GROUP MEMBERS:

Karunesh Khare (B 42) Mayank Tiwari (B 54) Jaspreet Kaur (B 39) Sunil Kumar Verma (B 47) Shabir Ahmad Bhat (B 31)

INTRODUCTION:
Campina is one of the leading Dairy companies in

the world
Market leader in Holland, Germany and Belgium Mission Adding value to MILK Created in 1947 with the name De Kempen, after

merging , formed CAMPINA, in 1964

INTRODUCTION (contd)
Non profit organization Proudly have 7,500 member dairy farmers in

Netherlands alone
Out of 25 Dairy organization, 14 headquarter in

Europe
Eliminated Milk Powder

Focusing on Brand Building

SWOT ANALYSIS.

STRENGTHS
CAMPINA IS ONE OF THE LEADING DAIRY

COMPANIES IN THE WORLD. CAMPINA HAVING A GOOD IMAGE IN THE MARKET. CAMPINA OFFERS HIGH ADDED VALUE PRODUCTS. IT IS DEMAND DRIVEN. MOST POPULAR FOR FRUIT YOGURT. FOCUS ON THE CONVENIANCE.
Strengths include focus on acquisitions Higher Turnover , Brand Equity ,Innovation

WEAKNESSES
PACKAGING ISSUE

PRODUCT INGREDIENT
LOWER BRAND TURNOVER WHICH UNDERSCORED

THE POSITION OF COMPANY BRAND. the high cost of maintaining strong brands

OPPURTUNITIES
CREATING A NEW PACKAGING FOR THEIR ITEMS.

CAMPINA HAVE O PACK THEIR PRODUCTS IN A UNIQUE

CONTAINERS FOR INNOVATIVE PRODUCT. EXPAND THEIR OWN SUBSIDIARIES IN DIFFERENT COUNTRIES PROFITS SHOULD BE MORE. demand for dairy products in developing countries Opportunities for improvement include increasing demand for health drinks.

THREATS
COMPETITORS

ELIMINATE MILK POWDER PRODUCTION WHICH

THEY THINK LOW MARGIN COMMODITY.

WHAT CAMPINAS LOGO SAY??

KEY BENEFITS OF CAMPINA DAILY NUTRITION GROWTH AND DEVELOPMENT HEALTH AND WELLNESS FUNCTIONAL BENEFITS

Marketing Research Process

Campina offers four categories of products: Indulgence products:- This category campina produces
numerous milk based desserts ,with the exception of ice cream primarily due to the products seasonality.

Daily essentials:- This category includes campina

products such as milk, buttermilk ,cream, butter, cheese, coffee cream, etc.

In this category are health foods and other milk based nutritional supplements. For Ex:- Lactoval is a popular calcium supplement.

Functional products:-

 Ingredients

(food

and

pharmaceutical

ingredients):- This product category target other food

product manufacture rather than individual consumer. The company creamy creation unit specializes in blending dairy and alcohol to make various cream liqueurs, leading to both healthy and indulgent drinks. In this category fall meal replacement drinks and high protein drinks as well.

Answer 2
Several major activities can be undertaken by Campina
Market Opportunity Analysis Target Market Selection Marketing Mix Determinants

Needs Wants Income Lifestyle

Unique Market Ex:- Soft Drinks

Product Price Place

Food Store Segments

Promotion

Vending Machine Segments

The Fountain Market

Consumer Behavior Model

CONCLUSION

CAMPINA MORE FOCUS ON

BUILDING THE BRAND TO ENSURE RECOGNITION BY CONSUMERS AS A VALUE OFFERINGS AD QUALITY BRAND NAME.
HOLLAND,GERMANY AND BELGUM.

IT IS MARKET LEADER IN

Contd

DUTCH CONSUMERS USED TO

PURCHASE PRODUCT BECAUSE THEY RELY UPON THE CAMPINA.

THAN 380 MILLION EUROS.

SALES OF CAMPINA IS MORE FOCUS ON INNOVATION AND

EXPANSION OF THEIR PRODUCTS