Principal of Marketing

Term project

PRESENTED TO:

MS Afia

PRESENTED BY:

Abubaker Naveed MI-

01083-176

Syed Ali Ahsan MI-01803-

195

Hassan Imtiaz MI-01803-

173

LAHORE BUSINESS

SCHOOL.(LBS)
2
3
 IN THE NAME OF
ALLAH, THE MOST
GRACIOUS, THE MOST
MERCIFUL

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CONTENTS:

Description
Page No
Executive Summary 4
Vision 5
The Company Profile 7
International Certification 9
Haleeb’s Policy
10
Haleeb Macro environment
11
Market Segmentation
12
Demographic Segmentation
14
Geographic Segmentation
18
Psychographic Segmentation
19
Segmenting International Market
20

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Situation Segmentation
20
Benefit Segmentation
21
Target Marketing 22
Advertisement
25
Market Positioning
28
Swot Analysis 31
Recommendation 34
Company Information
36
Appendix 38

EXECUTIVE SUMMARY:

Haleeb Foods (Formerly CDL FOODS LIMITED) is the second largest

company in Pakistan; it was originated in 1984 as a Private Limited
Company. But it progressed rapidly due to its best business
processes and its efficient management. It has double its turnover
in the last four Years. It is the only dairy company In Pakistan to get
ISO- 9002 certificate; it is because they follow strict quality
standards. Haleeb Foods Limited is a very famous foods processing
company. They are making inventions in the field of milk products &
juices. The quality of their products is of very high standard.

In the modern age of business only those firms can survive

successfully which provides high standard and pure products and
Haleeb Foods Limited is providing fine quality of milk products and
juices consisting of leading national and international brands like

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HALEEB DESI GHEE, CANDIA MILK, DAIRY QUEEN, HALEEB,
SKIMS, TROPICO FRUIT JUICES etc their financial condition is also
very strong. Their marketing system, channels of distribution, sales
strategies etc are working on modern line of action. Company's
Mission is to providing nutritious and hygienically processed food
product to our customers. So, in future, they have more chances of
making further development Haleeb Foods Limited is further looking
for good & brilliant future in the coming period of time.

OUR VISION:

“Most innovative and fastest growing food company offering

products enjoyed in “every home every day” ”

Various products of dairy are offered by company include

pasteurized milk, fat powdered milk, ghee, cream. Apart from
offering different products to the consumers, it also engages itself in
selling its products to certain factories. It also ran its milk franchise
business with the name of “Dairy Queen”. Although these outlets
were relatively few in number as compared to Halla milk shops, but
still it showed that company is not leaving any room for the
competitors to capitalize upon.

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The Head office of Haleeb Foods is in Lahore with four regional
offices in Karachi, Lahore, Islamabad, and Peshawar. The processing
of milk is carried out in the plant located near Bhaipheru in Lahore
multan road.

OUR MISSION:

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

tasty, affordable and highly nutritional products to our consumers
while maximizing stakeholders’ value”

The mission statement is elaborated into a set of supporting the

goals. They are as under

• We are committed to provide nutritious and packed dairy

products to people.
• We are committed to build and maintain loyal relationships
and promoting a safe and healthy environment.

Haleeb aim is to provide nutritious ands hygienic milk to the

customers. The second aspect highlighted in this mission statement
is the promotion of healthy environment in the society as a whole.

OUR VALUES:

• Enterprise
• Empowerment
• Accountability
• Trust
• Teamwork

OUR OBJECTIVES

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 • To maximize customer satisfaction.
• To meet expectations of hygienic and high quality food
products.
• To build strong relationships based on trust and mutual
benefits with the customers.
• To continue being a socially conscious organization.
• To maintain a highly efficient and motivated employee base.

THE COMPANY PROFILE:

Haleeb Foods Ltd (formerly Chaudhry Dairies Limited, the name has
been changed in Nov 2000). Haleeb Foods limited is principally
engaged in the processing and sale of Toned milk, Milk powder, Fruit
juices, and Allied dairy and Food products.

Haleeb Foods Limited is one of the fastest growing packaged food

companies in Pakistan with an annual turnover of Rs.7.2 Billion
(F2005). It started commercial production in July 1987. Due to
consistently superior performance, it has achieved undisputed
leadership in the liquid packaged milk category with a market share
of over 52%.

Building an excellent reputation over the years, Haleeb Foods

continues to be at the forefront of product and packaging
innovation. By the grace of God, it has achieved market leadership
in several food categories with a very strong portfolio, consisting of
leading national and international brands – Haleeb, Candia, Dairy
Queen, Tea Max, Skimz, Tropico and Good Day.

Apart from its extensive nationwide distribution networks, Haleeb

Foods is also serving several export markets including South Korea,
Bangladesh, Afghanistan and the Central Asian states.

Haleeb Foods has the distinction of being the first company in

Pakistan to use Tetra Pak’s novel packaging formats, Tetra Brick
Aseptic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has also
introduced a number of unique products previously unknown to the
Pakistani market, like Haleeb Labban, delicious traditional lassi
(buttermilk) prepared with pure thick milk and yogurt, Candia Tea
Max, cardamom flavored tea whitener, Candia milk, packed in
distinctive food grade plastic bottle, and Haleeb Good Day, 100%

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pure and natural fruit juice, free of added sugar, artificial flavors and
preservatives.

Haleeb Foods has a highly professional management team with

progressive operating style. The management team comprise of
highly seasoned professionals with diverse global experience of
managing and developing brands.

All this and more makes Haleeb Foods Pakistan’s number 1 and
fastest growing packaged Food Company.

Main Brands of Haleeb Foods;

INTERNATIONAL CERTIFICATIONS:

Haleeb Foods’ products are made with great care, and marked with
our quality seal of recognition. We are the only dairy company in

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Pakistan that undertakes 21 rigorous quality control tests on every
portion of the milk collected by our teams. These internationally
recognized tests are used to check for: a) adulteration, b)
microbiological contamination and c) adequacy of nutritional
contents. All processes, from preparation to quality assurance to
packaging, are undertaken employing state-of-the-art technology
and equipment. Therefore, we take great pride in the fact that
Haleeb Foods is the only food company in Pakistan that has the
following international certifications of quality and prestige:

• HACCP (in process controls for safer products)

• ISO 9001 – 200 (better quality for greater customer
satisfaction)
• ISO 14000 (environment-friendly operations)

HALEEB’S POLICY

• Build branded food business to improve quality of life by

offering tasty, sage, hygienically processed, affordable,
highly nutritional food products through environment
friendly processes to our customers while maximizing stake
holders' value.
• To prevent pollution through controlling levels of harmful
emission, effluents and other wastes.
• Contribute to safe and healthy environment for our
country.
• Promote mutual trust with customers, suppliers,
employees, shareholders and community.
• Provide all the necessary resources for the continual
improvement in quality, safety of our products, processes
and environment
• Meet the requirement of all the relevant legislation and
regulation related to consumer satisfaction & safety,
environment and other applicable law etc.

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HALEEB MACROENVIRONMENT

Demographic Environment:

Demography is the study of human population in terms of size,

density, location, age, gender, race, occupation and other statistics.
Pakistan has population more than 16.50 crore out of which 49% are
male and 51% are females. 55% of the population involves in
agriculture. The literacy rate in very low i.e. 40% and population
rate is approximately 2.5% annually. Most of the population lives in
rural areas but migration rate is high. The per capita income is $500
per person annually hence such goods produced by Haleeb can be
afforded only by upper middle and upper class of society.

Economic Environment:

Economic environment includes factors that affect Haleeb’s

consumer purchasing power and spending pattern. The country
major economic sectors are underdeveloped. The common person
works hard to meet his basic needs. Thus a large part of the income
is spent on basic needs.

Natural Environment:

The natural environment involves the natural resources that are

needed as inputs by marketers or that are affected by marketing
activities. Pakistan is ideal for fruit and vegetable growth hence
natural environment is ideally suited to the company. Thus Haleeb is
taking advantage of natural resources available in Pakistan.

Technological Environment:

Technological environment includes all forces that create new

technologies, creating new products and marketing opportunities.
Technological environment of Haleeb is continuously improving and
helps to utilize new marketing opportunities.

Political Environment:

The political environment consists of laws, government agencies

and pressure groups that influence and limit various organizations
and individuals in a given society. The political environment of the
company is most encouraging. The govt. imposes limited tax on
local companies and less tariffs on exporting organizations. The
company has to work according to quality standards of government.

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PORTER MODEL

INTRA INDUSTRY RIVALRY:

The key players of the industry are competing with each

other on the basis of
 Price
 Quality
 Brand Name
 Availability
 Margins given to the retailers.

THREAT OF NEW ENTRANT:

The threat of new entrants is low because only Nestle and Haleeb
are covering whole Pakistan as far as the distribution is concerned.
High Investment
 Switching Cost
 Saturated Market

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ENTRY BARRIERS

There are lots of entry barriers if someone wants to launch juices at

a large scale. Further more high investment is required for the
machinery and labor with overheads. So entry barriers are high if
any new comer wants to promote his product at a large scale.

BARGAINING POWER OF BUYER

Bargaining power of buyer is high

Reasons:
 Availability of local and international brands
 Price variability
 Availability

SUBSTITUTES OF PRODUCT

 Beverages
 Water
All products which remove the Thrust come under the
Substitutes of Juice..

BARGAINING POWER OF SUPPLIERS

Bargaining power of suppliers is low because the availability of fruits

and packaging is supplied easily on competitive rates. The existence
of Haleeb foods is for the last 25 years. And all the raw material is
easily available in the market.

MARKET SEGMENTATION

Market Segmentation is the process of dividing a market into a

meaningful, relatively similar and identifiable segments or groups. It
is difficult for any one company to engage in mass production, mass
distribution and mass promotion for its products. The complexities
arise from the proliferation of advertising and distribution channels
and the high cost associated with reaching a mass audience.
Therefore, companies segment the market so that they can target
the group of customers who share similar needs and wants.

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Importance of Market Segmentation:

• Markets have a variety of products needs and preferences.

• Marketers can better define customer needs.

• Decision makers can define objectives and allocate resources

more accurately and easily.

Requirements of Market Segments:

In addition to have different needs, for segments to be practical

they should be evaluated against the following criteria:

• Identifiable: The differentiating attributes of the segments

must be measurable so that they can be identified.

• Accessible: The segments must be reachable through

communication and distribution channels.

• Substantial: The segments should be sufficiently large to

justify the resources required to target them.

• Durable: The segments should be relatively stable to

minimize the cost of frequent changes.

Firms Engage in Segmentation:

• To develop different strategies for different parts of the

market.

• To tailor marketing mix to meet the needs of distinct groups.

• To increase the sales and profits by serving particular

segments.

• To identify marketing opportunities.

• To dominate niche segment.

• To reflect differences in customer tastes.

• To prioritize on those segments most likely to provide a higher

return.

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Segmentation of Haleeb:

The milk sector shows a market that has homogeneous preferences

that is the consumers have similar preferences. They want milk to
be white, carefully processed, and good for health and bones.
Keeping these things in mind Haleeb’s market has been
segmented. Haleeb has segmented their products in different
segments regarding their quality, prices and areas.

Types of Segmentation:

• Geographic Segmentation

• Demographics Segmentation

• Psychographics Segmentation

• Usage Rate Segmentation

• Sociocultural Segmentation

• Geodemographic Segmentation

• Benefit Sought Segmentation

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 Market
Segmentation

Demographic Geographic Psychographic

Usage Rate Sociocultural Benefit

Geodemographic

Demographic Segmentation:

Demography is the study of human population in terms of size,

density, location, age, gender, race, occupation and other statistics.
Pakistan has population more than 16.50 crore out of which 49% are
male and 51% are females. 55% of the population involves in
agriculture. The literacy rate is very low i.e. 39% and population rate
is 2.3% annually. Most of the population lives in rural areas but
migration rate is high. The per capital income is $500 per person
annually hence such goods produced by Haleeb can be afforded
only by upper middle and upper class of society.

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Demographically we can see the products in four ways;

Demographics Segmentation

Age Gender Life Cycle

Income

Age and Life cycle:

In case of Demographic segmentation Haleeb has different

products for different age groups like for children from age 25 to 40

• Haleeb Cream

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 • Dairy Queen Milk

• Haleeb Butter

For 2 - 19 age groups Haleeb has different brands like

• Candia Milk

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For other group of people who are diet conscious or in other words
those old people who have to take low fats for them is;

• Skimz

Gender:
Haleeb foods Limited products are for every one no product is based
on gender discrimination. Its products are for both male and female
like

• Haleeb UHT Milk

• Dairy Queen Milk
• Haleeb Gold
• Candia milk
• Candia Classic
• Candia Candy Up
• Skimz
• Asli Desi Ghee

Income:

Another product of Haleeb named as Haleeb Yogurt is especially

made for those people having high income and can afford the
international standard yogurt. Haleeb Yogurt is made from the
thickest milk, giving the customer unmatched quality.

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 • Haleeb Yogurt

Geographic Segmentation:

Haleeb is a mass-market product and it is available all over

Pakistan, like urban and semi-urban and rural areas. Their products
like;

• Asli Desi Ghee

• Haleeb Milk

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These products are easily available in all over the Pakistan in small
packing of 1kg and 2kg specially in rural areas because pf sluggish
market and low incomes of people.

Psychographics Segmentation:

In psychographics Segmentation, which involve examining

attributes, related to how a person thinks, feels and behaves. For
example Haleeb has introduced Skimz milk particularly for women
who are diet conscious.

• Candia Skimz

According to the beliefs of most of the people in our society

especially Mothers are extremely conscious about the growth of
their children. That’s why they usually prefer Nrish Creamy Milk
Powder for their children as it contains more fats, loads of calcium
for stronger bones, teeth and Vitamins A, B and C.

• Nrish Creamy Milk Powder

Segmenting International Markets:

Haleeb Foods not only work on National level but on International

level as well. Currently it is catering to the UK, South Korea,
Afghanistan, Middle East and Central Asian markets consumers.

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Usage Rate Segmentation:

Usage rate can be irregular (light), medium, or heavy, while user

status for a product can range from regular user, first-time user,
potential user, former-user, or non-user. Under the 80/20 principle,
marketers prefer to focus more of their attention on heavy and
regular users; however they are also interested in attracting non-
users.

Haleeb is mainly focusing on its heavy and regular users and also
interested in attracting non-users. The strong products of Haleeb
are;

• Haleeb Milk
• Skimz
• Haleeb Cream
• Dairy Queen

The main focus of advertising the strong products manufactured by

Haleeb are on heavy and regular users. However new products like;

• Fun Day
• Candia Milk

These products are targeted to non-user and first time user.

Sociocultural Segmentation:

Market segmentation on the basis of Cultures, Religion, Subcultures

and Social class is known as Sociocultural Segmentation.

Products of Haleeb are for every culture like Pakistani, American or

Italian. Their products are for everyone. Haleeb’s products are
mostly used by Muslims but their products are for every religion.
They introduced small packing of their products for lower class with
affordable prices. More over their packing of 2kg, 5kg and 10kg are
for the middle and upper class customers.

Geodemographic Segmentation:

Geodemographic segmentation is a combination of geographic

segmentation, demographic segmentation and lifestyle
segmentation. Some of the products of Haleeb are easily available
all over the Pakistan and those products are for everyone. No

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product is on gender discrimination, those products are for both
male and female.

• Haleeb Milk
• Dairy Queen

These products are easily available all over the Pakistan with .
25kg, .50kg and 1kg packing. These products are for every gender
and for every person like children, youth, old age, married or
bachelors.

Benefit Segmentation:

Haleeb’s products have been segmented on the basis of benefits

that consumers seek in the milk. In this case, people look for the
brand that can be used for all purposes from drinking to tea
whiteners. The ads also show that consumer should increase their
milk consumption for example with every tea they should use
Haleeb Milk, every morning they should drink Haleeb Milk and
everyday they should feed their children with Haleeb Milk.

PARTICIPANTS IN THE BUSINESS BUYING PROCESS

In the buying process of Haleeb there are 3 parties involved.

Decider, buyers, logistic department.

1. Decider

The Managing Director of the company whose name is Salman

Daood takes the ultimate decision. All Managers involved in every
decision an than implements the decision.
2. Logistic Department:

It’s a department that makes a report for the Managing Director

about the purchases of the company. It consists of lawyers. They
logically view that what kind of product the company is purchasing.
3. Buyers:

In Haleeb the buyers are company representative, which go and buy

the product on behalf of the company usually they are responsible
officers of the company like purchase manager.

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FACTORS AFFECTING COMPANY BUYING BEHAVIOR:

Haleeb is affected by the following factors:

Environmental Factors:

Haleeb’s buying behavior is highly influenced by the environmental

factors. Another important factor that affects Haleeb is supply of
raw material because they import the raw material from the other
countries like Bangladesh, Afghanistan and Central Asian States
More over, the buying process of Haleeb is also affected by the
technological, political and culture and customs developments in
the environment.

Haleeb Foods product Portfolio analysis:

1.1 Haleeb Milk in Tetra Pack:

Consumers everywhere know that only Haleeb Milk makes the best
tea ever because of its thickness. Haleeb is pasteurized,
homogenized, and standardized pure UHT milk of the highest
standard with 3.5% fats and 8.9% solid non-fats. It is Haleeb Foods
premier brand, and the choice of quality-conscious consumers who
only go for the best. Packed in easy to open, 6-layered Tetra Pak
Brick Aseptic packaging, it comes with a 3 months shelf life.

SKU's

1500 ml: 8 Packs / carton

1000 ml: 12 packs/carton

500 ml: 12 packs/shrink-wrapped tray

250 ml: 27 packs/shrink-wrapped tray

1.2 Haleeb Reshmi

Haleeb Reshmi pack is long life-packaged milk and offers consumers

premium quality milk at an attractive price. Due to its multi-layered
packaging material, Reshmi pack not only retains the natural
thickness of milk for a longer time, but also protects the milk from
light, heat and bacteria.

SKU's

125 ml: 1.25 liters

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250ml: 5 liters

1000ml: 6 liters

1.3 Haleeb Bottle:

The good thing about the Haleeb Bottle is that it is made out of
material that is 100 percent recyclable. Feel free to have your own
pick according to your need. , Haleeb Milk is all about making your
life simpler and easier. The Milk Bottle's convenient screw cap
makes it easy to use in our day-to-day life. The aluminum that
covers the mouth of the bottle ensures that the milk that reaches
you remain fresh. Approved by CCTPA the Haleeb Milk Bottle has
multi protected layers that keep it safe from bacteria and sunlight.

SKU's

1000 ml / 8 pieces per cartoon

250 ml / 24 pieces per cartoon

Dairy Queen:

Dairy Queen is Haleeb another standardized and homogenized pure

UHT Milk with 3.5% fat and 8.9% solid non fats. At an affordable
price it has won the hearts of consumers everywhere. It is available
in 6-layered Tetra Pak Fino Packaging, introduced for the first time
in Pakistan and has 2 months shelf life.

SKU's:

250 ml: 24 pouches per carton

500 ml: 16 pouches per carton

1000 ml: 9 pouches per carton

Haleeb Gold:

The Thickest Milk with Extra Cream. This marvelous product

provides all the benefits of the Thickest Milk along with the natural
goodness of extra cream. Haleeb Gold with its extra rich creamy
taste makes a perfect cup of Tea. It enhances your performance and
helps to maintain a healthy, dynamic lifestyle.

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SKU's:

1000 ml: 12 packs/carton

500 ml: 12 packs/tray

250 ml: 27 packs/tray

1.6 Haleeb Tea max:

In tune with the Haleeb Foods tradition of providing consumers high

quality and value added products, Haleeb Tea Max is the ideal
choice for all tea and coffee lovers. Tea Max is special milk that
provides a rich taste in your beverage. It is also available in the
unique and delicious cardamom flavor, packed in a 6-layered Tetra
Pack Brick Aseptic packaging.

SKU's:

200 ml (plain) pack: 27 packs/carton

200 ml (cardamom) pack: 27 packs/carton

Haleeb Funday:

Haleeb Funday is a delicious juice drink especially for kids, enriched

with calcium, and vitamins A, C & D. An exciting treat, packed with
health and a great taste, Funday juices will surely be an instant
success with kids with their unique and amusing names, Aamonka
(mango) and Arrochee (peach and lychee). They are packed in a 6-
layered Tetra Pack Brick Aseptic packaging.

SKU's:

200ml Pack: 36 Packs /Carton Shrink wrap units

200ml Pack: 27 Packs/Carton

Haleeb Good Day:

Haleeb Good Day offers consumers a range of 100% pure juices with
the essence of four fruits in each glass, without any added sugar,
flavors or preservatives. For consumption absolutely anywhere and
anytime, Good Days’ six premium juices (apple, pineapple, red
grape, mango, orange, and mixed fruit) give you the absolute
delight in taste, and revitalizes you at the same time. It is packed in
a 6-layered Tetra Pack Brick Aseptic packaging.

27
SKU's:

250 ml Pack: 27 Packs/Cartons

1000 ml Pack: 12 Packs/Carton

Haleeb Cream:

The premium cream processed hygienically from pure fresh milk,

Haleeb Cream is luxuriously rich in its thickness and nutritional
value. It promises the richest assortment of tempting toppings,
delicious desserts and creamiest coffee with its unique taste, also
great for eating with bread etc. Packed in 6-layered Tetra Pack Brick
Aseptic packaging. 6 months shelf life.

SKU's:

250 ml: 27 packs/shrink-wrapped tray

65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton

Haleeb Cream with Honey:

Haleeb Cream with Honey is an exclusive treat: delicious thick

cream fortified with the goodness of pure honey, making a tempting
spread on bread. Enjoy it anytime and exude energy and freshness
whole day long. It is packed in a 6-layered Tetra Pak Brick Aseptic
packaging.

SKU's:

65 ml mini pack: 24 packs/dispenser

200 ml: 24 packs/tray

Haleeb Butter:

Haleeb Butter is the best natural source of Vitamins A & D for

everyone, and by far the ideal way of starting yet another busy day.
It is rich in its taste and revitalizes your energy for a long tiresome
day.

SKU's:

20g pack: 300 packs/carton

50g pack: 120 packs/carton

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100g pack: 60 packs/carton

200g pack: 30 packs/carton

1000g pack: 1 pack/carton

Haleeb Yogurt:

Haleeb Yogurt meets the highest quality standards and gives

consumer’s unmatched quality, freshness and taste with every
spoonful. Offered in 450g, 200g, with freshness seal that keeps the
product attributes fresh throughout its life.

SKU's:

Plain Yogurt 450 gm: 12 Units/Tray

Plain Yogurt 200 gm: 24 Units/Tray.

Zera Raita: 24 Units/Tray

Mint Raita: 24 Units/Tray　

Haleeb Asli Desi Ghee:

Haleeb Asli Desi Ghee is obtained from pure milk through the
traditional procedure of heating butter slowly. Haleeb Asli Desi Ghee
is free from all artificial ingredients; it has pure and natural taste
and is nutritionally preserved.

SKU's:

0.5 kg pouch: 10 packs/carton

1 kg pouch: 5 packs/carton

1 kg tin: 6 tins/carton

5 kg tin: 2 tins/carton

16 kg tin: 1 tin/carton

Haleeb Labban:

Lassi is an age-old traditional beverage in the South Asian continent.

Haleeb Labban aims to give its consumers the same satisfying

29
traditional taste of thick Lassi, along with hygiene, convenience and
accessibility. Haleeb Labban is the only ready to drink packaged
Lassi available in Pakistan. It is available in salty and sweetened
variants, packed in a 6-layered Tetra Pack Brick Aseptic packaging.

SKU's

250 ml pack: 27 packs/carton

1000 ml pack: 12 packs/carton

Haleeb Skimz Powder:

Skimz is a fat-free milk powder, naturally low in cholesterol; yet high

in proteins and calcium. There are mainly two types of milk
powders, full cream and skimmed. SKIMZ is a skimmed milk powder.
Full cream powder contains 28% fat, whereas SKIMZ contains less
than 1% fat. Moreover, the protein and calcium content is higher in
SKIMZ as compared to full cream milk powder. It is best suited for
weight conscious people as well as those trying to maintain a low
cholesterol level.

SKU's:

200 g: 12 skillets/shrink-wrapped tray

500 g: 12 skillets/carton

HFL also produces bulk dairy products.

Bulk Products Available:

Instant Full Cream milk powder (IFCMP)

Full Cream Milk Powder

Skimmed Milk Powder

Instant Skimmed Milk Powder (ISMP)

Cream

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Ghee

Butter

Products under the Umbrella of Candia:

Candia Milk:

Candia is Europe's Number One selling milk. Haleeb Foods Limited

and Candia of France have joined hands to bring you the highest
quality milk. Candia is pasteurized, homogenized, standardized,
double sterilized milk. This not only ensures the highest quality, but
also the best taste ever. For the first time in Pakistan, Haleeb Foods
Limited has introduced milk packed in food grade plastic bottles.
These bottles are manufactured from imported materials at Haleeb
Foods latest plant and guarantee longer shelf life, highest quality
and storage with ease of use.

SKU's:

250 ml Bottle: 12 bottles/carton

1000 ml Bottle: 12 bottles/carton

Candia Classic:

Classic times ask for Classic tea, a product by Europe’s No.1 brand
Candia. Its richness and taste is bound to add more life to your cup,
and it is an ideal choice for real tea drinkers.

SKU's

1000 ml: 12 bottles per case

500 ml: 12 bottles per case

Candia, Candy Up:

With the backup of Candia, Candy Up has been launched especially

for flavored milk drinkers, in chocolate & strawberry flavors to the

31
sheer delight of children. The fact that it comes in a bottle makes up
for convenient usage as well.

SKU's:

500 ml: 12 bottles per carton

Candia Skimz:

Candia Skimz is the only completely fat-free milk with the richness
of pure milk. Minus fats, it is an ideal choice for weight-watchers and
heart patients. It is also high in calcium content, which prevents
osteoporosis. Packed in a 6-layered Tetra Pack Brick Aseptic
packaging, it comes with a 3 months shelf life.

SKU's:

250 ml: 27 packs/shrink-wrapped tray

3.0 Products under the Umbrella of Tropico:

Tropico Juice Drink;

With the quality assurance of Haleeb Foods, Tropico is the premium

juice drink, superior in taste and pulp contents, for that invigorating
fruity refreshment. Tropico is available in three flavors: apple,
mango, and mix fruit, packed in a 6-layered Tetra Pack Brick Aseptic
packaging.

SKU's:

1000ml Pack: 12 Packs/Carton

250 ml pack: 36 packs/carton

250ml Pack: 27 Packs/Cartons

Tropico Nectar:

Juices play an important role in the functioning of our body, have

many benefits associated with them, and help you achieve the
desired healthy way of life. Tropico nectar is another product from
the house of Haleeb Foods Limited, which is 100% pure nectar,
available in four sumptuous flavors including Red Blood Orange &
Kinoo, Mango, Apple and Kinoo. Haleeb Tropico is also the only
brand that is offering Red Blood Orange & Kinoo Juice - that is so

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deliciously different that you will want to have it in your house, all
year long!

SKU's:

250ml: 27 Packs/Carton

1 Ltr: 12 Packs/Carton

PRODUCT LIFE CYCLE

Reshmi Pack:

Reshmi Pack is at its introductory stage, this product is just

launched in April, 2006. And lots of advertising is done by the
Haleeb Foods Limited for its promotion. It is only launched in Lahore
right now and is planned to soon launch in other cities as well.

Haleeb Milk Pack

Haleeb Milk Pack is at its maturity stage. People are increasing the
profits of this product by frequently buying, as it is the thickest milk.
A major profit comes from this product to Haleeb Foods Limited.

Candia Candy Up

Candia Candy Up is at its growth stage right now; it was introduced

in December, 2005 and is becoming very popular among children.

Candia Milk

Candia milk is also at its growth stage.

Introductory Growth Maturity

Decline Stage
Stage Stage Stage

Total
Market
Haleeb Sales
Foods

PRODUCT LIFE CYCLE

33
TARGET MARKETING:

Basically their consumption target is everyone where as their

marketing targets are household wives. Target customer of Haleeb
Foods Limited is present in middle, lower middle and upper class.
Size of the target market is too much to get more market share and
the target customer is residing in urban and rural areas. They can
be accessible and available to the company providing milk and
juices through the effective and efficient distribution network and
awareness by promotion. Using all the means available in the
country from printing media to visual one.

REGULAR TARGET CUSTMERS:

All age factors fall in the target market that belong to the middle
and upper income class. Both males and females, married or single,
with no specific occupation are the occupants of Haleeb Foods
Limited. The target market of Haleeb Foods Limited comprises of
both urban and rural areas.

Haleeb products heavy users are "Modern housewives" who are

concerned about both convenience and product quality. Another
target market is lower income consumers, who are often getting
relatively cheap adulterated milk products by the traditional milk
delivers; Haleeb milk products provide a higher quality than its
competitors attracting the users to buy the product.

Strategies for Target Markets:

There are three strategies for target market which are discussed
below;

• Undifferentiated Strategy
• Concentrated Strategy
• Multisegment Strategy

Undifferentiated Strategy:

Marketing approach that views the market as one big market with
no individual segments and thus requires a single marketing mix.
These strategies are used to minimize production and marketing
cost.

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Concentrated Strategy:

Concentrated strategy used to select one segment of a market for

targeting marketing efforts. These strategies are used because
small firms can compete the market and can make strong
positioning.

Multisegment Strategy:

A strategy that chooses two or more well defined market segments

and develops a distinct marketing mix for each. These strategies are
used for greater financial success.

Benefits of Targeting:

• Focus resources on the most profitable segments.

• Provides a focus for analyzing competitors.
• It enables the organization to find strategic fit between its
market strategy and its long term objectives.
• Provides better understanding of a limited market.
• Improved communication between buyer and seller.
• It enables the organization to focus attention on segments it
understands.

MARKETING MIX

1. Product

There is a vide range of variety of products of Haleeb Foods. They

have different brands, features, packaging styles, brand names and
attributes. Create brand loyalty & awareness. This is done through
promotional activities such as college & restaurant activities posters
& other formns of branding.

Kinds of Products:

It includes dairy product, juices and UHT milk.

Dairy Product:
• Asli desi ghee
• Haleeb better
• Haleeb crème
• Haleeb yogurt

Juices:

• Fun day

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 • Good day
• Tropico juice drink
• Delicious lassi

UHT Milk:

• Haleeb milk
• Dairy queen
• Candia milk
• Candia classic
• Sikmz liquid
• Skimmed powder
• Candia.

Brand Name (Haleeb UHT Milk)

UHT means Ultra Heat Treatment. In this process the milk passes
through 140oC in 3 seconds ansd then immediately cooled to 20oC
in the next 5 seconds, which in turn kills all the bacteria. This is the
most sophisticated and advanced process in the world. At Haleeb
Foods Limited we use the indirect method of UHT meaning that milk
is heated by steam passing through stainless steel pipes outside
milk.

The milk is pasteurized at 78oC killing 98% germs/bacteria. The milk

after pasteurization is then standardized as prescribed by the
Pakistan Pure Food Laws at 35% Fats and 8.9% SNF (solid non fats).
Only for Haleeb these standards are superseded to make it a
premium quality product. The milk is the Homogenized.
Homogenized milk is then passed through the UHT (Ultra Heat
Treatment) process before it is packed using advance Tetra Brick
technology.

Haleeb Milk

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Consumers everywhere know that only Haleeb Milk makes the best
tea ever because of its thickness. Haleeb is pasteurized,
homogenized, and standardized pure UHT milk of the highest
standard with 3.5% fats and 8.9% solid non-fats. It is Haleeb Foods
premier brand, and the choice of quality-conscious consumers who
only go for the best. Packed in easy to open, 6-layered Tetra Pak
Brick Aseptic packaging, it comes with a 3 months shelf life.

Dairy Queen

Dairy Queen is standardized and homogenized pure UHT Milk with

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

Candia Milk

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Candia is Europe's Number One selling milk. Haleeb Foods Limited
and Candia of France have joined hands to bring you the highest
quality milk. Candia is pasteurized, homogenized, standardized,
double sterilized milk. This not only ensures the highest quality, but
also the best taste ever. For the first time in Pakistan, Haleeb Foods
Limited has introduced milk packed in food grade plastic bottles.

Candia Skimzs

Candia Skimz is the only completely fat-free milk with the richness
of pure milk. Minus fats, it is an ideal choice for weight-watchers and
heart patients. It is also high in calcium content, which prevents
osteoporosis. Packed in a 6-layered Tetra Pack Brick Aseptic
packaging, it comes with a 3 months shelf life.

Candia Powder

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Skimz is a fat-free milk powder, naturally low in cholesterol; yet high
in proteins and calcium. There are mainly two types of milk
powders, full cream and skimmed. SKIMZ is a skimmed milk powder.
Full cream powder contains 28% fat, whereas SKIMZ contains less
than 1% fat. Moreover, the protein and calcium content is higher in
SKIMZ as compared to full cream milk powder.

2. Price

Haleeb has same prices as of their competitors; they provide

discounts to their customers like PIA, Avari, and PC and to many

universities etc.

• Price Strategy:

Being a multinational brand, the pricing objective of Haleeb foods is

mainly to increase sales as it has already penetrated the market.
Their prices are not affected by price changes by competitors, and
they don’t engage in price wars.

Competition is met through innovation. The prices of Haleeb milk

change as the product size is changed of the Product Life Cycle. And
Because of the contract between the seller companies, they offer
same price.

• Cost Base Strategy:

The use pricing strategy on cost base method, to make there prices
of different products.
• Retail Price:

The retail prices are different according to there size and brand.
However prices have been standardized throughout Pakistan and
there is no differentiation based on geographical areas
• Seasonal Prices:

39
There is no change in prices according to season. It remains the
same.
• Wholesale Price:

Wholesale price is cheaper than the retail price because in

wholesale the selling is in bulk.
• Discount:

There is no discount and early cash payment policy in Haleeb foods.

• International Pricing Strategy:

They adopt same strategy in international marketing as in local

marketing. But the prices are according to the international
currency.

3. Promotion

Haleeb has advertised all of its products. Haleeb has a variety of

Campaigns and billboards, Posters; Stall selling, free sampling of

Haleeb’s products etc.

Public Relations:

“Public Relations involves a variety of programs designed to

promote or protect a company’s image or its individual products”.

Personal Selling:

Haleeb is not engage in personal selling.

4. Place

Haleeb’s products are available at every shop with the help of their
strong distribution channels. Place include three major areas that
are Industrial, Shopping, Residential area It is difficult for people
to go to factory to get haleeb’s products but its products are
available in shopping areas and residential areas.

• Distribution Planning:

40
They distribute there products nationally and internationally through
out the world.

• Distribution Channel:

HALEEB FOODS are distributed using an indirect channel, that is,

dealers. Haleeb milk is sent to warehouses after manufacture.

Haleeb food
Haleeb foods

dealer
Dealer

Final consumer
Final Consumers

• Marketing Coverage:

They use intensive distribution for marketing coverage. Because its

goals are to have wide market coverage, cannel acceptance and
high total sales and profits.

• Distribution strategy:

They follow pushing strategy. In which firms in a distribution channel

cooperate in marketing a product.

• Transportation:

Distribution is made nationally and internationally through

• Motor carriers
• Water ways
• Airways
• Railroads

Distribution Centers:
Distribution centers are available through out the country in every
city and village.

Specific Channel Members:

41
It includes suppliers and retailers.

Order Process:
Retailers take order from retail stores on daily basis and provide
product according to order.

Inventory Management:
There are two departments
• Raw material department
• Finished goods department
From the finished goods department the product goes to the
warehouses.

Dealers:
Haleeb Foods Company has four types of dealers

• Normal Dealers: Deal in Haleeb milk along with the other

brands of company.

• Exclusive Dealers: Deal in Haleeb milk only

• Mega Dealers: Same as normal dealers but are offered extra

trade discount due to high sales potential.

• Corporate Dealers: Handle institutional sales

Advertisement Budget:

The Advertisement budget is formed on the basis of percentage of

sales. Normally 2.5% of sales are reserved for advertising activities.

ADVERTISEMENT:

Currently, Haleeb is relying on advertising on nominal basis. The

media used is mainly TV and bill boards while the other Medias used
vary in cases. As compared to its competitors Milkpak and others its
advertising level is presently very high.

Primary demand advertising is used as a tool to promote the

product i.e. the ads. Shown by the Pakistan Dairy Association that
encourages the use of Tetrapak milk is individual promoting the use
of Haleeb on basis of generic advertising? The company does not
rely on comparative advertising but it tries to attract consumers by
its distinctive advertising approaches.

42
For the evaluation of advertising effort currently no scientific
methods is used. But Haleeb is considering maintenance such a
technique to improve its future advertising activities. But right now
due to shortage of funds it is not feasible.

MARKETING TOOLS

Haleeb uses two types of tools for the purpose of advertisement of

our product. These constitute: above the line and below the line:

Above the line

Above the line advertisement includes advertisement on Television,

Radio, and Newspapers etc.

Below the line

Below the line advertisement includes advertisement via billboards,

Posters; Stall selling, free sampling of products etc.

TYPES OF BUYING DECISION BEHAVIOR

Buying decision behaviors varies from time to time, situation to

situation.

Variety seeking buying behavior.

Here the Consumers are variety seekers. Their buying behavior

varies because of different brands. E.g. if a consumer buys a
product next time he will try another brand for a change but once
he buys haleeb milk he sticks to it because of its good quality, good
taste, low price etc. They are willing to buy it again and again.
Haleeb tries to reduce this behavior by continuously surveying the
market and by keeping the shelves fully stocked so that it should be
easily available for the customers.

43
BUYER DECISION PROCESS FOR THE NEW PRODUCTS

Five basic steps as follow;

Awareness

Consumers use many new products but lacks information in a sense

that they don’t have any idea about the quality etc. Haleeb tries to
aware consumer through advertisement. They usually do two types
of advertisements. Below the line and above the line. In above the
line they give advertisements in TV, radio, and newspapers and in
below the line they do stall selling, point of sale, make posters,
billboards, and free sampling of their products. They also use girls
as sales promoters on shops to tell people about the features of
their products and convince them to buy it that’s how they make
awareness in people and people are getting aware of this.

Interest

Consumer seeks information about the product. As Haleeb repeats

its messages again and again to capture the mind of consumer and
to build his interest in his product for this Haleeb also send free
samples of its products at home in order to develop interest of
people.

Evaluation

When the new product is launched in a market consumer evaluates

it, through its price, attributes and comparisons etc.

Trail

Finally after evaluating the product consumer try product of Haleeb.

Adoption

If the consumer is satisfied with the product he will buy or adopt it

i.e. will become the regular user of that product. Haleeb customers
are also satisfied with it and because of its good quality they always
prefer haleeb to other company’s products. One of the examples of
haleeb success is that almost 70 %of milk for tea making in
PAKISTAN is HALEEB as well as Haleeb has a market share of 52
percentage.

Cannibalization:

44
Cannibalization is a situation that occurs when sales of a new
product cut into sales of a firm’s existing products. In Haleeb Food
Limited this situation is not occurring because all the products of
Haleeb except Milk products are all not so popular. Milk products of
haleeb are selling on a large quantity. Another product of Haleeb is
very much famous now and that is Tropico Fruit juice, but Haleeb
did not yet introduce any new juice product. So Haleeb is not in
situation of Cannibalization.

Positioning:

Developing a specific marketing mix to influence potential

customer’s overall perception of a brand, product line,
or organization in general.

MARKET POSITIONING:

For promoting an image in the minds of people, Haleeb always

direct towards the jingle ‘Sab say Garah doodh Haleeb’. Haleeb
repeats its message again and again through advertisements to
capture the minds of people. The company has almost succeeded in
promoting this image in people’s minds. This can be proven by the
fact that:

• Almost 70% of milk for tea making in Pakistan is Haleeb.

In positioning the product in the market the company considers

"purity" and "convenience" as the two main attributes of the
product. Currently the company is in the category of high
convenience and high purity about equal to its greatest competitor
Milk-Pak.

Another major challenge facing the company is to introduce urban

consumers to the idea of long-life milk. Consumers are concerned
that sterilized milk contained preservatives or was somehow not
genuine because, unlike fresh milk, this brand contained no cream.
In one early promotional campaign, households were given two
samples of it, one for immediate consumption and the other to be
consumed four days later, the goal was to demonstrate that while
the milk remained packaged it did not require refrigeration. This
was positioned as a pure dairy product, processed in a scientific,
hygienic way, and consistent in quality throughout the year. It
means that even if it is preserved for long period it still remains
pure and fresh.

Distribution of Haleeb is being available all over Pakistan. Haleeb

Foods Limited provides its customers the thickest milk, which makes
it special and exclusive to its consumers over its competitors.

45
Positioning Statement:

Haleeb milk positioning statement is:

• “ Chaye(tea) banae khoob Haleeb,

Saab se Garah Doodh Haleeb”

Repositioning:

Repositioning means changing consumer’s perceptions of a brand in

relation to competing brand. Repositioning is to revise the
marketing strategy for (a product or a company) so as to increase
sales. The sale of Candia Milk was not satisfactory and was badly
failed in market than haleeb change the strategy of that product.
Company changed the name of that Brand as Candia Candy Up from
Candia Milk and launched in market. After repositioning the sales of
Candia Candy Up was increased.

Product Differentiation:

A positioning strategy that some firms use to distinguish their

products from those of competitors. As Haleeb’s motto is “Brings
you the best!” shows Haleeb’s 100% devotion to promote such
products which are best in quality. Haleeb is the only dairy company
in Pakistan that undertakes 21 rigorous quality control tests on
every portion of the milk collected by Haleeb teams. These
internationally recognized tests are used to check for;

• Adulteration,
• Microbiological contamination
• Adequacy of nutritional contents.

All processes, from preparation to quality assurance to packaging,

are undertaken employing state-of-the-art technology and
equipment. Haleeb Milk is the thickest milk as compare to other milk
that’s makes the difference between Haleeb milk Quality and other
ones. Thus Haleeb assures the customer 100% satisfaction of
quality and purity.

Competitors:

As competitors are available in every field of business, so the

Haleeb Foods Limited is also facing stiff competition from many
competitors especially from Nestle' Limited. Nestle company is the
absorption of Milkpak and Nestle. This company providing a

46
challenging competition to Haleeb Foods Limited. They have
launched many products in competition with Haleeb Foods Limited.
The situation is as under:

Haleeb Foods Nestle

Haleeb Milk Milkpak

Tropico Juice Frost Juice

Skimz (Powder Milk) Nido Powder Milk

COMPETITIVE ADVANTAGE

• Quality
• Consistency
• Taste

SWOT ANALYSIS:

A company in operation has to work in two kinds of environment i.e.

the external environment and the internal environment of the
company. The external environment has to be scanned by the
management for any arising opportunities or any critical threats.
The resources of a company constitute its strengths and
weaknesses.

SWOT Analysis

Strength Weakness Opportunity

Threats

47
STRENGTHS:

• If you have any positive and strong edge in the organization,

that will be the strength of that company. According to haleeb
Foods the strengths are;
• No 1 dairy company.
• Growing Sales and profits.
• Major shareholder in the food industry of Pakistan.
• Efficient Distribution networks through out the country.
• Quality Products
• Environment Friendly.
• Socially Responsible Company
• Haleeb Food's products enjoy strong brand image and market
pull.
• Innovative and constantly growing product line.
• Sales force is the major resource strength in terms of physical
resources of the company.
• Marketing strategies established by the company are
innovative and lure customers.
• Financial, marketing and sales strategies are formulated by
gauging the customer demands.
• Periodic research carried out to judge market trends.

WEAKNESSES

If you have any negative point inside your organization, that will be
the weaknesses of the organization. The weaknesses of Haleeb
Foods are;

• Dependence on 3rd party for supply of milk.

• They cannot launch many of its expensive international
brands due to the lower income groups.
• Selective investment due to uncertain economic and political
conditions.
• Feasibility of new products needs to be analyzed, e.g. Candia
Drinking Yogurt was launched some years back but it failed
because no customer demand exists in the market

OPPORTUNITIES:

If company has any strong and positive point outside the

organization, that will be opportunity for organization. Haleeb has
strong opportunities like;

48
 • Pakistan is the seventh largest producer of milk in the world
with annual output of over 22 billion liters.
• The overall milk market in Pakistan is 20 billion liters, out of
which processed milk contributes only 3 million liters. Haleeb
Foods along with other processed milk business contribute
only 2% to this large market.
• Haleeb Foods' has expanded its product range by launching
milk in Tetra Fino Packaging.

THREATS:

If company has any negative point outside the organization, than it

will be the threats for organization. Haleeb Food limited is facing
different threats like;

• Competition with Nestle.

• Effect of Seasonal ties upon sales.
• Dependency on contractors for supply of milk.
• Price fluctuation due to rupee devaluation as raw material is
imported.
• The uncertainty of economic conditions poses a great threat.
• The present economic crisis in the world, led to the withdrawal
of foreign management from the company and the investment
has come to a halt.

Key Success Factors:

• High growth
• Good image
• German technology
• Wide distribution
• No 1 in fresh dairy products
• No 1 Bottled milk category
• No 1 Tetra Fino Category
• Brand awareness
• Innovative
• In house advertisement
• Highly active R&D department

Recommendations:

As I found the brand name is very important factor in the consumer

buying behavior, thus it is advice that Haleeb should build on the
brand image. It already has a strong brand name but it has a lot

49
more to do, mainly through advertising, to compete the likes of
Nestle and other local brands.

The company should add more features to its products. People are
attracted toward a product with quality and something that would
make the customers feel that they got their money’s worth.

The company should take measures to improve the quality of its

products. During the research I found out that the newly launched
products have a lot of problems. Like Candia Candy Up and Fun Day.

The people of Pakistan tend to be price conscious so Haleeb should

decrease the prices of its products to attract and cover up a large
area of market. Haleeb should give more incentives to the final
consumers by reducing the margins of retailers.

Although Haleeb has a good distribution network all over the

Pakistan, it should further improve on this front and take measures
to reach out for those places that it has not explored yet.

COMPANY INFORMATION:

Board of Directors

Chaudhry M. Ilyas Chairman

Suleman Daud Chief
Executive
Mian Mohammad Amjad Member
Sh. Muhammad Rasheed Member
Muhammad Ishaque Khan Member
Nasrin Ilyas Member
Saqib Ali Member
Muhammad Imran Amjad Member

Company Secretary

Kh. Asghar Rafique

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Banks

Emirates Bank International

Muslim Commercial Bank
Citi Bank
National Bank of Pakistan

Registered Office

135 Ferozepur Road, Lahore 54600

Phone 111-135-135
Fax (042) 37589359 & 37590376

Plant

62 K.M Lahore Multan Road, Bhai Pheru

Phone (042) 7511636, Fax (04943) 510844

APPENDIX
Special Thanks To Haleeb Brand Manager for Helping Us;

• Personal Interview of Mr. Kashif Ali (Brand Manager)

0321-8446400

Bibliography

www.haleebfoods.com

www.haleebfoods.com.pk

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