Abstract:
To begin with, Farm Fresh milk is a novel product whose ability to penetrate the new segments
of market is questionable. In the face of intense competition in organic milk industry like Prema
or Anhaar, Farm Fresh milk finds it difficult to find a toehold in selling organic milk inside of
Pakistan’s most leading cities. To perform the market research on the product, we as a team pull
together to achieve quality information of farm fresh, its relative importance, pros and cons and
other subtle aspects which need to be incorporated for maximal exploration.
Farm Fresh Product is in the throes of dilemma; as their product’s functionality is under serious
threat in the face of Prema and Anhaar’s domineering presence. However, it sets itself apart from
its contemporaries while inculcating its origin, since it hails from Australian Cow Milk.
Its Brand is quite overlapped with some conventional organic milk brands like Ever fresh; hence,
they should renew its packaging in accordance with the styles which tickle the fancy of their
target market.
Also, they need to extend their product line to reap enduring benefits; they have introduced
chocolate milk but overlook the importance of labeling the very Belgian chocolate flavor which
the citizenry of leading cities always adore.
It is present in some of the well-known retail outlets, citing its limited distribution channels.
Many of the organic milk consumers were completely oblivious on the presence of the product
until and unless we lead them on the shelves of farm fresh.
The products of farm fresh are placed on the shelves which are closed to processed food products
like K&N’s which tinkers the farm fresh look for the uninitiated as it might come from processed
food as well.
The positioning of the brand is quite low-key, since most of the patrons of organic milk are
overly oblivious as to the presence of farm fresh milk. It’s high time for them to step out of
Anhaar and Prema’s shadow before they would be crowded out of business.
When we think of consuming organic milk; Anhaar and Prema Milk are the two commodities
which come into our head. To finesse such issues, farm fresh milk is ought to position itself in
such a way that it would create a distinct brand equity to let the richness of their fresh milk
prevail.
