Group members.

TABLE OF Contents

PRODUCT
RELAUNCH

1
 ..........................1
Group members...............................................................................................................................1
Acknowledgement...........................................................................................................................5
EXECUTIVE SUMMARY.............................................................................................................6
INTRODUCTION...........................................................................................................................7
Company Information..................................................................................................................7
International Certifications..........................................................................................................7
Company mission............................................................................................................................8
Company’s Vision...........................................................................................................................8
Company goals or objectives...........................................................................................................8
Organzation Hierarchy.....................................................................................................................9
Existing..........................................................................................................................................10
Target market.............................................................................................................................10
Market Segmentation:....................................................................................................................10
Geographic:................................................................................................................................10
Demographics:...........................................................................................................................10
Social Class:...............................................................................................................................10
Psychographics segmentation:...................................................................................................10
COMPETITOR SITUATION.......................................................................................................11
BRAND COMPETITION:........................................................................................................11
GENERIC COMPETITION:.....................................................................................................11
Swot Analysis................................................................................................................................11
STRENGTHS:...........................................................................................................................11
WEAKNESSES.........................................................................................................................11
Opportunities.............................................................................................................................12
Threats.......................................................................................................................................12
Bcg matrix.....................................................................................................................................12

2
MARKETING MIX(4p)................................................................................................................13
PRODUCT.................................................................................................................................13
PRICE........................................................................................................................................13
PLACE.......................................................................................................................................13
PROMOTION............................................................................................................................13
New market....................................................................................................................................14
Competitive advantages.................................................................................................................14
SWOT ANALYSIS:......................................................................................................................14
STRENGTHS:...........................................................................................................................14
WEAKNESSES.........................................................................................................................14
OPPORTUNITIES....................................................................................................................15
THREATS.................................................................................................................................15
COMPETITOR ANALYSIS.........................................................................................................16
Market analysis..............................................................................................................................17
Bcg matrics....................................................................................................................................24
ANSOFF MATRIX.......................................................................................................................24
MARKET PENETRATION......................................................................................................25
PRODUCT DEVELOPMENT..................................................................................................25
MARKET DEVELOPMENT....................................................................................................25
DIVERSIFICATION.................................................................................................................25
Marketing mix (4p)........................................................................................................................26
Product.......................................................................................................................................26
Price:..........................................................................................................................................26
Place...........................................................................................................................................26
Promotion:.................................................................................................................................26
Sales strategy.................................................................................................................................27
Proposed plan objectivity:.........................................................................................................27
Awareness objectivity:...............................................................................................................27
Promotional mix Strategies:......................................................................................................27
Sales promotion strategy:..........................................................................................................28
Budgeting:......................................................................................................................................30

3
 Advertising in news paper.........................................................................................................30
Advertisement in TV.................................................................................................................30
Billboards...................................................................................................................................31
Buses advertisement..................................................................................................................31
Financial analysis /advertising expenditure...................................................................................32
CONCLUSION..............................................................................................................................33
Reference.......................................................................................................................................33

4
 Acknowledgement

I would like to express my deepest appreciation to all those who provided me the
possibility to complete this report.  A special gratitude I give to our teacher (Ms sana
Azhar) whose contribution in stimulating suggestions and encouragement, helped me to
coordinate my project especially in writing this report.

Furthermore, I would also like to acknowledge with much appreciation the crucial role of
each group members. A special thanks goes to my team members, [Names of group
members], who help me to assemble the parts and gave suggestion about the task.I
must appreciate the guidance given by teacher (Ms Sana Azhar)whose advice help us
a lot in our project.

EXECUTIVE SUMMARY

Pakistan is the fourth largest milk producer in the world. About a third of the total milk
produced by the rural families flows out to urban consumers and processing industries.
In urban areas milk is available to common consumers in two ways: loose /
unprocessed milk and packed/ processed milk. Dairy companies such as Nestle and
Haleeb are the main part of milk marketing structure. Haleeb Foods Limited (HFL) as
local company, which developed from a small structure.

5
 Haleeb Foods Ltd. (HFL) continues to be at the forefront of product and packaging
innovation. It has achieved market leadership in several food categories with a very
strong portfolio, consisting of leading national and international brands. It has also
introduced several unique products, like Haleeb milk, delicious traditional lassi
(buttermilk) prepared with pure thick milk and yogurt. All this makes HFL a number one
and fastest growing packed Food Company. As reported by the company, its annual
turnover was Rs. 7.2 billion during 2005. Initially, the name of HFL was Chaudhry
Dairies Limited (CDL). During 1980s, when various dairy industries took a boost in
Pakistan, CDL came to into existence in 1984 as a small production unit. The milk
processing plant was installed at Bhai Pheru, District Kasur in 1985. It started its trials
and the commercial production started on May 21, 1986. HFL has acquired various
international quality and environment certifications that include ISO 9001-2000,
HACCP, and ISO 14001 (EMC).

HFL has a strict and stringent quality policy regarding intake of raw milk. At all PHE
rigorous quality tests are conducted to ensure that only fresh milk of the highest quality
is accepted at the plant premises. The internationally recognized tests are used to
check for a) adulteration, b) microbiological contamination and c) adequacy of
nutritional contents.

Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra
Packs novel packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic
(TFA). Haleeb Foods has also introduced a number of unique products previously
unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi
(buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, cardamom
flavored tea whitener, Candia milk, packed in distinctive food grade plastic bottle, and
Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial
flavors and preservatives.

INTRODUCTION
Company Information
CDL Foods Limited (Chaudhry Dairies Limited) is the first food company and so
far, the only dairy company in Pakistan to get ISO 9002 Certification a Quality
Management System. While adhering to this Quality Management System, the
company is committed to strict quality standards in all its operations, from the collection
of milk to the provision of hygienically processed nutritious products to its customers.
The company follows the philosophy of "delighting the customers". The company treats
them as partners and keep channel of communication open with them. The company

6
has succeeded in this by continuously improving the quality of its products and by
satisfying the needs of its customers. The company believes in creating and sustaining
an environment, which encourages learning and empowerment and these in turn help
strengthen the quality culture across the business.

Haleeb Foods has the distinction of being the first company in Pakistan to use
Tetra Pak’s novel packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic
(TFA). Haleeb Foods has also introduced a number of unique products previously
unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi
(buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, cardamom
flavored tea whitener, Candia milk, packed in distinctive food grade plastic bottle, and
Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial
flavors, and preservatives.

International Certifications
Haleeb Foods’ products are made with great care and marked with our quality
seal of recognition. We are the only dairy company in Pakistan that undertakes 21
rigorous quality control tests on every portion of the milk collected by our teams. These
internationally recognized tests are used to check for: a) adulteration, b) microbiological
contamination and c) adequacy of nutritional contents. All processes, from preparation
to quality assurance to packaging, are undertaken employing state-of-the-art
technology and equipment. Therefore, we take great pride in the fact that Haleeb Foods
is the only food company in Pakistan that has the following international certifications of
quality and prestige.

 HACCP (in process controls for safer products)

 ISO 9002 (better quality for greater customer satisfaction)
 ISO 14000 (environment-friendly operations)

Company mission

“Build Branded food business to improve quality of life by offering tasty,

Affordable and highly nutritional products to our consumers while Maximizing
stake holders' value”

Building an excellent reputation over the years, Haleeb Foods continues to be at the
forefront of product and packaging innovation. By the grace of God, it has achieved

7
market leadership in several food categories with a very strong portfolio, consisting of
leading national and international brands.

Company’s Vision

Most Innovative and fastest growing food company offering products enjoyed in
"every home every day"
Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving
several export markets including South Korea, Bangladesh, Afghanistan, and the
Central Asian States.

Company goals or objectives

 Build branded food business to improve quality of life by offering tasty, sage,
hygienically processed, affordable, highly nutritional food products through
environment friendly processes to our customers while maximizing stake holders'
value.
 Meet the requirement of all relevant legislation and regulation related to
consumer satisfaction & safety, environment, and other applicable laws etc.
 To prevent pollution through controlling levels of harmful emission, effluents, and
other wastes.
 Contribute to safe and healthy environment for our country.
 Promote mutual trust with customers, suppliers, employees, shareholders, and
community.
 Provide all the necessary resources for the continual improvement in quality,
safety of our products, processes, and environment.
 Consumers everywhere know that only Haleeb Milk makes the best tea ever
because of its thickness. Haleeb is pasteurized, homogenized, and standardized
pure UHT milk of the highest standard with 3.5% fats and 8.9% solid non fats. It
is Haleeb Foods premier brand, and the choice of quality-conscious consumers
who only go for the best. Packed in easy to open, 6-layered Tetra Pak Brick
Aseptic packaging, it comes with a 3-month shelf life.

8
Organzation Hierarchy

9
 Existing.

Target market
Target marketing is the breaking of a market into segments and focusing the marketing
efforts on one or a few important segments. It involves reaching out to consumers or
new customers aiming to sell your products and services to them. Dairy Queen has
identified large group within the dairy market with similar wants, geographical location
and buying attitudes and has segmented the market because of geographic,
demographics and Psychographic of the consumers.

Market Segmentation:
Dairy Queen has identified large group within the dairy market with similar wants,
geographical location and buying attitudes and has segmented the market since
geographic, demographics and psychographics of the consumers.

Geographic:
Dairy Queen is targeting whole country.

Demographics:
Dairy Queen has segmented the market based on their income level, social class, and
age group.

Social Class:
Upper lower class, working class, middle class, and upper class with particular
emphasis on bread earners of the family (males) and decision makers of household
purchases (housewives)

Psychographics segmentation:
Dairy Queen has used value segmentation scheme. Dairy Queen is providing
best quality hygienic milk at an affordable price. Dairy Queen is providing value to
its consumers by delivering the best at a lowest price.

10
 COMPETITOR SITUATION
In this section we focus on the competitor analysis.

BRAND COMPETITION:
The brand competition for Haleeb milk includes all those milk brands which are in direct
competition with Haleeb

 Nestle
 Opler’s
 Goodmilk

GENERIC COMPETITION:
Every firm is competing for the same rupee. This will include the entire milk category
such as tea, coffee, etc.

Swot Analysis

STRENGTHS:

 ISO 9002 Certification - a Quality Management System

 Competitive price of Dairy Queen.
 Strong distribution channel.

WEAKNESSES
 Inconvenient packaging initially which lead to customer complaints and
dissatisfaction.
 Uncertainty about the future of Dairy Queen.
 Unavailability of Dairy Queen in 1 liter and 1/4th liter packs.
 Lack of awareness amongst the majority of population about the benefits of
packed milk.

11
Opportunities

 Serving additional customer groups

 Expanding to new geographic areas
 Take market share from rivals

Threats

 Entry of potent new competitors

 Loss of sales to substitutes
 Slowing market growth

Bcg matrix

Dairy Queen Milk lies in Question Marks are high growth and low market share. Low
market share often means low profits and weak cash flows because the market is
growing faster than the product.

12
 MARKETING MIX(4p)
PRODUCT.
Haleeb foods different segments includes UHT milk Dairy products and juices. Haleeb
also includes brands such as

(Haleeb Milk, Dairy Queen, Good Day, Skimz etc)

PRICE.
Haleeb milk is priced keeping in view the buying power of middle income and high-
income social classes of society. It shares a justifiable percentage with retailers to
maintain and expand share

PLACE.
It is available on all supermarket and shopping plaza and all local area shops. Dairy
queen is available on all the major and minor markets as well as in the canteens of
colleges and universities.

PROMOTION
i) Television channels

ii) Newspapers

iii) Magazines

iv) Pamphlets
v) Billboard

13
 New market.

Competitive advantages
The major opportunity for Haleeb that currently exists in this category is to improve its
distribution policy in terms 13 of coverage. Previously out of its reach. In this way they
can increase sales volume and profit. Haleeb can also increase its product portfolio by
introducing Haleeb Dairy Queen, which can have its own set of customers

 Introduce product in new markets

 Focus on competitors’ brands

 Increase and try existence sales force

 Strong Distribution net

SWOT ANALYSIS:

STRENGTHS:
 Using strong brand name “Haleeb” on Dairy Queen pack.
 Good will amongst the customers.
 Unique Positioning of Dairy Queen.
 New advertising strategy and increase in advertising budget.
 Strong distribution channel.

WEAKNESSES
 Failure in the first attempt
 Uncertainty about the future of Dairy Queen.

14
OPPORTUNITIES
 Expanding product line
 Vertical integration
 awareness amongst the majority of population about the benefits of packed milk.

THREATS

 Adverse shifts in exchange rates

 Costly new regulations

Although Dairy Queen failed in the market in the first attempt, but the
team of dedicated employees came up with the second version of Dairy
Queen. But
with the unique positioning, pricing and promotional strategies of Dairy
Queen can overcome this weakness.

15
 COMPETITOR ANALYSIS

Currently milk is sold either directly through milkmen or in tetra packs. The main
problem with milkmen is that they mix substantial amount of water in the milk, which
dilutes it, thus affecting purity. Dairy Queen is launched to compete with loose milk as
its priced at 12 RS per half liter pack. The price is very competitive and there are no
competitors in the market as no other milk is sold in Tetra

Currently the Dairy Queen has three major and some emerging entrants’ competitors in
the dairy industry:

 Milk pack (Nestle Milk pack Limited)

 Milk Flow
 Nurpuur
 Dairy fresh

The price of Dairy Queen is relatively lower than both the competitor brands but higher
than the price of loose milk. Powder milk is also consumed heavily, and all the
companies are facing stiff competition with each other. The concept of purchasing milk
from milkmen in our country is high because people prefer to buy because they think
that tetra packs cost is relatively high and the quality of milk in tetra pack is not as fresh
as milkmen milk.

16
 Market analysis

This survey belongs to Haleeb dairy queen for relaunching of this product, and we take
more than 25.0 result down below there are some details of questioner. This survey
shows how much people are curious about their daily use of milk. These responses
shows that what we need to add in over product and what we must change in over
product.

Introduction
In this survey form we find maximum answer by males, the response we get from males
is 66.7% and females are just 33.3%.

2 Question we asked about age group, and we got are maximum belong from 20 to 24
and the ratio of this is 83.3% and rest of them belong to other age groups.

3 Question we asked about their highest level of education belongs to different section
some of them belong to intermediate and some of them are belong to bachelor's and
some of them belong from master. 4 Question we asked about religion, and we got
96% answer of Islam and other we got Hindu of 4%.

17
18
Financial level
In this section we asked about job occupation down below are the answer and we also
asked about monthly income, and we get maximum answer in 35,000 to 50,000 in
percentage 40% and other choice different options some choice 10,000 to 35,000 in
percentage 28% rest of them choice other options you can see down blow.

19
Product Related Question
In this section we asked about product related question first question we asked about
milk used or not we get answer in over favour YES in percentage 84% and NO give just
8%.

Next question we asked about which brandof milk they use most we get different you
can see down below

Next questions we asked about what you most like in milk you can see down below

Next question we asked about which platform you use to look for dairy milk
recommendation you can see detail down below

20
21
Over Product
We asked some question related to over product

First question we asked would you prefer to buy HALEB DAIRY QUEEN MILK most of
them Strongly Agree rest of them Agree and some say Maybe

Second question we asked about what price you are willing to pay for Haleeb Dairy
Queen Milk Of 250ml some say 30 is the best price in percentage 40% and some say
40 in percentage 32%

22
23
 Bcg matrics.

ANSOFF MATRIX

24
MARKET PENETRATION
The company, which once managed to gain 54% market share in the loose milk
category, which later declined over the years, now has around 9% market share,
according to the CEO. Haleeb Foods is engaged in efforts to reposition the company by
focusing primarily on partnerships and modernization The company plans to initiate
partnerships with European research and innovation centers to safeguard its future.
The Pakistan-based food and beverages company is also partnering with local farmers
and research institutes to streamline and enhance its product range.

PRODUCT DEVELOPMENT
For product development, HALEEB FOODS have to treat their product as a new entrant
in the market. Thus, there are several factors which influence the market development
strategy of an organization. If the product already has a high brand equity, it possibly
just needs distribution points in the new market. Haleeb dairy queen milk used to have
customer’s trust on the product and by little upgrades they can achieve it back.

MARKET DEVELOPMENT
The launch of flavored milk was a classic example of this – its concept being identical to
energy drinks the great taste of milk but different flavors being added to it. Launch of
flavored milk can also draw attention to existing normal milk in the market.

DIVERSIFICATION
The new management has introduced four new products in a span of six months to
diversify in segments other than dairy, ranging from juices to water and allied products
is now reinvesting profits for product diversification. But despite the focus of coming out
of a single product mind-set, its leading product Haleeb milk is expected to remain a
key product for a long time, which will take the business forward.

25
 Marketing mix (4p)
Product
I propose that Dairy Queen will provide 1500ml packaging and 2000ml packaging
because there are many people who bought milk in large volume specially the juice
shops who use milk in milk shakes and the tea shops who use in tea and the colleges
and universities canteens. These are the people who use milk in a large volume. Dairy
Queen will also provide 160ml packaging because many people who do jobs like
helpers in construction business who do not afford and only want one time tea.

I propose that Dairy Queen will provide a good quality milk with a ninety-day expiry date
because most shopkeepers who buy the milk in bulk prefer the expiry date. Otherwise,
they can face a loss.

I propose that Dairy Queen will launch dry milk in different packaging. It will give in
100g,180g,250g,375g,500g and 1000g because there are a lot of people who like dry
milk packaging especially in banks, offices

I propose that Dairy Queen will provide Special Tea milk because this milk will have the
special ingredients for tea, and it will cater or attract those people who want best quality
and tasty tea because want change new things. At the start Dairy Queen will provide
250ml and 500ml packaging.

Price:
I propose that Dairy Queen will charge low price according to volume or weight of the
milk. It will charge or will give discounts for 1000ml,1500ml and 2000 ml packaging.
Because by offering discounts according to the packaging of milk more customers will
attract towards this.

Place
I recommend that Dairy Queen will first determine the demand of the total market. Dairy
Queen will divide the market. For example, they will put Dairy Queen on the big stores
according to their demand. One team of Dairy Queen will cater the colleges and
universities canteens. First, they will know the demand of them then they will provide.
Another team will serve the railway stations and bus stations. Because there are also
the canteens and the shops on the railway stations and bus stops.

Promotion:
I recommend that Dairy Queen will use different types of advertisements because it is
going to mass production. Now it will not only go to promote the existing product but
also the new products.

26
I propose that Dairy Queen will advertise through TV and Radio because they are
catering a big market and they are going to mass production. Through the TV they will
create interest in the mind of the customer about the product. And there also some
places where the people do not have the TV so through the radio, they will catch the
mind of the customer.

I recommend that in the big cities like Lahore, Karachi and Islamabad Dairy Queen will
advertise through the billboards because these are the posh areas and people spend a
lot on the consumer goods.

Sales strategy.

Proposed plan objectivity:

The basic aim of our team was to provide Dairy queen food’s management with
an objectivity, which relates to sales, awareness and profitability.
Sales objectivity:
Increase sales by 10% at least in fiscal year.
Awareness objectivity:
 To enhance the product awareness among the potential markets.
Profitability objectivity:
 To increase the overall profit margin by effectively communicating and
implementing the marketing strategies.
Promotional mix Strategies:
Promotional mix strategy revolves around the following areas.
 Advertising
 Sales promotion
 Personal selling
 Direct marketing
 Public relation　
Push V/s Pull Strategies:
 Both strategies will be followed.

27
Buyer behavior and readiness
 Dairy queen market share is declining and there is a need is to make a
comeback policy to strengthen the brand and this can only be done through
promotion mix to make an image in the minds of the people. Dairy queen
advertisement is relatively quite low than other brands in the market. So, to
penetrate in the market fruitfully Dairy queen needs to start a heavy
advertisement campaign in order to create fruitful brand awareness.
Selective Media V/s Mass Media:
 We will use mass media due to our large target audience.
Advertising strategy:
 During summers, as the milk production declines along with the fact that
thickness of the milk also reduces because of low supply of raw milk from dairy
farms; the supply decreases, which increases the demand for, packaged milk,
with the same quality that was given to the customer before so, it is
recommended that the management should emphasize on Pull strategy as
Dairy queen now may be used as an alternative product. Advertisements,
billboards, print media, electric media campaign, etc.
Sales promotion strategy:
 During winters, push strategy is recommended by giving incentives to the
consumers because the milk supply is good, and the competition is intense.
Advertising tools:
 TV Advertisements.
 Billboards.
 Newspaper advertising
 Neon signs at school, colleges & offices cafeteria
 Flag banners at shopping mall　
 Wobblers.
 Bus designing advertisement.
 Audio/visual aids.
 living.
Internal Communications:
Over the years, organizations have now started understanding the importance of
internal communication in achieving corporate goals and objectives.
 Our IMC team has identified some of the internal communication irregularities.
 Information about the inflow of raw milk for the purpose of processing takes too
much time because of excessive interference by the management.
 The packaged milk supply is irregular in some areas for the reason that market
demand and supply information is not effective.
 Due to the above-mentioned reason, some of the processed milk is wasted thus
enhancing costs, which in turn creates a harm effect on corporate overall
profitability ratio.
 Training must be introduced in order to decrease the hazardous effects of
irregular or ineffective internal communication system.
28
  Reporting relationships must be clearly identified “Who reports to whom”?
We strongly believe that by implementing the above-mentioned strategies the
management will be mighty capable of enhancing corporate profitability, create a
resounding brand name of Dairy queen.
Positioning strategy:
 Dairy queen has a current positioning strategy that Dairy queen milk is mostly
meant for drinking purposes. Our team firmly believes that the management has
to somehow modify the product positioning.
 We suggest that the product must also be presented as a dairy commodity that
may be use for tea users as there is a large tea user market.
 The product must be communicated among the consumers as milk that is highly
suitable for the purpose of making desserts, milk shakes, sweet dishes and other
dairy made products.
 The promotion must be designed in such a fashion that consumers start buying
Dairy queen for other than drinking purposes.　
Packaging strategy:
Our marketing team has identified from the market trend that consumers tend to buy
more of the quarter liter (250ml) pack and the recent trend shows that 49% of the total
sale of packaged milk include the selling of 250 ml pack of milk as compared to 24% of
1000 ml pack and 26% of the 500 ml pack. Major thing that attracts a consumer while
purchasing a product is its packaging if it is attractive than consumer tend to buy those
products.
 Keeping in mind the above-mentioned fact it is strongly recommended that Dairy
queen must be introduced with beautiful packaging which attract customers
through its bold colors.
When it comes to drinking or any other purposes consumers tend to attract a pack
whose colors are attractive along with high frequency of its promotion

29
 Budgeting:

Advertising in news paper

Following are the newspapers which we selected for advertising purpose. We select
jang, Nwa-e-waqat and Dawn newspaper because these newspapers contain a greater
number of readers than all other newspapers in the market. Newspaper ads of Dairy
queen will be polished on newspaper on every Sunday. The reason of selecting Sunday
is that most of the people remain at their homes while spending their time with their
families more over children also used to read newspaper on Sunday and read
newspapers. Our campaign has duration of one year.
Number of newspapers………………………… 3
Name of newspaper
Jung
Nawa-e-waqat
Dawn
Cost/ Sunday/newspaper 21500 for 1 year ……….21500*52*3= Rs 3354000(2.7 M)
Advertisement in TV
If we talk about the viewership than we come to know that in Pakistan viewership of
PTV home is 43.25% while Geo entertainment, Cartoon Network and ARY digital ‘s
viewership was 3.87%, 3.735% and 2.33% respectively. These figures showing that
these mediums are quite good to advertise for a brand which is mostly related to all age
groups. According to Gelap survey 7-10 PM is a prime time for men, women and
children to watch television so we advertise in these timing despite cartoon network in
cartoon network we advertise from 2 to 6 PM because this is the time when most of the
children watch television.
No of TV channels……………………………….3
Name of channels
PTV
Cartoon Network
Geo TV
ARY digital
Cost/week/channel…………………………………60000*52*3= Rs 9360000(6.24 M)

Billboards
IF we talk about billboard, it is the most useful way to advertise for a brand it particularly
gives a teaser to your end consumer about a particular brand. We will advertise with 15
billboards in start than we increase this number with the passage of time after getting
response from our end consumer.
Number of billboards …………………………...15
Cost………………………………………. ……15*4*8000= Rs 480000(3.6 M)

30
Buses advertisement
Buses advertisement is quite an effective way to advertise for a particular brand. It is
said to be a running advertisement. It is quite useful in now a day to advertise we start
with 10 buses and design them after that we increase the number of buses with the
response of our consumer.
Number of buses……………………………….10
Designing cost………………………………… Rs225000
Total cost……………………………………… 225000*10= Rs 2250000 (2.25 M)
Percentage of Promotion Mix
Total promotional budget………………….20 million Rupees

Financial analysis /advertising expenditure

31
 CONCLUSION
From the pioneers of the dairy industry to market leader in Ultra High Treatment (UHT)
milk, Haleeb Foods product (dairy queen) gradually lost its market share to
multinational giants. The company faced many ups and downs that might be a good
case study for medium scale industries doing business in this segment. With above
mentioned changes in the old product the company can recover from the past loses.
The competition these days is really high and to sustain in the market the company
needs to come up with continues updates in the product.

Reference
http://www.scribd.com/doc/31547539/22/POSITIONING-OF-CANDIA\

http://www.scribd.com/doc/29476821/Marketing-Plan-of-dairyqueen\

http://www.scribd.com/doc/142316131/Repostioning-of-Candia-Milk

http://www.scribd.com/doc/27055238/haleeb-dairy-queen-milk#download

http://www.slideshare.net/SyedAhmedOwais/advertising-plan-of-nestle-milk-pack-
relaunch

TVC link https://drive.google.com/file/d/1YrxCP5iVnN8YsO8xQRKp4M56fjyg7XbO/

view?usp=drivesdk

STORYBOARD

32
33
34