Recently Goa Dairy announced its plans to launch its Table butter products in Goa. For us this news brings a smile, simply because a Goan brand is in high spirit to gain dominance in local market and compete with national players.
In this note, we are going to present some statistics/Analysis about this market.
| Product | Table Butter |
| Market Geography | Goa, Karwar, Sindhudurg |
| Market Size | Rs. 80 Crores per Anum |
| Market leaders | Amul and Britania |
| Total Demand | 5000 kgs per day |
| Average Price Range | Rs. 27 to Rs. 40 for indian products |
Some important points to note about this market is that the shelf space is crowded, and is dominated currently either by the established players from India or by imported european products.
(However imported Products mostly find space simply for increasing the aesthetic value of the store)
Also its a urban segment product currently, and majority of the consumers in urban segment are brand councious, also for a product like butter, loyalty is strong.
Selling points are
- Brand Name-(to satisfy the quality quotient)
- Loyalty (primarily for the taste ediction)
- Availability
- Price (this may be the last differentiator)
An important Challenge for Goa dairy would be
1) Target segmenting and 2) Product placement.
If they get these both things right, it will have a smooth entry in the market, which will help them consolidate and capitalise in future.
Not to forget, Goa dairy is a well known brand in Goa for many years and certainly has some advantages compare to its "non-local" competitors.
We wish them luck!
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