in a typical middle class house. His father has 10 milking units (Buffalos & Cows) which
provide living for him and his medium size family. Irfan’s fatherfortunately won a contract of
milk supply to a multinational company 5 years ago whichused to buy milk at the rate of Rs.
25 per litre at a normal profit for irfan’s father. Supplying milk to multinational company is a
certain business but it provides no growth opportunity.
Irfan’s other four brothers could not complete their studies and had to learn some artisan work
which provided them just fair source of income. Irfan being a different boy showed his interest
in education and completed his studies BBA honors from VU Pakistan in 2009. Instead of
going for a job, Irfan preferred to join his father’s business soon after the completion of studies.
After joining business, Irfan very quickly learnt the mechanics of business. His understanding
of the supply chain enlightened him that only thosecould grow in the current competitive world
who served the final market with a strong brand. Irfan also learnt that multinational company,
whom they were supplying milk, sold one litre of milk at Rs. 45 per litre after packaging and
processing the milk.
His initial research shows that middle class families are not satisfied from the price and quality
of packed and unbranded milk due to different reasons. Being motivated for growth based on
all his findings, Irfan decided to reshape his current business into a fresh branded milk business
which could supply milk to middle income households in nearbytowns. To be on the safe side
Irfan cut 50% milk supply to multinational company with a plan to abandon it completely if his
new idea works.
Irfan needs your help in following areas:
Question # 01: Suggest a suitable Brand Name for Irfan’s business which should have a
potential to be a National and ultimately Multinational brand. (2)
Question # 02: Suggest which Promotional Mix (Tool) Irfan should use to market his
business in local market after keeping the nature of his market segment. (10)
Question # 03: Design the following Promotion Tools for Irfan’s business: (6)
a. Broachers/ Leaflets/ Pamphlet
b. Banners (Along with their hanging according to your own city)
c. Billboards (Along with their locations according to your own city)
Question # 04: Give General Comments about his business idea that does it have potential to