Professional Documents
Culture Documents
Research Project 1
Research Project
Organization: Haleeb Foods Ltd
Brand: Haleeb Milk
By
Kabir Hussain L1S05MBEX0018
Imran Nawaz L1S05MBEX0015
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 3
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
Research Project 4
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 5
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
Research Project 6
MARKET REVIEW.......................................................................................................24
SITUATION ANALYSIS ....................................................................................................24
A) Market/Industry situation.....................................................................................24
B) Product Situation .................................................................................................26
ADVANTAGE ATTRIBUTES OF HALEEB MILK ..................................................27
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
BIBILIOGRPHY ............................................................................................................52
APPENDICES .................................................................................................................53
SECTION: 1..................................................................................................................53
QUESTIONNAIRE FOR HALEEB MILK SURVEY ................................................55
SECTION: 2 ....................................................................................................................60
RETAILER SURVEY ........................................................................................................60
Research Project 8
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
Vision
Values
Enterprise
Empowerment
Accountability
Trust
Research Project 9
Haleeb Foods Limited- Historical Perspectives
Research Project 12
Executive Summary
Research Project 14
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.
The Environment:
Research Project 15
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 16
suggested legislations to restrict loose milk can enhance market
growth tremendously.
Research Project 17
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.
Research Project 18
Processor capacity of various milk processing
companies
Processors Capacity Capacity utilization Average
(Million liters) Flush Lean monthly
Nestle 1.3 1.3 0.78 1.04
HFL 0.9 0.9 0.54 0.72
Millac 0.3 0.3 0.18 0.24
Vita 0.05 0.03 0.018 0.024
Halla 0.15 0.15 0.09 0.12
Prime 0.1 0.1 0.06 0.08
Nurpur 0.15 0.15 0.09 0.12
Nirala 1 0.1 0.06 0.08
Dairy Crest 0.15 0.15 0.09 0.12
*Engro 0.35 0 0 0
K&K .04 0 0 0
Butt Dairies 0.04 0.06 0.036 0.048
Munno Dairies 0.06 0.02 0.012 0.016
Khi Dairies 0.1 0 0 0
Military Dairy 0.18 0.18 0.105 0.144
Farms
Total 5.21 3.44 2.064 2.752
Source: SWOG Estimates
*Planned
Research Project 19
Traditional milk supply chain
HFL
QAD R&D
PRODUCTION MARKETING
HUMAN RESOURCE
ADMINISTRATION
PERSONNEL DEPARTMENT
TECHNICAL
Research Project 21
Market Review (Current Year)
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Jul Aug Sep Oct Nov Dec Jan Feb Mar
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
Research Project 22
INDUSTRY VS. HFL - ANALYSIS FOR JULY F 2006
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%
Nurpur
3.70% HFL
44.90%
Nestle
44.60%
Research Project 23
Audience Segmentation
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
Research Project 24
Entry-Exit barrier
Target Market
Brand Loyalty
Research Project 25
Why Would Consumer Switch Brands
frequency
60
50
40
30 22 23
20 12
10
0
availability brand good taste no
loyal response
factors
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
250 ml-Rs.12
500 ml -Rs.20
1 Litre- Rs.35
Research Project 26
1.5 Litre- Rs.54
Place
Promotion
good taste
26 Quality
39 easily
available
better
advertised
25
20
Research Project 27
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 28
Objective of Study
Enhancement of brand positioning
Analysis
A) Positioning Analysis
Every company must try to identify the specific ways it can
differentiate the product.
Research Project 29
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.
a) Milk Pack
b) Olper’s
c) Good Milk
d) Other
Research Project 30
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.
Research Project 31
Macro Environment Situation
The economic situation of Pakistan depicts recession
Demographics:
Behavioral:
Research Project 32
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.
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 33
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.
Urban
Ruler
Types of Respondent
Research Project 34
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.
Research Project 35
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.
Research Project 36
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.
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 37
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.
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 38
Positing Statement of Haleeb Milk
Research Project 39
UNTAPPED OPPORTUNITIES
Packaged Milk
4%
Loose Milk
96%
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 40
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?
Research Project 41
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
Opportunities:
Introduce product in new markets
Focus on competitors brands
Increase and try existence sales force
Strong Distribution network
Research Project 42
Threats:
New brand launch
Uneducated customers
Marketing Objectives:
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 43
Marketing Department’s SWOT
STRENGTHS WEAKNESSES
- Strong Brands - No HOD
- Team Work - Low Marketing spend
- High job - Lack of functional training (skill
satisfaction development)
Internal to
- Good marketing - Sales Oriented approach the Company
team – blend of - Improper implementation of plans
youth and due to centralized decision making
experience - Weak utilization of consumer
- Marketing Expense research. No trade research
Control System - No long term strategy
- Weak travel policy
M
A
Conversion
T
C
OPPORTUNITIES H THREATS
I
- High potential N- Use of Nestle Corporate Umbrella
growth categories G brand
g
- NPD’s - Strong financial muscle of primary
o Bottled competition External to
Water - Milk quality and procurement the Company
o Tea- systems
Whitening - New entrants
Powder, - Loss of market share
etc.
- ERP
Conversion
Research Project 44
Advertising Objectives for the Haleeb
They will try to retain their existing consumer besides generating new
potential consumers for maximizing the profitability and visibility of
product.
Specific
Realistic
Measurable.
Research Project 45
Advertising Strategy for Haleeb Milk
Key Points
Research Project 46
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.
Research Project 47
Availability Survey of Packed Milk
28%
37%
Olper' Haleeb Milk
Research Project 48
Findings of Questionnaire survey
Research Project 49
Graphically Representation of Survey:
Histogram:
35
30
25 Option A
frequency
Option B
20 Option C
15 Option D
10
0
1 2 3 4 5 6 7 8 9 10 11 12 13
Q Q Q Q Q Q Q Q Q Q Q Q Q Question
Bar Chart:
40
35
30
25
20
15
10
0
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13
Research Project 50
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 51
BIBILIOGRPHY
Research Project 52
Appendices
TEA STALL
HOTEL SURVEY
RETAIL OUTLETS SURVEY
SECTION: 1
Research Project 53
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 54
Questionnaire for Haleeb Milk Survey
Name of Respondent:
Telephone:
Address:
Area:
City:
Age:
Date:
Type of Hotel
Tea Stall
Restaurant
Hotel
Part Time Tea Stall
Small
Large
Research Project 55
1. What type of milk currently you use?
I. Packed
II. Fresh
I. Price
II. Availability
III. Quality
IV. Taste
I. Quality
II. Taste
III. Good for Health
IV. Availability.
I. Haleeb
II. Milk pack
III. Olpers
IV. Others
Research Project 56
5. If you do not use fresh milk what is the reason?
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 57
9. What reason of preference you consider in mind?
I. Price
II. Quality
III. Taste
IV. Availability.
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
I. Yes
II. No
I. 10 liter
II. 20 liter
III. 30 liter
IV. more then
Research Project 58
Name of Surveyor_______________________
Sign.__________________________________
Name of Surveyor_______________________
Sign.__________________________________
Research Project 59
SECTION: 2
Retailer Survey
Research Project 60