UNILEVER FOODS

Growing Up Milk PowderMarket Research

9/8/2014

CONTENTS

Overview......................................................................................................................................................................3

Project Objectives........................................................................................................................................................4

Research Methodology................................................................................................................................................5

Secondary Research.................................................................................................................................................5

Primary Research.....................................................................................................................................................6

Geographic scope and location....................................................................................................................................6

Deliverables.................................................................................................................................................................6

Project Organization....................................................................................................................................................7

Customer.................................................................................................................................................................7

Stakeholders............................................................................................................................................................7

Roles........................................................................................................................................................................ 7

Responsibilities............................................................................................................................................................8

Sponsor....................................................................................................................................................................8

Review Group...........................................................................................................................................................8

Manager...................................................................................................................................................................8

Team Member.........................................................................................................................................................8

Structure..................................................................................................................................................................8

Project Plan..................................................................................................................................................................9

Approach..................................................................................................................................................................9

Overall Plan............................................................................................................................................................10

Financial Plans............................................................................................................................................................11

Quality Plan................................................................................................................................................................12

Project Considerations...........................................................................................................................................12

Risks...................................................................................................................................................................12

Issues.................................................................................................................................................................13

Assumptions.......................................................................................................................................................13

Constraints.........................................................................................................................................................13

OVERVIEW

Unilever Foods is among the biggest and fastest growing conglomerates in Pakistan with a

vision to cater to local needs with products conforming to global standards. Unilever Foods'

made its foray into the consumer foods business in 2006.

In 2013, Unilever Foods decided to enter the growing up milk powder (GUMP) segment. A milk

powder processing plant has been set up in District Sahiwal, Punjab Province. Before the full

scale launch in Karachi, Lahore and Islamabad, Unilever Foods require further understanding of

its target market.

Though Breastfeeding remains popular among the population, but growing awareness and

nutritional benefits of packaged baby food is effecting positively, the results for 2013 are

graphically represented below by the increase in market size. Below mentioned Figures 1 and 2

shows the Market Share with respect to competitor and Sales of baby food by category

respectively. Nestle Pakistan is currently the market leader holding 53% of the Market share. In

year 2013 this segment grew in value with an average of 16.8% and 724.7 tons of milk was sold

in the market, the details are shown in figure 2.

Figure 1 Baby food Market Share with respect to competitor (Data from Euromonitor)

Figure 2 Sales of Baby food in Tones by category (Data taken from Euromonitor)

PROJECT OBJECTIVES

Project Objectives as shared by the client are the following;

1. Identify competitors, both local and imported brands on the basis of their offerings;

pricing, SKU’s and nutritional details.

a. How and where to position the brand and where the opportunity is?

2. Identify the primary and secondary target market for GUMP the demographic segments

and psychographic segmentation.

a. Conduct survey to understand consumption pattern, needs hierarchy, and brand

preferences and drawing logical connections through functional mapping.

b. Conduct survey, to understand purchasing behaviors’ usage, and attitudes in

GUMP category.

c. Coverage issues related to milk powder segment including supply and storage

problems.

i. Study the retail layout of such brands and products. Identify the shelf

space required and visibility

3. Conduct market assessment to understand market size, promotional schemes, trade

offers, consumer promotions and its impact on customer decision making.

4. Draw a functional mapping to identify maximum revenue and profits areas for Unilever

Foods Limited.

5. Implications of food laws in Pakistan and how it can affect UNILEVER FOODS product.

RESEARCH METHODOLOGY

SECONDARY RESEARCH

Unilever Foods best marketing practices.

Study of GUMP segment in Pakistan including product mix and manufacturers.

PSQCA laws on infant milk powder.

Unilever Foods plant specifications.

Extract reports, articles, and researches on GUMP category of similar markets

like India.

Study of other available researches, reports & articles based on the domestic

market.

PRIMARY RESEARCH

Field visits to selected super market chains and wholesalers across Karachi for

market assessment, supply chain and coverage issues.

Interviews with the target audience for consumer insights.

Focus groups to be conducted with customers in Karachi in order to understand

their perception and routine purchase of GUMP.

GEOGRAPHIC SCOPE AND LOCATION

All focus groups, interviews and market visits will be conducted in Karachi. Unilever Foods will

provide the data for Lahore and Islamabad. Field visit to Lahore plant is also proposed to the

client.

DELIVERABLES

Based on the research methodology stated above, following are the deliverables to the client;

• Competitor and gap analysis in GUMP market segments

• Understanding food laws and its implications

• Develop alternate decision shown possible effect on the top line.

• Development of marketing strategies;

– Assessment of SKUs, and product mix

– Consumer behavior

PROJECT ORGANIZATION

CUSTOMER

Customer Representative©

Unilever Foods Imran Moonis

Unilever Foods Hijab Ateeq

STAKEHOLDERS

Stakeholder© Interested inImran Moonis Over All project deliverables and Deadlines Hijab Ateeq Compliance and approval at each steps

Nasir Afghan Quality of work and meeting deliverables

Project Manager Delivery of Work and quality

ROLES

Role Organisation© ResourceName Assignment Status Assignment DateSponsor Unilever Foods Imran Moonis Assigned 10th Feb 2014

Review Group

Unilever Foods Hijab Ateeq Assigned 10th Feb 2014

Review Group

IBA Dr. Nasir Afghan Assigned 10th Feb 2014

Manager IBA Dawood Mustafa Assigned 10th Feb 2014

Team member

IBA TalhaEijaz Assigned 10th Feb 2014

RESPONSIBILITIES

SPONSOR

REVIEW GROUP

MANAGER

TEAM MEMBER

STRUCTURE

PROJECT PLAN

APPROACH

Phase Approach©

Initiation TORsPlanning Literature Review Execution Market Survey, Focus Groups, Questionnaire, In-home emersion

Closure Analysis and Recommendation

PRIMARYRESEARCH

AUDIENCE NUMBERS PURPOSE

Market Survey Retail outlets – Medical & General Stores

Outlets across different areas in Karachi

Identify the Competitors brands, SKUs, Price Points, Nutritional details, Promos (Retailers & Consumer), Positioning etc

Interviews (Personal)

Retail Store Managers

40 Retail stores General & Medical Both(SEC A & B Stores)IMTs & LMTs inclusive

Understand retailer’s point of view on selling trends, consumer preferences, decision making influencers etc.

Identify the buyer and the on store decision maker.

Determine influence of pediatrics on buying decisions

Focus Group Target Market 2 focus groups (8-12 members in each)

• Identify primary decision maker in Household• Primary purchase decision influencers(Price, SKU,

Flavors, Packaging, Imported/local, Pediatric Prescriptions, Availability, Adv& Promotions etc)

• Preferred attributes (Flavors, Taste, Thickness etc)

• Consumption patterns (Usage # of times a day, Preparation method, During which time of the day, Reasons for all of these)

• Ask what they want? Survey (Questionnaires)

Target Market( SEC A & B)

500 questionnaires

Infer the following: • Demographics (Income, Area of residence,

education, age)• Age (Child) – To determine which age group is

most lucrative to target • Top rated GUMP brands – why?• Identify primary decision maker in Household• Primary purchase decision influencers(Price, SKU,

Flavors, Packaging, Imported/local, Pediatric Prescriptions, Availability, Adv& Promotions etc)

• Preferred attributes (Flavors, Taste, Thickness etc)

• Understand purchasing behaviors • Consumption patterns (Usage # of times a day,

Preparation method, which time of the day, stand alone consumption or mixed, Reasons for all of these)

• Ask what they want? Preferred price points, packaging (Tin/soft pouch), flavors, age group bifurcation of GUMP, fortification etc)

OVERALL PLAN

Based on the research methodology as stated above, following is the initial timeline proposed

for the key activities.

Milestones Date Mar Apr May June July Aug Sep Oct Nov

1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H

Finalization of TOR's

31-Mar-14

Literature Review / Secondary Research

31-May-14

IBA Semester Exams

15-Jun-14

Market Survey and Interviews

15-Jul-14

Focus Groups 15-Aug-14

Questionnaire Preparation and Survey

15-Sep-14

Preliminary report submission to UNILEVER FOODS

30-Sep-14

Final report preparation and presentation to IBA

30-Nov-14

Key events happening during this timeline are;

IBA semester exams: 2nd June 2014 – 12th June 2014

Ramadan: 1st July 2014 – 30th July 2014

Eid-ul-Fitr: 31st July 2014 – 2nd August 2014

FINANCIAL PLANS

We expect full technical and moral assistance from both the management of IBA-Karachi and

Unilever Foods.

In order to proceed with the project, following are the financial resources, needed to be

incurred.

Activity Amount Justification

Transport to UNILEVER

FOODS head office

7,000 2 meeting per month until September (14

in total)

500 Rs. Per meeting

Market surveys 30,000 Across Karachi. Estimated 400 km of

running per person. (per km = 15 Rs.)

Focus Groups 20,000 Estimate based on logistics, food and other

miscellaneous expenditures.

Survey Questionnaires 5,000 Approximate cost estimated for printing

and distributing 1 questionnaire = 10 Rs.

Report Writing 3,000 Including, black & white / color print outs

and binding costs.

Field trip to Sahiwal To be decided by UNILEVER FOODS.

TOTAL 65,000

QUALITY PLAN

PROJECT CONSIDERATIONS

RISKS

Summarize the most apparent risks associated with the project. Risks are defined as “any event which mayadversely affect the ability of the solution to produce the required deliverables”. Risks may be Strategic, Environmental, Financial, Operational, Technical, Industrial, Competitive or Customer related. Complete the following table:

Description Likelihood Impact© Mitigating ActionsInability to recruit skilled resource

Low Very High Outsource project to a company with proven industry experience and appropriately skilled staff

Technology solution is unable to deliver required results

Medium High Complete a pilot project to prove the full technology solution

Additional capital expenditure may be required in addition to that approved

Medium Medium Maintain strict capital expenditure processes during the project

To complete this section thoroughly, it may be necessary to undertake a formal Risk Assessment (by documenting a Risk Management Plan). To reduce the likelihood and impact of each risk's eventuating, clear ‘mitigating actions’ should be defined.

ISSUES

Summarize the highest priority issues associated with the project. Issues are defined as“any event which currently adversely affects the ability of the solution to produce the required deliverables”. Complete the following table:

Description© Priority Resolution ActionsRequired capital expenditure funds have not been budgeted

High Request funding approval as part of this proposal

Required computer software is only at ‘beta’ phase and has not yet been released live

Medium Design solution based on current software version and adapt changes to solution once the final version of the software has been released

Council approval must be sought to implement the final solution

Low Initiate the council approval process early so that it does not delay the final roll-out process.

ASSUMPTIONS

List the major assumptions identified with the project to date. Examples include:

There will be no legislative, business strategy or policy changes during this project

Prices of raw materials will not increase during the course of the project

Additional human resources will be available from the business to support the project. ©

CONSTRAINTS

List the major constraints identified with the project to date. Examples include:

The financial budget allocated is fixed and does not allow for over-spending

There are limited technical resource available for the project

The technical solution must be implemented after-hours to minimize the operational impact on the business.