Assessing Brand Health for a leading Dairy Brand: Insights from a MarketGenics Study

In India’s ever-changing dairy business, knowing consumer perceptions and market positioning is critical for long-term prosperity. A recent brand health research undertaken by MarketGenics.co provides useful insights into the performance of a well-known dairy brand, in the competitive markets of Kanpur and Lucknow.

Study Overview

MarketGenics.co conducted a complete study that included 200 in-person, semi-structured interviews. The primary goal was to assess the brand’s health across a number of important factors, including brand salience, customer behavior, market positioning, and advertising effectiveness. In this study, an acceptable performance was defined as a norm score of 4 out of 5.

Key Findings

Consumer Behavior & Dairy Consumption Trends

• Daily Consumption: A large 88% of respondents consume dairy products on a daily basis, demonstrating the importance of dairy in their diets.
• Branded Preferences: 83% of customers prefer to buy branded dairy products, primarily from local establishments.
• Monthly spends: Over half of customers (53%) spend between ₹3,001-4,500 monthly on dairy products, with 20% spending more than ₹4,500, indicating a strong market for premium items.
• Purchase Drivers: Brand trust and product diversity have a greater influence on purchase decisions than price and availability.

Brand Awareness & Market Positioning

• Market Leaders: Amul maintains the highest brand awareness, followed by the client’s brand and Mother Dairy.

• Consumer Retention: The client’s brand exhibits strong consumer retention but faces challenges in attracting new customers, as indicated by lower trial rates.

• Awareness Channels: Television advertisements, online promotions, and hoardings are primary sources of brand awareness, with print media playing a lesser role.

Product Consumption & Satisfaction

• Popular products: The most popular goods from the client’s brand are cow milk and paneer, with ghee also having a significant market base.
• Satisfaction Factors: Taste, texture, and freshness are important in driving consumer satisfaction.
• Highlight Product: Toned milk emerges as a highlight product, providing potential for targeted promotion.

Advertising & Brand Recall

While the brand’s advertisement recall is lower than Amul’s, it surpasses that of smaller competitors.

Consumer Loyalty & Future Intentions

• Loyalty: The brand has a high retention percentage among existing customers, indicating strong brand loyalty.
• Trial Rates: Lower trial rates than competitors such as Amul suggest potential impediments to new client acquisition.
• Alternative Choices: In the absence of the brand, most consumers would choose competitor brands rather than actively pursuing it elsewhere, emphasizing the necessity for better distribution and engagement tactics.

Conclusion