27055238 haleeb dairy queen milk

7/25/2019 27055238 Haleeb Dairy Queen Milk

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Table Of Contents

INTRODUCTION...............................................................................................................4

Company Information......................................................................................................4

International Certifications..............................................................................................4

Company Products History..............................................................................................5Popular Profiles at Haleeb oods !imited.......................................................................5

Company mission............................................................................................................"Company#s $ision............................................................................................................"

Company#s Policy............................................................................................................"

%&ippin' Units................................................................................................................."Company location............................................................................................................"

()R*+T ORI+NT+D %TR)T+,IC P!)NNIN,............................................................"

CD! oods !imited (ission %tatement.........................................................................."

(ar-et Oriented %trate'ic Plannin'................................................................................"Corporate and Diision !eel Plannin' Of CD!............................................................"

T&e core alues at CD! are/............................................................................................"Product and )pplication %cope/ Dairy 0ueen/...................................................................."

Competence %cope..........................................................................................................."

(ar-et %e'ment %cope...................................................................................................."

$ertical scope...................................................................................................................",eo'rap&ical %cope........................................................................................................."

+stablis&in' %trate'ic 1usiness Unit..............................................................................."

%ituational )nalysis............................................................................................................."

Product %ituation............................................................................................................."*ey 1enefits................................................................................................................"

%trate'ic (ission............................................................................................................."

(ar-et Ob2ectie............................................................................................................."(ar-et %ituation.................................................................................................................."

Competitie analysis............................................................................................................"

Distribution %ituation..........................................................................................................."Retail Outlets 3indirect c&annel/................................................................................."

Direct %ales Promotion C&annel/................................................................................."

Distribution and are&ousin'/...................................................................................."inancial )nalysis................................................................................................................"

(ar-et Tar'etin' %trate'y..................................................................................................."

Tar'et (ar-et and se'mentin' strate'y..........................................................................."

Product !ine....................................................................................................................."

Price................................................................................................................................."Distribution Outlets........................................................................................................."

%ales orce......................................................................................................................."%ales Promotion..............................................................................................................."

%OT )N)!6%I%/............................................................................................................."

%TR+N,TH%/................................................................................................................."+)*N+%%+%..............................................................................................................."

Opportunities..................................................................................................................."


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T&reats............................................................................................................................."

Industry competition/..........................................................................................................."

ID+NTI6IN, CO(P+TITOR%/.................................................................................."Competitie )nalysis..................................................................................................."

Competitor#s profile............................................................................................................."

Nestle (il- pac- limited................................................................................................."Reaction Pattern/.............................................................................................................."

()R*+T %+,(+NT)TION )ND T)R,+TIN,/..........................................................."

(ar-et %e'mentation/......................................................................................................",eo'rap&ic/......................................................................................................................"

Demo'rap&ics/................................................................................................................."

%ocial Class/....................................................................................................................."

Psyc&o'rap&ics se'mentation/........................................................................................."Patterns of (ar-et %e'mentation/......................................................................................."

()R*+T T)R,+TIN,/...................................................................................................."

%in'le %e'ment Concentration/......................................................................................."

Cost/................................................................................................................................."0uality/............................................................................................................................"

%ales and Profits.................................................................................................................."PRICIN,/........................................................................................................................"

(ar- Up Pricin'.........................................................................................................."

$alue Pricin'/..............................................................................................................."Price Discounts and )llo7ance..................................................................................."

DI%TRI1UTION CH)NN+!/............................................................................................"

(ar-etin' C&annels........................................................................................................."

C&annel unction and lo7s..........................................................................................."C&annel !eel.................................................................................................................."

(ulti C&annel mar-etin' system/...................................................................................."

Indirect c&annel/.............................................................................................................."Direct c&annel/................................................................................................................."

Direct/.........................................................................................................................."

Indirect/........................................................................................................................")D$+RTI%IN,/.................................................................................................................."

8. %ettin' t&e )dertisin' Ob2ecties.............................................................................."

Informatie )dertisin'/.............................................................................................."

Persuasie adertisin'/................................................................................................"Reminder )dertisin'/................................................................................................."

9. Decidin' t&e )dertisin' 1ud'et................................................................................."

Competition and culture/.............................................................................................")dertisin' re:uency/..............................................................................................."

Promotional 1ud'et............................................................................................................."

;. C&oosin' )dertisin' (essa'e..................................................................................."(essa'e ,eneration........................................................................................................."

(essa'e +


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C. +


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INTRODUCTION

Company Information

CD! oods !imited 3C&aud&ry Dairies !imited is t&e first food company and so

far t&e only dairy company in Pa-istan to 'et I%O =>>9 Certification a 0uality(ana'ement %ystem. &ile ad&erin' to t&is 0uality (ana'ement %ystem? t&e company

is committed to strict :uality standards in all its operations? from t&e collection of mil- to

t&e proision of &y'ienically processed nutritious products to its customers. T&e companyfollo7s t&e p&ilosop&y of @deli'&tin' t&e customers@. T&e company treats t&em as

partners and -eep c&annel of communication open 7it& t&em. T&e company &as

succeeded in t&is by continuously improin' t&e :uality of its products and by satisfyin't&e needs of its customers. T&e company beliees in creatin' and sustainin' an

enironment? 7&ic& encoura'es learnin' and empo7erment and t&ese in turn &elp

stren't&en t&e :uality culture across t&e business.

Haleeb oods &as t&e distinction of bein' t&e first company in Pa-istan to use

Tetra Pa-#s noel pac-a'in' formats? Tetra 1ric- )spetic 3T1) and Tetra ino )septic

3T). Haleeb oods &as also introduced a number of uni:ue products preiouslyun-no7n to t&e Pa-istani mar-et? li-e Haleeb !abban? delicious traditional lassi

3buttermil- prepared 7it& pure t&ic- mil- and yo'urt? Candia Tea (a


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I%O 84>>> 3enironmentfriendly operations


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Company Products History

1997 Haleeb Asli Desi Ghee

1998 Haleeb Cream, Candia Skimz Milk Powder

1999 Candia Milk, Candia Skimz Liqid Milk

!""" #ro$i%o &i%e Drink, Haleeb Dair' (een

!""1 Haleeb )*rish +nsan -ll Cream Milk Powder

!""! Haleeb )*rish -ori.ed +nsan -ll Cream Milk Powder

!""/ Candia #ea Ma0 Dair' hiener, Haleeb 2er, Haleeb Plain 3o4r, Haleeb Lassi Drink

!""5 Haleeb Good Da' Pre &i%e, Haleeb -n Da' &i%e Drink, Candia Cand'*6$ -laored Milk

!"" Haleeb Cream ih Hone', Haleeb #ea Ma0 wih Cardamom, Haleeb Labban, Haleeb GoodDa' Mi0 -ri, :ed Gra$es, Man4o Pinea$$le;

!""< Haleeb :eshmi Pa%k, Candia Classi%, Skimz Po%h, #ro$i%o )e%ar

!""7 Haleeb Cheddar Cheese

Popular Profiles at Haleeb Foods Limited

%alman Na7aBis& (ana'er? Compensation Performance (ana'ement

Imran )m2ad ,( %upply C&ain%u&ail Noor (ana'er )dministration HR

%&af:at NiaB Net7or- )dministrator

(u&ammad %abir !illa Deputy (ana'er are&ouses


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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!

1uildin' an e


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Companys Policy

1uild branded food business to improe :uality of life by offerin' tasty? sa'e?

&y'enically processed? affordable? &i'&ly nutritional food products t&rou'&

enironment friendly processes to our customers 7&ile ma> ml / 8G9 liter 95 rupees 8" pieces ;F> rupees

8>>> ml / 8 liter 5> rupees = pieces 495 rupees


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Company location

T&e Head Office of CD! is located in t&e eer'reen city of !a&ore at 8;5

eroBepur Road. CD! is producin' a number of food products bot& for consumers and

industrial users. T&e company also operates as a franc&ise of Candia Cedilac of rance.

CD! is t&e mar-et leader in t&e dairy mil- industry.

T&e products are as follo7s/


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MARKET ORIENTED STRATEGIC PLANNING

CDL Foods Limited ission Statement

Our business is to Provide nutritious and hygienically processed food product to our

customers. Enhancing our reputation for quality in all our operations. Promoting

mutual trust with customers, suppliers, employees and shareholders. Providing a

healthy and safe environment to our community.

ar!et "riented Strategic Planning

It is t&e mana'erial process of deelopin' and maintainin' a iable fit bet7een

or'aniBation#s ob2ecties? s-ills and resources and its c&an'in' mar-et opportunities. T&e

aim of strate'ic plannin' is to s&ape t&e company#s businesses and products so t&at t&eyyield tar'et profits and 'ro7t&.

Dairy 0ueen is Haleeb anot&er standardiBed and &omo'eniBed pure UHT (il-

7it& ;.5A fat and F.=A solid non fats. )t an affordable price it &as 7on t&e &earts ofconsumers eery7&ere. It is aailable in "layered Tetra Pa- ine Pac-a'in'? introduced

for t&e first time in Pa-istan and &as 9 mont&s s&elf life. %&ippin' Units/ 95> ml/ 94

pouc&es per carton 5>> ml/ 8" pouc&es per carton 8>>> ml/ = pouc&es per carton


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Corporate and Di#ision Le#el Planning "f CDL

Corporate Head:uarter is responsible for desi'nin' a corporate strate'ic plan to

'uide t&e 7&ole enterprise it ma-es decisions on t&e amount of resources to allocate to

eac& diision? as 7ell as on 7&ic& business to start or eliminate.

CD! is a mar-et leader in t&e dairy mil- industry of Pa-istan. T&ere &ost of

product G brand portfolio in t&e pac-a'ed food cate'ory &as &ad a si'nificant role in t&e:uality and innoation of distinct styles and :uality of pac-a'e as 7ell as nutritional

contents.

T&e four plannin' actiities underta-en by CD! are as follo7s

Definin' t&e corporate mission

+stablis&in' strate'ic business units 3%1U

)ssi'nin' resources to eac& %1U Plannin' of ne7 1usiness

$he core #alues at CDL are%

Team 7or-

+mpo7erment

Trust

)ccountability

+nterprise

T&e mission statement of CD! &as t&ree ma2or c&aracteristics. irstly it focuses

on limited number of 'oals. It aims to improe t&e :uality and taste of its dairy productsand build branded food business at an affordable price. %econdly? t&e mission statement

represents t&e policies of t&e company. It s&o7s t&at t&e basic aim of t&e company is to

ma


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Product and Application Scope: Dairy ueen:

Dairy 0ueen is t&e brand name of CD!Es UHT mil-. Dairy 0ueen is PasteuriBed?

%tandardiBed? and Homo'eniBed and Ultra Heat Treated mil- of t&e &i'&est standards.Pa-istan Pure ood !a7s standardiBe dairy 0ueen to ;.5A butterfat and F.=A %N

3%olids Non at as prescribed. %afe? +conomical and nouris&in' it is aailable in 8G9!iter.

Competence Scope

CD! &as a 2oint enture 7it& Candia? 7&ic& is +uropeEs Number One sellin' mil-.CD! oods limited and Candia of rance &ae 2oined &ands to brin' to &i'&est :uality

mil- to t&e customers. %o t&e company &as built core competence in diary products. It is

also diersifyin' and &as entered into fruit 2uices and ,&ee and yo'urt ma-in'.

ar!et Segment Scope

)ll t&e products are &i'&ly competitie in t&e mar-et? as t&e prices are lo7er as

compared to t&e competitors. CD! is tar'etin' all t&e se'ment of t&e society. T&e aim is

to proide nutritie &y'ienic mil- at lo7er price so t&at people refrain from

loose3'a7ala mil-? 7&ic& is un&y'ienic. CD! manufactures mil- in different siBes li-es8G4t& liter? &alf liter and one liter pac-s so t&at all t&e se'ments of t&e mar-et could

benefit from t&e nutritie mil-.


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Vertical scope

Company &as its o7n farms and cattle so it is selfsufficient and doesn#t purc&ase

ra7 materials. It &as its o7n net7or- of ans? 7&ic& delier t&e mil- to all to7ns and

cities. CD! products reac& to final consumers t&rou'& retail stores and sales promotionofficer. Company uses multic&annel distribution.

T&e c&annel leels from ra7 material to final product and distribution of CD! is

as follo7s/

Manufacturer

(Own farms)

Distributors

Retailers

Final

Consumer

Sales

promotion

officers


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&eographical Scope

CD! is proidin' its innoatie and &y'ienic products to all t&e cities and to7ns of

Pa-istan. It#s not e


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Situational Analy!i!

Product Situation

Dairy 0ueen is t&e brand name of CD!Es UHT mil-. Dairy 0ueen is PasteuriBed?%tandardiBed? and Homo'eniBed and Ultra Heat Treated mil- of t&e &i'&est standards.Pa-istan Pure ood !a7s standardiBe dairy 0ueen to ;.5A butterfat and F.=A %N

3%olids Non at as prescribed. %afe? +conomical and nouris&in' it is aailable in 8G4

!iter? 8G9 liter and 8 liter.

Key "ene#it!

,uaranteed CleanG1acteria ree

Homo'eniBed

%tandardiBed

+conomical

D)IR6 0U++N D)IR6 0U++N

O!D P)C*IN, N+ P)C*IN,

Strategic ission

To diersify t&e mar-et

To increase t&e consumption of pac-ed mil-.

Dairy 0ueen &as been launc&ed to diersify t&e mar-et because Haleeb is

mar-eted tea ma-in' mil- and Dairy 0ueen is positioned as purely drin-in' mil- and is

aailable in only &alfliter pac- for affordability and economy.%econdly t&e mar-et of Haleeb mil- 7as sta'nant? so CD! launc&ed Dairy 0ueen

to increase t&e mar-et s&are and to increase t&e consumption of pac-ed mil-.


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ar!et "b)ecti#e

T&e follo7in' are t&e mar-et ob2ecties of Dairy 0ueen/

+ million R% by December 9>>;.

To ac&iee t&e brea- een by October 9>>;.

Mar$et Situation

Pa-istanEs dairy industry produces UHT? pasteuriBed? po7dered and condensed

mil-? butter? yo'urt? c&eese? cream and some butter oil. Of a total of ;F dairy plants 7it&a total daily rated capacity of 9?8F>?>>> liters per day? 88 7it& a rated capacity of =4F?>>>liters per day &ae been in operation. T&e total mil- consumption in *arac&i is ;.F

million liters per day and t&e consumption of pac-ed mil- is 8>A of ;.F (illion. Pa-istan

no7 produces an estimated 9J.5 billion liters 3or9J.5 million metric tons of mil-annually? of 7&ic& only one million liters is processed daily. )ppro percent into po7dered mil-? and t&e remainin'

8> percent into pasteuriBed mil-? yo'urt? c&eese and butter.

T&e seasonal nature of supply as 7ell as demand for mil- po7der from t&e

ba-eries and confectioneries? as 7ell as dairy plants t&emseles? &as necessitated t&e

import of po7dered mil-.

Co%petiti&e analy!i!

Currently mil- is sold eit&er directly t&rou'& mil-men or in tetra pac-s. T&e mainproblem 7it& mil-men is t&at t&ey mi< substantial amount of 7ater in t&e mil-? 7&ic&

dilutes it? t&us affectin' purity. Dairy 0ueen is launc&ed to compete 7it& loose mil- as its

priced at 89 R% per &alf liter pac-. T&e price is ery competitie and t&ere are no

competitors in t&e mar-et as no ot&er mil- is sold in Tetra ino Pac-a'in'.

Currently t&e Dairy 0ueen &as t&ree ma2or competitors in t&e dairy industry/

(il- pac- 3Nestle (il- pac- !imited

(il- lo7

!oose (il- %&ops

Po7dered (il- 3$arious 1rands


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T&e price of Dairy 0ueen is relatiely lo7er t&an bot& t&e competitor brands but

&i'&er t&an t&e price of loose mil-. Po7der mil- is also consumed &eaily and all t&e

companies are facin' stiff competition 7it& eac& ot&er. T&e concept of purc&asin' mil-from mil-men in our country is &i'& because people prefer to buy because t&ey t&in- t&at

tetra pac-s cost is relatiely &i'& and t&e :uality of mil- in tetra pac- is not as fres& as

mil-men mil-.

Di!tri'ution Situation

Company is usin' 9 c&annels for distribution of Dairy 0ueen

Retail outlets 3indirect c&annel

%ales promotion officers 3direct c&annel

Retail Outlet! (indirect c)annel*:

T&ere are many outlets all oer t&e country? 7&ic& proide eery day consumable

items to t&e consumers. F> percent of t&e mil-#s sales 7ould be t&rou'& indirect c&annels.

Direct Sale! Pro%otion C)annel:

Dairy 0ueen is bein' distributed to institutions li-e 'oernment institutes? offices?

teas&ops? caters? sc&ools? colle'es and marria'e &alls. Company &as a sales team of 5

members for t&e direct sales promotion. T&is c&annel 7ill constitute 9> percent of t&etotal mil-#s sales.

Di!tri'ution and +are)ou!in,:

T&ere are many aut&oriBed distributors of Dairy 0ueen eac& &ain' more t&an F

7are&ouses to store t&e mil-.

Company &as its o7n net7or- of ans? 7&ic& delier t&e mil- to all t&e retail

outlets early mornin'.


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-inancial Analy!i!Dairy 0ueen is c&ar'ed at 8;Rs to t&e final consumer. Company &as a trade

mar'in of ".F4 A. Company to retailer trade mar'in is 4 percent.

Mar$et Tar,etin, Strate,y

$arget ar!et and segmenting strategy

Dairy 0ueen &as identified lar'e 'roup 7it&in t&e dairy mar-et 7it& similar

7ants? 'eo'rap&ical location and buyin' attitudes and &as se'mented t&e mar-et on t&e

basis of 'eo'rap&ic? demo'rap&ics and Psyc&o'rap&ic of t&e consumers.Positionin'

Dairy 0ueen is positioned as Kres& and &y'ienic drin-in' mil- at a eryreasonable price 7it& ne7 conenient pac-a'in'L.

Product Line

Dairy 0ueen 7ill be launc&ed in 8G4t& liter pac- after one year of operation in t&emar-et.

Price

Dairy 0ueens price is belo7 t&e competitor#s prices.

Distribution "utlets

To increase t&e distribution of mil- in t&e remainin' 4>>> untapped retail outlets.

Sales Force

Currently operational 7it& 5 sales promotional officer 7&o are responsible for t&e

direct sales to institutions? marria'e &alls? caters ? offices ?sc&ools an teas&ops.

Sales Promotion

Dairy 0ueen &as deeloped a ne7 adertisin' campai'n t&at supports t&e

positionin' strate'ies and &as increased t&e adertisin' bud'et by 8> percent.


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S+OT ANAL.SIS:

S$*'+&$HS%

I%O =>>9 Certification a 0uality (ana'ement %ystem

Usin' stron' brand name KHaleebL on Dairy 0ueen pac-.

,ood 7ill amon'st t&e customers.

Uni:ue Positionin' of Dairy 0ueen.

Competitie price of Dairy 0ueen.

Ne7 adertisin' strate'y and increase in adertisin' bud'et.

%tron' distribution c&annel.

,'-.+'SS'S

ailure in t&e first attempt

Inconenient pac-a'in' initially 7&ic& lead to customer complaints and

dissatisfaction. Uncertainty about t&e future of Dairy 0ueen.

Popularity of CD!#s o7n brand Haleeb t&at is cannibaliBin' t&e sales of Dairy

0ueen. Unaailability of Dairy 0ueen in 8 liter and 8G4t& liter pac-s.

!ac- of a7areness amon'st t&e ma2ority of population about t&e benefits of

pac-ed mil-.


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"pportunities

%erin' additional customer 'roups

+


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%ummary

)lt&ou'& Dairy 0ueen failed in t&e mar-et in t&e first attempt but t&e team of

dedicated employees came up 7it& t&e second ersion of Dairy 0ueen. Popularity ofHaleeb is a t&reat for Dairy 0ueen but t&e uni:ue positionin' pricin' and promotional

strate'ies of Dairy 0ueen can oercome t&is 7ea-ness.


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Indu!try co%petition:

Industry is a 'roup of firms t&at offer a product or class of products t&at are close

substitutes for eac& ot&er. Industries are classified accordin' to t&e number of sellers?

de'ree of product differentiation? presence or absence of entry? mobility and e


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Currently mil- is sold eit&er directly t&rou'& mil-men or in tetra pac-s. T&e mainproblem 7it& mil-men is t&at t&ey mi< substantial amount of 7ater in t&e mil-? 7&ic&

dilutes it? t&us affectin' purity.


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Currently t&e Dairy 0ueen &as t&ree ma2or competitors

!oose mil- s&ops

Tetra pac- 3Nestle (il- pac- !imited

(il- flo7 3royal dairies

Dairy 0ueen faces tou'& competition from CD!#s ot&er brands li-e Haleeb and

Candia. CD!#s product constitutes 59 A of t&e mar-et s&are.

T&e price of Dairy 0ueen (il- is relatiely lo7er t&an bot& t&e competitor brands

but &i'&er t&an t&e price of loose mil-. Po7der mil- is also consumed &eaily and all t&e

companies are facin' stiff competition 7it& eac& ot&er. T&e concept of purc&asin' mil-from mil- men in our country is &i'& because people prefer to buy because t&ey t&in-

t&at tetra pac-s cost is relatiely &i'& and t&e :uality of mil- in tetra pac- is not as fres&

as mil- men mil-.


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Co%petitor/! pro#ile

+estle il! pac! limited

Nestle (il- pac- limited is a 2oint enture of t&e Nestle? %7itBerland and (il-pac- limited !a&ore. T&e t7o companies entered into a 2oint enture in 8=FF and todayproduces UHT mil-? butter? cream? oran'e 2uice? fruitbased drin-s? mil- po7der? infant

cereals? infant mil-? dairy 7&itener? precoo-ed noodles and confectionery. T&e 2oint

enture t&en commenced local pac-in' of imported coffee.

Nestle ),? t&e 7orldEs lar'est food company

Nestl is a 7ell -no7n name

Consumers trust its :uality

It#s a multinational company

inancially stron'

)ll aboe stren't&s 7ere :uoted by t&e researc& respondents.

Competitie position/ T&e competitie position of Nestle is stron' as it ta-es

independent decisions 7it&out endan'erin' its lon' term position and can maintain its

lon' term position re'ardless of its competitors.

*eaction Pattern%

Nestle is one of t&e ti'ers in t&e Dairy industry in Pa-istan. It reacts s7iftly andstron'ly to any assault or moe of CD!. Nestle &as introduced +eryday in :uarter liter

pac- for J Rs in reply of CD!#s Dairy 0ueen &alf liter pac- 7&ic& is of 8;Rs


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Pattern! o# Mar$et Se,%entation:

Consumers in t&e mar-et &ae clustered preferences. T&e follo7in' are t&e

preferences of consumers/

or drin-in' purpose

or tea 7&itenin'

or coo-in' desserts and ot&er items

Dairy 0ueen &as positioned itself in t&e lar'est mar-et se'ment? concentratedmar-et for drin-in' purposes.

MARKET TARGETING:

Single Segment Concentration%

Company selectin' sin'le se'ment for mar-etin' its product is called sin'lese'ment concentration strate'y.

Dairy 0ueen is tar'etin' consumers 7&o prefer pac-ed mil- for drin-in' purpose.It is follo7in' concentrated mar-etin' 7it& t&e aim to ac&iee stron' -no7led'e of t&e

se'ment#s need and stron' mar-et presence. Dairy 0ueens aim is to ac&iee operation

economics t&rou'& specialiBation its production? distribution? and promotion. )fter

capturin' se'ment leaders&ip? it can earn a &i'& return on its inestment.

CD! oods !imited &as decided to promote t7o basic differences for Dairy 0ueen (il-?t&ese are/

Cost%

cost is most effectie difference to promote Dairy 0ueen (il- consumer mar-etis ery price sensitie 7&ile. T&ere are arious brands aailable in t&e mar-ets 7&ic& are

&i'&er in price. CD! decided to promote Dairy 0ueen (il- on cost basis and &as -ept its

costs competitie 7it& loose mil- aailable in t&e mar-et.

0uality%In t&is competitie era customers are :uality conscious Dairy 0ueen (il- is

premium :uality mil- 7it& fres& taste.

Communicatin' t&e Company#s Positionin'

or communicatin' its differences CD! oods !imited c&ooses effectie media

li-e radio? teleision? billboards? buses etc to tar'et its customers.


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Sale! and Pro#it!0

P*ICI+&%

Mar$ Up Pricin,

T&e most elementary pricin' met&od is to add a standard mar-up to t&e product#s

cost.

CD! &as a mar-up pricin' of 9> A on t&eir cost of 'ood manufacturin'

T&e price of Dairy 0ueen is as follo7s/

Cost to t&e company 88.95 Rs

Distributors price 3inoice price 88.F5 Rs

Trade Price 3retail price 89.9J Rs

Consumer price 8; Rs

1alue Pricin,:

CD! &ae adopted alue pricin'? and is c&ar'in' fairly lo7 price for a &i'&

offerin'. It#s offerin' &i'& alue to its customers.$alue pricin' is not a matter of simply settin' lo7er prices on one#s products

compared to competitors it is a matter of reen'ineerin' t&e company#s operations to

become a lo7 cost producer 7it&out sacrificin' :uality? and lo7erin' prices si'nificantlyto attract a lar'e number of alueconscious customers.

)n important type of alue pricin' is +eryday !o7 Pricin' 3+D!P? 7&ic& ta-es place

at t&e retail leel. Dairy 0ueen is sold at +ery day lo7 pricin' as t&e price is -ept lo7t&rou'&out t&e year.


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Price Di!count! and Allo2ance

CD! &as used 0uantity Discounts t&at is a price reduction to t&ose buyers 7&o

buy lar'er olume it is offered on a non cumulatie basis 3on eac& order place

DISTRI"UTION C3ANNEL:

ar!eting Channels

T&ese are t&e sets of t&e interdependent or'aniBations inoled in t&e process of

ma-in' a product or serice aailable for t&e use of consumption.

Channel Function and Flo1s

) mar-etin' c&annel performs t&e 7or- of moin' 'oods from producer toconsumers. It oercomes t&e time? place and possession 'aps t&at separate 'oods and

serices from t&ose t&at need or 7ant t&em. It perform number of functions

T&ey 'at&erin' information about potential and current customer? competitors? and

ot&er actors and forces in t&e mar-etin' enironment. T&ey deelop and disseminate persuasie communication to stimulate purc&asin'

T&ey place an order to t&e company

T&ey proide for t&e successie stora'e and moement of t&e p&ysical products.


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Channel Le#el

It is a t7oleel c&annel? CD! &as its o7n distributors 7&ic& are suppose to

delier t&e Dairy 0ueen mil- to t&e 7&olesaler as 7ell as to t&e retailer? t&rou'& 7&ic& it

reac& to t&e final buyer or consumer.

Manufacturer

*istributor

+holesaler

-etailer

'onsumer

*irect %ales )orce

'onsumer

Indirect

c&annel

Direct

c&annel


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ulti Channel mar!eting system%

it& t&e proliferation of customer se'ments and c&annel possibilities ? more

companies &ae adapted multi c&annel mar-etin'. CD! is usin' 9 mar-etin' c&annels toreac& different customer se'ments.

T&e 9 different types of intermediaries of c&annels used by t&e company for t&edistribution of Dairy 0ueen is as follo7s/

Indirect channel%

Company &as a net7or- of distributors and retailers 7&o sell t&e mil- to t&e final

consumers. Dairy 0ueen &as many aut&oriBed distributors t&rou'&out t&e country 7&ic&distribute t&e mil- to F>>> retail outlets in *arac&i. Indirect c&annel constitutes F>A of

total sales of Dairy 0ueen (il-.

Direct channel%

CD! &as seeral sales promotion officers in *arac&i 7&ic& are inoled in direct

sales of t&e mil-. Direct c&annel can be furt&er diided into/

Direct:

T&e sales force distributes Dairy 0ueen to 'oernment offices and institutions.

Indirect:

Dairy 0ueen (il- is distributed to teas&ops? offices? sc&ools? caters? marria'e

&alls etc by t&e direct sales distribution net7or- of CD!. Direct c&annel constitutes of 9>A of t&e total sales of t&e (il-. In t&e future CD! &as plans to e


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AD1ERTISING:

)ds are cost effectie 7ay to disseminate messa'e? build brand preference or to

educate people. (ost companies use an outside a'ency to &elp create adertisin'

campai'ns and select and purc&ase media. CD! ood !imited &as contract 7it& t&ea'encies to deelop adertisin' campai'n. CD! ood !imited &as t&ree adertisin'

a'encies 7&ic& 'uides t&e company 7&at s&ould be t&e ne


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43 Deciding the -d#ertising (udget

Decidin' about adertisin' bud'et is a crucial decision. ollo7in' are t&e factors?

7&ic& a company s&ould consider/

%ta'es in t&e Product !ife Cycle/ T&e adertisin' bud'et s&ould be appropriate

accordin' to t&e product life cycle it aries 7it& t&e different sta'es i.e. introductory?

'ro7t&? maturity and decline. Dairy 0ueen is ne7ly launc&ed product it 7ill re:uire &u'eadertisin' bud'et to build a7areness and to 'ain consumer attention.

(ar-et %&are and Consumer 1ase/ Hi'& mar-et s&are brands li-e Haleeb re:uire

less adertisin' to maintain mar-et s&are. Usually it is perceied t&at &i'&er t&e

adertisin' fre:uency &i'&er 7ould be t&e consumer#s reaction and &i'&er t&e sales.Dairy 0ueen 7ill be adertised &eaily by usin' radio? print media? teleisions? billboard?

metro buses etc to attract a lar'e mar-et.

Co%petition and culture:

T&ere are lar'e number of competitors in t&e mar-et? so in t&eir presence? CD!

&as adertise Dairy 0ueen &eaily to counter competition.

Ad&erti!in, -re4uency:

)t initial sta'e of Dairy 0ueen in t&e mar-et? repetitie adertisin' 7ill be

persuaded and ad 7ill run t&ree times in a day for 5 days a 7ee- in first t&ree mont&s oft&e re launc& .

Pro%otional "ud,et

+stimated promotional bud'et of CD! for Dairy 0ueen (il-/

1illboards "9? >>?>>> RupeesPrint ads ;>? >>?>>> Rupees

T$ adertisin' 9>? >>?>>> Rupees

%econd p&ase adertisin' 4>? >>?>>> RupeesTotal 859? >>?>>> Rupees


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53 Choosing -d#ertising essage

)dertisin' campai'n ary in t&eir creatiity. T&e creatiity factor can is more

important t&an t&e number of rupees spent. )dertisin' 'oes t&rou'& four sta'es to

deelop a creatie strate'y/

essage &eneration/T&e product benefit messa'e s&ould be decided as part of deelopin' t&e product

concept. )s Dairy 0ueen is mil- product? it 7ill 'ie t&e nutritional? rational? sensory

messa'e to its customers? 7&ic& 7ill appeal t&em to buy it.

*..*/ &0"1"A02, *..*/ /A3A- (0"MA4 /0, 1/"3"A4 %0

B/A-&..-, M5(A%"B 600MA4 *..*/ B0/4-00( *A"-2 6500(!

essage '6ecutionT&e messa'e impact depends not only upon 7&at is said but also on &o7 it is said.. or e


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27055238 haleeb dairy queen milk

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