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TEAM BLUE Marketing Application and Practices Blue Cheese 4/7/2011 Presented By: Ameya Jhadav 65 Angelica Pinto 66 Bejoy Yohannan 69 Kalpita Almeidia 82 Ravi Udeshi 98 Shraddha Shetty 110

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Page 1: Blue Cheese Final Total

TEAM BLUE

Marketing Application and Practices

Blue Cheese

4/7/2011

Presented By:

Ameya Jhadav 65

Angelica Pinto 66

Bejoy Yohannan 69

Kalpita Almeidia 82

Ravi Udeshi 98

Shraddha Shetty 110

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The Indian Cheese Industry: Overview

The Indian cheese industry was established back in the 1950s .Except for the popular Indian variety of cottage cheese- Paneer, India is not traditionally a 'cheese nation. However, now India exports more cheese than any European country.

India is one of the world’s largest and fastest growing markets for milk and value-added milk products. Though India was not considered a cheese loving nation a few years back, now cheese producers are expanding in the Indian market. cheese was first marketed under the brand name 'Amul', from the popular Amul butter stable in the late 1970s, it attained an identity of its own only as late as 1990s.

Indian consumers are now more willing to buy off the shelf. With improving international exposure and brand affiliation, the demand for niche cheese products is reported to be increasing every year. Mckinsey, a global management consulting firm, has predicted growth in demand for cheese by 40 percent by 2011.The projection is based on a multi-year study of dairy consumption patterns in China. The company says that with India having similar consumer trends - like rising incomes, Westernization and urbanization - the demand for cheese in India is likely to be a 25 percent-30 percent higher and there is likely to be 5 percent-10 percent growth in demand in tier-two cities.

The urban population accounts for major cheese consumption in India. The four metropolitan cities Delhi, Mumbai, Chennai and Kolkata consume over 60 percent of the total cheese sold in India. Mumbai is said to be leading the list with 30 percent, followed by Delhi at 20 percent, Kolkota at 7 percent and Chennai at 6 percent.

Amul a brand that entered the market with a bang - is capitalizing on the demand for specialized cheeses like Gouda and Emmental. Processed cheese and cheese spreads account for about 80 percent of total cheese consumption and the rest by specialty and flavored cheese.Children are the major contributors to this market upscale, though it increasingly forms part of the mainstream adult diet.

Dabon is the only international cheese company to produce and sell cheese in the country, using the brand name Le Bon. It has a state of the art facility in Noida, near Delhi.Also, the acquisition of Cadbury Plc by Kraft Foods Inc. is considered to be an important turning point in India’s packaged food market. Kraft Foods Inc. is also set to raise the profile of Cadbury products in Asia as it gears up investments in developing markets, particularly the Asia-Pacific region, which has become Kraft’s key growth driver.

Because of the limited shelf life of cheese product and lack of advanced packaging, processing and distribution technology, many regional cheese brands are currently not able to retail nationwide. Reports indicate that scientists from the Institute for Food Research have identified a way of using a virus to control levels of the Clostridium tyrobutyricum bacteria in cheese to prevent spoilage and minimize product waste.

The organized cheese industry in the country as of 2010, is valued at Rs 300crore, with a volume in excess of 8000 tonnes. The industry growth rate is estimated at about 10%-12% per year in terms of volume and 16%-17% per year in value terms.

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Our Product: Blue Cheese

Logo :

Mascot: Cheesy!

Blue Cheese is the Brand Name chosen by the Blue Team for its various cheese products.

About Blue Cheese

No matter what the occasion, we take food to heart. We pour our hearts into trying to create cheese that is wholesome delicious and loved by all. We currently provide 3 types of delicious pasteurised processed cheddar and cream cheese in the form of your favourite spread as well as slices and cubes with the highest quality and made from pure cows milk. We also provide Pizza Mozzarella Cheese and low fat spreads and cheddar cheese for the health and diet conscious. Our low fat cheese consists of a reduced 4 grams of fat and goes perfectly with your salads, sandwiches and pastas. So whether your grabbing a quick bite, sitting down with family or celebrating with friends, you can trust Blue Cheese.

Market Potential / Size

Our target market consists of faculty and students at St. Francis Institute Of Management and Research Campus which include the students studying the Masters in Management Post graduation degree course, first as well as second year. Which would in total include 240 students, as well as students from the Chartered Accountant Course which would include 60 students, residential and visiting faculty, administration personnel and staff and the canteen management. In total our market size would approximately comprise of 350 consumers. Our potential market age group varies from 21 to 50 years of age and thus includes a diverse consumer base and market potential. We currently have no existing competitors within the campus and thus have an added advantage to exploit the entire market potential.

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Market Trends

In order to understand our market potential accurately and position our products accordingly, we have interviewed a sample of 50 consumers through a survey which included students as well as administration personell. The following six questions were present in the survey:

1) Do you consume cheese?

2) Do you prefer cheese flavoured or un flavoured?

3) Do you prefer low fat cheese?

4) Which form of cheese would you prefer?

5) How do you like your cheese?

6) Which is your most preferred brand of cheese?

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As it is evident from the survey, a whopping 98 % of our sample population consume cheese and a strong percentage of the consumers were influenced by foreign brands .with a major percentage taken by Kraft (33%) indicating that price is not a barrier for their consumption as Kraft costs nearly thrice as much as other Indian Cheese.

The favourite chosen by most of the sample size was spread cheese. The following two were the main reasons why:

1)The ability of cheese spread to be used in various manners on bread, as a dip, as a taste enhancer in cooking, and even a pure spoonful by itself is delicious.

2) Unlike butter and margarine, cheese spread is a low-fat, low-calorie and low-cholesterol bread spread, hence a healthier substitute. It contains 26% less fat and calorie content as compared to butter or margarine.

Another aspect that we tried to highlight is that a vast majority of the sample size preferred low fat cheese especially women, indicating the shift in trend towards low fat, healthy products and increase in the number of diet conscious consumers.

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Existing Segments

The Indian Cheese Industry: Player Profiles

The Indian cheese market is dominated by Gujarat Cooperative Milk Marketing Federation that uses the brand name Amul and Britannia New Zealand Foods Pvt. Limited, using the brand name 'Britannia Milk Man'. Amul is way ahead of competition and owns about 60% of the market. Britannia has about a 25% share.

Other conspicuous players are Dabon International Private Limited, a wholly owned subsidiary of the French dairy company Bongrain S.A and other regional brands like Mother Dairy and Vijaya. These companies have a 10% market share. The remainder 5% of the market is taken by imported cheese brands, retailed in specialty stores.

The Indian Cheese Market

Brand(s) Estimated Share of Market (%)

Amul 60

Britannia Milk Man 25

Le Bon, Regional brands e.g. Mother Dairy, Vijaya 10

Imported brands e.g. Kraft, Laughing Cow 5

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Details of Various Leading Cheese Brands In India

1)The Indian Cheese Industry: Gujarat Cooperative Milk Marketing Federation (GCMMF)

Company profie

Amul is the leading brand name for products produced and marketed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). GCMMF is an apex body of milk co-operatives in Gujarat and heralded the 'white revolution' in India, that turned the country from having a milk-deficit to the largest milk producer in the world. GCMMF also markets milk powder and dairy whiteners under the Amulya and Sagar brand names.

Amul is the oldest and the most established dairy brand in the country, with its first product, Amul butter, being marketed since 1946. Today, the company has its roots deep in the dairy market and is increasingly focusing on the value added segment that includes health drinks, cheese and dairy based desserts.

Turnover in 2009-2010 was US$ 850 million with a year-on-year growth of 29%.

Cheese Perspective

Amul brands and markets itself as the largest vegetarian cheese producer in the world since all its cheese varieties are made from microbial rather than animal rennet. This immediately makes the brand's' cheese products favourable in a country like India who are sensitive to such isuues.

Cheese Products by Amul

Cheese Product Description Maximum Retail Price

Amul Pasteurised Processed Cheese

A cheddar cheese 400g: Rs 861 kg: Rs 163

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Amul Cheese Spreads (in three flavours)

Combination of Cheddar and soft cheese. 200g: Rs 32

Amul Emmental Cheese

Specialty Swiss cheese which is sweet, dry and has a hazelnut aroma

400g: Rs120

Amul Pizza Mozzarella Cheese

For use in pizzas 200g: Rs 43

Gouda Cheese Specialty Dutch cheese.Manufactured under a Swiss technical collaboration in the North Eastern Himalayan state of Sikkim.

Amul chiplets Individually packed single serve cheese cubes 200g: Rs 50

Amul Malai Paneer Indian cottage cheese 100g: Rs14200g: Rs 261kg: Rs 115

Amul cheese slices For sandwiched and burgers 100g: Rs27200g: Rs52

Amul Pizza Frozen pizzas Rs 30

GCMMF has a wide range of products in the processed cheese segment. It has also been a pioneer in the specialty cheese market in the country. Its cheese business grew at 18% in 2005-2006. GCMMF exports cheese to the tune of 600 tons, making it the largest cheese exporter in the country. The export market includes the Middle East, Singapore, Hong Kong, and the United States of America; countries that have a large Indian population, and the neighbouring countries of Sri Lanka, Bhutan and Nepal.

A very rewarding strategy for Amul has been to also enter the cheese dependent food product category. It produces over 300,000 frozen pizzas (using mozzarella cheese), priced at a mere Rs 30 a piece. This has provided strong competition to international brands in the market that traditionally only sell pizzas at their retail outlets and at much higher prices.

2)Britannia New Zealand Foods Private Ltd. Industries Limited (BNZF)

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Company profile

BNZF is a joint venture company founded in 2002 by Britannia Industries Limited (BIL) and Fonterra Co-operative Group of New Zealand. The company focuses entirely on the dairy business, with cheese being its flagship product. The other products it sells are dairy whiteners, butter, ghee (Indian clarified butter) and a malt drink- Anlene. All products are marketed under the 'Britannia MilkMan' brand.

BIL (known as Britannia Biscuit company until 1979) has essentially been a 'biscuit company', that had humble beginnings in Calcutta in 1892. Its big break came during World War II when the Indian Government contracted it to supply biscuits to the armed forces and since then it became a market leader in the biscuit segment. In 1954, the company also began producing and selling bread and it was as late as 1997, that it entered the dairy industry. In 2002, Forbes Global rated BIL as one of the top 200 small companies of the world and as a strong and trusted brand in India. The Wadia Group of India along with Groupe Danone of France, are equal shareholders in ABIL, UK which is a major shareholder in Britannia Industries Limited.

Fonterra Cooperative Group is New Zealand's largest company and amongst the ten largest dairy companies in the world. The dairy expertise and global experience for the Joint Venture comes from Fonterra Cooperative while Britannia's contribution is its brand name, large distribution network and the understanding of the Indian market.

Like BIL, BNZF also comes under the umbrella of the Wadia Group of companies. Its turnover in 2005-2006 is US$ 24 million with about 50% coming from processed cheese, 30% from the dairy whitener and the remaining 20% from butter and ghee sales.

Cheese Perpsective

BNZF only sells in the processed cheese segment and has five variations of processed cheese in the market, besides a cheese dip product. Over half of the company's revenues come form the processed cheese segment.

BNZF cheese is priced at a premium in the market, one reason being that the cheese is sourced from cow's milk (unlike Amul, that sources its cheese from buffalo milk).

Cheese products

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1)Cheese cubes and blocks

2)Cheese singles (regular and Slim variants),

3)Britannia Milkman Malai Chaska- a soft, fresh and creamy ‘dairy spread,’ which has a mild, tangy taste,

4)Britannia cheese spread in different flavours like Masala Herbs, Spicy Cilantro, Peppy Pepper

5)Pizza cheese.

3) GO Cheese- India's purest cheese by Gowardhan Dairy

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GO is the new brand of Cheese from Gowardhan Dairy which is a part of Pune based Parag Milk Foods. Gowardhan Dairy is one of the largest players in the dairy market in India. The company owns India's largest cow farm and also has constructed Asia's largest cheese plant near Pune.

GO cheese brand is the company's venture into the value added product category

Go CheeseGO Cheese is made in Parag Milk Foods' cheese which is also the Asia's largest cheese plant and has a capacity of over 40 tons per day. Go Cheese is made from 100% pure cow's milk. The milk for the cheeses is procured from one of the best milk shed areas in Western India, renowned for the quality of its cow milk. The farm follows specialized farming, nurturing, breeding, milking practices and immediate chilling; thus the milk obtained is wholesome and ideal for making superior quality Cheddar, Mozzarella and Processed cheeses to international specifications.

GO Cheese comes with some exciting variety like Go Cheese Slices, Cheddar Cheese Powder, Cheddar Cheese, Pizza Cheese, Mozzarella Pizza Topping, Creamy Cheese Spread, Processed Cheese and Cheese Wedges.

GO Cheese Slices:

GO cheese has high calcium content. This high quality cheese is made using UHT technology, which ensures a longer shelf life.

GO Cheddar Cheese Powder:

To give a rich cheesy flavour to food Go Cheddar Cheese Powder acts wonder. Enhance the flavour of the food by just sprinklings this delicious powdered Cheddar cheese topping onto vegetables, pasta, soups or even popcorn.

GO Cheddar Cheese:

Made from mild Cheddar cheese, traditionally aged over 6 months. It has a creamy texture and a clean cheddar flavour that gives great taste to food.

GO Pizza Cheese:

Go Pizza Cheese is a blend of mild Cheddar and traditionally made Mozzarella cheese with superior melting and a stringy texture. It has the perfect mix of texture and taste for making delicious pizzas at home!

GO Mozzarella Pizza Topping:

Soft and stringy, Go Shredded Mozzarella is a cheese with a firm close texture that lends itself to many dishes. It is apt for adding on flavour to pizza or to delectable pasta!

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GO Creamy Cheese Spread:

Go Creamy Cheese Spread is available in three delicious flavours - Mexican Twist, Tomato Salsa and Black Pepper.

A smooth spreadable texture and versatility in cooking is what makes Go Creamy Cheese Spread a must have item in all household. It is perfect to use in all sorts of savoury food items or can be drizzled on bread slices, soup or as a creamy pasta sauce base.

GO Processed CheeseThis cheese is mild in flavour, with a medium-firm consistency and made from blends of Cheddar cheese.

A versatile cheese can be added to a casserole or grate over a salad or even as a slice for a sandwich.

GO Cheese Wedges

Go Cheese Wedges have a delicious, mild creamy taste and is available in 3 delicious flavours - Mexican Twist, Tomato Salsa and Black Pepper. It comes in a portable form that's perfect for the lunch box or as an on the go snack.

4) Mother Dairy

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Mother Dairy – Delhi was set up in 1974 under the Operation Flood Programme. It is now a wholly owned company of the National Dairy Development Board (NDDB).

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils and the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairy’s constant endeavor to

(a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and;

(b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an ISO 9001:2008 (QMS), ISO 22000:2005 (FSMS) and ISO 14001:2004 (EMS) certified organization. Mother Dairy has Certificate of Approval from Export Inspection Council of India also. Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology, Government of India.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

The company’s derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail

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outlets in various parts of the country. Fresh produce from the producers is handled at the Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few years. Today it is a leading brand of edible oils and is available across the country in over 2,00,000 outlets. The brand is currently available in the following variants: Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face. In times to come, Mother Dairy shall strive to remain one of India’s finest food companies.

International Brands

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1)Dabon International Private Limited

Company profile

Dabon International Private Limited is wholly owned by the French dairy major Bongrain SA. The company began as a joint venture with Dabur India in 1996, but in June 2005, Dabur exited from the business. The company said that they had decided to exit because cheese and milk products were a 'non core' business for them. Dabon is the only international cheese company to produce and sell cheese in the country, using the brand name Le Bon. It has a state of the art facility in Noida, near Delhi. Despite having made losses, the company has been in an expansion mode, offering a selection of processed cheese products. Adapting to Indian tastes, it has also recently introduced in Delhi and Mumbai, Indian cottage cheese with the brand name 'Le Paneer'.

Dabon markets its cheese to both the retail and institutional sector.

Cheese Perpsective

Dabon focuses on the processed cheese segment, catering to both the retail and institutional markets. In the former, it has been targeting families and children ( like the other brands) and in the latter category, it has standard and customized products for fast food chains, hotels, flight caterers and restaurants. Some of its institutional clients include Domino Pizza, Papa John’s Pizza, Oberoi Flight Services and the Ambassador.

Besides drawing on the international cheese portfolio of its parent Bongrain SA, Dabon has realized that to compete, it has to cater to ethnic tastes. 'Le Paneer', the Indian cottage cheese variety was recently introduced as a brand in Delhi and Mumbai.

Cheese and Related products

Dabon Products for the Retail Sector

Cheese Product Description Maximum Retail Price

Le Bon Creamy n Sancky Cheese Portions

A ready to eat snack, targeted at children.

6 portion pack - 114g - Rs 36 Single portion - 19g - Rs 6

Le Bon creamy Cheese spread (Bottled spread in two flavors: Plain and Black pepper)

Marketed as a low fat butter substitute, with 60% less fat than butter.

Both flavors: 200g-Rs 45

Le Bon Tasty Cheese Slices ( Two flavors: Plain and Black pepper)

A ready to eat snack, targeted at children

Plain: 170g- Rs 57Black Pepper: 170g- Rs 59

Le Bon Grate n Garnish Cheese A mild processed cheese for grating and garnishing.

Comes in 4 different pack sizes:100g - Rs 24, 200g - Rs

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46, 400g - Rs 86, 1Kg - Rs 185

Le Bon Paneer Indian Cottage cheese 200g: Rs 26400g: Rs 50

Dabon Products for the Institutional Sector

Cheese Product Description

Creamy n Sancky Cheese Portions Suitable for in-flight meals, mini-bars and breakfast buffets. Available in 19g portions

Creamy Cheese spread (Two flavors: Plain and Black pepper)

Suitable for Italian food, baked dishes and dips

Individually wrapped cheese Slices (Two flavors: Plain and Black pepper)

For burgers and sandwiches. Available in 17g portions

Grate n Garnish Cheese An all purpose mild processed cheese for grating and garnishing. Available in 1kg blocks

Cheddar Processed Cheese All purpose cheddar processed cheese. Available in 1kg blocks

Le Bon Paneer Indian Cottage cheese. Available in 200g and 400g packets

2) KRAFT

Kraft’s $19.7-billion acquisition of Cadbury Plc pits the world’s second-largest food company against its arch rival Nestle, the world’s largest player in the organised food space, in a market like India, which is an important one for most food companies today.

Till the Cadbury acquisition, Kraft had no meaningful presence in the country despite its best efforts to find a foothold here. The Cadbury acquisition, however, will give Kraft instant access to the mass-market chocolate and confectionery segment in India, helping it seal its presence at both the mass and premium ends of the spectrum. Cadbury, for the record, has a 70 per cent share in the overall chocolate market in India.

At the moment, Kraft has a sales support office in Gurgaon, which it set up some four years ago after entering into a distribution agreement with two companies — Universal Corporation and Barkat

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Foods & Tobacco — to push three products, powdered flavoured drink Tang, chocolate brand Toblerone and biscuit brand Oreo.

Cheese and Dairy Products

One of Kraft's major dairy brands is the Breakstone's line. Breakstone's main products are cottage cheese and sour cream. Kraft produces dozens of varieties of natural and Parmesan cheeses, as well as American cheese slices under the "Kraft" name. They manufacture Light 'n' Lively cottage cheese and yogurt, as well as the Knudsen brand cottage cheese and yogurt. The Philadelphia cream cheese line rounds out Kraft Foods' main cheese and dairy products.

3) Laughing Cow

LAUGHING Cow, French cheese marketer Fromageries Bel's flagship brand, appears to be getting closer to its ambition of being the `third force behind Amul and Britannia' in the fledgling Rs 150-crore Indian cheese market.

Exactly one year after it made its official debut in India, Fromageries Bel has drawn up a growth strategy to push volumes and grow the category.

To begin with, the company is planning to relaunch cheese slices under its Laughing Cow brand. The cheese slices had been test-marketed earlier and are now being reviewed.

According to Mr Somesh Dayal, India Representative, Fromageries Bel, Laughing Cow cheese slices are likely to hit retail counters within the next three-four months. "However, the Laughing Cow brand - in portion form - will remain as it is. But we could consider localising cheese flavours to suit Indian taste buds from our factory in Poland," he said.

Also on the agenda is doubling the retail presence of Laughing Cow from 4,000 outlets currently to 8,000 outlets the following year. The brand's presence is restricted to a few pockets in North India and a limited presence in Southern markets such as Bangalore and Hyderabad. Laughing Cow is expected to enter the Chennai market later this year.

A budget of Rs 1 crore has been allocated for ground-level promotions and advertising. The activities will include tapping schools, in-shop sampling and radio advertising. Meanwhile, cross-promotion deals with FMCG companies such as Kellogg's are being worked out.

Product range:

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Mini Babybel®

o Mini Babybel® Original

o Mini Babybel® Light

o Mini Babybel® Bonbel®

o Mini Babybel® Cheddar

o Mini Babybel® Gouda

The Laughing Cow® Wedges Light Creamy Swiss

Light Garlic & Herb

Light French Onion

NEW! Light Blue Cheese

NEW! Light Mozzarella, Sun-Dried Tomato & Basil

NEW! Light Queso Fresco & Chipotle

Original Creamy Swiss

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Marketing and Branding Strategies:

Branding Strategies.

Our products name is Blue Cheese and the tagline we have chosen is, Cheese at its Best!

Our product is named Blue Cheese after our Team Blue, inspired by how Gowardhan named their cheese as GO cheese after their company. Also, in the near future we plan on introducing Blue Cheese a unique premium type of Cheese which can be eaten by itself or crumbled over food. No other brand in India has made Blue Cheese available as yet.

Cheese Nutrition

Made from pure vegetarian source of Blue Cheese has following nutrients:

Protein - 23% Fat - 30%

Moisture - 40%

Vitamin A

Calcium.

Since Cheese is a produce obtained by the enzymatic ripening of milk, it is also one of the easiest food substances to digest. You will agree that it is just what growing children need, specially the ones who never seem to want those necessay cups of milk.

The following are the strategies we will follow in order to create brand awareness for our product

1 Our Mascot

The mascot or our product is Cheesy. He will act as our goodwill ambassador and will be used at all of our promotions. Our products will slowly become identified with our mascot

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and create brand awareness through his popularity. We have chosen Cheesy as he can appeal to all ages and will be a hit among the youth which are our primary target.

Marketing Stratergies:

Segmenting, Targeting and Positioning:

Our target market consists of faculty and students at St. Francis Institute Of Management and Research Campus which include the students studying the Masters in Management Post graduation degree course, first as well as second year. Which would in total include 240 students, as well as students from the Chartered Accountant Course which would include 60 students, residential and visiting faculty, administration personnel and staff and the canteen management. In total our market size would approximately comprise of 350 consumers. Our potential market age group varies from 21 to 50 years of age and thus includes a diverse consumer base and market potential. We currently have no existing competitors within the campus and thus have an added advantage to exploit the entire market potential.

We will position our brand as a high quality premium product catering to large base of consumers with our various product varieties of 100% pure cheese made from cows milk.

Marketing Mix:

Product:

We currently provide 3 types of wholesome high quality pasteurized delprocessed cheddar and cream cheese in the form of your favourite spread as well as slices and cubes with the highest quality and made from pure cows milk. We also provide Pizza Mozzarella Cheese and low fat spreads and cheddar cheese for the health and diet conscious. Our low fat cheese consists of a reduced 4 grams of fat and goes perfectly with your salads, sandwiches and pastas. So whether your grabbing a quick bite, sitting down with family or celebrating with friends, you can trust Blue Cheese.

Note: Products were chosen based on results from the survey conducted last week with the SFIMAR Campus.

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Price:

Based on our survey we have observed that there is a strong liking for Kraft Cheese among our consumers indicating the willingness to pay more as Kraft costs thrice as much as other cheese brands such as Amul. Also, since we provide hundred percent pure cows milk, we will charge a higher price than Amul, as they provide cheese made from buffalo milk.

Break up for price of raw materials for a 4 gallon batch.

3.5 gallons water1810 grams of skimmed milk powder4 pints whipping cream2 tsp calcium chloride1/4 tsp color (optional)Salt (It usually works out to about 60 to 70 grams (3-4 tablespoons) for a 4 gallon batch). Olive oil

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Place:

SFIMAR Campus only.

Promotion:

Say Cheese Contest

Blue Cheese Presents the Say Cheese (Best Smile) Contest which will be thrown open to everyone belonging to the SFIMAR Institute. We will click photos of the participants and they are required to give us their best smile! They can use their creativity and 2 lucky winners will be chosen, a boy and girl based on public voting or the decision of a judge (from among our team members itself). The winners will receive three months supply of free cheese as well as feature on all our packaging for those three months. We will advertise for this contest with the help of posters which will be put up at various locations around the campus such as the canteen, locker rooms, classrooms, notice boards etc.

3. Fun and Trade Fair

In the upcoming trade fair, one of our team members Ameya will be setting up a stall where he will sell sandwiches and chaat, will promote our Products at the food stall as well, letting customers know about our upcoming product and contests thus gaining publicity through word of mouth.

4. Recipies

We will feature quick and simple easy to make recipies using our cheese on our packaging as well as with every 200 Rs worth of purchase, provide customers with a free booklet of easy to make and delicious recipies using Blue Cheese

5.Posters

6.Word of Mouth.

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Legal Issues

The Prevention of Food Adulteration Act (PFA), 1954

The Prevention of Food Adulteration Act (PFA), 1954 focuses primarily on the establishment of regulatory standards for primary food products, which constitute the bulk of the Indian diet. The Central Committee for Food Standards, chaired by the Director General of Health Services, is the decision making entity. The appeals process, however, is cumbersome and time consuming. All imported products must adhere to the rules as specified in the regulation, including the labeling and marking requirements.

According to PFA rules (1976) cheese (hard cheese) means the product obtained by draining after the coagulation of milk with a harmless milk coagulating agent, under the influence of harmless bacterial cultures.

Cheese shall not contain any ingredients not found in milk, except coagulating agent, sodium chloride, calcium chloride not exceeding 0.02 per cent by weight, annatto or carotene colour; and may contain certain emulsifiers and / or stabilizers, namely citric acid, sodium citrate or sodium salts of orthophosphoric acid and polyphosphoric acid not exceeding 0.2 per cent by weight; wax used for covering the outer surface should not contain anything harmful to the health.

In case the wax is coloured, only permitted food colours may be used. Hard cheese shall contain not more than 43% moisture and not less than 42% milk fat on dry matter. Hard cheese may contain 0.1% sorbic acid or its sodium, potassium or calcium salts; or 0.1% of nisin.

The Standards of Weights and Measures Act, 1976

The Standards of Weights and Measures Act, 1976 and Standards of Weights and Measures (Packaged Commodities) Rules, 1977 are legislative measures are designed to establish fair trade practices with respect to packaged commodities. The rules prescribe that the basic rights of consumers regarding vital information about the nature of the commodity, the name and address of the manufacturer, the net quantity, date of manufacture, and sale price are provided on the label. There are additional mandatory labeling requirements for food items covered under the PFA. The Department of Consumer Affairs in the Ministry of Consumer Affairs, Food, and Public Distribution is the regulatory authority and enforcement agency.

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Milk and Milk Products Order, 1992

Milk and Milk Products Order, 1992 order regulates the production, distribution, and supply of milk products; establishes sanitary requirements for dairies, machinery, premises; and sets quality control standards for milk and milk products. Standards specified in the order are also equally applicable to imported milk products.

The Bureau of Indian Standards (BIS)

The Bureau of Indian Standards (BIS) is the national standards body of India working under the aegis of Ministry of Consumer Affairs,Food & Public Distribution, Government of India. The organization was erstwhile known as the Indian Standards Institution which was founded in the year 1947.

BIS Product Certification Scheme is basically voluntary in nature. Some of the items brought under mandatory certification on consideration of health and safety are milk powder, packaged drinking water, LPG cylinders, oil pressure stoves, clinical thermometers etc.

Food Safety and Standards Bill, 2005

Standards for Food Articles

The Bill prohibits the use of food additives, processing aid, contaminants, heavy metals, insecticides, pesticides, veterinary drugs residue, antibiotic residues, or solvent residues unless they are in accordance with specified regulations. Certain food items such as irradiated food, genetically modified food, organic food, health supplements and proprietary food cannot be manufactured, processed or sold without adhering to specific regulations.

The Bill makes it mandatory for the distributor of a food article to identify the manufacturer and the seller to identify either the manufacturer or the distributor of a food item. Every packaged food product has to be labelled as per regulations in the Bill. The packaging and labelling of a food product should not mislead consumers about its quality, quantity or usefulness.

Food Recall Procedures

The Bill has special provisions for food recall procedures. If a food business operator (i.e., anyone owning or carrying out a business relating to food) considers that a food item is not in compliance with the specified standards, he has to initiate procedures to withdraw the food in question and inform the competent authorities.

Enforcement

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Every food business operator is required to have a licence in order to operate his food business. Petty manufacturers who make their own food, hawkers, vendors or temporary stall holders do not require a licence. Instead, they need to get their businesses registered with the local municipality or Panchayat.

The Bill empowers the FSSA and State Food Safety Authorities* to monitor and regulate the food business operators. The Commissioner of Food Safety of each state appoints a Designated Officer (DO), not below the level of Sub-Divisional Officer, for a specific district whose duties include issuing or cancelling licences, prohibiting sale of food articles that violate specified standards, receiving report and samples of food articles from Food Safety Officers and getting them analysed. The DO also has the power to serve an 'improvement notice' on any food operator and suspend his license in case of failure in compliance with such a notice. The DO also investigates any complaint made in writing against Food Safety Officers. Food Safety Officers are appointed for a specified local area and their duties include taking samples of food articles, seizing food articles that are of suspect quality or inspecting any place where food articles are stored or manufactured.

The State Commissioner, on the recommendation of the Designated Officer, decides whether a case of violation would be referred to a court of ordinary jurisdiction or to a Special Court. Cases relating to grievous injury or death for which a prison term of more than three years is prescribed are tried in Special Courts.

The Bill provides for a graded penalty structure where the punishment depends on the severity of the violation. Offences such as manufacturing, selling, storing or importing sub-standard or misbranded food could incur a fine. Offences such as manufacturing, distributing, selling or importing unsafe food, which result in injury could incur a prison sentence. The sentence could extend to life imprisonment in case the violation causes death. Petty manufacturers who make their own food, hawkers, vendors or temporary stall holders could be fined up to Rs 1 lakh if they violate the specified standards.

In order to judge cases related to breach of specified regulations, the state government has the power to appoint an Adjudicating Officer, not below the rank of Additional District Magistrate. Any person not satisfied by the decision of an Adjudicating Officer has the right to appeal to the Food Safety Appellate Tribunal (or to the State Commissioner until the Tribunal is constituted). The Tribunal enjoys the same powers as a civil court and decides the penalty in case of non-compliance with the provisions of the Act.

Future Prospects

1) Blue Cheese:

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We soon plan on introducing a new variety of cheese known as Blue cheese, which a popular product abroad in places such as Italy and France. Blue cheeses are typically aged in a temperature-controlled environment such as a cave.Blue cheese (or bleu cheese) is a general classification of cow's milk, sheep's milk, or goat's milk cheeses that have had cultures of the mold Penicillium added so that the final product is spotted or veined throughout with blue, blue-gray or blue-green mold, and carries a distinct smell, either from that or various specially cultivated bacteria

The following are its uses:

In a dressing served with Buffalo Wings.

Crumbled into salad.

As a dressing served with raw vegetables, specifically carrots, broccoli, cauliflower,

etc.

Crumbled (and/or melted) onto grilled beef steaks, specifically New York and Kansas

City Strips.

On hamburgers, especially covered with cajun seasoning to form the "Black and

Blue" burger.

Crumbled (and/or melted) onto grilled or roasted lamb, or melted into a sauce with

juices from cooked lamb.

It can be used to flavor a risotto or a polenta. Mixed with other famous Italian cheeses

it forms the condiment for pasta quattro formaggi.

Served by itself with a red wine

Stuffed in green olives to be eaten alone or as a garnish for a martini.

Served on oatcakes, as a popular Scottish dessert.

As a filling within omelettes

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2) New Flavours

We will also introduce various flavours of our cheese such as

Sour cream and onion

Herb flavours

Pepper

Minty Corriander

Masala

Chilli Pepper

Mexican Classic

3) Shredded Cheese

Depending on the success of our Cheddar and Mozzarella Cheese, we will introduce ready made shredded cheese available in small and large packets, so that our customers won’t have to waste time grating and shredding, as they can directly use the ready to use shredded version on our cheese to sprinkle on top of pizzas, pastas, salads and sandwiches.

4)CSR Activities

We also plan on conducting a few CSR activities to give back to our society and the environment. We will route all our CSR activities through ‘Abhiman’ Club At Sfimar, which is a corporate social venture recognizing the Institutes responsibilities not only to its stakeholders but also to the environment and the community within which it operates.

5) Tie Ups

We plan to tie up with airlines such as Spice Jet, Jet Lite, Go Air, Indigo so that they can provide our cheese to their customers at on board meals, we also plan to tie up with Pizza Chains such as Dominoes or Pizza Hut

6) Distribution

From terms of our distribution aspect we plan on making our cheese available in Super Markets such as Spencers, Big Bazzar, Croma, Reliance Fresh etc in Mumbai only for the next 5 years

7) Mascot

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We will set up stalls at various malls around Mumbai such as Inorbit Mall, Oberoi Mall, The Palladium etc where our Mascot Cheesy will be present and he will interact with the customers especially children and the youth, click photos with them and distribute samples for free.

8) Sandwizza

Sandwizza is a popular sandwich joint located across various locations across Mumbai. We plan on finalizing our discussions with them to provide them cheese for their products.