milk replacer final
TRANSCRIPT
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Group Members Muhammad Zubair SandhuMuhammad Ussama AminMuneeb Inayat
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Premix®
Caring from Young's
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Product IntroductionThe product is a substitute of milk
for the calves.Research History American Dairy Science Association
(ADSA)
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ADVANTAGESImproved bio security, calf
performance and economics. Greater results than whole milkCurrent situation
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Marketing
Marketing is a total system of business activities design to plan , price , promote and distribution want satisfying
products to target markets in order to achieve organizational
objectives.
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Market
Market comprises of CUSTOMERS.
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Premix MarketFarm housesLocal FarmersMilk men
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Evolution of marketingProduct
orientationSale orientationMarket orientation
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Premix’s Approach
Industry’s approach
Market orientation approach
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Premix’s MarketingCustomer
Orientation
Marketing Activities◦Quality◦Value Creation
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Premix’s Objectives
Our Vision:“Premix is driven to be a recognized leader in delivering product solutions for young animals”
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Premix’s Objectives
Our Mission is:“ Premix is a customer-driven company dedicated to providing superior young animal nutrition products and customized support through independent feed manufactured and distributors.”
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Premix’s Marketing program
Marketing Segmentation◦Small farms and Commercial dairy
farmsTarget Market
◦Small farmer and Individuals having domestic animals like buffalo and cows.
◦Forecast Demand Few competitors and high mortality rate
of calves.
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Marketing Mix◦The combination of product, where
and when it is distributed, how it is promoted and its price.
◦ “To serve the society in a beneficial way and not practicing any unethical deeds or activities”
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Ethics and MarketingWhat is ethical behavior?
◦ It includes the standards of behavior generally accepted by a society.
Ethical Orientation:Commitment that Organization will
follow certain and prevailing code of conducts of society and Culture.
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Importance of marketing
In this era marketing plays a vital role in all aspects of life. It is equally important Globally, domestically, at organizational and personal level.
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GloballyAfter 1980’s the development of new products and marketing expertise took the span of marketing spread through boundaries nation wide.
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DomesticallyEffective marketing practices have
been largely responsible for the high standard of living in Pakistan.
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Creating UtilityWant satisfying power of a product is called
utility.Form Utility:
◦The physical or chemical changes that make a product more valuable.
◦Premix milk replacer is available in plastic bottles.
Place utility:◦ When a product is readily accessible to
potential customers.◦ Premix milk replacer is available at almost
every grocery shop in the area.
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Time UtilityHaving a product available whenever you wanted.As compare to other milk replacer providers it is available in their own areas.
Information UtilityUtility is created by informing prospective
buyers that a product exists.Through broachers, pamphlets and
agricultural magazines which are published in native language.
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Possession Utility: It is created when a customer buys
the product. Through high positioning of
product in target customer’s mind.
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OrganizationallyThe success of any business comes
from satisfying the wants of its customers which is the social and economic basic for the existence of all organizations.
Although many activities are essential to a company’s growth, marketing is the only one that produces revenue directly.
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Personally
Studying marketing will make you a better informed consumer.
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ENVIROMENTAL ANALYSISDemographicsEconomic ConditionCompetitionSocial and cultural forcesPolitical and legal forcesTechnology
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ENVIROMENTAL ANALYSIS
Demographics As this product is for animals
therefore there gender, races and cultures does not matter.
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ENVIROMENTAL ANALYSISEconomic Condition GDP is targeted to grow by 10% in
2011-2012, with a growth in manufacturing 12%, robust performance in services 15%, agriculture 8%-9%.
Overall fiscal deficit averaged has increased to 17 Billion Dollar in 2010.
Rate of Inflation is about 19%.Pakistani market for Milk replacer is
highly unsaturated.
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ENVIROMENTAL ANALYSISSocial Environment
◦Awareness is increasing regarding animal’ s health
◦People demand products for their animal’s heath
◦Imported renowned milk replacer products are very costly for the average farmer.
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ENVIROMENTAL ANALYSIS Competition:
There are few competitors in the market which are not enough for needs of the time.
Competitors include ,“Big Bird”, “Maxim” and Dairy Hub.
Door to Door marketing strategy.
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ENVIROMENTAL ANALYSISTechnological EnvironmentTechnology is growing and
changing rapidly now a days.Local milk replacer companies
are continuously working on improved technology as to increase productivity and reduce cost.
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Process of Market segmentation Identify the current potential
wants Saving more than 15 Million calf
die every year due to lack of milk.
The high cost factor lack of availability of substitute.
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Process of Market segmentation Identify potential of
segments:High response from the
farmersScarcity of the milk replacer
in huge area.
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Market SegmentationConsumer Market
◦Geographic◦Demographic◦ Psychographic
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Consumer Market SegmentationGEOGRAPHICWorld Region South East Asia
Country Pakistan
Cities All over Punjab
Density Rural
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Consumer market segmentationDEMOGRAPHICS
Age newly born-90 days
Gender Male, Female
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TARGET MARKET All farmers and individuals
dealing in life stock. 35 % of population Rural AreasPunjab and Sindh province
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Marketing Strategy Pilot Testing Targeting Cattle markets Publishing information in local
languages. Span of marketing
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Product Mix & Product Line
We are providing only a single product.
We are planning to expand our product line to other dairy products.
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Positioning the ProductEvery calf has a right to become
a profit calf. We are providing you the right
product at your door step. Here is the finest quality that
you seek.
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BRAND NAME
PREMIX ®
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Brand Mark/ Trade Mark
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Protecting a Brand
“Premix” is a registered brand.
Product Counterfeiting.◦ Premix has a marketing plan that
consists of having an eye on fake products.
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Product Certification
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Trade Mark Licensing
The trade mark with “Premix” logo is registered under IPO (Intellectual Property Organization) Pakistan.
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Packaging and Labeling
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Price strategyObjective
◦Profit concerned◦Consumer satisfaction as comparing
to price◦Quality preservation ◦Consumer demand
The product life cycle◦ Introduction stage
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PRICE STRATEGY
premix
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PRICE COMPARISON
Big Bird Rs. 75 per kgMaxim Rs. 80 per kgDairy Hub Rs. 85 per kg
Premix Rs. 65 per kg
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Cost of feeding
Milk Milk replacer
Drinks 3 litters 50*3=150
Drinks 3 litters 13*3=39
In a month 150*30=4500
In a month 39*30=1170
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Distribution channelPRODUCTION UNIT
DISTRIBUTOR
RETAILOR
END CONSUMER
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DISTRIBUTION
Indirect distribution◦Retailers
Distributor's capability◦Must have 15 to 20 vehicles
(Depending on area)◦Must deposit Rs 1,000,000 as
security
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PROMOTION STRATEGY
Objective◦Initiate strong awareness,
throughout, especially target consumer
◦Win market share over top milk replacers, stock feed.
Message premix is the healthy feed for
the new born calves.
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ADVERTISING
RadioFM 100FM 101FM 103FM 106.20
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ADVERTISINGAgriculture journal
◦ Monthly “ZARAAET”◦Journal of Animal & Plant Sciences (JAPS)
University of Veterinary and Animal sciences, Lahore.
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ADVERTISING Internet
◦Banners of selected web sites◦Official promotional web
www.premix.com
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ADVERTISINGOutdoors
◦Billboards◦Banners◦Broachers
Personal selling
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ADVERTISEMENT
Public Relation Activities Kisan mela held every year
organized under premix.Competition between calves
under premix.
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SALES PROMOTION
Low price distribution at different public spots
agriculture universityVeterinary university
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SALES PROMOTION
Buy 30 kg premix get free artificial mother.
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SALES PROMOTIONBuy 15 kg and get free feeding
bucket. Free information literature. Free consultancy from Co’s
contacts.
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FUTURE PLANSTarget other areas In Khyber pakhton KwanIn Baluchistan Premix social club
◦ Public forums on social issues◦Social activities
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Head Office◦Friends Co. (Pvt) Ltd. ◦10 km Thokar Niaz Baig,
Raiwind Road, Lahore.
Company’s Information
Phone no: 042-35813427042-35487554
email: [email protected]: www.premix.com