The need for reinventing a brand is to bridge the gap between where the brand is and where it is should be, according to Subhashis Basu, Business Head (Dairy Products), Mother Dairy, Fruit & Vegetable.
Speaking about Mother Dairy, Basu said that the brand has a market share of 50 per cent in Delhi-NCR and is the biggest player in Delhi and NCR in the dairy products segment. He added that value-added products have played a major role in the brand’s position in the market.
The company is currently building on its product portfolio,even as it continues to followits strict, no-compromise-on-quality policy, besides evolving its packaging that ensures a shelf-life of seven days.The focus is to create a ‘guilt-free indulgence’ experiencefor consumers.
At present, social media plays a small role in the brand’s strategy, with TVCs being the medium to connect with the consumers. Mother Dairy is currently running its ‘Happy Food, Happy People’ campaign in Delhi. Basu further said that social media will be used on a larger-scale over the next two years.
Sticking to core values continues to be a selling point, while word-of-mouth is a major factor in promoting its products. Mother Dairy is also focusing on peripheral values and has launched campaigns and concepts, evolved milk booths in Delhi-NCR, which are serving a largeconsumer base in the FMCG segment. The brand’s strategy is to strengthen its position in the FMCG segmentby ensuring availability of its products at points of sale round-the-clock. The brand’s mobile tanker unitconcept in Mumbaiis working well.Mother Dairy is planning to extend its reach in various other locations across the country shortly.
Speaking on the expansion plans, Basu said that the focus is to take the brand ahead on both macro and micro levels and to give the brand a ‘youthful and energetic’ image by exploring the spaces beyond the mother-child bond. Also, the strategy to employ ex-servicemen ensures disciplined operations of its booth network in Delhi, which is working well in the brand’s favour.
Basu further said that the complexities of each market are being explored, and Mother Dairy has created asuccessful market for its Mishti Doi in Kolkata. Its products are also being flown to Bangalore and Hyderabad as wellon an experimental basis to see which products do well in these regions.
Subhashis Basu was speaking on the topic ‘Reinventing the “Mother Dairy” brand to make it the most preferred in Dairy & Foods’ at the Pitch CMO Summit 2014, held in Mumbai on March 24. The session was chaired by Sandeep Sharma, President, RK Swamy Media Group. Pitch CMO Summit 2014 was powered by Colors.