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Project:
New Product Development
Submitted to:
Sir Faheem Athar Haqani
Presented by
Group (F)

Class:
MBA 1st (Section A)
University of Sargodha
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Table of Contents
 Executive summary 04
 Company 05
o Company profile 05
o International certifications 05
o History 06
o International businesses 06
o Vision statement 07
o Mission statement 07
o Quality policy 08
o Company’s value 08
o Address 08
o Location 09
 SWOT analysis 10
o Strengths 10
o Weaknesses 10
o Opportunities 10
o Threats 11
o Conclusion of marketing environment 11
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 Product 12
o Brand name 12
o Slogan 12
o Purpose 12
o Features 12
o Benefits 13
o Objectives 13
 Marketing mix strategy 14
o Segmentation 14
o Target marketing 14
o Differentiation 15
o Positioning 15
 Competitor’s strategy 16
 Company’s strategy 16
o Size 16
o Color 17
o Packaging 17
o Price 17
 Action plan 20
o Placement 20
o Promotional activities 20
o Market survey 22
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Executive summary

T his project is about new product development by Haleeb Foods Ltd. Haleeb Foods
has the distinction of being the first company in Pakistan to use Tetra Pak’s novel
packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). Haleeb
Foods has also introduced a number of unique products previously unknown to
the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with
pure thick milk and yogurt, Candia Tea Max, cardamom flavored tea whitener, Candia milk,
packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural
fruit juice, free of added sugar, artificial flavors and preservatives.

Now Haleeb Foods Ltd has developed a new product in the market that is a pine apple
juice named as “REFRESHER JUICE”.

For this purpose first we have conducted the SWOT analysis of company to see the
company’s strengths, weaknesses, opportunities and threats. Then we have explained the
purposes, benefits and objectives of our products.

Secondly we have made a marketing mix strategy for our product. We have divided
market into different segments and decided to target young students of colleges and
universities that belong to middle class family.

We have also paid special attention to the packaging, color and price of the product. We
have decided to place the product in all the markets of Punjab especially in the canteens of
colleges and universities.

We will promote our product through electronic media, print media, cable, internet and
other sources. We have also conducted a market survey to know the opinion of public about
our product and developed our product accordingly.
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Company
Haleeb Foods Ltd

Company profile:
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 – Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good
Day. 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.

Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak’s novel
packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has
also introduced a number of unique products previously unknown to the Pakistani market, like
Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt,
Candia Tea Max, cardamom flavored tea whitener, Candia milk, packed in distinctive food
grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added
sugar, artificial flavors and preservatives.

All this and more makes Haleeb Foods Pakistan’s number 1 and fastest growing packaged Food
Company. As of fiscal 2006, its annual turnover is Rs. 9 Billion.

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 rigorous quality
control tests on every portion of the milk collected by our teams. These internationally
recognized tests are used to check for: a) adulteration, b) microbiological contamination and c)
adequacy of nutritional contents. 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)
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Company’s history:
Haleeb Foods was established in 1986 and its first product was Haleeb milk. Since then,
it has continued to provide quality products to its consumers with product and packaging
innovations. Other products and their dates of launch are as follows:

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

2003 Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink

2004 Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia Candy'Up Flavored Milk

Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good
2005
Day(Mix Fruit, Red Grapes, Mango Pineapple)
2006 Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar

2007 Haleeb Cheddar Cheese

Haleeb Foods is Pakistan’s number 1 and fastest growing packaged Food Company. As of fiscal
2006, its annual turnover is Rs.9 Billion. Recently, Haleeb Foods has built yet another plant in
Rahim Yar Khan whose purpose is to provide Haleeb quality products to maximum number of
consumers.

International businesses:
W e have heritage of delivering tasty brands namely in Middle East, North Africa, Central
Asia, Europe, USA and South Asia.

With the basic ingredient of imagination, creativity and our core values the R&D, is in a
consistent effort to turn ideas into delicious products.
With immense national branding triumph, the company opened its wings to international
spheres; introducing rich eastern heritage of tastes to the world!
We have a diverse range of Beverages, Dairy products, UHT milk range and dry milk.
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For Worldwide contact information you are most welcome to contact:-

For Afghanistan:-
Haleeb Foods Ltd
Azizi Bank Ltd Building Jade Mandawi Kabul - Afghanistan
Contact # 0093 700 478755, 0093 777 478755
Email: afghanistan@haleebfoods.com

For UAE:-
Haleeb Foods Ltd.
Z 2 – 16 Saif Zone, P.O Box 8065 Sharjah – UAE
Contact # 00971 6 5574363
Fax # 00971 6 5574364
Email: mena@haleebfoods.com

For China:-
Haleeb Foods Ltd.
16 Floor, Ya Hong Plaza No. 317 Jie Fang South Road Urumqi – Xinjiang China.
Contact # 00861399241447
Fax # 00991 5842444
Email: china@haleebfoods.com

For all other countries:-

Haleeb Foods Ltd.
135 Ferozepur Road, Lahore 54600, Pakistan.
Contact # +92-42-111-135-135 Ext: 3117
Fax: +92-42-7590376
Email: international@haleebfoods.com

Vision statement:
Most Innovative and fastest growing food company offering products enjoyed in "every
home every day"

Mission statement:
Build Branded food business to improve quality of life by offering tasty, affordable and
highly nutritional products to our consumers while maximizing stake holders' value.
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Quality policy:
1. Build branded food business to improve quality of life by offering tasty, sage,
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.

Company’s value:
Enterprise
Empowerment
Accountability
Trust
Teamwork

Address:
Registered head office

135 Ferozpur Road,

Lahore,
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Pakistan.

Ph: +92 (42) 111 135 135

Fax: +92 (42) 759 0376

E-mail: info@haleebfoods.com

Location:
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SWOT Analysis

Strengths:

1. Strong management system:

2. Effective internal communication system

3. Efficient use of resources

4. Employees empowerment

5. Diverse work force

6. Innovations

Weaknesses:

1. Less market share

2. Limited knowledge of customers

3. Limited capital stock

4. Comparatively weak positioning

5. Limited resources

Opportunities:

1. Expending market growth rate

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2. Use of new technology

3. Increasing promotional media

4. Increasing customer awareness

Threats:

1. Unstable political situation

2. Uncertain future

3. Increasing rate of inflation

4. Poor economic situation in country

5. Unfavorable government policies

6. Strong competitors

Conclusion of marketing environment:

By the intensive study of the entire market in its whole perspective it came to know that the

overall environment is not much in favor of new firms. Because of semi-democratic ruling and the

presence of well established competitors holding major part of the market, it seems very difficult for a

new product to make its place in the market.

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Product
Now Haleeb Foods Ltd is launching a new PINE APPLE JUICE in the market named as
“REFRESHER JUICE”

Brand name:
“REFRESHER”
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Slogan:
“REFRESHING LIFE”

Purpose:
The purpose of launching the refresher juice is to give a new taste to the people who are
drinking almost every juice available in the market. We want to provide a fresh juice to the
people so that they become refresh and healthy.

Features:
Following are some of the features of our product:

 Pine apple juice is good for health

 Provides calcium
 Provides vitamins
 Beneficial for kidneys
 Excellent in taste
 Gives freshness

Benefits:
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Following are the additional benefits which are offered to the customers to give them

value:

 Give 5 rappers and get one free juice pack

 Purchase ten juice packs and get one pack free.

 If you purchase a small crate of juice then you will able to participate in lucky draw and you can

win following prizes:

 LG KG 288

 DVD system

 Rs.5000

Objectives:
 To increase market share

 To increase profit

 To increase the length of product line

 To serve customers better

 To face strong competition

Marketing mix strategy

Segmentation:

We made the market segments on the following basis:

 Density
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 Age

 Gender

 Income

 Family size

 Family life cycle

 Occupation

 Education

 Social classes

 Life style

 Personality

 Benefits

Targeting:

We will target the following customers:

 Young

 Boys and girls

 Belongs to middle class

 Student of colleges and universities

 Wants a new and refreshing taste

Differentiation:
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We will differentiate our product on the following basis:

 Comparatively less price

 New taste

 Good for health

 Effective distribution

Positioning:

We have to position our product in the minds of the customers and consequently in the

market with the help of our effective and customer oriented market strategies.

Competitor’s strategy

Our competitors have a good market share because they are adapting following

strategies:

 Less prices

 Effective promotion

 Intensive distribution

 Quality products

 Customers research

 Attractive packaging
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Company’s strategy

Size:

On the basis of product sizes of competitors and information obtained from survey, we

have decided to introduce our product in the market in the following size:

 250 gm

Color:

As for as the colors are concerned, most of the people have showed their interest in

bright colors without naming a particular color, but majority of people have agreed on the

following colors to be the part of labeling the product.

 Blue

 Red

 Orange

 Purple

 White

Packing:
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Product units are packed in a 6-layered Tetra Pack Brick Aseptic Packaging.

Price:

Every marketing activity including pricing should be directed towards a goal. Thus one
should decide on its pricing objectives before determining the price itself.

Pricing Objectives:

There are mainly three types of pricing objectives.

 Profit Oriented

 To achieve a target return

 To maximize profit

 Sales Oriented

 To increase sales volume

 To maintain or increase market share

 Status -Oriented

 To stabilize prices
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 To meet competition

We have decided to enter in the market by focusing on Sales Oriented objectives and

determine our strategy accordingly:

Our Price Strategy:

The total per unit price for the 250mg pack that we will offer is as follows:

 Cost of pine apple Rs.4

 Electricity Rs.2

 Factory over head Rs.3

 Miscellaneous Rs.4

 Retailer margin Rs.2

 Profit Rs.7

Total price Rs.22

In accordance to our strategy we have decided to offer the product to customers at the

price of Rs.22. The price is very much compatible and the offer is substantial enough to attract

a large percentage of market in a very quick time.

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Action plan

Placement:

We have decided to place the product in all the major and minor markets as well as in
the canteens of colleges and universities of Punjab. We have decided to acquire the services of
large and organized distribution network of Punjab.

Promotion:
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Effective promotion paws the way for the product’s success. There are many different

ways through which we can promote our product. We have planned a very wide promotion

strategy that covers almost every part of the society. We have also paid serious attention to the

span of intensive promotion in the initial stages. We have supported our promotional strategy

with the use of electronic media, print media, internet and other sources and also with the help

of some schemes such as lucky draws. Our promotion strategy in detail is as follows:

 Television channels

 Geo news

 ARY One World

 Express news

 Aaj TV

 Indus TV

 Star Plus

 Cable ads

 Newspapers

 Don

 Express

 Jung

 The News

 Magazines

 Akhbar-e-Jahan

 Family
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 Pamphlets

 Banners

 Sing boards

 Prize scheme

 Internet

Market Survey:

In order to learn weather people would like to buy or use our product, we have decided

to conduct a market survey. First of all we have designed a survey form that shows how we can

fulfill the requirements of the people. For this purpose we have surveyed different areas of

Punjab. The contents of survey form are as follows:

 Do you use packed PINE APPLE JUICE?

Yes No

 Which brand do you use? _________________

 What do you consider before buying a product?

 Price
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 Labeling

 Packing

 Brand name

 What should be the color of packing?

 Blue

 White

 Red

 Green

 Yellow

 Orange