Marketing Strategy

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Marketing Strategy

Acknowledgment
Firstly, we would like to thank the AL- MIGHTY ALLAH, who gave us the strength and ability to complete this term report. We would also like to express our gratitude to all those who gave us the possibility to complete this term report by providing us the information about the policies, strategies, product, pricing, distribution, promotion & packaging etc which helped us in formulating this report and guided us through out. We want to thank our teacher which gave us the opportunity to commence this term report in the first instance, to do the necessary research work and to use locals data. We are bound to thank the Honourable Sir. MAZHAR ALI whose guidance were always with us whenever we need it. We are deeply indebted to companys employees and our former colleagues of MBA for their stimulating suggestions and encouragement helped us in all the time of research and for writing of this term report. We want to thank all of them for all their help, support, interest and valuable hint. However, we accept full responsibility for any deficiencies in the report.

AFSHEEN SAMNANI 2837 SANA JINDANI 2978

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Marketing Strategy NAZIA SHABAN ALI - 2922

EXECUTIVE SUMMARY The purpose of the term report is to analyze the marketing plans and strategies of MILKPAK, a brand of Nestle Pakistan Ltd. and to know how they make this brand popular among their consumers and how they compete with their competitors in order to survive in the market. The brand has largest market share and target all social classes. The organization has adopted innovative ways to collect milk and distribute it with effective distribution channels. Nestle Milkpak Ltd believes in customer based aggressive marketing. It always looks to the changing demands of peoples and takes initiatives to fulfill those requirements perfectly. People of Pakistan are getting more conscious about their health and hygiene therefore the demand of processed milk is rising gradually and showing great potential. The industry has been growing at a robust rate of 20% during the last five years. Therefore, many new companies / organizations are getting
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into this sector engaging high investments creating a tough competition in the processed milk industry.

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Marketing Strategy Organization Introduction HISTORY: Henri Nestl founded Nestl in 1866 in Switzerland. Nestl means little nest in Swiss German. Nestl first customer was a premature infant who could tolerate neither his mothers milk nor any other conventional substitute. Thus, Henris ultimate goal was to help fight the problem of infant mortality due to malnutrition for which he developed a product combining various cows milk, wheat flour and sugar and name it Farine Lactee Nestl, which was the first product of Nestl being marketed in Europe. In 1974, Jules Monnerat purchased Nestl and collectively they launched a condensed milk product of its own. In 1905, Nestl got merged with Anglo-Swiss condensed milk. After some time, when Nestl got fully established and all its operation were properly functioning in Europe and was gaining fame around Europe, then Nestl decided to set up production plants around the globe to ensure the growth of the organization and to become multinational The decision to become multinational turned fruitful for Nestl and today Nestl has its own operations and products in America, England, India, Brazil, Australia, Pakistan, Hungary, France, Belgium, Italy, Spain and various other countries around the globe. Dynamic Expansion:
The history of Nestle includes the development of many different products as well as acquisitions, mergers and the purchasing of shares in companies, mainly abroad. Over the course of the years, this enabled it to broaden its range of products and diversify its operations, while at the same time strengthening the economic foundations of the company. Amongst the most important acquisitions were Carnation in Los Angeles (milk, culinary products and pet foods) and more recently Rowntree Mackintosh in York (chocolate and confectionery), Buitoni in Perugia (pasta) as well as Perrier in France (mineral water). Nestle, which does 98% of its business outside Switzerland, also has interests in non-food sectors, in cosmetics (a large share holding in L'Oreal) and ophthalmic products (acquisition of Alcon Laboratories Inc.) while continuing to give priority to food products.

Nestle Today
Nestle is now the world's largest food company. It is present on all five continents, has an annual turnover of 74.7 billion Swiss francs, runs 509 factories in 83 countries and employs about 231,000 people the world over. The Company owes its current status to the pioneering spirits inherited from its founders which continues to inspire it, to its concern with quality and to its constant search for new ways of satisfying man's nutritional needs. Wherever possible, it sets up factories locally, employs personnel from the country concerned and relies on indigenous raw materials. Its agricultural services provide assistance to improve the quality and yield Iqra University 5

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of the raw materials it uses. Much attention is devoted to professional training and to the integration of the Company in its economic and social environment. There are three companies co-ordinate the activities of some 200 operating companies around the globe. Their functions and details are as follows: The first, Nestl, holds the financial shares in the allied companies. It also check the profitability of these companies and to ensure the profitability of the group as whole. The second, Nestl, has two areas of activities that are as follows: Research and technological development Technical assistance Beside this, it provides know-how in engineering, marketing, production, organization, management and personnel training on a continuous basis. The third company is Nestl World Trade Corporation that oversees the import and export of merchandise worldwide.

Mission Statement of Nestle Pakistan

In line with this, Nestle envisions to grow in the shortest possible time into the number one food company in Pakistan with the unique ability to meet the needs of consumers of every age group from infancy to old age, for nutrition and pleasure, through development an extremely motivated and professionally trained work force, which would drive growth through innovation and renovation. It aspires, as a respected corporate citizen, to continue playing a significant role in the social and environmental sectors of the country.

Brief Introduction/ production:

As a consequence of joint venture arrangement between Nestle S.A. of Switzerland and Milkpak Ltd. in 1988, the existing production facility of Milkpak in Sheikhupura became a part of Nestle Milkpak. The Milkpak Sheikhupura factory commenced operations in 1981 as a producer of UHT milk. By 1988, it had expanded its operation and was also producing butter, cream, desi ghee - all under the brand name of MILKPAK and juice drinks under the brand name FROST. To meet the demands of the large food market that Pakistan offered, Nestle Milkpak reorganized and reinforced the production of existing brands and gave shape to new production lines. The first to come was a milk powder plant, which not only began producing NIDO in 1990 but was also critical to the production of several milk-based products in the future. With the installation of the roller dryer in 1990, Iqra University 6

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the first such product to come was CERELAC - an internationally recognized brand of infant cereal. This was followed by LACTOGEN 1 & 2 in 1991. The year 1992 saw the introduction of tea whitener EVERYDAY and milk powder in bulk packing named GLORIA. MILO and NESLAC came under production in 1994 and MILO RTD in 1995. Local packing of imported coffee under the name of NESCAFE 3 in 1 commenced the same year. In 1996, Nestle Milkpak's first confectionery plant of POLO Mint was installed and the production of NESTLE PURE ORANGE JUICE commenced. Packaging of coffee under the brand name of NESCAFE CLASSIC was undertaken the same year. In 1997 NESTLE WHEAT and two variants of POLO viz. Strawberry and Orange were introduced. In 1998 a substantial capital investment was made to launch several products and install two new state-of-the-art technologies. SWEET TREETS were launched in early 1998. The addition of two flavors of POLO: Blackcurrant and Strong Mint, increased the number of POLO variants to five. A new variant Lemony was added to the range of popular FROST fruit drink flavors and a new 1-liter packing of FROST was introduced. Flavored milks under the brand FRESH & FRUITY came under production on the new Tetra Filling Machine equipped with the modern "slim" format. MILO RTD and UHT Cream were also shifted over to this new format. A new flexible confectionery line enabled the manufacture of a wide range of high and low boiled sweets and toffees, including TOFFO and two variants of SOOTH- ERS' Menthol Eucalyptus and Honey Lemon. Nestle Milkpak also contracted to supply dairy mixes to McDonald's, for its popular soft serves and milk shakes. And to top it all, the most prestigious project, NESTLE PURE LIFE was also commissioned in December. Based on the latest water treatment and bottling technology, this marked the entry of Nestle Milkpak in the Pakistan water market and that of Nestle in the world water market. The expansion of high boiled sweet line continued in 1999 with the introduction of Fruit Drops and BUTTERSCOTCH. The year 2000 saw the production of some exciting products. First came NESCAFE Frothed Original, followed by its two other flavors: Mocha and French Vanilla. NESCAFE Frappe RTD was to come next. The fruit juice range was expanded by the production of Mango and Orange- Mango Mix. On the confectionery side, Tutti Fruiti was added under the umbrella of POLO and Wild Cherry was added to the SOOTHERS range. The success of NESTLE PURE LIFE in PET bottles encouraged the commissioning of 5-gallon bottles production line for home and office in June. And the last product line

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of the year to be commissioned in November was that of NESTLE Plain Yogurt, a high quality product with special Stay-Fresh Seal. To meet the needs of safe and quality storage for the ever expanding product range and their volumes, a National Distribution Center (NDC) was completed and became functional in June, 2000. Spread over 6614 square meters, it has the capacity to store up to 8300 pallets (approximately 8000 tons).

Kabirwala Factory In 1986 Milkpak Ltd. acquired the services of Kabirwala Dairy Ltd. for co-packing of UHT milk under the brand name MILKPAK. Nestle Milkpak acquired KDL in 1990 as a subsidiary and installed a MAGGI NOODLES plant, which became operational in 1992, producing three flavours: Chicken, Masala and Chatkhara. The second milk powder plant was commissioned in September 1996 and produces NIDO, GLORIA and skim milk powder. The UHT line was discontinued in June 1996 and the same year witnessed the launching of MAGGI YAKHNI. With the merger of this factory with Nestle Milkpak in April 1997, Kabirwala Factory, as it is now called, is a fully owned unit of Nestle Milkpak Ltd. The factory milk powder spray drying capacity was doubled in 1999 with the commissioning of the new evaporator. 1999 also saw the installation of a pouch-filling machine, making KWF self sufficient n the filling of full cream milk powder. A new continuous butter making line is under installation in the year 2000 hat will produce very high quality cultured butter under Nestle branding. Indus Fruit Products Ltd. Indus Fruit Products Ltd. was leased by Nestle Milkpak in 1998 for pulping and production of MAGGI Cold Sauces. Tomato Ketchup, Mirch Masala and Khatti Meethi flavours are being produced under the brand name MAGGI.

Vision Statement of Milkpak

To be The Milk for urban households of Pakistan

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Marketing Strategy Market:

Of the different agriculture sectors, live stock is the largest with the total value of Rs. 303 Billion (USD 5 Billion). Its contribution to the agriculture value-added is 34% and to the total GDP is 8.3%. Milk is the largest commodity from the live stock sector accounting for 51% of the total value of the sector. Pakistan is the fifth largest producer of milk in the world. Pakistan is the 5th largest milk producing country in the world. The total annual production and consumption of milk in Pakistan is approximately 27 Billion Litters, from which the chunk of 6.4 billion liters is used by Urban Household and rest by Rural areas. Surprisingly, only 3% is used for processed milk and the major chunk of 97% is for gawala / milkmen.

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Marketing Strategy Market Analysis Consumers Consumption Analysis:

Analysis shows that out of total Monthly Share of Expenditure of Consumption in Food Items, consumption for milk in Pakistan is 22%.

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Marketing Strategy Segmentation Strategy

The dairy milk market in Pakistan is divided in the following 8 major segments: Drinking Tea whitening / creaming Deserts Infant Nutrition Health Conscious Corporate Flavored Milk Exports

Target Market Strategy:

Nestle Milkpak has targeted the consumers of the following segments, who are more health conscious and belong to middle-middle class and upper. Drinking Health Conscious

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Situation Analysis
People of Pakistan are getting more conscious about their health and hygiene therefore the demand of processed milk is rising gradually and showing great potential. The industry has been growing at a robust rate of 20% during the last five years. Therefore, many new companies / organizations are getting into this sector engaging high investments. In the current situation, UHT capacity in the dairy industry is more than the demand for the product. Existing plants are operating below capacity and growth in demand is not likely to keep pace with the demand for relatively high priced UHT Milk. Of the 38 major dairy plants established in the country with a capital investment of Rs. 2.392 billion and having a daily rated capacity of 2,180,000 liters, only 13 plants are currently in operation. The rated milk processing capacity of the 13 plants in operation is estimated at a little over one million liters per day. In addition, two dairy farms of the Pakistan military operating on non-commercial basis have raised Pakistans daily production of processed milk, yogurt and butter. The major producers of processed milk in Pakistan are: Nestle Milkpak Limited Chaudry Dairies Limited Kabirwala Dairy Industry Lahore Milk Plant Royal Dairy Product Limited Ravi Dairies Engro Chemicals Limited Shakarganj Mills Limited

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Marketing Strategy Competitors Analysis

Top Brands Available in the market according to market share 1. 2. 3. 4. 5. Nestle Milk Pack Haleeb Olpers Good Milk Others (Nirala, Nurpur, etc.) 44% 36% 6% 4% 10%

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The biggest competitor for Nestle Milkpak is Chaudhry Dairies (Haleeb), which has been in the processed milk industry since 1999 having the second highest market share. The strength of CDL is that they have been in the consumer market since 1986 and have been succeeded to deliver the consumer according to their demand, satisfying their needs and wants, as they desire. Therefore, its brand equity is comparatively better than other competitors in the processed milk industry except Nestle Milkpak.

The other companies / organizations in the same industry have captured a very low market share due to their low popularity, weak branding or either due to the non-consumer items background of the producer such as Engro Chemicals. Certainly, as the industry is showing a lot of potential consumers, therefore, the threat of new entrants should not be ignored as well as the newly introduced brand like Good Milk and Olpers which are gradually capturing the consumer market causing decrease in market share of Nestle Milkpak.

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Marketing Strategy Industry Product life cycle

Introduction Segments (UHT) Nestle Milk Haleeb Nurpur Nirala Pakola milk Olpers Goodmilk Growth Maturity Decline

UHT Product Life Cycle

Nestle Olpers Good Milk Nurpur

Pakola Milk Nirala

Haleeb

INTRO

GROWTH

MATURITY

DECLINE

MARKETING MIX
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Price Strategy:
Price is the amount charged for a product or a service, of the sum of the value that consumers exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue, all other elements represent cost. This shows the price is also one of the flexible elements of the marketing mix. Unlike product features, price can easily be changed. MILKPAK has very strong band equity in-spite of that its prices are more competitive comparing with its competitors; the pricing strategy is made by aiming to cater the educated and health conscious people who live in urban areas. Nestle procure milk from Gawalas through its collection points that is why its prices for processed milk would always be higher than open milk which is well understood by its customers, as its customers perceive its delivered value more than the competitors because at same price they get a world renowned brand. Brand Quantity (ml) 250 500 1000 Open Milk Price (PKR) 9.5 19 38 Milkpak Price (PKR) 13 25 44 Haleeb Price (PKR) 13 25 44 Olpers Price (PKR) 13 25 44 Nurpur Price (PKR) 13 25 44

Promotion:
Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and greater purchase of particular product by consumers or the trade. Whereas advertising creates a reason to buy, sales promotion offers an incentive to buy. There are many tools that can be used for consumer promotion and trade promotion. Sales promotion tools are used by most organizations, including manufacturing, distributors, retailers, trade associations and non-profit organizations. Sellers use incentives type promotions to attract new tries, to reward loyal customers and to increase the repurchase rates of occasional uses. Brand switchers are primarily looking for low prices, good value or premium. Sales promotions are unlikely to turn them into loyal brand users. Sales promotions used in markets of high brand similarity produce a high sales response in the short run but little permanent gain in the market share.

Some consumer promotional tools that are used by MILKPAK: Media Advertisement:

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Milkpak recites continuous advertisements on different TV channels, print media, Radio, Billboards to create health awareness to attract new customers, which also reinforces the brand superiority and excellence in mind of exiting consumers. Premiums: Milkpak offers special premiums to boost its sales by attracting new customers on special occasions such as Ramadan, EID etc.

Product:
Product is anything that can be offered to a market for attention, acquisition, use of consumption that might satisfy a need or want. Milkpak is a consumer product, which the final consumers for personal consumption buy it. Among the consumer product it would be placed under Convenience-Impulse as they are bought less frequently among them the consumers compare carefully on suitability, quality and price. When buying these kinds of product the consumer spends a lot of time and efforts in gathering information and making comparison. It is very important from marketing point of view that whenever a product is placed or offered in the market it should be communicated properly to its target consumers. The claims regarding the brand made by the company, the product must have the potential to fulfill all those claims otherwise it could destroy the brand and the company image as well. Nestle Milkpaks basic strategy is to satisfy its consumers by providing nutritious milk, purity, economy and uniqueness in taste of the product.

Place:
It is very crucial strategy of the marketing but it does vary from type to type of the product. Place strategy means where the product would be available for the sale. To make product available at different locations

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they established a distribution channel that is a set of interdependent organization involve in the process of making a product or services available for use or consumption by the consumer or business image. Place strategy might be different from a point of view of a specialty product as that cannot be made available at every store but it can only be made available at certain stores that are selected according to the target market and pricing strategy. Place strategy of Milkpak is straightforward as milk is a convenience impulse product therefore Milkpak by that mean is widely available in all major / minor stores, shops across Pakistan whether its competitors brands are available or not.

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Marketing Strategy

SWOT Analysis:
STRENGTHS:
THE OLDEST BRAND Nestle Milkpak is Pakistans first brand in the processed milk industry and has been working in this industry since in 1981. They are first one to introduce processed hygienic milk. THE NETWORK Nestle Milkpak reaches its customers through the widest network of distributing channel. Therefore, they have been successful to sustain their market leadership processed milk industry since 1981. THE BRAND IMPRESSION Being a multinational group, its brands are considered highly reputable and also because of its successful delivering values in other consumer items. THE MARKET LEADER Nestle has been quite successful in delivering consumer products to satisfy consumers needs and wants, as it holds 44% of market share of total processed milk customers.

THE BRAND EQUITY Iqra University 20

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Out of 4.8 million customers of processed milk, Nestle is serving more than 2.1 millions customers showing a greater brand equity. INNOVATIONS Research and Development unit of Nestles is working efficiently and providing timely solutions with respect to consumers demands. BYPRODUCTS REVENUES The revenues earned from its byproducts, also contributing positively towards companys financial position. GOOD FINANCIAL BACKGROUND Nestle Milkpak Ltd has got a good financial background as it is a joint venture between Nestle and Packages Limited who are both market leaders in their respective industries.

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WEAKNESSES:

THE RAW MATERIAL There is only one source of fresh milk that is the local market otherwise if Nestle Milkpak imports milk that may not be as fresh as the local markets, so the market is governed by locals therefore, Nestle has to cope up their demand to remain in the competition. COST & PRICING The source of raw material for Nestle Milkpak is the local market therefore it collects fresh milk from market, processed it and packed it before distribution. In this scenario the cost incurred and product price will be certainly higher than the milkman therefore, Nestle Milkpak is unable to compete in the overall milk industry due to higher cost factor. CULTURAL & SOCIAL FACTOR Being a multinational group Nestle Milkpak has been ignored in various areas of Pakistan. CONTRACTING MARKET SHARE As new entrants are entering in the industry certainly they have gained business, causing reduction in the Market Share of Nestle Milkpak.

LACK OF CORPORATE CUSTOMERS

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Nestle Milkpak has not been much used by the corporate customers which have been using dry milk powder instead of liquid milk. CONTRACTING MARKET SHARE As new entrants are entering in the industry certainly they have gained business, causing reduction in the Market Share of Nestle Milkpak. UNEVEN SALES VOLUME As the processed milk industry covers just 6% of total consumer market therefore, it is hard to predict what will be the sales turnover to enable them to produce appropriate units to avoid any excess/ shortage in the market. Secondly, people in Pakistan are not much consistent with their behavior and taste therefore, that factor cause uneven sales volume over the years.

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Marketing Strategy

OPPORTUNITIES:
MARKET COVERAGE Processed milk industry covers just 3% of total milk consumer market, which is showing a lot charm in the business as 97% of the consumer market is yet to be covered. GROWING MARKET The Processed milk industry has been growing at a robust rate of 20% during the last five years which indicates that there are a lot of potential customers available in the market that will bring raise in the sales turnover. HEALTH & HYGIENE FACTOR People of Pakistan are getting more health conscious therefore, the market trend is showing positive growth in sales of hygienic products. RURAL AREAS If Nestle Milkpak becomes successful to create awareness about the benefits of the processed milk in the rural areas, it will certainly rule the biggest portion of Pakistans population, which lives in rural areas. It may be done by showing various TV programs & commercials, free distribution of milk packets, etc.

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CORPORATE CUSTOMERS Corporate customers in Pakistan are normally using dry milk powder for their usage. Nestle Milkpak can convince and market these corporate customers towards liquid milk, which have not been targeted by any processed milk producers so far. STP STRATEGY Nestle Milkpak can select a particular segment, target it for specialized milk products and position that appropriately such a flavored milk for children.

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THREATS:
EXISTING ENTRANTS Though Nestle owns the largest market share but its competitors are gaining the market share gradually such as Good Milk and Olpers, both entered in this industry in last two years but they jointly owns 10% of market share, showing positive response from the consumer market. NEW ENTRANTS Processed milk producers has just 3% of market share in the overall milk industry therefore it has a lot of potential consumers are yet to be targeted especially the rural areas of Pakistan. In that scenario the industry is encouraging more producers to enter in the industry, which will certainly decrease the overall market share of the existing producers. SUPPLIERS UNION Nestle Milkpak should maintain good relationship with the local suppliers in order to get sufficient supply of fresh milk at standard market rates. ENVIRONMENTAL & GOVERNMENT REGULATIONS Nestle Milkpak has to cope up with the environmental regulations requirements. Similarly, all government regulations given by SECP, Federal Ministry etc must be complied with or otherwise penalty may be imposed such as business suspension, license cancellation etc. which may affect their business badly.

LAW & ORDER SITUATION

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Law and order situation of the country may also affect negatively for instance supply of fresh milk may be abundant due to curfew due to which production will certainly stop. POLITICAL RELATIONS If in case Pakistan Switzerland political affairs get disturbed due to any reason, Nestle might have to stop its Pakistan operation to follow its origin country. ECONOMIC CONDITIONS It may be possible that Pakistan may come into economic crises due to which consumers purchasing power may get reduced. SOCIAL CHALLENGES Being a multinational group Nestle Milkpak may face social challenges such as restriction in buying foreign products may come in this situation. GLOBAL COMMUNITY RESPONSE Pakistan has always been under criticism of Global Community due to its abnormal political conditions, foreign policies, being an Islamic country supporting other Islamic countries, capability of using atomic warheads, abnormal relations with India, terrorism etc. If it comes to greater opposition by the global community Nestle may have to stop its operation if Switzerlands Government advises.

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The BCG Growth Matrix

Nestle Milkpak is earning higher profits and has been the market leader in the processed milk industry for the last several years, its annual sales are increasing in every subsequent year but its market share is not rising much i.e. almost constant as the industry growth rate is 20% and its individual growth rate is more or less same. Therefore, being the market leader we rate Nestle Milkpak in the Star quadrant.

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Doodh ki qudrati ghizayat Pure, Nutritious Goodness of Milk

Pure, rich and delicious NESTL MILKPAK standardized UHT milk benefits from Nestls expertise in bringing you the very best life has to offer and benefits from 140 years of consumer trust. Our extensive milk collection system ensures that the milk you get is of the finest quality. Encourage your family to exercise regularly, eat a healthy, well-balanced diet and drink pure, nutritious milk for good health. Milk is a must-drink for your children as it is a rich source of Calcium that helps in the growth and development of strong bones and teeth. It is equally beneficial in keeping grown-ups bones strong. So live to the fullest and enjoy the pure, wholesome goodness of milk with NESTL MILKPAK! A 250 ml glass of NESTL MILKPAK fulfills your daily requirement of 27-30% of Calcium, 15-18% of Protein,

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31-34% of Phosphorous, 6-9% of Vitamin A and 160-169 Kcal of energy, as Recommended Dietary Allowance by the National Academy of Sciences, USA.

Enjoy NESTL MILKPAK in four convenient sizes, depending on your family's needs: 1500ml, 1000ml, 500ml & single-serve 250ml packing.

MD's Message Nestl International Nestl Pakistan Know More Contact Us

Milk, Dairy & Chilled Dairy Beverages Corporate Social Responsibility Bottled Water Welfare Projects Baby Food Responsibility to Environment Prepared Meals SH&E Policy Breakfast Cereals Earthquake Relief Chocolate & Confectionary

Our Philosophy Wellness For You Smarter, Healthier You! Smarter, Healthier Kids!

Getting Started What We Believe In Why Join Nestl Know More What We Look For How To Apply

You Are Important To Us Getting Connected Whats Good For You Is Good For U Nestle Kitchen Talk To Us

Our proudest achievement is our internationally acclaimed development of the Punjab's milk district. Hundreds of thousands of small farmers live over an area of 100,000 square kilometres in central Punjab. Of these farmers, most have only a few head of buffalo yet Pakistan is the world's fifth largest producer of milk. Milk is very fragile in our hot climate, and distribution historically depended on a network of suppliers and middlemen. Without refrigeration, the milk arrived in towns already soured or adulterated with preservatives, such as vegetable oil or caustic soda. When Milkpak Ltd. began operations, such was the state of affairs that though the milk was cleaned, pasteurised, homogenised and sterilised at the Milkpak factory in Sheikhupura, its shelf-life in summer was, at most, four weeks. By contrast, in Europe UHT milk had a shelf-life of six months. Something had to be done. Milkpak immediately took measures to improve milk quality and the collection system, and when Nestl entered in 1988, these efforts were stepped up. Keep reading:

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Optimise and consolidate resources and processes for a low-cost but efficient Develop and manage simplified and effective supply network to achieve a high level of service Create a continuous improvement culture driven by performance measures and reward Electronic

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