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Semester “Spring 2011”
“Marketing Management (MKT501)”
idea solution of Assignment No. 01 Marks: 20
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varities.these innovation are necessary for create a good images in the mind of the
consumer,.
Incentives
There is no incentive or discount offered to consumers.moreever there is no bulk
discounts that buy 12 get one free. This practice is followed by the competitors. the cdl
also not providing deep freezer and fridge to big retailers outlets and departmental stores
of Candia
There is many other areas where Candia milk is not perform well. one of them is target
market of Candia milk. Candia milk target the high income’s people living in pushing
areas which are dramatically reduced its sale.
Corrective actions which could have been taken by the company
To avoid the failure.
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=Due to the above-mentioned reason, some of the processed milk is wasted thus
enhancing costs, which in turn creates a harm effect on corporate overall profitability
ratio.
We strongly believe that by implementing the above-mentioned strategies the
management will be mighty capable of enhancing corporate profitability, create a
resounding brand name of Candia.
Positioning strategy:
=Candia has a current positioning strategy that Candia milk is mostly meant for drinking
purposes. Our IMC team firmly believes that the management has to somehow modify
the product positioning.
=Before proceeding, our IMC team believes that the management should also carry this
positing strategy of using Candia as a drinking milk as supported by the product slogan”
ghata ghat”.
=We suggest that the product must also be presented as a dairy commodity that may be
use for tea users as there is a large tea user market.
=The product must be communicated among the consumers as milk that is highly
suitable for the purpose of making desserts, milk shakes, sweet dishes and other dairy
made products.
=The promotion must be designed in such a fashion that consumers start buying Candia
for other than drinking purposes.
Packaging strategy:
=Candia is not available in 250ml pack that now seems to be very vital reason for its low
market share.
=Keeping in mind the above mentioned fact it is strongly recommended that Candia
must be introduced with 250ml packing that may be developed in paper packing.
=When it comes to drinking or any other purposes consumers tend to buy 250ml pack of
milk and it is more convenient to handle.
=This strategy will surely add to the brand value of Candia as the need for 250ml pack is
more purchased by the consumers.
Incentives to the retailer or whole seller:
Incentives should be given to retailer in shape of deep freezer return tickets and free
transportation services. Incentives to dealers should also be given like; the best dealer of
the year should be awarded with a brand new Suzuki pick up. The second best dealer of
the years should be awarded with motor cycle.
The new marketing mix should be applied on the product.
1 Product:
a product may be a good service person. or an idea. Candia is a commodity offered to the
consumer to fulfill their needs. it is a process milk which is treated under UHT
technology. It is in liquid form but after ten years of its launching it have just two sizes.
So there is lot of consumer which like that the product should be also different sizes like
2 liters
3 liters
5 liters etc.
And it also should be in carton packing coz some consumer is not like to use it in plastic
bottles especially in summer season.
2 Price
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Following factors should keep in mind by CDL by determination the price of Candia
milk.
Price should be according to the product demand of public. Prices should be that which
gives maximum revenue to the company. Prices should not be too high or too low from
the prices which collect by the compotators is charging by their customers otherwise
nobody will purchase their product.
3 place
we will use push strategy for our product by using various promotional tactics and
through media. distribution will be divided in zonal areas which will be five in
numberz.we will directly approach retailer by providing credit facility and bonus in form
of incentives. we will also provides trade allowances to our distributors and retailers to
further intensify usage of push startgy.other then these of some special points are also
being looked after by direct sale vehicle.
4 Promotion
following ways should be adopted for the promotion of Candia which is helpful for the
improvement of the sale of Candia
Television
television can play an important role for the promotion of Candia a marketing budget
should be spend for the add on different TV channel for the promotion of that product.
News papers.
Cdl should advertise of Candia milk in all reputed daily newspapers like Jung dawn din
nawa_e_ waqat nation etc
Sign board
Sign board and billboard can also play a vital role in the promotion of Candia . Candia
neon sign can also be observed on the eye catching location in the cities. .
Its just an idea plz don’t copy or paste make your own
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