History Company mission Hierarchy Introduction of the product Economic Conditions Production Analysis Pricing Strategy and Objectives Reasons for failure Modes by which we can increase demand Promotion Relaunch of Candia Milk

1. 0000000000000000000000000000000

2. Presented to
Professor Tahir Ashfaq
Presented by
 Mutahir Zaman Khan (0032)

3. ORGANIZATION:
HALEEB FOODS LIMITED
Brand Name:
Haleeb Milk
Research Topic:
Failed Product
(Candia)

4. LEARNING POINTS
 History
 Company mission
 Hierarchy
 Introduction of the product
 Economic Conditions
 Production Analysis
 Pricing Strategy and Objectives
 Reasons for failure
 Modes by which we can increase demand
 Promotion
 Relaunch of Candia

5. HISTORY
 Haleeb Foods Private Limited started its business in 1st
July 1984 with the capital of 46 million under the name
of Chaudhry Dairies Ltd (CDL).
 The production process started in 1985 with UHT (Ultra
Heat Treatment) liquid milk such as an initial product
which become very popular in a very less time.

6. HISTORY
Haleeb Foods Private Limited launched following
products
 1997 Haleeb Asli Desi Ghee
 1998 Haleeb Cream, Candia Skimz Milk
Powder
 1999 Candia Milk, Candia Skimz Liquid Milk
 2000 Tropico Juice Drink, Haleeb Dairy
Queen

7. HISTORY
 2001 Tropico Juice Drink, Haleeb Dairy Queen
 2002 Haleeb N'rish Fortified Instant Full Cream
Milk Powder
 2003 Candia Tea Max Dairy Whitener, Haleeb
Butter, Haleeb Plain Yogurt, Haleeb Lassi
Drink
 2004 Haleeb Good Day Pure Juice, Haleeb Fun
Day juice Drink, Candia Candy’ Up
Flavoured Milk

8. HISTORY
 2005 Haleeb Cream with Honey, Haleeb Tea
with Cardamom, Haleeb Labban,
 2006 Haleeb Reshmi Pack, Candia Classic,
Skims pouch
 2007 Haleeb Cheddar Cheese

9. COMPANY MISSION

10. COMPANY VISION

11. HIERARCHY

12. INTRODUCTION OF THE PRODUCT
 Haleeb
 Candia
 Candia Skimz Powder
 Candia Skimz Milk
 Asli desi ghee

13. INTRODUCTION OF THE PRODUCT
 Dairy Queen
 Juices
 Haleeb Plain Yogurt
 Tea Max

14. ECONOMIC CONDITIONS
 Business Cycle
 Inflation
 Competition
 Socio / Culture Changes
 Political / Legal Forces
 Technology

15. PRICING STRATEGY AND OBJECTIVES
 The pricing objective which CDL selected for
Candia was purely “profit oriented” and the
rationale was to achieve the target return. The
target return could be away specified percentage
return on the sales on Candia milk. The company
has cancelled all its profit and sales figures
because it is a private limited company and do
not disclose its annual report to general public.

16. PRICING STRATEGY AND OBJECTIVES
 Regarding pricing strategies, CDL chosen “Market
Penetration Policy” for Candia. Follow this strategy, the
price of Candia is kept, low in relation to the targets
range of expected prices. The aim of using this strategy
is to penetrate the mass market immediately and to
increase the total volume.

17. PRICING STRATEGY AND OBJECTIVES
BOTTLE SIZE 1 liter ( 1 bottle) 12 liter ( 12 bottles)
TRADE PRICE Rs. 28 Rs. 336
RETAIL Rs. 30 Rs. 360
BOTTLE SIZE 0.5 liter (1 bottle) 6 liter ( 12 bottles)
TRADE PRICE Rs. 14 Rs. 168
RETAIL Rs. 15 Rs. 180

18. MARKET STRUCTURE
Haleeb foods is fall within the perfect
competition market because their is
 Many buyers and sellers
 Buyers and sellers are price takers
 Product is homogeneous
 Perfect mobility of resources
 Product undifferentiated

19. REASONS FOR FAILURE
 The taste and color of milk is not pure white
 Candia has failed to target all the age
groups
 Candia has failed to persuade the health
conscious people, who mostly belong to
their target market of higher income groups
 the pricing strategy used for Candia

20. REASONS FOR FAILURE
 Regarding packaging of Candia, the plastic used is
thick as compare to the foreign plastic bottled milk
available in the market
 Packaging is the only factor contributing to bad
taste and color of milk
 Instead of plastic cap. Foil is used on the mouth of
the bottle as a seal wrapping
 the company has not been able to increase the
depth of the product such as, flavors, colors, sizes
and varieties

21. REASONS FOR FAILURE
 Candia did not conduct any free sampling at the
time it was introduce
 Not been able to target remote areas, small town
and northern areas of Pakistan

22. MODES BY WHICH WE CAN INCREASE DEMAND
 Quality
 Branding
 Product size
 Packing
 Price
 Product line enhancement
 Brand awareness

23. MODES BY WHICH WE CAN INCREASE DEMAND
 Promotion
Promotion
Advertising
Sales Promotion
Events
And
Experiences
Public Relations
And
Publicity
Direct
Marketing
Personal
Selling

24. Relaunch of Candia milk and its different products

25. Swot analysis of new Candia milk
Strength :
 Marketing
 Sales
 Easily accessible
 Commitment to new technology
 Reputation
 Delivery
 Internal Management information

26. Weakness :
 Health conscious society
 Atmosphere
 Non motivational employees

27. Opportunities :
 Increases in demand for multi flavor
 Value added services
 Creating in elastic demand through advertisement
 Growth in other cities
 Possibility of offering more diversified menu

28. Threats :
 Strength of competition
 Emerging new change
 Political instability

29. Target marketing :
 The target market for Candia milk is children, teenagers & adults as well,
who is a part of a distinct segment .
 The geographical location of the market will initially be Lahore, Islamabad &
Karachi. Which each have over 7,000,000 people.
 The demographic of the market is approximately 55% of youth.
 The psychographic qualities of the market are middle or upper class citizen
who hold quality in higher esteem than price.

30. Bench mark
Beyti Milk & its different products

31. NEW PRICING STRATEGY AND OBJECTIVES:
CANDIA & BEYTI MILK
Product name BOTTLE SIZE 1 liter ( 1 bottle) 12 liter ( 12 bottles)
CANDIA MILK TRADE PRICE Rs. 52 Rs. 624
RETAIL Rs. 42 Rs. 504
BOTTLE SIZE 1 liter (1 bottle) 12 liter ( 12 bottles)
BEYTI MILK TRADE PRICE Rs. 69 Rs. 829
RETAIL Rs. 58 Rs. 692

32. THANKS TO ALL OF YOU
Questions………
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