Marketing Strategy 1

Executive Summary

Pakistan is an agricultural country. According to Ministry of Food, Agriculture and

livestock, agriculture accounts for 20.9 percent of the GDP. Dairy industry
contributes 49% to the agriculture value and 11% to the GDP. Annual production of
milk is 35.25 Billion liters in the country; But the Processed milk is only 4% of the
total production.

Haleeb Foods was established in 1983. Since then it has continued to provide quality
products to its customers with products and packaging innovations. Haleeb is
Pakistan’s number 1 and fastest growing food company. The company is trying their
level best to differentiate themselves from other local companies and trying to win
the competition in juice industry by adopting the modern trends and technologies in
both operational fields as well as in marketing of their products.

This project report covers the broad area of impacts of controllable and
uncontrollable variables in remote environment for the company, like economic
boom or slump, segmentation on the basis of cultural likings and disliking of the
consumers along with the social set up and their purchase behavior, food laws,
taxation, import duties and the technological advancements. This report also provides
the information how these variables pose threats and offer opportunities for the
company and how the company should neutralize threats and exploits opportunities.

An important part of this project report comprises the market situation in which
Haleeb is competing. Market acceptability of its products and the upcoming trends
regarding to juices and drinks are also discussed. A detailed information about
competitors like Nestle which is also the market leader and Shezan, and how they
are affecting the company is also provided.

Haleeb Foods has built yet another plant in Rahim Yar Khan whose purpose is to
provide Haleeb’s quality products to maximum number of consumers. And a plan to
extend their product line in case of juices and has an intention to introduce new
flavors of pure juices, nectars and juice drinks.
Marketing Strategy 2
Macro Environment
A PEST analysis is an analysis of the external macro-environment that affects
HALEEB. P.E.S.T. is an acronym for the Political, Economic, Social, and Technological
factors of the external macro-environment.

Such external factors usually are beyond the firm's control and sometimes present
themselves as threats.

For this reason, some say that "pest" is an appropriate term for these factors.
However, changes in the external environment also create new opportunities and
the letters sometimes are rearranged to construct the more optimistic term of STEP
analysis.

ECONOMICAL CONDITIONS:
The fluctuations in Pakistan economy also effect Haleeb’s market position. Because
of high inflation and low purchasing power Haleeb is unable to capture many
potential customers of the large Pakistani population who have to struggle hard to
make their living possible rather than to afford the luxury of drinking packed milk
as often as they would like to. We know that in economical analysis portion we
discuss the regulation of exchange of materials, money, energy and information so
Haleeb has got a huge impact of exchanging i.e. in trading within and outside the
countries but first of all they are more focusing within Pakistan to create more value
among the initial users of the product then outside Pakistan too, though they are
focusing exports to these countries…

Exports to: Middle East, North Africa, Central Asia, Europe, USA and South Asia.

Social:
Marketing Strategy 3
Haleeb foods are well aware of their social responsibilities that mean they are
getting the advantage of being a local company and at the same time helping the
environment. They also helped hospitals as well. Haleeb also do the societal
marketing. When the 8th October earthquake hit Pakistan northern and Kashmir
area haleeb contributed one rupee on every purchase of its product. It also provided
free milk packets with the help of Pakistan army to the victims of that disaster.

Political:
These are the forces that allocate power and provide constraining and protecting
laws and regulations, so like everyone Haleeb focuses and follows every plan in the
lights of laws so that they won’t be facing any kind of hurdle between their legal
processes. Since they have created a huge name in all area’s that we have discussed
and Political part is one of the most important. Government raised the duty on
import of paper. Increased sales tax on flavored milk, No interference by the
Government as far as standards of milk processing are concerned.

Technological:
Latest machines Tubular indirect heat treatment system from foreign countries, we
know that it’s the impact of forces that generate problem-solving inventions. So
Haleeb has got the latest technology to compete in the corporate world. Because if
they lack in technology they won’t be able to overcome other competitors, since its
name is getting recognized day by day, so they don’t want to take any kind of risk in
any area. Haleeb Foods employees the latest machinery in production in its plants
and computerized systems for quality checks and control as well as production. In
milk industry the most latest technology is in operation in Pakistan hence no
competitor poses a threat to Haleeb on basis of technology. Their Ultra High
Temperature is a technology which maintains the quality of their milk and at the
same time provides thickness.

Demographics:
Haleeb Foods target market includes people from all demographics (age, gender
wise, income groups, social status etc.) For example, Haleeb Milk is for tea purpose
so we can say it is designed for mature age and it is being purchase by the same age
level. The company is always targeting females as it is very clear from the
advertisements. It is also important to identify that only those people who are

Marketing Strategy 4
curious about their health and have the purchasing power will buy Haleeb Milk. But
on the other side Candia Milk is targeting children as they are making active part in
the choice of milk.

The chart representing the demographics for

Haleeb in Pakistan

AGE 6-11, 12-19, 20-40, and 40+

GENDER MALE, FEMALE
FAMILY SIZE 2-4, and 4+
INCOME UNDER 7000, 8000-15000, 15000-30000 and
a 30000+
OCCUPATION managers and officials, sales, farmers, retired,
supervisors, students, homemakers,
EDUCATION grade school or less, high school graduate,
RELIGION Muslim, Christian, Minorities
RACE Asian
GENERATION baby boomer, generation X , generation Y
NATIONALITY Pakistani

Some Behavioral Points Are:

Occasions regular occasion, special occasion

User status non-user, potential user, first time user, regular
ausers
Attitude toward product enthusiastic, positive, indifferent or negative

Psychographic points are:

Marketing Strategy 5
CLASS working class, middle class, upper middle
class, and lower uppers

Life Style achievers, strivers, survivors

Personality compulsive, gregarious, authoritarian,
ambitious

Competition:

Haleeb must look at companies that satisfy the same

customer.

There are two levels of competitors in external environment:

 National Level

 Regional Level

National Level:

Nestle is the major competitor of Haleeb on national level. Both the

companies have a cutthroat competition with each other. There is
competition due to coverage and their image in the mind of the people.

Regional Level:

There are many brands, which are competing Haleeb on regional level.
These include shakarganj, Engro Foods, Nurpur.

Guwallas’s Milk:

One interesting thing to know is that CDL’s management still considers

Guwalla as its biggest competitor and as out of total milk market only .21%

Marketing Strategy 6
is of branded milk; CDL’smanagement is focusing on those segments of the
market, which are still using guwallas milk.

2. Internal Competitors:

The internal competitors of Haleeb Dairy Queen

Market Analysis
Market Definition:

The set of all actual and potential customers of

particular product and service.

Market size:

Packaged milk consumption id 1.1 M Liters 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 legislation to
restrict loose milk can enhance market growth tremendously.

Market segments:

Market segments can be done by behavior of the consumer or

according to product.

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 too much high at a normal consumer of packaged milk understand its advantages

Marketing Strategy 7
or disadvantages and for
Haleeb milk’s target market that above mentioned almost same all over the country .
it will be communicate through its advertising strategy and media like outdoor, TVC,
print media, direct marketing etc.
These are some facts and figures 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 the milk in the Urban centre and mass marketed in small
towns and rural areas.
The company is targeting females and people of mature age for Haleeb milk as they
are mainly interested in the purchase of Haleeb milk but in case of Candia they are
targeting children as they are providing freedom to them to make choices of their
own.

Positioning:

Haleeb foods have been positioning its products by its attribute and by usage or
with respect to its application. Positioning is the place where haleeb has not been
able to convey its message in an effective way.
But Haleeb is not delivering message according to modern perspectives. As “SAB SE
GARHA DOODH” is not complete and final thing that the customer have in mind.
Today consumers need fitness more than that.
`

Repositioning:

Haleeb has again build the relation with customer by new

slogan “Ik garha rishta umar bhar k liye”.

Marketing Strategy 8
 Porter five forces Analysis

Marketing Strategy 9
 PORTER’S MODEL

1. Rivalry among
existing firms

2. Bargaining
5. Threat of new
power of
entrants
suppliers

Porter five
forces
Analysis

4. Substitute 3. Bargaining
products power of buyers

Industry analysis model:

Marketing Strategy 10
 Porter fives forces model is an excellent model to use to analyze a
particular environment of an industry. So for example, if we were entering the
branded Milk industry, we would use porter’s model to help us find out about:

1. Rivalry among existing firms

2. Bargaining power of suppliers

3. Bargaining power of buyers

4. Substitute Products

5. Threat of new entrants

The above five main factors are key factors that influence industry performance,
hence it is common sense and practical to find out about these factors before you
enter the industry

Marketing Strategy 11
Forces Driving Industry Competition:

Rivalry among the existing firm

In case of Haleeb there is intense rivalry among the competing sellers due to the
following factors in the field of branded milk industry there are a large number of
existing competitors the strongest of all the porter analysis model its one of the
most difficult process to get a true product image in the mind of the
customers and how to position against competing brands, number of existing
competitors the strongest of all the porter analysis model its one of the most

Marketing Strategy 12
difficult process to get a true product image in the mind of the customers and how to
position against competing brands.

Factors creating intense rivalry are as follows:

 Diverse competitors:
Attempts by cross-border competitors to gain stronger footholds in each other’s
domestic market boost the intensity of rivalry, especially when foreign rivals have
lower costs or very attractive products. In case of Haleeb, so far Nestle is the only
diversified rival, No doubt that competition between Nestle and CDL is quite intense.
Both are engaged in consistent homework, just to break and attract each other
customers toward themselves in the following scenario. Nestle has an image of
multinational corporation in the minds of customers so but because of proper home
work by CDL it has been successful in creating a segment for itself.

 Customer’s switching cost:

The lower the cost of switching, the easier it is for rival sellers to raid one another’s
customer. In case of Haleeb, customers’ switching cost is low due to availability of
Milk Pak, olpers and other branded and non-branded milk. In other words
consumers are more interested in getting packed milk. If the brand that they like to
consume is not available at the spot, they would definitely ask for other rival brands
all the existing companies are offering nearly the same products along with having
same core level.

 High exit barriers:

Huge investments of financial, human and marketing resources are required to

enter in this business because of need for plants which can produce quality with
consistency and need for procurement at high level. After obtaining such plants it

Marketing Strategy 13
takes years to recover the fixed costs and to breakeven so rivalry tends to be more
vigorous when it costs more to get out of a business than to stay in and compete.
Since Haleeb is in the market for years, so it is not quite feasible for CDL to close its
business and jump into any other business. Thus, rivalry is strong; as the firm has to
stay and compete with existing rivals it will not only hamper the following brand
but also creates an ill impact for the existing brands operating under the same
umbrella of brands.

1. Threat of New Entrants:

New Entrants to market bring new production capacity. Milk yogurt and juices is the
commodity that is required throughout the year. Moreover the industry is attractive,
as it is growing quite rapidly, so there are threats of potential new entrants. But on
the other side these threats are not intense due to high entry barriers and existing
condition of the economy because only a minor error at any stage will make the
product in the category of DOG at BCG matrix.

 Capital Requirements (High Investment):

The larger the total rupees investment and other resources needed to enter the
market successfully, the more limited the pool of potential entrants. Production of
packed milk requires huge investment of financial, human, technical and marketing
resources. At the moment, Haleeb has no threat of new entrants but in the future
any foreign firm can be a threat in the current market scenario the following
organization haven’t faced any major competitor having such a head on competition.

 Economies of scale:
Scale economies deter entry because they force potential competitors either to enter
on a large-scale basis (a costly and perhaps risky move) or to accept a cost
disadvantage (and lower profitability). Without achieving the economy of scale it is
difficult to compete in the market. More over new entrants in the pasteurized milk
business may encounter scale-related barriers not just in the production, but in
advertising, marketing, distribution, financing, and raw milk purchasing as well.
Haleeb industry achieved its breakeven in 1993.

Marketing Strategy 14
  Cost disadvantages independent of size:
Existing firms may have cost advantages not available to potentials entrants. In the
industry of packed milk, these advantages include access to good supply sources and
the benefits of learning and experience curves etc. Since Haleeb is in the market, for
the last more than 15years so it will also give an edge to the Haleeb in terms of
availability of huge experience in terms of technical experts and technical
experience.

 Access to distribution channels:

Product like milk and yogurt is the commodity that requires intensive care.
Handling of milk on its way till end-user requires great care. Distribution of Packed
milk is a challenging job and distributors are reluctant to take distribution of those
brands, which lack buyer recognition. A network of retail dealers may have to setup
from scratch. So CDL enjoys its strong hold on the distribution network of Haleeb, as
access to an effective distribution channel is a barrier for new entrants because a
carefully knitted channel strategy will not only an edge but also preserves the
freshness of perishable items.

 Product Differentiation (Logic for Brand Preference):

Once the brand image is formed, than it is difficult for any other firm to introduce
new brand into the market so unless and until it has low price and superior quality.
As in packed milk only few quality brands are available (Haleeb, Milk Pak, Olpers
and Good milk) so people will prefer these brands on the other newly introduced
brands in all the scenarios following existing brands have a strong brand recall in
the minds of customers like Haleeb have “the thickest milk”.

 Government policies:
It is a Barrier to entry from different licensed and registered companies which are
already dealing in drinking purpose products and especially on national level in

Marketing Strategy 15
terms of environmental friendly packing along with the recyclable form of material
used.

2. Substitute Products:
If we consider Haleeb’s positioning as powdered milk is in the major threat. Even
though currently powdered milk has been positioned for people from higher socio
economic groups

But in the future some low priced brand for powdered milk can be a definite threat
but when the scenario of ultra high temperature comes than people will only prefer
to packed and branded milk.

3. Bargaining Power of Suppliers:

 Number of suppliers:

Raw milk is standard commodity and is available in the open market from a large
number of milkmen. If anyone refuses to sell its product, then company can buy it
from others who are already willing to sell to the company so the bargaining power
of suppliers is not a major issue in the following case if any organization nominates
any farmer for providing raw material then it will give some incentive too to its
regular buyers like CDL have a number of suppliers providing raw milk.

 Importance of volume to supplier:

Suppliers also have less leverage to bargain over price because the company is
purchasing the large volume of their milk and the suppliers don’t have much option
either to avoid such kind of discrepancies. The organization limits a price floor if the
persons are interested then they should also on role.

Marketing Strategy 16
 3. Bargaining Power of Buyers:

 Number of buyers:

As there is large number of distributors, who are buying and distributing the
product, so their bargaining power is low and company has leverage to implement
its terms and conditions on distributors.

From domestic customers point of view the prices and quality along with
specifications is defined in the meeting held under the tetra pack association with is
lead by the major giants of the following industry, sometimes as public message
mutually beneficial advertisement campaigns are run by all the existing competitors
which are on role of all Pakistan Tetra Pack Association.

Competition and Market share:

Competitors:

Haleeb foods competitors are

 Nestle
 ShakarGanj Food mills
 Engro Foods
 Shezan
 Gourmet

The direct competitor of Haleeb milk is Nestle Milk Pak and both of them are
targeting different markets but they are considered to be in direct competition.
Nestle Milk Pak is targeting people to use Milk Pak as for drinking purpose but
Haleeb milk main focus is for tea users as they are continued to target them but
Haleeb Milk sometimes focuses on the other markets such as for drinking purpose
also.
Marketing Strategy 17
Indirect competitor:

That section includes all those brands which are newly entered in the market. They
are considered as indirect competitors because of the following reasons. First of all
their market share is very low as compared to Milk Pak and Haleeb Milk. Secondly
they are only competing on the basis of milk which is targeting only one segment of
the market.

Haleeb competitive position is quite superior to other competitors. Haleeb is having

the major threat of local brands because they are prospering day by day in the
market, because they take advantage from Haleeb’s strategies rather than using
their own strategies. The relative market share of Haleeb in juices is 18.3%, Maza is
4.17%, Shezan 12.5% and the local competitors are having relatively larger share
than the other competitors which is 50%.

The total share in the market of packed milk is 21%. Out of these 21% the shares of
HALEEB, MILKPAK and OTHERS are as follows:

Haleeb : 42%

Milkpak : 44%

Others : 14%

Marketing Strategy 18
COMPETITOR’S STRENGTHS AND WEAKNESSES

STRENGTHS

1) Nestle is the biggest competitor of Haleeb. Nestle is an international company

recognized all over the world.
2) It has more financial resources then Haleeb. Its quality is also internationally
recognized.
3) It has large product mix.

WEAKNESSES

1) Large number of product outside the Pakistan.

2) Discrimination approach towards their own products.
3) Focus on specify products.

Market Trends:
A market trend is a tendency of a financial market to move in a particular direction
over time.

some people are health conscious and some diet conscious. The people who are
health conscious may prefer Haleeb, but who prefer diet may not prefer Haleeb
products. The reason is clear by Haleeb slogan that “sab se garha doodh”.

Consumer Analysis

Nature of the Buying Decision:

High involvement Low

Involvement
Brand significant Complex buying Variety seeking b.b
difference behavior
Few difference Dissonance reducing Habitual b.b
b.b

Marketing Strategy 19
Participants:

 User
 Influencer
 Decider
 Controller

Demographics:

AGE 6-11, 12-19, 20-40, and 40+

GENDER MALE, FEMALE
FAMILY SIZE 2-4, and 4+
INCOME UNDER 7000, 8000-15000, 15000-30000,
30000+
OCCUPATION managers and officials, sales, farmers, retired,
supervisors, students, homemakers,
EDUCATION grade school or less, high school graduate,
RELIGION hindu, Muslim, Christian
RACE Asian, black, white
GENERATION baby boomer, generation X , generation Y
NATIONALITY Asian, African, American

Psychographics:

SOCIAL CLASS working class, middle class, upper middle

class, and lower uppers
Life Style achievers, strivers, survivors
Personality compulsive, gregarious, authoritarian,
ambitious

Marketing Strategy 20
Buyer Motivation and Expectation:

Buyer motivation and expectation comes through firms

advertising. Buyer motivation takes into account by the price of the product,
product image and the medium used for presenting the product.
Haleeb catches its consumers through formal AIDA plan.

1. Attention
2. Interest
3. Desire
4. Action

Loyalty Segments
Haleeb customers are loyal with haleeb products. It is not
necessary for haleeb to make segments. At nearly every age haleeb products used.
Even in every city and village where they have distribution channel their products
used.

Internal Atmosphere

 Company Resources:

Financial
Personal Saving Rate
Personal saving rate of HALEEB is 5%

Disposable & Discretionary Income

Disposable & Discretionary Income of HALEEB is 95%.

Business Saving Rate

Business Saving Rate of HALEEB is 10%.

Marketing Strategy 21
Energy Availability & Cost
Energy is easily available and cost on energy for HALEEB Rs.50m.

Budget Deficit OR Surplus

There is no deficit but 8% surplus of HALEEB.

Rate of risk
For HALEEB FOODS Rate of risk is 5%.

People:

 Legal Representative/Business Owner:

Mr. Suleman Daud

Board of Directors:

Mr.IlyasChaudhry

Mr.IsrarAhmed

MianZahidSaeed

Mian Muhammad Amjad

Sheikh Muhammad Rasheed

Major General (Retd.) Shafiq Ahmad

Mrs.Nasreen Ilyas

Mrs. Zarina Saeed

Mr. Muhammad Ishtiaq Khan

 Chairman
Marketing Strategy 22
 Mr. Ilyas Chaudhry

 Managing Director:
Mr. Israr Ahmed

 Auditors:

Hameed Chaudhry and company

(Chaudhry Accountants)

 Legal Advisor:
Hassan and Hassan Advocates

 Marketing Research:
Aftab Associates
 Advertising Agency:
Paragon Evernew Concepts

TRADE & MARKET

Main Markets:
Pakistan, North America, South America ,Western Europe, Eastern
Europe, EasternAsia, Southeast Asia, Middle East, Africa, Oceania

Work Force
It has a team of 3000 exceptional individuals to support its operations, out of
which
1 . 900 are permanent employees
2 . 600 are on contract and
3 . 1500 are of 3rd party

Marketing Strategy 23
Time:

Haleeb food limited always responsible for their products availability in the
market. Haleeb foods have control over their quality of dairy products because they
have to check the quality in dairy form.

Skills:

High quality workforce in Haleeb food limited working their level’s best to
deliver superior value to their customers in order to build the profitable
relationship with the customer.

OBJECTIVES

Mission Statement and Vision Statement

MISSION STATEMENT:

“It is our mission to be the number one food company in

Pakistan by providing our customers with the highest
product quality in terms of taste, experience, and
satisfaction”.

VISION STATEMENT

Marketing Strategy 24
“It is our vision to be the best and leading provider of food
products in Pakistan and among the top ten food companies
in the world, by continually challenging present conventions
and always staying a step ahead of the competition”.

Corporate Objectives

Objectives set out what the business is trying to achieve.

Haleeb’s Objectives can be set at two levels

These are objectives that concern the Haleeb’s business as a whole

Corporate objectives include:

• Haleeb aim for a return on investment of at least 15%

• Haleeb aim to achieve an operating profit of over £10 million on sales of at
a least £100 million
• Haleeb aim to increase earnings per share by at least 10% every year for the
a foreseeable future

Financial Objectives:

• Haleeb aim to build customer database of at least 250,000 households

a within the next 12 months
• Haleeb aim to achieve a market share of 10%
• Haleeb aim to achieve 75% customer awareness of our brand in our target
markets

Marketing Objectives:
Marketing Strategy 25
 Marketing department of the Haleeb food Company specially in juices is
sufficient but not up to the requirement because for juices advertisement and
promotional campaigns are conduct in different areas of Pakistan but not all
areas of Pakistan but marketing organization of Haleeb food is working well and
market intelligence and marketing planning is very strong aspect of management
of marketing.

Long Term Objectives:

Long-term objectives are results that an organization seeks over a multiyear period.
Common categories for Haleeb’s long-term objectives include profitability,
employee development, productivity, technology development, employee relations,
competitive position and public and social responsibility. A long-term objective
should be acceptable to key stakeholders, it should be flexible and appropriate for
the planning horizon, it should be measurable and achievable, and if it is achievable
it should be challenging enough to be motivating, and it should be suitable to the
current position of the organization and suitable in the context of the organization's
mission. Finally, a well-stated and meaningful long-term objective should be
understandable to all organization stakeholders.

Marketing Strategy 26
Short Term Objectives:
Objectives give the business a clearly defined target. Plans can then be made to
achieve these targets. This can motivate the employees. It also enables the business
to measure the progress towards to its stated aims.

Short-term objectives of Haleeb Foods are generally related to the financial year, in
a time frame from now to the end of the year (i.e. up to a year away). An example
might be to raise turnover by 8% and profit by 9% by the end of the financial year.

Corporate culture

Marketing Strategy 27
 Haleeb pvt limited has more greater communication between
management and workers. They have better team spirit. Haleeb experience
less bureaucracy and easier decision making. Fewer levels of management
which includes benefits such as lower cost as manager are generally paid
more than workers.

SUMMARY OF SITUATION ANALYSIS

SWOT Analysis

STREGNTHS

• No 1 dairy company.

• Growing Sales and profits.

• Major shareholder in the food industry of Pakistan.

• Efficient Distribution networks throughout the country.

• Quality Products.

• Environment Friendly.

• Socially Responsible Company.

• Haleeb Food's products enjoy strong brand image and market pull.

• Innovative and constantly growing product line.

• Sales force is the major resource strength in terms of physical resources of

the company.

• Marketing strategies established by the company are innovative and lure

customers.
Marketing Strategy 28
 • Financial, marketing and sales strategies are formulated by gauging the
customer demands.

• Periodic research carried out to judge market trends.

• Highly sophisticated plant and equipment.

• Qualified work force.

• Focus on research and development.

• First and the only dairy company in Pakistan to get ISO 9002 certification.

WEAKNESSES

 Relatively a small and local company in comparison to its rivals.

• Dependence on 3rd party for supply of milk.

 No credit sales.

• Low sales margins due to highly value added products.

• They cannot launch many of its expensive international brands due to the
lower income groups.

• Selective investment due to uncertain economic and political conditions.

• Feasibility of new products needs to be analyzed, e.g. Candia Drinking

Yogurt was launched some years back but it failed because no customer
demand exist it.

• The packing line installed for N'Rish has a higher capacity than the actual
demand of the product, resulting in higher overhead costs for the product.

• Inadequate marketing.

• Low promotional activities.

• Comparatively weak distribution system.

Marketing Strategy 29
MARKETING MIX

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:

There are a lot of products which are being manufactured by the Haleeb Foods but
we are only considering two products;

1) Haleeb Milk

The first product is a diary item. The product was first designed to capture
two types of markets which are for drinking and tea purpose. After few years the
company realized that Haleeb Milk is getting famous for tea market so it’s better to
launch a new brand for drinking purpose.

2) Candia Milk

After realizing that they need a new brand to capture market of milk for
drinking purpose. Here they know that the Nestle Milk Pack is the market leader for
that segment. They come up with a new concept of milk from Europe’s No. 1 brand.
People have the image of a multinational company products are always good and
hygienic.

Marketing Strategy 30
 The four P’s of the Marketing Mix

PRODUCT PRICE
Variety List price
Quality Discounts
Design Allowances
Features Payments period
Brand name Credit terms
Packaging
Services

Target
customers

Intended
positioning

PLACE
PROMOTION Channels
Advertising Coverage
Personal selling Assortments
Sales promotion Locations
Public relations Inventory
Transportation
Logistics

These products are available in the following sizes;

 1 Liter Pack
 ½ Liter Pack
 ¼ Liter Pack
Standard size i.e.; ¼ Liter pack is most popular. It is the most profitable package of
Haleeb Foods. It was introduced because consumers prefer Haleeb Milk for tea and
through research the company comes to know that consumers are demanding small

Marketing Strategy 31
packs. 250 ml pack is Haleeb Foods star product. Because it has high market share
and still market has great potential to grow in future. It is also a convenience
product. People plan little to buy it. So it is an impulse product. Haleeb Foods is
doing wide spread distribution on convenient location. Haleeb is promoting 1 Litre
more, to increase its sales as Candia is failed to capture the desired market and they
want Haleeb Milk to capture that market. In product "life cycle" 250 ml and 500 ml
packs are still on the growth stage and they have the potential to grow more for
about next 10 to 20 years but still to avoid any problems they come up with Haleeb
Chota that makes tea only for two Persons.

Price:
The price of Haleeb Milk remains consistent over a period of time. If the
inflation rate remains in the single digit then the price of the product remains same
over 2 to 3 years but if the inflation rate goes in double digits then the change in the
price comes within a year. If the rate of inflation is more than 20% then the change
can take place with in 3 to 5 months. The company always remain same with the
price of Nestle Milk Pack as the change in price can cause to things first the price can
reduce the sales of Haleeb Milk and secondly they can give a perception that the
quality of the product is reduced in case of reducing the price. The company
considered retailers as their partners so they share a justifiable percentage with
them as they are the only persons that can force the consumer to buy Haleeb Milk as
compared to other brands but the strategy is not effective in case of big shopping
malls

Haleeb Milk Prices

 1.5 litre Rs. 95
 1 litre Rs. 70
 500 ml Rs. 38
 250 ml Rs. 20

Place:
Marketing Strategy 32
 Haleeb milk is targeting the mass market that means they have to work hard
to make it available at each outlet and to make sure that the product is available
without ease. They have divided regions according to consumption patterns. The
consumption is calculated on the basis of buying behaviors of all packed milk. The
regions like Defense, Model Town, Faisal Town, Cantt. They are trying to deliver
their products in their own vans which are considered to be a better means of
influencing the target market. The regions where buying percentage is low, they
provide the product with the help of a proper distribution network. But in both
cases they make sure that the product is available and it is provided on the
standardized price. The distribution network includes the distributor then the
wholesaler and in the end the retailer. Again benefits are provided on the
achievement of the sales targets and timely delivery of products. In some cases
products are provided to big retailers by the distributor itself but mostly it is being
purchased by the retailer from the wholesaler.

Promotion:
Haleeb foods have been using both the Push and Pull strategy in order to do
the promotion of their products. The budget that they have recently allocated is all
you- can- afford budgets. After staying quiet static over the last semi- year or so in
terms of its promotional activities Haleeb Foods came up with some extremely
heavy advertising campaign through its TVC’s and other print media tools starring
some industries most expensive models and some exquisite and eye catching sets
which really attracted the consumers attention. The campaign through the print
media was also exclusive and was very heavy and could be seen at every signal retail
outlet in Lahore which is their most valuable market area wise that they are catering
to. Their advertising campaign was only targeted for the consumers but they
campaign also especially designed for the retailers in which they were not only
given certain posters to place on their shops and walls outside their shops but other
than that the retailers were different hand outs in which company, haleeb foods ask
the retailers to give assured attention to their product and also explained about the
heavy advertisement campaign that they had launched for their product. In that
hand out they had asked the retailer to give some special shelf space to their
product as a certain pull would be created after all that campaign on TV and through
the print media.

Marketing Strategy-----------Current and Proposed

Marketing Strategy 33
Product

Product Mix: It has three different categories of products which are as follows:
a) Dairy Products
b) Juices
c) UHT Milk

1)Dairy products:

 Asli Desi Ghee

Haleeb Asli Desi Ghee is obtained from pure milk through the traditional
procedure of heating butter slowly. Haleeb Asli Desi Ghee is free from all artificial
ingredients; it has pure and natural taste and is nutritionally preserved. It comes
with 1 year shelf life.

 Haleeb Butter
Daizy Butter is the best natural source of Vitamins A & D for everyone, and by far
the ideal way of starting yet another busy day. It is rich in its taste and revitalizes
your energy for a long tiresome day.

 Haleeb Cream
The premium cream processed hygienically from pure fresh milk, Haleeb Cream
is luxuriously rich in its thickness and nutritional value. It promises the richest
assortment of tempting toppings, delicious desserts and creamiest coffee with its
unique taste, also great for eating with bread etc. Packed in 6-layered Tetra Pack
Brick Aseptic packaging and has a shelf life of 6 months.

Marketing Strategy 34
  Haleeb Yogurt
Daizy Plain Yogurt meets the highest quality standards and gives consumers
unmatched quality, freshness and taste with every spoonful. Offered in 450g, 200g
and 900g packing, with a freshness seal that keeps the product attributes fresh
throughout its life.

 Haleeb Tea Max

In tune with the Haleeb Foods tradition of providing consumers high quality and
value added products, Haleeb Tea Max is the ideal choice for all tea and coffee
lovers. Tea Max is special milk that provides a rich taste in your beverage. It is
packed in a 6-layered Tetra Pack Brick Aseptic packaging and has a shelf life of 3
months.

 Haleeb Cheddar Cheese:

Haleeb Foods makes a new addition, Haleeb Cheddar Cheese, to its healthy and
wholesome product range. Discover great taste, premium quality and the power of
Vital 3 in every recipe made with Haleeb Cheddar Cheese. Vital 3 is the right
combination of calcium, protein and vitamins in Haleeb Cheddar Cheese, which acts
as a source to enhance the brainpower, especially for growing children. Haleeb
Cheddar Cheese is specially made with Halal ingredients at the state-of-the-art
dairy plant conforming to international quality standards. And for the first time
in Pakistan, it is also offered in a customized 2 slices pack. The product is sealed
and packed in air-tight packaging, which keeps the product fresh and tasty.

2) Juices

 Haleeb Good Day

Haleeb Good Day offers consumers a range of 100% pure juices, without any added
sugar, flavors or preservatives. For consumption absolutely anywhere and anytime,
Good Day's four premium juices (apple, red grape, orange, and fruit cocktail) give
you the absolute delight in taste, and revitalizes you at the same time. It is packed
in a 6-layered Tetra Slim Pack Brick Aseptic packaging with easy opening.

Marketing Strategy 35
  Haleeb Tropico Nectar
Juices play an important role in the functioning of our body, have many
benefits associated with them, and help you achieve the desired healthy way
of life. Tropico nectar is another product from the house of Haleeb Foods
Limited, which is 100% pure nectar, available in three sumptuous flavors
including Orange & Mango & Apple.

3) UHT Milk

 Haleeb Milk
Consumers everywhere know that only Haleeb Milk makes the best tea ever
because of its thickness. Haleeb is pasteurized, homogenized, and standardized
pure UHT milk o f the highest standard with 3.5% fats and 8.9% solid non fats.
It is Haleeb Foods premier brand, and the choice of quality-conscious
consumers who only go for the best. Packed in easy to open, 6-layered Tetra
Pak Slim Brick Aseptic packaging, it comes with a 3 months shelf life.

 Haleeb Dairy Queen UHT Milk

Dairy Queen is standardized and homogenized pure UHT Milk with 3.5% fat
and 8.9% solid non fats. At an affordable price it has won the hearts of
consumers everywhere. It is available in 6-layered Tetra Pak Fino Packaging,
introduced for the first time in Pakistan and has 3 months shelf life.

 Candia Candy Up
With the backup of Candia, Candy Up has been launched especially for flavored
milk drinkers, in chocolate & strawberry flavors to the sheer delight of
children. The fact that it comes in a bottle makes up for convenient usage as
well.

 Haleeb Skimz Liquid

Marketing Strategy 36
Skimz is the only completely fat-free milk with the richness of pure milk. Minus fats,
it is an ideal choice for weight-watchers and heart patients. It is also high in calcium
content, which prevents osteoporosis. Packed in a 6-layered Tetra Pack Brick
Aseptic packaging, it comes with a 3 months shelf life.

 Haleeb Skimz Powder

Skimz offers consumers a high quality 0% fat and hi calcium milk that helps
them gets a perfect slim/trim physique. This product is for the consumers
who are quality and health conscious individuals who ensure that they
consume everything which is right to the best of their knowledge

Brand sign

Daisy Flower

Brand Name
The Brand name itself has become a trusted name, as they have been in market
from many years and they have been striking the consumer mind from 21 years that
is quite a long period of time if we compare it to the total industry total time period.
Haleeb Foods was established in 1986 and its first product was Haleeb Milk. Since
then, it has continued to provide quality products to its customers with product and
packaging innovation.

Marketing Strategy 37
Brand Image
Once the brand image is formed, than it is difficult for
any other firm to introduced new brand into the
market so unless and until it has low price and
superior quality. As in packed milk few quality
brands are available (Haleeb, Candia and Milk Pack),
so people will prefer these brands on the other newly
introduced brands.

Brand Equity
Is the positive differential effect that knowing the brand name has on customer
response to the product or service.

Product Portfolio Analysis:

The HFL’S management believe that at the BCG matrix, Haleeb

falls at the Star. High growth, high share products , and high cash flows
characterized products of this category. Haleeb has got 42% share in the market
the industry is growing at 15% annual rate and the cash flows are certainly high.

Marketing Strategy 38
BCG Matrix Of Haleeb:

High

Market

Growth

Rate
Low

High Low

Relative Market Share

Marketing Strategy 39
Ansof Model

Existing
Markets

New
Markets
u
d
klP
rM
Marketing Strategy
ive
tD
n
o
ti
ca
m
p
sfi
The Product market/ expansion grid

Existing Product New Products

40
Product Life Cycle

a) Price:
Haleeb milk 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.

a. Pricing Objective:

The objectives of Haleeb foods for pricing Haleeb milk are as follows:
1. To achieve a target return.
2. To maximize profit.
3. Stabilize prices to meet competition.
4. Market share Leadership
5. Product Quality Leadership

Marketing Strategy 41
Pricing Method

The principal of the Ruskin Brown Associates, used a series of demonstrations and
case studies during his discussions and communicated to participants effective
methods to apply the most profitable pricing strategies for their organizations’
products and services. Some of these techniques included:

 Understanding and applying Value Based Pricing

 Preventing and fighting a price war
 Knowing the differentials for pricing new products in new & established
markets

b. Pricing Strategy:

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 don’t engage in price wars.

Competition is met through innovation. The prices of Haleeb milk 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.

Marketing Strategy 42
Elements Of Price

c. Discounts and Allowances:

Discounts are usually related to the distributors and retailers which are
confidential and vary. Discount can be given to retailers as well but that
would be same for all. Different discounts can be given to wholesalers and
distributers on the factors like how much quantity they pick from the
company and the same goes for the retailers. Other than that is also depends
on different factors like payment terms, that is credit or cash and how
quickly do they pay off if they are doing so on credit base like the rates would
be different if the days of credit taken are longer. Seasonal discounts are also
given like in winters the supply from the milk farm is high and the company
also has to get rid off to production as well so they are a bit relaxed with the
term and conditions.

Marketing Strategy 43
 ADVERTISING
The objectives of the advertisements are very clear, they just want to target
individuals who want to use packed milk for tea purpose but here there is a
problem. They are always confusing the consumer that what is a product. If it
is for tea then they should come up with only tea. They have committed such
types of mistakes in the past.
In order to solve a problem they should come up with a new brand name,
they come up with Candia but they are not able to communicate the right
message that means they were focusing on children rather than focusing
drinking purpose.

Advertising Budget:

First of all a good advertising campaign designs for new promotion and
related advertisement depends upon the per unit sale of that product. Candia
Milk advertisements are no longer running on T.V because it was not able to
reach its sale targets.

Advertising Strategy:

The strategy is very simple, they know that we have a perception that the
milk is of good quality when it is thick. If we are talking about tea users then
it becomes obvious that the milk should be thicker because only then it can
make more cups of tea. So their slogan always focuses on thickness and
purity.
The decision to choose the right advertising media is very important and it
becomes more important to identify that at what time the people watch TV
and specially their target market I-e females. Sadia Imam is used as their
brand ambassador. They have also used other celebrities which are Sajid
Hasan and other famous celebrities. Through research we would come to
know that females watch TV after 10 am to 11.30 am and again they watch
TV at night at 7pm to 11 pm. The most wanted channels are Star Plus and
Geo News and Private Movie channels that are running on cable. The
company should advertise on these timings and try to advertise on cable as
well.

Marketing Strategy 44
Sales Promotion:

The second most utilized tool of IMC is sales promotion. They are using it
effectively and give things that are valuable for females. Tetra Pak is also
helping them by launching different schemes after a regular interval of times.
The company has used gold jewelry and arranges functions for females.

Direct Marketing- Personal Selling:

Direct marketing is also used but in a little bit different manner. They are
using direct marketing at retailers and training them as well. Whenever they
come with a new promotion teams are created which helps in
communicating with end user and try to solve their ambiguity.

Others:

The company is not able to gain publicity from the consumers. The biggest
strength of the company is causing problems. Consumers perceive that they
are using powdered milk in order to make their milk thicker. Which refrain
them to give them to their children? The company should take more part in
the events that are necessary building process of a strong country and try to
play a role in the building process. This would change their image and they
can gain publicity and consumer would also buy more of their products to
help the cause.

Place

Placement strategies:
Haleeb foods use more than one strategies for placing its
products. They use stands in retail shops. They also provide freezers to shop Marts.
This also help them to maintain its image in the consumer mind. This also helps the
shopkeepers to keep Haleeb products.

Marketing Strategy 45
BUDGETS AND CONTROLS:

RECOMMENDATIONS

 Haleeb Foods Limited (Formerly HFL Foods Limited) is advertising its products through
the ATL (Above the Line Activities) it should also give emphasis to advertise its products
through the BTL (Below the Line Activities).
 Human Resource Department of Haleeb Foods Limited should introduce HRIS (Human
Resource Information System) to increase the efficiency of the Department.
 The co-operation among the different departments of Haleeb Foods Limited should
Improve their communication network. 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
that the company can show its loyalty. So that the company could have the feedback of
the customers regarding the products and image of the company.
 Haleeb Foods Limited has introduced Haleeb Good Day 100% pure Juice in 1 liter
packing they should also introduce the Haleeb Good Day 100% Pure Juice in 250 ml
packing to increase the market share.
 The shopkeepers complains that Haleeb Foods Limited do not provide replacement to
the expired products so they should provide proper replacements to the shopkeepers to
enhance the company image.
 Haleeb Foods Limited should improve its distribution system especially retailers are not
happy with the distribution of Haleeb Milk.

Marketing Strategy 46
References:

After having studied and analyzed the marketing mix , SWOT analysis , PEST

analysis , BCG matrix of Haleeb milk, it has been observed that secondary

associations are the great forces for any BRAND and they should manage it properly

for their brand. A strategy, which could be work, is that they should link more with

taste in order to register in the mind of consumer. The ad should be of better at least

it should be creative so that their unique and secondary association should be

emphasizes more. The slogan of HALEEB should be change and some other slogan

should be there in which the unique association is more emphasize. HALEEB should

make stronger, favorable, unique associations. In fact their existing association

THICKNESS and PURITY is not that much strong as it should be in the mind of the

respondent. Company should develop point of difference strongly than point of

parity. This will help them in positioning.

Promotion:
Promotion is mainly conducted through IMC because it provides a
complete blend of all the resources that are needed by the company to enforce its
sales and at the same time to portray a desirable image as thought in the company
meetings.

Marketing Strategy 47
Marketing Strategy 48