Ingredients

Full fat milk, yoghurt cultures, vitamin D.

No powder and no water added.

Nutrition Value per 100g

Company’s Marketing Objective

The objective is the starting point of the marketing plan. Objectives should seek to answer the question
‘where do we want to go?’ The purpose of objectives includes:

 To enable a company to control its marketing plan.

 To help to motivate individuals and teams to reach a common goal.
 To provide an agreed, consistent focus for all functions of an organization.

Market Share Objectives

To gain 75% of the total market for Lassi drink.

Profitability Objectives
To achieve a 25% return on our total capital employed.

Promotional Objectives
To increase awareness of our product in more urban and rural cities.

Growth Objectives
To increase the size of our international enterprise by 20%.
Marketing Strategy

Segmentation Variables Data

Geographic
World region Asia
Country Pakistan
Cities All major cities of Pakistan
Density Urban
Climate Hot and dry

Demographic
Age All ages from 3 and up
Gender All
Family size 1-2, 3+
Family life cycle Married, unmarried
Income Rs. 10,000+
Occupation From middle to upper class
Education Schools, colleges, universities
Religion Major religion of Islam, Christianity, Hinduism and
small percentage of others
Race Asian
Nationality Pakistani

Psychographic
Social class Middle class, upper class
Lifestyle Actualized, fulfilled, believers, achievers, strivers,
experience’s makers and strugglers

Behavioral
Occasions Parties, birthdays, sport and other cultural and
regular occasions
Benefits Freshness, Taste, Hygiene

Positioning
Once a business has decided which segments of the market it will compete in, developed a clear picture
of its target market and defined its product, the positioning strategy can be developed. Positioning is the
process of creating the image the product holds in the mind of consumers, relative to competing
products. Positioning helps customers understand what is unique about the product when compared
with the competition. Fresh Flow Dairy plan to further create positions that will give their products the
greater advantage in their target markets. “Lassi” has been positioned based on process of positioning
by direct comparison and have positioned the product to benefit the target market. Most people create
an image of product by comparing it to another product, thus evident through our strategy.
Branding
“LASSI” is the strongest and the only brand serving that type of product in our region. It appeals to
consumers from across the diverse socio-economic culture. Our consistency with which we deliver our
quality fresh product is a strong link with our consumers.

Packaging
Packaging is an important factor to examine in the marketing mix. Packaging protects the product during
transportation, while it sits in the shelf and during use by consumers; it promotes the product and
distinguishes it from the competition. Packaging can allow the business to design promotional schemes,
which can generate extra revenue and advertisements. Fresh Flow Dairy has benefited from packaging
the product with incentives and endorsements on the labeling as a promotional strategy to increase its
volume of sales and revenue.

Pricing Strategy
LASSI is available in the majority of stores, outlets, restaurants and hotels. It has a huge market of
customers. Basically it is mass marketed as a healthy product being consumed by different age groups in
our society. Fresh Flow Dairy has offered LASSI in different quantities and pricing in our market.

In our society LASSI reduces its prices during the holy month of Ramadan and at the time of Eid. In this
way we adopt a promotional pricing strategy. In different sectors Fresh flow dairy has also adopted
segmented pricing strategy as its prices are much higher in luxurious hotels and other sectors.

Marketing Research
When attempting to implement a new marketing plan a business must address its target market and
conduct the relevant information to insure the new marketing plan both differs from the old and is
better for the business. When conducting market research a business must first define the problem and
then gather the appropriate information to solve the problem.

78% of Pakistan population drinks Lassi.

Factors Influencing Consumer Choice
When making decisions on products a business must look at factors that influence consumer choice such
as psychological factors, socio-cultural factors, economic factors and government factors,

Psychological Factors
Such as motivation, perception, lifestyle, personality and self concept, learning and attitudes influence
the consumer’s behavior towards a product and LASSI has addressed this issue by planning to introduce
Low Fat LASSI and Salty LASSI to satisfy different lifestyles.

Socio Cultural Factors

Such as culture, subculture, socio-economic status, family and reference groups influence the
consumer’s behavior towards a product.

Economic Factors
Such as disposable income and discretionary income. Fresh Flow Dairy has addressed this side of the
influence by maintaining a low price on the price of its products.

Government Factors
Such as new regulations, inflation, interest rates, all influence consumer spending and choice.

Micro Environment of ‘Lassi’

The Company
Fresh Flow Dairy

Supplier
Hyderi Beverages Private Limited, Pakistan

Marketing Intermediaries
The Hyderi Beverages Group is one of the major selling agents for LASSI. It manages the supply for
several wholesalers, retailers, restaurants, hotels and other such food outlets. In order to active the
projected sales targets effectively, the organization ensures a comprehensive strategic alignment with
the overall Fresh Flow Dairy’s business strategy.

Customers
LASSI is mass marketed and its customers are of all ages from 3 and up.

Competitors
Doodh walay ?
Publics
There are a lot of publics included. Such as TV channels, investment houses, radio stations, newspapers,
minority groups, general public etc and also internal publics including workers, board of directors,
managers and so on.

Macro Environment of ‘Lassi’

Demographic
The potential customers of LASSI would be of ages 3 and above. LASSI targets the middle class to the
upper class income levels.

Economical Forces
When the economy of the consumer is low and the expenses becomes high so that the consumer mover
towards another product which is lower in price than LASSI.

Natural Forces
Due to any disaster, earthquake or some shortage by the marketers or suppliers.

Technological Forces
There is huge investment from the government to develop the infrastructure, opportunities and the
creation of new products, new technological factors changed so that it is affected by their product.

Political and Legal Factors

Pakistan is a politically less stable economy; as a result foreign investors lose interest due to this
instability. The Pakistani government is on a regular effort improving business relations with trade and
investment partners internationally.

Cultural Forces
Due to Islamic cultural values, people prefer to use products made from Halal ingredients.