Internship Report

Haleeb Foods Limited

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THE COMPANY AND ITS OPERATIONS

Haleeb Foods Limited (Formerly CDL Foods Limited), was founded in 1984
with a capacity of 80000/litres per day having total area of 32 acres. Initially
150 people were employed at the plant. The production process started with
UHT (ultra high treatment) 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 MILK PAK 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 was
providing consumer quality packaged food particularly dairy Foods products.
Haleeb is one brand that is today known everywhere. It is principally engaged
in processing and sale of toned milk, milk powder, allied dairy products and
fruit juices.

Haleeb Foods Limited (Formerly CDL Foods Limited) is one of the Pakistan based
company with a burning passion to take on the international market. In the clutter of
multinational the company has a distinguished place. The name of Haleeb foods
limited is synonymous with best quality foods products.

Haleeb Foods Limited (Formerly CDL Foods Limited) is a fast growing food
products company. Having doubled its turnover in the last four years, the
company has a turnover of Rs. 4 billion presently. The company also operates
as a franchise of Candia Cedilac of France. HFL has a state of the art milk
processing facility situated at 62-KM Multan Road, Near Bhai Pheru, and has a
team of more than 700 exceptional individuals to support its operations. The
head office of HFL is located in the evergreen city of Lahore at 135-Ferozepur
Road. HFL is producing a number of food products both for consumers and
industrial users.

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HFL is the first food company and so far the only dairy company in Pakistan to
get ISO 9002 Certification - a Quality Management System. While adhering
to this Quality Management System, the company is committed to strict quality
standards in all its operations - from the collection of milk to the provision of
hygienically processed nutritious products to its customers.

The company follows the philosophy of “delighting the customers ". The
company treats them as partners and keep channel of communication open with
them. The company has succeeded in this by continuously improving the
quality of its products and by satisfying the needs of its customers. The
company believes in creating and sustaining an environment, which encourages
learning and empowerment and these in turn help strengthen the quality culture
across the business.

Haleeb Foods Limited has got the honor to launch sterilized milk for the first
time in Pakistan. Also the credit for launching the milk in tetra fino packaging,
for the first time in Pakistan, goes to Haleeb Foods Limited.

In keeping with the company's commitment towards product diversification and to

provide a wide range of quality food products to our valued customers, the name of
CDL Foods Limited has been changed to Haleeb Foods Limited with effect from
February, 2004. Haleeb Foods Limited is now turning from the dairies based company
to food-based company and that was the basic idea behind changing the name of the
company.

The company is expanding in the business of juices, Cereals etc. The Head
Office is located at 135 Ferozpur Road Lahore while the plant is situated at 62
Km Lahore-Multan Road Bhai Pheru.

Haleeb Foods Limited is a fastest growing packaged food company with an

annual turn over of Rs. 4 Billion (U.S $: 70 Million app). Haleeb is producing
number of products, both for consumers and industrial users. Haleeb Branded

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Products are sold to the consumers through a nation wide distribution network
under several strong international as well as popular national brands. Haleeb
consistent double-digit sales growth has helped it to achieve dominant market
leader ship in major food services.

“Net Sales Revenue (Rs. In Million)”

Haleeb Foods Limited is a fastest growing packaged food company with an

annual turn over of Rs. 4 Billion (U.S $: 70 Million app).

4500
4000
3500
3000
2500
2000 Sales Net
1500
1000
500
0
1998 1999 2000 2001 2002

Source. Nadeem Bhuta (DMHR)

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COMPANY INFORMATION
BOARD OF DIRECTORS
Ilyas M. Chaudhry
Isar Ahmad
Mian Mohammad Amjad
Sh. Mohammad Rasheed
Mohammad Ishaque Khan
Nasrin Ilyas
Saqib Ali
Muhammad Imran Amjad

COMPANY SECRETARY
Kh. Asghar Rafiq

BANKERS
Emirates Bank International, PJSC
Muslim Commercial Bank Limited
Citibank N.A
National Bank of Pakistan
ANZ Grindlays Bank Limited

AUDITORS
Hameed Chaudhri & Co.,
Chartered Accountants
7 Bank Square, Lahore

LEGAL ADVISORS
Hassan & Hassan
Advocates,
7 PAAF Building,
Kashmir-Egerton Road, Lahore

REGISTERED OFFICE
Al-Firdous, 135 Ferozepur Road, Lahore 54600
Phone: (042) 111 135 135 & 757 3125-8
Fax: (042) 758 9359 & 759 0376
E-mail: www.HaleebFoods.com

PLANT
62 K.M. Lahore – Multan Road,
Bhai Pheru.
Phone: (042) 751 1636, (0303) 735 3406, (04943) 510 874-6
Fax: (04943) 510 844

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Haleeb Foods Functional Organization Structure

Haleeb is a public limited company managed by a board of directors who has

vested the control of company operations to Managing Director (MD).

Haleeb is an organization run by a team of professionals headed by a team of

professionals. It has 17 departments successfully running their 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

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Haleeb Foods Limited Functional

Chairman / BoardOrganizational
of directors Structure

Managing Director

Tech Opera
nical tions
R&D Quality Assurance Marketing Sales Human Resources Finance Information Sys.Supply Chains

Produ
ction Human Resources Warehouse
Branded Finance

Quality Control Brand Teams

Mainte Admin
Exports Training & Development Accounts (plant) Milk Procurement
nance & ER

Projects SH & E Quality Systems

Bulk/institutionalGeneral Services Customer Services Purchase/ Imports

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Haleeb Foods Products Profile

Haleeb Products details are

Haleeb:

Haleeb is the brand name of Haleeb’s UHT milk. Haleeb is Pasteurized,

Standardized, Homogenized and Ultra Heat Treated milk of the highest standards.
Haleeb is available all over the country in 1 Liter, 500 ml and 250 ml Tetra Packs.
When you buy Haleeb you can be assured of the best quality milk money can buy.
Haleeb is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as
prescribed by Pakistan Pure Food Laws.

Candia:

Candia is Europe's Number One selling milk. CDL Foods Limited and Candia of
France have joined hands to bring to you highest quality milk. Candia is Pasteurized,
Homogenized, and Standardized, Double Sterilized milk. This ensures not only the
highest quality but also the best possible taste.

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Asli Desi Ghee:

Asli desi ghee was launched in Oct 1998 with a tear top aluminum lid
(aseptically pack in 1 Kg) Asli desi ghee is ideal for cooking and desserts
making and has got a pure and natural taste.

Candia Skimz Powder:

Candia Skimz Powder is real milk without fat and ideal product for health
conscious people. Haleeb is proud to be the pioneer to introduce this product in
August 1998 in the soft packing of 200 and 500 Gms.

Candia Skimz Liquid:

Candia Skimz Milk is a fat free milk which is offered first time by any
company in Pakistan. Candia Skimz Liquid has a natural taste and ideal for
fitness. It is available in ½ liter packing.

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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.

Haleeb UHT Cream:

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Haleeb UHT extra rich and nourishing Cream was launched in 1992-1993 (in
7 layer tetra pack foil packing of 250 ml). Haleeb Cream is ideal for dressing
and dessert making. Haleeb Cream was re launched in 200 ml slim pack in
1998.

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Tropico Fruit Juices:

Haleeb Foods launched fruit juices under the brand name of Tropico in
year2000 in 4 traditional flavors i.e. Mango, Orange, Mango & Orange And
Apple. These juices contain 2-5 % fruit pulp and are natural in taste. Juices are
available in 190 ml and 1-liter exceptional pack design.

Dairy Queen:

Dairy Queen is the brand name of Haleeb's UHT milk. Dairy Queen is Pasteurized,
Standardized, Homogenized and Ultra Heat Treated milk of the highest standards.
Dairy Queen is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as
prescribed by Pakistan Pure Food Laws. safe, economical and nourishing it is
available in1/2Liter & 1/4 Liter packing for convenience.

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Haleeb – The Most Nutritious Butter:

Haleeb Foods has recently launched another quality dairy product

Haleeb Butter. This product takes off from Haleeb Foods lasting
commitment of providing consumers with only the best in
wholesome and healthy food products of the highest international
standards. Haleeb Butter is the best natural source of Vitamins A
& D for kids of all ages. Available in 100g & 200g packs.

Haleeb Plain Yogurt:

Haleeb Plain Yogurt is distinctly superior and primed to the highest international
standards, only Haleeb Plain Yogurt is made from the thickest milk, giving the
consumers unmatched quality, freshness & taste in every delightful spoonful. Haleeb
Plain Yogurt makes every meal delightful, every time.

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Haleeb Lassi Drink:

Haleeb Foods Limited recently launched

another quality product Haleeb Lassi
Drink. “Lassi” is an age old traditional
beverage in Pakistan, Haleeb Lassi Drinks
aims to give consumers the same satisfying
traditional taste which has earned Lassi its
unbeatable reputation along with the
hygiene, convenience and accessibility benefits which only Tetra Pak
packaging can offer. Haleeb Lassi Drink is also the only Ready to drink: Lassi
available in Pakistan. Available in 250ml Tetra Brick packs, Haleeb Lassi Drink
is sweetened and is sure to bring a cool & calm effect t to the daily lives of
people out and about in the grueling summer season

Candia Tea Max:

Tea Max launched after extensive consumer

research and taste trials in two pack sizes –
65ml and 220ml. Tea Max is the most
innovative product in the market in many
respects for tea and coffee lovers. First of all, it is the creamiest dairy whitener
in the country meaning. Secondly, its packaging is the most innovative too. No
milk has ever been launched in the country in 65ml packing.

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SWOT ANALYSIS

STRENGTHS
• 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
• Low promotional activities
• Comparatively weak distribution system

OPPORTUNITIES
• Haleeb Foods Limited can export food items especially Juices to Middle
East
• CDL Foods limited has been changed to Haleeb Foods Limited, so this
change in name can help them to attract foreign customers
• Haleeb Foods Limited can go for related diversification by producing
pure juices and flavored yoghurt
• Haleeb Foods Limited can go for joint venture with other companies to
attract the market share.
•

THREATS
• Strong competitors i.e. Milk Pak etc.
• Price sensitive people
• Milk men (Gawalas) providing non branded milk in homes

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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 for this market because food and dairy 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 not directly influencing buying power of consumers. If the
country is out of its current problems, it will further boost up the 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
generation 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

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High tech 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 tech technology. The key to survival for
companies in this industry is using high technology for quality and cost
purposes.

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LIFE CYCLE
(Haleeb Foods Ltd.)

Management of Haleeb Foods 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
complete its growth stage.

Maturity

Decline
Introduction
Growth

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PORTER FIVE ANALYSIS

Rivalry among the existing firm: The strongest of the five competitive
forces is usually the jockeying for position and buyers favor that goes
among rival firms. In case Haleeb Foods Ltd. there is intense rivalry
among the competing sellers due to the following factors:

1. DIVERSE COMPETITORS
Attempts by cross border competitors to gain stronger footholds in
each other’s domestic market boosts the intensity of rivalry,
especially when foreign rivals have lower costs or very attractive
products. In case of Haleeb Foods, so far Nestle is the only
diversified rival, no doubt that competition between Nestle and
Haleeb is quite intense. Both are engaged in consistent homework,
just to break and attract each other customers toward themselves.

2. CUSTOMER’S SWITCHING COST

The lower the cost of switching, the easier it is for rival sellers to
raid one another’s customer. In case of Haleeb customers’ switching
cost is low due to availability of branded and non-branded products
of other companies. In other words consumers are more interested in
getting packed product. If the brand that they like to consume were
not available at the spot, they would definitely ask for other rival
brands.

3. HIGH EXIT BARRIERS

Huge investments of financial, human and marketing resources are
required to enter in this business because of need for plants which
can produce quality with consistency and need for procurement at
high level. After obtaining such plants it takes years to recover the
fixed costs and to breakeven so rivalry tends to be more vigorous

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when it costs more to get out of a business than to stay in and
compete. Since Haleeb is in the market for years, so it is not quite
feasible for Haleeb to close its business and jump into any other
business. Thus, rivalry is strong, as the firm has to stay and compete
with existing rivals.

4. COMPETITORS USING SAVING SCHEMES

Sometimes during special occasions, rivalry among the competitors
increases due to certain price cuts and saving packs to boost up their
sales volume, which results in intense competition.

POTENTIAL ENTRY OF NEW

COMPETITORS
New entrants to market bring new production capacity. Dairy foods are the
commodities that are required throughout the year. Moreover, the industry
is attractive, as it is growing quite rapidly, so there are threats of potential
new entrants. But on the other side these threats are not intense due to high
entry barriers and existing conditions of the economy.

1. HUGE INVESTMENT IS REQUIRED

The larger the total rupees investment and other resources needed to
enter the market successfully, the more limited the pool of potential
entrants. Production of packed products requires huge investment of
financial, human, technical and marketing resources. AT the moment
Haleeb has no threat of new entrants but in the future any foreign
firm can be a threat.

2. ECONOMY OF SCALE

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Scale economies deter entry because they force potential
competitors either to enter on a large-scale basis (a costly and
perhaps risky move) or to accept a cost disadvantage (and lower
profitability). Without achieving the economy of scale it is difficult
to compete in the market. Moreover, new entrants in the pasteurized
milk business may encounter scale related barriers not just in the
production, but in advertising, marketing, distribution, financing,
and raw milk purchasing as well. Haleeb achieved its breakeven in
1993.

3. COST DISADVANTAGES
Existing firms may have cost advantages not available to potentials
entrants. In the food industry, these advantages include access to
good supply sources and to benefits of learning and experience
curves etc. HFL would definitely have an advantage of such huge
experience and knowledge of technical aspects.

4. ACCESS TO DISTRIBUTION CHANNEL

Dairy commodities required intensive care. Handling of these
commodities on its way till end user requires great care. Distribution
of dairy products is a challenging job and distributors are reluctant
to take distribution of those brands, which lack buyer recognition. A
network of retail dealers may have to setup from scratch. So HFL
enjoys its strong hold on the distribution network of its products, as
access to an effective distribution channel is a barrier for new
entrants.

5. BRAND PREFERENCE

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Once the brand image is formed, then it is difficult for any other
firm to introduce new brand into the market so unless and until it has
low price and superior quality.

6. GOVERNMENT REGULATORY POLICIES

It is a barrier entry because different license and permits are
required from those registered companies, which want to deal in
eatables and especially on national level.

COMPETITIVE PRESSURE OF
SUBSTITUTE PRODUCTS

If we consider Haleeb’s positioning than powdered milk is the major threat.

Even though currently powdered milk has been positioned for people from
higher socio-economic groups but in the future some low priced brand for
powdered milk can be a definite threat.

BARGAINING POWER OF SUPPLIERS

Bargaining power of supplier is low because of following reasons:

1. Number of Suppliers
Raw milk is standard commodity and is available in the open market
from a large number of milkmen. If anyone refuses to sell its
product, then company can buy it from others who are already
willing to sell to the company.

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2. Importance of Volume to Supplier
Suppliers also have less leverage to bargain over price because the
company is purchasing the large volume of their milk and the
suppliers don’t have much option either.

BARGAINING POWER OF BUYERS

1. Number of Buyers
As there is large number of distributors, who are buying and
distributing the product, so their bargaining power is low and
company has leverage to dictate/implement its terms and conditions
on distributors.

2. Threats of Backward Integration

Another reason of low bargaining power of buyers is that no
buyer/distributor have the resources to start/involve in backward
integration. So company is enjoying the bargaining leverage.

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Internship Assignments and Duties

My internship duration was from March 05, 2004 to May 20, 2004. During my
stay at Haleeb Foods Limited (Formerly CDL Foods Limited) I had worked for
Human Resource Department and Marketing Department of Haleeb Foods
Limited. I was assigned different assignments and duties in these two
Departments. The detail of assignments and duties is given below:

Human Resource Department

The Human Resource Department of Haleeb Foods Limited (Formerly CDL
Foods Limited) means the policies and practices involved in carrying out the
“people” or human resource aspects of a management position, including
recruiting, screening, rewarding, and appraising.

The description of main assignments and duties of Haleeb Foods Limited

Human Resource Department is given below:

Competency Modeling Model

I assist Omer Hassan Janjua, Human Resource manager in completing the
competency-modeling model. Competency modeling model is basically
designed in the Human Resource management to check out the different sort of
competencies, skills, abilities and performances required to complete a certain
level of job.

For a supervisor level of a job competency-modeling model is designed in such

a way that from this model it can be judged easily how many competencies that
supervisor has and in which competencies he is lacking. After completing a
competency-modeling model for a supervisor level job a Human Resource
Manager can easily assess that the particular supervisor had what sort of

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competencies for completing his job and what sort of competencies are
required to improve the performance standard of his job.

Competency modeling model is designed differently for different level of jobs

for example for a supervisor a different model is prepared and for a manager a
different model is prepared.

Tetra Pack Operators Question Paper

I was assigned a duty to prepare a question paper for the Tetra Pack Operators.
When the Haleeb Foods Limited hires the Tetra Pack Operators they are tested
with a written paper and this paper is comprise of different verbal and non-
verbal questions. The candidates who qualify the written paper are further
evaluated through interview before final hiring.

Preparing a Question Paper for Tetra Pack Operators was a difficult job for me
because I was doing this task first time. I collected previous question papers
from HR Manager Omer Hassan Janjua for benchmark and I also visited Urdu
Bazar and buy different kinds of books comprising of verbal and non-verbal
questions.

Tetra pack Operators question paper was a difficult job because these operators
has education up to Matric level and they have to work on machines and
majority of them even don’t understand English. It was decided to prepare the
question paper in Urdu so the candidates can easily understand the question
paper and give answers at their ease.

I prepare the question paper on a rough page and show it to Omer Hassan
Janjua and after his approval I went to the Wahdat Road Market and made a
computer-composed copy of Tetra Pack Operator Question Paper.

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I conduct the written examination of Tetra Pack Operators and check the
papers. I give marks to each candidate and make a list of candidates obtaining
different marks and give it to Omer Hassan Janjua, Human Resource Manager
for further procedures.

Internal Job Announcement

I prepare an internal job announcement notice to be placed at Head Office and
Plant of the Haleeb Foods Limited. Haleeb Foods Limited (Formerly CDL
Foods Limited) encourages its employees for internal hiring. They do it so
because the Internal Hiring is much easy and cost effective. The prospective
candidates are already familiar with the culture, belief and norms of the
organization but it does not suggest that Haleeb Foods Limited do not believe
in external Hiring. Haleeb foods Limited do the both Internal and External
Hiring of employees.

The internal job announcement was for Operators (Tetra Pack and Pasteurize
Sections), Sales Promotion Officers and Trainee Engineers. I give the logo of
Haleeb Foods Limited on the top of the notice and then a big caption of
describing Internal Job Announcement. I described the various jobs that were
currently empty and required to be fulfilled by the young, energetic and
motivated individuals. Against each job I mentioned the education
qualification, Experience, and other preferences. In the end I mentioned the
Haleeb Foods Limited mailing address and E-Mail address to forward the
Resumes.

Apart from the Internal Job announcement I had also made different kinds of
Letters, Memorandums. Human Resource Manger, Omer Hassan Janjua
advised me in this regard of writing different kind of letters and memorandums.

I go to the General Services Department and take serial numbers from Ms.
Sajjida on these letters and memorandums because every letter and

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memorandum which is dispatch from Haleeb Foods Limited bears a serial
number to be used for future references.

Customer Satisfaction Day

Haleeb Foods Limited (Formerly CDL Foods Limited) celebrated Customer
Satisfaction Day on April 10, 2004. I was the part of the Haleeb Foods Limited
in celebrating the Customer satisfaction Day. The main purpose of celebrating
the Customer satisfaction day was to get closer to the customers and listen to
the problems, limitations, and suggestions of the Haleeb Foods Limited
customers.

I worked with Deputy Human Resource Manager, Muhammad Nadeem Bhutta

on Customer Satisfaction Day. Customer Satisfaction Day teams and route
plans were made by the Sales Department and delivered to the Human
Resource Department. Deputy Human Resource Manager, Muhammad
Nadeem Bhutta and I worked on Customer Satisfaction Day activity plan we
both prepare a memo with the help of mail merge informing other 150
employees of Haleeb Foods Limited about the Customer satisfaction Day teams
and route plans.

150 Employees of Haleeb Foods Limited gathered at Haleeb Foods Limited

Head Office on April 10, 2004 at 8.30 a.m. A group photograph was taken in
the form of English alphabet letter H symbolizing Haleeb Foods Limited. 75
teams comprising of 2 members each wearing Haleeb Foods Limited T-Shirts
and Caps spread in different areas of Lahore and go the customers and fill out a
questionnaire from them. Each team filled out at least 15 questionnaires from
the customers and provides a gift of wall clocks to the customers.

Later on I record the data comprising the Customer Satisfaction Day

Questionnaires on Microsoft Visual Basic Database. I with other three persons
recorded the questionnaires data of more than 850 questionnaires in two days

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enabling the IS Department to prepare a report on Customer Satisfaction Day
activities and presenting it to the Managing Director of Haleeb Foods Limited,
Suleman Daud.

Marketing Department
From the Human Resource Department I was shifted to the Marketing
Department of Haleeb Foods Limited. Mr. Liaqat Ali Chohan is the senior
Marketing Manager of Haleeb Foods Limited. I was attached with the Ms.
Mahwish Bukhari, Brand Manager Haleeb Foods Limited. Ms. Mahwish
Bukhari was working on a Launch of Haleeb Foods Limited New Product
Haleeb Good Day 100% Pure Juice. My duties and responsibilities as an intern
were to assist her in launching new product Haleeb Good Day 100% Pure
Juice.

Launch of Haleeb Good Day 100% Pure Juice

Total market size of pure juice is approximately 8.5 million liters per annum. In
Pakistan Nestle holds 48% share and Shezan holds 43% share and the other
juice companies hold only 9% share of pure juice market. As the statistics
suggests that there are only two major players in the pure juice market Nestle
and Shezan, so there is a great potential for the launch of Haleeb Good Day
100% Pure Juice.

PURE JUICES MARKET

OTHERS
9%
SHEZAN SHEZAN
43% NESTLE
NESTLE OTHERS
48%

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The trends in the pure juice industry growth also show that from the last four
years the consumption of liquid per day of pure juices has increased from
10,000 liters per day to 50,000 liters per day. This trend also gives a strong
reason to launch a 100% pure juice.

Haleeb has to take a challenge to take Haleeb Good Day from Start Up to Good
and from Good to Great. Haleeb has to deliver strong connectivity with the
consumers, Drive growth through innovation and build market presence.
Haleeb has been declared the largest food brand of Pakistan by a latest research
conducted by Oasis International for Aurora Magazine 2004.

CMFA
CMFA stands for Consumer Marketing Funds Authorization. Ms. Mahwish
Bukhari, Brand Manager Haleeb Good Day 100% Pure Juice assigns me duty
to prepare CMFA for the Haleeb Good Day 100% Pure Juice.

Mr. Aslam Gilani is Services Marketing Executive in Haleeb Foods Limited.

He is responsible for all the budgeting, cost, funds authorization. I contacted
with Mr. Aslam Gilani and tell him about the preparation of CMFA for Haleeb
Good Day 100% Pure Juice. Mr. Aslam Gilani prepared three CMFA for three
main activities of the Haleeb Good Day 100% Pure Juice. I keenly observe and
learn the method of preparation of CMFA and then give the CMFA to Ms.
Mahwish Bukhari

POS
POS stands for Point of Sale Material. POS preparation was my other duty and
responsibility. POS material of Haleeb Good Day 100% Pure Juice includes
Posters, Shelf Talkers, Trade letters, Stands, Racks, T-Shirts, and Caps.

Haleeb Foods Limited has independent vendors for the preparation of POS
materials. My assignments was to be in contact with these vendors and check

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out the current position of the preparation of the POS material and have a
strong follow up with the vendors regarding the POS material.

The quantity of POS required was as follow:

• Posters 20,000
• Shelf Talkers 12,000
• Trade letters 6000
• Stand 120
• Racks 25
• T-Shirts 375
• Caps 75

Merchandising Vans
Haleeb Foods Limited planned to start 33 exclusive vans for the launch of
Haleeb Good Day 100% Pure Juice. The activity of exclusive vans was carried
out for one week in three major cities of Pakistan namely Karachi, Lahore, and
twin cities Rawalpindi/Islamabad.

The schedule of merchandising vans was as follow:

• Karachi 14
• Lahore 12
• Rawalpindi\Islamabad 7

My assignment was to get in touch with the vendors and make sure they are
working properly for the preparation of the merchandising vans. Exclusive van
panels of Haleeb Good Day 100% Pure Juice were prepared and placed on the
sides of the exclusive merchandising vans.

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I constantly and regularly get in touch with the vendor of the merchandising
vans and with strong follow up make sure that the van panels are prepared for
the merchandising vans.

Hoardings
Ms. Mahwish Bukhari decided to place hoardings of Haleeb Good Day 100%
Pure Juice in the different locations of Lahore, Karachi, and Rawalpindi
\Islamabad. My assignment in this regard was firstly to get the design of the
hoardings from the agency, Jwt Asiatic and then give it to the vendor Irshad
Siddique for the preparation of the hoardings of Haleeb Good Day 100% Pure
Juice

Hoardings of Haleeb Good Day 100% Pure Juice were of three different
designs. We had launched a teaser campaign for the launch of Haleeb Good
Day100% Pure Juice. In teaser campaign we prepare three different hoardings
partially disclosing the Haleeb Good Day100% Pure Juice.

BTL Activity
BTL Activity refers to the Below the Line Activities. BTL activities were
carried out for the Haleeb Good Day 100% Pure Juice to establish the
consumer contact with the company

Basically two methods were adopted in this regard

• Store Intercepts & chilled wet sampling
• Wet sampling at key social venues

My assignment in the BTL Activity was to make sure the preparation BTL
Activity is going on right track. I contacted with the supplier Mr. Tariq
Mansoori and make sure the product of Haleeb Good Day 100% Pure Juice is
available in chilled form for the activities of Store Intercepts & chilled wet
sampling and Wet sampling at key social venues

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I also contacted with different vendors for the preparation of stalls and
transparent glasses to be used in the Store Intercepts & chilled wet sampling. I
make sure with consistent follow up that the BTL Activity materials are
prepared and delivered on time.

Haleeb Good Day Launch Briefing

Haleeb Good Day 100% Pure Juice launch briefing was organized at Pearl
Continental Hotel, Emerald Hall on May 10, 2004

My assignment in this activity was to make sure the booking of the Hall for the
Haleeb Good Day 100% Pure Juice Launch Briefing. I also make sure that the
multimedia, screens, laptop, sound system, backdrop, pack mockups are
delivered in the hall before the Launch Briefing function.

I myself attended the Launch Briefing function of Haleeb Good Day 100%
Pure Juice and take part in the activities of launch function.

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Problems and Limitations

 No separate computer was available for internee so it took more time for
data entries and wait for the computer to be free. Also getting the data
transferred from one computer to another was a big problem that arose
almost daily.

 I have to Contact with the interviewee’s and fix time and date of
interview on telephone with them in Human Resource Department. The
problem I faced was that the telephone line was not connected easily
especially mobile numbers. The interviewee’s were not found on
telephone line and it was difficult to deliver the message to the
interviewee’s relatives because they were not able to understand the
message clearly.

 The vendors and suppliers also give problem it was difficult to get work
done from them. They always come up with reasons of not delivering
the required material and I had to give them consistent follow up calls to
remind them delivering the required material on the proper time.

 The Advertising agencies also give problem and it was also difficult to
get the designs from the Advertising agencies on the dead lines

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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 me in the future.

As a whole Haleeb Foods Limited is a good organization to work in but there

are certain departments that need improvements. It is surviving in the FMCG
sector with some strengths and weaknesses. I am of the view that if Haleeb
Foods Limited management wants to show the same results in the future than it
should have to take some decisions before time, because in 21 st century only
those organizations can survive which are using there human resources and
material resources with popper planning and wisdom.

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RECOMMENDATIONS

 Haleeb Foods Limited (Formerly CDL 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 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.

 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 specially

the retailers are not happy with the distribution of Haleeb Milk.

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