Candia Milk

Management Information System Huma Siraj BBA-6b
Reg # _____
ACKNOWLEDGMENT
We thank to al-mighty Allah the most gracious and the most merciful,
who gave us courage and ability to complete this project. we also
acknowledge Mr. Kashif (marketing department, Haleeb), Mrs.
Mehwish Waseem (brand manager ,Candia) who put special effort by
providing us the required information with detail so that we were able
to make the project in time with complete information and also
guiding us about the pattern and format of the project.
Foundation University 1
Reg # _____
Company Profile
Building an excellent reputation over the years, Haleeb Foods

continues to be at the forefront of product and packaging innovation.
By the grace of God, it has achieved market leadership in several food
categories with a very strong portfolio, consisting of leading national
and international brands – Haleeb, Candia, Dairy Queen, Tea Max,
Skimz, Tropico and Good Day. Apart from its extensive nationwide
distribution networks, Haleeb Foods is also serving several export
markets including South Korea, Bangladesh, Afghanistan and the
Central Asian states.
Haleeb Foods has the distinction of being the first company in Pakistan
to use Tetra Pak’s novel packaging formats, Tetra Brick Aseptic (TBA)
and Tetra Fino Aseptic (TFA). Haleeb Foods has also introduced a
number of unique products previously unknown to the Pakistani
market, like Haleeb Labban, delicious traditional lassi (buttermilk)
prepared with pure thick milk and yogurt, Candia Tea Max, cardamom
flavored tea whitener, Candia milk, packed in distinctive food grade
plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice,
free of added sugar, artificial flavors and preservatives.
All this and more makes Haleeb Foods Pakistan’s number 1 and fastest
growing packaged Food Company. As of fiscal 2006, its annual
turnover is Rs. 9 Billion.
International Certifications
Haleeb Foods’ products are made with great care, and marked with our
quality seal of recognition. We are the only dairy company in Pakistan
that undertakes 21 rigorous quality control tests on every portion of
the milk collected by our teams. These internationally recognized tests
are used to check for: a) adulteration, b) microbiological contamination
and c) adequacy of nutritional contents. All processes, from
preparation to quality assurance to packaging, are undertaken
employing state-of-the-art technology and equipment. Therefore, we
take great pride in the fact that 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 9002 (better quality for greater customer satisfaction)
• ISO 14000 (environment-friendly operations)
• Hilal Certification.
Reg # _____
Company History
Haleeb Foods was established in 1986 and its first product was Haleeb
milk. Since then, it has continued to provide quality products to its
consumers with product and packaging innovations. Other products
and their dates of launch are as follows:
1997 Haleeb Asli Desi Ghee
1998 Haleeb Cream, Candia Skimz Milk Powder
1999 Candia Milk, Candia Skimz Liquid Milk
2000 Tropico Juice Drink, Haleeb Dairy Queen
2001 Haleeb N'rish Instant Full Cream Milk Powder
2002 Haleeb N'rish Fortified Instant Full Cream Milk Powder
Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain
2003 Yogurt, Haleeb Lassi
Drink
Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink,
2004 Candia Candy 'Up
Flavored Milk
Haleeb Cream With Honey, Haleeb Tea Max with Cardamom,
2005 Haleeb Labban,
Haleeb Good Day(Mix Fruit, Red Grapes, Mango Pineapple)
Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico
2006
Nectar
2007 Haleeb Cheddar Cheese
Haleeb Foods is Pakistan’s number 1 and fastest growing packaged

Food Company. As of fiscal 2006, its annual turnover is Rs.9 Billion.
Recently, Haleeb Foods has built yet another plant in Rahim Yar Khan
whose purpose is to provide Haleeb’s quality products to maximum
number of consumers.
Mission
Reg # _____
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
Vision
Most Innovative and fastest growing food company offering products

enjoyed in "every home every day"
Reg # _____
Our Value
• Enterprise
• Empowerment
• Accountability
• Trust
• Teamwork
Policy
We are committed to:
• Build branded food business to improve quality of life by offering

tasty, sage, hygienically processed, and 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.
Reg # _____
PRODUCT LINE
Dairy Products
BUTTER CHEESE
CREAM
GHEE TEA MAX YOGURT
Reg # _____
JUICES
FUNDAY GOOD DAY LABBAN
Reg # _____
TROPICO TROPICO NECTAR
Reg # _____
UHT MILK
CANDIA CANDY UP DAIRY

QUEEN
HALEEB BOTTLE HALEEB GOLD HALEEB MILK
HALEEB RESHMI PACK SKIMZ POWDER SKIMZ

LIQUID
Reg # _____
KEY COMPANIES
Nestlé
Since Henri Nestlé developed the first milk food for infants in 1867, and
saved the life of a neighbor’s child, the Nestlé Company has aimed to
build a business based on sound human values and principles.
While our Nestlé Corporate Business Principles will continue to evolve
and adapt to a changing world, our basic foundation is unchanged from
the time of the origins of our Company, and reflects the basic ideas of
fairness, honesty, and a general concern for people.
OLPERS
Engro is essentially an agro-based company that has a holistic

approach to business development. In 2005, the company took a major
business diversification initiative by launching its wholly owned
subsidiary Engro Foods Limited (EFL). During 2006, EFL launched UHT
milk and cream under the brand name OLPER’s and HCLF milk under
the brand name OLWELL. EFL plant located in Sukkur was set up at a
cost Rs 1.0 billion and commenced commercial production in March
2006. Another plant near Sahiwal in the Punjab is nearing completion.
The EFL plan envisages a fast track growth model, driven by innovative
launches to command a product range across the dairy spectrum
backed by compatible milk collection infrastructure and top end in the
distribution of these products. EFL is well positioned to become a
substantial player in the dairy sector during the next three years.
OLPER ACHIEVE 1 billion sales in 2007 which is ultimately a milestone
which they have achieved.
NURPUR
Nurpur, being the Market Leader in several dairy products in Pakistan,

has earned a name for itself due to consistently high quality standards.
Nurpur is committed to supplying the consumer and our customers

with the finest, high-quality products and to leading the industry in
Reg # _____
healthy and nutritious products.

Nurpur supports these goals with a corporate philosophy of adhering to
the highest ethical conduct in all its business dealings, treatment of its
employees, and social and environmental policies.
NIRALA
Nirala is also contributing in Milk Market.
SITUATION ANALYSIS
I) GENERAL ENVIRONMENTS
GENERAL STATE OF THE ECONOMY
There is still 77% market is still to be captured due to the potential in

the Pakistani milk market
ECONOMIC CONDITION OF THE INDUSTRY
Economic conditions are favorable to that industry as we know that

Nestle has opened the biggest milk plant of Asia in Kabirwala so there
is a lot of potential.
CONDITION OF THE COMPANY IN INDUSTRY
It is a very sable and an established company. They span almost all of

the major cities of the country. They have a number of renowned
products in their credit. Their milk is the key product to their success.
II) PRODUCT MARKET
PRODUCT TYPES AND BRANDS
Haleeb Foods are specialized in packaged milk and cream products.

Like Haleeb, Candia, Yogurt is itself their brand names.
GROWTH RATE
In Afghanistan the growth rate is high due to their product usage. In

Pakistan the growth rate is still low due to target market they are
focusing in Pakistan.
Market Share
Reg # _____
Market share of the Candia is almost 90% in Afghanistan and 10% in

Pakistan.
III) CUSTOMER MARKETS
DEMOGRAPHIC FACTORS
This product is basically meant for families and especially those who
are health conscious and are associated to their culture. This is meant
for all members of the family as it is a source of nourishment, which is
a requirement of every body.
LIFE STYLES & PATTERNS
Normally those people who are health conscious and are busy would
prefer using this product as it is an instant source of energy. Now the
time is change the life style and thinking of people is change
people move from villages to cities and now they r becoming
health conscious they are more health conscious as compared to
price conscious.
USAGE PATTERNS & BEHAVIORS
Generally people of tribal areas like more caramelized milk because

they make green tea with that milk and add dry fruits in it.
PREFERENCES AND SPECIFIC BENEFITS
Haleeb never compromise on quality they always keep on improving

the quality of life by offering, tasty, safe, hygienically processed food.
some time they give attraction to their customers cause their
competitors also giving attraction to customer e.g. save rs.2 on one
litre Haleeb.
IV) MARKETING PROGRAMS
ADVERTISING AND PROMOTIONAL PROGRAMS
Candia is promoting less by Haleeb because they are currently

exporting it in Afghanistan. But in future they are planning to launch it
in Pakistani markets with a totally new strategy.
Reg # _____
PRICING PRACTICES
Price is generally low from its own Haleeb Milk Product. As well as
there is no competitor to share the price.
RELATIONSHIPS WITH WHOLESALER, RETAILER
They have a brand name which is worth for a lot of years; dealers wish
to work with such giants. Their market reputation is very good and
people are very much satisfied with the people. Company have
strongest distribution network so the relation ship with dealers and all
the Retailers and whole sailors are very Good and cooperative.
Reg # _____
Product:
Candia is Europe's Number One selling milk. Haleeb Foods Limited and
Candia of France have joined hands to bring you the highest quality
milk. Candia is pasteurized, homogenized, - 14 -standardized,
double sterilized milk. This not only ensures the highest quality, but
also the best taste ever. For the first time in Pakistan, Haleeb Foods
Limited has introduced milk packed in food grade plastic bottles. These
bottles are manufactured from imported materials at Haleeb Foods
latest plant and guarantee longer shelf life, highest quality and storage
with ease of use.
Shipping Units:
• 500 ml Bottle: 12 bottles/carton
Reg # _____
• 1000 ml Bottle: 12 bottles/carton
PRICE:
The price is compatible with its similar product therefore it is

affordable.
PLACEMENT:
10 % PAKISTAN (Major Portion of N.W.F.P)

90 % AFGANISTAN (QANDOOR AND HIRAAT)
POSITIONING:
"DOODH KA AISA MAZA JO PEHLI BAR MILA"
PROMOTION:
CHANNEL OF DISTRIBUTION AFGANISTAN
Manufacturer---Distributor---Wholesaler
No promotional activities
No incentives and other techniques for motivating distributers or whole
seller
CHANNEL OF DISTRIBUTION PAKISTAN
Manufacturer--Distributor--Warehouses--Retailer
Reg # _____
TACTICS
PRODUCT:
MILK COLLECTION AREA

There are 14 zones for self-collection of milk having 28 Main centers
(PHE)
HFL MILK COLLECTION AREA
Sr. Milk Collection
No. Zones
1 Arifwala
2 Bahawalnagar
3 Bahawalpur
4 Bhowana
5 Mian Channu
6 Haveli
7 Jhang
8 Pakpattan
9 Okara
10 Rahim Yar Khan
11 Shah Jewna
12 Narowal
13 Upper Sindh
14 Lower Sindh
After collecting the milk and testing for the quality the production of
milk is divided to major parts
They HFL have to manufacturing plants in Pakistan
Bhai Peru
Candia is no more manufactured in Bhai Peru plant
Rahim Yar Khan
Candia which is manufactured in Rahim Yar khan plant is supplied in
the areas of NWFP and Afghanistan.
PRICE:
PAKISTAN
Brands /SKU Packaging Retail Price
1*12 Per Pack

Candia
500 Ml 240 20
1000 Ml 480 40
Afghanistan
Reg # _____
The Candia has adopted a pricing policy in which there distributor is

free to set his own price. Haleeb charges the same price +
Transportation Expense.
PLACE:
In Afghanistan the milk is available in the main wholesale markets of

kandhar and Kabul, because there is no concept of retail stores.
In Pakistan Candia is available in wholesale markets as well as on retail
stores in NWFP.
PROMOTION:
DISTRIBUTION CHANNEL GENERAL
Dairy Farmer
Gawala (Milkman) VMCC
PHE Company Vehicle
Sweet/Milk
Shop
Company Milk Plant
Retailer
Consumer
Reg # _____
For Candia (channel of distribution)
(RahimyarKhan -NWFP--Kandhar, Kabul
MARKETING STRATEGY
Candia has adopted pull strategy where the costumer has to place
order to distributors on the basis of which the distributor books the
order to manufacturer and on the basis of that order manufacturer the
milk and then it is supplied as demand.
COSTUMER--Wholesaler--Distributor--Manufacturer
PROMOTIONAL DETAILS:
AFGANISTAN:
IN Afghanistan there is different culture because of that there is no

need of proper advertisement campaigns because demand is more
through the people who are brand loyal due to Islamic background and
other geographic factors.
The Distributors are taking very active part there due to brand loyalty.
Pakistan:
In Pakistan currently there is no promotional activities because the

behavior of the people of NWFP is same as the Afghani's population so
there also there is also distributor playing the major role but as
compare to Afghanistan there is little bit promotions going on through
billboards etc.
 Advertisement on cable
 News paper
 Banners
 Pamphlets
Reg # _____
Reg # _____
7. KEY PRODUCT
This is also the biggest strength of the Candia milk that there is not
any single product like Candia Reason for this that the Candia milk is 3
times more thicker then any other normal milk even we compare it
with Haleeb.
5. UNCONTROLABLE ENVIRONMENTS
SOCIO CULTURAL
The Haleeb Is Recognized all over the world as an Islamic food
company. It’s also clear from its product names like HALEEB Itself an
Arabic word and LABBAN. To maintain its Islamic recognition they
made several arrangements like HILAL Certification from South African
Reg # _____
Hilal Council. As Ramadan is the very respectable month for the

Muslims so they advertisement on aired in the last few years in the
moth of holy RAMADAN also reflect that. To The dress code the women
employees is also according to the Islamic values
POLITICAL & LEGAL
Pakistan has uncertain and unstable Political conditions. Its

government can change any day or anytime. Even people can’t recall
all the names of presidents and prime ministers of Pakistan. When new
government comes, it tries to impose its own rules and regulations. So
in Pakistan there are certain laws for milk or diary products. So Haleeb
tries to meet the requirements of all relevant legislations and
regulation related to the customer satisfaction and safety, environment
and other applicable laws etc. Haleeb follows all rules & laws
COMPETITION
There is no competition of specific Candia product so they are not
facing any competition problem.
ECONOMICAL AND TECHNOLOGICAL FACTORS
The economy of Pakistan has worsened from past few years. The
product Candia is a result of merger of Haleeb foods with Candia
(French) so they adopted exactly the same advanced technology which
the Candia (French) has in abroad. So technology wise they are superb
with international standards.
8. SWOT ANALYSIS
Reg # _____
Reg # _____
STRENGTH
 The Major strength of Candia is the product itself because there

is no other product with such uniqueness in the market.
 Its thickness: it is more caramelized milk in its nature.
 It’s Convenience: Because it’s in bottle shape and easier to open
just lid off and pour milk.
WEAKNESS
 There product is ignoring female taste; Mostly Men use to drink
thickest milk as compare to Women.
 There is not any promotion running
Only Niche Markets are there to serve like N.W.F.P and Punjab
OPPORTUNITIES
 Big Market is there because there is 77% market share is still to

be captured or waiting.
THREAT
 Haleeb bottle Milk is it Biggest threat because there will be a

cannibalizing situation in the market.
 Tetra Pack is the biggest threat for CANDIA because it is the only
bottled nature product in Pakistan.
STRENGTH AND WEAKNESSES WITH RESPECT TO 5P’S
PRODUCT
There product Candia is itself Haleeb’s strength.
PRICE:
Price is low as compare to uniqueness of the product because of which
it act like a weakness.
PLACE:
They are exporting Candia to Afghanistan which becomes there
strength but in Pakistan Candia is only placed in NWFP which act as the
strongest weakness because in the major cities of Pakistan is not
available.
PROMOTIN
Reg # _____
Overall the main weakness of Candia is there poor promotion. Although

they have promoted in Pakistan when it was initially launched but after
that 5 years has been passed but still they are claiming to be planned.
In Afghanistan though because of culture difference there is no specific
need of promotion but still they can promote to capture the market
from NESTLE and OLPER,
BCG MATRIX (BOSTON CONSULTING GROUP)
AFGANISTAN---
<--- PAKISTAN
In Afghanistan because of its growth rate and market share which is

constantly increasing Candia ranks under the star which they are eager
to maintain
In Pakistan the product comes under dog due to its poor advertisement
MASLOW’S THEORY
Reg # _____
<------CANDIA
Reg # _____
FUTURE OUT LOOK OF THE COMPANY
Company wants to carry on with food products As well as wants to

become a multinational company. The entrance in the Afghanistan
market is also apart of their long term strategy because there success
will motivate them to enter in other world market.
CONSUMER RESEARCH
In consumer research we had interviewed couple of youngsters who

are actually the target audience of Candia. On inquiring it further it
was revealed that actually they doesn’t know what is Candia for there
was lack of awareness .Some of them who has tasted that before said
that they prefer Candia on other milk but actually because its not
placed in our major areas so they have no choice to drink other milk
like Olpers and Nestlé. They like the packaging and taste of Candia
except one female who said that she got skin problem after using
Candia for more then 2 week and after that she was asked by doctor to
skip it as it was major cause of her skin problem. Generally female’s
response was not positive because they like to have skimmed milk
with low calories where Candia is the milk which 3 time more thicker
than the normal tetra packed milk.
Overall Male response after making them aware of its uniqueness was
positive and they want it to be marketed professionally in whole
Pakistan.
MARKETING STRATEGY
TARGET MARKET
health conscious people.
Reg # _____
PRODUCT
Same Product
Same Packaging
Same Labeling
PRICE
Introductory price will be same but actually the selling price will be
increased at least 10% more then Haleeb to let the people realize that
it’s something special.
PLACE
As far as it is concerned about place Candia will be placed all over the
Pakistan.
All major cities like
Karachi
Lahore
Islamabad
PROMOTION
CHANNEL OF DISTRIBUTION
MANUFACTURE--DISTRIBUTER-WHOLESALER-RETAILER-
CONSUMER
(There will be free contact through Toll free number & mail be provided
to consumer be in direct
contact with manufacturer to get updated with consumer taste)
PROMOTIONAL DETAIL
Promotional budget of Rs.10 Million.
AWARENESS PROGRAMS
Reg # _____
Karachi
Lahore
Peshawar
(In schools free samples are distributed to young youth which is
actually over target audience)
EVENTS
Marathon race Lahore (February 08) will be sponsored though printing
of banners of marathon race having Candia’s logo and every
participant will be provided free sample.
POINT OF PURCHASE
In famous marts highlighted portions will be hired for 6 months to 1

year depending upon sale of that Mart
In Karachi
In Lahore
In Islamabad
ELECTRONIC MEDIA
New advertisement of 20 sec will be on aired on these channels
PTV
GEO
ARY
SMART LOOK
This competition will be held on the major gyms of the major cities
In Karachi
In Lahore
In Islamabad
Reg # _____
POSITIONING STATEMENT
“JAN BANANI HAY TO PEENA PERAIYGA”
"WANT HEALTH, MUST DRINK CANDIA"
Reg # _____
12. BIBLOGRAPHY
REFRENCE PERSON
Mrs. Mahvish Wasim (Asst. BRAND MANAGER)
WEB LINKS:
• WWW.HALEEBFOODS.COM
• WWW.ALIBABA.COM/COMPANY/10955104.HTML
• WWW.BAYROZGAR.COM/COMPANIES_HTML/HALEEB_FOODS_LIMI
TED-880.HTML
• WWW.WIKIPEDIA.COM
• (A case study of milk production and marketing by small and
medium scale contract farmers of Haleeb Foods Ltd) by Dr. Riaz)

Candia Milk

Încărcat de

Informații document

Descriere originală:

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Candia Milk

Încărcat de

Drepturi de autor:

Formate disponibile

Management Information System Huma Siraj BBA-6b

Building an excellent reputation over the years, Haleeb Foods

• HACCP (in process controls for safer products)

Haleeb Foods is Pakistan’s number 1 and fastest growing packaged

Build Branded food business to improve quality of life by offering tasty,

Most Innovative and fastest growing food company offering products

We are committed to:

• Build branded food business to improve quality of life by offering

• Meet the requirement of all relevant legislation and regulation

• To prevent pollution through controlling levels of harmful

• Contribute to safe and healthy environment for our country.

• Promote mutual trust with customers, suppliers, employees,

• Provide all the necessary resources for the continual

GHEE TEA MAX YOGURT

FUNDAY GOOD DAY LABBAN

TROPICO TROPICO NECTAR

CANDIA CANDY UP DAIRY

HALEEB BOTTLE HALEEB GOLD HALEEB MILK

HALEEB RESHMI PACK SKIMZ POWDER SKIMZ

Engro is essentially an agro-based company that has a holistic

Nurpur, being the Market Leader in several dairy products in Pakistan,

Nurpur is committed to supplying the consumer and our customers

healthy and nutritious products.

Nirala is also contributing in Milk Market.

GENERAL STATE OF THE ECONOMY

There is still 77% market is still to be captured due to the potential in

ECONOMIC CONDITION OF THE INDUSTRY

Economic conditions are favorable to that industry as we know that

CONDITION OF THE COMPANY IN INDUSTRY

It is a very sable and an established company. They span almost all of

II) PRODUCT MARKET

PRODUCT TYPES AND BRANDS

Haleeb Foods are specialized in packaged milk and cream products.

In Afghanistan the growth rate is high due to their product usage. In

Market share of the Candia is almost 90% in Afghanistan and 10% in

III) CUSTOMER MARKETS

LIFE STYLES & PATTERNS

USAGE PATTERNS & BEHAVIORS

Generally people of tribal areas like more caramelized milk because

PREFERENCES AND SPECIFIC BENEFITS

Haleeb never compromise on quality they always keep on improving

IV) MARKETING PROGRAMS

ADVERTISING AND PROMOTIONAL PROGRAMS

Candia is promoting less by Haleeb because they are currently

RELATIONSHIPS WITH WHOLESALER, RETAILER

• 500 ml Bottle: 12 bottles/carton

• 1000 ml Bottle: 12 bottles/carton

The price is compatible with its similar product therefore it is

10 % PAKISTAN (Major Portion of N.W.F.P)

"DOODH KA AISA MAZA JO PEHLI BAR MILA"

CHANNEL OF DISTRIBUTION AFGANISTAN

CHANNEL OF DISTRIBUTION PAKISTAN

MILK COLLECTION AREA

1*12 Per Pack

The Candia has adopted a pricing policy in which there distributor is

In Afghanistan the milk is available in the main wholesale markets of

DISTRIBUTION CHANNEL GENERAL

Gawala (Milkman) VMCC

PHE Company Vehicle

For Candia (channel of distribution)

(RahimyarKhan -NWFP--Kandhar, Kabul

IN Afghanistan there is different culture because of that there is no

In Pakistan currently there is no promotional activities because the