Introduction:This report covers the activities and
responsibilities that I performed during my internship at Haleeb
Foods Limited. HFL is the National Company with a burning passion
to take on the international market. In the clutter of
multinational companies HFL has a distinguished place. The report
starts with the introduction of the company, then the mission and
the vision of the organization and its structure covering all the
departments. HFL's products portfolio, SWOT Analysis, Pest Analysis
and Porter Five Forces Model.Then the next part includes my duties
and responsibilities and the assignments and projects they gave the
problems and then me and limitations I have founded while doing the
internship and then recommendationsInternship Assignment:The
assignment was to work with a professional organization to get
professional experience of the office routines and the working of
the organization at the initial level.Learning:I worked their as an
intern for the 7 weeks in the marketing department. In the
marketing department of HFL I learned a lot of things related to
marketing and sales. My boss gave me many assignments, which were
related to marketing and sales, and also many other things that
will help me a lot when I will start my professional
career.Contribution:My contributions in that department were
valuable, because of my contributions I succeed in taking the load
of work of my boss.Introduction of HFL:This report provides a
cavernous insight of the departments and products of the
company.HFL is now one of the fastest growing packaged food
companies in Pakistan with an annual turnover of Rs. 9.2 Billion
(F2006). It is a private limited company. It started commercial
production in July 1987. Due to consistently superior performance,
it has achieved undisputed leadership in the liquid packaged milk
category with a market share of over 52%. HFL has a very strong
brand portfolio consisting of dairy as well as non-dairy
products.Haleeb Foods has segmented its product portfolio in 3
leading brands including Haleeb, Candia and Tropico. Haleeb is the
flagship brand of the company. Haleeb UHT Milk is available in 5
Skus of Tetrapak packaging. Due to its strong positioning of the
thickest milk for best tea, it has the highest top of mind
awareness and penetration in the dairy industry of Pakistan. In
order to increase consumer and trade penetration of the brand, it
is also available in Tetra Fino Packaging under the brand extension
of Haleeb Dairy Queen.Haleeb has also progressively diversified
from UHT Milk to other product categories as well. These product
line extensions include Haleeb Butter, Haleeb Yogurt, Haleeb Cream,
Haleeb Labban (Drinking Yogurt), Haleeb Asli Desi ghee (Butter
Oil), Haleeb Funday Juice Drink, Haleeb Skimz (skimmed milk),
Haleeb N'Rish Full Cream Milk Powder & Haleeb Good day Pure
Juices. Haleeb Good day is the only range of 100% pure juices in
the country with a variety of 6 pure juice flavors.Haleeb Foods,
having a Franchise agreement with Cadillac France, launched Candia
Double Sterilized Milk in bottle format in April 1999. Candia is
also available in the Candia Classic variant which is positioned
for Tea. Another recent initiative is Candia Candy Up, which is
flavored milk for children.HFL has one of the largest nation-wide
distribution networks delivering high quality products, even in the
remote areas of Pakistan. With a network of +1100 distributors the
company ensures that the product range is available in all the
urban and semi urban areas of Pakistan. Furthermore, concerted
efforts are being made to develop the rural market as well.HFL has
an efficient and resourceful Export department, which has
successfully tapped opportunities in foreign markets including
Korea, Hong Kong, USA, UK, China, Afghanistan, Bangladesh and the
Middle East.In order to provide best quality products to its
consumers, HFL has a well-developed supply chain infrastructure. It
has heavily invested in a vast network of company operated milk
collection centers across the country. HFL has a strict and
stringent quality policy regarding intake of raw milk. It is the
only company that conducts 21 rigorous quality tests to ensure that
only fresh milk of the highest quality is accepted at the plant
premises. These internationally recognized tests are used to check
for: a) adulteration, b) microbiological contamination and c)
adequacy of nutritional contents. Further, Haleeb Foods is the only
food company in Pakistan that has the following international
certifications of quality and prestige:HACCP (in process controls
for safer products)ISO 9001 2000 (better quality for greater
customer satisfaction)ISO 14001 (environment-friendly
operations)HFL believes in using cutting edge processing and
packaging technologies to meet consumer expectations of hygienic
and high quality food products. It has more than 30 Tetra machines
for its UHT milk brands and 5 UHT units with a capacity of
producing more than 1 Million Liters of Milk everyday. Keeping in
view the volume potential and increasing growth trend of the
market, the company has recently inaugurated a second independent
UHT plant at Rahim Yar Khan.Haleeb Foods has a highly professional
management team with a progressive operating style. The management
team comprises of highly seasoned professionals with diverse global
experience of managing and developing brands. It can lay claim to
be one of the very few Pakistani organizations, which are truly
following the model adopted by globally successfully corporations,
with clearly defined roles for shareholders and the management
team.The company takes pride in being a model national organization
delivering international quality products and higher value for
money to its consumers. The management team at HFL strongly
believes that Pakistan offers enormous potential for food business
due to a large consumer base, high acceptance of packaged food, and
a growing urban middle class consumer segment.History:Haleeb Foods
Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46
Million under the name of Chaudhry Dairies Limited which was
renamed as CDL Foods Limited and now it is known to be as Haleeb
Foods Limited. At that time it had the capacity of producing 80,000
/ liters of milk per day having total area of 32 acres. Initially
150 people were employed at the plant. The production process
started with UHT liquid milk. The liquid milk was the first product
launched in the market, it started its operation in 1985 at that
time 20 other dairy plants were also coming in, and all those
including MILKPAK were using obsolete technology that was used in
EUROPE. Haleeb Plant was the only plant based on the latest
technology and the basic idea behind that were particularly dairy
foods products. Haleeb is one brand that is toady known
everywhere.From November 1989 till December 1991 Haleeb had a joint
venture with fries land Frico Domo of Netherlands. This joint was
amicably dissolved on account of FFD's change in management in
their global strategy. Today as an ISO 9002 certified company,
Haleeb is the dominant market leader of UHT milk in Pakistan by
capturing 52 % share.Franchise agreement with Canada, a market
leader in the liquid milk market in France, was assigned in
December 1998. Under this arrangement, the company launched Candia
range of value added liquid milk product and also have assess to
latest production, technical and marketing know how.Initially
company launched different products but some of them could not
become successful. As the company's core concern is quality
eventually company abandoned products that were not according to
the market needs. In 2002 the company contributed 54% to the
country's packed milk market.Problem and Purpose:.This report seeks
to look at the operations of Haleeb Foods Limited. What kind if
products and services HFL is providing to the consumers, also about
the environment in which it is operating.Sources and Methods:The
greater part of information presented in this report has been taken
from published material of the company like its broachers and
website. The information regarding HFL is taken from the senior
managers and the supervisor under whom I am doing my internship.I
tried my level best to write updated and latest information and in
the report.Main Sources of information
are:www.haleebfoods.comLimitations:The most important limitation in
writing this report was the nature of the company. Haleeb Food
Limited is a private limited doesnt allow leaking any of its
internal information, specially the information regarding the
financial position of the company and the policies related to Human
Resource Department.Scope:The scope of the report is to examine in
detail the operation of HFL. The focus of this report is mainly on
the marketing department of Haleeb Foods Limited.Organizational
Structure of Haleeb Foods Limited:Managing
DirectorTechnicalOperationsR & DQuality
AssuranceMarketingSalesHuman ResourceFinanceInformation
SystemSupply ChainFood
ServicesMaintenanceAdministrationProductionQuality sessionsQuality
ControlCustomer CareBrand TeamsSales TeamH.R
FunctionsHILFinanceAccountingProjectsNPDMilk ProcurementPurchases /
ImportsWarehouseChairmanExport
Vision, Mission, Values and Policies of Haleeb Foods
Limited.Vision Statement:Most Innovative and fastest growing food
company offering products enjoyed in "every home every day"Mission
Statement:Build Branded food business to improve quality of life by
offering tasty, affordable and highly nutritional products to our
consumers while maximizing stake holders' value.Policies:a.Build
branded food business to improve quality of life by offering tasty,
sage, hygienically processed, affordable, highly nutritional food
products through environment friendly processes to our customers
while maximizing stake holders' value.b.Meet the requirement of all
relevant legislation and regulation related to consumer
satisfaction & safety, environment and other applicable laws
etc.c.To prevent pollution through controlling levels of harmful
emission, effluents and other wastes.d.Contribute to safe and
healthy environment for our country.e.Promote mutual trust with
customers, suppliers, employees, shareholders and
community.f.Provide all the necessary resources for the continual
improvement in quality, safety of our products, processes and
environment.Values:EnterpriseEmpowermentAccountabilityTrustTeamworkHaleeb
Foods product Portfolio:1.1 Haleeb Milk in Tetra Pack:Consumers
everywhere know that only Haleeb Milk makes the best tea ever
because of its thickness. Haleeb is pasteurized, homogenized, and
standardized pure UHT milk of the highest standard with 3.5% fats
and 8.9% solid non-fats. It is Haleeb Foods premier brand, and the
choice of quality-conscious consumers who only go for the best.
Packed in easy to open, 6-layered Tetra Pak Brick Aseptic
packaging, it comes with a 3 months shelf life. SKU's1500 ml: 8
Packs / carton1000 ml: 12 packs/carton500 ml: 12
packs/shrink-wrapped tray250 ml: 27 packs/shrink-wrapped tray1.2
Haleeb ReshmiHaleeb Reshmi pack is long life-packaged milk and
offers consumers premium quality milk at an attractive price. Due
to its multi-layered packaging material, Reshmi pack not only
retains the natural thickness of milk for a longer time, but also
protects the milk from light, heat and bacteria.SKU's125 ml: 1.25
liters250ml: 5 liters1000ml: 6 liters1.3 Haleeb Bottle:The good
thing about the Haleeb Bottle is that it is made out of material
that is 100 percent recyclable. Feel free to have your own pick
according to your need. , Haleeb Milk is all about making your life
simpler and easier. The Milk Bottle's convenient screw cap makes it
easy to use in our day-to-day life. The aluminum that covers the
mouth of the bottle ensures that the milk that reaches you remain
fresh. Approved by CCTPA the Haleeb Milk Bottle has multi protected
layers that keep it safe from bacteria and sunlight.SKU's1000 ml /
8 pieces per cartoon250 ml / 24 pieces per cartoon1.4 Dairy
Queen:Dairy Queen is Haleeb another standardized and homogenized
pure UHT Milk with 3.5% fat and 8.9% solid non fats. At an
affordable price it has won the hearts of consumers everywhere. It
is available in 6-layered Tetra Pak Fino Packaging, introduced for
the first time in Pakistan and has 2 months shelf life.SKU's:250
ml: 24 pouches per carton500 ml: 16 pouches per carton1000 ml: 9
pouches per carton1.5 Haleeb Gold:The Thickest Milk with Extra
Cream. This marvelous product provides all the benefits of the
Thickest Milk along with the natural goodness of extra cream.
Haleeb Gold with its extra rich creamy taste makes a perfect cup of
Tea. It enhances your performance and helps to maintain a healthy,
dynamic lifestyle.SKU's:1000 ml: 12 packs/carton500 ml: 12
packs/tray250 ml: 27 packs/tray1.6 Haleeb Tea max:In tune with the
Haleeb Foods tradition of providing consumers high quality and
value added products, Haleeb Tea Max is the ideal choice for all
tea and coffee lovers. Tea Max is special milk that provides a rich
taste in your beverage. It is also available in the unique and
delicious cardamom flavor, packed in a 6-layered Tetra Pack Brick
Aseptic packaging.SKU's:200 ml (plain) pack: 27 packs/carton200 ml
(cardamom) pack: 27 packs/carton1.7 Haleeb Funday:Haleeb Funday is
a delicious juice drink especially for kids, enriched with calcium,
and vitamins A, C & D. An exciting treat, packed with health
and a great taste, Funday juices will surely be an instant success
with kids with their unique and amusing names, Aamonka (mango) and
Arrochee (peach and lychee). They are packed in a 6-layered Tetra
Pack Brick Aseptic packaging.SKU's:200ml Pack: 36 Packs /Carton
Shrink wrap units200ml Pack: 27 Packs/Carton1.8 Haleeb Good
Day:Haleeb Good Day offers consumers a range of 100% pure juices
with the essence of four fruits in each glass, without any added
sugar, flavors or preservatives. For consumption absolutely
anywhere and anytime, Good Days six premium juices (apple,
pineapple, red grape, mango, orange, and mixed fruit) give you the
absolute delight in taste, and revitalizes you at the same time. It
is packed in a 6-layered Tetra Pack Brick Aseptic
packaging.SKU's:250 ml Pack: 27 Packs/Cartons1000 ml Pack: 12
Packs/Carton1.9 Haleeb Cream:The premium cream processed
hygienically from pure fresh milk, Haleeb Cream is luxuriously rich
in its thickness and nutritional value. It promises the richest
assortment of tempting toppings, delicious desserts and creamiest
coffee with its unique taste, also great for eating with bread etc.
Packed in 6-layered Tetra Pack Brick Aseptic packaging. 6 months
shelf life.SKU's:250 ml: 27 packs/shrink-wrapped tray65 ml mini
pack: 24 packs/dispenser, 6 dispensers/carton1.10 Haleeb Cream with
Honey:Haleeb Cream with Honey is an exclusive treat: delicious
thick cream fortified with the goodness of pure honey, making a
tempting spread on bread. Enjoy it anytime and exude energy and
freshness whole day long. It is packed in a 6-layered Tetra Pak
Brick Aseptic packaging. SKU's:65 ml mini pack: 24
packs/dispenser200 ml: 24 packs/tray1.11 Haleeb Butter:Haleeb
Butter is the best natural source of Vitamins A & D for
everyone, and by far the ideal way of starting yet another busy
day. It is rich in its taste and revitalizes your energy for a long
tiresome day.SKU's:20g pack: 300 packs/carton50g pack: 120
packs/carton100g pack: 60 packs/carton200g pack: 30
packs/carton1000g pack: 1 pack/carton1.12 Haleeb Yogurt:Haleeb
Yogurt meets the highest quality standards and gives consumers
unmatched quality, freshness and taste with every spoonful. Offered
in 450g, 200g, with freshness seal that keeps the product
attributes fresh throughout its life.SKU's:Plain Yogurt 450 gm: 12
Units/TrayPlain Yogurt 200 gm: 24 Units/Tray.Zera Raita: 24
Units/TrayMint Raita: 24 Units/Tray1.13 Haleeb Asli Desi
Ghee:Haleeb Asli Desi Ghee is obtained from pure milk through the
traditional procedure of heating butter slowly. Haleeb Asli Desi
Ghee is free from all artificial ingredients; it has pure and
natural taste and is nutritionally preserved. SKU's:0.5 kg pouch:
10 packs/carton1 kg pouch: 5 packs/carton1 kg tin: 6 tins/carton5
kg tin: 2 tins/carton16 kg tin: 1 tin/carton1.14 Haleeb
Labban:Lassi is an age-old traditional beverage in the South Asian
continent. Haleeb Labban aims to give its consumers the same
satisfying traditional taste of thick Lassi, along with hygiene,
convenience and accessibility. Haleeb Labban is the only ready to
drink packaged Lassi available in Pakistan. It is available in
salty and sweetened variants, packed in a 6-layered Tetra Pack
Brick Aseptic packaging. SKU's250 ml pack: 27 packs/carton1000 ml
pack: 12 packs/carton1.15 Haleeb Skimz Powder:Skimz is a fat-free
milk powder, naturally low in cholesterol; yet high in proteins and
calcium. There are mainly two types of milk powders, full cream and
skimmed. SKIMZ is a skimmed milk powder. Full cream powder contains
28% fat, whereas SKIMZ contains less than 1% fat. Moreover, the
protein and calcium content is higher in SKIMZ as compared to full
cream milk powder. It is best suited for weight conscious people as
well as those trying to maintain a low cholesterol level. SKU's:200
g: 12 skillets/shrink-wrapped tray500 g: 12 skillets/carton1.16 HFL
also produces bulk dairy products.Bulk Products Available:Instant
Full Cream milk powder (IFCMP)Full Cream Milk PowderSkimmed Milk
PowderInstant Skimmed Milk Powder (ISMP)CreamGheeButter2.0 Products
under the Umbrella of Candia:2.1 Candia Milk:Candia is Europe's
Number One selling milk. Haleeb Foods Limited and Candia of France
have joined hands to bring you the highest quality milk. Candia is
pasteurized, homogenized, standardized, double sterilized milk.
This not only ensures the highest quality, but also the best taste
ever. For the first time in Pakistan, Haleeb Foods Limited has
introduced milk packed in food grade plastic bottles. These bottles
are manufactured from imported materials at Haleeb Foods latest
plant and guarantee longer shelf life, highest quality and storage
with ease of use.SKU's:250 ml Bottle: 12 bottles/carton1000 ml
Bottle: 12 bottles/carton2.2 Candia Classic:Classic times ask for
Classic tea, a product by Europes No.1 brand Candia. Its richness
and taste is bound to add more life to your cup, and it is an ideal
choice for real tea drinkers. SKU's1000 ml: 12 bottles per case500
ml: 12 bottles per case
2.3 Candia, Candy Up:With the backup of Candia, Candy Up has
been launched especially for flavored milk drinkers, in chocolate
& strawberry flavors to the sheer delight of children. The fact
that it comes in a bottle makes up for convenient usage as well.
SKU's:500 ml: 12 bottles per carton2.4 Candia Skimz:Candia Skimz is
the only completely fat-free milk with the richness of pure milk.
Minus fats, it is an ideal choice for weight-watchers and heart
patients. It is also high in calcium content, which prevents
osteoporosis. Packed in a 6-layered Tetra Pack Brick Aseptic
packaging, it comes with a 3 months shelf life. SKU's:250 ml: 27
packs/shrink-wrapped tray3.0 Products under the Umbrella of
Tropico:3.1 Tropico Juice Drink;With the quality assurance of
Haleeb Foods, Tropico is the premium juice drink, superior in taste
and pulp contents, for that invigorating fruity refreshment.
Tropico is available in three flavors: apple, mango, and mix fruit,
packed in a 6-layered Tetra Pack Brick Aseptic
packaging.SKU's:1000ml Pack: 12 Packs/Carton250 ml pack: 36
packs/carton250ml Pack: 27 Packs/Cartons3.2 Tropico Nectar:Juices
play an important role in the functioning of our body, have many
benefits associated with them, and help you achieve the desired
healthy way of life. Tropico nectar is another product from the
house of Haleeb Foods Limited, which is 100% pure nectar, available
in four sumptuous flavors including Red Blood Orange & Kinoo,
Mango, Apple and Kinoo. Haleeb Tropico is also the only brand that
is offering Red Blood Orange & Kinoo Juice - that is so
deliciously different that you will want to have it in your house,
all year long!SKU's:250ml: 27 Packs/Carton1 Ltr: 12
Packs/CartonYear of Launch of the Products:1986Haleeb Milk
1997Haleeb Asli Desi Ghee
1998Haleeb Cream, Candia Skimz Milk Powder
1999Candia Milk, Candia Skimz Liquid Milk
2000Tropico Juice Drink, Haleeb Dairy Queen
2001Haleeb N'Rish Instant Full Cream Milk Powder
2002Haleeb N'Rish Fortified Instant Full Cream Milk Powder
2003Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain
Yogurt, Haleeb Lassi Drink
2004Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink,
Candia Candy' Up Flavored Milk
2005Haleeb Cream With Honey, Haleeb Tea Max with Cardamom,
Haleeb Labban, Haleeb Good Day(Mix Fruit, Red Grapes, Mango
Pineapple)
2006Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico
Nectar
SWOT Analysis:STRENGTHS:No 1 dairy company.Growing Sales and
profits.Major shareholder in the food industry of
Pakistan.Efficient Distribution networks through out the
country.Quality Products.Environment Friendly.Socially Responsible
Company.Haleeb Food's products enjoy strong brand image and market
pull.Innovative and constantly growing product line.Sales force is
the major resource strength in terms of physical resources of the
company.Marketing strategies established by the company are
innovative and lure customers.Financial, marketing and sales
strategies are formulated by gauging the customer demands.Periodic
research carried out to judge market trends.Highly sophisticated
plant and equipment.Qualified work force.Focus on research and
development.First and the only dairy company in Pakistan to get ISO
9002 certification.WEAKNESSES:Relatively a small and local company
in comparison to its rivals.Dependence on 3rd party for supply of
milk.No credit sales.Low sales margins due to highly value added
products.They cannot launch many of its expensive international
brands due to the lower income groups.Selective investment due to
uncertain economic and political conditions.Feasibility of new
products needs to be analyzed, e.g. Candia Drinking Yogurt was
launched some years back but it failed because no customer demand
exist it.The packing line installed for N'Rish has a higher
capacity than the actual demand of the product, resulting in higher
overhead costs for the product.Inadequate marketing.Low promotional
activities.Comparatively weak distribution
system.OPPORTUNITIES:Pakistan is the seventh largest producer of
milk in the world with annual output of over 22 billion
liters.There are substantial growth opportunities considering the
average yield of Pakistani animals at only 1,100 liters/annum as
compared to 6,000 liters/annum for animals in Europe and USA. There
are nearly 20 million milk producing animals in the country, mostly
in Punjab (80%).The overall milk market in Pakistan is 20 billion
liters, out of which processed milk contributes only 3 million
liters. Haleeb Foods along with other processed milk business
contribute only 2% to this large market.Haleeb Foods' has expanded
its product range by launching milk in Tetra Fino Packaging.Credit
policy can be adopted to increase sales.HFL can export to others
countries.CDL has been changed to HFL, so this change in name can
help them to attract foreign customers.HFL can go for related
diversifications by producing pure juices and flavored yogurt.HFL
can go for joint venture with other companies to attract the market
share.Entering in to the market of baby cereals, which will help
them in increasing their revenue.Launching cheese would also
beneficial for them to create the brand
awareness.THREATS:Competition with Nestle, Engro Foods.Effect of
Seasonal ties upon sales.Dependency on contractors for supply of
milk.Price fluctuations due to rupee devaluation as raw material
are imported.The uncertainty of economic conditions poses a great
threat.The present economic crisis in the world, led to the
withdrawal of foreign management from the company and the
investment has come to a halt.Price sensitive people.Milk man
(Gawalas) providing non branded milk in homes.Pest
Analysis:POLITICAL CONDITIONS:The political conditions are not very
stable in the country, but this does not directly influence the
trends and spending patterns of the customers. There are no
restrictions or barriers on the growth of this industry. So the
political conditions are favorable fir this market because food and
dairy chain products are consumer goods and they have to purchase
it in any condition.ECONOMICAL CONDITIONS:The economical conditions
are not very favorable and the economy is facing problems, but it
is nit directly influencing buying power of consumers. If the
country is out of its current problems, it will further boost up
growth of this industry, as people will feel more secure
economically and it will further increase the attractiveness of the
market.SOCIAL CONDITIONS:The social patterns are changing in the
country, as the world is becoming a global village, and mutually
share and accept patterns. People are becoming more attractive
towards the branded products. It is becoming fashion and young
generations as well as the children are getting more attracted
towards this industry. People are moving towards branded food /
dairy products due to hygienic reason.TECHNOLOGICAL CONDITIONS:High
technology is the basic requirement of dairy and food industry. The
companies that are using latest technology have some cost benefits
over the companies, which are not using high technology. The key to
survival for companies in this industry is using high technology
for quality and cost purposes.LIFE CYCLE(HALEEB FOODS
Ltd.)Management of HFL claims that its products are still in the
growth stage. Even though the products have been in the market for
more than decade and it is considerably a long time period for any
FMCG to compete its growth stage.Porter Five ForcesModelTHREAT OF
NEW ENTRANTS (LOW).Strong customer loyalty.Large capital is
required.Government regulatory policies.High marketing
expenditure.Brand Preference.BARGAINING POWER OF SUPPLIERS
(LOW).High number of suppliers.Importance of volume to
suppliers.BARGAINING POWER OF BUYERS (HIGH).Switching costs is
lowBrand loyalty is high.Switching options are more.INTRA
INDUSTRYRIVALRY (HIGH).Diverse Competitors like Nestle, Engro
Foods, Noon Group, Shezan etc...Industry growth is highDifficult to
take competitive advantage.Brand differentiation.Exit barriers are
high.Economies of scale.THREAT OF SUBSTITUTES (HIGH).Loose products
in the market are the major substitutes.THREATOFNEW ENTRANTSLOW
(+)Intra Industry RivalryBARGAININGPOWER
OFBUYERSTHREATOFSUBSTITUTESBARGAININGPOWER OFSUPPLIERSHIGH (-)LOW
(+)HIGH (-)HIGH (-)
Internship Assignments and Duties:The duration of my internship
was fromJune 25, 2007 to August 13, 2007. In that time period I had
worked in marketing department of Haleeb Foods Limited. I was
assigned different duties and assignments, the detail these duties
and assignments are given below.Marketing Department Internship
Program For 7 weeksMarketing Practice
OrientationActivityDetailsTime Duration
New Product DevelopmentNDP Brief, out of box ideas for new
product with rationale1day
Research Brief WritingHow to write a good research from given
objectives2 days
Creative brief writingHow to write a good creative brief from
given objectives2 days
ProjectsMarketing research project (consumer)CLT or consumer
survey for any HFL product. To compile presentation or
comprehensive report.2.5 weeks (including preparation of
questionnaire, field work, data tables & result
Market Orientation (Retail)As per objective given by brand
team.At least 2 weeks
Report. My understanding of HFL brands.Product review,
positioning, recommendation2 days
Final internship reportA compilation of the Interns experience
at HFL including all projects reports,3 days for final report.
1.Research through survey on Imported juices in PakistanLAHORE
REGIONObjective:The objective of this research is to get the
information about the imported juices available in the market &
study their different attributes like brand name flavors, serving
size, price & categories.Area Covered:The stores spread over
different areas of city like Johar town, Faisal town, Town ship,
Model town, Garden town, Wahdat road, Gulberg, Defence, Shadman,
Mall road and Cantonment.Sample Size:Twenty-six departmental stores
were selected for this research.Target Market:Most of areas belong
to upper & upper middle class.Category of Juices:The imported
juices belong to three categories namely:1.Pure juicein which there
is no sugar, preservatives & artificial color added. It is 100%
juice.2.Nectarin which there is 30-50 % fruit pulp.3.Still
drinkcontaining 10% pulp & remaining part include sugar,
preservatives & artificial colors.MAJOR FINDINGS:After going
through data the major findings of this study is as
follow:Availability of Malee juices is 98%.Availability of Lacnor
is 60%.Malee juices mostly available in 1-liter tetra pack but on
some stores also offered in tin pack 240 ml.Consumer generally buy
traditional flavors like apple, orange, mango & pine apple but
now in last few years the trend is also towards new flavors
likelychee, black current, berry & fruit cocktailetc.
(reference Victoria store).Big stores in city like Alfateh, HKB
consumer mostly buy Dew land, Safa, Caesar.Price variation is also
there like:a)Malee ranges between Rs 125-130.b)For Caesar it ranges
from Rs 88 to 90.c)Dew land ranges between Rs 88-100.d)Lacnor
ranges between Rs 125-130.
LAHORE DEPATMENTAL STORESISLAMABAD/RAWALPINDI REGIONArea
Covered:The stores spread over different areas of twin cities. In
Islamabad the locations were Sectors G-6, F-6 (Super Market), F-7
(Jinnah Super), F-8, F-10, and G-10 and in Rawalpindi areas were
Sadder, Chakklala scheme 3.Sample Size:Thirty departmental stores
were selected for this research.Target Market:Most of areas belong
to upper & upper middle class.Category of Juices:The imported
juices belong to three categories namely:Pure juicein which there
is no sugar, preservatives & artificial color added. It is 100%
juice.Nectarin which there is 30-50 % fruit pulp.Still
drinkcontaining 10% pulp & remaining part include sugar,
preservatives & artificial colors.MAJOR FINDINGS:After going
through data the major findings of this study is as
follow:Availability of Malee is 73%.Availability of Safa is
70%.Availability of Lacnor 60%.Consumer generally buy traditional
flavors like apple, orange, mango & pine apple but now in last
few years the trend is also towards new flavors likelychee, black
current, berry & fruit cocktailetc.People in two cities mostly
like pure juices & nectars.In Islamabad people also consume Dew
land, Almarai & Ceasar.Price variation is also there
like:a)Malee ranges between Rs 120-130.b)For Safa ranges from Rs85
100.c)Dew land ranges between Rs 88-100.d)Lacnor ranges between Rs
75-95.e)Ceasar ranges between Rs 85-100.
ISLAMABAD/RAWALPINDI DEPATMENTAL STORES2.Marketing practice
Orientation:During my stay at Haleeb Foods Limited my supervisor
gave me different office assignments involving marketing practice
orientation like1. New Product Development brief.2. Research brief
writing.3. Creative brief writing.4. Brand identity model.The
details and format of which are attached in the following pages.New
Product Development Brief
NPD (New Product Development)EPD (Existing Product
Development)
a) New Formulation []c) Formulation Analysis orImprovement [
]
b) New Primary Packaging [ ]d) New SKU or variant []
e) New Secondary Packaging [ ]
f) Squeeze (Cost Savings) [ ]
g) Pack Design Changes [ ]
Retail [] Bulk [ ]h) Others:
Project titleCARBONATED DRINK
Project No:Date:June 19, 2007
Timeline:Immediate []Longer Term [ ]
Priority:HIGH []MEDIUM [ ]LOW [ ]
PART I:To be completed in full and in duplicate by the assigned
brand team. A) Attach additional info if applicable. B) Agreement
is to be acquired from the assigned NPD Team. C) Forward to GMM and
MD for approval.
BACKGROUND & OBJECTIVES:As HFL has history of being
innovative & pioneer in dairy product its time to enter new
arena like carbonated drink & cash in Haleeb good image to give
customer satisfaction.To enhance strategic business units, there is
large consumer base. Last but not the least high acceptance of
packaged food in urban based areas.
MARKET ASSESSMENT & COMPETITION:
General:Pepsi & Coca cola are two main competitors, while
Pepsi is market leader. Consumer trend is to have drink for
refreshment & also use with food items. Very popular among
youth. People develop a psyche that guest should be served with
soft drinks. the substitute products are juices, squashes etc.
market volume size is 100 million.
End Consumer Price & Taste/Packaging profile for
competitive/ substitute product:11 Rs for 250 ml, 40 Rs for 1.5
lits
Taste/Packaging profile for competitive product:Pepsi a bit
sweeter & less carbonated gas. Coke has strong taste a bit
harder. Packaging profile for Pepsi Coke is same like both comes in
250ml.500ml& 1.5 liters bottle.
TARGET GROUP & REQUIRED PRODUCT PROFILE:
Target Group:Youth (15-25yrs) because they are more receptive to
change.
Key Consumer Benefits:Comes in different flavors (strawberry,
orange, lemon), low calories.
Required Product Profile:Same as current
MARKET RESEARCH PLANS:
Type of Research:Quantitative research
Quantity required:different schools & colleges (let say 5000
consumers)
Date by which prototypes required for consumer testing: 1Sept,
2007
TARGET LAUNCH DATE:1 Nov ,2007
COST PARAMETERS GUIDELINES:
For 250 ml Rs 10.For 500 ml Rs 18.
VOLUME ESTIMATES:
Volume and Value Estimates (for12 month period- including launch
volume):1.6 million (10 million of 250 ml & 0.6 million of 500
ml
Test-Market Launch volume required:60000 of 250 ml & 45000
of 500ml
Packaging:-- 250 ml & 500 ml plastic bottle, transparent,
label color brown shade, bottle cap brown for cola drink & for
fruits flavors like apple, strawberry, lemon color of label &
cap variesStrawberry pink colorLemon green colorApple yellow
colorPART II:To be completed by the GM-Operations and discussed and
agreed to by groups directly involved including QAD, Purchase,
etc.
TECHNICAL FEASIBILITY:(including comments on any CAPEX required,
available literature, guidelines, samples,
know-how)LIMITATIONS:preservatives permitted, low
caloriesTIMELINES:four month for research timeProject start: 25
June 2007Project ends: 25 Sept, 2007NPD TEAM
AGREEMENT:NameSignaturesDate InDate Out
Marketing: ABMMM
R&D: AKB
QA: AQ
Production: AHAD
SCC: MSB
Finance: SMS
Sales: RHU
Marketing: LAC
MD
C.c.: Assigned Brand Team, Assigned NPD Team, General Manager
Marketing, Managing DirectorNote: In case of denial, this document
is to be filed with the GM-Marketing.MARKET RESEARCH
BRIEFCATEGORYBRANDPRODUCTDATE
DAIRY: UHT treatedHaleebFlavoured milkJuly 26, 07
CONTEXT
We intent to launch a new product in a market i.e. flavoured
milk. For this purpose we want to have a fair idea about consumer
perception about the tetra pack flavoured milk & most
importantly the target consumers.
OBJECTIVES
MARKETINGRESEARCH
What business decision are we trying to make?Primary Information
needOther useful information
Our motive is to diversify our product line from UHT treated
milk to flavoured milk so that give full value of money to
consumers .to build strong brand image in minds of consumers. Thus
we want to obtain consumer insights to help in determine launch of
flavoured milk, right target market& positioning.We need the
following information:Flavoured milk consumption habits like where,
when, how much, how many times, who, what.Consumer perception
towards flavoured milk like positive & negative thing about
product.Their liking of different flavours.Satisfaction level
w.r.t. Current variant of flavoured milk in market.Kinds of
flavours children most like.Their feeling about current brands
available in the market.Brand perception based on packaging.Inputs
on various attributes.Registration of brand name.
METHODOLOGY
TARGET MARKETTIMINGBUDGET
Housewives:A,B urban income groups(KHI.LHR) age 2535 yrs,
children: school goingCurrent user of COUNTRY, PAKCOLA,IMPORTED
BRANDS etcModerate consumer atleast 2-3 times a week as well as
high consumption of product 5-6 times a week.Top lines July 10,
07Report July 20,07
Performance Standards
The minimum performance standard for acceptance
Not applicable
DETAIL OF INFORMATION SOUGHT
Not applicableNot applicable
SIGNATURES
For Haleeb Foods LimitedFor Market Research Agency
HALEEB ENERGY DRINKLaunch Advertising BriefBACKGROUND:Consumers
purchase energy drink mainly for themselves. They belong to A &
B SEC. Energy drink has been recognized by athletes, sportsperson,
busy professionals, active students & long distance drivers all
over the world. With the increase in literacy rate & exposure
to electronic media there is big market for energy drinks. Also
government intensions to improve the infrastructure of sports in
country & emphasis on fitness of players an effective energy
drink is the order of day & also in coming age.Haleeb energy
drink will be launch in December 2007. With the campaign focusing
on performance enhancer.So far the competitors in this business
comprises RED BULL, RED OX & other imported brands like
ENERGRADE etc.MARKET OBJECTIVES:1.Achieve brand awareness level to
20% among target consumer by April 2008.2.Achieve market share of
15% by April 2008.3.Establish clear brand differentiation versus
leading competitive brands.REQUIREMENTS:1.Brand slogan for use in
advertising campaign (based on BIM).2.TV concept (please see
execution guide lines).3.Out door designs. (60 x 20).4.Print Ads
(Urdu & English).5.POPPoster designShelf talkerMobile
designLeaflets.EXECUTIONAL GUIDELINES:1.For TV we would like to
focus on 20-30 sec shot spots, involving on sports celebrity
endorsement,. Like tennis star ESAM-UL-HAQ.2.We would prefer
concept that celebrity playing his respective field or doing some
adventurous stuff like mountaineering, but it is not
mandatory.3.Consumption shots must be a par of the
execution.4.Brand identity model BIM should be followed
religiously.5.35 mm format.KEY TIMELINES:ACTIVITYRESP.TARGET
DATE
1Brief to agencyHFL
2Acceptance of brief by agencyRED
3Campaign presented by agencyRED
4AdjustmentsRED & HFL
5Final campaignRED
6TVC shootRED & HFL
7Rough cut of TVCRED
8Final artwork for campaignRED
9Final cut of TVCRED
10Launch campaignRED & HFL
SIGNATORIES:For Haleeb Foods For Advertising agencyName
________________ Name ________________Brand as ProductBrand as
Org.Brand as Person Brand as SymbolHALEEB ENERGY DRINK - Brand
Identity Model - DESIREDBRAND ESSENCEHALEEB ENERGY DRINKacts as
Performance Enhancer & Bolster consumer mentally &
physically.s- Different packaging-Umbrella of Haleeb.- Strong.-
Vibrant.- Zealous.- Influential.- Hard core.- Innovative.- Vitalize
body & mind.- Performance enhancer.- Sizzling taste.- Gives
instant energy.CORE IDENTITYVitalize body & mind.Performance
Enhancer.Instant energy provider.BRAND POSITIONING STATEMENTTo SEC
A & B urban-based household including sports lovers, busy
professional who want instant energy after daily hectic
activities.CORE TARGET CONSUMERSEC A & B household in urban
areas requires performance enhancer agent. They are brand conscious
& want to excel in every walk of life.BRAND CAPSULEA panther on
a pack.3.Store Intercept Monitoring Survey:The objective of this
survey is to monitor the in store activities, relating re launch of
Good Day Juices. The survey comprises for one week and the major
responsibilities assigned to me were as follow:Monitor &
observe in store activities of promoters & make sure they
performed their duties well.Check the availability of stock.Incase
of shortage communicate it to sales department for necessary
action.Also monitor floats activity of Good Day juices and at the
end of day report to my supervisor.4.Survey on Outcome of Good Day
Campaign on Sales:The objective of survey was to examine effect of
Good day Juices campaign on sales. By getting information from
shopkeepers regarding sales before & after campaign (June July)
and obtained valuable suggestion from them one gets a fair estimate
about success of promotion activities.Area Covered:Total of 49
shops were visited in the areas of Muslim town, Allama Iqbal town,
Model town, Faisal town, Johar town, Cantonment, Defence, Cavalry,
Shadman, Main Boulevard Gulberg, Garden town, & Liberty
market.Main Findings:State of SalePositive51 %
No real change30.61 %
Negative8 %
Comments:Following are comments & suggestions given by
shopkeepers.Some shopkeepers said that after store activity has
completed customers dont pick product themselves as during activity
promoters persuade customers to buy good day juices.Some
shopkeepers annoyed by the shortage of supply.Many said that demand
and awareness is gradually developing for the brand.In HKB liberty
market old packaging of good day was displayed.In Haidery store
& Shezan bakers demand of 250ml pack is higher than 1-liter
pack.Most of shopkeepers support good day campaign & they want
more events like this in future.Some of shopkeepers want more skins
for advertisement as Nestle & other competitor brands offer
them skins in great quantity.According to shopkeepers people dont
buy Good -Day because it is expensive.EFFECT OF GOOD-DAY CAMPAIGN
ON SALES6.Market Orientation:During my internship period at Haleeb
Foods, for practical experience my boss assigned me to do market
survey. To know about the perception of Haleeb Foods Brand in their
mind & to check the availability of product over there. Daily I
used to visit numerous shops, to find out whether shop keeper
facing any problems with the distribution & about the off take
of the cheese & yogurt. The area of Lahore which I had visited
include Muslim town, Garden town, Iqbal town, Model town, Johar
town, Faisal town, Gulberg, Defence , Shadman etc. These areas have
A+, A, B+ stores in which Haleeb Products & other competitors
products were available. The time duration of market visits was 2-3
weeks. After the survey I prepared report & gave it to my boss
I also got chance to visit Islamabad/Rawalpindi to check the
availability of Candia flavored milk & Good day juices.Problems
& Limitations:No separate computer was available for internee
so it took more time for data entries and wait for the computer to
be free. Also getting the data transferred from one computer to
another was a big problem that arose almost daily.The vendors and
suppliers also give problem it was difficult to get work done from
them. They always come up with reasons of not delivering the
required material and I had to give them consistent follow up calls
to remind them delivering the required material on the proper
time.The advertising agencies also give problem and it was also
difficult to get the designs from the Advertising agencies on the
deadlines.No internet facility for the internee.
Conclusion:This internship proved to be very helpful for me. I
got a lot of knowledge and also the practical aspect of life. It
was my first experience, which was obviously very tough, but it
will be very beneficial for in my coming future.As a whole HFL is a
good organization to work in but there are certain departments that
need improvements. It is surviving in the FMCGs sector with some
strengths and weaknesses. I am of the view that if the management
of HFL wants to show the same results in the future that it should
have to take some decisions before time, because in the 21st
century only those organizations can survive who are utilizing all
their resources efficiently and effectively.Recommendations:Haleeb
Foods Limited should also allocate a healthy budget for the
advertising of its products.HR Department of HFL should introduce
HRIS to increase the efficiency of the company.The co-operation
among the different departments of HFL should also improve it will
lessen the bureaucratic cost and increase the efficiency of the
company.The activities like customer satisfaction day should be
performed on regular basis so the company should know about the
feedback of the customers regarding the products and image of the
company.The shopkeeper complains that HFL dont provide replacement
to the expired products so they should provide proper replacements
to the shopkeepers to enhance the image of the company.Haleeb Foods
Limited should improve its distribution system specially the
retailers are not happy with distribution of Haleeb Milk.
http://commerceplus.blogspot.com/2010/07/internship-report-on-haleeb-foods.html