HISTORY

Genesis Food Co ltd was established on September 4th 2008 ,the head office is
located in Karachi and its production houses are also located in Karachi. The
purpose of Existence of the Genesis is to provide healthy and nutritious milk
products for Infants and growing childrens.Genesis has come up with the Product
‘INFY MILK: and has Three brands named:
1. INFY sensitive (o to 6 months)
2. INFY Progress (6 months’ to3 years)
3. INFY Advance (3 years to 10 years)
The Company owes its current status to the pioneering spirit inherited its concern with
quality and to its constant search for new ways of satisfying babies nutritional needs
major driving force of its double strategy: to strengthen the Company's brands worldwide
and to continue term growth and competitiveness through innovation and renovation to
support future long-

MISSION

GENESIS has focused on mission of contributing to consumer health

by providing superior milk for infants For delicious, worry-free
products, we are carrying out integrated quality assurance activities
from raw materials procurement and production to distribution and
sales. Our strategy includes establishing a product safety inspection
department; thorough implementation of Hazard Analysis and Critical
Control Point (HACCP) Management; enhancing plant inspection
systems; reinforcing the quality assurance system for the GENESIS
group; and establishing a new food hygiene research facility and
contributes research results to society. We exist to attract and
maintain customers. When we adhere to this maxim, everything else
will fall into place. Our services will exceed the expectations of our
customers.

GENESIS OBJECTIVES

We will transform Genesis Co., Ltd. into a consumer focused supplier of a range of
nutritious and innovative Milk. To achieve this we will continually improve relationships
with our stakeholders who are:
Our owners
We will maximize our profits. In
Our employees
We will provide a safe, fun and vibrant work place where people want to work. Our
objectives will be achieved by recruiting, training and nurturing the very best people. We
will provide an environment which will be professionally challenging and encouraging
each employee to achieve.

Our trading partners

Without exception, we will:
• be reliable and trustworthy
• deliver exceptional service
• be approachable and informative
• seek innovative approaches to meet their changing needs

Our community
We will make the world a better place by supplying nutritious food and by being a
responsible and compassionate member of our community.

Our consumers
We will be consumer focused in everything we do. We will continue to invest in new
approaches and ideas to provide food that is of the highest:
• quality
• value
• taste
• convenience

MARKETING STRATEGY

The marketing logic by which the business units hopes to achieve it

marketing objectives is known as marketing strategy. Marketing strategy is
base of every thing It includes marketing mix, target marketing, market
positioning and also market segmentation. We had tried to choose the best
marketing strategy in our new product “INFI MILK”. And we have also
focus on actors and forces in the marketing environment. The strategy that
we had tried to follow is to be very much successful in today’s competitive
market place. It is only possible when we will focus on needs and wants of
our customer. We know that it is very much difficult task to focus on needs
and wants of every consumer because there are different kind of consumers
having different kind of needs and wants. Even then we had tried to fulfill
their needs and wants by introducing our new product.
 GENESIS OBJECTIVES

We will transform Genesis Co., Ltd. into a consumer focused supplier of a range of
nutritious and innovative Milk. To achieve this we will continually improve relationships
with our stakeholders who are:

Our owners
We will maximize our profits to enable the Seventh-day Adventist Church to be a leading
provider of humanitarian services. In operating our business we will be genuine
witnesses for Christian principles.

Our employees
We will provide a safe, fun and vibrant work place where people want to work. Our
objectives will be achieved by recruiting, training and nurturing the very best people. We
will provide an environment which will be professionally challenging and encouraging
each employee to achieve.

Our trading partners

Without exception, we will:
• be reliable and trustworthy
• deliver exceptional service
• be approachable and informative
• seek innovative approaches to meet their changing needs

Our community
We will make the world a better place by supplying nutritious food and by being a
responsible and compassionate member of our community.

Our consumers
We will be consumer focused in everything we do. We will continue to invest in new
approaches and ideas to provide food that is of the highest:
• Quality
• Value
• Taste
• Convenience

How much calcium do kids need?

• 3 cups of low-fat or fat-free milk (900 mg of calcium), AND
• Additional servings of calcium-rich foods to get the 1,300 mg of calcium necessary to build strong
bones for life.

3 cups of low-fat or fat-free milk (900 mg of calcium)

+ additional servings of calcium-rich foods (400 mg of calcium)
1,300 mg of calcium!

Starting around age nine, young people need almost twice as much calcium as younger kids.
 INFY CONTAINS
All the goodness of real milk, with the added proteins, carbs and quick-energy good
fats to keep kids going strong! INFY Milk is perfect between meals or with meals
when time is tight but good eating is a must. Packed with nutrients that kids need
for their growing bodies, INFY Milk is the perfect fuel before play, practice or the
school day. The creamy smooth
taste goes down great and
leaves a smile on little
faces too!

INFY Milk is a complete, balanced and delicious flavored drink

specifically formulated to meet the nutritional needs of children.

It is lactose and gluten free, helping children between the ages of 1 to 5 years old who
are not eating well or at risk of developing malnutrition because of compromised health.
It tastes delicious and it can be used as a sole source of nutrition or as a nutritional
supplement. Just add water and watch your child grow strong and healthy!

HELPFUL FOR :

Malabsorption
GI dysfunction
Crohn’s disease
Inflammatory bowel disease,
Short bowel syndrome
Chronic diarrhea,
Pancreatitis and pancreatic insufficiency
HIV/ AIDS
Trauma,
Post operative, cancer and cerebral palsy
Oral or tube feeding

MARKET SEGMENTATION

The process of dividing a market into different groups of buyers who have
distinct needs, characteristics, or behavior and who might require separate
product or marketing mix is known as market segmentation.
The market segmentation is divided into different segmentations that are:
1-Demographical segmentation
2-Geographical segmentation
3-Psychographic segmentation
4-Behavioral segmentation
Now let us define that how these segmentations are applicable to our new
product “INFI MILK”

DEMOGRAPHIC:
As INFI milk is product for infant babies so our target market is Mothers
because they are the one who shops for their infants each and every mother
is segmented

GEOGRAPHIC:
INFI milk is segmented in urban cities of Pakistan like Karachi, Lahore,
Islamabad, Quetta, Faisalabad, Peshawar, Multan,

PSYCOGRAPHIC:
Social class including upper lowers, working class, middle class, upper
middles, lower uppers and upper uppers can afford our Product
BEHAVORIAL:
It is not an occasional segmentation. You can say that is benefit
segmentation like quality. we had focused on quality as our customer should
be satisfied. We hope that the attitude of customer towards our new product
should not be negative and hostile but it should positive and enthusiastic

TARGET MARKET
INFY is targeting Mothers of all Social Class people like upper upper class, lower
upper class, upper middle class and middle class Because Mothers are the one who
buys milk for their Childs

SWOT ANALYSIS
The following SWOT analysis captures the key strengths and weaknesses within the
company, and describes the opportunities and threats facing GENESIS .

Strengths:-
• Strong relationships with vendors that offer high-quality
• Excellent staff who are highly trained and very customer attentive.
• High-quality offerings that exceed competitors offerings in quality, and price
• The strength of GENESIS concludes that the company's greatest strengths
are its passionate name ,innovating style and immense financial resources
and many more.

Weaknesses:-
• The struggle to continually appear to be cutting edge.
• The weaknesses of GENESIS is its inflexibility and inability to adapt easily
to changing tastes.

Opportunities:-
• Increasing sales opportunities in take out business
• The opportunities of Genesis lay primarily in a rapidly growing consumer
market ,build an everlasting image and to globalize itself.
Threats:-
• Competition from other companies that respond to INFY MILK superior
offerings.
• A slump in the economy reducing customer's disposable income spent on
eating out.
• The company's greatest threat is competition and the insecurity of infinite
demand for its core products.

MARKETING RESEARCH
Defining problem and research objectives
To identify marketing potential of children’s milk in Pakistani market

Research objective
We use descriptive objective to know the children’s milk potential and buying patterns of
mothers

Research plan
the management of the company decided to use secondary data to know how much
growth rate is of children in Pakistan and for this we use data of Government and also
private sectors and also we use primary to data specially from mothers
For gathering primary data we conducted research from different areas of Karachi like
Nazimabad,defence,Clifton,gulshan e iqbal etc.

Research approach
We use survey research and asked different questions from mothers because our target
consumers are mothers who better understands their children’s needs and wants .we
asked them what are their required needs to be fulfilled in order to receive information
we distributed forms among them and collected information

Contact methods
We use personal methods by conducting door to door research as well as survying in
different maternity hospitals as well as we used focus group interviewing by inviting 50
to 70 mothers from each particular areas and our trained observers asked different kind of
questions about the needs and wants of children’s .

SAMPLING PLAN
Sampling unit :MOTHER
Sample size :50 to 70 mothers from selected areas
Sampling procedure: CLUSTER sampling

The research instrument we used was Questionnaire

The questions were:
1.what kind of milk you prefer to feed your child either powder milk or liquid milk ?
2.why not powder milk or why no liquid milk ?
3.which is more flexible to you ?
4.which is safer to drink ?

FINDINGS
When we go through whole research process we came to know that powder milk was
more time consuming, more costly than the liquid milk ,taste different from natural milk ,
You always need pure water to mix that powder milk every time you use but in liquid
milk you don’t need water , less time consuming ,readily available, cheaper than powder
milk in sense you also need mineral water to mix with powder.

INFY SENSITIVE features

INFY SENSITIVE 1 is a starter formula made specially to meet the needs of infants
0 to 6 months old. It provides all the vitamins and minerals needed by the young
infant. Plus, it is now improved with:

"DHA - Experts recognize DHA as essential for brain development and good
vision."

This is a cheaper formula for the mass market.

INFY PROGRESSIVE features

"Infy Progressive provides your baby with all nutrients esential for optimal physical
and mental development. , a unique combination of protective ingredients, it also
helps to modulate your baby's natural immune defenses and to reduce the risk of
allergy in the critical period of weaning."

MARKETING MIX
(INFIMILK)
( MOTHER’S COMPANION)

PRODUCT

WHAT IS INFIMILK?

INFIMILK(RTD) is a nutritionally complete ready to drink(RTD) infant milk .

it is specially made for hungrier bottle fed babies serving them without any delay as and
when desired and providing convenience and a sense of comfort to mothers having their
baby’s milk ready without going into the hassle of preparing powdered one.
Its more than a milk,it’s a mother’s companion.

• It is essential that your baby receives the right nutrients for her growing little body
.
• PROTEIN is important for growth and development as well as to help strengthen
the immune system.

• VITAMINS and MINERALS are for healthy eyes,skin,bones,teeth,muscle and

nerve function and a strong immune system.

• The majority of your baby’s energy and growth come from the intake of FAT and
CARBOHYDRATES.

• And you may have heard of LCP’S (omega 3 and omega 6 families) which are
essential for brain and eye development.

INFIMILK (RTD) contains all of these vital nutrients and is nutritionally complete.

3 VARIANTS ARE AVAILABLE IN INFIMILK

1 INFIMILK SENSITIVE
2 INFIMILK PROGRESS
3 INFIMILK ADVANCE

1 INFIMILK SENSITIVE(from birth onwards)

Infimilk sensitive is especially formulated to to be easy to digest and having the

nutritional benefits required by newly born babies.

2 INFIMILK PROGRESS (from 1 to 3 years)

Infimilk progress is formulated to meet the needs of growing babiesfrom 1 year

upto 3 years.

3 INFIMILK ADVANCE(from 3 years to onwards)

Infimilk advance is a nutritionally complete energy rich milk based formula with
more energy ,proteins and other nutrients to give boost to babies advancing in
their age and agility.

QUALITY STANDARDS
Infimilk production processes will be strictly following various quality standards
set by leading quality audit companies(ISO and HACCP certification is targeted
within six months of operation).
A team of nutrition experts monitors the whole production process and the quality
of final product.

PACKAGING

All variants are packed in tetrapack easy to grip cartons with vibrant colors.
Tetrapack allows sensitive liquid foods to stay safe and fresh and gently protects
the natural flavor and nutrition contents of milk .
The multilayer high performance aseptic package is designed to lock out light and
air,seal in nutrients and flavor and allows its contents to remain unrefrigerated for
months.

PROMOTION

ADVERTISING

PRINT MEDIA

Infimilk will use print advertising to reach target market (mothers).

Adds will be made in following magazines
Sunday magazine
Midweek magazine
Akhbare jahan
Mag
ELECTRONIC MEDIA

Adds will be aired on leading tv channels GEO , ARY , AAJ TV in the prime
time slot .
Special radio programs will be made and aired through leading radio channels FM
100 ,FM 101,FM 89.

SALES PROMOTION

Infimilk will develop a dealer incentive program that will encourage and reward
dealers for selling infimilk.

PERSONAL SELLING

Infimilk will have its own sales staff that establishes and maintains dealer
accounts .In addition infimilk will use nutritionists (PhD’s)to visit the larger
consumer forums and help them establish feeding programs.
 MOTHERS CLUB

The goals were to increase awareness of RTD(ready to drink) infimilk among

mothers of newborns , build a longterm relationship and collect consumer data .
A mothers club is designed for parents of newborn that inform the subscribers via
SMS.
Mothers subscribe to the club with their own and their baby information.the short
messages and the subscription to the club is free ,no purchase necessary.
To keep the club live short term events are organized.

PLACE

Initially product will be tested in Karachi .following urban localities will be

Covered through retailers and wholesalers.

Defence
North nazimabad
Gulshan iqbal
Gulshan hadeed
Sadder
Malir

Since production facility is located on super higway therefore three warehouses

will be build to cover the whole city with efficient logistic support of 30 delivery
vans.