1Department of Agricultural Economics, Assam Agricultural University, Jorhat-785 001, Assam, India
Considering the growing demand for milk and competition among different brands available in the market it is important to analyze the product positions in markets. The study was conducted to examine the production, marketing and brand positioning of different milk and milk-based products produced by Ajmer Dairy in Rajasthan. Their products were compared with other popular brands available in the state.
For the study, primary data were collected from the organization to know the production pattern and marketing of the milk by Ajmer Dairy. Brand positioning was analyzed by collecting information directly from the consumers of different available milk brands in Rajasthan.
The study revealed that procurement, processing, production and marketing of milk and milk products were done under the brand name of “SARAS” by Ajmer dairy. The union has 416 milk booths to distribute milk in the entire state. Saras Milk Parlours serves a complete range of milk products to the customers through these booths. It was identified that the organization used two marketing channels for the marketing of milk and milk products. The analysis of brand positioning reflected that loose milk of the SARAS brand was highly preferred consumer product due to its high quality and ease of availability. Products like Ghee, Lassi and buttermilk of SARAS also hold a top brand positioning in the market, compared to other available brands like AMUL and PAAYAS of Rajasthan.
Brand position, Consumer perceptions, Marketing channels, Milk products Marketing, Production pattern
