The Pakistan Dairy Industry

Fresh milk was traditionally supplied to urban consumers directly from farm on daily basis.

Consumer obtain milk.
  a) Directly from farmers.
  b) Milkman purchased from farm. 

Due to shortage of milk in hot weather, there is a target market or blue area available for the product, that void fill by nestle milk pack.
 
Milk collection

1) To Ensure a reliable & high-quality supply of milk

2) Milk Pak focused attention on developing a system for milk collection

3) Company taught farmers scientific techniques
  a) livestock & breeding
  b) provided veterinary services
  c) high yielding fodder seed.

UHT Milk Marketing

1) Positioning
2) Packaging
3) Pricing
4) Distribution

Strategic options for growth

a) Market development
b) Product development
c) Diversification
d) Market penetration

UHT Milk Marketing Positioning

1) Major challenge to introduce the urban consumers to the idea of long life milk.

2) Consumers concerned were: -

  a)Sterilized contained preservatives
  b)Milk Pak brand milk contains no cream

3) Promotional campaign households were given two samples one for immediate use or consumption & the other used four days later, the goal was to demonstrate that milk Pak product is not required refrigerator.

4) Milk Pak was positioned as a pure dairy product throughout the year.

5) Consumers
  a) Modern housewives
  b) Lower-income consumers

Packaging

Its packing in rectangular shaped because: -
 a) Eliminate the need for special coats
 b) Easy in transportation

Pricing

Pricing divided into two groups
1) Fresh milk price
2) Powder milk price

Distribution
a) Grocery stores
b) Bakeries
c) General Stores
d) Super markets

Summary

Milk Pack objectives was to:-
 a) Increase its Penetration in the Pakistani market
 b) Extended the negotiation with Friesland, to give milk Pak some additional leverage
 c) Needed to be careful evaluate terms would make a joint venture with nestle

The milk Pak was already involved in negotiation with Friesland which gave the edge in the next melting with Nestle & also aware of the terms that would make in TV with Nestle and adopt the position.