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Final Presentation on Candia Relaunch
Citation preview
7/18/2019 Candia Relaunch Final
http://slidepdf.com/reader/full/candia-relaunch-final 1/32
Marketing Strategies - Candia
Course: Principles of Marketing | Lecturer: Ambreen Bashir | MKT-401 T
Re-launching Candia Milk
7/18/2019 Candia Relaunch Final
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Our team:Sadia Zaman 16562
Hassan Noman 16646
Qazi Zahoor Ahmad 16560
Mohammad Ali 16663
Shabila Ashraf 15660
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Start your Daywith……….
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Candia Milk TVC
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Product – Milk
Market
Milk Usage98% population consumes milk
Child nutrition, desserts, tea, beverages
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Types of Milk Available Fresh milk
Powdered milk
Condensed milk
Packaged milk
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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
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Product Line
Haleeb Standarized Milk
Haleeb Cream
Asli Desi Ghee
Candia Milk
Skimz liquid skimmed milk
Skimz-Skimmed Powder Milk
Candia Drinking Yogurt
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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
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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)
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JUST MILK………..
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Kids Section
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Target Market
Urban milk users are 29%
Pasteurized and Processed Milk users are 8.8%
Upper-middle class and upper classes
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Segmentation
Geographic Description
Region South Asia
Country Pakistan
City Karachi, Lahore, Islamabad,
Faisalabad
Climate N/A
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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
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Segmentation
Psychographic Details
Social Class Upper-middle and above
Lifestyle Families having healthy
lifestyle
Personality Compulsive, Expensive
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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
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Positioning
Pure milk !or all age groups
*pecial packaging !or kids
"ood.graded packaging /0P12
0assle !ree drinking
0igh 3ualit Milk
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Differentiation
3ualit
Packaging
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Value-added Services
(oalt Card 0ome eliver
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Pricing Strategy
4+56 (itre #s+ 76
4+6 (itre #s+ 6
+44 (itre #s+54
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Distribution Strategy
Company
Distributor
Retailer
Customer
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• 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
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Market Issues Affordability
Quality
Taste
Premium
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rice
Ca!h cow
;pen milk
?
&estle,
&esvita,a "resh
Dog!
0aleeb
Star
Candia
"u!ine!! ort#olio $naly!i!
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Promotion Strategy
Television TVC’s
Billboards
Radio
Leading Newspapers and Magazines Coupons
Gifts
Lucky Draw
Hoarding
Social media
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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
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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.
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'(ST
M)*+…………