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Course: Principles of Marketing | Lecturer: Ambreen Bashir | MKT-401 T

Marketing Strategies - Candia


Re-launching Candia Milk

Our team:
Sadia Zaman

16562

Hassan Noman

16646

Qazi Zahoor Ahmad

16560

Mohammad Ali

16663

Shabila Ashraf

15660

Start your Day


with.

Candia Milk TVC

Product Milk
Market
98% population consumes milk

Milk Usage

Child nutrition, desserts, tea, beverages

Types of Milk Available

Fresh milk

Powdered milk

Condensed milk

Packaged milk

Reasons of Failure (Candia)

Product was not launched at the right time

Lack of awareness

Wrong target market

Taste and color was different

High-Pricing

Product Line

Haleeb Standarized Milk

Haleeb Cream

Asli Desi Ghee

Candia Milk

Skimz liquid skimmed milk

Skimz-Skimmed Powder Milk

Candia Drinking Yogurt

SWOT Analysis
S

Plants equipped with latest

machinery

Negative image about the

Capable workforce

product in the minds of people.

Focus on R&D
New & Continuously Increasing
product Line
Very tough and dedicated team
Strong distribution channel
T
New product advancement by
different competitors
Dependency on contractors for
supply of milk

O
Candia being an international brand can
capture market share rapidly
Strong brand loyalty of customers who
are brand conscious
Candia can go for related diversification

Re-Launch of Candia

Target Market (Urban)

Segmentation (Kids, upper middle & above)

Positioning (Quality and Packaging )

Differentiation (Quality and Packaging)

Value added services (Loyalty card)

Pricing (Skimming Strategy)

JUST MILK..

Kids Section

Target Market

Urban milk users are 29%


Pasteurized and Processed Milk users are 8.8%
Upper-middle class and upper classes

Segmentation
Geographic

Description

Region

South Asia

Country

Pakistan

City

Karachi, Lahore, Islamabad,


Faisalabad

Climate

N/A

Segmentation
Demographic

Details

Age

5 and above

Gender

Both

Family Size

N/A

Income

50,000 +

Occupation

N/A

Religion

N/A

Race

N/A

Nationality

N/A

Segmentation

Psychographic

Details

Social Class

Upper-middle and above

Lifestyle

Families having healthy


lifestyle

Personality

Compulsive, Expensive

Segmentation
Behavioral

Details

Benefits

Quality Convenience and


Taste

User status

Ex-users and First Time users

Loyalty Status

Strong

User Rate

Light and Medium user

Readiness State

Aware, Interested and


Desirous

Attitude towards product

Positive, Indifferent

Positioning
Pure milk for all age groups
Special packaging for kids
Food-graded packaging (HDPE)
Hassle free drinking
High Quality Milk

Differentiation

Quality

Packaging

Value-added Services
Loyalty Card
Home Delivery

Pricing Strategy
0.25 Litre

Rs. 35

0.5 Litre

Rs. 65

1.00 Litre

Rs.120

Distribution Strategy
Company

Distributor

Retailer

Customer

Market Place

Products
Low fat and regular milk

Consumers
Pasturized & Processed Milk Users i.e 8.8%

Competitors

Fresh milk, Day Fresh Nestle, Olpers

Market Issues

Affordability

Quality

Taste

Premium

Business Portfolio Analysis

Star

Nestle,
Nesvita,
Day Fresh

Candia

Cash cow

Dogs

Open milk

Haleeb

Price

Promotion Strategy

Television TVCs
Billboards
Radio
Leading Newspapers and Magazines
Coupons
Gifts
Lucky Draw
Hoarding
Social media

Product:

Price:

Easy pour

Competitive price

Handling

Captive market

Environment friendly

Promotional offers

Easy storage
Premium product
Placement:

Promotion:

Dedicated outlets

Advertisement

Super markets

Word of mouth

Delivery trucks

School Partnership

Distribution

Program

network

Premium loyalty

Home delivery

cards

Summary

Pure and nutritious milk within the reach of


a common man

High quality milk JUST MILK

Available in Bio-gradable eco friendly


packaging, safe and healthy.

JUST
MILK