Repositioning of Candia Milk

10 October 2016

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.

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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 COMPANY INFORMATION 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.

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.

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