Relaunching Product Report On:

Class M.B.A (Friday 6-9 pm)

Marketing Management

Presented To:
Mr. M.A.K Chishty
Lecturer at IQRA University
Education Management

Presented by:
Sheraz Khan(Reg no# 11125)
Awais Hussain (Reg no# 16712)

Dayfresh Premium Milk

Naturally100% Pure Australian Cow Milk

ACKNOWLEDGEMENT
During a short period, we learned a lot about Marketing Management. Some of
which we knew, but had not realized how to go about it earlier. Studying this
course was a good experience and was very practical.
The vast knowledge and practice in professional life of our Lecturer,Sir. M.A.K.
Chishti played a distinctive role in our learning and the way we look at marketing.
The wisdom gained from him during his lectures was remarkable and we are
confident that whatever we have absorbed from his teachings will have a profound
impact on our knowledge and learning.
We would also like to thank out teacher for giving us the opportunity to do a write
a report on Fresh Milk. It was truly an enlightening experience for which we are
very grateful. Making this report has immensely helped us in understanding at
looking at Marketing in a different way. Thanks!

And finally thanks to those cups of Milk weve had during this report!!

TABLE OF CONTENTS
CONTENTS:

PAGE NO#

Executive Summary 5
Company Description ...................................................................................................................... 6
Reason Of Re-Launching ................................................................................................................ 7
Mission/Vision ................................................................................................................................ 8
Quality, Core andd Goals ................................................................................................................ 9
Core Competency and Sustainable Competitive Advantage ......................................................... 10
SWOT Analysis ............................................................................................................................. 12
Competitor Analysis ...................................................................................................................... 13
Company Analysis......................................................................................................................... 13
Market-Product Focus ................................................................................................................... 14
Dairyland Product ...................................................................................................................... 15
Dairyland Product Descriptions ................................................................................................. 17
Marketing Program ........................................................................................................................ 19
Implementation Plan ...................................................................................................................... 20
Conclusion ..................................................................................................................................... 22
References ..................................................................................................................................... 23
Annexure ....................................................................................................................................... 24
Annexure-A ............................................................................................................................... 25
Annexure-B-I ............................................................................................................................. 26
Annexure-B-II ............................................................................................................................ 27

EXECUTIVE SUMMARY

Dairyland (Pvt) limited now introduces first time in Pakistan the premium
Dayfresh milk which is 100% naturally pure Australian cow milk which is
homogenized and pasteurized to bring the essence of hygienic nourishment to
whole family. The vision of Dairyland (Pvt) limited is to play a vital port in the
development of a thriving dairy sector across Pakistan. We recognize there is a
vital Need for quality sources of nourishment and the need is even more critical
because of the prevailing conditions of dairy sector. We are meeting the because
of the prevailing conditions of dairy sector. We are meeting the challenge by
introducing quality pasteurized milk which is the scientific Processing practice in
almost all the advanced countries of the world using food grade HDPE bottles for
packaging which is extremely effective in Preserving the freshness and flavor of
the milk.

COMPANY DESCRIPTION
AKHTAR GROUP is one of Pakistans oldest business groups comprising of 4
operating companies dealing in various business segments: raw cotton, paper
cones, synthetic yarns, textile machinery, textile garments, leather garments, sugar
mill equipment, auto & steel industry marketing, and denim. We are already
manufacturing jeans and t-shirts for US brands most notably LEVIS since the last
8 years. The Group was founded by Mr. Akhtar Saeed Sheikh in 1968 and now is
being run by the 3 generation of the same family. With an annual turnover of more
than US$90 million, the Group is one of Pakistan's largest and most respected
business conglomerates and has businesses in many countries. Its companies
export products and services to countries round the globe.
Akhtar Group and its enterprises have been steadfast and distinctive in their
adherence to business ethics and their commitment to corporate social
responsibility. The headquarters are located in the most developed commercial
trade area of Karachi Pakistan. It lies in the busiest commercial and financial hub
of the city, i.e. I. I. Chundrigarh Road.
Akhtar Group has won a great reputation at home and in overseas markets by
special managing patterns that includes excellent quality, sincerity, pragmatic
character and innovation. Akhtar Group sincerely hopes to build and develop
business relationship with businessmen and customers in different fields. In year
2009, the group has diversified its business operations into dairy business under
the name of Dairyland (Pvt) Ltd.

Contact Us
Address:
409-Cotton Exchange Building, P.O. Box 4214. I.I. Chundrigarh Road Karachi 74000,
Pakistan. Tel: 09221 322416239. Fax: 009221 32416816
Email:
info@dairylandltd.com
sales@dairylandltd.com
order@dairylandltd.com

REASON OF RE-LAUNCHING

The reason of re-launching the Premium Dayfresh milk is advertisement, which we have a plan
to advertise on Radio, Television and also on Internet to increase the sales volume. Also its not
exposed on outlets.

Less Accessibility
High prices product in presence of strong competitors
Lack of advertisement
Brand Awareness
Targeting of selective areas
Poor positioning of the product.
The product is launched in the bottle of plastic, no matter of high quality but plastic in
any case release chemical.
High cost of product in the form of plastic bottle

OUR MISSION
Our mission is to bring the best quality milk within the reach of the common man at an
affordable price because we believe that the health of our nation and especially the younger
generation depends to a large extent on the accessibility of quality milk as part of the overall
nourishment factor.
Building branded dairy business to improve quality of life by offering tasty, affordable and
highly nutritional dairy products to our consumers and simultaneously maximizing one word
value.
We know we can accomplish our mission by establishing good economic concepts, organizing
well-conceived dairy farm infrastructure, using the latest machines and technologies and
establishing a comprehensive marketing network to effectively reduce production cost and pass
the savings on to the consumer.

OUR VISION
The vision of Dairyland pvt ltd is to play a part in the development of a thriving dairy sector
across Pakistan.
We recognize that there is a vital need for quality sources of nourishment and the need is even
more critical because of the prevailing economic conditions and the inflation factor which has
affected millions of households in the country. Dairyland realizes that the availability of quality
milk at affordable prices is a long-term situation requiring a long-term solution.
Dairyland is meeting the challenge by introducing quality pasteurized milk which is the
scientific processing practice in almost all the advanced countries of the world, by using pouches
for packaging which is extremely effective in preserving the freshness and flavor of the milk.

We Believe
We believe in adding value to the lives of our consumers and to hire, train and motivate the best
human resources. We shall always strive to achieve & retain competitive advantages through
consistent product development.
Quality being a hallmark of Dairyland Pvt ltd, and ethical business values as key motivating
factors to govern the organization.

QUALITY
We are quality oriented company with strict emphasis upon maintaining world class quality in
all our dairy products. To keep pace with the dynamic technology in milk processing industry,
we keep ourselves abreast in research, trying our best to introduce highly advanced equipment at
affordable prices. Strict quality checking is done at every level of the production process to
ensure the finest quality of the finished dairy products.

CORE VALUES
Underlying everything we do and everything we believe in is a set of core values.
These guide us to deal with every aspect of any issue we might encounter in our personal and
professional lives. These values help us grow inside and outside, personally and as an
organization.

Customer satisfaction
Our people
Safe and healthy environment
Smart governance
Work environment
Quality control
Ethical behavior
Research and development

GOALS
Our goalsare to be the recognized supplier of fresh pasteurized milk in the market.
Dairyland is governed by systematic, scientifically operated foundations. The milk is procured
from the finest dairies across Pakistan, and processed in our modern plants using the latest
international technologies. Stringent quality control at all stages ensures that every drop of milk
is completely homogenized and thoroughly pasteurized to guarantee total eradication of all
harmful germs while preserving the natural goodness and flavor of the milk. The pouch packing
makes certain that the hygienic properties and aroma are fully retained till the time of
consumption.
We endear the nature and significance of our customers needs, which allows allowing us to
focus our attention and resources on delivering the highest quality products to meet their
requirements. Our aim is to be the recognized supplier of fresh pasteurized milk in the market.

CORE COMPETENCY AND SUSTAINABLE

COMPETITIVE ADVANTAGE
Hygienic Controls:
Dailyland`s state-of-art farm have strict hygienic control throughout the process that ensures,
products remain fresh and wholesome from the farm to your table
Pasteurized Control:
Premium Day fresh Milk is pasteurized, making the product free from disease producing
microorganism yet retaining the freshness, nutrition, natural taste and aroma of the milk.
Homogenized:
Premium Dayfresh Milk is also homogenized which ensures the nutritional contents of the milk
are evenly distributed so that every drop of milk you drink gives you complete energy and
nutrition.

Free from Hormonal Injections:

Premium Dayfresh Milk contains no powder and no water .Our Cows are free from hormonal
injections and any antibiotics. Hormonal injections can cause uncontrolled cell division or
cancer in humans, while antibiotics used on animals can increase the antibiotic resistance of
bacterias in human body
Quality Guaranteed:
We guarantee our products are fresh, pure and are packaged in food grade bottles with sealed
plastics cap. Premium Dayfresh Milk is processed at ISO 22000 certified plant.
Delivery:
Premium Day Fresh Milk is delivered to our outlets and at retail stores in Day fresh refrigerated
vans and kept in refrigerator Dayfresh Milk is also delivered to your doorstep through our riders
for your convenience. You can call 111-DFRESH to order free delivery at your doorstep.
Traditional Aroma:
Experience the essence of real milk that would revitalize your spirit throughout the day.
Nourishment:

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Premium Dayfresh Milk has all the nutrients essential for you, since it is heated to a temperature
that only kills harmful bacteria and not the nutrients.
Health:
Premium Day Fresh Milk is rich in calcium and vitamins that help make bones, teeth and body
strong.
Get up & Go
Premium Dayfresh Milk has a good balance of all the nutrients that energize you.
Storage:
Premium Dayfresh Milk must be kept refrigerated between 2-4C at all times.

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SWOT ANALYSIS
All organization should understand their operating environment as it allows them to take
advantage of the opportunities and minimize threats.
The following analysis illustrates the environment of Pakistan in which Dayfresh Milk is
operating:
Strength:

Experienced and quality management

Strong Quality and Variety
Hygienic Controls
Quality Guaranteed
Delivery
Nourishment
Chemical free
Free from additives like water, powder and preservatives
High in energy and nutrition
Rich in Taste and aroma
Strong supply line
Highly innovative
Effective and attractive packaging
Help people getting more out of life
High quality and power and set up
Fewer Competitors

Weaknesses:

Less Accessibility
High prices product in presence of strong competitors
Lack of advertisement
Brand unfamiliarity
Targeting of selective areas
Poor positioning of the product.
The product is launched in the bottle of plastic, no matter of high quality but plastic in
any case release chemical.
High cost of product in the form of plastic bottle

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Threats:

Facing very strong existing, completive, stable milk market

High priced product comparative to already existing huge milk market
High Inflation rate in the country can negatively affect the brand
Strong competitors of daily milk and synthetic organic milk

Opportunities:

Rare product of its nature

Unique quality and high energy level milk
Product requires proper advertisement
Easily convertible strong brand seeing the current daily milk situations
Plastic bottle should be replaced by glass bottle to reduce bottle cost and for health point
of view

COMPETITOR ANALYSIS
Dayfresh is only the Australian Milk which Dairy Land Produces in Pakistan but Millac is also produces
fresh milk which expires within a week.

COMPANY ANALYSIS
The Dairyland Pvt. Limited has a well established infrastructure, which is the strong assest of
the company, well equipped technology and highly skilled workforce, excelled in manufacturing
dairy product with dedication. Dairyland Pvt. Limited is governed by a set of business ethics,
and leaves no stone unturned while achieving maximum customer satisfaction.
The daily milk is kept under strict quality conditions as the cow is being milked, the milk flows
through refrigerated pipes to sanitized milk tanks ,where it is immediately cooled down from her
body temperature that about 100 degree F to 38-45 F ,This preserves the freshness and
guarantees safety.
Dairyland PVT Limited plans to establish its own state of art dairy farm in Sindh with an initial
start of 500 cows. Right now company do have 2000 Australian cow. The cow will be under
special attention in terms of their diet, and living conditions. Expert feed nourishment will
design diet for Dairyland farm cows that is well-balanced.

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MARKET-PRODUCT FOCUS
Marketing and Product Objectives
Targeting a segment the company is making a selection and targeting a all group of consumers
or buyers for its product or services. Evaluation of different segment that companies make is
most critical before targeting any segment, every company have its own criteria of selecting a
segment such as size, potential for growth, profitability, economies of scale, or low risk in the
segment.
Dairyland Pvt. Limited has targeted the urban areas and has concerted on the upper middle and
upper class. The product is catered to a particular segment only and is confined to Sindh region
only as being the initiator of bringing fresh daily cow milk to its consumers.
The Dairyland Pt Limited has targeted people of all age group belonging to middle, upper
middle and upper class ,with the statement of opportunity that people who are health conscious
and want healthy ,active and refreshing life style for themselves and their families. The product
is launched with the proposition that it has taste, aroma, and refreshing qualities. The unique
selling point of the Dayfresh Milk is that unlike other dairy milk, the Dayfresh Premium milk is
free from additives like water, powder, and preservatives, high in energy and nutrition.

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Product and Service Descriptions

DAIRYLAND PRODUCTS

Through our distribution network and process we provide our customers with quality and
convenience with an assurance that all products will be 100% Pure and Fresh.

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Dayfresh Premium Milk

100% Naturally Pure Australian Cow Milk

Hormonal Injection Free
No Powder or Water Added
Available in 1litre HDPE bottle

Dayfresh Milk

Full cream milk

Fat content of 4.5%.
Pillow pouches of 1litre and litre

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Yogurt

Non sweetened cooking yogurt

Offered in 400gm cup

Describe the Companys products and services. Identify any products or services that will be invoiced to
a customer. Provide a look at the percentage of revenues represented by each product or service.

DAIRYLAND SERVICES
Dairyland Home Delivery System
Our effective home delivery system delivers fresh milk to your door step also, and that too free
of cost. Just call 111-D-FRESH (111-3-37374) or visit your nearest outlet to start the home
delivery at your house today.
Annexure-C is attached for further details

Membership card
We also offer a membership card to our customers at a nominal amount of Rs 50 only.
All card members are entitled to discounts on every litre of milk.
Annexure-C is attached for further details

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DAIRYLAND RECIPES
Now our customers can also get all sweet dishes recipes from our website.

http://www.dairylandltd.com/recipes.htm

DoodhPeyra - Milk peda

Classic Vanilla Milkshake

Peanut Butter and Jelly

Milkshake

Chocolate Peanut Butter

Milkshake

Whoppers Malt Milkshake

Chocolate Cherry Milkshake

Pumpkin Pie Milkshake

Purple Cow Milkshake

Classic Jello Milkshake

Strawberries Milkshake

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MARKETING PROGRAM
The product Premium Dayfresh Milk has a brand image in the mind of the consumers. Just pick up
the bottle for the best quality and finest, refreshing taste .Dayfresh premium milk offers best quality
and pure drinking milk to its consumers. We believe in dedicating ourselves for best quality of milk to
be produced for your consumption Dayfresh offers its customers value in terms of nutrients.
By Re-launching this product, we are going to contact a marketing company who will make an
effective advertisement which we will target to all the ages of group.

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IMPLEMENTATION PLAN
The Dairyland implementation plan shows how a company will turn plans into
results. Therefore, Dairyland plans to establish its own state of art dairy farms in
Sindh with an initial start of 500 cows. The company envisions reaching upto 5000
cows by the year 2015. The cows will be under special attention in terms of their
diets and living conditions. Expert feed nutritionist will design a diet for Dairyland
farm cows that is well-balanced. As the cow is being milked, her milk flows
through refrigerated pipes to a sanitized milk tanks where it will be immediately
cooled down from her body temperature about 100 degrees F to 38-45 degrees F.
This will preserve freshness and guarantees safety.
All Dairyland cows will be imported and their breeding will be carried out under a
strict quality control procedures. International and national experts will monitor
and ensure quality of farming at Dairyland farms.
To implement a marketing program successfully, hundreds of detailed decisions
are often required. These marketing tactics are detailed operational decisions
essential to the overall success of marketing strategies. Unlike marketing
strategies, marketing tactics involve actions that must be taken immediately.
Television advertising, implementation might involve contacting an ad agency
and arranging a meeting, we will advertise the product on the television and radio
with strong product ambassador and with an effective marketing
Targeting audiences:
With Dayfresh milk, Dairyland Ltd. aims to target all ages of generation of the
Pakistani population.
We will distribute Brochure at the point of sell for awareness of the brand. In order
to target our audience, we will also be distributing brochure at the point of sell for
awareness of brand and product. Attached are the Annexure B-I and B-IIto the email which shall form an integral part of this report.

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Facebook Page
For having brand awareness and advertise among the youngster Dayfresh
introduces Facebook page.
http://www.facebook.com/111DFRESH

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CONCLUSION
Analyzing the current dairy milk market situation, it is observed that Dairyland Pvt. Limited has
launched a very good demand driven 100 % pure Australia Cow milk, which is homogenized to bring the
essence of hygienic nourishment to the consumers. It truly fulfills the demand of the people who are
health conscious and somehow want to avoid preservatives and chemicals in the form of tetra packs
and powder and water mixed milk available in the market.
No doubt it meets up expectation of today`s consumer in the form of pure, natural drinking milk.
However, it has been two and half years the product is in the market, but has not been able to cater
brand awareness. There are two reasons behind it, the first is the lack of advertisement, secondly a high
priced product.
The product cloud easily penetrates in the market if it is properly advertised and price is reduced and
brought to the comparison of already existing milk giants. Since, the Dayfresh Milk is of high quality and
cost of the product is due to occur as it is packed in an attractive ,high quality food grade HDPE plastic
bottle but we have relaunced the product in the glass bottle to reduce the cost and to make for all
consumers as its a daily need product of every individual.

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REFERENCES
http://www.facebook.com/111DFRESH
http://www.dairylandltd.com
http://www.google.com
Visit to the outlets at Naheed supermart and Hyperstar for further information

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ANNEXURE

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