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Acknowledgement will always be to Allah, the creator and most merciful and gracious, and without gracious of Almighty Allah the completion of this task has never been more than a dream. We are heartily thankful to our teacher, Mr.Ahmad Haseeb Hassan, whose encouragement, guidance and support from the initial to the final level enabled us to develop an understanding of the project. Lastly, we offer our regards and blessings to all of those who supported us in any respect during the completion of the project.


2) Executive summary This project is related with the product of Nurpur. The project starts with the market analyses that comprise both the internal and external environment. This portion is followed by consumer analyses that include market segmentation, target market, needs evaluation. 2.1) PROJECT DESCRIPTION:
We were given an appointment on our request by the Mr. Imran Shaukat . With the reference letter of university. We conducted a interview with Mr. Rizwan Khalid marketing Manager of Nurpur. During our visit to Nurpur we studied its marketing plan, its strategies and many more.


NURPUR Nurpur, being the Market Leader in several dairy products, has earned a name for itself due to consistently high quality standards. The Nurpur brand means the finest, high quality products. Nurpur will continue to meet the consumer and customer expectations by consistently providing products that meet the highest standards, the Nurpur standard. For Nurpur, anything else is unacceptable.
3) Strategies plan 3.1) Vision

Our vision at Nurpur is to be a transformative force in our community and world at large and to serve as a model of a sustainable business alternative that nurtures social and economic wellbeing in an environmentally sensitive manner.
3.2) Mission

Nurpur is committed to supplying the consumer and our customers with the finest, high-quality products and to leading the industry in healthy and nutritious products. Nurpur supports these goals with a corporate philosophy of adhering to the highest ethical conduct in all its business dealings, treatment of its employees, and social and environmental policies.
3.3) Core Values or Goals

Customers are at the forefront of everything we do. Ideas are constantly challenged to develop next generation solutions. Business is conducted openly and fairly but we compete fiercely. Team-work is encouraged with individual flair for the best results. Tough goals are set and we enjoy the challenge of beating them. Environment We value preservation of the environment and sustainable organic agriculture. Community We value mutually supportive relationships among members of our local and global communities.


3.4) Core competency

Oldest company of milk in Pakistan operating since Last 40 years. Key success factors Product Quality Financial Position Research & Development Production Capacity


Porters five Model Porter five forces analysis is a framework for industry analysis and business strategy development formed by Michael E. Porter of Harvard Business School in 1979. It draws upon industrial organization (IO) economics to derive five forces that determine the competitive intensity and therefore the attractiveness of a market. Attractiveness in this context refers to the overall industry profitability.

Threat of new entrants


Profitable markets that yield high returns may appeal to new companies. This ends in numerous new entrants, that eventually will decrease profitability for many firms in the market. Unless of course the entry of latest firms could be blocked by incumbents, the actual irregular profit price will trend in the direction of zero (perfect competition). New entry can boost the threat of competition. Nurpur is not a big organization so, it has a threat of new competitor . There is certainly some barrier to stop the newest entrance Accesses to distribution use of a highly effective distribution channel is often a barrier for brand new entrants. Effective distribution channel strategy will not only a good edge but in addition preserves the freshness associated with perishable products. E.g Milk High capital requirement (High Investment) for new companies to enter in the market due to high competition Product differentiation is a good feature from all companies which is also a barrier for new comers. Once the brand image is formed, than it is difficult for any other firm to introduce new brand into the market so unless and until it has low price and superior quality. Government policies: It is a Barrier to entry from different licensed and registered companies which are already dealing in drinking purpose products and especially on national level in terms of environmentally friendly packing along with the recyclable form of material used.

Bargaining power of customers (buyers)

The bargaining power of customers is also described as the market of outputs: the ability of customers to put the firm under pressure, which also affects the customers' sensitivity to price changes. e.g. firm can implement loyalty program to reduce the buyer power.

Bargaining power of suppliers

The bargaining power of suppliers is also described as the market of inputs. Suppliers of raw materials, components, labor, and services (such as expertise) to the firm can be a source of


power over the firm, when there are few substitutes. Suppliers may refuse to work with the firm, or, e.g., charge excessively high prices for unique resources. E.g. if you are making biscuits and there is only one person who sells flour, you have no alternative but to buy it from them

Intensity of competitive rivalry

For most industries, the intensity of competitive rivalry is the major determinant of the competitiveness of the industry.In case of Nurpur there is intense rivalry among the competing sellers due to the following factors in the field of branded milk industry there are a large number of existing competitors the strongest of all the porter analysis model its one of the most difficult process to get a true product image in the mind of the customers and how to position against competing brands, number of existing competitors.

Factors creating intense rivalry are as follows:

Diverse competitors:
Attempts by cross-border competitors to gain stronger footholds in each others domestic market boost the intensity of rivalry, especially when foreign rivals have lower costs or very attractive products.

Customers switching cost:

The lower the cost of switching, the easier it is for rival sellers to raid one anoth ers customer. In case of Nurpur, customers switching cost is low due to availability of Nestle Milk Pack, olpers and other branded and non-branded milk. In other words consumers are more interested in getting packed milk. If the brand that they like to consume is not available at the spot, they would definitely ask for other rival brands all the existing companies are offering nearly the same products along with having same core level.

High exit barriers:

Huge investments of financial, human and marketing resources are required to enter in this business because of need for plants which can produce quality with consistency and need for procurement at high level. After obtaining such plants it takes years to recover the fixed costs and to breakeven so Competition tends to be more strong when it costs more to get out of a business than to stay in and compete.