8/2/2019 Saad Candia

1/5

CANDIA MILK IN PAKISTAN CDL (chaudhry dairy limited)is very

reputable company in Pakistan whichwas established in Pakistan in 1984 as

private limited company. cdl has started his business with his first

product Haleeb Milk and continued itsproduct line.

Candia is a product of cdl which waslaunched in 1999.

Candia is basically a French brand andits is processed and packed underlicensed in cdl.

Candia is already is very popular brandin Europe and other 52 countries.

Now it is also available in Pakistans allmajor cities under cdl distributionchannels.

cdl invested around 200 million rupeesto launch Candia in Pakistan.

Out of which 10 to 15 million spend onits advertisement as early launched

during w.cup 1999.

8/2/2019 Saad Candia

2/5

Reason why Candia milk lose its market in Pakistan After conducting the whole research we have been able o point outthat 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 onlypaid in first three month. After that the sale of Candia milk has been fall and its force thecompany 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 notpure milk.

8/2/2019 Saad Candia

3/5

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 otherpackaged milk and they will go for fresh milk.

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

8/2/2019 Saad Candia

4/5

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 milkget 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 plainmilk.

8/2/2019 Saad Candia

5/5

Depth Another major reason of the failure of Candia that the company hasnot been able to increase the depth of the product since itslaunching such as flavors, colors, sizes and varieties. These innovations are necessary for create a good image in themind 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, thispractice 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 performedwell. One of them is target market of Candia milk, Candia milk target thehigh incomes people living in pushing areas which are dramaticallyreduced its sale.