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  • Presentation Title: Candia Milk

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    This document discusses the marketing strategies for launching the Candia milk brand in Pakistan. It provides background on Candia being a French product launched in Pakistan in 1999. It then discusses why Candia failed to gain substantial market share in Pakistan despite success in other countries, factors like color, taste, pricing, packaging, and targeting only urban areas. The document goes on to propose performing PESTLE and SWOT analyses, and segmenting the consumer market geographically, demographically, psychographically, and behaviorally. It also discusses designing a marketing mix for Candia that focuses on the product, price, place, and promotion strategies.

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    This document discusses the marketing strategies for launching the Candia milk brand in Pakistan. It provides background on Candia being a French product launched in Pakistan in 1999. It then discusses why Candia failed to gain substantial market share in Pakistan despite success in other countries, factors like color, taste, pricing, packaging, and targeting only urban areas. The document goes on to propose performing PESTLE and SWOT analyses, and segmenting the consumer market geographically, demographically, psychographically, and behaviorally. It also discusses designing a marketing mix for Candia that focuses on the product, price, place, and promotion strategies.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    10 views20 pages

    Presentation Title: Candia Milk

    Uploaded by

    amara cheema
    This document discusses the marketing strategies for launching the Candia milk brand in Pakistan. It provides background on Candia being a French product launched in Pakistan in 1999. It then discusses why Candia failed to gain substantial market share in Pakistan despite success in other countries, factors like color, taste, pricing, packaging, and targeting only urban areas. The document goes on to propose performing PESTLE and SWOT analyses, and segmenting the consumer market geographically, demographically, psychographically, and behaviorally. It also discusses designing a marketing mix for Candia that focuses on the product, price, place, and promotion strategies.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 20

    Presentation Title

    CANDIA MILK
    customers are the lifeblood of
    every business
    Candia Milk

    The best milk in town


    CANDIA MILK IN
    PAKISTAN:
    Haleeb foods (1984)
    Chaudhry Dairy Limited (CDL)
    Candia a FRENCH product
    Launched in 1999
    MARKETING STRATEGIES
    UNDERTAKEN FOR LAUNCHING
    Product :
    CANDIA launch was preceded by
    market research and need
    identification
    Pull strategywas adopted
    Problem definition:
    Why did the Candia fail in Pakistani
    market
    despite having a substantial market
    share in
    various other countries ?
    Color and Taste
    Pricing
    Packaging & labeling
    Age group
    Failed to persuade health conscious
    people
    Branding
    Poor advertisement and Marketing
    Campaign
    Product growth
    Incentives
    Facilitation
    Targeted urban areas only
    CORE ANALYSES

    PESTLE ANALYSIS
    SWOT ANALYSIS
    CONSUMER MARKET
    SEGMENTATION:
    Total market into smaller segments with
    a prospect to enhance effective
    acceptance and sales of the candia the
    following segmentation basis were
    applied as:
    Geographic segmentation
    Demographic segmentation
    Behavioral segmentation
    Psychographic segmentation
    GEOGRAPHIC
    SEGMENTATION:
    Pakistan
    Urban people
    DEMOGRAPHIC
    SEGMENTATION:
    Decision makers
    Higher income
    Male/ Female
    All age of people
    PSYCHOGRAPHIC
    SEGMENTATION:
    Attitude and belief

    BEHAVIORAL
    SEGMENTATION:
    CDL has divided the market on the basis
    of
    benefit desires from product
    Usage rate
    MARKETING MIX DESIGNED FOR
    CANDIA:
    Themarketing mixhas beendefinedas

    the tools that the firm


    uses to pursue its marketingobjectives
    in the targetmarket.
    Product
    Price
    Place
    Promotion
    Business Market
    strategy:
    Quality
    Location
    sales volume
    Branding of packaging
    strategy:
    Labeling
    Pricing strategies and objectives
    Discounts
    PROMOTIONAL MIX:
    Candia is a new product, so the objective is
    to
    Aware and inform people about its
    distinctive
    Feature. The promotional mix for candia
    Includes as:
    Advertising
    Sales promotion
    Public relations
    PROPOSE AS A NEW
    TARGET MARKET FOR
    Quality
    THE BRAND:
    Branding
    Product size
    Packaging
    Price
    Target age group
    Advertisement
    Value added ingredients
    Unique selling point

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