Haleeb Report

7/18/2019 Haleeb Report

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Letter of Transmittal

18th April, 2015

Mr. Raheel Yusuf,

Course Instructor,

Advertising trateg! " Manage#ent,

Io$M, %orangi Cree&, %arachi,

'a&istan.

(ear ir,

)he report !ou had authori*ed us to +rite on our research topic as per our coursereuire#ent has no+ -een co#pleted and is as follo+s.

If an! further clarication or ela-oration of the #aterial presented in this report isreuired please feel free to contact us in person. /e +ill -e #ore than happ! to -e

there for assistance and clarication.

incerel!,

All roup Me#-ers



Institute of $usiness Manage#ent

%orangi Cree&, %arachi5130, 'a&istan

4A 63221711100200, 9a:; 632217 50303<8

=ttp;>>+++.io-#.edu.p&

Letter of Acknowledgement

/e are trul! inde-ted to our teacher Raheel Yusuf for giving us this incredi-leopportunit! to prepare this ter# report. /e +ould li&e to than& hi# for providing usinfor#ation and guidance throughout our report in order to #ateriali*e our contentfor the report.

=is greatest gesture +as to not onl! #a&e the concepts cr!stal clear in our #inds-ut he +ould teach us +ith such ?air and fun that ever! concept is etched in our#e#or!.

It +as a pleasure +or&ing on such a report and on a topic so enlightening andinsightful.



EXECUTIVE SUMMARY:

Ao!t "alee:@ver the !ears, =alee- 9oods i#ited 6=97 has -eco#e a popular feature of fa#il!life throughout 'a&istan. )he rst product launched to the #an! -! =9 +as =alee-#il& and toda! =9 has e:panded its -usiness to include (air! Bueen, )ea Ma:, ust9ruit, )ropico, 9un Mil&, and other dair! products to its production and pac&aginglines. =9 has the peculiarit! of -eing the rst co#pan! in 'a&istan to use )etra'a&Ds novel pac&aging for#ats, )etra $ric& Aseptic 6)$A7 and )etra 9ino Aseptic6)9A7. Apart fro# its e:tensive nation+ide distri-ution net+or&, covering -oth ur-anand se#i ur-an areas, =alee- 9oods is also serving international #ar&ets in CentralAsia, Middle East, Australia and Europe.

=alee- 9oods td. +as incorporated on ul! 1st, 138 +ith a capital of '%R. <Million under the na#e of Chaudhar! (airies i#ited +hich +as rena#ed as C(9oods i#ited and no+ it is &no+n to -e as =alee- 9oods i#ited. )he co##ercialproduction process started +ith 4=) liuid #il& fro# Ma! 21, 138<. )he liuid #il&+as the rst product launched in the #ar&et. )he co#pan! started its operations in1385 having the state of the art plant in the entire dair! sector of 'a&istan.Co#prising an area of F2 Acres, this plant had a capacit! of producing 80,000 litersper da! of #il&. )hen =alee- 9oods td. entered in a franchise agree#ent +ithCedilac, 9rance. 4nder this agree#ent, the co#pan! launched Candia range of

value added liuid #il& product and also had access to latest productiontechniues, and #ar&eting practices. In 1338 =alee- 9oods aunched 4=) crea#and &i#* Mil& 'o+der +hich featured G0 9atH GMa: Calciu#H.

In the !ear 2001 =alee- 9oods introduced (air! BueenD J standardi*ed andho#ogeni*ed pure 4=) Mil& +ith F.5K fat and 8.3 solid non fats availa-le in a#odern <la!ered )etra 'a& 9ino 'ac&aging. At an aLorda-le price and a three#onths shelf life this -rand +on the hearts of consu#ers all over 'a&istan.

=alee- further penetrated into the #ar&et +ith the launch of 9unMil&, ust 9ruit and )ea Ma: 6)ea /hitener7, +hich led to added contri-ution to+ards gro+th. e+

#anage#ent +as introduced at =9 that hosted a co#pletel! fresh and #odernapproach to+ards -usiness. )he ne+ ideolog! of +or& +as shared G$! thin&ing hard+e are plotting a strateg! that +ill safel! steer our co#pan! to uninterruptedtriu#phH

NM9 6'vt7 td acuired #aOorit! shareholding in =alee- 9oods i#ited and too&over the #anage#ent of the co#pan!. )he ne+ #anage#ent led to one of the #ostre#ar&a-le turnarounds in the conte#porar! corporate 'a&istan a #ilestone



achieved -! e:ecuting the plotted strateg!. /ith a &een focus on i#proving theco#pan!Ds top line as +ell as the -otto# line the co#pan! i#proved its prota-ilit!and focused on innovation and launch of ne+ -rands. Moreover +ith the -rands-eing renovated =9 has proudl! developed a platfor# to -ounce -ac& and reachout to the consu#er +hile securing their trust and happiness.

Market Anal#sis:

'a&istan is at the th position in #il& producing countries of the +orld. 'a&istanran&s 2nd in -uLalo #il& production and 12th in cattle #il& production. 6%han,20087. Mil& and #il& products represent 2K of the total household e:penditure onfood ite#s in 'a&istan. Mil& pla!s a vital role in -uilding a health! societ! and can-e used as a vehicle for rural develop#ent, e#plo!#ent and slo+ing do+n the#igration of the rural population. Mil& and #il& products provide nearl! one third of

+orldPs inta&e of ani#al protein 69A@, 13387. )his #a! not -e true for 'a&istan+here #il& provides #ore than half of the 1. 3 of ani#al protein availa-le foreach person dail!. )he total #il& !ield in 'a&istan is FF.20 #illion tons and entiredair! processing industr! +as using onl! a-out 15K of it 6=e#ani " %han, 1337.

)he i#portance of #il& as a cash crop +as al+a!s neglected in the past. /hileco#paring the value of #il& +ith other cash crops, it has -een stated that #il& hasa value a-out <0K higher as co#pared to +heat and cotton together 6)anvir, 2007

Mil& production and #ar&eting in 'a&istan is do#inated #ainl! -! the infor#alprivate sector, consisting of various agents, each perfor#ing a speciali*ed role at aparticular point in the suppl! chain. )hese consist of producers, collectors,#iddle#en, processors, traders, and consu#ers.

Com$etiti%e Anal#sis:

MI% )Y'E 'RE9ERECE; )he consu#ption of processed #il& in the for# of pasteuri*ed and 4=) #il& isgro+ing in 'a&istan. )his shift in consu#er -ehavior can -e attri-uted to overallcultural and -ehavioral changes due to glo-ali*ation, rise in per capita inco#e,

change in life st!le, health consciousness and increasing availa-ilit! of su-stitutes.9urther#ore, pac&ed #il& is considered safe for consu#ption in co#parison to open#il& +hich is considered conta#inated, adulterated and carrier of several diseasecausing pathogens and ele#ents 6Moee*uddin, 2007.



Mil& 'a&;&"ALIS "I SA' &UC" "AI

E)Q MI%'A%, nourishing !ou and !our loved ones for #ore than three decades.

'rotecting pure #il& +ith the ut#ost care and +ar#th, #a&ing sure it re#ainsuntouched at all stages, +e ensure that !ou get the -est in ever! drop. /e do allthis and #ore, -ecause +e &no+ that +hen it co#es to !our loved ones, !ou needthe trust of purit!.

o +hen !ou thin& of the -est #il&, +ith the #ost delicious taste and #ost superiorualit!, it is no +onder that the na#e estl MI%'A% is +hat naturall! co#es to#ind.

ood Mil&;Ro( Ro( )ood Milk *i#a &aro

)he pro#ise of good #il& is to #a&e ever! da! delicious +ith the rich and crea#!thic&ness of pure #il&. 9illed +ith all the essential nutrients of #il& and its naturalgoodness, ever! drop of good #il& is enriched +ith the integrit! of pure #il&.It is agreat source of +holeso#e nutrition +hen consu#ed directl! fro# the glass, +ith-rea&fast cereals, tea or coLee and desserts.

Availa-le in 250 #l " 1000 #l pac&s.

@lpers;@lperPs Mil&, is 100K 'reservative 9ree 4=) #il&. It is the #il& of choice for ever!occasion as its full crea# richness, fresh and +holeso#e taste #a&es ever! sip adelightful e:perience for our consu#ers.%no+n for its supre#e ualit!, @lperPs Mil&is also the #ar&et leader in pac&aging innovation +here ne+ for#ats are introducedto #a&e consu#er lives hasslefree in toda!Ps ti#esensitive +orld. 9irst ever in'a&istan to introduce the helicap for eas! pouring and storing, along +ith the#icro+ave friendl! Mini Oug pac& +ith an air handle and scissor free tear option, this-rand continues to oLer its consu#ers consistent value adding -enets to ensurean enriched -rand e:perience.

@lperPs Mil& is availa-le in F %4s 250#l Mini Oug in Ecolean 'ac&aging, 1000#lEdge +ith cap and 1500#l 9a#il! $ric& in )etra pac&aging.

estle &i# Mil&;

(air! @#ung;(air! @#ung has -een a ra! of hope for people providing the# +ith a +holeso#e4=) dair! drin& thatDs +ithin their #eans. 100K sourced fro# dair! @#ung is eas!to digest and #i:es +ell +ith hone!, tea, fruits or an! such acco#pani#ent,



-eco#ing a nourishing drin& that is loved and enOo!ed -! all. (air! @#ung carriesall the enriching ualities and purit! of #il& and perfectl! ts the -udget of hu#-le'a&istani households. It gives one the strength and opti#is# to strive harder in lifeand +elco#e each da! +ith a s#ile.

"ALEE':

Introd!ction:In the +orldDs fourth largest #il& producing countr!, =alee- has -een one of theleading -rands in the categor! of pac&aged #il& for +ell over t+o decades. =alee-is a pure ho#ogeni*ed and standardi*ed 4=) #il&, co#prising F.5 K fats and 8.3Ksolid nonfats. It is pac&ed in < la!ered tetra pac&aging, +ith a shelf life that lasts for

F #onths under an a#-ient te#perature.

)his -rand is &no+n for carr!ing 100K natural goodness, -ringing !ou the -est of allnutrients !ou need in a da!. It is an allpurpose #il& that stands out as thehealthiest choice for the entire fa#il!. $e it #a&ing a refreshing cup of tea, #outh+atering desserts or si#pl! drin&ing on its o+n =alee- has al+a!s -een the rstchoice of consu#ers +ith in the 4=) categor!.

/ith tre#endous i#prove#ent in the ualit! of #il& that the co#pan! no+ collectsthrough a -an on contractor #il& and certain other ualit! driven initiatives, Ge+=alee-H is a vastl! i#proved product in ter#s of ualit!, taste and pac&aging. /ith

the ne+ attractive pricing of this -rand, +e can safel! clai# that it delivers a greatco#-ination of ualit! and price to the consu#er.

=alee- is altogether a tasteful e:perience satisf!ing all !our needs of highl!nutritious +holeso#e #il&. It is availa-le in 250#l and 1000#l %4Ds.

VISI+, - MISSI+, STATEME,T:

Nision

@pti#i*ing resources and deliver sustaina-le gro+th

Mission tate#ent'roductivit!; $e a highl! eScient " eLective organi*ation

'eople; (evelop a tea# of passionate and co##itted individuals +hose goals areco#pletel! aligned +ith the corporate o-Oectives



'ortfolio; Maintain a portfolio designed to #eet changing consu#er e:pectations -!delivering nutritious and high ualit! food solutions in a cost eLective #anner

'rot; Ma:i#i*e long ter# return to shareholders +hile -eing ethicall! responsi-le

'artners; (evelop sustaina-le and #utuall! -enecial relationships +ith custo#ers,

suppliers and other sta&eholders

'lanet; $e a responsi-le corporate entit! -! helping -uild sustaina-le co##unities

'RA,. ATTRI'UTES:

Integrit!9or close to three decades, =alee- 9oods td 6=97 has sustained its reputation of-eing a co#pan! +hich cherishes values such as fair pla!, honest! and relia-ilit!.Me#-ers of the =alee- fa#il! are deter#ined to o-serve and follo+ the highest

ethical standards reuired -! a co#pan! that is in the dair! sector and that ai#s to+in and sustain the condence of the consu#er as one of its pri#ar! o-Oectives. )his focus on ethics and integrit! is not onl! out+ard loo&ing, the dail! functioningof the co#pan! encapsulates values li&e eual opportunit! for all e#plo!ees, aculture of co#plete #eritocrac! and no discri#ination on the -asis of gender,religion, cast and other such considerations. /e -elieve the a fore J #entionedvalues to -e funda#ental pillars of our success. /e ta&e pride in ho+ +e conductthe -usiness -! sa!ing and doing the right thing, +hile consistentl! e#-oldeningever! one +ith us to the right thing at all ti#es.

'ursuit of E:cellence )he =alee- tea# is sold to the idea of perfection co#pletel!. )here are #an!#anifestations of this concept +e +ant to deliver to the consu#er outstandingualit! and taste in the shape of our products +e +ant to deliver to thesta&eholders our investors and lenders the returns and prota-ilit!. 9or thee#plo!ees, +e +ant the# to stretch the#selves and chal& out a glittering future forthis co#pan! and outstanding careers for the#selves. 9or our -usiness partners,our vendors, custo#ers and service providers, +e +ant to develop long ter# and#utuall! -enecial -usiness relationships +hich allo+ the# to gro+ in consonance+ith =alee-.

At =alee- the Gger#H of pursuit of e:cellence is fairl! contagious and it inspirespeople at all levels to perfor# e:ceptionall!.



E#po+er#ent and Accounta-ilit!Authorit! and accounta-ilit! are t+in concepts and +e at =alee- -elieve inproviding e#plo!ees at all levels the right &ind of authorit! +hich develops theirdecision, #a&ing s&ills and #a&es the# thin& independentl!. And gro+ as -usinesse:ecutives>#anagers, o-viousl! +ith adeuate controls in place so as to #anage

the ris& in all decisions. )his creates a sense of o+nership in people -oosting their#orale as authorit! is delegated. E#po+er#ent results in devolution of trust andesta-lish#ent of a health! +or&ing environ#ent. (elegating responsi-ilit!,ho+ever, co#es +ith personal responsi-ilit!. )hus, in order to ensure a resultoriented and eLective -usiness environ#ent, co#petent #onitoring processes arepracticed, +here each e#plo!ee ta&es responsi-ilit! for his>her respectivedecisions.

Cooperative piritAd#itting the i#portance of tea#+or&, the =alee- fa#il! passionatel! pro#otesthe culture of sharing &no+ledge and +or&ing collectivel!. )he concept of +or&ing intea#s and +ith coordination co#es in hand! for reaping -enets fro# pooled talentand e:pertise ulti#atel! resulting in higher productivit!. A platfor# is provided topeople +here going an e:tra #ile to acco#plish tea# o-Oective is a co##onroutine. )o add further value to our +or& practices, e:perienced and capa-le top#anage#ent provides consistent counseling +hich ena-les e#plo!ees to +or&to+ards a shared vision.

Environ#ent, =ealth and afet!=alee- fa#il! has successfull! #anaged to align their goals +ith procedures thatpriorities and co#pl! +ith e#plo!ee safet! and health. Ac&no+ledging thepara#ount signicance and vitalit! of hu#an capital for ensuring a successful-usiness, the co#pan! arranges +ellness progra#s aided -! co#prehensive safet!literature to educate the e#plo!ees a-out safe +or& environ#ent. /e facilitatee#plo!ees +ith pro#pt rst aid service and #edical treat#ent, acco#panied -!periodic #edical chec&ups, a trained tea# for re J ghting, e#ergenc! e:it drills,laundr! #anage#ent and loc&er #anage#ent s!ste#. ast -ut not the least=alee- is privileged +ith I@ 30012008, 1001 and 2200 certications.

Corporate ocial Responsi-ilit!At =alee-, e#plo!ees are encouraged to contri-ute consistentl! and positivel!to+ards a -etter standard of life, not #erel! for our custo#ers -ut also for theco##unit! at large. /hile ac&no+ledging the i#portance of prota-ilit! andgenerating adeuate returns to the sta&eholders, +e have also -een #indful of



integrating our operations +ith activities that help Ggiving -ac& to the co##unit!H.=alee- has supported the proOect of ME(A 'a&istan 'ath+a!s and 'ursestrings.$esides e#po+ering the less advantaged, =alee- is also conscious a-out -eingenviron#ent friendl! through strict o-servance of +aste reduction and nu#erousother environ#ent friendl! practices.

C+RE ATTRI'UTES:• )hic& Mil&• =!giene• )aste• 'urit!• 9reshness

• utritious



*ERCE*TUAL MA*:



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@) NII$E

S/+T A,ALYSIS :

STRE,)T"S:

• =ighl! sophisticated plant and euip#ent

• Bualied +or& force

• 9ocus on research and develop#ent

• )he )hic&est Mil&

• )aste

• utritious

• =!gienic

• 'ac&aging

/EA&,ESSES:

• o+ pro#otional activities



• Co#parativel! +ea& distri-ution s!ste#

+**+RTU,ITIES:

• C( 9oods li#ited has -een changed to =alee- 9oods i#ited, so

this change in na#e can help the# to attract foreign custo#ers

• =alee- 9oods i#ited can go for related diversication -!

producing pure Ouices and ?avored !oghurt

• =alee- 9oods i#ited can go for Ooint venture +ith other

co#panies to attract the #ar&et share.

T"REATS:

• trong co#petitors i.e. Mil& 'a& etc.

• 'rice sensitive people

• Mil& #en 6a+alas7 providing non -randed #il& in ho#es

• 9ocus hifted fro# Main 'roduct to other products

• ac& of Research " (evelop#ent

Target Segment: )he #ar&et for )etra 'ac& Mil& is all consu#ers +orld+ide. )he potentialcusto#ers of =alee- +ould -e of age group of 1F5 !ears. As for the inco#elevels, )etra 'ac& Mil& targets custo#ers fro# the #iddle class to the upperclass. )he #ar&et of )etra 'ac& Mil& is geographicall! vast. MaOor seg#entsare -asicall! those people +ho love to prefer h!gienic pure things in their

dail! routine. o, their -asic seg#ents are those people +ho drin& #il&regularl!.



.emogra$0ic $ro1le:

*s#c0ogra$0ic $ro1le:

Marketing Strateg#:9or Mar&eting strateg! +e +ill -e using 'latfor# +e +ill -e using Youth as ourplatfor# +e sa! E:press, et it out, a! it, let the heart spea& never hide.

*rice:

)he 'rice of the product is set according to the co#petitors. )he cost istried to #a&e less and less and the price is set at the #ar&etpenetration strateg!.

'rand *osition:

'ig Idea:2 )ar0a# Ris0ta# 2

9or arenPt +e one of the last fe+ cultures in the +orld +hich -elievesthe deepest treasures lies in our relationships. )hat in life, the onl!

thing +orth ghting for and &eeping safe is our fa#il! and friends

Creati%e Manifestation:

ME.IA +'3ECTIVE: )o create a #a:i#u# of #eeting points +ith the custo#er through thediLerent #edia vehicles in order to achieve the +idest advertising i#pact./e +ill -e targeting coo&ing sho+s for pro#otion of our product on festivals

especiall! Ra#adan in +hich the consu#ption of Mil& is also -eco#es high.

Comm!nication Strateg#:All the #odern as +ell as traditional co##unication +a!s are adopted -! =alee-9oods, including 9a:es, etters , e#ails, $) and #onthl! visits to diLerent oScesfor i#proving the co##unication and coordination -et+een the plant and retailersand also the custo#ers.



&e# Cons!mer Insig0t:

@ne that supersedes the &no+ho+ of all ne+ -ees and so#eti#es, for all !ourtalent or pro+ess, it is e:perience +hich ends up giving !ou the -est resultsT

E:ecution; )he co#pan! +ill use sources li&e )N, radio, @utdoor, 'rint Media, (igital and$) activation pro#otional ca#paigns to attract the custo#ers and createproduct a+areness a-out the ne+ product #essage.

+t0er Tools:

'u-lic Relations;

A pu-lic relations ca#paign #ust -e underta&en. )his ro-ust progra#includes;Media tours Monthl! press releases Media -riefs $!lined articles and supple#ents pea&er place#ents

(igital Mar&eting;/e +ill have eLective +e- presence in this interactive +orld .)o pro#ote the

entire site, an online #ar&eting progra# +ill -e launched. A co#prehensive,highl! targeted group of destination +e- sites #ust -e chosen for theprogra#. )he +e- site should -e registered +ith !ahoo search portal. And anu#-er of tactical ele#ents +ill help drive online a+areness and inuiriesinto the progra# including;

@nline ne+sletters /e- site lin&s Content #ar&eting and licensing @ptin e#ail

Documents

Haleeb Report