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Company Profile
“We are committed to the provision of nutritious, hygienically processed and packed
dairy products to the community.
We are committed to improve and sustain our reputation for quality in all our operations,
whole maintaining competitive prices.
We are committed to build and maintain loyal relationship which will bring out mutual
prosperity to customers, suppliers, shareholders, employees and the community.”
1
Export Markets
Serving several export markets including:
• South Korea
• Bangladesh
• Afghanistan
• Central Asian States
Departments
1. Production
2. Marketing
3. Finance
4. Research & Development
5. Human Resources
Environmental Structure
1. External Environmental
Purpose of HALEEB is to capture as much as market as possible along with the customer
satisfaction
Supplies
Haleeb is very much curious about its supplies the delivery of raw material required should be
able to fulfill the market demand on time.
Market Intermediaries
Agencies are the intermediaries for Haleeb, while transportation is the
headache of agencies.
2. Internal Environment
It concerned with the management, employees and internal queries of company
Market Segmentation
The process of dividing the total market for a good or a service into several smaller groups such
that the member of each group are similar with respect to the factors that influence demand”
Haleeb’s Policy
Haleeb segments its market according to different wants, buying preferences
or product use behavior. They offer different Haleeb products for different market
segments.
2
Market Segmentation
1. Geographic Segmentation
Haleeb has utilized the local channels of distribution, which not only helped
them in reducing fixed investment but would also give something in return to
society in term of employment. The demand of Haleeb in urban areas is more than
in rural areas, sale of Haleeb increases in summer seasons.
2. Psychographic Segmentation
Changing life-style brought innovation to the market and Haleeb is well
aware of these changes. The women in this region represent a large portion of the
society and for them product are really important for family and a part of their
lifestyles. Similarly the courteous and friendly attitude of people made Haleeb the
choice of serving tables.
3. Demographic Segmentation
Haleeb frequently conduct constructive demographic surveys in order to get
the clear picture about various market segments and forecast the future sales of the
company. Mostly they use age, income, gender, social class, and occupation for
demographic segmentation.
Positioning
“A position is the way a firm’s product, brand, or organization is viewed
relative to the competition by current and prospective customers”.
Haleeb’s positioning
Positioning is the image of a product or a firm in the eyes of the customers
in relation to the competitor's product and for products offered by the same firm.
Haleeb varies its positioning strategies from time to time depending upon the
3
market situation. The most recent positioning adopted by Haleeb can be
summarized by its Slogans used for different products.
PRICING STRATEGIES
2. Market Penetration
Set low initial prices to penetrate into the market share
PRICE ADJUSTMENTS
Price Discrimination
Discounts and allowances to allow various or different customers
regarding different products and locations.
• Psychological
Adjusting prices for psychological effects. Rs.299 Vs Rs.300
• Product line pricing
Developing product lines for introducing pride steps rather than single
product
4
• Captive product pricing
Pricing products that must be used with the main product
Place decision
• Distribution Channel
• Market Coverage
• Specific channel members
• Inventory Management
• Warehousing
• Distribution Centers
• Order Processing
• Transportation
• Reserve logistics
PROMOTION
Promotion is the specific mix of advertising, sales promotion and public
relations used by a company to peruse its advertising and marketing objectives.
Promotion decisions are related to communicating and selling to potential
consumers.
OBJECTIVES OF PROMOTION
A target audience can be in any of the six stages of buying readiness.
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
These are called hierarchy of effects
Awareness:
The seller’s task is to let the buyers know that the product or brand exists. The
objective is to build familiarity with the product and the brand name.
Knowledge
Going beyond awareness to learning about a product features.
5
Liking
How the market feels about the product
Preference
Distinguishing among brands such that the market finds your brand more
attractive than alternatives.
Conviction
Making actual decision or commitment to purchase.
Purchase
Finally buying the product
PROMOTION MIX
• Advertising
• Public Relations
• Personal Selling
• All other sales promotions
Promotion Strategies
Advertising:
Any non-personal paid form of communication using any form of
mass media. It involves three important notions
Reach
Is the percentage of the target market, which is affected by your
advertisement?
Frequency
Is the number of time a person is exposed to your message?
Message:
Sometimes, it is called a creative. It gets attraction, capture interest,
create desire and finally require action
Public relations:
Involves developing positive relationships of public with the
organization via media.
Sales promotion:
6
Commonly used to obtain an increase in sales. Could involve using money
off coupons or special offers and discounts.
Personal selling:
Selling a product service one to one.
Direct Mail:
There has been a massive growth in mail campaigns over the last 5 years
7
Research Hypothesis:
Knowledge rarely advances on the basis of one test of single hypothesis. In
fact, it is easy to get distorted picture of the research process by focusing on a single research
project that tests one hypothesis. Knowledge develops over time as researchers throughout the
scientific community test many hypotheses. It grows from shifting and winnowing through
many hypotheses. Each hypothesis represents an explanation of a dependent variable. If the
evidence fails to support some hypothesis they are gradually eliminated from consideration.
Those that receive support remain in contention theorists and researchers constantly create new
hypothesis to challenge that have received support.
Support for a hypothesis in one research project is not sufficient for them to accept. The
principle of replication says that a hypothesis needs several tests with consistent and repeated
support to gain broad acceptance. Another way to strengthen confidence in a hypothesis is to
test related causal linkage in the theory from which it comes. The strongest contender or the
hypothesis with the greatest empirical support is accepted at the time. The logic suggests that
the alternatives we test a hypothesis against, the greater our confidence in it.
Hypothesis
8
RESEARCH OBJECTIVES
• Consumer’s recall
9
RESEARCH METHODOLOGY
10
To define it for the preliminary measures “It is a set of individuals constitutes a
population or universe”. According to this definition a research cannot proceed without a set of
individuals. So likewise we selected the Lahore city as our universe.
SAMPLING PALN
The term sampling plan implies to the procedure to delimit the universe and to take the
representative units.
Gender
Both male and female
Occupation
Students
Job Holders
House Holds
Working Women
Business Men
Sample Size
Our sample size consists of 50 respondents.
11
Interviewing Schedule:
A tentative schedule of the questions was formulated. The pre-testing was done
deliberately to measure the attitude of the people concerned.
FINDINGS
Brand recall:
Brand recall of HALEEB is better and quite satisfactory among all other brands, the
second brand which consumer recall after HALEEB is MILKPAK / Nestle.
Preference:
The preference of HALEEB is better than the other brands of packed milk.
Association:
The attributes, which are unique and favorable about HALEEB held in the mind of
consumers, are
Quality
Taste
12
Durability
Vitamin and protein
Thickness
Packaging (tetra pack)
Usage Images:
HALEEB mostly uses in well-educated families for dinking and making tea.
Likelihood:
The likelihood is very good consumer likes HALEEB, because of his taste and good
quality.
The taste and quality are highly associated, while thickness and packaging are associated,
But the associations, which are strong, are
Taste
Quality
Known brand
Satisfaction Level:
In our research we found the level of satisfaction of consumers about Haleeb is very high
according to survey results we found 48 out of 150 respondents who respond to be satisfied with
Haleeb. 18 were fully satisfied and 16 were somewhat satisfied.
Advertising Success:
STATISTICAL INFERENCES
ƒe
Calculations
13
Observed frequencies
Occupation Level of satisfaction
Completely satisfie Some what neutral dissatisfied Total
satisfied d satisfied
student 5 12 2 3 2 24
household 3 6 4 2 2 17
Working 7 10 9 5 6 37
women
Business man 9 25 2 1 0 37
Job holder 3 19 7 3 3 35
Total 27 72 24 14 13 150
Expected Frequencies
14
2 3.84 -1.84 0.8817
4 2.72 1.28 0.6023
9 5.92 3.08 1.6024
2 5.92 -3.92 2.5957
7 5.6 1.4 0.35
3 2.24 0.76 0.3393
2 1.60 0.4 0.1000
5 3.45 1.55 0.6522
1 3.45 -2.45 1.7798
3 3.3 -o.3 0.02727
2 2.08 -0.08 0.003077
2 1.47 0.53 0.1918
6 3.30 2.7 2.20909
0 3.30 -3.3 3.3
3 3.03 -0.03 0.000297
Total 24.54355
Critical region
V = degree of freedom = (r -1) (c- 1)
= (5 -1) (5 – 1)
= 16
(0.05,16)=26.3
Conclusion: since the calculated value is less than the table value so we can say that we are 95%
confidence that the people belonging to the different occupations are satisfied with the Haleeb
Milk. While using Phi – Coefficient we have come to know that the exact relationship between
these respondents is 40%.
Observed Frequencies
15
60,000-79,999 0 2 0 4 0 6
80,000-99,999 2 4 0 2 4 12
100,000 or above 8 1 0 0 0 9
Total 27 72 24 14 13 150
Expected Frequencies
ƒ0 ƒe ƒ0 - ƒe (ƒ0 - ƒe)2 ∕ ƒe
9 6.84 2.16 0.68
5 3.78 1.22 0.39
0 2.16 -2.16 2.16
1 3.06 -2.06 1.38
2 4.68 -2.68 1.53
0 1.62 -1.62 1.62
0 1.08 -1.08 1.08
2 2.16 -0.16 0.01
8 1.62 6.38 25.12
24 18.24 5.76 1.8189
14 10.08 -3.92 1.5244
10 5.76 -4.24 3.12
9 8.16 -0.84 0.086
6 12.48 -6.48 3.36
2 4.32 -2.32 1.245
2 2.84 -0.88 0.268
4 5.76 -1.76 0.5377
1 4.32 -3.32 2.55
3 6.08 -3.08 1.56
2 3.36 -1.36 0.55
2 1.92 0.04 0.00083
16
3 2.72 0.28 0.02
10 4.16 5.84 8.198
4 1.44 2.56 4.55
0 .94 -0.96 0.96
0 1.92 -1.92 1.92
0 1.44 -1.44 1.44
2 3.55 -1.55 1.20125
0 1.96 -1.96 1.96
0 1.24 -1.24 1.24
2 1.59 0.41 0.205
4 2.43 1.57 0.6162
0 09.84 -0.894 0.89
4 0.54 3.16 2.9929
2 1.12 0.88 0.3872
0 0.78 -0.78 0.780
0 3.29 -3.29 0.290
0 1.82 -1.80 1.82
0 1.04 -1.04 1.04
2 1.47 0.53 0.1405
4 2.25 1.75 .07657
3 0.78 1.22 1.6428
0 0.52 -0.52 0.520
4 1.04 -2.96 2.1904
0 0.78 -0.78 0.78
Total 87.89138
Critical Region
[
χ2 (0.05, 150) = 1/2 1.645+ 2(150)-1 ]2
= 1/2 [1.645+17.2916] 2
= 1/2 [18.9366] 2
= 1/2(358.5954)
= 179.29
17
FINDINGS
Brand recall:
Brand recall of HALEEB is better and quite satisfactory among all other brands, the
second brand which consumer recall after HALEEB is MILKPAK / Nestle.
Preference:
The preference of HALEEB is better than the other brands of packed milk.
Association:
The attributes, which are unique and favorable about HALEEB held in the mind of
consumers, are
Quality
Taste
Durability
Vitamin and protein
Thickness
Packaging (tetra pack)
18
Usage Images:
HALEEB mostly uses in well-educated families for dinking and making tea.
Likelihood:
The likelihood is very good consumer likes HALEEB, because of his taste and good
quality.
The taste and quality are highly associated, while thickness and packaging are associated,
But the associations, which are strong, are
Taste
Quality
Known brand
Satisfaction Level:
In our research we found the level of satisfaction of consumers about HALEEB is very high
according to survey results we found 48 out of 150 respondents who respond to be satisfied with
Haleeb. 18 were fully satisfied and 16 were somewhat satisfied.
Advertising Success:
Haleeb has successfully been targeting its consumers through its advertising campaigns,
advertisement recall is very high 40 respondents out of 150 said that advertising was very good,
31 say that it was fair and according to 30 respondents it was very good. So as a whole consumer
are being targeted by Haleeb very wisely.
Marketing Mix:
HALEEB is playing with its 4 P's
• Product
• Price
• Place
• Promotion
Very intelligently; it is delivering value throughout the network.
• Distributors
• Wholesalers
• Retailers
• End consumers
19
Availability of product has been made sure throughout the country through its strong distribution
channels. Consumer's responses about the availability of product showed following figures
• 98 respondents said that product is available all the time
• 33 said that it is available most of the times
• 17 said that it is available some of the times
Personal Profile
(a)
Frequency Table
ge nde r
Cumulative
Frequency Percent Valid Percent Percent
Valid male 81 54.0 54.0 54.0
female 69 46.0 46.0 100.0
Total 150 100.0 100.0
Statistics
gender
N Valid 150
Missing 0
Mean 1.46
Median 1.00
Std. Deviation .50
Variance .25
(b)
20
marital status
Cumulative
Frequency Percent Valid Percent Percent
Valid single 94 62.7 62.7 62.7
married 56 37.3 37.3 100.0
Total 150 100.0 100.0
Statistics
marital status
N Valid 150
Missing 0
Mean 1.37
Median 1.00
Std. Deviation .49
Variance .24
(C)
age
Cumulative
Frequency Percent Valid Percent Percent
Valid 5 - 9 years 10 6.7 6.7 6.7
10 - 14 years 4 2.7 2.7 9.3
15 - 19 years 8 5.3 5.3 14.7
20 - 29 71 47.3 47.3 62.0
30 - 39 29 19.3 19.3 81.3
40 -49 18 12.0 12.0 93.3
50 or above 10 6.7 6.7 100.0
Total 150 100.0 100.0
21
Statistics
age
N Valid 150
Missing 0
Mean 4.33
Median 4.00
Std. Deviation 1.39
Variance 1.94
5 - 9 years
50 or above
10 - 14 years
40 -49 15 - 19 years
30 - 39
20 - 29
(d)
22
income in rupe e s
Cumulative
Frequency Percent Valid Percent Percent
Valid less than 10000 38 25.3 25.3 25.3
10000 - 14,999 21 14.0 14.0 39.3
15,000 - 19,999 12 8.0 8.0 47.3
20,000 - 29,999 17 11.3 11.3 58.7
30,000 - 39,999 26 17.3 17.3 76.0
40,000 - 59,999 9 6.0 6.0 82.0
60,000 - 79,999 6 4.0 4.0 86.0
80,000 - 99,999 12 8.0 8.0 94.0
100,000 or above 9 6.0 6.0 100.0
Total 150 100.0 100.0
Statistics
income in rupees
N Valid 150
Missing 0
Mean 3.91
Median 4.00
Std. Deviation 2.55
Variance 6.51
Range 8
100,000 or above
80,000 - 99,999
less than 10000
60,000 - 79,999
40,000 - 59,999
15,000 - 19,999
20,000 - 29,999
(e)
23
occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid student 21 14.0 14.3 14.3
household 17 11.3 11.6 25.9
working woman 37 24.7 25.2 51.0
business man 37 24.7 25.2 76.2
job holder 35 23.3 23.8 100.0
Total 147 98.0 100.0
Missing System 3 2.0
Total 150 100.0
Statistics
occupation
N Valid 147
Missing 3
Mean 3.33
Median 3.00
Std. Deviation 1.34
Variance 1.80
Range 4
Missing
student
job holder
household
business man
w orking w oman
24
Q#1
while using packe d milk which brand come s into your mind
Cumulative
Frequency Percent Valid Percent Percent
Valid Haleeb 94 62.7 62.7 62.7
Nestle 26 17.3 17.3 80.0
Milk Pack 21 14.0 14.0 94.0
Every day 5 3.3 3.3 97.3
prime 4 2.7 2.7 100.0
Total 150 100.0 100.0
Statistics
while using packed milk which brand comes into your mind
N Valid 150
Missing 0
Mean 1.66
Median 1.00
Std. Deviation 1.02
Variance 1.03
Range 4
prime
Every day
Milk Pack
Nestle
Haleeb
Explanation:
25
This graph shows that Haleeb has good brand reputation and is well entrenched in market
Q#2
Cumulative
Frequency Percent Valid Percent Percent
Valid Completely Satisfied 27 18.0 18.0 18.0
satisfied 72 48.0 48.0 66.0
somewhat satisfied 24 16.0 16.0 82.0
Neutral 14 9.3 9.3 91.3
Dissatisfied 13 8.7 8.7 100.0
Total 150 100.0 100.0
Statistics
Dissatisfied
Completely Satisfied
Neutral
satisfied
26
Explanation: while interviewing the respondents we observed that 18% respondents are
completely satisfied with Haleeb Milk, while 48% are satisfied and 20% are somewhat satisfied
and 16% are neutral and only 8% are dissatisfied. It shows that great percentage of consumers is
over all satisfied with Haleeb Milk.
Q#3
Cumulative
Frequency Percent Valid Percent Percent
Valid All the times 98 65.3 66.2 66.2
Most of time 33 22.0 22.3 88.5
Some of times 17 11.3 11.5 100.0
Total 148 98.7 100.0
Missing System 2 1.3
Total 150 100.0
Statistics
27
Some of times
Most of time
Missing
Explanation:
From the above graph it is clear that Haleeb Foods Ltd has good distribution system to
make the product easily available.
Q # 4 (a)
Quality of product
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 41 27.3 27.3 27.3
Very Good 56 37.3 37.3 64.7
Good 31 20.7 20.7 85.3
Saisfactory 12 8.0 8.0 93.3
poor 10 6.7 6.7 100.0
Total 150 100.0 100.0
28
Statistics
Quality of product
N Valid 150
Missing 0
Mean 2.29
Median 2.00
Std. Deviation 1.15
Variance 1.32
50
40
30
Quality of product
Excellent
20
Very Good
Good
10
Saisfactory
Count
0 poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral
Explanation:
The above Frequency table shows that greater number of consumers is satisfied with
Haleeb Milk, while only 8% are saying that Haleeb Milk has poor Quality.
29
Q # 4 (b)
Packaging
Cumulative
Frequency Percent Valid Percent Percent
Valid excellent 44 29.3 29.3 29.3
Very Good 47 31.3 31.3 60.7
Good 47 31.3 31.3 92.0
Satisfactory 7 4.7 4.7 96.7
Poor 5 3.3 3.3 100.0
Total 150 100.0 100.0
Statistics
Packaging
N Valid 150
Missing 0
Mean 2.21
Median 2.00
Std. Deviation 1.03
Variance 1.05
40
30
Packaging
20
excellent
Very Good
10
Good
Satisfactory
Count
0 Poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral
30
Explanation:
The above graph shows that Haleeb Milk has very good packaging particularly tetra pack
is liked by consumers because with this packaging the milk is safe and it is easy to open and use.
Q # 4 (c)
Durability
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 14 9.3 9.3 9.3
Very good 67 44.7 44.7 54.0
Good 50 33.3 33.3 87.3
Satisfactory 15 10.0 10.0 97.3
Poor 4 2.7 2.7 100.0
Total 150 100.0 100.0
Statistics
Durability
N Valid 150
Missing 0
Mean 2.52
Median 2.00
Std. Deviation .90
Variance .80
31
40
30
Durability
20
Excellent
Very good
10
Good
Satisfactory
Count
0 Poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral
Explanation:
Because of six layer packaging of tetra pack the Milk is considered more durable and safe
from germs.
Q # 4 (d)
Nutrie nt le v e l
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 24 16.0 16.0 16.0
Very good 50 33.3 33.3 49.3
Good 38 25.3 25.3 74.7
Satisfactory 31 20.7 20.7 95.3
Poor 7 4.7 4.7 100.0
Total 150 100.0 100.0
32
Statistics
Nutrient level
N Valid 150
Missing 0
Mean 2.65
Median 3.00
Std. Deviation 1.12
Variance 1.25
30
20
Nutrient level
Excellent
10 Very good
Good
Satisfactory
Count
0 Poor
Completely Satisfied somew hat satisfied Dissatisfied
satisfied Neutral
Explanation:
This graph show the relationship between the nutrient level of Haleeb Milk and consumer’s
satisfaction
Q # 4 (e)
33
Ge rms Fre e Ele me nt
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 23 15.3 15.3 15.3
Very good 45 30.0 30.0 45.3
Good 50 33.3 33.3 78.7
Satisfactory 29 19.3 19.3 98.0
Poor 3 2.0 2.0 100.0
Total 150 100.0 100.0
Statistics
30
Excellent
Very good
10
Good
Satisfactory
Count
0 Poor
C
sa
so
D
om
eu
iss
tis
tra
ew
at
fie
ple
is
l
d
ha
te
fie
ly
d
sa
Sa
tis
tis
f
ied
fie
d
Explanation:
Above graph shows the germ free attribute of Haleeb and consumer's satisfaction with it, most of
the consumers rate the germ free level of Haleeb as "Good".
34
Q # 4 (f)
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 24 16.0 16.0 16.0
Very good 45 30.0 30.0 46.0
Good 60 40.0 40.0 86.0
Satisfactory 14 9.3 9.3 95.3
Poor 7 4.7 4.7 100.0
Total 150 100.0 100.0
Statistics
50
40
20 Very good
Good
10
Satisfactory
Count
0 Poor
C
sa
so
Di
om
eu
ss
tis
tra
ew
at
fie
ple
is
l
d
ha
te
fie
ly
ts
d
Sa
at
is
tis
fie
fie
d
d
Explanation:
The above graph shows the relationship between vitamin and protein level of Haleeb and
consumer's satisfaction with that attribute. Figures shows that relationship is positive
35
Q#5
Conside ring Packe d to what e xte nt it is safe than any ope n milk?
Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Safe 55 36.7 37.7 37.7
Comparatively Safe 54 36.0 37.0 74.7
Slightly safe 14 9.3 9.6 84.2
Not Different 16 10.7 11.0 95.2
Less safe 7 4.7 4.8 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0
Statistics
40
Considering Packed t
30
Missing
20 Highly Safe
Comparatively Safe
10 Slightly safe
Not Different
Count
0 Less safe
C
sa
so
D
om
eu
iss
tis
tra
ew
at
f
ple
ied
is
l
ha
te
fie
ly
ts
d
Sa
at
is
tis
fie
fie
d
d
Explanation:
36
This graph shows responses of consumers regarding safety of packed milk, most of the people
consider packed milk safer as compared to open milk.
Q#6
Cumulative
Frequency Percent Valid Percent Percent
Valid Not at all 14 9.3 9.3 9.3
Occasionally 79 52.7 52.7 62.0
Regularly 29 19.3 19.3 81.3
Daily 28 18.7 18.7 100.0
Total 150 100.0 100.0
Statistics
Not at all
Daily
Regularly
Occasionally
37
Explanation:
This graph shows the purchasing habit of consumers, most of the people use this product
occasionally. 30% use this product regularly and 30% use it daily.
Q#7
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 - 2 times 61 40.7 70.1 70.1
3 -4 times 19 12.7 21.8 92.0
5 or more 7 4.7 8.0 100.0
Total 87 58.0 100.0
Missing System 63 42.0
Total 150 100.0
Statistics
38
60
50
40
30
1 - 2 times
10
3 -4 times
Count
0 5 or more
Not at all Occasionally Regularly Daily
Explanation:
This graph show daily usage of HALEEB, most of the consumers use it 1-2 times daily
Q#8
Cumulative
Frequency Percent Valid Percent Percent
Valid Children 23 15.3 15.8 15.8
Wife 14 9.3 9.6 25.3
Husband 7 4.7 4.8 30.1
Parents 90 60.0 61.6 91.8
No one 12 8.0 8.2 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0
39
Statistics
No one Missing
Children
Wife
Husband
Parents
Explanation:
This graph shows the effect of different family members on person's decision while purchasing
packed milk. Most of the people were affected by their parents.
Q#9
40
In which size you normally purchase ?
Cumulative
Frequency Percent Valid Percent Percent
Valid 65ml 24 16.0 16.0 16.0
250ml 58 38.7 38.7 54.7
500ml 29 19.3 19.3 74.0
1 litter 39 26.0 26.0 100.0
Total 150 100.0 100.0
Statistics
65ml
1 litter
500ml 250ml
Explanation:
This graph shows that most of the people buy HALEEB in 250ml size brick packet
41
Q # 10
Cumulative
Frequency Percent Valid Percent Percent
Valid bottle 25 16.7 16.8 16.8
brick (tetra pack) 119 79.3 79.9 96.6
Any other 5 3.3 3.4 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0
Statistics
42
50
40
30
In which packaging y
20
Missing
10 bottle
0 Any other
65ml 250ml 500ml 1 litter
Explanation:
Most people Like to buy HALEEB in Brick (tetra pack) Packaging
Q # 11
Cumulative
Frequency Percent Valid Percent Percent
Valid Greatly 30 20.0 20.5 20.5
Justifiable 74 49.3 50.7 71.2
SLIGHTLY 36 24.0 24.7 95.9
nOT REASONABLE 6 4.0 4.1 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0
43
Statistics
50
40
In your opinion to w
30
Missing
20 Greatly
Justifiable
10
SLIGHTLY
Count
0 nOT REASONABLE
C
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Explanation:
Most of the people say that HALEEB's price is justifiability reasonable
Q # 12
Cumulative
Frequency Percent Valid Percent Percent
Valid For tea making 70 46.7 48.3 48.3
As a milk simlpy 54 36.0 37.2 85.5
Any other reason 21 14.0 14.5 100.0
Total 145 96.7 100.0
Missing System 5 3.3
Total 150 100.0
44
Statistics
Missing
Any other reason
As a milk simlpy
Explanation:
Most of the people say that they normally purchase HALEEB for tea making
Q # 13
45
How like ly are you to buy this product?
Cumulative
Frequency Percent Valid Percent Percent
Valid Definitly 51 34.0 34.0 34.0
Probably 51 34.0 34.0 68.0
Might or might not 33 22.0 22.0 90.0
probably not 11 7.3 7.3 97.3
Definitly not 4 2.7 2.7 100.0
Total 150 100.0 100.0
Statistics
40
30
How likely are you t
20 Definitly
Probably
probably not
Count
0 Definitly not
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ts
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fie
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Explanation:
Majority of consumers is ready to buy the product again
46
Q # 14
Cumulative
Frequency Percent Valid Percent Percent
Valid Poor 18 12.0 12.3 12.3
Fair 31 20.7 21.2 33.6
Good 40 26.7 27.4 61.0
Very good 30 20.0 20.5 81.5
Excellent 27 18.0 18.5 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0
Statistics
Missing
Excellent Poor
Fair
Very good
Good
Explanation:
Majority of people say that advertising strategy of HALEEB is fair or good
47
Q # 15
Cumulative
Frequency Percent Valid Percent Percent
Valid color sceme 31 20.7 20.8 20.8
Slogan 81 54.0 54.4 75.2
Visual 33 22.0 22.1 97.3
Non of it 4 2.7 2.7 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0
Statistics
30
20
Which features of ad
Missing
10 color sceme
Slogan
Visual
Count
0 Non of it
Missing Fair Very good
Poor Good Excellent
48
Explanation:
Slogan of HALEEB appealed most of the consumers
Q # 16
Cumulative
Frequency Percent Valid Percent Percent
Valid High 50 33.3 33.8 33.8
average 40 26.7 27.0 60.8
slightly 46 30.7 31.1 91.9
below average 8 5.3 5.4 97.3
not thick 4 2.7 2.7 100.0
Total 148 98.7 100.0
Missing System 2 1.3
Total 150 100.0
Statistics
not thick
below average
slightly
Missing
High
average
49
Explanation:
Majority of consumers is satisfied with the thickness of Haleeb, most of them rate it as highly
thick and similar number of people rate it as average thick and so is the case of consumers who
rate it slightly thick
Q # 17
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 32 21.3 22.5 22.5
Good 67 44.7 47.2 69.7
Fair 34 22.7 23.9 93.7
poor 9 6.0 6.3 100.0
Total 142 94.7 100.0
Missing System 8 5.3
Total 150 100.0
Statistics
50
30
20
Missing
10 Excellent
Good
Fair
Count
0 poor
Missing average below average
High slightly not thick
Explanation:
Most of the consumer say that product tastes in tea very good
CRITICAL ANALYSIS
At present, HALEEB is the market leader in the packed milk category. Due to a very strong and
favorable association with the quality the brand recall is very high. And so because of this the
rate of brand preference is also goes up.
Currently they are hitting towards thickness of the brand. This strong association gives continuity
to Chaudhary Dairy Limited. They successfully used it to position in consumer’s mind. Its lead
to recall even without mentioning the brand name.
However their other association likes hygiene and thickness is weak. Here we can also see from
the results their slogan is not working because their emphasis on thickness and more responses
are about taste.
51
SUGGESSIONSSUGGESTIONS
• HALEEB should manage its distribution channels so that there might not arise channel
conflict.
• Customer retention is very important in order to increase market share
• Value delivery in every step of network is key to attract customers
• Advertising campaigns should be meaningful.
• Packaging is main strength of HALEEB, It uses six layer tetra packaging, even Milk Pack
and other companies use HALEEB'S tetra packaging services, so HALEEB should make
it's customers aware of this strength in order to increase its customer satisfaction.
• HALEEB should explore more markets in South Asia for exporting its milk as it is
already exporting to South Korea, Central Asia, Afghanistan, and Bangladesh. It can find
opportunities in Middle East countries like Saudi Arabia, Kuwait, Qatar, Malaysia,
Indonesia etc.
• HALEEB can join hand with NESTLE and other companies for joint research and
development projects, for environmental friendly production plants etc.
• HALEEB should use social gathering and events for promotion like Pakistan Day, Eid
Melad-Nabi, Basant and other important events.
52
• It can give price cuts, discounts on purchasing constantly it's products like membership
discounts etc.
Limitation
53
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