SUBMITTED TO: SIR UMER AHRAR

PRODUCT
RELAUNCH
GROUP MEMBERS
HUDA ABID 11354
AIMAN ALI 11458
SHERAZ AHMED 11426
SOHAIL BURKI 11425
AHSAN AFAQUE 10942

HALEEB DAIRY QUEEN

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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

Following are few recommendations:

• Haleeb Foods has to focus on this particular marketsegment and do some steps to capture
the market Research Project 5 through new innovation and launch Haleeb milk in new cost
effective packing instead of tetra pack.

• Advertising campaign should focus on awareness ofconsumer 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 Haleebmilk and try to create awareness in
rural areas through this strategy.

• Focus on direct marketing activities like free trial,discount price.

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Table of Contents
ABSTRACT.....................................................................................................................................
3 INTRODUCTION OF HALEEB
FOODS..............................................................................................8
MISSION.........................................................................................................................................8
VISION............................................................................................................................................8
VALUES...........................................................................................................................................8
EXECUTIVE
SUMMARY..................................................................................................................8
BACKGROUND:.............................................................................................................................
9
OBJECTIVE:.....................................................................................................................................9
PRODUCT CONCEPT:......................................................................................................................9
MARKET SIZE:.................................................................................................................................9
MILK COLLECTION AREA..............................................................................................................10
TARGET MARKET:.........................................................................................................................10
INTERNATIONAL QUALITY AND ENVIRONMENT CERTIFICATION.................................................11
A. ISO 9001-2000.........................................................................................................................11
HACCP..........................................................................................................................................11
QUALITY ASSURANCE...................................................................................................................11
COMPETITIVE
SITUATION............................................................................................................11
IDENTIFYING COMPETITORS:.......................................................................................................11
BRAND COMPETITION:................................................................................................................11
GENERIC COMPETITION:..............................................................................................................12
MARKET COMPETITION:..............................................................................................................12
MARKETING
MIX.........................................................................................................................12
PRODUCT.....................................................................................................................................12
PRICE............................................................................................................................................12
PLACE...........................................................................................................................................12
PROMOTION................................................................................................................................12
PURPOSE......................................................................................................................................13
SWOT ANALYSIS OF HALEEB
MILK...............................................................................................13
STRENGTHS AND WEAKNESSES ANALYSIS:...................................................................................13
OPPORTUNITY AND ISSUE ANALYSIS:...........................................................................................14

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ANSOFF
MATRIX.........................................................................................................................15
MARKET PENETRATION................................................................................................................15
PRODUCT DEVELOPMENT............................................................................................................15

MARKET DEVELOPMENT..............................................................................................................15
DIVERSIFICATION.........................................................................................................................15
BCG
MATRIX................................................................................................................................16
CASH COW...................................................................................................................................16
STARS...........................................................................................................................................16
QUESTION MARKS.......................................................................................................................17
DOGS...........................................................................................................................................17
PROBLEMS WITH HALEEB DAIRY QUEEN
MILK............................................................................18
1: WRONG TARGET MARKET........................................................................................................18
2: LIMITED THEIR OWN PRODUCT...............................................................................................18
3: PROBLEMS WITH ADVERTISEMENTS.......................................................................................18
4: SALES ORIENTATION APPROACH..............................................................................................19
5: QUALITY...................................................................................................................................19
6: DISTRIBUTION ISSUES..............................................................................................................19
7 PACKAGING...............................................................................................................................19
SOLUTIONS.................................................................................................................................2
0
1. CHOOSING A TARGET...........................................................................................................20
2. ENGAGEMENT WITH AUDIENCE..........................................................................................20
3. ADVERTISEMENT..................................................................................................................20
4. SALES ORIENTATION.............................................................................................................21
5. QUALITY...............................................................................................................................21
6. DISTRIBUTION......................................................................................................................21
7. PACKAGING..........................................................................................................................21

CONCLUSION.............................................................................................................................
.21

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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
.Build Branded food business to improve quality of life by offering tasty,
affordable and highly nutritional products to our consumers while
maximizing stake holders' value.

VISION
.Most Innovative and fastest growing food company offering products
enjoyed in "every home every day.

VALUES
• Enterprise
• Empowerment
• Accountability Trust

EXECUTIVE SUMMARY
Pakistan is the fourth largest milk producer in the world. About a
third of the total milk produced by the rural families flows out to
urban consumers and processing industries. In urban areas milk is
available to common consumers in two ways: loose / unprocessed
milk and packed/ processed milk. Dairy companies such as Nestle
and Haleeb are the main part of milk marketing structure. Haleeb
Foods Limited (HFL) as local company, which developed from a small
structure.

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.

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HFL has acquired various international quality and environment
certifications that include ISO 9001-2000, HACCP, and ISO 14001
(EMC).
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.
Haleeb Foods has the distinction of being the first company in
Pakistan to use Tetra Packs novel packaging formats, Tetra Brick
Aspetic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has also
introduced a number of unique products previously unknown to
the Pakistani market, like Haleeb Labban, delicious traditional
lassi (buttermilk) prepared with pure thick milk and yogurt,
Candia Tea Max, cardamom flavored tea whitener, Candia milk,
packed in distinctive food grade plastic bottle, and Haleeb Good
Day, 100% pure and natural fruit juice, free of added sugar,
artificial flavors and preservatives.

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:

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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 suggested
legislations to restrict loose milk can enhance market growth
tremendously.
MILK COLLECTION AREA
There are 14 zones for self-collection of milk having 28 Main centers (PHE)

Table : HFL Milk collection area

1 Arifwala
2
Bahawalnagar
3
Bahawalpur
4
Bhowana
5 Mian

Channu
6 Haveli

7 Jhang
8 Pakpattan
9 Okara
10 Rahim Yar Khan
11 Shah Jewna
12 Narowal
13 Upper Sind
14 Lower Sind

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 & disadvantages and for Haleeb milk s
target market that above mention almost same all over the country it will

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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.
INTERNATIONAL QUALITY AND ENVIRONMENT CERTIFICATION
It has received following quality certifications:

A. ISO 9001-2000
ISO 9001-2000 is a series of standards, which are published by the
International Organization for Standardization to meet the growing
needs for international standardization in the quality arena. This
certification was achieved in March 2003.

HACCP
HACCP stands for Hazard Analysis Critical Control Point. It is
systematic and science based approach for identification,
assessment and control of food safety hazards. From [practical
Research Project 18 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.

QUALITY ASSURANCE
• HFL has a strict and stringent quality policyregarding 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.
• ISO 14000 (environment-friendly operations)

COMPETITIVE SITUATION
In this section we focus on the competitor analysis.

IDENTIFYING COMPETITORS:
The first step in competitor analysis is to identify competitors,
which can be further classified in the following types

BRAND COMPETITION:

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The brand competition for Haleeb milk includes all those milk
which are in direct competition with Haleeb
i) Nestle ii)
Opler’s iii)
Good Milk

GENERIC COMPETITION:
Every firm is competing for the same rupee. This will include the
entire 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.

MARKETING MIX
PRODUCT
Haleeb foods different segments includes UHT milk Dairy products and juices.Haleeb also
includes brands such as (Haleeb Milk, Dairy Queen, Good Day, Tropico Nector, Skimz etc)
Haleeb Foods Ltd is launching a new product in the market named as Flavored Milk which
will be available in different flavors in the market like as strawberry, banana, mango,
chocolate, oat, apricot, mixed flavor and etc.

PRICE
Pricing is one of the most important elements of the marketing mix, as it is the only mix,
which generates a turnover for the organization. Pricing is difficult and must reflect supply
and demand relationship. Pricing a product too high or too low could mean a loss of sales
for the organization. We are offering competitive introductory price which is mentioned
below

Flavored milk introductory Price ,Sizes ,Prices (£)

Flavored milk | 3L | 1.49
Flavored milk | 1L | 60 p
Flavored milk | 500ML | 35 p
Flavored milk | 250 ML | (6 bottle pack) | 1.00
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 share. Bulk purchase discount is also provided at the whole sale markets.

PLACE
It will be available in all supermarket and shopping plaza and all local area shops. We have
decided to place the product in all the major and minor markets as well as in the canteens

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of colleges and universities. We have decided to acquire the services of large and organized
distribution in different areas

PROMOTION
We have planned a very wide range of promotion strategy that covers almost every part of
the society. We have supported our promotional strategy with the use of electronic media,
print media, internet and other sources and also with the help of some schemes such as
lucky draws. Our promotion strategy in detail is as

• Television channels  Banners

• Newspapers  Sign boards

• Magazines  Prize scheme

• Pamphlets  Internet

PURPOSE
The purpose of launching the Flavored milk is to give a new taste to the people who are
drinking almost every milk available in the market. We want to provide different flavors to
the people so that they become refresh and healthy.

SWOT ANALYSIS OF HALEEB MILK

STRENGTHS AND WEAKNESSES ANALYSIS:

The Strengths and Weaknesses for Haleeb are as follows:

The key weakness we have identified of Haleeb is its weak

distribution.

And for a segment, which has Low brand loyalty this is a

major weakness.

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Promotion is a very strong aspect for Haleeb, which it
has successfully carried out in form of College activation
and Restaurant Activation.

Low Spending on Advertising only 4% to total Sales

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

• Less awareness in audience

• Poor packaging

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OPPORTUNITY AND ISSUE ANALYSIS:

The major opportunity for Haleeb that currently exists in

this category is to improve its distribution policy in terms of

coverage. Previously out of its reach. In this way they can

increase sales volume and profit.

Haleeb can also increase its product portfolio by introducing Haleeb

Dairy Queen, which can have its own set of customers

Opportunities:

• Introduce product in new markets

• Focus on competitors’ brands

• Increase and try existence sales force

• Strong Distribution network

Threats:

• New brand launch

• Uneducated customers

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ANSOFF MATRIX

MARKET PENETRATION
The company, which once managed to gain 54% market share in the loose milk category,
which later declined over the years, now has around 9% market share, according to the
CEO. Haleeb Foods is engaged in efforts to reposition the company by focusing primarily on
partnerships and modernization The company plans to initiate partnerships with European
research and innovation centers to safeguard its future. The Pakistan-based food and
beverages company is also partnering with local farmers and research institutes to
streamline and enhance its product range.

PRODUCT DEVELOPMENT
For product development, HALEEB FOODS have to treat their product as a new entrant in
the market. Thus there are several factors which influence the market development strategy
of an organization. If the product already has a high brand equity, it possibly just needs
distribution points in the new market. Haleeb dairy queen milk used to have customer’s
trust on the product and by little upgrades they can achieve it back.

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MARKET DEVELOPMENT
The launch of flavored milk was a classic example of this – its concept being identical to
energy drinks the great taste of milk but different flavors being added to it. Launch of
flavored milk can also draw attention to existing normal milk in the market.

DIVERSIFICATION
The new management has introduced four new products in a span of six months to diversify
in segments other than dairy, ranging from juices to water and allied products is now
reinvesting profits for product diversification. But despite the focus of coming out of a single
product mind-set, its leading product Haleeb milk is expected to remain a key product for a
long time, which will take the business forward.

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BCG MATRIX
Engro Foods Limited is a subsidy of Engro, and it was launched in 2004. The company has
established processing dairy products (Engro Foods, 2017). Its top quality brands like Olwell,
Olper’s, Tarang, Owsum, and Omore are successfully running under the company’s dairy
products. Engro has invested tremendously in building the milk collection and milk
processing infrastructure. Naturally, Engro Foods is likely to expand and venture beyond the
dairy sector. Engro Foods have also launched its fruit juice brand. “Elevating Consumer
Delight Worldwide,” is Engro Food’s vision. The company aims to produce revenue from
international operations as well.

CASH COW
Olper’s milk is the cash cow of Engro foods. It has a large market share but without growth.
It only has a substantial source of income for the business and generates a fair amount of
sales in the local market. Before Olper’s milk came into play, other brands like Nurpur, Good
Milk gained success in the markets. Today, Olper’s milk has a fairly high market share, and it
is the third largest milk producer across Pakistan (Gul, 2015). Both Olper milk and cream fall
under the same brand name. Olper can milk the cow with a strategic placement it the
market, and it can give a strict competition to brands such as Tarang and Omore. Olper may
also increase its current market share in the process. While Olper milk and cream do
generate cash for Engro foods, the market is not yet mature. The sales are not constant of
Olper milk, and this can be a cause of setback for Engro Foods. Engro Foods have been
expanding its products and boosting its sales with products in Pakistan. Recently it made its
expansion in North America, with targeting 7 million Muslims.

As we analyze the milk market share the statistics are as follows:

1. Milk Pak: – 45%
2. Haleeb: – 34%3. Olper: – 21% The growth rate is +4.

STARS
In the BCG matrix, One can place two products. These are Omore and Tarang. These
products have a comparatively high market share in the growing industry. The market share
is increasing for both Omore and Tarang. The products are comparatively new in the
market, and the market share is not so well established yet. We do see a lot of potential in
the two products. An investment in these two products will be of use in the future. An
adequate investing strategy is to be used for constant growth, and the company should
invest in the product to grow the present level of market share. As the want for tea-
whiteners and ice cream increases, it will lead to more growth opportunities for Engro
Foods. One should keep in mind that the company is not immune to competition from
Walls, Yummy or every day. The star products of Engro foods offer an expanding market
share and opportunities to get ahold of the ice cream and tea whitener market. One
concern for the management of Engro foods and representatives of Omore and Tarang is to

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make sure the two products will be a source of strong sales, as the fluctuating number of
sales can impact the revenues.
Ice Cream Market Share
1. Omore: – 38%
2. Walls: – 45%
3. Yummy: – 17%
The growth rate is 5%.
Tea Whitener Market Share
1. Tarang: – 51%
2. Every day: – 27%3. Tea Max: – 22% The growth rate is
8%.

QUESTION MARKS
At the end of 2010, Engro Foods debuted the product Olfrute and launched the first juice
brand. Olfrute does have a low market share, but the potential is quite high. Against the
monopolist and strong brand name, Nestle, Olfrute is facing tough competition. The sales
and promotion of Olfrute show us that it can be a successful product, but the product is yet
to evolve. Since 2010, Engro Foods has launched flavored milk as well, with the name
Owsum. The experiences of Haleeb were better in this department. Engro Foods still have a
long way to go to succeed in the juice and flavored milk departments. The juice and flavored
milk market in Pakistan do not have too much competition other than nestle. When Owsum
was released in Pakistan, it had favorable responses, but recently the sales are below
average. With so many children forming part of the flavored milk industry, there is a very
high potential. Owsum and Olfrute have not been able to maintain their position and gain
revenues.

Juice Market Share

1. Nestle: – 49%
2. Olfrute: – 13%
3. Country: 25%
4. Haleeb: – 13%The growth rate is 2%.

DOGS
Engro debuted a brand with the name Olwell, that had low fat and high calcium. The main
competitor Nesvita, by Nestle, was the main competitor and Olwell has not managed to
have a great run in the market. The sales have decreased even more in the last three years.
The strategic placement to promote sales of the product is highly unlikely to work. Olwell
has not gained its reputation in the market. Perhaps, extreme marketing and discounts can
boost the sales for a short period. The revenue that Olwell gained for Engro foods is
questionable. The outlook is mostly dull, and the target market did not accept the product.

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The Milk Market Share
1. Dairy Omang: – 10%
2. Milk Pak: – 45%
3. Dairy Queen: – 38%
4. Halla: – 7%

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PROBLEMS WITH HALEEB DAIRY QUEEN MILK
The mistakes did by the management of Haleeb milk are as follows:

1: WRONG TARGET MARKET

Their target market were consumers of milk in the Urban Centers and it was also mass
marketed in small towns and rural areas.Generally, women select the brand of milk that
suits their children or for the regular use in homes of Pakistan. It is the nature of women
that they are attracted towards something more quickly than men. This is where Haleeb
Foods perhaps lagged behind other dairy industry competitors That is where OLPERS
outsmarted the seasoned competitors by advertising aggressively between 3.00 PM to 5.00
PM and from 8.00 PM to 9.00 PM, as this is the time when most women switch to television
and that is the time when Olpers imposed itself in the mind of Pakistani women who
generally make decisions which brand of milk to use or not.. It has been proved through
research that Olpers have advertised itself 60% more than Haleeb milk.

2: LIMITED THEIR OWN PRODUCT

There were serious concerns about the advertisement of Haleeb Milk. They really limited the
use of their product through their own advertisements by saying “CHAYE BANAYE KHOOB
HALEEB”. There were serious concerns for me , they were themselves saying that their milk
is only for tea purpose through this campaign, so what about drinking HALEEB MILK. Was it
harmful to drink HALEEB Milk? If we closely look at the ads of Olpers or even Milk Pak they
show various uses of their milk in one add. In, Olpers advertisement we usually saw that
they show an old man and a child drinking the milk. It shows that their milk is suited for old
people as well as young generation of Pakistan. This obviously shows that it is good for
making tea but also show its usefulness in making sweet dishes through their
advertisement.Similarly, ENGRO FOODS has beautifully read the lifestyle of large population
of Pakistan. They have shown five or six uses of their milk in one advertisement. Would you
like to buy a product that has one use or six uses? So, where was Haleeb FOODS thinking
tank? They themselves had limited the use of their product.

3: PROBLEMS WITH ADVERTISEMENTS

Another thing as far as their advertisement was concerned that for at least five to six years
they were having “SADIA IMAM” in their advertisement except for their lastadvertisement.
Whereas, ENGRO FOODS has come up with most attractive and gorgeous models of Pakistan
in their advertisements. In most advertisement of HALEEB FOODS they came up with old
ZEBA BAKHTIAR and SHAAN. People are more attracted towards fresh gorgeous faces rather
than old beautiful faces. So, selection of somebody who is representing your brand is also
very important.So, you need somebody who is most popular, liked and most demanded at
present time to make your advertisement most attractive..similarly you need to show those
persons in your advertisement whose values matches with your brand .That is also a field
where OLPERS had outsmarted Haleeb Milk to grab a good potion of market share.

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4: SALES ORIENTATION APPROACH
Being a multinational brand, the pricing objective of Haleeb Foods were mainly to increase
sales as it has already penetrated the market Sales Orientation approach is a business
approach of making profits by focusing on persuasion of people to buy the products instead
of understanding the customer needs. They put an emphasis on improving the abilities of
the sales force. The product and the production capacity precede the customer. In order to
reach out to many buyers, overcoming competition, advertising campaigns are used which
suggests the Sales Orientation. They were simply trying to push the milk already produced
via advertising or sales force.
They were not really understanding the needs of their customer like increase in the quality
of the product, better design, low price, etc., instead they were trying to push the sales of
the product by providing exciting offers to the customers that’s where their competitors
took advantage by using customer oriented approach and increased their market share.

5: QUALITY
Their were serious issues with the quality of Haleeb milk in the past It was found that their
were detergent and other dangerous chemicals found not only in loose milk but also in tetra
pack milk brands including Haleeb milk when investigated by PUNJAB FOOD
AUTHORITY(PFA).The case has brought forward many astounding revelations report by
Punjab Food Authority (PFA) revealed that Haleeb contains a chemical called formalin, which
is actually used for preserving dead bodies. It was also found to have contained sugarcane
juice .The report also mentioned the use of contaminated and substandard milk caused
serious diseases among the citizens, including cancer and hepatitis-C .This not only damaged
the reputation of Haleeb milk but also they had to face the ban by the Food authority.

6: DISTRIBUTION ISSUES
Haleeb's distribution channels were also not good and their product were not delivered at
every store and shop so when the consumer went to any shop or store and did not find
Haleeb milk then they had to bought Olphers or Milkpak etc. Moreover, Retailers
complained that they did not provide replacement to the expired units of Haleeb milk.

7 PACKAGING
Their management did not focus much on their product packaging to attract customers.
Haleeb milk packaging was not so good as compare to their competitors. They used simple
colours with same font from many years. They used the same design as well (A simple
flower on top) which doesn’t look attractive and didn’t make any sense of flower on
it .whereas their competitors were working continuously on their products packaging to
overall make their product look more attractive .It hurt their overall performance as well
and decreased their market share.

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SOLUTIONS

1. CHOOSING A TARGET
Before setting a pattern of marketing, a company needs to check the insights of
the consumers market where the product needs to be campaigned.
The first and the foremost thing is to segment the buyers and their marketing
techniques. Then reconnect with them timely and get them the best customer
services.
a) CLASSIFY YOUR STRATEGY
First thing first is to lead the pattern and create a strategy that suits best to the
product likewise the timings of the advertisement, connecting back with the
consumers ie: email or phone, collecting feedback and then looking into the
matter of customer service.
b) KNOW YOUR BUYERS
second know what your consumers basically want, good taste, good quality, the
gender specified marketing and as well get some clear cut feedbacks and
improve them.
c) SERVE THEM
Make it visible to the buyers that the qualities they demand are fulfilled because
in the end what matters is what you serve in the plate.

2. ENGAGEMENT WITH AUDIENCE

When marketing a product we need to get involved into what people really
wants from a brand. And engaging them through the Advertisement and
grabbing their attention is the most useful of them. Haleeb milk should create a
strategy of adds which connects with the watchers. An add should include ideas
according to the trends as of Surf Excel creating a naiki pattern. This is what
Haleeb milk can add as of showing how it would increase the calcium helpful to
build immunity. Moreover at this time of crisis the family can connect together
at tea session keeping the social distance and a bit of chor chat with the tasty tea
made from milk.

3. ADVERTISEMENT
The solution to solve their Advertisement issue is choosing a good model whose
daily rituals matches the qualities of milk. Moreover the company can choose PR
packages to advertise their product for example contacting the bloggers. Asking
for feedbacks from common man like Ariel, or adding stalls at different stores
like Horlicks at Naheed and Imtiaz. This would be a great marketing campaign for
the brand.

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 4. SALES ORIENTATION
This should be made a rule to set the prices according to the quality and cost.
Moreover the company should try taking reviews from consumers in order to
improvise the quality of the product rather than keeping up with the same level.

5. QUALITY
For a consumer what matters most is the quality. Be sure about it that the
quality of product you sell, you will gain the same quality of outcome. Introduce
fresh milk that is good for health and free from chemicals and useless
preservatives. Quality is the only thing that taker your product to the next level.

6. DISTRIBUTION
When delivering a product the company should make sure that the items are not
expired, they are preserved and served well. And the retailers buying the
products should not be in difficulty because of their mistakes because in the end
consumer have the power to take your brand to the next level and even bring it
down too.

7. PACKAGING
The product should not use
extra preservatives that are
harmful for human health. The
product also change the loose
packaging (which is unhygienic
and uneasy to carry) to tetra
packaging (which is more
convenient and hygienic) , the
packaging should be kept
simple like red for color1 because red is such a color that attracts the most like
green and more bright colors. Whereas blue is the color of universe, the eye is
so much into it that it no more attracts us.

CONCLUSION
From the pioneers of the dairy industry to market leader in Ultra High Treatment (UHT) milk,
Haleeb Foods gradually lost its market share to multinational giants. The company faced
many ups and downs that might be a good case study for medium scale industries doing
business in this segment. With above mentioned changes in the old product the company
can recover from the past loses. The competition these days is really high and to sustain in
the market the company needs to come up with continues updates in the product.

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