Batch- 2013-2016

Course Code- 50421524

Course Name- Client Servicing,
Account Planning II and Media
Planning II
Roll Number- 1052
Assignment- # A 506

PRODUCT CATEGORY CHEESE

CATEGORY DESCRIPTION CHEESE

Cheese is defined as the fresh or ripened product
obtained from coagulation and separation away
from milk.
It is a dairy product used to enhance the taste of
various dishes as an additive ingredient, or enjoyed
solely with wine.
There are over 2,000 varieties of cheese, which
makes the whole market huge and always
competing. Companies come up with multi variants
and packaging to fulfil the needs of the consumer.

DAIRY SECTION AT
DORABJEES

HOW THE CATEGORY IS

SEGMENTED
Processed Cheese Amul, GO, Britannia, Mother Dairy,
Puck, Dairy Craft
Cream cheese Amul, GO, Britannia, Castello
Mozzarella cheese Amul, GO, Britannia, Puck, La
Cremella, Dairy Craft, Johns
Cheddar cheese GO, Britannia, Kodai Cheese, Puck,
Dairy Craft, Castello
Gouda cheese Amul, Puck, Castello
Emmental Cheese Amul, Puck, Castello
Ricotta Cheese Kodai Cheese, La Cremella
Blue Cheese Kodai Cheese, Castello

SEGMENTATION

SEGMENT PROCESSED
CHEESE
Amul

GO

Britannia

Wholesome cheese;
good source of
Calcium and milk
Proteins.

Hard, yellowish
coloured cheese,
known for its high
melting property
and smooth taste.

Super nutritious,
with the goodness
of a glass of cows
milk in every
portion.

Mother Dairy

Puck

Dairy Craft

Great taste and

creamy, soft texture
lends itself to be
used in a variety of
foods.

Cheesy block that

you can cut, melt or
grate.

100% natural
ingredients, Nothing
synthetic or nonnatural added.

SEGMENT CREAM CHEESE

Amul

GO

Easy to spread and

use, healthiest form
of spread (only 20%
fat).

Packed with proteins

and calcium;
available with
international herbs
& spices.

Britannia

Castello

Creamy, molten
cheese.

A fresh cream
cheese made from
100% organic cow
milk.

SEGMENT MOZZARELLA
CHEESE
Amul

GO

Britannia

Forms strings when

hot, and is an
excellent source of
milk proteins, which
are palatable.

The stringy texture,

along with the sharp
taste is a real
delight!

Perfect cheese to
make your pizza taste
Italiano.

Puck

La Cremella

Dairy Craft

Moist, soft, elastic

texture which melts
uniformly.

Traditional farmhouse
and creamy stretched
cheese, made from
rich, creamy Buffalo
Milk.

Fine nutty taste and

moderate melting
when grated.

Johns
Uniformity and good
melting with highquality threadbare,
crunchiness on
cooking/ baking.

SEGMENT CHEDDAR
CHEESE
GO

Britannia

Kodai Cheese

Soft, creamy and

irresistible
wholesome cheese.

Classic, moonshaped and

authentic cheese.

Fatty cheddar
cheeses made with
antibiotic
adulteration free
milk.

Puck

Dairy Craft

Castello

Has a unique
texture and flavour
which balances the
strong aroma and
the lingering
aftertaste.

Fine
grating/melting, and
spreads quickly.

Made with a secret

blend of cultures to
give the strong
taste, which is
sweet and very rich.

SEGMENT GOUDA CHEESE

Amul

Puck

Typical delicate mild

fruity flavour and
sweet taste; Thats
Dutch for Cheese.

Harmoniousflavour
with
slightlysaltynotes.

Castello
Cheesedeveloped
fora firmtexture
with arich
andslightly
saltytaste.

SEGMENT EMMENTAL
CHEESE
Amul

Puck

The cheese with

holes/eyes, sweetdry flavour and
hazelnut aroma/.

Has a pronounced
flavour and is `live'
cheese, because it
has live bacteria.

Castello
It is rich and well
balanced with
slightly sweet notes
and a little touch of
hay.

SEGMENT RICOTTA
CHEESE
Kodai Cheese

La Cremella

Lean Ricotta
cheese
manufactured with
belief in the wellness
of the customer.

For Italian Savory

and sweet dishes.

SEGMENT BLUE CHEESE

Kodai Cheese

Castello

A creamy blue cheese

very much like the
English Stilton

Complex taste
combining slightly salted
sour cream with the
rounded hoppy
bitterness of the blue
mould, 100% organic
cow milk.

BRAND VARIANTS

Mozzarella
Cheese
1kg
200g

1kg
250g

Plain (200g, 400g)

Pepper (200g)
Garlic (200g)
Creami (200g)
Jeera (200g)
Red Chilli Flakes
(200g)
Oregano Pickle
(200g)
Tikka Dip (200g)
Tropical Fruit (200g)

Gouda Cheese

Cream Cheese

Emmental
Cheese
Large Wheel (5.5kg)
400g pack

Processed
Cheese

Block (200g, 500g,

1kg)
Tin (400g, EOE)
Slices (100g, 200g,
400g, 750g)
A+ Cheese Slices
(200g)
Chiplets (200g,
500g, 1kg)

BRAND
VARIANTS

200g
1 kg

Cream Cheese

Mozzarella Cheese

Plain (200g tub, bottle)

Four Pepper (200g tub)
Garlic (200g tub)
Jalapeno (200g tub)
Smoked Paprika (200g
tub)
Olive and Herbs (200g
tub)
GO Cheezos (100g tube)
Chocolate
Tomato Salsa
Peanut
Plain

Cheddar Cheese
Cheese Wedges
Plain (140g)
Black Pepper (20g * 8 =
160g)
Tomato Salsa (20g * 8 =
160g)
Mexican Twist (20g * 8 =
160g)
Nachos Cheese
squeeze bottle

Processed Cheese
Block (200g, 400g, 1kg)
Slices (20g * 12 = 240g,
20g * 6 = 120g)

BRAND
VARIANTS

Mozzarella
Cheese
Block
200g

Cream Cheese

Cheddar

Cheese
Plain (180g)
Asli Pepper (180g) Block
Masala Mania
400g
(180g)
Cream Cheese
(180g)

Processed
Cheese

Block (400g)
Tin (400g)
Cubes (400g)
Slices (200g)
Slimz Cheese
Slices (33% less
fat)

BRAND
VARIANTS

Processed Cheese
Cubes (180g)
Slices (200g)
Spread (200g)

BRAND
VARIANTS

 Chilly Cheese (200g block)

Plain (200g block)
Pepper (200g block)
3 in one (200g block)

Cinnableu
200g

Ricotta Cheese

Blue Cheese

Cheddar Cheese
Green Cheese (Pack of 5
slices, 100g)
Basil Cheese (Pack of 5 slices,
100g)
Plain Cheese (Pack of 5 slices,
100g)
Pepper Cheese (Pack of 5
slices, 100g)
Garlic Cheese (Pack of 5 slices,
100g)

BRAND
VARIANTS

 Slices

Slices

Emmental

Gouda

Mozzarella
Cheese
Block

Cheddar
Cheese
Cheese Spread
Slices

Processed
Cheese

Cheese Spread
Squeeze
Cheese
Triangles
Slices
Low Fat Slices

BRAND
VARIANTS

Mozzarella
Cheese
2 x 100 g Ball
1 x 200 g Ball
1 x 200 g Loaf

Ricotta Cheese
1 kg
500g
Food grade tubes

BRAND
VARIANTS

 Hard Cheddar (1 kg)

Soft Cheddar (1 kg)
English Cheddar
Plain (200g, 500g, 1kg)
Smoked (200g, 500g, 1kg)

200g
1kg
2kg

Cheddar Cheese

Mozzarella Cheese

Processed Cheese
Block
Garlic (200g)
Jeera Cheese (200g)
Herbs and Spices (200g)
Black Pepper (200g)
Plain (1kg)
Slices
Plain (200g, 750g, 1 kg)
Garlic (200g, 750g, 1 kg)
Black Pepper (200g, 750g, 1
kg)

BRAND
VARIANTS

Mozzarella Cheese
Cylinder
200g
2kg
Shredded cheese
200g
500g
1kg

BRAND
VARIANTS

Emmental
Cheese

Gouda Cheese

Cheddar Cheese Cream Cheese

Matured Cheddar
Extra Matured
Cheddar
Burger Cheddar

Garlic
Piquant herbs

Blue Cheese
Castello Creamy
Blue
150 g
Portion Packs
Castello Organic
Blue
150 g
Danablu
Danablu Gold (150
g)
Extra Creamy
Danablu (150 g)

BRAND
VARIANTS