CHAUDHRY DAIRY MILK Company Profile Chaudhry dairies limited
were incorporated in Pakistan on April 9, 1984, as a public
company. It is principally engaged in processing and sale of toned
milk, milk powder and allied dairy products. The company is
subsidiary of Nepak Marketing Limited. It started commercial
production in 1986 with the launch of its Ultra High Temperature
(UHT) treated milk, Haleeb. The board of directors is the sponsors
of the company. The UHT business is inherently a high volume and
low margin business. Begin a perishable product; fresh milk has
virtually no shelf life without refrigeration. Pakistan experiences
long and hot summers, which greatly limits the marketing of
unpacked milk; most people cannot afford refrigerators to store
milk thus necessitating its daily purchase. Because of adulteration
there is no consistency in the quality of fresh milk available to
consumers. Given these circumstances CDL has identified a demand
for high quality, bacteria free milk which can be stored a long
period of time without refrigeration. CDL, therefore, proceeded to
position it self as a producer of pure, hygienically packed long
life milk and hence HALEEB was introduced. The UHT treatment
sterilizes the milk without altering its taste too much and renders
it safe for direct consumption. The biggest advantage if the
packaging is that the shelf life of this milk is prolonged to three
weeks without refrigeration.
Year Of Establishment Factory Location Factory Area Number Of
Employees Main Product Head Office E-Mail Address
1984 62 Km, Lahore-Multan Road, Bhai Pheru 24.25 Acres 800
Haleeb Milk Al Firdaus, 135 Ferozepur Road Lahore 54600
[email protected]
Quality CDLs MissionWe are committed to the provision of
nutritious, hygienically processed and packed dairy products to the
community. We are committed to improve and sustain our reputation
for quality in all our operations, whole maintaining competitive
prices. We are committed to build and maintain loyal relationship
which will bring out mutual prosperity to customers, suppliers,
shareholders, employees and the community.
1
Export MarketsServing several export markets including: South
Korea Bangladesh Afghanistan Central Asian States
Departments 1. Production 2. Marketing 3. Finance 4. Research
& Development 5. Human Resources
Environmental Structure1. External Environmental Purpose of
HALEEB is to capture as much as market as possible along with the
customer satisfaction
SuppliesHaleeb is very much curious about its supplies the
delivery of raw material required should be able to fulfill the
market demand on time.
Market Intermediaries Agencies are the intermediaries for
Haleeb, while transportation is the headache of agencies. 2.
Internal EnvironmentIt concerned with the management, employees and
internal queries of company
MARKET SEGMENTATION, TARGETING & POSITIONINGMarket
Segmentation The process of dividing the total market for a good or
a service into several smaller groups such that the member of each
group are similar with respect to the factors that influence
demand
Haleebs Policy Haleeb segments its market according to different
wants, buying preferences or product use behavior. They offer
different Haleeb products for different market segments.
2
Market Segmentation 1. Geographic Segmentation Haleeb has
utilized the local channels of distribution, which not only helped
them in reducing fixed investment but would also give something in
return to society in term of employment. The demand of Haleeb in
urban areas is more than in rural areas, sale of Haleeb increases
in summer seasons. 2. Psychographic Segmentation Changing
life-style brought innovation to the market and Haleeb is well
aware of these changes. The women in this region represent a large
portion of the society and for them product are really important
for family and a part of their lifestyles. Similarly the courteous
and friendly attitude of people made Haleeb the choice of serving
tables. 3. Demographic Segmentation Haleeb frequently conduct
constructive demographic surveys in order to get the clear picture
about various market segments and forecast the future sales of the
company. Mostly they use age, income, gender, social class, and
occupation for demographic segmentation. Target market strategies
After a company has segmented a market management must select a
market, management must select one or more segments as its target
market. Haleeb offers various varieties like milk, yogurt, tea-max,
and juices for different segments. Multiple segment strategies
Haleeb adopted multiple segment strategy. It develops a separate
marketing mix to reach each targeted segment e.g. Haleeb offers
various products for different segments like milk, yogurt, tea mix,
juice etc. Positioning A position is the way a firms product,
brand, or organization is viewed relative to the competition by
current and prospective customers. Haleebs positioning Positioning
is the image of a product or a firm in the eyes of the customers in
relation to the competitor's product and for products offered by
the same firm. Haleeb varies its positioning strategies from time
to time depending upon the3
market situation. The most recent positioning adopted by Haleeb
can be summarized by its Slogans used for different products.
Positioning in Relation to Competitors Haleeb and Nestle are the
two major players of milk industry in Pakistan. Both have devised
their own positioning strategies in accordance with customers needs
and wants. Nestle puts more emphasis on the taste of the milk
inside while Haleeb highlights the quality and purity, by
presenting Haleeb as a part and parcel of the people health styles
as they say Haleeb The thickest milk. PRICING STRATEGIES New
Product Pricing There are two new product-pricing strategies. 1.
Market Skimming Setting high initial prices for new product to skim
revenue layer. Quality and image support the higher prices to
attract interested consumers. Competitors should not be able to
enter market2. Market Penetration
Set low initial prices to penetrate into the market share PRICE
ADJUSTMENTS Discount and allowances Deductions from the base price
to reward customers Price Discrimination Discounts and allowances
to allow various or different customers regarding different
products and locations. Special Pricing Strategies and Situations
Psychological Adjusting prices for psychological effects. Rs.299 Vs
Rs.300 Product line pricing Developing product lines for
introducing pride steps rather than single product4
Captive product pricing Pricing products that must be used with
the main product Product bundling pricing Pricing bundles of
products sold together Place decision Distribution Channel Market
Coverage Specific channel members Inventory Management Warehousing
Distribution Centers Order Processing Transportation Reserve
logistics PROMOTION Promotion is the specific mix of advertising,
sales promotion and public relations used by a company to peruse
its advertising and marketing objectives. Promotion decisions are
related to communicating and selling to potential consumers.
OBJECTIVES OF PROMOTION A target audience can be in any of the six
stages of buying readiness. Awareness Knowledge Liking Preference
Conviction Purchase These are called hierarchy of effects
Awareness: The sellers task is to let the buyers know that the
product or brand exists. The objective is to build familiarity with
the product and the brand name. Knowledge Going beyond awareness to
learning about a product features.5
Liking How the market feels about the product Preference
Distinguishing among brands such that the market finds your brand
more attractive than alternatives. Conviction Making actual
decision or commitment to purchase. Purchase Finally buying the
product PROMOTION MIX Advertising Public Relations Personal Selling
All other sales promotions Promotion Strategies Advertising: Any
non-personal paid form of communication using any form of mass
media. It involves three important notions Reach Is the percentage
of the target market, which is affected by your advertisement?
Frequency Is the number of time a person is exposed to your
message? Message: Sometimes, it is called a creative. It gets
attraction, capture interest, create desire and finally require
action Public relations: Involves developing positive relationships
of public with the organization via media.
Sales promotion:
6
Commonly used to obtain an increase in sales. Could involve
using money off coupons or special offers and discounts. Personal
selling: Selling a product service one to one. Direct Mail: There
has been a massive growth in mail campaigns over the last 5
years
7
Research Hypothesis:Knowledge rarely advances on the basis of
one test of single hypothesis. In fact, it is easy to get distorted
picture of the research process by focusing on a single research
project that tests one hypothesis. Knowledge develops over time as
researchers throughout the scientific community test many
hypotheses. It grows from shifting and winnowing through many
hypotheses. Each hypothesis represents an explanation of a
dependent variable. If the evidence fails to support some
hypothesis they are gradually eliminated from consideration. Those
that receive support remain in contention theorists and researchers
constantly create new hypothesis to challenge that have received
support. Support for a hypothesis in one research project is not
sufficient for them to accept. The principle of replication says
that a hypothesis needs several tests with consistent and repeated
support to gain broad acceptance. Another way to strengthen
confidence in a hypothesis is to test related causal linkage in the
theory from which it comes. The strongest contender or the
hypothesis with the greatest empirical support is accepted at the
time. The logic suggests that the alternatives we test a hypothesis
against, the greater our confidence in it.
Hypothesis H1: Are Consumers highly satisfied with Haleeb? H0:
Are Consumers not highly satisfied with Haleeb? IndicatorsFollowing
are the indicators used by us to measure the satisfaction of
consumers. 1. Quality 2. Packaging (tetra pack) 3. Durability (Safe
Milk) 4. Easy availability 5. Nutrient Level 6. Germ Free 7.
Vitamins and protein 8. Better Advertisement (Color Scheme, Slogan,
Visual) 9. Thickness 10. Fair price
8
RESEARCH OBJECTIVES To find out awareness of packed milk.
Consumers recall Consumers recognition of different packed milk.
HALEEBS image in the mind of consumers. Different
benefits/characteristics preferred in ideal packed milk. Consumers
associations of HALEEB MILK
9
RESEARCH METHODOLOGYResearchers Methodology include the tools
and techniques of collection of data, this is applied particularly
for testing the hypothesis. To begin with many generalizations are
predicted on the basis of some facts. But theses generalizations
can be untrue. Thus because of removing the faulty and wrong
judgment so, researcher needs some sort of tools and techniques.
The researchers do not and cannot proceed to verify the facts
without techniques of the research. He selects his limited
universe, draws sample, and uses schedule and other standardized
tools for observation. Here in accordance with the procedure he is
supposed to conduct his research without bias. So likewise he is
supposed to support his hypothesis but works with these tools and
techniques, which save the researcher to be biased. The hypothesis
may be accepted or rejected with the support of data. With the aim
of this view the researchers explains tools and techniques, which
they applied to research.
Universe:
10
To define it for the preliminary measures It is a set of
individuals constitutes a population or universe. According to this
definition a research cannot proceed without a set of individuals.
So likewise we selected the Lahore city as our universe.
SAMPLING PALNThe term sampling plan implies to the procedure to
delimit the universe and to take the representative units. Gender
Both male and female
Occupation Students Job Holders House Holds Working Women
Business Men Sample Size Our sample size consists of 50
respondents.
Data collection procedure For the collection of data we
personally went to the respondents and requested them to fill the
questionnaire. Data collection technique We have used quantitative
technique. We have used questionnaire as an instrument for
gathering information for respondents that were from different age
groups, different income level and occupation level.
11
Interviewing Schedule:A tentative schedule of the questions was
formulated. The pre-testing was done deliberately to measure the
attitude of the people concerned.
Data Interpretation Tools: Following softwares have been used
during analysis of data.1. 2. 3. 4. SPSS Microsoft Excel Microsoft
Word Manual statistical calculations have been applied
FINDINGS Brand recall: Brand recall of HALEEB is better and
quite satisfactory among all other brands, the second brand which
consumer recall after HALEEB is MILKPAK / Nestle. Preference: The
preference of HALEEB is better than the other brands of packed
milk. Association: The attributes, which are unique and favorable
about HALEEB held in the mind of consumers, are Quality Taste
12
Durability Vitamin and protein Thickness Packaging (tetra
pack)
Usage Images: HALEEB mostly uses in well-educated families for
dinking and making tea. Likelihood: The likelihood is very good
consumer likes HALEEB, because of his taste and good quality. The
taste and quality are highly associated, while thickness and
packaging are associated, But the associations, which are strong,
are Taste Quality Known brand
Satisfaction Level: In our research we found the level of
satisfaction of consumers about Haleeb is very high according to
survey results we found 48 out of 150 respondents who respond to be
satisfied with Haleeb. 18 were fully satisfied and 16 were somewhat
satisfied. Advertising Success: STATISTICAL INFERENCES Chi -Square
Method H1: There is association between respondent of belonging to
different occupations regarding the satisfaction with Haleeb Milk.
H0: There is no association between respondent of belonging to
different occupation regarding the satisfaction with Haleeb Milk .
Level of significance =0.05 Test statistics 2 = (0- e ) e
Calculations13
Observed frequenciesOccupation student household Working women
Business man Job holder Total Completely satisfied 5 3 7 9 3 27
Level of satisfaction satisfie Some what neutral dissatisfied Total
d satisfied 12 2 3 2 24 6 4 2 2 17 10 9 5 6 37 25 19 72 2 7 24 1 3
14 0 3 13 37 35 150
Expected Frequencies occupation Completely satisfied 4.32 3.06
6.66 6.66 6.3 27 satisfie d 11.52 8.16 17.76 17.76 16.8 72 Level of
satisfaction Some what satisfied 3.84 2.72 5.92 5.92 5.6 24 neutral
dissatisfied Total 2.24 1.60 3.45 3.45 3.3 14 2.08 1.47 3.30 3.30
3.03 13 24 17 37 37 35 150
student household Working women Business man Job holder
Total
0 5 3 7 9 3 12 6 10 25 19
e 4.32 3.06 6.66 6.66 6.30 11.52 8.16 17.76 17.76 16.8
0- e 0.68 -0.06 0.34 2.34 -3.3 O.48 -2.16 -7.76 7.24 2.2
(0- e)2 e 0.1574 0.00117 0.01736 0.8222 1.7286 0.02 0.5618
3.3906 2.9514 0.28809 14
2 4 9 2 7 3 2 5 1 3 2 2 6 0 3
3.84 2.72 5.92 5.92 5.6 2.24 1.60 3.45 3.45 3.3 2.08 1.47 3.30
3.30 3.03 Total
-1.84 1.28 3.08 -3.92 1.4 0.76 0.4 1.55 -2.45 -o.3 -0.08 0.53
2.7 -3.3 -0.03
0.8817 0.6023 1.6024 2.5957 0.35 0.3393 0.1000 0.6522 1.7798
0.02727 0.003077 0.1918 2.20909 3.3 0.000297 24.54355
Critical region V = degree of freedom = (r -1) (c- 1) = (5 -1)
(5 1) = 16 (0.05,16)=26.3 Conclusion: since the calculated value is
less than the table value so we can say that we are 95% confidence
that the people belonging to the different occupations are
satisfied with the Haleeb Milk. While using Phi Coefficient we have
come to know that the exact relationship between these respondents
is 40%.
Observed Frequencies Income level Less than10,000 10,000-14,999
15,000-19,999 20,000-29,999 30,000-39,999 40,000-59,999 Completely
satisfied 9 5 0 1 2 0 satisfie d 24 14 10 9 6 2 Some what satisfied
3 2 2 3 10 4 neutral dissatisfied Total 2 0 0 2 4 0 0 0 0 2 4 3 38
21 12 17 26 9 15
60,000-79,999 80,000-99,999 100,000 or above Total Expected
Frequencies Income level Less than10,000 10,000-14,999
15,000-19,999 20,000-29,999 30,000-39,999 40,000-59,999
60,000-79,999 80,000-99,999 100,000 or above Total
0 2 8 27
2 4 1 72
0 0 0 24
4 2 0 14
0 4 0 13
6 12 9 150
Completely satisfie satisfied d 6.84 18.24 3.78 10.08 2.16 5.76
3.06 8.16 4.68 12.39 1.62 4.32 1.08 2.88 2.16 5.76 1.62 4.32 27
72
Some what satisfied 6.08 3.36 1.92 2.72 4.16 1.44 0.96 1.92 1.44
24
neutral dissatisfied Total 3.55 1.96 1.24 1.59 2.43 .84 .54 1.12
.78 14 3.29 1.82 1.04 1.47 2.25 .78 .52 1.04 .78 13 38 21 12 17 26
9 6 12 9 150
0 9 5 0 1 2 0 0 2 8 24 14 10 9 6 2 2 4 1 3 2 2
e 6.84 3.78 2.16 3.06 4.68 1.62 1.08 2.16 1.62 18.24 10.08 5.76
8.16 12.48 4.32 2.84 5.76 4.32 6.08 3.36 1.92
0 - e 2.16 1.22 -2.16 -2.06 -2.68 -1.62 -1.08 -0.16 6.38 5.76
-3.92 -4.24 -0.84 -6.48 -2.32 -0.88 -1.76 -3.32 -3.08 -1.36
0.04
(0 - e)2 e 0.68 0.39 2.16 1.38 1.53 1.62 1.08 0.01 25.12 1.8189
1.5244 3.12 0.086 3.36 1.245 0.268 0.5377 2.55 1.56 0.55
0.00083
16
3 10 4 0 0 0 2 0 0 2 4 0 4 2 0 0 0 0 2 4 3 0 4 0 Critical Region
For =0.05 and n=150
2.72 4.16 1.44 .94 1.92 1.44 3.55 1.96 1.24 1.59 2.43 09.84 0.54
1.12 0.78 3.29 1.82 1.04 1.47 2.25 0.78 0.52 1.04 0.78 Total
0.28 5.84 2.56 -0.96 -1.92 -1.44 -1.55 -1.96 -1.24 0.41 1.57
-0.894 3.16 0.88 -0.78 -3.29 -1.80 -1.04 0.53 1.75 1.22 -0.52 -2.96
-0.78
0.02 8.198 4.55 0.96 1.92 1.44 1.20125 1.96 1.24 0.205 0.6162
0.89 2.9929 0.3872 0.780 0.290 1.82 1.04 0.1405 .07657 1.6428 0.520
2.1904 0.78 87.89138
Using Fisher Approximation we got 2 (0.05, 150) = 1/2 1.645+
[
2(150)-1
]
2
[1.645+17.2916] = 1/2 [18.9366]= 1/22
2
= 1/2(358.5954) = 179.29
17
FINDINGS Brand recall: Brand recall of HALEEB is better and
quite satisfactory among all other brands, the second brand which
consumer recall after HALEEB is MILKPAK / Nestle. Preference: The
preference of HALEEB is better than the other brands of packed
milk. Association: The attributes, which are unique and favorable
about HALEEB held in the mind of consumers, are Quality Taste
Durability Vitamin and protein Thickness Packaging (tetra pack)
18
Usage Images: HALEEB mostly uses in well-educated families for
dinking and making tea. Likelihood: The likelihood is very good
consumer likes HALEEB, because of his taste and good quality. The
taste and quality are highly associated, while thickness and
packaging are associated, But the associations, which are strong,
are Taste Quality Known brand
Satisfaction Level: In our research we found the level of
satisfaction of consumers about HALEEB is very high according to
survey results we found 48 out of 150 respondents who respond to be
satisfied with Haleeb. 18 were fully satisfied and 16 were somewhat
satisfied. Advertising Success: Haleeb has successfully been
targeting its consumers through its advertising campaigns,
advertisement recall is very high 40 respondents out of 150 said
that advertising was very good, 31 say that it was fair and
according to 30 respondents it was very good. So as a whole
consumer are being targeted by Haleeb very wisely. Marketing Mix:
HALEEB is playing with its 4 P's Product Price Place Promotion Very
intelligently; it is delivering value throughout the network.
Distributors Wholesalers Retailers End consumers
19
Availability of product has been made sure throughout the
country through its strong distribution channels. Consumer's
responses about the availability of product showed following
figures 98 respondents said that product is available all the time
33 said that it is available most of the times 17 said that it is
available some of the times
Personal Profile (a)Frequency Tablege nde r Frequency 81 69 150
Percent 54.0 46.0 100.0 Valid Percent 54.0 46.0 100.0 Cumulative
Percent 54.0 100.0
Valid
male female Total
Statistics gender N Mean Median Std. Deviation Variance Valid
Missing 150 0 1.46 1.00 .50 .25
(b)20
marital status Frequency 94 56 150 Percent 62.7 37.3 100.0 Valid
Percent 62.7 37.3 100.0 Cumulative Percent 62.7 100.0
Valid
single married Total
Statistics marital status N Mean Median Std. Deviation Variance
Valid Missing 150 0 1.37 1.00 .49 .24
(C)age Frequency 5 - 9 years 10 10 - 14 years 4 15 - 19 years 8
20 - 29 71 30 - 39 29 40 -49 18 50 or above 10 Total 150 Percent
6.7 2.7 5.3 47.3 19.3 12.0 6.7 100.0 Valid Percent 6.7 2.7 5.3 47.3
19.3 12.0 6.7 100.0 Cumulative Percent 6.7 9.3 14.7 62.0 81.3 93.3
100.0
Valid
21
Statistics age N Mean Median Std. Deviation Variance Valid
Missing 150 0 4.33 4.00 1.39 1.94
5 - 9 years 50 or above 40 -49 10 - 14 years 15 - 19 years
30 - 39
20 - 29
(d)
22
income in rupe e s Frequency less than 10000 38 10000 - 14,999
21 15,000 - 19,999 12 20,000 - 29,999 17 30,000 - 39,999 26 40,000
- 59,999 9 60,000 - 79,999 6 80,000 - 99,999 12 100,000 or above 9
Total 150 Percent 25.3 14.0 8.0 11.3 17.3 6.0 4.0 8.0 6.0 100.0
Valid Percent 25.3 14.0 8.0 11.3 17.3 6.0 4.0 8.0 6.0 100.0
Cumulative Percent 25.3 39.3 47.3 58.7 76.0 82.0 86.0 94.0
100.0
Valid
Statistics income in rupees N Valid Missing Mean Median Std.
Deviation Variance Range 150 0 3.91 4.00 2.55 6.51 8
100,000 or above 80,000 - 99,999 less than 10000 60,000 - 79,999
40,000 - 59,999
30,000 - 39,999
10000 - 14,999
20,000 - 29,999
15,000 - 19,999
(e)23
occupation Frequency 21 17 37 37 35 147 3 150 Percent 14.0 11.3
24.7 24.7 23.3 98.0 2.0 100.0 Valid Percent 14.3 11.6 25.2 25.2
23.8 100.0 Cumulative Percent 14.3 25.9 51.0 76.2 100.0
Valid
Missing Total
student household working woman business man job holder Total
System
Statistics occupation N Mean Median Std. Deviation Variance
Range Valid Missing 147 3 3.33 3.00 1.34 1.80 4
Missing student job holder
household
business man w orking w oman
24
Q#1while using packe d milk which brand come s into your mind
Frequency Haleeb 94 Nestle 26 Milk Pack 21 Every day 5 prime 4
Total 150 Percent 62.7 17.3 14.0 3.3 2.7 100.0 Valid Percent 62.7
17.3 14.0 3.3 2.7 100.0 Cumulative Percent 62.7 80.0 94.0 97.3
100.0
Valid
Statistics while using packed milk which brand comes into your
mind N Valid 150 Missing 0 Mean 1.66 Median 1.00 Std. Deviation
1.02 Variance 1.03 Range 4
prime Every day Milk Pack
Nestle Haleeb
Explanation:25
This graph shows that Haleeb has good brand reputation and is
well entrenched in market
Q#2How much are you satisfie d with Hale e b? Frequency
Completely Satisfied 27 satisfied 72 somewhat satisfied 24 Neutral
14 Dissatisfied 13 Total 150 Percent 18.0 48.0 16.0 9.3 8.7 100.0
Valid Percent 18.0 48.0 16.0 9.3 8.7 100.0 Cumulative Percent 18.0
66.0 82.0 91.3 100.0
Valid
Statistics How much are you satisfied with Haleeb? N Valid 150
Missing 0 Mean 2.43 Median 2.00 Std. Deviation 1.15 Variance
1.32
Dissatisfied Completely Satisfied Neutral
somew hat satisfied
satisfied
26
Explanation: while interviewing the respondents we observed that
18% respondents arecompletely satisfied with Haleeb Milk, while 48%
are satisfied and 20% are somewhat satisfied and 16% are neutral
and only 8% are dissatisfied. It shows that great percentage of
consumers is over all satisfied with Haleeb Milk.
Q#3to what e xte nt product is easily av ailable . Frequency 98
33 17 148 2 150 Percent 65.3 22.0 11.3 98.7 1.3 100.0 Valid Percent
66.2 22.3 11.5 100.0 Cumulative Percent 66.2 88.5 100.0
Valid
Missing Total
All the times Most of time Some of times Total System
Statistics to what extent product is easily available. N Valid
148 Missing 2 Mean 1.45 Median 1.00 Std. Deviation .69 Variance
.48
27
Some of times Most of time Missing
All the times
Explanation: From the above graph it is clear that Haleeb Foods
Ltd has good distribution system to make the product easily
available.
Q # 4 (a)Quality of product Frequency Excellent 41 Very Good 56
Good 31 Saisfactory 12 poor 10 Total 150 Percent 27.3 37.3 20.7 8.0
6.7 100.0 Valid Percent 27.3 37.3 20.7 8.0 6.7 100.0 Cumulative
Percent 27.3 64.7 85.3 93.3 100.0
Valid
28
Statistics Quality of product N Valid Missing Mean Median Std.
Deviation Variance50
150 0 2.29 2.00 1.15 1.32
40
30
Quality of productExcellent Very Good
20
10
Good Saisfactory
Count
0 Completely Satisfied somew hat satisfied Neutral Dissatisfied
satisfied
poor
How much are you satisfied with Haleeb?
Explanation:The above Frequency table shows that greater number
of consumers is satisfied with Haleeb Milk, while only 8% are
saying that Haleeb Milk has poor Quality.
29
Q # 4 (b)Packaging Frequency excellent 44 Very Good 47 Good 47
Satisfactory 7 Poor 5 Total 150 Percent 29.3 31.3 31.3 4.7 3.3
100.0 Valid Percent 29.3 31.3 31.3 4.7 3.3 100.0 Cumulative Percent
29.3 60.7 92.0 96.7 100.0
Valid
Statistics Packaging N Mean Median Std. Deviation Variance Valid
Missing 150 0 2.21 2.00 1.03 1.05
40
30
Packaging20 excellent Very Good 10 Good Satisfactory 0
Completely Satisfied somew hat satisfied Neutral Dissatisfied
satisfied Poor
Count
How much are you satisfied with Haleeb?
30
Explanation:The above graph shows that Haleeb Milk has very good
packaging particularly tetra pack is liked by consumers because
with this packaging the milk is safe and it is easy to open and
use.
Q # 4 (c)Durability Frequency Excellent 14 Very good 67 Good 50
Satisfactory 15 Poor 4 Total 150 Percent 9.3 44.7 33.3 10.0 2.7
100.0 Valid Percent 9.3 44.7 33.3 10.0 2.7 100.0 Cumulative Percent
9.3 54.0 87.3 97.3 100.0
Valid
Statistics Durability N Mean Median Std. Deviation Variance
Valid Missing 150 0 2.52 2.00 .90 .80
31
40
30
Durability20 Excellent Very good 10 Good Satisfactory 0
Completely Satisfied somew hat satisfied Neutral Dissatisfied
satisfied Poor
Count
How much are you satisfied with Haleeb?
Explanation:Because of six layer packaging of tetra pack the
Milk is considered more durable and safe from germs.
Q # 4 (d)Nutrie nt le v e l Frequency Excellent 24 Very good 50
Good 38 Satisfactory 31 Poor 7 Total 150 Percent 16.0 33.3 25.3
20.7 4.7 100.0 Valid Percent 16.0 33.3 25.3 20.7 4.7 100.0
Cumulative Percent 16.0 49.3 74.7 95.3 100.0
Valid
32
Statistics Nutrient level N Mean Median Std. Deviation
Variance30
Valid Missing
150 0 2.65 3.00 1.12 1.25
20
Nutrient levelExcellent 10 Very good Good
Count
Satisfactory 0 Completely Satisfied somew hat satisfied Neutral
Dissatisfied satisfied Poor
How much are you satisfied with Haleeb?
Explanation:This graph show the relationship between the
nutrient level of Haleeb Milk and consumers satisfaction
Q # 4 (e)
33
Ge rms Fre e Ele me nt Frequency Excellent 23 Very good 45 Good
50 Satisfactory 29 Poor 3 Total 150 Percent 15.3 30.0 33.3 19.3 2.0
100.0 Valid Percent 15.3 30.0 33.3 19.3 2.0 100.0 Cumulative
Percent 15.3 45.3 78.7 98.0 100.0
Valid
Statistics Germs Free Element N Valid Missing Mean Median Std.
Deviation Variance 150 0 2.63 3.00 1.03 1.05
30
20
Germs Free ElementExcellent Very good
10 Good
Count
Satisfactory 0ly te ple om C tis sa d fie t ha ew m so l tra eu
N iss D d fie is at
Poor
f tis sa
How much are you satisfied with Haleeb?
d fie tis Sa
ied
Explanation:Above graph shows the germ free attribute of Haleeb
and consumer's satisfaction with it, most of the consumers rate the
germ free level of Haleeb as "Good".
34
Q # 4 (f)Vitamins and prote in it contains Frequency Excellent
24 Very good 45 Good 60 Satisfactory 14 Poor 7 Total 150 Percent
16.0 30.0 40.0 9.3 4.7 100.0 Valid Percent 16.0 30.0 40.0 9.3 4.7
100.0 Cumulative Percent 16.0 46.0 86.0 95.3 100.0
Valid
Statistics Vitamins and protein it contains N Valid Missing Mean
Median Std. Deviation Variance 150 0 2.57 3.00 1.02 1.04
50
40
Vitamins and protein30 Excellent 20 Very good Good 10
Count
Satisfactory 0ly te ple om C tis sa d fie ew m so ts ha l tra eu
N ss Di d fie is at
Poor
How much are you satisfied with Haleeb?
d fie tis Sa
d fie is at
Explanation:The above graph shows the relationship between
vitamin and protein level of Haleeb and consumer's satisfaction
with that attribute. Figures shows that relationship is
positive
35
Q#5Conside ring Packe d to what e xte nt it is safe than any ope
n milk? Frequency Highly Safe 55 Comparatively Safe 54 Slightly
safe 14 Not Different 16 Less safe 7 Total 146 System 4 150 Percent
36.7 36.0 9.3 10.7 4.7 97.3 2.7 100.0 Valid Percent 37.7 37.0 9.6
11.0 4.8 100.0 Cumulative Percent 37.7 74.7 84.2 95.2 100.0
Valid
Missing Total
Statistics Considering Packed to what extent it is safe than any
open milk? N Valid 146 Missing 4 Mean 2.08 Median 2.00 Std.
Deviation 1.16 Variance 1.3440
30
Considering Packed tMissing
20
Highly Safe Comparatively Safe
10
Slightly safe Not Different
Count
0ly te ple om C f tis sa ied ew m so ts ha l tra eu N iss D d
fie is at
Less safe
How much are you satisfied with Haleeb?
d fie tis Sa
d fie is at
Explanation:36
This graph shows responses of consumers regarding safety of
packed milk, most of the people consider packed milk safer as
compared to open milk.
Q#6How ofte n you use the product? Frequency 14 79 29 28 150
Percent 9.3 52.7 19.3 18.7 100.0 Valid Percent 9.3 52.7 19.3 18.7
100.0 Cumulative Percent 9.3 62.0 81.3 100.0
Valid
Not at all Occasionally Regularly Daily Total
Statistics How often you use the product? N Valid Missing Mean
Median Std. Deviation Variance 150 0 2.47 2.00 .90 .81
Not at all Daily
Regularly
Occasionally
37
Explanation:This graph shows the purchasing habit of consumers,
most of the people use this product occasionally. 30% use this
product regularly and 30% use it daily.
Q#7
If daily the n how many time s? Frequency 61 19 7 87 63 150
Percent 40.7 12.7 4.7 58.0 42.0 100.0 Valid Percent 70.1 21.8 8.0
100.0 Cumulative Percent 70.1 92.0 100.0
Valid
Missing Total
1 - 2 times 3 -4 times 5 or more Total System
Statistics If daily then how many times? N Valid Missing Mean
Median Std. Deviation Variance 87 63 1.38 1.00 .63 .40
38
60
50
40
30
If daily then how ma20 Missing 1 - 2 times 10
Count
3 -4 times 0 Not at all Occasionally Regularly Daily 5 or
more
How often you use the product?
Explanation:This graph show daily usage of HALEEB, most of the
consumers use it 1-2 times daily
Q#8Who affe te d your de cision while purchasing milk? Frequency
23 14 7 90 12 146 4 150 Percent 15.3 9.3 4.7 60.0 8.0 97.3 2.7
100.0 Valid Percent 15.8 9.6 4.8 61.6 8.2 100.0 Cumulative Percent
15.8 25.3 30.1 91.8 100.0
Valid
Missing Total
Children Wife Husband Parents No one Total System
39
Statistics Who affeted your decision while purchasing milk? N
Valid 146 Missing 4 Mean 3.37 Median 4.00 Std. Deviation 1.24
Variance 1.55
No one
Missing Children
Wife
Husband
Parents
Explanation:This graph shows the effect of different family
members on person's decision while purchasing packed milk. Most of
the people were affected by their parents.
Q#9
40
In which size you normally purchase ? Frequency 24 58 29 39 150
Percent 16.0 38.7 19.3 26.0 100.0 Statistics In which size you
normally purchase? N Valid 150 Missing 0 Mean 2.55 Median 2.00 Std.
Deviation 1.05 Variance 1.09 Valid Percent 16.0 38.7 19.3 26.0
100.0 Cumulative Percent 16.0 54.7 74.0 100.0
Valid
65ml 250ml 500ml 1 litter Total
65ml 1 litter
500ml
250ml
Explanation:This graph shows that most of the people buy HALEEB
in 250ml size brick packet
41
Q # 10In which packaging you pre fe r Frequency bottle 25 brick
(tetra pack) 119 Any other 5 Total 149 System 1 150 Percent 16.7
79.3 3.3 99.3 .7 100.0 Valid Percent 16.8 79.9 3.4 100.0 Cumulative
Percent 16.8 96.6 100.0
Valid
Missing Total
Statistics In which packaging you prefer N Valid Missing Mean
Median Std. Deviation Variance 149 1 1.87 2.00 .43 .18
42
50
40
30
20
In which packaging yMissing
10
bottle brick (tetra pack)
Count
0 65ml 250ml 500ml 1 litter
Any other
In which size you normally purchase?
Explanation: Most people Like to buy HALEEB in Brick (tetra
pack) Packaging
Q # 11In your opinion to what e xte nt Hale e b price is re
asonable Frequency Greatly 30 Justifiable 74 SLIGHTLY 36 nOT
REASONABLE 6 Total 146 System 4 150 Percent 20.0 49.3 24.0 4.0 97.3
2.7 100.0 Valid Percent 20.5 50.7 24.7 4.1 100.0 Cumulative Percent
20.5 71.2 95.9 100.0
Valid
Missing Total
43
Statistics In your opinion to what extent Haleeb price is
reasonable N Valid 146 Missing 4 Mean 2.12 Median 2.00 Std.
Deviation .78 Variance .6150
40
In your opinion to w30 Missing 20 Greatly Justifiable 10
Count
SLIGHTLY 0ely et pl om C f tis sa ied t ha ew m so l ra ut Ne ss
Di d fie is at
nOT REASONABLE
tis sa
How much are you satisfied with Haleeb?
d fie tis Sa
d fie
Explanation:Most of the people say that HALEEB's price is
justifiability reasonable
Q # 12For what purpose you purchase this product? Frequency For
tea making 70 As a milk simlpy 54 Any other reason 21 Total 145
System 5 150 Percent 46.7 36.0 14.0 96.7 3.3 100.0 Valid Percent
48.3 37.2 14.5 100.0 Cumulative Percent 48.3 85.5 100.0
Valid
Missing Total
44
Statistics For what purpose you purchase this product? N Valid
145 Missing 5 Mean 1.66 Median 2.00 Std. Deviation .72 Variance
.52
Any other reason
Missing
For tea making
As a milk simlpy
Explanation:Most of the people say that they normally purchase
HALEEB for tea making
Q # 13
45
How like ly are you to buy this product? Frequency Definitly 51
Probably 51 Might or might not 33 probably not 11 Definitly not 4
Total 150 Percent 34.0 34.0 22.0 7.3 2.7 100.0 Valid Percent 34.0
34.0 22.0 7.3 2.7 100.0 Cumulative Percent 34.0 68.0 90.0 97.3
100.0
Valid
Statistics How likely are you to buy this product? N Valid 150
Missing 0 Mean 2.11 Median 2.00 Std. Deviation 1.04 Variance
1.0940
30
How likely are you t20 Definitly Probably 10 Might or might not
probably not 0ely et pl om C tis sa ew m so l tra eu N iss D d fie
is at
Count
Definitly not
How much are you satisfied with Haleeb?
d fie
ts ha
d fie tis Sa
d fie is at
Explanation:Majority of consumers is ready to buy the product
again
46
Q # 14How do you rate adve rtising strate gy of Hale e b?
Frequency Poor 18 Fair 31 Good 40 Very good 30 Excellent 27 Total
146 System 4 150 Percent 12.0 20.7 26.7 20.0 18.0 97.3 2.7 100.0
Valid Percent 12.3 21.2 27.4 20.5 18.5 100.0 Cumulative Percent
12.3 33.6 61.0 81.5 100.0
Valid
Missing Total
Statistics How do you rate advertising strategy of Haleeb? N
Valid 146 Missing 4 Mean 3.12 Median 3.00 Std. Deviation 1.28
Variance 1.65
Missing Excellent Poor
Fair Very good
Good
Explanation:Majority of people say that advertising strategy of
HALEEB is fair or good 47
Q # 15Which fe ature s of adv e rtising appe al you the most?
Frequency 31 81 33 4 149 1 150 Percent 20.7 54.0 22.0 2.7 99.3 .7
100.0 Valid Percent 20.8 54.4 22.1 2.7 100.0 Cumulative Percent
20.8 75.2 97.3 100.0
Valid
Missing Total
color sceme Slogan Visual Non of it Total System
Statistics Which features of advertising appeal you the most? N
Valid 149 Missing 1 Mean 2.07 Median 2.00 Std. Deviation .73
Variance .5430
20
Which features of adMissing 10 color sceme Slogan
Count
Visual 0 Missing Poor Fair Good Very good Excellent Non of
it
How do you rate advertising strategy of Haleeb?
48
Explanation:Slogan of HALEEB appealed most of the consumers
Q # 16How would you rate Hale e b in te rms of thickne ss?
Frequency High 50 average 40 slightly 46 below average 8 not thick
4 Total 148 System 2 150 Percent 33.3 26.7 30.7 5.3 2.7 98.7 1.3
100.0 Valid Percent 33.8 27.0 31.1 5.4 2.7 100.0 Cumulative Percent
33.8 60.8 91.9 97.3 100.0
Valid
Missing Total
Statistics How would you rate Haleeb in terms of thickness? N
Valid 148 Missing 2 Mean 2.16 Median 2.00 Std. Deviation 1.04
Variance 1.09
not thick below average slightly Missing
High
average
49
Explanation:Majority of consumers is satisfied with the
thickness of Haleeb, most of them rate it as highly thick and
similar number of people rate it as average thick and so is the
case of consumers who rate it slightly thick
Q # 17
How te a taste s with Hale e b? Frequency 32 67 34 9 142 8 150
Percent 21.3 44.7 22.7 6.0 94.7 5.3 100.0 Valid Percent 22.5 47.2
23.9 6.3 100.0 Cumulative Percent 22.5 69.7 93.7 100.0
Valid
Missing Total
Excellent Good Fair poor Total System
Statistics How tea tastes with Haleeb? N Valid Missing Mean
Median Std. Deviation Variance 142 8 2.14 2.00 .84 .70
50
30
20
How tea tastes withMissing 10 Excellent Good
Count
Fair 0 Missing High average below average slightly not thick
poor
How would you rate Haleeb in terms of thickness?
Explanation:Most of the consumer say that product tastes in tea
very good
CRITICAL ANALYSIS At present, HALEEB is the market leader in the
packed milk category. Due to a very strong and favorable
association with the quality the brand recall is very high. And so
because of this the rate of brand preference is also goes up.
Currently they are hitting towards thickness of the brand. This
strong association gives continuity to Chaudhary Dairy Limited.
They successfully used it to position in consumers mind. Its lead
to recall even without mentioning the brand name. However their
other association likes hygiene and thickness is weak. Here we can
also see from the results their slogan is not working because their
emphasis on thickness and more responses are about taste.
51
SUGGESSIONSSUGGESTIONS HALEEB should manage its distribution
channels so that there might not arise channel conflict. Customer
retention is very important in order to increase market share Value
delivery in every step of network is key to attract customers
Advertising campaigns should be meaningful. Packaging is main
strength of HALEEB, It uses six layer tetra packaging, even Milk
Pack and other companies use HALEEB'S tetra packaging services, so
HALEEB should make it's customers aware of this strength in order
to increase its customer satisfaction. HALEEB should explore more
markets in South Asia for exporting its milk as it is already
exporting to South Korea, Central Asia, Afghanistan, and
Bangladesh. It can find opportunities in Middle East countries like
Saudi Arabia, Kuwait, Qatar, Malaysia, Indonesia etc. HALEEB can
join hand with NESTLE and other companies for joint research and
development projects, for environmental friendly production plants
etc. HALEEB should use social gathering and events for promotion
like Pakistan Day, Eid Melad-Nabi, Basant and other important
events.
52
It can give price cuts, discounts on purchasing constantly it's
products like membership discounts etc.
Limitation
We had a limited time to complete this study in 2 months Limited
financial resources to make our study covering best level of
significance Due to the limited resources we can only select a
sample of 150 respondents Due to the limited time we can not go to
vast geographical area, our study is limited to the residents of
Main areas of Lahore We were not able to measure the responses of
all social classes because ofbecause of limited resources. We can
not be able to capture all dimensiondimensions of consumers open
ended responses, as we only endured close ended questions in our
survey due to limited time.
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