HALEEB FOODS PRIVATE LIMITED INTRODUCTION Pakistan is the worlds fifth largest dairy industry in the world.

So there are strong opportunities for organizations to growth their businesses in Pakistan. Chaudhry Dairies limited is one of those who have entered the dairy industry of Pakistan and have posed serious threats to well established firms like Nestle. Chaudhary limited was incorporated in 1984 as a Public limited Company. It was established with the financial aid of PICIC (Pakistan Industrial Credit and Investment Corporation) and ADBP (Agricultural Development Bank of Pakistan). The head office is situated at 135 Ferozepur Road Lahore while the plant is situated at 62 km LahoreMultan Road, Bhai Pheru. In keeping with the company's commitment towards product diversification and to provide a wide range of quality food products to their valued customers, the name of Chaudhry Dairies limited was changed to Haleeb Foods Limited. Commercial production started in 1986 & the company reached its breakeven in the year 1992. Initially 150 people were employed at the plant. 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 MILK PAK 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 was providing consumer quality packaged food particularly dairy Foods products. MARKETING MIX OF HALEEB FOODS Marketing mix of any organization plays vital role in the product life cycle and overall aspects that are necessary for the appearance of product finally in the front of end users. The marketing mix covers all the aspects which play an important role in the physical appearance, affordability and the way a product is placed in front of the consumer. It helps in building an image which would in the end help the company to capture huge market share. Product Product line is decided through consumer demand to get positive results. Haleeb Foods have adopted a customer driven approach and regularly conducts environment analysis to check consumer lifestyles, competitors products and advancements in technology. Th e Research and

Development Department conducts opportunity analysis; checks gap in market segment and generates an idea. Price Haleeb Foods are priced keeping in view the buying power of middle-income and high-income social classes. The cost includes the cost of manufacturing, labor, raw materials etc. Being a multinational brand, the pricing objective of Haleeb Foods is mainly to increase sales as it has already penetrated the market. Their prices are not affected by price changes by competitors, and they dont engage in price wars. Competition is met through innovation. The prices of Haleeb Foods change as the product size is changed of the Product Life Cycle. And Because of the contract between the seller companies, they offer same price. They use pricing strategy on cost base method, to make there prices of different products. The retail prices are different according to there size and brand. However prices have been standardized throughout Pakistan and there is no differentiation based on geographical areas. There is no change in prices according to season. It remains the same. Wholesale price is cheaper than the retail price because in wholesale the selling is in bulk. There is no discount and early cash payment policy in Haleeb foods. Promotion Good Promotion always plays an important role in the success of any product. A good product can fail if it is not properly promoted. Haleeb Foods is taking big steps to promote its product by maintaining good relationship with the community of Pakistan. Like other companies Haleeb is using different modes of media for advertising just like Newspapers, Television, Radio, Magazines, Newsletters, Internet, Broachers etc.

Place Place include three major areas that are Industrial, Shopping, Residential area. It is difficult for people to go to factory to get Haleebs products. Its products are available in shopping areas and residential areas. They distribute there products nationally and internationally through out the world. Haleeb Foods are distributed using an indirect channel, that is, dealers. They follow pushing strategy. In which firms in a distribution channel cooperate in marketing a product. It

includes suppliers and retailers. Retailers take order from retail stores on daily basis and provide products according to order. There are two departments Raw material department Finished goods department

From the finished goods department the product goes to the warehouses. Haleeb Foods Company has four types of dealers Normal Dealers: Deals in Haleeb milk along with the other brands of company. Exclusive Dealers: Deal in Haleeb milk only Mega Dealers: Same as normal dealers but are offered extra trade discount due to high sales potential. Corporate Dealers: Handle institutional sales

MARKET SEGMENTATION We can divide market segmentation into two categories: 1. Geographical Segmentation 2. Demographical Segmentation 1Geographical Segmentation

Main focus of Haleeb Foods are urban areas of Pakistan including Office setups like banks, industries and many different offices but its milk sector also focus on rural areas. 2Demographical Segmentation

We can also divide the demographical segmentation into two categories: i. Income Haleeb products are designed mainly to meet the middle and upper class families. ii. Age

Haleeb do not have any baby food products to serve the child population. Its major focus is on the youth and mature age people.

TARGET MARKET Target markets of milk (Terra Pack) are offices and schools. Because by analyzing the colonies people unable to afford the price of packed milk. Focusing on the target market, products are packaged in small quantity i.e. 20gm of packet. By this packaging Haleeb foods try to penetrate in the market by providing 3-Rs per packet of 20gm & make it available near offices and colonies. COMPETITOR ANALYSIS Haleeb foods begin to set the high positioning in the mind of customer. At that time the main competitor was Nestle. Multinational Nestle was a market leader & was enjoying the monopoly in milk products. At that time Nestle holds a consumer market share of 90% and local companies distribute themselves in remaining 10%. SITUATIONAL ANALYSIS Haleeb food keep eye on the customers needs & wants from the very start when this company known as chaudhary Dairys before 2000. After 2000 when this company passes to fulfill the need of customers, it changed to HALEEB FOODS. In early 2001 the distributor of Haleeb Foods in Multan was Sheikh Tariq. Under the supervision of Sheikh Tariq Marketing Head Owais Akram Butt conducted a market research about the use of milk product. Selecting sample, collecting results of questionnaires, generating hypothesis through door to door, schools, colleges, offices and colonies. In February 2001 all the researches & marketing head Owais Akram Butt and Multan distributor Sheikh Tariq arrange a meeting at Multan Head Office Haronabad gate No. 1. The researchers present a presentation with all data to find out the conclusion to capture the market share & increase consumer equity. In June 2001 they launched this 3-Rs packed milk packet in the market and after early they launched one more product with name of Dairy Queen. It was packed quality milk with very reasonable price of Rs.13/- for half litter packing. Haleeb food wins the market share by

providing the core value to a customer. As a result Haleeb Foods competed neck to neck with Nestle and become the market leader for 3 years. Later product supplied to all over Pakistan. In 2004 a Bacteria spread all over plant and the packed milk converted to thick yogurt. Nestle took the opportunity by overlooking the weakness of Haleeb Foods and start the campaign against Haleeb. Due to this devil act Haleeb lost its share to 30% to 40% in the market. Nestle wins the battle and show the thumbs down to its rival Haleeb Food. Nestle become the market leader again & enjoying monopoly. CONCLUSION There were many kinds of ups and downs that Haleeb Foods faces from its period of maturity to decline. The detailed market research held about the use of milk product in early 2001 under the supervision of Sheik Tariq enable the management to make some different kind of strategy about their product. The strategy of introducing the small packing in just Rs.3/- brings great revival in overall market share and Haleeb Foods were succeed to capture a huge market share from the major competitor Nestle in the rural areas especially at the offices and industries sectors that keeps major share in the overall target market. The situation remains almost same for the period of 3 years. But after spreading bacteria Nestle again succeed for capturing the market due to its deep eyes on the market and promotional strategies.

RECOMMENDATIONS Following are some recommendations points for the Haleeb Foods that could be helpful in this situation: Haleeb food must keep the production plan safe and modern with adopting the latest technology. There should be proper strategy formulation and implementation plan Haleeb Foods must provide the credit sale facility to its customers for capturing the market again.

Haleeb foods should increase their promotional activities. Haleeb foods should make different kind of strategies to involve with customers directly. Haleeb foods should focus on Total Quality standards strictly. Haleeb Foods Limited can go for joint venture with other companies to attract the market share. Haleeb Foods Limited can go for related diversification by producing pure juices and flavored yoghurt. Haleeb Foods should adopt some kind of strategies for wining the trust of consumers again. 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.

QUESTIONS: 1. What was the key to growth of Haleeb Foods in the market? 2. What are the competitive edges of Haleeb Foods against Nestle? 3. What market strategy would you recommend for Haleeb Foods to handle the situation? SOURCES
www.haleebfoods.com helpdesk.haleebfoods.com/index.php?_m=tickets&_a=submit www.papercamp.com/group/haleeb-foods...annual-report/page-1050