Report CB

MARKETING PLAN OF: DAY FRESH
SUBMITTED BY: HAMMAD ALI AND

KHIZAR SAQIB
SUBMITTED TO: SYED MOHAMMAD

HARIS HAYAT
IQRA UNIVERSITY EDC CAMPUS

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About Us
In 2009, Akhtar Group ventured into Pakistan’s dairy sector by establishing Dairyland (Pvt) Ltd. The
company started its operations by setting up a state-of-the-art dairy farm in Dhabeji, district Sujawal in
Sindh with premium breed Australian cows. Subsequently, it also established a modern milk, and yogurt
processing and packaging plant next to the dairy farm.
Dairyland is a leading brand in the dairy sector with operations running successfully across the country. It
is a major supplier of value-added dairy products.
Dairyland Today
Dairyland is a progressive and fast-growing company, well known for its high quality and nourishing
products. It continuously strives to add happiness to its consumers’ lives and take care of their health, by
keeping itself updated with the ever changing lifestyles of its consumers.
In order to make sure consumers get optimal quality products, Dairyland has developed a comprehensive
grass-to-glass value chain system. Its cows are fed and nurtured on high quality fodder grown under the
supervision of foreign qualified agronomists. They are kept in an extremely hospitable environment, and
are regularly checked and vaccinated by a team of qualified vets.
Dairyland’s automatic milking parlor makes sure milk is collected using optimal hygienic conditions. No
hormonal injections or antibiotics are given to the cows, ensuring pure, fresh and wholesome milk, free
from side effects.
Dairyland management is committed to produce Halal, healthy and safe products for the consumers and
customers.To fulfil these requirements, we have implemented Halal, national and International food
safety and quality standards. Dairyland will ensure and apply controls in food processing that starts from
the sourcing of raw material, processing till its end product consumers. We strive to ensure that all our
food products are Halal, safe, hygienic and fit for human consumption. Dairy land is also committed to
fulfil statutory, regulatory requirements and customer requirements.
Implementation of Halal, Food safety and quality principles are the foundation of Dairyland (Pvt.) Ltd.
 We are extremely mindful of our obligation to the country and to our consumers / customers.
 We therefore manufacture products which have been Halal and safe certified by the reputed
Certification Bodies
 We believe in the continual improvement through action plans compliance for achievement of
food safety objectives and have implemented internal and external auditing system
 We are committed to ensure and improve the competence of our employees
 We are ultimately committed to ensure the peace of mind of our consumers/ customers
 We are committed to communicate policy internally through posters display at different locations
in plant and externally to interested parties via website.
 We are FSSC 22000 certified company.
INDUSTRY BACKGROUND:
Agriculture is one of the most important sectors of the Pakistani Economy, contributing 21% to
Pakistan’s GDP and employing 45% of its labour force. Moreover, the single most important subsector of
agriculture is livestock; including cows, buffalos and goats which provide milk, meat, hides and other raw
materials for the local market. The livestock sector alone contributes 11% of the country’s GDP, with an
estimated 42 billion litres of milk produced per annum (Jassar Farms, 2009). As per the Economic Survey
of Pakistan 2009, Pakistan has a herd size of around 63 million animals, which is the 3rd largest in the
world. About 35 million people are involved in dairy farming, deriving more than 40% of their total
income from livestock. For these farmers, dairy animals provide milk for domestic consumption as well
as meager income through the sale of milk. In rural Pakistani culture livestock is a storer of wealth. It is
viewed as important social capital and offers insurance to the owner in times of financial distress (Jassar
Farms, 2009). Pakistan is an agrarian country in which the livestock is the largest subsector contributing
to a total of 55.1 percent to agriculture includes buffalos, goats and cows which provide milk, hides and
other raw material (SMEDA, 2005). Dairy is a major part of food consumption and it plays an important
role in Pakistani diet in the form of milk, meat and egg. Milk is classified as the major dairy product due
to its long-lasting benefits i.e. bone health, lower the risk of cardiovascular and blood pressure diseases,
effective against obesity, type 2 diabetics, cancer and dehydration
After observing all the issues regarding the dairy industry of Pakistan, it can be concluded that the dairy
industry possesses potential of growth and is very important from economic perspective. The major
problem with dairy farming in Pakistan is the low milk yields of Pakistani cattle and buffaloes. This low
production potential of Pakistani animals is mainly attributable to a few clearly identifiable issues such as
lack of a systematic national breed improvement program, lack of availability of good quality fodder and
nutrients and poor farm management practices. On average a dairy animal in Pakistan yields 6-8 times
less milk than a dairy animal of the developed world; approximately 8 Pakistani milk producing animals
are equal to 1 animal of the developed world. So Pakistan needs to have a coordinated and integrated
strategy/approach beginning from enhancing per animal productivity, going straight to milk
procedures/procurement and minimize the wastage.

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MARKETING PLAN OF: DAY FRESH

SUBMITTED BY: HAMMAD ALI AND

SUBMITTED TO: SYED MOHAMMAD

IQRA UNIVERSITY EDC CAMPUS

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