‘Dhoodh dhoodh dhoodh peeyo glassful dhoodh’, dhooddh the
bone of contention between every mother and child was the theme of MILK O MANIA
at IIM Raipur, a marketing simulation event conduted by the students of the PGP
1st year under the guidance
of Dr. Sanjeev Prashar and Dr. Vinita
Sahay, wherein the students did an analysis of the 4 major competing brand of
Chattisgarh in milk category.
Students started with the presentation by Miss Monika Thalla
as she introduced the students to the Indian milk industry which is largest in
the world and gave the details of the industry growth rate, demand and
consumption. The presentation was carried forward by Mr. Umang Aggarwal who
gave detail analysis of the Deobhog brand from the date of its concept
inception in 2002. Deobogh is the milk brand of Chattisgarh milk cooperative
society. Earlier Saanchi brand from Madhya Pradesh was there but the government
of Chattisgargh finally decided to launch Deobhog in Sept 2011. Following Umang
Aggarwal , details of reliance, Dinshaw and Amul Brands were given by other students where they
discussed the product mix, promotional strategies, pricing strategies of the
brands.
Video clip showing the various print ads by amul wherein the
famous ‘amul girl’ taking quirky shots on various events happening in India was
highly appreciated by the students and teachers alike.
The presentation was followed by the simulation where the
iconic milk cow was smiling on the door to welcome the students in. Inside, the
entire product range of the 4 brands was arranged and the students learnt about
the packaging of the brands. They were given insights by Dr. Vinita Sahay who
posed them questions about why did the brands go for the specific packaging and
was it good for the brand or not? With the room full of posters, print ads and
videos, the students could get a good insight of the promotional strategies of
the various brands.
The event ended with students enjoying the new product by
Amul, Amul pro a health drink introduced recently.
