Wednesday, 5 December 2012


‘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.

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