REASONS OF FAILURE OF CANDIA MILK IN PAKISTAN
After the conducting the whole reasearch, we have been able to point out obtain areas of weakness inthe marketing efforts of Candia. Because of these gaps and flaws, Candia has not shown thoes resultswhich were
expected at the time. It’s launch the whole advertising campaign carried out in the begning
paid only in the first three months . After that the sales drastically fell down which forced the companyto cut its expenditure on promotions. On the basis of feed back gatheres from around seventy users of Candia and twenty retail stores which keeps candia, We evaluated several key failure points which arelisted below.
The foremost important attribute where Candia behind is the taste and colour of milk. Thecolour of milk. The colour is not purely white and therefore people suspect it is not pure andfresh.
Secondly, Candia has failed to target all the age groups. The milk has been able to stimulatedemand the age group of 6-12 youth abd the elderly people are not forgeted. Youth and theelderly people are not targeted. Young people age between 20-34 have the highest purchasingpower.
Candia has failed to persude the health concious people, who mostly belongs to their targetmarket of higher income groups. They perceive the milk very thick abd hence switch to otherlow fat milk available in the market.
Another Area of weakness is the pricing strategy used for candia. It’s Price is higher than Other
Brands in the market. One time candia is following “Market Penetration Strategy” and at the
same time the prices are kept higher than other brands, which does not allow Candia topenetrate in the market.
Regarding Packaging of Candia, the plastic used in thick as compared to the foreign plasticbottled milk available in the market.
Instead of plastic Cap, Foil is used on the mouth of the bottle as a seal wrapping.
The Labeling does not includes much information about the milk only the fat percentage arementioned.
Another major reason of faolure of candia is that , since its launched, the company has not beenable to increase the depth of the product such as flavours, colours,sizes and varieties. Theseinnovations are necessary in building the image of brand into the minds of consuers.
Candia did not conduct any free sampling at the time it was introduced.
There is no incentive or discount offered to retailers and end consumers
Chaudary dairy Limitted has never tried to adapt the strategy os seasonal price cuts.
Not been able to target remote areas, small towns and northern areas of pakistan.
Candia targeted the Higher Income groups living in posh areas even their , Candia’s sales have