R

Institute of Administrative Sciences

Topic: Report on Launching of New Flavored Milk
Submitted To:

Ali Rehman
Submitted by:
Semester: 1
Session: 2018-2020

Contents of Marketing Plan

Part 1: Dedication
Part 2: Acknowledgement
Part 3: Executive summary
Part 4: Introduction
a) Vision statement
b) Mission statement
 c) Company
d) Product
Part 5: Analysis
a) Current market situation
b) Objectives
c) SWOT analysis
d) Market survey
e) Marketing strategy
f) Basis of segmentation
g) Targeting
h) Marketing mix
Part 6: implementation and control
a) Budgeting
b) Action programs
Part 7: Annexes’
a) Customer feedback survey
 Executive summary:
This report explains the marketing plan for launching a FlavoredEnergy Milk/cereal
milk
named Milka power. This product have been made by FJ Beverages and
is approved from the Ministry Of Health. In the very beginning of
the report We explained the vision and mission statement of the
company and We have further carried out. It will be introduced in the
market with the help of various promotional displays and
advertisement and distribution of the samples to the general public.
This report examines that this product is initially launches in
Lahore domestic market. The study includes both
primary and secondary research. The primary study focuses on
survey of the competitors and the likings and disliking of people.
Through this strategy company can penetrate in the market and can
attract bulk of customers.
For this purpose,we have conducted SWOT analysis of the company
to see company’s strengths, weaknesses, opportunities and threats.
Then we have explained the purposes, benefits, and objectives of the
product. Then we have made the marketing mix strategy of my
product. I have divided market into different segments and decide
to target kids, youngsters, mature and old age persons.
we have also paid special attention to the packaging, color, and
price of the product, we have decided to place my product in the
market, especially canteens of schools, bakers and also superstores
We will promote my product through electronic media, cable, and
outdoor sources. we have also conducted customer feedback survey
to know the opinion of public about my product. So that we can
develop it accordingly.
Research:
Q.Is flavored milk as nutritious as unflavored milk?
Q.Why is it important to offer flavored milk to children at school?
Q.What other concerns have been raised about flavored milk?
Q.why we came to know to we should launch new flavored power milk. What
need is in the Market?
Flavored milk is white cow’s milk (whole, low-fat, fat-free) with added flavoring (chocolate,
strawberry, etc.) and sweetener(s). This highly preferred, nutrient-rich beverage is just as
nutritious as unflavored (white) milk. Both flavored and white milk provide several nutrients
(i.e., calcium, potassium, and magnesium) that are low in children’s and adults’ diets. Currently,
more than half of children ages 2 to 8 and three-quarters of adolescents fail to consume
recommended servings of low-fat or fat-free milk or milk products. Therefore, it is important not
to limit children’s and adolescents’ access to flavored milk due to its sugar content. Doing so
may have the undesirable effect of further reducing intakes of many essential nutrients provided
by milk. Children’s consumption of flavored milk has been shown to increase their total milk and
nutrient intakes and reduce their intake of soft drinks and other energy-dense, nutrient-poor
beverages. Moreover, a recent study found that drinking flavored or white milk was not
associated with adverse effects on children’s and adolescents’ body mass index.
A review of the scientific literature indicates that flavored milk such as chocolate milk consumed
in moderation does not cause overweight/obesity, tooth decay, or hyperactivity and other
behavioral disorders in children. Also, chocolate milk contains a negligible amount of caffeine
and the little amount of oxalic acid in chocolate milk does not impair calcium absorption.
Emerging research indicates that chocolate milk may help adults recover from strenuous, energy-
depleting resistance exercise. Several health professional organizations including the American
Academy of Pediatrics and the American Academy of Pediatric Dentistry support consumption
of flavored milk, a nutrient-rich beverage, in moderation. The 2005 Dietary Guidelines for
Americans state that small amounts of sugars added to nutrient-dense foods, such as reduced-fat
milk, may increase consumption by enhancing palatability, thus improving nutrient intake
without contributing excessive calories. Flavored milk contains both natural (lactose) and added
sugars. On average, flavored milk contains an additional 4 teaspoons of sugar and 60 calories per
8 ounces due to the addition of sucrose and/or other nutritive sweeteners. Flavored milk contains
less added sugar than other beverages consumed by children, such as fruit drinks and soft drinks.
There is no current consensus on a national school nutrition standard for flavored milk, however,
suggestions have been made to reduce the amount of sugar in foods and beverages in schools.
The dairy industry, through new product innovation, is developing reduced sugar flavored milk
formulations that will appeal to children.
 INTRODUCTION TO “Milka Power”
Children started to perish under the scorching heat of summer in us
Country.
They need an energy drink to energize themselves. The Milka Power is a flavored
energy milk

.
It provides energy and keeps fresh when children feel weak or
tired from doing work.
It contains calcium which is a useful energy source and strengthen the bones.
Vitaminsgive freshness and proteins are the energy cells that recharge the human
body, so that they work their maximum.
The Children become tired due to the work burden (home works, exams) and sunlight
which make them feelloose. They need an energy drink that makes them reenergize so
they maybe able to perform better again and feel energize.

Slogan:
Taste & Energy Together
NUTRITION FACTS
Serving Size 8 FL oz (240mL)
Servings Per Container 1
Amount Per Serving
Calories 170 Calories from Fat 45
% Daily Value*
Total Fat 5g8%
Saturated Fat 2.5g13%
Trans Fat 0g
Cholesterol 15mg5%
Sodium 140mg9%
Potassium 300mg9%
Total Carbohydrate 19g6%
Dietary Fiber 5g20%
Sugars 12g
Protein 15g30%
Vitamin A 40% Vitamin C 70%
Calcium 40% Iron 0%
Vitamin D 50% Vitamin E 50%
Vitamin K 35% Riboflavin 20%
Vitamin B12 45% Phosphorus 30%
*
Percent Daily Values are based on a 2,000-calorie diet.

Ingredients: Filtered Reduced Fat Grade, vanilla extract, Pectin, Gellan Gum, Sodium
Polyphosphate, Lactase Enzyme, Vitamin A Palmitate, Vitamin K (Menaquinone), Vitamin C
(Ascorbic Acid), Vitamin E (Tocopherols), Vitamin D3.
Contains Milk.
 MISSION STATEMENT
"The mission of our Company is to satisfy consumer's needs
for superior quality and great tasting, healthy, natural and
functional beverages.

VISION STATEMENT
Our vision is to be the world's leading nutrition, health and
wellness company. Our mission of "Good Food, Good Life" is
to provide consumers with the best tasting, most nutritious
choices in a wide range of beveragecategories
Need of making flavored milk:
Children need more nutrition for their growth .Flavored milk are tastier than regular milk. kids
get bored of drinking same kind of milk they find flavored milk tastier specially because of
addition of different flavors in the milk as many people use chocolate powder products for their
children it is easier to buy the readymade milk and drink it. And Mother prefer to give healthier
food to their Children. Milka power is not only a healthy drink as well as it is energy milk.
There is need of flavored milk in the market as we went on a survey at euro store we made a
questionnaire and ask mothers to fill that.
Flavored milk- nutrient-rich beverage is just as nutritious as unflavored (white) milk is well
accepted, nutrition alternative to the wide array of beverages available to children and
adolescents.

1 what type of milk you use?

2 which do you prefer for you children?
3 which brands you are aware of?
4 what is your preferred flavored milk?
5 where are most likely to purchase flavored milk?
After asking these questions to the public we come to know mostly mothers of age group 4-14
prefer flavored milk for their children.

Why children don’t like milk?

 the cow and goat milk, these drinks were not actually milk. They were white
beverages we call milk that’s why they don’t taste that good. And the other reason
could be they are bored of drinking same milk. Children always attracted towards
chocolate strawberry and other stuff after 4 years they develop taste of other things
may be that’s why they don’t like milk anymore.
Flavors that children like the most:

Butterscotch Flavored Milk:is brought to you with all the goodness of pure and fresh
milk. The Milka power flavored milk is low fat and cool, and has been formulated keeping in
mind the hot summers and people’s love for these flavors. The product aims to encourage kids to
drink more milk, as kids who avoid milk might miss many essential nutrients.
 Strawberry Flavored Milk: Milka power strawberry flavored milk to kill the summers.
Our strawberry flavored milk is light and cool, with all the goodness of milk to endow you with
essential nutrients. Also, to satisfy your thirst for a fruity milk drink.

Vanilla Flavoured Milk: We have added vanilla extract to our milk to give you the
heavenly and earthy goodness of vanilla, and indulge you in its delicious smoothness. Enjoy
Milka power vanilla flavored milk at lunch, dinner, and breakfast, or in a hot summer day.

Mango Flavour Milk: The all new mango flavor milk with all the goodness of pure and
fresh milk combined with the refreshing mango flavor. The flavored milk in the can is light and
cool. Quench your thirst for mango with Milka power flavored milk, which is undoubtedly the
best in the market.

Nutella Flavour Milk: Its full of vitamins and minerals necessary for our body. So Milka
powernutella is great to give to picky kids.It is a refreshing milk with delicious taste of hazelnuts
etc.  It also quench the thirst for a nutty drink
 Current Market Situation:
Milka Power is a flavor energy milkproduct that is going to be introduced in the
domestic market initially in Lahore. We are focusing to all levels of
generation. The kids and their mothers who are concerned about their children’s intake.

Objectives:
Following are some of the objectives of the company;
 To increase the 25% market share
 To increase the length of product line i.e. its five now, we should
increase it to 6 or 7 soon.
 To increase profits
 To face strong competitors i.e. like Milo

SWOT Analysis:
Strength
Weakness
Opportunity
Threat
Strengths:
 Updated technology plant
 Quality product
 Specialists available for specialized jobs and tasks
 Hire experienced staff
 Medical insurance of employees
 Pakistani made
 Targeted to low and middle class people
 Reasonable price
 Expiry date above 6 months
Weaknesses:
 New in milk industry
 Small distribution network
 Strong competitor
 No market shares
 Limited experience of customers
Opportunities:
 Increase the distribution network
 Acquiring the newer technology and techniques
 Market is very big and attractive
 Takeover of the distribution
Threats:
 Political instability
 New entrance from the competitors
 So many competitors
 Retaining consumers
 Economic instability
 Increase of general sales tax Our Competitors:

Our competitors:
The Milka power is currently facing a competitive environment. Because the
competitors of Refresh are:
 Milo

Product review:
TheMilka poweris available in 250ml size and available in different flavors
like:
 Mango
 Chocolate
 strawberry
 Vanilla
  Nutella

Competitive Review:
Milka Power Competitor:
The competitors of Milka poweris more than 3.Milo is biggest Competitor
because this is energy milk from far away and known brand for era.
Other companyhave loyal customers over the years because they are very oldand
customers are aware of their merits and demerits. The company’s first purposeis
to compete with the competitors having large market share.

The main competitors are:

In Pakistan, the liquid dairy market is primarily divided into four segments: plain dairy milk
(72.8%), tea whiteners (22.3%), flavored milk (2.4%), cream (1.7%), and low-fat milk (0.8%) –
Source: Researchgate.net. The main players within the flavored milk segment, according to Day
fresh’s internal estimates are Pakola (60% market share), Day fresh (20%), Oolala (Good
Milk)and Milo (10% each).

Differentiation of milka power to other product:

 By nutritional value:
Milka power is known for all the goodness of pure and fresh milk combined with the
magic of special flavours.(Mango,Vanilla,Strawberry,Butterscotch,Nutella) Our flavored milk
is light and refreshing and captures the great taste of unique flavors.

Protein 15g30%
Vitamin A 40% Vitamin C 70%
Calcium 55% Iron 30%
Vitamin D 50% Vitamin E 60%
 Vitamin K 35% Riboflavin 25%
Vitamin B12 50% Phosphorus 30%
This make our product more Energizing and give power whether Milo contains:

 20% of your Dietary Protein Intake 

 50% of your Recommended Dietary Calcium Intake
 30% of your Recommended Dietary Iron Intake
 32% of your Recommended Dietary Vitamin D Intake
Reference

https://www.milo.com.au/milo-products/milo-powders-liquids/milo

By Pricing:
We decided to target the middle class , who want good health or fulfill their children wish to
buy our Product therefore, Milka Power is economical powered milk just in 25PKR. While
other company offers their milk in 30PKR and Milo is offering 180ml in 40PKR
Reference:
https://24seven.pk/nestle-milo-200ml/

Competitive Advantage:
We have competitive advantage is we are offering many flavors, with energy in the same time
Milo is offering only chocolate flavor and Day fresh , Good milk are offering only flavored milk
not energy milk.

Marketing strategy:
The marketing strategy is based on positioning of the product in the mind of
consumers.
 Providing high quality Flavored milk to the customers
 We will distribute our product on mass level to that we can
maximize the profitability

Positioning strategies:

We want to put an image of our product in the consumers mind as compare to

competitor’s product. We want to target theschool, college and students and government sectors
that have to work hard and need toMilka Power”them is an instant.
Positioning for children:
Milka power is flavored energy milk that is refers with the Super hero which will appeal
to children to be like super hero, “Power Man” this will appeal the children and force
children to buy our product and drink happily.

Positioning for Mothers:

Milka power is flavored energy milk , this is appealing thing it self to attract the mothers
who are concern with their children health. This will give power to their children. Many
preservatives has been avoided in making that is harmful to their children health. These
things will force Mothers to buy Milka Power.
Market Segmentation:
Milka Power will have market segmentation on two basis;
 Geographical segmentation
 Demographic segmentation
Geographical segmentation:
The Milka powergeographic target area is Lahore. Supplying
product to all areas of Lahore, and have further divided the city
into five zones.
 Zone A: model town
 Zone B: Defence
  Zone C: Samnabaad
 Zone D: Shadra
 Zone E: Mughal pura

Demographic segmentation:
Demographic segmentation is done on the basis of;
 Age (3-14), (25-40)
 Income occupation
 Lifestyles
 Social classes

Market Targeting:
Steps involve in it are;
1) Evaluate market segments: The segments have been selected need to be evaluated
properly. For these three points are considered that are:

 Segment size and growth: it needs to consider the geographic and demographic
segments company has selected for introducing Milka Power flavored energy milk, the size of
the segment where the flavored energy milk is going to be launched and its growth.
 Segment structural attractiveness: it involves power of the buyers of the
flavored milk, suppliers of the flavored energy milk and its availability in the segment
 Company’s objectives and resources: targeting should be done in a way so
that the company can achieve its targets with the resources it has.

2) Selecting segments: the segments selected by the company for Milka Power are
 Undifferentiated
 Niche (concentrated)

Targeting:
Company will target following customers:
  Kids
 Mature (mothers)

Marketing mix:
 Product
 Price
 Promotion
 Place
Product strategy:

 Develop the long term relationship with the customers

 Give values to the customers to delighting them
 Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective, the company has established sales, marketing and
support terms
Product variety:
Our product would be available in following flavors:
 Mango
 Strawberry
 Chocolate
Vanilla
Brand name:
The name which we have chosen for our product is “Milka Power”
Quality:
High quality assurance would be our first priority. This would be ensured by
 Implementing high quality standards
 Total quality management
 Acquisition of the high quality raw material
Design:
 “Milka power” is a sweet, energizing flavored milk with an eye catching Tetra pack.
Features:
Here are some features of our product:
 Pure milk
 Provides vitamins and Calcium
 Provides proteins
 Excellent in taste
 Give Energy
 Tetra pack protection packing

Packaging:
Product units are packed in 6-layerad Tetra Pack Brick Aseptic

Pricing strategies:
Our pricing strategies for the product are for total cost which includes customs services and
other expenses. Pricing strategies usually changes as the product passes through its life cycle.
The price should be set at moderate level in order to attract a large number of buyers and to gain
large market share.

Amount in Pak Rupees:

The total per unit price for 250 ml packs that we will offer as follow:
 The cost of Milk Rs.7
 Electricity Rs.5
 Factory overhead Rs.5
 Miscellaneous Rs.2
 Retailer margin Rs.2
 Profit Rs.4
 Total price Rs.25
In accordance to our strategy we have decided to offer the product to the customers at the price
of Rs.25. The price is very much compatible, and the offer is substantial enough to attract a
large percentage of market in very quick time.

Current product New product

Current Market penetration Product development
market strategy strategy

New Market development Diversification

market strategy strategy

Communication strategies:
Promotion:
Actually, the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good product image in mind of customers, so that they will
buy only our product.
Criteria promotion:
a) Awareness
b) Knowledge
c) Liking
d) Preference
e) Purchasing

Main Source of Promotion:

I. Electronic media
II. Print media
III. Cable network
IV. Bill boards
V. Hoardings

Electronic media:
Channel Time duration total
s
Geo tv Earl day 1 min 180 000
Aag tv Prep rime , 1 min 174000
post prime
Hum tv Early time , 1 min 125000
prime time
Aaj tv Early time 1 min 100000
Print media:

News Page Size charges Daily/weekly

paper&magzines
Jang Front Standard 18600 Daily
size
Express Mid Standard 5000 Daily
size
Thedaily times Back Standard 17500 Daily
size
Nawawaqt Back Standard 15000 Daily
size
Akhbaar e jahan Back Standard 600000 Weekly
 size

Bill Boards:
Location Size Duration Total cost
Model town 20*60 1 month 200000
(near round
About)
Jail road 20*60 1 month 150000
Town hall 20*60 1 month 125000
Club road 20*60 1 month 70000

Hoarding:
Location Size Duration Total cost
Lower mall 30*60 1 month 120000
Babusabu 30*60 1 month 100000
Shahdra 30*60 1 month 100000

Benefits:
Following are the additional benefits which are offered to the customers to give them value:
I. Give 5 rappers and get one free flavored energy pack
II. Purchases ten pack and get one pack free
III. If you purchases a small crate of Milka Powerthen you will able to participate in
lucky draw and you can win prizes.
Places:
Distributors Review:
To assure the availability of its product. “Milka power” milk has established effective network
of registered dealers. The main target of these flavored milk initially in Lahore.
The end consumers would then purchase “Milka Power” milk from retailer. The distributor are
the most reliable distributors in the region. They enjoy a flawless reputation combined with
business relations with numerous retailers even in the rural area of the Lahore and near sides.
This has ensured that “Milka power” will be made available all over Milka power.

Distributors
Manufacturer

wholesaler
consumer

retailer
Controls:
This is the main and last element of the marketing planning by using this we can check our
product standard by comparing it with our standards if there is any problem arrive in marketing
plan then it must be corrected
Three main function are performed under this element of planning that is:
1. Measuring
2. Comparing
3. Correcting
Measuring:
We can check our marketing condition through measuring in which different types of tasks
may be performed like:
 Survey
Survey for the future: In order to learn weather people would like to buy or use our
product, we have decided to conduct a market survey in future so that we can assure
that people likes our product or not.
Comparing: In controlling process we compare our product with our standards
 Correcting:
If any problem occurs then correcting process will take place in which we found that
from where the problem will arises.

A Marketing Organization:
Milka powerchief marketing officersholds overall responsibility for all of the company’s
marketing activities.There are other subordinates with him to help the sales campaigns, trade
and consumer sales promotion, and public relation efforts.
Action programs:
The Milkapower will be introduced in May. Following are summaries of the action program we
will use during this summer session to achieve our stated objectives.

Step 1:
We will initiate 80,00,000 rupees with the sponsorship with tetra pack
FJ Beverages, trades sales promotion campaign to educate dealers and generate excitement for
the product lunch and provide sample crate to our selected product reviews, opinion leaders and
celebrities as part of our public relation strategy
Step 2:
We will start integrating print/display/television campaign. The campaign will show how
many features the milka power have for user to reenergize them.
Step 3:
As the milka power advertisement continues, we will add consumer sale promotion by
including them to our messages. We will also support or retailer to increase our sales.
Step 4:
We plan to roll out a new advertisement having new views of customers through survey
who have used our drink which will help to promote ourusedpromote our milk
Reference:
1. Conners, P., C. Bednar, and S. Klammer.
J. Nutr. Educ. 33: 31, 2001.
2. Thompson, J.L., P.D. Gerard, and M.A. Drake.
J. Food Sci. 72: 666s, 2007.
3. U.S. Department of Agriculture, Agricultural
Research Service. National Nutrient Database
for Standard Reference, Release 21. 2008.
Nutrient Data Laboratory Home Page.
www.ars.usda.gov/ba/bhnrc/ndl.
4. U.S. Department of Health and Human Services
and U.S. Department of Agriculture. Dietary
Guidelines for Americans, 2005. Washington, D.C.:
US Government Printing Office, 2005.
www.healthierus.gov/dietaryguidelines.
5. Institute of Medicine. Dietary Reference Intakes for
Calcium, Phosphorus, Magnesium, Vitamin D, and
Fluoride. Washington, D.C.: National Academy
Press, 1997.
6. Johnson, R.K., C. Frary, and M.Q. Wang.
J. Am. Diet. Assoc. 102: 853, 2002.
7. Frary, C.D., R.K. Johnson, and M.Q. Wang.
J. Adol. Health 34: 56, 2004.
8. Murphy, M.M., J.S. Douglass, R.K. Johnson, et al.
J. Am. Diet. Assoc. 108: 631, 2008.
9. National Dairy Council. Unpublished data based on
the National Health and Nutrition Survey
(NHANES), 1999-2002.
Customer feedback survey :

Performa distributed in malls and given specially to mothers who are

concerned with their children health!
Milka power flavored energy milk

FJ Beverages

We hope you enjoyed the taste of flavored energy milk! To help us better serve you, please
complete this survey and return it to us at your convenience. Thank you!
important Somewhat Not
important important
Availability
Discount offered
Packaging
Price
Milk range
How many times you take Milka Power daily?
a) 1
b) 2
c) More than 2
d) None
Which flavored energy milk you prefer to have?
a) Loose
b) Packed At which brand you rely?
a) Day fresh
b) goodmilk
c) You like milk?
a) With sugar
b) Without sugar
What matters you most?
a) Taste
b) Quality
c) Price
How many points will you give to these products out of 10 points
a) Day fresh /10
b) good milk /10
c) milo /10
Up to how much price can you pay for a 250ml milk
a) Rs. 25
b) Rs.30
c) Rs. 35
Which flavor you like the most?
Ans:

Would you recommend our Flavored energy milk to your related people?
Ans:

Please rate the quality of our product

a) Excellent
b) Good