Volume: 1 Issue 4 [September 2018]

Article:Brand Management Prognostications : The Case of Packaged Milk Industry of Pakistan

Author: Muhammad Siddique, Z. B. Junaid

Volume: Volume 1, Issue 4; September - 2018

DOI: 2018: 1(4) : 12-42

Abstract: This study attempts to carry out an analysis of the packaged milk industry of Pakistan in detail. The study employees the case study methodology to study the brand management prognostications of the packaged milks. This research takes into account major producers of Pakistan’s Milk industry. The brand management effectiveness used by these milk producers have been examined by developing a conceptual framework which was tested by using statistical tools. This study has carried out in-depth analysis to find out Macro and micro objectives, firstly to study consumers preferences of packaged milk industry in Pakistan in relation to brand management activities of milk producers. Secondly, to analyze the level of customers loyalty and consumer awareness with various packaged milk brands. Findings of the study show that customers are largely effected by the marketing and advertising techniques of these brands and switch their preferences. The study recommends that in order to meet the rapidly changing scenario of the business world, the milk producers need to lay greater emphasis on strategic brand management practices.

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