Repositioning of Candia Milk

Topics: Milk, Dairy product, Powdered milk Pages: 12 (3262 words) Published: May 18, 2013

We are very grateful to Mr Muntazir Mehdi for teaching us curriculum of Marketing Management his versatile knowledge in marketing field and unique teaching style has developed our knowledge and cleared many marketing concepts. We are all the most grateful to him for assigning this project, which has further helped us in evaluating many interrelated dimensions of marketing field. Finally we bestow our thanks to CDL Foods limited and all the people who has directly or indirectly supported us with their assistance and guidance to compose this report and accomplish broader vision to visualize things in marketing concepts.


This Marketing Plan is prepared for the course of “Marketing Management” on Candia Milk. It is a product of CDL Foods Limited Pakistan. In this marketing plan we have covered the industry analysis, target market of the product, pricing, product, promotion, and distribution strategies for the product. We have given the details about the strategy implementation and details of promotion budget. We have covered almost all aspects of the marketing plan

CDL Foods Limited (formerly Chaudhry Dairies Limited) is a fast growing food products company.CDL was established in 1984 as a private limited company. The company came up with “haleeb milk” and later on it continued to expand its product line. In 1988, CDL introduced “Haleeb Cream” which was not only launched directly for consumer market but also supplied to many ice cream factories where it was use a core ingredient. The company also operates as a franchise of Candia Cedilac of France. CDL has a state of the art milk processing facility situated at 62-KM Multan road, Near Bhai Pheru, and has a team of 400 exceptional individuals to support its operations. CDL FOODS LIMITED is the first food company and perhaps so far is the first dairy company in Pakistan to get ISO 9002 certification - a Quality management system. They are committed to strict quality standards in all their operations from collection of milk to the provision of hygienically processed food nutritious products to their customers. The head office of CDL is located in the evergreen city of Lahore at 135-Ferozepur Road. CDL is producing a number of food products both for consumers and industrial users. CDL is the market leader in the dairy milk industry. The products are as follows 1. Haleeb milk

2. Candia
3. Tropico fruit drink
4. Dairy queen milk powder, Asli ghee

“Build branded food business to improve quality of life by offer ingtasty, affordable and highly nutritional products to our consumers while maximizing share holders value”.

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

1.Team work


The management of CDL considers its “brand loyal customers” as its biggest strength. These are the people who are continuously consuming its products. One factor that must be considered in this regard is the condition of the economyand the trend that high inflation rate is pushing people from higher price brands to lower price brands. CDL also enjoys a very well organized network of distributors who assure the continous supply of its products to the market. these distributors not only buy on cash but they also arrange for the transportation of the stock from the plant to the warehouses and to the retailers. Selling on cash helps the firm to keep the funds available and it also saves the company from credit management. CDL Foods Limited continuously measure and monitor the market trends and competitor moves. They are getting feedback from their sales teams and dealers about what is happening in the market. * CDL has 64 sales teams all over Pakistan.

* CDL has 400 distributors all over Pakistan.
CDL’s advertising agencies are also giving them feedback regarding the...
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