MARKETING PLAN OF HALEEB MILK PAKISTAN

Submitted to:

Sir Naveed Altaf

Submitted b : Aamir Ha at Ma!"ar Abba# Arif A"med Far"a& Ha#"mi
(5010-FMS/MBA-S11) (5006-FMS/MBA-S11) $4987/FMS/MBA-S11% (4988/FMS/MBA-S11)

S' M' Ammar (l Ha##a& Na)vi (4982-FMS/MBA-S11)

*ate: +,-.+-+/..

0o&te&t#: No . + 5 6 ; 8 > : To1i2 E4e2utive Summar Situatio&al A&al #i# Mar7eti&3 Mi4 S9OT A&al #i# Ob<e2tive# Ne= Mar7eti&3 Mi4 Ne= Mar7eti&3 Strate3 Im1leme&tatio& Pa3e No 5 6 8 : , ./ .. .5

E4e2utive #ummar
The livestock sector l!"s ! vit!l role i# the eco#o$ies o% $!#" &evelo i#' co(#tries) *t rovi&es %oo& or $ore s eci%ic!ll" !#i$!l rotei# i# h($!# &iets+ i#co$e+ e$ lo"$e#t !#& ossi,l" %orei'# e-ch!#'e) For lo.-i#co$e ro&(cers+ livestock !lso serves !s ! store o% .e!lth/ rovi&e &r!('ht o.er+ !#& or'!#ic %ertili0er %or cro ro&(ctio# !s .ell !s $e!#s o% tr!#s ort) Milk rovi&es rel!tivel" 1(ick ret(r#s %or s$!ll-sc!le livestock kee ers) *t is ! ,!l!#ce& #(tritio(s %oo& !#& is ! ke" ele$e#t i# ho(sehol& %oo& sec(rit") S$!llhol&ers ro&(ce the v!st $!2orit" o% $ilk i# &evelo i#' co(#tries .here &e$!#& is e- ecte& to i#cre!se ," 253 ," 2025) 4!ir" i$ orts to &evelo i#' co(#tries h!ve i#cre!se& i# v!l(e ," 453 ,et.ee# 1998 !#& 2001) 6!kist!# is the %o(rth l!r'est $ilk ro&(cer i# the .orl&) A,o(t+ o#e thir& !rt o% the $ilk ro&(ce& ," the r(r!l %!$ilies+ %lo.s o(t to (r,!# co#s($ers !#& rocessi#' i#&(stries) *# (r,!# !re!s $ilk is !v!il!,le to co$$o# co#s($ers i# t.o .!"s7 loose / (# rocesse& $ilk !#& !cke&/ rocesse& $ilk) 4!ir" co$ !#ies s(ch !s 8!lee,+ 9estle !#& :l er !re the $!i# !rt o% $ilk $!rketi#' str(ct(re) 8!lee, Foo&s ;i$ite& (8F;) !s loc!l co$ !#"+ .hich &evelo e& %ro$ ! s$!ll str(ct(re) 8!lee, %oo& .!s st!rts .orke& !s <h!(&hr" 4!iries lt& ,(t l!ter o# the" ch!#'e the co$ !#" #!$e !s 8!lee, %oo&s) 8!lee, %oo& .!s the $!rket le!&er i# revio(s "e!rs) Their %irst ro&(ct .!s 8!lee, $ilk .hich the" l!(#ch i# 1984) A%ter this the co$ !#" e-te#& its ro&(ct li#e !#& ,r!#& li#e !#& #o. ! &!" their lot o% ro&(cts !re e!sil" !v!il!,le i# $!rket) This $!rketi#' l!# is %or 8!lee, $ilk) This covers the sit(!tio#!l !#!l"sis+ c(rre#t $!rketi#' $i-+ #e. o,2ectives+ #e. $!rketi#' $i- !#& #e. $!rketi#' str!te'")

Ma2ro e&viro&me&t A&al #i#: Politi2al a&d Le3al:

6!kist!# is olitic!ll" !# (#st!,le+ &e$ocr!tic co(#tr") 4(e to this o%te# l!. !#& or&er sit(!tio# is #ot %!vor!,le %or 'ro.th o% ,(si#ess) =over#$e#t+ !lloc!te o.er !#& rovi&e co#str!i#i#' !#& rotecti#' l!.s !#& re'(l!tio#s+ so like ever"o#e 8!lee, %oc(ses !#& %ollo.s ever" l!# i# the li'hts o% l!.s so th!t the" .o#>t ,e %!ci#' !#" ki#& o% h(r&le ,et.ee# their le'!l rocesses) =over#$e#t r!ise& the &(t" o# i$ ort o% ! er) =over#$e#t !lso $!ke strict r(le to check o(t the 1(!lit" o% the ro&(ct) :#l" those ro&(cts o%%ere& i# the $!rket+ .hich !re ! rove& !ccor&i#' to l!.>s re1(ire$e#t)

E2o&omi2 0o&ditio&
The %l(ct(!tio#s i# 6!kist!# eco#o$" !lso e%%ect 8!lee,>s $!rket ositio#) Bec!(se o% hi'h i#%l!tio# !#& lo. (rch!si#' o.er 8!lee, is (#!,le to c! t(re $!#" ote#ti!l c(sto$ers o% the l!r'e 6!kist!#i o (l!tio# .ho h!ve to str(''le h!r& to $!ke their livi#' ossi,le r!ther th!# to !%%or& the l(-(r" o% &ri#ki#' !cke& $ilk !s o%te# !s the" .o(l& like to) 8!lee, is %oc(si#' $ore .ithi# 6!kist!# to cre!te $ore v!l(e !$o#' the i#iti!l (sers o% the ro&(ct the# o(tsi&e 6!kist!# too+ tho('h the" !re %oc(si#' e- orts to these co(#tries) ?- orts to7 Mi&&le ?!st+ 9orth A%ric!+ <e#tr!l Asi!+ ?(ro e+ @SA !#& So(th Asi!)

So2ial:
8!lee, %oo&s !re .ell !.!re o% their soci!l res o#si,ilities th!t $e!# the" !re 'etti#' the !&v!#t!'e o% ,ei#' ! loc!l co$ !#" !#& !t the s!$e ti$e hel i#' the e#viro#$e#t) The" !lso hel e& hos it!ls !s .ell) 8!lee, !lso &o the societ!l $!rketi#') Ahe# the 8th :cto,er e!rth1(!ke hit 6!kist!# #orther# !#& B!sh$ir !re! h!lee, co#tri,(te& o#e r( ee o# ever" (rch!se o% its ro&(ct) *t !lso rovi&e& %ree $ilk !ckets .ith the hel o% 6!kist!# !r$" to the victi$s o% th!t &is!ster)

Te2"&olo3i2al
;!test $!chi#es T(,(l!r i#&irect he!t tre!t$e#t s"ste$ %ro$ %orei'# co(#tries+ .e k#o. th!t it>s the i$ !ct o% %orces th!t 'e#er!te ro,le$-solvi#' i#ve#tio#s) So 8!lee, h!s 'ot the l!test tech#olo'" to co$ ete i# the cor or!te .orl&) Bec!(se i% the" l!ck i# tech#olo'" the" .o#>t ,e !,le to overco$e other co$ etitors+ si#ce its #!$e is 'etti#' reco'#i0e& &!" ," &!"+ so the" &o#>t .!#t to t!ke !#" ki#& o% risk i# !#" !re!) 8!lee, Foo&s e$ lo"ees the l!test $!chi#er"+ %or ro&(ctio#+ i# its l!#t s!#& co$ (teri0e& 4

s"ste$ %or 1(!lit" checks !#& co#trol) *# $ilk i#&(str" the $ost l!test tech#olo'" is i# o er!tio# i# 6!kist!# he#ce #o co$ etitor oses ! thre!t to 8!lee, o# ,!sis o% tech#olo'") Their @ltr! 8i'h Te$ er!t(re is ! tech#olo'" .hich $!i#t!i#s the 1(!lit" o% their $ilk !#& !t the s!$e ti$e rovi&es thick#ess)

0om1etitive A&al #i#

9o.-!-&!"s the $!rket le!&er is :l er $ilk (?#'ro>s) !#& its $!i# co$ etitors !re 9estle Milk !ck !#& 8!lee,) The &irect co$ etitor o% :l er is 9estle Milk 6!k !#& ,oth o% the$ !re t!r'eti#' &i%%ere#t $!rkets ,(t the" !re co#si&ere& to ,e i# &irect co$ etitio#) B(t their collective co$ etitor is =!.!l!) 8!lee, $ilk is #o. !lso tr"i#' h!r& to !chieve its lost ositio#) 9estle Milk 6!k is t!r'eti#' eo le to (se Milk 6!k !s %or &ri#ki#' (r ose ,(t 8!lee, $ilk !#& :l ers $!i#l" %oc(si#' o# te! (sers !s the" !re co#ti#(e& to t!r'et the$ ,(t ,oth so$eti$es %oc(ses o# the other $!rkets s(ch !s %or &ri#ki#' (r ose) The !ck!'e& $ilk $!rket sh!res !re !s %ollo. Mar7et #"are#: Accor&i#' to o%%ici!l reso(rce o% $ilk $!rket the $!rket sh!res o% &i%%ere#t co$ !#ies !re !s %ollo.7 Bra&d Ol1er# Mil7 Pa27 Haleeb Ot"er# Pri2e a&al #i# bet=ee& 2om1etitor#: Pa27a3i&3 . liter ? liter @ liter Haleeb 80 46 24 Ol1er# 80 46 24 Mil7 Pa27 80 46 24 Ga=ala# 60 50 15 Per2e&ta3e 453 593 113 73

Mar7eti&3 Mi4
Produ2t:
There !re ! lot o% ro&(cts .hich !re ,ei#' $!#(%!ct(re& ," the 8!lee, Foo&s ,(t .e !re o#l" co#si&eri#' o#e ro&(ct/

Haleeb Mil7
This ro&(ct is ! &!ir" ite$) The ro&(ct .!s %irst &esi'#e& to c! t(re t.o t" es o% $!rkets .hich !re %or &ri#ki#' !#& te! (r ose) A%ter %e. "e!rs the co$ !#" re!li0e& th!t 8!lee, Milk is 'etti#' %!$o(s %or te! $!rket so it>s ,etter to l!(#ch ! #e. ,r!#& %or &ri#ki#' (r ose+ .hich .!s <!#&i!+ ,(t <!#&i! &i&#>t &o ,etter i# &ri#ki#' $ilk !re!) These ro&(cts !re !v!il!,le i# the %ollo.i#' si0es/ 1 ;iter 6!ck C ;iter 6!ck D ;iter 6!ck St!#&!r& si0e i)e)/ D ;iter !ck is $ost o (l!r) *t is the $ost ro%it!,le !ck!'e o% 8!lee, Foo&s) *t .!s i#tro&(ce& ,ec!(se co#s($ers re%er 8!lee, Milk %or te! !#& thro('h rese!rch the co$ !#" co$es to k#o. th!t co#s($ers !re &e$!#&i#' s$!ll !cks) 250 $l !ck is 8!lee, Foo&s st!r ro&(ct) Bec!(se it h!s hi'h $!rket sh!re !#& still $!rket h!s 're!t ote#ti!l to 'ro. i# %(t(re) *t is !lso ! co#ve#ie#ce ro&(ct)

Pri2e:
The rice o% 8!lee, Milk re$!i#s co#siste#t over ! erio& o% ti$e) *% the i#%l!tio# r!te re$!i#s i# the si#'le &i'it the# the rice o% the ro&(ct re$!i#s s!$e over 2 to 5 "e!rs ,(t i% the i#%l!tio# r!te 'oes i# &o(,le &i'its the# the ch!#'e i# the rice co$es .ithi# ! "e!r) *% the r!te o% i#%l!tio# is $ore th!# 203 the# the ch!#'e c!# t!ke l!ce .ithi# 5 to 5 $o#ths) The co$ !#" !l.!"s re$!i# s!$e .ith the rice o% 9estle Milk 6!ck !s the ch!#'e i# rice c!# c!(se to thi#'s %irst the rice c!# re&(ce the s!les o% 8!lee, Milk !#& seco#&l" the" c!# 'ive ! erce tio# th!t the 1(!lit" o% the ro&(ct is re&(ce& i# c!se o% re&(ci#' the rice) The co$ !#" co#si&ere& ret!ilers !s their !rt#ers so the" sh!re ! 2(sti%i!,le erce#t!'e .ith the$ !s the" !re the o#l" erso#s th!t c!# %orce the co#s($er to ,(" 8!lee, Milk !s co$ !re& to other ,r!#&s ,(t the str!te'" is #ot e%%ective i# c!se o% ,i' sho i#' $!lls) Haleeb Mil7 Pri2e# Pa27a3i&3 +;/ ml ;// ml ./// ml Pri2e 24 45 84

Pla2e:
8!lee, $ilk is t!r'eti#' the $!ss $!rket th!t $e!#s the" h!ve to .ork h!r& to $!ke it !v!il!,le !t e!ch o(tlet !#& to $!ke s(re th!t the ro&(ct is !v!il!,le .ith e!se) The" h!ve &ivi&e& re'io#s !ccor&i#' to co#s($ tio# !tter#s) The co#s($ tio# is c!lc(l!te& o# the ,!sis o% ,("i#' ,eh!viors o% !ll !cke& $ilk) The re'io#s like 4e%e#se+ Mo&el To.#+ F!is!l To.#+ <!#tt) The" !re tr"i#' to &eliver their ro&(cts i# their o.# v!#s .hich !re co#si&ere& to ,e ! ,etter $e!#s o% i#%l(e#ci#' the t!r'et $!rket) The re'io#s .here ,("i#' erce#t!'e is lo.+ the" rovi&e the ro&(ct .ith the hel o% ! ro er &istri,(tio# #et.ork) B(t i# ,oth c!ses the" $!ke s(re th!t the ro&(ct is !v!il!,le !#& it is rovi&e& o# the st!#&!r&i0e& rice) The &istri,(tio# #et.ork i#cl(&es the &istri,(tor the# the .holes!ler !#& i# the e#& the ret!iler) A'!i# ,e#e%its !re rovi&e& o# the !chieve$e#t o% the s!les t!r'ets !#& ti$el" &eliver" o% ro&(cts) *# so$e c!ses ro&(cts !re rovi&e& to ,i' ret!ilers ," the &istri,(tor itsel% ,(t $ostl" it is ,ei#' (rch!se& ," the ret!iler %ro$ the .holes!ler)

Promotio&:
=oo& 6ro$otio# !l.!"s l!"s !# i$ ort!#t role i# the s(ccess o% !#" ro&(ct) A 'oo& ro&(ct c!# %!il i% it is #ot ro erl" ro$ote&) There !re serio(s co#cer#s !,o(t the !&vertise$e#t o% 8!lee, Milk) The" h!ve re!ll" li$ite& the (se o% their ro&(ct thro('h their o.# !&vertise$e#t ," s!"i#' ASAB SE GARHA *OO*H HALEEBB There !re serio(s co#cer#s th!t the" !re the$selves s!"i#' th!t their $ilk is o#l" te! (r ose thro('h this c!$ !i'#+ so .h!t !,o(t &ri#ki#' 8!lee, Milk) *s it h!r$%(l to &ri#k 8!lee, MilkE Fre1(e#t !#& ti$el" !&vertise$e#t is so$ethi#' th!t is co#cer# to e#tire 8!lee, Foo&s (;t&) #ot o#l" to their $ilk)

S9OT a&al #i#

STRENGTHS
=oo& &!ir" co$ !#") =ro.i#' S!les !#& ro%its) ?%%icie#t 4istri,(tio# #et.orks thro('ho(t the co(#tr") F(!lit" 6ro&(cts) ?#viro#$e#t Frie#&l") Soci!ll" Ges o#si,le <o$ !#") *##ov!tive !#& 'ro.i#' ro&(ct li#e 6erio&ic rese!rch c!rrie& o(t to 2(&'e $!rket tre#&s) 8i'hl" so histic!te& l!#t !#& e1(i $e#t) F(!li%ie& .ork %orce) Foc(s o# rese!rch !#& &evelo $e#t) 4!ir" co$ !#" i# 6!kist!# to 'et *S: 9002 certi%ic!tio#)

9EAKNESSES
Gel!tivel" ! s$!ll !#& loc!l co$ !#" i# co$ !riso# to its riv!ls) 4e e#&e#ce o# 5r& !rt" %or s( l" o% $ilk) ;o. s!les $!r'i#s &(e to hi'hl" v!l(e !&&e& ro&(cts) Selective i#vest$e#t &(e to (#cert!i# eco#o$ic !#& olitic!l co#&itio#s) Fe!si,ilit" o% #e. ro&(cts #ee&s to ,e !#!l"0e&) The !cki#' li#e i#st!lle& %or 9HGish h!s ! hi'her c! !cit" th!# the !ct(!l &e$!#& o% the ro&(ct+ res(lti#' i# hi'her overhe!& costs %or the ro&(ct) *#!&e1(!te $!rketi#')

O11ortu&itie#:
*#cre!se (s!'e <!# i#tro&(ce si$ le $ilk %or &ri#ki#' (r oses) 6eo le !re s.itchi#' %ro$ (#h"'ie#ic to h"'ie#ic $ilk

T"reat#
9e. ,r!#&s o% $!rket le!&ers ?#tr!#ce o% #e. co$ !#ies =!.!l!s

Ob<e2tive#: $&e=%
The :,2ectives o% 8!lee, Foo&s to resolve this ro,le$ is thro('h !ttr!ctive $!rketi#' !#& c!$ !i'# l!(#ch i# the $!rket thro('h .hich the" $!" ,e !,le to !c1(ire $!rket sh!re o% 8!lee, Milk ( to 18 3+ .hich is 113 o#l" !t rese#t+ i# this "e!r) The co$ !#" .!#ts to s!tis%" the co#s($ers ," rovi&i#' 1(!lit" ro&(cts so th!t the" #ot o#l" 'et res o#se %ro$ the e-isti#' co#s($ers ,(t !lso %ro$ #e. c(sto$ers) This is the re!so# th!t the" .!#t to l!(#ch ! ro&(ct .hich c!# ,e (se& ," co#s($ers !s ! s(,stit(te o% =!.!l!s $ilk) *$ ort!#t t!r'et o% the M!#!'e$e#t o% 8!lee, %oo&s is to $!ke Haleeb Mil7 the $!rket le!&er !'!i# ," the e#& o% 2014 .hich the" h!& lost si#ce 7 "e!rs)

Strate3 C Ta2ti2#

(se'$e#t!tio#+ t!r'eti#'+ ositio#i#' !#& revise& $!rketi#' $i- (ho. .ill "o( $o&i%" e-isti#' 4 >s))

Se3me&tatio&: The 9e. v!ri!#t is se'$e#te& o# the ,!sis o% A'e 4i%%ere#ces) The ,elo. &!t! is o% 6!kist!#>s o (l!tio#) Accor&i#' to .iki e&i!I (e#c"clo e&i! .e,site)7

A3e /F.6 .;F;/ ;. above

D $Sour2e: http://en.wikipedia.org/wiki/Demographics_of_Pakistan)

Per2e&ta3e 55)43 563 8)63

Tar3eti&3: :(r ri$!r" t!r'et .ill ,e "o(th !#& chil&re#) A,ove 25 "rs o% !'e eo le !re o(r seco#&!r" t!r'et) Po#itio&i&3: 8!lee, %oo&s (se& t.o slo'!#s to $!ke their ositio# i# co#s($er $i#&s) ASAB SE GARHA *OO*H HALEEBB AIK GARHA RISHTA (MER BHAR KAE LIEAEB

B(t #o. ,oth the slo'!#s !re#>t .orki#' ,etter to $!ke the ositio# i# co#s($er $i#&) As 8!lee,>s $!rket sh!re is &i$i#ishi#' co#ti#(o(sl") Re1o#itio&i&37 9o. to !ttr!ct #e. co#s($er 8!lee, .ill (se this slo'!# AAAP KI SEHATG HAMARA MAHSA*J

Ne= Mar7eti&3 Mi4:

Produ2t:
8!lee, $ilk lies i# &!ir" ite$s) *# 2005 the <o$ !#" *#tro&(ce& <!#&i! $ilk to co$ ete the 9estle Milk 6!ck+ ,(t (#%ort(#!tel" <!#&i! .!s %(ll" %lo e& to co$ ete) A%ter th!t the <o$ !#" !'!i# l!#s to 6ro&(ce 8!lee, Milk .ith #e. str!te'ies like i$ rovi#' 1(!lit"+ t!ste+ thick#ess K !v!il!,ilit") 9o. the co$ !#" re !res t.o &e= v!ri!#ts o% $ilk Micke" 8!lee, 8!lee, 6l(s) 8!lee, <hil& is %or chil&re# r!#'es %ro$ 2-14 "e!rs .hich is %(ll" #o(rishe& .ith rotei#s !#& c!lci($) 8!lee, 6l(s is %or the eo le r!#'es %ro$ 15-50 "e!rs .hich is %(ll o% 'oo& t!ste !#& e#er'" i&e!l %or the$) The #e. thi#' the" i#tro&(ce& is the c! o# the to o% the 8!lee, l(s !ck K str!. i#sert l!ce i# Micke" 8!lee,) So th!t ever"o#e c!# (rch!se it %ro$ !#".here !#& (se it !#".here) Th(s it c!# ,e s!i& !s AEa# to o1e&G ea# to dri&7B)

For chil& .e $!ke the !cki#' o% 125 $l !#& %or "o(th .e $o&i%" the e-isti#' 250 $l !ck)

Pri2e:
The rice o% 8!lee, $ilk %or "o(th .ill re$!i# s!$e) *# c!se o% i#cre!se i# i#%l!tio# r!te i# the co(#tr" the rices .ill !lso i#cre!se) Altho('h+ there .ill ,e i#cre!se i# the cost o% the ro&(ct &(e to so$e $o&i%ic!tio#) B(t this .ill h!ve #o e%%ect o# the ro%it) For s$!ll !ck .e .ill &ecre!se the rice !s co$ !re& to "o(th !ck+ ,ec!(se the !$o(#t .ill ,e lo.) 6!"$e#t sho(l& ,e $!&e o# the <re&it ,!sis !s .ell !s <!sh ,!sis) 10

Produ2t Mi27e Haleeb Haleeb Plu#

Pa27a3i&3 .+; ml +;/ ml

Pro1o#ed Pri2e 10 25

Pla2e:
*# the %irst $o#th o% l!(#chi#' the ro&(ct h!lee, %oo& .ill (se Ls eci%ic !re! $!rketi#'J) The #e. v!ri!#ts .ill ,e l!(#che& i# *sl!$!,!&+ G!.!l i#&i+ ;!hore !#& B!r!chi) The v!ri!#ts .ill ,e !v!il!,le i# !ll ,i' !#& s$!ll ret!il stores) The# the" .ill c!lc(l!te the co#s($ tio# r!te o% their #e. l!(#che& ro&(ct) A%ter o#e $o#th the ro&(ct .ill l!(#ch i# !ll over the 6!kist!# .ith the hel o% &istri,(tors) T!r'ets %or s!le .ill ,e 'ive# to &itri,(tors !ccor&i#' to !re!s) Be#e%its !re rovi&e& o# !chievi#' the s!le t!r'ets !#& ti$el" &eliver" o% ro&(ct)

Promotio&:
6(ch !#& (ll ,oth str!te'ies .ill (se i# ro$otio# o% this ro&(ct) The !&vertisi#' ,(&'et .ill ,e i#cre!se& ," 83 .hich is 0)5 $illio#) 9e. TM<>s !#& !&vertisi#'s i# ri#t $e&i! .ill ,e o%%ere&) A.!re#ess c!$ !i'# .ill !lso ,e !rr!#'e& so th!t eo le .ill #o. ho. $(ch $ilk is esse#ti!l %or 'oo& he!lth) For the (r ose o% ro$otio# osters .ill ,e &is !tche& i# the $!rkets !#& o(tsi&e the sho s .here the stock is !v!il!,le) <o$ !#" .ill !lso est!,lish st!lls !t &i%%ere#t l!ces %or 2 or 5 &!"s to i#tro&(ce their ,r!#& !t &isco(#te& r!te) *t .ill !lso rovi&e ,e#e%its to the ret!ilers .ho sell their ,r!#& $ore to %i#!l co#s($er) A&s .ill !lso ,e o%%ere& i# soci!l #et.orks o# .e,)

Ne= mar7eti&3 #trate3 :

Pri2i&3:
8!lee, $ilk !re rice& kee i#' i# vie. the ,("i#' o.er o% $i&&le-i#co$e !#& hi'hi#co$e soci!l cl!sses) The cost i#cl(&es the cost o% $!#(%!ct(ri#'+ l!,o(r+ r!. $!teri!ls etc) Pri2i&3 Ob<e2tive: The o,2ectives o% 8!lee, %oo&s %or rici#' 8!lee, $ilk !re !s %ollo.s 1) To !chieve ! t!r'et ret(r#) 2) To $!-i$i0e ro%it) 5) St!,ili0e rices to $eet co$ etitio#) 4) To('h ti$e to co$ etitor 5) 6ro&(ct F(!lit" ;e!&ershi Pri2i&3 #trate3 : 11

6rices %or the #e. v!ri!#ts .ill ,e sli'htl" lo. the# the te! $ilk rices) 8!lee, %oo& .!#ts to co$ ete !#& str(''le %or 'etti#' h('e $!rket sh!re thro('h i##ov!tio#) 6rice .ill lo. !s co$ !re& to its te! $ilk ,ec!(se the" .!#t to i#cre!se ro%its ," i#cre!si#' s!le !#& '!i# !'!i# ,i' $!rket sh!re)

Adverti#i&3:
The o,2ectives o% the !&vertise$e#ts is ver" cle!r+ the" 2(st .!#t to t!r'et i#&ivi&(!ls .ho .!#t to (se !cke& $ilk %or te! !#& &ri#ki#' (r ose Adverti#eme&t Bud3et: 8!lee, %oo&s .ill !lloc!te the ,(&'et o% $!rketi#' !s Gs 0)5 $illio# !#& .ill (s(!ll" s e#t o# the $!rketi#' !re! .here the cost is lo.) Bec!(se revio(s er%or$!#ce sho.s th!t their ro&(cts %lo s &(e to lesser i# the !&vertise$e#t c!$ !i'#s) Adverti#eme&t #trate3 : Ele2tro&i2 media: 9e. televisio# co$$erci!ls .ill ,e $!&e %or loc!l c!,le #et.orks) A ,i' !rt o% ,(&'et o% !&vertisi#' .ill ,e s e#t o# electro#ic $e&i!) The$e %or co$$erci!l7 Lto tell the chil&re#+ "o(#' !#& ol& eo le th!t their h"'ie#e is o(r .e!lth K &!il" (se o% $ilk is 'oo& %or he!lth !#& o(r $ilk is !ccor&i#' to the h"'ie#ic ri#ci lesJ) Pri&t media: <ele,rit">s ict(res .ith 8!lee, $ilk !#& %!$o(s &octor>s co$$e#ts !,o(t o(r $ilk .ill ,e ri#te& i# #e.s ! ers !#& &i%%ere#t &i'ests) *t .ill !ttr!ct those+ .ho re!& #e.s ! ers !#& &i'est o# &!il" ,!ses) 9eb: <o$ !#" .e,site .ill ,e ( &!te& re'(l!rl" !#& !lso there $(st ! cle!r !#& ,rie% &escri tio# !,o(t the ro&(ct th!t Lho. it>s (ses $!kes the $!# he!lth" !#& e%%icie#tJ 9o. ! &!" there is !# i#cre!si#' #($,er o% i#ter#et (sers i# !ll over the .orl& !s .ell !s i# 6!kist!#) Most (sers o% i#ter#et !re (si#' &i%%ere#t soci!l #et.orki#' sites o# &!il" ,!sis) So it .ill ,e ,e#e%ici!l to $!ke !&s %or these t" es o% soci!l #et.orki#' sites) Po#ter# a&d Ba&&er#: 6osters !#& ,!##ers .ith the cele,rities> ict(re .ith !# !ttr!ctive st!te$e#t .ill ,e &is !tche& i# ever" $!rket !#& $!i# ho!r&i#' ,o!r&s i# the cities) 6osters .ill !lso ,e 'ive# to ret!iler so th!t he c!# !&vertise !,o(t the ro&(ct ," &is !tchi#' the$ i# !#& o(tsi&e o% his sho ) (&iver#itie# a&d #2"ool#: 12

A c!$ !i'# .ill ,e l!(#che& i# (#iversities !#& school ," s o#sori#' &i%%ere#t eve#ts i# the i#stit(tio#s) 4i%%ere#t he!lth" i#&oor !#& o(t&oor !ctivities sh!ll ,e or'!#i0e& i# school !#& (#iversities) B" this .e c!# !ttr!ct $ore "o(#' co#s($ers to (se o(r ro&(cts ," &ri#ki#' it o# re'(l!r ,!ses) St!lls %or 2 or 5 &!"s i# the i#stit(tio# .ill ,e !rr!#'e& to rovi&e the$ the $ilk o# &isco(#te& r!tes %or i#tro&(ctio#)

Pla2i&3
Pla2e #trate3 : *# st!rti#'+ 8!lee, %oo&s .ill l!(#ch their ro&(cts i# $!i# cities o% 6!kist!# i)e *sl!$!,!&+ B!r!chi+ ;!hore !#& G!.!l i#&i) The" .ill checko(t the er%or$!#ce o% their ro&(ct i# these ,i' cities) 8!lee, $ilk $(st h!ve to t!ke l!ce i# the shel% o% sho s) For th!t (r ose the" h!ve to rovi&e st!#&s %or their ro&(ct to the ret!ilers)

Im1leme&tatio& of #trate3 :
There sho(l& ,e the #et.ork o% 8!lee,>s e$ lo"ee .here the ro&(ct is !v!il!,le) No(#'+ e#er'etic !#& 1(!li%ie& eo le 9o co$ ro$ise o# 1(!lit" =oo& rel!tio#s .ith &istri,(tors+ .hole seller !#& ret!ilers 6ro&(ct $(st !l.!"s ,ee# rese#t i# the ret!ilers shel%) Be#e%it to e$ lo"ees+ &istri,(tors !#& ret!ilers o# !chievi#' t!r'et)

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