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Aarong Dairy

In: Business and Management

Submitted By mooserko
Words 2776
Pages 12
BUS 620
“Aarong Dairy: Marketing mix”
Submitted to: DR. Jashim Uddin Ahmed
Submitted by:
Mohammed Mostafizur Rahman
ID# 132 0478 060
Date: 10th January, 2014

Abstract
This report is based on the marketing mix of Aarong dairy company which is under BRAC Social Enterprise. The current market situation, position, segmentation, SWOT analysis and marketing mix is described here along with the history and background of Aarong dairy company. I have analyzed the customer behaviour and current market situation of Aarong dairy by using secondary data as there was limitation to gather primary data because of the current political turmoil.
Introduction
BRAC’s microfinance program used to enable farmers to buy land and cows in order to produce milk. While BRAC helped these farmers to generate income through micro financing, dairy farmers still did not have consistent access to the market. The demand of milk in a single village was not enough to generate a hefty profit. A lot of milk wasted because dairy farmers did not have enough demand to sell their milk and no proper refrigeration to store the unsold milk. Sir Fazle Hasan Abed, founder of BRAC, noticed this problem and proposed establishing a milk factory to collect milk from local farmers for a fair price. As a result, BRAC initiated BRAC Dairy & Food Project (BDFP, also known as Aarong dairy) in 1998 to serve as a market for dairy farmers throughout rural Bangladesh. Today, Aarong Dairy not only secures fair prices for its rural entrepreneurs, but has also expanded to offer cattle development and technical training, vaccinations and feed cultivation facilities. Aarong Dairy collects milk from 100 collection and chilling stations located across the country including 10 that are located in ultra-poor areas. Aarong Dairy is currently the only dairy company in Bangladesh to have received ISO 22000

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