R

BEHAVIOR

Made By : Sumaiya Mumtaz

Sania Nasim
Taimoor Hussain
Submitted To : Sir Amjad Baryar
INTRODUCTION

HALEEB FOODS is one of the leading local packaged food

companies of Pakistan.

It’s operating in following business segments Milk, Cream,

Juices, Powdered milk and butter. Haleeb foods core business
is milk and related dairy products.

Haleeb’s main market is Pakistan but it also exports food

products to South Asian and middle east countries.

The HFL has succeeded in this by continuously improving the

quality of its products but in the middle era it was gone under
downsized period for several years.
  HALEEB FOODS Limited (HFL) is a fast growing food
product company. It was established on July 1, 1984
with name Chaudhry Dairies Limited near Lahore and
commercial production started from July, 1987.

HISTORY OF  In1989 established equity partnership with CC

HALEEB FOODS
Friesland. 1998 entered in franchise agreement with
Cedilac France.

 The company name is changed in November, 2000.

Formerly it was CDL but now its name is HALEEB
FOODS Limited (HFL). The HFL is first dairy company in
Pakistan to get ISO- 9002 certification in 1997 and
HACCP Certification in June, 2003.
• MARKETING MIX

• PRODUCT

• PRICE

• PLACEMENT

• PROMOTION
PRODUCTS:
 HALEEB FOODS different segments include UHT Milk, Dairy products and Juices.
Main Brands of HALEEB’S are:

 Haleeb Milk, Dairy queen, Good Day, Tropico Nectar, Skimz etc.

PRICE:
 HALEEB MILK is priced keeping in view the buying power of middle income and
high income social classes of society. It shares a justifiable percentage with
retailers to maintain and expand its market share. Its price variations are also
made at religious festivals. Bulk purchase discount is also provided at the whole
sale markets.
PLACE:
HALEEB MILK is targeting the mass market so the distribution of the milk is set as
it is a convenience good so it is provided at maximum stores.
Distribution network includes distributors, whole sellers and retailers. It is make
certain that the product is available on all the big and major stores. i.e big
departmental stores, bakery stores.

PROMOTION:
 The product is promoted through advertising and communication
channels. Newspapers, billboards, radio and television commercials
are used for advertising the product.
 Television channel is the main medium that is most actively being
utilized by the companies for the advertisement of their products. So
the television commercials are used to create awareness about
Haleeb milk.
 Different promotional activities and promotional campaigns are used
to promote the product. For example, if a consumer buys a complete
carton then the consumer will be given 10% discount.
 POSITIONING:
Positioning is the only way through which a
company can increase the functionality of its
product and can portray it as a more useful
product.

Haleeb will position its product by its attribute and by its usage.
Haleeb will position itself not only a tea making milk but also
used for drinking purpose and for making sweet dish as well. It
will make the perception in the consumers’ minds that it will
their all requirements regarding milk whether it will be for
drinking, for making tea and coffee or for other kitchen
i.e. cooking and making sweet dishes.
It will position itself as a thickest and purest milk brand available in
the market. So whenever the consumers think of the purest and
thickest milk, they will recall Haleeb Milk and it will affect their
purchase decision and consumers will prefer to purchase Haleeb
Milk as compared to other brands milk available in the market.
PURPOSE:
Haleeb Milk is providing its consumers superior value for money with
their affordable and real milk. Haleeb Milk is exactly what its name
suggests – wholesome and pure quality milk that provides the public the
absolute surety that they are getting the most affordable and 100% real
milk for all their daily dairy needs.
 • POPULARITY :
 The company was only known for its product of haleeb liquid packed milk. The popularity
rises as they get exporting their products out of the boundary of the country such as middle
east countries etc.
 ●CDL Foods limited has been changed to Haleeb Foods Limited, so this change in name can
help them to attract foreign customers.
 ●It was well trusted by the customers
 ●Fresh, pure and nutritious, the premium quality and richness of Haleeb makes it a favorite
household name. Haleeb Milk is Pakistan’s only Nutra-Hygin milk which was known for
providing the best combination of Purity, Quality and Nutrition.
 ●One of the key factors chosen for their popularity was Asli Milk is all-purpose real milk
product by Haleeb Foods.
 ●On their starting days the product was easily available in the local markets and small shops
which helped in better marketing and getting popularity.
COMPETITORS
As the product moved toward its
popularity the competitors arises
in the market and they were found
to be more competitve. The
compititors were as follows,
Nestle milkpak
Good milk Olpers
 Nurpur Milk
Day Fresh Milk
 Products like Milk pack, Olpers and Good milk have
posed a serious threat to Haleeb milk. Currently
however, considering the economic and political
conditions of the country no firm is performing at its
full potential. High inflation rates, rising oil prices,
power shortages have all contributed to the closing
down of many ventures. The competitors are also
having a difficulty in surviving in this tough
environment.
 By focusing on making its processes and policies
Haleeb can improve its competitive position and rise
again. It should have a strong product portfolio and a
very constructed marketing plan to regain its lost
fame and success.
CONCLUSION

 HALEEB FOODS Limited (HFL) is a fast growing food product

company. Despite the fact the overall analysis of the firm’s financial
statements shows that the company is not doing well. Compared to
the industry leaders like Nestle and Engro, Haleeb is not that large a
company. A deeper look into the company shows that its profitability
has decreased from 2009-2011. Its net profit margin has reduced to
4.83% in 2011 from 7.19% in 2009.
 Although it is not a good indicator for the company.In terms of the
gross profit margins Engro has superior results compared to both
Nestle and Haleeb. From this we could conclude that the cost of
goods of Haleeb needs to rise.
RECOMMENDATIONS
 Haleeb milk should allocate a healthy budget for the advertising of its
products. HR Department should increase the efficiency of the company. The
cooperation among the different departments should also improve it will lessen the
bureaucratic cost and increase the efficiency of the company.
 The activities like customer satisfaction 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.
 The shopkeeper complains that haleeb milk don’t provide replacement to the
expired products so they should provide proper replacements to the shopkeepers to
enhance the image of the company. Haleeb should improve its distribution system
especially the retailers are not happy with distribution of Haleeb Milk.