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relaunch of Haleeb dairy Queen Milk
Transcript of relaunch of Haleeb dairy Queen Milk
OF DAIRY QUEEN MILK
Relaunch of Dairy Queen
WHY THE PRODUCT ?
The font matters
The colour matters
Situation Analysis Dairy Queen Milk
Why this product?
Problem, Reasons , Consequences
Relaunch of Dairy Queen Milk
We're Talking about...
TP ANALYSIS OF
DAIRY QUEEN MILK
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.
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.
Haleeb Dairy Queen Milk got failed in first attempt
Advertisement and brand identity was not same
Poor labelling, color, design: impression of poor quality
Percieve same as Haleeb Milk for low income segment
Failed to aware its customers.
Advertising was not appealing
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
Haleeb Dairy Queen Milk
RELAUNCH OF DAIRY QUEEN MILK
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
Product Distribution: Intensive Distribution Strategy
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.
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.