CHAUDHRY DAIRY MILK

Company Profile

Chaudhry dairies limited were incorporated in Pakistan on April 9, 1984, as a public

company. It is principally engaged in processing and sale of toned milk, milk powder and allied
dairy products. The company is subsidiary of Nepak Marketing Limited. It started commercial
production in 1986 with the launch of its Ultra High Temperature (UHT) treated milk, Haleeb.
The board of directors is the sponsors of the company. The UHT business is inherently a high
volume and low margin business.
Begin a perishable product; fresh milk has virtually no shelf life without refrigeration. Pakistan
experiences long and hot summers, which greatly limits the marketing of unpacked milk; most
people cannot afford refrigerators to store milk thus necessitating its daily purchase. Because of
adulteration there is no consistency in the quality of fresh milk available to consumers. Given
these circumstances CDL has identified a demand for high quality, bacteria free milk which can
be stored a long period of time without refrigeration. CDL, therefore, proceeded to position it
self as a producer of pure, hygienically packed long life milk and hence HALEEB was
introduced. The UHT treatment sterilizes the milk without altering its taste too much and renders
it safe for direct consumption. The biggest advantage if the packaging is that the shelf life of this
milk is prolonged to three weeks without refrigeration.

Year Of Establishment 1984

Factory Location 62 Km, Lahore-Multan Road, Bhai Pheru
Factory Area 24.25 Acres
Number Of Employees 800
Main Product Haleeb Milk
Head Office Al Firdaus, 135 Ferozepur Road Lahore
54600
E-Mail Address haleeb@brain.net.pk

Quality CDL’s Mission

“We are committed to the provision of nutritious, hygienically processed and packed
dairy products to the community.
We are committed to improve and sustain our reputation for quality in all our operations,
whole maintaining competitive prices.
We are committed to build and maintain loyal relationship which will bring out mutual
prosperity to customers, suppliers, shareholders, employees and the community.”

1
Export Markets
Serving several export markets including:

• South Korea
• Bangladesh
• Afghanistan
• Central Asian States

Departments
1. Production
2. Marketing
3. Finance
4. Research & Development
5. Human Resources

Environmental Structure

1. External Environmental
Purpose of HALEEB is to capture as much as market as possible along with the customer
satisfaction

Supplies
Haleeb is very much curious about its supplies the delivery of raw material required should be
able to fulfill the market demand on time.

Market Intermediaries
Agencies are the intermediaries for Haleeb, while transportation is the
headache of agencies.

2. Internal Environment
It concerned with the management, employees and internal queries of company

MARKET SEGMENTATION, TARGETING & POSITIONING

Market Segmentation
The process of dividing the total market for a good or a service into several smaller groups such
that the member of each group are similar with respect to the factors that influence demand”

Haleeb’s Policy
Haleeb segments its market according to different wants, buying preferences
or product use behavior. They offer different Haleeb products for different market
segments.

2
Market Segmentation

1. Geographic Segmentation
Haleeb has utilized the local channels of distribution, which not only helped
them in reducing fixed investment but would also give something in return to
society in term of employment. The demand of Haleeb in urban areas is more than
in rural areas, sale of Haleeb increases in summer seasons.

2. Psychographic Segmentation
Changing life-style brought innovation to the market and Haleeb is well
aware of these changes. The women in this region represent a large portion of the
society and for them product are really important for family and a part of their
lifestyles. Similarly the courteous and friendly attitude of people made Haleeb the
choice of serving tables.

3. Demographic Segmentation
Haleeb frequently conduct constructive demographic surveys in order to get
the clear picture about various market segments and forecast the future sales of the
company. Mostly they use age, income, gender, social class, and occupation for
demographic segmentation.

Target market strategies

After a company has segmented a market management must select a market,
management must select one or more segments as its target market. Haleeb offers
various varieties like milk, yogurt, tea-max, and juices for different segments.

Multiple segment strategies

Haleeb adopted multiple segment strategy. It develops a separate marketing
mix to reach each targeted segment e.g. Haleeb offers various products for
different segments like milk, yogurt, tea mix, juice etc.

Positioning
“A position is the way a firm’s product, brand, or organization is viewed
relative to the competition by current and prospective customers”.

Haleeb’s positioning
Positioning is the image of a product or a firm in the eyes of the customers
in relation to the competitor's product and for products offered by the same firm.
Haleeb varies its positioning strategies from time to time depending upon the

3
 market situation. The most recent positioning adopted by Haleeb can be
summarized by its Slogans used for different products.

Positioning in Relation to Competitors

Haleeb and Nestle are the two major players of milk industry in Pakistan.
Both have devised their own positioning strategies in accordance with customer’s
needs and wants. Nestle puts more emphasis on the taste of the milk inside while
Haleeb highlights the quality and purity, by presenting Haleeb as a part and parcel
of the people health styles as they say Haleeb “ The thickest milk”.

PRICING STRATEGIES

New Product Pricing

There are two new product-pricing strategies.
1. Market Skimming
Setting high initial prices for new product to skim revenue layer. Quality and
image support the higher prices to attract interested consumers. Competitors should
not be able to enter market

2. Market Penetration
Set low initial prices to penetrate into the market share

PRICE ADJUSTMENTS

Discount and allowances

Deductions from the base price to reward customers

Price Discrimination
Discounts and allowances to allow various or different customers
regarding different products and locations.

Special Pricing Strategies and Situations

• Psychological
Adjusting prices for psychological effects. Rs.299 Vs Rs.300
• Product line pricing
Developing product lines for introducing pride steps rather than single
product

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 • Captive product pricing
Pricing products that must be used with the main product

• Product bundling pricing

Pricing bundles of products sold together

Place decision
• Distribution Channel
• Market Coverage
• Specific channel members
• Inventory Management
• Warehousing
• Distribution Centers
• Order Processing
• Transportation
• Reserve logistics

PROMOTION
Promotion is the specific mix of advertising, sales promotion and public
relations used by a company to peruse its advertising and marketing objectives.
Promotion decisions are related to communicating and selling to potential
consumers.

OBJECTIVES OF PROMOTION
A target audience can be in any of the six stages of buying readiness.
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
These are called hierarchy of effects

Awareness:
The seller’s task is to let the buyers know that the product or brand exists. The
objective is to build familiarity with the product and the brand name.
Knowledge
Going beyond awareness to learning about a product features.

5
Liking
How the market feels about the product
Preference
Distinguishing among brands such that the market finds your brand more
attractive than alternatives.
Conviction
Making actual decision or commitment to purchase.
Purchase
Finally buying the product

PROMOTION MIX
• Advertising
• Public Relations
• Personal Selling
• All other sales promotions

Promotion Strategies
Advertising:
Any non-personal paid form of communication using any form of
mass media. It involves three important notions
Reach
Is the percentage of the target market, which is affected by your
advertisement?

Frequency
Is the number of time a person is exposed to your message?
Message:
Sometimes, it is called a creative. It gets attraction, capture interest,
create desire and finally require action

Public relations:
Involves developing positive relationships of public with the
organization via media.

Sales promotion:

6
 Commonly used to obtain an increase in sales. Could involve using money
off coupons or special offers and discounts.
Personal selling:
Selling a product service one to one.
Direct Mail:
There has been a massive growth in mail campaigns over the last 5 years

7
Research Hypothesis:
Knowledge rarely advances on the basis of one test of single hypothesis. In
fact, it is easy to get distorted picture of the research process by focusing on a single research
project that tests one hypothesis. Knowledge develops over time as researchers throughout the
scientific community test many hypotheses. It grows from shifting and winnowing through
many hypotheses. Each hypothesis represents an explanation of a dependent variable. If the
evidence fails to support some hypothesis they are gradually eliminated from consideration.
Those that receive support remain in contention theorists and researchers constantly create new
hypothesis to challenge that have received support.
Support for a hypothesis in one research project is not sufficient for them to accept. The
principle of replication says that a hypothesis needs several tests with consistent and repeated
support to gain broad acceptance. Another way to strengthen confidence in a hypothesis is to
test related causal linkage in the theory from which it comes. The strongest contender or the
hypothesis with the greatest empirical support is accepted at the time. The logic suggests that
the alternatives we test a hypothesis against, the greater our confidence in it.

Hypothesis

H1: Are Consumers highly satisfied with Haleeb?

H0: Are Consumers not highly satisfied with Haleeb?
Indicators
Following are the indicators used by us to measure the satisfaction of consumers.
1. Quality
2. Packaging (tetra pack)
3. Durability (Safe Milk)
4. Easy availability
5. Nutrient Level
6. Germ Free
7. Vitamins and protein
8. Better Advertisement (Color Scheme, Slogan, Visual)
9. Thickness
10. Fair price

8
RESEARCH OBJECTIVES

• To find out awareness of packed milk.

• Consumer’s recall

• Consumer’s recognition of different packed milk.

• HALEEB’S image in the mind of consumers.

• Different benefits/characteristics preferred in ideal packed milk.

• Consumer’s associations of HALEEB MILK

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RESEARCH METHODOLOGY

Researchers Methodology include the tools and techniques of collection of

data, this is applied particularly for testing the hypothesis. To begin with many generalizations
are predicted on the basis of some facts. But theses generalizations can be untrue. Thus because
of removing the faulty and wrong judgment so, researcher needs some sort of tools and
techniques. The researchers do not and cannot proceed to verify the facts without techniques of
the research. He selects his limited universe, draws sample, and uses schedule and other
standardized tools for observation. Here in accordance with the procedure he is supposed to
conduct his research without bias. So likewise he is supposed to support his hypothesis but
works with these tools and techniques, which save the researcher to be biased. The hypothesis
may be accepted or rejected with the support of data.
With the aim of this view the researchers explains tools and techniques, which they
applied to research.
Universe:

10
 To define it for the preliminary measures “It is a set of individuals constitutes a
population or universe”. According to this definition a research cannot proceed without a set of
individuals. So likewise we selected the Lahore city as our universe.

SAMPLING PALN
The term sampling plan implies to the procedure to delimit the universe and to take the
representative units.

Gender
Both male and female

Occupation

 Students
 Job Holders
 House Holds
 Working Women
 Business Men
Sample Size
Our sample size consists of 50 respondents.

Data collection procedure

For the collection of data we personally went to the respondents and requested them to
fill the questionnaire.

Data collection technique

We have used quantitative technique. We have used questionnaire as an instrument for
gathering information for respondents that were from different age groups, different income level
and occupation level.

11
 Interviewing Schedule:
A tentative schedule of the questions was formulated. The pre-testing was done
deliberately to measure the attitude of the people concerned.

Data Interpretation Tools:

Following software’s have been used during analysis of data.

1. SPSS
2. Microsoft Excel
3. Microsoft Word
4. Manual statistical calculations have been applied

FINDINGS

Brand recall:

Brand recall of HALEEB is better and quite satisfactory among all other brands, the
second brand which consumer recall after HALEEB is MILKPAK / Nestle.

Preference:

The preference of HALEEB is better than the other brands of packed milk.

Association:

The attributes, which are unique and favorable about HALEEB held in the mind of
consumers, are

 Quality
 Taste

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  Durability
 Vitamin and protein
 Thickness
 Packaging (tetra pack)

Usage Images:

HALEEB mostly uses in well-educated families for dinking and making tea.

Likelihood:

The likelihood is very good consumer likes HALEEB, because of his taste and good
quality.

The taste and quality are highly associated, while thickness and packaging are associated,
But the associations, which are strong, are

 Taste

 Quality

 Known brand

Satisfaction Level:
In our research we found the level of satisfaction of consumers about Haleeb is very high
according to survey results we found 48 out of 150 respondents who respond to be satisfied with
Haleeb. 18 were fully satisfied and 16 were somewhat satisfied.

Advertising Success:
STATISTICAL INFERENCES

Chi -Square Method

H1: There is association between respondent of belonging to different

occupations regarding the satisfaction with Haleeb Milk.
H0: There is no association between respondent of belonging to
different occupation regarding the satisfaction with Haleeb Milk
.
Level of significance α =0.05
Test statistics χ2 = ∑ (ƒ0- ƒe )

ƒe
Calculations

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Observed frequencies
Occupation Level of satisfaction
Completely satisfie Some what neutral dissatisfied Total
satisfied d satisfied
student 5 12 2 3 2 24
household 3 6 4 2 2 17
Working 7 10 9 5 6 37
women
Business man 9 25 2 1 0 37
Job holder 3 19 7 3 3 35
Total 27 72 24 14 13 150

Expected Frequencies

occupation Level of satisfaction

Completely satisfie Some what neutral dissatisfied Total

satisfied d satisfied
student 4.32 11.52 3.84 2.24 2.08 24
household 3.06 8.16 2.72 1.60 1.47 17
Working 6.66 17.76 5.92 3.45 3.30 37
women
Business man 6.66 17.76 5.92 3.45 3.30 37
Job holder 6.3 16.8 5.6 3.3 3.03 35
Total 27 72 24 14 13 150

ƒ0 ƒe ƒ0- ƒe (ƒ0- ƒe)2 ∕ ƒe

5 4.32 0.68 0.1574
3 3.06 -0.06 0.00117
7 6.66 0.34 0.01736
9 6.66 2.34 0.8222
3 6.30 -3.3 1.7286
12 11.52 O.48 0.02
6 8.16 -2.16 0.5618
10 17.76 -7.76 3.3906
25 17.76 7.24 2.9514
19 16.8 2.2 0.28809

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 2 3.84 -1.84 0.8817
4 2.72 1.28 0.6023
9 5.92 3.08 1.6024
2 5.92 -3.92 2.5957
7 5.6 1.4 0.35
3 2.24 0.76 0.3393
2 1.60 0.4 0.1000
5 3.45 1.55 0.6522
1 3.45 -2.45 1.7798
3 3.3 -o.3 0.02727
2 2.08 -0.08 0.003077
2 1.47 0.53 0.1918
6 3.30 2.7 2.20909
0 3.30 -3.3 3.3
3 3.03 -0.03 0.000297
Total 24.54355

Critical region
V = degree of freedom = (r -1) (c- 1)
= (5 -1) (5 – 1)
= 16
(0.05,16)=26.3

Conclusion: since the calculated value is less than the table value so we can say that we are 95%
confidence that the people belonging to the different occupations are satisfied with the Haleeb
Milk. While using Phi – Coefficient we have come to know that the exact relationship between
these respondents is 40%.

Observed Frequencies

Income level Completely satisfie Some what neutral dissatisfied Total

satisfied d satisfied
Less than10,000 9 24 3 2 0 38
10,000-14,999 5 14 2 0 0 21
15,000-19,999 0 10 2 0 0 12
20,000-29,999 1 9 3 2 2 17
30,000-39,999 2 6 10 4 4 26
40,000-59,999 0 2 4 0 3 9

15
60,000-79,999 0 2 0 4 0 6
80,000-99,999 2 4 0 2 4 12
100,000 or above 8 1 0 0 0 9
Total 27 72 24 14 13 150

Expected Frequencies

Income level Completely satisfie Some what neutral dissatisfied Total

satisfied d satisfied
Less than10,000 6.84 18.24 6.08 3.55 3.29 38
10,000-14,999 3.78 10.08 3.36 1.96 1.82 21
15,000-19,999 2.16 5.76 1.92 1.24 1.04 12
20,000-29,999 3.06 8.16 2.72 1.59 1.47 17
30,000-39,999 4.68 12.39 4.16 2.43 2.25 26
40,000-59,999 1.62 4.32 1.44 .84 .78 9
60,000-79,999 1.08 2.88 0.96 .54 .52 6
80,000-99,999 2.16 5.76 1.92 1.12 1.04 12
100,000 or above 1.62 4.32 1.44 .78 .78 9
Total 27 72 24 14 13 150

ƒ0 ƒe ƒ0 - ƒe (ƒ0 - ƒe)2 ∕ ƒe
9 6.84 2.16 0.68
5 3.78 1.22 0.39
0 2.16 -2.16 2.16
1 3.06 -2.06 1.38
2 4.68 -2.68 1.53
0 1.62 -1.62 1.62
0 1.08 -1.08 1.08
2 2.16 -0.16 0.01
8 1.62 6.38 25.12
24 18.24 5.76 1.8189
14 10.08 -3.92 1.5244
10 5.76 -4.24 3.12
9 8.16 -0.84 0.086
6 12.48 -6.48 3.36
2 4.32 -2.32 1.245
2 2.84 -0.88 0.268
4 5.76 -1.76 0.5377
1 4.32 -3.32 2.55
3 6.08 -3.08 1.56
2 3.36 -1.36 0.55
2 1.92 0.04 0.00083

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 3 2.72 0.28 0.02
10 4.16 5.84 8.198
4 1.44 2.56 4.55
0 .94 -0.96 0.96
0 1.92 -1.92 1.92
0 1.44 -1.44 1.44
2 3.55 -1.55 1.20125
0 1.96 -1.96 1.96
0 1.24 -1.24 1.24
2 1.59 0.41 0.205
4 2.43 1.57 0.6162
0 09.84 -0.894 0.89
4 0.54 3.16 2.9929
2 1.12 0.88 0.3872
0 0.78 -0.78 0.780
0 3.29 -3.29 0.290
0 1.82 -1.80 1.82
0 1.04 -1.04 1.04
2 1.47 0.53 0.1405
4 2.25 1.75 .07657
3 0.78 1.22 1.6428
0 0.52 -0.52 0.520
4 1.04 -2.96 2.1904
0 0.78 -0.78 0.78
Total 87.89138

Critical Region

For α=0.05 and n=150

Using Fisher Approximation we got

[
χ2 (0.05, 150) = 1/2 1.645+ 2(150)-1 ]2

= 1/2 [1.645+17.2916] 2

= 1/2 [18.9366] 2

= 1/2(358.5954)
= 179.29

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FINDINGS

Brand recall:

Brand recall of HALEEB is better and quite satisfactory among all other brands, the
second brand which consumer recall after HALEEB is MILKPAK / Nestle.

Preference:

The preference of HALEEB is better than the other brands of packed milk.

Association:

The attributes, which are unique and favorable about HALEEB held in the mind of
consumers, are

 Quality
 Taste
 Durability
 Vitamin and protein
 Thickness
 Packaging (tetra pack)

18
Usage Images:

HALEEB mostly uses in well-educated families for dinking and making tea.

Likelihood:

The likelihood is very good consumer likes HALEEB, because of his taste and good
quality.

The taste and quality are highly associated, while thickness and packaging are associated,
But the associations, which are strong, are

 Taste

 Quality

 Known brand

Satisfaction Level:
In our research we found the level of satisfaction of consumers about HALEEB is very high
according to survey results we found 48 out of 150 respondents who respond to be satisfied with
Haleeb. 18 were fully satisfied and 16 were somewhat satisfied.

Advertising Success:
Haleeb has successfully been targeting its consumers through its advertising campaigns,
advertisement recall is very high 40 respondents out of 150 said that advertising was very good,
31 say that it was fair and according to 30 respondents it was very good. So as a whole consumer
are being targeted by Haleeb very wisely.

Marketing Mix:
HALEEB is playing with its 4 P's
• Product
• Price
• Place
• Promotion
Very intelligently; it is delivering value throughout the network.
• Distributors
• Wholesalers
• Retailers
• End consumers

19
Availability of product has been made sure throughout the country through its strong distribution
channels. Consumer's responses about the availability of product showed following figures
• 98 respondents said that product is available all the time
• 33 said that it is available most of the times
• 17 said that it is available some of the times

Personal Profile
(a)
Frequency Table

ge nde r

Cumulative
Frequency Percent Valid Percent Percent
Valid male 81 54.0 54.0 54.0
female 69 46.0 46.0 100.0
Total 150 100.0 100.0

Statistics

gender
N Valid 150
Missing 0
Mean 1.46
Median 1.00
Std. Deviation .50
Variance .25

(b)

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 marital status

Cumulative
Frequency Percent Valid Percent Percent
Valid single 94 62.7 62.7 62.7
married 56 37.3 37.3 100.0
Total 150 100.0 100.0

Statistics

marital status
N Valid 150
Missing 0
Mean 1.37
Median 1.00
Std. Deviation .49
Variance .24

(C)
age

Cumulative
Frequency Percent Valid Percent Percent
Valid 5 - 9 years 10 6.7 6.7 6.7
10 - 14 years 4 2.7 2.7 9.3
15 - 19 years 8 5.3 5.3 14.7
20 - 29 71 47.3 47.3 62.0
30 - 39 29 19.3 19.3 81.3
40 -49 18 12.0 12.0 93.3
50 or above 10 6.7 6.7 100.0
Total 150 100.0 100.0

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 Statistics

age
N Valid 150
Missing 0
Mean 4.33
Median 4.00
Std. Deviation 1.39
Variance 1.94

5 - 9 years
50 or above
10 - 14 years

40 -49 15 - 19 years

30 - 39

20 - 29

(d)

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 income in rupe e s

Cumulative
Frequency Percent Valid Percent Percent
Valid less than 10000 38 25.3 25.3 25.3
10000 - 14,999 21 14.0 14.0 39.3
15,000 - 19,999 12 8.0 8.0 47.3
20,000 - 29,999 17 11.3 11.3 58.7
30,000 - 39,999 26 17.3 17.3 76.0
40,000 - 59,999 9 6.0 6.0 82.0
60,000 - 79,999 6 4.0 4.0 86.0
80,000 - 99,999 12 8.0 8.0 94.0
100,000 or above 9 6.0 6.0 100.0
Total 150 100.0 100.0

Statistics

income in rupees
N Valid 150
Missing 0
Mean 3.91
Median 4.00
Std. Deviation 2.55
Variance 6.51
Range 8

100,000 or above

80,000 - 99,999
less than 10000
60,000 - 79,999

40,000 - 59,999

30,000 - 39,999 10000 - 14,999

15,000 - 19,999
20,000 - 29,999

(e)

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 occupation

Cumulative
Frequency Percent Valid Percent Percent
Valid student 21 14.0 14.3 14.3
household 17 11.3 11.6 25.9
working woman 37 24.7 25.2 51.0
business man 37 24.7 25.2 76.2
job holder 35 23.3 23.8 100.0
Total 147 98.0 100.0
Missing System 3 2.0
Total 150 100.0

Statistics

occupation
N Valid 147
Missing 3
Mean 3.33
Median 3.00
Std. Deviation 1.34
Variance 1.80
Range 4

Missing

student
job holder

household

business man

w orking w oman

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Q#1

while using packe d milk which brand come s into your mind

Cumulative
Frequency Percent Valid Percent Percent
Valid Haleeb 94 62.7 62.7 62.7
Nestle 26 17.3 17.3 80.0
Milk Pack 21 14.0 14.0 94.0
Every day 5 3.3 3.3 97.3
prime 4 2.7 2.7 100.0
Total 150 100.0 100.0

Statistics

while using packed milk which brand comes into your mind
N Valid 150
Missing 0
Mean 1.66
Median 1.00
Std. Deviation 1.02
Variance 1.03
Range 4

prime

Every day

Milk Pack

Nestle
Haleeb

Explanation:

25
 This graph shows that Haleeb has good brand reputation and is well entrenched in market

Q#2

How much are you satisfie d with Hale e b?

Cumulative
Frequency Percent Valid Percent Percent
Valid Completely Satisfied 27 18.0 18.0 18.0
satisfied 72 48.0 48.0 66.0
somewhat satisfied 24 16.0 16.0 82.0
Neutral 14 9.3 9.3 91.3
Dissatisfied 13 8.7 8.7 100.0
Total 150 100.0 100.0

Statistics

How much are you satisfied with Haleeb?

N Valid 150
Missing 0
Mean 2.43
Median 2.00
Std. Deviation 1.15
Variance 1.32

Dissatisfied
Completely Satisfied

Neutral

somew hat satisfied

satisfied

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Explanation: while interviewing the respondents we observed that 18% respondents are
completely satisfied with Haleeb Milk, while 48% are satisfied and 20% are somewhat satisfied
and 16% are neutral and only 8% are dissatisfied. It shows that great percentage of consumers is
over all satisfied with Haleeb Milk.

Q#3

to what e xte nt product is easily av ailable .

Cumulative
Frequency Percent Valid Percent Percent
Valid All the times 98 65.3 66.2 66.2
Most of time 33 22.0 22.3 88.5
Some of times 17 11.3 11.5 100.0
Total 148 98.7 100.0
Missing System 2 1.3
Total 150 100.0

Statistics

to what extent product is easily available.

N Valid 148
Missing 2
Mean 1.45
Median 1.00
Std. Deviation .69
Variance .48

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 Some of times

Most of time

Missing

All the times

Explanation:
From the above graph it is clear that Haleeb Foods Ltd has good distribution system to
make the product easily available.

Q # 4 (a)

Quality of product

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 41 27.3 27.3 27.3
Very Good 56 37.3 37.3 64.7
Good 31 20.7 20.7 85.3
Saisfactory 12 8.0 8.0 93.3
poor 10 6.7 6.7 100.0
Total 150 100.0 100.0

28
 Statistics

Quality of product
N Valid 150
Missing 0
Mean 2.29
Median 2.00
Std. Deviation 1.15
Variance 1.32

50

40

30
Quality of product

Excellent
20
Very Good

Good
10
Saisfactory
Count

0 poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral

How much are you satisfied with Haleeb?

Explanation:
The above Frequency table shows that greater number of consumers is satisfied with
Haleeb Milk, while only 8% are saying that Haleeb Milk has poor Quality.

29
Q # 4 (b)

Packaging

Cumulative
Frequency Percent Valid Percent Percent
Valid excellent 44 29.3 29.3 29.3
Very Good 47 31.3 31.3 60.7
Good 47 31.3 31.3 92.0
Satisfactory 7 4.7 4.7 96.7
Poor 5 3.3 3.3 100.0
Total 150 100.0 100.0

Statistics

Packaging
N Valid 150
Missing 0
Mean 2.21
Median 2.00
Std. Deviation 1.03
Variance 1.05

40

30

Packaging
20
excellent

Very Good

10
Good

Satisfactory
Count

0 Poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral

How much are you satisfied with Haleeb?

30
Explanation:
The above graph shows that Haleeb Milk has very good packaging particularly tetra pack
is liked by consumers because with this packaging the milk is safe and it is easy to open and use.

Q # 4 (c)

Durability

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 14 9.3 9.3 9.3
Very good 67 44.7 44.7 54.0
Good 50 33.3 33.3 87.3
Satisfactory 15 10.0 10.0 97.3
Poor 4 2.7 2.7 100.0
Total 150 100.0 100.0

Statistics

Durability
N Valid 150
Missing 0
Mean 2.52
Median 2.00
Std. Deviation .90
Variance .80

31
 40

30

Durability
20
Excellent

Very good

10
Good

Satisfactory
Count

0 Poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral

How much are you satisfied with Haleeb?

Explanation:
Because of six layer packaging of tetra pack the Milk is considered more durable and safe
from germs.

Q # 4 (d)

Nutrie nt le v e l

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 24 16.0 16.0 16.0
Very good 50 33.3 33.3 49.3
Good 38 25.3 25.3 74.7
Satisfactory 31 20.7 20.7 95.3
Poor 7 4.7 4.7 100.0
Total 150 100.0 100.0

32
 Statistics

Nutrient level
N Valid 150
Missing 0
Mean 2.65
Median 3.00
Std. Deviation 1.12
Variance 1.25

30

20

Nutrient level

Excellent

10 Very good

Good

Satisfactory
Count

0 Poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral

How much are you satisfied with Haleeb?

Explanation:
This graph show the relationship between the nutrient level of Haleeb Milk and consumer’s

satisfaction

Q # 4 (e)

33
 Ge rms Fre e Ele me nt

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 23 15.3 15.3 15.3
Very good 45 30.0 30.0 45.3
Good 50 33.3 33.3 78.7
Satisfactory 29 19.3 19.3 98.0
Poor 3 2.0 2.0 100.0
Total 150 100.0 100.0

Statistics

Germs Free Element

N Valid 150
Missing 0
Mean 2.63
Median 3.00
Std. Deviation 1.03
Variance 1.05

30

20 Germs Free Element

Excellent

Very good
10
Good

Satisfactory
Count

0 Poor
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How much are you satisfied with Haleeb?

Explanation:
Above graph shows the germ free attribute of Haleeb and consumer's satisfaction with it, most of
the consumers rate the germ free level of Haleeb as "Good".

34
Q # 4 (f)

Vitamins and prote in it contains

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 24 16.0 16.0 16.0
Very good 45 30.0 30.0 46.0
Good 60 40.0 40.0 86.0
Satisfactory 14 9.3 9.3 95.3
Poor 7 4.7 4.7 100.0
Total 150 100.0 100.0

Statistics

Vitamins and protein it contains

N Valid 150
Missing 0
Mean 2.57
Median 3.00
Std. Deviation 1.02
Variance 1.04

50

40

Vitamins and protein

30
Excellent

20 Very good

Good
10
Satisfactory
Count

0 Poor
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How much are you satisfied with Haleeb?

Explanation:
The above graph shows the relationship between vitamin and protein level of Haleeb and
consumer's satisfaction with that attribute. Figures shows that relationship is positive

35
Q#5

Conside ring Packe d to what e xte nt it is safe than any ope n milk?

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Safe 55 36.7 37.7 37.7
Comparatively Safe 54 36.0 37.0 74.7
Slightly safe 14 9.3 9.6 84.2
Not Different 16 10.7 11.0 95.2
Less safe 7 4.7 4.8 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0

Statistics

Considering Packed to what extent it is safe

than any open milk?
N Valid 146
Missing 4
Mean 2.08
Median 2.00
Std. Deviation 1.16
Variance 1.34

40

Considering Packed t
30

Missing

20 Highly Safe

Comparatively Safe

10 Slightly safe

Not Different
Count

0 Less safe
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How much are you satisfied with Haleeb?

Explanation:

36
This graph shows responses of consumers regarding safety of packed milk, most of the people
consider packed milk safer as compared to open milk.

Q#6

How ofte n you use the product?

Cumulative
Frequency Percent Valid Percent Percent
Valid Not at all 14 9.3 9.3 9.3
Occasionally 79 52.7 52.7 62.0
Regularly 29 19.3 19.3 81.3
Daily 28 18.7 18.7 100.0
Total 150 100.0 100.0

Statistics

How often you use the product?

N Valid 150
Missing 0
Mean 2.47
Median 2.00
Std. Deviation .90
Variance .81

Not at all
Daily

Regularly

Occasionally

37
Explanation:
This graph shows the purchasing habit of consumers, most of the people use this product
occasionally. 30% use this product regularly and 30% use it daily.

Q#7

If daily the n how many time s?

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 - 2 times 61 40.7 70.1 70.1
3 -4 times 19 12.7 21.8 92.0
5 or more 7 4.7 8.0 100.0
Total 87 58.0 100.0
Missing System 63 42.0
Total 150 100.0

Statistics

If daily then how many times?

N Valid 87
Missing 63
Mean 1.38
Median 1.00
Std. Deviation .63
Variance .40

38
 60

50

40

30

If daily then how ma

20
Missing

1 - 2 times
10
3 -4 times
Count

0 5 or more
Not at all Occasionally Regularly Daily

How often you use the product?

Explanation:
This graph show daily usage of HALEEB, most of the consumers use it 1-2 times daily

Q#8

Who affe te d your de cision while purchasing milk?

Cumulative
Frequency Percent Valid Percent Percent
Valid Children 23 15.3 15.8 15.8
Wife 14 9.3 9.6 25.3
Husband 7 4.7 4.8 30.1
Parents 90 60.0 61.6 91.8
No one 12 8.0 8.2 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0

39
 Statistics

Who affeted your decision while purchasing milk?

N Valid 146
Missing 4
Mean 3.37
Median 4.00
Std. Deviation 1.24
Variance 1.55

No one Missing

Children

Wife

Husband

Parents

Explanation:
This graph shows the effect of different family members on person's decision while purchasing
packed milk. Most of the people were affected by their parents.

Q#9

40
 In which size you normally purchase ?

Cumulative
Frequency Percent Valid Percent Percent
Valid 65ml 24 16.0 16.0 16.0
250ml 58 38.7 38.7 54.7
500ml 29 19.3 19.3 74.0
1 litter 39 26.0 26.0 100.0
Total 150 100.0 100.0

Statistics

In which size you normally purchase?

N Valid 150
Missing 0
Mean 2.55
Median 2.00
Std. Deviation 1.05
Variance 1.09

65ml

1 litter

500ml 250ml

Explanation:
This graph shows that most of the people buy HALEEB in 250ml size brick packet

41
Q # 10

In which packaging you pre fe r

Cumulative
Frequency Percent Valid Percent Percent
Valid bottle 25 16.7 16.8 16.8
brick (tetra pack) 119 79.3 79.9 96.6
Any other 5 3.3 3.4 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Statistics

In which packaging you prefer

N Valid 149
Missing 1
Mean 1.87
Median 2.00
Std. Deviation .43
Variance .18

42
 50

40

30

In which packaging y
20

Missing

10 bottle

brick (tetra pack)

Count

0 Any other
65ml 250ml 500ml 1 litter

In which size you normally purchase?

Explanation:
Most people Like to buy HALEEB in Brick (tetra pack) Packaging

Q # 11

In your opinion to what e xte nt Hale e b price is re asonable

Cumulative
Frequency Percent Valid Percent Percent
Valid Greatly 30 20.0 20.5 20.5
Justifiable 74 49.3 50.7 71.2
SLIGHTLY 36 24.0 24.7 95.9
nOT REASONABLE 6 4.0 4.1 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0

43
 Statistics

In your opinion to what extent Haleeb price is reasonable

N Valid 146
Missing 4
Mean 2.12
Median 2.00
Std. Deviation .78
Variance .61

50

40

In your opinion to w
30
Missing

20 Greatly

Justifiable
10
SLIGHTLY
Count

0 nOT REASONABLE
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How much are you satisfied with Haleeb?

Explanation:
Most of the people say that HALEEB's price is justifiability reasonable

Q # 12

For what purpose you purchase this product?

Cumulative
Frequency Percent Valid Percent Percent
Valid For tea making 70 46.7 48.3 48.3
As a milk simlpy 54 36.0 37.2 85.5
Any other reason 21 14.0 14.5 100.0
Total 145 96.7 100.0
Missing System 5 3.3
Total 150 100.0

44
 Statistics

For what purpose you purchase this product?

N Valid 145
Missing 5
Mean 1.66
Median 2.00
Std. Deviation .72
Variance .52

Missing
Any other reason

For tea making

As a milk simlpy

Explanation:
Most of the people say that they normally purchase HALEEB for tea making

Q # 13

45
 How like ly are you to buy this product?

Cumulative
Frequency Percent Valid Percent Percent
Valid Definitly 51 34.0 34.0 34.0
Probably 51 34.0 34.0 68.0
Might or might not 33 22.0 22.0 90.0
probably not 11 7.3 7.3 97.3
Definitly not 4 2.7 2.7 100.0
Total 150 100.0 100.0

Statistics

How likely are you to buy this product?

N Valid 150
Missing 0
Mean 2.11
Median 2.00
Std. Deviation 1.04
Variance 1.09

40

30
How likely are you t

20 Definitly

Probably

10 Might or might not

probably not
Count

0 Definitly not
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How much are you satisfied with Haleeb?

Explanation:
Majority of consumers is ready to buy the product again

46
Q # 14

How do you rate adve rtising strate gy of Hale e b?

Cumulative
Frequency Percent Valid Percent Percent
Valid Poor 18 12.0 12.3 12.3
Fair 31 20.7 21.2 33.6
Good 40 26.7 27.4 61.0
Very good 30 20.0 20.5 81.5
Excellent 27 18.0 18.5 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0

Statistics

How do you rate advertising strategy of Haleeb?

N Valid 146
Missing 4
Mean 3.12
Median 3.00
Std. Deviation 1.28
Variance 1.65

Missing

Excellent Poor

Fair

Very good

Good

Explanation:
Majority of people say that advertising strategy of HALEEB is fair or good

47
Q # 15

Which fe ature s of adv e rtising appe al you the most?

Cumulative
Frequency Percent Valid Percent Percent
Valid color sceme 31 20.7 20.8 20.8
Slogan 81 54.0 54.4 75.2
Visual 33 22.0 22.1 97.3
Non of it 4 2.7 2.7 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Statistics

Which features of advertising appeal you the most?

N Valid 149
Missing 1
Mean 2.07
Median 2.00
Std. Deviation .73
Variance .54

30

20

Which features of ad

Missing

10 color sceme

Slogan

Visual
Count

0 Non of it
Missing Fair Very good
Poor Good Excellent

How do you rate advertising strategy of Haleeb?

48
Explanation:
Slogan of HALEEB appealed most of the consumers

Q # 16

How would you rate Hale e b in te rms of thickne ss?

Cumulative
Frequency Percent Valid Percent Percent
Valid High 50 33.3 33.8 33.8
average 40 26.7 27.0 60.8
slightly 46 30.7 31.1 91.9
below average 8 5.3 5.4 97.3
not thick 4 2.7 2.7 100.0
Total 148 98.7 100.0
Missing System 2 1.3
Total 150 100.0

Statistics

How would you rate Haleeb in terms of thickness?

N Valid 148
Missing 2
Mean 2.16
Median 2.00
Std. Deviation 1.04
Variance 1.09

not thick

below average

slightly

Missing

High

average

49
Explanation:
Majority of consumers is satisfied with the thickness of Haleeb, most of them rate it as highly
thick and similar number of people rate it as average thick and so is the case of consumers who
rate it slightly thick

Q # 17

How te a taste s with Hale e b?

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 32 21.3 22.5 22.5
Good 67 44.7 47.2 69.7
Fair 34 22.7 23.9 93.7
poor 9 6.0 6.3 100.0
Total 142 94.7 100.0
Missing System 8 5.3
Total 150 100.0

Statistics

How tea tastes with Haleeb?

N Valid 142
Missing 8
Mean 2.14
Median 2.00
Std. Deviation .84
Variance .70

50
 30

20

How tea tastes with

Missing

10 Excellent

Good

Fair
Count

0 poor
Missing average below average
High slightly not thick

How would you rate Haleeb in terms of thickness?

Explanation:
Most of the consumer say that product tastes in tea very good

CRITICAL ANALYSIS

At present, HALEEB is the market leader in the packed milk category. Due to a very strong and
favorable association with the quality the brand recall is very high. And so because of this the
rate of brand preference is also goes up.

Currently they are hitting towards thickness of the brand. This strong association gives continuity
to Chaudhary Dairy Limited. They successfully used it to position in consumer’s mind. Its lead
to recall even without mentioning the brand name.

However their other association likes hygiene and thickness is weak. Here we can also see from
the results their slogan is not working because their emphasis on thickness and more responses
are about taste.

51
 SUGGESSIONSSUGGESTIONS
• HALEEB should manage its distribution channels so that there might not arise channel
conflict.
• Customer retention is very important in order to increase market share
• Value delivery in every step of network is key to attract customers
• Advertising campaigns should be meaningful.
• Packaging is main strength of HALEEB, It uses six layer tetra packaging, even Milk Pack
and other companies use HALEEB'S tetra packaging services, so HALEEB should make
it's customers aware of this strength in order to increase its customer satisfaction.
• HALEEB should explore more markets in South Asia for exporting its milk as it is
already exporting to South Korea, Central Asia, Afghanistan, and Bangladesh. It can find
opportunities in Middle East countries like Saudi Arabia, Kuwait, Qatar, Malaysia,
Indonesia etc.
• HALEEB can join hand with NESTLE and other companies for joint research and
development projects, for environmental friendly production plants etc.
• HALEEB should use social gathering and events for promotion like Pakistan Day, Eid
Melad-Nabi, Basant and other important events.

52
• It can give price cuts, discounts on purchasing constantly it's products like membership
discounts etc.

Limitation

• We had a limited time to complete this study in 2 months

• Limited financial resources to make our study covering best level of significance
• Due to the limited resources we can only select a sample of 150 respondents
• Due to the limited time we can not go to vast geographical area, our study is limited to
the residents of Main areas of Lahore
• We were not able to measure the responses of all social classes because ofbecause of
limited resources.
• We can not be able to capture all dimensiondimensions of consumers open ended
responses, as we only endured close ended questions in our survey due to limited time.

53
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