At Anhaar, our precedence is maintaining nature's purity to deliver healthy

and nutritious products for the whole family!

 ANHAAR MILK
INTRODUCTION

Pakistan is currently estimated as the 4th largest milk producing country in the world,
where production is 33 billion liters. 80% of this 33 billion i.e. 26.4 billion liters is for human
consumption, of which 70% is the rural market and urban 30%. Approximately 1 billion litres of
milk is processed milk in Pakistan. The per capita consumption of the country is 190 billion litres
per year. 67% of this amount is consumed by the province of Punjab alone, where 30% lies in urban
Punjab. 55 million liters of pasteurized milk is produced in Punjab and Lahore is 11% of this figure.
Brands like Prema and Anhaar are pioneers in this industry. Both brands have started off by
targeting Lahore and moving on to the rest of Punjab. Currently Anhaar is enjoying approximately
45 to 50% of the market share of the pasteurized milk sector. (www.fao.org)
Anhaar milk is a project by Sharif Dairy Farms setup in Lahore in 2009. Currently Anhaar
has two products in the market, namely Anhaar Whole Milk, obtained from Friesian cows and
Anhaar Cream Milk, obtained from buffalo, all flown in from Australia. SD Farms consists of
modern cattle sheds and Holstein Friesian Cows and currently have a 1600 cattle strong herd.
Anhaar has setup 145 acres of land for animal fodder and state of the art cattle farming and
breeding technology is utilized in the processes. The company has production of over 10,000 liters
per day and a processing/pasteurizing capacity of 100,000 liters per day.

GLOBAL STRATEGIC CHALLENGES FOR ANHAAR

In a business environment today where competition prevails like never before and so
requires extensive strategic planning. From a macro perspective, business today gets done in a
global marketplace since change is taking place at an unparalleled pace. Time and distance continue
to decrease and less pertinent thanks in great part to the explosive growth of technology and the
Internet and PESTEL helps in doing that (Lawlor.J, ND). Similarly, at a micro level, strategic
planning provides a company purpose and route and a good strategy will balance income and
efficiency initiatives. SWOT helps a company in doing that as without strategic planning,
businesses simply drift, and are always responding to the pressure of the day. Corporations that
don’t strategy have exponentially higher chances of letdown than those that strategize and
implement well. Below explained is the detailed PESTLE (see appendix 1) and SWOT analysis (see
appendix 2) for Anhaar that will help formulating strategies for the brand to increase its market and
customer share.

PESTLE ANALYSIS

“When the rate of change inside the company is exceeded by the rate of change outside the
company, the end is near” (Jack Welch, former CEO, General Electric).

Pakistan's population is not evenly dispersed throughout the country. On an average of

146-persons/square km, the concentration diverges intensely; fluctuating from barely inhabited arid
areas to some of the most densely populated areas in the world like Karachi and Lahore. More than
35% of Pakistan's population is below the age of fifteen (Population Reference Bureau), and nearly
a third is below the age of nine. Pakistan is one of the few nations in the world with a converse sex
ratio: official sources claim that the adult sex ratio is 1.07 (CIA, The World Factbook). The
inconsistency is particularly obvious among people over fifty: men accounting for 7.1% of the
country's total population and women for less than 5%. As statistics show, most quick mounting age
groups are children, teenagers and young adults which means that there should be an upsurge in the
demand for such products which attract these age segments like fast food restaurants, frivolous
places, beverages, dairy products, etc. This population would ultimately become middle-aged
grown-ups and older adults and will require the marketing strategies to be altered accordingly.
Anhaar , fortunately, has been assisted by the government policies which enabled it to
advance its products, predominantly by the general macroeconomic firmness, low interest rates,
stable currency conditions and the global competitiveness of the tax system, forming the foundation
critical to Anhaar’s growth.
Considering the literacy aspect, majority of Pakistan’s population is not educated,
both in the rural areas as well as the urban areas. Most of the population does not have access to
sufficient educational facilities and they are not persuaded towards attaining education. A lesser
percentage of the population has done their Matric or Intermediate level of education and a still
smaller proportion has gone on further to become graduates. This feature serves as a deterrent in
constructing the right attitude of people towards using hygienic packaged milk.
In a Pakistani culture, the traditional household consists of a husband, a wife,
children and grandparents, along with husband’s family. So basically it is a joint family system,
which is trailed. In the rural areas and in some parts of the urban areas, this outdated household is
the standard and there doesn’t seem to be any disposition in shifting away from this. However, in
urban areas, some families are drifting away from this pattern and moving out of joint families to
live as single-family units. As the trend of single-family units is getting common and women have
to face more tasks, instead of going for the loose unbranded milk which is required to be boiled
every time, they choose using packed milk which is a lot easier to use. Pasteurized milk like Anhaar
can build up on the advantage of these changing household patterns.
Pakistan is currently witnessing an annual 2.7% rate of urbanization (CIA World
Factbook), the major reason for which has been the limited opportunity for economic advancement
and mobility in rural areas. This increasing rate of urbanization offers favourable opportunity for a
company like SD Farms, which aims at urging customers to consume healthy and fresh pasteurized
milk.
In a culture like Pakistan’s, social life revolves majorly around family and kin. Even in case of the
most westernized elite, family ensures and enjoys its principal significance. Rarely does an
individual live separately from relatives, even male urban migrants usually live with relatives or
friends of kinfolk. When it comes to cultural celebrations, Ramadan is an important part of culture.
The usage of dairy products, especially milk, increases in this month, which presents an optimistic
factor for Anhaar’s sales growth during the month. In order to excite high sales, the firm can come
up with attractive promotional strategies and discounts during the month of Ramadan.
Anhaar comes under Food & Allied products and the existing financial downturn will not
have any distinct effect on the company’s profits because food products like milk are necessities
and demand for them is constant. Pakistan has a low Saving Rate, which is 14% which indicates a
high level of consumption spending. This interprets the market opportunity for daily usable items
like milk.
Per capita income of an average Pakistani today is $1256.8 (Pakistan Bureau of Statistics),
which is not comparable to any developed countries. Due to their limited budgets, majority of
people choose to purchase unbranded unpacked milk, which is comparatively inexpensive and is
easily accessible.
Spending on R&D is long term investment for any organization. Anhaar Milk has R&D
department and is spending almost Rs. 12 million on this purpose. Because with true technological
changes this research & development cannot takes place. So with the help of technological changes,
Anhaar can enhance its products & diversify its portfolio of products

SWOT ANALYSIS

Pakistan is the 4th largest milk producing country in the world and is a rapidly growing sector.
Currently according to Pakistan Bureau of Statistics, the GDP growth in Pakistan has been 3.67% in
2012. Livestock has witnessed a marginally higher growth of 4.04 percent against the growth of
3.97 percent last year. In 2011 Pakistan’s estimated milk production through cows and buffaloes
was 44,827,000 tonnes and has increased at the rate of 3.3 percent. (Pakistan Bureau of Statistics,
2011) Buffaloes and cows are primarily the main source of milk production, where 62 % of milk is
produced by buffaloes and 34% is produced by cows. (Agricultural Statistics of Pakistan
2007/2008) In this rapidly expanding sector Anhaar has managed to create a name for itself in a
short span of time. One of its major core strengths is the fact that Anhaar controls the entire facility
of milk production from its supply of milk through Australian cattle being fed high quality fodder to
the processes of pasteurising of the milk till the final stages of distribution. The entire process takes
place at SD Farms itself from souring to distribution all controlled by a single management (see
appendix 8). This in turn is further strengthened by the fact that Anhaar sources its fresh milk from
its own cattle themselves and through farmers registered with the company that adheres to strict
SMPL guidelines. The company has setup state-of-the-art infrastructure from milking to
pasteurization to homogenization to packaging to distribution (see appendix 10). This integration
ensures maximum quality and total control over the entire process and resultantly lesser scope of
errors. Anhaar additionally provides home delivery service to customers, which adds to their
service quality positively. To complement this, Anhaar is the pioneer in providing direct on call
service to customers in the FMCG category, especially in the dairy industry. Anhaar is also the first
company in Pakistan to introduce High-density polyethylene (HDPE) packaging which is fast
gaining popularity world over due to its properties of improving the standard of living. It has been
found to be much more effective environmentally and health wise as PVC and Polycarbonate are
extremely harmful for the environment. It is the only type of packaging material that can be used
for all three types of milk; UHT, pasteurized, and sterilized. HDPE packaging is the most eco-
friendly type of packaging, with all nutritional facts detailed clearly on the labeling (see appendix 9)
and convenience ensured as well since it is easier for consumers to have drinks on the go.
Competitors have opted for tetra packs and other types of packaging currently in Pakistan.
However, due to the nature of the product, despite its strengths, Anhaar has some inherent
weaknesses. First and foremost, it has an extremely short shelf life. Since it is fresh milk and has no
added preservatives, the milk does not last long, with a shelf life of up to 7 days. This makes it
extremely important for the distribution system of Anhaar to be efficient and effective.
Additionally, the their products are extremely delicate in nature and need temperatures of 4C or
below, which means any glitches can cause massive losses. Anhaar has high operating costs, which
is another major weakness for them, as they need to ensure optimum production levels so as to
justify these costs. Therefore, managing logistics is also a challenging task. Also since the company
is entirely integrated including distribution that is in-house, market expansion is a slow process for
them. The product is high priced which can become a weakness if Anhaar is unable to paint a clear
image in the mind of the consumers it is targeting, because it targets a niche group of consumers
that must be convinced to invest in the product and what it stands for. This is additionally more
challenging for Anhaar because consumers in the Pakistani market are accustomed to doing their
grocery shopping monthly or weekly, but due to the extremely short shelf life of the product and its
storage properties Anhaar products need to be purchased more frequently making it another
weakness for the firm in the eyes of the consumer I the message is not communicated effectively
(www.packplus.in) (www.plastics.sabic.eu).
In an agricultural country like Pakistan, which is fourth largest milk producing country in
the world, dairy product firms like SD Farms have a huge growth potential. Dairy industry
contributes 10% to the GDP of the country and the milk economy accounts for a total of 27.7%
contribution to the agriculture sector and is an untapped market which has been forecasted to grow
additional 3 billion liters in a couple of years, which would make it one of the fastest growing
sectors of Pakistan (Pakistan Dairy Development Company, 2006). Also, presently 95% of
consumer market share is with loose milk, which is sourced from milkmen; only 5% is processed
milk including UHT and Pasteurized. This in fact is the real potential of this sector where no
investment can be enough because of the huge market that can be nurtured for Pasteurized Fresh
milk. The concern for the corruption, germs and bacteria and improper handling of dairy products,
especially milk, is diverting the consumers towards a safer product (Prucha M. and Harding H.). It
has increased consumer’s knowledge about benefits of pasteurized dairy products and they are now
switching from UHT to Pasteurized milk. Since Anhaar is currently offering its product only in a
limited geographical area, it is missing out on the major chunk of the potential market, which can
be captured by the firm by expanding its target market and making the products available in the
other cities of the country. SD Farms are presently dealing in all-purpose dairy products, which are
a must for every household and increase the demand of the product, providing firm with a huge
market to serve. Also, bright scope of wide range of value-added dairy products like ice creams,
cheese, dairy cream, low fat milk, flavored milk, yogurt, dairy sweets etc, adds to the opportunities
that the firm has.
Despite of the above mentioned opportunities, there are major threats for the company to
continue with its operations and energy crisis is the most important one amongst them, which
makes the production become stale and hence increase product returns from retail and add up to
cost of operating. Also government’s inconsistent taxation policies are a major threat as any
additional tax imposition can increase cost by manifolds. Competition may also pose a threat
because the corporation will have to uphold its leadership in an intensifying market so that it
doesn’t lose its market share to its opponents. For anhaar it might be difficult to penetrate in a
market where the fidelities exist for such brands as Nestle and Haleeb. These brands have been in
the milk industry far too long and have left a mark in the minds of consumers in terms of quality.
Competition seems to be getting tougher as a consequence of major business groups entering the
dairy market. Also, unregulated import of dairy products at cheaper prices adds to the competition
in the market. Consumer Market for dairy products is highly price sensitive because of the
product’s daily use nature and availability of a wide range of competitors and substitutes and even a
minor increase in price can majorly affect the sales on immediate basis. SMPL and other category
players work upon change of buying behavior.

MARKETING STRATEGIES FOR ANHAAR

Companies are relying heavily on marketing strategies to counter increasing competition
in today's world (Evans and Berman, 1992). Brands are focusing on 4p’s of marketing to help
establish themselves in current markets. Integrated marketing communications is also playing a
vital role in establishing brands and helping companies to compete in the market.

PRODUCT MIX
 It is very critical to study diverse aspects of marketing which follows the consumer to
make a decision towards the brand and one of the main fundamentals of any marketing campaign is
the product itself that companies today are depending upon heavily to counter intensifying
competition (Evans and Berman, 1992). Anhaar has positioned itself as a product is that it is meant
for all purposes without any user imagery. It uses benefit positioning strategy which focuses on
various benefits and attributes of the product for its varied customers, giving them a reason to
choose their product over the competitors. The product line currently only includes fresh whole
milk and full cream milk, both available in 1 liter plastic bottles and also have a daily dairy pouch
pack of 1 liter (see appendix 3).

ANHAAR’S BCG ANALYSIS

The BCG Matrix is a tool, which shows a relationship between market growth and market
share (Carter and Lee, 2009). To guarantee long-term value formation, a firm needs to have a
product portfolio that encompasses both high and low growth products in need of cash inputs and
generating a lot of cash respectively. The elementary idea behind this concept is that bigger market
share a product has or the faster the product’s market grows, the better it is for the company. (Carl
W. Stern et, al, ND)

Anhaar is a star for SD farms, with a high market share and high growth rate when it
comes to pasteurized milk market in the country (see appendix 4) as it is generating large amounts
of cash and also using a lot of cash because of growth market conditions (Cantrell 2006).The brand
has captured almost 45% of the market share, being market leaders when it comes to pasteurized
milk industry. With an estimated milk production through cows and buffaloes of 4.4 billion tones at
present, increasing at the rate of 3.3 percent (Pakistan Bureau of Statistics, 2011). Anhaar seems to
have a huge potential in the market. Also, increasing consumer’s knowledge about benefits of
pasteurized dairy products can add to increasing the potential market and clientele for Anhaar to
cater to.

ANSOFF’S MATRIX ANALYSIS

The Ansoff matrix is a strategic analysis tool that presents the product and market choices
available to an organization. Herein markets may be defined as customers, and products as items
sold to customers (Lynch, 2003). It is a useful framework for viewing at thinkable strategies to
lessen the gap between where the business may be without a change in strategy and where the
business desires to be (Proctor, 1997).According to Anhaar’s Ansoff matrix analysis (see appendix-
5), based on previous analysis in this report identified through pestle, swot and BCG matrix
analysis tools, the brand should now opt for market penetration strategy in case of Lahore , which a
relatively matured market for the firm , and should opt for penetration strategy for the rest of the
country.

According to Macmillan et al (2000), “choice and strategic choice refer to the process of
selecting one option for implementation.” Organizations in their usual course workout the option,
concerning which products or services they may offer in which markets (Macmillan et al, 2000).
Market penetration occurs when a company breaches in a market with its current products. It begins
with the existing customers of the organization and is used by companies in order to intensify its
sales without drifting from the original product-market strategy (Ansoff, 1957). Anhaar needs to
use penetration strategy in Lahore’s market by acquiring competitors clientele, refining the product
quality, enticing non-users of the products and convincing present customers to use more of the
company's product, with the use of tools like advertising (Ansoff, 1989, Lynch, 2003). This strategy
will help the brand in retaining its current customers, as it is cheaper than attracting new ones.

Perry (1987) identified market development as appropriate growth strategy (Watts et al,
1998) for small and medium enterprises (SMEs) like SD Farms. Anhaar today needs to focus on
market development strategy, which is, it will trail the market expansion strategy and passage
beyond its instant customer base to appeal new customers for its present products. This will include
the sales of existing Anhaar’s products in new international (or local) markets. It may entail
investigation of new segments of a market, new usages for their products and new geographical
areas (other major cities of Pakistan) in order to entice new customers (Lynch, 2003).

PRODUCT LIFE CYCLE (PLC)

Considering the Product Life Cycle (PLC) is of critical significance to a firm as it helps a
firm to cope up with the risk of initiating a new product more effectively, whilst concurrently
making the most of the sales and profits that could be attained throughout the product's life cycle. It
begins with product development, during which time the firm devises and creates a new product,
followed by introduction of product onto the market is typically characterized by very slow sales,
growth stage which characteristically includes a rapid growth in sales as early adopters replace
pioneers as the main consumer group leading to maturity stage which is a key point for a firm
because it marks the turning point in the product's success and finally the decline stage during
which time the product's sales drop significantly and in some cases, quickly, with profits continuing
to fall until lucrativeness becomes so low that the product is discontinued. (Kotler and Armstrong,
2004)

Anhaar currently is in the introduction phase (see appendix 6) with a new product
introduced in the market i.e. pasteurized milk, categorized by very slow sales, which is growing
slightly over the period of time. Whilst profits are gradually gradually increasing, it may take
Anhaar until near the end of the introductory stage in the PLC before it is able to witness positive
profitability. The reason for gradual profitability during this stage is the limited success of the
product measured in terms of low, albeit growing, sales and additionally the high amount of
investment being done in production and promotion in order to increase brand awareness. At this
stage, pricing for Anhaar is also a major consideration as charging a low price may inspire a lot of
consumers to make an instant purchase, but the firm not only losses long-term sales because too
many people have bought the product early on but also may significantly lessen its margins, making
it more problematic and time consuming before the product first becomes lucrative and hits its
break-even level. Anhaar must make careful selections over their marketing strategies; in particular,
their pricing, promotional and placement decisions (Porter, 1980; 1985; Kotler et al., 1996;
Blackwell et al., 2001; Grant, 2002; Kotler and Armstrong, 2004).

PROMOTIONAL MIX
According to consumers interviewed, despite being a cut above the rest, Anhaar has been
unable as yet to paint a clear picture in the minds of the consumers as far as image is concerned.
Not many are aware of much about the brand and even those who have accepted Anhaar positively
are not fully informed of the benefits and reasons behind this. Although, a powerful product in
itself, the marketing of the product is not as effective to reap its full potential. Despite successful
sampling activities where consumers have been attracted toward purchasing and liking the product,
on the whole not many are aware of what Anhaar stands for, its competitive edge and the reasoning
behind its positioning and premium pricing.
In a product such as milk, the main facets that can be focused on in advertising are the
nutritional worth of the product, its accessibility or the excellence in quality. (Lamb, A. 2011) One
of the most effective promotional techniques in daily use products are celebrity endorsements. In
this age of the postmodernist consumer, experiential and visual marketing plays a more active role.
According to Barthes, written words and pictures are unable to make much of an impact, and the
consumer now focuses on interpreting adverts individually. (Barthes, 1982)
According to research, campaigns that leave interpretation open to viewers, focusing on
the aspect of drinking milk as part of daily lives have been hugely successful. (Lamb, A. 2011)
Similarly, Anhaar can focus on promoting a better brand image of itself and Pakistan by endorsing
its products through celebrity endorsements by taking on inspirational Pakistanis in different fields
with one thing in common, i.e. they all drink Anhaar as part of a healthy, fulfilling lifestyle
focusing on the nutritional value. These personalities can include the likes of Mohammad Asif, who
has won the IBSF World Snooker Championship, Sharmeen Obaid Chinoy, who won the first Oscar
for Pakistan, Shafay Thobani and Mauhib Iqbal young Micrsoft whizzes of the country, Naseem
Hameed the fastest woman in South Asia, and other countless individuals like Edhi. Anhaar can
further co-relate this as a CSR opportunity by teaming up with welfare organisations like Edhi that
have made a name for themselves and the country, and further help countless orphans.
As individuals what we see is an amalgamation of our own perceptions and how society
conditions us into seeing things. (Barthes, 1982) The post-modern consumer no longer takes the
meanings that the marketer dictates but in fact creates their own interpretation based on their self-
identity, how they perceive themselves to be, and social symbolism, how their surroundings impact
them. (Rosenbaum-Elliott, Percy and Pervan 2007) Therefore, products can no longer be typecast.
In 2008, the famous American “Got milk” campaign focused on the current economic situation of
the country and utilised a famous financial advisor and talk show host to focus on milk being a
‘smart’ choice of purchase. Similarly, Anhaar can benefit by a dual strategy where it links milk to
inspirations, occasions and food. (Ng, D. et al, N.D.)
It would be effective for Anhaar to focus individually on benefits of their milk to educate
consumers rather than on all the benefits in one place for instance as it is currently doing on the
bottle itself and on social media adverts and posters. A campaign where consistent banners,
billboards or images are paced strategically throughout the cities with various benefits and
advantages highlighted dramatically to attract the attention of consumers in finding out more. This
will also aid in their existing sampling activities being conducted. Additionally children play a key
role in influencing parents buying decisions in daily use commodities such as milk. Other than the
current activities Anhaar is exercising in schools, they can also arrange school trips to the site to
educate children about the benefits of milk and specifically Anhaar so as to encourage children
towards a healthier lifestyle with Anhaar.

PLACEMENT
Placement is an important element of the marketing mix. Product placement nowadays, is
intensely based on research. Researchers suggest that on average consumers initiate their shopping
at ‘eye level’, where they work from left to right, and decide their purchase selections in lesser than
8 seconds. Therefore, effectiveness on sales heavily relies on placements increasingly.
(www.info.4imprint.com) (www.razorfishsearch.com)
For a daily use product like that of milk, placement is a highly important component of the
marketing mix. It is essential that the product is effectively distributed through its channels and
efficiently placed. Anhaar can benefit by being strategically placed at outlets. One of the possible
ways of doing this is by setting up point of sales (POS) displays to increase impulse buying. As
recommended earlier, it would be beneficial if Anhaar started mini bottles for kids, which could be
strategically placed at counters to increase impulse buying as well as attract children who often play
a key role in daily use products purchase.
Additionally, the current Anhaar fridges are mostly placed next to others at the back of stores
and are often not distinguished from the rest. It would be better if they were able to get their
refrigerators placed near the entrance to attract the attention of customers coming in to shop for
other products. Anhaar can also set-up counter displays in leading stores where a salesperson can be
appointed by Anhaar to educate consumers on the product and its key benefits. Since Anhaar
products have a very short shelf life, Anhaar can set-up company owned outlets in various cities
with effective storage facilities ensuring optimum temperatures throughout and lessen chances of
any losses due to mishandling of the products. Moreover, this would help in creating a stronger and
more distinct image in the minds of the consumers, as well as educate them better about Anhaar its
vision and how it stands apart from the rest.

PRICING
It is essential for a firm to determine the right pricing strategies for its products. It is essential not
only for the organization and its consumers but also for the economy as a whole. (Skouras,
Avlonitis, and Indounas, 2005).

Since it is directly associated with the development of products and management, pricing
is a constant challenge for both the product and the brand managers. At the time of initiation,
Anhaar selected a price skimming strategy where it entered the market and provided its products at
Rs.85 per liter to consumers. At that point of time its closest competitor in the market, Prema,
provided their milk at Rs.95 per liter. Lowering prices often results in higher sales volumes because
there is a vast number of consumer’s in the market that is price sensitive. This strategy is most often
utilized early on in the product life so as to gain maximum market share. Anhaar then proceeded to
follow a competitive pricing strategy, and increased its prices to that of Prema, i.e. Rs.95 per liter.
A competitive pricing strategy is one where a firm takes advantage of their position in comparison
to that of their competitors where brands possess some similarities but are not the same. (Duke
1994)

Presently, Anhaar’s pricing strategy is effective. However, as the brand grows and is
successful in building a strong differentiated image in the mind of their consumers and are able to
attain a substantive market share it would be beneficial or the firm to consider moving towards an
image pricing strategy. According to Duke (1994), consumers often link quality to prices and
compare substitutes on that scale. If Anhaar is able to create a unique image in the minds of its
consumers, than it would help if it is marginally more expensive than its direct substitutes. This
way they will be able to attract ‘non-searching’ consumers who will associate value with a product
being sold at a higher price than its substitutes. (Duke 1994)

CONCLUSION

Conclusively, Anhaar is a relatively brand that has a powerful product but needs a stronger
marketing model to attain its true potential. Over time as Anhaar proceeds to create a name for
itself, it can better utilize it marketing mix to create a unique image in the mind of its consumers.
Moreover, the rapidly growing dairy sector of Pakistan signifies potential opportunities and benefits
of their investment by Anhaar that will further provide a more favorable environment to the
company.
 REFERENCES
 Lamb, A. (2011) ‘Advertising Strategies of the Ontario Milk Marketing Board: Milking
the Cow for All It's Worth’, Totem: The University of Western Ontario Journal of
Anthropology 2(1)
(accessed at: http://ir.lib.uwo.ca/cgi/viewcontent.cgi?article=1103&context=totem&sei-
redir=1&referer=)
 Drummond, G. & Ensor, J. (2004) ‘Strategic Marketing: Planning & Control.’
Butterworth-Heinemann: MA, 2 : 96-100.
 Duke, C. (1994) ‘Matching Appropriate Pricing Strategy with Markets and Objectives’
Journal of Product & Brand Management 3(2): 15 - 27
 McDonald, M. (2003) ‘Marketing Plans: How To Prepare Them, How To Use Them. MA:
Butterworth-Heinemann’ Journal of Product & Brand Management: 175-245
 Skouras, T., Avlonitis, G. and Indounas, K. (2005) ‘Economics and marketing on pricing:
how and why do they differ?’ Journal of Product & Brand Management, 14(6): 362 - 374
 Stephanie O'Donohoe (1997), ‘Raiding the postmodern pantry: Advertising intertextuality
and the young adult audience’, European Journal of Marketing, 31(3): 234 - 253
 http://are.berkeley.edu/~sberto/2009Got_Milk.pdf
 http://www.businessteacher.org.uk/free-marketing-essays/the-prospering-dairy-industry/
 http://www.census.gov.pk/
 https://www.cia.gov/library/publications/the-world-factbook/.
 http://www.coursework4you.co.uk/essays-and-dissertations/ansoff-analysis.php
 http://www.fao.org/ag/againfo/programmes/en/pplpi/docarc/wp44_3.pdf
 http://www.globalhealthfacts.org/data/topic/map.aspx?ind=82
 http://info.4imprint.com/wp-content/uploads/1P-02-0112-Jan-Blue-Paper-Product-
Placement.pdf
 http://www.packplus.in/images/SIES.pdf
 http://paknewspoint.blogspot.com/2012/01/saving-rate-in-pakistan.html
 http://plastics.sabic.eu/cases/_en/messageinabottle.htm
  “Conversion Optimization with Product Placement | Razorfish Search.” Web log post.
Search Shots Blog - Razorfish. 2 Aug. 2011. Web. 11 Dec. 2011.
<http://razorfishsearch.com/2011/08/02/product-placement-tactics- online/>. )
 http://smallbusiness.chron.com/product-positioning-vs-usp-37843.html
 CIA, The World Factbook, available at: CIA World Factbook - Unless otherwise noted,
information in this page is accurate as of July 26, 2012
 (Population Reference Bureau), 2012 World Population Data Sheet, available at:
 http://www.prb.org/Publications/Datasheets/2012/world-population-data-sheet/data-
sheet.aspx
 http://www.unicef.org/infobycountry/pakistan_pakistan_statistics.html

RESOURCE PERSONNEL:

 Mr. Abdullah Tariq (Brand Manager Anhaar)

 Ms. Kiran Saleem (HR co-coordinator Anhaar)
 APPENDICES
Appendix -1 PESTLE ANALYSIS
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL/ CULTURAL FACTORS
TECHNOLOGICAL FACTORS
LEGAL FACTORS
ECOLOGICAL FACTORS
 Unstable political environment
 Political pressure on firms
 Competition due to entrance of major business
giants in the industry
 Rising inflation
 Uneven population distribution
 More than 35% of population is below 15
years of age
 Low saving rate
 Low literacy rate
 Fidelities toward older brands
 Joint family systems
 Promote and upgrade technology
 Lack of skills and technical labor
 Poor R&D
 Even if some have technology, energy crisis
hinder its usage
 Inconsistent taxation policies
 Unregulated import of products at cheaper
rates
 No awareness about eco-friendly purchase
Appendix-2 SWOT ANALYSIS

STRENGTHS WEAKNESSES
 One of the largest milk producer in the world  Short shelf life
 Expanding sector  Maintenance of their infrastructure
 Home delivery service  High operating cost
 HDPE technology based eco-friendly packaging  Poor promotional strategies
 Company owned system from supply till
distribution
 State of the art infrastructure
OPPORTUNITIES THREATS
 Pakistan is 4th largest milk producer in the world  Energy crisis
 Contributes 10% to the GDP  Inconsistent taxation
 95% of the market share is with loose milk  Intensifying comeptition
 Increasing consumer’s knowledge about the product  Fidelities for old brands (like Haleeb )
 Geographical expansion  Price sensitive nature of the market
 Product line extensions (like ice creams, yogurt,  Availablility of substitutes ( like
cheese, cream , flavored milk etc .) whiteners)

  Unregulated import of dairy products at

cheaper prices

Appendix -3 ANHAAR’S PRODUCT LINE

 Anhaar Whole Milk

It is 100 % Pure Australian Cow milk. It is in plastic bottle packing which is very convenient to use
It is processed and packed in our dairy farm. We have a herd of Australian cows and we produce
our own high quality fodder for our cows. We use automated milking plant and we have state of the
art processing plant on our own dairy farm. We homogenize, pasteurize and pack Anhaar milk at
the same location. No human hand touches milk at any stage. We maintain highest standards of
hygiene. Anhaar milk is pure and real as we don’t add any preservative and additive in it. It has 7
day expiry. Keep it refrigerated within two hours of purchase as it is very fresh product. It is
available in 1 liter bottle pack.

 Anhaar Full cream milk

It is pasteurized to eliminate harmful bacteria

that are present in raw milk and is homogenized
for smooth creamy thickness in each sip. Anhaar
is naturally fortified with vitamins and minerals
like calcium, protein an iron. It is free from
additives and preservatives such as steroids and
breeding hormones and is collected using
sterilized equipment from our registered partner
farmers

 Daily Dairy Pouch Pack

Anhaar’s homogenized and pasteurized milk in pouch pack is ready to drink with no added
preservative and additive. It is standardized at 3.5 %fat, having a shelf life of seven days, giving its
customers a chance to enjoy real taste of milk.

Appendix-4 BCG MATRIX

Appendix-5 ANSOFF’S MATRIX

Appendix- 6 PRODUCT LIFE CYCLE

Appendix-7 MILK PRODUCTION AND CONSUMPTION IN PAKISTAN
Appendix-8 CURRENT COLLECTION METHOD & SUPPLY CHAIN
Appendix-9 NUTRITIONAL FACTS

Calcium 300 mg

Carbohydrates 12 g

Energy 165Kcal

Fat (3.6) 9g

Protein 8g

Vitamin A 70 ug

Vitamin B12 1 ug

Appendix –10 PRODUCTION PLANT & FARMS