milk replacer final

Group Members Muhammad Zubair SandhuMuhammad Ussama AminMuneeb Inayat

Premix®

Caring from Young's

Product IntroductionThe product is a substitute of milk

for the calves.Research History American Dairy Science Association

(ADSA)

ADVANTAGESImproved bio security, calf

performance and economics. Greater results than whole milkCurrent situation

Marketing

Marketing is a total system of business activities design to plan , price , promote and distribution want satisfying

products to target markets in order to achieve organizational

objectives.

Market

Market comprises of CUSTOMERS.

Premix MarketFarm housesLocal FarmersMilk men

Evolution of marketingProduct

orientationSale orientationMarket orientation

Premix’s Approach

Industry’s approach

Market orientation approach

Premix’s MarketingCustomer

Orientation

Marketing Activities◦Quality◦Value Creation

Premix’s Objectives

Our Vision:“Premix is driven to be a recognized leader in delivering product solutions for young animals”

Premix’s Objectives

Our Mission is:“ Premix is a customer-driven company dedicated to providing superior young animal nutrition products and customized support through independent feed manufactured and distributors.”

Premix’s Marketing program

Marketing Segmentation◦Small farms and Commercial dairy

farmsTarget Market

◦Small farmer and Individuals having domestic animals like buffalo and cows.

◦Forecast Demand Few competitors and high mortality rate

of calves.

Marketing Mix◦The combination of product, where

and when it is distributed, how it is promoted and its price.

◦ “To serve the society in a beneficial way and not practicing any unethical deeds or activities”

Ethics and MarketingWhat is ethical behavior?

◦ It includes the standards of behavior generally accepted by a society.

Ethical Orientation:Commitment that Organization will

follow certain and prevailing code of conducts of society and Culture.

Importance of marketing

In this era marketing plays a vital role in all aspects of life. It is equally important Globally, domestically, at organizational and personal level.

GloballyAfter 1980’s the development of new products and marketing expertise took the span of marketing spread through boundaries nation wide.

DomesticallyEffective marketing practices have

been largely responsible for the high standard of living in Pakistan.

Creating UtilityWant satisfying power of a product is called

utility.Form Utility:

◦The physical or chemical changes that make a product more valuable.

◦Premix milk replacer is available in plastic bottles.

Place utility:◦ When a product is readily accessible to

potential customers.◦ Premix milk replacer is available at almost

every grocery shop in the area.

Time UtilityHaving a product available whenever you wanted.As compare to other milk replacer providers it is available in their own areas.

Information UtilityUtility is created by informing prospective

buyers that a product exists.Through broachers, pamphlets and

agricultural magazines which are published in native language.

Possession Utility: It is created when a customer buys

the product. Through high positioning of

product in target customer’s mind.

OrganizationallyThe success of any business comes

from satisfying the wants of its customers which is the social and economic basic for the existence of all organizations.

Although many activities are essential to a company’s growth, marketing is the only one that produces revenue directly.

Personally

Studying marketing will make you a better informed consumer.

ENVIROMENTAL ANALYSISDemographicsEconomic ConditionCompetitionSocial and cultural forcesPolitical and legal forcesTechnology

ENVIROMENTAL ANALYSIS

Demographics As this product is for animals

therefore there gender, races and cultures does not matter.

ENVIROMENTAL ANALYSISEconomic Condition GDP is targeted to grow by 10% in

2011-2012, with a growth in manufacturing 12%, robust performance in services 15%, agriculture 8%-9%.

Overall fiscal deficit averaged has increased to 17 Billion Dollar in 2010.

Rate of Inflation is about 19%.Pakistani market for Milk replacer is

highly unsaturated.

ENVIROMENTAL ANALYSISSocial Environment

◦Awareness is increasing regarding animal’ s health

◦People demand products for their animal’s heath

◦Imported renowned milk replacer products are very costly for the average farmer.

ENVIROMENTAL ANALYSIS Competition:

There are few competitors in the market which are not enough for needs of the time.

Competitors include ,“Big Bird”, “Maxim” and Dairy Hub.

Door to Door marketing strategy.

ENVIROMENTAL ANALYSISTechnological EnvironmentTechnology is growing and

changing rapidly now a days.Local milk replacer companies

are continuously working on improved technology as to increase productivity and reduce cost.

Process of Market segmentation Identify the current potential

wants Saving more than 15 Million calf

die every year due to lack of milk.

The high cost factor lack of availability of substitute.

Process of Market segmentation Identify potential of

segments:High response from the

farmersScarcity of the milk replacer

in huge area.

Market SegmentationConsumer Market

◦Geographic◦Demographic◦ Psychographic

Consumer Market SegmentationGEOGRAPHICWorld Region South East Asia

Country Pakistan

Cities All over Punjab

Density Rural

Consumer market segmentationDEMOGRAPHICS

Age newly born-90 days

Gender Male, Female

TARGET MARKET All farmers and individuals

dealing in life stock. 35 % of population Rural AreasPunjab and Sindh province

Marketing Strategy Pilot Testing Targeting Cattle markets Publishing information in local

languages. Span of marketing

Product Mix & Product Line

We are providing only a single product.

We are planning to expand our product line to other dairy products.

Positioning the ProductEvery calf has a right to become

a profit calf. We are providing you the right

product at your door step. Here is the finest quality that

you seek.

BRAND NAME

PREMIX ®

Brand Mark/ Trade Mark

Protecting a Brand

“Premix” is a registered brand.

Product Counterfeiting.◦ Premix has a marketing plan that

consists of having an eye on fake products.

Product Certification

Trade Mark Licensing

The trade mark with “Premix” logo is registered under IPO (Intellectual Property Organization) Pakistan.

Packaging and Labeling

Price strategyObjective

◦Profit concerned◦Consumer satisfaction as comparing

to price◦Quality preservation ◦Consumer demand

The product life cycle◦ Introduction stage

PRICE STRATEGY

premix

PRICE COMPARISON

Big Bird Rs. 75 per kgMaxim Rs. 80 per kgDairy Hub Rs. 85 per kg

Premix Rs. 65 per kg

Cost of feeding

Milk Milk replacer

Drinks 3 litters 50*3=150

Drinks 3 litters 13*3=39

In a month 150*30=4500

In a month 39*30=1170

Distribution channelPRODUCTION UNIT

DISTRIBUTOR

RETAILOR

END CONSUMER

DISTRIBUTION

Indirect distribution◦Retailers

Distributor's capability◦Must have 15 to 20 vehicles

(Depending on area)◦Must deposit Rs 1,000,000 as

security

PROMOTION STRATEGY

Objective◦Initiate strong awareness,

throughout, especially target consumer

◦Win market share over top milk replacers, stock feed.

Message premix is the healthy feed for

the new born calves.

ADVERTISING

RadioFM 100FM 101FM 103FM 106.20

ADVERTISINGAgriculture journal

◦ Monthly “ZARAAET”◦Journal of Animal & Plant Sciences (JAPS)

University of Veterinary and Animal sciences, Lahore.

ADVERTISING Internet

◦Banners of selected web sites◦Official promotional web

www.premix.com

ADVERTISINGOutdoors

◦Billboards◦Banners◦Broachers

Personal selling

ADVERTISEMENT

Public Relation Activities Kisan mela held every year

organized under premix.Competition between calves

under premix.

SALES PROMOTION

Low price distribution at different public spots

agriculture universityVeterinary university

SALES PROMOTION

Buy 30 kg premix get free artificial mother.

SALES PROMOTIONBuy 15 kg and get free feeding

bucket. Free information literature. Free consultancy from Co’s

contacts.

FUTURE PLANSTarget other areas In Khyber pakhton KwanIn Baluchistan Premix social club

◦ Public forums on social issues◦Social activities

Head Office◦Friends Co. (Pvt) Ltd. ◦10 km Thokar Niaz Baig,

Raiwind Road, Lahore.

Company’s Information

Phone no: 042-35813427042-35487554

email: info@friends.com.pkWebsite: www.premix.com