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Introduction

Haleeb Foods Limited, the largest Dairy


Processing company in Pakistan, is the first dairy unit to
acquire ISO 9002, HACCP and ISO 14000 certification.
History
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.
Other Products
HALEEB MILK
The main purpose of Haleeb Milk is to
use it as a tea whitener. Although it is full cream
pasteurized milk as it has 3.5% fat according to
Pakistan’s food law it’s mainly used for making tea.
COMPANY PROFILE
CEO OF THE COMPANY Mr. Suleman Daud
Resource Person Mr.Imran Amjad
Haleeb Foods Limited 135
Address Ferozpur Road, Lahore
Punjab Pakistan

URL www.haleebfoods.com
Mission
1. Build branded food business to improve quality of life by offering
tasty, hygienically processed, and affordable, highly nutritional food products through
environment friendly processes to our customers while maximizing stake holders'
value.
2. Meet the requirement of all relevant legislation and regulation
related to consumer satisfaction & safety, environment and other applicable laws etc.
3. To prevent pollution through controlling levels of harmful emission,
effluents and other wastes.
4. Contribute to safe and healthy environment for our country.
5. Promote mutual trust with customers, suppliers, employees,
shareholders and community.
Vision
Excellence in food and especially in Dairy products.
Goals

1. Capturing the Market.


2. Providing Quality & Hygienic Products.
3. Increasing Pakistan’s Share in Dairy Products.
4. Maintaining a Profitable business.
Competitive Advantage

• Haleeb claims to be the best milk for making tea, as it is the thickest milk.
• Haleeb has its own plants and dairy farms so it is incurring low cost.
• HFL has a strict and rigorous quality policy regarding intake of raw
material.
Situation Analysis
The situation of the market in terms of Haleeb Milk is this that there are
some opportunities in the market for the product as well as some threats is
there. There are strengths and weaknesses of the companies.
SWOT Analysis
Strengths
The strengths are :
1.The Thickest Milk
2.Taste
3.Nutritious
4.Hygienic
5.Packaging
Weaknesses
The weaknesses are:
1.Focus Shifted from Main Product to other products
2.Lack of Research & Development
Opportunities
The Opportunities are:
1. Target market has big profit margins
2. Bright scope of dairy products.
3. Target Market can be located with cost effective media.
Threats
Major Threats are:
1. Big Competitors
2. Inefficient Labour
3. Animal Diseases
4. Availability of Natural Milk
Industry Analysis

Nestle Milkpak

Haleeb
Halla
Millac
COMPETITORS
Olpers
Olpers has done very good advertisements in the past and
in especially in the month of Ramadan.
Olpers has been saying “SUBAH BAKHAIR ZINDAGI”
Good Milk
Good milk has created its goodwill in the past few months.
Its Slogan is “ROZ ROZ Goodmilk Piya Karo”
Nestle Milkpak
Milkpak has been advertising in the market as “KHALIS
HI SAB KUCH HAI”
Processors Capacity Capacity utilization Average
(Million liters) monthly
Flush Lean

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
Company Analysis
The company is being headed by the efficient works Of
Mr.Suleman Daud.
Haleeb has a number of Plants and physical assets in the form of Dairy Farms.
Customer Analysis
•Brand conscious and someone who wants hygienic packed milk.
•A customer who wants very tasty tea.
•Brand Loyal Customers.
Customer Characteristics
The customer may be a housewife as when they convince the
housewife they win, because usually a woman in Pakistan makes
tea for everyone in the house and tea is a group activity.
Marketing & Product Focus
The product will serve the need of the long awaited
hygienic milk which will make tasteful tea.
Current Market Goals
Possible New Products in the Future
There is a need of new juices and some other dairy products
like lassi, yogurt, raita etc.
As we have the plants and resources that we can produce
food specially diary products so we can excel in food and dairy products.
Possible New Markets in the Future
•To capture new markets in Pakistan as Packaged milk is used only in bigger
cities and fast life styles like Lahore, Karachi and Islamabad. So there is a
margin in the small cities for improvement.
•To go global and capture new markets in the world.
Segmentation
In the initial stage we are going to segment
the market, by segmenting Lahore, Karachi, Islamabad, and big
cities but as Haleeb Milk is the convenience good so it will be
distributed heavily.
1-Product Strategy
Packaging: Haleeb Milk is packed in the tetra pack in 6
layers of packaging.
Quality: The quality of our product is very good.
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.
2-Price Strategy
The Price of the product is set according
to the competitors. The cost is tried to make less and less and
the price is set at the market penetration strategy.
3-Place Strategy
Distribution of milk is set as it is a
convenience good so it is provided at maximum stores but it is
distributed in the targeted market.
In the future we try to develop our distribution network.