1 MILCY

MARKETING
Section
H
Submitted to
ASAD BUTT



GROUP MEMBERS
ALI MUDDASER
(L1F12MBAM2109)
MARIA SADAR
(L1F12MBAM2210)
SHEMROZ KHAN
(L1F12MBAM2076)
NOSHEEN JAFFAR
(L1F12MBAM0078)
SAAD ALI
(L1F12MBAM2013)


2 MILCY
Contents
Serial
no.
Detail Page
no.
1
EXECUTIVE SUMMERY 3
2
OVERVIEW OF COMPANY
CAUSES OF FAILURE OF CANDIA
4
5
3
PESTLE ANAYLSIS 7
4
SWOT ANAYLSIS OF CANDIA MILK 10
5
MARKETING ANAYLSIS OF CANDIA MILK
PRODUCT
PRICE
PLACE
PROMOTION
12

6
RE-LAUNCHING STRATEGY 14
7
NEW MARKETING STRATEGY
PRODUCT
PRICE
PLACE
PROMOTION
PROCESS
PHYSICAL EVIDENCE
PEOPLE
16
8
ANALYSIS
PROJECTION
EXECTATIONS
SWOT ANALYSIS OF MILCY MILK
30
9
CONCLUSION 35


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Executive Summary


Candia is the very popular brand in Europe. And it was launched in Pakistan under the
CDL a very famous milk brand in Pakistan. After a short time interval, Candia fails to
settle down in the Pakistan market. Candia milk failed to do a proper advertisement and
marketing campaign. The important attributes that Candia lacks are color and taste of
the milk. The color is not purely white due to which people begin to think that the milk
is not pure and hygienic. Another area of weakness is the pricing strategy used for
Candia. Its price was lower than the other brands available in Pakistan so the thing
comes into the mind of the consumer that its quality did not up to the mark. This did not
allow Candia to penetrate the market effectively. Packaging is the most important factor
contributing to bad taste and coloring of the milk. Even though it has a USP packaging,
but if exposed in the sunlight, the milk is discolored. They were and still not aware of
the original Candia, which was so popular in Europe and other 52 countries around the
world. Now we are going to re-launch Candia again with a new name MILCY.
Now, we are going to changing the perception of the people. Consumers come across
many products daily but do not always remember them all. The ones they recall are
usually the ones they have experienced or just the ones they are exposed to. There are
some products to which they get exposed in such a way that the memory of that product
stays with them. So keeping in view the consumer need we are come in to the market
with the brand name MILCY with new pricing and marketing strategy. Now we will
totally change the perception of the customer and facilitate them in different way. For
the time being we are come into the market with just milk but after that we also launch
milk make products like ice cream, yogurt, cream and different liquid adders(skim
milk). Advertisements, print media, electric media campaign, radio, bill boards and sales
forces must be used for the heavy promotion of the product. To promote the entire site,
an online marketing program was launched. Social web sites are also use to promote the
product. And we assure that now we are getting success to promote the MILCY. And
change the perception of consumer and also successful to get a large market share.



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Overview of the Company


Haleeb Foods Pvt. Ltd. started its business in 1984 with the name Chaudhry Dairies Ltd.
The plant spreads over 37 acres of land which is situated at 62 kilometers from Lahore
District Court, with a capacity to process 80,000 liters of milk per day with a labor force
of 150 workers. The production process started in 1985 with UHT (Ultra High
Treatment) liquid milk such as an initial product which became very popular in no time.

CDL (Chaudhry Dairy Limited) is one of the reputable and renowned companies in
Pakistan. CDL was established in 1984 as a private limited company. The company came
up with its first product Haleeb Milk and continued to expand its product line. In 1988,
CDL introduced Haleeb Cream which was not only launched directly for consumer
market but also supplied to many ice cream
factories where it was used as a core ingredient.
The company has its head office in Lahore and a
plant located 65-km from Lahore in BHAIPHERU.
The plant is equipped with latest equipment and
technology, specialized workers scientists and
professionals who assure quality at every level of production process. Chaudhry Dairies
limited is one of those who have entered the dairy industry of Pakistan and have posed
serious threats to well established firms like Nestle. The name of Chaudhry Dairies
limited was changed to Haleeb Foods Limited with effect from February, 2004.
Haleebs administrators claim that their plant adopted the latest technology for milk
processing and thus it had an edge over other around twenty plants in competition
including Milkpak as all other plants were based on obsolete European technology. The
idea behind UHT investment was to provide consumers with the best quality of
packaged dairy and food products that no other company can produce. About four years
later, the company decided to enter a joint venture with Friesl and Frisco Domo (FFD) of
Netherlands and continued the activity from November 1989 to December 1991. This
joint venture did not last very long because of the change in global strategy of FFD and
was amicably dissolved.


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Haleeb then went on its own till December 1998 till it signed a
contract with Candia that is a market leader in France. Under
this agreement, the company launched Candia value added
liquid milk products all over the nation. The advantage of this
agreement that Haleeb took is that Haleeb now has access to the
latest technique of production, technical know-how, etc. This made the company gain
many successes on different frontiers and, now it competes very well with all other
multinationals and has an edge over all national companies active in the dairy industry
in Pakistan.
Candia is a product of CDL, which was launched in 1999. Candia is a French brand and it
is processed and packed under and licensed in CDL. Candia already is a very popular
brand in Europe and other 52 countries. Now it was also available in Pakistans major
cities under CDL distribution channels. CDL invested
around 200 million rupees to launch Candia in Pakistan
out of which 10 to 15 million were spent on its
advertisements as it was launched early during the World
Cup of 1999.
Candia is Europe's Number One selling milk. CDL Foods
Limited and Candia of France have joined hands to bring
the people highest quality milk. For the first time in Pakistan, CDL Foods Limited has
introduced milk packed in food grade plastic bottles. These bottles are manufactured
from imported materials at CDL Foods latest plant. They ensure longer shelf life, highest
quality and storage with ease of use.

Some Causes of Failure of Candia
POOR ADVERTISING AND MARKETING CAMPAIGN
Candia milk failed to do a proper advertisement and marketing campaign. There was
hardly any on air advertisement and no other medium for advertisement was used.
COLOR AND TASTE


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The important attributes that Candia lacks are color and taste of the milk. The color is
not purely white due to which people begin to think that the milk is not pure and
hygienic.
PRICING
Another area of weakness is the pricing strategy used for Candia. Its price was lower
than the other brands available in Pakistan so the first thing comes in the consumer
mind that the milk is not of good quality and substandard.
PACKAGING
Packaging is the also most important factor contributing to bad taste and coloring of the
milk. Even though it has a USP packaging but if exposed in the sunlight, the milk is
discolored.
BRANDING
The name Candia was relatively unknown to the people of Pakistan and many thought it
was some kind of candy or something of that sort. They were and still not aware of the
original Candia, which was so popular in Europe and other 52 countries around the
world. The brand has flavor of milks rather than just plain milk.
PRODUCT GROWTH
Another major reason for the failure of Candia is that the company has not been able to
increase the depth of their product since launching its flavors, colors, sizes, and overall
variety. These innovations are necessary to create a good image of the brand in the
mind of the consumer.
INCENTIVES
No incentive or discounts are offered to the consumers. No bulk discounts are given
either. The competitors however, follow this practice. Candia was also not given
incentives to the retailer or wholesaler to position the Candia in its shop.
FACILITATION


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CDL is also not providing deep freezers and fridges to big retail outlets and
departmental stores of Candia. Due to this, there are many areas where Candia milk is
not performing well, especially in areas of their target markets.


Pestle Analysis

In analyzing the environmental factors it is important to identify the factors that might
affect number of variables that are likely to influence supply and demand of
organization product and also its cost levels.


POLITICAL
Common perception is that it is a weak government, nevertheless backed by the
western powers; Pakistan has a democratically elected government where the ruling
party is Muslim league (N). Pakistan has already faced many blows in the political
history as we have seen no leader after Muhammad Ali Jinnah. Martial law and
democracy concepts have created huge mess. As mentioned earlier, a weak government


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can change at anytime, which may translate into a change at the top management of
many, if not all of these government owned organizations.
But we are talking about current government performance they are handle many health
issues very well. The health and food minister look very carefully the market situation.
And government also regulates the prices of the product very well.

ECONOMIC
Unemployment is rising regardless of the fact that labor supply is high and available at
low costs. Distribution of wealth system continues to worsen year after year because
the gap between the rich and the poor continues to widen. Of the general public has
decreased. This is apart from the financial aid packages it continues to accept from
countries like the United States of America and other Friends of Democratic Pakistan.
Pakistans integration with the global economy has brought positive changes to its
overall economy, including increase in GDP and decline in import duties. Regardless of
some positive changes, unemployment and poverty are on the rise. This is further
troublesome because wages in the private sector have been on an increase as per the
demand to compete in the global market. So to sum up the economic conditions are not
stable.

SOCIAL
Health and Education sectors are the two most important sectors for any country,
specially a developing nation. It is the governments responsibility to provide the best
possible health care and educational facilities for its people. Unfortunately, these are the
two areas where the government allocates the least amount in their annual budget.
There are so many factors also included in social environment like consumer behavior,
perception.

TECHNOLOGICAL
Technological expertise is readily available in the country with overflow of IT
professionals in different industries. There has been an immense technological
improvement in the industrial sector. Industrialization in the country is fairly stagnant
with international investors quite wary of entering this risky Pakistani market.


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Therefore, latest manufacturing technology is significantly missing from the market. As
a result, the countries imports are higher than its exports. And the main exports are
from the agricultural and textile sector.
There has been a longstanding need to develop the industrys product mix particularly
so given the competitive pressures associated with the recent dairy commodity price
decreases and the ongoing removal of price supports. The industry needs to become
less reliant on low margin commodity products and focus more on the higher value
added products. To achieve this, ongoing research and development and technological
improvements are required.

LEGAL
The law and order situation is Pakistan is not good. The environment is not safe due
different enemy forces. Moreover the different political campaigns also disturb the law
and order situation a lot. Legal factors include discrimination law, consumer
law, antitrust law, employment law, and health and safety law. These factors can affect
how a company operates, its costs, and the demand for its products.

ENVIROMENTAL
Environmental factors include ecological and environmental aspects such as weather,
climate, and climate change, which may especially affect industries such as tourism,
farming. Furthermore, growing awareness of the potential impacts of climate change is
affecting how companies operate and the products they offer, both creating new
markets and diminishing or destroying existing ones.







10 MILCY
Swot Analysis of Candia


STRENGTHS
Followings are the main strengths of Candia milk;
The major strength of Candia is the product itself because there is no other
product with such uniqueness in the market.
It was more caramelized milk in its nature as compared to other products of
market.
It was in a bottle shape so it was easier to open. Just take the lid off and pour
milk.
Packed in food grade plastic bottles. These bottles are manufactured from
imported materials at CDL Foods latest plant. They ensure longer shelf life,
highest quality and storage with ease of use.
Candia milk comprises international packaging.
Affordable and reasonable pricing strategy was followed by them.



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WEAKNESS
Followings are the main weaknesses of Candia milk;
Their product is ignoring female taste; Mostly, Men use to drink thick milk as
compared to Women.
The color of the milk was yellowish thus making the consumers reluctant to buy.
There is no running promotion. Only Niche markets targeted to serve the likes of
N.W.F.P and Punjab.
Music plays a vital role in marketing of any product. According to one research in
70% ads, it is music, which attracts the attention of audience. The ads for Candia
did not have any music or melody in them.
Promotional strategy was poor and required huge capital.
Consumers get more attracted through competitors products and they are failed
in convincing them.

OPPORTHUNITIES
Followings are the main opportunities of Candia milk;
They can introduce flavored milk.
Big Market is there because 77% of the market share is yet to be captured.
Large CDL distribution channel.

THREATS
Followings are the main threats of Candia milk;
Haleeb milk is its biggest threat since there will be a cannibalizing situation in
the market at that time.
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.


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Marketing Analysis of Candia


PRODUCT
Candia no doubt the high quality milk but fails to capture the market. The core objective
product of the Candia is the UHT milk. It was positioned among its customers as
nutritious, energizing, and tasteful. That is specially made for smart, healthy and
energetic people. Candia also has an advantage as a foreign brand/ foreign name,
because it is very famous brand of Europe.
CDL Foods Limited has introduced milk packed in food grade plastic bottles. These
bottles are manufactured from imported materials at CDL Foods latest plant. They
ensure longer shelf life, highest quality and storage
with ease of use. Candia was provided milk in
plastic bottles thats was his imitative in Pakistan
because no one in the market who provide milk in
bottles but still it was fails in marketing.
More of above Candia was no innovation strategy
in its product. They just want to capture the
market with the single milk brand with limited
variety.
CANDIA
MLK
PRODUCT
PRICE
PROMOTION
PLACE


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One disadvantage of Candia is also that it was just available in 2 ranges; the users of
250ml cant use the Candia because of unavailability of such packing. And the Candia
loses its market share due to not have small packing for individual users. Candia is
available in bottles in the market in two ranges:
RANGES
OF CANDIA
500 ml
1 liter

PRICE
Price should be according to the product demand of public. Prices should be that which
gives maximum revenue to the company. Prices should not be too high or too low from
The prices which collect by the compotators was charging by their customers otherwise
Nobody will purchase their product.
Candia was charging low prices as compare to its competitors. And the charges of the
milk are as follow:


RANGES
OF CANDIA
PRICES
500 ml RS. 15
1 liter RS. 30

PLACE
The placement of Candia was also no intensive. Candia was distributed through the CDL
distribution. No doubt the distribution of CDL was big enough because through that
distribution CDL was distributed Haleeb milk and that as a very well know brand of at
that time. But still the distributions of CDL were no so intensive or capture all the areas
of Pakistan.




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PROMOTION
Some products have attributes like flashy packaging or something unusual. Other some
factors include the way the product is promoted, how it is advertised, and who endorses
it. The medium used for advertising plays an important part in the learning and memory
of a consumer concerning a particular product.
CDL invested around 200 million rupees to launch Candia in Pakistan out of which 10 to
15 million were spent on its advertisements as it was launched early during the World
Cup of 1999. But the advertisement of Candia was not so effective because it fails to
grasp the attention of consumers. They fail to build its image in the consumers mind.

Rebranding


We are come in to the market with new brand name in to the place of Candia milk and
the new name we choose that is MILCY. And our mission or slogan will be:
INSPIRATION FOR HEALTHIER LIFE



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More over us also come with new marketing/ promotional and pricing strategy in to the
market and now with product we will also provide services to our customers. Now we
want to serve our customers in different ways. We will also focus on innovation and
research and development. And our new logo is following below:



More over us also change the packing labeling. And also come with new features which
no one has. Now we will base our foundation on QUALITY. And the quality we will
never sacrifices. And our quality foundation has following pillars which are as follow:


Following above points we will follow to be a part of potential market. And we are with
the hope that we will get success if we will follow the following points of quality. And we
will try to think or go beyond one step ahead from our competitors.


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New Marketing Strategy

The marketing mix is the set of activities and tactical marketing tools product, price,
place, promotion that the firms blend to produce the response it wants in the target
market.
The marketing mix consists of everything the firm can do to influence the demand for its
products. The 4 Ps of marketing mix are:
Product
Price
Place
Promotion
Instead of above we are also provide the services to our worthy customers, so thats also
includes 3 more Ps of services industry:
Process
Physical evidence
People

PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSICAL
EVIDENCE


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PRODUCT
Product means the goods and services combination the company offer to the target
market and customers. Products include physical objects, services, events, persons,
places, organizations, ideas, or mixes of these entities. Our product is Milcy which is
energetic and healthy. The previous name of MILCY milk was Candia and new logo and
labeling are designed to promote and sell the product. Following are the logo which we
will launch in the market:

Some important points related to the MILCY:
Product Quality
We are more focus on the quality of the milk because Candia was fail due a lot of quality
issues. The color of the milk was no purely white. And we try our best to provide the
quality milk to our worthy customers. We will establish the quality centers to promote
the taste and quality of the milk. And it also include in our slogan that,
INSPIRATION FOR HEALTHIER LIFE.
Its other features include:
Rich color
Fresh taste and smell
Long expiry date
Core benefit 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.
Expectation about our product
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 try to perform beyond the
expectations of the customers.


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Differentiation of our product
We will provide the 100% pure milk to the customer. Our quality provided the
maximum satisfaction to the customer. We provide the guarantee in good quality and
we promised to maintain the quality. Quality and serving style will be the differentiation
point.
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.
Product Positioning
It is positioned among its customers as nutritious, energizing, and tasteful Milcy. That is
specially made for smart, healthy and energetic people and no restriction for any age
limit.
Product Attributes
MILCY milk has rich taste and mix with quality Ingredients.
Milcy contains ingredients as follows:




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Branding and packaging
The name of Milcy is printed on its pack. A four cornered square pack, made of highly
hygienic, six layered tetra pack is used as container. Other labeling printed on the pack
includes ingredients, expiry date, and price and batch number. And one feature we add
that we are adds the benefits of taking milk on regular basis and disadvantage of not
taking that.
If we talk about its carton packing .25liter will be packed in box packing
containing 24 packs in it.
And .50 liter will be packed in also a box packing containing 12 packs in it.
1 liter family pack will be packed also in card board packing of containing 12
packs in it.
2 liter economical pack will be packed in plastic bag of containing just 6 bottles
in it.

Now, we talk about the in which way we serve to our customers. We are come into the
market to fulfill the needs of different customers with their different needs. We are
come with wide variety. Keeping in view the customer need and demand our milk
MILCY is available in following ranges:
RANGES
OF MILKY
PACKING
ATTRIBUTE
0.25 liter Personal pack
0.50 liter Medium pack
1 liter Family pack
2 liter Economical pack


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Variety
We will come with a lot of variety of milk. That is just doing too little bit diversify the
MILCY milk and to give different tastes. And thats also for those customers who dont
like milk so we give the different delicious taste for him.

That flavor milk will be available in just one range which is of 300ml and its price will be
Rs. 39. And thats full of health and nutrition power. So we are come in the market with
following different flavors;
RANGES
OF FLAVOR MILCY MILK
Banana Milk
Strawberry Milk
Chocolate Milk
Almond Milk
Coffee Milk
Vanilla Milk
Mango Flavor

PRICE
The prices of MILCY milk are based on the cost of ingredients which are used for the
making of milk and as well as other operational cost like processing, packaging and
logistics. Some important factors or objectives of pricing are:
Maximum profit margin
MILCY milk important pricing objective is to provide high quality and take premium
price to their customers other than their competitors because of brand image and


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product differentiation. Because we are with the perception that as the prices are high
consumer will prefer that one because they think that the product is of high quality.
Quality leadership
MILCY milk core objective is to provide adequate quality to their customers. And we
promise to our customers that we provide those range which are beneficial for the
customers health and they fulfill their promise. Due to our quality we will becomes the
customer first choice very soon.
Long relationship with customer
MILCY will provide quality products to their customers. MILCY will give good benefit
against their cost so thats leads to long term relation and promise to provide the quality
services as well in different way.
Psychological Pricing
Milcy psychological pricing used, i-e high price are quoted as nestle are doing in the
market, which reflect Milcy positioning, as high price for high quality. Milcy is a market
followers, Milcy respond to the price strategy of market leader Nestle. And we will come
with odd pricing strategy:

And below are the given prices which are charge by the MILCY milk:
RANGES
OF MILKY
PACKING
ATTRIBUTE
AMOUNT IN
RUPEES
0.25 liter Personal pack 29
0.50 liter Medium pack 59
1 liter Family pack 99
2 liter Economical pack 189
300 ML Flavored Milk 39






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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. a
MILCY availability is our core
objective. We will make the strong
infrastructure of distribution. We will make structure of sales and distribution which is spread
in almost every city and small towns.
As our competitor Nestle do, they spread its products
around 600 of Pakistan small or large towns with the more
than 6000 field force and more than 1500 vehicle to meet
the demand of people. For the small streets nestle also
provide bikes to their sales force where van cannot entre. These are the strong steps are taken
by the Nestle to make available their product everywhere in the market.
So we want to go one step ahead from Nestle. We also make the sales force to make available
our products all over the Pakistan. Provide vehicles for facilitate them in distribution. And
tough monitoring department head will look out them. We will also provide good incentives
to the sales force to grasp his motivation and courage.


We will divide the countrys provinces in different zones and different zones are further
divided in regions and regions are divided in different areas. And the sales force will timely
reach its particular area for delivery. This effort is done to make available all our Pakistan. It
will be clearer with the help of following SPAN OF CONTROL diagram:


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We will capture all the stores for distribution weather small or large or at any where in
Pakistan. MILCY unique selling points are all the super departmental stores like HYPER
STAR &METRO or different famous stores in different localities of different cities and cover
the so many large stores around the country. MILCY milk is after warehouses goes to the
distributors then wholesalers and then retailers after that to the final consumer. And our sales
forces also capture the retailers by his own.
We will directly approach retailer by providing credit facility and bonus in form of
incentives. We will also provide allowances to our distributors and retailers to further
intensify usage of push strategy.
One important thing, which we include in the placement. We will also provide the home
delivery services to our customers, which no one doing in Pakistan. Because we want to
facilitate in different ways. We will give him membership to join us. We will open the
outlets in different location of big cities of Pakistan and at dense areas like:
OUTLETS LOCATION
Lahore Karachi
Islamabad Multan
Faisalabad Rawalpindi


PROMOTION
Such products have attributes like flashy packaging or something unusual. Other such
factors include the way the product is promoted, how it is advertised, and who endorses
PROVINCES
ZONES
REGIONS
AREAS
SALES
STAFF


24 MILCY
it. The medium used for advertising plays an important part in the learning and memory
of a consumer concerning a particular product
We want to become reputable name in the market and it should also comes in the mind
of the consumer that it is not just a name it is the name of brand but the name of quality.
MILCY will promotes its products through newspaper, TV, radio, bill boards,
sponsorships and social media as well.
Promotion means activities that communicate the merits of the product and persuade to
target customers to buy it. In case of promotional campaign of Milcy following
promotional strategies are used:
Advertisement
Effective television ads are used for promotion. In addition to this adds on newspapers
and magazines are also published. Other advertisement tools include holdings and sign
boards.
Personal Selling
Milcy is trying to reposition itself with new name the old name was Candia, which was
badly failed in Pakistan. So the Milcy try to highly emphasize personal selling as it
develops an interaction between user, product and company representative. The sales
force records the reaction of the consumers towards the product that further helps the
company to estimate and foresee the acceptability among the customers. The personal
selling will be done in the following ways and company staff will be involved in that:
Put stalls in different big departmental stores
Retailer feedback about customer views
Outlet is a form of personal selling
Sales Promotion through in-store Activities
The introduction of a new product is also facilitated through in-store an activity which
means the company representatives are present in the store and they interact with each
customer entering in the store they offer them to taste the free sample of the product
and also offer some discounts and free samples.
Sales Promotion for Retailers, Whole Sellers and Distributors


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While introducing of new product special discounts and free samples are offered to
distributors, whole seller and retailer and special discounts are given to him to place
MILCY milk on its shop on a good or convenient place.
Social Media
As we all know that the importance of social media. Social media is being used by all
ages of people and they are being updated by the new information in the market and the
new products. We take the help of face book to promote the products of MILCY. We will
ask questions on daily basis to the users which product of milk they use and like to use.
If they will use MILCY products which thing they like most and what they want form
him and if they not use the MILCY products then why they dont use it. So that is a cheap
way to get the feedback from the customers easily and readily.
Social and Ethical Awareness
We will also take part in social and ethical awareness. Which gives the customers
indicator that company is very conscious about the society well being. Through social
awareness that MILCY is healthy product and it is free from fat and other injurious
chemicals which are used often in these sort of products. It is socially accepted product
and it has been prepared by following all the norms of environmental concerns. Like we
will also take part in different campaigns of:
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
Cooking Show on Television
We will also use the television cooking shows to promote our product. we will sponsor
MILCY in different cooking shows because mostly women is very keen about cooking
shows and they watch it regularly so this would be an effective strategy to pursue. We
will also take the help of professional cooks (Like Chef ZAKIR) to promote our products.


26 MILCY
The cook will tells the viewers how the MILCY milk can be use for different purposes
and what recipes can be made more delicious with MILCY and what is the taste and
benefits MILCY milk has. The cooking show will be broadcasted in the week only one
time on ZAUQ TV with the name of MILCY because it is a famous cooking channel.
Brand Ambassador
We will also take the help of brand ambassador to promote the product because
ambassador also influences the customer to use that particular product. So we will
choose the Amir khan a famous boxing star to be our brand ambassador.


Culture Tradition Followers
We will also promote the culture of different provinces like in Punjab we will promote
the Punjabi culture and in Sindh we will promote Sindhi culture we will also launch
festivals in different sessions. And more of above we will also change our packaging
according to the culture and festivals like in Ramadan, Besant festival and much more.
Outlets
As we told above we all open outlets at different big cities of Pakistan to provide home
delivery services to our customers. Outlet is also the promotional activity because at a
particular location you can promote yourself and grasp the consumer attention.
Morning Show Influence
Morning shows are very famous in these days and it has a very good influence on the
household ladies. So we also take the help of morning shows to grasp the attention of


27 MILCY
household ladies for the use of
MILCY brand In these shows we
will provide the benefits to the
viewers.
Cartoon Film Present
We will also launch the cartoon
film for the children and let him
know what the benefits of using
milk are and what they can feel
after using it. Cartoon film just for
the interest of the children, to use
the MILCY milk.


Promotional activities in
school
We will also launch the promotional
activities in the different schools to
take attention of the children. We
will organize the different functions
in schools, sports festivals, and as
well educational activities. We will give
checklist books to the children in which
we will ask the questions about the use
of MILCY milk.



Promotion Through Mission
We will also come with the mission to
promote the health of our customers


28 MILCY
and our mission will be DAILY GROW UP WITH MILCY.
So, mission will be that to take one glass of MILCY milk
daily to look healthier and smart. Through intensive
distribution technique we will be in the access of every
one. We will also advertise it on television and also tell
them benefits of use of MILCY.




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.
Customer is not concern with how the
business is run but they just concerned
with the how we will deliver services in a
short time. We will provide the services to our customer in the form of opening outlets
in 6 different location/cities of Pakistan which we discuss above. And at 6 different
cities we will open outlets almost at every good location (DHA, PGCHS, JOHAR TOWN,
WAPDA TOWN, NEAR BEHRIA TOWN, NEAR AIRPORT, BOR, RAVI ROAD, FEROZPUR
ROAD, SHADMAN and etc) to provide the home delivery service as well. That is the
unique thing which we are doing because no one in Pakistan doing that.
Moreover for the facility our customer in a good manner we will introduce the
complaint cell in which feedback will be taken from the customers on daily basis and
adequate action will b taken very soon. We will introduce the complaint cell with the
name of MILCY TALUQ to get feedback. The following label will be printed on every
MILCY product for the customer connivance.



29 MILCY
Form company warehouse the MILCY product will directly distributed to our outlet.
This effort will cut down the share of profit of retailer, wholesaler and distributor. So on
outlets MILCY products will available on low prices thats will also give advantage to
our customer and grasp the attention over there.
PHYSICAL EVIDENCE
Because we are also providing services to the customers by opening outlets at different
locations of different cities and through these outlets we will also provide services to
our customers. 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
The final P of the marketing mix is people. Develop the habit of thinking in terms of the
people inside and outside of your business who are responsible for every element of
your sales and marketing strategy and activities. The reputation of your brand rests in
your peoples hands. They must, therefore, be appropriately trained, well motivated and
have the right attitude.
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. It's amazing how we
will work extremely hard to think through every element of the marketing strategy and
the marketing mix, and then pay little attention to the fact that every single decision and
policy has to be carried out by a specific person, in a specific way. We select, recruit, hire
and retain the proper people, with the skills and abilities to do the job.








30 MILCY

Analysis

The mistakes which were done by Candia we do not want to do that again. Our core
mission is that everyone should have an access of MILCY products. Candia was just
limited in innovation and diversification but we will make MILCY totally different. We
will intensively distribute our product and make available on every small or big school.
No doubt we have very strong competitors like Nestle, Olpers and Adams but we will try
to be one step ahead.
We will more focus on services as well with providing the product to the customers. We
will make the perception of the consumer that we are the name of quality. We will treat
our customers in different way by opening outlets at different locations for the ease of
customer and also through home delivery service.
Our MILCY milk will be available in market in 4 ranges for the customer facilitation. We
will introduce the 2 liter handle reusable bottle packing in the market and it will be
alone such type of packing of milk in the market.
We are also introduced the flavored milk in the Pakistan with more delicious flavors like
vanilla, coffee and almond milk. And following new flavors will gives better taste and as
well as nutrition power to the user.
We will always try to find better ways to serve the customers. We will make the
departments for the better collection of milk from farms and keep on checking the
quality of product because no sacrifice on quality. Quality assurance department will be
making to check on the quality of milk.
We will also provide the facility to our retailer and wholesaler by providing incentives
and more over by providing chillers of high quality and ranks for the display of the
MILCY products. And more over on the damage of chillers we will also provide the
repair facility to the retailers. Because retailers are play an important in the sale of
product in particular areas.
We will fulfill our brand promise. Our brand promise is to maintain quality and no
sacrifices will be made on it. And we want to be sustainable in the market in each


31 MILCY
aspect. And moreover we also want to be a part of the whole kitchen means that we do
want to make our self limited to milk but also the different products that are related
with milk.

SOME FUTURE PROJECTIONS

We will launch ice cream, yogurt, skim milk, cream as it is a include in the MILCY
name like:
Milk
Ice cream
Liquid adders (skim milk, powder for tea)
Cream
Yogurt
We will also introduce the carbonated milk.
We will also launch lassi.
We will also launch honey milk.
We will also launched the milk different flavored custard.
We will open outlets in more different cities.
We will make research and development department that will leads to
innovation.
We will also launch the intensive delivery distribution strategy in all areas of
different cities.
Quality assurance centre will be established.
We will also launch the milk that gives the more calcium power to consumer.
Consumer health help centre will be established.

EXPECTATIONS FROM MARKET
As we position our product high in the consumer mind we may be the consumer
first choice.
We are providing variety to our customer so we can be the customer choice.
As we will give value to customer monetary cost, and time cost.
Through delivery service we will be the part a everyone kitchen.


32 MILCY
And if we talk about our competitors, let see where will stand in the market:
NAME QUALITY PRICE /
LITER
POSITIONING VARIETY
NESTLE Very high 100 VERY HIGH HIGH
OLPERS High 100 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 QUEEN Very low LOW VERY LOW VERY LOW
GOOD MILK Low 70 VERY LOW VERY LOW
DAIRY
OMANG
Low 70 LOW VERY LOW
MILCY VERY HIGH 99 HIGH HIGH


TARGET MARKET AND SEGMENTATION
As we know that our product Milcy provides a wide range of calcium which is the need
of every age of people. Milcy are providers of calcium, magnesium and protein which
are all essential of healthy bone growth and development .so now we are targeted the
people of every age. We will do mass marketing for the masses of Pakistan keeping in
view the need of all people. But we will specially focus on kids.

UNIQUE SELLING PROPOSITION
The unique selling proposition (USP), or unique selling point, or "'unique selling
product"' or "' unique selling price"' is a marketing concept first proposed as a theory to
explain a pattern in successful advertising campaigns. The USP states that such
campaigns made unique propositions to the customer that convinced them to switch
brands. The foundation for your USP must come from a real understanding of your
customer like:


33 MILCY
Think like your customer
What motivates customer to buy our product
Customer comes to you instead to your competitors.

So our USP will be:
NO ADDITION, JUST NATURAL AND PURE


Swot Analysis of Milcy

SWOT analysis describes an MILCYs competitive position, operating and financial
condition and general state of internal and external affairs.

STRENGTHS
Haleeb Foods which is a well reputed company in Pakistan and has a strong
portfolio of brands in that case it will help MILCY to perform well.
Milcy is facing low cost because it is available in the market in tetra pack which is
less costly than bottle packing.
MILCY is facing less distribution cost because it has skilled and motivated staff
because of Haleeb foods.
MILCY is providing a best quality and healthy milk because it is using an efficient
Ultra heat treatment technology.
MILCY has a main strength of availability and access because it is easily available
at every shop and stores. It is available in all shops and stores. People face no
problem in finding it.


34 MILCY
Distribution channel is much enhanced and fresh milk is available at doorsteps to
its customers on daily basis.
It is placed on shelves in stores for customers convenience and gets attraction
with promotional strategies.
Staff and workers will be loyal, cooperating and working hard for the
development of MILCY success.
We will provide the home delivery service to our customers as well.
We will also provide the flavored milk our customers.
We will make a strategy to enhance our business in milk products.
We will give preference to quality.
WEAKNESS
Take time to be a part of market.
Haleeb foods milk products may create disturbance in the way of MILCY.
Competitors like nestle has still very reputed place in market so it is difficult to
make its reputation for people among its competitors choice.
MILCYs share in the market is low as compared to its competitors.

OPPORTHUNITIES
Milcy can attract the more customers who lie in middle income as well as high
income bracket because there is high inflation in the Pakistan economy where as
its price lies between the Olpers milk and Nestle milk which are the competitors.
Milcy can increase its market share by reducing it price up to some extent.
Because people in Pakistan are more price conscious.
Introduction of new products and services.
Milcy can increase its sales by going into new areas where people have
acknowledged about this product.
Struggling hard to get customers confidence.
Fresh milk delivery on daily basis may create reputation and loyalty among
consumers.



35 MILCY
THREATS
Floods in Pakistan is a big threat for MILCY because it can a lot of problem in
carrying the raw material into the factory and in distribution of the finished good
to the market because roads network has been badly affected.
Political instability is one of the main threats for MILCY.
MILCY competitors like nestle and Olpers are the biggest threat because of their
huge market preferences. So people do not know so well about MILCY and its
features.
















36 MILCY
Conclusion


To sum up, we must acknowledge that we have to face very
difficult situations in the market because we have strong
competitors with strong financial background and as well as
goodwill background, and no doubt they are providing very
quality products to the customers and give value to their
money. And we will also make quality our benchmark to survive
in the market. We will inspire people to use our products
because as we told in our slogan that inspiration for
healthier life. So, timely need to update, diversify the
strategies according to the situation. Innovation could be the
key to success to penetrate the market and we will do that.
Different marketing strategies should be used to gain the
market share. If we will unable to maintain our self in the
market according to the market requirement, we will not stay
in the market for the long run. So we are coming in the market
with new vision of QUALITY (Quality consideration,
Uniqueness, ambitious for health, Long run, Innovation, Taste,
your wellness) and with the hope that we will get success.