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HFL provided hygienic products to all the cities and towns of Pakistan.

Another reason: market of Flagship brand Haleeb was stagnant

Psycho graphically, it is based on value segmentation scheme. (health & price conscious)

Providing hygienic milk at an affordable price

  • Cannibalization :

The negative impact of a company's new product on the sales performance of its existing related products.

  • Wrong brand image developed

  • Image of Haleeb Milk affected

  • Lose in its sales

THANK YOU

Problem!!

Haleeb Dairy Queen Milk got failed in first attempt

Introduction

Reasons..

Survey Analysis

We're Talking about...

Dairy Queen Milk was introduced to increase the consumption of packed milk and to diversify the market

Geographically targeted the whole country

The POD : High Quality milk with low price.

Major competitors:

Demographically segmented on the basis of income level, social class and age group

social class i/c middle class, lower middle class,

Income level :5000-15000 Rs

Targeted the consumers who prefer "Packed milk for drinking purposes".

of

PROBLEM!!

Reason: Milkmen used to mix substantial amount of water in the milk , which dilutes it , and affects the purity.

SITUATION ANALYSIS

OF DAIRY QUEEN MILK

Relaunch of Dairy Queen

Milk

CONCLUSION

COPETITORS ANALYSIS

Analysis shows that Habeeb Foods are the pioneer of UHT milk.

They shifted market towards tetra pack but their main failure was weakness in supply cahin & distribution channel for Dairy queen milk. Although they have strong distribution channels for haleeb milk. But they failed to deliver Dairy Queen milk.

They were unable to fill gap b/w demand & supply. Meanwhile Nestle milk pack fulfilled market demand. Further, Engro and other players captured the market share.

secondly, their communication was not as strong. Advertisement could not build any relation between Dairy Queen milk and end user.

Haleeb Dairy Queen Milk

WHAT

WHY THE PRODUCT ?

RELAUNCH OF

PRODUC T

STP ANALYSIS OF

DAIRY QUEEN MILK

NEW STRATEGIES

TVCs

Vertical Scope

t

  • Situation Analysis Dairy Queen Milk
  • Why this product?
  • STP
  • Competitor Analysis
  • Problem, Reasons , Consequences
  • Strategies
  • Relaunch of Dairy Queen Milk
  • Survey Analysis
  • New Strategies
  • Conclusion
  • Advertisement and brand identity was not same

  • Inconvenient packaging

  • Poor labelling, color, design: impression of poor quality

  • Percieve same as Haleeb Milk for low income segment

  • Failed to aware its customers.

  • Strong Competitors

  • Advertising was not appealing

HFL was started in July 1984, by the name Chaudhry Diaries Ltd.

The dominant market leader of UHT milk in Pakistan.

HFL introduced the latest technology for production of milk.

In 1986, Haleeb milk was introduced with the idea to safe fresh milk for a long period of time without refrigerators.

Introduced tetra pack as their packaging.

It introduced Dairy Queen Milk in 2000 to cater segment of drinking milk in country.

"Fresh & hygienic drinking milk at a very reasonable price with new convenient packaging".

Only 8 people were able to share their expereince about the product.

they exactly did not know what the product is actually about either drinking milk or tea whitener

they were not satisfied with the product packaging.

they believed it was inconveneint to use and to keep in refrigerators.

66% did not know about the product Dairy Queen Milk

out of remaining 17 people, 9 persons heard about the product , but they did not try DQM.

Source: Pakistan livestock marketing action plan 2003. From Analysis of the milk marketing chain, report prepared for FAO TCP/PAK/3004 technical cooperation programme project: per liter rates

The font matters

The colour matters

Targeting Market Single Segment Concentration

Strategy

Product Distribution: Intensive Distribution Strategy

RELAUNCH OF DAIRY QUEEN MILK

Group Members

  • Abdul Jabbar
  • Ali Noman
  • Humayun Sheikh
  • Maryam Farrukh
  • Umair Ahmed
  • Urvah Tareen
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