MARKETING REPORT ON

FLAVOURED MILK

Submitted To: Mam salma atif

Submitted By: Majid Imtiaz

Class: MBA II
 TABLE OF CONTENT

Introduction
o Brand name.
o Slogan
o Purpose
o Key Features
o Benefits

Marketing Mix.
o Product..
o Price..
o Place..
o Promotion..

Marketing Strategy.
o Segmentation..
o Targeting..
o Differentiation..
o Positioning..

Competitors
o Market Leader..
o Market Follower

Competitor's Strategy
 INTRODUCTION

Karachi Foods Ltd is launching a FLAVOURED MILK in the market

named as "YUMMY FLAVOURED MILK"

Brand Name:
"YUMMY"

Slogan:
"SEHAT aur MAZA dobala"

Purpose:
The purpose of launching the flavored milk is to give a new
taste to the people who are using almost every milk product available in
the market. We want to provide a fresh and tasteful milk to the people so
that they become refresh and healthy.

Key Features:
Following are the key features of our product

Excellent in taste
Give freshness
Beneficial for bones
Provides vitamins and calcium

Benefits:
Following are the additional benefits which are offered to
the customers to give them value:

Purchase ten YUMMY FLAVOURED MILK packs and get one

free pack

If you purchase a small carton of milk then you will able to

participate in lucky draw and you can win following prizes
 o LG KG 200
o DVD Player
o Cash Rs. 5000

MARKETING MIX (4 PS)

1. Product:
Size:
On the basis of product sizes of competitors and information
obtained from survey, we have decided to introduce our product in the
market in following size:

250 ml

Color:
As far as the colors are concerned, most of the people have
showed their interest in bright colors without naming particular color, but
majority has agreed on the following colors to be the part of labeling
product:
Orange
Red
White

Packing:

Product units are packed in a 6-layered Tetra Pack Aseptic

Packaging.

2. Price:

Every marketing activity including pricing should be directed

towards a goal. Thus on should decide on its pricing objectives before
determining the price itself. We have decided to enter in the market by
focusing on sales oriented objectives and demand our strategy
accordingly.
In accordance to our strategy we have decided to offer the product to
customers at the price of

Rs.20

The price is very much compatible and the offer is substantial enough to
attract a large percentage of market in a very quick time.

3. Place:

We have decided to place the product in urban and rural

areas of Pakistan, but we are more focused in urban areas. We have also
decided to place the product in the canteens of all the famous schools of
Pakistan. We have acquired the services of large and organized
distribution network of Pakistan.

4. Promotion:

Effective promotion paws the way for the product's success.

There are many different ways through which we can promote our
product. We have planned a very wide promotion strategy that covers
almost every part of the society. We have also paid serious attention to the
span of intensive promotion in the initial stage. We have supported our
promotional strategy with the use of electronic media, print media,
internet and other sources and also with the help of some schemes such as
lucky draws. Our promotion strategy in details is as follows:

Television Channels:
o Geo News
o Express News
o Aaj TV
o Cartoon Network
o Indus TV

Cable Ads

Newspapers:
o Dawn
o Express
o Jang
 Magazines
o Akhbaar-e-Jahan
o Family

Pamphlets
Banners
Billboards
Internet

MARKETING STRATEGY

SEGMENTATION:
The market consists of many types of customers, products and needs.

We made the market segments on the following basis:

Age

1 to 14 years

14 to 25years

25 to 60 years

60 years and above

Gender

Male

Female

Occupation

Students

Employed

Retired
 Education

School Going

College/University Going

Social Class

Upper Class

Middle Class

Lower Class

TARGETING:
After market segmentation now we evaluate market
segment's attractiveness and selecting one or more segments
to enter.
We will target the following customers:

Kids

Young Boys and Girls

Belongs to middle Class

Students of College and Universities

Wants a new and refreshing taste

DIFFERENTIATION:
We will differentiate our product on the following basis:
Comparatively less price

New Taste

Effective Distribution
 Attractive Packaging

POSITIONING:
We have to position our product in the minds of the
customers and consequently in the market with the help of effective
and customer oriented market strategies.

COMPETITORS

The flavored milk market of Pakistan currently has a number of players

like Pakola flavored milk by Mehran Bottlers (Pvt) Ltd, Owsum by Engro
Food Limited and OOLALA by Shakarganj Food Products Limited .The
growing potential of the flavored milk market has attracted a number of
companies into this market with many small scale manufacturers
functioning along with others in the organized large scale sector.

Market Leader:
Pakola flavored milk by Mehran Bottlers (Pvt) Ltd and
Gul Bottlers (Pvt) Ltd is the most popular brand in the flavored milk
segment and is undoubtedly the market leader in this segment, it
presently holds the maximum of the market share.

Market Followers:
As of now there are two followers present in the flavored
milk segment. One is Owsum by Engro Food Limited (Olpers) and
OOLALA by Shakarganj Food Products Limited (Good Milk)
 COMPETITOR'S STRATEGY
Our competitors have a good market share because they are
adapting following strategies:
Less Price
Effective Promotion
Intensive Distribution
Quality Products
Customers Research
Attractive Packaging