dzire milk shake

Tanmay Jauhary

Dzire Milk Shake

Identification of opportunity

Product introduction

Competitor analysis

Planning the research design

Data analysis

Evaluation and conclusion

Flow of research

Opportunity identification Different from flavored milk segment

Only nestle is branded competitor in the milk shake segment Other competitors are local restaurants and café shops

Hypothesis statement“New generation kids and youngsters do

not like simple milk ,they like added flavors and shakes in milk, so good

market opportunity”

Dzire milk shake Size:

200 ml, 500 ml, Tetra pack family pack 1 liter.

Price:

200 ml: 16 Rs/-500 ml: 30 Rs/-1 liter: 55rs/-

Dzire milk shakeIngredients

Fruit extracts and milk; a complete foodSugar, caramel [E150c], Emulsifiers [E322, E471], raising agent[E500], vitamin, mineral, contains no artificial colors.

Nutritional information:

Per 100 ml:190 calories, 8 g protein, 40 g carbohydrate, 0.5 g fat (0 g saturated fat), 5 mg cholesterol, 30% Daily Value of calcium, 125 mg sodium, vitamins: as per fruit ingredients.

Dzire milk shakeFlavors:

mango flavorOrange StrawberryChocolateVanillaBananaAppleCheeku

Target placesPLACE: Delhi-NCR, Mumbai, Bangalore.

•Shopping malls,• retail outlets, vending machine.•College canteen, •health center, Clubs.

Competitor AnalysisMilk shake segment

NESTLE- FUNSHAKE, in flavors of banana, chocolate, kesar elaichi, strawberry, mango.

And other competitors are local café, restaurant etc. in the milk shake segment

Substitute competitorsFlavored milk:

•Amul – kool café, nutramul energy drink, flavored tetra pack, amul kool thandai. Price: Rs.20-Rs.60

Packaging: cans, tetra pack, bottlesAvailability: Through Amul

parlours, super stores, canteens

Contd…

Mother dairy- “CHILLZ”: kesar elaichi, cool vanilla, chocolate swirl.

Price: Rs.10/-Packaging: Poly packsAvailability: Through mother dairy

parlours only.

“Heritage”- chocolate, strawberry, pineapple, badam.

Price: Rs. 12/-Packaging: 200 ml bottles.Availability: canteen, kiosks, super

stores.

Contd…Fruit juice:

RealTropicanaAppy fizz

Soft drinks

RESEARCH DESIGN

RESEARCH OBJECTIVE

To utilise all the resources efficiently in identifying the business opportunities and techniques for selecting samples and collecting data

RESEARCH METHODS USED1. PRIMARY METHOD

--- QUESTIONNAIRES

--- ORAL SURVEYS

2. SECONDARY DATA

3. TWO STAGE DECISION

SAMPLING METHOD USED

•JUDGEMENT SAMPLING•Sample Size - 100

•PRODUCT WOULD BE LAUNCHED IN CITIES:-DELHIMUMBAIBANGALORE

• LAUNCH TIME=2 MONTHS

TARGET POPULATION

SCHOOLSCOLLEGESSHOPPING MALLSGYMS,HEALTH CARE CENTRES(NUTRITIOUS FOOD)

QUESTIONNAIRE

questionnire.docx

Data Analysis

50%

18%

17%

15%

Respondents

StudentsHouse wifeWorking ProfessionalBusiness Professsional

80%

20%

Do you like Milkshake?

YesNo

56.25%

6.25%

25.00%

10.00%

Composition (YES)

StudentsHouse WifeWorking ProfessionalBusiness Professional

Milk ShakeFlavoured Milk

Both

0

5

10

15

20

25

30

35

40

45

50

15

15

50

Preference

Preference

6.25%

12.50%

37.50%

43.75%

Consumption Frequency

DailyMonthlyAlternateWeekly

YesNO

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

87.50%

12.50%

Health Conscious

Health Conscious

Taste

Health

Convinience

40

25

15

Reason for drinking MilkshakeReason for drinking Milkshake

37.50%

18.75%

12.50%

12.50%6.25%

Brand share

AmulNestleMother DiaryHeritageOthers

Student

House w

ife

working P

rofessi

onal

Business

Professi

onal0%

20%

40%

60%

80%

100%

120%

50%

20%10% 5%

25%

20%30%

30%

15%

30% 35%35%

7%

10%

15%

5%

3%

20%10%

25%

AvailabilityPackagingNutritious ValueFlavourPrice

PREFERRED FEATURES

Mango Strawberry Vanilla Banana Apple Orange Cheeku Choclate0

5

10

15

20

25

30

35

40

45

20

30 30

25 25

15

20

40

Students choice

Students

Mango Strawberry Vanilla Banana Apple Orange Cheeku Choclate0

0.5

1

1.5

2

2.5

3

3.5

0

2

3

2

1 1

0

3

House wife

House wife

Mango Strawberry Vanilla Banana Apple Orange Cheeku Choclate0

1

2

3

4

5

6

7

8

9

2

7

5

6

8

4

7

6

Business Pro-fessional

Business Professional

Recommendations

• Chhotu pack

•Launching places

• hospital, gyms, health centers

• Shelf space• Availability of flavors

THANK YOU