Objective

• Theme of this Campaign is to:

Establish an unbounded connection between
Consumer & Haleeb Foods.
Provide services at their Doorstep in more convenient
manner.
Improve Brand loyalty and dependability.
Promote Haleeb milk buying at doorstep.
Develop “Public Interest” and “Image Building”.
Increase Sales
Manage consumer complaints, Feedback & Queries
through strong, secure & efficient Data Bank.
 Haleeb @ Doorstep Model
Creating
Never- ending Brand Goodwill Consumer

Loyalty &
Dependability

Quality
& Innovative
Execution Interest
& Convenience Practices
Excellence
Affordability

Haleeb Home Delivery Model

 Concept
This is an innovative & inventive Drive, going to be executed
for the first time in Milk (Tetra Pack) sector of Pakistan.

The aim behind this campaign is not only to dig-up untouched

market segment but also to re-affirm the tag of “Premier
Opinion Leaders”.

Through such initiative, the consumer’s credibility factor will

quickly be acquired to compete with more established Rivals.

By positioning ourselves as an expert in this field, we can

attract media attention and serve as a quoted source in
published articles.
 Concept
Customer Relationship will be improved as consumer get Haleeb
milk at his/her doorstep in more convenient & professional
manner.

Call Centre involvement will ultimately boost the trust level of

consumer and provide complete solution of their queries.

This is a Pilot project planned only in Karachi.

It is targeted at Apartment Complexes & Bungalows which falls in

SEC A,B+,B,C+,C & D+.

Apartment permission will be through apartment Unions by

offering Apartment Complex “Haleeb Signboard”.
 Targeted Area

• Targeted Area for Haleeb @ Door step

• City: Karachi

• Apartments which fall in SEC A, B ,C+,C

– Each apartment will be of 300 house hold.

• Bungalows which fall in SEC A,B+,B,C+.

 Process Flow

1 Sales
Sales Order Executive
Executive Placement Merchandising
& (Leaflet dropout
Feedback at household)
5

Haleeb
Sales
House 2
Executive
Stock Hold Data Collection
Collection
(Households)
(from Distributor)

Sales
4 Executive
Order Booking
Call Centre + &
SalesExecutive Feedback
3
 Activity Flow
• Step - 1 (Merchandising ):
– Our Sales Executive will visit the targeted Apartment complex
& do following
• Get permission from Flat Union
• Offer “Branded Apartment Complex Board”
• Leave the Leaflet at every household
• Brief about this Drive to every household

• Step - 2 (Data Collection):

– Our Sales Executive will,
• Collect the relevant household data (Personal + Milk Consumption + milk
buying medium).
• Establish a good P.R with household with “Productive Call Cycle”
• Pass on the Haleeb Toll Free Number for any query.
 Activity Flow
• Step - 3 (Order Booking):
– This will be done (simultaneously) through our Sales Executive or
Call Centre
• S.E can book the order at the time of briefing & data collection
• Consumer can directly book through Haleeb Call Centre (Toll Free No)

• Step - 4 (Stock Collection):

– S.E will collect stock from the area Distributor after,
• Call Centre confirms the order through invoice to the distributor.
• Distributor receive the Acknowledgement (Invoice) from Call Centre.
• This Invoice is for,
– S.E
– Distributor
 Activity Flow
• Step - 5 (Order Placement & Confirmation):
– S.E will deliver the agreed quantity of Haleeb milk at the
consumer’s doorstep.
– S.E will be with three Sales Slips
• One receipt for purchaser.
• One receipt for his own record.
• One for CMN / Haleeb record.
– Call Centre will confirm the order placement
• By calling back to the household
 Information Flow
Call H.H

Distributor

Call
Centre S.E H.H

CMN
Call

H.H
Call
 Data Flow
Tele Call
S
S A
A L
L E
E S
S
E
E X
X E
E C
C Consumer U
U T
T I
I V
V E
E
Distributor
 Call Centre Facility
• State-of-the art managed
contact center facility

• Toll free termination

• Competent HR as agents for

feedback collection and surveys

• Comprehensive Reporting and

Real-time analytics

• 2 Customer Support
Representatives
 Targeted Households

• 10 Apartment Complex
– 300 flats / complex

OR

• 3000 Bungalows
 Team Composition
• One Supervisor
• 5 Sales Executives
• 5 Helpers

• 5 QingQI (Branded Motor Rickshaw)

– For stock transportation
– Brand Hype
– Brand Visibility
 Proposed Sales Target
• S.E Target (Day)
– 75 Kg

• Team Target (Day)

– 75 X 5 = 375 Kg

• S.E Target (Monthly)

– 1950 Kg

• Team Target (Monthly)

– 9750 Kg