Sie sind auf Seite 1von 35

Friday, August 31, 2012 Haleeb Foods Ltd

2:24 PM AAAA NO COMMENTS

Introduction of the Company:


Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under the name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it is known to be as Haleeb Foods Limited. At that time it had the capacity of producing 80,000 / liters of milk per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT liquid milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those including MILKPAK were using obsolete technology that was used in EUROPE. Haleeb Plant was the only plant based on the latest technology and the basic idea behind that were particularly dairy foods products. Haleeb is one brand that is toady known everywhere. From November 1989 till December 1991 Haleeb had a joint venture with fries land Frico Domo of Netherlands. This joint was amicably dissolved on account of FFD's change in management in their global strategy. Today as an ISO 9002 certified company, Haleeb is the dominant market leader of UHT milk in Pakistan by capturing 52 % share. Franchise agreement with Canada, a market leader in the liquid milk market in France, was assigned in December 1998. Under this arrangement, the company launched Candia range of value added liquid milk product and also have assess to latest production, technical and marketing know how. Initially company launched different products but some of them could not become successful. As the company's core concern is quality eventually company abandoned products that were not according to the market needs. In 2002 the company contributed 54% to the country's packed milk market. In order to provide best quality products to its consumers, HFL has a well-developed supply chain infrastructure. It has heavily invested in a vast network of company operated milk collection centers across the country. HFL has a strict and stringent quality policy regarding intake of raw milk. It is the only company that conducts 21 rigorous quality tests to ensure that only fresh milk of the highest quality is accepted at the plant premises. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. Further, Haleeb Foods is the only food company in Pakistan that has the following international certifications of quality and prestige: HACCP (in process controls for safer products) ISO 9001 2000 (better quality for greater customer satisfaction) ISO 14001 (environment-friendly operations)

Vision, Mission, Values and Policies of Haleeb Foods Limited.


Vision Statement:
Most Innovative and fastest growing food company offering products enjoyed in "every home every day"

Mission Statement:
Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing stake holders' value.

Policies:
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. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety, environment and other applicable laws etc. 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.

Values:
Enterprise Empowerment Accountability Trust Teamwork

Manufacturing process at Haleeb Foods


Haleeb milk is not actually made but it is processed milk. We collect raw milk from approved dairy farms and process it ensuring the highest standards. Some people think that perhaps Haleeb milk is made from chemicals or synthetically but this is not true. Following steps are including in the process of Haleeb Milk.

Collection of raw milk Testing milk at the plant reception Pasteurization Standardization Homogenization Sterilization Ultra Heat Treatment (UHT) Packing

MARKETING MIX The marketing mix covers all the aspects which play an important role in the physical appearance, affordability and the way a product is placed in front of the consumer. It helps in building an image which would in the end help the co mpany to capture huge market share. PRODUCT: y There are a lot of products which are being manufactured by the Haleeb Foods but we are only considering two products; A. HALEEB MILK The first product is a diary item. The product was first designed to capture two types of markets which are for drinking and tea purpose. After few years the company realized that Haleeb Milk is getting famous for tea market so its better to launch a new brand for drinking purpose. B. CANDIA MILK After realizing that they need a new brand to capture market of milk for drinking purpose. Here they know that the Nestle Milk Pack is the market leader for that segment. They come up with a new concept of milk from Europes No. 1 brand. People have the image o f a

multi national company products are always good and hygienic. These products are available in the following sizes; 1 Litre Pack Litre Pack Litre Pack

y
MACRO ECONOMIC ENVIRONMENT A. ECONOMY The fluctuations in Pakistan economy also effect Haleebs market position. Because of high inflation and low purchasing power Haleeb is unable to capture many potential customers of the large Pakistani population who have to struggle hard to make their living possible rather than to afford the luxury of drinking packed milk as often as they would like to. B. TECHNOLOGY Haleeb Foods employees the latest machinery in production in its plants and computerized systems for quality checks and control as well as production. In milk industry the most latest technology is in operation in Pakistan hence no competitor poses a threat to Haleeb on basis of technology. Their Ultra High Temperature is a technology which maintains the quality of their milk and at the same time provides thickness. C. DEMOGRAPHICS Haleeb Foods target market includes people from all demographics (age wise, gender wise, income groups, social status etc.) For example, Haleeb Milk is for tea purpose so we can say it is designed for mature age and it is being purchase by the same age level. The company is always targeting females as it is very clear from the advertisements. It is also important to identify that only those people who are curious about their health and have the purchasing power will buy Haleeb Milk. But on the other side Candia Milk is targeting children as they are making active part in the choice of milk.

D. SOCIAL VALUES Haleeb foods are well aware of their social responsibilities that mean they are getting the advantage of being a local company and at the same time helping the environment. They are also helping hospitals as well.

y
COMPETITIVE ENVIRONMENT A . CUSTOMERS Haleeb Milk has there major and large customers in the market, they can be further categorized in two parts. First one includes hotels and offices as Haleeb Milk is the main ingredient for tea users. Second one include the general public as which is the main segment for Haleeb Milk. However, these three customers being large and powerful are not in an influential and bargaining position they cannot demand discount or others facilities but they can enforce the company to change their strategy.

B. SUBST ITUTES Haleeb milk does not have a substitute as such but other packed milk companys are considered to be their substitute because they are also providing milk and it can be used in tea making although those companys are not focusing on that segment.

y
RIVA LS/COMPET ITORS A. DIRECT COMPETITORS The direct competitor of Haleeb milk is Nestle Milk Pack and both of them are targeting different markets but they are considered to be in direct competition. Nestle Milk Pack is targeting people to use Milk Pack as for drinking purpose but Haleeb milk main focus is for tea users as they are continued to target them but Haleeb Milk some times focuses on the other markets such as for drinking purpose also. Now its very important to know that CDL consider Nestle as their main competitor because they are providing all the products that are being provided by the competitors. The products include juices, yogurts, milk, and we can judge that they are competing on all the dairy items. B. INDIRECT COMPETITORS That section includes all those brands which are newly entered in the market. They are considered as indirect competitors because of the following reasons. First of all their market share is very low as compared to Milk Pack and Haleeb Milk. Secondly they are only competing on the basis of milk which is targeting only one segment of the market. C. PRODUCT QUALITY The milk quality is maintained from the start of the collection of milk because its a stage where contamination can be started and reducing the quality of the milk. The field lab test includes the thickness test and the amount of proteins. After that the milk is maintained at 4 degree Celsius and so that no bacteria can enter in the milk. The milk collecting tankers are cleaned with steam and warm water. In Haleeb Milk factory the milk under goes 21 types of test to maintain the quality standards as its the only dairy company of Pakistan who posses quality standards such as ISO 9001: 2000 and ISO 14001. In the end the milk is packed in a special tetra pack packaging which maintains the quality of milk till then its expiry date

y
PACKA GING & LABELING The pack of Haleeb Milk includes Blue color which represents the thickness of the milk and at the same time they mention purity and thickness. Their packaging is very consistent with their overall idea or concept that they want to communicate to the consumer. A. PRICE The price of Haleeb Milk remains consistent over a period of time. If the inflation rate remains in the single digit then the price of the product remains same over 2 to 3 years but if the inflation rate goes in double digits then the change in the price comes within a year. If the rate of inflation is more than 20% then the change can take place with in 3 to 5 months.

The company always remains same with the price of Nestle Milk Pack as the change in price can cause to things first the price can reduce the sales of Haleeb Milk and secondly they can give a perception that the quality of the product is reduced in case of reducing the price. The company considered retailers as their partners so they share a justifiable percentage with them as they are the only persons that can force the consumer to buy Haleeb Milk as compared to other brands but the strategy is not effective in case of big shopping malls Haleeb Milk Prices B. PLACE Haleeb milk is targeting the mass market that means they have to work hard to make it available at each outlet and to make sure that the product is available with out ease. They have divided regions according to consumption patterns. The consumption is calculated on the basis of buying behaviors of all packed milk. The regions like Defense, Model Town, Faisal Town, and Cantt. They are trying to deliver their products in their own vans which are considered to be a better means of influencing the target market. The regions where buying percentage is low, they provide the product with the help of a proper distribution network. But in both cases they make sure that the product is available and it is provided on the standardized price. The distribution network includes the distributor then the wholesaler and in the end the retailer. Again benefits are provided on the achievement of the sales targets and timely delivery of products. In some cases products are provided to big retailers by the distributor itself but mostly it is being purchased by the retailer from the wholesaler. C. INCENTIVES T O RETAILERS The company gives discounts only to their premium and loyal customers. The most commonly used incentive is giving more milk but at the end of the year a proper appraisal function takes place to appraise distributors and retailers. D. TARGET MARK ET The company is targeting females and people of mature age for Haleeb milk as they are mainly interested in the purchase of Haleeb milk but in case of Candia they are targeting children as they are providing freedom to them to make choices o f their own. E. PROMOTION First of all we should make our minds clear about what the company wants to do. Their image and the perception that they want to give to their target market. The product Haleeb Milk is for tea drinkers and Candia for drinking purpose. Both the products are targeting mass market that means they should adopt a medium that can reach every individual. T.V commercials are the only medium which can contact every one if their T.V is turned on. T.V commercial is the main medium that is most actively being utilized by Milk Pack and Haleeb Milk. The second medium that helps both of them is through Tetra Pak advertising that is highlighting the effects on doodh that is provided by the normal means. After advertising the second most effective method is sales promotion. For this Tetra Pak also give sales promotion which can be utilized by both Milk Pack and Haleeb Milk. The company individually targets females as they are main focus of the company so every time the theme focuses on some thing valuable for females.

Posters and billboards are also affectively used for the promotion purposes but they are not focusing on it as heavily as they are focusing on advertising. Billboards are purchased for some time period but after the promotion is known to everyone the billboard were not used anymore. Posters are pasted at the small shops to enforce the impulse buying and Haleeb gives a lot of weight-age to the shelf space that they get. But this strategy is used in big shopping malls only because nestle enforce the retailers through other products so that Haleeb cant enforce small retailer

CHAPTER # 2 SWOT Analysis


Strengths:
Haleeb Foods is the largest National Food Company. Strong brand loyalty of customers of Haleeb company. Haleeb foods have best distribution channel in all over the Pakistan. Management team of Haleeb Company is very strong and educated. Haleeb foods have strong positioning in customer mind. No 1 dairy company Efficient Distribution networks through out the country Haleeb Food's products enjoy strong brand image and market pull. Innovative and constantly growing product line. Sales force is the major resource strength in terms of physical resources of the company. Marketing strategies established by the company are innovative and lure customers. Financial, marketing and sales strategies are formulated by gauging the customer demands. Periodic research carried out to judge market trends. Highly sophisticated plant and equipment. Qualified work force. Focus on research and development. First and the only dairy company in Pakistan to get ISO 9002 certification.

Weakness
Less product awareness in customer mind. Haleeb Company conducts less promotional activities. Less display centers use for products in main shops of different cities. Haleeb Foods Company has late recovery of claims. Relatively a small and local company in comparison to its rivals. Dependence on 3rd party for supply of milk. No credit sales. Low sales margins due to highly value added products. They cannot launch many of its expensive international brands due to the lower income groups. Selective investment due to uncertain economic and political conditions.

Feasibility of new products needs to be analyzed, e.g. Candia Drinking Yogurt was launched some years back but it failed because no customer demand exist it. Inadequate marketing. Low promotional activities. Comparatively weak distribution system.

Opportunities
There are a lot of untapped markets in different areas of Pakistan. Backward integration can use in juice products of Haleeb Company. Haleeb Foods Company can become multinational and can target different market of different countries. Pakistan is the seventh largest producer of milk in the world with annual output of over 22 billion liters. There are substantial growth opportunities considering the average yield of Pakistani animals at only 1,100 liters/annum as compared to 6,000 liters/annum for animals in Europe and USA. There are nearly 20 million milk producing animals in the country, mostly in Punjab (80%). The overall milk market in Pakistan is 20 billion liters, out of which processed milk contributes only 3 million liters. Haleeb Foods along with other processed milk business contribute only 2% to this large market. Haleeb Foods' has expanded its product range by launching milk in Tetra Fino Packaging. Credit policy can be adopted to increase sales. HFL can export to others countries. HFL can go for related diversifications by producing pure juices and flavored yogurt. HFL can go for joint venture with other companies to attract the market share. Entering in to the market of baby cereals, which will help them in increasing their revenue. Launching cheese would also beneficial for them to create the brand awareness.

Threats
There is strong competition in food products market. Different strategies adopted by competitors. New product advancement by different competitors. Government policy changes and fluctuation in tax rates on food items. Changes in Custom duties on plump. Competition with Nestle, Engro Foods. Dependency on contractors for supply of milk. Price fluctuations due to rupee devaluation as raw material are imported. The uncertainty of economic conditions poses a great threat. The present economic crisis in the world, led to the withdrawal of foreign management from the company and the investment has come to a halt. Price sensitive people. Milk man (Gawalas) providing non branded milk in homes.

Internal factors evaluation (IFE)


Haleeb Foods Company Internal Factors STRENGTHS Largest National food company Strong brand loyalty Monopoly situation in pure juices Product positioning Strong distribution channel High quality products Strong management team WEAKNESS Product awareness in customer mind Not good packaging Higher prices in pure juices Low promotion activities Less display centers Late recovery of claims Total weighted Score 0.05 0.10 0.15 0.05 0.10 0.10 0.05 4 4 3 2 4 3 3 0.2 0.4 0.45 0.1 0.4 0.3 0.15 Weight Rating Weighted Score

0.05 0.10 0.05 0.10 0.05 0.05 1.00

3 2 3 4 3 2

0.15 0.2 0.15 0.4 0.15 0.1 3.15

The industry average is 3.5 so the IFES of the Haleeb Food company, is not good in milk according to the average of the industry

External factors evaluation (EFE)


Weight Rating

Haleeb Foods Company External Factors OPPORTUNITIES Untapped market Diversification in products Backward integration International markets

Weighted Score 40.8 30.3 30.45 2 0.1

0.20 0.10 0.15 0.05

THREATS High market competition Strong competitor Nestle in juices Products advancement Fluctuation in tax rates Imported juices Custom duties on plump

0.10 0.15 0.05 0.05 0.05 0.10

30.3 40.6 30.15 20.1 20.1 2 0.2 3.1

TOTAL1.00

The industry average is 3.5 so the EFES of the Haleeb Food company, is not good in milk according to the average of the industry.

CPM (Competitive profile matrix)


Nestle Olpers Haleeb Rating Score 2 3 3 3 2 4 3 0.4 0.3 0.6 0.45 0.2 0.6 0.3 2.85 Critical Success Weight Rating Score Rating Score Factor Product quality 0.20 30.6 40.8 Prices 0.10 40.4 30.3 Advertisement 0.20 30.6 40.8 Positioning 0.15 20.3 40.6 Financial 0.10 40.4 40.4 position Customer loyalty 0.15 30.45 30.45 Market share 0.10 3 0.3 4 0.4 Total 1.00 3.05 3.75

In the CPM the industry average take as 3.75, so the Olpers performing is the best as compared to their competitors in Milk category.

FINANCIAL HIGHLIGHTS (RS,000)


2007 Trading Results Sales-net Gross Profit Operating Profit Profit Before Tax Profit After Tax Balance Sheet Shareholders Funds Reserves Operating Fixed Assets Net Working Capital Current Assets 1,060,133 275,000 1,071,235 711,306 755,620 275,000 926,645 (59,748) 561,179 7,086,175 1,090,860 544,711 486,114 345,697 5,941,780 870,368 417,773 380,673 232,888 2008

46,189

SALES FORECASTING

Total population of Pakistan Target people having age People having age above 5

= 162419946 5-above = 90 % of 162419946 = 146177951.4

People who like other milk = 75 % of 162419946 = 109633463.6 = 36544489

People who willing to drink Haleeb Price range Average price Avg Quantity Sales = Rs.2411936274

= 10 + 25 + 65 = Rs.45 =2 = 33 * 2 * 36544489

Scope of this Research:


What were the reasons of failure of Haleeb Foods and how we re-launch the product in the existing or new market?

Research Methodology:
The main concern in this section is to describe various stages through which the research procedure passed. All the researches whether in physical or social phenomena depend upon a special way of investigation and interpretation of data. In physical sciences generalization are drawn after experimentations but in social sciences experimentations are not infrequent use because of complex and changing nature of the social phenomena some of the traditional instruments together data are interview, case study and survey method. The present research involves an exclusive Survey at Urban and ruler areas of Karachi.

Population and Sample Size


The population for the subject study comprises of all genders and people living in different areas of Karachi. We have used random sampling technique and the sample size is 300.

Data Collection Method


Based on the study a questionnaire was developed. The respondents opinions were obtained to see that what are the needs or the expectation of people when they think of a tetra pack milk. Secondary data in this report has been collected from journals, articles. Primary data collection is mainly done through Questionnaires and interviews.

Instrument
The instrument used for collecting the data was questionnaire and unstructured interview reason for choosing questionnaire is to get accurate and unbiased data.

Limitation

The assumption regarding the willingness of the Peoples (Target Segment) is altogether different as per our perception. Theyshowed much resistance and inability to participate in the interviews. Sample In this research, the first stage that comes after selecting the topic is usually the selection of the sample. The sample of the present is the Karachi Urban and ruler area. In this area we find all types of Consumer and Retailer who used or sells packed milk of fresh milk, another reason of selecting this universe is because of its new potential market for packed milk currently only 4% share of packed milk in total milk market.

Selection of Samples
When Universe is large it is difficult to interview every unit of the universe. In such situation it is better to draw e sample. Sample is any sub group of or sub aggregate drawn by some appropriate method from a population. A qualitative research exercise like questionnaire survey requires very careful selection of the group participants, as the people who fill the questionnaire represent a very large population segment in term of their options, perceptions, attitudes, believes, ideas, likes dislikes, etc. It is, therefore, essential that the group participants are recruited from amongst the population segment that they represent. To archive objective, we have tried to select most suitable segment of population that is prepared in the light of the selection criteria for the study .Each respondent fulfilling the selection criteria was invited formally to fulfill the questionnaire on the specified time For this study we categories two types Urban Ruler Sample of 300 respondents (owner of Tea stall, hotels, and teashops) at Multan Road both sides, Rewind Road has drawn by simple Random Sampling, and 50 key outlets of Lahore city for availability survey of packed milk.

Types of Respondent
Females (Customer or Consumer of milk) Male (Owners of tea-stall, hotels, Outlets Manager or consumers of milk)

Respondent Profile
According to our research objective design our respondent belong to SEC A, B & C

Tools of Data Collection


In the present study questionnaire is selected as a tool of data collection because of the compilation rate is 100% and also respondent are of different educational level. It is inappropriate to distribute questionnaire among the respondents because there is a greater possibility of missing the respondent. So the researcher is asking questions written on questionnaire personally from the respondents.

CHAPTER # 3
Procedure

Product Concept
We use packaged milk for a better quality tea however it is expensive and restrict our frequent consumption. Now I find Haleeb ABC pouch milk that has same premium quality but offer great savings in my monthly budget. Now I can purchase packaged milk more often and with assurance of Haleeb quality products offering.

Market Size
Packaged milk consumption is 1.1 M Ltrs in Pakistan and that is only 4% of all milk produced in Pakistan. The packaged milk industry is growing at approximately 20% per annum. Various suggested legislations to restrict loose milk can enhance market growth tremendously.

Audience Segmentation
For Haleeb milk all audience is same because it is consumer product, consumer have a feeling and thing but it is low involvement product because its cost is to much high and a normal consumer of packed milk understand the its advantages o disadvantages and for Haleeb milk s target market that above mention almost same all over the country it will be communicate through it advertising strategy and media like Outdoor, TVC, Print media, direct marketing etc. These are some facts and figure that taken from Haleeb Foods Marketing team .it is recent data comparison and information of milk industry etc.

Market review
Situation Analysis
This section presents relevant background data on the market, product competition, distribution and macro environment. Market/Industry situation

Industry Structure The industry structure packed milk in the category is oligopolistic where there are a few firms (Haleeb, Nestle, Engro, Good milk) producing essentially the same commodity. Entry-Exit barrier The major entry barriers include high capital requirements; economies of scale; patents and licensing requirements; scarce locations; raw materials and distributors. Industry life cycle growth The market share for Haleeb is expected to increase by 15% in the expected year. Therefore, Haleeb milk can be classified in the growth stage. Target Market The biggest market for Haleeb milk is urban areas of all cities Haleeb milk is a massmarket product that is targeted towards Haleeb milk is generally use for tea by household male or females of all ages. Brand Loyalty Create Brand Loyalty and Awareness. This will be done through promotional activities such as College Activation, Restaurant Activation, Posters, and other forms of Branding. Availability Haleeb milk is available in four sizes i.e. 250 ml, 500 ml,1 litre and 1.5 litre. It is easily recognizable due to its blue color and Haleeb Logo. Price The prices of the four different size packs are as follows: 250 ml-Rs.25 500 ml -Rs.45 1 Litre- Rs.80 Place The biggest market for Haleeb milk is Lahore, Karachi, Rawalpindi, Islamabad, Gujranwala, Faisalabad, NWFP, Sialkot, Multan, and Rahimyarkhan and all small cities of Pakistan They have a wide distribution network as compared to Nestle and Olpers.

Advantage Attributes Of Haleeb Milk

Attribute of Haleeb Milk has an advantage Good taste Available Better advertised The USP currently being used by Haleeb is The Thickest milk.

Competitive Situation
In this section we focus on the competitor analysis.

Identifying Competitors:
The first step in competitor analysis is to identify competitors, which can be further classified in the following types Brand Competition The brand competition for Haleeb milk includes all those milk which are in direct competition with Haleeb Nestle Olpers Good Milk Generic Competition Every firm is competing for the same rupee. This will include the ntire milk category such as tea, coffee, etc. Market Competition In addition to looking at companies making the same product, we looked at companies that satisfied the same customer need.

Advertising Objectives for the Haleeb


The Advertising Objectives of Haleeb Milk is to highlight their key attributes such as consumer awareness regarding the brand, attitude and preferences of the end consumer. They will try to retain their existing consumer besides generating new potential consumers for maximizing the profitability and visibility of product. Haleeb Milk advertising objectives are Specific Realistic Measurable. Create Brand Loyalty and Awareness. This will be done through promotional activities such as College Activation, Restaurant Activation, Posters, and other forms of Branding.

Advertising Strategy for Haleeb Milk


Advertising Strategy of Haleeb milk is to select the right media channel and media vehicle to reach the target market and try to enhance brand awareness and focus on the positing of brand in consumer mind also increase market share through cost effective method the elements of the Creative mix, Target Audience, Product Positioning, Communication Media, and Advertising Message. In short our strategy tells us how to get there, and achieve the media objective of this campaign.

Key Points
Defend milk market- leader position in Pakistan. Threat from competitor s brands and new launching brands. Selection of Target market in Pakistan. Product positioning and market-leadership. 60% success criteria of this campaign Vision and mission of product analysis Assessment of ever changing Economic, Cultural, International and public scenarios on the performance of Haleeb products

Availability Survey of Packed Milk


Availability Survey of Packed Milk on Outlets of Karachi Olpers 35%

Good Milk Milk Pack

20% 45%

Graphical Representation:
Gender

The population for the subject study comprises of all genders Male and female in our survey there were 27% female and 73% male respondendents.

Age

The responses were collected mostly from the people of the age under 18-25 which was 60% also 20% were of the age between 26-35

Question # 01: What comes to your mind with the word MILK?

By looking through the above tables we can easily conclude that according to the data collected through survey it is observed that 48% people thinks of Olpers if given the choice, 32% goes for Milk pack. Only 12% people responded that they think of Haleeb and only 8% think of Goodmilk. Question # 02: If you prefer liquid milk, do you prefer packaged liquid milk or unpackaged liquid milk?

By looking through the above tables we conclude that mostly people preferred packed milk. According to the data collected 67% people prefer packaged milk and 33% people prefer unpackaged milk.

Question # 03: Do you prefer low fat or normal milk?

Through survey result we conclude that 63% people prefer low fat milk and 37% like to have normal milk. This shows that now a days mostly people are health conscious and they like to have milk that has very low fat. Question # 04: You prefer packaged milk for

Through survey result we conclude that 73% people prefer packaged milk for drinking tea and 27% use it for drinking milk. This shows that mostly packaged milk is used to drink tea.

Question # 05: Which brand do you prefer?

According to the data collected through survey it is observed that 52% people first preference is Olpers, 32% goes for Milk pack. On the other side only 14% people like to have Haleeb and only 2% goes of Goodmilk. This clearly shows that the main market leader right now is Olpers.

Question # 06: Which packaging feature attracts you most?

Survey shows that 74% people are attracted with the Brand name and only 26% thinks of design while purchasing so it is the brand that is more important to people than the design or any other things.

Question # 07: In your opinion which color should be used for packaged milk? And why?

Question # 08: Which brands packaging attracts you the most? Why?

Survey results shows that mostly people like the packaging of Haleeb almost 45% reason was that the blue color shows purity and its attractive to eyes. Then the second most popular band that attracts people is Olpers almost 25% reason mostly people are fond of their packaging color which is simple and informative. Then the third brand is Milk pack and Good milk 14% reason is that it shows originality. The last brand is Nurpur which is not liked by many people only lower class people like to have Nurpur.

Question # 09: In your opinion which brand makes the best tea?

Survey result shows that 49% people believes that Haleeb makes the best tea, then 27% believe that Olpers is best choice for tea, 21% thinks that Milk pack is the best to make tea and only 3% people were in favor of Good milk.

Question # 10: Please Select the Brand in each Attributes according to your perception.

CHAPTER # 4

Findings
We have conducted survey from fifty different types of respondent who are owner /worker of tea stall, Hotel. Tea shop or consumer about packed milk. Most of Respondent having issues of price ,quality ,and handling All these hotels or tea stall daily consumption of about 20 liters per day All this particular market is very potential for enhancing brand positing and market share as well Haleeb have to focus on this particular market and develop it launch some new brand in cost effective packing and capture the potential market. ADVERTISEMENT ISSUES OF HALEEB MILK With the arrival of ENGRO FOODS in dairy industry of Pakistan, it has caused serious concerns to Haleeb Foods with respect to competition in markets of Pakistan. Haleeb Milk which is ranked as a STAR in the product line of Haleeb Foods has been seriously challenged by the aggressive advertisement campaigns of OlPERS. Haleeb Milk sales have been seriously threatened in one of the huge cities of Pakistan like Karachi by Olpers. In fact, sales of Haleeb Milk are more in Lahore than Karachi, which shows the nature of threats that have been posed by Olpers to seasoned players like Haleeb Milk in dairy industry. As discussed earlier, when Olpers was launched they aggressively advertised themselves. Generally, women select the brand of milk that suits their children or for the regular use in homes of Pakistan. It is the nature of women that they are attracted towards something more quickly than men. That is where OLPERS outsmarted the seasoned competitors by advertising aggressively between 3.00 PM to 5.00 PM and from 8.00 PM to 9.00 PM, as this is the time when most women switch to television and that is the time when Olpers imposed itself in the mind of Pakistani women who generally make decisions which brand of milk to use or not. This is where Haleeb Foods is perhaps lagging behind other dairy industry competitors. It has been proved through research that Olpers have advertised itself 60% more than Haleeb milk. Good Promotion always plays an important role in the success of any product. A good product can fail if it is not properly promoted. There are serious concerns about the advertisement of Haleeb Milk for me. They have really limited the use of their product through their own advertisement by saying CHAYE BANAYE KHOOB HALEEB. There are serious concerns for me they are themselves saying that their milk is only tea purpose through this campaign, so what about drinking HALEEB MILK. Is it harmful to drink HALEEB Milk? If we closely look at the ads of Olpers or even Milk Pak they show various uses of their milk in one add. In, Olpers latest advertisement we see that they have shown an old man and a child drinking the milk. It shows that their milk is suited for old people as well as young generation of Pakistan. They obviously show that it is good for making tea but also show its usefulness in making sweet dishes through their advertisement. For me ENGRO FOODS has beautifully read the lifestyle of large population of Pakistan. They have shown five

or six uses of their milk in one advertisement. Would you like to buy a product that has one use or six uses? So, where is Haleeb FOODS thinking tank? They have themselves limited the use of their product. That is one of the flaws in HALEEB FOODS advertising. Another thing as far as their advertisement is that for at least past five or six years they were having SADIA IMAM in their advertisement except their last last advertisement. Whereas, ENGRO FOODS has come up with most attractive and gorgeous models of Pakistan in their advertisements. In the recent advertisement of HALEEB FOODS they have come up with old ZEBA BAKHTIAR and SHAAN. People are more attracted towards fresh gorgeous faces rather than old beautiful faces. So, selection of somebody who is representing your brand is also very important. We also see in the advertisement of our neighbor country that Katrina Kaif is the brand ambassador of most famous brands of India (16 to be precise). It is not that she is most beautiful but because she is most liked, famous and most demanded at present times. So, you need somebody who is most popular, liked and most demanded at present time to make your advertisement most attractive. That is also a field where OLPERS has outsmarted Haleeb Milk to grab a good potion of market share in the recent years. Frequent and timely advertisement is something that is concern to entire HALEEB FOODS LTD not only to their milk. There is no proper portfolio management of Haleeb Foods as they have a number of products in which they are operating. There are still a large number of products that have not advertised yet and hardly anyone is aware that they are launched or available in the market. People dont know about the most of the products of HALEEB FOODS LIMITED like DAIZY CHEEZ, DAIZY YOGURT, SKIMMZ POWDER MILK and SKIMMZ liquid milk. So how can you succeed if people dont know that your products are available in the market? There is no awareness campaigns by HALEEB FOODS as they are pioneers of UHT Milk concept, ISO certified company, 10 billions of annual turnover and serving since 26 years. There is no cross merchandise promotion(Retail selling technique in which purchase of one item allows an automatic discount on a different but related product) as far as HALEEB FOODS is concerned. Firms like nestle has nicely adopted this strategy. HALLEB FOODS LIMITED hasnt also done a lot to improve relationship marketing approach. So, proper marketing of the product line of HALEEB FOODS LIMITED is the need of the hour to stay up with the competition. HALEEB FOODS really need to change itself because those who dont change with the passage of time have fates like SHAMANO CYCLES. You cant succeed in the prevailing ruthless competition without staying ahead of competition. OTHER CHALLENGES FACED BY HALEEB FOODS LIMITED Centralized decision making No proper strategy formulation and lack of strategy implementation plan No sales on credit Baised view of consumer due to haleebs thickness More focusing on exports as there is large opportunity in local market Conutless departments and all have separate departments.

CHAPTER # 5

Conclusions and recommendations


Survey Questionnaire

ADVERTISING STRA TEGY The strategy is very simple, they know that we have a perception that the milk is of good quality when it is thick. If we are talking about tea users then it becomes obvious that the milk should be thicker because only then it can make more cups of tea. So their slogan always focuses on thickness and purity The decision to choo se the right advertising media is very important and it becomes more important to identify that at what time the people watch TV and specially their target market I-e females. Sadia Imam is used as their brand ambassador. They have also used other celebrities which are Sajid Hasan and other famous celebrities. Through research we would come to know that females watch TV after 10 am to 11.30 am and again they watch TV at night at 7pm to 11 pm. The most wanted channels are Star Plus and Geo News and Private Movie channels that are running on cable. The company should advertise on these timings and try to advertise on cable as well. . PERSONAL SELLING Direct marketing is also used but in a little bit different manner. They are using direct marketing at retailers and training them as well. Whenever they come with a new promotion teams are created which helps in communicating with end user and try to solve their ambiguity. SALES PROMOTION

The second most utilized tool of IMC is sales promotion. They are using it effectively and give things that are valuable for females. Tetra Pak is also helping them by launching different schemes after a regular interval of times. The company has used gold jewelry and arranges functions for females. . PUBLICITY The company is not able to gain publicity from the consumers. The biggest strength of the company is causing problems. Consumers perceive that they are using powdered milk in order to make their milk thicker. Which refrain them to give them to their children? The company sho uld take more part in the events that are necessary building process of a strong country and try to play a role in the building process. This would change their image and they can gain publicity and consumer would also buy more of their products to help the cause

Posted in: Haleeb Foods Ltd

Das könnte Ihnen auch gefallen