Group members

Gulfishan mcf
Sikender mcf
Mohsin mcf
Rimsha Gul mcf
Shoyab mcf
Asad Sultan mcf
Product:
Milk
 Introduction
Company Name: Fresh Milk
Product type: FMUL(Fresh Milk Union Limitted)
Slogan: Every Drop Is Perfection.
Product logo:
 MISSION STATEMENT
“Our aim is to provide affordable and high nutritional
milk provide same taste from FARM to FRIDGE”
 VISION STATEMENT
“Be the choice of every home and become the
market leader by building strong customer
relationship”
“Meet the nutritional needs of all ages
from infancy to old age”
 VALUE
•100% pure
•Use tetra pack
•Fulfill calcium requirement
•Available up to five liter pack
 SATISFACTION
• Feel energetic
• No artificial taste
• Smell is good
 Culture
1.In Pakistan generally people take milk in
morning and at night before sleep.

2.Most of them complain that their milk is mixed

with water or artificial powder.
We guarantee them to provide pure milk.
 Culture
3.Mostly the people take tea from two to three times
in a day specially in evening……

4.We offer them to experience our milk for making tea

and feel the difference in taste.
 Changing Trends
1.People specially young generation is
adopting western life style.
2.Media have started health
campaigns.
 Marketing Segmentation
segments the market keeping some basic
things in mind like milk to be pure, carefully
processed, and good for health and bones.
 Marketing Segmenting
Demographic:
Our products are not bounded to any
particular age, gender or lifecycle stage. The
brand is meant for all the users in higher upper
or middle class families.
Demographic segmentation & its
variable
 Marketing Segmentation
Psychographic
• On the basis of psychographic factors such as
personality traits, lifestyles and values and
who are goal-oriented and focused on their
careers, our product show the beliefs of
healthy life with processed milk.
 Marketing Segmentation
Behavioral
• Our products have been segmented on the
basis of benefits that consumers seek in the
milk like drinking to tea & they can whiteners
as well to feed for their child's.
Behavioral segmentation & its variable
 Positioning
• Positioning involves designing the
product and image that will occupy a
distinctive place in the minds of the
customers & target market as well
• Packaging & product features e.g.
low fat , whiteners ,etc. of our
brand
 Positioning

• Positioned for all purpose milk that

is meant for everyone those who
live life to the fullest, hence &
healthy.
 Differentiation
• Addition of IRON and Vitamin A and C
which
remains you fresh & healthy
 Differentiation
• Use tetra cap for easy to take out the milk
without putting down.
 Targeting
• Urban areas of the country.

• Upper and Middle Income

Class
 Competitors
We face two strong competitors in Pakistan

• Nestle Milk Pack

• OLPERS
 NESTLE
Strength Weakness

•➢Strong brand
image.
➢Spend less
•➢Strong supply
on
•chain networks.
advertising.
•➢Focus on research
➢High price.
•and development.
 OLPERS
Weakness Strengths

➢Engro’s back.
➢Positive
➢Low quality milk. relationship
➢Milk collection with farmers.
and ➢Positive
distribution costs.
response from
customers.
 STRENGTHS

• Positive relations with dairy farmers.

• Strong customer or product research.

 STRENGTHS
• Positive response from customers.
 Opportunities
• Increased consumption ofprocessed
milk.
• Innovations in product development,
packaging and presentation.
 Opportunities
• Opportunities for investors to invest
in our product.
 Weakness
• New in market

• Financial constraints

• Spend less on advertising

 Threats
• Unpacked milk is cheaper than packed
milk
 Threats
• Competition

• Difficult to meet future consumer

demand.

• Load shedding.
 PRODUCT
• Our main product is Fresh Milk

• Our second product is Creamy

Cream
 PRODUCT
Fresh Milk
• UHT (Ultra heat treated)milk with 3.5
% fat and8.9%solidnon-fats.

• Available in easy-to-open, 6-layered

Tetra Pak
Brick Aseptic white packaging.

• 3months shelf life

Advantages of Tetra pack
 Placement
• Fresh milk is not sold directly to consumers.
It uses indirect channels for distribution.
 Placement
•Fresh milk is not sold directly
to consumers. It uses indirect
channels for distribution.
 Distribution

• Fresh milk is trying to compete

the local bands by giving a
special offers to local distributers.
 Price
• Fresh milk is pursuing the competitive
pricing strategy for its products.

• In competitive pricing the price of the

product is determined considering the
price of major competitors like Nestle,
Olpers etc.
 Price
• We have designed our product in
six sizes
Promotion and Advertisement
• Aggressive marketing
campaign

• TVCs, print ads

• Radio commercials
Promotion and
Advertisement
• Billboards and plenty of BTL (below the
line)activities including direct consumer and
shop branding activities
 Economical Factors
• Inflation Rate
• Competition is increasing with the entrance of new
domestic players

• Major textiles groups are also diversifying into

•dairy and livestock business
 Political Factors
• Unstable political conditions in
Pakistan that changes tax rates
frequently

• Strikes and road blocking creates

problem for delivery on time
Socio-Cultural Factors
• People mostly prefer fresh and open
milk

• They rely less on processing milk

because they think that milk
companies add chemicals in milk
during process
Technological Factors
• Technological variables have
positive effect on dairy business.

• We uses latest technology and

high quality machinery in the
production of milk
 Technological Factors
• Milk yields per animal have been increased
through scientific feeding& breeding
 Societal Marketing
• We definitely believe in societal marketing
as everyone has a responsibility to build the
society in which he/she is living.

• So we decided to pay 2Rs. per pack for

the welfare of our society
 Branding our company
• Brand is the personality that identifies a
product, service or company

• How will do branding?

 Branding our company
• Focusing on relationship and reputation
• Relationship are built on trust and reputation
is built on delivering on your promise.
 BOSTAN MATRIX
As our product is new in the
market.
So, our company is question
mark. We are starving for
cash cows.