In order to explain the consumer behavior further, he explained the rising income levels in India, the rapid urbanization, the paradigm shift towards packaged goods, the changing lifestyles and the digitization. The way the consumer behavior was related to the proactive consumer behavior in food industry had commanded another round of applause. He explained how firms in dairy industry come up with value added products in order to address the issue of farmers deriving a major part of the revenues from the diary products. He cited an example to emphasize the importance of indulging a customer to buy the diary products without guilt. He substantiated the importance of positioning through the consumption segmentation approach to the students.
He went on to explain the innovative ways that Mother Dairy had come up with to market the dairy products. He talked about the brand architecture which connects the primary vision to developing the final product. Mr. Basu cited a few examples of new marketing campaigns that Mother diary had come up with such as the automatic vending machines, Kamadhenu milk trucks and lassi vending machines.
Mr. Basu ended the lecture with a quick briefing of all the key takeaways he would want the students to understand. As the floor was open to questions, he answered questions on Mother Dairy starting an ecommerce platform and on how to effectively develop a product portfolio.
Vinod Gupta School of Management, IIT Kharagpur would like to thank Mr. Basu for taking time out of his busy schedule to interact with the students and for delivering such an interactive and informative lecture.
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