Details

Case

Milkpak - The Karachi Dilemma

Naveed Hasan, Wasim Azhar

INDUSTRY : Dairy Products

AREA : Marketing

ORGANIZATION : Milkpak

LENGTH : 22

LUMS No : 04-567-89-1

PUBLICATION YEAR : 1989

KEYWORDS:

Milkpak,Karachi,Dilemma,Marketing,Dairy,Advertising,Location,Powdered Milk,Competition,Rivals

DESCRIPTION:

In the face of dismal sales in Karachi, the Marketing Manager at Milkpak had to devise a plan for the next year. The case addresses the crucial issue of whether the company should go into aggressive advertising by attacking their key rivals: the powdered milk producers or not. Students have to consider the counter productive effects of such a strategy in case of retaliation, and then make recommendations. 

LEARNING OBJECTIVES:

1) Provide students an opportunity to evaluate the methodology of a consumer survey. 2) To enable students to analyze tabulated survey results in order to extract information from the market research data. 3) To show how research can assist in understanding consumer behaviour and market conditions. 4) To give students practice in developing a market plan on information gathered from consumer research. 5) To see the sensitivity/insensitivity to the difference in market conditions and consumer profiles etc. 6) To show the existence of market segments that has different priorities for various product attributes. 7) To shwo the importance of consistency in various elements in marketing planning. 8) To give students the opportunity to critically evaluate management objectives, goals and actions.

SUBJECTS COVERED:

Marketing