Market Analysis of

Haleeb Foods Limited

PRESENTED BY FURQAN ASIF , WALY RAZA , ALI HASSAN, MUSAB UD
DIN
Table of content
 History and background
 Organizational hierarchy
 Role of marketing department HFL
 BCG Matrix
 Star
 Cash Cow
 Question mark
 Dog
► SWOT Analysis
► PEST Analysis
► Production process
► Market Mix
► Segmentation
► Research approach
► Competitive strategy
 History of haleeb foods limited
Haleeb Foods Pvt. Ltd. started its business in 1984
with the name Chaudhry Dairies Ltd. The plant
spreads over 37 acres of land which is situated at
62 kilometers from Lahore District Court, with a
capacity to process 80,000 liters of milk per day
with a labor force of 150 workers. It has a very
historical background as shown in below.
Timeline of HFL

1987 1991 2004 2008

Started Discontinued Change of Downfall in
production partnership Name to revenues
of “Haleeb with Friesland Haleeb and profits
Milk” Frico Domo Foods Ltd

1 2 3 4 5 6 7 8 9

1984 1989 1998 2005 2011

Chaudhary Equity Franchise New Mega &

Dairy Ltd. partnership agreement operational Forbes
Group
with with Cedilac, facility in acquired the
Friesland, France RYK company
NetherLands
Haleeb food limited hierarchy
Structure of hierarchy

The structure of HFL is a flat and a functional structure.

Advantages of a Flat Structure:

 More greater communication
 Better team spirit
 Less bureaucracy and easier decision making
Role of Marketing Department

We are living in an age of Marketing. Marketing Department is of

paramount importance, because it plays a link between the
consumer and the manufacturer. The function of the Marketing
Department is to ensure that consumers receive what they need. If
marketing department works effectively and efficiently, the whole
organization is on a smooth run. It also plays a key role in the
operations of the organization. Haleeb has a vibrant marketing
department too. This department is responsible to take charge by
reviewing the sales report and if any deal is going on regarding
packaging, distribution or any other concern, it contacts with the
representative persons. Current market demand is estimated
through the distributors. They also carry out market surveys for
new as well as existing products
Marketing Mix

1 2 3 4

price
product promotion placement
BCG Matrix
In order to explain the BCG matrix through a practical example, the
products of Haleeb Foods Ltd is used to describe each of the following:

Cash Questio
Star dogs
Cow n mark
BCG Matric analysis on HFL Products
 Star
 Haleeb has the best juice named as tropico the growth and share of their juice is very high and it is
best in quality as compare to their competitor

Cash Cow
 Good day is the milk of haleeb food whose growth is low but its share is high in the market and it
comes on fifth number in the domestic market

 Question Mark
 Haleeb has a whole manufacturing department of ice-cream but they are not making it because of the
poor financial condition of the company but now these days haleeb is earning much profit that they
can start production of ice-cream and they can earn more from it
 Dogs
 Haleeb milk is in the dog category due to the heavy down fall in 20th centry due to poor
quality. They are still making it and investing a lot of money but still its sales are very low in
the rural area but in urban area people are purchasing it
Production process
Haleeb are producing many products but we have driven the production
process of there newly launched product that is milk. This process have seven
stages from which milk carried out to dairy to final supplier.

Production Milk Pasteurizati

Lab Testing
process Collection on

Aseptic UHT
distribution Packaging
Storage treatment
SWOT Analysis of Haleeb Foods
Ltd W
s
ea
S
s tre
kn
01 n
gt se
es
02
Strength
s
h Weaknesse
s
• State of the art processing • Declining sales
facility • Inconsistent quality
• Capacity of processing 700,000 • Improper research and
liters of milk development
• Powder skimmed milk plant • Underutilization of plant
• Surplus cash capacity
• ISO certification SWOT • Inefficient marketing strategies
ANALYSIS • Lack of collaboration with
distributors
HFL
03 04
s
O
pp T
Opportuniti h Threats
es
• Diversification in products
or re • New competitors entering the
• Export Sales u t at market
• Forward integration with
ni
t s • Increased
production
taxes on dairy

distributors ie • Competitive edge from supplier

• Strict regulations
PEST Analysis
Political
factors

PEST
Technological Economic
factors Analysi factors

Social
factors
Segmentation
 Geographical
Haleeb foods main focus on urban areas of Pakistan but for its milk sector
it also focuses on rural areas
 Demographical
 Income
Haleeb foods are mainly designed to meet the needs of middle
and upper class families.
 Ages
Haleeb foods do not have any baby food products to serve child
population. Its mainly focus on youth and mature segment of market.
Targeting and positioning

 Targeting
 Haleeb targeting is based on undifferentiated marketing
 They do not manufacture separate products for different segments
customers
 Positioning
 Chai banye khob haleeb”
 Haleeb has been positioning its product by usage.
 “Brings you the best”
 Haleeb positioning is not so affective as compare to nestle.
 Haleeb lacks strong brand loyalty
Competitive strategy

 Haleeb’s main competitors in Pakistan are Engro foods and

Nestle.
 Haleeb Foods main focus is on dairy segments.
 Haleeb adopts line extension strategy to maintain its market
share.
Research Approach

Observations involve taking organized notes about occurrences in the

world. Observations provide you insight about specific people, events
and are useful when you want to learn more about an event without the
based viewpoint of an interview. According to our observation most
people use flavoured milk, mostly child take a tin in their hand while
going to school for breakfast.
CONCLUSION
1. Overall the company is profitable but faces an intense competition from dairy
processing companies.

2. HFL should develop a product diversification strategy to safeguard itself from the risk
of market loss in dairy and should penetrate in markets like ice cream, cheese
manufacturing etc.

3. Further the company needs to focus on its distribution channel to increase its
declining sales by considering the option of forward integration with distributors.

4. In addition the quality of the products needs to be consistent as haleeb is a fast

moving consumer goods company and a slight compromise in quality may result in
substantial decrease in market share along with fines & penalties from the regulatory
authorities.
Thank you
Question answer