CONTENTS

THE EXORDIUM.......................................................THE EXORDIUM

ACKNOWLEDGEMENT....................................................................3
RESEARCH PROJECT......................................................................4
INTRODUCTION.............................................................................7
HISTORY........................................................................................7
FIVE BUSINESS SEGMENTS............................................................8
MARKET SHARE.............................................................................9
INTERNATIONAL CERTIFICATIONS................................................10
EXPORT MARKETS OF HALEEB.....................................................10
DIFFERENT PRODUCTS INTRODUCED BY HALEEB........................11
FALMILY OF HALEEB....................................................................12
UHT MILK
PLANT………………………………………………………………………………
…… 13

HALEEB’S POLICY........................................................................14
GOALS OF HALEEB......................................................................15
MANAGEMENT STYLE..................................................................16
ORGANIZATIONAL HIRARCHY OF HFL..........................................17
ENVIRONMENT............................................................................20
SWOT ANALYSIS..........................................................................23
THE BOSTON CONSULTING GROUP BOX......................................27
CONCLUSION...............................................................................30
CONCLUSION

1| Page
 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 through the Holy Prophet Mohammed (Peace
be upon him) and the Holy Quran to explore it. We
supplicate that Allah grant us serenity to accept the
things we cannot change, courage to change that we can,
and wisdom to differentiate.

2| Page
ACKNOWLEDGEMENT

All the praise is for Almighty Allah Who gave us the strength, mental
and physical capabilities to accomplish this project.
We would love to express our gratitude and sincere appreciation to
Prof. AMJAD ALI for his encouragement, constructive teaching
approach and maintaining a healthy and competitive atmosphere in the
class that helped us to embrace this formidable challenge.
We would also like to acknowledge endeavor of Haleeb Foods Limited
team for their support and extremely friendly attitude without which the
accomplishment of this project would not have been possible.
We would also like to extend our thanks to everybody who helped us to
make this project a brilliant success.

3| Page
 RESEARCH PROJECT

4| Page
 EXECUTIVE SUMMARY

Many products are available in our market currently trying to maintain their market value
and goodwill. After a market survey we decided to choose a milk product for our research

project. Among many available brands we chose Haleeb, because it has maintained its
standard, good repute, status and market value since 1984 when it came into existence. In
1984 Haleeb was launched as milk product which was prepared at Ultra High
Temperature (UHT) as treated milk. We visit to the Factory premises and noticed that
Haleeb has maintained its high quality standards and is processed and packed under
optimum conditions.

At Haleeb Foods Limited 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 78°C
killing 98% germs/bacteria. The milk Consumer knows that only Haleeb is the thickest,
pure and hygienic milk. Haleeb is a pasteurized, homogenized, and standardized pure
UHT milk of the highest standard (3.5% butter fats and 8.9% solid non fats). Fresh milk
has virtually no shelf life without refrigeration; however, Haleeb has a longer shelf life.

Haleeb milk is priced keeping in view the purchasing power of middle 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 into the market. The price of Haleeb
milk changes as the product size is changed. Haleeb foods use pricing strategy on cost
base method, to price different products.

5| Page
Haleeb foods have built an excellent reputation over the years and continue to be at the
top of product and packaging innovation. 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.

Brand recall of HALEEB is better and quite satisfactory among all other brands. The
second brand which consumers recall after HALEEB is MILKPAK.

IMPORTANT DETAIL
YEAR OF ESTABLISHMENT 1984

MAIN PRODUCT HALEEB MILK

FACTORY AREA 24.25 Acres

ADRESS 62 km multan road bhai
pheru
NUMBER OF EMPLOYEES 1300

COUNTRY OF ORIGIN PAKISTAN

6| Page
Head Office Al Firdaus, 135 Ferozepur
Road Lahore 54600

COMPETITORS NESTLE MILK PACK,

OLPERS, NOORPUR

INTRODUCTION OF HALEEB
Haleeb Foods Limited is one of the fastest growing packaged food companies in
Pakistan with an annual turnover of Rs. 9.2 Billion. The OWNER of the Haleeb
Foods Limited is CHAUDARY ILYAS and the C.E.O of the company is IMRAN
AMJAD. It is a private limited company. It started commercial production in July
1987. Due to its consistent superior performance, it has achieved undisputed
leadership in the liquid packaged milk category. HFL has a very strong brand
portfolio consisting of dairy as well as non-dairy products.
Haleeb Foods has achieved market leadership in several food categories with a
very strong portfolio, consisting of leading national and international brands –
Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good Day. Haleeb
Labban is a delicious traditional lassi (buttermilk) prepared with pure thick milk
and yogurt, Candia Tea Max is a cardamom flavored tea whitener, Candia milk is
packed in distinctive food grade plastic bottle, and Haleeb Good Day is 100% pure
and natural fruit juice, free of added sugar, artificial flavors and preservatives.

7| Page
8| Page
HISTORY OF HALEEB
HALEEB Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46
Million under the name of Chaudhry Dairies Limited which was renamed as CDL
Foods Limited and now it is known as Haleeb Foods Limited. At that time it had
the capacity of producing 80,000 / liters of milk per day having total area of 32
acres. Initially 150 people were employed at the plant. The production process
started with UHT liquid milk. The liquid milk was the first product launched in the
market. It started its operation in 1985 and at that time 20 other dairy plants were
also coming up, and all those including MILKPAK were using obsolete technology
that was used in EUROPE. Haleeb Plant was the only plant based on the latest
technology. The basic idea behind that were particularly dairy foods products.
Haleeb is one brand that is known everywhere today.
From November 1989 till December 1991 Haleeb had a joint venture with
Friesland Frico Domo of Netherlands. This joint venture was amicably dissolved
on account of FFD's change in management in their global strategy. Today as an
ISO 9002 certified company, Haleeb is the dominant market leader of UHT milk in
Pakistan by capturing 52 % share. A Franchise agreement with Candia, a market
leader in the liquid milk market in France, was signed in December 1998. Under
this arrangement, the company launched Candia range of value added liquid milk
product and also had access to the latest production, technical and marketing know
how.
Initially the company launched different products but some of them could not
become successful. As the company's core concern is quality, eventually the
company abandoned products that were not according to the market needs. In 2002
the company contributed 54% to the country's packed milk market.

9| Page
FIVE BUSINESS SEGMENTS
➢ UHT milk Tetra Brick, Tetra Fino, Aseptic Pouch
➢ Fats – Branded Tea Max, Bulk Pack
➢ Powdered milk Tea Max, Bulk Pack
➢ Chilled products Yogurt, Cheese, Butter
➢ Beverages Pure Juices, Nectars, Juice drinks
Flavoured milk & water
➢ Desserts Custard, Kheer, Firni & Jelly

10 | P a g e
MARKET SHARE
MR. SALMAN NAWAZISH told us that total share of packed milk in the
market is 4%. Out of this 4% the shares of HALEEB, MILK PACK,and
OTHERS are as follow:

INTERNATIONAL
CERTIFICATIONS
Haleeb Foods’ products are made with great care, and marked with our quality seal of
recognition. We are the only dairy company in Pakistan that undertakes 21 accurate
quality control tests on every portion of the milk collected by our teams. These
internationally recognized tests are used to check for:

• Adulteration,
• Microbiological contamination and
• Adequacy of nutritional contents.

11 | P a g e
 All processes, from preparation to quality assurance to packaging, are undertaken
employing state-of-the-art technology and equipment. Therefore, we take great pride in
the fact that Haleeb Foods is the only food company in Pakistan that has the following
international certifications of quality and prestige:

• HACCP (in process controls for safer products)

• ISO 9002 (better quality for greater customer satisfaction)
• ISO 14000 (environment-friendly operations)

12 | P a g e
EXPORT MARKETS OF
HALEEB
Mr salman told us that Haleeb export its product in different countries. The export
markets of haleeb are
• Hong Kong
• USA
• UK
• China
• South Korea
• Bangladesh
• Afghanistan
• Central Asian States
But most of afghanistan and central asian states

13 | P a g e
 DIFFERENT PRODUCTS
INTRODUCED BY HALEEB

1997 Haleeb Asli Desi Ghee

1998 Haleeb Cream, Candia Skimz Milk Powder
1999 Candia Milk, Candia Skimz Liquid Milk
2000 Tropico Juice Drink, Haleeb Dairy Queen
2001 Haleeb N'rish Instant Full Cream Milk Powder
2002 Haleeb N'rish Fortified Instant Full Cream Milk Powder
Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb
2003
Plain Yogurt, Haleeb Lassi Drink
Haleeb Good Day Pure Juice, Haleeb Fun Day Juice
2004
Drink, Candia Candy'Up Flavoured Milk
Haleeb Cream With Honey, Haleeb Tea Max with
2005 Cardamom, Haleeb Labban, Haleeb Good Day(Mix
Fruit, Red Grapes, Mango Pineapple)
Haleeb Reshmi Pack, Candia Classic, Skimz Pouch,
2006
Tropico Nectar
2007 Haleeb Cheddar Cheese

14 | P a g e
 ALL PRODUCTS OF HALEEB

15 | P a g e
16 | P a g e
 UHT MILK

PLANTS

17 | P a g e
UHT means Ultra Heat
Treatment. In this process the milk passes through 140 degree
centigrade in 3 seconds and then immediately cooled to 20
degree centigrade 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".

COMPANY MISSION
Build branded food business to
improve quality oflife by

18 | P a g e
 offering tasty , affordable and
highly nutritional product to
our customers while
maximizing stakeholders’
value.

Company vision
Most innovative and faster
growing food company offering
products enjoyed in “every
home every day”

19 | P a g e
HALEEB’S POLICY

We are committed to:

1. Build branded food business to improve quality of life by offering tasty,
hygienically processed, affordable, highly nutritional food products through
environment friendly processes to our customers while maximizing stake
holders' value.

2. Meet the requirement of all relevant legislation and regulation related to

consumer satisfaction & safety, environment and other applicable laws etc.

3. To prevent pollution through controlling levels of harmful emission,

effluents and other wastes.

4. Contribute to safe and healthy environment for our country.

5. Promote mutual trust with customers, suppliers, employees, shareholders

and community.

6. Provide all the necessary resources for the continual improvement in quality,
safety of our products, processes and environment.

20 | P a g e
GOALS OF HALEEB
MR. SALMAN NAWAZISH told us that these are the
main goals of the company
• INNOVATION
• MARKET LEADER
• CONSUMER COVERAGE
• MARKET CAPTURE
• INCREASE SALES (in terms of profit)

• EXPANSION

MANAGEMENT STYLE

The HUMAN RESOURCE

manager told us that they

21 | P a g e
adopt SCIENTIFIC MANAGEMENT in their organization. They
practices scientific management because it is beneficial for the
organization. He told us that we develop a science for each element of
an individual’s which will replace the old rule of management method.
They use the scientific techniques to determine the individuals work.
They set a specific way in their organization so that the work has to be
done according to the way. They select and train the workers, they select
only those employees which are fulfil the requirement of the
organization like workers who gives the maximum output during the
training. He told us that they corporate with the workers to ensure that
the work is done according to the principles that the organization setup.
Division of work is the key factor in scientific management which
haleeb foods also practices in their organization like each employee have
a specific job and responsibility to perform so that his work may
completed effectively and efficiently.

22 | P a g e
ORGANIZATIONAL HIRARCHY
OF HFL

23 | P a g e
Total Number of employees at Haleeb is more than 13,00.
There are 13 managers working in the HALEEB FOODS LIMITED with
assistants. Assistants are over view many officers working inside and outside the
company. There are also many workers working in factory with many helpers and
non managerial staff.
Milk procurement department is the largest department in CDL it has the work
force of 500 employees. It is a complete network which is spread all over
Punjab to collect milk. In Punjab basically the milk procurement is from the
central and southern Punjab and not from the northern. On the average
2000,000 liters of milk is gathered by this department daily

24 | P a g e
25 | P a g e
 ORGANIZATION CULTURE

OGANIZATIONAL CULTURE
The shared values principles, traditions and ways of doing things that influence the
way organizational members act.

CULTURE OF HALEEB
We asked from the manager that which culture they have in their organization.he
said two years back the quality of haleeb products had gone down and they start
getting loses their customers. Due to this issue it has a direct impact on their
organizational culture and makes the culture weak.
But in 2009 the haleeb has a very strong culture.

STRONG CULTURE
The manager said that we made lots of efforts to make the strong culture in 2009.
He told us that values are clearly defined and shared; each employee is familiar
with the background of haleeb and also knows the history of haleeb as well as
objectives and missions of haleeb. The senior employees plays very important role
to promote the strong culture. He told us that now the quality of haleeb products is
very high. They change the techniques and use new technology to increase the
quality of their products. And all that process increase customer demands and
ultimately it has a positive effect on culture.

26 | P a g e
 ENVIRONMENT
MR SALMAN told us that there are two different environments in Haleeb
Company

SPECIFIC ENVIRONMENT

27 | P a g e
 SPECFIC ENVIRONMENT
The specific environment includes those external forces that have a direct impact
on manager s’ decisions and actions, and are directly relevant to the achievement of
the organizational goals.

CUSTOMERS
Customers are very important for the organization because customers are the
main source of organizations profit. Organization exists to meet the need of
customers. The consumer demand of haleeb is also very high. Customer obviously
represents potential uncertainty to an organization. If customers become
dissatisfied with the organization products it will really affect the organization.

SUPPLIERS
Suppliers are very important for any organization. In haleeb foods limited
suppliers play very important role because they supply all the milk to the factory.
A supplier relationship is one way of ensuring competitive and quality products for
an organization.

COMPETITORS
Every organization has one or more competitors. Competitors analysis and
monitoring is crucial if an organization is to maintain its position within the
market. Haleeb also have many competitors in the market but the main competitors
of Haleeb are Nestle Milk Pack, Olpers, Noorpur.

28 | P a g e
GENERAL ENVIRONMENT

29 | P a g e
GENERAL ENVIRONMENT
In general environment there is broad external conditions that may affect the
organization.

ECONOMIC CONDITION
The manager told us that inflation, interest rates, stock market fluctuation etc these
are some factors which can affect management practices in their organization.

POLITICAL CONDOTION
He told us that political condition has a great affect in their organization because
when government changes it really affects on the organization and when
government changes the tax rate every year it had a big affect on haleeb products.
Management has to know about the political change in the country because these
conditions influence the decisions and actions.

DEMOGRAPHIC CONDITIONS

TECHNOLOGICAL
The technology has a great affect on organization. We live in the time of
technological changes. MR.SALMAN told us that Haleeb Foods Limited use the
latest German plants to pasteurized the milk they use the latest technology to kill
the bacteria in the milk and make it healthy for the people.

GLOBAL
The globalization is one of the major factor affecting managers and organizations.
Organizations are challenged by an increasing number of competitors in whole

30 | P a g e
world. Haleeb also export its products in different countries and also have to face
different competitors in the countries.

SWOT ANALYSIS

31 | P a g e
SWOT analysis
stands for
Strengths,

Weaknesses, Opportunities, and Threats and is a simple and

powerful way to analyze your company's present marketing
situation.

STRENTHS

• Quality product.
• Friendly environment.
• Socially responsible company.
• Two plant in the factory.
• Haled foods products enjoy
strong brand image and market
pull.
• Innovative and constantly growing product line.
32 | P a g e
 • Nationwide coverage.
• Vast distribution network.
• Highly sophisticated plant and equipment.
• First and the only dairy company in Pakistan to get ISO 9002
certificate.

33 | P a g e
WEAKNESSES

• Less brand focus

• Dependence on the third party for the supply of the milk.
• No credit sales.
• Low sales margin due to highly value added products.
• Sales team
• Feasibility of new products needs to be analysed for example
Candia drinking yogurt was launched some years back but it
was failed because no customer demand exists it.
• Comparatively weak distribution system.
• Low promotional activities.
• Small organization as compared to its rivals

34 | P a g e
OPPORTUNITIES

• CDL has been changed to Haled Foods Limited; this

change in name can help them in attracting the foreign
customers.
• Launching cheese would also beneficial for them to create
the brand awareness.
• Haled food has expanded its products range by launching
milk in tetra fino packaging.
• Credit policy can be adopted to increase sale.
• The overall milk market in Pakistan is 20 billion litres, out
of which processed milk only contributes 4% to this large
market.
• Pakistan is the seventh largest producer of the milk in the
world with annual output of over 22 billion litres.
• Haleeb Foods Limited can export to other countries.
• Entering into the market of baby cereals, which will help
them in increasing their revenue.
• HFL can go to related diversification by producing pure
juices and flavoured yogurt.

35 | P a g e
36 | P a g e
 THERATS

• Competition with Nestle Milk Pack, Olpers, Noorpur.

• Price sensitive people.
• Milkman (GOWALAS) providing non branded milk in homes.
• Dependency on contractors for supply of milk.
• Less sales in different seasons except summer.

37 | P a g e
THE BOSTON CONSULTING
GROUP BOX ("BCG BOX")

BOSTON CONSULTING GROUP

MATRIX

ON THE HORIZONTAL AXIS: RELATIVE MARKET SHARE - this serves

as a measure of SBU strength in the market
ON THE VERTICAL AXIS: MARKET GROWTH RATE - this provides a
measure of market attractiveness. By dividing the matrix into four areas, four types
of SBU can be distinguished.

38 | P a g e
In accordance with the BCG matrix, we would recommend and MR. SALMAN
also told that HALEEB FOODS LIMITED products are in STARS.

REASONS FOR STARS:

Stars are high growth businesses or products competing in markets where they are
relatively strong compared with the competitors such as OLPERS, MILKPACK,
and Noorpur.
With reference to an interview with MR.SALMAN Nawazish , we came to know
that HFL is not a market leader it is market follower whereas MilkPak is market
leader with 30% market share.
Total tapped market is 4% -5% whereas 96% approx. is still dependent upon
Gowala Milk. Thus, there is still room for other companies and HFL to grow.

PROBLEMS
We found three (4) major problems in HFL’s marketing strategy so far.
1. Insufficient Promotion of Products
2. Poor Sales Force Management
3. Low Credit Risk
4. New Product development

INSUFFICIENT PROMOTION OF
PRODUCTS
Haleeb came up with a USP ( universal selling proposition)
“Sub say Achi Chai banayeh Dood Haleeb, Sub say Gara Dood Haleeb”,

and people started thinking that its good as if

its thick but according to company it’s a TEA
Whitener rather than drinking milk

39 | P a g e
Similarly, CANDIA is Rs 2, cheaper than Haleeb ,and its for drinking purpose but
people assume that its expensive than others. Price of the product has not been
communicated properly as compared to Haleeb.

POOR SALES FORCE MANAGEMENT

Haleeb has poor sales force management, because they want to depend upon their
own distribution network whereas all their competitors have assigned different
distributors nationwide and they are just simply at ease; and can concentrate more
on production and promotion which saves their time, effort and most importantly
money.

LOW CREDIT RISK

HFL gives no credit except big companies like Makro, Metro etc. and have no
distributors. Whereas Nestle, which is currently market leader at this time gives 30
days credit to all its distributors and give discounts to Makro , Metro and other big
retail chains

40 | P a g e
NEW PRODUCT DEVELOPMENT (NPD)
One of the major problems of the company is NPD. Diversification or line
extension is always considered good for any growing company but if it’s done
properly. Coming with a product whose demand doesn’t exist nor created leads to
monetary failure and generates bad name for the company. HFL’s Labban Lassi is
just another example. Launched without any research and product was launched in
such a hurry that nothing was worked out properly. Product was bad as well as
there was no demand.

CONCLUSION

Haleeb is a private limited company established in 1984. The factory area is

24.25acres. The main compitetors of haleeb are Nestle milk pack, olpers and
noorpur. It produces dairy and non dairy products. Its plant is based on latest
technology. The market share of haleeb is 20% in overall milk pack market.
Haleeb is the only food company that has following international certificate
HACCP, ISO-9002 and ISO-14000. Haleeb has local as well as international
market like Hong Kong, China etc .Haleeb also have certain policies to meet
requirement of consumers satisfaction and saftey. The prices of the haleeb products
changes as the product size is changed. The quailty of haleeb milk is the best and
its also has a three months shelf life.

41 | P a g e
42 | P a g e