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RELAUNCHING OF CANDIA MILK

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by

Hina Majeed

on 3 May 2016

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Transcript of RELAUNCHING OF CANDIA MILK

RELAUNCHING OF CANDIA MILK

INTRODUCTION TO CANDIA
REBRANDING CANDIA MILK
RIGHT MARKETING MIX USING 7P'S
CONT'D
CONT'D
WHY DID IT FAIL??
BILLBOARD DESIGN
BACKGROUND
PEST ANALYSIS
COMPETITIVE ANALYSIS
PRODUCT
PROMOTION
FINAL REASONING TO FAILURE
TARGET MARKET
PRODUCT
Promotion
PLACE
PEOPLE
SWOT ANALYSIS OF REFRESH
STRATEGIES TO TRIGGER CONSUMER BEHAVIOR
ADVERTISING CAMPAIGN
COMPETITIVE ADVANTAGE
Based on Jim Harvey's speech structures
Candia is a product of CDL, now known as Haleeb Foods Pvt.Ltd
Launched on 12 April'1999
Is a French brand that is processed, packed and licenced in CDL
Popular brand in europe and other 52 countries
CDL invested around 200 million rupees to launch Candia in Pakistan

Political Legal Factor

Law and order situation is not stable
Economic Factor
Unemployment rate is rising
Social Factor
Lack of health and education facilities
Latest manufacturing technology is significantly absent
Technological Factor
SWOT ANALYSIS
Loose milk shops
Nestle - Milkpak
Engro - Olpers
Good Milk
Dairy Omung
Day Fresh
Nestle – Nesvita
Nurpur
COMPETITORS
• No proper labeling on the bottle
• Lack behind in color and taste
• Thickness
• Lack variety
• Positioned as drinking milk

PRICE
Priced higher than other quality milk brands
no discounts offered
Unattractive Advertisements
Customers not satisfied with plastic packaging
PLACE
Easily available in stores
Lack quality due to taste and color
Failed to target all age groups
Cost higher than different brands
Plastic packaging was not acceptable
Labelling was not done properly
Health conscious people were not targeted
NAME
"REFRESH"
TAGLINE
"Happiness that needs to be shared"
USP
"Taste and Quality of milk"
Age group 3years and above
SOCIAL CLASS
lower-Middle Class, Middle-Upper Class, Middle-Middle Class.
PSYCHOGRAPHIC ACTIVITIES
Health related and Education
INTEREST
Outdoors activities, Sports, Fashion, Family values


High quality and convenience product
(rich color, fresh taste and long expiry date)
Different sizes available
Packaging in Tetra packs
Different flavored milk in 250ml Tetra pack
More healthy ingredients( Vitamins, Calcium, Protein, Sodium, Fat, Energy, Carbohydrates etc
Proper labelling on packaging

PRICE
High-value strategyto be used
More profit margin for retailers
Seasonal offers
Recreation of Advertisements with a new product message
Promotional campaigns in Schools, Colleges and Universities
Personal selling with stall in different malls and locations within the main cities
Sales promotion through In-store activities
Social media awareness
Advertisements in cooking shows and morning shows
Target all main cities of Pakistan
Fast and easy access to product through home delivery
PROCESS
Deliver services that make customer feel helpful, happy and satisfied
Opening an outlet in different cities of Pakistan
Home delivery providing the parcel reach the customer on the required time
Displaying and controlling a customer complaint system
Recruit, hire and retain the proper people with the right skills and abilities to do a job
PHYSICAL EVIDENCE
Well organized outlet in different cities
Making it available at different retail shops
REPOSITIONING STRATEGY
Launching Time
A month before Ramadan
Repositioning Statement
"Happiness that needs to be shared"
Self-Concept
Self-Esteem
Personalities
Lifestyles
Attitudes
Highlight the diseases associated with certain deficiencies of nutrients due to avoiding milk such as osteoporosis.
Launching campaign in school including colorful posters and distributing free samples
Nutrition and Health value of the product
Better customer satisfaction and quality in an acceptable price
Use promotion
Attractive Advertisements
Wide distribution areas
Diversify product line
CONCLUSION
To sum up we must acknowledge that we have to face very difficult situations in the market because we have strong competitors with strong financial and goodwill background.
And so to survive in the market we will have to set our quality as the benchmark
TOWS ANALYSIS OF REFRESH
SWOT ANALYSIS OF REFRESH
Full transcript