This document outlines a business plan for a milk company called Fresh Milk. The company aims to provide affordable and nutritious milk directly from farms to consumers. It will target urban areas of Pakistan. The main product is Fresh Milk sold in tetra packs with a 3-month shelf life. The company faces competition from Nestle and Olpers but aims to differentiate based on quality and nutrition. The plan discusses marketing segmentation, positioning, distribution, pricing, and promotional strategies. Societal marketing and branding are also covered.

1. Group Members
M Haris bb133082
Mujtaba bb133019
Afsar bb133049

2. Product
Milk

3. Introduction
Company Name: Fresh Milk
Product type: FMCG
Slogan: Stay Healthy Stay Happy

4. MISSION STATEMENT
“Our aim is to provide affordable and high
nutritional milk provide same taste from
FARM to FRIDGE”

5. VISION STATEMENT
“Be the choice of every home and
become the market leader by building
strong customer relationship”
“Meet the nutritional needs of all ages
from infancy to old age”

6. VALUE
• 100% pure
• Use tetra pack
• Fulfill calcium requirement
• Available up to five liter
pack

7. SATISFACTION
•Feel energetic
•No artificial taste
•Smell is good

8. Culture
• In Pakistan generally people take milk in
morning and at night before sleep.
• Most of them complain that their milk is
mixed with water or artificial powder.
• We guarantee them to provide pure milk.

9. Culture
• Mostly the people take tea from two to three times
in a day specially in evening……
• We offer them to experience our milk for making
tea and feel the difference in taste.

10. Changing Trends
• People specially young generation is
adopting western life style.
• Media have started health
campaigns.

11. Marketing Segmentation
• segments the market keeping some basic
things in mind like milk to be pure, carefully
processed, and good for health and bones.

12. Marketing Segmenting
Demographic
• Our products are not bounded to any
particular age, gender or lifecycle stage. The
brand is meant for all the users in higher
upper or middle class families.

13. Demographic segmentation & its
variable

14. Marketing Segmentation
Psychographic
• On the basis of psychographic factors such as
personality traits, lifestyles and values and
who are goal-oriented and focused on their
careers, our product show the beliefs of
healthy life with processed milk.

15. Marketing Segmentation
Behavioral
• Our products have been segmented on the
basis of benefits that consumers seek in the
milk like drinking to tea & they can whiteners
as well to feed for their child's.

16. Behavioral segmentation & its
variable

17. Positioning
• Positioning involves designing the product and
image that will occupy a distinctive place in
the minds of the customers & target market as
well
• Packaging & product features e.g. low fat ,
whiteners ,etc. of our brand

18. Positioning
• Positioned for all purpose milk that is meant
for everyone those who live life to the fullest,
hence & healthy.

19. Differentiation
• Addition of IRON and Vitamin A and C which
remains you fresh & healthy

20. Differentiation
• Use tetra cap for easy to take out the milk
without putting down.

21. Targeting
• Urban areas of the country.
• Upper and Middle Income Class

23. Competitors
We face two strong competitors in Pakistan
• Nestle Milk Pack
• OLPERS

24. NESTLE
Strong brand
image.
Strong supply
chain networks.
Focus on research
and development.
Spend less on
advertising.
High price.
Strength Weakness

25. OLPERS
Low quality milk.
Milk collection and
distribution costs.
Engro’s back.
Positive relationship
with farmers.
Positive response
from customers.
Weakness Strengths

27. STRENGTHS
• Positive relations with dairy farmers.
• Strong customer or product research.

28. STRENGTHS
• Positive response from customers.

29. Opportunities
• Increased consumption of processed
milk.
• Innovations in product development,
packaging and presentation.

30. Opportunities
• Opportunities for investors to invest
in our product.

31. Weakness
• New in market
• Financial constraints
• Spend less on advertising

32. Threats
• Unpacked milk is cheaper than packed
milk

33. Threats
• Competition
• Difficult to meet future consumer
demand.
• Load shedding.

35. PRODUCT
• Our main product is Fresh Milk
• Our second product is Creamy
Cream

36. PRODUCT
Fresh Milk
• UHT (Ultra heat treated)milk with 3.5 % fat
and8.9%solidnon-fats.
• Available in easy-to-open, 6-layered Tetra Pak
Brick Aseptic white packaging.
• 3months shelf life

37. Advantages of Tetra pack

38. Placement
• Fresh milk is not sold directly to consumers. It
uses indirect channels for distribution.

40. Distribution
• Fresh milk is trying to compete the local bands
by giving a special offers to local distributers.

41. Price
• Fresh milk is pursuing the competitive pricing
strategy for its products.
• In competitive pricing the price of the product
is determined considering the price of major
competitors like Nestle, Olpers etc.

42. Price
• We have designed our product in six sizes

43. Promotion and Advertisement
• Aggressive marketing campaign
• TVCs, print ads
• Radio commercials

44. Promotion and Advertisement
• Billboards and plenty of BTL (below the
line)activities including direct consumer and
shop branding activities

46. Economical Factors
• Inflation Rate
• Competition is increasing with the entrance of
new domestic players
• Major textiles groups are also diversifying into
dairy and livestock business

47. Political Factors
• Unstable political conditions in Pakistan that
changes tax rates frequently
• Strikes and road blocking creates problem for
delivery on time

48. Socio-Cultural Factors
• People mostly prefer fresh and open milk
• They rely less on processing milk because they
think that milk companies add chemicals in
milk during process

49. Technological Factors
• Technological variables have positive effect on
dairy business.
• We uses latest technology and high quality
machinery in the production of milk

50. Technological Factors
• Milk yields per animal have been increased
through scientific feeding& breeding

51. Societal Marketing
• We definitely believe in societal marketing as
everyone has a responsibility to build the
society in which he/she is living.
• So we decided to pay 2Rs. per pack for the
welfare of our society

52. Branding our company
• Brand is the personality that identifies a
product, service or company
• How will do branding?

53. Branding our company
• Focusing on relationship and reputation
• Relationship are built on trust and reputation
is built on delivering on your promise.

54. BOSTAN MATRIX
As our product is new in the market.
So, our company is question mark.
We are starving for cash cows.