CANDIA MILK IN PAKISTAN

CDL (chaudhry dairy limited)is very reputable company in Pakistan which was established in Pakistan in 1984 as private limited company. cdl has started his business with his first product Haleeb Milk and continued its product line. Candia is a product of cdl which was launched in 1999. Candia is basically a French brand and its is processed and packed under licensed in cdl. Candia is already is very popular brand in Europe and other 52 countries. Now it is also available in Pakistans all major cities under cdl distribution channels. cdl invested around 200 million rupees to launch Candia in Pakistan. Out of which 10 to 15 million spend on its advertisement as early launched during w.cup 1999.

Reason why Candia milk lose its market in Pakistan

After conducting the whole research we have been able o point out that there is area of weakness in their market effort of Candia. Candia has not shown that result which were expected that time. Its launched the whole advertisement expense in beginning only paid in first three month. After that the sale of Candia milk has been fall and its force the company to fell down its promotion expenses. We evaluate the major factor of its failure are listed below.

Color and taste

Important attributes that Candia is behind in color and taste of

milk. The color is not purely white and the people suspect that its not pure milk.

Age of group
Candia is also not covered to all ages of group. Candia fails to cover to target of all age of group. The milk has been able for the age group 6-12. Youth and elderly people was not targeted. The young peoples age between 20 -34 has high purchasing power. On the other hand they dont prefer for Candia or any other packaged milk and they will go for fresh milk.

Pricing
Another area of weakness is the price strategy which was used for Candia. Its prices higher than the other brand available in Pakistan which does not allow Candia to penetrate in the market.

Packaging
Packaging is the only factor contributing to bad taste and color of the milk. It is a usp packaging but if once its exposed in the sunlight the milk get discolored.

BRANDING
Now coming on the branding of the Candia. The name Candia to most of the Pakistans means like a name of some candy. People are not aware of the original Candia which was famous in Europe and other 52 countries around the world. The brand is suitable more then a flavor milks rather then plain milk.

Depth
Another major reason of the failure of Candia that the company has not been able to increase the depth of the product since its launching such as flavors, colors, sizes and varieties. These innovations are necessary for create a good image in the mind of the consumer.

Incentives
There is no incentive or discount offered to consumers. Moreover there is no bulk discounts that buy 12 get one free, this practice is followed by the competitors. The cdl also not providing deep freezer and fridge to big retailers, outlets and departmental stores of Candia. There are many other areas where Candia milk is not performed well. One of them is target market of Candia milk, Candia milk target the high incomes people living in pushing areas which are dramatically reduced its sale.