Executive Summary: Internship Organization: Haleeb Foods Ltd. Internship Duration: June 25, 2007 to August 13, 2007 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 recommendations Internship 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
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Executive Summary:
Internship Organization: Haleeb Foods Ltd.
Internship Duration: June 25, 2007 to August 13, 2007
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 recommendations
Internship 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 Sku’s 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.com
Limitations:
The most important limitation in writing this report was the nature of the company. Haleeb Food Limited is a private
limited doesn’t 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
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 Forces Model
THREAT 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 low
Brand loyalty is high.
Switching options are more.
INTRA INDUSTRY RIVALRY (HIGH).
Diverse Competitors like Nestle, Engro Foods, Noon Group, Shezan etc...
Industry growth is high
Difficult 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.
THREAT
OF
NEW ENTRANTS
LOW (+)
Intra Industry Rivalry
BARGAINING
POWER OF
BUYERS
THREAT
OF
SUBSTITUTES
BARGAINING
POWER OF
SUPPLIERS
HIGH (-)
LOW (+)
HIGH (-)
HIGH (-)
Internship Assignments and Duties:
The duration of my internship was from June 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 weeks
Marketing Practice Orientation
Activity Details Time Duration
New Product Development NDP Brief,” out of box” ideas for new product with rationale 1day
Research Brief Writing How to write a good research from given objectives 2 days
Creative brief writing How to write a good creative brief from given objectives 2 days
Projects
Marketing 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 report
A compilation of the Intern’s
experience at HFL including all
projects reports,
3 days for final report.
1. Research through survey on Imported juices in Pakistan
LAHORE REGION
Objective:
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 juice in which there is no sugar, preservatives & artificial color added. It is 100% juice.
2. Nectar in which there is 30-50 % fruit pulp.
3. Still drink containing 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 like lychee, black current, berry & fruit cocktail etc. (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 STORES
ISLAMABAD/RAWALPINDI REGION
Area 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 juice in which there is no sugar, preservatives & artificial color added. It is 100% juice.
Nectar in which there is 30-50 % fruit pulp.
Still drink containing 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 like lychee, black current, berry & fruit cocktail etc.
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 STORES
2. Marketing practice Orientation:
During my stay at Haleeb Foods Limited my supervisor gave me different office assignments involving marketing practice
orientation like
1. 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 or
Improvement [ ]
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 title CARBONATED 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: 1 Sept, 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 (for 12 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 varies
Strawberry pink color
Lemon green color
Apple yellow color
PART 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)
C.c.: Assigned Brand Team, Assigned NPD Team, General Manager Marketing, Managing Director
Note: In case of denial, this document is to be filed with the GM-Marketing.
MARKET RESEARCH BRIEF
CATEGORY BRAND PRODUCT DATE
DAIRY: UHT treated Haleeb Flavoured milk July 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
MARKETING RESEARCH
What business decision are we trying to make? Primary Information need Other 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 MARKET TIMING BUDGET
Housewives:A,B urban income groups(KHI.LHR) age
25—35 yrs, children: school going
Current user of COUNTRY, PAKCOLA,IMPORTED
BRANDS etc
Moderate consumer atleast 2-3 times a week as well as
high consumption of product 5-6 times a week.
Top lines July 10, ‘07
Report July 20,’07
Performance Standards
The minimum performance standard for acceptance
Not applicable
DETAIL OF INFORMATION SOUGHT
Not applicable Not applicable
SIGNATURES
For Haleeb Foods Limited For Market Research Agency
HALEEB ENERGY DRINK
Launch Advertising Brief
BACKGROUND:
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. POP
Poster design
Shelf talker
Mobile design
Leaflets.
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:
ACTIVITY RESP. TARGET DATE
1 Brief to agency HFL
2 Acceptance of brief by agency RED
3 Campaign presented by agency RED
4 Adjustments RED & HFL
5 Final campaign RED
6 TVC shoot RED & HFL
7 Rough cut of TVC RED
8 Final artwork for campaign RED
9 Final cut of TVC RED
10 Launch campaign RED & HFL
SIGNATORIES:
For Haleeb Foods For Advertising agency
Name ________________ Name ________________
Brand as Product Brand as Org. Brand as Person Brand as Symbol
HALEEB ENERGY DRINK - Brand Identity Model - DESIRED
BRAND ESSENCE
HALEEB ENERGY DRINK acts 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 IDENTITY
Vitalize body & mind.
Performance Enhancer.
Instant energy provider.
BRAND POSITIONING STATEMENT
To SEC A & B urban-based household including sports lovers, busy professional who want instant energy after daily hectic activities.
CORE TARGET CONSUMER
SEC A & B household in urban areas requires performance enhancer agent. They are brand conscious & want to excel in every walk of life.
BRAND CAPSULE
A 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 Sale
Positive 51 %
No real change 30.61 %
Negative 8 %
Comments:
Following are comments & suggestions given by shopkeepers.
Some shopkeepers said that after store activity has completed customers don’t 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 don’t buy Good -Day because it is expensive.
EFFECT OF GOOD-DAY CAMPAIGN ON SALES
6. 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
competitor’s 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 FMCG’s 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 don’t 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