PROJECT BRIEF

Industry Background
Pakistan is the 3rd largest dairy producing nation in the world. 12% of the GDP comes from milk producing. Millac has a
strong heritage of producing powder milk from 1971. They were the founders of the next best milk after fresh milk. Then
UHT milk with their huge media spends changed the drinking habit in Pakistan alongside Tetra packs advertising. UHT
became the popular choice after fresh milk. In terms of nourishment and qualities of milk the order of what is good milk
is = fresh milk, fresh pasteurized milk low heat treatment, powder milk and UHT milk (high heat treatment). In terms of
format liquid milk is the preferred choice, however market development has evolved the market to consider powder
milk as a format for Tea Whiteners via Everday and Kids milk powders via Nido.

Current Scenario
Milk is used for a variety of uses: Milk Drinking direct, Tea Drinking, Kids Drinking Milk, Nutritional Milk as supplements.
13% of the market is in the branded milk segment
87% in the loose milk segment
Growth of total milk at 6% (coming from liquid milk segment)
Amongst the Dairy Market Development initiatives over the past 15 years, the main development has come from:
 KIDS Growth Powder &
 TEA Creamers/Whiteners

KIDS Growth Powder

Among the KIDS segment NIDO is the undisputed local player to offer nourishment + benefits for children’s growth in 2
Price Tiers – Premium (1+3+ Fortigrow) and Mass (Bunyaad)
Nido developed age bracket nutritional value packs Nido 1+ , 3+ segment, Fortigrow and 1+ Bunyaad

Tea Creamers/Whiteners
The tea whitener category has 2 Main price monopolies:
1. Tarang Tea Whiteners Liquid Format – Due to Government and Media this is declining as the authenticity of milk
is questioned. Positioned as a discounted price point offering, it has a flat taste and considered an economical
solution.
2. Everyday Powder format – Being the only player in the category, enjoys a monopoly. It has a rich, creamy, sweet
taste, which is highly addictive. Enjoys a premium image in the market, with convenience and ease in usage.

What is the biggest pain point?

The Milk category especially powders is under a great deal of uncertainty. In the powder category consumers are
confused whether powdered milk is actually milk – is it real or processed etc. There are doubts created in their minds,
especially after the launch of Olpers Full Cream Milk Powder, targeting ‘Nido’ directly communicating that brands
(showing a Yellow pack) have the statement/disclaimer printed on their packs that ‘Yeh Qudrati Doodh Nahin Hai’. This
has been a direct hit towards all the current brands in the market that are ‘Fat-filled’ versus ‘Full Cream’.

Last year, Millac, the flagship brand of the company went through a packaging renovation with the Tagline: Stir in the
Goodness and the brand proposition ‘Nutrition for All’. However this did not deliver the expected growth numbers. This
can be attributed to the fact that in today’s ‘Specialist’ market, an ‘Allrounder’ will not fare well. On the other hand the
Olpers campaign has had the consumer/shopper looking closely and carefully at the pack, before purchasing it, to check
whether it has the line (yeh qudrati doodh nahin hai) printed on it or not.

Not known to many, Comelle Full Cream Milk Powder is available in the market, even before Olpers launched their
FCMP. We have been present on Digital, and even launched a campaign on Digital called #ComelleFullCreamDoodhHai.
This saw a surge in Comelle FCMP sales, leading to sales doubling post the campaign. This is encouraging for us as we
feel that Comelle FCMP can be launched with a complete IMC and take share from the market leaders, as it has a very
strong proposition.
In our portfolio, we also have Tea Millac, a tea whitener, which was launched in 2018 only in Karachi at select LMT’s as a
test market and we received a positive response developing a significant consumer base. Based on this encouraging
result, we want to capitalize on this white space available (in powdered tea whiteners) and launch TeaMillac nationally,
with a complete IMC.

The competitive market scenario?

- Nido
- Olpers Full Cream Milk Powder
- Every Day
- UHT Milk

Who are you talking to?

Comelle FCMP
- Females, decision makers, mothers, parents concerned about MILK?
- Women of ages 18 to 40, belonging to SEC B and C socio-economic groups.
- Bulls Eye: 22 – 35 year old married women belonging to SEC B.
- Educated, conscious and buy brands that are trust-worthy and reputable.
- Women who will not compromise on quality, but will buy brands that offer economy.
- They look for convenience and ease in their cooking and baking experience.
- Prides in taking care of her family and loved ones and wants to give them the best.
- Her taste is her pride and keeping it on top is her passion.
- Urban housewives, who do baking and cooking themselves, pride in feeding their family and loved ones healthy
and hygienic homemade food.

Tea Millac
- 22 to 45 year olds, belonging to SEC A, B and C+ socio-economic groups.
- Bulls Eye: 25 – 40 year old married women belonging to SEC B+.
- Educated, conscious and buy brands that are trust-worthy and reputable.
- Tea drinkers who look for a rich taste and mouth-feel in their end cup.
- Women who will not compromise on quality, but will buy brands that offer economy.
- They look for rich colour, refreshing aroma, thick and smooth mouth-feel and flavorful taste, in their tea drinking
experience.
- Prides in taking care of her family and loved ones and wants to give them the best.
- Her taste is her pride and keeping it on top is her passion.
- Urban dwellers, who prepare their own tea, pride in serving their family and loved ones the perfect cup of tea.

What is our campaign objective?

 To create awareness and induce trial of Comelle/Tea Millac.
 Establish a clear functional proposition for Comelle FCMP/Tea Millac and build emotional equity.
 To take share from Nido/EveryDay in the Kids Growth/Tea Whitener segment.

What is required
A complete IMC roll-out, inclusive of but not limited to: Big Idea leading to TVC, Key Visual (derive POSM & Outdoor), In-
store (shopper engagement).