SUBJECT:

MARKETINK A

PRESENTED TO:
PRO.SHAHZAD ALAM

PRESENTED BY:
GROUP F
Vuattach

TABLE OF CONTENTS
The Exordium

Research Problem

Research Objective

Findings

Executive Summary

Company Introduction

Mission Statement

11

Marketing mix

12

Product planning

14

Price planning

18

Distribution planning

20

Promotion planning

24

Recommendations

26

Bibliography

27

THE EXORDIUM
Nothing is deserving worship Almighty Allah, the most
Merciful, Compassionate and Gracious. All praises for him
because he is the creator of this mysterious universe and
guides us. We supplicate that Allah grant us serenity to
accept the things we cannot change, courage to change
the things we can, and wisdom to know the difference.

RESEARCH PROBLEM
To Study the Associations of Packed Milk (especially HALEEB)

RESEARCH OBJECTIVES

To find out HISTORY OF HALEEB FOODS.

Four Ps of marketing

Product planning

Price planning

Distribution planning

Promotion planning

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.

Preference:
The preference of HALEEB is better than the other brands of packed milk
But MILKPAK is also very close.

Loyalty for the packed brands of milk:

The loyalties of consumers are not quite good because consumer switch over to any other
brands of packed milk if their favorite brand fails to meet their expectation.

Brand recognition:
The brand recognition of MILKPAK is very high. Here we are talking about aided brand
recognition; this is the area where CDL have to work.

Association:
The associations, which unique and favorable about HALEEB held in the mind of
consumer, are

Quality
Taste
Long life
Energetic
Thickness
Packaging
The taste and quality are highly associated, while thickness and packaging are least
associated,
But the associations, which are strong, are
Taste
Quality
Known brand

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.

Personalities:
Brand personality of HALEEB if it becomes alive would be more dependable (36.3) and
sincere (27.5) instead of be a fraud.
(Dependable means standardized, high quality and freshness).
Dependable has highest sore

Life style and brand HALEEB:

The respondents who usually listen music and play cricket in their leisure time are agreed
for the good taste of HALEEB.

EXECTIVE SUMMARY
Haleeb foods building an excellent reputation over the years, Haleeb Foods continues to
be at the forefront of product and packaging innovation. By the grace of God, it has
achieved market leadership in several food categories with a very strong portfolio,
consisting of leading national and international brands. It is principally engaged in
processing and sale of toned milk, milk powder and allied dairy products. It started
commercial production in 1986 with the launch of its Ultra High Temperature (UHT)
treated milk, Haleeb. Begin a perishable product; fresh milk has virtually no shelf life
without refrigeration.
Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving
several export markets including South Korea, Bangladesh, Afghanistan and the Central
Asian States.
This project is based on the BRAND study of four Ps of HALEEB MILK. The
marketing mix is the set of controllable, tactical marketing tools that the firms blends to
produce the response it wants in the target market. The many possibilities can be
collected into four groups of variables known as the four Ps: product, price, place, and
promotion. Figure shows the particular marketing tools under each P. the four Ps of
Haleeb milk are

Product planning
Price planning
Distribution planning
Promotion planning

Brand recall of HALEEB is better and quite satisfactory among all other brands, the
second brand which consumer recall after HALEEB is MILKPAK.
7

The preference of HALEEB is better than the other brands of packed milk
The brand recognition of MILKPAK is very high. At Haleeb Foods Limited we use the
indirect method of UHT meaning that milk is heated by steam passing through stainless
steel pipes outside milk. The milk is pasteurized at 78oC killing 98% germs/bacteria. The
milk Consumers everywhere know that only Haleeb is the thickest, pure and hygienic
milk is the Homogenized. Haleeb is pasteurized, homogenized, and standardized pure
UHT milk of the highest standard (3.5% butter fats and 8.9% solid non fats).Haleeb milk
are priced keeping in view the buying power of middle-income and high-income social
classes. Being a multinational brand, the pricing objective of Haleeb foods is mainly to
increase sales as it has already penetrated the market. The prices of Haleeb milk change
as the product size is changed of the Product Life Cycle. The use pricing strategy on cost
base method, to make there prices of different products. HALEEB FOODS are
distributed using an indirect channel, that is, dealers. Haleeb milk is sent to warehouses
after manufacture.

CHAUDHRY DAIRY MILK

INTRODUCION:
Haleeb foods building an excellent reputation over the years, Haleeb Foods continues to
be at the forefront of product and packaging innovation. By the grace of God, it has
achieved market leadership in several food categories with a very strong portfolio,
consisting of leading national and international brands. Apart from its extensive
nationwide distribution networks, Haleeb Foods is also serving several export
markets including South Korea, Bangladesh, Afghanistan and the Central Asian
States.

HISTORY
Chaudhry dairies limited were incorporated in Pakistan on April 9, 1984, as a public
company. It is principally engaged in processing and sale of toned milk, milk powder and
allied dairy products. The company is subsidiary of Nepak Marketing Limited. It started
commercial production in 1986 with the launch of its Ultra High Temperature (UHT)
treated milk, Haleeb. The board of directors is the sponsors of the company. The UHT
business is inherently a high volume and low margin business.
Begin a perishable product; fresh milk has virtually no shelf life without refrigeration.
Pakistan experiences long and hot summers, which greatly limits the marketing of
unpacked milk; most people cannot afford refrigerators to store milk thus necessitating its
daily purchase. Because of adulteration there is no consistency in the quality of fresh
milk available to consumers. Given these circumstances CDL has identified a demand for
high quality, bacteria free milk which can be stored a long period of time without
refrigeration. CDL, therefore, proceeded to position it self as a producer of pure,
hygienically packed long life milk and hence HALEEB was introduced. The UHT
treatment sterilizes the milk without altering its taste too much and renders it safe for
8

direct consumption. The biggest advantage if the packaging is that the shelf life of this
milk is prolonged to three weeks without refrigeration.
Building an excellent reputation over the years, Haleeb Foods continues to be at the
forefront of product and packaging innovation. By the grace of God, it has achieved
market leadership in several food categories with a very strong portfolio, consisting of
leading
national
and
international
brands.

YEAR OF ESTABLISHMENT
FACTORY LOCATION
FACTORY AREA
NUMBER OF EMPLOYEES
MAIN PRODUCT
HEAD OFFICE
E-MAIL ADDRESS

1984
62 Km, Lahore-Multan Road, Bhai Pheru
24.25 Acres
800
Haleeb Milk
Al Firdaus, 135 Ferozepur Road Lahore
54600
haleeb@brain.net.pk

MISSION STATEMENT

Quality CDLs Mission

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.

10

MARKETING MIX
(FOUR PS OF MARKETING)

11

MARKETING MIX

The marketing mix is the set of controllable, tactical marketing tools that the firms blends
to produce the response it wants in the target market. The many possibilities can be
collected into four groups of variables known as the four Ps: product, price, place, and
promotion. Figure shows the particular marketing tools under each P.

12

PRODUCT
PLANNING

Product planning

13

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. The
Research and Development Department conducts opportunity analysis; checks gap in
market segment and generates an idea.
KINDS OF PRODUCTS:
It includes dairy product, juices and UHT milk.
DAIRY PRODUCT:
1. Asli desi ghee
2. Haleeb Better
3. Haleeb crme
4. Haleeb yougert
5. Tea max.
JUICES:
1. Fun day
2. Good day
3. Tropico juice drink
4. Delicious lassi
UHT MILK:
1. Haleeb milk
2. Dairy queen
3. Candia milk
4. Candia lassiic
5. Sikmz liquid
6. Skimmed powder
7. Candia.
BRAND NAME: HALEEB UHT MILK
UHT means Ultra Heat Treatment. In this process the milk passes through 140oC in 3
seconds and then immediately cooled to 20oC in the next 5 seconds, which in turn kills
all the bacteria. This is the most sophisticated and advanced process in the world. At
Haleeb Foods Limited we use the indirect method of UHT meaning that milk is heated by
steam passing through stainless steel pipes outside milk. All other brands in Pakistan use
the direct method of heating that is by injecting steam in the milk, this adds water content
in the milk, where as indirect heating in fact evaporates water from the milk. This is what
makes Haleeb the "Thickest Milk".
The milk is pasteurized at 78oC killing 98% germs/bacteria. The milk after pasteurization
is then standardized as prescribed by the Pakistan Pure Food Laws at 35% Fats and 8.9%
SNF (solid non fats). Only for Haleeb these standards are superseded to make it a
premium quality product. The milk is the Homogenized. Homogenized milk is then
passed through the UHT (Ultra Heat Treatment) process before it is packed using
advance Tetra Brick technology.
The method of collection is to only collect milk from the approved suppliers who are
maintaining their cattle in accordance to the prescribed standards. The animals have to be
14

healthy and free from meningitis. Before collections from these farms it is tested, by
conducting 8 different tests, to ensure that it is of the prescribed standards. Once it passes
these tests it is placed in chiller containers which protect milk from air, light and heat.
This milk is then transported to the plant. The chiller containers are aseptically cleaned
before milk is stored in them
HALEEB MLIK:
FEATURES:
Consumers everywhere know that only Haleeb is the thickest, pure and hygienic milk.
Haleeb is pasteurized, homogenized, and standardized pure UHT milk of the highest
standard (3.5% butter fats and 8.9% solid non fats).
FUNCTIONALITY:
It makes the best tea.
QUALITY:
Its a premier brand, and the choice of quality-conscious consumers who only want the
best.
PACKAGING: Pack in easy to open, 6-layered Tetra Pak Brick Aseptic packaging. 3
months shelf life.
DAIRY QUEEN:
Dairy Queen is standardized and homogenized pure UHT Milk (3.5% butter fats and
8.9% solid non fats). Promise of quality has won the hearts of consumers everywhere.
PACKAGING: Packed in 6-layered Tetra Pak Fine Packaging, introduced for the first
time in Pakistan. 3 months shelf life.
CANDIA MILK:
Candia is Europe's Number One selling milk. Haleeb Foods Limited and Candia of
France have joined hands to bring to you highest quality milk.
FEATURES:
Candia is Pasteurized, Homogenized, Standardized, Double Sterilized milk. This ensures
not only the highest quality but also the best possible taste.
QUALITY:
For the first time in Pakistan, Haleeb Foods Limited has introduced milk packed in food
grade plastic bottles. These bottles are manufactured at Haleeb Foods latest plant from
imported materials and ensure longer shelf life, and highest quality and storage with ease
of use.
CANDIA SKIMZS:
FEATURES:

15

The only completely fat-free milk. It has all the goodness of pure milk, minus the fats, an
ideal choice for weight-watchers and heart patients. It is also high on calcium, helping
prevent osteoporosis.
PACKAGING:
Packed in 6-layered Tetra Pack Brick Aseptic packaging. 3 months shelf life.
CANDIA POWDER:
FEATURES:
Skimz is a fat-free milk powder. Being fat-free, it is naturally low in cholesterol; yet, it is
high in proteins and calcium.
There are mainly two types of milk powders, full cream and skimmed. SKIMZ is a
skimmed milk powder. Full cream powder contains 28% fat, whereas SKIMZ contains
less than 1% fat. Also the protein and calcium content is higher in SKIMZ as compared
to full cream milk powder.
FUNCTIONALITY:
It is best suited for weight conscious people as well as those trying to maintain low
cholesterol.

16

PRICE
PLANNING

PRICE PLANNING:
Haleeb milk are priced keeping in view the buying power of middle-income and highincome social classes. The cost includes the cost of manufacturing, labor, raw materials
etc.

17

Price 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 dont 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. So there is no skim based or penetration based pricing by company.
Cost base strategy:
The use pricing strategy on cost base method, to make there prices of different products.
Retail price:
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.

SEASONAL PRICES:
There is no change in prices according to season. It remains the same.
Wholesale price:
Wholesale price is cheaper than the retail price because in wholesale the selling is in
bulk.
Discount:
There is no discount and early cash payment policy in Haleeb foods.
International pricing strategy:
They adopt same strategy in international marketing as in local marketing. But the prices
are according to the international currency.

18

DISTRIBUTION
PLANNING

Distribution planning:
They distribute there products nationally and internationally through out the world.

19

Distribution channel:
HALEEB FOODS are distributed using an indirect channel, that is, dealers. Haleeb milk
is sent to warehouses after manufacture.
Indirect Channel
Haleeb foods

Dealer

Final Consumers

Marketing coverage:
They use intensive distribution for marketing coverage. Because its goals are to have
wide market coverage, cannel acceptance and high total sales and profits.
Distribution strategy:
They follow pushing strategy. In which firms in a distribution channel cooperate in
marketing a product.
Transportation:
Distribution is made nationally and internationally through
Motor carriers
Water ways
Airways
Railroads
Distribution centers:
Through out the country in every city and village.
Specific channel members:
It includes suppliers and retailers.
Order process:
Retailers take order from retail stores on daily basis and provide product according to
order.

20

Inventory management:
There are two departments
Raw material department
Finished goods department
From the finished goods department the product goes to the warehouses.
Dealers
Haleeb Foods Company has four types of dealers
Normal dealers: Deal 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
Distribution of different units:
HALEEB MILK:
Shipping Units:
o

100 ml: 12 packs/carton

500 ml: 12 packs/shrink-wrapped tray

250 ml: 27 packs/shrink-wrapped tray

DAIRT QUEEN:
Shipping Units:
250 ml: 24 pouches per carton
500 ml: 16 pouches per carton
1000 ml: 9 pouches per carton
CANDIA MILK:
Shipping Units:
250 ml pack: 27 packs/carton
1000 l pack: 12 packs/carton
Standardized
Tonned to international standards

21

CANDIA SKIMZ:
Shipping Units:
200 ml: 12 packs/carton
250 ml: 27 packs/shrink-wrapped tray
CANDIA POWDER:
Shipping Units:
200 g: 12 skillets/shrink-wrapped tray
500 g: 12 skillets/carton
Rich in Proteins
Ideal for Weight Watchers and Heart Patients

22

PROMOTION
PLANNING

23

PROMOTION PLANNING
Promotion is handled by the marketing department but campaigns are launched through
an agency. Promotion is done through the electronic media, billboards and print media
(press).
The company believed that every HALEEB product purchased by a customer is in itself
a promotion of HALEEB products and they considered it a vote to HALEEB progress in
achieving customer recognition. Gradually, HALEEB is adopting a market-oriented
strategy and holding seminars to launch new products.

The Marketing Push Strategy

Haleeb foods

Retailers

Consumers

Promotion Objectives
Haleeb foods has three objectives of promotion:
To project sales of Haleeb milk
To create awareness among the masses about any new product of haleeb industry
To achieve brand loyalty

Selection of Promotion Media

Selection of promotion media is done on the basis of whether the company wants:
Immediate sales uplift
- Achieved through television and other forms of electronic media
Or
Gradual sales uplift
- Achieved through press, billboards and seminars
Promotion planning depends on marketing push or marketing pull strategy. Haleeb milk
is not considered a seasonal product in Pakistan, so they do not need to promote very
much.

RECOMANDATION
24

After having studied and analyzed the marketing mix 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. The results from this survey clearly indicate
that they should emphasize more in order to register the secondary association in the
mind of consumers.
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.

BIBLOGAPHY
25

 Principle of marketing
Barry Berman
Joel R Evans
(8th edition)
Principle of marketing
Philips kolter
(11th edition)

26