Dairy Delight for Mothers: A Cooperative Society Model

The assignment content focuses on the nutritional value of dairy products, specifically targeting mothers and new babies as the ultimate consumers. The finance strategy suggested is the cooperative society model, while the marketing mix has been extensively designed. The provided references include online sources, books, and journals that explore the dairy industry, consumer psychology, and brand identity.

Brand Management – NUTRILOVE

Table of Contents
Executive Summary ..............................................................................................................................3
PRODUCTION STRATEGY.......................................................................................................................4
PRODUCT STRATEGY.............................................................................................................................5
MARKETING MIX...................................................................................................................................6
FINANCIAL MANAGEMENT..................................................................................................................10
CONCLUSION.......................................................................................................................................10
REFERENCES........................................................................................................................................12

Executive Summary
UK is a large country and over 98% of regular milk consumers make it a great market
for dairy products. UK is not only a great consumer but also a great manufacturer in the dairy
industry with robust and state-of-the art technology for dairy farming and dairy production.
The addition to the major success of the industry in the country is the super logistic
programmes supplying the most perishable goods in the most secure facility of chilled
distribution chain to every doorstep every day. The excellent service has gained enormous
confidence and trust of consumers. The strong base of the dairy industry in the country has
raised many opportunities for export and import substitution. The secret for huge success in
the industry is the continuous determination, investment and focus. Any new player has to
deal with cut throat competition from established players and innovation is the only means of
coming up (Cornucopia Institute, 2008).
There are numerous dairy farming outlets in the country. The scale of the operations
depend on the investment capacity of the farmers and the choice of products desired by the
consumers. An extensive research suggests that the reason for success is a good animal
husbandry and not the scale of the operations. It helps in improving animal health and
welfare. UK dairy farming is internationally acclaimed for its great standards. UK dairy
farming industry is gaining many international opportunities to explore its capacities and
talent. The industry, therefore, is under reconstruction and relocating to optimise its
efficiency (Action.ciwf.org.uk, 2016).
The dairy industry in UK works hand in hand with retailers, wholesalers, caterers,
institutions such as hospital and schools, food processors and others. The direct delivery of
milk to the consumers from door to door is very limited (Dairyuk.org, 2016).
A major concern in the dairy farming industry in UK, has been observed to be a
matter of organic vs factory farming. There is a huge defame for the milk producers in the
factory mode where animals are kept in the most miserable conditions possible. The other
facet of the situations shows us the miserable and ruining conditions of small farmers, whose
business has been taken away by large producers (Action.ciwf.org.uk, 2016).
The end of 2015 has brought many challenges and threats to the dairy farming
industry in UK. The ability to maintain the sustainability of the existing players is at stake.
While it is equally risky for new players to enter the market, a good innovation and robust
marketing plan with efficient supply chain can bring about the success (Dairyuk.org, 2016).

Aim-
To study the market dynamics in the current times for the UK dairy farming industry, let's
work on establishing a new hypothetical brand.
NAME: Nutrilove Milk
USP: Strong in nutritional value for new borns and children as it helps in maintaining their
growth levels.
TAGLINE: The milk like mother’s love
PACKAGING:
-Powder form (left) Liquid form (right)
PRODUCTION STRATEGY
The major and leading brands in the UK dairy industry are not able to maintain the
sustainability because of their involvement in immoral activities. The consumers today are
more educated and prefer to choose brands that are manufactured in the healthiest
environment. The damage caused to the environment, or any element of the environment, in
any manner possible is not beared by the aware consumers. The strategy formed for the new
product, therefore, should be with a long term perspective keeping in mind the holistic and
environment friendly approach (Harvey and Smithers, 2015). However, it helps in producing
best and healthy food product in order to attract consumers to consume it and enhance the

sales of firm. Also, firm is not affecting the environment through following proper
environmental protection measures and making consumers aware about the same.
The strategy includes formation of a network of procurement management where the
local farmers are given the opportunity to sell their milk to the company. The payment of the
milk shall be judged on the nutritional value of the milk, which is also measured by a highly
scientific device. To avoid any troubles to the farmers, many collection centres shall be
established at short distances to make it easy to reach. The farmers shall be educated in the
science of healthy animal husbandry. They shall be equipped with mechanisms to take out
milk in the perfect conditions while ensuring the health of the animals (Store.mintel.com,
2016). The raw milk then collected shall be taken to the operation centre and carefully be
pasteurised to be converted to liquid milk. The packaging and labeling shall be given special
attention to maintain perfect safety. Here, production involves proper delivering of product
so that it can reach to consumers on time.
PRODUCT STRATEGY
The major USP i.e. the unique selling proposition of Nutrilove milk is the high
nutritional value that will maintain the growth levels of the newborns and children. This is
also very vital for the mother’s health. Hence, the process of milk production shall be
specifically concentrating on the nutrient value. The milk obtained from farmers shall be of
high in nutrition content. The educating and equipping of the farmers is to set the backbone
of the nutritious brand. The milk is high in the nutritious contents like protein, vitamins, iron
and fibre. The high nutritional value ensures the healthy growing up years of children and
help in a good muscular as well as skeletal built up. The base of the growing up years is set
with the nutritions provided by Nutrilove milk. The form of the product is in liquid as well as
powder form. It ensures the comfort of use for diverse consumers. Providing products in
different forms helps in meeting the needs of consumers so that sales of firm cna be
enhanced. It also helps in providing tough competition to rivals if other companies just sell
their products in one form i.e either powder or liquid. Hence, Nutrilove milk provides the
products in both the variants in regard to attract consumers toward firm. The shelf life of the
product is quite high and the strong tetra packaging ensures the nutritional value intact inside.

MARKETING MIX
A good and well thought marketing mix ensures the good grip over the market and a
sure success in the long run. There are many facets to the marketing mix viz. product, price,
promotion and place.
Product: The product under consideration is from the dairy farming industry. The specific
product is milk in both liquid and powder form. Therefore, it helps in providing growth
opprtunities among new born and young children so that nutritonal content can be added
within them which. Also, it is significant for business to developed effective range of
products and thus improve the brand image of product in market. The main feature and
differentiator of the product is its high nutritional content value. The product is vital for
growing babies and even for children with growth needs. The product comes in a tetra pack
of 1 kg with a shelf life of six months. To satisfy the needs of young and teen children, the
product is also available in flavours like cocoa, mango, butterscotch and soybean. Through
increasing the product line extension it helps in atracting wide range of consumers as it also
enhances the taste of milk and increase customer base. With the help of line extension, firm
increases the brand image in market and give tough competiton to rivals. Product line
extension helps in improving the brand awareness and also influence children to consume the
product as per their choice such as cocoa, chocolate, butterscotch, soybean and mango.
Providing different flavours in milk increases the chance to improve the sales and customer
base in market.
Price: Nutrilove is a new entrant in the market. So, it cannot take the risk of going above the
market bar of pricing. Thus, firm undertakes moderately high pricing theory because milk is
a basic necessity and thus it helps firm to keep the prices moderately high so that revenue can
be increased. Nutrilove adopts promotion method so that they can inform target consumers
about the new offered product. Thus, company provides attractive product offer i.e. Buy one
get one free so that consumers can be attracted effectively and thus sales can be enhanced.
Offering attractive price range as compared to competitors improves the sales of firm in
market and thus enhance the brand image. Also, keeping moderately high prices helps in
attracting premium class customers as they think that consuming such products will help in
keeping their children fit and gain nutrition value. Therefore, it increases the brand image
among premium class customers and improve the sales. On the other hand, the product
offered is differential and premium, which compels the company to quote a higher price than
the regular milk brands. The pricing strategy for this market situation has to be promotion
oriented. The price of the product has to be slightly higher than the market rate, to ensure the

well acceptance of its premium status. Comapny is also required to promote the product in
the market and thus for that it is essential for them to Milk being the daily necessity, the price
cannot be rocket high, as consumers would not prefer a high cost daily need brand. The price
shall be moderately high from the existing price bracket. To compensate the rise in price, the
promotional price can be set for ‘buy one get one free’.
Place: The geographic location for the launch of the brand Nutrilove shall be in the confined
regions of UK. To initiate the process, the initial promotion can be done as a pilot launch in
Leeds and London area. Thereafter, making the corrections suggested by the study results,
the product launch should be done throughout the country. In order to be able to reach across
the country, the supply and logistics system has to be ultra efficient. A heavy investment has
to be made in the chilling supply vans. There can also be a thought given to expand the
centres at various locations to save logistics costs and also the delivery time. In such a multi
centered system, quality standardisation is of great importance. After experiencing the
success of the brand in the UK, the operations can be expanded to other countries of UK and
then of course, to the entire globe. While expanding globally, the demographic factors of the
specific country has to be considered and required modifications have to be made in the
marketing mix for that country (Geuens, Weijters and De Wulf, 2009).
Promotion: The major factor for success of any dairy product, apart from good quality and
great logistics, is a good promotion (Geuens, Weijters and De Wulf, 2009). The word
‘Nutrilove’ has to reach every household in the UK. The target market, i.e. the new mothers
and mothers in general should be well informed of our presence. The basic rule of promotion
here shall be to make tie ups with gynaecologists and paediatricians. The recommendation
from the doctors, the mothers trust for their babies, is going to make a huge impact. The
reaching model should be executed with the help of medical representatives. Presentations
should be made in schools and play groups where mothers shall be educated about the
increasing need of high nutritional milk for their babies and how Nutrilove is going to help in
that. The growth of their little ones is what all mothers want. This promotional strategy is
going to work for sure, the repeated sale shall occur with a good product quality. The success
of the promotion also depends on the easy reach ability. The product should be easily
available in all the nearby stores. The promotion of the brand should be done in the organic
form. Consumers are rapidly being aware of the backend operations the manufacturing
processes and want to accept only organic brands. The word will have its magic spread on the
mothers (Nandan, 2005). It can be assessed that Nutrilove brand is required to promote the
product in market and thus attract consumers towards the firm by placing effective

advertisement so that sales and profitability of firm can be attained. Placing advertisement of
Nutrilove milk states that it provides high level of nutrition to new born babies and young
children so that sales of firm can be enhanced. Further, publicity of product can be done
through providing free samples to consumers at shopping centers, baby product stores etc. in
order to attract parents especially mothers because providing high nutritional milk with wide
options of flavours helps in improving the fitness of children and thus satisfy the parents
needs.
Brand Promotion: The major instrument of promotion for Nutrilove is through the channel
of professional gynaecologists and paediatricians. The well set up and established network of
doctors across the country is a vital factor in the promotion of the product. The key
promotion factor has to be medical representatives. The MRs will have strong connections
with the doctors and can help to build repo with them. The vital component working here is
the trust that mothers have on the words of their doctors. Anything suggested by the doctors,
is safe and precious for them. The next and important factor in the promotion phase is the
performance. When the deliverables are as true as promised, the promotions are strongly
successful (Da Silveira, Lages and Simões, 2013).
Brand Maintenance: The initial success of the brand is gained by a lot of hard work and
investments. To enjoy the benefits of the success for longer durations, the proper
maintenance of the brand has to be ensured. To maintain the supply chain in the robust order
is the primary purpose in the process. To continuously examine and correct the flaws in the
brand issues should be executed. Unnecessary and rapid changes in the brand and its
positioning like the logo, the target market or the promotional channel can tarnish the brand
image. For this not to happen, the initial steps of forming the brand should be extensively
researched and tested (Schmitt, 2012).
Logo: The logo should be such that the mothers can relate to. When the mothers feed their
babies, they feel all the nutrition reach to them and work hard for the healthy growth of them.
The love and care is a part of the food that mothers feed their children with. The tagline of
‘Nutrilove’ i.e. the milk like mother’s love, has to incorporate with the logo. The pictures
speak more than the words do. An emotional and full of love logo shall impact on the
buyer's’ minds. The strong emotions with which every mother relates, is the breastfeeding
their babies. Nutrilove should have the same image of love and nutrition as the mothers feel
their breast milk gives to their babies. The picture of a breastfeeding mother with the circle of
nutritions around is the best logo that will define nutrilove.

Good brand governance is the key to long term success of any product. The problems
relating to brand positioning and brand maintaining should be recognised and dealt with in a
most appropriate way. A significant resource allocation to the brand management aspect
makes all the financial investments in the product fruitful. Brand is a name that connects with
the people (Da Silveira, Lages and Simões, 2013). However, it is essential for business to
develop effective branding strategy so that new as well as existing customers can be
attracted. In regard to this, it helps firm to develop effective logo and thus improve the brand
awareness among people. Hence, logo is the best thing in order to identify the product and
thus enhance the promotion of product in marketplace. It helps in improving the sales and
profitability so that sales can be improved. Logo is the symbol through which brand can be
promoted in market and also it helps as a sign of rememberance at the time of repeat
purchase. Maintaining the brand which should be effectively recognized and connects with
people helps in attaining desired results.
When people buy Nutrilove, they are buying a name that will deliver as promised.
Anything related to the product name in the market is under brand management. The major
segments of brand management are brand positioning, brand promotion and brand
maintenance.
Brand Positioning: The brand Nutrilove is to be positioned in the mother’s vision as a
nutritious diet for their babies. It should also encompass values like safe, protected, harmless,
growth ingredient and affordable. The positioning requires a detailed analysis of the brand
prepositions. The various features of the product should be defined and refined. The
positioning makes a special place for the product in the minds of the consumers. The more
the connection between the promise and deliverables the stronger the positioning of the
product will be in the consumer’s mind (Da Silveira, Lages and Simões, 2013). With the help

of brand positioning it helps firm to place the brand image in the minds of consumers and
thus attract individual towards firm. Hence, developing strong brand image improves the
performance of firm and effectively position Nutrilove product among consumers. Nutrilove
needs to be effectively positioned in the minds of consumers so that they can attract
mothwer's attention so that best nutritional diet can be provided to new born babies and
young children. It helps them to attain growth objectives and increase the sales of firm.
However, company needs to effectively position the product in the minds of consumers so
that individual purchase the products for long term.
FINANCIAL MANAGEMENT
The finance factor is a crucial and basic part of any strategic planning. It becomes
even crucial for a new product like Nutrilove. To gain the trust of investors for a new product
with different values is difficult. There are many venture capitalists that are ready to invest in
the new age technology and products.
Nutrilove can also stick to the age old cooperative society model. It is sustainable as
well as has a good image in the minds of the consumers. For the model to work, it has to be a
giant conglomerate of many small cooperative societies. To pool out the investments for
country level operations and capacity, may take time.
The major investment is needed for the operational facility. The facility has to be set
up keeping in mind the huge scales for future. There also has to be substantial investment in
the logistics and supply chain management system. A good amount of budget needs to be set
aside for promotion and marketing. Finance is essential part that helps firm to grow and
attain success therefore, Nutrilove should attract investors by gaining their trust and
providing them their growth prospects in order to attain best results. Planning for effective
budget management helps in increasing the brand image of firm and attracts wide range of
people so that they can utilize the product and enhance the sales and profitability of firm.
Managing finance helps in utilizing the cash for promotion and advertisement of product and
attract consumers so that sals and profitability of product can be improved up to a great
extent.
CONCLUSION

The dairy farming industry in UK is well established and highly efficient with all the
modern technology. The demand as well as supply of all the dairy products in UK is in ample
amount. The major consumption of dairy products is in the liquid milk section. The
efficiency of the operations in UK dairy industry makes it export ready. The current
situations are troublesome for the industry and robust innovations are required. To cater to
the current need of the market, a product called Nutrilove is launched. It is milk in both liquid
and powder form. The special feature of the product is the nutritional value in the content.
The target market is mothers and the ultimate consumers being new babies. The finance
strategy suggested is the cooperative society model. The marketing mix has also been
extensively designed.

REFERENCES
Online
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Books and Journals
Da Silveira, C., Lages, C. and Simões, C., 2013. Reconceptualizing brand identity in a
dynamic environment. Journal of Business Research. 66(1). pp.28-36.

Geuens, M., Weijters, B. and De Wulf, K., 2009. A new measure of brand
personality. International Journal of Research in Marketing. 26(2). pp.97-107.
Nandan, S., 2005. An exploration of the brand identity–brand image linkage: A
communications perspective. The Journal of Brand Management. 12(4). pp.264-278.
Schmitt, B., 2012. The consumer psychology of brands. Journal of Consumer Psychology.
22(1). pp.7-17.