candia milk

1

MILCY

ALI MUDDASER (L1F12MBAM2109) MARIA SADAR (L1F12MBAM2210)

GROUP MEMBERS

SHEMROZ KHAN (L1F12MBAM2076) NOSHEEN JAFF JAFFAR AR (L1F12MBAM0078) SAAD ALI (L1F12MBAM2013)

MARKETING Se!"#$ S%&'"!!e !#

H ASAD BU

Contents

2

MILCY

Seria l no.

Detail

Page no.

1

EXECUTIVE SUMMERY

3



!VERVIE" !# C!MPANY

%



CAUSES !# #AI$URE !# CANDIA

&

3

PEST$E ANAY$SIS

%

S"!T ANAY$SIS !# CANDIA MI$K

1(

&

MARKETING ANAY$SIS ANAY$SIS !# CANDIA MI$K 

1



PR!DUCT



PRICE



P$ACE



PR!M!TI!N

'

)

RE*$AUNC+ING STRATEGY

1%

'

NE" MARKETING STRATEGY

1)

,





PR!DUCT



PRICE



P$ACE



PR!M!TI!N



PR!CESS



P+YSICA$ EVIDENCE



PE!P$E

ANA$YSIS 

PR!-ECTI!N



EXECTATI!NS



S"!T ANA$YSIS !# MI$CY MI$K 

C!NC$USI!N

E/e0ti2e Sar4

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3&

2

MILCY

Seria l no.

Detail

Page no.

1

EXECUTIVE SUMMERY

3



!VERVIE" !# C!MPANY

%



CAUSES !# #AI$URE !# CANDIA

&

3

PEST$E ANAY$SIS

%

S"!T ANAY$SIS !# CANDIA MI$K

1(

&

MARKETING ANAY$SIS ANAY$SIS !# CANDIA MI$K 

1



PR!DUCT



PRICE



P$ACE



PR!M!TI!N

'

)

RE*$AUNC+ING STRATEGY

1%

'

NE" MARKETING STRATEGY

1)

,





PR!DUCT



PRICE



P$ACE



PR!M!TI!N



PR!CESS



P+YSICA$ EVIDENCE



PE!P$E

ANA$YSIS 

PR!-ECTI!N



EXECTATI!NS



S"!T ANA$YSIS !# MI$CY MI$K 

C!NC$USI!N

E/e0ti2e Sar4

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3

MILCY

Can5 Ca n5ia ia is t6 t6e e 2e 2er4 r4 7o 7o7 7la larr 8r 8ran an5 5 in E Erro7 o7e. e. An An5 5 it 9a 9as s la lan n06 06e5 e5 in Pa:istan Pa:ist an n5er t6e CD$ a 2er4 ;aos il: 8ran5 in Pa:ist Pa:istan. an. A;ter a s6ort tie inter2al< Can5ia ;ails to settle 5o9n in t6e Pa:istan ar:et. Can5ia il: ;aile5 to 5o a 7ro7er a52ertiseent an5 ar:eting 0a7aign. T6e i7ortant attri8tes t6at Can5ia la0:s are 0olor an5 taste o; t6e il:. T6e 0olor is not 7rel4 96ite 5e to 96i06 7eo7le 8egin to t6in: t6at t6e il: is not 7re an5 64gieni0. Anot6er area o; 9ea:ness is t6e 7ri0ing strateg4 se5 ;or Can5ia. Its 7ri0e 9as lo9er t6an t6e ot6er 8ran5s a2aila8le in Pa:istan so t6e t6ing 0oes into t6e in5 o; t6e 0onser t6at its =alit4 5i5 not 7 to t6e ar: ar:.. T6is 5i5 not allo9 Can5ia to 7enetrate t6e ar:et t6e ar:et e>e0ti2el4 e>e0t i2el4.. Pa0:a a0:aging ging is t6e ost i7ortant ;a0tor 0ontr 0ontri8ti i8ting ng to 8a5 taste an5 0oloring o; t6e il:. E2en t6og6 it 6as a USP 7a0:aging< 8t i;  e/7ose5 in t6e snlig6t< t6e il: is 5is0olore5.   T6e4 9ere an5 still not a9are o; t6e original Can5ia< 96i06 9as so 7o7lar in Ero7e an5 ot6er & 0ontries aron5 t6e 9orl5. No9 9e are going to re*lan06 Can5ia again 9it6 a ne9 nae ?MI$CY@. No9< 9e are going to 06anging t6e 7er0e7tion o; t6e 7eo7le. Consers 0oe a0ross an4 7ro50ts 5ail4 8t 5o not al9a4s ree8er t6e all.  T6e ones t6e4 re0all are sall4 t6e ones t6e4 6a2e e/7erien0e5 or st t6e ones t6e4 are e/7ose5 to.  T6ere are soe 7ro50ts to 96i06 t6e4 get e/7ose5 in s06 a 9a4 t6at t6e eor4 o; t6at 7ro50t sta4s 9it6 t6e. So :ee7ing in 2ie9 t6e 0onser nee5 9e are 0oe in to t6e ar:et 9it6 t6e 8ran5 nae MI$CY MI$CY 9it6  9it6 ne9 7ri0ing an5 ar:eting strateg4. No9 9e 9ill totall4 06ange t6e 7er0e7tion o; t6e 0stoer an5 ;a0ilitate t6e in 5i>erent 5i>er ent 9a4. 9a4. #or t6e tie tie 8eing 9e are 0oe into t6e ar:et ar:et 9it6 st il: 8t a;ter t6at 9e also lan06 il: a:e 7ro50ts li:e i0e 0rea< 4ogrt 4og rt<< 0r 0rea ea an5 5i> 5i>er erent ent li= li=i5 i5 a55 a55ers ersBs: Bs:i i il il:. :. A5 A52er 2ertis tisee eents nts<< 7rint e5ia< ele0tri0 e5ia 0a7aign< ra5io< 8ill 8oar5s an5 sales ;or0es st 8e se5 ;or t6e 6ea24 7rootion o; t6e 7ro50t. To 7roote t6e entire site< an online ar:eting 7rogra 9as lan06e5. So0ial 9e8 sites are also se to 7roote t6e 7ro50t. An5 9e assre t6at no9 9e are

4

MILCY

gett ge ttin ing g s s00 00es ess s to 7r 7ro oot ote e t6 t6e e MI$CY. An5 06ange 06ange t6e 7er0e7t 7er0e7tion ion o;  0onser an5 also s00ess;l to get a large ar:et s6are.

!2er2ie9 o; t6e Co7an4 +ale +alee8 e8 #oo5s oo5s P2t. P2t. $t5. $t5. star starte te5 5 its its 8si 8sine ness ss in 1,% 1,% 9it6 9it6 t6e t6e nae nae C6a56r4 Dairies $t5. T6e 7lant s7rea5s o2er 3' a0res o; lan5 96i06 is sitate5 at ) :iloeters ;ro $a6ore Distri0t Cort< 9it6 a 0a7a0it4 to 7ro0ess ,(<((( liters o; il: 7er 5a4 9it6 a la8or ;or0e o; 1&( 9or:ers.  T6e 7ro50tion 7ro0ess starte5 in 1,& 9it6 U+T BUltra +ig6 Treatent li=i5 il: s06 as an initial 7ro50t 96i06 8e0ae 2er4 7o7lar in no tie. CD$ BC6a56r4 Dair4 $iite5 is one o; t6e re7 e7t ta8 a8le le

an5 an 5

ren eno9 o9ne ne5 5

0o7 0o 7an anie ies s

in

Pa:istan. CD$ 9as esta8lis6e5 in 1,% as a 7ri2 7r i2at ate e li lii ite te5 5 0o 0o7 7an an4 4. T6 T6e e 0o 0o7 7an an4 4 0ae 7 9it6 its rst 7ro50t +alee8 Mil: an5 0ontine5 to e/7an5 its 7ro50t line. In 1,,< CD$ intro50e5 F+alee8 Crea 96i06 9as not onl4 lan06 la n06e5 e5 5ir 5ire0t e0tl4 l4 ;or 0on 0ons ser er ar ar:e :ett 8t als also o s7 s77lie 7lie5 5 to an an4 4 i0e 0rea ;a0tories 96ere it 9as se5 as a 0ore ingre5ient. T6e 0o7an4 6as its it s 6e 6ea5 a5 o o0e 0e in $a $a6o 6orre an an5 5 a 7l 7lan antt lo lo0a 0ate te5 5 )& )&*: *:  ;r ;ro o $a $a6o 6orre in H+AIP+ERU. T6e 7lant is e=i77e5 9it6 latest e=i7ent an5 te06nolog4< s7e0ia s7e 0iali lie5 e5 9or 9or: :ers s0i s0ient entist ists s an5 7r 7ro;e o;ess ssion ionals als 96o ass assr re e =a =alit lit4 4 at e2er4 le2el o; 7ro50tion 7ro0ess. C6a56r4 Dairies liite5 is one o; t6ose 96o 6a2e entere5 t6e 5air4 in5str4 o; Pa:istan an5 6a2e 7ose5 serios t6reats to 9ell esta8lis6e5 rs li:e Nestle. T6e nae o; C6a56r4 Dairies liite5 liite 5 9as 06ange5 to +alee8 #oo5s $iite5  $iite5   9it6 e>e0t ;ro #e8rar4< ((%. +ale +alee8 e8Js Js a5i a5ini nist stra rato tors rs 0lai 0lai  t6at t6at t6ei t6eirr 7lan 7lantt a5o7 a5o7te te5 5 t6e t6e late latest st te06nolog4 ;or il: 7ro0essing an5 t6s it 6a5 an e5ge o2er ot6er aron5

5

MILCY

t9ent4 7lants in 0o7etition in0l5ing Mil: 7a: as all ot6er 7lants

9ere

8ase5 on o8solete Ero7ean

te06nolog4. T6e i5ea 8e6in5 U+T in2estent 9as to 7ro2i5e 0onsers 9it6 t6e 8est =alit4 o; 7a0:age5 5air4 an5 ;oo5 7ro50ts t6at no ot6er 0o7an4 0an 7ro50e. A8ot ;or 4ears later< t6e 0o7an4 5e0i5e5 to enter a oint 2entre 9it6 #riesl an5 #ris0o Doo B##D o; Net6erlan5s an5 0ontine5 t6e a0ti2it4 ;ro No2e8er 1, to De0e8er 11. T6is oint 2entre 5i5 not last 2er4 long 8e0ase o; t6e 06ange in glo8al strateg4 o; ##D an5 9as ai0a8l4 5issol2e5. +alee8 t6en 9ent on its o9n till De0e8er 1, till it signe5 a 0ontra0t 9it6 Can5ia t6at is a ar:et lea5er in #ran0e. Un5er t6is agreeent< t6e 0o7an4 lan06e5 Can5ia 2ale a55e5 li=i5 il: 7ro50ts all o2er t6e nation. T6e a52antage o; t6is agreeent t6at +alee8 too: is t6at +alee8 no9 6as a00ess to t6e latest te06ni=e o;  7ro50tion< te06ni0al :no9*6o9< et0. T6is a5e t6e 0o7an4 gain an4 s00esses on 5i>erent ;rontiers an5< no9 it 0o7etes 2er4 9ell 9it6 all ot6er ltinationals an5 6as an e5ge o2er all national 0o7anies a0ti2e in t6e 5air4 in5str4 in Pa:istan. Can5ia is a 7ro50t o; CD$< 96i06 9as lan06e5 in 1. Can5ia is a #ren06 8ran5 an5 it is 7ro0esse5 an5 7a0:e5 n5er an5 li0ense5 in CD$. Can5ia alrea54 is a 2er4 7o7lar 8ran5 in Ero7e an5 ot6er & 0ontries. No9 it 9as also a2aila8le in Pa:istanJs aor 0ities n5er CD$ 5istri8tion 06annels. CD$ in2este5 aron5 (( illion r7ees to lan06 Can5ia in Pa:istan ot o; 96i06 1( to 1& illion 9ere s7ent on its a52ertiseents as it 9as lan06e5 earl4 5ring t6e "orl5 C7 o; 1. Can5ia is Ero7es N8er !ne selling il:. CD$ #oo5s $iite5 an5 Can5ia o; #ran0e 6a2e oine5 6an5s to 8ring t6e 7eo7le 6ig6est =alit4 il:. #or t6e rst tie in Pa:istan< CD$ #oo5s $iite5 6as intro50e5 il:

6

MILCY

7a0:e5 in ;oo5 gra5e 7lasti0 8ottles. T6ese 8ottles are an;a0tre5 ;ro i7orte5 aterials at CD$ #oo5s latest 7lant. T6e4 ensre longer s6el;  li;e< 6ig6est =alit4 an5 storage 9it6 ease o; se.

Soe Cases o; #ailre o; Can5ia 

P!!R ADVERTISING AND MARKETING CAMPAIGN

Can5ia il: ;aile5 to 5o a 7ro7er a52ertiseent an5 ar:eting 0a7aign.  T6ere 9as 6ar5l4 an4 on air a52ertiseent an5 no ot6er e5i ;or a52ertiseent 9as se5. 

C!$!R AND TASTE

 T6e i7ortant attri8tes t6at Can5ia la0:s are 0olor an5 taste o; t6e il:.  T6e 0olor is not 7rel4 96ite 5e to 96i06 7eo7le 8egin to t6in: t6at t6e il: is not 7re an5 64gieni0. 

PRICING

Anot6er area o; 9ea:ness is t6e 7ri0ing strateg4 se5 ;or Can5ia. Its 7ri0e 9as lo9er t6an t6e ot6er 8ran5s a2aila8le in Pa:istan so t6e rst t6ing 0oes in t6e 0onser in5 t6at t6e il: is not o; goo5 =alit4 an5 s8stan5ar5. 

PACKAGING

Pa0:aging is t6e also ost i7ortant ;a0tor 0ontri8ting to 8a5 taste an5 0oloring o; t6e il:. E2en t6og6 it 6as a USP 7a0:aging 8t i; e/7ose5 in t6e snlig6t< t6e il: is 5is0olore5. 

HRANDING

 T6e nae Can5ia 9as relati2el4 n:no9n to t6e 7eo7le o; Pa:istan an5 an4 t6og6t it 9as soe :in5 o; 0an54 or soet6ing o; t6at sort. T6e4 9ere an5 still not a9are o; t6e original Can5ia< 96i06 9as so 7o7lar in

7

MILCY

Ero7e an5 ot6er & 0ontries aron5 t6e 9orl5. T6e 8ran5 6as La2or o;  il:s rat6er t6an st 7lain il:. 

PR!DUCT GR!"T+

Anot6er aor reason ;or t6e ;ailre o; Can5ia is t6at t6e 0o7an4 6as not 8een a8le to in0rease t6e 5e7t6 o; t6eir 7ro50t sin0e lan06ing its La2ors< 0olors< sies< an5 o2erall 2ariet4. T6ese inno2ations are ne0essar4 to 0reate a goo5 iage o; t6e 8ran5 in t6e in5 o; t6e 0onser. 

INCENTIVES

No in0enti2e or 5is0onts are o>ere5 to t6e 0onsers. No 8l: 5is0onts are gi2en eit6er. T6e 0o7etitors 6o9e2er< ;ollo9 t6is 7ra0ti0e. Can5ia 9as also not gi2en in0enti2es to t6e retailer or 96olesaler to 7osition t6e Can5ia in its s6o7. 

#ACI$ITATI!N

CD$ is also not 7ro2i5ing 5ee7 ;reeers an5 ;ri5ges to 8ig retail otlets an5 5e7artental stores o; Can5ia. De to t6is< t6ere are an4 areas 96ere Can5ia il: is not 7er;oring 9ell< es7e0iall4 in areas o; t6eir target ar:ets.

Pestle Anal4sis In anal4ing t6e en2ironental ;a0tors it is i7ortant to i5enti;4 t6e ;a0tors t6at ig6t a>e0t n8er o; 2aria8les t6at are li:el4 to inLen0e s77l4 an5 5ean5 o; organiation 7ro50t an5 also its 0ost le2els.

8

MILCY

P!$ITICA$ Coon 7er0e7tion is t6at it is a 9ea: go2ernent< ne2ert6eless 8a0:e5 84 t6e 9estern 7o9ers Pa:istan 6as a 5eo0rati0all4 ele0te5 go2ernent 96ere t6e rling 7art4 is Msli leage BN. Pa:istan 6as alrea54 ;a0e5 an4 8lo9s in t6e 7oliti0al 6istor4 as 9e 6a2e seen no lea5er a;ter M6aa5 Ali -inna6. Martial la9 an5 5eo0ra04 0on0e7ts 6a2e 0reate5 6ge ess. As entione5 earlier< a 9ea: go2ernent 0an 06ange at an4tie< 96i06 a4 translate into a 06ange at t6e to7 anageent o;  an4< i; not all o; t6ese go2ernent o9ne5 organiations. Ht 9e are tal:ing a8ot 0rrent go2ernent 7er;oran0e t6e4 are 6an5le an4 6ealt6 isses 2er4 9ell. T6e 6ealt6 an5 ;oo5 inister loo: 2er4 0are;ll4 t6e ar:et sitation. An5 go2ernent also reglates t6e 7ri0es o; t6e 7ro50t 2er4 9ell.

EC!N!MIC

9

MILCY

Une7lo4ent is rising regar5less o; t6e ;a0t t6at la8or s77l4 is 6ig6 an5 a2aila8le at lo9 0osts. Distri8tion o; 9ealt6 s4ste 0ontines to 9orsen 4ear a;ter 4ear 8e0ase t6e ga7 8et9een t6e ri06 an5 t6e 7oor 0ontines to 9i5en. !; t6e general 78li0 6as 5e0rease5. T6is is a7art ;ro t6e nan0ial ai5 7a0:ages it 0ontines to a00e7t ;ro 0ontries li:e t6e Unite5 States o; Aeri0a an5 ot6er #rien5s o; Deo0rati0 Pa:istan. Pa:istanJs integration 9it6 t6e glo8al e0ono4 6as 8rog6t 7ositi2e 06anges to its o2erall e0ono4< in0l5ing in0rease in GDP an5 5e0line in i7ort 5ties. Regar5less o; soe 7ositi2e 06anges< ne7lo4ent an5 7o2ert4 are on t6e rise. T6is is ;rt6er tro8lesoe 8e0ase 9ages in t6e 7ri2ate se0tor 6a2e 8een on an in0rease as 7er t6e 5ean5 to 0o7ete in t6e glo8al ar:et. So to s 7 t6e e0onoi0 0on5itions are not sta8le.

S!CIA$ +ealt6 an5 E50ation se0tors are t6e t9o ost i7ortant se0tors ;or an4 0ontr4<

s7e0iall4

a

5e2elo7ing

nation.

It

is

t6e

go2ernentJs

res7onsi8ilit4 to 7ro2i5e t6e 8est 7ossi8le 6ealt6 0are an5 e50ational ;a0ilities ;or its 7eo7le. Un;ortnatel4< t6ese are t6e t9o areas 96ere t6e go2ernent allo0ates t6e least aont in t6eir annal 85get. T6ere are so an4 ;a0tors also in0l5e5 in so0ial en2ironent li:e 0onser 8e6a2ior< 7er0e7tion.

 TEC+N!$!GICA$  Te06nologi0al e/7ertise is rea5il4 a2aila8le in t6e 0ontr4 9it6 o2erLo9 o;  IT 7ro;essionals in 5i>erent in5stries. T6ere 6as 8een an iense te06nologi0al i7ro2eent in t6e in5strial se0tor. In5strialiation in t6e 0ontr4 is ;airl4 stagnant 9it6 international in2estors =ite 9ar4 o;  entering t6is ris:4 Pa:istani ar:et. T6ere;ore< latest an;a0tring te06nolog4 is signi0antl4 issing ;ro t6e ar:et. As a reslt< t6e

10

MILCY

0ontries i7orts are 6ig6er t6an its e/7orts. An5 t6e ain e/7orts are ;ro t6e agri0ltral an5 te/tile se0tor.  T6ere 6as 8een a longstan5ing nee5 to 5e2elo7 t6e in5str4Js 7ro50t i/ 7arti0larl4 so gi2en t6e 0o7etiti2e 7ressres asso0iate5 9it6 t6e re0ent 5air4 0oo5it4 7ri0e 5e0reases an5 t6e ongoing reo2al o; 7ri0e s77orts. T6e in5str4 nee5s to 8e0oe less reliant on lo9 argin 0oo5it4 7ro50ts an5 ;o0s ore on t6e 6ig6er 2ale a55e5 7ro50ts.  To a06ie2e t6is< ongoing resear06 an5 5e2elo7ent an5 te06nologi0al i7ro2eents are re=ire5.

$EGA$  T6e la9 an5 or5er sitation is Pa:istan is not goo5. T6e en2ironent is not sa;e 5e 5i>erent ene4 ;or0es. Moreo2er

t6e 5i>erent 7oliti0al

0a7aigns also 5istr8 t6e la9 an5 or5er sitation a lot. $egal ;a0tors in0l5e 5is0riination la9< 0onser la9< antitrst la9< e7lo4ent la9< an5 6ealt6 an5 sa;et4 la9. T6ese ;a0tors 0an a>e0t 6o9 a 0o7an4 o7erates< its 0osts< an5 t6e 5ean5 ;or its 7ro50ts.

ENVIR!MENTA$ En2ironental ;a0tors in0l5e e0ologi0al an5 en2ironental as7e0ts s06 as 9eat6er< 0liate< an5 0liate 06ange< 96i06 a4 es7e0iall4 a>e0t in5stries s06 as toris< ;aring. #rt6erore< gro9ing a9areness o;  t6e 7otential i7a0ts o; 0liate 06ange is a>e0ting 6o9 0o7anies o7erate an5 t6e 7ro50ts t6e4 o>er< 8ot6 0reating ne9 ar:ets an5 5iinis6ing or 5estro4ing e/isting ones.

11

MILCY

S9ot Anal4sis o; Can5ia

STRENGT+S #ollo9ings are t6e ain strengt6s o; Can5ia il: 

 T6e aor strengt6 o; Can5ia is t6e 7ro50t itsel; 8e0ase t6ere is no ot6er 7ro50t 9it6 s06 ni=eness in t6e ar:et.



It 9as ore 0araelie5 il: in its natre as 0o7are5 to ot6er 7ro50ts o; ar:et.



It 9as in a 8ottle s6a7e so it 9as easier to o7en. -st ta:e t6e li5 o>  an5 7or il:.



Pa0:e5 in ;oo5 gra5e 7lasti0 8ottles. T6ese 8ottles are an;a0tre5 ;ro i7orte5 aterials at CD$ #oo5s latest 7lant. T6e4 ensre

 

longer s6el; li;e< 6ig6est =alit4 an5 storage 9it6 ease o; se. Can5ia il: 0o7rises international 7a0:aging. A>or5a8le an5 reasona8le 7ri0ing strateg4 9as ;ollo9e5 84 t6e.

12

MILCY

"EAKNESS #ollo9ings are t6e ain 9ea:nesses o; Can5ia il: 

 T6eir 7ro50t is ignoring ;eale taste Mostl4< Men se to 5rin: t6i0: il: as 0o7are5 to "oen.



 T6e 0olor o; t6e il: 9as 4ello9is6 t6s a:ing t6e 0onsers rel0tant to 84.



 T6ere is no rnning 7rootion. !nl4 Ni06e ar:ets targete5 to ser2e t6e li:es o; N.".#.P an5 Pna8.



Msi0 7la4s a 2ital role in ar:eting o; an4 7ro50t. A00or5ing to one resear06 in '( a5s< it is si0< 96i06 attra0ts t6e attention o;  a5ien0e. T6e a5s ;or Can5ia 5i5 not 6a2e an4 si0 or elo54 in t6e.



Prootional strateg4 9as 7oor an5 re=ire5 6ge 0a7ital.



Consers get ore attra0te5 t6rog6 0o7etitorJs 7ro50ts an5 t6e4 are ;aile5 in 0on2in0ing t6e.

!PP!RT+UNITIES #ollo9ings are t6e ain o77ortnities o; Can5ia il:  

 T6e4 0an intro50e La2ore5 il:. Hig Mar:et is t6ere 8e0ase '' o; t6e ar:et s6are is 4et to 8e 0a7tre5.



$arge CD$ 5istri8tion 06annel.

 T+REATS #ollo9ings are t6e ain t6reats o; Can5ia il: 

+alee8 il: is its 8iggest t6reat sin0e t6ere 9ill 8e a 0anni8aliing sitation in t6e ar:et at t6at tie.



 Tetra Pa0: is t6e 8iggest t6reat ;or CANDIA 8e0ase it 9as t6e onl4 8ottle5 natral 7ro50t in Pa:istan.

13

MILCY 

In Pa:istan 7eo7le are a;rai5 to tr4 ne9 7ro50t< la0: o; interest s6o9s a8ot 7ro50t.



Co7etitorJs iage 9as 2er4 strong in t6e ar:et.

Mar:eting Anal4sis o; Can5ia

PR!DUCT 

P$ACE

CANDIA M$K 

PRICE

PR!M!TI! N



PR!DUCT

Can5ia no 5o8t t6e 6ig6 =alit4 il: 8t ;ails to 0a7tre t6e ar:et. T6e 0ore o8e0ti2e 7ro50t o; t6e Can5ia is t6e U+T il:. It 9as 7ositione5 aong its 0stoers as ntritios< energiing< an5 taste;l. T6at is s7e0iall4 a5e ;or sart< 6ealt64 an5 energeti0 7eo7le. Can5ia also 6as an a52antage as a ;oreign 8ran5O ;oreign nae< 8e0ase it is 2er4 ;aos 8ran5 o; Ero7e.

14

MILCY

CD$ #oo5s $iite5 6as intro50e5 il: 7a0:e5 in ;oo5 gra5e 7lasti0 8ottles. T6ese 8ottles are an;a0tre5 ;ro i7orte5 aterials at CD$ #oo5s latest 7lant. T6e4 ensre longer s6el; li;e< 6ig6est =alit4 an5 storage 9it6 ease o; se. Can5ia 9as 7ro2i5e5 il: in 7lasti0 8ottles t6atJs 9as 6is iitati2e in Pa:istan 8e0ase no one in t6e ar:et 96o 7ro2i5e il: in 8ottles 8t still it 9as ;ails in ar:eting. More o; a8o2e Can5ia 9as no inno2ation strateg4 in its 7ro50t. T6e4 st 9ant to 0a7tre t6e ar:et 9it6 t6e single il: 8ran5 9it6 liite5 2ariet4. !ne 5isa52antage o; Can5ia is also t6at it 9as st a2aila8le in  ranges t6e sers o; &(l 0anJt se t6e Can5ia 8e0ase o; na2aila8ilit4 o; s06 7a0:ing. An5 t6e Can5ia loses its ar:et s6are 5e to not 6a2e sall 7a0:ing ;or in5i2i5al sers. Can5ia is a2aila8le in 8ottles in t6e ar:et in t9o ranges RANGES OF *ANDIA +00 ', 1 ,"!e

PRICE

Pri0e s6ol5 8e a00or5ing to t6e 7ro50t 5ean5 o; 78li0. Pri0es s6ol5 8e t6at 96i06 gi2es a/i re2ene to t6e 0o7an4. Pri0es s6ol5 not 8e too 6ig6 or too lo9 ;ro  T6e 7ri0es 96i06 0olle0t 84 t6e 0o7otators 9as 06arging 84 t6eir 0stoers ot6er9ise No8o54 9ill 7r06ase t6eir 7ro50t. Can5ia 9as 06arging lo9 7ri0es as 0o7are to its 0o7etitors. An5 t6e 06arges o; t6e il: are as ;ollo9

RANGES OF

PRI*ES

15

MILCY

*ANDIA +00 ', 1 ,"!e

RS. 1& RS. 3(

P$ACE

 T6e 7la0eent o; Can5ia 9as also no intensi2e. Can5ia 9as 5istri8te5 t6rog6 t6e CD$ 5istri8tion. No 5o8t t6e 5istri8tion o; CD$ 9as 8ig enog6 8e0ase t6rog6 t6at 5istri8tion CD$ 9as 5istri8te5 +alee8 il: an5 t6at as a 2er4 9ell :no9 8ran5 o; at t6at tie. Ht still t6e 5istri8tions o; CD$ 9ere no so intensi2e or 0a7tre all t6e areas o;  Pa:istan.



PR!M!TI!N

Soe 7ro50ts 6a2e attri8tes li:e Las64 7a0:aging or soet6ing nsal. !t6er soe ;a0tors in0l5e t6e 9a4 t6e 7ro50t is 7roote5< 6o9 it is a52ertise5< an5 96o en5orses it. T6e e5i se5 ;or a52ertising 7la4s an i7ortant 7art in t6e learning an5 eor4 o; a 0onser 0on0erning a 7arti0lar 7ro50t. CD$ in2este5 aron5 (( illion r7ees to lan06 Can5ia in Pa:istan ot o; 96i06 1( to 1& illion 9ere s7ent on its a52ertiseents as it 9as lan06e5 earl4 5ring t6e "orl5 C7 o; 1. Ht t6e a52ertiseent o;  Can5ia 9as not so e>e0ti2e 8e0ase it ;ails to gras7 t6e attention o;  0onsers. T6e4 ;ail to 8il5 its iage in t6e 0onsers in5.

Re8ran5ing

"e are 0oe in to t6e ar:et 9it6 ne9 8ran5 nae in to t6e 7la0e o;  Can5ia il: an5 t6e ne9 nae 9e 06oose t6at is MIL*. . An5 or ission or slogan 9ill 8e

16

MILCY

?INSPIRATI!N #!R +EA$T+IER $I#E@

More o2er s also 0oe 9it6 ne9 ar:etingO 7rootional an5 7ri0ing strateg4 in to t6e ar:et an5 no9 9it6 7ro50t 9e 9ill also 7ro2i5e ser2i0es to or 0stoers. No9 9e 9ant to ser2e or 0stoers in 5i>erent 9a4s. "e 9ill also ;o0s on inno2ation an5 resear06 an5 5e2elo7ent. An5 or ne9 logo is ;ollo9ing 8elo9

More o2er s also 06ange t6e 7a0:ing la8eling. An5 also 0oe 9it6 ne9 ;eatres 96i06 no one 6as. No9 9e 9ill 8ase or ;on5ation on ?QUA$ITY@. An5 t6e =alit4 9e 9ill ne2er sa0ri0es. An5 or =alit4 ;on5ation 6as ;ollo9ing 7illars 96i06 are as ;ollo9

17

MILCY

#ollo9ing a8o2e 7oints 9e 9ill ;ollo9 to 8e a 7art o; 7otential ar:et. An5 9e are 9it6 t6e 6o7e t6at 9e 9ill get s00ess i; 9e 9ill ;ollo9 t6e ;ollo9ing 7oints o; =alit4. An5 9e 9ill tr4 to t6in: or go 8e4on5 one ste7 a6ea5 ;ro or 0o7etitors.

Ne9 Mar:eting Strateg4  T6e ar:eting i/ is t6e set o; a0ti2ities an5 ta0ti0al ar:eting tools 7ro50t< 7ri0e< 7la0e< 7rootion t6at t6e rs 8len5 to 7ro50e t6e res7onse it 9ants in t6e target ar:et.  T6e ar:eting i/ 0onsists o; e2er4t6ing t6e r 0an 5o to inLen0e t6e 5ean5 ;or its 7ro50ts. T6e % PJs o; ar:eting i/ are    

Pro50t Pri0e Pla0e Prootion

Instea5 o; a8o2e 9e are also 7ro2i5e t6e ser2i0es to or 9ort64 0stoers< so t6atJs also in0l5es 3 ore PJs o; ser2i0es in5str4 

Pro0ess

18

MILCY  

P64si0al e2i5en0e Peo7le

PR!DUCT 

PRICE

P$ACE

PR!M!TI!N

PE!P$E

PR!CESS P+YSICA$ EVIDENCE

PR!DUCT Pro50t eans t6e goo5s an5 ser2i0es 0o8ination t6e 0o7an4 o>er to t6e target ar:et an5 0stoers. Pro50ts in0l5e 764si0al o8e0ts< ser2i0es< e2ents< 7ersons< 7la0es< organiations< i5eas< or i/es o; t6ese entities. !r 7ro50t is Mil04 96i06 is energeti0 an5 6ealt64. T6e 7re2ios nae o; MI$CY il: 9as Can5ia an5 ne9 logo an5 la8eling are 5esigne5 to 7roote an5 sell t6e 7ro50t. #ollo9ing are t6e logo 96i06 9e 9ill lan06 in t6e ar:et

 Soe i7ortant 7oints relate5 to t6e MI$CY P-#%! /%,"!

19

MILCY

"e are ore ;o0s on t6e =alit4 o; t6e il: 8e0ase Can5ia 9as ;ail 5e a lot o; =alit4 isses. T6e 0olor o; t6e il: 9as no 7rel4 96ite. An5 9e tr4 or 8est to 7ro2i5e t6e =alit4 il: to or 9ort64 0stoers. "e 9ill esta8lis6 t6e =alit4 0enters to 7roote t6e taste an5 =alit4 o; t6e il:. An5 it also in0l5e in or slogan t6at< INSPIRAION FOR HEALHIER LIFE.

 Its ot6er ;eatres in0l5e Ri06 0olor  #res6 taste an5 sell  $ong e/7ir4 5ate *#-e &e$e4! #5 !e -#%! 

Core 8enet o; MI$CY il:< to 7ro2i5e 6ealt6 an5 ntrition to t6e 0stoer. An5 7ro2i5e t6e ne0essar4 2itains an5 7roteins to 0stoer t6rog6 il:. Ee!!"#$ &#%! #%- -#%!

"e 9ill ;lll t6e e/7e0tations o; or 0stoer. Cstoer e/7e0ts t6at t6e il: is 7re an5 6a2e goo5 =alit4 t6at is 8ene0ial ;or t6e 6ealt6. "e 9ill tr4 to 7er;or 8e4on5 t6e e/7e0tations o; t6e 0stoers. D"e-e$!"!"#$ #5 #%- -#%!

"e 9ill 7ro2i5e t6e 1(( 7re il: to t6e 0stoer. !r =alit4 7ro2i5e5 t6e a/i satis;a0tion to t6e 0stoer. "e 7ro2i5e t6e garantee in goo5 =alit4 an5 9e 7roise5 to aintain t6e =alit4. Qalit4 an5 ser2ing st4le 9ill 8e t6e 5i>erentiation 7oint. Ne: -#%! ee!!"#$

"e 8elie2e on inno2ation so 9e 0ontino t6e 5i>erent t47es o; inno2ation an5 t6en intro50e t6e ne9 an5 5i>erent =alit4 7ro50t in t6e ar:et. P-#%! ,"5e ,e

"e are al9a4s trie5 to loo: on t6e gro9t6 o; MI$CY il:< an5 as 9e are 0oe 9it6 ne9 ar:eting te06ni=e an5 strategies 9e are at intro50tion stage. P-#%! P#;"!"#$"$<

20

MILCY

It is 7ositione5 aong its 0stoers as ntritios< energiing< an5 taste;l Mil04. T6at is s7e0iall4 a5e ;or sart< 6ealt64 an5 energeti0 7eo7le an5 no restri0tion ;or an4 age liit. P-#%! A!!-"&%!e;

MI$CY il: 6as ri06 taste an5 i/ 9it6 =alit4 Ingre5ients. Mil04 0ontains ingre5ients as ;ollo9s

B-$"$< $ =<"$<

 T6e nae o; Mil04 is 7rinte5 on its 7a0:. A ;or 0ornere5 s=are 7a0:< a5e o; 6ig6l4 64gieni0< si/ la4ere5 tetra 7a0: is se5 as 0ontainer. !t6er la8eling 7rinte5 on t6e 7a0: in0l5es ingre5ients< e/7ir4 5ate< an5 7ri0e an5 8at06 n8er. An5 one ;eatre 9e a55 t6at 9e are a55s t6e 8enets o; ta:ing il: on reglar 8asis an5 5isa52antage o; not ta:ing t6at. 

I; 9e tal: a8ot its 0arton 7a0:ing .&liter 9ill 8e 7a0:e5 in 8o/



7a0:ing 0ontaining % 7a0:s in it. An5 .&( liter 9ill 8e 7a0:e5 in also a 8o/ 7a0:ing 0ontaining 1



7a0:s in it. 1 liter ;ail4 7a0: 9ill 8e 7a0:e5 also in 0ar5 8oar5 7a0:ing o; 



0ontaining 1 7a0:s in it.  liter e0onoi0al 7a0: 9ill 8e 7a0:e5 in 7lasti0 8ag o; 0ontaining  st ) 8ottles in it.

21

MILCY

No9< 9e tal: a8ot t6e in 96i06 9a4 9e ser2e to or 0stoers. "e are 0oe into t6e ar:et to ;lll t6e nee5s o; 5i>erent 0stoers 9it6 t6eir 5i>erent nee5s. "e are 0oe 9it6 9i5e 2ariet4. Kee7ing in 2ie9 t6e 0stoer nee5 an5 5ean5 or il: MI$CY is a2aila8le in ;ollo9ing ranges RANGES

PA*KING

OF MILK.  0>2+ ,"!e-

ARIBUE Personal 7a0:

0>+0 ,"!e-

Me5i 7a0:

1 ,"!e-

#ail4 7a0:

2 ,"!e-

E0onoi0al 7a0:

?-"e!

"e 9ill 0oe 9it6 a lot o; 2ariet4 o; il:. T6at is st 5oing too little 8it 5i2ersi;4 t6e MI$CY il: an5 to gi2e 5i>erent tastes. An5 t6atJs also ;or t6ose 0stoers 96o 5onJt li:e il: so 9e gi2e t6e 5i>erent 5eli0ios taste ;or 6i.

 T6at La2or il: 9ill 8e a2aila8le in st one range 96i06 is o; 3((l an5 its 7ri0e 9ill 8e Rs. 3. An5 t6atJs ;ll o; 6ealt6 an5 ntrition 7o9er. So 9e are 0oe in t6e ar:et 9it6 ;ollo9ing 5i>erent La2ors

22

MILCY

RANGES OF FLA?OR MIL*.  MILK  B$$ M",=  S!-:&e-- M",=  *##,!e M",=  A,'#$ M",=  *#ee M",=  ?$",, M",=  M$<# F,@#-

PRICE  T6e 7ri0es o; MI$CY il: are 8ase5 on t6e 0ost o; ingre5ients 96i06 are se5 ;or t6e a:ing o; il: an5 as 9ell as ot6er o7erational 0ost li:e 7ro0essing< 7a0:aging an5 logisti0s. Soe i7ortant ;a0tors or o8e0ti2es o; 7ri0ing are M"'%' -#4! '-<"$

MI$CY il: i7ortant 7ri0ing o8e0ti2e is to 7ro2i5e 6ig6 =alit4 an5 ta:e 7rei 7ri0e to t6eir 0stoers ot6er t6an t6eir 0o7etitors 8e0ase o;  8ran5 iage an5 7ro50t 5i>erentiation. He0ase 9e are 9it6 t6e 7er0e7tion t6at as t6e 7ri0es are 6ig6 0onser 9ill 7re;er t6at one 8e0ase t6e4 t6in: t6at t6e 7ro50t is o; 6ig6 =alit4. /%,"! ,ee-;"

MI$CY il: 0ore o8e0ti2e is to 7ro2i5e a5e=ate =alit4 to t6eir 0stoers. An5 9e 7roise to or 0stoers t6at 9e 7ro2i5e t6ose range 96i06 are 8ene0ial ;or t6e 0stoerJs 6ealt6 an5 t6e4 ;lll t6eir 7roise. De to or =alit4 9e 9ill 8e0oes t6e 0stoer rst 06oi0e 2er4 soon. L#$< -e,!"#$;" :"! %;!#'e-

MI$CY 9ill 7ro2i5e =alit4 7ro50ts to t6eir 0stoers. MI$CY 9ill gi2e goo5 8enet against t6eir 0ost so t6atJs lea5s to long ter relation an5 7roise to 7ro2i5e t6e =alit4 ser2i0es as 9ell in 5i>erent 9a4. P;#,#<", P-""$<

23

MILCY

Mil04 7s406ologi0al 7ri0ing se5< i*e 6ig6 7ri0e are =ote5 as nestle are 5oing in t6e ar:et< 96i06 reLe0t Mil04 7ositioning< as F6ig6 7ri0e ;or 6ig6 =alit4J. Mil04 is a ar:et ;ollo9ers< Mil04 res7on5 to t6e 7ri0e strateg4 o;  ar:et lea5er Nestle. An5 9e 9ill 0oe 9it6 o55 7ri0ing strateg4 An5 8elo9 are t6e gi2en 7ri0es 96i06 are 06arge 84 t6e MI$CY il: RANGES

PA*KING

AMOUN IN

OF MILK.  0>2+ ,"!e-

ARIBUE Personal 7a0:

RUPEES 

0>+0 ,"!e-

Me5i 7a0:

&

1 ,"!e-

#ail4 7a0:



2 ,"!e-

E0onoi0al 7a0:

1,

300 ML

#la2ore5 Mil:

3

P$ACE We will use intensive distribution tecni!ue to "l#ce MILCY $il% #nd $#%e it #v#il#ble #t ever& bi' or s$#ll so"( )**ective distribution tr#inin' will be 'iven to te s#les "erson to en#nce te distribution tecni!ue o* te s#les "ersons or $#%es #v#il#ble te MILCY  "roducts #t #ll over te countr&( # MILCY #v#il#bilit& is our core ob+ective( We will $#%e te stron' in*r#structure o*  distribution( We will $#%e structure o* s#les #nd distribution wic is s"re#d in #l$ost ever& cit& #nd s$#ll towns( ,s our co$"etitor -estle do. te& s"re#d its "roducts #round 600 o* /#%ist#n s$#ll or l#r'e towns wit te $ore t#n 6000 *ield *orce #nd $ore t#n 1500 veicle to $eet te de$#nd o*   "eo"le( or te s$#ll streets nestle #lso "rovide bi%es to teir s#les *orce were v#n c#nnot entre( ese #re te stron' ste"s #re t#%en b& te -estle to $#%e #v#il#ble teir "roduct ever&were in te $#r%et( o we w#nt to 'o one ste" #e#d *ro$ -estle( We #lso $#%e te s#les *orce to $#%e #v#il#ble our "roducts #ll over te /#%ist#n( /rovide veicles *or *#cilit#te te$ in distribution( ,nd

24

MILCY tou' $onitorin' de"#rt$ent e#d will loo% out te$( We will #lso "rovide 'ood incentives to te s#les *orce to 'r#s" is $otiv#tion #nd cour#'e(

We will divide te countr&s "rovinces in di**erent ones #nd di**erent ones #re *urter  divided in re'ions #nd re'ions #re divided in di**erent #re#s( ,nd te s#les *orce will ti$el& re#c its "#rticul#r #re# *or deliver&( is e**ort is done to $#%e #v#il#ble #ll our /#%ist#n( It will be cle#rer wit te el" o* *ollowin' /,-  C-L di#'r#$

25

MILCY

 PR!VINCES !NES REGI!NS AREAS SA$ES STA##

We will c#"ture #ll te stores *or distribution we#ter s$#ll or l#r'e or #t #n& were in /#%ist#n( MILCY uni!ue sellin' "oints #re #ll te su"er de"#rt$ent#l stores li%e Y/)  , M) or di**erent *#$ous stores in di**erent loc#lities o* di**erent cities #nd cover  te so $#n& l#r'e stores #round te countr&( MILCY $il% is #*ter w#reouses 'oes to te distributors ten woles#lers #nd ten ret#ilers #*ter t#t to te *in#l consu$er( ,nd our s#les *orces #lso c#"ture te ret#ilers b& is own(

"e 9ill 5ire0tl4 a77roa06 retailer 84 7ro2i5ing 0re5it ;a0ilit4 an5 8ons in ;or o; in0enti2es. "e 9ill also 7ro2i5e allo9an0es to or 5istri8tors an5 retailers to ;rt6er intensi;4 sage o; 7s6 strateg4. !ne i7ortant t6ing< 96i06 9e in0l5e in t6e 7la0eent. "e 9ill also 7ro2i5e t6e 6oe 5eli2er4 ser2i0es to or 0stoers< 96i06 no one 5oing in Pa:istan. He0ase 9e 9ant to ;a0ilitate in 5i>erent 9a4s. "e 9ill gi2e 6i e8ers6i7 to oin s. "e 9ill o7en t6e otlets in 5i>erent lo0ation o;  8ig 0ities o; Pa:istan an5 at 5ense areas li:e OULES LO*AION

$a6ore

Kara06i

Islaa8a5

Mltan

#aisala8a5

Ra9al7in5i

PR!M!TI!N S06 7ro50ts 6a2e attri8tes li:e Las64 7a0:aging or soet6ing nsal. !t6er s06 ;a0tors in0l5e t6e 9a4 t6e 7ro50t is 7roote5< 6o9 it is

26

MILCY

a52ertise5< an5 96o en5orses it. T6e e5i se5 ;or a52ertising 7la4s an i7ortant 7art in t6e learning an5 eor4 o; a 0onser 0on0erning a 7arti0lar 7ro50t "e 9ant to 8e0oe re7ta8le nae in t6e ar:et an5 it s6ol5 also 0oes in t6e in5 o; t6e 0onser t6at it is not st a nae it is t6e nae o; 8ran5 8t t6e nae o; =alit4. MI$CY 9ill 7rootes its 7ro50ts t6rog6 ne9s7a7er< TV< ra5io< 8ill 8oar5s< s7onsors6i7s an5 so0ial e5ia as 9ell. Prootion eans a0ti2ities t6at 0oni0ate t6e erits o; t6e 7ro50t an5 7ersa5e to target 0stoers to 84 it. In 0ase o; 7rootional 0a7aign o; Mil04 ;ollo9ing 7rootional strategies are se5 A@e-!";e'e$!

E>e0ti2e tele2ision a5s are se5 ;or 7rootion. In a55ition to t6is a55s on ne9s7a7ers an5 againes are also 78lis6e5. !t6er a52ertiseent tools in0l5e 6ol5ings an5 sign 8oar5s. Pe-;#$, Se,,"$<

Mil04 is tr4ing to re7osition itsel; 9it6 ne9 nae t6e ol5 nae 9as Can5ia< 96i06 9as 8a5l4 ;aile5 in Pa:istan. So t6e Mil04 tr4 to 6ig6l4 e76asie 7ersonal selling as it 5e2elo7s an intera0tion 8et9een ser< 7ro50t an5 0o7an4 re7resentati2e. T6e sales ;or0e re0or5s t6e rea0tion o; t6e 0onsers to9ar5s t6e 7ro50t t6at ;rt6er 6el7s t6e 0o7an4 to estiate an5 ;oresee t6e a00e7ta8ilit4 aong t6e 0stoers. T6e 7ersonal selling 9ill 8e 5one in t6e ;ollo9ing 9a4s an5 0o7an4 sta> 9ill 8e in2ol2e5 in t6at Pt stalls in 5i>erent 8ig 5e7artental stores  Retailer ;ee58a0: a8ot 0stoer 2ie9s  !tlet is a ;or o; 7ersonal selling S,e; P-#'#!"#$ !-#%< "$;!#-e A!"@"!"e; 

 T6e intro50tion o; a ne9 7ro50t is also ;a0ilitate5 t6rog6 in*store an a0ti2it4 96i06 eans t6e 0o7an4 re7resentati2es are 7resent in t6e store an5 t6e4 intera0t 9it6 ea06 0stoer entering in t6e store t6e4 o>er

27

MILCY

t6e to taste t6e ;ree sa7le o; t6e 7ro50t an5 also o>er soe 5is0onts an5 ;ree sa7les. S,e; P-#'#!"#$ 5#- Re!",e-; C#,e Se,,e-; $ D";!-"&%!#-;

"6ile intro50ing o; ne9 7ro50t s7e0ial 5is0onts an5 ;ree sa7les are o>ere5 to 5istri8tors< 96ole seller an5 retailer an5 s7e0ial 5is0onts are gi2en to 6i to 7la0e MI$CY il: on its s6o7 on a goo5 or 0on2enient 7la0e. S#", Me"

As 9e all :no9 t6at t6e i7ortan0e o; so0ial e5ia. So0ial e5ia is 8eing se5 84 all ages o; 7eo7le an5 t6e4 are 8eing 75ate5 84 t6e ne9 in;oration in t6e ar:et an5 t6e ne9 7ro50ts. "e ta:e t6e 6el7 o; ;a0e 8oo: to 7roote t6e 7ro50ts o; MI$CY. "e 9ill as: =estions on 5ail4 8asis to t6e sers 96i06 7ro50t o; il: t6e4 se an5 li:e to se. I; t6e4 9ill se MI$CY 7ro50ts 96i06 t6ing t6e4 li:e ost an5 96at t6e4 9ant ;or 6i an5 i; t6e4 not se t6e MI$CY 7ro50ts t6en 964 t6e4 5onJt se it. So t6at is a 06ea7 9a4 to get t6e ;ee58a0: ;ro t6e 0stoers easil4 an5 rea5il4. S#", $ E!", A:-e$e;;

"e 9ill also ta:e 7art in so0ial an5 et6i0al a9areness. "6i06 gi2es t6e 0stoerJs in5i0ator t6at 0o7an4 is 2er4 0ons0ios a8ot t6e so0iet4 9ell 8eing. T6rog6 so0ial a9areness t6at MI$CY is 6ealt64 7ro50t an5 it is ;ree ;ro ;at an5 ot6er inrios 06ei0als 96i06 are se5 o;ten in t6ese sort o; 7ro50ts. It is so0iall4 a00e7te5 7ro50t an5 it 6as 8een 7re7are5 84 ;ollo9ing all t6e nors o; en2ironental 0on0erns. $i:e 9e 9ill also ta:e 7art in 5i>erent 0a7aigns o;  To E50ation In0rease   To +ealt6 A9areness  Energ4 sa2ing   To Tra0 Rles !8e4 A9areness   To En2ironental #rien5l4  Plantation "ill He Done !n Green Helts  +ealt64 Ki5s Progras "ill He $an06e5  Co7laints Cell "ill He Esta8lis6e5 

28

MILCY

*##="$< S#: #$ e,e@";"#$

"e 9ill also se t6e tele2ision 0oo:ing s6o9s to 7roote or 7ro50t. 9e 9ill s7onsor MI$CY in 5i>erent 0oo:ing s6o9s 8e0ase ostl4 9oen is 2er4 :een a8ot 0oo:ing s6o9s an5 t6e4 9at06 it reglarl4 so t6is 9ol5 8e an e>e0ti2e strateg4 to 7rse.

"e 9ill also ta:e t6e 6el7 o; 

7ro;essional 0oo:s B$i:e C6e; AKIR to 7roote or 7ro50ts. T6e 0oo: 9ill tells t6e 2ie9ers 6o9 t6e MI$CY il: 0an 8e se ;or 5i>erent 7r7oses an5 96at re0i7es 0an 8e a5e ore 5eli0ios 9it6 MI$CY an5 96at is t6e taste an5 8enets MI$CY il: 6as. T6e 0oo:ing s6o9 9ill 8e 8roa50aste5 in t6e 9ee: onl4 one tie on AUQ TV 9it6 t6e nae o; MI$CY 8e0ase it is a ;aos 0oo:ing 06annel. B-$ A'&;;#-

"e 9ill also ta:e t6e 6el7 o; 8ran5 a8assa5or to 7roote t6e 7ro50t 8e0ase a8assa5or also inLen0es t6e 0stoer to se t6at 7arti0lar 7ro50t. So 9e 9ill 06oose t6e Air :6an a ;aos 8o/ing star to 8e or 8ran5 a8assa5or.

*%,!%-e -"!"#$ F#,,#:e-;

"e 9ill also 7roote t6e 0ltre o; 5i>erent 7ro2in0es li:e in Pna8 9e 9ill 7roote t6e Pna8i 0ltre an5 in Sin56 9e 9ill 7roote Sin56i 0ltre 9e 9ill also lan06 ;esti2als in 5i>erent sessions. An5 ore o;  a8o2e 9e 9ill also 06ange or 7a0:aging a00or5ing to t6e 0ltre an5 ;esti2als li:e in Raa5an< Hesant ;esti2al an5 06 ore.

29

MILCY

O%!,e!;

As 9e tol5 a8o2e 9e all o7en otlets at 5i>erent 8ig 0ities o; Pa:istan to 7ro2i5e 6oe 5eli2er4

ser2i0es

to

or

0stoers. !tlet is also t6e 7rootional a0ti2it4 8e0ase at a 7arti0lar lo0ation 4o 0an

7roote

4orsel;

an5

gras7 t6e 0onser attention. M#-$"$< S#: I$%e$e

Morning s6o9s are 2er4 ;aos in t6ese 5a4s an5 it 6as a 2er4 goo5 inLen0e on t6e 6ose6ol5 la5ies. So 9e also ta:e t6e 6el7 o; orning s6o9s to gras7 t6e attention o; 6ose6ol5 la5ies ;or t6e se o; MI$CY 8ran5 In t6ese s6o9s 9e 9ill 7ro2i5e t6e 8enets to t6e 2ie9ers. *-!##$ F",' P-e;e$!

"e 9ill also lan06 t6e 0artoon l ;or t6e 06il5ren an5 let 6i :no9 96at t6e 8enets o; sing il: are an5 96at t6e4 0an ;eel a;ter sing it. Cartoon l st ;or t6e interest o; t6e 06il5ren< to se t6e MI$CY il:.

P-#'#!"#$, !"@"!"e; "$ ;##,

30

MILCY

"e 9ill also lan06 t6e 7rootional a0ti2ities in t6e 5i>erent s06ools to ta:e attention o; t6e 06il5ren. "e 9ill organie t6e 5i>erent ;n0tions in

s06ools<

s7orts

;esti2als<

e50ational a0ti2ities.

an5

as

9ell

"e 9ill gi2e 06e0:list

8oo:s to t6e 06il5ren in 96i06 9e 9ill as: t6e =estions a8ot t6e se o; MI$CY il:.

P-#'#!"#$ -#%< M";;"#$

"e 9ill also 0oe 9it6 t6e ission to 7roote t6e 6ealt6 o;

or

0stoers

an5

or

ission 9ill 8e ?DAI$Y GR!" UP "IT+ MI$CY@. So< ission 9ill 8e t6at to ta:e one glass o; MI$CY il: 5ail4 to loo: 6ealt6ier an5 sart. T6rog6 intensi2e

5istri8tion

te06ni=e 9e 9ill 8e in t6e a00ess o; e2er4 one. "e 9ill also a52ertise it on tele2ision an5 also tell t6e 8enets o; se o; MI$CY.

PR!CESS  T6e 7ro0ess re;ers to t6e 6o9 9e 9ill

5eli2er

ser2i0es

to

or

0stoer in a 9ell an5 organie5

31

MILCY

anner an5 to satis;4 or 0stoers. T6e 7ro0ess o; 5eli2ering ser2i0es s6ol5 8e li:e it s6ol5 a:e 0stoer ;eel 6el7;l an5 6a774. Cstoer is not 0on0ern 9it6 6o9 t6e 8siness is rn 8t t6e4 st 0on0erne5 9it6 t6e 6o9 9e 9ill 5eli2er ser2i0es in a s6ort tie. "e 9ill 7ro2i5e t6e ser2i0es to or 0stoer in t6e ;or o; o7ening otlets in ) 5i>erent lo0ationO0ities o; Pa:istan 96i06 9e 5is0ss a8o2e. An5 at ) 5i>erent 0ities 9e 9ill o7en otlets alost at e2er4 goo5 lo0ation BD+A< PGC+S< -!+AR T!"N< "APDA T!"N< NEAR HE+RIA T!"N< NEAR AIRP!RT< H!R< RAVI R!AD< #ER!PUR R!AD< S+ADMAN an5 et0 to 7ro2i5e t6e 6oe 5eli2er4 ser2i0e as 9ell. T6at is t6e ni=e t6ing 96i06 9e are 5oing 8e0ase no one in Pa:istan 5oing t6at. Moreo2er ;or t6e ;a0ilit4 or 0stoer in a goo5 anner 9e 9ill intro50e t6e 0o7laint 0ell in 96i06 ;ee58a0: 9ill 8e ta:en ;ro t6e 0stoers on 5ail4 8asis an5 a5e=ate a0tion 9ill 8 ta:en 2er4 soon. "e 9ill intro50e t6e 0o7laint 0ell 9it6 t6e nae o;  MI$CY TA$UQ to get ;ee58a0:. T6e ;ollo9ing la8el 9ill 8e 7rinte5 on e2er4

MI$CY

7ro50t

;or

t6e

0stoer 0onni2an0e. #or 0o7an4 9are6ose t6e MI$CY 7ro50t 9ill 5ire0tl4 5istri8te5 to or otlet. T6is e>ort 9ill 0t 5o9n t6e s6are o; 7rot o; retailer< 96olesaler an5 5istri8tor. So on otlets MI$CY 7ro50ts 9ill a2aila8le on lo9 7ri0es t6atJs 9ill also gi2e a52antage to or 0stoer an5 gras7 t6e attention o2er t6ere.

P+YSICA$ EVIDENCE He0ase 9e are also 7ro2i5ing ser2i0es to t6e 0stoers 84 o7ening otlets at 5i>erent lo0ations o; 5i>erent 0ities an5 t6rog6 t6ese otlets 9e 9ill also 7ro2i5e ser2i0es to or 0stoers. T6e otlets 9ill 8e 7ro7erl4 organie5 in a 9ell anner. T6rog6 otlet 9e 9ill a:e or 0stoers

32

MILCY

6a8it to ta:e or 5eli2er4 ser2i0e an5 a:e t6eir li;e eas4 an5 0o;orta8le.

PE!P$E  T6e nal P o; t6e ar:eting i/ is 7eo7le. De2elo7 t6e 6a8it o; t6in:ing in ters o; t6e 7eo7le insi5e an5 otsi5e o; 4or 8siness 96o are res7onsi8le ;or e2er4 eleent o; 4or sales an5 ar:eting strateg4 an5 a0ti2ities. T6e re7tation o; 4or 8ran5 rests in 4or 7eo7leJs 6an5s. T6e4 st< t6ere;ore< 8e a77ro7riatel4 traine5< 9ell oti2ate5 an5 6a2e t6e rig6t attit5e. It is essential to ensre t6at all e7lo4ees 96o 6a2e 0onta0t 9it6 0stoers are not onl4 7ro7erl4 traine5< 8t also t6e rig6t :in5 o; 7eo7le ;or t6e o8. Its aaing 6o9 9e 9ill 9or: e/treel4 6ar5 to t6in: t6rog6 e2er4 eleent o; t6e ar:eting strateg4 an5 t6e ar:eting i/< an5 t6en 7a4 little attention to t6e ;a0t t6at e2er4 single 5e0ision an5 7oli04 6as to 8e 0arrie5 ot 84 a s7e0i0 7erson< in a s7e0i0 9a4. "e sele0t< re0rit< 6ire an5 retain t6e 7ro7er 7eo7le< 9it6 t6e s:ills an5 a8ilities to 5o t6e o8.

Anal4sis  T6e ista:es 96i06 9ere 5one 84 Can5ia 9e 5o not 9ant to 5o t6at again. !r 0ore ission is t6at e@e-#$e ;#%, @e $ e;; #5 MIL*. 

33

MILCY

-#%!;> Can5ia 9as st liite5 in inno2ation an5 5i2ersi0ation 8t

9e 9ill a:e MI$CY totall4 5i>erent. "e 9ill intensi2el4 5istri8te or 7ro50t an5 a:e a2aila8le on e2er4 sall or 8ig s06ool. No 5o8t 9e 6a2e 2er4 strong 0o7etitors li:e Nestle< !l7ers an5 A5as 8t 9e 9ill tr4 to 8e one ste7 a6ea5. "e 9ill ore ;o0s on ser2i0es as 9ell 9it6 7ro2i5ing t6e 7ro50t to t6e 0stoers. "e 9ill a:e t6e 7er0e7tion o; t6e 0onser t6at 9e are t6e nae o; =alit4. "e 9ill treat or 0stoers in 5i>erent 9a4 84 o7ening otlets at 5i>erent lo0ations ;or t6e ease o; 0stoer an5 also t6rog6 6oe 5eli2er4 ser2i0e. !r MI$CY il: 9ill 8e a2aila8le in ar:et in % ranges ;or t6e 0stoer ;a0ilitation. "e 9ill intro50e t6e  liter 6an5le resa8le 8ottle 7a0:ing in t6e ar:et an5 it 9ill 8e alone s06 t47e o; 7a0:ing o; il: in t6e ar:et. "e are also intro50e5 t6e La2ore5 il: in t6e Pa:istan 9it6 ore 5eli0ios La2ors li:e 2anilla< 0o>ee an5 alon5 il:. An5 ;ollo9ing ne9 La2ors 9ill gi2es 8etter taste an5 as 9ell as ntrition 7o9er to t6e ser. "e 9ill al9a4s tr4 to n5 8etter 9a4s to ser2e t6e 0stoers. "e 9ill a:e t6e 5e7artents ;or t6e 8etter 0olle0tion o; il: ;ro ;ars an5 :ee7 on 06e0:ing t6e =alit4 o; 7ro50t 8e0ase no sa0ri0e on =alit4. Qalit4 assran0e 5e7artent 9ill 8e a:ing to 06e0: on t6e =alit4 o;  il:. "e 9ill also 7ro2i5e t6e ;a0ilit4 to or retailer an5 96olesaler 84 7ro2i5ing in0enti2es an5 ore o2er 84 7ro2i5ing 06illers o; 6ig6 =alit4 an5 ran:s ;or t6e 5is7la4 o; t6e MI$CY 7ro50ts. An5 ore o2er on t6e 5aage o;  06illers 9e 9ill also 7ro2i5e t6e re7air ;a0ilit4 to t6e retailers. He0ase retailers are 7la4 an i7ortant in t6e sale o; 7ro50t in 7arti0lar areas. "e 9ill ;lll or 8ran5 7roise. !r 8ran5 7roise is to aintain =alit4 an5 no sa0ri0es 9ill 8e a5e on it. An5 9e 9ant to 8e sstaina8le in t6e ar:et in ea06 as7e0t. An5 oreo2er 9e also 9ant to 8e a 7art o; t6e 96ole :it06en eans t6at 9e 5o 9ant to a:e or sel; liite5 to il: 8t also t6e 5i>erent 7ro50ts t6at are relate5 9it6 il:.

34

MILCY

S!ME #UTURE PR!-ECTI!NS 

"e 9ill lan06 i0e 0rea< 4ogrt< s:i il:< 0rea as it is a in0l5e



in t6e MI$CY nae li:e  Mil:  I0e 0rea  Li=i5 a55ers Bs:i il:< 7o95er ;or tea  Crea  Y ogrt "e 9ill also intro50e t6e 0ar8onate5 il:. "e 9ill also lan06 lassi. "e 9ill also lan06 6one4 il:. "e 9ill also lan06e5 t6e il: 5i>erent La2ore5 0star5. "e 9ill o7en otlets in ore 5i>erent 0ities. "e 9ill a:e resear06 an5 5e2elo7ent 5e7artent t6at 9ill lea5s



to inno2ation. "e 9ill also lan06 t6e intensi2e 5eli2er4 5istri8tion strateg4 in all

    



areas o; 5i>erent 0ities. Qalit4 assran0e 0entre 9ill 8e esta8lis6e5. "e 9ill also lan06 t6e il: t6at gi2es t6e ore 0al0i 7o9er to



0onser. Conser 6ealt6 6el7 0entre 9ill 8e esta8lis6e5.



EXPECTATI!NS #R!M MARKET 

As 9e 7osition or 7ro50t 6ig6 in t6e 0onser in5 9e a4 8e



t6e 0onser rst 06oi0e. "e are 7ro2i5ing 2ariet4 to or 0stoer so 9e 0an 8e t6e 0stoer

 

06oi0e. As 9e 9ill gi2e 2ale to 0stoer onetar4 0ost< an5 tie 0ost.  T6rog6 5eli2er4 ser2i0e 9e 9ill 8e t6e 7art a e2er4one :it06en.

An5 i; 9e tal: a8ot or 0o7etitors< let see 96ere 9ill stan5 in t6e ar:et NAME NESLE OLPERS ADAM GOURME

/UALI.

PRI*E 

POSIIONIN

?ARIE. 

Ver4 6ig6 +ig6 $o9 $o9

LIER 1(( 1(( )& )&

G VERY +IG+ +IG+ VERY $!" $!"

+IG+ +IG+ +IG+ $!"

35

MILCY

ARANG HALEEB DAIR. 

$o9 Mo5erate Ver4 lo9

$!" * $!"

VERY $!" $!" VERY $!"

VERY $!" VERY $!" VERY $!"

$o9 $o9

'( '(

VERY $!" $!"

VERY $!" VERY $!"

VERY +IG+



+IG+

+IG+

/UEEN GOOD MILK  DAIR.  OMANG MIL*. 

 TARGET MARKET AND SEGMENTATI!N As 9e :no9 t6at or 7ro50t Mil04 7ro2i5es a 9i5e range o; 0al0i 96i06 is t6e nee5 o; e2er4 age o; 7eo7le. Mil04 are 7ro2i5ers o; 0al0i< agnesi an5 7rotein 96i06 are all essential o; 6ealt64 8one gro9t6 an5 5e2elo7ent .so no9 9e are targete5 t6e 7eo7le o; e2er4 age. "e 9ill 5o ass ar:eting ;or t6e asses o; Pa:istan :ee7ing in 2ie9 t6e nee5 o; all 7eo7le. Ht 9e 9ill s7e0iall4 ;o0s on :i5s.

UNIQUE SE$$ING PR!P!SITI!N  T6e ni=e selling 7ro7osition BUSP< or ni=e selling 7oint< or ni=e selling 7ro50t or  ni=e selling 7ri0e is a ar:eting 0on0e7t rst 7ro7ose5 as a t6eor4 to e/7lain a 7attern in s00ess;l a52ertising 0a7aigns.

T6e

USP

states

t6at

s06

0a7aigns

a5e

ni=e

7ro7ositions to t6e 0stoer t6at 0on2in0e5 t6e to s9it06 8ran5s.  T6e ;on5ation ;or 4or USP st 0oe ;ro a real n5erstan5ing o; 4or 0stoer li:e   

 T6in: li:e 4or 0stoer "6at oti2ates 0stoer to 84 or 7ro50t Cstoer 0oes to 4o instea5 to 4or 0o7etitors.

So or USP 9ill 8e ?N! ADDITI!N< -UST NATURA$ AND PURE@

36

MILCY

S9ot Anal4sis o; Mil04 S"!T anal4sis 5es0ri8es an MI$CYJs 0o7etiti2e 7osition< o7erating an5 nan0ial 0on5ition an5 general state o; internal an5 e/ternal a>airs.

STRENGT+S 

+alee8 #oo5s 96i06 is a 9ell re7te5 0o7an4 in Pa:istan an5 6as a strong 7ort;olio o; 8ran5s in t6at 0ase it 9ill 6el7 MI$CY to 7er;or 9ell.



Mil04 is ;a0ing lo9 0ost 8e0ase it is a2aila8le in t6e ar:et in tetra 7a0: 96i06 is less 0ostl4 t6an 8ottle 7a0:ing.



MI$CY is ;a0ing less 5istri8tion 0ost 8e0ase it 6as s:ille5 an5 oti2ate5 sta> 8e0ase o; +alee8 ;oo5s.



MI$CY is 7ro2i5ing a 8est =alit4 an5 6ealt64 il: 8e0ase it is sing an e0ient Ultra 6eat treatent te06nolog4.

37

MILCY 

MI$CY 6as a ain strengt6 o; a2aila8ilit4 an5 a00ess 8e0ase it is easil4 a2aila8le at e2er4 s6o7 an5 stores. It is a2aila8le in all s6o7s an5 stores. Peo7le ;a0e no 7ro8le in n5ing it.



Distri8tion 06annel is 06 en6an0e5 an5 ;res6 il: is a2aila8le at 5oorste7s to its 0stoers on 5ail4 8asis.



It is 7la0e5 on s6el2es in stores ;or 0stoerJs 0on2enien0e an5 gets attra0tion 9it6 7rootional strategies.



Sta> an5 9or:ers 9ill 8e lo4al< 0oo7erating an5 9or:ing 6ar5 ;or t6e 5e2elo7ent o; MI$CY s00ess.



"e 9ill 7ro2i5e t6e 6oe 5eli2er4 ser2i0e to or 0stoers as 9ell.



"e 9ill also 7ro2i5e t6e La2ore5 il: or 0stoers.



"e 9ill a:e a strateg4 to en6an0e or 8siness in il: 7ro50ts.



"e 9ill gi2e 7re;eren0e to =alit4.

"EAKNESS 



 Ta:e tie to 8e a 7art o; ar:et. +alee8 ;oo5s il: 7ro50ts a4 0reate 5istr8an0e in t6e 9a4 o;  MI$CY.



Co7etitors li:e nestle 6as still 2er4 re7te5 7la0e in ar:et so it is 5i0lt to a:e its re7tation ;or 7eo7le aong its 0o7etitors 06oi0e.



MI$CYJs s6are in t6e ar:et is lo9 as 0o7are5 to its 0o7etitors.

!PP!RT+UNITIES

38

MILCY 

Mil04 0an attra0t t6e ore 0stoers 96o lie in i55le in0oe as 9ell as 6ig6 in0oe 8ra0:et 8e0ase t6ere is 6ig6 inLation in t6e Pa:istan e0ono4 96ere as its 7ri0e lies 8et9een t6e !l7ers il: an5 Nestle il: 96i06 are t6e 0o7etitors.



Mil04 0an in0rease its ar:et s6are 84 re50ing it 7ri0e 7 to soe e/tent. He0ase 7eo7le in Pa:istan are ore 7ri0e 0ons0ios. Intro50tion o; ne9 7ro50ts an5 ser2i0es.



Mil04 0an in0rease its sales 84 going into ne9 areas 96ere 7eo7le 6a2e a0:no9le5ge5 a8ot t6is 7ro50t.



Strggling 6ar5 to get 0stoerJs 0on5en0e.



#res6 il: 5eli2er4 on 5ail4 8asis a4 0reate re7tation an5 lo4alt4 aong 0onsers.

 T+REATS 

#loo5s in Pa:istan is a 8ig t6reat ;or MI$CY 8e0ase it 0an a lot o;  7ro8le in 0arr4ing t6e ra9 aterial into t6e ;a0tor4 an5 in 5istri8tion o; t6e nis6e5 goo5 to t6e ar:et 8e0ase roa5s net9or: 6as 8een 8a5l4 a>e0te5.



Politi0al insta8ilit4 is one o; t6e ain t6reats ;or MI$CY.



MI$CY 0o7etitors li:e nestle an5 !l7ers are t6e 8iggest t6reat 8e0ase o; t6eir 6ge ar:et 7re;eren0es. So 7eo7le 5o not :no9 so 9ell a8ot MI$CY an5 its ;eatres.

39

MILCY

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Con0lsion

 To s 7< 9e st a0:no9le5ge t6at 9e 6a2e to ;a0e 2er4 5i0lt sitations in t6e ar:et 8e0ase 9e 6a2e strong 0o7etitors 9it6 strong nan0ial 8a0:gron5 an5 as 9ell as goo59ill 8a0:gron5< an5 no 5o8t t6e4 are 7ro2i5ing 2er4 =alit4 7ro50ts to t6e 0stoers an5 gi2e 2ale to t6eir one4. An5 9e 9ill also a:e =alit4 or 8en06ar: to sr2i2e in t6e ar:et. "e 9ill ins7ire 7eo7le to se or 7ro50ts 8e0ase as 9e tol5 in or slogan t6at ?ins7iration ;or 6ealt6ier li;e@. So< tiel4 nee5 to 75ate< 5i2ersi;4 t6e strategies a00or5ing to t6e sitation. Inno2ation