Group Members:

Muhammad Zulkafil
Muhammad Fayyaz Uddin
Muhammad Huzaifa Khan
Muhammad Bilal ul Haq

SYNOPSIS OF HABIB OIL MILL:

BRAND AUDIT:
Habib Cooking Oil, being one of the leading brands of Habib Oil Mills, contributes 20% to the premium-priced
edible oil market of Pakistan in terms of volume and 30% in terms of amount. Although it targets not only the
consumers (women of Pakistan belonging to upper-middle and upper-upper class) but also the institutional
markets, it’s almost 95% of the revenue accounted to end consumers. Among its competitors – Dalda and Soya
supreme – each contributes to 40% of market in terms of amount. While, in terms of volume, Dalda contributes
30% and soy supreme 40%. Both of its competitors have been successful in positioning their respective brands in
terms of a health-oriented image. Habib and its competitors have also reflected the emotional sides of their
brands. The distribution network of Habib as well as its competitors is very extensive for the end consumers
throughout Pakistan. However, for institutional customers, distribution network of Habib cooking is loosely
developed as compared to its competitors, and this accounts for its lower earnings from these institutional
customers. Over the years, Habib cooking oil has earned a mature and healthy image among targeted female
consumers. However, due to increase in cost of its raw materials, its increasing prices have led to decrease in its
demand over the last two years. This has decreased the profitability of the product. Following this scenario, the
target for the increase in profitability has been set as 5% and thus target increase in sale volume is set as 16%
leading to 23% share of the product. As the growing preferences of people towards health consciousness is urging
them to have healthy and low-fatty edible oils, Habib’s current respective image reflects its strength to retain its
consumers. The main strategy in this regard would be to go for developing the functional side of brand rather than
the emotional one.

OBJECTIVE:
It is HOM’s policy to provide good quality products to customers at reasonable prices. It makes all efforts to involve
every employee of the company in the achievement of this objective.

BACKGROUND:
Incorporated in 1954-55, Habib Oil Mills (Pvt.) Limited was initially established as an oil expelling unit. The present
management took over the unit in 1978 when it was producing only 5000 metric tons of cooking oil annually. The
new management carried over major expansion and modernization of the unit over the years, and converted it into
an integrated unit for edible oil refining, cooking oil blending and production of hydrogenated cooking medium. The
unit after subsequent expansion and modernization has now an installed production capacity of 58,000 metric tons
of cooking oil and Banaspati per annum. The products enjoy vast popularity and brand loyalties, and stands first in
terms of market share in this sector nationwide. The company has achieved a growth of 500% in a ten-year span,
which is primarily attributed to its consistent quality care, and driving successes from application of needed market
strategies.
SCOPE:
Where (All across Pakistan/abroad (for exports))
What needs (nutritional and pleasure requirement)
Whose needs (all segments of consumers)
Added value (1.making recipe of different dishes 2.widely available almost everywhere 3.implementing latest
technologies to offer a variety of products)

COMPETITION:
The main and strong competitor of HOM is Dalda. There is also an Indirect effect on competition apart from the
people, who use to make Ghee at home or the people who uses Desi Ghee

Dalda Uni-lever.
Tallo Wazir ali industry.
Seasons Wali oil mills.
Sufi Hamza vegetable.
Kisan Madina enterprises.

BRAND INVENTORY AND EXPLORATION:

Habib Oil Mill is providing a wide range of product with comprehensive profile on the basis of consumer needs and
time save, instant shop online, communication and action that every stake holder expect the same, to get tasty
product in short time. The company has 435 plus distributors all over Pakistan, catering to approximately 50,000
retail outlets throughout the country.

EXPECTED OUTCOME:
Habib is a customer-centric organization. It believes in creativity & innovation for customer satisfaction. Company
takes care of its customers’ taste & health requirements. It also focuses on budget cooking of its customers’ in a way
through its assortments & packaging. This enables the taste, aroma; color and flavor of the food prepared with
Habib oil range of product not only meet but far exceed consumer expectations in making their food experience
prefect.