MARKETING REPORT ON

FLAVOURED MILK

Submitted To: Sir Mehmood Raza

Submitted By: Zeeshan Mehdi Junaid Ahmed

Mudassir Khan Muslim Alvi Fahad Zafar

Ebaad Dawood

Faizan Ali Hamid Ahmed

Class: MBA II (Evening)

Letter of Transmittal

Dec 06, 2010

Sir Mehmood RazaInstructor of Introduction to Marketing

Dear Sir

As you assigned us in November 2010 to prepare a report on given topic related to marketing, which has been completed by us within prescribed period. Here is our report on Flavored Milk. During making this report we have completely followed your instruction and requirements. And in this report we have included the launching of the product, marketing mix and marketing strategy.

We are sure that you will be satisfied with our work. Please let us know if we have done any mistake in this report.

Yours Sincerely

Group MembersStudents of MBA IIKarachi University Business School

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 200o DVD Playero Cash Rs. 5000

MARKETING MIX (4 P’S)

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 Newso Express Newso Aaj TVo Cartoon Networko Indus TV

Cable Ads

Newspapers:o Dawno Expresso Jang

Magazineso Akhbaar-e-Jahano 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