Pasteurized Milk Ultra High Temperature (UHT) treated pasteurized milk is being sold in tetra packs and these packs have a self life of three months without refrigeration. The tetra Brick Aseptic (TBA) with 4.5 tab content costs around ` 20-24 per litre. Tetra Find Aseptic (TFA) packs which could preserve milk for 45 days cost about 40% lower than TBA packs. Vijaya uses TFA and the price per litre is ` 19 inspite of the advantage of these kinds of tetra packs, consumer in India have been used to boil milk for generation and may not appreciate the fact that

23

pasteurized milk need not be boiled (even the pouches which are pasteurized milk and refrigerated). Secondly, there is also the taste factor associated with boiling. Tetra packed milk was introduced as early as 1980 by the manufacturers of Amul (GCMMF) but the product didnt catch up. But changing life styles and poor costs (required for refrigeration) may encourage consumer to try this product under the present day context. Tetra pacjk India is attempting to create awareness about the benefits of tetra pack milk. The Annual production of milk around 72 billion litres per annum and out of this only about 12 % is packaged.

Question

1. Suggest a suitable strategy for marketing the product