Mr Akhtar : MilkPak Powder ad campaign 2012 vs Dairy Omung ad campaign 2012 : Powder Milk Pakistan

Milkpak Powder Milk Ad Campaign 2012 vs Dairy Omung launch Ad campaign : Powder Milk Pakistan

Dairy Omung attacks the unbranded 72/ltr khula Doodh market with a branded and superior product at rs 65/ ltr with their dailry liquid (Not Milk) launch. On the other hand, Milkpak on 25/1/12 launches Milkpak at rs 65 but in powder via their Milkpak powder milk Ad campaign 2012

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New Brand Launch or Line extension : Powder Milk Pakistan

Dairy Omung

Two different strategies. The strategic marketing being practiced live! Olper's marketing manager ponders over possible choices to capture the kula Doodh and price conscious market. Should we launch a new brand? How much cannibalization will it cause? How much investment required to establish the brand? Will dairy liquid be acceptable?What about line extension for Olper's into powder form? Will it hurt brand equity?......And Engro Food's marketing manager chooses new brand launch may be for the following reasons:

• the 15 Rs price difference between Olper's & dairy omung, Engro Food's Marketing manager does not expect any cannibalization
• just can't risk Olper's
• Olper's should not be consumed by masses due to its image. Therefore , a new brand becomes paramount.

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MilkPak Powder

Whereas , Milkpak is thinking : should we go for a new brand launch or just a line extension? How much investment required for a line extension vs new brand launch? whats the trade off? Is our brand relevant to masses ?......And MilkPak chooses line extension(Product line depth) for the following reason :

• Nesvita and Milkpak has much higher brand equity..lets milk the brand and go for line extension
• Milkpak is not afraid of cannibalization from Milkpak Powder
• Let's offer a similar quality product for both segments .

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Do you like my work and passion ? Share my CV with your HR for a marketing position or an internship :http://goo.gl/JSyd7 or contact me ati.arsalan@hotmail.com