Haleeb ppt
- 1. R BEHAVIOR Made By : Sumaiya Mumtaz Sania Nasim Taimoor Hussain Submitted To : Sir Amjad Baryar
- 2. INTRODUCTION HALEEB FOODS is one of the leading local packaged food companies of Pakistan. It’s operating in following business segments Milk, Cream, Juices, Powdered milk and butter. Haleeb foods core business is milk and related dairy products. Haleeb’s main market is Pakistan but it also exports food products to South Asian and middle east countries. The HFL has succeeded in this by continuously improving the quality of its products but in the middle era it was gone under downsized period for several years.
- 3. HISTORY OF HALEEB FOODS HALEEB FOODS Limited (HFL) is a fast growing food product company. It was established on July 1, 1984 with name Chaudhry Dairies Limited near Lahore and commercial production started from July, 1987. In1989 established equity partnership with CC Friesland. 1998 entered in franchise agreement with Cedilac France. The company name is changed in November, 2000. Formerly it was CDL but now its name is HALEEB FOODS Limited (HFL). The HFL is first dairy company in Pakistan to get ISO- 9002 certification in 1997 and HACCP Certification in June, 2003.
- 4. • MARKETING MIX • PRODUCT • PRICE • PLACEMENT • PROMOTION
- 5. PRODUCTS: HALEEB FOODS different segments include UHT Milk, Dairy products and Juices. Main Brands of HALEEB’S are: Haleeb Milk, Dairy queen, Good Day, Tropico Nectar, Skimz etc. PRICE: HALEEB MILK is priced keeping in view the buying power of middle income and high income social classes of society. It shares a justifiable percentage with retailers to maintain and expand its market share. Its price variations are also made at religious festivals. Bulk purchase discount is also provided at the whole sale markets.
- 6. PLACE: HALEEB MILK is targeting the mass market so the distribution of the milk is set as it is a convenience good so it is provided at maximum stores. Distribution network includes distributors, whole sellers and retailers. It is make certain that the product is available on all the big and major stores. i.e big departmental stores, bakery stores. PROMOTION: The product is promoted through advertising and communication channels. Newspapers, billboards, radio and television commercials are used for advertising the product. Television channel is the main medium that is most actively being utilized by the companies for the advertisement of their products. So the television commercials are used to create awareness about Haleeb milk. Different promotional activities and promotional campaigns are used to promote the product. For example, if a consumer buys a complete carton then the consumer will be given 10% discount.
- 7. POSITIONING: Positioning is the only way through which a company can increase the functionality of its product and can portray it as a more useful product. Haleeb will position its product by its attribute and by its usage. Haleeb will position itself not only a tea making milk but also used for drinking purpose and for making sweet dish as well. It will make the perception in the consumers’ minds that it will their all requirements regarding milk whether it will be for drinking, for making tea and coffee or for other kitchen i.e. cooking and making sweet dishes. It will position itself as a thickest and purest milk brand available in the market. So whenever the consumers think of the purest and thickest milk, they will recall Haleeb Milk and it will affect their purchase decision and consumers will prefer to purchase Haleeb Milk as compared to other brands milk available in the market.
- 8. PURPOSE: Haleeb Milk is providing its consumers superior value for money with their affordable and real milk. Haleeb Milk is exactly what its name suggests – wholesome and pure quality milk that provides the public the absolute surety that they are getting the most affordable and 100% real milk for all their daily dairy needs.
- 9. • POPULARITY : The company was only known for its product of haleeb liquid packed milk. The popularity rises as they get exporting their products out of the boundary of the country such as middle east countries etc. ●CDL Foods limited has been changed to Haleeb Foods Limited, so this change in name can help them to attract foreign customers. ●It was well trusted by the customers ●Fresh, pure and nutritious, the premium quality and richness of Haleeb makes it a favorite household name. Haleeb Milk is Pakistan’s only Nutra-Hygin milk which was known for providing the best combination of Purity, Quality and Nutrition. ●One of the key factors chosen for their popularity was Asli Milk is all-purpose real milk product by Haleeb Foods. ●On their starting days the product was easily available in the local markets and small shops which helped in better marketing and getting popularity.
- 10. COMPETITORS As the product moved toward its popularity the competitors arises in the market and they were found to be more competitve. The compititors were as follows, Nestle milkpak Good milk Olpers Nurpur Milk Day Fresh Milk
- 11. Products like Milk pack, Olpers and Good milk have posed a serious threat to Haleeb milk. Currently however, considering the economic and political conditions of the country no firm is performing at its full potential. High inflation rates, rising oil prices, power shortages have all contributed to the closing down of many ventures. The competitors are also having a difficulty in surviving in this tough environment. By focusing on making its processes and policies Haleeb can improve its competitive position and rise again. It should have a strong product portfolio and a very constructed marketing plan to regain its lost fame and success.
- 12. CONCLUSION HALEEB FOODS Limited (HFL) is a fast growing food product company. Despite the fact the overall analysis of the firm’s financial statements shows that the company is not doing well. Compared to the industry leaders like Nestle and Engro, Haleeb is not that large a company. A deeper look into the company shows that its profitability has decreased from 2009-2011. Its net profit margin has reduced to 4.83% in 2011 from 7.19% in 2009. Although it is not a good indicator for the company.In terms of the gross profit margins Engro has superior results compared to both Nestle and Haleeb. From this we could conclude that the cost of goods of Haleeb needs to rise.
- 13. RECOMMENDATIONS Haleeb milk should allocate a healthy budget for the advertising of its products. HR Department should increase the efficiency of the company. The cooperation among the different departments should also improve it will lessen the bureaucratic cost and increase the efficiency of the company. The activities like customer satisfaction should be performed on regular basis so the company should know about the feedback of the customers regarding the products and image of the company. The shopkeeper complains that haleeb milk don’t provide replacement to the expired products so they should provide proper replacements to the shopkeepers to enhance the image of the company. Haleeb should improve its distribution system especially the retailers are not happy with distribution of Haleeb Milk.