Cold Pressed Camel Milk — Sowing the Seeds of Health

In the recent past, I have seen people getting extremely conscious about their ‘health’. Inventing healthy drinks to be consumed by fitness freaks was the need of an hour. ‘Camel milk’ is one such product with fewer fats and more proteins. ‘Cold Pressed Camel Milk’ will give an edge to other health products in the market because of its unique technology.

Cold-pressed refers to a method that uses a hydraulic press machine to preserve the contents inside the bottle instead of synthetic preservatives. Now a day’s Camel milk is getting popularity all over the world with its various properties being very useful for human beings.

The USP of Camel Milk is that it is richer and creamier in texture. It has many health-related benefits e.g. fighting tuberculosis, typhoid, diabetes and heart diseases. It is also “low in fats and carbohydrates”. So the unique selling point of camel milk will be “Its medicinal value!”, “All good, no bad”, “Prevention is better than cure”

§ Flavoured Camel Milk- Since camel has a salty taste, therefore people do not prefer camel taste. So, flavour milk can overcome the salty taste.

§ 100% natural, without any preservatives

§ Become environmental friendly by following anti-animal cruelty standards and offering recycled bottles for packaging milk

There are many benefits of the product camel milk in which some of them consists of — there are very fewer competitors in the world market as it is an innovative idea and if we talk about the remaining competence then the product launch will try to attract more and more of customers which are going to be sold at cheap prices than as compared with the market price. There will be lucrative offers which are provided along with the camel milk which will give a step ahead of the other companies.

Market Segmentation

Geographic segmentation (Where): As the company origin is Mumbai; it would be easy to tap consumers of the existing locations.

Demographic segmentation (Who): Income level, Profession, Age, Gender, Type of residence and marital status.

Psychographics (Why): Hobbies, Lifestyle and Attitudes towards product and company.

Target customers

Mumbai consumers with an average income of more than 8 Lakhs per annum i.e., upper-middle-class people lying between 24- 45 years of age. The targeted consumers are fitness freaks who live a rich lifestyle and have brand consciousness, buying behaviours for healthy products.

Positioning

Camel milk is catered as a premium dairy product in the mind of health- and fitness- conscious people targeting their buying behaviour.

MARKETING MIX

1. Product: Camel milk is rich in Iron, Vitamin B1, Vitamin E and Selenium. It does have a distinctive taste — slightly salty, little sweet, clean and refreshing. The odour is very pleasant. It can be consumed by diabetics and TB patients.

2. Place: As a Fast Moving Consumer Goods (FMCG) company, a certain volume of product is to be distributed through carrying and forwarding agent, who is responsible for transferring the product to known distributors. A huge network of distribution is set within Mumbai (Metropolitan market) to cater to the tastes of their consumers.

3. Price: Company is known for producing and selling premium products at premium prices. The organisation is trying to tap the unexplored segment; to begin with, Camel milk is sold at the prices affordable to the targeted customers (elite consumers). The price of 1 Litre packed camel milk in a bottle is approximately INR 1065.

4. Promotion: The product is promoted with tagline, #All good, No bad. Various awareness campaigns such as Yoga day campaign, distribution of free product samples with already existing product portfolio.

SALES PROMOTION STRATEGY:

COMPETITIVE ANALYSIS

The major sale of camel milk in India is done by Amul followed by Aadvik and Camelicious. Our organisation will be able to penetrate this market because of the unique technology — Cold Pressed — the first time in India.

MARKETING PROMOTION STRATEGIES:

We are currently in the introduction phase, hence by using informative advertising to increase awareness, it can move into the growth stage.

Various marketing strategies can be used at this stage few of which are discussed below:

Advertising: It is a paid form of communication that is done by using mass media of any kind. Advertisement can be done through newspapers, articles, television adverts, radio transmissions, billboards, flyers and brochures.

We will utilize television adverts, articles for advertising the milk. 2-minute advertisement will be played on television highlighting the benefits associated with consumption of camel milk i.e. low fat, high calcium and good for diabetes and cardiovascular diseases, boosts up the immune system.

Public Relations: It involves the development of a positive relationship with the media and investing in positive community development goals.

We will build a positive relationship with the medical community for promoting the consumption of Camel Milk through dietetics and doctors. It will also join hands with autism supporting groups for promoting the consumption of camel milk to reduce autism.

Social Media: Advertisements of Camel Milk will be displayed upon Facebook and Twitter for promoting the products. Articles and testimonials by medical officers will also be published on social media to bring awareness.

Host Yoga contests/ Sports contest: hosting events such as yoga competition/ sports competition will lead to mass marketing and will reach the specific and targeted audience.

STRATEGIES TO BE USED AT DIFFERENT PRODUCT LIFE CYCLE LEVELS

The product life cycle contains four distinct stages: introduction, growth, maturity and decline. Each stage is associated with changes in the product’s marketing position. One can use various marketing strategies in each stage to try to prolong the life cycle of products.

Product growth strategies

Marketing strategies used in the growth stage mainly aim to increase profits. Some of the common strategies to try are:

Improving product quality, adding new product features or support services to grow market share, enter new markets segments, keep pricing as high as is reasonable to keep demand and profits high.

The growth stage is when one should see rapidly rising sales, profits and market share. One’s strategies should seek to maximize these opportunities.

Product maturity strategies

When sales peak, the product will enter the maturity stage. This often means that the market will be saturated and one may find that one needs to change marketing tactics to prolong the life cycle of the product. Common strategies that can help during this stage fall under one of two categories:

· market modification — this includes entering new market segments, redefining target markets, winning over competitor’s customers, converting non-users

· product modification — for example, adjusting or improving product’s features, quality, pricing and differentiating it from other products in the marking

Product decline strategies

During the end stages of the product, one will see declining sales and profits. This can be fuelled by changes in consumer preferences, technological advances and alternatives on the market. At this stage, one will have to decide what strategies to take. If one wants to save money, one can:

reduce promotional expenditure on the products, reduce the number of distribution outlets that sell them, implement price cuts to get the customers to buy the product, fin another use for the product.

Many businesses find that the best strategy is to modify their product in the maturity stage to avoid entering the decline stage.

SWOT ANALYSIS~

STRENGTH

· Healthier alternative cow/buffalo’s milk
· Low fat and more calcium, iron, vitamin c
· High medicinal value recommended for diabetes and TB patients.
· Consumable by lactose-intolerant people on regular basis.

WEAKNESS

· It is salty and might not appear tasty.
· High cost
· Difficult to procure due to unavailability.
· Niche segment, catering only to rich people.

OPPORTUNITY

· Increase in health-conscious people.
· Awareness about camel as a source of dietary intake.
· Reducing heart-related diseases.

THREATS

· Unhygienic practices by farmers in a camel farm.
· Diseases in camels.
· Uncontrollable use of antibiotics and medicines

Now that we know the idea of coming up with this innovative product, we are looking forward to your feedback and suggestions, helping us to improve on our strategies!!