Group Members

M Haris bb133082

Mujtaba bb133019

Afsar bb133049

Product

Milk

Introduction

Company Name: Fresh Milk

Product type: FMCG

Slogan: Stay Healthy Stay Happy

MISSION STATEMENT

“Our aim is to provide affordable and high

nutritional milk provide same taste from

FARM to FRIDGE”

VISION STATEMENT

“Be the choice of every home and

become the market leader by building

strong customer relationship”

“Meet the nutritional needs of all ages

from infancy to old age”

VALUE

•100% pure

•Use tetra pack

• Fulfill calcium requirement

•Available up to five liter pack

SATISFACTION

•Feel energetic

•No artificial taste

•Smell is good

Culture• In Pakistan generally people take milk in

morning and at night before sleep.

• Most of them complain that their milk is

mixed with water or artificial powder.

• We guarantee them to provide pure milk.

Culture

• Mostly the people take tea from two to three times in a day specially in evening……

• We offer them to experience our milk for making tea and feel the difference in taste.

Changing Trends

• People specially young generation is

adopting western life style.

• Media have started health

campaigns.

Marketing Segmentation

• segments the market keeping some basic things in mind like milk to be pure, carefully processed, and good for health and bones.

Marketing Segmenting

Demographic

• Our products are not bounded to any particular age, gender or lifecycle stage. The brand is meant for all the users in higher upper or middle class families.

Demographic segmentation & its

variable

Marketing Segmentation

Psychographic

• On the basis of psychographic factors such as

personality traits, lifestyles and values and

who are goal-oriented and focused on their

careers, our product show the beliefs of

healthy life with processed milk.

Marketing Segmentation

Behavioral

• Our products have been segmented on the

basis of benefits that consumers seek in the

milk like drinking to tea & they can whiteners

as well to feed for their child's.

Behavioral segmentation & its

variable

Positioning

• Positioning involves designing the product and image that will occupy a distinctive place in the minds of the customers & target market as well

• Packaging & product features e.g. low fat , whiteners ,etc. of our brand

Positioning

• Positioned for all purpose milk that is meant for everyone those who live life to the fullest, hence & healthy.

Differentiation

• Addition of IRON and Vitamin A and C which remains you fresh & healthy

Differentiation

• Use tetra cap for easy to take out the milk without putting down.

Targeting

• Urban areas of the country.

• Upper and Middle Income Class

Competitors

We face two strong competitors in Pakistan

• Nestle Milk Pack

• OLPERS

NESTLE

Strong brand

image.

Strong supply

chain networks.

Focus on research

and development.

Spend less on

advertising.

High price.

Strength Weakness

OLPERS

Low quality milk.

Milk collection and

distribution costs.

Engro’s back.

Positive relationship

with farmers.

Positive response

from customers.

Weakness Strengths

STRENGTHS

• Positive relations with dairy farmers.

• Strong customer or product research.

STRENGTHS

• Positive response from customers.

Opportunities

• Increased consumption of processed

milk.

• Innovations in product development,

packaging and presentation.

Opportunities

• Opportunities for investors to invest

in our product.

Weakness

• New in market

• Financial constraints

• Spend less on advertising

Threats

• Unpacked milk is cheaper than packed

milk

Threats

• Competition

• Difficult to meet future consumer

demand.

• Load shedding.

PRODUCT

• Our main product is Fresh Milk

• Our second product is Creamy

Cream

PRODUCTFresh Milk

• UHT (Ultra heat treated)milk with 3.5 % fat

and8.9%solidnon-fats.

• Available in easy-to-open, 6-layered Tetra Pak

Brick Aseptic white packaging.

• 3months shelf life

Advantages of Tetra pack

Placement

• Fresh milk is not sold directly to consumers. It uses indirect channels for distribution.

Distribution

• Fresh milk is trying to compete the local bands by giving a special offers to local distributers.

Price

• Fresh milk is pursuing the competitive pricing strategy for its products.

• In competitive pricing the price of the product is determined considering the price of major competitors like Nestle, Olpers etc.

Price

• We have designed our product in six sizes

Promotion and Advertisement

• Aggressive marketing campaign

• TVCs, print ads

• Radio commercials

Promotion and Advertisement

• Billboards and plenty of BTL (below the line)activities including direct consumer and shop branding activities

Economical Factors

• Inflation Rate

• Competition is increasing with the entrance of

new domestic players

• Major textiles groups are also diversifying into

dairy and livestock business

Political Factors

• Unstable political conditions in Pakistan that changes tax rates frequently

• Strikes and road blocking creates problem for delivery on time

Socio-Cultural Factors

• People mostly prefer fresh and open milk

• They rely less on processing milk because they think that milk companies add chemicals in milk during process

Technological Factors

• Technological variables have positive effect on dairy business.

• We uses latest technology and high quality machinery in the production of milk

Technological Factors

• Milk yields per animal have been increased through scientific feeding& breeding

Societal Marketing

• We definitely believe in societal marketing as everyone has a responsibility to build the society in which he/she is living.

• So we decided to pay 2Rs. per pack for the welfare of our society

Branding our company

• Brand is the personality that identifies a product, service or company

• How will do branding?

Branding our company

• Focusing on relationship and reputation

• Relationship are built on trust and reputation is built on delivering on your promise.

BOSTAN MATRIX

As our product is new in the market.

So, our company is question mark.

We are starving for cash cows.