Candia Relaunch Final

7/18/2019 Candia Relaunch Final

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Marketing Strategies - Candia

Course: Principles of Marketing | Lecturer: Ambreen Bashir | MKT-401 T

Re-launching Candia Milk



Our team:Sadia Zaman 16562

Hassan Noman 16646

Qazi Zahoor Ahmad 16560

Mohammad Ali 16663

Shabila Ashraf 15660



Start your Daywith……….



Candia Milk TVC



Product – Milk

Market

Milk Usage98% population consumes milk

Child nutrition, desserts, tea, beverages





Types of Milk Available Fresh milk

Powdered milk

Condensed milk

Packaged milk



Reasons of Failure (Candia) Product was not launched at the right time

Lack of awareness

Wrong target market

Taste and color was different

High-Pricing



Product Line

Haleeb Standarized Milk

Haleeb Cream

Asli Desi Ghee

Candia Milk

Skimz liquid skimmed milk

Skimz-Skimmed Powder Milk

Candia Drinking Yogurt



SWOT Analysis

Plants equipped with latest

machiner

Capable work!orce

"ocus on #$

&ew $ Continuousl 'ncreasing

product (ine )er tough and dedicated team

*trong distribution channel

&egative image about the

product in the minds o! people+

Candia being an international brand can

capture market share rapidl

*trong brand loalt o! customers who

are brand conscious

Candia can go !or related diversication

S W

OT

&ew product advancement bdi-erent competitors

ependenc on contractors !or

suppl o! milk



Re-Launch of Candia

Target Market (Urban)

Segmentation (Kids, upper middle & above)

Positioning (Quality and Packaging )

Differentiation (Quality and Packaging)

Value added services (Loyalty card)

Pricing (Skimming Strategy)



JUST MILK………..





Kids Section



Target Market

Urban milk users are 29%

Pasteurized and Processed Milk users are 8.8%

Upper-middle class and upper classes



Segmentation

Geographic Description

Region South Asia

Country Pakistan

City Karachi, Lahore, Islamabad,

Faisalabad

Climate N/A



Segmentation

Demographic Details

Age 5 and above

Gender Both

Family Size N/A

Income 50,000 +

Occupation N/A

Religion N/A

Race N/A

Nationality N/A



Segmentation

Psychographic Details

Social Class Upper-middle and above

Lifestyle Families having healthy

lifestyle

Personality Compulsive, Expensive



Segmentation

Behavioral Details

BenefitsQuality Convenience and

Taste

User status Ex-users and First Time users

Loyalty Status Strong

User Rate Light and Medium user

Readiness StateAware, Interested and

Desirous

Attitude towards product Positive, Indifferent



Positioning

Pure milk !or all age groups

*pecial packaging !or kids

"ood.graded packaging /0P12

0assle !ree drinking

0igh 3ualit Milk



Differentiation

3ualit

Packaging



Value-added Services

(oalt Card 0ome eliver



Pricing Strategy

4+56 (itre #s+ 76

4+6 (itre #s+ 6

+44 (itre #s+54



Distribution Strategy

Company

Distributor

Retailer

Customer



• Products

• Consumers

• Competitors

Market Place

(ow !at and regular milk

Pasturi:ed $ Processed Milk Users i+e 8.8%

"resh milk, a "resh &estle, ;lpers



Market Issues Affordability

Quality

Taste

Premium





rice

Ca!h cow

;pen milk

?

&estle,

&esvita,a "resh

Dog!

0aleeb

Star

Candia

"u!ine!! ort#olio $naly!i!



Promotion Strategy

Television TVC’s

Billboards

Radio

Leading Newspapers and Magazines Coupons

Gifts

Lucky Draw

Hoarding

Social media



roduct

1as pour

0andling

1nvironment !riendl

1as storage

Premium product

rice

Competitive price

Captive market

Promotional o-ers

lace&ent

edicated outlets

*uper markets eliver trucks

istribution

network

0ome deliver

ro&otion

<dvertisement

=ord o! mouth *chool Partnership

Program

Premium loalt

cards



Summary Pure and nutritious milk within the reach ofa common man

High quality milk – JUST MILK

Available in Bio-gradable eco friendly

packaging, safe and healthy.



'(ST

M)*+…………

Documents

Candia Relaunch Final