Candia milk failure and revival REBRANDING

50
1 MILCY MARKETING Section H Submitted to ASAD BUTT

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CANDIA MILK FAILURE IN PAKISTAN AND ITS REBRANDING

Transcript of Candia milk failure and revival REBRANDING

Page 1: Candia milk failure and revival REBRANDING

1MILCY

MARKETING

Section H

Submitted to ASAD BUTT

GROUP MEMBERSALI MUDDASER (L1F12MBAM2109)

MARIA SADAR (L1F12MBAM2210)

SHEMROZ KHAN (L1F12MBAM2076)

NOSHEEN JAFFAR (L1F12MBAM0078)

SAAD ALI (L1F12MBAM2013)

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Contents

Serial no.

Detail Page no.

1 EXECUTIVE SUMMERY 3

2 OVERVIEW OF COMPANY

CAUSES OF FAILURE OF CANDIA

4

5

3 PESTLE ANAYLSIS 7

4 SWOT ANAYLSIS OF CANDIA MILK 10

5 MARKETING ANAYLSIS OF CANDIA MILK

PRODUCT PRICE PLACE PROMOTION

12

6 RE-LAUNCHING STRATEGY 14

7 NEW MARKETING STRATEGY

PRODUCT PRICE PLACE PROMOTION PROCESS PHYSICAL EVIDENCE PEOPLE

16

8 ANALYSIS

PROJECTION EXECTATIONS SWOT ANALYSIS OF MILCY MILK

30

9 CONCLUSION 35

Executive Summary

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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

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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.

Haleeb’s 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

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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 Pakistan’s 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 CAMPAIGN

Candia 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 TASTE

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.

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PRICING

Another 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.

PACKAGING

Packaging 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.

BRANDING

The 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 GROWTH

Another 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.

FACILITATION

CDL 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.

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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.

POLITICAL

Common 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.

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ECONOMIC

Unemployment 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.

Pakistan’s 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.

SOCIAL

Health and Education sectors are the two most important sectors for any country,

specially a developing nation. It is the government’s 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.

TECHNOLOGICAL

Technological 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 industry’s product mix particularly

so given the competitive pressures associated with the recent dairy commodity price

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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.

LEGAL

The 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. Legal factors include discrimination law, consumer

law, antitrust law, employment law, and health and safety law. These factors can affect

how a company operates, its costs, and the demand for its products.

ENVIROMENTAL

Environmental factors include ecological and environmental aspects such as weather,

climate, and climate 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

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STRENGTHS

Followings 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.

WEAKNESS

Followings are the main weaknesses of Candia milk;

Their product is ignoring female taste; Mostly, Men use to drink thick milk as

compared to Women.

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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 competitor’s products and they are failed

in convincing them.

OPPORTHUNITIES

Followings 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.

THREATS

Followings 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.

Competitor’s image was very strong in the market.

Marketing Analysis of Candia

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PRODUCT

Candia 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 that’s 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 can’t 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:

CANDIA MLK

PRODUCT

PRICE

PROMOTION

PLACE

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RANGES

OF CANDIA

500 ml

1 liter

PRICE

Price should be according to the product demand of public. Prices should be that which

gives maximum revenue to the company. Prices should not be too high or too low from

The prices which collect by the compotators was charging by their customers otherwise

Nobody 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 CANDIA

PRICES

500 ml RS. 15

1 liter RS. 30

PLACE

The 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.

PROMOTION

Some 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

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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:

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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

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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 P’s of marketing mix are:

Product

Price

Place

Promotion

Instead of above we are also provide the services to our worthy customers, so that’s

also includes 3 more P’s of services industry:

Process

Physical evidence

People

PRODUCT

PRODUCT

PRICEPLAC

EPROMOTI

ONPEOPLEPROC

ESSPHYSICAL EVIDENCE

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Product 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 Quality

We 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 product

Core 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 product

We 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 product

We 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

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we promised to maintain the quality. Quality and serving style will be the differentiation

point.

New product expectation

We 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 cycle

We 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 Positioning

It 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 Attributes

MILCY 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

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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:

RANGES

OF MILKY

PACKING

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 that’s also for those customers who don’t

like milk so we give the different delicious taste for him.

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That flavor milk will be available in just one range which is of 300ml and its price will be

Rs. 39. And that’s 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

PRICE

The 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 margin

MILCY 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 leadership

MILCY 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

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customer’s health and they fulfill their promise. Due to our quality we will becomes the

customer first choice very soon.

Long relationship with customer

MILCY will provide quality products to their customers. MILCY will give good benefit

against their cost so that’s leads to long term relation and promise to provide the quality

services as well in different way.

Psychological Pricing

Milcy 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:

RANGES

OF MILKY

PACKING

ATTRIBUTE

AMOUNT IN

RUPEES

0.25 liter Personal pack 29

0.50 liter Medium pack 59

1 liter Family pack 99

2 liter Economical pack 189

300 ML Flavored Milk 39

PLACE

We 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. a

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MILCY 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 country’s 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:

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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

Lahore Karachi

Islamabad Multan

Faisalabad Rawalpindi

PROMOTION

Such 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

PROVINCES

ZONES

REGIONS

AREAS

SALES STAFF

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it. The medium used for advertising plays an important part in the learning and memory

of a consumer concerning a particular product

We 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 Selling

Milcy 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 Activities

The 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 Distributors

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While 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 Media

As 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 don’t use it. So that is a cheap

way to get the feedback from the customers easily and readily.

Social and Ethical Awareness

We will also take part in social and ethical awareness. Which gives the customer’s

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 Television

We 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.

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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 Ambassador

We 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 Followers

We 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.

Outlets

As 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 Influence

Morning 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.

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Cartoon Film Present

We 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 school

We 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 Mission

We 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

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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.

PROCESS

The 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

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outlets MILCY products will available on low prices that’s will also give advantage to

our customer and grasp the attention over there.

PHYSICAL EVIDENCE

Because 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.

PEOPLE

The 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 people’s 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.

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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.

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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:

NAME QUALITY PRICE / POSITIONING VARIETY

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LITER

NESTLE Very high 100 VERY HIGH HIGH

OLPERS High 100 HIGH HIGH

ADAM Low 65 VERY LOW HIGH

GOURMET Low 65 LOW LOW

TARANG Low LOW VERY LOW VERY LOW

HALEEB Moderate - LOW VERY LOW

DAIRY QUEEN Very low LOW VERY LOW VERY LOW

GOOD MILK Low 70 VERY LOW VERY LOW

DAIRY

OMANG

Low 70 LOW VERY LOW

MILCY VERY HIGH 99 HIGH HIGH

TARGET MARKET AND SEGMENTATION

As 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 PROPOSITION

The unique selling proposition (USP), or unique selling point, or "'unique selling

product"' or "' unique selling price"' is a marketing concept 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.

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So our USP will be:

“NO ADDITION, JUST NATURAL AND PURE”

Swot Analysis of Milcy

SWOT analysis describes an MILCY’s 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.

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It is placed on shelves in stores for customer’s 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.

MILCY’s 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 customer’s confidence.

Fresh milk delivery on daily basis may create reputation and loyalty among

consumers.

THREATS

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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

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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.