Analyzing the present condition of market to become a market leader in dairy sector: BRAC dairy & food project (Aarong dairy)

Abstract

Aarong dairy is one of the well known brands in dairy sector of Bangladesh. It has started the journey at 1998. Aarong dairy was collecting milk from rural farmers at fair price and sale it to urban consumers. Right now Aarong dairy is belong a good position in dairy market but still they can‟t capture the leading position of dairy sector. Some of their dairy products are popular in the market and those products selling ratio is high like- Pasteurized milk, Milk Powder, UHT Milk and Chocolate Milk etc. Aarong dairy is providing dairy products of perfect quality that drive its vision of a healthy and strong Bangladesh and most of the consumers are satisfied with the quality of their products. I have worked on a project survey in the department of Marketing of Aarong dairy. I have done the sample survey and analyze the whole dairy market of Dhaka zone with another three team members. We have got some major findings regarding consumer preferences, competitor brands and about different kind of shops. We compile all the raw data which we were collecting from dairy market and make complete report on this that Aarong dairy can get clear picture about the present condition of dairy market. They should plan new strategy based on this project findings. Aarong dairy should more focus on their advertisement and they have to be upgraded regarding their new products in the web site or online pages because nowadays consumers are more engaged with online sites. Then, time to time they should monitor the dairy market and as well as they have to analyze their major competitors. After that, they should more focus on pricing policy because most of the time purchasing decision of consumers are depends on reasonable price. Already they are popular for their product quality;however they should more focus on consumer taste and preferences about the quality of dairy products. Another important thing is that they need to increase the products availability in the shop for increasing sales. If, Aarong dairy starts works on all the major findings and follow up regularly then absolutely they will be able to reach in their desirable goal.