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RESEARCH PLAN:
• Data source:
Primary data
Secondary data
• Research approaches:
Survey has been conducted to gather the
primary data.
• Research instrument:
Questionnaire
DESIGN OF QUESTIONNAIRE:
Sample size:
50 People from thefollowing areas
Makro
Tariq road
LITERATURE REVIEW:
Brands like Milk Pak (owned by Nestle) and Haleeb Milk (from
Haleeb Foods) had led the dairy market in the world’s fourth
largest milk producing country for nearly two decades—without
any real sustained competition. Engro Foods, in contrast, had
only recently been established by Engro—a traditional giant in
Pakistan's chemical and fertilizer (yes,chemical and fertilizer)
industry.
Branding experts could not imagine how Olper’s could distance
itself from its parent company’s incredibly unappetizing,
chemical-laden, and non-edible roots. Yet, by the end of 2006,
sales for Olper’s Milk had reached Rs.1 billion (approximately
US$ 15 million) and in 2008, the brand has a market share of
close to 22 percent—second only to Milk Pak (estimated at 40
percent). The critics had to grudgingly accept that the new
entrant to the multi-billion rupee packaged milk category
meant business.
The packaged milk category was originated in 1981 by
(quaintly named) Milk Pak, which pioneered tetra pack milk in
Pakistan. The supply chain involved collecting milk from rural
areas across Punjab, processing the milk through UHT (Ultra-
High Temperature Processing) treatment, and selling it to
consumers in uniquely colored triangular and rectangular
packs designed to prolong the milk’s quality. Milk Pak’s “Milk
Packs” were very well-received and the brand soon became
synonymous with quality milk. Its first real competition came
in the form of Haleeb, which introduced distinctively blue tetra
packs to the market in 1986.
RESEARCH RESULTS:
o Open milk
o Tetra pack milk
o Combination of both
24%
28%
OPEN MILK
TETRA PACK
MILK
COMBINATION
OF BOTH
48%
17%
YES
NO
23%
60% UP TO SOME
EXTENT
This shows that 60% of people like MilkPak who use tetra
milk pack.
o Yes
o No
9%
YES
NO
91%
o Yes
o No
9%
YES
NO
91%
0%
23%
31%
very bad
Bad
Moderate
Good
Very Good
46%
This shows that taste of good milk is better than the other
tetra milk.
o Yes
o No
14%
YES
NO
86%
o Yes
o No
14%
YES
NO
86%
14%
41% OLPER'S
14%
HALEEB
GOOD MILK
ANY OTHER
31%
CONCLUSION:
http://www.nestle.pk/brands/nestle-milkpack.aspx
http://www.brandsaward.com/2008/survey-nestle-milk-
pak.html
www.scribd.com/doc/10125783/Marketing-Research-Report-
on-Watch-industry?autodown=ppt
http://www.brandchannel.com/features_effect.asp?pf_id=445
http://www.scribd.com/doc/13352395/MBA-Marketing-Project-
Report-on-Westside?autodown=doc
QUESTIONNAIRE
PREFERENCE OF NESTLE MILKPAK
o Open milk
o Tetra pack milk
o Combination of both
2. If you buy tetra milk then do you prefer Nestle Milk Pak?
o Yes
o No
o Up to some extent
o Yes
o No
4. Is there a need of improvement in Milk Pak?
o Yes
o No
o Very bad
o Bad
o Moderate
o Good
o Very good
o Yes
o No
o Yes
o No
8. Which tetra pack you will buy if Milk Pak is not available
to you?
o Olper’s
o Haleeb
o Good milk
o ANY , Please specify______________________