“Trade Promotion Incentive Scheme: Concept and Implementation Synergy”

9222 Words37 Pages
1.0 Executive Summary: This project is a part of trade marketing. Due to increasing competition in the market, it has now become necessary to sell to the trade first so as to get space in the retailer’s shelf. Mother Dairy Fruits & Vegetables Private Limited launches many trade promotion activities and schemes. As the summers approached and schools and colleges in Delhi/NCR were to close for the summer vacations along with many government offices, it was likely for the milk sales to fall. To retain the sales of Poly Pack Milk, Mother Dairy proposed an incentive scheme to the Retailers, Wholesale Dealers and Home Delivery Agents that sold Mother Dairy milk. The scheme was proposed in all regions of Delhi/NCR. The offer given was of an…show more content…
The main reasons for the low yield are • Lack of use of scientific practices in milking. • Inadequate availability of fodder in all seasons. • Unavailability of veterinary health services. Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. 2.1 The upside: a) Increasing awareness: As India enters an era of economic reforms, agriculture, particularly the livestock sector, is positioned to be a major growth area. The fact that dairying could play a more constructive role in promoting rural welfare and reducing poverty is increasingly being recognized. b) Supply matches demand: Since the demand in the urban scenario is rapidly increasing so is the supply generated by the farmers. c) Surplus capacity: The new dairy plant capacity approved under the Milk & Milk Products Order (MMPO) has exceeded 100 million Liter per day. 2.2 The downside: a) Technological gaps: Several areas of the dairy industry can be strengthened by the induction of state-of-the-art technologies from overseas. 3.0 The Indian Dairy Market Milk

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