UNILEVER FOODS

Growing Up Milk
Powder
Market Research
9/8/2014

CONTENTS
Overview................................................................................................................................. 3
Project Objectives................................................................................................................... 4
Research Methodology............................................................................................................ 5
Secondary Research............................................................................................................. 5
Primary Research................................................................................................................. 6
Geographic scope and location............................................................................................... 6
Deliverables............................................................................................................................ 6
Project Organization................................................................................................................ 7
Customer............................................................................................................................. 7
Stakeholders........................................................................................................................ 7
Roles.................................................................................................................................... 7
Responsibilities....................................................................................................................... 8
Sponsor................................................................................................................................ 8
Review Group....................................................................................................................... 8
Manager............................................................................................................................... 8
Team Member...................................................................................................................... 8
Structure.............................................................................................................................. 8
Project Plan............................................................................................................................. 9
Approach.............................................................................................................................. 9
Overall Plan........................................................................................................................ 10
Financial Plans....................................................................................................................... 11
Quality Plan........................................................................................................................... 12
Project Considerations........................................................................................................ 12
Risks............................................................................................................................... 12
Issues.............................................................................................................................. 13

Assumptions................................................................................................................... 13
Constraints...................................................................................................................... 13

OVERVIEW

Unilever Foods is among the biggest and fastest growing conglomerates in

Pakistan with a vision to cater to local needs with products conforming to
global standards. Unilever Foods' made its foray into the consumer foods
business in 2006.
In 2013, Unilever Foods decided to enter the growing up milk powder (GUMP)
segment. A milk powder processing plant has been set up in District Sahiwal,
Punjab Province. Before the full scale launch in Karachi, Lahore and
Islamabad, Unilever Foods require further understanding of its target market.
Though Breastfeeding remains popular among the population, but growing
awareness and nutritional benefits of packaged baby food is effecting
positively, the results for 2013 are graphically represented below by the
increase in market size. Below mentioned Figures 1 and 2 shows the Market
Share with respect to competitor and Sales of baby food by category
respectively. Nestle Pakistan is currently the market leader holding 53% of
the Market share. In year 2013 this segment grew in value with an average
of 16.8% and 724.7 tons of milk was sold in the market, the details are
shown in figure 2.

Figure 1 Baby food Market Share with respect to competitor (Data from Euromonitor)

Figure 2 Sales of Baby food in Tones by category (Data taken from Euromonitor)

PROJECT OBJECTIVES

Project Objectives as shared by the client are the following;

1. Identify competitors, both local and imported brands on the basis of

their offerings; pricing, SKUs and nutritional details.
a. How and where to position the brand and where the opportunity
is?
2. Identify the primary and secondary target market for GUMP the
demographic segments and psychographic segmentation.

a. Conduct survey to understand consumption pattern, needs

hierarchy,

and

brand

preferences

connections through functional mapping.

and

drawing

logical

b. Conduct survey, to understand purchasing behaviors usage, and

attitudes in GUMP category.

c. Coverage issues related to milk powder segment including

supply and storage problems.

i. Study the retail layout of such brands and products.

Identify the shelf space required and visibility

3. Conduct market assessment to understand market size, promotional

schemes, trade offers, consumer promotions and its impact on
customer decision making.

4. Draw a functional mapping to identify maximum revenue and profits

areas for Unilever Foods Limited.

5. Implications of food laws in Pakistan and how it can affect UNILEVER

FOODS product.

RESEARCH METHODOLOGY

SECONDARY RESEARCH

Unilever Foods best marketing practices.

Study of GUMP segment in Pakistan including product mix and

manufacturers.

PSQCA laws on infant milk powder.

Unilever Foods plant specifications.

Extract reports, articles, and researches on GUMP category of

similar markets like India.

Study of other available researches, reports & articles based on

the domestic market.

PRIMARY RESEARCH

Field visits to selected super market chains and wholesalers

across

Karachi for

market

assessment, supply

chain

and

coverage issues.

Interviews with the target audience for consumer insights.

Focus groups to be conducted with customers in Karachi in order

to understand their perception and routine purchase of GUMP.

GEOGRAPHIC SCOPE AND LOCATION

All focus groups, interviews and market visits will be conducted in Karachi.
Unilever Foods will provide the data for Lahore and Islamabad. Field visit to
Lahore plant is also proposed to the client.

DELIVERABLES

Based on the research methodology stated above, following are the

deliverables to the client;

Competitor and gap analysis in GUMP market segments

Understanding food laws and its implications

Develop alternate decision shown possible effect on the top line.

Development of marketing strategies;

Assessment of SKUs, and product mix
Consumer behavior

PROJECT ORGANIZATION
CUSTOMER

Customer

Representative

Unilever Foods

Imran Moonis

Unilever Foods

Hijab Ateeq

STAKEHOLDERS

Stakeholder

Interested in

Imran Moonis

Over All project deliverables and Deadlines

Hijab Ateeq

Compliance and approval at each steps

Nasir Afghan

Quality of work and meeting deliverables

Project Manager

Delivery of Work and quality

ROLES

Role

Organisation

Sponsor

Unilever Foods

Review
Group

Unilever Foods

ResourceName

Assignment Status

Assignment Date

Imran Moonis

Assigned

10th Feb 2014

Hijab Ateeq

Assigned

10th Feb 2014

Review
Group

IBA

Dr. Nasir Afghan

Assigned

10th Feb 2014

Manager

IBA

Dawood Mustafa

Assigned

10th Feb 2014

Team
member

IBA

TalhaEijaz

Assigned

10th Feb 2014

RESPONSIBILITIES

SPONSOR
REVIEW GROUP
MANAGER
TEAM MEMBER

STRUCTURE

PROJECT PLAN

APPROACH

Phase

Approach

Initiation

TORs

Planning

Literature Review

Execution

Market Survey, Focus Groups, Questionnaire, In-home emersion

Closure

Analysis and Recommendation

PRIMARY
RESEARCH

AUDIENCE

NUMBERS

PURPOSE

Market
Survey

Retail outlets
Medical &
General
Stores

Outlets across
different
areas
in
Karachi

Identify the Competitors brands, SKUs, Price

Points, Nutritional details, Promos (Retailers
& Consumer), Positioning etc

Interviews
(Personal)

Retail Store
Managers

40
Retail
stores
General
&
Medical Both
(SEC A & B
Stores)
IMTs & LMTs
inclusive

2
focus
groups
(8-12
members
in
each)

Focus
Group

Target Market

Understand retailers point of view on

selling trends, consumer preferences,
decision making influencers etc.
Identify the buyer and the on store
decision maker.
Determine influence of pediatrics on
buying decisions

Identify primary decision maker in

Household
Primary
purchase
decision
influencers(Price,
SKU,
Flavors,
Packaging,
Imported/local,
Pediatric
Prescriptions,
Availability,
Adv&
Promotions etc)
Preferred attributes (Flavors, Taste,
Thickness etc)
Consumption patterns (Usage # of times
a day, Preparation method, During which


Survey
(Questionna
ires)

Target Market
( SEC A & B)

500
questionnaire
s

time of the day, Reasons for all of these)

Ask what they want?

Infer the following:

Demographics
(Income,
Area
of
residence, education, age)
Age (Child) To determine which age
group is most lucrative to target
Top rated GUMP brands why?
Identify primary decision maker in
Household
Primary
purchase
decision
influencers(Price,
SKU,
Flavors,
Packaging,
Imported/local,
Pediatric
Prescriptions,
Availability,
Adv&
Promotions etc)
Preferred attributes (Flavors, Taste,
Thickness etc)
Understand purchasing behaviors
Consumption patterns (Usage # of times
a day, Preparation method, which time
of the day, stand alone consumption or
mixed, Reasons for all of these)
Ask
what
they
want?
Preferred
price
points,
packaging
(Tin/soft pouch), flavors, age group
bifurcation of GUMP, fortification etc)

OVERALL PLAN

Based on the research methodology as stated above, following is the initial

timeline proposed for the key activities.

Milestones

Date

Mar
1
H

Finalization of
TOR's

31-Mar14

Literature
Review
Secondary
Research

31-May14

Apr
2
H

1
H

May
2
H

1
H

June
2
H

1
H

July
2
H

1
H

Aug
2
H

1
H

Sep
2
H

1
H

Oct
2
H

1
H

Nov
2
H

1
H

2
H

IBA Semester
Exams

15-Jun14

Market
Survey
and
Interviews
Focus Groups

15-Jul14

Questionnaire
Preparation
and Survey

15-Sep14

Preliminary
report
submission to
UNILEVER
FOODS
Final
report
preparation
and
presentation
to IBA

30-Sep14

15-Aug14

30-Nov14

Key events happening during this timeline are;

IBA semester exams: 2nd June 2014 12th June 2014

Ramadan:

1st July 2014 30th July 2014

Eid-ul-Fitr:

31st July 2014 2nd August 2014

FINANCIAL PLANS

We expect full technical and moral assistance from both the management of
IBA-Karachi and Unilever Foods.
In order to proceed with the project, following are the financial resources,
needed to be incurred.

Activity
Transport
UNILEVER

Amount
to 7,000
FOODS

Justification
2 meeting per

month

September (14 in total)

until

head office
Market surveys

500 Rs. Per meeting

Across Karachi. Estimated 400 km

30,000

of running per person. (per km =

Focus Groups

15 Rs.)
Estimate based on logistics, food

20,000

and
Survey

other

miscellaneous

expenditures.
Approximate cost estimated for

5,000

Questionnaires

printing

Report Writing

questionnaire = 10 Rs.
Including, black & white / color

Field

3,000

and

distributing

print outs and binding costs.

to To be decided by UNILEVER FOODS.

trip

Sahiwal
TOTAL

65,000

QUALITY PLAN

PROJECT CONSIDERATIONS

RISKS
Summarize the most apparent risks associated with the project. Risks are defined as any event which
mayadversely affect the ability of the solution to produce the required deliverables. Risks may be
Strategic, Environmental, Financial, Operational, Technical, Industrial, Competitive or Customer related.
Complete the following table:

Description

Likelihood

Impact

Mitigating Actions

Inability to recruit
skilled resource

Low

Very High

Outsource project to a company with proven

industry experience and appropriately skilled
staff

Technology solution
is unable to deliver
required results

Medium

High

Complete a pilot project to prove the full

technology solution

Additional capital
expenditure may be
required in addition
to that approved

Medium

Medium

Maintain strict capital expenditure processes

during the project

To complete this section thoroughly, it may be necessary to undertake a formal Risk Assessment (by
documenting a Risk Management Plan). To reduce the likelihood and impact of each risk's eventuating,
clear mitigating actions should be defined.

ISSUES
Summarize the highest priority issues associated with the project. Issues are defined asany event which
currently adversely affects the ability of the solution to produce the required deliverables. Complete the
following table:

Description

Priority

Resolution Actions

Required capital expenditure funds have

not been budgeted

High

Request funding approval as part of this

proposal

Required computer software is only at

beta phase and has not yet been
released live

Medium

Design solution based on current

software version and adapt changes to
solution once the final version of the
software has been released

Council approval must be sought to

implement the final solution

Low

Initiate the council approval process early

so that it does not delay the final roll-out
process.

ASSUMPTIONS
List the major assumptions identified with the project to date. Examples include:

There will be no legislative, business strategy or policy changes during this project
Prices of raw materials will not increase during the course of the project
Additional human resources will be available from the business to support the project.

CONSTRAINTS

List the major constraints identified with the project to date. Examples include:

The financial budget allocated is fixed and does not allow for over-spending
There are limited technical resource available for the project
The technical solution must be implemented after-hours to minimize the operational impact
on the business.