dayfresh premium milk

8/10/2019 Dayfresh Premium Milk

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Relaunching Product Report On:

Class M .B.A (F ri day 6-9 pm)

Marketing M anagement

Presented To:

Mr. M.A.K ChishtyLecturer at IQRA University

Education Management

Presented by:

Sheraz Khan(Reg no# 11125)

Awais Hussain (Reg no# 16712)



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ay

f

resh

P

remium

M

ilk Naturally100% Pure Australian Cow M ilk



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ACKNOWLEDGEMENT

During a short period, we learned a lot about Marketing Management. Some ofwhich we knew, but had not realized how to go about it earlier. Studying thiscourse was a good experience and was very practical.

The vast knowledge and practice in professional life of our Lecturer,Sir. M.A.K.Chishti played a distinctive role in our learning and the way we look at marketing.The wisdom gained from him during his lectures was remarkable and we areconfident that whatever we have absorbed from his teachings will have a profoundimpact on our knowledge and learning.

We would also like to thank out teacher for giving us the opportunity to do a writea report on Fresh Milk. It was truly an enlightening experience for which we are

very grateful. Making this report has immensely helped us in understanding atlooking at Marketing in a different way. Thanks!

And final ly … thanks to those cups of Milk we’ve had during this report!!



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TABLE OF CONTENTS

CONTENTS: PAGE NO#

Executive Summary ………………………………………………………………………………5

Company Description ...................................................................................................................... 6

Reason Of Re-Launching ................................................................................................................ 7

Mission/Vision ................................................................................................................................ 8

Quality, Core andd Goals ................................................................................................................ 9

Core Competency and Sustainable Competitive Advantage ......................................................... 10

SWOT Analysis ............................................................................................................................. 12

Competitor Analysis ...................................................................................................................... 13

Company Analysis ......................................................................................................................... 13

Market-Product Focus ................................................................................................................... 14

Dairyland Product ...................................................................................................................... 15

Dairyland Product Descriptions ................................................................................................. 17

Marketing Program ........................................................................................................................ 19

Implementation Plan ...................................................................................................................... 20

Conclusion ..................................................................................................................................... 22

References ..................................................................................................................................... 23

Annexure ....................................................................................................................................... 24

Annexure-A ............................................................................................................................... 25

Annexure-B-I ............................................................................................................................. 26

Annexure-B-II ............................................................................................................................ 27



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EXECUTIVE SUMMARY

Dairyland (Pvt) limited now introduces first time in Pakistan the premiumDayfresh milk which is 100% naturally pure Australian cow milk which ishomogenized and pasteurized to bring the essence of hygienic nourishment towhole family. The vision of Dairyland (Pvt) limited is to play a vital port in thedevelopment of a thriving dairy sector across Pakistan. We recognize there is avital Need for quality sources of nourishment and the need is even more critical

because of the prevailing conditions of dairy sector. We are meeting the becauseof the prevailing conditions of dairy sector. We are meeting the challenge byintroducing quality pasteurized milk which is the scientific Processing practice inalmost all the advanced countries of the world using food grade HDPE bottles for

packaging which is extremely effective in Preserving the freshness and flavor ofthe milk.



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COMPANY DESCRIPTION

AKHTAR GROUP is one of Pakistan’s oldest business groups comprising of 4

operating companies dealing in various business segments: raw cotton, paper

cones, synthetic yarns, textile machinery, textile garments, leather garments, sugarmill equipment, auto & steel industry marketing, and denim. We are alreadymanufacturing jeans and t-shirts for US brands most notably LEVIS since the last8 years. The Group was founded by Mr. Akhtar Saeed Sheikh in 1968 and now is

being run by the 3 generation of the same family. With an annual turnover of morethan US$90 million, the Group is one of Pakistan's largest and most respected

business conglomerates and has businesses in many countries. Its companiesexport products and services to countries round the globe.

Akhtar Group and its enterprises have been steadfast and distinctive in their

adherence to business ethics and their commitment to corporate socialresponsibility. The headquarters are located in the most developed commercialtrade area of Karachi Pakistan. It lies in the busiest commercial and financial hubof the city, i.e. I. I. Chundrigarh Road.

Akhtar Group has won a great reputation at home and in overseas markets byspecial managing patterns that includes excellent quality, sincerity, pragmaticcharacter and innovation. Akhtar Group sincerely hopes to build and develop

business relationship with businessmen and customers in different fields. In year

2009, the group has diversified its business operations into dairy business underthe name of Dairyland (Pvt) Ltd.

Contact Us

Address:

409-Cotton Exchange Building, P.O. Box 4214. I.I. Chundrigarh Road Karachi – 74000,Pakistan. Tel: 09221 322416239. Fax: 009221 32416816

Email:

[email protected]@[email protected]



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REASON OF RE-LAUNCHING

The reason of re-launching the Premium Dayfresh milk is advertisement, which we have a planto advertise on Radio, Television and also on Internet to increase the sales volume. Also its not

exposed on outlets.

Less Accessibility

High prices product in presence of strong competitors

Lack of advertisement

Brand Awareness

Targeting of selective areas

Poor positioning of the product.

The product is launched in the bottle of plastic, no matter of high quality but plastic in

any case release chemical.

High cost of product in the form of plastic bottle



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OUR MISSION

Our mission is to bring the best quality milk within the reach of the common man at anaffordable price because we believe that the health of our nation and especially the youngergeneration depends to a large extent on the accessibility of quality milk as part of the overallnourishment factor.

Building branded dairy business to improve quality of life by offering tasty, affordable andhighly nutritional dairy products to our consumers and simultaneously maximizing one wordvalue.

We know we can accomplish our mission by establishing good economic concepts, organizingwell-conceived dairy farm infrastructure, using the latest machines and technologies andestablishing a comprehensive marketing network to effectively reduce production cost and passthe savings on to the consumer.

OUR VISION

The vision of Dairyland pvt ltd is to play a part in the development of a thriving dairy sectoracross Pakistan.

We recognize that there is a vital need for quality sources of nourishment and the need is evenmore critical because of the prevailing economic conditions and the inflation factor which hasaffected millions of households in the country. Dairyland realizes that the availability of qualitymilk at affordable prices is a long-term situation requiring a long-term solution.

Dairyland is meeting the challenge by introducing quality pasteurized milk which is thescientific processing practice in almost all the advanced countries of the world, by using pouchesfor packaging which is extremely effective in preserving the freshness and flavor of the milk.

We Believe

We believe in adding value to the lives of our consumers and to hire, train and motivate the besthuman resources. We shall always strive to achieve & retain competitive advantages through

consistent product development.

Quality being a hallmark of Dairyland Pvt ltd, and ethical business values as key motivatingfactors to govern the organization.



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QUALITY

We are quality oriented company with strict emphasis upon maintaining world class quality inall our dairy products. To keep pace with the dynamic technology in milk processing industry,we keep ourselves abreast in research, trying our best to introduce highly advanced equipment at

affordable prices. Strict quality checking is done at every level of the production process toensure the finest quality of the finished dairy products.

CORE VALUES

Underlying everything we do and everything we believe in is a set of core values.

These guide us to deal with every aspect of any issue we might encounter in our personal and

professional lives. These values help us grow inside and outside, personally and as anorganization.

Customer satisfaction Our people Safe and healthy environment Smart governance Work environment Quality control Ethical behavior Research and development

GOALS

Our goalsare to be the recognized supplier of fresh pasteurized milk in the market.

Dairyland is governed by systematic, scientifically operated foundations. The milk is procuredfrom the finest dairies across Pakistan, and processed in our modern plants using the latestinternational technologies. Stringent quality control at all stages ensures that every drop of milkis completely homogenized and thoroughly pasteurized to guarantee total eradication of allharmful germs while preserving the natural goodness and flavor of the milk. The pouch packing

makes certain that the hygienic properties and aroma are fully retained till the time ofconsumption.

We endear the nature and significance of our customer’s needs, which allows allowing us tofocus our attention and resources on delivering the highest quality products to meet theirrequirements. Our aim is to be the recognized supplier of fresh pasteurized milk in the market.



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CORE COMPETENCY AND SUSTAINABLE

COMPETITIVE ADVANTAGE

Hygienic Controls:

Dailyland`s state-of-art farm have strict hygienic control throughout the process that ensures, products remain fresh and wholesome from the farm to your table

Pasteurized Control:

Premium Day fresh Milk is pasteurized, making the product free from disease producingmicroorganism yet retaining the freshness, nutrition, natural taste and aroma of the milk.

Homogenized:

Premium Dayfresh Milk is also homogenized which ensures the nutritional contents of the milkare evenly distributed so that every drop of milk you drink gives you complete energy andnutrition.

Free from Hormonal Injections:

Premium Dayfresh Milk contains no powder and no water .Our Cows are free from hormonalinjections and any antibiotics. Hormonal injections can cause uncontrolled cell division orcancer in humans, while antibiotics used on animals can increase the antibiotic resistance of bacteria’s in human body

Quality Guaranteed:

We guarantee our products are fresh, pure and are packaged in food grade bottles with sealed plastics cap. Premium Dayfresh Milk is processed at ISO 22000 certified plant.

Delivery:

Premium Day Fresh Milk is delivered to our outlets and at retail stores in Day fresh refrigeratedvans and kept in refrigerator Dayfresh Milk is also delivered to your doorstep through our ridersfor your convenience. You can call 111-DFRESH to order free delivery at your doorstep.

Traditional Aroma:

Experience the essence of real milk that would revitalize your spirit throughout the day.

Nourishment:



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Premium Dayfresh Milk has all the nutrients essential for you, since it is heated to a temperaturethat only kills harmful bacteria and not the nutrients.

Health:

Premium Day Fresh Milk is rich in calcium and vitamins that help make bones, teeth and bodystrong.

Get up & Go

Premium Dayfresh Milk has a good balance of all the nutrients that energize you.

Storage:

Premium Dayfresh Milk must be kept refrigerated between 2-4C at all times.



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SWOT ANALYSIS

All organization should understand their operating environment as it allows them to take

advantage of the opportunities and minimize threats.

The following analysis illustrates the environment of Pakistan in which Dayfresh Milk is

operating:

Strength:

Experienced and quality management

Strong Quality and Variety

Hygienic Controls Quality Guaranteed

Delivery

Nourishment

Chemical free

Free from additives like water, powder and preservatives

High in energy and nutrition

Rich in Taste and aroma

Strong supply line

Highly innovative

Effective and attractive packaging

Help people getting more out of life

High quality and power and set up

Fewer Competitors

Weaknesses:

Less Accessibility

High prices product in presence of strong competitors

Lack of advertisement

Brand unfamiliarity Targeting of selective areas

Poor positioning of the product.

The product is launched in the bottle of plastic, no matter of high quality but plastic inany case release chemical.

High cost of product in the form of plastic bottle



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Threats:

Facing very strong existing, completive, stable milk market

High priced product comparative to already existing huge milk market

High Inflation rate in the country can negatively affect the brand

Strong competitors of daily milk and synthetic organic milk

Opportunities:

Rare product of its nature

Unique quality and high energy level milk

Product requires proper advertisement

Easily convertible strong brand seeing the current daily milk situations Plastic bottle should be replaced by glass bottle to reduce bottle cost and for health point

of view

COMPETITOR ANALYSIS

Dayfresh is only the Australian Milk which Dairy Land Produces in Pakistan but Millac is also produces

fresh milk which expires within a week.

COMPANY ANALYSIS

The Dairyland Pvt. Limited has a well established infrastructure, which is the strong assest of

the company, well equipped technology and highly skilled workforce, excelled in manufacturing

dairy product with dedication. Dairyland Pvt. Limited is governed by a set of business ethics,

and leaves no stone unturned while achieving maximum customer satisfaction.

The daily milk is kept under strict quality conditions as the cow is being milked, the milk flows

through refrigerated pipes to sanitized milk tanks ,where it is immediately cooled down from her

body temperature that about 100 degree F to 38-45 F ,This preserves the freshness and

guarantees safety.

Dairyland PVT Limited plans to establish its own state of art dairy farm in Sindh with an initial

start of 500 cows. Right now company do have 2000 Australian cow. The cow will be under

special attention in terms of their diet, and living conditions. Expert feed nourishment will

design diet for Dairyland farm cows that is well-balanced.



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MARKET-PRODUCT FOCUS

Market ing and Product Object ives

Targeting a segment the company is making a selection and targeting a all group of consumers

or buyers for its product or services. Evaluation of different segment that companies make is

most critical before targeting any segment, every company have its own criteria of selecting a

segment such as size, potential for growth, profitability, economies of scale, or low risk in the

segment.

Dairyland Pvt. Limited has targeted the urban areas and has concerted on the upper middle and

upper class. The product is catered to a particular segment only and is confined to Sindh region

only as being the initiator of bringing fresh daily cow milk to its consumers.

The Dairyland Pt Limited has targeted people of all age group belonging to middle, upper

middle and upper class ,with the statement of opportunity that people who are health conscious

and want healthy ,active and refreshing life style for themselves and their families. The product

is launched with the proposition that it has taste, aroma, and refreshing qualities. The unique

selling point of the Dayfresh Milk is that unlike other dairy milk, the Dayfresh Premium milk is

free from additives like water, powder, and preservatives, high in energy and nutrition.



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Product and Service Descr ipt ions

DAIRYLAND PRODUCTS

Through our distribution network and process we provide our customers with quality andconvenience with an assurance that all products will be 100% Pure and Fresh.



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Dayfresh Premium Milk

100% Naturally Pure Australian Cow Milk Hormonal Injection Free No Powder or Water Added Available in 1litre HDPE bottle

Dayfresh Milk

Full cream milk Fat content of 4.5%. Pillow pouches of 1litre and ½ litre



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Yogurt

Non sweetened cooking yogurt Offered in 400gm cup

Describe the Company’s products and services. Identify any products or services that will be invoiced to

a customer. Provide a look at the percentage of revenues represented by each product or service.

DAIRYLAND SERVICES

Dairyland Home Delivery System

Our effective home delivery system delivers fresh milk to your door step also, and that too freeof cost. Just call 111-D-FRESH (111-3-37374) or visit your nearest outlet to start the homedelivery at your house today.

Annexure-C is attached for further details

Membership card

We also offer a membership card to our customers at a nominal amount of Rs 50 only.

All card members are entitled to discounts on every litre of milk.

Annexure-C is attached for further details



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DAIRYLAND RECIPES

Now our customers can also get all sweet dishes’ recipes from our website.

http://www.dairylandltd.com/recipes.htm

DoodhPeyra - Milk peda Classic Vanilla Milkshake

Peanut Butter and Jelly

Milkshake Chocolate Peanut Butter

Milkshake

Whoppers Malt Milkshake Chocolate Cherry Milkshake

Pumpkin Pie Milkshake Purple Cow Milkshake

Classic Jello Milkshake Strawberries Milkshake






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MARKETING PROGRAM

The product Premium Dayfresh Milk has a brand image in the mind of the consumer’s. Just pick up

the bottle for the best quality and finest, refreshing taste .Dayfresh premium milk offers best quality

and pure drinking milk to its consumers. We believe in dedicating ourselves for best quality of milk to

be produced for your consumption Dayfresh offers its customers value in terms of nutrients.

By Re-launching this product, we are going to contact a marketing company who will make an

effective advertisement which we will target to all the ages of group.



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IMPLEMENTATION PLAN

The Dairyland implementation plan shows how a company will turn plans intoresults. Therefore, Dairyland plans to establish its own state of art dairy farms in

Sindh with an initial start of 500 cows. The company envisions reaching upto 5000

cows by the year 2015. The cows will be under special attention in terms of their

diets and living conditions. Expert feed nutritionist will design a diet for Dairyland

farm cows that is well-balanced. As the cow is being milked, her milk flows

through refrigerated pipes to a sanitized milk tanks where it will be immediately

cooled down from her body temperature – about 100 degrees F to 38-45 degrees F.

This will preserve freshness and guarantees safety.

All Dairyland cows will be imported and their breeding will be carried out under a

strict quality control procedures. International and national experts will monitor

and ensure quality of farming at Dairyland farms.

To implement a marketing program successfully, hundreds of detailed decisions

are often required. These marketing tactics are detailed operational decisions

essential to the overall success of marketing strategies. Unlike marketingstrategies, marketing tactics involve actions that must be taken immediately.

Television advertising, implementation might involve contacting an ad agency

and arranging a meeting, we will advertise the product on the television and radio

with strong product ambassador and with an effective marketing

Targeting audiences:

With Dayfresh milk, Dairyland Ltd. aims to target all ages of generation of the

Pakistani population.

We will distribute Brochure at the point of sell for awareness of the brand. In order

to target our audience, we will also be distributing brochure at the point of sell for

awareness of brand and product. Attached are the Annexure B-I and B-IIto the e-

mail which shall form an integral part of this report.



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Facebook Page

For having brand awareness and advertise among the youngster Dayfresh

introduces Facebook page.

http://www.facebook.com/111DFRESH






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CONCLUSION

Analyzing the current dairy milk market situation, it is observed that Dairyland Pvt. Limited has

launched a very good demand driven 100 % pure Australia Cow milk, which is homogenized to bring the

essence of hygienic nourishment to the consumers. It truly fulfills the demand of the people who are

health conscious and somehow want to avoid preservatives and chemicals in the form of tetra packs

and powder and water mixed milk available in the market.

No doubt it meets up expectation of today`s consumer in the form of pure, natural drinking milk.

However, it has been two and half years the product is in the market, but has not been able to cater

brand awareness. There are two reasons behind it, the first is the lack of advertisement, secondly a high

priced product.

The product cloud easily penetrates in the market if it is properly advertised and price is reduced and

brought to the comparison of already existing milk giants. Since, the Dayfresh Milk is of high quality and

cost of the product is due to occur as it is packed in an attractive ,high quality food grade HDPE plastic

bottle but we have relaunced the product in the glass bottle to reduce the cost and to make for all

consumers as it’s a daily need product of every individual.



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REFERENCES


http://www.dairylandltd.com

http://www.google.com

Visit to the outlets at Naheed supermart and Hyperstar for further information



http://www.dairylandltd.com/


http://www.google.com/







ANNEXURE

dayfresh premium milk

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