Description of product : Flavoured milk in different variants like chocolate,

strawberry, mango etc.

USPs : Fat free, less sugar, no artificial preservatives/ colorants, easy to carry,
attractive packaging and affordable price

Probable target segment:

Probable influencers advantages limitations

segment

Kids between 1 Parents Parents can be How to reach to parents

to 14 years) influenced and
educated on benefits Sampling
of giving them ‘fat Whom to target for
free flavored milk’ communication ( kids or
from an early age parents)
Parents with their Kids can resist constant
busy lifestyles could pestering by parents
prefer this option
Kids have to rely on
Attractive packaging, parents for spending
communication can
create pester power kids are not decision
makers
Parents are young
and would want a
combination of old
and new

Parents are more or

less likely to be in
nuclear families so
influence on them
could be lesser

End of school/ Parents, Health boom may act At the end of schooling,
College going Friends, media as influencers parents may stop being
Teens—15 to ,internet infuencers
19 years May consider on
health/fitness Milk may not sound
grounds “cool”

Attractive packaging, Competition from colas

communication, and other beverages
advert both hard and soft can
 May attract them be serious

May have disposable Milk may not be

income to spend on considered nutritious
their own specially when results
would be sought to be
immediate for fitness,
body building etc

Media spends with colas

etc may have to be
competed against

1. however needs to be validated with findings

2.

Reason : health concern of parents, moving towards cola culture, easy to divert to
this option which is healthier

Reason for success of product/brand : health concerns of parents, milk is an

accepted drink in Indian homes, trend towards fat free, diet food and drinks, to be
more evident in a year or two.

Analogies from other market : In the UK market, this category occupies a

distinct position along with colas, fruit drinks, energy drinks on retail shelves. This
market is advanced and the key USP of all FM drinks is towards being health
oriented-fat free, less sugar, better, packaging and of course distribution. The
market supposedly is school children and teens.

Competitive product categories : Other flavoured milk drinks, juice and juice
drinks, soya milk, colas, energy drinks

Current gap in the FM market : no clear positioning, unattractive packaging,

health benefits not adequately highlighted, taste can be bettered, brand name is
weak

Current players in the market

name size price packagin flavours comments

g

Amul 220 22-25 Metal can Chocolate, Milk giant, good

ml strawberry, distribution
 mango,kesar

200 12 tetrapack

Urja 200 12 Glass pista Poor packaging,

bottle taste is ok

Sips 250 15 HDPE Lichi, strawberry Poor taste,

bottle attractive
packaging

Energy ( Glass Own distribution,

Aarey) bottle established brand

Sofit- 200 17 tetrapak Strawberry,kesar,

soya apple
milk( go
drej)

1 litre 75 tetrapak

Key challenges:

Branding, distribution, choosing test market, manufacturing facilities, packaging

material, taste of product, product launch, timing of launch, target market
acceptance study, geography to target, finances, finances for initial test
marketing/launch, distribution channel, distribution margins, study psychology
towards milk in general, concerns of parents ( health, career, sports etc.)

Future plans/ options :

• Can consolidate same product and expand in different regions in India

• Can add other products like soya milk and other health drinks to same
segment and same region.

• Can leverage brand strength and expand in media, animation movies, health
products and various products for children or targeted segment

• After initial launch and success can sell off to potential buyer

• Can get into fat free branded milk and other “health milk products” like
cheese, butter, paneer etc.
 • Health clinics, garments, apparels, toy stores

• Enter other economies like Africa and south east asian countries with this
experience

• Whey milk for nutrition or nutritional, health beverages

• Organic milk

Basic economics : ( if production facilities are ousourced)

300 ml HDPE bottle

Raw material conversion : 2.50

Processing costs : 2.80

Caps foil : 0.12

Caps : 0.25

Sub total :

Add channel margins :

Add 30 % gross profit :

Less advertising material/promotional expenses :

MRP : 15

Net profit :

Immediate tasks in hand : identify and validate target segment, develop brand
name, manufacturing facility, test market, launch market, identify angel investors