Description
This Project report on Adam’s Youghurt
Presented by:
Ahmed Arslan Khan
Ayyaz Tanveer
Hira Khalid
Hussain Iftikhar
Mir Arooj Hassan
M. A. Hanan Rasool
Sehrish Atta
ADAM’S YOUGHURT
• Certified company
• Manufacturing
• Marketing
• Distributing
• Value added frozen food products
Adams Milk Foods
Pioneer in frozen foods
Specialize in dairy products.
• First dairy plants to produce powder milk.
One of the largest cheese maker in the
country
• capable of producing over 20,000 tons annually
Aim of Adams Milk Foods
• leader in providing best quality products to all their
valued customer.
Raita
• Zeera Raita
• Mint raita
Cheddar cheese
• Adam’s
cheddar
cheese
• Adam’s
processed
cheddar
cheese
• Adam’s extra
light diet
singles
Mozzarella
cheese
• Adam’s new
mozzarella
cheese
• Adam’s Danish
mozzarella
cheese
• Adam’s
mozzarella
cheese singles
Cottage cheese
• Adam’s
cottage cheese
Yogurt
• Natural yogurt
(great tradition
taste)
• Desi yogurt (a
true taste of
home)
• Natural yogurt
(low fat/no
sugar)
Pizza cheese
• Adam’s pizza
cheese
Flavored cheese
• Adams cheese
burger
• Adam’s chilli
cheese
Pure desi ghee
• Butter fat 99.8%
Power milk
• Skimmed powder
milk
• Full cream milk
powder
• Full cream milk
powder (30% fat)
• Whey powder
Adams Milk Food
Dairy products
Adam's Yogurt
1 kg, 400
gms, 250
gms
Nestle
• Heavily spend on
in store
placements
• Exposure
• Eye level shelf
space
• Catches
consumer’s
eyes
• Heavy advertising
• Strong trade
promotions
• Retailers
promote their
brand
• Strong consumer
promotions
• Variant
• Zeera and
Podina
• Price
• 70 Rs./400g
• Large distribution
• Available
everywhere
Khula Dahi
• Not available at
retail stores
• mostly at sellers
own shops
• No advertising
• No trade
promotions
• No consumer
promotions
• No variant
• Price
• 60 Rs/kg
• Limited
distribution
• At their own
shops
Adams Yogurt
• Don’t spend on in
store placements
• Lack of
exposure
• Top shelf
• Hardly
noticeable
• No retail
promotions
• No incentive to
promote their
brand
• No customer
promotions
• Variant
• Natural and low
fat
• Price
• 65 rs/400g
• Limited
distribution
• Selective shops
TARGET MARKET
DEMOGRAPHICS
GENDER Males, Females
AGE Every age group, product is not
specific to any particular age.
Suitable for both adults and children
alike
INCOME SEC A and B
BEHAVIORAL
Product Benefit Targeted for everyone who
cares for his/ her life and
cares for his health
User Status First time, Regular,
Potential Customers
NESTL
E
90%
ADAM'
S
YOUG
HURT
10%
MARKET SHARE
PACKAGING
Un-attractive to the
customers
Does not grab
immediate attention
Imitation of Nestle’s
Packaging
SKU; 250 gms, 400
gms, 1Kg
NAME
Company name dominates the
brand name-violating the branding
law number 13(law of the company)
people did not
even know
about the
product name
cannot
associate with a
yogurt.
un-
attractive
& old
Blue
Text,
red
outlin
e
Lacks
innova
tivenes
s
LOGO
Past and Current Advertising
Campaigns…
BRAND
AWARENES
S
LACK OF
BRAND
IDENTITY
Product
Promotions
Distribution
Pricing
PRODUCT
Adam’s youghurt is rich in
Calcium, Potassium, Protein and
B-Vitamins.
It boosts immunity and
promotes healthy life.
Other Types
Desi Yoghurt
Yoghurt Low Fat,
Made from Fresh
Milk (No added
sugar)
PLACE
• Distributed
countrywide
directly to the
retailers
• It is using direct
distribution
channel
because the
distributors are
now reluctant to
sell products
that lack
customer
recognition.
• Available in
many
supermarkets
and
departmental
stores like
Alfatah,
potpourri, HKB
PLACE
PROMOTION
Lack in
promotions
both in
trade
promotions
and
consumer
promotions
.
Placed product
below eye level
on most shelf
of the shops
Least
exposed
brand to
the
customer’s
eye .
PRICE
ADAM’S
• Rs. 40
Rs. 65
Rs.120
NESTLE
• Rs.45
• Rs.70
? Rich in Calcium,
Potassium, Protein and
B-Vitamins
? Boosts immunity and
promote healthy life.
? Two servings of yoghurt
to you daily diet can
help you maximize loss
of fast and minimize
loss of muscle.
? Standardized Fresh
Milk, Stabilizer, Sucrose
? Low price in
comparison to
competitors
? 1kg SKU
? No Powder
? No Chemicals,
? No Additives
? No Preservatives
KEY CHALLENGES FACING THE BRAND
Negligible
salience
Low Quality
Perceptions
Poor
Imagery
Zero Brand
Knowledge And
Weak Associations
The Brand Is Being
Overpowered By Giant
Competitors Like Nestle
Unique
BRAND EXPLORATORY
Adam's
I've
never
seen it
in any
store
Dull,
Creepy
,
Hospit
al like
colors
Low
Quality
Fake
None
of my
friends
are
using it
What
the hell
is it?
Cheap
imitatio
n of
Prime
Yogurt
Misspell
ed
"Yoghur
t"
WHAT DO I
THINK
ABOUT THE
BRAND?
Consumer Based Brand Equity
4.relationships/resonance (what
about you and me)
3.Response/judgements(what
about you)
2.Meaning/performance and
imagery(what are you)
1.Identity/salience(who are you)
Consumer Based Brand Equity
• Completely absent
BRAND
SALIENC
E (BRAND
KNOWLE
DGE)
• Unknown and untested
BRAND
PERFORMA
NCE
(TANGIBLE)
• Copied
BRAND IMAGERY
(INTANGIBLE)
• Low quality because it
looks like an immitator
JUDGMENTS
• None, no attachments
or associations
FEELINGS
• Can not be
achieved until the
rest of the 5 have
been achieved
BRAND RESONANCE
Focus Findings and in-depth
interviews
Khula dahi is
the mostly
preferred by the
masses and
has the highest
consumption
rate
Nestle is the
most preferred
brand when
talked about
yogurt
(packaged
yogurt)
Khula dahi
perceived as
“pure,
traditional and
beneficial for
health”
Major attributes
of packaged
yogurt
• Trust
• Quality
• hygiene
Focus Findings and in-depth
interviews
The main issue
with khula dahi
relates to its un-
hygenic handling
and distribution
Nestle’s
commands brand
equity “any new
product will tried”
Packaged yogurt
roughly the same
price ( known
brands)
Primary
consumption of
yogurt
Secondary uses Decision makers :
Parents
Great emphasis
on taste
Limited knowledge
about Adam’s
Yogurt existent
Focus Findings and in-depth
interviews
Pronunciation an issue
(Adam’s)
Common perception that it
is a cheap imitation of
Nestle’s prime yogurt
Nestle has high ad recall
Adam’s lacked originality
reasons cited for its failure
“a cheap rip off” of Nestle’s
Prime Yogurt
Unattractive packaging and
coloring
Never heard of Adam
before, no ads on Tv, Radio
or Magzines
Focus Findings and in-depth interviews
Nestle and prima
considered as their
major competitors
Respondents felt
an advertising
would help
enhance its brand
awareness and
create demand.
To conclude if an
effective
advertising
campaign
promotes the
product people
will give it a try.
doc_582086569.pptx
This Project report on Adam’s Youghurt
Presented by:
Ahmed Arslan Khan
Ayyaz Tanveer
Hira Khalid
Hussain Iftikhar
Mir Arooj Hassan
M. A. Hanan Rasool
Sehrish Atta
ADAM’S YOUGHURT
• Certified company
• Manufacturing
• Marketing
• Distributing
• Value added frozen food products
Adams Milk Foods
Pioneer in frozen foods
Specialize in dairy products.
• First dairy plants to produce powder milk.
One of the largest cheese maker in the
country
• capable of producing over 20,000 tons annually
Aim of Adams Milk Foods
• leader in providing best quality products to all their
valued customer.
Raita
• Zeera Raita
• Mint raita
Cheddar cheese
• Adam’s
cheddar
cheese
• Adam’s
processed
cheddar
cheese
• Adam’s extra
light diet
singles
Mozzarella
cheese
• Adam’s new
mozzarella
cheese
• Adam’s Danish
mozzarella
cheese
• Adam’s
mozzarella
cheese singles
Cottage cheese
• Adam’s
cottage cheese
Yogurt
• Natural yogurt
(great tradition
taste)
• Desi yogurt (a
true taste of
home)
• Natural yogurt
(low fat/no
sugar)
Pizza cheese
• Adam’s pizza
cheese
Flavored cheese
• Adams cheese
burger
• Adam’s chilli
cheese
Pure desi ghee
• Butter fat 99.8%
Power milk
• Skimmed powder
milk
• Full cream milk
powder
• Full cream milk
powder (30% fat)
• Whey powder
Adams Milk Food
Dairy products
Adam's Yogurt
1 kg, 400
gms, 250
gms
Nestle
• Heavily spend on
in store
placements
• Exposure
• Eye level shelf
space
• Catches
consumer’s
eyes
• Heavy advertising
• Strong trade
promotions
• Retailers
promote their
brand
• Strong consumer
promotions
• Variant
• Zeera and
Podina
• Price
• 70 Rs./400g
• Large distribution
• Available
everywhere
Khula Dahi
• Not available at
retail stores
• mostly at sellers
own shops
• No advertising
• No trade
promotions
• No consumer
promotions
• No variant
• Price
• 60 Rs/kg
• Limited
distribution
• At their own
shops
Adams Yogurt
• Don’t spend on in
store placements
• Lack of
exposure
• Top shelf
• Hardly
noticeable
• No retail
promotions
• No incentive to
promote their
brand
• No customer
promotions
• Variant
• Natural and low
fat
• Price
• 65 rs/400g
• Limited
distribution
• Selective shops
TARGET MARKET
DEMOGRAPHICS
GENDER Males, Females
AGE Every age group, product is not
specific to any particular age.
Suitable for both adults and children
alike
INCOME SEC A and B
BEHAVIORAL
Product Benefit Targeted for everyone who
cares for his/ her life and
cares for his health
User Status First time, Regular,
Potential Customers
NESTL
E
90%
ADAM'
S
YOUG
HURT
10%
MARKET SHARE
PACKAGING
Un-attractive to the
customers
Does not grab
immediate attention
Imitation of Nestle’s
Packaging
SKU; 250 gms, 400
gms, 1Kg
NAME
Company name dominates the
brand name-violating the branding
law number 13(law of the company)
people did not
even know
about the
product name
cannot
associate with a
yogurt.
un-
attractive
& old
Blue
Text,
red
outlin
e
Lacks
innova
tivenes
s
LOGO
Past and Current Advertising
Campaigns…
BRAND
AWARENES
S
LACK OF
BRAND
IDENTITY
Product
Promotions
Distribution
Pricing
PRODUCT
Adam’s youghurt is rich in
Calcium, Potassium, Protein and
B-Vitamins.
It boosts immunity and
promotes healthy life.
Other Types
Desi Yoghurt
Yoghurt Low Fat,
Made from Fresh
Milk (No added
sugar)
PLACE
• Distributed
countrywide
directly to the
retailers
• It is using direct
distribution
channel
because the
distributors are
now reluctant to
sell products
that lack
customer
recognition.
• Available in
many
supermarkets
and
departmental
stores like
Alfatah,
potpourri, HKB
PLACE
PROMOTION
Lack in
promotions
both in
trade
promotions
and
consumer
promotions
.
Placed product
below eye level
on most shelf
of the shops
Least
exposed
brand to
the
customer’s
eye .
PRICE
ADAM’S
• Rs. 40
Rs. 65
Rs.120
NESTLE
• Rs.45
• Rs.70
? Rich in Calcium,
Potassium, Protein and
B-Vitamins
? Boosts immunity and
promote healthy life.
? Two servings of yoghurt
to you daily diet can
help you maximize loss
of fast and minimize
loss of muscle.
? Standardized Fresh
Milk, Stabilizer, Sucrose
? Low price in
comparison to
competitors
? 1kg SKU
? No Powder
? No Chemicals,
? No Additives
? No Preservatives
KEY CHALLENGES FACING THE BRAND
Negligible
salience
Low Quality
Perceptions
Poor
Imagery
Zero Brand
Knowledge And
Weak Associations
The Brand Is Being
Overpowered By Giant
Competitors Like Nestle
Unique
BRAND EXPLORATORY
Adam's
I've
never
seen it
in any
store
Dull,
Creepy
,
Hospit
al like
colors
Low
Quality
Fake
None
of my
friends
are
using it
What
the hell
is it?
Cheap
imitatio
n of
Prime
Yogurt
Misspell
ed
"Yoghur
t"
WHAT DO I
THINK
ABOUT THE
BRAND?
Consumer Based Brand Equity
4.relationships/resonance (what
about you and me)
3.Response/judgements(what
about you)
2.Meaning/performance and
imagery(what are you)
1.Identity/salience(who are you)
Consumer Based Brand Equity
• Completely absent
BRAND
SALIENC
E (BRAND
KNOWLE
DGE)
• Unknown and untested
BRAND
PERFORMA
NCE
(TANGIBLE)
• Copied
BRAND IMAGERY
(INTANGIBLE)
• Low quality because it
looks like an immitator
JUDGMENTS
• None, no attachments
or associations
FEELINGS
• Can not be
achieved until the
rest of the 5 have
been achieved
BRAND RESONANCE
Focus Findings and in-depth
interviews
Khula dahi is
the mostly
preferred by the
masses and
has the highest
consumption
rate
Nestle is the
most preferred
brand when
talked about
yogurt
(packaged
yogurt)
Khula dahi
perceived as
“pure,
traditional and
beneficial for
health”
Major attributes
of packaged
yogurt
• Trust
• Quality
• hygiene
Focus Findings and in-depth
interviews
The main issue
with khula dahi
relates to its un-
hygenic handling
and distribution
Nestle’s
commands brand
equity “any new
product will tried”
Packaged yogurt
roughly the same
price ( known
brands)
Primary
consumption of
yogurt
Secondary uses Decision makers :
Parents
Great emphasis
on taste
Limited knowledge
about Adam’s
Yogurt existent
Focus Findings and in-depth
interviews
Pronunciation an issue
(Adam’s)
Common perception that it
is a cheap imitation of
Nestle’s prime yogurt
Nestle has high ad recall
Adam’s lacked originality
reasons cited for its failure
“a cheap rip off” of Nestle’s
Prime Yogurt
Unattractive packaging and
coloring
Never heard of Adam
before, no ads on Tv, Radio
or Magzines
Focus Findings and in-depth interviews
Nestle and prima
considered as their
major competitors
Respondents felt
an advertising
would help
enhance its brand
awareness and
create demand.
To conclude if an
effective
advertising
campaign
promotes the
product people
will give it a try.
doc_582086569.pptx