CANDIA MILK FAILURE IN PAKISTAN AND ITS REBRANDING

3. TITLE
OF CANDIA MILK

4. 4

5.  I984
 CAPACITY
 UHT
 1988
 1998
 2004

6.  Value Added Milk
 Famous European Brand
 Invested 200 Million Rupees
 Advertisement Budget
 Plastic Bottle
6

7.  POOR ADVERTISING
 COLOR AND TASTE
 PRICING
 PACKAGING
 BRANDING
 PRODUCT GROWTH
 INCENTIVES
 FACILITATION
7
FailureOf Candia Milk

8. Marketing Analysis
Of
Candia Milk
8

9.  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
9

10. RANGES
OF CANDIA
PRICES
500 ml RS. 15
1 liter RS. 30
 CDL distribution
 Available
10
Low prices.
Capturing customer

11.  Unique Packing
 10 To 15 Million Advertisement
 1999
11

12. 12

13. 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.
13

14. 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.
14

15. 15

16. 16
OF CANDIA MILK

17. 17

18. 18

19. 19

20. 20

21. 21
FINAL CONSUMER

22. 22

23. 23
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSICAL EVIDENCE

24. 24
Core Benefit
Product Quality
Rich Color
Fresh Taste And Smell
Long Expiry Date
Expectation About Our Product
New Product Expectations
Differentiation
Product Positioning
Product Life Cycle
PRODUCT

25. 25
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

26. 26
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

27. 27
Product Attributes
PRODUCT

28. 28
PRICE
Maximum Profit
Quality Leadership
Long Term Relationship
Pricing 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

29. 29
PLACE
Core Objective
Strong Infrastructure
Sales Forces
One Step Ahead

30. 30
PLACE
Push Strategy
Credit Facilities
Competitors Action

31. 31
PLACE
OUTLETS CITIES LOCATION
Lahore Karachi
Islamabad Multan
Faisalabad Rawalpindi
Outlets
Home Delivery service
Structured Home delivery plan

32. 32
PROMOTION
Advertisement in television/radio/print media
Personal selling activities
Stalls at departmental stores
Retailer feedback
Outlets
Promotion through in store activities
Promotion to retailer/ wholesaler
Social media

33. 33
PROMOTION
Social and ethical awareness
To Education Increase
To Health Awareness
To Traffic Rules Obey Awareness
To Environmental Friendly
Plantation Will Be Done On Green Belts
Healthy Kids Programs Will Be Launched
Complaints Cell Will Be Established
Energy saving

34. 34
PROMOTION
Cooking Show On Television
Outlets
Tradition Following
Morning Show Influence
Brand Ambassador

35. 35
PROMOTION
Cartoon Film
Promotional Activities In School

36. 36
PROMOTION
Promotion Through Mission

37. 37
PROCESS
Well And Organized Manner
Outlets
Customer Complaint Cell (MILCY TALUQ)
Cut Down Cost

38. 38
PHYSICAL EVIDENCE
Outlets
Company Offices

39. 39
PEOPLE
Reputations
Trained And Motivated Force
Skill And Abilities
In Time Service

40. 40

41. 41
Innovation
Better serving
Sustainability
Brand promise
A part of entire kitchen
Milk
Ice cream
Liquid adders (skim milk, powder for tea)
Cream
Yogurt
OVERALL ANALYSIS

42. SOME FUTURE PROJECTIONS
Carbonated Milk
Launch Lassi
Launch Honey Milk
Milky Different Flavored Custard
Open Outlets In More Different Cities
Intensive Delivery Distribution Strategy
Quality Assurance
More Calcium Power Milcy
Consumer Health Help Center
42

43. 43
UNIQUE SELLING PROPOSITION
So our USP will be:
“NO ADDITION, JUST NATURAL AND
PURE”

44. 4444
TARGET MARKET
Hi, you know we
should drink
MILK daily
No, we
should drink
MILCY daily

45. Perception
Variety
Give Value
A Part Of Life
45
MARKET EXPECTATIONS
CONSUMER
EXPECTATION SCALE

46. 4646
Vs.
POINT OF DIFFERENTIATION

47. 47
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

48. 4848
SWOT ANALYSIS

49. 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
494949

50. 50
WEAKNESS
 Take time
 Haleeb foods
 Competitors
 MILCY’s share
505050

51. 5151
OPPORTHUNITY
Attraction
Growth
Availability
515151
THREATS
Natural Disaster
Political Instability
Competitors

52. 52

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