MILCY32
MARKETING
SectionH
Submitted toASAD BUTT
ContentsSerial no.Detail Page no.
1EXECUTIVE SUMMERY3
2OVERVIEW OF COMPANY CAUSES OF FAILURE OF CANDIA45
3PESTLE ANAYLSIS7
4SWOT ANAYLSIS OF CANDIA MILK10
5MARKETING ANAYLSIS OF CANDIA MILK PRODUCT PRICE PLACE PROMOTION12
6RE-LAUNCHING STRATEGY14
7NEW MARKETING STRATEGY PRODUCT PRICE PLACE PROMOTION PROCESS PHYSICAL EVIDENCE PEOPLE16
8ANALYSIS PROJECTION EXECTATIONS SWOT ANALYSIS OF MILCY MILK30
9CONCLUSION35
Executive Summary
Candia is the very popular brand in Europe. And it was launched in Pakistan under the CDL a very famous milk brand in Pakistan. After a short time interval, Candia fails to settle down in the Pakistan market. Candia milk failed to do a proper advertisement and marketing campaign. The important attributes that Candia lacks are color and taste of the milk. The color is not purely white due to which people begin to think that the milk is not pure and hygienic. Another area of weakness is the pricing strategy used for Candia. Its price was lower than the other brands available in Pakistan so the thing comes into the mind of the consumer that its quality did not up to the mark. This did not allow Candia to penetrate the market effectively. Packaging is the most important factor contributing to bad taste and coloring of the milk. Even though it has a USP packaging, but if exposed in the sunlight, the milk is discolored. They were and still not aware of the original Candia, which was so popular in Europe and other 52 countries around the world. Now we are going to re-launch Candia again with a new name MILCY.Now, we are going to changing the perception of the people. Consumers come across many products daily but do not always remember them all. The ones they recall are usually the ones they have experienced or just the ones they are exposed to. There are some products to which they get exposed in such a way that the memory of that product stays with them. So keeping in view the consumer need we are come in to the market with the brand name MILCY with new pricing and marketing strategy. Now we will totally change the perception of the customer and facilitate them in different way. For the time being we are come into the market with just milk but after that we also launch milk make products like ice cream, yogurt, cream and different liquid adders(skim milk). Advertisements, print media, electric media campaign, radio, bill boards and sales forces must be used for the heavy promotion of the product. To promote the entire site, an online marketing program was launched. Social web sites are also use to promote the product. And we assure that now we are getting success to promote the MILCY. And change the perception of consumer and also successful to get a large market share.
Overview of the Company
Haleeb Foods Pvt. Ltd. started its business in 1984 with the name Chaudhry Dairies Ltd. The plant spreads over 37 acres of land which is situated at 62 kilometers from Lahore District Court, with a capacity to process 80,000 liters of milk per day with a labor force of 150 workers. The production process started in 1985 with UHT (Ultra High Treatment) liquid milk such as an initial product which became very popular in no time.
CDL (Chaudhry Dairy Limited) is one of the reputable and renowned companies in Pakistan. CDL was established in 1984 as a private limited company. The company came up with its first product Haleeb Milk and continued to expand its product line. In 1988, CDL introduced Haleeb Cream which was not only launched directly for consumer market but also supplied to many ice cream factories where it was used as a core ingredient. The company has its head office in Lahore and a plant located 65-km from Lahore in BHAIPHERU. The plant is equipped with latest equipment and technology, specialized workers scientists and professionals who assure quality at every level of production process. Chaudhry Dairies limited is one of those who have entered the dairy industry of Pakistan and have posed serious threats to well established firms like Nestle. The name of Chaudhry Dairies limited was changed to Haleeb Foods Limited with effect from February, 2004. Haleebs administrators claim that their plant adopted the latest technology for milk processing and thus it had an edge over other around twenty plants in competition including Milkpak as all other plants were based on obsolete European technology. The idea behind UHT investment was to provide consumers with the best quality of packaged dairy and food products that no other company can produce. About four years later, the company decided to enter a joint venture with Friesl and Frisco Domo (FFD) of Netherlands and continued the activity from November 1989 to December 1991. This joint venture did not last very long because of the change in global strategy of FFD and was amicably dissolved. Haleeb then went on its own till December 1998 till it signed a contract with Candia that is a market leader in France. Under this agreement, the company launched Candia value added liquid milk products all over the nation. The advantage of this agreement that Haleeb took is that Haleeb now has access to the latest technique of production, technical know-how, etc. This made the company gain many successes on different frontiers and, now it competes very well with all other multinationals and has an edge over all national companies active in the dairy industry in Pakistan.Candia is a product of CDL, which was launched in 1999. Candia is a French brand and it is processed and packed under and licensed in CDL. Candia already is a very popular brand in Europe and other 52 countries. Now it was also available in Pakistans major cities under CDL distribution channels. CDL invested around 200 million rupees to launch Candia in Pakistan out of which 10 to 15 million were spent on its advertisements as it was launched early during the World Cup of 1999. Candia is Europe's Number One selling milk. CDL Foods Limited and Candia of France have joined hands to bring the people highest quality milk. For the first time in Pakistan, CDL Foods Limited has introduced milk packed in food grade plastic bottles. These bottles are manufactured from imported materials at CDL Foods latest plant. They ensure longer shelf life, highest quality and storage with ease of use.
Some Causes of Failure of Candia POOR ADVERTISING AND MARKETING CAMPAIGNCandia milk failed to do a proper advertisement and marketing campaign. There was hardly any on air advertisement and no other medium for advertisement was used. COLOR AND TASTEThe important attributes that Candia lacks are color and taste of the milk. The color is not purely white due to which people begin to think that the milk is not pure and hygienic. PRICINGAnother area of weakness is the pricing strategy used for Candia. Its price was lower than the other brands available in Pakistan so the first thing comes in the consumer mind that the milk is not of good quality and substandard. PACKAGINGPackaging is the also most important factor contributing to bad taste and coloring of the milk. Even though it has a USP packaging but if exposed in the sunlight, the milk is discolored. BRANDINGThe name Candia was relatively unknown to the people of Pakistan and many thought it was some kind of candy or something of that sort. They were and still not aware of the original Candia, which was so popular in Europe and other 52 countries around the world. The brand has flavor of milks rather than just plain milk. PRODUCT GROWTHAnother major reason for the failure of Candia is that the company has not been able to increase the depth of their product since launching its flavors, colors, sizes, and overall variety. These innovations are necessary to create a good image of the brand in the mind of the consumer. INCENTIVES No incentive or discounts are offered to the consumers. No bulk discounts are given either. The competitors however, follow this practice. Candia was also not given incentives to the retailer or wholesaler to position the Candia in its shop. FACILITATIONCDL is also not providing deep freezers and fridges to big retail outlets and departmental stores of Candia. Due to this, there are many areas where Candia milk is not performing well, especially in areas of their target markets.
Pestle Analysis
In analyzing the environmental factors it is important to identify the factors that might affect number of variables that are likely to influence supply and demand of organization product and also its cost levels.
POLITICALCommon perception is that it is a weak government, nevertheless backed by the western powers; Pakistan has a democratically elected government where the ruling party is Muslim league (N). Pakistan has already faced many blows in the political history as we have seen no leader after Muhammad Ali Jinnah. Martial law and democracy concepts have created huge mess. As mentioned earlier, a weak government can change at anytime, which may translate into a change at the top management of many, if not all of these government owned organizations. But we are talking about current government performance they are handle many health issues very well. The health and food minister look very carefully the market situation. And government also regulates the prices of the product very well.
ECONOMICUnemployment is rising regardless of the fact that labor supply is high and available at low costs. Distribution of wealth system continues to worsen year after year because the gap between the rich and the poor continues to widen. Of the general public has decreased. This is apart from the financial aid packages it continues to accept from countries like the United States of America and other Friends of Democratic Pakistan.Pakistans integration with the global economy has brought positive changes to its overall economy, including increase in GDP and decline in import duties. Regardless of some positive changes, unemployment and poverty are on the rise. This is further troublesome because wages in the private sector have been on an increase as per the demand to compete in the global market. So to sum up the economic conditions are not stable.
SOCIALHealth and Education sectors are the two most important sectors for any country, specially a developing nation. It is the governments responsibility to provide the best possible health care and educational facilities for its people. Unfortunately, these are the two areas where the government allocates the least amount in their annual budget. There are so many factors also included in social environment like consumer behavior, perception.
TECHNOLOGICALTechnological expertise is readily available in the country with overflow of IT professionals in different industries. There has been an immense technological improvement in the industrial sector. Industrialization in the country is fairly stagnant with international investors quite wary of entering this risky Pakistani market. Therefore, latest manufacturing technology is significantly missing from the market. As a result, the countries imports are higher than its exports. And the main exports are from the agricultural and textile sector.There has been a longstanding need to develop the industrys product mix particularly so given the competitive pressures associated with the recent dairy commodity price decreases and the ongoing removal of price supports. The industry needs to become less reliant on low margin commodity products and focus more on the higher value added products. To achieve this, ongoing research and development and technological improvements are required.
LEGALThe law and order situation is Pakistan is not good. The environment is not safe due different enemy forces. Moreover the different political campaigns also disturb the law and order situation a lot. Legalfactors includediscrimination law,consumer law,antitrust law,employment law, andhealth and safety law. These factors can affect how a company operates, its costs, and the demand for its products.
ENVIROMENTALEnvironmentalfactors include ecological and environmental aspects such as weather, climate, andclimate change, which may especially affect industries such as tourism, farming. Furthermore, growing awareness of the potential impacts of climate change is affecting how companies operate and the products they offer, both creating new markets and diminishing or destroying existing ones.
Swot Analysis of Candia
STRENGTHSFollowings are the main strengths of Candia milk; The major strength of Candia is the product itself because there is no other product with such uniqueness in the market. It was more caramelized milk in its nature as compared to other products of market. It was in a bottle shape so it was easier to open. Just take the lid off and pour milk. Packed in food grade plastic bottles. These bottles are manufactured from imported materials at CDL Foods latest plant. They ensure longer shelf life, highest quality and storage with ease of use. Candia milk comprises international packaging. Affordable and reasonable pricing strategy was followed by them.
WEAKNESSFollowings are the main weaknesses of Candia milk; Their product is ignoring female taste; Mostly, Men use to drink thick milk as compared to Women. The color of the milk was yellowish thus making the consumers reluctant to buy. There is no running promotion. Only Niche markets targeted to serve the likes of N.W.F.P and Punjab. Music plays a vital role in marketing of any product. According to one research in 70% ads, it is music, which attracts the attention of audience. The ads for Candia did not have any music or melody in them. Promotional strategy was poor and required huge capital. Consumers get more attracted through competitors products and they are failed in convincing them.
OPPORTHUNITIESFollowings are the main opportunities of Candia milk; They can introduce flavored milk. Big Market is there because 77% of the market share is yet to be captured. Large CDL distribution channel.
THREATSFollowings are the main threats of Candia milk; Haleeb milk is its biggest threat since there will be a cannibalizing situation in the market at that time. Tetra Pack is the biggest threat for CANDIA because it was the only bottled natural product in Pakistan. In Pakistan people are afraid to try new product, lack of interest shows about product. Competitors image was very strong in the market.Marketing Analysis of Candia
PRODUCTCandia no doubt the high quality milk but fails to capture the market. The core objective product of the Candia is the UHT milk. It was positioned among its customers as nutritious, energizing, and tasteful. That is specially made for smart, healthy and energetic people. Candia also has an advantage as a foreign brand/ foreign name, because it is very famous brand of Europe. CDL Foods Limited has introduced milk packed in food grade plastic bottles. These bottles are manufactured from imported materials at CDL Foods latest plant. They ensure longer shelf life, highest quality and storage with ease of use. Candia was provided milk in plastic bottles thats was his imitative in Pakistan because no one in the market who provide milk in bottles but still it was fails in marketing. More of above Candia was no innovation strategy in its product. They just want to capture the market with the single milk brand with limited variety.One disadvantage of Candia is also that it was just available in 2 ranges; the users of 250ml cant use the Candia because of unavailability of such packing. And the Candia loses its market share due to not have small packing for individual users. Candia is available in bottles in the market in two ranges:RANGES OF CANDIA
500 ml
1 liter
PRICEPrice should be according to the product demand of public. Prices should be that whichgives maximum revenue to the company. Prices should not be too high or too low fromThe prices which collect by the compotators was charging by their customers otherwiseNobody will purchase their product.Candia was charging low prices as compare to its competitors. And the charges of the milk are as follow:
RANGES OF CANDIAPRICES
500 mlRS. 15
1 literRS. 30
PLACEThe placement of Candia was also no intensive. Candia was distributed through the CDL distribution. No doubt the distribution of CDL was big enough because through that distribution CDL was distributed Haleeb milk and that as a very well know brand of at that time. But still the distributions of CDL were no so intensive or capture all the areas of Pakistan.
PROMOTIONSome products have attributes like flashy packaging or something unusual. Other some factors include the way the product is promoted, how it is advertised, and who endorses it. The medium used for advertising plays an important part in the learning and memory of a consumer concerning a particular product. CDL invested around 200 million rupees to launch Candia in Pakistan out of which 10 to 15 million were spent on its advertisements as it was launched early during the World Cup of 1999. But the advertisement of Candia was not so effective because it fails to grasp the attention of consumers. They fail to build its image in the consumers mind.
Rebranding
We are come in to the market with new brand name in to the place of Candia milk and the new name we choose that is MILCY. And our mission or slogan will be:INSPIRATION FOR HEALTHIER LIFE
More over us also come with new marketing/ promotional and pricing strategy in to the market and now with product we will also provide services to our customers. Now we want to serve our customers in different ways. We will also focus on innovation and research and development. And our new logo is following below:
More over us also change the packing labeling. And also come with new features which no one has. Now we will base our foundation on QUALITY. And the quality we will never sacrifices. And our quality foundation has following pillars which are as follow:
Following above points we will follow to be a part of potential market. And we are with the hope that we will get success if we will follow the following points of quality. And we will try to think or go beyond one step ahead from our competitors.New Marketing Strategy
The marketing mix is the set of activities and tactical marketing tools product, price, place, promotion that the firms blend to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its products. The 4 Ps of marketing mix are: Product Price Place PromotionInstead of above we are also provide the services to our worthy customers, so thats also includes 3 more Ps of services industry: Process Physical evidence People
PRODUCTProduct means the goods and services combination the company offer to the target market and customers. Products include physical objects, services, events, persons, places, organizations, ideas, or mixes of these entities. Our product is Milcy which is energetic and healthy. The previous name of MILCY milk was Candia and new logo and labeling are designed to promote and sell the product. Following are the logo which we will launch in the market:
Some important points related to the MILCY: Product QualityWe are more focus on the quality of the milk because Candia was fail due a lot of quality issues. The color of the milk was no purely white. And we try our best to provide the quality milk to our worthy customers. We will establish the quality centers to promote the taste and quality of the milk. And it also include in our slogan that, INSPIRATION FOR HEALTHIER LIFE. Its other features include: Rich color Fresh taste and smell Long expiry date Core benefit of the productCore benefit of MILCY milk, to provide health and nutrition to the customer. And provide the necessary vitamins and proteins to customer through milk. Expectation about our productWe will fulfill the expectations of our customer. Customer expects that the milk is pure and have good quality that is beneficial for the health. We will try to perform beyond the expectations of the customers. Differentiation of our productWe will provide the 100% pure milk to the customer. Our quality provided the maximum satisfaction to the customer. We provide the guarantee in good quality and we promised to maintain the quality. Quality and serving style will be the differentiation point. New product expectationWe believe on innovation so we continuo the different types of innovation and then introduce the new and different quality product in the market. Product life cycleWe are always tried to look on the growth of MILCY milk, and as we are come with new marketing technique and strategies we are at introduction stage. Product PositioningIt is positioned among its customers as nutritious, energizing, and tasteful Milcy. That is specially made for smart, healthy and energetic people and no restriction for any age limit. Product AttributesMILCY milk has rich taste and mix with quality Ingredients. Milcy contains ingredients as follows:
Branding and packaging The name of Milcy is printed on its pack. A four cornered square pack, made of highly hygienic, six layered tetra pack is used as container. Other labeling printed on the pack includes ingredients, expiry date, and price and batch number. And one feature we add that we are adds the benefits of taking milk on regular basis and disadvantage of not taking that. If we talk about its carton packing .25liter will be packed in box packing containing 24 packs in it. And .50 liter will be packed in also a box packing containing 12 packs in it. 1 liter family pack will be packed also in card board packing of containing 12 packs in it. 2 liter economical pack will be packed in plastic bag of containing just 6 bottles in it.
Now, we talk about the in which way we serve to our customers. We are come into the market to fulfill the needs of different customers with their different needs. We are come with wide variety. Keeping in view the customer need and demand our milk MILCY is available in following ranges:RANGESOF MILKYPACKING ATTRIBUTE
0.25 liter Personal pack
0.50 liter Medium pack
1 liter Family pack
2 liter Economical pack
Variety We will come with a lot of variety of milk. That is just doing too little bit diversify the MILCY milk and to give different tastes. And thats also for those customers who dont like milk so we give the different delicious taste for him.
That flavor milk will be available in just one range which is of 300ml and its price will be Rs. 39. And thats full of health and nutrition power. So we are come in the market with following different flavors;RANGES OF FLAVOR MILCY MILK
Banana Milk
Strawberry Milk
Chocolate Milk
Almond Milk
Coffee Milk
Vanilla Milk
Mango Flavor
PRICEThe prices of MILCY milk are based on the cost of ingredients which are used for the making of milk and as well as other operational cost like processing, packaging and logistics. Some important factors or objectives of pricing are: Maximum profit marginMILCY milk important pricing objective is to provide high quality and take premium price to their customers other than their competitors because of brand image and product differentiation. Because we are with the perception that as the prices are high consumer will prefer that one because they think that the product is of high quality. Quality leadershipMILCY milk core objective is to provide adequate quality to their customers. And we promise to our customers that we provide those range which are beneficial for the customers health and they fulfill their promise. Due to our quality we will becomes the customer first choice very soon. Long relationship with customerMILCY will provide quality products to their customers. MILCY will give good benefit against their cost so thats leads to long term relation and promise to provide the quality services as well in different way. Psychological PricingMilcy psychological pricing used, i-e high price are quoted as nestle are doing in the market, which reflect Milcy positioning, as high price for high quality. Milcy is a market followers, Milcy respond to the price strategy of market leader Nestle. And we will come with odd pricing strategy:
And below are the given prices which are charge by the MILCY milk:RANGESOF MILKYPACKING ATTRIBUTEAMOUNT IN RUPEES
0.25 liter Personal pack29
0.50 liter Medium pack59
1 liter Family pack99
2 liter Economical pack189
300 MLFlavored Milk39
PLACEWe will use intensive distribution technique to place MILCY milk and make it available at every big or small shop. Effective distribution training will be given to the sales person to enhance the distribution technique of the sales persons or makes available the MILCY products at all over the country. aMILCY availability is our core objective. We will make the strong infrastructure of distribution. We will make structure of sales and distribution which is spread in almost every city and small towns. As our competitor Nestle do, they spread its products around 600 of Pakistan small or large towns with the more than 6000 field force and more than 1500 vehicle to meet the demand of people. For the small streets nestle also provide bikes to their sales force where van cannot entre. These are the strong steps are taken by the Nestle to make available their product everywhere in the market. So we want to go one step ahead from Nestle. We also make the sales force to make available our products all over the Pakistan. Provide vehicles for facilitate them in distribution. And tough monitoring department head will look out them. We will also provide good incentives to the sales force to grasp his motivation and courage.
We will divide the countrys provinces in different zones and different zones are further divided in regions and regions are divided in different areas. And the sales force will timely reach its particular area for delivery. This effort is done to make available all our Pakistan. It will be clearer with the help of following SPAN OF CONTROL diagram: We will capture all the stores for distribution weather small or large or at any where in Pakistan. MILCY unique selling points are all the super departmental stores like HYPER STAR &METRO or different famous stores in different localities of different cities and cover the so many large stores around the country. MILCY milk is after warehouses goes to the distributors then wholesalers and then retailers after that to the final consumer. And our sales forces also capture the retailers by his own.We will directly approach retailer by providing credit facility and bonus in form of incentives. We will also provide allowances to our distributors and retailers to further intensify usage of push strategy.One important thing, which we include in the placement. We will also provide the home delivery services to our customers, which no one doing in Pakistan. Because we want to facilitate in different ways. We will give him membership to join us. We will open the outlets in different location of big cities of Pakistan and at dense areas like:OUTLETS LOCATION
LahoreKarachi
IslamabadMultan
FaisalabadRawalpindi
PROMOTIONSuch products have attributes like flashy packaging or something unusual. Other such factors include the way the product is promoted, how it is advertised, and who endorses it. The medium used for advertising plays an important part in the learning and memory of a consumer concerning a particular productWe want to become reputable name in the market and it should also comes in the mind of the consumer that it is not just a name it is the name of brand but the name of quality. MILCY will promotes its products through newspaper, TV, radio, bill boards, sponsorships and social media as well.Promotion means activities that communicate the merits of the product and persuade to target customers to buy it. In case of promotional campaign of Milcy following promotional strategies are used: Advertisement Effective television ads are used for promotion. In addition to this adds on newspapers and magazines are also published. Other advertisement tools include holdings and sign boards. Personal SellingMilcy is trying to reposition itself with new name the old name was Candia, which was badly failed in Pakistan. So the Milcy try to highly emphasize personal selling as it develops an interaction between user, product and company representative. The sales force records the reaction of the consumers towards the product that further helps the company to estimate and foresee the acceptability among the customers. The personal selling will be done in the following ways and company staff will be involved in that: Put stalls in different big departmental stores Retailer feedback about customer views Outlet is a form of personal selling Sales Promotion through in-store ActivitiesThe introduction of a new product is also facilitated through in-store an activity which means the company representatives are present in the store and they interact with each customer entering in the store they offer them to taste the free sample of the product and also offer some discounts and free samples. Sales Promotion for Retailers, Whole Sellers and DistributorsWhile introducing of new product special discounts and free samples are offered to distributors, whole seller and retailer and special discounts are given to him to place MILCY milk on its shop on a good or convenient place. Social MediaAs we all know that the importance of social media. Social media is being used by all ages of people and they are being updated by the new information in the market and the new products. We take the help of face book to promote the products of MILCY. We will ask questions on daily basis to the users which product of milk they use and like to use. If they will use MILCY products which thing they like most and what they want form him and if they not use the MILCY products then why they dont use it. So that is a cheap way to get the feedback from the customers easily and readily. Social and Ethical AwarenessWe will also take part in social and ethical awareness. Which gives the customers indicator that company is very conscious about the society well being. Through social awareness that MILCY is healthy product and it is free from fat and other injurious chemicals which are used often in these sort of products. It is socially accepted product and it has been prepared by following all the norms of environmental concerns. Like we will also take part in different campaigns of: To Education Increase To Health Awareness Energy saving To Traffic Rules Obey Awareness To Environmental Friendly Plantation Will Be Done On Green Belts Healthy Kids Programs Will Be Launched Complaints Cell Will Be Established Cooking Show on TelevisionWe will also use the television cooking shows to promote our product. we will sponsor MILCY in different cooking shows because mostly women is very keen about cooking shows and they watch it regularly so this would be an effective strategy to pursue. We will also take the help of professional cooks (Like Chef ZAKIR) to promote our products. The cook will tells the viewers how the MILCY milk can be use for different purposes and what recipes can be made more delicious with MILCY and what is the taste and benefits MILCY milk has. The cooking show will be broadcasted in the week only one time on ZAUQ TV with the name of MILCY because it is a famous cooking channel. Brand AmbassadorWe will also take the help of brand ambassador to promote the product because ambassador also influences the customer to use that particular product. So we will choose the Amir khan a famous boxing star to be our brand ambassador.
Culture Tradition FollowersWe will also promote the culture of different provinces like in Punjab we will promote the Punjabi culture and in Sindh we will promote Sindhi culture we will also launch festivals in different sessions. And more of above we will also change our packaging according to the culture and festivals like in Ramadan, Besant festival and much more. OutletsAs we told above we all open outlets at different big cities of Pakistan to provide home delivery services to our customers. Outlet is also the promotional activity because at a particular location you can promote yourself and grasp the consumer attention. Morning Show InfluenceMorning shows are very famous in these days and it has a very good influence on the household ladies. So we also take the help of morning shows to grasp the attention of household ladies for the use of MILCY brand In these shows we will provide the benefits to the viewers. Cartoon Film PresentWe will also launch the cartoon film for the children and let him know what the benefits of using milk are and what they can feel after using it. Cartoon film just for the interest of the children, to use the MILCY milk.
Promotional activities in schoolWe will also launch the promotional activities in the different schools to take attention of the children. We will organize the different functions in schools, sports festivals, and as well educational activities. We will give checklist books to the children in which we will ask the questions about the use of MILCY milk.
Promotion Through MissionWe will also come with the mission to promote the health of our customers and our mission will be DAILY GROW UP WITH MILCY. So, mission will be that to take one glass of MILCY milk daily to look healthier and smart. Through intensive distribution technique we will be in the access of every one. We will also advertise it on television and also tell them benefits of use of MILCY.
PROCESSThe process refers to the how we will deliver services to our customer in a well and organized manner and to satisfy our customers. The process of delivering services should be like it should make customer feel helpful and happy. Customer is not concern with how the business is run but they just concerned with the how we will deliver services in a short time. We will provide the services to our customer in the form of opening outlets in 6 different location/cities of Pakistan which we discuss above. And at 6 different cities we will open outlets almost at every good location (DHA, PGCHS, JOHAR TOWN, WAPDA TOWN, NEAR BEHRIA TOWN, NEAR AIRPORT, BOR, RAVI ROAD, FEROZPUR ROAD, SHADMAN and etc) to provide the home delivery service as well. That is the unique thing which we are doing because no one in Pakistan doing that. Moreover for the facility our customer in a good manner we will introduce the complaint cell in which feedback will be taken from the customers on daily basis and adequate action will b taken very soon. We will introduce the complaint cell with the name of MILCY TALUQ to get feedback. The following label will be printed on every MILCY product for the customer connivance.
Form company warehouse the MILCY product will directly distributed to our outlet. This effort will cut down the share of profit of retailer, wholesaler and distributor. So on outlets MILCY products will available on low prices thats will also give advantage to our customer and grasp the attention over there. PHYSICAL EVIDENCEBecause we are also providing services to the customers by opening outlets at different locations of different cities and through these outlets we will also provide services to our customers. The outlets will be properly organized in a well manner. Through outlet we will make our customers habit to take our delivery service and make their life easy and comfortable. PEOPLEThe final P of the marketing mix is people. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities. The reputation of your brand rests in your peoples hands. They must, therefore, be appropriately trained, well motivated and have the right attitude. It is essential to ensure that all employees who have contact with customers are not only properly trained, but also the right kind of people for the job. It's amazing how we will work extremely hard to think through every element of the marketing strategy and the marketing mix, and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person, in a specific way. We select, recruit, hire and retain the proper people, with the skills and abilities to do the job.
Analysis
The mistakes which were done by Candia we do not want to do that again. Our core mission is that everyone should have an access of MILCY products. Candia was just limited in innovation and diversification but we will make MILCY totally different. We will intensively distribute our product and make available on every small or big school. No doubt we have very strong competitors like Nestle, Olpers and Adams but we will try to be one step ahead. We will more focus on services as well with providing the product to the customers. We will make the perception of the consumer that we are the name of quality. We will treat our customers in different way by opening outlets at different locations for the ease of customer and also through home delivery service. Our MILCY milk will be available in market in 4 ranges for the customer facilitation. We will introduce the 2 liter handle reusable bottle packing in the market and it will be alone such type of packing of milk in the market.We are also introduced the flavored milk in the Pakistan with more delicious flavors like vanilla, coffee and almond milk. And following new flavors will gives better taste and as well as nutrition power to the user. We will always try to find better ways to serve the customers. We will make the departments for the better collection of milk from farms and keep on checking the quality of product because no sacrifice on quality. Quality assurance department will be making to check on the quality of milk.We will also provide the facility to our retailer and wholesaler by providing incentives and more over by providing chillers of high quality and ranks for the display of the MILCY products. And more over on the damage of chillers we will also provide the repair facility to the retailers. Because retailers are play an important in the sale of product in particular areas.We will fulfill our brand promise. Our brand promise is to maintain quality and no sacrifices will be made on it. And we want to be sustainable in the market in each aspect. And moreover we also want to be a part of the whole kitchen means that we do want to make our self limited to milk but also the different products that are related with milk.
SOME FUTURE PROJECTIONS
We will launch ice cream, yogurt, skim milk, cream as it is a include in the MILCY name like: Milk Ice cream Liquid adders (skim milk, powder for tea) Cream Yogurt We will also introduce the carbonated milk. We will also launch lassi. We will also launch honey milk. We will also launched the milk different flavored custard. We will open outlets in more different cities. We will make research and development department that will leads to innovation. We will also launch the intensive delivery distribution strategy in all areas of different cities. Quality assurance centre will be established. We will also launch the milk that gives the more calcium power to consumer. Consumer health help centre will be established.
EXPECTATIONS FROM MARKET As we position our product high in the consumer mind we may be the consumer first choice. We are providing variety to our customer so we can be the customer choice. As we will give value to customer monetary cost, and time cost. Through delivery service we will be the part a everyone kitchen.And if we talk about our competitors, let see where will stand in the market:NAMEQUALITYPRICE / LITERPOSITIONINGVARIETY
NESTLEVery high100VERY HIGHHIGH
OLPERSHigh100HIGHHIGH
ADAM Low65VERY LOWHIGH
GOURMET Low65LOWLOW
TARANG LowLOWVERY LOWVERY LOW
HALEEB Moderate-LOWVERY LOW
DAIRY QUEENVery lowLOWVERY LOWVERY LOW
GOOD MILKLow70VERY LOWVERY LOW
DAIRY OMANG Low70LOWVERY LOW
MILCYVERY HIGH99HIGHHIGH
TARGET MARKET AND SEGMENTATIONAs we know that our product Milcy provides a wide range of calcium which is the need of every age of people. Milcy are providers of calcium, magnesium and protein which are all essential of healthy bone growth and development .so now we are targeted the people of every age. We will do mass marketing for the masses of Pakistan keeping in view the need of all people. But we will specially focus on kids.
UNIQUE SELLING PROPOSITIONTheunique selling proposition (USP), orunique selling point, or "'unique selling product"' or "' unique selling price"' is amarketingconcept first proposed as a theory to explain a pattern in successful advertising campaigns. The USP states that such campaigns made unique propositions to the customer that convinced them to switch brands.The foundation for your USP must come from a real understanding of your customer like: Think like your customer What motivates customer to buy our product Customer comes to you instead to your competitors.
So our USP will be:NO ADDITION, JUST NATURAL AND PURE
Swot Analysis of Milcy
SWOT analysis describes an MILCYs competitive position, operating and financial condition and general state of internal and external affairs. STRENGTHS Haleeb Foods which is a well reputed company in Pakistan and has a strong portfolio of brands in that case it will help MILCY to perform well. Milcy is facing low cost because it is available in the market in tetra pack which is less costly than bottle packing. MILCY is facing less distribution cost because it has skilled and motivated staff because of Haleeb foods. MILCY is providing a best quality and healthy milk because it is using an efficient Ultra heat treatment technology. MILCY has a main strength of availability and access because it is easily available at every shop and stores. It is available in all shops and stores. People face no problem in finding it. Distribution channel is much enhanced and fresh milk is available at doorsteps to its customers on daily basis. It is placed on shelves in stores for customers convenience and gets attraction with promotional strategies. Staff and workers will be loyal, cooperating and working hard for the development of MILCY success. We will provide the home delivery service to our customers as well. We will also provide the flavored milk our customers. We will make a strategy to enhance our business in milk products. We will give preference to quality.WEAKNESS Take time to be a part of market. Haleeb foods milk products may create disturbance in the way of MILCY. Competitors like nestle has still very reputed place in market so it is difficult to make its reputation for people among its competitors choice. MILCYs share in the market is low as compared to its competitors.
OPPORTHUNITIES Milcy can attract the more customers who lie in middle income as well as high income bracket because there is high inflation in the Pakistan economy where as its price lies between the Olpers milk and Nestle milk which are the competitors. Milcy can increase its market share by reducing it price up to some extent. Because people in Pakistan are more price conscious. Introduction of new products and services. Milcy can increase its sales by going into new areas where people have acknowledged about this product. Struggling hard to get customers confidence. Fresh milk delivery on daily basis may create reputation and loyalty among consumers.
THREATS Floods in Pakistan is a big threat for MILCY because it can a lot of problem in carrying the raw material into the factory and in distribution of the finished good to the market because roads network has been badly affected. Political instability is one of the main threats for MILCY. MILCY competitors like nestle and Olpers are the biggest threat because of their huge market preferences. So people do not know so well about MILCY and its features.
Conclusion
To sum up, we must acknowledge that we have to face very difficult situations in the market because we have strong competitors with strong financial background and as well as goodwill background, and no doubt they are providing very quality products to the customers and give value to their money. And we will also make quality our benchmark to survive in the market. We will inspire people to use our products because as we told in our slogan that inspiration for healthier life. So, timely need to update, diversify the strategies according to the situation. Innovation could be the key to success to penetrate the market and we will do that. Different marketing strategies should be used to gain the market share. If we will unable to maintain our self in the market according to the market requirement, we will not stay in the market for the long run. So we are coming in the market with new vision of QUALITY (Quality consideration, Uniqueness, ambitious for health, Long run, Innovation, Taste, your wellness) and with the hope that we will get success.
