Project Presentation of Marketing

Strategy and Management

Launching of Flavored milk in Pakistan

Company Name


Submitted by:
Names Registration No.
Abdul Manan L1S14MBAM0109
M.Zubair Munazar L1S14MBAM1075
Yasir Asad L1S14MBAM1076
M. Zubair Saeed L1S14MBAM1077


Submitted To:
Asif Shahzad

Date: 16/06/2014
INTRODUCTION

Adam Dairy Ltd is launching a FLAVOURED MILK in the market named as "Milky way
FLAVOURED MILK"

Brand Name:

"MILKYWAY"

Slogan:

"Sehat bhi aur Maza bhi"


Purpose:

The purpose of launching the flavored milk is to give a new taste to the people who
are using almost every milk product available in the market. We want to provide a fresh and
tasteful milk to the people so that they become healthy.











MARKETING MIX:


1. Product:

Size:
On the basis of product sizes of competitors and information gained from survey, we
have decided to introduce our product in the market in following size:

250 ml



Color:
As far as the colors are concerned, most of the people have showed their interest in
bright colors without naming particular color, but majority has agreed on the following colors to
be the part of labeling product:
Orange
Red
White
Green

Packing:
Product units are packed in a 6-layered Tetra Pack Aseptic Packaging.

Flavors:
Strawberry
Chocolate
Mango
Vanilla
2. Price:

Every marketing activity including pricing should be directed towards a goal. Thus on
should decide on its pricing objectives before determining the price itself. We have decided to
enter in the market by focusing on sales oriented objectives and demand our strategy
accordingly.
In accordance to our strategy we have decided to offer the product to customers at the price of
Rs.20 for 250 ml
The price is very much compatible and the offer is substantial enough to attract a large
percentage of market in a very quick time.
3. Place:
We have decided to place the product in urban and rural areas of Pakistan, but we
are more focused in urban areas. We have also decided to place the product in the canteens of all
the famous schools, colleges of Pakistan. We have acquired the services of large and organized
distribution network of Pakistan.
4. Promotion:
Effective promotion touches the way for the product's success. There are many
different ways through which we can promote our product. We have planned a very wide
promotion strategy that covers almost every part of the society. We have also paid serious
attention to the duration of intensive promotion in the initial stage. We have supported our
promotional strategy with the use of electronic media, print media, internet and other sources and
also with the help of some schemes such as lucky draws. Our promotion strategy in details is as
follows:

Television Channels:
o Duniya News
o Hum Tv
o Cartoon Network
o Urdu 1 TV

Cable Ads

Newspapers:
o Dawn
o Express
o Jang

Magazines
o Akhbaar-e-Jahan
o Family

Pamphlets
Banners
Billboards
Internet

Key Features:

Following are the key features of our product

Excellent in taste
Give freshness
Beneficial for bones
Provides vitamins and calcium






Benefits:

Following are the additional benefits which are offered to the customers to give
them value:

Purchase ten Milky Way FLAVOURED MILK packs and get one free pack

If you purchase a small carton of milk then you will able to participate in lucky draw and
you can win following prizes

o LED Tv
o DVD Player
o Cash Rs. 50000
o Samsung s5
MARKETING STRATEGY

SEGMENTATION:
The market consists of many types of customers, people, products, wants and needs.
We made the market segments on the following basis:
Age
4 to 15 years
16 to 30 years
Gender
Male
Female
Occupation
Students
Employed
Education
School Going
College/University Going
Social Class
Upper Class
Middle Class
Lower Class
TARGETING:
After making market segmentation now we evaluate can evaluate their market segment's
attractiveness and selecting one or more segments to enter.
We will target the following customers:
Kids
Young Boys and Girls
Students of College and Universities
Who wants a new and refreshing taste

DIFFERENTIATION:
We will make our products differentiate by others on the basis of following thinks
Comparatively less price
New & Refreshing Taste
Effective Distribution
Attractive Packaging
Variety of flavors





POSITIONING STATEMENT
"The ultimate perfect diet"

COMPETITORS
The market of flavored milk in Pakistan has currently have number of companies to
serve like Pakola flavored milk by Mehran Bottlers (Pvt) Ltd, Owsum by Engro Food Limited
and OOLALA by Shakarganj Food Products Limited .The growing potential of the flavored
milk market has attracted a number of companies into this market with many small scale
manufacturers functioning along with others in the organized large scale sector.
Market Leader:
Now days Owsum by Engro Food Limited (Olpers) is the most popular brand in
the flavored milk segment and is undoubtedly the market leader in this segment, it presently
holds the maximum of the market share.

Market Followers:
As of now there are two followers present in the flavored milk segment. One is
OOLALA by Shakarganj Food Products Limited (Good Milk) and other one is Pakola flavored
milk by Mehran Bottlers (Pvt) Ltd,






SWOT ANALYSIS

Strength
Good relationship with
suppliers
Lower price
Easy Availability
99.07 purity

Weakness
Low Brand Image
Limited Distribution
Unattractive packaging

Opportunity
Growing Market
Changing Lifestyle
Rising income of People

Threat
Law and Order
Inflation rate rises from 8.34 to
9.68%
Intense Competition
Price War



COMPETITOR'S STRATEGY
Our competitors have a good market share because they are adapting
following strategies:
Less Price
Effective Promotion
Intensive Distribution
Quality Products
Customers Research
Attractive Packaging

We have to compete with these strategies and have to make better strategies than
our competitors to survive in the market
For advertisements on Electronic media
This is how we advertise our product and when to boost our product sales
Duniy
a
News
Timing
s
Pricin
g
Basis of
selection
Days
to run
Time
to
run
per
day
Total
cost
per
day
Total
cost for
campaig
n
5pm to
7 pm
15,00
0 per
30
sec
Maximu
m
viewers
hip
Mon
to fri
(3
month
s)
4
times
in one
hour
1,20,000 72,00,000
11 to
12 p.m
50,00
0 per
30
sec
Maximu
m
viewers
hip
Fri to
sun (3
month
s)
4
times
in one
hour
2,00,000 72,00,000
Hum
T.V
8 to 9
p.m
1,00,
000
per
30
sec
Maximu
m
viewers
hip of
dramas
in this
slot
Sat
and
sun
3
times
during
ad
3,00,000 72,00,000
Cartoon
Network
5:15 to
6 pm
75,00
0 per
30
sec
Tom
and
jerry
Mon
to fri
3
times
2,25,000 1,35,00,000
7 to
7:30
p.m
75,00
0 per
30
sec
Tom
and
jerry
Mon
to fri
2
times
1,50,000 90,00,000
Total
4,41,00,000

For Advertisement On Radio & Its Budgeting
Station Rate / 25 min
Sponsorship

Program
Lahore 9,000 (rs.) * 7
times * 30 ( days)
18,90,000
Karachi 10,800 (rs.) * 5
times * 30 (days)
16,20,000
Islamabad 8,500 (rs.) * 5
times * 30 ( days)
12,75,000
Total 47,85,000



Print media advertisement & budget
Name Position Size Rate per
week
Rate per
month
Dawn Centre
spread
Full page
color
10,00,000 40,00,000
Jung
Sunday
Magazine
Inside
front
Full page
color
64750 2,59,000
Total 4259000


For Advertisement outdoor & Budget
Billboards
Streamers
6oo poles
2 streamers per pole
For 2 weeks
Streamers Budgeting

Per pole front and back 2400 (in Rs.)
Poles 100
Duration 7 days
___________________________________________________________
Total 16,80,000
___________________________________________________________
In 5 Cities 84,00,000

Billboards Advertisement & Budgeting
Location Expense (per month)
Defence Mor 3,50,000
Sherpao Bridge 6,00,000
Firdous 6,00,000
Dharampura 8,00,000
Total = 23,50,000


Social Media Advertisement & budget
Advertisement through Facebook and twitter
Budgeting
Per day advertisement cost = 50,000
40 days advertisement cost (40 * 50,000) =20,00,000


Total Budget for advertisement of the product
Outdoor Media
Total expenses for Outdoor campaign in Pakistan 3,87,59,000
Social Media
Total expenses for social media campaign in Pakistan 20,00,000
Electronic media
Total expenses for social media campaign in Pakistan 4,88,85,000
Print Media
Total expenses for print media campaign in Pakistan 42,59,000
Total 9,39,03,000


Recommendations:
Design an effective marketing communication strategy with one or more
marketing communication components.
Advertise the product to reach a large audience through mass market or target
market appeals.
Personal selling enables a company to communicate product benefits directly
to the customer.
Company can also used the Direct marketing permits a business to reach
customers without a third party medium; examples include catalogs and
direct mail.
Develop and socialise a global marketing plan early (seek feedback).
Understand local market needs and develop a collaborative approach.