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Candia Essay

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Marketing Plan |
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MARKETING MANAGEMENT |

Dated
1/13/2010
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In the name of lord who created, created man from clot. And thy lord is the most bounteous who taught man that he knew nothing.

TABLE OF CONTENTS
S. No. | Contents | Page No. |
1 | Executive Summary | 4 |
2 | Company Description | 5 |
3 | Strategic Focus and Plan | 7 |
| Mission | 7 |
| Vision | 7 |
| Goals | 8 |
| Non Financial Goals | 8 | | Financial Goals | 8 | | Core Competency And Sustainable Competitive Advantage | 9 | 4 | Situation Analysis SWOT Analysis Major Competitors Internal External Company Analysis Customer Analysis | 9 12 12 12 13 | 5 | Product Market Focus Marketing and Product Objectives Current market New market New product Target Market Customer value proposition Points of Differences | 14 14 14 14 14 15 15 | 6 | Marketing Program Product Strategy Price Strategy Distribution Strategy Promotion Strategy | 15 15 17 18 18 | 7 | Revised Marketing Plan | 20 |

8 | Conclusion | 37 |

* EXECUTIVE SUMMARY

We deem it with an honor and privilege to record sense of gratitude to the respected resource person Ma’m Nazish, who provided us an opportunity to have our project on CANDIA We feel it a liability to offer heartiest thanks to all our respondents especially Mr Sharjil Malik (Marketing Manager, Haleeb Foods) and Mr Asad Mirza (Sales Manager, Haleeb Foods), who helped us in completing this project and all of our teachers for their inputs and suggestions, which helped us a lot. In This Document We Have Tried To Cover Each And Every Aspect Of Our Subject.

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  | Haleeb Foods was established in 1986 and its first product was Haleeb milk. Since then, it has continued to provide quality products to its consumers with product and packaging innovations. Other products and their dates of launch are as follows: |   |   |

  | 1997 | Haleeb Asli Desi Ghee |
1998 | Haleeb Cream, Skimz Milk Powder |
1999 | Candia Milk, Skimz Liquid Milk |
2000 | Tropico Juice Drink, Haleeb Dairy Queen |
2001 | Haleeb N'rish Instant Full Cream Milk Powder |
2002 | Haleeb N'rish Fortified Instant Full Cream Milk Powder | 2003 | Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink | 2004 | Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink | 2005 | Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit, Red Grapes, Mango Pineapple) | 2006 | Haleeb Reshmi Pack, Skimz Pouch, Tropico Nectar |

2007 | Haleeb Cheddar Cheese |
2009 | New product development Research : Haleeb Xtra Energy Flavored Milk |
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  | Haleeb Foods is Pakistan’s number 1 and fastest growing packaged Food Company. As of fiscal 2006, its annual turnover is Rs.9 Billion. Recently, Haleeb Foods has built yet another plant in Rahim Yar Khan whose purpose is to provide Haleeb’s quality products to maximum number of consumers. |

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Candia is Europe's Number One selling milk. Haleeb Foods Limited and Candia of France have joined hands to bring to you highest quality milk. "To provide dynamic leadership to the entire dairy sector and to seek to create an environment which allows the sector successfully to compete and realise a sustainable future." GOALS

NON FINANCIAL GOALS
* Increase Customer
* Making Brand Perception as a “TOP OF MIND”
* Increase distribution
* Recruit New Distribution
* New Town Openings
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FINANCIAL GOALS
* 5000 LPD(Litres per day)
* 3rd No Brand in 1 Year
* No 1 Bottled Brand in Market

* CORE COMPETENCY
* Bottled Milk
* Caramelized Milk
* Shifting Customer View Of Handling from a Difficult to UseTetra Pak To A Convenient Versatile Toned Milk.

COMPETITIVE ADVANTAGE

The Company will strive to establish strengthened relationship with suppliers and distributors for the satisfaction of customers’ standard

* SITUATION ANALYSIS
* SWOT Analysis
Internal Factors | Strengths | Weaknesses |
Management | Experienced foreign expertise | Lack of communication between local and foreign management expertise Lack of control over milk yield | Offerings | Caremelized Milk,Plastic bottle | Parishibility to some extent | Marketing | Superior service offering | Struggle to build brand equity A limited marketing budget to develop brand awareness | Finance | Gross Profit due to bottling | Weak brand portfolio and Low expansion in growth markets | Manufacturing | Own Bottling Plant | Technical drawbacks in machinery plant affecting the production | Research & Development | | Low focus on the Need of scientific research for the dairy industry development |

External Factors | Opportunities | Threats |
Consumer/Social | Increase size of Target Market Changing the life style and milk preferences of consumers Increasing number of adult consumers | High Price( To Some Extent) Potential points of microbial and chemical contamination Use of drugs for animals | Competitive | Extension in Product Line of Candia | Brands like Milkpack etc | Technological | Cost Saving Technology used to cater large scale milk production. | Detension of Problem from Suppliers Poor veterinery and animal health services Low packaging technology | Economic | Can be launched in large Packaging in order to attract families | High price may lower sale in poor economic conditions | Legal/Regulatory | Methods sought to minimize the Cost of licenses and permits. | Merger with French Co. Entry barriers for Haleeb regarding the permits and licences |

MAJOR COMPETITORS
EXTERNAL COMPETITOR...

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Keywords

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