Communication Skills

Semester #3

Final Project

Section A

Topic: A survey report about perceptions of people regarding Haleeb Milk

Submitted By:

Muhammad Arslan Hashmi L1S18BBAM0003

Hafiz Umar Ikram L1S18BBAM0004

Haider Baig L1S18BBAM0005

Muhammad Mohsin Waqar L1S18BBAM0007

Awais Ali Khan L1S18BBAM0018

Date of Submission: 25th June, 2019

Submitted To:

Maryam Javed

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Table of Contents
Rationale.....................................................................................................................................................1
Abstract.......................................................................................................................................................1
Chapter 1.....................................................................................................................................................1
1-Introduction.............................................................................................................................................1
1.1-Background.......................................................................................................................................1
1.2- Problem Statement..........................................................................................................................2
1.3- Research aim....................................................................................................................................2
1.4- Research questions...........................................................................................................................2
1.5- Limitations........................................................................................................................................2
Chapter 2.....................................................................................................................................................2
2.1- Literature review..................................................................................................................................2
Chapter 3.....................................................................................................................................................3
3.1- Methodology........................................................................................................................................3
Chapter 4.....................................................................................................................................................4
4.1- Findings................................................................................................................................................4
Chapter 5...................................................................................................................................................12
5.1- Conclusion..........................................................................................................................................12
Chapter 6...................................................................................................................................................12
6.1- Recommendations..............................................................................................................................12
References.................................................................................................................................................13
Appendix...................................................................................................................................................14
Rationale
We have chosen Haleeb Foods and specifically Haleeb milk for our survey and research
project under the supervision of ma’am Maryam Javed. We have chosen this brand because
Haleeb is one of the top packed milk selling companies in Pakistan. Another reason is their
quality. They provide better quality as compared to their competitors, but, nowadays it has lost
its market place, so we are trying to make people aware of the product. But, there were some
flaw or gaps left out which would also be highlighted in the project.

Abstract
The project was basically survey based, so we made a survey through a questionnaire.
That questionnaire was given to different people for filling with complete honesty. After getting
back the filled survey, we analyzed and made a report of what that says. Most of the findings
were in favor of Haleeb milk i.e. people liked it. We have also taken help from other research
articles published and online material and compared our findings with theirs.

Chapter 1
1-Introduction
1.1-Background
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 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
flavored milk for children. It also got affiliation with CCF, Holland during 1989-90 for the

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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.
1.2- Problem Statement
There is no substantial data regarding what people think about Haleeb milk in detail. There is a
severe need to establish why Haleeb milk is losing its consumers and its market share is dwindling.

1.3- Research aim

The research aim is to study about Haleeb milk and know the people’s thinking of them.
This would help us in our project.
1.4- Research questions
What are the perceptions of people regarding Haleeb milk?

1.5- Limitations
We have faced some problems during doing this project and the survey. Firstly, before
this we haven’t done any research project, so a research survey and analysis was a completely
new thing for us. This was the first hindrance in our project, but together we tried to do our best.
Secondly, people were not very much cooperative and were reluctant to fill up the
questionnaires. Third was summing up the data and analyzing it. Last but not the least was the
time management. We were given a very short deadline for the project and as it was our first
experience of a research project, so, we have to do extra work and we worked hard to the project
on time.

Chapter 2
2.1- Literature review
The literature review is one of the most important parts of the research. It analyzes the
previous studies, research work done by various researchers, company reports, articles etc. in the
area related to our field directly or indirectly. The literature review is divided into sections and
each section is interrelated to each other. The below literature review comprises of the industry
reports, statistical data from the industry, articles related to packaged milk industry its impact on
consumers and at the same time the flaws of packaged milk are also highlighted.
(1) The Growth Opportunity
Changing demographics have a great impact on dairy industry when people are more
health conscious and aware of all the hygiene and health factors associated with the dairy
products. Few factors like ageing population, urbanization rise in the middle class are driving
demand for new types of liquid dairy products (LDP) in both developed and underdeveloped
countries and Haleeb is one of those companies which would get benefit from this.

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(2) The Change in Consumer Preference due to Urbanization
The population of Pakistan is growing at a rapid pace and the number of people living in
cities is constantly increasing. Due to this rise and urbanization, people will be more educated,
brand conscious, higher disposable income than their rural counterparts. Haleeb Milk is working
on the same by producing the value added products such as enriched milk keeping in view the
hygiene and health factors.
(3) The Emerging Middle Class
The rising middle class will also affect the dairy industry and will give an opportunity to
milk producing companies such as Haleeb, to come up with various milk brands, keeping in view
consumers health and hygiene issues. The global middle class is expected to grow by many folds
which means more purchasing power to afford LPDs (Liquid Dairy Products) to satisfy new food
and drink preferences.
(4) Outlook Bright for Packaged Milk in Pakistan
Pakistan’s population is growing by 1.7% a year and LDP consumption is expected to
grow at CAGR of 2.8% from 2009 to 2012. Milk has always played an imperative role in
Pakistanis diet, with the change in demographics, awareness of hygiene and health, preference of
packaged milk is now rapidly changing the era of plain white unpackaged milk.
(5) Milk production statistics
Liquid Dairy Product market’s size shows the 72.8 percent of the White milk, 22.3
percent of Tea creamer, 2.4 percent flavored milk, 1.7 percent of liquid cream, and 0.8 percent of
Low fat milk.
(6) Market Share of Packaged Milk Brands in Pakistan
Market share of the size of slice shows the 45 percent of Milk Pak, 22 percent of Haleeb,
17 percent Olpers, 9 percent of Dairy Queen, 4 percent of NurPur, 1 percent of Good Milk and 2
percent Other.

Chapter 3
3.1- Methodology
We have used different type of data collection techniques, first we have collected data
through interviews of our target audience and also used questionnaire and survey technique for
collection of data.

Sample and population

Our sample and population for this project was households and education institutes
(students). In short our population was general people who consume milk as their daily basis. We
collected the data from 57 people of our population.

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Sampling design and approach
In our research we use both probability sampling and non-probability sampling
techniques in probability sampling we use simple random sampling and systematic sampling on
the other hand in non-probability sampling we use convenience sampling and judgmental
sampling, because of our population and sample is not complex every one use milk that’s why
we choose these techniques.

Measurement scale
The scale we use in our research is interval and Likert scale because A Interval Scale is a type of
rating scale used to measure attitudes or opinions. With this scale, respondents are asked to rate
items on a level of agreement. The purpose of our research is repositioning the brand in this case
we collect the data about respondent’s satisfaction that’s why we use this scale For example:
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Chapter 4
4.1- Findings
After research we have gathered a collection if data and we have arranged it and
classified it according to the measuring scale mentioned above. It means that we have separated
the data of every question asked in the question as well as the answers of people. The data has
also been displayed in the tabular form.

1) I believe that Haleeb milk provide good quality milk.

HALEEB.QUALITY

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 5 8.8 9.6 9.6

DISAGREE 7 12.3 13.5 23.1

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 AVERAGE 20 35.1 38.5 61.5

AGREE 12 21.1 23.1 84.6

STRONGLY AGREE 8 14.0 15.4 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the quality of Haleeb milk form respondents.
Strongly disagree 5, Disagree 7, Average 20, Agree 12, and Strongly Agree was marked by 8
respondents. 5 are missing respondents.

2) I feel it is healthier and provides all the nutrients.

PROVIDE.NUTRIANTS

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 3 5.3 5.8 5.8

DISAGREE 11 19.3 21.2 26.9

AVERAGE 21 36.8 40.4 67.3

AGREE 9 15.8 17.3 84.6

STRONGLY AGREE 8 14.0 15.4 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the presence of nutrients in Haleeb milk form
respondents. Strongly disagree 3, Disagree 11, Average 21, Agree 9, and Strongly Agree was
marked by 8 respondents. 5 are missing respondents.

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 3) As compared to competitors I think that Haleeb is giving the best quality.

CAPARED.CMPTRS

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 6 10.5 11.5 11.5

DISAGREE 7 12.3 13.5 25.0

AVERAGE 22 38.6 42.3 67.3

AGREE 9 15.8 17.3 84.6

STRONGLY AGREE 8 14.0 15.4 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the quality of Haleeb milk form respondents as
compared to their competitors. Strongly disagree 6, Disagree 7, Average 22, Agree 9, and
Strongly Agree was marked by 8 respondents. 5 are missing respondents. The total respondent of
this question is 52.

4) The packaging of Haleeb Milk is easy to use and make easier to store.

PACKING

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 3 5.3 5.8 5.8

DISAGREE 15 26.3 28.8 34.6

AVERAGE 13 22.8 25.0 59.6

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 AGREE 11 19.3 21.2 80.8

STRONGLY AGREE 10 17.5 19.2 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the quality of packaging of Haleeb milk form
respondents. Strongly disagree 3, Disagree 15, Average 13, Agree 11, and Strongly Agree was
marked by 10 respondents. 5 are missing respondents. The total respondent of this question is 52.

5) The flavor of Haleeb Milk is very natural.

FLAVOR.OF.HALEEB

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 2 3.5 3.9 3.9

DISAGREE 14 24.6 27.5 31.4

AVERAGE 19 33.3 37.3 68.6

AGREE 9 15.8 17.6 86.3

STRONGLY AGREE 7 12.3 13.7 100.0

Total 51 89.5 100.0

Missing System 6 10.5

Total 57 100.0

In this the Interval scale is used to identify whether Haleeb milk’s flavor is natural form
respondents. Strongly disagree 2, Disagree 14, Average 19, Agree 9, and Strongly Agree was
marked by 7 respondents. 6 are missing respondents. The total respondent of this question is 51.

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 6) I believe that the prices charged by Haleeb Milk are easily affordable.

PRICE.OF.HALEEB

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 5 8.8 9.6 9.6

DISAGREE 9 15.8 17.3 26.9

AVERAGE 14 24.6 26.9 53.8

AGREE 14 24.6 26.9 80.8

STRONGLY AGREE 10 17.5 19.2 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify about the prices of Haleeb milk form
respondents. Strongly disagree 5, Disagree 9, Average 14, Agree 14, and Strongly Agree was
marked by 10 respondents. 5 are missing respondents. The total respondent of this question is 52.

7) I think that Haleeb Milk is easily available in grocery stores

HALEEB.AVAILABILITY

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 8 14.0 15.4 15.4

DISAGREE 5 8.8 9.6 25.0

AVERAGE 11 19.3 21.2 46.2

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 AGREE 9 15.8 17.3 63.5

STRONGLY AGREE 19 33.3 36.5 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the availability of Haleeb milk form
respondents. Strongly disagree 8, Disagree 5, Average 11, Agree 9, and Strongly Agree was
marked by 19 respondents. 5 are missing respondents. The total respondent of this question is 52.

8) I think that they are attracting their customers better than their competitors.

HALEEB.ATTRACTS

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 7 12.3 13.5 13.5

DISAGREE 10 17.5 19.2 32.7

AVERAGE 20 35.1 38.5 71.2

AGREE 8 14.0 15.4 86.5

STRONGLY AGREE 7 12.3 13.5 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify how they are attracting customers better than
their competitors form respondents. Strongly disagree 7, Disagree 10, Average 20, Agree 8, and
Strongly Agree was marked by 7 respondents. 5 are missing respondents. The total respondent of
this question is 52.

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 9) I believe that they can best advertise benefits of Haleeb Milk to their customers.

ADERTISEMNT

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 7 12.3 13.5 13.5

DISAGREE 6 10.5 11.5 25.0

AVERAGE 16 28.1 30.8 55.8

AGREE 12 21.1 23.1 78.8

STRONGLY AGREE 11 19.3 21.2 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the quality of advertisement of Haleeb
milk form respondents. Strongly disagree 7, Disagree 6, Average 16, Agree 12, and
Strongly Agree was marked by 11 respondents. 5 are missing respondents. The total
respondent of this question is 52.

10) I feel Improvements could be made to its products to meet people’s needs even better.

IMPROVMENTS.NEED

Cumulative
Frequency Percent Valid Percent Percent

Valid STRONGLY DISAGREE 4 7.0 7.7 7.7

DISAGREE 4 7.0 7.7 15.4

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 AVERAGE 16 28.1 30.8 46.2

AGREE 12 21.1 23.1 69.2

STRONGLY AGREE 16 28.1 30.8 100.0

Total 52 91.2 100.0

Missing System 5 8.8

Total 57 100.0

In this the Interval scale is used to identify the improvements needed in Haleeb milk form
respondents. Strongly disagree 6, Disagree 7, Average 22, Agree 9, and Strongly Agree was
marked by 8 respondents. 5 are missing respondents. The total respondent of this question is 52.

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Chapter 5
5.1- Conclusion
As we completed our project, so we had a mixed type of response from the people. In the
question asked regarding the quality of Haleeb Milk, there were mixed reviews, about half of the
respondents took the average option and the remaining half were almost equally distributed
between agree and disagree. Though more people were satisfied with the quality. As far as the
health effects and nutrients were concerned about 30 out of 52 were agreeing that Haleeb Milk
provided necessary nutrients. As compared to other competitors like Olpers, Haleeb is providing
better quality. Almost half of the people remained neutral while the ratio of agree to disagree was
equal. 20 out of 52 were agreeing that Haleeb’s packaging was easy to use and store, while 13
said that their packaging is of average quality. According to the people’s perception about the
flavor, most of the respondents said that the flavor isn’t natural but somehow looks alike.
Majority of the respondents said that the prices charged by Haleeb are reasonable, but there were
others too, whose perception was that the prices were greater as compared to the quality. When it
comes to the availability of Haleeb milk one fourth people said that the milk is not easily
available on every store. Haleeb is now trying to attract customers better than its counterparts.
Proper and effective marketing is the key to the success of a product and Haleeb is trying to do
its job effectively. Improvements make products better. Though most of the customers were
satisfied with the product, some respondents were of the opinion that some improvements should
be made. From this research, it can be concluded that the overall perception of Haleeb is neither
too good nor too bad, it lies on average.

Chapter 6
6.1- Recommendations
After conducting the research that Haleeb Foods has to think about the following factors
so that they can catch up more market share in an effective way
 High Price
 Preservation problems
 Lack in marketing
 Availability
Following are a few recommendations:
 They have to do steps to capture the market by focusing on their particular target market
through new innovations and cost effective packing.
 They should do proper marketing and start an awareness campaign to make people aware
of the product and its health benefits.
 They could provide chillers to the shopkeepers, who keep their product for sale. This
would increase their sale also due to the push factor of the seller.

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  New and effective marketing techniques should be used such as discounts.

References
Nawaz, K. H. (n.d.). Haleeb Foods Research Report. Retrieved from Scribd:
https://www.scribd.com/document/148916761/Haleeb-Milk-Reseasrch-Project-Report

Reason and Trends for Using Packaged Milk in Pakistan: Study of Urban Pakistani Consumers. (2013,
September). Retrieved from Researchgate: Reason and Trends for Using Packaged Milk in
Pakistan: Study of Urban Pakistani Consumers

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Appendix
Research Questionnaire
We are conducting a research to identify the Haleeb's perception in the minds of its consumers.

Note: Please answer the questions honestly as they contribute to a research study.
It would not take more than 5 minutes. If you face any difficulty, kindly contact the researcher.
Kindly tick your answer. Answers have a range of:

1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

Part 1

Gender Semester ( )

Male ( )

Female ( )

Part 2

1) I believe that Haleeb milk provide good quality milk.

1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

2) I feel it is healthier and provides all the nutrients.

1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

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 3) As compared to competitors I think that Haleeb is giving the best
quality.
1) Strongly agree

2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

4) The packaging of Haleeb Milk is easy to use and make easier to

store.
1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

5) The flavor of Haleeb Milk is very natural.

1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

6) I believe that the prices charged by Haleeb Milk are easily

affordable.
1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

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 7) I think that Haleeb Milk is easily available in grocery stores
1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

8) I think that they are attracting their customers better than their
competitors.
1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

9) I believe that they can best advertise benefits of Haleeb Milk to their
customers.
1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

10) I feel Improvements could be made to its products to meet people’s

needs even better.
1) Strongly agree
2) Agree
3) Neutral
4) Disagree
5) Strongly disagree

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