NEW DELHI, July 13
Delhi-based milk products cooperative Mother Dairy has launched flavoured milk in Delhi and in the satellite towns of Noida, Gurgaon and Faridabad. Since the last two weeks, 500 ml polypacks of Kesar Elaichi flavoured milk have been available at Mother Dairy booths and with general retailers at an introductory price of Rs 10. The company plans to hike the price to Rs 12 once "sizeable demand is generated".
Company sources claim that the product was first test-marketed at the India International Trade Fair, 1999 where it got a rousing response. This prompted the company to go back to the drawing boards and work on the feedback and fine-tune the product mix for the eventual launch.
While talking about the product pluses, a company executive pointed out that the milk goes through a process called ultra-heating, which gives it a shelf life of as high as 21 days — even without refrigeration. The Mother Dairy executive added that the milk can be consumed even without boiling it, and hence it can be easily carried around on long journeys. However, unlike Britannia's Milk Man, which is available in tetra-packs, the Mother Dairy offering cannot be consumed 'on the move', as it comes in a poly-pack.
However, an executive at Mother Dairy's ad agency Interact Vision was quick to point out that there is no competition between the two products. The reason? While Britannia's Milk Man is "aimed at young adults and has a yuppie image", the Mother Dairy product hopes to find a place on the shopping list of mothers for in-home consumption. And the target audience is also broader — the entire family.
So far there has been no advertising, nor any product promo. Even now, the company plans to limit its advertising to PoP (point of purchase) material and outdoor promotion for the next two months. Depending on the level of consumer awareness, the company may consider press publicity.
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Mother Dairy launches 'Flavoured Milk'