Download - Candia rebranding
GROUP MEMBERS
ALI MUDDASER (L1F12MBAM2109)
MARIA SADAR (L1F12MBAM2210)
SHEMROZ KHAN (L1F12MBAM2076)
NOSHEEN JAFFAR (L1F12MBAM0078)
SAAD ALI (L1F12MBAM2013)
TITLE
OF CANDIA MILK
4
OVERVIEW/BACKGROUND
CANDIA FAILURE
SWOT OF CANDIA MILK
MARKETING ANAYLSIS
PESTEL ANAYLSIS
RELAUNCHING STRATEGY
NEW MARKETING STRATEGY
OVERALL ANALYSIS
CONCLUSION
I984 CAPACITY UHT 1988 1998 2004
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Value Added Milk Famous European Brand Invested 200 Million Rupees Advertisement Budget Plastic Bottle
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POOR ADVERTISING COLOR AND TASTE PRICING PACKAGING BRANDING PRODUCT GROWTH INCENTIVES FACILITATION
Failure Of Candia Milk
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Marketing Analysis Of
Candia Milk
CANDIA MLK
PRODUCT
PRICE
PROMOTION
PLACE
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Core Feature USP Packing. Advantage Of Foreign
Brand. Plastic Bottles Ensure
Longer Shelf Life, Highest Quality And Ease To Use.
Lack Of Innovation Variety
RANGES
OF CANDIA
500 ml
1 liter
PRODUCT
10
RANGES
OF CANDIA
PRICES
500 ml RS. 15
1 liter RS. 30
CDL distribution Available
Low prices. Capturing customer
PRICE
PLACE
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Unique Packing 10 To 15 Million
Advertisement 1999
PROMOTION
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STRENGTH Uniqueness. Packed in bottle. Ensure longer shelf life International packaging. Affordable and reasonable
pricing.
WEAKNESS No purely white color. No running promotion. Low promotional budget. Failed in convincing them.
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OPPORTUNITY They can introduce flavored
milk. Large market was exist. Large distribution channel
of CDL.
THREATS Strong competitors. Brand image of competitors. Tetra Packing vs. bottle. Lack of Consumer initiator.
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OF CANDIA MILK
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FINAL CONSUMER
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7P’s
PRODUCT PRI
CEPLACEPROM
OTIONPEOPLEPR
OCESS
PHYSICAL
EVIDENCE
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Core BenefitProduct Quality
Rich ColorFresh Taste And SmellLong Expiry Date
Expectation About Our ProductNew Product ExpectationsDifferentiationProduct Positioning Product Life Cycle
PRODUCT
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PRODUCT
Branding And Packaging
RANGES
OF MILKY
PACKING
ATTRIBUTE
0.25 liter Personal pack
0.50 liter Medium pack
1 liter Family pack
2 liter Economical pack
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RANGES
OF FLAVOR MILCY MILK
Banana Milk
Strawberry Milk
Chocolate Milk
Almond Milk
Coffee Milk
Vanilla Milk
Mango Flavor
Variety(only available in one range)
PRODUCT
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Product Attributes
PRODUCT
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PRICE
Maximum ProfitQuality LeadershipLong Term RelationshipPricing Strategy
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
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PLACE
Core ObjectiveStrong InfrastructureSales ForcesOne Step Ahead
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PLACE
PROVINCES
ZONES
REGIONS
AREAS
SALES STAFF
Push Strategy Credit FacilitiesCompetitors Action
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PLACE
OUTLETS CITIES LOCATION
Lahore Karachi
Islamabad Multan
Faisalabad Rawalpindi
OutletsHome Delivery serviceStructured Home delivery plan
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PROMOTION
Advertisement in television/radio/print mediaPersonal selling activities
Stalls at departmental storesRetailer feedbackOutlets
Promotion through in store activitiesPromotion to retailer/ wholesalerSocial media
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PROMOTION
Social and ethical awarenessTo Education IncreaseTo Health AwarenessTo Traffic Rules Obey AwarenessTo Environmental FriendlyPlantation Will Be Done On Green BeltsHealthy Kids Programs Will Be LaunchedComplaints Cell Will Be EstablishedEnergy saving
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PROMOTION
Cooking Show On TelevisionOutlets Tradition FollowingMorning Show Influence Brand Ambassador
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PROMOTION
Cartoon FilmPromotional Activities In School
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PROMOTION
Promotion Through Mission
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PROCESS
Well And Organized MannerOutlets Customer Complaint Cell (MILCY TALUQ)Cut Down Cost
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PHYSICAL EVIDENCE
Outlets Company Offices
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PEOPLE
ReputationsTrained And Motivated ForceSkill And AbilitiesIn Time Service
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InnovationBetter servingSustainabilityBrand promiseA part of entire kitchen
MilkIce creamLiquid adders (skim milk, powder for tea)CreamYogurt
OVERALL ANALYSIS
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SOME FUTURE PROJECTIONS Carbonated MilkLaunch LassiLaunch Honey MilkMilky Different Flavored CustardOpen Outlets In More Different CitiesIntensive Delivery Distribution Strategy Quality Assurance More Calcium Power MilcyConsumer Health Help Center
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UNIQUE SELLING PROPOSITION
So our USP will be:“NO ADDITION, JUST NATURAL AND
PURE”
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TARGET MARKET
Hi, you know we should drink MILK daily
No, we should drink MILCY daily
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PerceptionVarietyGive Value A Part Of Life
MARKET EXPECTATIONS
CONSUMER EXPECTATION SCALE
4646
Vs.
POINT OF DIFFERENTIATION
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NAME QUALITY PRICE /
LITER
POSITIONING VARIETY
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
COMPETITORS ANALYSIS
4848
SWOT ANALYSIS
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STRENGTHS Haleeb Foods Low Cost Packing Distribution Cost Best Quality Availability At Doorsteps On Daily Basis Trained Staff And Workers Home Delivery Service Flavored Milk Innovation
4949
I Am Addicted Of It…
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WEAKNESS Take time Haleeb foods Competitors MILCY’s share
505050
5151
OPPORTHUNITY
AttractionGrowthAvailability
515151
THREATS
Natural DisasterPolitical InstabilityCompetitors
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