Executive Summary: Internship Organization: Haleeb Foods Ltd.

Internship Duration: June 25, 2007 to August 13, 2007 Introduction:
This report covers the activities and responsibilities that I performed during my internship at Haleeb Foods Limited. HFL is the National Company with a burning passion to take on the international market. In the clutter of multinational companies HFL has a distinguished place. The report starts with the introduction of the company, then the mission and the vision of the organization and its structure covering all the departments. HFL's products portfolio, SWOT Analysis, Pest Analysis and Porter Five Forces Model. Then the next part includes my duties and responsibilities and the assignments and projects they gave the problems and then me and limitations I have founded while doing the internship and then recommendations

Internship Assignment:
The assignment was to work with a professional organization to get professional experience of the office routines and the working of the organization at the initial level.

Learning:
I worked their as an intern for the 7 weeks in the marketing department. In the marketing department of HFL I learned a lot of things related to marketing and sales. My boss gave me many assignments, which were related to marketing and sales, and also many other things that will help me a lot when I will start my professional career.

Contribution:
My contributions in that department were valuable, because of my contributions I succeed in taking the load of work of my boss.

Introduction of HFL:
This report provides a cavernous insight of the departments and products of the company.

HFL is now one of the fastest growing packaged food companies in Pakistan with an annual turnover of Rs. 9.2 Billion (F2006). It is a private limited company. It started commercial production in July 1987. Due to consistently superior performance, it has achieved undisputed leadership in the liquid packaged milk category with a market share of over 52%. HFL has a very strong brand portfolio consisting of dairy as well as nondairy products. Haleeb Foods has segmented its product portfolio in 3 leading brands including Haleeb, Candia and Tropico. Haleeb is the flagship brand of the company. Haleeb UHT Milk is available in 5 Sku’s of Tetrapak packaging. Due to its strong positioning of the thickest milk for best tea, it has the highest top of mind awareness and penetration in the dairy industry of Pakistan. In order to increase consumer and trade penetration of the brand, it is also available in Tetra Fino Packaging under the brand extension of Haleeb Dairy Queen. Haleeb has also progressively diversified from UHT Milk to other product categories as well. These product line extensions include Haleeb Butter, Haleeb Yogurt, Haleeb Cream, Haleeb Labban (Drinking Yogurt), Haleeb Asli Desi ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (skimmed milk), Haleeb N'Rish Full Cream Milk Powder & Haleeb Good day Pure Juices. Haleeb Good day is the only range of 100% pure juices in the country with a variety of 6 pure juice flavors. Haleeb Foods, having a Franchise agreement with Cadillac France, launched Candia Double Sterilized Milk in bottle format in April 1999. Candia is also available in the Candia Classic variant which is positioned for Tea. Another recent initiative is Candia Candy Up, which is flavored milk for children. HFL 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 the product range is available in all the urban and semi urban areas of Pakistan. Furthermore, concerted efforts are being made to develop the rural market as well. HFL has an efficient and resourceful Export department, which has successfully tapped opportunities in foreign markets including Korea, Hong Kong, USA, UK, China, Afghanistan, Bangladesh and the Middle East. In order to provide best quality products to its consumers, HFL has a welldeveloped supply chain infrastructure. It has heavily invested in a vast network of company operated milk collection centers across the country. HFL has a strict and stringent quality policy regarding intake of raw milk.

It is the only company that conducts 21 rigorous quality tests to ensure that only fresh milk of the highest quality is accepted at the plant premises. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. Further, Haleeb Foods is the only food company in Pakistan that has the following international certifications of quality and prestige: • HACCP (in process controls for safer products) • ISO 9001 – 2000 (better quality for greater customer satisfaction) • ISO 14001 (environment-friendly operations) HFL believes in using cutting edge processing and packaging technologies to meet consumer expectations of hygienic and high quality food products. It has more than 30 Tetra machines for its UHT milk brands and 5 UHT units with a capacity of producing more than 1 Million Liters of Milk everyday. Keeping in view the volume potential and increasing growth trend of the market, the company has recently inaugurated a second independent UHT plant at Rahim Yar Khan. Haleeb Foods has a highly professional management team with a progressive operating style. The management team comprises of highly seasoned professionals with diverse global experience of managing and developing brands. It can lay claim to be one of the very few Pakistani organizations, which are truly following the model adopted by globally successfully corporations, with clearly defined roles for shareholders and the management team. The company takes pride in being a model national organization delivering international quality products and higher value for money to its consumers. The management team at HFL strongly believes that Pakistan offers enormous potential for food business due to a large consumer base, high acceptance of packaged food, and a growing urban middle class consumer segment.          

       

History:
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46
Million under the name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it is known to be as Haleeb Foods Limited. At that time it had the capacity of producing 80,000 / liters of milk per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT liquid milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those including MILKPAK were using obsolete technology that was used in EUROPE. Haleeb Plant was the only plant based on the latest technology and the basic idea behind that were particularly dairy foods products. Haleeb is one brand that is toady known everywhere.

From November 1989 till December 1991 Haleeb had a joint venture with fries land Frico Domo of Netherlands. This joint was amicably dissolved on account of FFD's change in management in their global strategy. Today as an ISO 9002 certified company, Haleeb is the dominant market leader of UHT milk in Pakistan by capturing 52 % share.

Franchise agreement with Canada, a market leader in the liquid milk market in France, was assigned in December 1998. Under this arrangement, the company launched Candia range of value added liquid milk product and also have assess to latest production, technical and marketing know how.

Initially company launched different products but some of them could not become successful. As the company's core concern is quality eventually company abandoned products that were not according to the market needs. In 2002 the company contributed 54% to the country's packed milk market.

Problem and Purpose:.

This report seeks to look at the operations of Haleeb Foods Limited. What kind if products and services HFL is providing to the consumers, also about the environment in which it is operating.

Sources and Methods:

• The greater part of information presented in this report has been taken from published material of the company like its broachers and website. The information regarding HFL is taken from the senior managers and the supervisor under whom I am doing my internship.

• I tried my level best to write updated and latest information and in the report.

• Main Sources of information are:

The focus of this report is mainly on the marketing department of Haleeb Foods Limited.www.haleebfoods. Haleeb Food Limited is a private limited doesn’t allow leaking any of its internal information. Organizational Structure of Haleeb Foods Limited: Managing Director Technical Operations R & D Quality Assurance Marketing Sales Human Resource Finance Information System Supply Chain Food Services .com Limitations: The most important limitation in writing this report was the nature of the company. specially the information regarding the financial position of the company and the policies related to Human Resource Department. Scope: The scope of the report is to examine in detail the operation of HFL.

Maintenance Administration Production Quality sessions Quality Control Customer Care Brand Teams Sales Team H.R Functions HIL Finance Accounting Projects NPD Milk Procurement Purchases / Imports Warehouse Chairman Export Hierarchy of Marketing Department: G.M Marketing GBM MM .

Values and Policies of Haleeb Foods Limited. affordable and highly nutritional products to our consumers while maximizing stake holders' value. Vision Statement: Most Innovative and fastest growing food company offering products enjoyed in "every home every day" Mission Statement: Build Branded food business to improve quality of life by offering tasty.NPD GBM GBM ABM ABM ABM BM CCR ABM ABM Vision. Policies: . Mission.

hygienically processed. It is Haleeb Foods premier brand. Values: • Enterprise • Empowerment • Accountability • Trust • Teamwork Haleeb Foods product Portfolio: 1.9% solid non-fats. b. highly nutritional food products through environment friendly processes to our customers while maximizing stake holders' value. suppliers. To prevent pollution through controlling levels of harmful emission. safety of our products. Promote mutual trust with customers. affordable. d. e. environment and other applicable laws etc. c. employees. and the choice of quality-conscious consumers who only go . sage. Haleeb is pasteurized. Build branded food business to improve quality of life by offering tasty. and standardized pure UHT milk of the highest standard with 3. f. homogenized. Provide all the necessary resources for the continual improvement in quality.1 Haleeb Milk in Tetra Pack: Consumers everywhere know that only Haleeb Milk makes the best tea ever because of its thickness. Contribute to safe and healthy environment for our country. processes and environment.5% fats and 8.a. shareholders and community. effluents and other wastes. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety.

Haleeb Milk is all about making your life simpler and easier. The aluminum that covers the mouth of the bottle ensures that the milk that reaches you remain fresh. Feel free to have your own pick according to your need. but also protects the milk from light. heat and bacteria. Packed in easy to open.25 liters • 250ml: 5 liters • 1000ml: 6 liters 1. it comes with a 3 months shelf life. Reshmi pack not only retains the natural thickness of milk for a longer time. Due to its multi-layered packaging material. 6-layered Tetra Pak Brick Aseptic packaging. SKU's • 125 ml: 1. . SKU's . SKU's • 1500 ml: 8 Packs / carton • 1000 ml: 12 packs/carton • 500 ml: 12 packs/shrink-wrapped tray • 250 ml: 27 packs/shrink-wrapped tray 1.for the best. Approved by CCTPA the Haleeb Milk Bottle has multi protected layers that keep it safe from bacteria and sunlight.3 Haleeb Bottle: The good thing about the Haleeb Bottle is that it is made out of material that is 100 percent recyclable.2 Haleeb Reshmi Haleeb Reshmi pack is long life-packaged milk and offers consumers premium quality milk at an attractive price. The Milk Bottle's convenient screw cap makes it easy to use in our day-to-day life.

SKU's: • 1000 ml: 12 packs/carton • 500 ml: 12 packs/tray • 250 ml: 27 packs/tray . This marvelous product provides all the benefits of the Thickest Milk along with the natural goodness of extra cream.9% solid non fats. It enhances your performance and helps to maintain a healthy. It is available in 6-layered Tetra Pak Fino Packaging. SKU's: • 250 ml: 24 pouches per carton • 500 ml: 16 pouches per carton • 1000 ml: 9 pouches per carton 1. At an affordable price it has won the hearts of consumers everywhere. Haleeb Gold with its extra rich creamy taste makes a perfect cup of Tea. introduced for the first time in Pakistan and has 2 months shelf life.• 1000 ml / 8 pieces per cartoon • 250 ml / 24 pieces per cartoon 1.5% fat and 8. dynamic lifestyle.4 Dairy Queen: Dairy Queen is Haleeb another standardized and homogenized pure UHT Milk with 3.5 Haleeb Gold: The Thickest Milk with Extra Cream.

enriched with calcium. flavors or preservatives. SKU's: • 200 ml (plain) pack: 27 packs/carton • 200 ml (cardamom) pack: 27 packs/carton 1. orange. mango.1. Tea Max is special milk that provides a rich taste in your beverage. packed in a 6-layered Tetra Pack Brick Aseptic packaging. packed with health and a great taste. It is also available in the unique and delicious cardamom flavor. C & D. red grape. without any added sugar. An exciting treat.7 Haleeb Funday: Haleeb Funday is a delicious juice drink especially for kids. Aamonka (mango) and Arrochee (peach and lychee). and vitamins A.6 Haleeb Tea max: In tune with the Haleeb Foods tradition of providing consumers high quality and value added products. Good Days’ six premium juices (apple. Haleeb Tea Max is the ideal choice for all tea and coffee lovers. For consumption absolutely anywhere and anytime. SKU's: • 200ml Pack: 36 Packs /Carton Shrink wrap units • 200ml Pack: 27 Packs/Carton 1. Funday juices will surely be an instant success with kids with their unique and amusing names. and mixed fruit) give you the absolute .8 Haleeb Good Day: Haleeb Good Day offers consumers a range of 100% pure juices with the essence of four fruits in each glass. They are packed in a 6-layered Tetra Pack Brick Aseptic packaging. pineapple.

Haleeb Cream is luxuriously rich in its thickness and nutritional value. Enjoy it anytime and exude energy and freshness whole day long. It is packed in a 6-layered Tetra Pak Brick Aseptic packaging. 6 dispensers/carton 1. SKU's: • 250 ml Pack: 27 Packs/Cartons • 1000 ml Pack: 12 Packs/Carton 1. also great for eating with bread etc. making a tempting spread on bread. It is packed in a 6-layered Tetra Pack Brick Aseptic packaging. SKU's: • 250 ml: 27 packs/shrink-wrapped tray • 65 ml mini pack: 24 packs/dispenser. delicious desserts and creamiest coffee with its unique taste.10 Haleeb Cream with Honey: Haleeb Cream with Honey is an exclusive treat: delicious thick cream fortified with the goodness of pure honey. 6 months shelf life. It promises the richest assortment of tempting toppings. SKU's: • 65 ml mini pack: 24 packs/dispenser • 200 ml: 24 packs/tray . and revitalizes you at the same time.9 Haleeb Cream: The premium cream processed hygienically from pure fresh milk.delight in taste. Packed in 6-layered Tetra Pack Brick Aseptic packaging.

with freshness seal that keeps the product attributes fresh throughout its life.11 Haleeb Butter: Haleeb Butter is the best natural source of Vitamins A & D for everyone. 200g. • Zera Raita: 24 Units/Tray • Mint Raita: 24 Units/Tray .1. Offered in 450g.12 Haleeb Yogurt: Haleeb Yogurt meets the highest quality standards and gives consumer’s unmatched quality. freshness and taste with every spoonful. It is rich in its taste and revitalizes your energy for a long tiresome day. SKU's: • Plain Yogurt 450 gm: 12 Units/Tray • Plain Yogurt 200 gm: 24 Units/Tray. SKU's: • 20g pack: 300 packs/carton • 50g pack: 120 packs/carton • 100g pack: 60 packs/carton • 200g pack: 30 packs/carton • 1000g pack: 1 pack/carton 1. and by far the ideal way of starting yet another busy day.

SKIMZ is a skimmed milk powder. yet high in proteins and calcium. Haleeb Asli Desi Ghee is free from all artificial ingredients.15 Haleeb Skimz Powder: Skimz is a fat-free milk powder.1. It is available in salty and sweetened variants. whereas SKIMZ contains less than 1% fat. packed in a 6-layered Tetra Pack Brick Aseptic packaging. convenience and accessibility. Full cream powder contains 28% fat. along with hygiene. it has pure and natural taste and is nutritionally preserved. SKU's: • 0.14 Haleeb Labban: Lassi is an age-old traditional beverage in the South Asian continent.13 Haleeb Asli Desi Ghee: Haleeb Asli Desi Ghee is obtained from pure milk through the traditional procedure of heating butter slowly. There are mainly two types of milk powders. Moreover. SKU's • 250 ml pack: 27 packs/carton • 1000 ml pack: 12 packs/carton 1. naturally low in cholesterol. full cream and skimmed. the protein and calcium content is . Haleeb Labban aims to give its consumers the same satisfying traditional taste of thick Lassi. Haleeb Labban is the only ready to drink packaged Lassi available in Pakistan.5 kg pouch: 10 packs/carton • 1 kg pouch: 5 packs/carton • 1 kg tin: 6 tins/carton • 5 kg tin: 2 tins/carton • 16 kg tin: 1 tin/carton 1.

It is best suited for weight conscious people as well as those trying to maintain a low cholesterol level. Haleeb Foods Limited and Candia of France have joined hands to bring you the highest quality milk.higher in SKIMZ as compared to full cream milk powder. For the first time in Pakistan. These bottles are manufactured from .16 HFL also produces bulk dairy products. Bulk Products Available: • Instant Full Cream milk powder (IFCMP) • Full Cream Milk Powder • Skimmed Milk Powder • Instant Skimmed Milk Powder (ISMP) • Cream • Ghee • Butter 2. standardized. SKU's: • 200 g: 12 skillets/shrink-wrapped tray • 500 g: 12 skillets/carton 1. Haleeb Foods Limited has introduced milk packed in food grade plastic bottles. but also the best taste ever. homogenized.1 Candia Milk: Candia is Europe's Number One selling milk. This not only ensures the highest quality. double sterilized milk.0 Products under the Umbrella of Candia: 2. Candia is pasteurized.

SKU's: • 250 ml Bottle: 12 bottles/carton • 1000 ml Bottle: 12 bottles/carton 2. Candy Up has been launched especially for flavored milk drinkers.3 Candia. in chocolate & strawberry flavors to the sheer delight of children.2 Candia Classic: Classic times ask for Classic tea. The fact that it comes in a bottle makes up for convenient usage as well.1 brand Candia. SKU's: • 500 ml: 12 bottles per carton 2.4 Candia Skimz: . a product by Europe’s No. SKU's • 1000 ml: 12 bottles per case • 500 ml: 12 bottles per case 2. and it is an ideal choice for real tea drinkers.imported materials at Haleeb Foods latest plant and guarantee longer shelf life. Candy Up: With the backup of Candia. Its richness and taste is bound to add more life to your cup. highest quality and storage with ease of use.

Tropico is available in three flavors: apple. Mango. packed in a 6-layered Tetra Pack Brick Aseptic packaging. Apple and Kinoo. all year long! . it comes with a 3 months shelf life.1 Tropico Juice Drink.Candia Skimz is the only completely fat-free milk with the richness of pure milk. available in four sumptuous flavors including Red Blood Orange & Kinoo.2 Tropico Nectar: Juices play an important role in the functioning of our body. Tropico nectar is another product from the house of Haleeb Foods Limited. Minus fats. which prevents osteoporosis. have many benefits associated with them. which is 100% pure nectar. It is also high in calcium content. Tropico is the premium juice drink. mango. SKU's: • 250 ml: 27 packs/shrink-wrapped tray 3. superior in taste and pulp contents. and help you achieve the desired healthy way of life.that is so deliciously different that you will want to have it in your house. SKU's: • 1000ml Pack: 12 Packs/Carton • 250 ml pack: 36 packs/carton • 250ml Pack: 27 Packs/Cartons 3. for that invigorating fruity refreshment.0 Products under the Umbrella of Tropico: 3. it is an ideal choice for weight-watchers and heart patients. Haleeb Tropico is also the only brand that is offering Red Blood Orange & Kinoo Juice . Packed in a 6-layered Tetra Pack Brick Aseptic packaging. and mix fruit. With the quality assurance of Haleeb Foods.

Candia Skimz Liquid Milk 2000 Tropico Juice Drink.SKU's: • 250ml: 27 Packs/Carton • 1 Ltr: 12 Packs/Carton Year of Launch of the Products: 1986 Haleeb Milk 1997 Haleeb Asli Desi Ghee 1998 Haleeb Cream. Haleeb Fun Day Juice Drink. Haleeb Lassi Drink 2004 Haleeb Good Day Pure Juice. Skimz Pouch. Haleeb Plain Yogurt. Red 2005 Grapes. Haleeb Good Day(Mix Fruit. Candia Skimz Milk Powder 1999 Candia Milk. Tropico Nectar SWOT Analysis: . Haleeb Labban. 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. Candia Classic. Haleeb Tea Max with Cardamom. Mango Pineapple) 2006 Haleeb Reshmi Pack. Candia Candy' Up Flavored Milk Haleeb Cream With Honey.

• Innovative and constantly growing product line. • Sales force is the major resource strength in terms of physical resources of the company. . • Financial. • Qualified work force. • Focus on research and development. • Quality Products. • Marketing strategies established by the company are innovative and lure customers.STRENGTHS: • No 1 dairy company. • Periodic research carried out to judge market trends. • First and the only dairy company in Pakistan to get ISO 9002 certification. marketing and sales strategies are formulated by gauging the customer demands. • Major shareholder in the food industry of Pakistan. • Haleeb Food's products enjoy strong brand image and market pull. • Growing Sales and profits. • Highly sophisticated plant and equipment. • Environment Friendly. • Socially Responsible Company. • Efficient Distribution networks through out the country. WEAKNESSES: Relatively a small and local company in comparison to its rivals.

• Selective investment due to uncertain economic and political conditions. • They cannot launch many of its expensive international brands due to the lower income groups. • Credit policy can be adopted to increase sales. • Comparatively weak distribution system. OPPORTUNITIES: • Pakistan is the seventh largest producer of milk in the world with annual output of over 22 billion liters. • HFL can export to others countries. e. • The packing line installed for N'Rish has a higher capacity than the actual demand of the product. • There are substantial growth opportunities considering the average yield of Pakistani animals at only 1. out of which processed milk contributes only 3 million liters. • The overall milk market in Pakistan is 20 billion liters.g. No credit sales. • Feasibility of new products needs to be analyzed. • CDL has been changed to HFL. • Inadequate marketing. There are nearly 20 million milk producing animals in the country. resulting in higher overhead costs for the product. • Low sales margins due to highly value added products. • Haleeb Foods' has expanded its product range by launching milk in Tetra Fino Packaging.000 liters/annum for animals in Europe and USA. .• Dependence on 3rd party for supply of milk. so this change in name can help them to attract foreign customers. • Low promotional activities. Candia Drinking Yogurt was launched some years back but it failed because no customer demand exist it.100 liters/annum as compared to 6. mostly in Punjab (80%). Haleeb Foods along with other processed milk business contribute only 2% to this large market.

• Entering in to the market of baby cereals.• HFL can go for related diversifications by producing pure juices and flavored yogurt. as people will feel more secure economically and it will further increase the attractiveness of the market. Engro Foods. . but it is nit directly influencing buying power of consumers. Pest Analysis: POLITICAL CONDITIONS: The political conditions are not very stable in the country. • HFL can go for joint venture with other companies to attract the market share. • Effect of Seasonal ties upon sales. • Price fluctuations due to rupee devaluation as raw material are imported. There are no restrictions or barriers on the growth of this industry. • Launching cheese would also beneficial for them to create the brand awareness. So the political conditions are favorable fir this market because food and dairy chain products are consumer goods and they have to purchase it in any condition. which will help them in increasing their revenue. • Dependency on contractors for supply of milk. • The uncertainty of economic conditions poses a great threat. • The present economic crisis in the world. ECONOMICAL CONDITIONS: The economical conditions are not very favorable and the economy is facing problems. it will further boost up growth of this industry. • Price sensitive people. • Milk man (Gawalas) providing non branded milk in homes. led to the withdrawal of foreign management from the company and the investment has come to a halt. If the country is out of its current problems. THREATS: • Competition with Nestle. but this does not directly influence the trends and spending patterns of the customers.

) Management of HFL claims that its products are still in the growth stage. People are moving towards branded food / dairy products due to hygienic reason. • Large capital is required. The key to survival for companies in this industry is using high technology for quality and cost purposes. • Government regulatory policies. .SOCIAL CONDITIONS: The social patterns are changing in the country. People are becoming more attractive towards the branded products. Porter Five Forces Model THREAT OF NEW ENTRANTS (LOW). which are not using high technology. as the world is becoming a global village. The companies that are using latest technology have some cost benefits over the companies. Even though the products have been in the market for more than decade and it is considerably a long time period for any FMCG to compete its growth stage. It is becoming fashion and young generations as well as the children are getting more attracted towards this industry. • Strong customer loyalty. and mutually share and accept patterns. TECHNOLOGICAL CONDITIONS: High technology is the basic requirement of dairy and food industry. • High marketing expenditure. LIFE CYCLE (HALEEB FOODS Ltd.

• Brand Preference. • Importance of volume to suppliers. • Switching costs is low • Brand loyalty is high.. BARGAINING POWER OF SUPPLIERS (LOW). Noon Group. • Switching options are more. INTRA INDUSTRY RIVALRY (HIGH). • Loose products in the market are the major substitutes. Shezan etc. THREAT OF . • Industry growth is high • Difficult to take competitive advantage. BARGAINING POWER OF BUYERS (HIGH). • Brand differentiation.. • Exit barriers are high. THREAT OF SUBSTITUTES (HIGH). Engro Foods. • High number of suppliers. • Diverse Competitors like Nestle. • Economies of scale.

NEW ENTRANTS LOW (+) Intra Industry Rivalry BARGAINING POWER OF BUYERS THREAT OF SUBSTITUTES BARGAINING POWER OF SUPPLIERS HIGH (-) LOW (+) HIGH (-) HIGH (-) .

the detail these duties and assignments are given below. I was assigned different duties and assignments. Marketing Department Internship Program For 7 weeks Marketing Practice Orientation Activity Details Time Duration New Product Development NDP Brief.” out of box” ideas for new product with rationale 1day Research Brief Writing How to write a good research from given objectives 2 days Creative brief writing How to write a good creative brief from given objectives 2 days . 2007 to August 13. In that time period I had worked in marketing department of Haleeb Foods Limited. 2007.Internship Assignments and Duties: The duration of my internship was from June 25.

To compile presentation or comprehensive report. Research through survey on Imported juices in Pakistan LAHORE REGION Objective: The objective of this research is to get the information about the imported juices available in the market & study their different attributes like brand name flavors. Sample Size: Twenty-six departmental stores were selected for this research. 1. Area Covered: The stores spread over different areas of city like Johar town. At least 2 weeks Report. Shadman. data tables & result Market Orientation (Retail) As per objective given by brand team.5 weeks (including preparation of questionnaire. Faisal town. price & categories. Town ship. My understanding of HFL brands. positioning. Product review. 3 days for final report. Defence. serving size. Garden town. field work. 2. Wahdat road. . Gulberg. recommendation 2 days Final internship report A compilation of the Intern’s experience at HFL including all projects reports. Model town.Projects CLT or consumer survey for any HFL Marketing research project (consumer) product. Mall road and Cantonment.

3. b) For Caesar it ranges from Rs 88 to 90. It is 100% juice. Caesar. • Big stores in city like Alfateh. MAJOR FINDINGS: After going through data the major findings of this study is as follow: • Availability of Malee juices is 98%. berry & fruit cocktail etc. Pure juice in which there is no sugar. 2. (reference Victoria store). • Availability of Lacnor is 60%. Category of Juices: The imported juices belong to three categories namely: 1. Safa. orange. Still drink containing 10% pulp & remaining part include sugar. HKB consumer mostly buy Dew land. • Consumer generally buy traditional flavors like apple. d) Lacnor ranges between Rs 125-130. mango & pine apple but now in last few years the trend is also towards new flavors like lychee. preservatives & artificial colors. • Malee juices mostly available in 1-liter tetra pack but on some stores also offered in tin pack 240 ml. preservatives & artificial color added. c) Dew land ranges between Rs 88-100. .Target Market: Most of areas belong to upper & upper middle class. • Price variation is also there like: a) Malee ranges between Rs 125-130. Nectar in which there is 30-50 % fruit pulp. black current.

mango & pine apple but now in last few years the trend is also towards new flavors like lychee. .LAHORE DEPATMENTAL STORES ISLAMABAD/RAWALPINDI REGION Area Covered: The stores spread over different areas of twin cities. preservatives & artificial color added. In Islamabad the locations were Sectors G-6. MAJOR FINDINGS: After going through data the major findings of this study is as follow: • Availability of Malee is 73%. It is 100% juice. berry & fruit cocktail etc. • Still drink containing 10% pulp & remaining part include sugar. F-7 (Jinnah Super). orange. F-6 (Super Market). Target Market: Most of areas belong to upper & upper middle class. F-10. black current. • Availability of Safa is 70%. • Consumer generally buy traditional flavors like apple. Chakklala scheme 3. F-8. and G-10 and in Rawalpindi areas were Sadder. • Nectar in which there is 30-50 % fruit pulp. preservatives & artificial colors. • Availability of Lacnor 60%. Category of Juices: The imported juices belong to three categories namely: • Pure juice in which there is no sugar. Sample Size: Thirty departmental stores were selected for this research.

• People in two cities mostly like pure juices & nectars. Marketing practice Orientation: During my stay at Haleeb Foods Limited my supervisor gave me different office assignments involving marketing practice orientation like 1. The details and format of which are attached in the following pages. c) Dew land ranges between Rs 88-100. Research brief writing. 4. e) Ceasar ranges between Rs 85-100. 3. . 2. b) For Safa ranges from Rs85 –100. ISLAMABAD/RAWALPINDI DEPATMENTAL STORES 2. d) Lacnor ranges between Rs 75-95. New Product Development brief. Brand identity model. Creative brief writing. • In Islamabad people also consume Dew land. • Price variation is also there like: a) Malee ranges between Rs 120-130. Almarai & Ceasar.

2007 Timeline: Immediate [ ] Longer Term [ ] Priority: HIGH [ ] MEDIUM [ ] LOW [ ] PART I: To be completed in full and in duplicate by the assigned brand team. BACKGROUND & OBJECTIVES: As HFL has history of being innovative & pioneer in dairy product its time to enter new arena like carbonated drink & cash in Haleeb good image to give customer satisfaction.New Product Development Brief NPD (New Product Development) EPD (Existing Product Development) c) Formulation Analysis or a) New Formulation [ ] Improvement [ ] b) New Primary Packaging [ ] d) New SKU or variant [] e) New Secondary Packaging [ ] f) Squeeze (Cost Savings) [ ] g) Pack Design Changes [ ] Retail [  ] Bulk [ ] h) Others: Project title CARBONATED DRINK Project No: Date: June 19. Very popular among youth. MARKET ASSESSMENT & COMPETITION: General: Pepsi & Coca cola are two main competitors. while Pepsi is market leader. Consumer trend is to have drink for refreshment & also use with food items. B) Agreement is to be acquired from the assigned NPD Team. Last but not the least high acceptance of packaged food in urban based areas. 40 Rs for 1. there is large consumer base. End Consumer Price & Taste/Packaging profile for competitive/ substitute product: 11 Rs for 250 ml. People develop a psyche that guest should be served with soft drinks.5 lits . To enhance strategic business units. the substitute products are juices. squashes etc. A) Attach additional info if applicable. C) Forward to GMM and MD for approval. market volume size is 100 million.

Packaging profile for Pepsi Coke is same like both comes in 250ml. Key Consumer Benefits: Comes in different flavors (strawberry. low calories.Taste/Packaging profile for competitive product: Pepsi a bit sweeter & less carbonated gas. Required Product Profile: Same as current MARKET RESEARCH PLANS: Type of Research: Quantitative research Quantity required: different schools & colleges (let say 5000 consumers) Date by which prototypes required for consumer testing: 1 Sept. Coke has strong taste a bit harder.2007 COST PARAMETERS GUIDELINES: For 250 ml Rs 10. lemon). TARGET GROUP & REQUIRED PRODUCT PROFILE: Target Group: Youth (15-25yrs) because they are more receptive to change. . For 500 ml Rs 18.500ml& 1.5 liters bottle. orange. 2007 TARGET LAUNCH DATE: 1 Nov .

TECHNICAL FEASIBILITY: (including comments on any CAPEX required.including launch volume): 1.6 million (10 million of 250 ml & 0. label color brown shade. guidelines. Purchase. samples. transparent. low calories TIMELINES: four month for research time Project start: 25 June 2007 Project ends: 25 Sept. etc. strawberry. know-how) LIMITATIONS: preservatives permitted.6 million of 500 ml Test-Market Launch volume required: 60000 of 250 ml & 45000 of 500ml Packaging: -.VOLUME ESTIMATES: Volume and Value Estimates (for 12 month period. 2007 NPD TEAM AGREEMENT: .250 ml & 500 ml plastic bottle. lemon color of label & cap varies Strawberry pink color Lemon green color Apple yellow color PART II: To be completed by the GM-Operations and discussed and agreed to by groups directly involved including QAD. bottle cap brown for cola drink & for fruits flavors like apple. available literature.

For this purpose we want to have a fair idea about consumer perception about the tetra pack flavoured milk & most importantly the target consumers. this document is to be filed with the GM-Marketing.: Assigned Brand Team. MARKET RESEARCH BRIEF CATEGORY BRAND PRODUCT DATE DAIRY: UHT treated Haleeb Flavoured milk   July 26. General Manager Marketing.c. Assigned NPD Team. flavoured milk. OBJECTIVES MARKETING RESEARCH What business decision are we trying to make? Primary Information need Other useful information . Managing Director Note: In case of denial.e. ‘07 CONTEXT We intent to launch a new product in a market i.Name Signatures Date In Date Out Marketing: ABM   MM R&D: AKB                                           QA: AQ Production: AH AD SCC: MSB           Finance: SMS Sales: RHU Marketing: LAC MD C.

IMPORTED BRANDS etc Report July 20. milk like positive & negative thing about product.B urban income groups(KHI. Thus we want to obtain consumer insights to help in determine launch of flavoured milk.’07 Moderate consumer atleast 2-3 times a week as well as high consumption of product 5-6 times a week.r. ‘07 Current user of COUNTRY.LHR) age 25—35 yrs. who. Kinds of flavours children most like. right target market& positioning. how many times. when. what.We need the following information: Flavoured milk consumption habits like where.   Performance Standards The minimum performance standard for acceptance Not applicable DETAIL OF INFORMATION SOUGHT   Not applicable Not applicable . Current variant of flavoured milk in market. Satisfaction level w. Brand Consumer perception towards flavoured Our motive is to diversify our product line from UHT treated milk to flavoured milk so that give full value of money to consumers .to build strong brand image in minds of consumers. Their liking of different flavours. children: school going Top lines July 10. perception based on packaging. how much. METHODOLOGY TARGET MARKET TIMING BUDGET Housewives:A. PAKCOLA. Their feeling about current brands available in the market.t. Registration of brand name. Inputs on various attributes.

SIGNATURES For Haleeb Foods Limited For Market Research Agency       HALEEB ENERGY DRINK Launch Advertising Brief BACKGROUND: .

EXECUTIONAL GUIDELINES: 1. busy professionals. 4. Establish clear brand differentiation versus leading competitive brands. sportsperson. They belong to A & B SEC. involving on sports celebrity endorsement. With the increase in literacy rate & exposure to electronic media there is big market for energy drinks. 2. TV concept (please see execution guide lines). . We would prefer concept that celebrity playing his respective field or doing some adventurous stuff like mountaineering. With the campaign focusing on “performance enhancer”.. 2. RED OX & other imported brands like ENERGRADE etc. POP Poster design Shelf talker Mobile design Leaflets. 3. Like tennis star ESAM-UL-HAQ. Print Ads (Urdu & English). Brand slogan for use in advertising campaign (based on BIM). For TV we would like to focus on 20-30 sec shot spots. 2. active students & long distance drivers all over the world. Achieve brand awareness level to 20% among target consumer by April 2008. MARKET OBJECTIVES: 1. but it is not mandatory. 5. So far the competitors in this business comprises RED BULL. (60” x 20”). Out door designs. Energy drink has been recognized by athletes. REQUIREMENTS: 1. Achieve market share of 15% by April 2008. Also government intensions to improve the infrastructure of sports in country & emphasis on fitness of players an effective energy drink is the order of day & also in coming age. 3. Haleeb energy drink will be launch in December 2007.Consumers purchase energy drink mainly for themselves.

TARGET DATE Brief to agency HFL                     2 Acceptance of brief by agency RED 3 Campaign presented by agency RED 4 Adjustments RED & HFL 5 Final campaign RED 6 TVC shoot RED & HFL 7 Rough cut of TVC RED 8 Final artwork for campaign RED 9 Final cut of TVC RED 10 Launch campaign RED & HFL SIGNATORIES: For Haleeb Foods For Advertising agency Name ________________ Name ________________ . KEY TIMELINES:   1 ACTIVITY RESP. Consumption shots must be a par of the execution. Brand identity model BIM should be followed religiously. 35 mm format.3. 5. 4.

.Innovative.Brand Identity Model .DESIRED BRAND ESSENCE HALEEB ENERGY DRINK acts as Performance Enhancer & Bolster consumer mentally & physically. .Influential.Brand as Product Brand as Org. .Vitalize body & mind. .Different packaging .Zealous.Hard core.Strong. .Vibrant. . s . Brand as Person Brand as Symbol HALEEB ENERGY DRINK .Umbrella of Haleeb. . . .Performance enhancer.

. Performance Enhancer. BRAND POSITIONING STATEMENT To SEC A & B urban-based household including sports lovers.Sizzling taste.Gives instant energy.. busy professional who want instant energy after daily hectic activities. Instant energy provider. CORE IDENTITY Vitalize body & mind. CORE TARGET CONSUMER .

Johar town. Main Boulevard Gulberg. Garden town. Allama Iqbal town. Shadman. relating re launch of Good Day Juices. • Check the availability of stock. Area Covered: • Total of 49 shops were visited in the areas of Muslim town. Cantonment. By getting information from shopkeepers regarding sales before & after campaign (June – July) and obtained valuable suggestion from them one gets a fair estimate about success of promotion activities. • Incase of shortage communicate it to sales department for necessary action. Model town. Defence. Store Intercept Monitoring Survey: The objective of this survey is to monitor the in store activities.SEC A & B household in urban areas requires performance enhancer agent. Cavalry. Main Findings: State of Sale . 4. Faisal town. They are brand conscious & want to excel in every walk of life. • Also monitor floats activity of Good Day juices and at the end of day report to my supervisor. & Liberty market. Survey on Outcome of Good Day Campaign on Sales: The objective of survey was to examine effect of Good day Juices campaign on sales. BRAND CAPSULE A panther on a pack. 3. The survey comprises for one week and the major responsibilities assigned to me were as follow: • Monitor & observe in store activities of promoters & make sure they performed their duties well.

. According to shopkeepers people don’t buy Good -Day because it is expensive. Some shopkeepers said that after store activity has completed customers don’t pick product themselves as during activity promoters persuade customers to buy good day juices. Some of shopkeepers want more skins for advertisement as Nestle & other competitor brands offer them skins in great quantity.Positive 51 % No real change 30. In Haidery store & Shezan bakers’ demand of 250ml pack is higher than 1-liter pack. In HKB liberty market old packaging of good day was displayed. Most of shopkeepers support good day campaign & they want more events like this in future.61 % Negative 8% Comments: Following are comments & suggestions given by shopkeepers. Some shopkeepers annoyed by the shortage of supply. Many said that demand and awareness is gradually developing for the brand.

These areas have A+. Also getting the data transferred from one computer to another was a big problem that arose almost daily. After the survey I prepared report & gave it to my boss I also got chance to visit Islamabad/Rawalpindi to check the availability of Candia flavored milk & Good day juices. for practical experience my boss assigned me to do market survey. The area of Lahore which I had visited include Muslim town. Iqbal town. Shadman etc. Defence . to find out whether shop keeper facing any problems with the distribution & about the off take of the cheese & yogurt. Garden town. Faisal town.EFFECT OF GOOD-DAY CAMPAIGN ON SALES 6. Gulberg. Model town. • The vendors and suppliers also give problem it was difficult to get work done from them. Problems & Limitations: • No separate computer was available for internee so it took more time for data entries and wait for the computer to be free. They always come up with reasons of not delivering the required material and I had to give them consistent follow up calls to remind them delivering the required material on the proper time. A. Johar town. . The time duration of market visits was 2-3 weeks. Market Orientation: During my internship period at Haleeb Foods. B+ stores in which Haleeb Products & other competitor’s products were available. To know about the perception of Haleeb Foods Brand in their mind & to check the availability of product over there. Daily I used to visit numerous shops.

Conclusion: This internship proved to be very helpful for me. It was my first experience. I got a lot of knowledge and also the practical aspect of life. Recommendations: • Haleeb Foods Limited should also allocate a healthy budget for the advertising of its products. but it will be very beneficial for in my coming future. • No internet facility for the internee. because in the 21st century only those organizations can survive who are utilizing all their resources efficiently and effectively. I am of the view that if the management of HFL wants to show the same results in the future that it should have to take some decisions before time.• The advertising agencies also give problem and it was also difficult to get the designs from the Advertising agencies on the deadlines. As a whole HFL is a good organization to work in but there are certain departments that need improvements. It is surviving in the FMCG’s sector with some strengths and weaknesses. . which was obviously very tough. • HR Department of HFL should introduce HRIS to increase the efficiency of the company. • The co-operation among the different departments of HFL should also improve it will lessen the bureaucratic cost and increase the efficiency of the company.

• The activities like customer satisfaction day should be performed on regular basis so the company should know about the feedback of the customers regarding the products and image of the company. • Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with distribution of Haleeb Milk. . • The shopkeeper complains that HFL don’t provide replacement to the expired products so they should provide proper replacements to the shopkeepers to enhance the image of the company.

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