Marketing Application and PracticesBlue Cheese4/7/2011
Presented By:Ameya Jhadav 65 Angelica Pinto 66 Bejoy Yohannan 69 Kalpita Almeidia 82 Ravi Udeshi 98 Shraddha Shetty 110
The Indian Cheese Industry: OverviewThe Indian cheese industry was established back in the 1950s .Except for the popular Indian variety of cottage cheese- Paneer, India is not traditionally a 'cheese nation. However, now India exports more cheese than any European country. India is one of the worlds largest and fastest growing markets for milk and value-added milk products. Though India was not considered a cheese loving nation a few years back, now cheese producers are expanding in the Indian market. cheese was first marketed under the brand name 'Amul', from the popular Amul butter stable in the late 1970s, it attained an identity of its own only as late as 1990s. Indian consumers are now more willing to buy off the shelf. With improving international exposure and brand affiliation, the demand for niche cheese products is reported to be increasing every year. Mckinsey, a global management consulting firm, has predicted growth in demand for cheese by 40 percent by 2011.The projection is based on a multi-year study of dairy consumption patterns in China. The company says that with India having similar consumer trends - like rising incomes, Westernization and urbanization - the demand for cheese in India is likely to be a 25 percent-30 percent higher and there is likely to be 5 percent-10 percent growth in demand in tier-two cities. The urban population accounts for major cheese consumption in India. The four metropolitan cities Delhi, Mumbai, Chennai and Kolkata consume over 60 percent of the total cheese sold in India. Mumbai is said to be leading the list with 30 percent, followed by Delhi at 20 percent, Kolkota at 7 percent and Chennai at 6 percent. Amul a brand that entered the market with a bang - is capitalizing on the demand for specialized cheeses like Gouda and Emmental. Processed cheese and cheese spreads account for about 80 percent of total cheese consumption and the rest by specialty and flavored cheese.Children are the major contributors to this market upscale, though it increasingly forms part of the mainstream adult diet. Dabon is the only international cheese company to produce and sell cheese in the country, using the brand name Le Bon. It has a state of the art facility in Noida, near Delhi. Also, the acquisition of Cadbury Plc by Kraft Foods Inc. is considered to be an important turning point in Indias packaged food market. Kraft Foods Inc. is also set to raise the profile of Cadbury products in Asia as it gears up investments in developing markets, particularly the Asia-Pacific region, which has become Krafts key growth driver. Because of the limited shelf life of cheese product and lack of advanced packaging, processing and distribution technology, many regional cheese brands are currently not able to retail nationwide. Reports indicate that scientists from the Institute for Food Research have identified a way of using a virus to control levels of the Clostridium tyrobutyricum bacteria in cheese to prevent spoilage and minimize product waste. The organized cheese industry in the country as of 2010, is valued at Rs 300crore, with a volume in excess of 8000 tonnes. The industry growth rate is estimated at about 10%-12% per year in terms of volume and 16%-17% per year in value terms.
Our Product: Blue CheeseLogo :
Blue Cheese is the Brand Name chosen by the Blue Team for its various cheese products.
About Blue CheeseNo matter what the occasion, we take food to heart. We pour our hearts into trying to create cheese that is wholesome delicious and loved by all. We currently provide 3 types of delicious pasteurised processed cheddar and cream cheese in the form of your favourite spread as well as slices and cubes with the highest quality and made from pure cows milk. We also provide Pizza Mozzarella Cheese and low fat spreads and cheddar cheese for the health and diet conscious. Our low fat cheese consists of a reduced 4 grams of fat and goes perfectly with your salads, sandwiches and pastas. So whether your grabbing a quick bite, sitting down with family or celebrating with friends, you can trust Blue Cheese.
Market Potential / SizeOur target market consists of faculty and students at St. Francis Institute Of Management and Research Campus which include the students studying the Masters in Management Post graduation degree course, first as well as second year. Which would in total include 240 students, as well as students from the Chartered Accountant Course which would include 60 students, residential and visiting faculty, administration personnel and staff and the canteen management. In total our market size would approximately comprise of 350 consumers. Our potential market age group varies from 21 to 50 years of age and thus includes a diverse consumer base and market potential. We currently have no existing competitors within the campus and thus have an added advantage to exploit the entire market potential.
Market TrendsIn order to understand our market potential accurately and position our products accordingly, we have interviewed a sample of 50 consumers through a survey which included students as well as administration personell. The following six questions were present in the survey: 1) Do you consume cheese? 2) Do you prefer cheese flavoured or un flavoured? 3) Do you prefer low fat cheese? 4) Which form of cheese would you prefer? 5) How do you like your cheese? 6) Which is your most preferred brand of cheese?
As it is evident from the survey, a whopping 98 % of our sample population consume cheese and a strong percentage of the consumers were influenced by foreign brands .with a major percentage taken by Kraft (33%) indicating that price is not a barrier for their consumption as Kraft costs nearly thrice as much as other Indian Cheese. The favourite chosen by most of the sample size was spread cheese. The following two were the main reasons why: 1)The ability of cheese spread to be used in various manners on bread, as a dip, as a taste enhancer in cooking, and even a pure spoonful by itself is delicious. 2) Unlike butter and margarine, cheese spread is a low-fat, low-calorie and lowcholesterol bread spread, hence a healthier substitute. It contains 26% less fat and calorie content as compared to butter or margarine. Another aspect that we tried to highlight is that a vast majority of the sample size preferred low fat cheese especially women, indicating the shift in trend towards low fat, healthy products and increase in the number of diet conscious consumers.
Existing SegmentsThe Indian Cheese Industry: Player ProfilesThe Indian cheese market is dominated by Gujarat Cooperative Milk Marketing Federation that uses the brand name Amul and Britannia New Zealand Foods Pvt. Limited, using the brand name 'Britannia Milk Man'. Amul is way ahead of competition and owns about 60% of the market. Britannia has about a 25% share. Other conspicuous players are Dabon International Private Limited, a wholly owned subsidiary of the French dairy company Bongrain S.A and other regional brands like Mother Dairy and Vijaya. These companies have a 10% market share. The remainder 5% of the market is taken by imported cheese brands, retailed in specialty stores.
The Indian Cheese MarketBrand(s) Amul Britannia Milk Man Le Bon, Regional brands e.g. Mother Dairy, Vijaya Imported brands e.g. Kraft, Laughing Cow Estimated Share of Market (%) 60 25 10
Details of Various Leading Cheese Brands In India1)The Indian Cheese Industry: Gujarat Cooperative Milk
Marketing Federation (GCMMF)
Company profie Amul is the leading brand name for products produced and marketed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). GCMMF is an apex body of milk co-operatives in Gujarat and heralded the 'white revolution' in India, that turned the country from having a milk-deficit to the largest milk producer in the world. GCMMF also markets milk powder and dairy whiteners under the Amulya and Sagar brand names. Amul is the oldest and the most established dairy brand in the country, with its first product, Amul butter, being marketed since 1946. Today, the company has its roots deep in the dairy market and is increasingly focusing on the value added segment that includes health drinks, cheese and dairy based desserts.
Turnover in 2009-2010 was US$ 850 million with a year-on-year growth of 29%. Cheese Perspective Amul brands and markets itself as the largest vegetarian cheese producer in the world since all its cheese varieties are made from microbial rather than animal rennet. This immediately makes the brand's' cheese products favourable in a country like India who are sensitive to such isuues. Cheese Products by Amul Cheese Product Description Maximum Retail Price 400g: Rs 86 1 kg: Rs 163
Amul Pasteurised A cheddar cheese Processed Cheese Amul Cheese Combination of Cheddar and soft cheese. Spreads (in three flavours) Amul Emmental Cheese Amul Pizza Mozzarella Cheese Gouda Cheese Specialty Swiss cheese which is sweet, dry and has a hazelnut aroma For use in pizzas
200g: Rs 32
200g: Rs 43
Specialty Dutch cheese.Manufactured under a Swiss technical collaboration in the North Eastern Himalayan state of Sikkim. Individually packed single serve cheese cubes Indian cottage cheese 200g: Rs 50
Amul Malai Paneer
100g: Rs14200g: Rs 26 1kg: Rs 115 100g: Rs27 200g: Rs52 Rs 30
Amul cheese slices Amul Pizza
For sandwiched and burgers
GCMMF has a wide range of products in the processed cheese segment. It has also been a pioneer in the specialty cheese mar