Question

Read the passage given below:

(1)	Ratan, a global brand in Dairy products, works on a business model popularly known as, 'The Ratan Model'. This model aims to provide value for money to the customers and protect the interests of farmers simultaneously.
(2)	The Ratan model is a three-tiered structure that is implemented in its Dairy production: Firstly, Ratan acts as a direct link between milk producers and consumers that removes the middlemen. Secondly, farmers (milk producers) control procurement, processing and marketing. Thirdly, it is a professionally managed organization.
(3)	One can understand the Ratan Model better by taking cognizance of 'Ratan's Target Audience', where it has targeted the mass market of India with no premium offerings and works on providing the best quality products at affordable prices.
(4)	So Ratan formulates its pricing policy on the low cost price strategy which has attracted a lot of customers in the past and it continues to do so.
(5)	Another stance used by Ratan's Target Audience is based on customer-wise targeting and industry wise targeting. This strategy divides the target audience on the following two bases :
(6)	Segment wise break down of Customer - Based Target Audience Customers Ratan products Kids Chocolate, Ratan cool, Ratan milk. Youth Ratan Pizza Cheese, Cheese spread, Health Conscious Ratan Shakti, Ratan Lite, Butter. The above table showcases how Ratan has a diversified customer base.
(7)	Industry Based Target Audience: Ratan has segmented milk for various industries such as ice-cream manufacturers, restaurants, coffee shops, and many similar industries. Further, it has segmented butter, ghee and cheese for bakeries, snack retailers, confectioneries, and many more.
(8)	The target audience study tells us that Ratan has a strong presence in both Business to Business and Businessto-Customers.
(9)	Ratan's marketing campaigns and strategies are implemented in a very attractive way. For example, the story of the 'Ratan Girl' is a popular 'ad' icon. It is a hand drawn cartoon of a young girl.

Based on your understanding of the passage answer any Six out of the Seven questions given below:

1. What does 'The Ratan Model' aim at?
2. In dairy production how many tiers are there?
3. Ratan acts as a direct link...? Explain.
4. "Ratan Target audience is described as a diversified market. Explain with reference to the given table.
5. Name the two basis on which Ratan divides the target audience.
6. In which two spheres does Ratan have a strong presence?
7. Which is the most loved ad icon of Ratan?

Answer 1

1. The Ratan Model attempts to give customers value for their money while also defending the interests of farmers.
2. In dairy production, there are three tiers.
3. "Ratan acts as a direct link..." This indicates that Ratan closely connects milk producers and customers through the three-tiered structure of the Ratan Model, which is used in its dairy operations. As a result, farmers (milk producers) have control over purchasing, processing, and marketing. The farmers receive the entire benefit as a result, and intermediaries cannot earn from a commission.
4. The "Ratan Target audience" is said to as a diverse market because every sort of client is taken into consideration while releasing the items. Age group and health are also important factors in segmentation. For example, chocolate, Ratan cool, and Ratan milk are marketed to children; pizza cheese and cheese spread are marketed to young people; and Ratan Shakti and RatanLite butter are marketed to consumers who are health conscious.
5. The basis on which Ratan divides the target audience are:
   
   1. Customer-wise targeting
   2. Industry-wise targeting
6. There are two areas where Ratan is very influential:
   
   1. Business to Business
   2. Business to Customers
7. One of Ratan's most well-known "commercial" icons is the tale of the "Ratan Girl." It features a young girl in a hand-drawn cartoon.