CANDIA MILK

 

Executive
Summary

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Candia is a product of CDL which was launched on April 12, 1999. Candia
is mainly a French brand and it is handled and packed by CDL. Candia is already
a very widespread brand in Europe and other 52 countries.

Previously it was obtainable across Pakistan in all the major cities. But
far along on product was unsuccessful due to its Taste, Packaging (without cap),
Poor distribution and Customer’s brand faithfulness to other brands.

With preceding weakness we are going to re-launch this product with changed
market strategies, new packaging, Taste and proper distribution.

COMPANY INTRODUCTION:

CDL Foods
Limited is a rising food products company. CDL was recognized in 1984 as a
private limited company. The corporation came up with “Haleeb milk” and later
on it continued to increase its product line.

In 1988, CDL
introduced “Haleeb Cream” which was launched directly for the customer but also
brought too many ice cream plants where it was used as an essential feature.
CDL has milk processing factory located at 62-KM Multan road, Near Bhai Pheru,
and has a team of 400 brilliant persons to support its processes.  

CDL FOODS
LIMITED is the first food company and possibly so far is the first dairy business
in Pakistan to get ISO 9002 certification, they are dedicated to severe quality
values in all their operations from collection of milk to the facility of
hygienically processed food nutritious products to their consumers.

The head office of CDL is located in Lahore at
135-Ferozepur Road. CDL is manufacturing a number of food products both
for consumers and industrial users. CDL
is the market front-runner in the dairy milk industry.

MISSION STATEMENT

“Build branded
food business to improve quality of life by offering tasty, affordable and
highly nutritional products to our consumers while maximizing shareholders
value”.

 

VISION STATEMENT

“Most innovative
and fastest growing food company offering products enjoyed in every
home every day”.

OVERVIEW OF
PRODUCT

Our product
name is Candia, Candia is a product of CDL
which was launched on April 12, 1999. Candia is mainly a French brand and it is
handled and packed by CDL. Candia is already a very widespread brand in Europe
and other 52 countries.

COMPETITORS:

Pakistan’s
FMCG sector is mainly ruled by the two great titans, namely Nestle and Engro
Foods. Both are huge corporations with a large customers and are effectively working
in different product classes. Haleeb Foods has faced the huge rivalry of these corporations.
Nestle and Engro are both very money-making with Nestlé, an international
market lead with a much expanded product range.

 

Products
like milk, Olpers, and Good milk have been a serious danger to Haleeb milk. Presently,
though, since the economic and political circumstances of the country, no
company is fulfilling its full potential. High rates of inflation, rising oil
prices, lack of energy all added to the closing of many enterprises. Even
competitors have struggle surviving in this difficult situations.

 

By concentrating
on making its procedures and policies, Haleeb can improve its competitive
position and get back on its bases. It must have a solid product collection and
a well-constructed marketing plan to reclaim its lost reputation and attainment.

SWOT ANALYSIS OF CANDIA

STRENGTHS:

We have International
packaging for our product it will reasonable and have reasonable prices. For
this aim, we are having our own packaging plant for quality assurance purposes.

WEAKNESSES:

·       
For
quality assurance it required hefty money for the advancement and to introduce
the product in the market. The main problem and obstacle we are facing Consumers are brand faithful toward competitor’s product so we have to influence
them to buy Candia Milk again.

OPPORTUNITIES:

We will try that
customer will Increase the usage of the milk and will introduce the new
flavored milk and in this way, people are changing from unhygienic to hygienic
milk.

THREATS:

The main risk of the product was the
competitors can come up with plastic bottles using the plastic caps and changed
scheme and packaging.

PESTAL ANALYSIS:

Political / Legal Forces:

The political and legal forces
which caused CDL marketing efforts for the launch of Candia were the
environmental anti-pollution acts, according to which a company is banned to
use that plastic packing which is not recyclable. Candia has a special packaging
which is recyclable and environmentally friendly.