7/18/2019 Candia Relaunch Final

Cour
se:
Pri
nci
ple
sofMa
rke
ting|Le
ctur
e A
r: mb
ree
nBas
hir
  MK
| T-4
01T

Ma
rke
tingSt
rat
egi
es-Ca
ndi
a
Re-launching Candia Milk 
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Ourt
eam:
Sadi
aZaman 1
656
2

Ha
ssa
nNoma
n 1
664
6
Qa
ziZa
hoorAhmad 1
656
0

MohammadAl
i 1
666
3

Shabi
laAs
hra
f 1
566
0

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Start your Day

with……….

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Candia Milk TVC

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 Product – Milk  


 Market
98% population consumes milk
 Milk Usage
Child nutrition, desserts, tea, beverages

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TypesofMi
lkAvai
labl
e
 Fr
eshmi
lk

 Powde
redmi
lk

 Conde
nse
dmi
lk

 Pac
kagedmi
lk

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Re
asonsofF
ail
ure(
Candi
a)
 Pr
oduc
twa
snotl
aunc
heda
tther
ightt
ime

 Lac
kofa
war
enes
s

 Wr
ongt
argetmar
ket

 Ta
stea
ndc
olorwa
sdi
ffer
ent

 Hi
gh-
Pri
cing

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  Pr
oduc
tLi
ne
 Hal
eebSt
andar
izedMi
lk
 Hal
eebCr
eam

 As
liDes
iGhee
 Candi
aMi
lk
 Ski
mzl
iqui
dski
mme
dmi
lk
 Ski
mz-
Ski
mme
dPowde
rMi
lk
 Candi
aDr
inki
ngYogur
t

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SWOTAnal
ysi
s
S W

 Plants
equipped with latest
machiner
 &egative image about the
 Capable work!orce
product in the minds o! people+
 "ocus on #$
 &ew $ Continuousl 'ncreasing

product (ine
 )er tough and dedicated team

 *trong distribution channel

T O
 Candia being an international brand can

 &ew product advancement b capture market share rapidl
di-erent competitors
 *trong brand loalt o! customers who
 ependenc on contractors !or
are brand conscious
suppl o! milk
 Candia can go !or related diversication

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Re
-Launc
hofCa
ndi
a
 Tar
getMar
ket(
Urban)

 Segment
ati
on(
Kids
,uppermi
ddl
e&above)

 Pos
iti
oni
ng(
Qua
lit
yandPa
cka
ging)

 Di
ffer
ent
iat
ion(
Qua
lit
yandPa
cka
ging)

 Va
luea
dde
dse
rvi
ces(
Loya
ltyc
ard)

 Pr
ici
ng(
Ski
mmi
ngS
tra
tegy)

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 J
USTMI
LK……….
.

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Ki
dsSe
cti
on

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Ta
rgetMa
rke
t

 
Urbanmi
lkus
ersar
e29%
 
Pas
teur
ize
dandPr
oce
sse
dMi
lkus
ersa
re8
.8%


 
Uppe
r-mi
ddl
ecl
assa
nduppe
rcl
ass
es

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Segment
ati
on

Ge
ogr
aphi
c De
scr
ipt
ion

Re
gion Sout
hAs
ia

Count
ry Pa
kis
tan

Ci
ty Kara
chi,La
hor
e,I
sla
maba
d,
Fa
isala
bad
Cl
imat
e N/A

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Se
gme
nta
tion

Demogr
aphi
c De
tai
ls
Age 5anda
bove
Ge
nde
r Bot
h
Fa
mil
ySi
ze N/A
I
ncome 5
0,0
00+
Oc
cupa
tion N/A
Re
ligi
on N/A
Ra
ce N/A
Nat
iona
lit
y N/A

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Segment
ati
on

Ps
ychogr
aphi
c De
tai
ls

Soc
ialCl
ass Uppe
r-mi
ddl
eanda
bove

Li
fes
tyl
e F
amilie
sha
vinghe
alt
hy
l
if
est
yle
Pe
rsonal
it
y Compul
sive,
Expens
ive

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Segment
ati
on
Be
havi
oral De
tai
ls

Qual
ityConveni
enceand
Benefits
Ta
ste

Us
ers
tat
us Ex-
use
rsa
ndFi
rstTi
meus
ers
Loya
ltySt
atus St
rong

Us
erRa
te Li
ghta
ndMe
dium us
er

Aware,I
nte
res
teda
nd
Re
adi
nes
sSt
ate
Des
iro
us
At
ti
tudet
owa
rdspr
oduc
t Pos
iti
ve,I
ndi
ffer
ent

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Pos
iti
oni
ng

 Pure milk !or all age groups

 *pecial packaging !or kids
 "ood.graded packaging /0P12
 0assle !ree drinking
 0igh 3ualit Milk

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Di
ffer
ent
iat
ion
 3ualit

 Packaging

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Val
ue-
addedSer
vic
es

 (oalt
Card
 0ome eliver

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Pr
ici
ngSt
rat
egy
 4+56 (itre #s+ 76

 4+6 (itre #s+ 6

 +44 (itre #s+54

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Di
str
ibut
ionSt
rat
egy

Compa
ny

Di
str
ibut
or

Ret
ail
er

Cus
tome
r

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Mar
ketPl
ace
• Products
(ow !at and regular milk

• Cons
ume
rs
Pasturi:ed $ Processed Milk Users i+e 8.8% 
• Compet
it
ors

"resh milk, a "resh &estle, ;lpers

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Mar
ketI
ssues
 Affor
dabi
li
ty

 Qua
lit
y

 T
ast
e

 Pr
emi
um

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"u!ine!! ort#olio $naly!i!

Star ?
&estle,
Candia &esvita,
a "resh

Ca!h cow Dog!

;pen milk 0aleeb

rice

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Pr
omot
ionSt
rat
egy
 Tel
evis
ionTVC’
s
 Bi
ll
boards
 Radio
 LeadingNewspape
rsandMagaz
ine
s
 Coupons
 Gift
s
 LuckyDraw
 Hoarding
 Soci
almedia

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roduct rice
 1as pour  Competitive price
 0andling  Captive market
 1nvironment !riendl  Promotional o-ers
 1as storage

 Premium product

lace&ent ro&otion
 edicated outlets  <dvertisement

 
 *uper markets  =ord o! mouth
 eliver trucks  *chool Partnership

 istribution Program
 Premium loalt
network
 cards
  0ome deliver
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Summa
ry
 Purea
ndnut
rit
iousmi
lkwi
thi
nther
eac
hof
acommonman

 Hi
ghqual
it
ymi
lk–J
USTMI
LK
 Avai
labl
einBi
o-gr
adabl
eec
ofr
iendl
y
pa
cka
ging,s
afeandhe
alt
hy.

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 '(ST

M)*+…………

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