Research Project

Organization: Haleeb Foods Ltd

Brand: Haleeb Milk

Acknowledgement
In the name of Allah who is most merciful and beneficial We
bow our head before ALMIGHTY ALLAH in gratitude, who blessed me
with sound health, talented teachers, and sympathetic friends and
sufficient opportunity to complete our esteemed research project report

This piece of research is a team effort and we owes a debt of gratitude all
those who helped in field data collection.

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We would like to take this opportunity to sincerely thank Ms. Hassan
Wajhat (Brand Manager) and staff of Haleeb Foods Lahore for their
sincere co-operation and time for conducting our survey.

We also acknowledge the efforts of media advertising agency of Haleeb for

providing us the information on general loopholes in operations and also
sharing with us classified information.

Abstract
Haleeb Foods Limited, the largest Dairy Processing unit in
Pakistan, is the first dairy unit to acquire ISO 9002, HACCP and ISO
14000 certification. Haleeb Foods is committed to satisfy its consumers
with wholesome and healthy food products of the highest international
standards.

• 1984 Founded as Chaudhry Dairies

• 1987 Started sale of packaged milk under Haleeb brand
• 1989 Established equity partnership with CC Friesland
• 1991 Discontinued the partnership with Friesland Frico
Domo

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 • 1998 Entered in franchise agreement with Cedilac, France
• 2004 Changed corporate name to Haleeb Foods
• 2005 Commence production at new RYK Plant

After conducting the research our findings are that Haleeb Foods
has to think about the following factors so they can target the
particular selected market.

• High Price

• Preservation problem

• Awareness problem

• Availability

Following are few recommendations:

• Haleeb Foods has to focus on this particular market

segment and do some steps to capture the market through
new innovation and launch Haleeb milk in new cost
effective packing instead of tetra pack.

• Advertising campaign should focus on awareness of

consumer towards quality.
• If it is possible provide chiller to shop owners so that it

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 helps them in preservation of Packed (Haleeb) milk.
• If its is possible make some model tea shop for Haleeb milk
and try to create awareness in rural areas through this
strategy.

• Focus on direct marketing activities like free trial,

discount price.

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Table of Contents
INTRODUCTION OF HALEEB FOODS......................................................................9
MISSION ..........................................................................................................................9
VISION.............................................................................................................................9
VALUES ...........................................................................................................................9

HALEEB FOODS LIMITED- HISTORICAL PERSPECTIVES..............................10

OTHER PRODUCTS AND THEIR DATES OF LAUNCH ARE AS FOLLOWS:.............................11

EXECUTIVE SUMMARY ............................................................................................13

CONTRIBUTION TO OTHER SECTORS:.............................................................................15
THE ENVIRONMENT:......................................................................................................15

BACKGROUND:............................................................................................................16
OBJECTIVE:....................................................................................................................16
PRODUCT CONCEPT:......................................................................................................16
MARKET SIZE:...............................................................................................................16

MILK COLLECTION AREA.......................................................................................17

TABLE :HFLMILK COLLECTION AREA .........................................................................17

INTERNATIONAL QUALITY AND ENVIRONMENT CERTIFICATION..........17

A.ISO9001-
2000.........................................................................................................17B.HACCP
....................................................................................................................17
C.QUALITY ASSURANCE...............................................................................................18

YEAR WISE MILK PRODUCTION IN PAKISTAN ................................................18

PROCESSOR CAPACITY OF VARIOUS MILK PROCESSING COMPANIES..19

MARKET SHARES AND PRICES FOR MILK TYPES .............................................................19

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TRADITIONAL MILK SUPPLY CHAIN...................................................................20
EXISTING MILK SUPPLLY CHAIN.....................................................................................20

THE ORGANIZATIONAL SET UP OF HFL.............................................................21

MARKET REVIEW (CURRENT YEAR) ...................................................................22

HFL VS.INDUSTRY........................................................................................................22
SKU Wise planned Growth @
22%..........................................................................22INDUSTRYVS.HFL-
ANALYSISFORJULYF2006..............................................23
OVERALL MARKET SHARE
............................................................................................23AUDIENCE
SEGMENTATION...................................................................................24MARKET
REVIEW.......................................................................................................24

SITUATION ANALYSIS....................................................................................................24
A) Market/Industry situation.....................................................................................24
B) Product Situation .................................................................................................26
ADVANTAGE ATTRIBUTES OF HALEEB MILK..................................................27

COMPETITIVE SITUATION......................................................................................28
1) IDENTIFYING COMPETITORS: .............................................................................28

MARKET COMPETITION:.........................................................................................28

OBJECTIVE OF STUDY ..............................................................................................29

ENHANCEMENT OF BRAND POSITIONING........................................................................29

ANALYSIS......................................................................................................................29
A) POSITIONING ANALYSIS............................................................................................29
1) Identify relevant set of competitive products:...............................................30
2) Identify the determinant attributes:...............................................................30
3) Analyze the product s current position and determine consumers preferred
position. ....................................................................................................................31
B) SELECT MARKET-POSITIONING STRATEGIES..............................................................31

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MACRO ENVIRONMENT SITUATION....................................................................32

METHODOLOGY:........................................................................................................33
LIMITATION:..................................................................................................................33
UNIVERSE:.....................................................................................................................33

SELECTION OF SAMPLES: .......................................................................................34

TYPES OF RESPONDENT .................................................................................................34
RESPONDENT PROFILE...................................................................................................35

METHOD OF RESEARCH ..........................................................................................35

SURVEY METHOD..........................................................................................................36
TOOLS OF DATA COLLECTION .......................................................................................37

CONSTRUCTION OF QUESTIONNAIRE ................................................................37

PRESETTING...................................................................................................................37
DATA COLLECTION........................................................................................................37
DATA COLLECTION VENUE ...........................................................................................38
QUANTIFICATION OF THE DATA
.....................................................................................38Deliverables...........................
...................................................................................38
Time Frame...............................................................................................................38
Cost...........................................................................................................................3 8
POSITING STATEMENT OF HALEEB MILK.........................................................39

UNTAPPED OPPORTUNITIES...................................................................................40

TARGET MARKET
......................................................................................................40ISSUEANALYSIS:......
................................................................................................41

SWOT ANALYSIS OF HALEEB MILK.....................................................................41

STRENGTHS AND WEAKNESSES ANALYSIS: .................................................................41
Strengths............................................................................................................... ....42
Weaknesses ............................................................................................................. ..42
Opportunities:...........................................................................................................42

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 Threats:.....................................................................................................................43
MARKETING OBJECTIVES: .....................................................................................43

MARKETING DEPARTMENT S SWOT...................................................................44

STRENGTHS...............................................................................................................44
WEAKNESSES............................................................................................................44
OPPORTUNITIES .......................................................................................................44
THREATS ....................................................................................................................44

ADVERTISING OBJECTIVES FOR THE HALEEB................................................45

ADVERTISING STRATEGY FOR HALEEB MILK................................................................46
FINDINGS OF MARKET VISIT OF AVAILABILITY SURVEY OF LAHORE RETAIL OUTLETS 47
AVAILABILITY SURVEY OF PACKED MILK.....................................................................48

FINDINGS OF QUESTIONNAIRE SURVEY............................................................49

GRAPHICALLY REPRESENTATION OF SURVEY: .............................................50

HISTOGRAM:..................................................................................................................50
BAR CHART:..................................................................................................................50

RECOMMENDATIONS................................................................................................51

BIBILIOGRPHY............................................................................................................52

APPENDICES .................................................................................................................53
SECTION:1..................................................................................................................53

QUESTIONNAIRE FOR HALEEB MILK SURVEY................................................55

SECTION: 2....................................................................................................................60
RETAILER SURVEY ........................................................................................................60

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Introduction of Haleeb Foods

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.

Mission

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

Values

• Enterprise

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 • Empowerment

• Accountability

• Trust

Haleeb Foods Limited- Historical Perspectives

Haleeb Foods Ltd. (HFL) continues to be at the forefront of product

and packaging innovation. It has achieved market leadership in
several food categories with a very strong portfolio, consisting of
leading national and international brands. It has also introduced a
number of unique products, like Haleeb milk, delicious traditional
lassi (buttermilk) prepared with pure thick milk and yogurt. All
this, makes HFL a number one and fastest growing packed Food
Company. As reported by the company, its annual turnover was Rs.
7.2 billion during 2005. Initially, the name of HFL was Chaudhry
Dairies Limited (CDL). During 1980s, when various dairy
industries took a boost in Pakistan, CDL came to into existence in
1984 as a small production unit. The milk processing plant was
installed at Bhai Pheru, District Kasur in 1985. It started its trials

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 and the commercial production started on May 21, 1986.

Haleeb Foods has segmented its product portfolio in three leading

brands including Haleeb, Candia and Tropico. Haleeb has
progressively diversified from UHT milk to other product
categories as well. These product line extensions include Haleeb
Butter, Haleeb Yoghurt, Haleeb Cream, Haleeb Labban (Drinking

Yoghurt), Haleeb Asli Desi Ghee (Butter Oil), Haleeb Funday

Juice Drink, Haleeb Skimz (Skimmed Milk), Haleeb N rish Full
Cream Powder Milk and Haleeb Good Day Pure Juices.

Haleeb Foods is having a franchise agreement with Cedillac

France, and launched Candia Double Sterilized Milk in bottle
format in April 1999. Candia is also available in Candia Classic
variant which is positioned for tea. Another recent initiative is
Candia Candy Up, which is flavoured milk for children. It also got
affiliation with CCF, Holland during 1989-90 for the production of
low fat milk product. The affiliation ended in 1991. During the
year 1994, the name of the company was changed as Haleeb Foods
Limited.

Haleeb Foods has one of the largest nation-wide distribution

networks delivering high quality products, even in the remote areas
of Pakistan. With a network of +1100 distributors, the company
ensures that product range is available in all the urban and semi

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 urban areas of Pakistan.

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
2003
Plain Yogurt, Haleeb Lassi Drink
Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink,
2004
Candia Candy'Up Flavoured Milk
Haleeb Cream With Honey, Haleeb Tea Max with
2005 Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit,
Red Grapes, Mango Pineapple)
Haleeb Reshmi Pack, Candia Classic, Skimz Pouch,
2006
Tropico Nectar

Haleeb is Pakistan s number 1 and fastest growing packaged Food

Company. As of fiscal 2005, its annual turnover is Rs.7.2 billion.

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 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.

Executive Summary

Pakistan is the fourth largest milk producer in the world. About a

third of the total milk produced by the rural families flows out to
urban consumers and processing industries. In urban areas milk is
available to common consumers in two ways: loose / unprocessed
milk and packed/ processed milk. Dairy companies such as Nestle
and Haleeb are the main part of milk marketing structure. Haleeb
Foods Limited (HFL) as local company, which developed from a
small structure.

Haleeb Foods Ltd. (HFL) continues to be at the forefront of product

and packaging innovation. It has achieved market leadership in

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 several food categories with a very strong portfolio, consisting of
leading national and international brands. It has also introduced a
number of unique products, like Haleeb milk, delicious traditional
lassi (buttermilk) prepared with pure thick milk and yogurt. All
this, makes HFL a number one and fastest growing packed Food
Company. As reported by the company, its annual turnover was Rs.
7.2 billion during 2005. Initially, the name of HFL was Chaudhry
Dairies Limited (CDL). During 1980s, when various dairy
industries took a boost in Pakistan, CDL came to into existence in
1984 as a small production unit. The milk processing plant was
installed at Bhai Pheru, District Kasur in 1985. It started its trials
and the commercial production started on May 21, 1986. HFL has
acquired various international quality and environment
certifications that include ISO 9001-2000, HACCP, and ISO 14001
(EMC).

HFL has a strict and stringent quality policy regarding intake of raw
milk. At every PHE rigorous quality tests are conducted to ensure
that only fresh milk of the highest quality is accepted at the plant
premises. The internationally recognized tests are used to check for
a) adulteration, b) microbiological contamination and c) adequacy
of nutritional contents.

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 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
Aspetic (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 2005, its
annual turnover is Rs. 7.2 billion.

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 Contribution to other Sectors:

In the social sector, the company provides over 1,100 job

opportunities for skilled, unskilled and professional manpower. It
plays a remarkable role in vitalizing the rural economy by
disbursing over Rs.1.37 billion annually against milk purchases,
benefiting over five million household members of the dairy
farmers.

The Environment:

In line with its universal commitment, Haleeb Milkfully complies

with its responsibilities forwards the protection of the environment.
By making available the processed and packaged dairy products to
urban consumers, it helps in arresting urban environmental
degradation caused by the influx of cattle into towns. Within it's
own production facilities, the company takes pains to operate an
elaborate water treatment system to cleanse its industrial

wastewater before releasing it for irrigation.

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 Background:

Haleeb Foods is market leader in UHT milk market. Dairy queen

has captured significant market potential tapping the lower end of
the market. However there is still huge gap in loose milk market
and packaged milk market. Our new project of UHT pouch milk
shall help convert population into packaged milk. It shall ultimately
strengthen and grow brick market as well.

Objective:

To tap the milk consumption segment at lower ends of the market

by offering quality product at economy prices through UHT Milk
Pouch .

Product Concept:

We use packaged milk for a better quality tea, however it is

expensive and restrict our frequent consumption. Now I find Haleeb
ABC pouch milk that has same premium quality but offer great

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 savings in my monthly budget. Now I can purchase packaged milk
more often and with assurance of Haleeb quality products

offering.

Market Size:

Packaged milk consumption is 1.1 M Ltrs in Pakistan and that is

only 4% of all milk produced in Pakistan. The packaged milk
industry is growing at approximately 20% per annum. Various
suggested legislations to restrict loose milk can enhance market
growth tremendously.

Milk Collection Area

There are 14 zones for self-collection of milk having 28 Main centers

(PHE)

Table : HFL Milk collection area

Sr. No. Milk Collection Zones

1 Arifwala
2 Bahawalnagar
3 Bahawalpur
4 Bhowana
5 Mian Channu
6 Haveli
7 Jhang

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 8 Pakpattan
9 Okara
10 Rahim Yar Khan
11 Shah Jewna
12 Narowal
13 Upper Sind
14 Lower Sind

International quality and environment certification

It has received following quality certifications:

A. ISO 9001-2000
ISO 9001-2000 is a series of standards, which are published by the
International Organization for Standardization to meet the growing
needs for international standardization in the quality arena. This
certification was achieved in March 2003.

B. HACCP
HACCP stands for Hazard Analysis Critical Control Point. It is
systematic and science based approach for identification,
assessment and control of food safety hazards. From [practical
point of view it is most effective tool to prevent the occurrence of
food borne diseases and to avoid consumer injuries and illnesses
linked to consumption of product. HACCP identifies all types of
hazards related to food. The company achieved this certification in

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 the June 2003.

C. Quality assurance
• HFL has a strict and stringent quality policy
regarding intake of raw milk. At every PHE
rigorous quality tests are conducted to ensure that
only fresh milk of the highest quality is accepted at
the plant premises. The internationally recognized
tests are used to check for a) adulteration, b)
microbiological contamination and c) adequacy of
nutritional contents.

• ISO 14000 (environment-friendly operations)

Year wise milk production in Pakistan

Fiscal Year Milk Production (000) Fiscal Year Milk Production

tonnes (000) tonnes
1990-91 15,481 1998-99 24,876
1991-92 16,280 1999-2000 25,566
1992-93 17,127 2000-01 26,284
1993-94 18,006 2001-02 27,031
1994-95 18,986 2002-03 27,811
1995-96 22,970 2003-04 28,624
1996-97 23,580 2004-05 29,438
1997-98 24,215 2005-06 31,294
Source: Pakistan Economic Survey 2005-06

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 Processor capacity of various milk processing
companies

Processors Capacity Capacity utilization Average

(Million liters) Flush Lean monthly
Nestle 1.3 1.3 0.78 1.04
HFL 0.9 0.9 0.54 0.72
Millac 0.3 0.3 0.18 0.24
Vita 0.05 0.03 0.018 0.024
Halla 0.15 0.15 0.09 0.12
Prime 0.1 0.1 0.06 0.08
Nurpur 0.15 0.15 0.09 0.12
Nirala 1 0.1 0.06 0.08
Dairy Crest 0.15 0.15 0.09 0.12
*Engro 0.35 0 0 0
K&K .04 0 0 0
Butt Dairies 0.04 0.06 0.036 0.048
Munno Dairies 0.06 0.02 0.012 0.016
Khi Dairies 0.1 0 0 0
Military Dairy 0.18 0.18 0.105 0.144
Farms
Total 5.21 3.44 2.064 2.752
Source: SWOG Estimates
*Planned

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 Market shares and prices for milk types
Processed/Raw Type of Milk Market Sale/Price
Share in
Rs./Litre
Volume
Processed Milk UHT Tetra Pack 4.98% 32
UHT Poly Pack 0.02% 22
Open pasteurized milk sold at 3.76% 14-15
milk shops

Pasteurized pouch 0.24% 20

Raw/Unprocessed Open milk sold at milk shops 0.98% 18
Milk Open gawala milk 90% 12-14
Direct to home 0.02% 15-18
Source: Pre-feasibility Study: Milk Pasteurizing Unit , Small and Medium Enterprise
Development Authority, SMEDA, April 2002
Traditional milk supply chain

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Source: Author s own description

Existing milk supplly chain

Source: Author s own description

The organizational set up of HFL

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 The organizational set-up of the company is given as under

Market Review (Current Year)

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 HFL vs. Industry

SKU Wise planned Growth @ 22%

HALEEB MILK F2005A F2006B % GROWTH

1.5 LTR. 9 ,408 15,336 63%

1 LTR. 7 1,027 82,770 17%

500ML 4 7,453 51,910 9%

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250ML 1 94,489 240,235 24%

65ML 2 ,633 5,167 96%

TOTAL 325,010 395,417 22%

INDUSTRY VS. HFL - ANALYSIS FOR JULY F 2006

Gained share in 1000ml & 500ml but lost in 250ml.

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 Overall Market Share
O v e r a l l M a r k e t S h a r e J u ly F 2 0 2 0
20
V it a
D a ir y P u r e 1 .5 0 %
V a n ia 3 .3 0 %
2 .0 0 %

Nu rpu r
3 .7 0 % HF L
4 4 .9 0 %

N e s t le
4 4 .6 0 %

Audience Segmentation

For Haleeb milk all audience is same because it is consumer product,

consumer have a feeling and thing but it is low involvement product
because its cost is to much high and a normal consumer of packed milk
understand the its advantages o disadvantages and for Haleeb milk s target
market that above mention almost same all over the country it will be
communicate through it advertising strategy and media like Outdoor, TVC,
Print media, direct marketing etc.

Theses are some facts and figure that taken from Haleeb Foods Marketing

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team .it is recent data comparison and information of milk industry etc.

Market review
Situation Analysis

This section presents relevant background data on the

market, product, competition, distribution and macro
environment.

A) Market/Industry situation
• Industry Structure

The industry structure packed milk in the category is oligopolistic

where there are a few firms (Haleeb, Nestle, Engro, Good milk)
producing essentially the same commodity.

• Entry-Exit barrier

The major entry barriers include high capital requirements;

economies of scale; patents and licensing requirements; scarce
locations; raw materials and distributors.

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 • Industry life cycle growth

The market share for Haleeb is expected to increase by 15% in the

expected year. Therefore, Haleeb milk can be classified in the
growth stage.

• Target Market

The biggest market for Haleeb milk is urban areas of all cities
Haleeb milk is a mass-market product that is targeted towards
Haleeb milk is generally use for tea by household male or females
of all ages.

• Brand Loyalty

Create Brand Loyalty and Awareness. This will be done through

promotional activities such as College Activation, Restaurant Activation,
Posters, and other forms of Branding.

Why Would Consumer Switch Brands

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 why would Consumer switch brands
100 91
90
80
70
y
c 60
n
e 50
u
q
e 40
rf
30 22 23
20 12
10
0
availability brand good taste no
loy al response
fa c to rs

B) Product Situation

Product

Haleeb milk is available in four sizes i.e. 250 ml, 500 ml,1 litre and
1.5 litre. It is easily recognizable due to its blue color and Haleeb
Logo

• Price

The prices of the four different size packs are as follows:

250 ml-Rs.12

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 500 ml -Rs.25

1 Litre- Rs.100
1.5 Litre- Rs.150

• Place

The biggest market for Haleeb milk is Lahore, Karachi.

Rawalpindi, Islamabad, Gujranwala, Faisalabad, NWFP, Sialkot,
Multan, and Rahimyarkhan and all small cities of Pakistan They
have a wide distribution network as compared to Nestle and Olper
s.

• Promotion

Haleeb milk nowadays is the pioneer in advertising. In our

consumer survey as well they had the highest amount of ad recalls
and consumers preferred that one of the attributes that Haleeb milk
has an advantage in is that it is better advertised.

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 Advantage Attributes Of Haleeb Milk

A t t r i b ut e o f H a l e e b M i l k h a s a n a d v a n t a g e

g o o d t a st e

26 Q uality

39 e a si l y
av ailable
better
a d v e r t i se d

25
20

The USP currently being used by Haleeb is The Thickest milk.

They are focusing on the quality.

Competitive Situation

In this section we focus on the competitor analysis.

1) Identifying Competitors:

The first step in competitor analysis is to identify competitors, which can

be further classified in the following types

a) Brand Competition:

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 The brand competition for Haleeb milk includes all those milk which are
in direct competition with Haleeb

i)Nestle ii)Olper s
iii)Good Milk

b) Generic Competition:

Every firm is competing for the same rupee. This will include the ntire
milk category such as tea, coffee, etc.

Market Competition:

In addition to looking at companies making the same product, we looked

at companies that satisfied the same customer need.

Objective of Study
Enhancement of brand positioning

Enhancement of brand positing of Haleeb milk with competitive

edge through comparison with competitors Gain outlet Leadership

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 in shelf Displays of Key outlets and develop new potential market
for Haleeb milk.

Analysis

For the given objective we will conduct a qualitative research in the

shape of Questionnaire and availability form

A) Positioning Analysis

Every company must try to identify the specific ways it can differentiate
the product.

The number of competitive differentiation varies with every

industry based on the number of competitive advantages and their
sizes.

In this section we conduct the positioning analysis of Haleeb milk

in order to know whether it has been correctly positioned or not.
For the positioning analysis we took the help of consumers and the
advertisement of Haleeb.

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 1)Identify relevant set of competitive products:

The positioning analysis can be done on the product level by

looking at the consumer perception about the Haleeb milk on the
brand level by looking at different brands.

The set of relevant competitors as far as packed milk are concerned are:

a) Milk Pack
b) Olper s
c) Good Milk
d) Other

For the brand positioning we referred to the advertisement and positioned

it on the map on that basis.

2) Identify the determinant attributes:

Positioning can be based on a variety of attributes but for packed milk

the following bases apply.

a) Usage: Packed milk are generally consumed for tea , but it

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 can also be positioned in such a way that brings out its other
uses like for drinking and energizing.

b) Features: Positioning of packed milk drinks can be done on

the bases of features such as quality and natural goodness,
energizing etc.

c) Parentage: Packed milk can be positioned on the image of

its. Like Haleeb is first dairy brand of Haleeb Foods,
Twenty year of perfection.

3) Analyze the product s current position and determine

consumers preferred position.

To analyze the product s current position and to determine the

preferred combination of attributes a perceptual map is drawn based
on the two most important attributes ranked by the consumer. The
three most important attributes according to our survey were taste,
natural goodness and quality like Haleeb use

"The thickest Milk

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B) Select market-positioning strategies.

Haleeb milk is focusing on only one attributes it is not suffering

from a positioning error as it has received the highest rating on this
attribute. The most important attribute as far as milk is concerned

is taste.

Secondly, it should try to gain as much market share as possible by

focusing on promotional activities and should enhance its
distribution coverage.

Macro Environment Situation

The economic situation of Pakistan depicts recession

 Socio cultural trends:

The current population is highly influenced by media in form of

cable, newspaper and local TV. The advertisements for the
packed milk category have been able to generate growth in this

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 segment.

 Demographics:

According to our target market segment in rarer and urban area

of all city of Pakistan, Thus there is a large opportunity to
register growth.

 Behavioral:

The behavioral factors include the following:

1. Regular For Haleeb milk is daily consumable

produt like use for tea.
2. Usage Rate: All heavy users of packed/fresh milk
3. Loyalty status: As mentioned before the loyalty
status for packed milk low.

Methodology:
The most common method of social science data collection is a
survey based on a probability sample. The survey design was, and
still is, quite complex to ensure equal probability of selection to
ensure that the findings can be generalized to a specified universe.

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 Refers to the entire process of conducting research, reporting how
the data was collected under what conditions and so on. Bearing
these points in mind we have collected data and techniques and
tools which have been employed in the study.

Procedure we adopted in the study for the given objective we have

conducted a qualitative research in the shape of questionnaire,
market visit form from two different markets.

Limitation:

The assumption regarding the willingness of the Peoples (Target

Segment) is altogether different as per our perception. They showed
much resistance and inability to participate in the

interviews.

Universe:

In this research, the first stage that comes after selecting the topic is
usually the selection of the universe.

The universe of the present is the Lahore Urban and ruler area. In
this area we find all types of Consumer and Retailer who used or
sells packed milk of fresh milk, another reason of selecting this
universe is because of its new potential market for packed milk

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 currently only 4% share of packed milk in total milk market.

Selection of Samples:
When Universe is large it is difficult to interview every unit of the
universe. In such situation it is better to draw e sample.

Sample is any sub group of or sub aggregate drawn by some appropriate

method from a population.

A qualitative research exercise like questionnaire survey requires

very careful selection of the group participants, as the people who
fill the questionnaire represent a very large population segment in
term of their options, perceptions, attitudes, believes, ideas, likes
dislikes, etc. Its is , therefore , essential that the group participants
are recruited from amongst the population segment that they
represent. To archive objective, we have tried to select most suitable
segment of population that is prepared in the light of the selection
criteria for the study .Each respondent fulfilling the selection criteria
was invited formally to fulfill the questionnaire on the specified
time For this study we categories two types

• Urban
• Ruler

Sample of 50 respondents (owner of Tea stall, hotels, and teashops)

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 at Multan Road both sides, Rewind Road has drawn by simple
Random Sampling, and 50 key outlets of Lahore city for
availability survey of packed milk.

Types of Respondent
• Females (Customer or Consumer of milk)
• Male (Owners of tea stall , hotels, Outlets Manager or consumers of
milk)

Respondent Profile
• According to our research objective design our respondent belong to
SEC A , B & C

Method of Research
The researcher main concern in this section is to describe various stages
through which the research procedure passed.

All the researches whether in physical or social phenomena depend

upon a special way of investigation and interpretation of data. In
physical sciences generalization are drawn after experimentations
but in social sciences experimentations are not infrequent use
because of complex and changing nature of the social phenomena

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 some of the traditional instruments together data are interview, case
study and survey method.

The present research involves an exclusive Survey at Urban and

ruler areas of Lahore. The objectives are together the data about the
brand positing enhancement and develop and new potential market
for Haleeb milk and through advertisement try to create consumer
awareness and change consumer buying behavior.

Survey Method

Surveys are now being used in all areas of life. Business, consumer,
activist, groups, politicians advertiser use them in their everyday
decision making process. Some firms such as Gallup and Harries
regularly conduct a public opinion survey on a full time basis.
Survey has certain well-defined advantages. They can be used to
investigate problems in realistic settings. Newspapers reading,
Television viewing and consumer behavior patterns can be
examined where they happen rather in laboratory screening under
artificial conditions.

The cost of survey is reasonable considering amount of information

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 gather. In addition, researchers can control expenses by selecting
four major types of Surveys. Mail, Telephone, personal, Interview
and Group administration.

Another advantage is the large amount of data can b collected with

relative easy from a variety of people. The survey technique allow
researcher to examined many variables, demographic and Lifestyle,
attitudes, motives, intentions and so on to use multivariate statistics
to analyze the data, also geographic do not limit most surveys.
Already existing data can b helpful to survey research. Data
achieves government documents, census materials, radio and
television rating books and voter registration lists can be used a
primary source or a secondary source of information.

With archives data it is possible to conduct an entire survey study without

ever developing a questionnaire or contacting respondents.
Tools of Data Collection

In the present study questionnaire is selected as a tool of data

collection because of the compilation rate is 100% and also
respondent are of different educational level. It is inappropriate to
distribute questionnaire among the respondents because there is a
greater possibility of missing the respondent. So the researcher is
asking questions written on questionnaire personally from the

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 respondents.

Questionnaire is consisted of 10 to 15 questions.

Construction of Questionnaire
A great effort was made to construct the questionnaire in as clear
and precise language as possible. The researcher constructs the
questionnaire in a clear and precise language as possible.

Presetting

The questionnaire is pre-tested for the later study.

Data Collection

After pre-testing the data is collected. The collected results depend upon
the attitude of the respondents.

Data Collection Venue

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 We have collect this data from owner of tea stall small hotels and
different shopping malls public places and key outlets in market
like (Departmental Stores) and collect some information from
Media advertising agencies that working for this particular brand to
meet our said objective.

A good qualitative research designed for fulfill our requirement of

research and the discussion can be easily arranged for observation
from media agencies at the same time.

Quantification of the data

After the data collection basic information is tabulated and analysis

is made by calculating the percentage. After the data collection
scores are given to different responses of the respondent.

Deliverables
A comprehensive report on the findings of the study would be submitted
to project cell at the end of the project.

Time Frame
We have tried to complete the study and report submitted in given time period
14 weeks from go ahead after approval of Prof. Kahisf-ud-din and Prof. A.

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Rauf dated 27-Sep-06.

Cost
We have to spend time for this research project for finding of our
objectives and get maximum credit from your Advisor.

Positing Statement of Haleeb Milk

Haleeb milk is market leader in dairy industry of Pakistan they want to

maintain it and enhance its market share through its marketing
campaign and consumer awareness the USP currently being used by
Haleeb is The Thickest milk. They are focusing on the quality.

• Consumer Perception of Haleeb milk

• Strategically placement
• Association of Distinguished attribute
• What the Haleeb can do for its consumer.

Haleeb milk will be positioned using the previous attribute

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 UNTAPPED OPPORTUNITIES

Total Milk in Pakistan = 27 Bio Litres

Pac kaged Milk

4%

Loos e Milk
96%

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Target Market
For Haleeb milk all audience is same because it is consumer product,
consumer have a feeling and thing but it is low involvement product
because its cost is to much high and a normal consumer of packed milk
understand the its advantages o disadvantages and for Haleeb milk s target
market that above mention almost same all over the country it will be
communicate through it advertising strategy and media like Outdoor, TVC,
Print media, direct marketing etc.

Theses are some facts and figure that taken from Haleeb Foods Marketing
team .it is recent data comparison and information of milk industry etcThe
target market for Haleeb every consumer of milk in the Urban Centers and
mass marketed in small towns and rural areas.

ISSUE ANALYSIS:

Looking at the SWOT analysis there are a number of issues that need to
be addressed.

 Should Haleeb expand its Distribution to more areas? Would that be

feasible? Would that generate a sufficient increase in Sales?

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  If Sales can be generated should the present Marketing Mix continue
or should any changes be made in it?

 Should there be product line diversification in form of Haleeb Dairy

Queen or not?

 How can Haleeb Build Brand Loyalty in the packed milk Category?

SWOT Analysis of Haleeb Milk

Strengths and weaknesses Analysis:
The Strengths and Weaknesses for Haleeb are as follows:

 The key weakness we have identified of Haleeb is its weak distribution.

 And for a segment, which has Low brand loyalty this is a major weakness.

 Promotion is a very strong aspect for Haleeb, which it has successfully

carried out in form of College activation and Restaurant Activation.

 Low Spending on Advertising only 4% to total Sales

Strength of Haleeb is that last years campaign was able to increase the
Sales growth of 22% thus the same policy can be applied this year as
well.

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Strengths
 Market leader in Dairy packed milk
 National Brand having good repute over international brands
 Latest innovated ,high quality process
 Experience of 20 years in market
 Large distribution network


Weaknesses
 Lack of credit (no credit transaction with retailers)
 Low spending on Ads

Opportunity and Issue Analysis:

 The major opportunity for Haleeb that currently exists in this category is
to improve its distribution policy in terms of coverage. Previously out of
its reach. In this way they can increase sale s volume and profit.

Haleeb can also increase its product portfolio by introducing Haleeb

Dairy Queen, which can have its own set of customers

Opportunities:
 Introduce product in new markets

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  Focus on competitors brands
 Increase and try existence sales force
 Strong Distribution network

Threats:
 New brand launch
 Uneducated customers

Marketing Objectives:

The marketing objective of Haleeb for the year 2005 was:

Increase in market share by about 20% by entering untapped markets or

breaking competitors share.

Create Brand Loyalty and Awareness for the summer period, which now
extends. This will be done thru promotional activities such as College
Activation, Restaurant Activation, Posters, and other forms of Branding.
Different advertising campaign

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 Marketing Department s SWOT

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Adverti ing Objective for the Haleeb

The Advertising Objectives of Haleeb Milk is to highlight their key

attributes such as consumer awareness regarding the brand, attitude and
preferences of the end consumer.

They will try to retain their existing consumer besides generating new
potential consumers for maximizing the profitability and visibility of
product.

Haleeb Milk advertising objectives are

• Specific
Realistic

• Measurabl
e.

Create Brand Loyalty and Awareness. This will be done through

promotional activities such as College Activation, Restaurant Activation,
Posters, and other forms of Branding.

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 s s

Adverti ing Strategy for Haleeb Milk

Advertising Strategy of Haleeb milk is to select the right media channel

and media vehicle to reach the target market and try to enhance brand
awareness and focus on the positing of brand in consumer mind also
increase market share through cost effective method the elements of the
Creative mix, Target Audience, Product Positioning, Communication
Media, and Advertising Message.

In short our strategy tells us how to get there, and achieve the media
objective of this campaign.

Key Points

• Defend milk market- leader position in Pakistan.

• Threat from competitor s brands and new launching brands.
• Selection of Target market in Pakistan.
• Product positioning and market-leadership.
• 60% success criteria of this campaign
• Vision and mission of product analysis
• Assessment of ever changing Economic, Cultural ,International

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 and public scenarios on the performance of Haleeb products

Finding of Market Vi it of Availability Survey of

Lahore Retail outlets
The purpose of the study was to find out possible target market for Halleb milk in
selected sample market. The research questions revolved around the customer perception
about the packed milk and what are the problems they are facing while using it. The main
issues for small tea stalls were the cost of pcked milk.

 Haleeb is leading market as this lead followed by Milk pack

and Olper s because both are having almost equal share.

 Haleeb & Milk pack is almost having equal share in %age

where as this lead followed by Olper s then market share of
Haleeb can be increased by improving the availability because
the shopkeepers are complaining of the irregular supplies.

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 Availability Survey of Packed Milk

AvailabilitySurveyof PackedMilk onKeyOut

letsof Lahore

28%
37%
Olper' HaleebMilk

35% MilkPack

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 Findings of Que tionnaire survey

 We have conducted survey from fifty different types of

respondent who are owner /worker of tea stall, Hotel. Tea

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 shop or consumer about packed milk.

 Most of Respondent having issues of price ,quality ,and

handling
 All these hotels or tea stall daily consumption of about 20
liters
per day
 All this particular market is very potential for enhancing
brand
positing and market share as well
 Haleeb have to focus on this particular market and develop it
launch some new brand in cost effective packing and capture
the potential market.

Graphically Representation of Survey:

Histogram:

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Recommendations
• Our suggestion after this study Haleeb Foods have to focus on
this particular market segment and do some steps to capture the
market through new innovation and launch Haleeb milk in new
cost effective packing instead ok tetra pack

• Advertising campaign should focus on awareness of consumer

and customer towards quality.

• If it is possible provide chiller to shop owner and utilization of

Haleeb milk.

• If its is possible make some model tea shop for Haleeb milk
and try to create awareness rural areas
• Focus on direct marketing activities like free trial or fee
sampling for trial.

BIBILIOGRPHY

1. Mr., Hassan Wajhat, General Discussion, Brand Manager Haleeb

Milk (Sep,Oct,Nov,2006)
2. Mr. Asif Awan , CEO, Dynamic

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 Marketing
Concepts(Sep,Oct,Nov,2006)
3. Mr. Khalid Mehmood Anjum ,Media Manager, Dynamic
Marketing Concepts(Sep,Oct,Nov,2006)
4. Mr. Zahid ur Rahman ,CEO ,BTL Marketing
Concepts(Sep,Oct,Nov,2006)
5. Mr. Zaheer Malik ,Operation Manager, BTL Marketing
Concepts(Nov,2006)
6. Mr. Sulman ,Media Manager ,Engro Foods(Sep,2006)
7. Industrial Research Service, Milk Industry , CHAMBER OF
COMMERCE (LRL No.20 Vol.4 2004)
8. Group Discussion Kabir Hussain and Imran Nawaz with our
Respected Advisor Prof. Kashif Ud Din & Prof. A. Rauf.(During
completion of research and report 2006)

Appendices

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  TEA STALL
 HOTEL SURVEY
 RETAIL OUTLETS SURVEY

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SECTION: 1

Dear Sir/ Madam

We are students of Punjab College of Business Administration, University
of central Punjab and conducting a research in order to find out the usage
pattern of consumers towards packed milk in fresh milk market. The time
you will take out to answer our questions will add great value to our study.

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 Questionnaire for Haleeb Milk Survey

Name of Respondent:

Hotel/Shop/Tea Stall Name:

Telephone:

Address:

Area:

City:

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Age:

Date:

Type of Hotel

Tea Stall
Restaurant
Hotel
Part Time Tea Stall

Ty pe of Hotel Market

Small
Large

1. What type of milk currently you use?

I.Packed
II.Fresh

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 III.2. What is the reason you use fresh milk?

I. Price
II. Availability
III. Quality
IV. Taste

3. If you use packed milk what is the reason?

I. Quality
II. Taste III.Good for Health IV.Availability.

4. If you used packed milk, what brand you use?

I. Haleeb
II. Milk pack
III. Olpers
IV. Others

5. If you do not use fresh milk what is the reason?

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6. If you do not use packed milk what is the reason?

7. If packed milk is available then will you purchase it?

I. Yes
II. No

8. If packed milk is available then what brand you will prefer to use?

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 I. Haleeb
II. Milk pack
III. Olpers
IV. Others

9. What reason of preference you consider in mind?

I. Price
II. Quality
III. Taste
IV. Availability.

10. Customers demand for what type of milk tea?

I. Packed
II. Fresh

11. If they demand packed milk, then what brand mostly they like?

I. Haleeb
II. Milk pack
III. Olpers

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 IV. Others

12. Customers often demand for thickest milk for tea?

I. Yes
II. No

13. How much quaintly of milk you consume daily?

I. 10 liter
II. 20 liter
III. 30 liter
IV. more then
Name of Surveyor_______________________

Sign.__________________________________

Name of Surveyor_______________________

Sign.__________________________________

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SECTION: 2

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Retailer Survey

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