haleeebbbbbbbbbbbbbbbbbb

Principal of Marketing

Term project

PRESENTED TO:

MS Afia

PRESENTED BY:

Abubaker Naveed MI-01083-176

Syed Ali Ahsan MI-01803-195

Hassan Imtiaz MI-01803-173

LAHORE BUSINESS SCHOOL.

(LBS)

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IN THE NAME OF ALLAH, THE MOST

GRACIOUS, THE MOST MERCIFUL

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CONTENTS:

Description Page No

Executive Summary 4

Vision 5

The Company Profile 7

International Certification 9

Haleeb’s Policy 10

Haleeb Macro environment 11

Market Segmentation 12

Demographic Segmentation 14

Geographic Segmentation 18

Psychographic Segmentation 19

Segmenting International Market 20

Situation Segmentation 20

Benefit Segmentation 21

Target Marketing 22

Advertisement 25

Market Positioning 28

Swot Analysis 31

Recommendation 34

Company Information 36

Appendix 38

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EXECUTIVE SUMMARY:

Haleeb Foods (Formerly CDL FOODS LIMITED) is the second largest company in Pakistan; it was originated in 1984 as a Private Limited Company. But it progressed rapidly due to its best business processes and its efficient management. It has double its turnover in the last four Years. It is the only dairy company In Pakistan to get ISO- 9002 certificate; it is because they follow strict quality standards. Haleeb Foods Limited is a very famous foods processing company. They are making inventions in the field of milk products & juices. The quality of their products is of very high standard.

In the modern age of business only those firms can survive successfully which provides high standard and pure products and Haleeb Foods Limited is providing fine quality of milk products and juices consisting of leading national and international brands like HALEEB DESI GHEE, CANDIA MILK, DAIRY QUEEN, HALEEB, SKIMS, TROPICO FRUIT JUICES etc their financial condition is also very strong. Their marketing system, channels of distribution, sales strategies etc are working on modern line of action. Company's Mission is to providing nutritious and hygienically processed food product to our customers. So, in future, they have more chances of making further development Haleeb Foods Limited is further looking for good & brilliant future in the coming period of time.

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OUR VISION:

“Most innovative and fastest growing food company offering products enjoyed in “every home every day” ”

Various products of dairy are offered by company include pasteurized milk, fat powdered milk, ghee, cream. Apart from offering different products to the consumers, it also engages itself in selling its products to certain factories. It also ran its milk franchise business with the name of “Dairy Queen”. Although these outlets were relatively few in number as compared to Halla milk shops, but still it showed that company is not leaving any room for the competitors to capitalize upon.

The Head office of Haleeb Foods is in Lahore with four regional offices in Karachi, Lahore, Islamabad, and Peshawar. The processing of milk is carried out in the plant located near Bhaipheru in Lahore multan road.

OUR MISSION:

“Build branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing stakeholders’ value”

The mission statement is elaborated into a set of supporting the goals. They are as under

We are committed to provide nutritious and packed dairy products to people.

We are committed to build and maintain loyal relationships and promoting a safe and healthy environment.

Haleeb aim is to provide nutritious ands hygienic milk to the customers. The second aspect highlighted in this mission statement is the promotion of healthy environment in the society as a whole.

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OUR VALUES:

Enterprise Empowerment Accountability Trust Teamwork

OUR OBJECTIVES

To maximize customer satisfaction. To meet expectations of hygienic and high quality food products. To build strong relationships based on trust and mutual benefits with the

customers. To continue being a socially conscious organization. To maintain a highly efficient and motivated employee base.

THE COMPANY PROFILE:

Haleeb Foods Ltd (formerly Chaudhry Dairies Limited, the name has been changed in Nov 2000). Haleeb Foods limited is principally engaged in the processing and sale of Toned milk, Milk powder, Fruit juices, and Allied dairy and Food products.

Haleeb Foods Limited is one of the fastest growing packaged food companies in Pakistan with an annual turnover of Rs.7.2 Billion (F2005). 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%.

Building an excellent reputation over the years, Haleeb Foods continues to be at the forefront of product and packaging innovation. By the grace of God, it has achieved market leadership in several food categories with a very strong portfolio, consisting of leading national and international brands – Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good Day.

Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states.

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Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak’s novel packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, cardamom flavored tea whitener, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavors and preservatives.

Haleeb Foods has a highly professional management team with progressive operating style. The management team comprise of highly seasoned professionals with diverse global experience of managing and developing brands.

All this and more makes Haleeb Foods Pakistan’s number 1 and fastest growing packaged Food Company.

Main Brands of Haleeb Foods;

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INTERNATIONAL CERTIFICATIONS:

Haleeb Foods’ products are made with great care, and marked with our quality seal of recognition. We are the only dairy company in Pakistan that undertakes 21 rigorous quality control tests on every portion of the milk collected by our teams. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. All processes, from preparation to quality assurance to packaging, are undertaken employing state-of-the-art technology and equipment. Therefore, we take great pride in the fact that 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 – 200 (better quality for greater customer satisfaction) ISO 14000 (environment-friendly operations)

HALEEB’S POLICY

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.

To prevent pollution through controlling levels of harmful emission, effluents and other wastes.

Contribute to safe and healthy environment for our country. Promote mutual trust with customers, suppliers, employees,

shareholders and community. Provide all the necessary resources for the continual improvement in

quality, safety of our products, processes and environment Meet the requirement of all the relevant legislation and regulation

related to consumer satisfaction & safety, environment and other applicable law etc.

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HALEEB MACROENVIRONMENT

Demographic Environment:

Demography is the study of human population in terms of size, density, location, age, gender, race, occupation and other statistics. Pakistan has population more than 16.50 crore out of which 49% are male and 51% are females. 55% of the population involves in agriculture. The literacy rate in very low i.e. 40% and population rate is approximately 2.5% annually. Most of the population lives in rural areas but migration rate is high. The per capita income is $500 per person annually hence such goods produced by Haleeb can be afforded only by upper middle and upper class of society.

Economic Environment:

Economic environment includes factors that affect Haleeb’s consumer purchasing power and spending pattern. The country major economic sectors are underdeveloped. The common person works hard to meet his basic needs. Thus a large part of the income is spent on basic needs.

Natural Environment:

The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Pakistan is ideal for fruit and vegetable growth hence natural environment is ideally suited to the company. Thus Haleeb is taking advantage of natural resources available in Pakistan.

Technological Environment:

Technological environment includes all forces that create new technologies, creating new products and marketing opportunities. Technological environment of Haleeb is continuously improving and helps to utilize new marketing opportunities.

Political Environment:

The political environment consists of laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society. The political environment of the company is most encouraging. The govt. imposes limited tax on local companies and less tariffs on exporting organizations. The company has to work according to quality standards of government.

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PORTER MODEL

INTRA INDUSTRY RIVALRY:

The key players of the industry are competing with eachother on the basis of

Price

Quality

Brand Name

Availability

Margins given to the retailers.

THREAT OF NEW ENTRANT:

The threat of new entrants is low because only Nestle and Haleeb are covering whole Pakistan as far as the distribution is concerned.

High Investment

Switching Cost

Saturated Market

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ENTRY BARRIERS

There are lots of entry barriers if someone wants to launch juices at a large scale. Further more high investment is required for the machinery and labor with overheads. So entry barriers are high if any new comer wants to promote his product at a large scale.

BARGAINING POWER OF BUYER

Bargaining power of buyer is highReasons:

Availability of local and international brands

Price variability

Availability

SUBSTITUTES OF PRODUCT

Beverages WaterAll products which remove the Thrust come under theSubstitutes of Juice..

BARGAINING POWER OF SUPPLIERS

Bargaining power of suppliers is low because the availability of fruits and packaging is supplied easily on competitive rates. The existence of Haleeb foods is for the last 25 years. And all the raw material is easily available in the market.

MARKET SEGMENTATION

Market Segmentation is the process of dividing a market into a meaningful, relatively similar and identifiable segments or groups. It is difficult for any one company to engage in mass production, mass distribution and mass promotion for its products. The complexities arise from the proliferation of advertising and distribution channels and the high cost associated with reaching a mass audience. Therefore, companies segment the market so that they can target the group of customers who share similar needs and wants.

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Importance of Market Segmentation:

Markets have a variety of products needs and preferences.

Marketers can better define customer needs.

Decision makers can define objectives and allocate resources more accurately and easily.

Requirements of Market Segments:

In addition to have different needs, for segments to be practical they should be evaluated against the following criteria:

Identifiable: The differentiating attributes of the segments must be measurable so that they can be identified.

Accessible: The segments must be reachable through communication and distribution channels.

Substantial: The segments should be sufficiently large to justify the resources required to target them.

Durable: The segments should be relatively stable to minimize the cost of frequent changes.

Firms Engage in Segmentation:

To develop different strategies for different parts of the market.

To tailor marketing mix to meet the needs of distinct groups.

To increase the sales and profits by serving particular segments.

To identify marketing opportunities.

To dominate niche segment.

To reflect differences in customer tastes.

To prioritize on those segments most likely to provide a higher return.

Segmentation of Haleeb:

The milk sector shows a market that has homogeneous preferences that is the consumers have similar preferences. They want milk to be white, carefully processed, and good for health and bones. Keeping these things in mind Haleeb’s market has been segmented. Haleeb has segmented their products in different segments regarding their quality, prices and areas.

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Types of Segmentation:

Geographic Segmentation

Demographics Segmentation

Psychographics Segmentation

Usage Rate Segmentation

Sociocultural Segmentation

Geodemographic Segmentation

Benefit Sought Segmentation

Demographic Segmentation:

Demography is the study of human population in terms of size, density, location, age, gender, race, occupation and other statistics. Pakistan has population more than 16.50 crore out of which 49% are male and 51% are females. 55% of the population involves in agriculture. The literacy rate is very low i.e. 39% and population rate is 2.3% annually. Most of the population lives in rural areas but migration rate is high. The per capital income is $500 per person annually hence

Market Segmentation

Demographic Geographic Psychographic

BenefitUsage Rate Sociocultural

Geodemographic

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such goods produced by Haleeb can be afforded only by upper middle and upper class of society.

Demographically we can see the products in four ways;

Age and Life cycle:

In case of Demographic segmentation Haleeb has different products for different age groups like for children from age 25 to 40

Haleeb Cream

Demographics Segmentation

Age Gender Life Cycle

Income

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Dairy Queen Milk

Haleeb Butter

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For 2 - 19 age groups Haleeb has different brands like

Candia Milk

For other group of people who are diet conscious or in other words those old people who have to take low fats for them is;

Skimz

Gender:

Haleeb foods Limited products are for every one no product is based on gender discrimination. Its products are for both male and female like

Haleeb UHT Milk Dairy Queen Milk Haleeb Gold Candia milk Candia Classic Candia Candy Up Skimz Asli Desi Ghee

Income:

Another product of Haleeb named as Haleeb Yogurt is especially made for those people having high income and can afford the international standard yogurt. Haleeb Yogurt is made from the thickest milk, giving the customer unmatched quality.

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Haleeb Yogurt

Geographic Segmentation:

Haleeb is a mass-market product and it is available all over Pakistan, like urban and semi-urban and rural areas. Their products like;

Asli Desi Ghee

Haleeb Milk

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These products are easily available in all over the Pakistan in small packing of 1kg and 2kg specially in rural areas because pf sluggish market and low incomes of people.

Psychographics Segmentation:

In psychographics Segmentation, which involve examining attributes, related to how a person thinks, feels and behaves. For example Haleeb has introduced Skimz milk particularly for women who are diet conscious.

Candia Skimz

According to the beliefs of most of the people in our society especially Mothers are extremely conscious about the growth of their children. That’s why they usually prefer Nrish Creamy Milk Powder for their children as it contains more fats, loads of calcium for stronger bones, teeth and Vitamins A, B and C.

Nrish Creamy Milk Powder

Segmenting International Markets:

Haleeb Foods not only work on National level but on International level as well. Currently it is catering to the UK, South Korea, Afghanistan, Middle East and Central Asian markets consumers.

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Usage Rate Segmentation:

Usage rate can be irregular (light), medium, or heavy, while user status for a product can range from regular user, first-time user, potential user, former-user, or non-user.  Under the 80/20 principle, marketers prefer to focus more of their attention on heavy and regular users; however they are also interested in attracting non-users.

Haleeb is mainly focusing on its heavy and regular users and also interested in attracting non-users. The strong products of Haleeb are;

Haleeb Milk Skimz Haleeb Cream Dairy Queen

The main focus of advertising the strong products manufactured by Haleeb are on heavy and regular users. However new products like;

Fun Day Candia Milk

These products are targeted to non-user and first time user.

Sociocultural Segmentation:

Market segmentation on the basis of Cultures, Religion, Subcultures and Social class is known as Sociocultural Segmentation.

Products of Haleeb are for every culture like Pakistani, American or Italian. Their products are for everyone. Haleeb’s products are mostly used by Muslims but their products are for every religion. They introduced small packing of their products for lower class with affordable prices. More over their packing of 2kg, 5kg and 10kg are for the middle and upper class customers.

Geodemographic Segmentation:

Geodemographic segmentation is a combination of geographic segmentation, demographic segmentation and lifestyle segmentation. Some of the products of Haleeb are easily available all over the Pakistan and those products are for everyone. No product is on gender discrimination, those products are for both male and female.

Haleeb Milk

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Dairy Queen

These products are easily available all over the Pakistan with .25kg, .50kg and 1kg packing. These products are for every gender and for every person like children, youth, old age, married or bachelors.

Benefit Segmentation:

Haleeb’s products have been segmented on the basis of benefits that consumers seek in the milk. In this case, people look for the brand that can be used for all purposes from drinking to tea whiteners. The ads also show that consumer should increase their milk consumption for example with every tea they should use Haleeb Milk, every morning they should drink Haleeb Milk and everyday they should feed their children with Haleeb Milk.

PARTICIPANTS IN THE BUSINESS BUYING PROCESS

In the buying process of Haleeb there are 3 parties involved. Decider, buyers, logistic department.

1. Decider

The Managing Director of the company whose name is Salman Daood takes the ultimate decision. All Managers involved in every decision an than implements the decision.

2. Logistic Department:

It’s a department that makes a report for the Managing Director about the purchases of the company. It consists of lawyers. They logically view that what kind of product the company is purchasing.

3. Buyers:

In Haleeb the buyers are company representative, which go and buy the product on behalf of the company usually they are responsible officers of the company like purchase manager.

FACTORS AFFECTING COMPANY BUYING BEHAVIOR:

Haleeb is affected by the following factors:

Environmental Factors:

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Haleeb’s buying behavior is highly influenced by the environmental factors. Another important factor that affects Haleeb is supply of raw material because they import the raw material from the other countries like Bangladesh, Afghanistan and Central Asian States More over, the buying process of Haleeb is also affected by the technological, political and culture and customs developments in the environment.

Haleeb Foods product Portfolio analysis:

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's

1500 ml: 8 Packs / carton

1000 ml: 12 packs/carton

500 ml: 12 packs/shrink-wrapped tray

250 ml: 27 packs/shrink-wrapped tray

1.2 Haleeb Reshmi

Haleeb 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's

125 ml: 1.25 liters

250ml: 5 liters

1000ml: 6 liters

1.3 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

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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's

1000 ml / 8 pieces per cartoon

250 ml / 24 pieces per cartoon

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 carton

500 ml: 16 pouches per carton

1000 ml: 9 pouches per carton

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/carton

500 ml: 12 packs/tray

250 ml: 27 packs/tray

1.6 Haleeb Tea max:

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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/carton

200 ml (cardamom) pack: 27 packs/carton

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 units

200ml Pack: 27 Packs/Carton

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/Cartons

1000 ml Pack: 12 Packs/Carton    

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.  

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SKU's:

250 ml: 27 packs/shrink-wrapped tray

65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton

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/dispenser

200 ml: 24 packs/tray

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/carton

50g pack: 120 packs/carton

100g pack: 60 packs/carton

200g pack: 30 packs/carton

1000g pack: 1 pack/carton

Haleeb Yogurt:

Haleeb Yogurt meets the highest quality standards and gives consumer’s 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/Tray

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Plain Yogurt 200 gm: 24 Units/Tray.

Zera Raita: 24 Units/Tray

Mint Raita: 24 Units/Tray　

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/carton

1 kg pouch: 5 packs/carton

1 kg tin: 6 tins/carton

5 kg tin: 2 tins/carton

16 kg tin: 1 tin/carton  

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's

250 ml pack: 27 packs/carton

1000 ml pack: 12 packs/carton  

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

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suited for weight conscious people as well as those trying to maintain a low cholesterol level.    

SKU's:

200 g: 12 skillets/shrink-wrapped tray

500 g: 12 skillets/carton

HFL also produces bulk dairy products.

Bulk Products Available:

Instant Full Cream milk powder (IFCMP)

Full Cream Milk Powder

Skimmed Milk Powder

Instant Skimmed Milk Powder (ISMP)

Cream

Ghee

Butter

Products under the Umbrella of Candia:

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.    

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SKU's:

250 ml Bottle: 12 bottles/carton

1000 ml Bottle: 12 bottles/carton

Candia Classic:

Classic times ask for Classic tea, a product by Europe’s 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's

1000 ml: 12 bottles per case

500 ml: 12 bottles per case

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 carton

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 tray 

3.0 Products under the Umbrella of Tropico:

Tropico Juice Drink;

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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/Carton

250 ml pack: 36 packs/carton

250ml Pack: 27 Packs/Cartons

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/Carton

1 Ltr: 12 Packs/Carton

PRODUCT LIFE CYCLE

Reshmi Pack:

Reshmi Pack is at its introductory stage, this product is just launched in April, 2006. And lots of advertising is done by the Haleeb Foods Limited for its promotion. It is only launched in Lahore right now and is planned to soon launch in other cities as well.

Haleeb Milk Pack

Haleeb Milk Pack is at its maturity stage. People are increasing the profits of this product by frequently buying, as it is the thickest milk. A major profit comes from this product to Haleeb Foods Limited.

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Candia Candy Up

Candia Candy Up is at its growth stage right now; it was introduced in December, 2005 and is becoming very popular among children.

Candia Milk

Candia milk is also at its growth stage.

TARGET MARKETING:

Basically their consumption target is everyone where as their marketing targets are household wives. Target customer of Haleeb Foods Limited is present in middle, lower middle and upper class. Size of the target market is too much to get more market share and the target customer is residing in urban and rural areas. They can be accessible and available to the company providing milk and juices through the effective and efficient distribution network and awareness by promotion. Using all the means available in the country from printing media to visual one.

REGULAR TARGET CUSTMERS:

All age factors fall in the target market that belong to the middle and upper income class. Both males and females, married or single, with no specific occupation are the occupants of Haleeb Foods Limited. The target market of Haleeb Foods Limited comprises of both urban and rural areas.

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IntroductoryStage

GrowthStage

MaturityStage

Decline Stage

TotalMarketSales

PRODUCT LIFE CYCLE

HaleebFoods

Haleeb products heavy users are "Modern housewives" who are concerned about both convenience and product quality. Another target market is lower income consumers, who are often getting relatively cheap adulterated milk products by the traditional milk delivers; Haleeb milk products provide a higher quality than its competitors attracting the users to buy the product.

Strategies for Target Markets:

There are three strategies for target market which are discussed below;

Undifferentiated Strategy Concentrated Strategy Multisegment Strategy

Undifferentiated Strategy:

Marketing approach that views the market as one big market with no individual segments and thus requires a single marketing mix. These strategies are used to minimize production and marketing cost.

Concentrated Strategy:

Concentrated strategy used to select one segment of a market for targeting marketing efforts. These strategies are used because small firms can compete the market and can make strong positioning.

Multisegment Strategy:

A strategy that chooses two or more well defined market segments and develops a distinct marketing mix for each. These strategies are used for greater financial success.

Benefits of Targeting:

Focus resources on the most profitable segments. Provides a focus for analyzing competitors. It enables the organization to find strategic fit between its market

strategy and its long term objectives. Provides better understanding of a limited market. Improved communication between buyer and seller. It enables the organization to focus attention on segments it understands.

MARKETING MIX

1. Product

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There is a vide range of variety of products of Haleeb Foods. They have different brands, features, packaging styles, brand names and attributes. Create brand loyalty & awareness. This is done through promotional activities such as college & restaurant activities posters & other formns of branding.

Kinds of Products:

It includes dairy product, juices and UHT milk.Dairy Product:

Asli desi ghee Haleeb better Haleeb crème Haleeb yogurt

Juices:

Fun day Good day Tropico juice drink Delicious lassi

U HT Milk:

Haleeb milk Dairy queen Candia milk Candia classic Sikmz liquid Skimmed powder Candia.

Brand Name (Haleeb U HT Milk)

UHT means Ultra Heat Treatment. In this process the milk passes through 140oC in 3 seconds ansd then immediately cooled to 20oC in the next 5 seconds, which in turn kills all the bacteria. This is the most sophisticated and advanced process in the world. At Haleeb Foods Limited we use the indirect method of UHT meaning that milk is heated by steam passing through stainless steel pipes outside milk.

The milk is pasteurized at 78oC killing 98% germs/bacteria. The milk after pasteurization is then standardized as prescribed by the Pakistan Pure Food Laws at 35% Fats and 8.9% SNF (solid non fats). Only for Haleeb these standards

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are superseded to make it a premium quality product. The milk is the Homogenized. Homogenized milk is then passed through the UHT (Ultra Heat Treatment) process before it is packed using advance Tetra Brick technology.

Haleeb Milk

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.

Dairy Queen

Dairy Queen is 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 3 months shelf life.

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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.

Candia Skimzs

s

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.

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Candia 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.

2. Price

Haleeb has same prices as of their competitors; they provide discounts to their

customers like PIA, Avari, and PC and to many universities etc.

Price Strategy:

Being a multinational brand, the pricing objective of Haleeb foods is mainly to increase sales as it has already penetrated the market. Their prices are not affected by price changes by competitors, and they don’t engage in price wars.

Competition is met through innovation. The prices of Haleeb milk change as the product size is changed of the Product Life Cycle. And Because of the contract between the seller companies, they offer same price.

Cost Base Strategy:

The use pricing strategy on cost base method, to make there prices of different products.

Retail Price:

The retail prices are different according to there size and brand. However prices have been standardized throughout Pakistan and there is no differentiation based on geographical areas

Seasonal Prices:

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There is no change in prices according to season. It remains the same.

Wholesale Price:

Wholesale price is cheaper than the retail price because in wholesale the selling is in bulk.

Discount:

There is no discount and early cash payment policy in Haleeb foods.

International Pricing Strategy:

They adopt same strategy in international marketing as in local marketing. But the prices are according to the international currency.

3. Promotion

Haleeb has advertised all of its products. Haleeb has a variety of Campaigns and

billboards, Posters; Stall selling, free sampling of Haleeb’s products etc.

Public Relations:

“Public Relations involves a variety of programs designed to promote or protect a company’s image or its individual products”.

Personal Selling:

Haleeb is not engage in personal selling.

4. Place

Haleeb’s products are available at every shop with the help of their strong distribution channels. Place include three major areas that are Industrial, Shopping, Residential area It is difficult for people to go to factory to get haleeb’s products but its products are available in shopping areas and residential areas.

Distribution Planning:

They distribute there products nationally and internationally through out the world.

Distribution Channel:

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HALEEB FOODS are distributed using an indirect channel, that is, dealers. Haleeb milk is sent to warehouses after manufacture.

Marketing Coverage:

They use intensive distribution for marketing coverage. Because its goals are to have wide market coverage, cannel acceptance and high total sales and profits.

Distribution strategy:

They follow pushing strategy. In which firms in a distribution channel cooperate in marketing a product.

Transportation:

Distribution is made nationally and internationally through

Motor carriers Water ways Airways Railroads

Distribution Centers:Distribution centers are available through out the country in every city and village.

Specific Channel Members:It includes suppliers and retailers.

Order Process:Retailers take order from retail stores on daily basis and provide product according to order.

Inventory Management:

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dealerDealer

Final consumerFinal Consumers

Haleeb foodHaleeb foods

There are two departments

Raw material department Finished goods department

From the finished goods department the product goes to the warehouses.

Dealers:Haleeb Foods Company has four types of dealers

Normal Dealers: Deal in Haleeb milk along with the other brands of company.

Exclusive Dealers: Deal in Haleeb milk only

Mega Dealers: Same as normal dealers but are offered extra trade discount due to high sales potential.

Corporate Dealers: Handle institutional sales

Advertisement Budget:

The Advertisement budget is formed on the basis of percentage of sales. Normally 2.5% of sales are reserved for advertising activities.

ADVERTISEMENT:

Currently, Haleeb is relying on advertising on nominal basis. The media used is mainly TV and bill boards while the other Medias used vary in cases. As compared to its competitors Milkpak and others its advertising level is presently very high.

Primary demand advertising is used as a tool to promote the product i.e. the ads. Shown by the Pakistan Dairy Association that encourages the use of Tetrapak milk is individual promoting the use of Haleeb on basis of generic advertising? The company does not rely on comparative advertising but it tries to attract consumers by its distinctive advertising approaches.

For the evaluation of advertising effort currently no scientific methods is used. But Haleeb is considering maintenance such a technique to improve its future advertising activities. But right now due to shortage of funds it is not feasible.

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MARKETING TOOLS

Haleeb uses two types of tools for the purpose of advertisement of our product. These constitute: above the line and below the line:

Above the line

Above the line advertisement includes advertisement on Television, Radio, and Newspapers etc.

Below the line

Below the line advertisement includes advertisement via billboards, Posters; Stall selling, free sampling of products etc.

TYPES OF BUYING DECISION BEHAVIOR

Buying decision behaviors varies from time to time, situation to situation.

Variety seeking buying behavior.

Here the Consumers are variety seekers. Their buying behavior varies because of different brands. E.g. if a consumer buys a product next time he will try another brand for a change but once he buys haleeb milk he sticks to it because of its good quality, good taste, low price etc. They are willing to buy it again and again. Haleeb tries to reduce this behavior by continuously surveying the market and by keeping the shelves fully stocked so that it should be easily available for the customers.

BUYER DECISION PROCESS FOR THE NEW PRODUCTS

Five basic steps as follow;

Awareness

Consumers use many new products but lacks information in a sense that they don’t have any idea about the quality etc. Haleeb tries to aware consumer through advertisement. They usually do two types of advertisements. Below the line and above the line. In above the line they give advertisements in TV, radio, and newspapers and in below the line they do stall selling, point of sale, make posters, billboards, and free sampling of their products. They also use girls as sales promoters on shops to tell people about the features of their products and

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convince them to buy it that’s how they make awareness in people and people are getting aware of this.

Interest

Consumer seeks information about the product. As Haleeb repeats its messages again and again to capture the mind of consumer and to build his interest in his product for this Haleeb also send free samples of its products at home in order to develop interest of people.

Evaluation

When the new product is launched in a market consumer evaluates it, through its price, attributes and comparisons etc.

Trail

Finally after evaluating the product consumer try product of Haleeb.

Adoption

If the consumer is satisfied with the product he will buy or adopt it i.e. will become the regular user of that product. Haleeb customers are also satisfied with it and because of its good quality they always prefer haleeb to other company’s products. One of the examples of haleeb success is that almost 70 %of milk for tea making in PAKISTAN is HALEEB as well as Haleeb has a market share of 52 percentage.

Cannibalization:

Cannibalization is a situation that occurs when sales of a new product cut into sales of a firm’s existing products. In Haleeb Food Limited this situation is not occurring because all the products of Haleeb except Milk products are all not so popular. Milk products of haleeb are selling on a large quantity. Another product of Haleeb is very much famous now and that is Tropico Fruit juice, but Haleeb did not yet introduce any new juice product. So Haleeb is not in situation of Cannibalization.

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Positioning:

Developing a specific marketing mix to influence potential customer’s overall perception of a brand, product line, or organization in general.

MARKET POSITIONING:

For promoting an image in the minds of people, Haleeb always direct towards the jingle ‘Sab say Garah doodh Haleeb’. Haleeb repeats its message again and again through advertisements to capture the minds of people. The company has almost succeeded in promoting this image in people’s minds. This can be proven by the fact that:

Almost 70% of milk for tea making in Pakistan is Haleeb.

In positioning the product in the market the company considers "purity" and "convenience" as the two main attributes of the product. Currently the company is in the category of high convenience and high purity about equal to its greatest competitor Milk-Pak.

Another major challenge facing the company is to introduce urban consumers to the idea of long-life milk. Consumers are concerned that sterilized milk contained preservatives or was somehow not genuine because, unlike fresh milk, this brand contained no cream. In one early promotional campaign, households were given two samples of it, one for immediate consumption and the other to be consumed four days later, the goal was to demonstrate that while the milk remained packaged it did not require refrigeration. This was positioned as a pure dairy product, processed in a scientific, hygienic way, and consistent in quality throughout the year. It means that even if it is preserved for long period it still remains pure and fresh.

Distribution of Haleeb is being available all over Pakistan. Haleeb Foods Limited provides its customers the thickest milk, which makes it special and exclusive to its consumers over its competitors.

Positioning Statement:

Haleeb milk positioning statement is:

“ Chaye(tea) banae khoob Haleeb,

Saab se Garah Doodh Haleeb”

Repositioning:

Repositioning means changing consumer’s perceptions of a brand in relation to competing brand. Repositioning is to revise the marketing strategy for (a product or a company) so as to increase sales. The sale of Candia Milk was not

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satisfactory and was badly failed in market than haleeb change the strategy of that product. Company changed the name of that Brand as Candia Candy Up from Candia Milk and launched in market. After repositioning the sales of Candia Candy Up was increased.

Product Differentiation:

A positioning strategy that some firms use to distinguish their products from those of competitors. As Haleeb’s motto is “Brings you the best!” shows Haleeb’s 100% devotion to promote such products which are best in quality. Haleeb is the only dairy company in Pakistan that undertakes 21 rigorous quality control tests on every portion of the milk collected by Haleeb teams. These internationally recognized tests are used to check for;

Adulteration, Microbiological contamination Adequacy of nutritional contents.

All processes, from preparation to quality assurance to packaging, are undertaken employing state-of-the-art technology and equipment. Haleeb Milk is the thickest milk as compare to other milk that’s makes the difference between Haleeb milk Quality and other ones. Thus Haleeb assures the customer 100% satisfaction of quality and purity.

Competitors:

As competitors are available in every field of business, so the Haleeb Foods Limited is also facing stiff competition from many competitors especially from Nestle' Limited. Nestle company is the absorption of Milkpak and Nestle. This company providing a challenging competition to Haleeb Foods Limited. They have launched many products in competition with Haleeb Foods Limited. The situation is as under:

Haleeb Foods Nestle

Haleeb Milk Milkpak

Tropico Juice Frost Juice

Skimz (Powder Milk) Nido Powder Milk

COMPETITIVE ADVANTAGE

Quality Consistency Taste

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SWOT ANALYSIS:

A company in operation has to work in two kinds of environment i.e. the external environment and the internal environment of the company. The external environment has to be scanned by the management for any arising opportunities or any critical threats. The resources of a company constitute its strengths and weaknesses.

STRENGTHS:

If you have any positive and strong edge in the organization, that will be the strength of that company. According to haleeb Foods the strengths are; 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.

SWOT Analysis

Strength Weakness Opportunity

Threats

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Financial, marketing and sales strategies are formulated by gauging the customer demands. Periodic research carried out to judge market trends.

WEAKNESSES

If you have any negative point inside your organization, that will be the weaknesses of the organization. The weaknesses of Haleeb Foods are;

Dependence on 3rd party for supply of milk. 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 exists in the market

OPPORTUNITIES:

If company has any strong and positive point outside the organization, that will be opportunity for organization. Haleeb has strong opportunities like;

Pakistan is the seventh largest producer of milk in the world with annual output of over 22 billion liters. 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.

THREATS:

If company has any negative point outside the organization, than it will be the threats for organization. Haleeb Food limited is facing different threats like;

Competition with Nestle. Effect of Seasonal ties upon sales. Dependency on contractors for supply of milk. Price fluctuation due to rupee devaluation as raw material is 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.

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Key Success Factors:

High growth Good image

German technology

Wide distribution

No 1 in fresh dairy products

No 1 Bottled milk category

No 1 Tetra Fino Category

Brand awareness

Innovative

In house advertisement

Highly active R&D department

Recommendations:

As I found the brand name is very important factor in the consumer buying behavior, thus it is advice that Haleeb should build on the brand image. It already has a strong brand name but it has a lot more to do, mainly through advertising, to compete the likes of Nestle and other local brands.

The company should add more features to its products. People are attracted toward a product with quality and something that would make the customers feel that they got their money’s worth.

The company should take measures to improve the quality of its products. During the research I found out that the newly launched products have a lot of problems. Like Candia Candy Up and Fun Day.

The people of Pakistan tend to be price conscious so Haleeb should decrease the prices of its products to attract and cover up a large area of market. Haleeb should give more incentives to the final consumers by reducing the margins of retailers.

Although Haleeb has a good distribution network all over the Pakistan, it should further improve on this front and take measures to reach out for those places that it has not explored yet.

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COMPANY INFORMATION:

Board of Directors

Chaudhry M. Ilyas ChairmanSuleman Daud Chief ExecutiveMian Mohammad Amjad MemberSh. Muhammad Rasheed MemberMuhammad Ishaque Khan MemberNasrin Ilyas MemberSaqib Ali MemberMuhammad Imran Amjad Member

Company Secretary

Kh. Asghar Rafique

Banks

Emirates Bank InternationalMuslim Commercial BankCiti Bank National Bank of Pakistan

Registered Office

135 Ferozepur Road, Lahore 54600Phone 111-135-135Fax (042) 37589359 & 37590376

Plant

62 K.M Lahore Multan Road, Bhai PheruPhone (042) 7511636, Fax (04943) 510844

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APPENDIX

Special Thanks To Haleeb Brand Manager for Helping Us;

Personal Interview of Mr. Kashif Ali (Brand Manager)

0321-8446400

Bibliography

www.haleebfoods.com

www.haleebfoods.com.pk

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