Marketing

Re-launching of Candia Milk

Group Members
Management
1. ASNA ASHRAF
2. KIRAN KHAN SAJID
3. MUHAMMAD FAHAD AZAM
4. NABEEL KHAN
5. SHAKIR ALI
 INTRODUCTION
 Value Added Milk
 Famous European Brand
 Invested 200 Million Rupees
 Advertisement Budget
 Plastic Bottle
 CAUSES OF FAILURE
 Poor advertisement
 Unawareness among people
 Prices were high
 Poor color and taste
 Packaging
 Less focus on increasing the depth of product
 No incentives were offered by company
 Target market was not having the purchasing power
 COMPETITORS
PLACE

ANALYSIS Core Objective

Strong Infrastructure
NAME QUALITY PRICE / POSITIONING VARIETY
Sales
LITER
Forces
One Step Ahead
NESTLE Very high 130 VERY HIGH HIGH
OLPERS High 130 HIGH HIGH
ADAM Low 65 VERY LOW HIGH
GOURMET Low 65 LOW LOW
TARANG Low LOW VERY LOW VERY LOW
HALEEB Moderate - LOW VERY LOW
DAIRY Very low LOW VERY LOW VERY LOW
QUEEN
GOOD MILK Low 70 VERY LOW VERY LOW
DAIRY Low 70 LOW VERY LOW
OMANG
CANDIA VERY HIGH 130 HIGH HIGH
MILK
 INDUSTRY
PLACE RIVALRY
Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead

MILO OLPERS LITE

PAKOLA
FLAVORED
MILK
 PLACE OF NEW ENTRANTS
THREATS
Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead
•Product differentiation is good feature from all companies
which is also a barrier for new comers.
•Large capital is required.
•Government regulatory policies.
•High marketing expenditure.
•Brand Preference.
 PLACE
BARGAINING POWER OF SUPPLIER
Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead
o They are dominated because they are few numbers.
o Their product is very important input of Candia.
o Supplier product has high switching cost for Haleeb Food
Company
o High number of suppliers
 PLACE
BARGAINING POWER OF BUYER
Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead
 Haleeb present the threat to supplier of backward
integration.
 Haleeb food purchase plump of different juices from
different companies so haleeb purchases are more as
compare to one supplier.
 Switching costs is low
 Brand loyalty is high
 PLACE
THREATS OF SUBSTITUTE
Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead

There is only one threat for Candia in substitute

products that is nesvita, Calci C3000 and protein
shakes.
 STP Analysis
PLACE

Core Objective
SEGMENTATION Strong Infrastructure
Sales Forces
One Step Ahead

Middle to high Lifestyle

income group
URBAN AREAS
Male/female
Consumer
Attitude

All Age groups

 STP Analysis
PLACE

Core Objective
TARGETING Strong Infrastructure
Sales Forces
One Step Ahead
•Athlete
•Diet conscious people
•Models/actors
•Sports personalities
•Patients
•Kids

To become a more market oriented company to understand the

customer or market needs and produce products accordingly
 STP Analysis
PLACE

Core Objective
POSITIONING Strong Infrastructure
Sales Forces
One Step Ahead

LIVE HEALTHY LIFE

Marketing Analysis Of
Candia Milk
 PRODUCT
 All purpose milk
 No preservatives
 Low fat milk
 Rich color and taste
 Packaging
Tetra pack
Cork screw cap
 PRODUCT

 Size
 Personal to family pack
 250ml, 500ml and 1litre
PRODUCT
Variety
RANGES
OF FLAVOURS OF CANDIA MILK

Banana Milk
Strawberry Milk
Chocolate Milk
Almond Milk
Coffee Milk
Vanilla Milk
Mango Flavor
 PRICE
•Low prices. • CDL distribution
•Capturing customer • Available

Ranges of Candia Milk Price

500 ml white milk Rs. 70
250 ml white milk Rs. 35
1 ltr white milk Rs. 130
Ranges of Flavored Milk Price
1 ltr flavored milk Rs. 140
250 ml flavored milk Rs. 35
 PRICE
•Maximum Profit
•Quality Leadership
•Long Term Relationship
•Pricing Strategy

Ranges of Candia Milk Price

500 ml white milk Rs. 70
250 ml white milk Rs. 35
1 ltr white milk Rs. 130
Ranges of Candia Flavored Milk Price
1 ltr flavored milk Rs. 140
250 ml flavored milk Rs. 35
 PLACE
PLACE
Core Objective
Strong Infrastructure
Coverage Nationwide Sales Forces
One Step Ahead
 PLACE
PLACE

Core Objective
Strong Infrastructure
All IMTs & LMTs Sales Forces
One Step Ahead
 PLACE
PLACE

Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead

OUTLETS CITIES LOCATION

Lahore Karachi
Islamabad Multan
Faisalabad Rawalpindi
 PROMOTION
PLACE

Core Objective
Strong Infrastructure
Changing Consumer's Perception
Sales Forces
One Step Ahead
• Advertisement in television/radio/print
media

• Personal selling activities

•Stalls at departmental stores
•Retailer feedback
•Outlets

• Promotion to retailer/ wholesaler/

Distributor-Free Sampling
PROMOTION
PLACE

Core Objective
DirectStrong
Marketing
Infrastructure
Sales Forces
One Step Ahead
Social Media
PROMOTIONPLACE

Core Objective
DirectStrong
Marketing
Infrastructure
Sales Forces
•Website One Step Ahead
•Social and Ethical Awareness – Campaigns

To Education Increase
To Health Awareness
Energy saving
To Traffic Rules Obey Awareness
To Environmental Friendly
Plantation Will Be Done On Green Belts
Healthy Kids Programs Will Be Launched
Complaints Cell Will Be Established
 PROMOTION
PLACE

Core Objective
DirectStrong
Marketing
Infrastructure
Sales Forces
Cooking & Game Shows One Step Ahead
 PROMOTION
PLACE

Core Objective
DirectStrong
Marketing
Infrastructure
Sales Forces
One Step Ahead

•Promotional activities in educational institutions

•Promotion Through Mission - Live Healthy Life

•Promotion using Push Strategy – Discounts & Offerings

 SWOT
ANALYSIS
 • STRENGTH • OPPORTUNITY
 Can increase the growth by
 Uniqueness.
introducing Candia cream,
 Ease of use. yoghurt.
 Ensure longer shelf life  Large market exist.
 International packaging.  Strong distribution channel.
 Affordable and reasonable
pricing.
• THREATS
• WEAKNESS

 Perception about failed  Strong competitors.

product  Brand image of competitors.
 Low promotional budget.  Tetra Packing vs. bottle.
 Lack of Consumer initiator.