GROUP MEMBERS

• AHMER RAZA (2K18/MKBBA/02)

• KASHAN NASEER (2K18/MKBBA/15)
• MUSAB KHALID (2K18/MKBBA/24)
• MUZAMMIL IQBAL (2K18/MKBBA/25)
• NOOR MUHAMMAD (2K18/MKBBA/31)

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Dostea
• A much needed improving marketing
strategy that could be beneficial for the
growth and making a delight place in
market shares.

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 Company’s portfolio

Fauji Foods, formerly known as Noon Pakistan Limited, is a Pakistani food company
which is a subsidiary of Pakistani conglomerate company Fauji Foundation, owned by
Pakistan Army. The company is known for its dairy products and brands such as
Nurpur, and Dostea.
The company is based in Lahore, Pakistan.

The company is listed on the Pakistan Stock Exchange.

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 • Dostea, is a liquid tea whitener that
provides you with the perfect cup of tea for
your pleasant mornings and moonlit
evenings. Available in Ecolean (light
weight packaging), it is not only
convenient to use, microwave safe and

Product’s
lightweight but Dostea ensures an
impeccable taste and refined aroma to
every cup of tea.
briefing • For the first time in Pakistan, fauji Foods
Limited has introduced Ecolean milk
packaging. This material is manufactured
from imported materials at Fauji Foods
latest plant.
• Dostea is available in multiple SKUs.(
Available in many form with different price)

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 Demographic Segmentation:

In demographic segmentation, the market is

Consumer divided into groups based on variables such as
age, gender, income, etc.
market
segmentation Here are the demographic variables have been
used to segment markets. Dostea categorizes
its target on the following criteria.

Gender: Both
Age: There is no male and female.
segmentation. Income: Upper
and middle class.
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 Consumer market segmentation

Behavioral Segmentation: In behavioral segmentation point of Dostea milk can be used for different
view marketers are targeting usage occasions like weddings, birthday
situation segmentation. parties and casual get to gather.

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 Geographic Segmentation

Geographic
segmentation is done
using the spatial
location to segment the
market. In geographic
segmentation there are
different schemes for
the different Area: Urban City: Panjab’s
geographical units
such as states, Areas was the Cities (Lahore,
regions, cities. Markets main focus. Islamabad,)
are mainly divided into
the rural and urban
areas. The
Geographical variables
have been used to
segment markets in
following ways.

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 POSITIONING

DOSTEA FAUJI FOODS POINT OF DIFFERENCE HIGHER PRICE: FOCUS: CALORIE COMPETITIVE POP-
LTD. (RS.130) LOWER FREE. DOSTEA IS CHEAPER
PRICE (RS.20) AND A TRUSTED
BRAND IN PAKISTAN
WITH A LARGE
HISTORY.

DOSTEA IS A LUXURY
GOOD AND AVAILABLE
IN SELECTED
OUTLETS.

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 Reasons Why Dostea Flopped In
Pakistan

BRAND LITTLIE BITTER PRICING HEALTH CONSCIOUS POOR MARKETING

UNAWARENESS FOR KIDS AND OLD STRATEGY
AGE PEOPLE

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 New • Firstly, we are working to build public confidence
as many of peoples don’t know about product’s
marketing background as it relates to Fauji Food Ltd.
strategy for
Dostea

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Brand information

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New Packaging
Strategy

• A Fauji Food Logo is updated in new

packaging for getting public attention.

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Bitterness Solution

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 Dostea Family
Liquid form milk
Pack 1000ml
ml
trade price
110 Rs
retail price
115 Rs

PRICING Dostea Standard

Pack 225ml
Dostea Mini
Pack
115ml
30 Rs
13 Rs
35 Rs
15Rs

Dostea Medium
Pack
180ml
21 Rs
25Rs

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 • Rural
• F.M Channels
• Sign Boards
• Posters
• TV Advertisement

• Urban
• Social Media
• Vlogging
PROMOTIONS • Tolet Sign Board
• Credit Product Placement

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New Promotion
Strategy

• By keeping value toward Tapal Danedar

we are promoting our product through
Tapal Danedar, so that we can capture
superior values in return

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 Placement

• Consumer prefer what they have

observed about product in
marketplace

• We have decided to place it at

stores and hotels to create an image
in consumer’s minds.

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 • Geographical
All over the country, included Rural Areas of the
country
• Demographical
Age: kids (5-12)teenager (13-19),youngsters
Segmentation (20- 34),adults(34-60
Class: upper and middle class
and targeting • Behavioral
Best quality , taste, reduction of bitterness

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 Positioning

Placement at almost
Focus: Brand
every outlet and shop
New Price tags. Awareness,
of the city and their
Bitterness.
nearest rural areas.

We have created a
slogan which can be Chai….. Yaari…. We hope it will work
beneficial for GupShup… for our product.
marketing strategy.

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 Swot analysis

STRENGTH STRONG GEOGRAPHIC BRAND PORTFOLIO. FOCUS ON RESEARCH GOOD IN PACKAGING.

PRESENCE, WITH ONE OF AND DEVELOPMENT.
THE BEST
GEOGRAPHICALLY
DIVERSIFIED REVENUE
SOURCES.

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 Swot analysis

Weaknesses Criticism over high water Forced child labor and Flavors are not available
usage, selling contaminated using other unethical
food, anti-unionism. practices.

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 Swot Analysis

Opportunities Clear and accurate Presence of product Growth of employment Growing ready-to-
labeling indicating of and its presentation. through their network. drink (RTD) tea and
any harmful products. RTD coffee markets.

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 Swot Analysis

Threats Poor quality water and Increased competition in The price of Powder Load shedding and fuels
its scarcity. the beverage and food milk could significantly adjustments.
industries. rise due to major
weather disasters.

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Differentiate Dostea Tea Whitener Tarang Tea Whitener
30 RS (250ml) 35 Rs(250ml)
between Signboard, Newspaper, TV, Radio, Billboards,
Dostea and Pamphlets, TV, Social Shops Printers add,
competitive media
Urban, Lower/middle Pamphlets
product: class Urban
Chai… “Chai Ka Sahe Jor”
Yaari….GupShup.

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THANK YOU

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