Then comes the most important portion of the company’soperations, which is the strategic management of

marketing mix I-e 4Ps.A c o m p r e h e n s i v e d e t a i l i s p r o v i d e d a b o u t t h e c o m p a n y ’ s

s t r a t e g i e s devised to maintain and develop the product line (juices), strategies toset and quote the
prices, their distribution patterns and logistics. Theimage Haleeb wants to develop in the minds of
their customer and theextent to which they are succeeded through their promotionalcampaigns is explained
in this report.T h e f u t u r e e x p e c t a t i o n a n d o b j e c t i v e s a b o u t t h e c o m p a n y ’ s f i n a n c i a l position for
next few years and the ratio analysis helps us to conduct thebudgeting for the company. An additional portion of
this reportincluding the swot analysis, twos matrix, CPM, QSPM and others explainthe strategic position of the
company.Haleeb Foods has built yet another plant in Rahim Yar Khan whosepurpose is to provide
Haleeb’s quality products to maximum number of consumers. And a plan to extend their product line in case of
juices andh a s a n i n t e n t i o n t o i n t r o d u c e n e w f l a v o r s o f p u r e j u i c e s , n e c t a r s a n d juice drinks.

Introduction of HFL:
HFL is now one of the fastest growing packaged food companies inPakistan with an
a n n u a l t u r n o v e r o f R s . 9 . 2 B i l l i o n ( F 2 0 0 6 ) . I t i s a private limited company. It started commercial
production in July 1987.Due to consistently superior performance, it has achieved undisputedleadership
in the liquid packaged milk category with a market share of over 52%. HFL has a very strong brand
portfolio consisting of dairy aswell as non-dairy products.Haleeb Foods has segmented its product
portfolio in 3 leading brandsincluding Haleeb, Candia and Tropico. Haleeb is the flagship brand
of t h e c o m p a n y . H a l e e b U H T M i l k i s a v a i l a b l e i n 5 S k u ’ s o f T e t r a p a k packaging.
Due to its strong positioning of the thickest milk for best tea,it has the highest top of mind awareness and
penetration in the dairy industry of Pakistan. In order to increase consumer and tradep e n e t r a t i o n o f
t h e b r a n d , i t i s a l s o a v a i l a b l e i n T e t r a F i n o P a c k a g i n g under the brand extension of Haleeb Dairy
Queen.H a l e e b h a s a l s o p r o g r e s s i v e l y d i v e r s i f i e d f r o m U H T M i l k t o o t h e r product
categories as well. These product line extensions include HaleebButter, Haleeb Yogurt, Haleeb Cream, Haleeb
Labban (DrinkingYogurt), Haleeb Asli Desi ghee (Butter Oil), Haleeb Funday Juice Drink,Haleeb Skimz (skimmed
milk), Haleeb N'Rish Full Cream Milk Powder &H a l e e b G o o d d a y P u r e J u i c e s . H a l e e b G o o d d a y i s t h e
o n l y r a n g e o f 100% pure juices in the country with a variety of 6 pure juice flavors.Haleeb Foods, having a Franchise
agreement with Cadillac France,launched Candia Double Sterilized Milk in bottle format in April1999. Candia is also
available in the Candia Classic variant which ispositioned for Tea. Another recent initiative is Candia Candy Up,which is
flavored milk for children.HFL has one of the largest nation-wide distribution networksdelivering high quality
products, even in the remote areas of Pakistan.With a network of + 1100 distributors the company ensures that theproduct
range is available in all the urban and semi urban areas of Pakistan. Furthermore, concerted efforts are being made to
developthe rural market as well.

HFL has an efficient and resourceful Export department, which hassuccessfully tapped opportunities in foreign markets
includingKorea, Hong Kong, USA, UK, China, Afghanistan, Bangladesh andthe Middle East.In order to provide
best quality products to its consumers, HFL has awell-developed supply chain infrastructure. It has heavily invested
in avast network of company operated milk collection centers across thecountry. HFL has a strict and stringent
quality policy regarding intakeof raw milk. It is the only company that conducts 21 rigorous quality tests to ensure
that only fresh milk of the highest quality is accepted atthe plant premises. These internationally recognized tests are used
tocheck for: a) adulteration, b) microbiological contamination and c)adequacy of nutritional contents. Further,
Haleeb Foods is the only food company in Pakistan that has the following internationalcertifications of quality and
prestige:
~
•
HACCP (in process controls for safer products)
~
•
ISO 9001 – 2000 (better quality for greater customer satisfaction)
~
•
ISO 14001 (environment-friendly operations)HFL believes in using cutting edge processing and
packagingtechnologies to meet consumer expectations of hygienic and highquality food products. It has more than
30 Tetra machines for its UHTmilk brands and 5 UHT units with a capacity of producing more than 1Million Liters of Milk
everyday. Keeping in view the volume potentialand increasing growth trend of the market, the company has
recently inaugurated a second independent UHT plant at Rahim Yar Khan.Haleeb Foods has a highly professional
management team with aprogressive operating style. The management team comprises of highly seasoned
professionals with diverse global experience of managing and developing brands. It can lay claim to be one of
thevery few Pakistani organizations, which are truly following the modeladopted by globally successfully corporations, with
clearly definedroles for shareholders and the management team.The company takes pride in being a model national
organizationdelivering international quality products and higher value for money toits consumers. The management team at
HFL strongly believes thatPakistan offers enormous potential for food business due to a

large consumer base, high acceptance of packaged food, and agrowing urban middle class consumer segment.
History:
Haleeb Foods Ltd. was incorporated on July
1
st,1984 with ac a p i t a l o f R s . 4 6 M i l l i o n u n d e r t h e n a m e o f C h a u d h r y D a i r i e s L i m i t e d w h i c h
w a s renamed as CDL Foods Limited and now it is known to be as Haleeb Foods Limited.At that time
it had the capacity of producing 80,000 / liters of milk per day havingtotal area of 32 acres. Initially
150 people were employed at the plant. The productionprocess started with UHT liquid milk. The
liquid milk was the first product launchedin the market, it started its operation in 1985 at that time
20 other dairy plants werea l s o c o m i n g i n , a n d a l l t h o s e i n c l u d i n g M I L K P A K w e r e u s i n g
obsolete technology t h a t w a s u s e d i n E U R O P E . H a l e e b P l a n t w a s t h e o n l y p l a n t
b a s e d o n t h e l a t e s t technology and the basic idea behind that were particularly dairy
f o o d s p r o d u c t s . Haleeb is one brand that is toady known everywhere.From November 1989 till
December 1991 Haleeb had a joint venture with friesland Frico Domo of Netherlands. This joint was
amicably dissolved on accountof FFD's change in

management in their global strategy. Today as an ISO 9002 certified company, Haleeb is
thedominant market leader of UHT milk in Pakistan by capturing 52 % share.Franchise agreement
with Canada, a market leader in the liquid milk market in France, wasassigned in December 1998.
Under this arrangement, the company launched Candia rangeof value added liquid milk product and
also have assess to
latest production, technicaland marketing know how. Initially company launched
different products but someof them could not become successful. As the company
'
s core concern is quality eventually company abandoned products that were not according
to the marketneeds. In 2002 the company contributed 54% to the country
'
s packed milk market.
Haleeb Foods was established in 1986 as a private limited company and its firstproduct was Haleeb milk. Since then, it has
continued to provide quality products to its consumers with product and packaging innovations. Otherproducts and their dates
of launch are as follows

P a g e
CURRENT COMPETITIVE POSITION
Haleeb competitive position is quite superior to other competitors.h a l e e b i s h a v i n g t h e m a j o r
t h r e a t o f l o c a l b r a n d s b e c a u s e t h e y a r e prospering day by day in the market is the major
competitor in themarket for Bata because they took advantage from Haleeb’s strategiesrather than using their
own strategies. The relative market share of Haleeb is 18.3%, MAZA is4.17%, Shezan 12.5% and the
localcompetitors are having relatively larger share than the othercompetitors which is 50%.
W H A T S H O U L D C O M P E T I T I V E P O S I T I O N B E I N 3 Y E A R S TIME?
In the next three years Haleeb competitive position should be stronger,c o m p a n y s e e m s t o h a v e m o r e
q u a l i t y f e a t u r e s a n d b e t t e r p r o d u c t s . There will be more improvement in current products but
company isa l s o w i l l i n g t o e n t e r i n s o m e n e w p r o j e c t s . T h e y s h o u l d g o f o r m o r e innovations
and fashionable products must be introduced inladies.They must increase their relative market
share with aggressivesales and promotion. More advertising campaigns should be made toaugment it
in the coming three years.
W H A T A R E T H E S T R A T E G I C I M P L I C A T I O N S – I N T E R M S OF OUR EXISTING AND
POTENTIAL NEW PRODUCTS ANDM A R K E T S ? T H A T I S , H O W W I L L W E G R O W
T H E BUSINESS?;
Haleeb should introduce more innovative products in the market toincrease its demand. Those innovations must be
according to thecustomer’s demands and their preferences.; Whenever Bata open its new distribution centre
Servis takea d v a n t a g e f r o m i t s s t r a t e g i e s a n d o p e n a s t o r e i n f r o n t o f t h e i r store, Haleeb should
take steps to overcome this threat.

P a g e
; Bata should gain the sustainable competitive advantage.; Most of Bata’s wholesales were in the northern
areas, when earthquake came it suddenly fall down. Bata should wind up wholesalef r o m n o r t h e r n a r e a s
a n d s h o u l d s h i f t i t t o w a r d s t h e c i t i e s o f Rawalpindi, Lahore and Hyderabad because more
footwear unitsare located in these cities.
ESTIMATED REVENUE FROM EXISTING PRODUCTS INEXISTING MARKETS (MARKET
PENETRATION)Market size (Value):Current size:Market projections
$ 16 million
Year 1
$ 18000000
Year 2
$21000000
Year 3
$23000000
Current marketshare:
Projected market share
Y e a r 1 Y e a r 2 Year 3
(Via new strategies)6 5 % 6 9 %
7 3 % Estimated value of existing
Year
Products in existing
Y e a r 1 Y e a r 2 3
150100.7$ 153102.7$ 156164.75$

ESTIMATED POTENTIAL REVENUE FROM EXISTINGPRODUCTS IN NEW MARKETS (MARKET

DEVELOPMENT)*Y e a r 1 Y e a r 2 Y e a r 3
2311550$ 2357782$ 23194937$
ESTIMATED POTENTIAL REVENUE FROM NEW PRODUCTSIN EXISTING MARKETS (NEW PRODUCT
DEVELOPMENT)*Y e a r 1 Y e a r 2 Y e a r 3
4 8 0 3 2 2 $ 4 8 9 9 2 9 $ 4 9 9 7 2 7 $
ESTIMATED POTENTIAL REVENUE FROM NEW PRODUCTSIN NEW MARKET SEGMENTS (RELATED
DIVERSIFICATION)*Y e a r 1 Y e a r 2 Y e a r 3
6 0 0 4 0 $ 6 1 2 4 1 $ 6 2 4 6 6 $
P a g e 7 9
Conclusion
Haleeb Foods is well establish company which is competing withmultinational companies
a n d h a s 7 0 % m a r k e t s h a r e i n d a i r y i n d u s t r i e s which makes it market leader. The Haleeb Foods
are trying their best toproperly perform their operations. They are following internationalstandards like ISO
standerds and are using different tools to continuously i m p r o v e t h e i r o p e r a t i o n s . T h e y a r e i n t r o d u c e d
new technology in theirp r o d u c t i o n p r o c e s s f i r s t t i m e i n P a k i s t a n . T h e y a r e
p r o v i d i n g q u a l i t y products. There human recourse policies are also good. The locations whichthey have
selected for their operations are beneficial for the collection of milk and distribution. There layout helps
to facilitate their employees, flow of information and operations. But there are some short falls which
they must overcome.The HFL Company has a very rich history and spread over the world, thestudy in
this report specially the particular SPACE matrix tells us that HLFCompany should pursue an aggressive strategy.
HLF Company has a strongcompetitive position in the market with rapid growth. It needs to use
itsinternal strengths to develop a market penetration and marketdevelopment strategy. This
includes focus on Water and Juices products,a n d c a t e r i n g t o h e a l t h c o n s c i o u s n e s s o f p e o p l e
t h r o u g h i n t r o d u c t i o n o f different coke flavor and maintaining basic coke flavor. Further
company should integrate with other companies, acquisition of potential competitor
P a g e 80

businesses, innovation in branding and aggressive marketing strategy canbring long term profitability.
As a whole HFL is a good organization to work in but there are certain departments that
needimprovements. It is surviving in the FMCG’s sector with some strengths and weaknesses. I am of theview that
if the management of HFL wants to show the same results in the future that it should have totake some decisions
before time, because in the 21st century only those organizations can survive whoare utilizing all
their resources efficiently and effectively.
R e c o m m e n d a t i o n s
:
P a g e 81