1. Noon Pakistan Limited is a dairy company that produces and sells various dairy products under the Nurpur brand. It operates a spray dryer plant located in Bhalwal, Punjab. 2. The document discusses Nurpur Lite, a skimmed milk product being offered by Noon Pakistan. It analyzes the milk market segmentation and identifies key segments like income levels and geography. 3. Noon Pakistan plans to target educated families with children, offering various package sizes. It aims to increase its low market share in Lahore through promotional campaigns, sampling in schools, and focusing on the middle-income segment.

1. ZAHID ABBAS|ROLL NO.046|MBA
MARKETING THEORY AND PRACTICE (MGT-410)
ASSIGNMENT NO.2
1
COMSATSINSTITUTEOFINFORMATIONTECHNOLOGY(VC),ISLAMABAD
MGT-410-MARKETINGTHEORYANDPRACTICE
NOON PAKISTAN LTD / NURPUR FOOD LIMITED
COMPANY INTRODUCTION:
Noon Pakistan Limited was incorporated in Pakistan on 26 September,
1966 as a Public Limited Company and its shares are quoted on Lahore
Stock Exchange and Karachi Stock Exchange.
Noon Pakistan Limited operating a Spray Dryer for processing of milk
powder. The Company is principally engaged in processing and sale of
various dairy products and juices with the brand name of NURPUR.
The Company is a member of Noon Group of Companies and is being
overseen and managed by highly qualified, experienced, technical &
business professional Directors and Senior Executives.
The Head Office of the Company is situated at 45 F, 1st Floor
Mustafa Center, Main Market, Gulberg, Lahore and the Plant is
located at Bhalwal, District Sargodha.
PRODUCT BEING OFFERED:
NURPUR LITE

2. ZAHID ABBAS|ROLL NO.046|MBA
MARKETING THEORY AND PRACTICE (MGT-410)
ASSIGNMENT NO.2
2
COMSATSINSTITUTEOFINFORMATIONTECHNOLOGY(VC),ISLAMABAD
MGT-410-MARKETINGTHEORYANDPRACTICE
MARKET SEGMENTATION
Many multinational and local firms offer different products of milk we are
specialist in skimmed / UHT Milk. Major share in the milk market goes to
Nestle Pakistan, which have more than 80% shares of the total Pakistani
market, along with Engro Foods (OLPERS), and Haleeb Milk, and some others
recently emerged in Tatrapak milk companies.
Infect different people of Pakistani society want different benefits from
the products they buy. Take packed milk products people consider milk as
healthy diet but they also want other things specially from their milk
products like;
1- Economy,
2- Freshness,
3- Hygienic,
4- Purity,
5- Easy availability
6- Thickness.
We all want some one of these benefits from product being purchase by the
buyer, but we may have different priorities for each benefit to some people
purity is most important, to others economy matters a lot: still others
want thickness. Thus there are groups-or segments of Tetrapak milk buyers,
and each segment seek a combination of benefits.
DIVISION OF SEGMENTATION
1- Geographic segmentation
2- Psychographics Segmentation
3- Behavioral segmentation,
4- Personal demographics Segmentation
It is critical thing to note that here in Lahore; sale of Nurpur Milk is
only 7% of the total sales. Its usage rate is high in Rawalpnidi and
Peshawar areas.
Behavioral segmentation we, divides buyers into groups based on their
knowledge attitude, usage or responses to a product. Buyers can be grouped
according to occasions when they get their idea to buy, actually make their
purchase or use the purchase item.
NURPUR LITE is multipurpose product; you can use it in making tea, sweet
dishes and drink it as very healthy diet. In Pakistan, mostly milk us used

3. ZAHID ABBAS|ROLL NO.046|MBA
MARKETING THEORY AND PRACTICE (MGT-410)
ASSIGNMENT NO.2
3
COMSATSINSTITUTEOFINFORMATIONTECHNOLOGY(VC),ISLAMABAD
MGT-410-MARKETINGTHEORYANDPRACTICE
in making tea and tea is more often consumed at breakfast and in evening
time an important base in behavioral segmentation is attitude towards Our
product.
Pakistani people have some time negative attitude towards Packed Milk. Such
as chemicals have been used in milk and packaging material and some people
have some doubts about its quality. We should, give it special
consideration. Our company is trying to change the people’s perception
about packed milk product through advertisement and other soruce of
marketing as well as out competitions is also doing the same. Increasing
product range and by mixing different flavor in the packed milk which are
specially being targeted to the people who prefer to drink milk.
In personal demographic segmentation the company gives importance to income
and household size. They have offered different sizes of product for
different consumers belonging to different income levels. We give special
importance to benefit segmentation. They promote the product being used by
them. We at, NURPUR using multiple segmentation specially benefit
segmentation to identify consumers seeking different benefits. We also use
income level as a powerful base of segmentation and they also use
geographic demographic segmentation.
TARGET MARKET
Here we evaluate the various segments of the market and decide how many and
which one to target.
SELECTING MARKET SEGMENTS / TARGET
We use personal / demographic segment of the market for the product
described above to serve. For different income level consumers and
different gender level groups especially we focus on children by targeting
their parents. Here our main focused in educated people with married life
having one two or more than two children we have offered this products. It
is specially formulated milk for dinking purposes with good flavor
specially attracts the School going children with balance ingredients. It
also offers various sizes of product for different classes.
Category A: 500 ml and 250 ml
For upper middle class and lower upper class
Category B: 250 ml
For middle class and lower middle class / small town area

4. ZAHID ABBAS|ROLL NO.046|MBA
MARKETING THEORY AND PRACTICE (MGT-410)
ASSIGNMENT NO.2
4
COMSATSINSTITUTEOFINFORMATIONTECHNOLOGY(VC),ISLAMABAD
MGT-410-MARKETINGTHEORYANDPRACTICE
We will gain our target through huge marketing campaigns and targeting
especially corporate sector employees of different company with might be
personal marketing or cable marketing because our main focused is Lahore
city in which we have very low share in all our products. Our low share in
the Lahore is just because
We will install Billboards, conduct road shows and labeling the different
positions. Targeting the children we will make effect to have visit
different school were free sample to the children will be given and tested
the products and announce different benefits for children to force their
parents to buy our products for their use.
We will use the concentrated marketing strategy to get the maximum share in
the market by this product.
PRODUCT POSITIONING
For all the health conscious consumers here the perfect source of calcium
and vitamins for stronger bones and muscles without ANY cholesterol or
fats. It keeps your blood pressure under control and your heart healthy. It
is the only fat free milk for a slimmer, trimmer physique. So have 2-3
glasses of Skimz everyday to get your life back in shape.
Nurpur Foods / Noon Pakistan Ltd believes in supreme quality products to
its customers and have upper class income group main target of the company
but now the because of high competition and profit maximization we are
going to target the middle class group along with lower middle class group
too. There should be one unique product in the market which has monopoly or
monopolistic competition for profit maximization of the company. Here we
continuously try to maintain our market share by offering different
products.
By the introduction of this new product we have planned to get maximum
share in this market where we are only 7%. We will try to enhance it to the
level of around 15-20% within a year after the introduction of product.