Acknowledgement First of all, I would like to say Alhamdulillah, for giving me the strength and health to do this internship report work until it done. Not forgotten to my family for providing everything, such as money, to buy anything that are related to this report work and their advise, which is the most needed for this report. They also supported me and encouraged me to complete this task so that I will not procrastinate in doing it. Then I would like to thank my teacher, Ms Zainab Rehman for providing guideline and special thanks to Mr. Sharjeel (Brand Manger), Mr. Yasir (Brand Activation Executive), Mr. Asad (National Sales Coordinatoer) and Mr. Salman Azam (Sales Coordinator) that helped me out in completion of this internship report which has helped me to explore knowledge. Haleeb Foods Limited
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Transcript
Acknowledgement
First of all, I would like to say Alhamdulillah, for giving me the strength
and health to do this internship report work until it done. Not forgotten to my
family for providing everything, such as money, to buy anything that are related
to this report work and their advise, which is the most needed for this report.
They also supported me and encouraged me to complete this task so that I will
not procrastinate in doing it.
Then I would like to thank my teacher, Ms Zainab Rehman for
providing guideline and special thanks to Mr. Sharjeel (Brand Manger), Mr.
Yasir (Brand Activation Executive), Mr. Asad (National Sales Coordinatoer)
and Mr. Salman Azam (Sales Coordinator) that helped me out in completion of
this internship report which has helped me to explore knowledge.
The process for working on this report was very interesting. I gathered
useful and important information about organization. I am also thankful to those
who provide me their precious time and help me in conducting this internship
report.
Haleeb Foods Limited
DEDICATED
TO
My Sweet Parents, Nice Teachers, sisters and brothers
Who instilled in me the importance of Education and hard work,Who sacrifice their sweet wishes to fulfill my wants. And whose prayers
helped me in every field.
My Friends
Who encouraged me in the course of life..
Haleeb Foods Limited
DECLARATION
I hereby declare that this internship report and it is neither as a whole or
as part have developed report entirely on the basis of my personal effort, made
under the guidance of my internship supervisor.
No portion of this work presented in this dissertation has been submitted
in support of any application for any other course of any other degree program
or qualification of this or any other university or institute of learning.
It is further stated that whole document is as the partial fulfillment for the
MBA Program. I understand and transfer the copyright for this material to the
Institute of management sciences, BZU (City campus) Multan.
2007Haleeb Cheddar Cheese, Haleeb Bottle, Haleeb Good Day Re-Launch
2008Haleeb Xtra Lite Milk, Haleeb Jelly, Haleeb Custard, Kheer Mix. Firni Mix, Haleeb Ice Cream Powder, Haleeb Crystal Water, Haleeb Tea Max Poder, Haleeb Xtra Energy Milk
2009 Daizy Yogurt, Friesian Milk
2010 Re-Launch Good Day, Tea Max Cardamom. Daizy Raita
Present Status
Haleeb Foods Limited
HFL has been the leader of dairy products and had the 52% market share of UHT
products. At that time Haleeb had very strong competitors like Nestle and Engro. Currently
Haleeb Foods is in the decline stage of business cycle n trying to rebuild its identity. Haleeb
Foods has the annual turnover of 15% share of the market.
This phase has been started with start of 2006. Due to high growth and continuously
increasing market share the confidence of the management on their customers increased
gradually. HFL now moved from dairy to food industry and introduced food items like juices,
powdered custard and ice cream, kheer, firni and jelly.
With the start of 2007 there was a massive downsizing and firing. The reason behind
this decline was the bad quality of UHT milk. That bad quality was caused by
mismanagement of Quality Assurance Department.
HFL re-launched Haleeb UHT Milk with new packaging and improved quality and it
worked as expected. Next target was Tea Max tea whitener with new packaging beat Tarang.
In 2008 Haleeb take huge finance but can’t proper utilization and came to decline.
Haleeb launch lot of products in 2008 but in vain.
In 2009 Haleeb launch Daizy Yogurt to over come the Umbrella Branding. This is the
effective way and towards the 2010 the company face less loss than last year.
Business Volume
Unique Features of Company
Haleeb is giving to their customer “Thickest Milk” as compare to his competitors.
Haleeb Foods Limited
Haleeb prices are low than his competitors.
Huge Consumer promotion.
21 Rigorous Test
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)
Haleeb’s Products Unique Features
Haleeb Milk
Thickest Milk Trustworthy Modern Full of health Full of life Nurturing Caring progressive
DQ Milk
Caring Reliable Friendly Low Price
Daizy Yogurt
Lively Contemporary Caring Real and fresh
Good Day Juice
Young Confident Active Bankable Optimist
Nature of the Organization
Haleeb produced Dairy Products, like milk, Yogurt so its nature of the Haleeb is
Dairy. Haleeb produced following products.
Haleeb Foods Limited
Haleeb Foods Product Portfolio
1. UHT
1.1. Haleeb Milk in Tetra Pack
Keeping in line with modern and changing times, Haleeb
Foods is proud to bring you the same legacy that has become
a household name thanks to its superior taste, unique quality
& timeless belief: New Haleeb – Nutritious Thick Milk,
has shown tremendous potential in the very first month of its
launch.
Haleeb Foods has rejuvenated the image of
Haleeb Milk, in keeping with the same promise of quality
that has remained with consumers for over two decades and
has won many hearts due to its unparalleled quality, be it in
cup of tea or the desserts enjoy, with the ability to protect maximum nutrients of fresh milk,
Haleeb is also the best milk for growing children!
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. 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
Haleeb Foods Limited
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.
SKU's
250 ml: 24 pouches per carton
500 ml: 16 pouches per carton
1000 ml: 9 pouches per carton
1.3. Candia Milk
Candia is Europe's Number One selling milk. Haleeb Foods
Limited and Candia of France have joined hands to bring the
highest quality milk. Candia is pasteurized, homogenized,
standardized, double sterilized milk. This not only ensures the
highest quality, but also the best taste ever. For the first time in
Pakistan, Haleeb Foods Limited has introduced milk packed in
food grade plastic bottles. These bottles are manufactured from
imported materials at Haleeb Foods latest plant and guarantee
longer shelf life, highest quality and storage with ease of use.
SKU's:
250 ml Bottle: 12 bottles/carton
1000 ml Bottle: 12 bottles/carton
1.4. 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
* Note: This product is inactive now
1.5. 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
Haleeb Foods Limited
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
1.6. 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
* Note: This product is inactive now
1.7. Haleeb Bottle
The good thing about the Haleeb Bottle is that it is made out of
material that is 100 percent recyclable. Feel free to have your own
pick according to your need. , Haleeb Milk is all about making your
life simpler and easier. The Milk Bottle's convenient screw cap
makes it easy to use in our day-to-day life. The aluminum that
covers the mouth of the bottle ensures that the milk that reaches
you remain fresh. Approved by CCTPA the Haleeb Milk Bottle has
multi protected layers that keep it safe from bacteria and sunlight.
SKU's 1000 ml / 8 pieces per cartoon 250 ml / 24 pieces per cartoon * Note: This product is inactive now
1.8. Bulk Products Available
Instant Full Cream milk powder (IFCMP)
Full Cream Milk Powder
Skimmed Milk Powder
Instant Skimmed Milk Powder (ISMP)
Haleeb Foods Limited
Cream
Ghee
Butter
* Note: This product is inactive now
1.9. N’rish
N'rish, instant full cream milk powder, gives you the
complete nourishment of fresh milk without the water. N'rish
contains more fat, loads of calcium for stronger bones, teeth
and vitamins A, B and D, which are essential for the physical
and mental growth of your child. With Haleeb's high quality
manufacturing facility, the hygiene concerns related to fresh
milk cease to exit. We make sure that the milk you get is 100% hygienic. With all this and
more, N'rish is available for a little less than even fresh milk.
* Note: This product is inactive now
2. Juices
2.1. 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
Haleeb Foods Limited
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
2.2. Tropico Juice Drink
With the quality assurance of Haleeb Foods, Tropico is the
premium juice drink, superior in taste and pulp contents, for that
invigorating fruity refreshment. Tropico is available in three
flavors: apple, mango, and mix fruit, packed in a 6-layered Tetra
Pack Brick Aseptic packaging.
SKU's
1000ml Pack: 12 Packs/Carton
250 ml pack: 36 packs/carton
250ml Pack: 27 Packs/Cartons
Haleeb Foods Limited
2.3. 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
2.4. 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 am using 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
* Note: This product is inactive now
Haleeb Foods Limited
3. Dairy Products
3.1. Haleeb Tea max
Tea Max is a specialized tea whitener that ensures nothing
less than the best tea drinking experience, with its superior
quality, taste, aroma and best value for money, you will be
yearning for more!
Tea Max has been re-launched in May 09 and it has clearly left
its predecessor in the dust! Tea Max has redefined the industry
growth standard through making inroads in hearts of 20 million
consumers in first 75 days of its re-launch.
With its new and unique ‘tea colored’ packaging which has been immensely appreciated by
the target market it is a sure shot winner!
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
3.2. Haleeb Tea Max Cardamom
Tea Max Cardamom is a specialized tea whitener that ensures
nothing less than the best tea drinking experience, with its superior
quality, taste, aroma and best value for money, you will be
yearning for more!
SKU's
200 ml (plain) pack: 27 packs/carton
200 ml (cardamom) pack: 27 packs/carton
Haleeb Foods Limited
3.3. Haleeb Cream
Haleeb Nutritious Thick Cream offers a premium quality
product which is processed hygienically from pure fresh milk.
Haleeb Cream is luxuriously rich in its thickness and nutritional
value. It promises plentiful assortments of tempting toppings,
delicious desserts and creamiest coffee with its unique taste, also
great for eating with bread and snacks etc. It is packed in 6-layered
Tetra Pack Brick Aseptic packaging.
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.
SKU's
250 ml: 27 packs/shrink-wrapped tray
65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton
3.4. Haleeb Yogurt
Daizy Real Yogurt is the best packaged yogurt your
money can buy. It is made from the freshest milk so that
you can get the real taste of our traditional yogurt! Tastes
so great with our local cuisine you’ll want nothing else.
Having it plain as well will be an experience that’ll make
your taste buds tingling in delight!
SKU's
450gm cup: 12cups/carton
200gm cup: 24cups/carton
100gm cup: 24cups/carton
Haleeb Foods Limited
3.5. Haleeb Daizy Raita
All we will say is, just try it and you will love it!
Discover the great taste, premium quality of Daizy Raita,
available in Zeera and Mint. Unlike the rest Daizy Raita is
added with nothing else than truly pure and real
ingredients of Zeera and Mint, making your food eating
experience delightful. It makes your meals tastier and is
healthier for you and your family. The product is sealed and packed in air-tight packaging,
which keeps the product fresh and tasty.
SKU's
250gm cup: 24cups/carton
3.6. 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
* Note: This product is inactive now
3.7. Haleeb Butter
Daizy Real Butter is the tastiest source of Vitamins A &
D for everyone to enjoy, while having your wholesome
breakfast or cooking and baking your family’s favorite
dishes! It is rich in flavor and high in health!
Butter never tasted this good!
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
Haleeb Foods Limited
200g pack: 30 packs/carton
1000g pack: 1 pack/carton
3.8. 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
* Note: This product is inactive now
3.9. 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
* Note: This product is inactive now
Haleeb Foods Functional Organization Structure
Haleeb Foods Limited
Haleeb is a Private limited company managed by a board of directors who control
company operations as Managing Director (MD).
Haleeb run by a team of professionals. There are 17 departments successfully running
Haleeb operations.
The Functional Organization Structure has the following details:
Chairman / Board of Directors
Managing Director
Human Resources (HRD)
Accounts & Finance (A&F)
Marketing (MKT)
Sales (SAL)
Supply Chain (SC)
Operations (OPR)
Quality Assurance (QAD)
Research & Development (R&D)
Finance Department
Information System
Technical Department
Haleeb Foods Limited
Organization Chart
Haleeb Foods Limited
Chairman
Mananging Directors
Technical
Maintenance
ProjectsS
Operations
Production
Administration
R & DQuality
Assurancce
Quality Control
Quality Sessions
Marketing
Brand Team
Customer Care
NPD
Sales
Sales Team
HRHR
Functions
Finance
Accounting
Finance
Information System
Supply Chain
Warehouse
Milk Procure
ment
Purchase
Imports
Food Services
Object 8
Introduction of departments
Haleeb Foods Limited
Object 8
Marketing Department
I worked 3 weeks in marketing department of Haleeb Foods Limited as an internee.
This is very good experience I have to learn many things that will improve my skills and
knowledge. The hierarchy of this department is as follow.
Marketing department has 8 employees working very passionately and with devotion. These
people are responsible to make their products sustainable and attract customers to them.
The general marketing manager is responsible for the outdoor marketing activities. His job is
related to advertisement. He plans and get approval from the directors how, where and which
medium to be selected for the marketing and launching of new products.
The Brand Manager is responsible for the products shoots; hiring the suitable models,
getting hoardings for rent, deal with print and electronic media. Haleeb bears a handsome
amount of money on media campaigns. Though it is not its strong point but media related
things are very sensitive in nature. The Brand Manager gets approval for his working form
the top management of Haleeb.
After the research the top management of marketing department formulates policies
and set objective. To meet these objectives strategies are then defined.
The policies are almost daily revised and new policies and strategies are formulated.
They set their objectives on daily basis keeping in view the market situation and requirement.
Haleeb Foods Limited
GMMIqbal Jutt
Brand ManagerSharjeel
Asst Brand manager
Adil
Brand Activation Executives
Yasir
Marketing coordinator
NaginaTDOs
Object 8
Sales Department
I worked 3 weeks in the Sales Department. The activities of this department are taking
orders and dispatch the products to the distributors as well as retailers.
The hierarchy of this department is as follow.
Slaes department keep and eye on all trasanctions, check sales varicance, check all
expenses of dirstributors and after matching send to the account departments.
Sales department play vital role in determineing prices. Sales departement handel the
sales oreders nation wide and dispath deliveries. This depratment also chek the PDR
(Performance Development Report) of all regions country wide.
There are ten region that perform the sales activities in all over the Pakistan. RSO
(Regional Sales Officer) control the each region.
1. Peshawar
2. Rawalpindi
3. Gujranwala
4. Failsalabad
5. Lahore A
6. Lahore B
7. Multan
8. Sukkhar
9. Karachi
10. Food Services
Haleeb Foods Limited
G M SalesAwais Akram Butt
S O MMujtaba Hassan
Mufeez ur Rehman
N S CAsad Ahmad
S CSalman Azam
Farhan
D M SKashif
Hafiz Shifique
Object 8
Application of Class Room Learning
Haleeb Foods Limited
Object 8
Application of Marketing Objectives
HFL is ensuring the consistency in making the good quality product, then the
implementation of the defined parameters of the quality products. The distribution network is
very wide and has a very professional and trained staff for that. Good services have been
provided to the retailers and the distributors on regular and swift basis. The return of the
products and complaints handled intelligently.
Short Term
To aggressively enter the market, penetrate the market by making the product
available.
To improve the quality of the products and related services
Mid term
To establish brand equity through customer satisfaction
Maintain the good relation with the customer (CRM).
Long Term
To make chilled business a profitable proposition for HFL through continuous
improvement in cold chain distribution and expanding consumer base.
To expand the market by opening up new cities and after reaching a certain
level establishing distribution network.
Haleeb Foods Limited
Object 8
Marketing mix
The marketing mix of Haleeb Foods is up to the mark. It is designed to achieve the
overall marketing objective of Haleeb Foods.
Product
The management of Haleeb wants to sell products which are good in quality,
according to the customer’s requirement and have all the standards of consumers.
Haleeb product is good in quality. They procure better quality raw milk and others
ingredients from the local manufacturers. They also purchase machinery and parts from UAE,
Sweden and Germany. Plant hygienically standard should be maintained by the staff. The
products are purchased in different volumes with different packing, size & colors.
Price
Haleeb wants to offer product prices which are affordable to all its customers. Haleeb
follow the price strategy set after Compare with competitors, little bit plus minus will be
acceptable during setting of price. Same rule also follow by the competitors during setting of
price strategy.
Place
Haleeb wants to have their presence in all the major markets of Pakistan. They have a
plan to cover more market during next years. Haleeb also offer fair price shops in Lahore.
Promotion
The promotional strategy of Haleeb foods is to be known every where in Pakistan.
They want to mould their promotional strategy in a way that it will increase the brand
awareness as well as helpful for the brand positioning of Haleeb.
Haleeb spends a reasonable amount on the promotional activities. It may be said that they
spend the highest budget on promotions. Most of their ads appear in magazines and on radio
channels. But it is not sufficient to retain the position of market leader. So by analyzing
Haleeb promotional activities it can be said that promotions can be improved and it should be
more powerful that ever before.
Haleeb Foods Limited
Object 8
Marketing Operations
Marketing Operation is a vision of end to end marketing optimization, from planning
and budgeting, through marketing content management, to analysis recently new induction
has been add in sales and marketing department more sales and operation staff is hires for
exploring new destination and top market for Haleeb. The marketing operations’ manager is
responsible for:
Sales targets
Administration of sales staff
Product display
Stock keeping and stock audits
The marketing staff of Haleeb Foods has the responsibility to search new markets
where products can be a market leader and the organizational investment can be the best
return to the management. His responsibilities are:
Explore new markets
Gather feedback about the competitors business
Suggest the ideas after searching the markets.
Market segmentation strategies
Customer Profile Haleeb Foods
The customers that Haleeb is targeting living in cities, urban and semi urban areas
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.
Customer Demographics
The house holds females and school children’s targeted market as they play a vital
role in sales figures. Recently Haleeb management contact with different school and invite
the children’s at Bhai pheru plant. At plant Haleeb management arrange a documentary film
for children and visited the whole plant sites and answer the question of schools boys, also
offer a gift for children’s, ultimately this promotional schemes increase our customers.
Haleeb Foods Limited
Object 8
Psychographic Segmentation
The psychographics gives an insight of the activities, interests and opinions of our
target audience. The target audience is quite trendy and seeking quality taste. They want to
keep pace with on going changing.
Behavioral Segmentation
The major benefits that customers seek are good quality and taste. The target market
is females who are prone to frequent shopping. A survey on consumer behavior of the
targeted audience towards milk shopping showed that females tend to buy milk very
frequently.
Important changes taking place in Segment
If we review the past practices regarding the buying behavior of milks, limited
choices were available in the market and even females were unaware of the fact that they will
respond positively towards variety of milks that match with their requirements. But with the
passage of time this need was realized and firms started providing variety of choices which
was appreciated.
Target marketing strategies
The target marketing strategies of Haleeb Foods are designed to fulfill the customer
needs in the real sense of the term and satisfy the customer in a way that it is retained for a
long time or even forever. They also consider marketing strategies very important because the
overall corporate strategies base on it.
Selective specialization
Haleeb is following selective specialization strategy to its target market. It does not
deal in other foods items like baby milk, cereals and sweets so it’s not a full market
Coverage. Haleeb researches the market in detail and tailor its marketing mix according to it
demand. Haleeb milk packaging for tea are available in all ranges so it does not appear
difficult for the management that how to design the profile.
Haleeb Foods Limited
Object 8
Product planning and development
The designing and quality is the most important elements of milk packaging business.
Haleeb is no exception. Product planning and new product development goes side by side in
the industry.
Planning and development is always done according to the up coming seasons. The
previous data and qualitative forecasting plays an important role in planning and development
of new products.
The process of development starts which is influenced by the future trends. After
finalizing the approved targets the planning of requirement starts. Maintain packaging paper,
spares and raw material reserves according to the targets and make sure that there is no
shortfall raised on any stage. The planning process is in very detailed which revolves around
the budget finalized by the management of Haleeb Foods.
Packaging
The management of Haleeb Foods wants to be unique and exclusive in terms of
packaging. To achieve this objective Haleeb Foods give importance to the packaging of their
products. The packets are kept in trays, boxes made of high quality hard board. The finished
product is available in various sizes for the conveyance of end customers. The trays and
boxes are of very good quality.
Packaging for Haleeb Foods ensures that products are kept in a secure box at the same
time look contemporary. It is to focus that Haleeb packaging have a definite identity in the
market in terms of shape and color.
Brand positioning
Haleebs Foods is a Pakistani brand that aims to provide a one stop shopping facility
regarding quality and taste. Haleeb is not just about selling quality milks; it wants to be
identified with providing the ultimate shopping experience to the customers.
The management of Haleeb Foods wants to create an image in their customers’ mind that
Haleeb Foods is the only milk tea brands which are available is various sizes and volumes.
Haleeb has also the aim to provide the best value for money and customer should also be
satisfied with product as well as with the image associated with the brand.
Haleeb Foods Limited
Object 8
Pricing strategies
Pricing strategy at Haleeb Foods is considered as one of the four major elements of
the marketing mix. Pricing has always been an important strategic issue because it is related
to product positioning. Furthermore, Haleeb pricing affects other marketing mix elements
such as product features, channel decisions, and promotion.
Promotional strategies
The promotional activities will be conducted to create awareness in such a way that
people believe that Haleeb has the ultimate solution to their highly taste needs and to match
their day to day requirements.
The promotional campaigns are mostly related to sales campaigns like to create more
and more attraction for the customers. These promotional campaigns sometimes are seasonal.
And sometime offer some discounts to its regular customers. The promotional strategies are
decided at the top level along with the marketing manager and media manager. No doubt
Haleeb has earned a tremendous popularity in the country.
The management of Haleeb has always keen to get at the top of market so it designs
promotional strategies to retain maximum number of customers.
Medium Use for Promotional Activities
Billboards at attractive locations in the major cities of Pakistan.
TVC on channels that are mostly watched by target market like
o Indus
o Hum
o Geo entertainment
o ARY
o TV one
o The music
o AAG
o Mtv
Radio Ad
o 106.2 Hum FM
Haleeb Foods Limited
Object 8
o FM 101
o FM 103
o FM 91
o FM 89
o FM 100
Distribution strategies
The purpose of this strategy is to describe the distribution process and to ensure the smooth
running of all distribution operations and timely delivery of orders and adjustment of payments &
claims, For effective distribution planning to ensure maximum market coverage, sufficient stocks
keeping in view of the orders received in the same period over last year and expected market growth
for the coming years inside and outside Pakistan. It also ensures consistent availability of HFL
products to the consumers through effective redistribution and to monitor Distributors and their staff
activities through Sales Team of Haleeb Foods Limited.
Action programs
The management of Haleeb Foods periodically checks the targets either they are met
or not. Maximizing of their profit is their ultimate goal. Most of the actions programs have
been designed targeting the sales increase. In this way management takes serious actions.
The management is eager to consistently increase their sales in a way that they will get the
maximum share of the market.
Some action programs have been devised to improve marketing and promotional
activities. The management also wants to capture best locations in all the major cities of
Pakistan. These all efforts are only for making the best foods brand in Pakistan.
Competitor Analysis
Nestle which is one of the most reputed enterprises in Pakistan with more than 30
years of diversified business operations in the areas of fertilizer and chemicals. Nestle
successful launch of Milk Pak, yogurt, nectar, it has established itself as a major player in the
foods business. Nestle has processing plants at Sheikhupura, Kabirwala, Faisalabad and
Mirpur. With the ever expanding milk collection network and processing facilities, the
Supply Chain has geared for the growing sales of products.
Haleeb Foods Limited
Object 8
They believe that recent successes will take to Achieve goal: To be one of the biggest
players in the food business. Their aim is to dominate the food business, and to achieve this
we will settle for nothing less than the cream.
Budgeting strategy
Haleeb determines its yearly budget by the
Sales volume
Profitability
Target volume
Sales Volume
Haleeb determines its yearly budget through the sales volume. They first
concentrate on the thing is “what is the condition of their sales?” if the condition is
good of their sales then they definitely increase their production and sales volume.
Otherwise they concentrate on their old strategies.
Profitability
The second thing through which they determines budget is the “profit” .if they
are getting profits with the high margin, then they definitely want to increase their
profits in the next coming year. Every organization runs on the basis of getting high
profits. No organization wants to face Loss in their business. To get profit is the first
priority of the Haleeb.
Target Volume
To run the business every industry has some targets, which they want to
achieve in a specific time period. If industry achieves those goals in that period then
for the coming year it increases the volume of the target.
So Haleeb Follow the same thing it has also some goals and targets to achieve
in the given time period. When they succeed to achieve that target then they increase
their target volume in the next year.
Haleeb Foods Limited
Object 8
Budget allocation
The strategy for budget allocation is also a serious matter for the management so the
following tentative percentage has been provided for the budget allocation plan
Haleeb Budget Allocation %
Application of Media plan
Deciding on Reach, Frequency, and Impact
The Haleeb Brand Manager is responsible for all the media related activities. He
reports to General Manager Marketing for all the activities he done on behalf on the
company. So he also decides the reach, frequency and impact the advertisement on the
customers.
Choosing among major media types
Haleeb uses the print media most frequently than electronic media like radio or
television. In most of the regional and local magazines they give the photos of their best and
upcoming new variety. The brand has also contracted with some of the famous media
agencies.
Haleeb Foods Limited
Allocation %
Payments of raw milk
supplier
46%
Payments on store
spares
42%
Media10%
Training and Planning 2%
Object 8
Deciding on geographical allocation
Haleeb wants to be the number one Foods brand. It wants to be popular among all the
social classes. Geographically Haleeb has also most captured all the major cities of Pakistan.
So they have an understanding in new markets they want to allocate more media budget that
those where they have already recognized and have good reputation.
Evaluating advertising effectiveness
The effect of advertisement campaign remains positive when implemented with the
right courage. Haleeb is no exception. Haleeb evaluates its advertisement effectiveness with
the variation in sales volumes.
Sales effect research
After implementing a media plan the management evaluates its impact in the form of
increase in sales. It is totally an internal analysis of the management. The sales effect is
always positive and the management is always eager to find some other more effective and
economical ways through which maximum number of people can be aware about the brand.
Haleeb Foods Limited
Object 8
What I Learnt in the Organization
Haleeb Foods Limited
4.1
3.13.33.4
2.8
3.43.9
2.7
3.43.7
2.4
3.33.6
2.7
3.2
3.7
2.7
3.3
0.0
0.51.0
1.52.0
2.53.0
3.54.0
4.5
Color Aroma Taste Mouth Feel After Taste Over AllRanking
Sensory Evaluation Resultsfor Haleeb versus Olpers & Milkpak