Brand_History 2 - BrandAnalysis...

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Brand Analysis Submitted to: Ms. Fatima Z. Nasir Group Members: Maira Shahid Abeera Burhan Mavra Mushtaq Rana Iradat      Ahmed  Naqvi Haris Bin Saqib Rabia Parveen BBA 2K9 F (B)
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Table of Contents Brand Analysis Candia Brand History Candia milk basically originates from Europe. The company started its business in 1971. Since 1997, Candia and its manufacturers have been involved in a quality initiative certified by the AFAQ, entitled "The Milk Route". For the first time, it guaranteed the quality and traceability of milk, from the farm to the finished product. The components of its competitive strategy were modernization of collection, increased production capacities, industrialization of structures, cutting edge technology. Candia obtained ISO 9002 certification in 1993. Specialist sales teams ensured optimum brand presence in respect of buying groups as well as in the field. Although it is the French drinking milks market leader, Candia implemented an active expansion policy abroad. Candia is already acknowledged as the leading European milk brand. At the same time, Candia has adapted to distribution trends. Specialist sales teams ensured optimum brand presence in respect of buying groups as well as in the field. Always on the alert, the merchandising department increased its studies in order to regularly define precise 3
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recommendations for produce placement. The result, a real relationship of trust was created between Candia and its public. CDL foods launched Candia milk in Pakistan on 12 April 1999. CDL now known as Haleeb Foods was the first food company and at that time the only dairy company in Pakistan to get ISO 9002 Certification - a Quality Management System. Candia for the first time introduced milk packed in food grade plastic bottles. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak’s novel packaging formats, Tetra Brick Aspetic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban , delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max , cardamom flavored tea whitener, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day , 100% pure and natural fruit juice, free of added sugar, artificial flavors and preservatives. Brand Story (journey from product to a brand) Candia was Europe's Number One selling milk at that time. Haleeb Foods Limited and Candia of France joined hands to bring the highest quality milk in Pakistan. Candia was a Pasteurized, Homogenized, Standardized, double Sterilized milk. This ensured not only the highest quality but also the best possible taste. For the first time in Pakistan, Haleeb Foods Limited introduced milk packed in food grade plastic bottles. These bottles were manufactured at Haleeb Foods' latest plant from imported materials and ensured longer shelf life, and highest quality and storage
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Brand_History 2 - BrandAnalysis...

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