CANDIA MILK

PRESENTED BY
ABDUL WAHAB
AMJAD HUSSAIN
HAFSA REHMAN
ABDUL WAHAB CH

Company over view

Haleeb started its business in 1984

Plants located in Lahore Pakistan

It had agreement with Candia milk in 1998

And was launched in Pakistani market in1999

Investment made was roughly 200 million

WHY CANDIA MILK

FAILED ?

Poor advertising

Color and taste

Pricing

Packaging

Branding

Product growth

Incentives

Facilitation

OVER VIEW OF THE

PRODUCT

Candia Cedilac in France

Market leader of France in dairy milk

Franchises in across in 52 countries all over the

world

Market share in France 70%

MISSION STATEMENT

Build branded food business to improve quality of

life by offering tasty, affordable and highly
nutritional products to our consumers while
maximizing share holders value.

VISION STATEMENT

Most innovative and fastest growing

food company offering products enjoyed in
every home every day.

SWOT ANALYSES
Strength
Weakness
Opportunity
Threats

STRENGTH

Packed in bottle

Ensure longer shelf life

International packaging

Affordable and reasonable pricing

uniqueness

International brand

WEAKNESS

No purely white color

No running promotion

Low promotional budget

Failed in convincing them

OPPORTUNITY

They can introduce flavored milk

Large market exist

Large distribution channel of CDL

Good image of customer about product

Milky can increase its market share by reducing it price up

to some extent. Because people in Pakistan are more price
conscious.

THREATS

Strong competitors

Brand image of competitors

Tetra Packing vs. bottle

Lack of Consumer initiator

Tetra Pack is the biggest threat for CANDIA because it was the only
bottled natural product in Pakistan

In Pakistan people are afraid to try new product, lack of interest

shows about product

Competitors image was very strong in the market

PESTEL ANALYSIS

POLITICAL

Common perception is that it is a weak

government

Pakistan has a democratically elected government

where the ruling party is Muslim league (N)

A weak government can change at anytime

The health and food minister look very carefully

the market situation. And government also
regulates the prices of the product very well.

ECONOMICAL

Developing country

Low labor cost

Favorable for investment

Decline rate of import duty

Government showed increase in GDP

SOCIO-CULTURAL

Our

products are in harmony with

customs and values of customer

We

are offering healthy and pure

dairy products
People

like pure milk for their

families

TECHNOLOGICAL

Technological awareness

latest manufacturing technology

Dependent on imports

Research and development and technological

improvements are required

ENVIROMENTAL

People invest on basic necessities

Cheap Labor

Availability of raw material

Agricultural country

Natural resources

Good opportunity for investment

LEGAL

Copyright and patent would be an issue

The law and order situation in Pakistan is not

good such as discrimination law,consumer
law,antitrust law,employment law, andhealth
and safety law.

These factors can affect how a company

operates, its costs, and the demand for its
products.

STP ANALYSIS
SEGMENTATION
TARGETING
POSITIONING

SEGMENTATION

Geographic:

- Pakistan
- Urban people

Demographic:

- Decision makers
- Male/female
- All age of people

SEGMENTATION

Psychographic:
- Attitude and belief: people who want to pure
and healthy dairy products

Behavioral:
- Usage Behavior: low to heavy users
- Benefic seeking behavior: economic and
discounted products

TARGETING

All age groups customers

We will specially focus on kids

POSITIONING

Unique selling point

Unique product

Unique price

BCG MATRIX
hy O
l L pot ur
oc he
at tic
io a
n

We locate our company in Question Mark matrix because

we have low market share and high expected growth rate

PRODUCT/MARKET
EXPANSION GRID

We are
here

PRODUCT LIFE CYCLE

MARKETING MIX
PRODUCT
PRODUCT

PRICE
PRICE

PLACE
PLACE

PROMOTION
PROMOTION

PEOPLE
PEOPLE

PROCESS
PROCESS

PHYSICAL
PHYSICAL EVIDENCE
EVIDENCE

PRODUCT
Product

means the goods and services

combination the company offer to the target
market and customer

Product

Quality

We

will establish the quality centers to promote

the taste and quality of the milk.

Adding
Rich

new Features

color

Fresh

taste and smell

Long

expiry date

Core

benefit of the product

CORE BENEFITS OF
THE PRODUCT

Core benefit of MILCY milk, to provide health and

nutrition to the customer.

And provide the necessary vitamins and proteins to

customer through milk.

We will fulfill the expectations of our customer.

Customer expects that the milk is pure and have
good quality that is beneficial for the health.

We will provide the 100% pure milk to the customer

CONTINUE..

Our quality provided the maximum satisfaction

to the customer.

New product expectation

We believe on innovation so we continuo the

different types of innovation and then introduce
the new and different quality product in the
market.

Product life cycle

We are always tried to look on the growth of

MILCY milk, and as we are come with new
marketing technique and strategies we are at
introduction stage.

BRANDING AND
PACKAGING
RANGES

PACKING

OF MILKY

ATTRIBUTE

0.25 liter

Personal pack

0.50 liter

Medium pack

1 liter

Family pack

2 liter

Economical pack

PRICE
Maximum
Quality
Long

Profit

Leadership

Term Relationship

Pricing

Strategy

RANGES

PACKING

AMOUNT IN RUPEES

OF MILKY
0.25 liter

ATTRIBUTE
Personal pack

29

0.50 liter

Medium pack

59

1 liter

Family pack

99

2 liter

Economical pack

189

300 ML

Flavored Milk

39

PLACE

We will use intensive distribution technique to place MILCY

milk and make it available at every big or small shop.
Effective distribution training will be given to the sales
person to enhance the distribution technique of the sales
persons or makes available the MILCY products at all over
the country

PROMOTION

Advertisement

Personal Selling

Sales Promotion through in-store Activities

Sales Promotion for Retailers, Whole Sellers and

Distributors

Social Media

Brand Ambassador

PROCESS

The process refers to the how we will deliver

services to our customer in a well and organized
manner and to satisfy our customers. The process
of delivering services should be like it should
make customer feel helpful and happy

We will provide the services to our customer in the

form of opening outlets and different
location/cities of Pakistan which we discuss above.

We will provide the home delivery service as well

PHYSICAL EVIDENCE

The outlets will be properly organized in a well

manner.

Through outlet we will make our customers

habit to take our delivery service and make
their life easy and comfortable.

PEOPLE

Who are responsible for every element of your

sales and marketing strategy and activities. The
reputation of your brand rests in your peoples
hands.

It is essential to ensure that all employees who

have contact with customers are not only
properly trained, but also the right kind of
people for the job

THANK YOU

Thank You
Q&A