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Research Project 1
Research Project
Organization: Haleeb Foods Ltd
Brand: Haleeb Milk
Research project submitted in partial fulfillment of the
requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION
(Executive Program)
By
Kabir Hussain L1S05MBEX0018
Imran Nawaz L1S05MBEX0015
Faculty of Management Studies
University of Central Punjab
Lahore, Pakistan.
Semester 2006
id278265 pdfMachine by Broadgun Software - a great PDF writer! - a great PDF creator! - http://www.pdfmachine.com http://www.broadgun.com
Research Project 2
Research Project
Organization: Haleeb Foods Ltd
Brand: Haleeb Milk
Research project submitted in partial fulfillment of the
requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION
By
Kabir Hussain L1S05MBEX0018
Imran Nawaz L1S05MBEX0015
The Research Project of Kabir Hussain and Imran Nawaz is approved
Prof. Kashif Ud Din Khan
Advisor Research Project Cell
Prof. Abdul Rauf
Co-Assessor Research Project Cell
Research Project 3
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. 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. In the end we dedicate this report to our parents who have supported us throughout our EMBA program and sincere thanks are due to a number of people who contributed to the success of this work especially Prof. Kashif Ud Din & Prof. Abdul Rauf who has worked very hard on this project to make it a memorable experience for us.
Regards,
Kabir Hussain
Imran Nawaz
Research Project 4
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
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
Research Project 5
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
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.
Research Project 6
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 : HFL MILK COLLECTION AREA .........................................................................17
INTERNATIONAL QUALITY AND ENVIRONMENT CERTIFICATION ..........17
A. ISO 9001-2000 .........................................................................................................17 B. 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
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% ..........................................................................22
INDUSTRY VS. HFL - ANALYSIS FOR JULY F 2006..............................................23 OVERALL MARKET SHARE ............................................................................................23
AUDIENCE SEGMENTATION ...................................................................................24
Research Project 7
MARKET 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
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 .....................................................................................38
Deliverables..............................................................................................................38 Time Frame...............................................................................................................38 Cost ...........................................................................................................................38
POSITING STATEMENT OF HALEEB MILK.........................................................39
UNTAPPED OPPORTUNITIES...................................................................................40
TARGET MARKET ......................................................................................................40
Research Project 8
ISSUE ANALYSIS:......................................................................................................41
SWOT ANALYSIS OF HALEEB MILK .....................................................................41
STRENGTHS AND WEAKNESSES ANALYSIS: .................................................................41 Strengths ...................................................................................................................42 Weaknesses ...............................................................................................................42 Opportunities:...........................................................................................................42 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
Research Project 9
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
Empowerment
Accountability
Trust
Research Project 10
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 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
Research Project 11
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
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
2003 Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb
Plain Yogurt, Haleeb Lassi Drink
2004 Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink,
Candia Candy'Up Flavoured Milk
2005
Haleeb Cream With Honey, Haleeb Tea Max with
Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit,
Red Grapes, Mango Pineapple)
2006 Haleeb Reshmi Pack, Candia Classic, Skimz Pouch,
Tropico Nectar
Research Project 12
Haleeb is Pakistan�s number 1 and fastest growing packaged Food
Company. As of fiscal 2005, its annual turnover is Rs.7.2 billion.
Recently, Haleeb Foods has built yet another plant in Rahim Yar
Khan whose purpose is to provide Haleeb�s quality products to
maximum number of consumers.
Research Project 13
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 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).
Research Project 14
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.
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.
Research Project 15
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.
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.
Research Project 16
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 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
Research Project 17
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 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
Research Project 18
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
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)
tonnes Fiscal Year Milk Production
(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
Research Project 19
Processor capacity of various milk processing companies
Capacity utilization Processors Capacity
(Million liters) Flush Lean Average 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 Farms
0.18 0.18 0.105 0.144
Total 5.21 3.44 2.064 2.752 Source: SWOG Estimates *Planned
Market shares and prices for milk types
Processed/Raw Type of Milk Market Share
in Volume
Sale/Price
Rs./Litre
UHT Tetra Pack 4.98% 32
UHT Poly Pack 0.02% 22
Open pasteurized milk sold at
milk shops
3.76% 14-15
Processed Milk
Pasteurized pouch 0.24% 20
Open milk sold at milk shops 0.98% 18
Open gawala milk 90% 12-14
Raw/Unprocessed
Milk
Direct to home 0.02% 15-18
Source: �Pre-feasibility Study: Milk Pasteurizing Unit�, Small and Medium Enterprise
Development Authority, SMEDA, April 2002
Research Project 20
Traditional milk supply chain
Source: Author�s own description
Existing milk supplly chain
Source: Author�s own description
Research Project 21
HFL
QAD R & D
PRODUCTION MARKETING
MPD IMPORT & EXPORT
CUSTOMER COMPLAINTS FINANCE / ACCOUNTING
HUMAN RESOURCE ADMINISTRATION
TECHNICAL PERSONNEL DEPARTMENT
SUPPLY CHAIN SALES
The organizational set up of HFL The organizational set-up of the company is given as under
Research Project 22
Market Review (Current Year)
HFL vs. Industry
HFL HAS YTD MARKET SHARE OF 47%.
SKU Wise planned Growth @ 22%
HALEEB MILK F2005A F2006B % GROWTH
1.5 LTR. 9,408 15,336 63%
1 LTR. 71,027 82,770 17%
500ML 47,453 51,910 9%
250ML 194,489 240,235 24%
65ML 2,633 5,167 96%
TOTAL 325,010 395,417 22%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
INDUSTRY 883,647 967,537 1,124,215 1,144,787 1,054,090 1,076,226 1,078,871 1,102,050 1,194,767
TOTAL HFL 428,900 498,414 593,882 571,914 526,907 530,658 519,848 475,388 587,754
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Research Project 23
INDUSTRY VS. HFL - ANALYSIS FOR JULY F 2006
Gained share in 1000ml & 500ml but lost in 250ml.
Overall Market Share
Overall Market Share July F2006
HFL44.90%
Nestle44.60%
Dairy Pure3.30%
Nurpur3.70%
Vita1.50%Vania
2.00%
TOTAL1000ML & 1500ML 500ML 250ML 65ML TOTAL
1000ML & 1500ML 500ML 250ML 65ML
INDUSTRY 1,359,355 369,003 233,226 755,806 1,320 53% 62% 20% 64% -61%
HALEEB 380,675 126,452 54,355 198,548 1,320 33% 76% 25% 19% -61%MARKET SHARE F2006 28.0% 34.3% 23.3% 26.3% 100.0%MARKET SHARE F2005 32.0% 32.0% 22.0% 36.0% 100.0%
DAIRY QUEEN 217,984 40,968 106,613 70,403 - 68% 202% 28% 116% 0%MARKET SHARE F2006 16.0% 11.1% 45.7% 9.3% 0.0%MARKET SHARE F2005 15.0% 6.0% 43.0% 7.0% 0.0%
TOTAL HFL 609,677 168,357 161,613 278,387 1,320 42% 97% 27% 31% -61%MARKET SHARE F2006 44.9% 45.6% 69.3% 36.8% 100.0%MARKET SHARE F2005 49.0% 39.0% 65.0% 44.0% 100.0%
JULY % GROWTH VS. LY
Research Project 24
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
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.
Research Project 25
Entry-Exit barrier
The major entry barriers include high capital requirements;
economies of scale; patents and licensing requirements; scarce
locations; raw materials and distributors.
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.
Research Project 26
Why Would Consumer Switch Brands
why would Consumer switch brands
91
12
22 23
0
10
20
30
40
50
60
70
80
90
100
availability brandloyal
good taste noresponse
factors
freq
uen
cy
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
500 ml -Rs.20
1 Litre- Rs.35
Research Project 27
1.5 Litre- Rs.54
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.
Advantage Attributes Of Haleeb Milk
The USP currently being used by Haleeb is �The Thickest milk.�
They are focusing on the quality.
Attribute of Haleeb Milk has an advantage
26
2520
39
good taste
Quality
easilyavailablebetteradvertised
Research Project 28
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:
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.
Research Project 29
Objective of Study
Enhancement of brand positioning
Enhancement of brand positing of Haleeb milk with competitive
edge through comparison with competitors �Gain outlet
Leadership 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.
Research Project 30
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
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.
Research Project 31
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�
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.
Research Project 32
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
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.
Research Project 33
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.
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
Research Project 34
universe is because of its new potential market for packed milk
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) 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
Research Project 35
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
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.
Research Project 36
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 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.
Research Project 37
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
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.
Research Project 38
Data Collection Venue
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. 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.
Research Project 39
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
Research Project 40
UNTAPPED OPPORTUNITIES
Total Milk in Pakistan = 27 Bio Litres
Loose Milk96%
Packaged Milk4%
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 etc The target market for Haleeb every consumer of milk in the Urban Centers
and mass marketed in small towns and rural areas.
Research Project 41
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?
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
Research Project 42
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.
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
Focus on competitors brands
Increase and try existence sales force
Strong Distribution network
Research Project 43
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
Research Project 44
Marketing Department�s SWOT
STRENGTHS
- Strong Brands
- Team Work
- High job
satisfaction
- Good marketing
team � blend of
youth and
experience
- Marketing Expense
Control System
WEAKNESSES
- No HOD
- Low Marketing spend
- Lack of functional training (skill
development)
- Sales Oriented approach
- Improper implementation of plans
due to centralized decision making
- Weak utilization of consumer
research. No trade research
- No long term strategy
- Weak travel policy
Internal to
the Company
OPPORTUNITIES
- High potential
growth categories
- NPD�s
o Bottled
Water
o Tea-
Whitening
Powder,
etc.
- ERP
THREATS
- Use of Nestle Corporate Umbrella
brand
- Strong financial muscle of primary
competition
- Milk quality and procurement
systems
- New entrants
- Loss of market share
External to
the Company
Conversion
Conversion
MA T C H I N Gg
Research Project 45
Advertising Objectives 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
Measurable.
Create Brand Loyalty and Awareness. This will be done through
promotional activities such as College Activation, Restaurant Activation,
Posters, and other forms of Branding.
Research Project 46
Advertising 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
and public scenarios on the performance of Haleeb products
Research Project 47
Findings of Market Visit 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.
Research Project 48
Availability Survey of Packed Milk
Availability Survey of Packed Milk on Key Out lets of Lahore
37%
35%
28%
Haleeb Milk
Milk Pack
Olper'
Research Project 49
Findings of Questionnaire survey
We have conducted survey from fifty different types of
respondent who are owner /worker of tea stall, Hotel. Tea 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.
Research Project 50
Graphically Representation of Survey:
Histogram:
Market Survey for Haleeb
0
5
10
15
20
25
30
35
40
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9Q10 Q11 Q12 Q13 Question
freq
uen
cy
Option A
Option B
Option C
Option D
Bar Chart:
0
5
10
15
20
25
30
35
40
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13
Option A Option B Option C Option D
Research Project 51
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.
Research Project 52
BIBILIOGRPHY
1. Mr., Hassan Wajhat, General Discussion, Brand Manager Haleeb
Milk (Sep,Oct,Nov,2006)
2. Mr. Asif Awan , CEO, Dynamic 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)
Research Project 53
Appendices
TEA STALL
HOTEL SURVEY
RETAIL OUTLETS SURVEY
SECTION: 1
Research Project 54
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.
Research Project 55
Questionnaire for Haleeb Milk Survey
Name of Respondent:
Hotel/Shop/Tea Stall Name:
Telephone:
Address:
Area:
City:
Age:
Date:
Type of Hotel
Tea Stall
Restaurant
Hotel
Part Time Tea Stall
Type of Hotel Market
Small
Large
Research Project 56
1. What type of milk currently you use?
I. Packed
II. Fresh
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
Research Project 57
5. If you do not use fresh milk what is the reason?
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?
I. Haleeb
II. Milk pack
III. Olpers
IV. Others
Research Project 58
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
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
Research Project 59
Name of Surveyor_______________________
Sign.__________________________________
Name of Surveyor_______________________
Sign.__________________________________
Research Project 60
SECTION: 2
Retailer Survey
