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Situational Analysis
3 Cs of The Product
1. Company:
Haleeb Food Ltd (Old name is Chaudhary Dairy Milk) Largest dairy processing unit in Pakistan and the fastest growing food company. Established in 1984. First product was Haleeb Milk in 1986. Four famous brands.
Haleeb Candia Tropico Skimz
Candia Milk was first introduced on 12th April, 1999. French brand and popular in Europe and 52 countries..
2. Competitors
3. Customer
This product is basically meant for families and especially those who are health conscious and are associated to their culture. This is meant for all members of the family as it is a source of nourishment, which is a requirement of every body.
MISSION STATEMENT
Build branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing stake holders value.
MARKETING STRATEGY
Candia has adopted pull strategy where the customer has to place order to distributors on the basis of which the distributor books the order to manufacturer and on the basis of that order manufacturer produce the milk and then it is supplied as per demand.
Positioning Statement
Jan banani hay tu peena parega
Weakness:
Third party milk supply system. Low sales margin. Selective investments. Weak distribution system. No credit sales.
Threats:
Competitors: Nestle, Angro products. Milkman providing non branded milk. Economic condition. Dependency on contractors for supply of milk.
Weakness:
Colour was not pure white. Targeted 6 to 12 years age group. Only fat contents were written. High price as compared to others.
Threats:
Low fat milk was available. Low price products available. Other companys milk were available.
QUESTIONS