese

This presentation helps to understand go cheese products & its marketing strategies.

1. Introduction “Go” Cheese

2. History • Parag Milk Foods Pvt. Ltd. was established in 1992 • One of India's largest private dairies, with processing capacity of 2 million litres per day. • Manchar in Maharashtra near Pune and Palamner in Andhra Pradesh • Largest cow farm in India as well as Asia's largest cheese plant.

3. Vision & Mission Vision:- We strive to optimise the potential of milk across a host of exiting dairy products to fill each day with imagination & healthy options for our consumers. Mission:- We make every effort to ensure that our processes are safe, and that high quality standards are maintained through the supply chain.

4. Goals Non financial:- Increase value-added products portfolio by 2020. Focus on health & nutrition by 2020. Enhance product reach. Increase operational research by 2020. Financial:- Increase revenue from Rs.1955crs in FY2018 to Rs 2700 & 3000 by 2020. Increase EBITDA (Earnings before interest, taxes, depreciation, and amortization) from 10.5% to 12% by 2020.

5. Objective To identify the cause & problems in distribution channel. To study new emerging markets in dairy sector. To study the strategies of competitors of Gowardhan . To suggest to the company, how they can increase their sale.

6. 4p’s Product:- Go cheese Price:- 1kg mozzarella cheese Rs. 450 1kg gouda cheese Rs. 640 1kg filler cheese Rs. 420 Place:- General trade /modern trade/ institutional sale Has more than 3000 distributors across India. Promotion:- Television ads, Bill boards, News papers, Social media

7. Swot Strengths 4 brands like Gowardhan , GO, Pride of Cows and Topp UP with distinct positioning 32% share in high growth cheese market Strong presence in high growth modern trade and general trade Usage of 100% cow's milk 70% increase in processing capacity post expansion Weakness Limited pricing power in highly competitive fresh products Potential increase in VAT rate and tax rate on expiry of incentives

8. Opportunities Rising demand for value added milk products Rising consumer focus on health and Hygiene of milk and milk products Strong presence in high growth modern trade Low share of high potential segments like UHT milk, Whey powder etc in total sales Threats Aggressive pricing by existing dairy cooperatives like Amul and Mother Dairy Focus on value addition by small dairies Decline in global and domestic prices Availability of electricity for storage and retailing of fresh dairy products Potential increase in competition from global and domestic players

9. STPD Segmentation:- Male / female Age group 6-15,15-30,30-50,50+ Targeting:- Male / Female Age group 15-30, 30-50 Positioning:- Go has carefully maintained its family based image. It has huge supply chain and distribution networks across India. The best Quality of cheese at the reasonable price. Differentiation:- The product is made from 100% cow milk. It has most advanced dairy processing plant in India, with highest manufacturing amongst the competitors.

10. The capacity of Govardhan cheese plant is 40 tons/day. It is the first largest plant in India and second largest in Asia. It is fully automatic plant. The plant manufactures 3 types of cheese products are: •Cheddar cheese •Processed cheese •Mozzarella cheese

11. Competitors

12. Thank You