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This report covers the activities and responsibilities that I performed during my
internship at Haleeb Foods Limited. HFL is the National Company with a burning
passion to take on the international market. In the clutter of multinational
companies HFL has a distinguished place. The report starts with the introduction
of the company, then the mission and the vision of the organization and its
structure covering all the departments. HFL's products portfolio, SWOT Analysis,
Pest Analysis and Porter Five Forces Model.
Then the next part includes my duties and responsibilities and the assignments
and projects they gave the problems and then me and limitations I have founded
while doing the internship and then recommendations
Internship Assignment:
The assignment was to work with a professional organization to get professional
experience of the office routines and the working of the organization at the initial
level.
Learning:
I worked their as an intern for the 7 weeks in the marketing department. In the
marketing department of HFL I learned a lot of things related to marketing and
sales. My boss gave me many assignments, which were related to marketing and
sales, and also many other things that will help me a lot when I will start my
professional career.
Contribution:
My contributions in that department were valuable, because of my contributions I
succeed in taking the load of work of my boss.
Introduction of HFL:
This report provides a cavernous insight of the departments and products of the
company.
HFL is now one of the fastest growing packaged food companies in Pakistan with
an annual turnover of Rs. 9.2 Billion (F2006). It is a private limited company. It
started commercial production in July 1987. Due to consistently superior
performance, it has achieved undisputed leadership in the liquid packaged milk
category with a market share of over 52%. HFL has a very strong brand portfolio
consisting of dairy as well as non-dairy products.
Haleeb Foods has segmented its product portfolio in 3 leading brands including
Haleeb, Candia and Tropico. Haleeb is the flagship brand of the company. Haleeb
UHT Milk is available in 5 Skus of Tetrapak packaging. Due to its strong
positioning of the thickest milk for best tea, it has the highest top of mind
awareness and penetration in the dairy industry of Pakistan. In order to increase
consumer and trade penetration of the brand, it is also available in Tetra Fino
Packaging under the brand extension of Haleeb Dairy Queen.
Haleeb has also progressively diversified from UHT Milk to other product
categories as well. These product line extensions include Haleeb Butter, Haleeb
Yogurt, Haleeb Cream, Haleeb Labban (Drinking Yogurt), Haleeb Asli Desi ghee
(Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (skimmed milk), Haleeb
N'Rish Full Cream Milk Powder & Haleeb Good day Pure Juices. Haleeb Good
day is the only range of 100% pure juices in the country with a variety of 6 pure
juice flavors.
Haleeb Foods, having a Franchise agreement with Cadillac France, launched
Candia Double Sterilized Milk in bottle format in April 1999. Candia is also
available in the Candia Classic variant which is positioned for Tea. Another recent
initiative is Candia Candy Up, which is flavored milk for children.
HFL has one of the largest nation-wide distribution networks delivering high
quality products, even in the remote areas of Pakistan. With a network of +1100
distributors the company ensures that the product range is available in all the
urban and semi urban areas of Pakistan. Furthermore, concerted efforts are being
made to develop the rural market as well.
HFL has an efficient and resourceful Export department, which has successfully
tapped opportunities in foreign markets including Korea, Hong Kong, USA, UK,
China, Afghanistan, Bangladesh and the Middle East.
In order to provide best quality products to its consumers, HFL has a welldeveloped supply chain infrastructure. It has heavily invested in a vast network of
company operated milk collection centers across the country. HFL has a strict and
stringent quality policy regarding intake of raw milk. It is the only company that
conducts 21 rigorous quality tests to ensure that only fresh milk of the highest
quality is accepted at the plant premises. These internationally recognized tests
are used to check for: a) adulteration, b) microbiological contamination and c)
adequacy of nutritional contents. Further, Haleeb Foods is the only food company
in Pakistan that has the following international certifications of quality and
prestige:
HACCP (in process controls for safer products)
ISO 9001 2000 (better quality for greater customer satisfaction)
ISO 14001 (environment-friendly operations)
HFL believes in using cutting edge processing and packaging technologies to
meet consumer expectations of hygienic and high quality food products. It has
more than 30 Tetra machines for its UHT milk brands and 5 UHT units with a
capacity of producing more than 1 Million Liters of Milk everyday. Keeping in
view the volume potential and increasing growth trend of the market, the
company has recently inaugurated a second independent UHT plant at Rahim Yar
Khan.
Haleeb Foods has a highly professional management team with a progressive
operating style. The management team comprises of highly seasoned
professionals with diverse global experience of managing and developing brands.
It can lay claim to be one of the very few Pakistani organizations, which are truly
following the model adopted by globally successfully corporations, with clearly
defined roles for shareholders and the management team.
The company takes pride in being a model national organization delivering
international quality products and higher value for money to its consumers. The
management team at HFL strongly believes that Pakistan offers enormous
potential for food business due to a large consumer base, high acceptance of
packaged food, and a growing urban middle class consumer segment.
History:
Haleeb Foods Ltd. was incorporated on July 1 st, 1984 with a capital of Rs. 46 Million under the
name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it is known to be as Haleeb Foods
Limited. At that time it had the capacity of producing 80,000 / liters of milk per day having total area of 32 acres. Initially 150
people were employed at the plant. The production process started with UHT liquid milk. The liquid milk was the first product
launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those
including MILKPAK were using obsolete technology that was used in EUROPE. Haleeb Plant was the only plant based on the
latest technology and the basic idea behind that were particularly dairy foods products. Haleeb is one brand that is toady known
everywhere.
From November 1989 till December 1991 Haleeb had a joint venture with
fries land Frico Domo of Netherlands. This joint was amicably dissolved on
account of FFD's change in management in their global strategy. Today as
an ISO 9002 certified company, Haleeb is the dominant market leader of
UHT milk in Pakistan by capturing 52 % share.
Franchise agreement with Canada, a market leader in the liquid milk
market in France, was assigned in December 1998. Under this
arrangement, the company launched Candia range of value added liquid
milk product and also have assess to latest production, technical and
marketing know how.
Initially company launched different products but some of them could not
become successful. As the company's core concern is quality eventually
company abandoned products that were not according to the market
needs. In 2002 the company contributed 54% to the country's packed milk
market.
Problem and Purpose:.
This report seeks to look at the operations of Haleeb Foods Limited. What kind if products and services HFL is providing to the
consumers, also about the environment in which it is operating.
Limitations:
The most important limitation in writing this report was the nature of the company. Haleeb Food Limited is a private limited
doesnt allow leaking any of its internal information, specially the information regarding the financial position of the company and
the policies related to Human Resource Department.
Scope:
The scope of the report is to examine in detail the operation of HFL. The focus of this report is mainly on the marketing
department of Haleeb Foods Limited.
Managing Director
Technical
Operations
R & D
Quality Assurance
Marketing
Sales
Human Resource
Finance
Information System
Supply Chain
Food Services
Maintenance
Administration
Production
Quality sessions
Quality Control
Customer Care
Brand Teams
Sales Team
H.R Functions
HIL
Finance
Accounting
Projects
NPD
Milk Procurement
Purchases / Imports
Warehouse
Chairman
Export
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:
a. 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.
b. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety, environment
and other applicable laws etc.
c. To prevent pollution through controlling levels of harmful emission, effluents and other wastes.
d. Contribute to safe and healthy environment for our country.
e. Promote mutual trust with customers, suppliers, employees, shareholders and community.
f. Provide all the necessary resources for the continual improvement in quality, safety of our products, processes and
environment.
Values:
Enterprise
Empowerment
Accountability
Trust
Teamwork
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
its unique taste, also great for eating with bread etc. Packed in 6-layered Tetra Pack Brick Aseptic packaging. 6 months
shelf life.
SKU's:
250 ml: 27 packs/shrink-wrapped tray
65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton
Skimmed
Instant
Milk Powder
Cream
Ghee
Butter
1986
Haleeb Milk
1997
1998
1999
2000
2001
2002
2003
2004
Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink
Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia Candy' Up Flavored Milk
Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit, Red
2005
2006
SWOT Analysis:
STRENGTHS:
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.
Financial, marketing and sales strategies are formulated by gauging the customer demands.
Periodic research carried out to judge market trends.
Highly sophisticated plant and equipment.
Qualified work force.
Focus on research and development.
First and the only dairy company in Pakistan to get ISO 9002 certification.
WEAKNESSES:
Relatively a small and local company in comparison to its rivals.
Pest Analysis:
POLITICAL CONDITIONS:
The political conditions are not very stable in the country, but this does not directly influence the trends and spending patterns of the
customers. There are no restrictions or barriers on the growth of this industry. So the political conditions are favorable fir this market
because food and dairy chain products are consumer goods and they have to purchase it in any condition.
ECONOMICAL CONDITIONS:
The economical conditions are not very favorable and the economy is facing problems, but it is nit directly influencing buying power of
consumers. If the country is out of its current problems, it will further boost up growth of this industry, as people will feel more secure
economically and it will further increase the attractiveness of the market.
SOCIAL CONDITIONS:
The social patterns are changing in the country, as the world is becoming a global village, and mutually share and accept patterns. People are
becoming more attractive towards the branded products. It is becoming fashion and young generations as well as the children are getting more
attracted towards this industry. People are moving towards branded food / dairy products due to hygienic reason.
TECHNOLOGICAL CONDITIONS:
High technology is the basic requirement of dairy and food industry. The companies that are using latest technology have some cost benefits
over the companies, which are not using high technology. The key to survival for companies in this industry is using high technology for quality
and cost purposes.
LIFE CYCLE
(HALEEB FOODS Ltd.)
Management of HFL claims that its products are still in the growth stage. Even though the products have been in the market for more than
decade and it is considerably a long time period for any FMCG to compete its growth stage.
THREAT
OF
NEW ENTRANTS
LOW (+)
Intra Industry Rivalry
BARGAINING
POWER OF
BUYERS
THREAT
OF
SUBSTITUTES
BARGAINING
POWER OF
SUPPLIERS
HIGH (-)
LOW (+)
HIGH (-)
HIGH (-)
Activity
Details
Time
Duration
New Product
Development
1day
2 days
2 days
Projects
Marketing research
project (consumer)
Market Orientation
(Retail)
At least 2 weeks
Report. My
understanding of HFL
Product review,
positioning,
2 days
brands.
recommendation
A compilation of the
Interns experience at
HFL including all
projects reports,
LAHORE REGION
Objective:
The objective of this research is to get the information about the imported juices available in the market & study their different attributes like brand name flavors,
serving size, price & categories.
Area Covered:
The stores spread over different areas of city like Johar town, Faisal town, Town ship, Model town, Garden town, Wahdat road, Gulberg, Defence, Shadman, Mall road
and Cantonment.
Sample Size:
Twenty-six departmental stores were selected for this research.
Target Market:
Most of areas belong to upper & upper middle class.
Category of Juices:
The imported juices belong to three categories namely:
1. Pure juice in which there is no sugar, preservatives & artificial color added. It is 100% juice.
2. Nectar in which there is 30-50 % fruit pulp.
3. Still drink containing 10% pulp & remaining part include sugar, preservatives & artificial colors.
MAJOR FINDINGS:
After going through data the major findings of this study is as follow:
Availability of Malee juices is 98%.
Availability of Lacnor is 60%.
Malee juices mostly available in 1-liter tetra pack but on some stores also offered in tin pack 240 ml.
Consumer generally buy traditional flavors like apple, orange, mango & pine apple but now in last few years the trend is also
towards new flavors like lychee, black current, berry & fruit cocktail etc. (reference Victoria store).
Big stores in city like Alfateh, HKB consumer mostly buy Dew land, Safa, Caesar.
Price variation is also there like:
a) Malee ranges between Rs 125-130.
b) For Caesar it ranges from Rs 88 to 90.
c) Dew land ranges between Rs 88-100.
d) Lacnor ranges between Rs 125-130.
ISLAMABAD/RAWALPINDI REGION
Area Covered:
The stores spread over different areas of twin cities. In Islamabad the locations were Sectors G-6, F-6 (Super Market), F-7 (Jinnah Super),
F-8, F-10, and G-10 and in Rawalpindi areas were Sadder, Chakklala scheme 3.
Sample Size:
Thirty departmental stores were selected for this research.
Target Market:
Most of areas belong to upper & upper middle class.
Category of Juices:
The imported juices belong to three categories namely:
Pure juice in which there is no sugar, preservatives & artificial color added. It is 100% juice.
Nectar in which there is 30-50 % fruit pulp.
Still drink containing 10% pulp & remaining part include sugar, preservatives & artificial colors.
MAJOR FINDINGS:
After going through data the major findings of this study is as follow:
Availability of Malee is 73%.
Availability of Safa is 70%.
Availability of Lacnor 60%.
Consumer generally buy traditional flavors like apple, orange, mango & pine apple but now in last few years the trend is also
towards new flavors like lychee, black current, berry & fruit cocktail etc.
People in two cities mostly like pure juices & nectars.
In Islamabad people also consume Dew land, Almarai & Ceasar.
Price variation is also there like:
a) Malee ranges between Rs 120-130.
b) For Safa ranges from Rs85 100.
c) Dew land ranges between Rs 88-100.
d) Lacnor ranges between Rs 75-95.
e) Ceasar ranges between Rs 85-100.
The details and format of which are attached in the following pages.
c) Formulation Analysis or
a) New Formulation [ ]
Improvement [ ]
d) New SKU or variant []
Retail [ ] Bulk [ ]
Project title
CARBONATED DRINK
Project No:
Date:
Timeline:
Immediate [ ]
Priority:
HIGH [ ]
PART
I:
MEDIUM [ ]
LOW [ ]
To be completed in full and in duplicate by the assigned brand team. A) Attach additional info if applicable. B) Agreement
is to be acquired from the assigned NPD Team. C) Forward to GMM and MD for approval.
As HFL has history of being innovative & pioneer in dairy product its time to enter new arena like
carbonated drink & cash in Haleeb good image to give customer satisfaction. To enhance strategic business units, there is large
consumer base. Last but not the least high acceptance of packaged food in urban based areas.
End Consumer Price & Taste/Packaging profile for competitive/ substitute product:
11 Rs for 250 ml, 40 Rs for 1.5 lits
Pepsi a bit sweeter & less carbonated gas. Coke has strong taste a bit harder. Packaging profile for Pepsi Coke is same like both comes in 250ml.500ml& 1.5 liters bottle.
Same as current
Quantity required: different schools & colleges (let say 5000 consumers)
VOLUME ESTIMATES:
Volume and Value Estimates (for 12 month period- including launch volume):
1.6 million (10 million of 250 ml & 0.6 million of 500 ml
Packaging: -- 250 ml & 500 ml plastic bottle, transparent, label color brown shade, bottle cap brown for cola drink & for fruits flavors like apple, strawberry, lemon color of label & cap varies
Strawberry pink color
Lemon green color
Apple yellow color
PART II:
TECHNICAL FEASIBILITY: (including comments on any CAPEX required, available literature, guidelines, samples, know-how)
Name
Marketing: ABM
Signatures
Date In
Date Out
R&D: AKB
QA: AQ
SCC: MSB
Finance: SMS
Sales: RHU
Marketing: LAC
MD
MM
Production: AH
AD
C.c.: Assigned Brand Team, Assigned NPD Team, General Manager Marketing, Managing Director
Note: In case of denial, this document is to be filed with the GM-Marketing.
CATEGORY
DAIRY: UHT treated
BRAND
PRODUCT
Haleeb
Flavoured milk
DATE
July 26, 07
CONTEXT
We intent to launch a new product in a market i.e. flavoured milk. For this purpose we want to have a fair idea about consumer perception about the tetra pack flavoured milk & most
importantly the target consumers.
OBJECTIVES
MARKETING
RESEARCH
Other useful
information
Brand
who, what.
perception
based on
packaging.
product.
Inputs on
various
attributes.
Registration
of brand name.
METHODOLOGY
TARGET MARKET
TIMING
BUDGET
BRANDS etc
Performance Standards
The minimum performance standard for acceptance
Not applicable
Not applicable
SIGNATURES
Not applicable
BACKGROUND:
Consumers purchase energy drink mainly for themselves. They belong to A & B SEC. Energy drink has been recognized by athletes, sportsperson, busy
professionals, active students & long distance drivers all over the world. With the increase in literacy rate & exposure to electronic media there is big
market for energy drinks. Also government intensions to improve the infrastructure of sports in country & emphasis on fitness of players an effective
energy drink is the order of day & also in coming age.
Haleeb energy drink will be launch in December 2007. With the campaign focusing on performance enhancer. So far the competitors in this business
comprises RED BULL, RED OX & other imported brands like ENERGRADE etc.
MARKET OBJECTIVES:
1. Achieve brand awareness level to 20% among target consumer by April 2008.
2. Achieve market share of 15% by April 2008.
3. Establish clear brand differentiation versus leading competitive brands.
REQUIREMENTS:
1. Brand slogan for use in advertising campaign (based on BIM).
2. TV concept (please see execution guide lines).
EXECUTIONAL GUIDELINES:
1. For TV we would like to focus on 20-30 sec shot spots, involving on sports celebrity endorsement,. Like tennis star ESAM-ULHAQ.
2. We would prefer concept that celebrity playing his respective field or doing some adventurous stuff like mountaineering, but it
is not mandatory.
3. Consumption shots must be a par of the execution.
4. Brand identity model BIM should be followed religiously.
5. 35 mm format.
KEY TIMELINES:
ACTIVITY
RESP.
TARGET DATE
Brief to agency
HFL
RED
RED
Adjustments
Final campaign
RED
TVC shoot
RED
RED
RED
10 Launch campaign
SIGNATORIES:
For Haleeb Foods For Advertising agency
Name ________________ Name ________________
BRAND ESSENCE
HALEEB ENERGY DRINK acts as Performance Enhancer & Bolster consumer mentally & physically.
s
- Different packaging
- Umbrella
- Strong.
- Vibrant.
- Zealous.
of Haleeb.
- Influential.
- Hard core.
- Innovative.
- Vitalize body & mind.
- Performance enhancer.
- Sizzling taste.
- Gives instant energy.
CORE IDENTITY
Vitalize body & mind.
Performance Enhancer.
Instant energy provider.
BRAND CAPSULE
A panther on a pack.
Total of 49 shops were visited in the areas of Muslim town, Allama Iqbal town, Model town, Faisal town, Johar town,
Cantonment, Defence, Cavalry, Shadman, Main Boulevard Gulberg, Garden town, & Liberty market.
Main Findings:
State of Sale
Positive
51 %
No real change
30.61 %
Negative
8%
Comments:
Following are comments & suggestions given by shopkeepers.
Some shopkeepers said that after store activity has completed customers dont pick product themselves as during
activity promoters persuade customers to buy good day juices.
Some shopkeepers annoyed by the shortage of supply.
Many said that demand and awareness is gradually developing for the brand.
In HKB liberty market old packaging of good day was displayed.
In Haidery store & Shezan bakers demand of 250ml pack is higher than 1-liter pack.
Most of shopkeepers support good day campaign & they want more events like this in future.
Some of shopkeepers want more skins for advertisement as Nestle & other competitor brands offer them skins in
great quantity.
According to shopkeepers people dont buy Good -Day because it is expensive.
6. Market Orientation:
During my internship period at Haleeb Foods, for practical experience my boss assigned me to do market survey. To know about the perception
of Haleeb Foods Brand in their mind & to check the availability of product over there. Daily I used to visit numerous shops, to find out whether
shop keeper facing any problems with the distribution & about the off take of the cheese & yogurt. The area of Lahore which I had visited
include Muslim town, Garden town, Iqbal town, Model town, Johar town, Faisal town, Gulberg, Defence , Shadman etc. These areas have A+, A,
B+ stores in which Haleeb Products & other competitors products were available. The time duration of market visits was 2-3 weeks. After the
survey I prepared report & gave it to my boss I also got chance to visit Islamabad/Rawalpindi to check the availability of Candia flavored milk &
Good day juices.
Conclusion:
This internship proved to be very helpful for me. I got a lot of knowledge and also the practical aspect of life. It was my first experience,
which was obviously very tough, but it will be very beneficial for in my coming future.
As a whole HFL is a good organization to work in but there are certain departments that need improvements. It is surviving in the FMCGs
sector with some strengths and weaknesses. I am of the view that if the management of HFL wants to show the same results in the future that
it should have to take some decisions before time, because in the 21st century only those organizations can survive who are utilizing all their
resources efficiently and effectively.
Recommendations:
Haleeb Foods Limited should also allocate a healthy budget for the advertising of its products.
HR Department of HFL should introduce HRIS to increase the efficiency of the company.
The co-operation among the different departments of HFL should also improve it will lessen the bureaucratic cost and
increase the efficiency of the company.
The activities like customer satisfaction day should be performed on regular basis so the company should know about the
feedback of the customers regarding the products and image of the company.
The shopkeeper complains that HFL dont provide replacement to the expired products so they should provide proper
replacements to the shopkeepers to enhance the image of the company.
Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with distribution of Haleeb
Milk.
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