MISSION STATEMENT:

It is our mission to be the number one food company in Pakistan by providing our customers with the highest product quality in terms of taste, experience, and satisfaction.

VISION STATEMENT

It is our vision to be the best and leading provider of food products in Pakistan and among the top ten food companies in the world, by continually challenging present conventions and always staying a step ahead of the competition.

Product Mix: a) Dairy Products b) Juices c) UHT Milk

1)Dairy products: 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. It comes with 1 year shelf life.

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Haleeb Butter Daizy Butter is the best natural source of Vitamins A & D for everyone, and by far the ideal way of starting yet another busy day. It is rich in its taste and revitalizes your energy for a long tiresome day.

Haleeb Cream The premium cream processed hygienically from pure fresh milk, Haleeb Cream is luxuriously rich in its thickness and nutritional value. It promises the richest assortment of tempting toppings, delicious desserts and creamiest coffee with its unique taste, also great for eating with bread etc. Packed in 6-layered Tetra Pack Brick Aseptic packaging and has a shelf life of 6 months. Haleeb Tea Max 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 packed in a 6-layered Tetra Pack Brick Aseptic packaging and has a shelf life of 3 months.

2) Juices Haleeb Good Day Haleeb Good Day offers consumers a range of 100% pure juices, without any added sugar, flavors or preservatives. For consumption absolutely anywhere and anytime, Good Day's four premium juices (apple, red grape, orange, and fruit cocktail) give you the absolute delight in taste, and revitalizes you at the same time. It is packed in a 6-layered Tetra Slim Pack Brick Aseptic packaging with easy opening.

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UHT Milk Haleeb Milk Consumers everywhere know that only Haleeb Milk makes the best tea ever because of its thickness. Haleeb is pasteurized, homogenized, and standardized pure UHT milk o f 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 Slim Brick Aseptic packaging, it comes with a 3 months shelf life.

Haleeb Dairy Queen UHT Milk Dairy Queen is standardized and homogenized pure UHT Milk with 3.5% fat and 8.9% solid non fats. At an affordable price it has won the hearts of consumers everywhere. It is available in 6-layered Tetra Pak Fino Packaging, introduced for the first time in Pakistan and has 3 months shelf life.

Brand Name The Brand name itself has become a trusted name, as they have been in market from many years and they have been striking the consumer mind from 21 years that is quite a long period of time if we compare it to the total industry total time period. Haleeb Foods was established in 1986 and its first product was Haleeb Milk. Since then, it has continued to provide quality products to its customers with product and packaging innovation.

Brand Image Once the brand image is formed, than it is difficult for any other firm to introduced new brand into the market so unless and until it has low price and superior quality. As in packed milk few quality brands are available (Haleeb, Candia and Milk Pack), so people will prefer these brands on the other newly introduced brands.

Advertising Budget: First of all a good advertising campaign designs for new promotion and related advertisement depends upon the per unit sale of that product. Candia Milk advertisements are no longer running on T.V because it was not able to reach its sale targets.

Advertising Strategy: 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.

Placement strategies: Haleeb foods use more than one strategies for placing its products. They use stands in retail shops. They also provide freezers to shop Marts. This also help them to maintain its image in the consumer mind. This also helps the shopkeepers to keep Haleeb products.

Main Markets:
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Pakistan, North America, South America ,Western Europe, Eastern Europe, Eastern Asia, Southeast Asia, Middle East, Africa, Oceania Work Force It has a team of 3000 exceptional individuals to support its operations, out of which 900 are permanent employees 600 are on contract and 1500 are of 3rd party

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Corporate culture Haleeb pvt. Limited has greater communication between management and workers. They have better team spirit. Haleeb experience less bureaucracy and easier decision making. Fewer levels of management which includes benefits such as lower cost as manager are generally paid more than workers. Positioning: Haleeb foods have been positioning its products by its attribute and by usage or with respect to its application. Positioning is the place where Haleeb has not been able to convey its message in an effective way.

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But Haleeb is not delivering message according to modern perspectives. As SAB SE GARHA DOODH is not complete and final thing that the customer have in mind. Today consumers need fitness more than that. Repositioning: Haleeb has again build the relation with customer by new slogan Ik garha rishta umar bhar k liye.

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Haleeb Foods Limited (Formerly HFL Foods Limited) is advertising its products through the ATL (Above the Line Activities) it should also give emphasis to advertise its products through the BTL (Below the Line Activities). Human Resource Department of Haleeb Foods Limited should introduce HRIS (Human Resource Information System) to increase the efficiency of the Department. The co-operation among the different departments of Haleeb Foods Limited should improve their communication network. 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 that the company can show its loyalty. So that the company could have the feedback of the customers regarding the products and image of the company. Haleeb Foods Limited has introduced Haleeb Good Day 100% pure Juice in 1 liter packing they should also introduce the Haleeb Good Day 100% Pure Juice in 250 ml packing to increase the market share. The shopkeepers complains that Haleeb Foods Limited do not provide replacement to the expired products so they should provide proper replacements to the shopkeepers to enhance the company image. Haleeb Foods Limited should improve its distribution system especially retailers are not happy with the distribution of Haleeb Milk.