Marketing Strategy

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Acknowledgment
Firstly, we would like to thank the AL- MIGHTY ALLAH, who gave
us the strength and ability to complete this term report. We
would also like to express our gratitude to all those who gave
us the possibility to complete this term report by providing us
the information about the policies, strategies, product, pricing,
distribution, promotion & packaging etc which helped us in
formulating this report and guided us through out. We want to
thank our teacher which gave us the opportunity to commence
this term report in the first instance, to do the necessary
research work and to use locals data. We are bound to thank
the Honourable Sir. MAZHAR ALI whose guidance were always
with us whenever we need it. We are deeply indebted to
companys employees and our former colleagues of MBA for
their stimulating suggestions and encouragement helped us in
all the time of research and for writing of this term report. We
want to thank all of them for all their help, support, interest
and valuable hint. However, we accept full responsibility for
any deficiencies in the report.

AFSHEEN SAMNANI 2837

SANA JINDANI
2978
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NAZIA SHABAN ALI - 2922

EXECUTIVE SUMMARY
The purpose of the term report is to analyze the marketing
plans and strategies of MILKPAK, a brand of Nestle Pakistan Ltd.
and to know how they make this brand popular among their
consumers and how they compete with their competitors in
order to survive in the market.
The brand has largest market share and target all social
classes. The organization has adopted innovative ways to
collect

milk

and

distribute

it

with

effective

distribution

channels.
Nestle Milkpak Ltd believes in customer based aggressive
marketing. It always looks to the changing demands of peoples
and takes initiatives to fulfill those requirements perfectly.
People of Pakistan are getting more conscious about their
health and hygiene therefore the demand of processed milk is
rising gradually and showing great potential. The industry has
been growing at a robust rate of 20% during the last five years.
Therefore, many new companies / organizations are getting
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into this sector engaging high investments creating a tough

competition in the processed milk industry.

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Organization Introduction
HISTORY:
Henri Nestl founded Nestl in 1866 in Switzerland. Nestl means little nest in Swiss
German. Nestl first customer was a premature infant who could tolerate neither his
mothers milk nor any other conventional substitute. Thus, Henris ultimate goal was to
help fight the problem of infant mortality due to malnutrition for which he developed a
product combining various cows milk, wheat flour and sugar and name it Farine Lactee
Nestl, which was the first product of Nestl being marketed in Europe.
In 1974, Jules Monnerat purchased Nestl and collectively they launched a condensed milk
product of its own. In 1905, Nestl got merged with Anglo-Swiss condensed milk.
After some time, when Nestl got fully established and all its operation were properly
functioning in Europe and was gaining fame around Europe, then Nestl decided to set up
production plants around the globe to ensure the growth of the organization and to become
multinational
The decision to become multinational turned fruitful for Nestl and today Nestl has its
own operations and products in America, England, India, Brazil, Australia, Pakistan,
Hungary, France, Belgium, Italy, Spain and various other countries around the globe.
Dynamic Expansion:
The history of Nestle includes the development of many different products as well as acquisitions, mergers
and the purchasing of shares in companies, mainly abroad. Over the course of the years, this enabled it to
broaden its range of products and diversify its operations, while at the same time strengthening the
economic foundations of the company. Amongst the most important acquisitions were Carnation in Los
Angeles (milk, culinary products and pet foods) and more recently Rowntree Mackintosh in York
(chocolate and confectionery), Buitoni in Perugia (pasta) as well as Perrier in France (mineral water).
Nestle, which does 98% of its business outside Switzerland, also has interests in non-food sectors, in
cosmetics (a large share holding in L'Oreal) and ophthalmic products (acquisition of Alcon Laboratories
Inc.) while continuing to give priority to food products.

Nestle Today
Nestle is now the world's largest food company. It is present on all five continents, has an annual turnover
of 74.7 billion Swiss francs, runs 509 factories in 83 countries and employs about 231,000 people the
world over. The Company owes its current status to the pioneering spirits inherited from its founders
which continues to inspire it, to its concern with quality and to its constant search for new ways of
satisfying man's nutritional needs.
Wherever possible, it sets up factories locally, employs personnel from the country concerned and relies
on indigenous raw materials. Its agricultural services provide assistance to improve the quality and yield
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of the raw materials it uses. Much attention is devoted to professional training and to the integration of the
Company in its economic and social environment. There are three companies co-ordinate the activities of
some 200 operating companies around the globe. Their functions and details are as follows:
The first, Nestl, holds the financial shares in the allied companies. It also check the profitability of
these companies and to ensure the profitability of the group as whole.
The second, Nestl, has two areas of activities that are as follows:
Research and technological development
Technical assistance
Beside this, it provides know-how in engineering, marketing, production, organization,
management and personnel training on a continuous basis.
The third company is Nestl World Trade Corporation that oversees the import and export of
merchandise worldwide.

Mission Statement of Nestle Pakistan

In line with this, Nestle envisions to grow in the shortest possible time into the number one food company
in Pakistan with the unique ability to meet the needs of consumers of every age group from infancy to
old age, for nutrition and pleasure, through development an extremely motivated and professionally
trained work force, which would drive growth through innovation and renovation. It aspires, as a
respected corporate citizen, to continue playing a significant role in the social and environmental sectors
of the country.

Brief Introduction/ production:

As a consequence of joint venture arrangement between Nestle S.A. of Switzerland and Milkpak
Ltd. in 1988, the existing production facility of Milkpak in Sheikhupura became a part of Nestle Milkpak.
The Milkpak Sheikhupura factory commenced operations in 1981 as a producer of UHT milk. By
1988, it had expanded its operation and was also producing butter, cream, desi ghee - all under the brand
name of MILKPAK and juice drinks under the brand name FROST.
To meet the demands of the large food market that Pakistan offered, Nestle Milkpak reorganized
and reinforced the production of existing brands and gave shape to new production lines. The first to come
was a milk powder plant, which not only began producing NIDO in 1990 but was also critical to the
production of several milk-based products in the future. With the installation of the roller dryer in 1990,
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the first such product to come was CERELAC - an internationally recognized brand of infant cereal. This
was followed by LACTOGEN 1 & 2 in 1991.
The year 1992 saw the introduction of tea whitener EVERYDAY and milk powder in bulk packing
named GLORIA. MILO and NESLAC came under production in 1994 and MILO RTD in 1995. Local
packing of imported coffee under the name of NESCAFE 3 in 1 commenced the same year. In 1996,
Nestle Milkpak's first confectionery plant of POLO Mint was installed and the production of NESTLE
PURE ORANGE JUICE commenced. Packaging of coffee under the brand name of NESCAFE CLASSIC
was undertaken the same year.
In 1997 NESTLE WHEAT and two variants of POLO viz. Strawberry and Orange were
introduced. In 1998 a substantial capital investment was made to launch several products and install two
new state-of-the-art technologies. SWEET TREETS were launched in early 1998. The addition of two
flavors of POLO: Blackcurrant and Strong Mint, increased the number of POLO variants to five. A new
variant Lemony was added to the range of popular FROST fruit drink flavors and a new 1-liter packing of
FROST was introduced. Flavored milks under the brand FRESH & FRUITY came under production on
the new Tetra Filling Machine equipped with the modern "slim" format. MILO RTD and UHT Cream
were also shifted over to this new format.
A new flexible confectionery line enabled the manufacture of a wide range of high and low boiled
sweets and toffees, including TOFFO and two variants of SOOTH- ERS' Menthol Eucalyptus and Honey
Lemon. Nestle Milkpak also contracted to supply dairy mixes to McDonald's, for its popular soft serves
and milk shakes. And to top it all, the most prestigious project, NESTLE PURE LIFE was also
commissioned in December. Based on the latest water treatment and bottling technology, this marked the
entry of Nestle Milkpak in the Pakistan water market and that of Nestle in the world water market.
The expansion of high boiled sweet line continued in 1999 with the introduction of Fruit Drops
and BUTTERSCOTCH.
The year 2000 saw the production of some exciting products. First came NESCAFE Frothed
Original, followed by its two other flavors: Mocha and French Vanilla. NESCAFE Frappe RTD was to
come next. The fruit juice range was expanded by the production of Mango and Orange- Mango Mix. On
the confectionery side, Tutti Fruiti was added under the umbrella of POLO and Wild Cherry was added to
the SOOTHERS range. The success of NESTLE PURE LIFE in PET bottles encouraged the
commissioning of 5-gallon bottles production line for home and office in June. And the last product line of

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the year to be commissioned in November was that of NESTLE Plain Yogurt, a high quality product with
special Stay-Fresh Seal.
To meet the needs of safe and quality storage for the ever expanding product range and their
volumes, a National Distribution Center (NDC) was completed and became functional in June, 2000.
Spread over 6614 square meters, it has the capacity to store up to 8300 pallets (approximately 8000 tons).

Kabirwala Factory
In 1986 Milkpak Ltd. acquired the services of Kabirwala Dairy Ltd. for co-packing of UHT milk under the
brand name MILKPAK. Nestle Milkpak acquired KDL in 1990 as a subsidiary and installed a MAGGI
NOODLES plant, which became operational in 1992, producing three flavours: Chicken, Masala and
Chatkhara. The second milk powder plant was commissioned in September 1996 and produces NIDO,
GLORIA and skim milk powder. The UHT line was discontinued in June 1996 and the same year
witnessed the launching of MAGGI YAKHNI.
With the merger of this factory with Nestle Milkpak in April 1997, Kabirwala Factory, as it is now called,
is a fully owned unit of Nestle Milkpak Ltd.
The factory milk powder spray drying capacity was doubled in 1999 with the commissioning of the new
evaporator. 1999 also saw the installation of a pouch-filling machine, making KWF self sufficient n the
filling of full cream milk powder.
A new continuous butter making line is under installation in the year 2000 hat will produce very high
quality cultured butter under Nestle branding.
Indus Fruit Products Ltd.
Indus Fruit Products Ltd. was leased by Nestle Milkpak in 1998 for pulping and production of MAGGI
Cold Sauces. Tomato Ketchup, Mirch Masala and Khatti Meethi flavours are being produced under the
brand name MAGGI.

Vision Statement of Milkpak

To be The Milk for urban households of Pakistan

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Market:
Of the different agriculture sectors, live stock is the largest with the total value of Rs. 303 Billion (USD 5
Billion). Its contribution to the agriculture value-added is 34% and to the total GDP is 8.3%. Milk is the
largest commodity from the live stock sector accounting for 51% of the total value of the sector. Pakistan
is the fifth largest producer of milk in the world.
Pakistan is the 5th largest milk producing country in the world. The total annual production and
consumption of milk in Pakistan is approximately 27 Billion Litters, from which the chunk of 6.4 billion
liters is used by Urban Household and rest by Rural areas. Surprisingly, only 3% is used for processed
milk and the major chunk of 97% is for gawala / milkmen.

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Market Analysis
Consumers Consumption Analysis:
Analysis shows that out of total Monthly Share of Expenditure of Consumption in Food Items,
consumption for milk in Pakistan is 22%.

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Segmentation Strategy
The dairy milk market in Pakistan is divided in the following 8 major segments:

Drinking
Tea whitening / creaming
Deserts
Infant Nutrition
Health Conscious
Corporate
Flavored Milk
Exports

Target Market Strategy:

Nestle Milkpak has targeted the consumers of the following segments, who are more health conscious and
belong to middle-middle class and upper.

Drinking
Health Conscious

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Situation Analysis
People of Pakistan are getting more conscious about their health and hygiene therefore the demand of
processed milk is rising gradually and showing great potential. The industry has been growing at a robust
rate of 20% during the last five years. Therefore, many new companies / organizations are getting into this
sector engaging high investments.
In the current situation, UHT capacity in the dairy industry is more than the demand for the product.
Existing plants are operating below capacity and growth in demand is not likely to keep pace with the
demand for relatively high priced UHT Milk. Of the 38 major dairy plants established in the country with
a capital investment of Rs. 2.392 billion and having a daily rated capacity of 2,180,000 liters, only 13
plants are currently in operation. The rated milk processing capacity of the 13 plants in operation is
estimated at a little over one million liters per day. In addition, two dairy farms of the Pakistan military
operating on non-commercial basis have raised Pakistans daily production of processed milk, yogurt and
butter.
The major producers of processed milk in Pakistan are:

Nestle Milkpak Limited

Chaudry Dairies Limited
Kabirwala Dairy Industry
Lahore Milk Plant
Royal Dairy Product Limited
Ravi Dairies
Engro Chemicals Limited
Shakarganj Mills Limited

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Marketing Strategy
Competitors Analysis
Top Brands Available in the market according to market share
1.
2.
3.
4.
5.

Nestle Milk Pack

Haleeb
Olpers
Good Milk
Others (Nirala, Nurpur, etc.)

44%
36%
6%
4%
10%

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The biggest competitor for Nestle Milkpak is Chaudhry Dairies (Haleeb), which has been in the processed
milk industry since 1999 having the second highest market share. The strength of CDL is that they have
been in the consumer market since 1986 and have been succeeded to deliver the consumer according to
their demand, satisfying their needs and wants, as they desire. Therefore, its brand equity is comparatively
better than other competitors in the processed milk industry except Nestle Milkpak.

The other companies / organizations in the same industry have captured a very low market share due to
their low popularity, weak branding or either due to the non-consumer items background of the producer
such as Engro Chemicals.
Certainly, as the industry is showing a lot of potential consumers, therefore, the threat of new entrants
should not be ignored as well as the newly introduced brand like Good Milk and Olpers which are
gradually capturing the consumer market causing decrease in market share of Nestle Milkpak.

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Marketing Strategy
Industry Product life cycle
Introduction

Growth

Maturity

Decline

Segments (UHT)
Nestle Milk
Haleeb
Nurpur
Nirala
Pakola milk
Olpers
Goodmilk

UHT Product Life Cycle

Nestle
Olpers

Pakola
Milk

Good
Milk
Nurpur

Haleeb

Nirala

INTRO

GROWTH

MATURITY

DECLINE

MARKETING MIX
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Price Strategy:
Price is the amount charged for a product or a service, of the sum of the value that consumers exchange
for the benefits of having or using the product or service. Price is the only element in the marketing mix
that produces revenue, all other elements represent cost. This shows the price is also one of the flexible
elements of the marketing mix. Unlike product features, price can easily be changed.
MILKPAK has very strong band equity in-spite of that its prices are more competitive comparing with its
competitors; the pricing strategy is made by aiming to cater the educated and health conscious people who
live in urban areas. Nestle procure milk from Gawalas through its collection points that is why its prices
for processed milk would always be higher than open milk which is well understood by its customers, as
its customers perceive its delivered value more than the competitors because at same price they get a
world renowned brand.
Brand
Quantity (ml)
250
500
1000

Open Milk
Price (PKR)
9.5
19
38

Milkpak
Price (PKR)
13
25
44

Haleeb
Price (PKR)
13
25
44

Olpers
Price (PKR)
13
25
44

Nurpur
Price (PKR)
13
25
44

Promotion:
Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to
stimulate quicker and greater purchase of particular product by consumers or the trade.
Whereas advertising creates a reason to buy, sales promotion offers an incentive to buy. There are many
tools that can be used for consumer promotion and trade promotion. Sales promotion tools are used by
most organizations, including manufacturing, distributors, retailers, trade associations and non-profit
organizations.
Sellers use incentives type promotions to attract new tries, to reward loyal customers and to increase the
repurchase rates of occasional uses. Brand switchers are primarily looking for low prices, good value or
premium. Sales promotions are unlikely to turn them into loyal brand users. Sales promotions used in
markets of high brand similarity produce a high sales response in the short run but little permanent gain in
the market share.

Some consumer promotional tools that are used by MILKPAK:

Media Advertisement:

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Milkpak recites continuous advertisements on different TV channels, print media, Radio,
Billboards to create health awareness to attract new customers, which also reinforces the brand
superiority and excellence in mind of exiting consumers.
Premiums:
Milkpak offers special premiums to boost its sales by attracting new customers on special
occasions such as Ramadan, EID etc.

Product:
Product is anything that can be offered to a market for attention, acquisition, use of consumption that
might satisfy a need or want. Milkpak is a consumer product, which the final consumers for personal
consumption buy it.
Among the consumer product it would be placed under Convenience-Impulse as they are bought less
frequently among them the consumers compare carefully on suitability, quality and price. When buying
these kinds of product the consumer spends a lot of time and efforts in gathering information and making
comparison.
It is very important from marketing point of view that whenever a product is placed or offered in the
market it should be communicated properly to its target consumers. The claims regarding the brand made
by the company, the product must have the potential to fulfill all those claims otherwise it could destroy
the brand and the company image as well.
Nestle Milkpaks basic strategy is to satisfy its consumers by providing nutritious milk, purity, economy
and uniqueness in taste of the product.

Place:
It is very crucial strategy of the marketing but it does vary from type to type of the product. Place strategy
means where the product would be available for the sale. To make product available at different locations

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they established a distribution channel that is a set of interdependent organization involve in the process of
making a product or services available for use or consumption by the consumer or business image.
Place strategy might be different from a point of view of a specialty product as that cannot be made
available at every store but it can only be made available at certain stores that are selected according to the
target market and pricing strategy.
Place strategy of Milkpak is straightforward as milk is a convenience impulse product therefore Milkpak
by that mean is widely available in all major / minor stores, shops across Pakistan whether its competitors
brands are available or not.

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Marketing Strategy

SWOT Analysis:
STRENGTHS:
THE OLDEST BRAND
Nestle Milkpak is Pakistans first brand in the processed milk industry and has been working in this
industry since in 1981. They are first one to introduce processed hygienic milk.
THE NETWORK
Nestle Milkpak reaches its customers through the widest network of distributing channel. Therefore,
they have been successful to sustain their market leadership processed milk industry since 1981.
THE BRAND IMPRESSION
Being a multinational group, its brands are considered highly reputable and also because of its
successful delivering values in other consumer items.
THE MARKET LEADER
Nestle has been quite successful in delivering consumer products to satisfy consumers needs and
wants, as it holds 44% of market share of total processed milk customers.

THE BRAND EQUITY

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Out of 4.8 million customers of processed milk, Nestle is serving more than 2.1 millions customers
showing a greater brand equity.
INNOVATIONS
Research and Development unit of Nestles is working efficiently and providing timely solutions with
respect to consumers demands.
BYPRODUCTS REVENUES
The revenues earned from its byproducts, also contributing positively towards companys financial
position.
GOOD FINANCIAL BACKGROUND
Nestle Milkpak Ltd has got a good financial background as it is a joint venture between Nestle and
Packages Limited who are both market leaders in their respective industries.

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WEAKNESSES:

THE RAW MATERIAL

There is only one source of fresh milk that is the local market otherwise if Nestle Milkpak imports
milk that may not be as fresh as the local markets, so the market is governed by locals therefore,
Nestle has to cope up their demand to remain in the competition.
COST & PRICING
The source of raw material for Nestle Milkpak is the local market therefore it collects fresh milk from
market, processed it and packed it before distribution. In this scenario the cost incurred and product
price will be certainly higher than the milkman therefore, Nestle Milkpak is unable to compete in the
overall milk industry due to higher cost factor.
CULTURAL & SOCIAL FACTOR
Being a multinational group Nestle Milkpak has been ignored in various areas of Pakistan.
CONTRACTING MARKET SHARE
As new entrants are entering in the industry certainly they have gained business, causing reduction in
the Market Share of Nestle Milkpak.

LACK OF CORPORATE CUSTOMERS

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Nestle Milkpak has not been much used by the corporate customers which have been using dry milk
powder instead of liquid milk.
CONTRACTING MARKET SHARE
As new entrants are entering in the industry certainly they have gained business, causing reduction in
the Market Share of Nestle Milkpak.
UNEVEN SALES VOLUME
As the processed milk industry covers just 6% of total consumer market therefore, it is hard to predict
what will be the sales turnover to enable them to produce appropriate units to avoid any excess/
shortage in the market. Secondly, people in Pakistan are not much consistent with their behavior and
taste therefore, that factor cause uneven sales volume over the years.

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OPPORTUNITIES:
MARKET COVERAGE
Processed milk industry covers just 3% of total milk consumer market, which is showing a lot charm
in the business as 97% of the consumer market is yet to be covered.
GROWING MARKET
The Processed milk industry has been growing at a robust rate of 20% during the last five years which
indicates that there are a lot of potential customers available in the market that will bring raise in the
sales turnover.
HEALTH & HYGIENE FACTOR
People of Pakistan are getting more health conscious therefore, the market trend is showing positive
growth in sales of hygienic products.
RURAL AREAS
If Nestle Milkpak becomes successful to create awareness about the benefits of the processed milk in
the rural areas, it will certainly rule the biggest portion of Pakistans population, which lives in rural
areas. It may be done by showing various TV programs & commercials, free distribution of milk
packets, etc.

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CORPORATE CUSTOMERS
Corporate customers in Pakistan are normally using dry milk powder for their usage. Nestle Milkpak
can convince and market these corporate customers towards liquid milk, which have not been targeted
by any processed milk producers so far.
STP STRATEGY
Nestle Milkpak can select a particular segment, target it for specialized milk products and position that
appropriately such a flavored milk for children.

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THREATS:
EXISTING ENTRANTS
Though Nestle owns the largest market share but its competitors are gaining the market share
gradually such as Good Milk and Olpers, both entered in this industry in last two years but they jointly
owns 10% of market share, showing positive response from the consumer market.
NEW ENTRANTS
Processed milk producers has just 3% of market share in the overall milk industry therefore it has a lot
of potential consumers are yet to be targeted especially the rural areas of Pakistan. In that scenario the
industry is encouraging more producers to enter in the industry, which will certainly decrease the
overall market share of the existing producers.
SUPPLIERS UNION
Nestle Milkpak should maintain good relationship with the local suppliers in order to get sufficient
supply of fresh milk at standard market rates.
ENVIRONMENTAL & GOVERNMENT REGULATIONS
Nestle Milkpak has to cope up with the environmental regulations requirements. Similarly, all
government regulations given by SECP, Federal Ministry etc must be complied with or otherwise
penalty may be imposed such as business suspension, license cancellation etc. which may affect their
business badly.

LAW & ORDER SITUATION

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Law and order situation of the country may also affect negatively for instance supply of fresh milk
may be abundant due to curfew due to which production will certainly stop.
POLITICAL RELATIONS
If in case Pakistan Switzerland political affairs get disturbed due to any reason, Nestle might have to
stop its Pakistan operation to follow its origin country.
ECONOMIC CONDITIONS
It may be possible that Pakistan may come into economic crises due to which consumers purchasing
power may get reduced.
SOCIAL CHALLENGES
Being a multinational group Nestle Milkpak may face social challenges such as restriction in buying
foreign products may come in this situation.
GLOBAL COMMUNITY RESPONSE
Pakistan has always been under criticism of Global Community due to its abnormal political
conditions, foreign policies, being an Islamic country supporting other Islamic countries, capability of
using atomic warheads, abnormal relations with India, terrorism etc. If it comes to greater opposition
by the global community Nestle may have to stop its operation if Switzerlands Government advises.

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The BCG Growth Matrix

Nestle Milkpak is earning higher profits and has been the market leader in the processed milk industry for
the last several years, its annual sales are increasing in every subsequent year but its market share is not
rising much i.e. almost constant as the industry growth rate is 20% and its individual growth rate is more
or less same. Therefore, being the market leader we rate Nestle Milkpak in the Star quadrant.

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Doodh ki qudrati ghizayat

Pure, Nutritious Goodness of Milk

Pure, rich and delicious NESTL MILKPAK standardized UHT milk benefits from Nestls expertise in
bringing you the very best life has to offer and benefits from 140 years of consumer trust.
Our extensive milk collection system ensures that the milk you get is of the finest quality.
Encourage your family to exercise regularly, eat a healthy, well-balanced diet and drink pure, nutritious milk for
good health. Milk is a must-drink for your children as it is a rich source of Calcium that helps in the growth and
development of strong bones and teeth. It is equally beneficial in keeping grown-ups bones strong. So live to the
fullest and enjoy the pure, wholesome goodness of milk with
NESTL MILKPAK!

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A 250 ml glass of NESTL MILKPAK fulfills your daily requirement of 27-30% of Calcium, 15-18% of Protein,
31-34% of Phosphorous, 6-9% of Vitamin A and 160-169 Kcal of energy, as Recommended Dietary Allowance
by the National Academy of Sciences, USA.

Enjoy NESTL MILKPAK in four convenient sizes, depending on your family's needs: 1500ml, 1000ml, 500ml
& single-serve 250ml packing.

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MD's Message
Nestl International
Nestl Pakistan
Know More
Contact Us

Milk, Dairy & Chilled Dairy

Beverages
Bottled Water
Baby Food
Prepared Meals
Breakfast Cereals
Chocolate & Confectionary

Corporate Social Responsibility

Welfare Projects
Responsibility to Environment
SH&E Policy
Earthquake Relief

Our Philosophy
Wellness For You
Smarter, Healthier You!
Smarter, Healthier Kids!

Our proudest achievement is our internationally acclaimed development of the Punjab's milk district.
Hundreds of thousands of small farmers live over an area of 100,000 square kilometres in central Punjab. Of these farmers,
most have only a few head of buffalo yet Pakistan is the world's fifth largest producer of milk.
Milk is very fragile in our hot climate, and distribution historically depended on a network of suppliers and middlemen. Without
refrigeration, the milk arrived in towns already soured or adulterated with preservatives, such as vegetable oil or caustic soda.
When Milkpak Ltd. began operations, such was the state of affairs that though the milk was cleaned, pasteurised, homogenised
and sterilised at the Milkpak factory in Sheikhupura, its shelf-life in summer was, at most, four weeks. By contrast, in Europe
UHT milk had a shelf-life of six months.
Something had to be done. Milkpak immediately took measures to improve milk quality and the collection system, and when
Nestl entered in 1988, these efforts were stepped up.
Keep reading:

Optimise and consolidate resources and processes for a low-cost but efficient
Develop and manage simplified and effective supply network to achieve a high level of service
Create a continuous improvement culture driven by performance measures and reward

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Electronic

Campaign Title
Campaign Year
Duration

Campaign Title
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Duration

Print

Campaign Title
Campaign Year

Campaign Title
Campaign Year

Campaign Title
Campaign Year

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