MARKETING RESEARCH

PRESENTATION
 PROBLEM STATEMENT

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 LACTOSE: Synthetic sugar compound present in dairy products

LACTASE: Enzyme present in our body to decompose

lactose into Glucose and Galactose

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 Diarrhea

Nausea and vomiting

Stomach ache and bloating

Cramps and flatuence

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 Extract Milk Pasteurize and Add lactase Package and distribute
condense

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 Objectives of market research

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“Selling is only the tip of the
marketing iceberg”
-Peter Drucker.

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 Customer perception of product.

Demographics of
customer.
To study competition and set pricing strategy

Position and Creating Brand Awareness.

Education
Income

Gender
Age

Internal and external factors

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 Swot analysis

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 Target market, Market details and
Demographics

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 Types of lactose intolerance

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 Future Products range

Flavoured Milk Powdered Milk Cheese Condensed milk Yoghurt Icecream

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Future market

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 PRIMARY DATA AND
OUTCOMES

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 OERHEAD

Primary research: Methodology

MS Forms

Interviews

Questionaire

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 INTERVIEWS

3 3 5
GENERAL PHYSICIANS
GASTROENTEROLOGISTS PEADIATRICIANS

Lactose malabsorption Lactose malabsorption

Lactose intolerance Lactose malabsorption Lactose intolerance

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 About 20% people suffer from lactose
intolerance*

Lactose intolerance can be extant regardless of

age.

Lactose intolerance varies in duration and can also

be permanent

PEDIATRITION INTERVIEW
No cure nor any medication exists
for this condition.

“Stool for reducing substance” is the test

used to determine Lactose Intolerance.

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 PATIENTS’ INCLINATION TOWARDS
LACTOSE FREE PRODUCTS

GASTROENTEROLOGISTS PEADIATRICIANS GENERAL PHYSICIANS

10%
15%
30%

70%
85% 90%

Open to lactose alternates Open to lactose alternates Open to lactose alternates

Not open to the idea Not open to the idea Not open to the idea

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 OERHEAD

Questionnaire Outcomes
demographics

Age Gender Ratio Household Income ( Monthly)

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 Diagnosis

Experienced symptoms after dairy Family members who experience

Diagnosed Lactose Intolerant
consumption symptoms

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Awareness

Out of all the people who were

experiencing symptoms, only
22 % consulted a doctor

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 Target Market
AGE MARKET

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 OERHEAD

Potential scope of lactose free products

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 SECONDARY DATA AND
OUTCOMES

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 56kg per
person
Dairy consumption pattern

Pakistan is the fifth-largest milk producer in the world

132kg per
108kg per person
Only 3-5 % of the country’s total milk production is person
marketed through formal channels. The remaining 97
percent is produced and marketed in raw form by informal
agents in the marketing chain

246kg per
person

(Food and Agriculture Organization , UN Dairy development in

Pakistan)
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Secondary research on global data

COUNTRY PREVALENCE

Pakistan 58%

Australia 44%

China 85%

Germany 16%

India 61%

United States 36%

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 Secondary Research Outcome

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 Out of 414 Healthy , well nourished Pakistani adults:

S INDH P UNJ AB BALOCHIS TAN/NWFP KAS HMIR

30%
37%
42% 41%

58% 59% 63%

70%

LACTOSE MALABSORBER
LACTOSE ABSORBER

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