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relaunch of Haleeb dairy Queen Milk

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by

urvah tareen

on 10 January 2016

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Transcript of relaunch of Haleeb dairy Queen Milk

SITUATION ANALYSIS
OF DAIRY QUEEN MILK
Relaunch of Dairy Queen
Milk
WHAT
WHY THE PRODUCT ?
COPETITORS ANALYSIS
NEW STRATEGIES
The font matters
The colour matters
PROBLEM!!
TVCs
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
We're Talking about...
S
TP ANALYSIS OF
DAIRY QUEEN MILK
RELAUNCH OF
PRODUC T
THANK YOU
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.





Vertical Scope
HFL provided hygienic products to all the cities and towns of Pakistan.
Dairy Queen Milk was introduced to increase the consumption of packed milk and to diversify the market
Another reason: market of Flagship brand Haleeb was stagnant




Geographically targeted the whole country
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
Psycho graphically, it is based on value segmentation scheme. (health & price conscious)

Providing hygienic milk at an affordable price
Targeted the consumers who prefer "Packed milk for drinking purposes".
"Fresh & hygienic drinking milk at a very reasonable price with new convenient packaging".
The POD : High Quality milk with low price.

Major competitors:





Haleeb Dairy Queen Milk got failed in first attempt
Problem!!
Reasons..
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

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
Survey Analysis
of
Haleeb Dairy Queen Milk
Introduction
RELAUNCH OF DAIRY QUEEN MILK
t
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
Reason: Milkmen used to mix substantial amount of water in the milk , which dilutes it , and affects the purity.
Targeting Market Single Segment Concentration
Strategy

Product Distribution: Intensive Distribution Strategy






CONCLUSION
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.
Group Members

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

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.
Full transcript