RE-launching of Dairy Queen Milk with Sensory Marketing..

1. SubmittedTo:
SirAhmad Ashraf
Submitted By:
BB14037 [morning]
Subject:
Marketing Management
Task:
Re-Launch ofDairy Queen with Sensory
Marketing
Date:

2. June17,2016
Haleeb Foods Limited Company:
Introduction:
1984:
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs.
46 Million under the name of Chaudhary Dairies Limited which was
renamed as CDL Foods Limited and now it is known to be as Haleeb Foods
Limited.
1985:
The commercial production process started with UHT liquid milk.
1989:
Established an equity partnership with fries land Frico Domo of Netherlands.
1990-2000:
Commissioned Milk Powder plant @ BHP Plant. A New Brand “Haleeb
Asli Desi Ghee” was launched. Then on, entered in franchise agreement
with Cadillac, France and launched liquid milk products. E.g. UHT cream
and Skims Milk Powder. Tropic Juice Drink Range was also introduced.

3. 2001:
Introduced ‘Dairy Queen’ – standardized and homogenized pure UHT Milk
with 3.5% fat and 8.9 solid non fats available in a modern 6-layered Tetra
Pak Packaging at an affordable price.
2003-2015: By launching of further products e.g. Fun Milk, Just Fruit and
Tea Max. Haleeb food limited became as biggest food brand in Pakistan.
Dairy Queen Milk:[2001]
Old Marketing mix:
Product:
Dairy QueenMilk
Place:
Geographically, it targeted the whole country.
Demographically, it segmented on basis of income level [5000-20000] social class
[Middle and Lower]and age group.
Price:
Product Sizes Prices
Dairy Queen 1-1.5 L Rs.75-105 Rs.
Dairy Queen 250-500 ml 15-28 Rs.
Dairy Queen below About 8 Rs.
Promotion:

4.  About 8% people were awareof Dairy Queen Milk through ineffective
advertisement.
 66% werenot aware of the product.
 Out of remaining 17%, 9% heard about the productbut did not try Dairy
Queen Milk.
Problem:
It got failed to attract customers in its 1st
attempt.
Reasons:
 Advertisement and brand identity was not same.
 Inconvenient Packaging to use and keep in refrigerators.
 Poor labeling, color and design
 Poor quality impact
 Perceived same as Haleeb Milk for low income segment.
 Strong competitors as Nestle Milk Pack and Gowala Milk
 Advertising was not appealing to aware and attract customers.
Consequences:

5.  Negative impact of company’s new product on sales performance of its
existing related products.
 Wrong Bad Image Developed.
 Image of Haleeb Milk affected
 Loss in turnover
 Competitors market share increased
 Advertisement expenditure
Re-launch Dairy Queen with Sensory Marketing:
This is Dairy Queen Milk re-launching sample. I make following
changes in it to make it more appealing to customers:
Re-Launching Old Packing

6. Description:
 Cardamomtaste is introduced to make its taste different.
 Introducea cap in middle of pack at the top to make its packing more
convenient.
 A new packing style that will make its quality better than before.
 All other tags will be same as in previous packing but cardamomtag
will be introduced on front of the pack to makeit Dairy Queen
Milk[Elaichi special]
Sensory marketing focus on these points:
 Cracking sound that Dairy Queen top cap will produce.
 An appealing smell and taste that cardamomwill deliver to customer.

7. Further changing does in marketing mix will be introduced on market
analysis base. A draft about new marketing mix is also given at the last to
support sensory marketing.
Re-Launching of Haleeb Dairy Queen:
A draft of New Marketing Mix:
Product:
Dairy Queen [Elaichi special]
Place:
 Geographically, it will target the whole country.
 Demographically, it segments on basis of income level [minimum 15,000 ]
social class [Upper Middle, Middle].
Price:
Prices will be selected on different market factors e.g. demand.
Promotion:
Consumer Age Place Promotionstrategy
Kids 6-15 School,Parks Sponsorschool picnic
Apartments Free trial of milkinpark
Youngsters 16-25 College,Universities Sponsormatches
Sports,Gym Available atstalls
Middle Age 26-40 ShoppingMalls At Refreshingpoints
Restaurants Welcome drinkathotel

8. Traffic Signals Free sampling by
Brand Ambassadors
Thank you…