New Marketing Strategy OF Dairy Queen Milk The Product Of Haleeb Milk

1. TOOBA SHAFIQUE
ROLL # 30
TOPIC NEW STRATEGY OF DAIRY QUEEN
MILK
BBA PART 4TH
UNIVERSITY OF SINDH (ELSA KAZI CAMPUS EVENING PROGRAM)

2. Dairy Queen milk
An improving marketing strategy for
Dairy Queen milk….
Start with the great name of Allah who is most beneficial and merciful

3. Company profile :
CDL (Chaudhry Dairy Limited) is one of the
reputable and renowned companies in Pakistan.
CDL was established in 1984 as a private limited
company. The company came up with its first
product Haleeb Milk´ and continued to expand its
product line.

4. Product information:
Dairy Queen Milk is a product of CDL, which was launched
in 2000. The idea behind the introduction of Dairy queen Milk
was that, at that time fresh milk can’t be preserved/safe for a
long period of time without refrigerators. Even being preserved
in refrigerators, the milk will lose its freshness & even taste.
For that reason, packed milk with highest quality standards
preserved in Tetra pack have been introduced that can be safe
for a longer period of time even without refrigerators. The shelf
life of such milk is three weeks. Haleeb therefore positioned
itself as pure, hygienic packed milk that have longer life.

5. CONSUMER MARKET SEGMENTATION
OF Dairy Queen Milk
Geographic segmentation : Dairy Queen has segmented its potential
market in all the four provinces. As far as urban sector.
Demographic segmentation :
target consumer of Dairy Queen : a high income people with income regarding from
Rs 10,000 and above.
Age: there is no segmentation .
gender : both male and female for Dairy Queen target milk.
social class : only upper and upper middle class.
Behavioral segmentation :
As regards the benefit desired from the product , CDL has segmented the market on
the basis of quality and test .

6. Positioning of Dairy Queen Milk
The positioning of Dairy
Queen Milk was “positioning
is related to a product class
or attributes” the attributes
on which CDL has positioned
Dairy Queen “taste”.

7. Pricing strategy of Dairy Queen :
Tetra pack size 1 liter (1 Pack) 12 liters (12 packs)
Trade price Rs.75 Rs.900
Retails Rs.80 Rs.960
pack size 0.5 liter (1 pack) 6 litter (12 packs )
Trade price Rs.38 Rs.456
Retails Rs .40 Rs .480

8. Advertising :
The followings are include in
advertising.
•Television
•Newspapers
•Sign boards

9. Reasons Why Dairy Queen Milk Failed
In Pakistan
Haleeb Dairy Queen Milk got failed in the first attempt. The reasons of its failures are; it’s
inconvenient packaging initially which leads to customer dissatisfaction & complaints. Its packaging
is such that it gives the impression of poor quality; means the color, the labeling and design didn’t
give impression of good quality as did other competitive brands. It also faces cannibalization from
flagship brand Haleeb because HFL has failed to aware its customers properly about Brand Dairy
Queen Milk and to create its image as nutritionally drinking milk as against tea whitening features of
Dairy Queen Milk which is one of the valid reasons of its failures. People perceive that it is same as
Dairy Queen Milk and only difference is that it is for low income segment because its price is less so
it must be a low quality product. As a result of it, its image got worsened in the minds of customers
which also affects the image of Dairy Queen Milk, and it faces a sudden lose in its sales.

10. New marketing
strategy for Dairy
queen milk.
I choice firstly the name of the product
which attract to consumer market.

11. Purid’B Mleko

12. Product information:
Dairy Queen Milk is the
product of; CDL. which
was failed from different
causes. We decided to
offer same product with
different name, features,
characteristics, flavors,
process and packaging. v/s

13. Product offering in different form

14. Product
offering in
different flavor:
We are offering many flavor for the
purpose of improvement and
product can make space for it in the
market.

15. PROCESSING OF MAKING LIQUID MILK:
Milk Reception
Tanker/can unloading and milk
weight scale
Milk chiller and chilled milk
storage
Standardization
Ultra high temp.Milk Pasteurizer
Aseptic packing
UHT Milk Ghee
Butter
Cream
Addition of sugar
colour and flavorPasteurizer Milk
Flavored milk
Standardization

16. PROCESSING OF MAKING POWDER MILK:

17. Packaging:
layers
shaping
colorsdesigne
labeling

18. layers

19. Packaging and color
Honesty
Trust
reliability
Passion
Strength
energy
Nature
Health
Friendly
environment

20. Design:

21. Labeling:

22. Segmentation and targeting:
geographical
• Available in 4
province
demographical
• Age: kids (5-
12)teenager
(13-
19),youngsters
(20-
34),adults(34-
60
• Class: upper
and middle
class
Behavioral
• Best quality ,
taste, flavor
and colors.

23. Target market for purid’b melko:
We target purid’b melko in urban areas, upper and middle income class. and
different age group (kids, teenagers, youngster,adults).
Positioning of purie’b melko:
Purid’ b melko has adopt the functional positioning strategy like
“great taste make healthy wealthy life”
We hope that consumer understand this positioning.

24. Swot analysis :
SWOT
•Quality product
•Try to conduct fresh and clean
milk
•Strong supply chain networks
•Commitment to high quality
•Focus on research and
development
•Providing different flavor at
different age group
•Good in packaging.
•Does not give milk on credit
•Purid’b melko provide only milk
not juice, water, ice-cream .
•Innovation in product
development, packaging and
presentation.
•Increase employments for the
people
•Lack of education among the farmer
•Load shedding
•Competitors
•Perception and price differentials
s w
o T

25. PEST ANALYSIS:
POLITICAL FACTOR:
•Unstable political conditions strikes and road blocking creates problem for
delivery on time.
ECONOMIC FACTOR:
•Inflation rate also effect on product.
•in economic factor we face our competitors( olpers, pakola,nestle) which
influence on our product.
SOCIO-CULTURE FACTOR:
•People mostly prefer fresh and open milk and rely less on processing milk
because they think that milk companies add chemical in the milk during
processing.
TECHNOLOGICAL FACTORS:
•Some time technology has positive effect and some time have negative effects.
•Positive In scene that like new machinery in the production of milk.
•Negative in scene those workers have no knowledge about the new
technology.

26. Marketing mix
Product:
We provide you product in different form and different
flavor ,as mention in above (product information).
These form of products provide all features,
charatertictes which consumer want.

27. Price:
Liquid form milk ml trade price retail price
pure milk 250ml 22 Rs 24Rs
cholesterol free milk 250ml 23 Rs 25Rs
almond flavor 250ml - -
chocolate flavor 250ml - -
strawberry flavor 250ml - -
vanilla flavor 250ml - -
pista flavor 250ml - -
Price:

28. Powder form milk gm trade price retail
price
Banana flavor 400gm 260 Rs 270 Rs
Chocolate flavor 400gm - -
Vanilla flavor 400gm - -
Strawberry flavor 400gm - -

29. Place/distribution:
Company
Customer
Retailer
Distribution

30. Promotion

31. Differentiate between puri’b melko and
competitive products:
Reasons Liquid form
Competitors
Purid’B melko Olpers milk Nestle milkpack Pakola
Price 24 RS (250ml) 26 Rs(250ml) 25 RS (250ml) 26 Rs(250ml)
Advertisement Signboard,
Newspaper
Pamphlets
TV
Social media
Tv
Radio
Billboards
Shops
Printers add
Pamphlets
Radio
Newspaper
Magazines
Billboards
cables
Newspaper
Video
Competitive
advantage
2 forms of milk
Powder/liquid
1 form only liquid Liquid Liquid
Target market Urban
Lower/middle class
Urban Urban Urban
Position strategy Test make healthy
wealthy life
Jo dill khol k jeety
hen unhi k liye hai
olpers
Jaan bnao Milk make
irresistible