1

MILCY

ALI MUDDASER
(L1F12MBAM2109)
MARIA SADAR
(L1F12MBAM2210)

GROUP
MEMBERS

SHEMROZ KHAN
(L1F12MBAM2076)
NOSHEEN JAFFAR
(L1F12MBAM0078)
SAAD ALI
(L1F12MBAM2013)

MARKETING
Section
Submitted to

H
ASAD BUTT

Contents

MILCY

Seria
l no.

Detail

Page
no.

EXECUTIVE SUMMERY

OVERVIEW OF COMPANY

CAUSES OF FAILURE OF CANDIA

PESTLE ANAYLSIS

SWOT ANAYLSIS OF CANDIA MILK

10

MARKETING ANAYLSIS OF CANDIA MILK

12

PRODUCT
PRICE
PLACE
PROMOTION
6

RE-LAUNCHING STRATEGY

14

NEW MARKETING STRATEGY

16

PRODUCT
PRICE
PLACE
PROMOTION
PROCESS
PHYSICAL EVIDENCE
PEOPLE
8

ANALYSIS

30

PROJECTION
EXECTATIONS
SWOT ANALYSIS OF MILCY MILK

CONCLUSION

Executive Summary

35

MILCY

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

MILCY
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

MILCY
twenty plants in competition including Milk pak 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

MILCY
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.

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

MILCY
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.

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.

MILCY

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.

ECONOMIC

MILCY
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.
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.

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

specially

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.

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

10

MILCY
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.

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.

11

MILCY

Swot Analysis of Candia

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.

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MILCY

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.
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.

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.

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MILCY
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

PRODUCT

PLACE

CANDIA
MLK

PRICE

PROMOTIO
N

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.

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MILCY
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

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

PRICES

15

MILCY
CANDIA
500 ml
1 liter

RS. 15
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 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:

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MILCY

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:

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MILCY

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
Promotion

Instead of above we are also provide the services to our worthy

customers, so thats also includes 3 more Ps of services industry:
Process

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MILCY
Physical evidence
People

PRODUCT
PRICE
PLACE

PROMOTION

PEOPLE

PROCESS
PHYSICAL
EVIDENCE

PRODUCT
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

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MILCY
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 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

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MILCY
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 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.

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MILCY

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

PACKING

OF MILKY
0.25 liter

ATTRIBUTE
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;

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MILCY
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 customers 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 thats leads to long term relation and
promise to provide the quality services as well in different way.
Psychological Pricing

23

MILCY
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

PACKING

AMOUNT IN

OF MILKY
0.25 liter

ATTRIBUTE
Personal pack

RUPEES
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
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

24

MILCY
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:

25

MILCY

PROVINCES
ZONES
REGIONS
AREAS
SALES
STAFF

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

26

MILCY
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
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

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MILCY
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
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 dont 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
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

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MILCY
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. 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.

29

MILCY
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.
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

30

MILCY
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,

educational activities.

and

as

well

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

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

31

MILCY
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 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

32

MILCY
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 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

33

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.

34

MILCY

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
NESTLE
OLPERS
ADAM
GOURMET

QUALITY

PRICE /

POSITIONIN

VARIETY

Very high
High
Low
Low

LITER
100
100
65
65

G
VERY HIGH
HIGH
VERY LOW
LOW

HIGH
HIGH
HIGH
LOW

35

MILCY
TARANG
HALEEB
DAIRY

Low
Moderate
Very low

LOW
LOW

VERY LOW
LOW
VERY LOW

VERY LOW
VERY LOW
VERY LOW

Low
Low

70
70

VERY LOW
LOW

VERY LOW
VERY LOW

VERY HIGH

99

HIGH

HIGH

QUEEN
GOOD MILK
DAIRY
OMANG
MILCY

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.

So our USP will be:

NO ADDITION, JUST NATURAL AND PURE

36

MILCY

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.

37

MILCY
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

38

MILCY
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.

39

MILCY

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

40

MILCY

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.