Executive to increase its product line. In 1988, CDL

Executive Summary


Candia is a product of CDL which was launched on April 12, 1999. Candia is mainly a French brand and it is handled and packed by CDL. Candia is already a very widespread brand in Europe and other 52 countries.

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Previously it was obtainable across Pakistan in all the major cities. But far along on product was unsuccessful due to its Taste, Packaging (without cap), Poor distribution and Customer’s brand faithfulness to other brands.

With preceding weakness we are going to re-launch this product with changed market strategies, new packaging, Taste and proper distribution.


CDL Foods Limited is a rising food products company. CDL was recognized in 1984 as a private limited company. The corporation came up with “Haleeb milk” and later on it continued to increase its product line.

In 1988, CDL introduced “Haleeb Cream” which was launched directly for the customer but also brought too many ice cream plants where it was used as an essential feature. CDL has milk processing factory located at 62-KM Multan road, Near Bhai Pheru, and has a team of 400 brilliant persons to support its processes.  

CDL FOODS LIMITED is the first food company and possibly so far is the first dairy business in Pakistan to get ISO 9002 certification, they are dedicated to severe quality values in all their operations from collection of milk to the facility of hygienically processed food nutritious products to their consumers.

The head office of CDL is located in Lahore at 135-Ferozepur Road. CDL is manufacturing a number of food products both for consumers and industrial users. CDL is the market front-runner in the dairy milk industry.


“Build branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing shareholders value”.



“Most innovative and fastest growing food company offering products enjoyed in every home every day”.


Our product name is Candia, Candia is a product of CDL which was launched on April 12, 1999. Candia is mainly a French brand and it is handled and packed by CDL. Candia is already a very widespread brand in Europe and other 52 countries.


Pakistan’s FMCG sector is mainly ruled by the two great titans, namely Nestle and Engro Foods. Both are huge corporations with a large customers and are effectively working in different product classes. Haleeb Foods has faced the huge rivalry of these corporations. Nestle and Engro are both very money-making with Nestlé, an international market lead with a much expanded product range.


Products like milk, Olpers, and Good milk have been a serious danger to Haleeb milk. Presently, though, since the economic and political circumstances of the country, no company is fulfilling its full potential. High rates of inflation, rising oil prices, lack of energy all added to the closing of many enterprises. Even competitors have struggle surviving in this difficult situations.


By concentrating on making its procedures and policies, Haleeb can improve its competitive position and get back on its bases. It must have a solid product collection and a well-constructed marketing plan to reclaim its lost reputation and attainment.



We have International packaging for our product it will reasonable and have reasonable prices. For this aim, we are having our own packaging plant for quality assurance purposes.


·        For quality assurance it required hefty money for the advancement and to introduce the product in the market. The main problem and obstacle we are facing Consumers are brand faithful toward competitor’s product so we have to influence them to buy Candia Milk again.


We will try that customer will Increase the usage of the milk and will introduce the new flavored milk and in this way, people are changing from unhygienic to hygienic milk.


The main risk of the product was the competitors can come up with plastic bottles using the plastic caps and changed scheme and packaging.


Political / Legal Forces:

The political and legal forces which caused CDL marketing efforts for the launch of Candia were the environmental anti-pollution acts, according to which a company is banned to use that plastic packing which is not recyclable. Candia has a special “USP” Packaging which is recyclable and environmental friendly.




The following economic conditions which can affect the marketing activities for Candia are:

Business Cycle


The business cycle consists of four phases, success, collapse, depression and recovery. Presently, the whole business industry in Pakistan is passing through a stage of collapse but it is expected that it will enter the recovery phase soon, which will be promising for company’s long-term pricing aims.



When Candia was launched, the inflation rate in the country was, 6.5% officially as related to the last year’s inflation rate of 8.3%.