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FLAVOURED MILK
Dear Sir
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we have done any mistake in this report.
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Group Members
Students of MBA II
Karachi University Business School
TABLE OF CONTENT
• Introduction………………………………………
o Brand name………………………………….
o Slogan ………………………………………
o Purpose………………………………………
o Key Features…………………………………
o Benefits………………………………………
• Marketing Mix…………………………………….
o Product………………………………………..
o Price…………………………………………..
o Place…………………………………………..
o Promotion……………………………………..
• Marketing Strategy………………………………….
o Segmentation…………………………………..
o Targeting……………………………………..
o Differentiation………………………………..
o Positioning…………………………………..
• Competitors…………………………………………
o Market Leader………………………………..
o Market Follower………………………………
• Competitor's Strategy………………………………
INTRODUCTION
Brand Name:
"YUMMY"
Slogan:
"SEHAT aur MAZA dobala"
Purpose:
The purpose of launching the flavored milk is to give a new
taste to the people who are using almost every milk product available in
the market. We want to provide a fresh and tasteful milk to the people so
that they become refresh and healthy.
Key Features:
Following are the key features of our product
• Excellent in taste
• Give freshness
• Beneficial for bones
• Provides vitamins and calcium
Benefits:
Following are the additional benefits which are offered to
the customers to give them value:
1. Product:
Size:
On the basis of product sizes of competitors and information
obtained from survey, we have decided to introduce our product in the
market in following size:
250 ml
Color:
As far as the colors are concerned, most of the people have
showed their interest in bright colors without naming particular color, but
majority has agreed on the following colors to be the part of labeling
product:
Orange
Red
White
Packing:
2. Price:
The price is very much compatible and the offer is substantial enough to
attract a large percentage of market in a very quick time.
3. Place:
4. Promotion:
Television Channels:
o Geo News
o Express News
o Aaj TV
o Cartoon Network
o Indus TV
Cable Ads
Newspapers:
o Dawn
o Express
o Jang
Magazines
o Akhbaar-e-Jahan
o Family
Pamphlets
Banners
Billboards
Internet
MARKETING STRATEGY
SEGMENTATION:
The market consists of many types of customers, products and needs.
• Age
1 to 14 years
14 to 25years
25 to 60 years
• Gender
Male
Female
• Occupation
Students
Employed
Retired
• Education
School Going
College/University Going
• Social Class
Upper Class
Middle Class
Lower Class
TARGETING:
After market segmentation now we evaluate market
segment's attractiveness and selecting one or more segments
to enter.
We will target the following customers:
Kids
DIFFERENTIATION:
We will differentiate our product on the following basis:
Comparatively less price
New Taste
Effective Distribution
Attractive Packaging
POSITIONING:
We have to position our product in the minds of the
customers and consequently in the market with the help of effective
and customer oriented market strategies.
COMPETITORS
Market Leader:
Pakola flavored milk by Mehran Bottlers (Pvt) Ltd and
Gul Bottlers (Pvt) Ltd is the most popular brand in the flavored milk
segment and is undoubtedly the market leader in this segment, it
presently holds the maximum of the market share.
Market Followers:
As of now there are two followers present in the flavored
milk segment. One is Owsum by Engro Food Limited (Olpers) and
OOLALA by Shakarganj Food Products Limited (Good Milk)
COMPETITOR'S STRATEGY
Our competitors have a good market share because they are
adapting following strategies:
Less Price
Effective Promotion
Intensive Distribution
Quality Products
Customers Research
Attractive Packaging