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Candia rebranding

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CANDIA MILK FAILURE IN PAKISTAN AND ITS REBRANDING

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Page 1: Candia rebranding
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GROUP MEMBERS

ALI MUDDASER (L1F12MBAM2109)

MARIA SADAR (L1F12MBAM2210)

SHEMROZ KHAN (L1F12MBAM2076)

NOSHEEN JAFFAR (L1F12MBAM0078)

SAAD ALI (L1F12MBAM2013)

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TITLE

OF CANDIA MILK

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OVERVIEW/BACKGROUND

CANDIA FAILURE

SWOT OF CANDIA MILK

MARKETING ANAYLSIS

PESTEL ANAYLSIS

RELAUNCHING STRATEGY

NEW MARKETING STRATEGY

OVERALL ANALYSIS

CONCLUSION

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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

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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

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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

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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

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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

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5151

OPPORTHUNITY

AttractionGrowthAvailability

515151

THREATS

Natural DisasterPolitical InstabilityCompetitors

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