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 IIM Raipur conducted a marketing simulation store “Milk’O Mania . The event focussed on the overall milk industry, focussed in and around the state of Chhattisgarh. Idea was to have in depth analysis of the sector from the marketing perspective. 

The event was conducted by the first year students of Post Graduate Programme and was attended by Prof B.S. Sahay, Director IIM Raipur, Prof Vinita Sahay, (Chairperson) Student Affairs, Prof Sanjeev Prashar, (Chairperson) Placements, Prof O.P. Vaidya, Prof Shubhra Hajela and the students of IIM Raipur.
The store was launched with a case study presentation which carried salient features of Indian milk industry, which is largest in the world. More details were shared of the industry growth rate, demand, consumption and some insight on milk products. Further the presentation was divided into detailed analysis of four major players in the state Amul, Deobhog, Dinshaw and Reliance Dairy Foods Limited.
The analysis started from Deobhog brand which came into existence in 2002. Deobogh is the milk brand of Chattisgarh milk cooperative society. Earlier Saanchi brand from Madhya Pradesh was there but the government of Chattisgargh finally decided to launch Deobhog in Sept 2011. Reliance Dairy on the other hand is slowing trying to capture the market without much promotional activities. They focus more on word of mouth strategy. Dinshaw, happens to be state’s biggest player in Ice Cream market and now they are focussing to grow in the milk sector too. Amul is the highest consumed milk brand in Chhattisgarh and students discussed the product mix, promotional strategies, and pricing strategies of the brand. 
Video clip showing the various print advertisements by Amul wherein the famous ‘Amul girl’ taking quirky shots on various events happening in India and across the globe was highly appreciated by the students and teachers alike. 
The presentation was followed by the simulation where the iconic milk cow was smiling on the door to welcome the students in. Inside, the entire product range of the 4 brands was arranged and the students learnt about the packaging of the brands. With the room full of posters, print ads and videos, the students could get a good insight of the promotional strategies of the various brands.
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