Marketing

Integrated
Communication
s
Haleeb Milk

Submitted to

Group Members:

Dr. Haider Malik

H M Tayyab Bhatti
Amna

MBA

Hamza Shahbaz
Zahid Luqman
Faheem-Ullah

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3
MARKET POTENTIAL..................................................................................................................4
UTLILIZATION, COMPETITORS AND PROJECTED TRENDS...............................................6
MARKET SEGMENTATION.......................................................................................................10
MARKET SEGMENT TARGETTING ........................................................................................11
COMPETITORS............................................................................................................................13
PRODUCT AND BUSINESS REVIEW.......................................................................................15
SWOT ANALSIS............................................................................................17
GOAL AND OBJECTIVE.............................................................................................................19
POSITIONING..............................................................................................................................20
4 PS...............................................................................................................................................21
BRAND POSITION......................................................................................................................22
BRAND PERSONALITY.............................................................................................................24
BRAND IMAGE...........................................................................................................................24
MEDIA PLAN...............................................................................................................................24
BUDGETING................................................................................................................................27
REFERENCES:.............................................................................................................................28

Executive Summary
After conducting the research our predominant focus is over the Haleebs milk for which we
have devised a complete marketing Communications program to launch the product. In this
report we have shed light on all the important aspects necessary to incorporate for a successful
launch of the product in order to revamp its image in the market considering the intensifying
competition in the milk industry. So we have basically proposed a marketing strategy for
Haleebs milk which includes that how we plan on the positioning of the product in the
customers mind through a great deal of advertising, since advertising is something that holds
paramount importance in todays world. Perhaps it is something which can either make or break
a product. Besides we have also highlighted the respective distribution channels that need to be
developed in order to reach out to the target market. Our research has shown that although
Haleebs milk is best known for its taste and thickness but what is greatly lacking is the use of
effective distribution channel. In addition to this, we are aiming at a mass marketing approach
whereby each and every person in the country is equally important to us regardless of the socio
economic class of the person. In our ads we do not want to focus over just one class or its
lifestyle. Otherwise, we would have to bear the relevance of Haleeb for only one class so to say.
Therefore we tend to demonstrate the overall nature of human emotions. Last but not the least,
each and every aspect of an effective marketing strategy is discussed so that nothing goes
untouched, keeping in view the overall competitive nature of the milk industry, changing trends
and consumer preferences.

Introduction
Haleeb milk is the founding product of Haleeb Foods Ltd, which was incorporated on July 1 st,
1984 with a capital of Rs. 46 Million; at that point in time, HFL was solely devoted to the
provision of UHT liquid milk. Also, 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. HFL
started its operation of Haleeb liquid milk in 1985 at that time 20 other dairy plants were also
coming in, and all those including MILKPAK were using obsolete technology that was used in
EUROPE. From November 1989 till December 1991 Haleeb had a joint venture with fries land
Frico Domo of Netherlands. This joint was amicably dissolved on account of FFD's change in
management in their global strategy. Apart from being one of the first providers of UHT liquid
milk, Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Paks
novel packaging formats, Tetra Brick Aspetic (TBA) and Tetra Fino Aseptic (TFA).

Haleeb Milk: product portfolio

In order to provide best quality products to its consumers, HFL has a well-developed supply
chain infrastructure. It has heavily invested in a vast network of company operated milk
collection centers across the country. HFL has a strict and stringent quality policy regarding
intake of 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 at the plant premises. These internationally
recognized tests are used to check for: a) adulteration, b) microbiological contamination and c)
adequacy of nutritional contents. However it must be noted that, in order to keep the firm afloat,
sufficing to internationally acclaimed quality tests is not enough. Projections of UHT milk
production and consumption upto 2010 (conducted by Burki, Khan and Bari) reveal that there
will be an average annual deficit of fresh milk (at 1170.41 million litres) while average annual
surplus of UHT milk is projected at 208.26 million litres. Despite the promising potential that
Haleeb milk apparently promises to un-tap, the upkeep of UHT milk requires far more costly
resources than those of fresh milk, and this is one of the main reasons that contribute to the

difficulty faced by Haleeb to keep up with the fierce competition against opponents (as strong as
Nestle, for eg) and maintain itself as a surviving industry.
Haleeb Foods has segmented its product portfolio in 3 leading brands including Haleeb, Candia
and Dairy Queen. Haleeb is the flagship brand of the company. Haleeb UHT Milk is available in
5 Skus of Tetrapak packaging.
Haleeb Foods, having a Franchise agreement with Cadillac France, launched Candia Double
Sterilized Milk in bottle format in April 1999. Candia is also available in the Candia Classic
variant which is positioned for Tea. Another recent initiative is Candia Candy Up, which is
flavored milk for children.
HFL has one of the largest nation-wide distribution networks delivering high quality products,
even in the remote areas of Pakistan. With a network of +1100 distributors the company ensures
that the product range is available in all the urban and semi urban areas of Pakistan. Furthermore,
concerted efforts are being made to develop the rural market as well.

Market potential
We shall investigate the market for Haleeb milk by looking into the demand for UHT milk of the
brands largest target audience; the local consumers. This is not only relevant as the local market
forms the latgest %age share for Haleeb milk but also as its main competitor also faces the same
target audience. Hence our analysis not only establishes the raw market for milk consumption for
Haleeb but also its scope for maintaining its position face to face its competitors. For this
purpose, this paper looks at the projected trends for UHT milk till 2010 to look at the UHT milk
demand and supply prospects, given as follows;

From the table above, it can be seen that annual consumption of UHT milk is on the rise. We
now plot the trend for annual consumption v/s that of annual surplus to get an overall idea of the
projected trends and market potential for Haleeb:
800
700
600
500
Annual Consumption

400

Annual Production

300
200
100
0
1

From the graph above it is evident that from the onslaught of 2006, the production and
consumption for UHT milk is on the rise. The demand for UHT milk is increasing at a constant
steady rate, which ensures a stable, relatively risk-averse environment for Haleeb to pursue its
milk provision pursuit. Also, the annual production when fitted through the data shows a slightly
exponential increase. This increase (as suggested by the ARIMA model from which the trend has
been worked out, firstly, gives a heads up as per the profitability of UHT milk production.
Secondly, it suggests that while firms in the oligopolistic milk provision industry would be
5

encourages and hence cater to the steadily increasing milk demand by consumers country wide,
they will overproduce UHT milk, which also suggests excess and wastage of resources. Thirdly,
the trend in UHT production shows the level of competition in the industry, another factor that
Haleeb must keep in mind while optimizing resources to maximize profitability. Hence, our final
verdict on the market potential for Haleeb is that it has a lot of scope when it comes to the target
audience; the demand side trends encourage sustenance of a milk provider, however the level of
competition and the surplus of milk involved are factors that, if dont inhibit Haleeb to substitute
over to some other product, may pose serious threats to the survival of Haleeb in the industry if
proper measures (as suggested in the remaining portion of the paper) are not taken by the firm.

Utilization, competitors and projected trends

The report will now establish the various trends in terms of milk capacity utilization undertaken
by the leading milk providers/utilisers of Pakistan and compare the figures obtained to analyse
the future scope of Haleeb milk against its competitors.

The above table shows the breakdown of major milk purchasing firms of Pakistan in terms of
millions of litres of consumption. This information is directly relevant to our case as the amount
of milk being taken in as a primary unit (by a milk firm) not only reflects the resulting profit
outcome (in terms of quantity) but also gives one insight to the scale at which a firm has been
able to provide its product to its clientele. The statistics suggest that, as of 2007, Nestle utilizes
38% of the total milk market, followed by HFL (26%), Millac (8.72%), Prime 2.9%. This
information can further be broken down into realizing the flush and lean capacity utilization of
each milk provider. The flush season comprises of months December to March while the lean
season consists of months April to November, ceterus paribus. It can be observed that the overall
lean cap utilization forms 47% of the total capacity utilization. Also, out of this 47%, Nestle, the
main competitor of Haleeb, takes away 37.7% of the chunk, while Haleeb gets only 26% of the
milk provision quota. Consquently, the overallflush cap utilization forms 53% of the total
capacity utilization (13.7% more than the lean season), which projects Haleebs quota of milk
provision for the flush season to be approximately 13.7% more than that of its own lean season
milk provision quota as well (and similarly for Nestle). However, it can be seen from the table
above, that Haleeb still caters to 26% of the flush season milk provision, which translates into a
loss of 13.7%. Hence, Haleeb not only falls short of its competitor in terms of milk provision
(and eventually in terms of the two salient features associated with milk provision quantities as
aforementioned) but also fails to take advantage of the potential boost the flush season has to
offer.
Haleeb faces Nestle as its strongest competitor, where Nestle milkpak comprises 41% of the
market share and Haleeb comprises 31% of the market share. Other leading firms in the
oligopoly of the milk provision industry are Olpers and Nurpur, however these offer Haleeb less
competition as their respective market shares are negligible to set up even nominal amounts of
competition. The report shall now compare Nestle and Haleeb solely in terms of their marketing
strategies and the degree of efficiency with which they reach to their target audience through
these strategies. These results are based on a survey carried out to establish the individual liking
towards each brand of milk, the ease of availability and the method of advertising most
widespread.
Nestle milkpak:
7

1. You like this milk because of:

No.
1
2
3
4
5

Options
Taste
Thickness
Quality
Price
Packaging

No. of respondents (%)

13
5
20
3
0

Haleeb:
1. You like this milk because of:
No.
1
2
3
4
5

Options
Taste
Thickness
Quality
Price
Packaging

No. of respondents (%)

13
4
12
1
1

Out of all the respondents, 13% opt for both milk brands for taste, and roughly the same %age of
respondents opt for both brands for thickness. It is to be noted that Haleebs main tag line targets
on selling its product for thickness (and hence a desirable commodity to be added in as a tea
whitener) however it fares lower in that aspect from Nestle by 1%. Also, the quality of both
brands show a differential of 8% in favour of Nestle. This impression among consumers strikes a
hard blow to Haleebs alleged vision statement, sales, profits, and the grave repercussions that
these points can lead to.

Nestle milkpak:
2. Is it easily available to you?
No.
1
2
3
4

Options
All stores
Bakeries
Everywhere
Few stores

No. of respondents (%)

15
0
23
3
8

Haleeb:
2. Is it easily available to you?
No.
1
2
3
4

Options
All stores
Bakeries
Everywhere
Few stores

No. of respondents (%)

19
0
11
1

As milk is a commodity used by all types of socio-economic classes, our most relevant option to
compare the ease of availability of both brands is by the option everywhere. This not only
provides us actual statistics that monitor the way milk is dispersed by the two firms but also
provides insight into consumer mindset and the consequent behavior of the milk availability. A
product that is seldom available not only loses out on its reputation but also forces consumers to
substitute to other readily available complements. While 23% of the respondents in the given
sample voiced nestle being readily available, only 11% of the respondents vouched for such
degree of availability when it came to Haleeb. This clearly shows a strong disadvantage for
Haleeb and suggests a downward trend in terms of sales and hence profits. Also, as the milk
provision industry is oligopolistic in nature, losing out on brand loyalty by any means (such as
negative perspective of consumers in terms of ease of availability of the product) is a huge loss.
Nestle milkpak:
3. Mode of advertisement
No.
1
2
3
4
5
6

Options
Tv Ads
Pamphlets
Billboards
Shops Display
Newspaper
Magazines

No. of respondents (%)

35
3
7
7
9
4

Haleeb:
3. Mode of advertisment
No.
1
2
3
4
5
6

Options
Tv Ads
Pamphlets
Billboards
Shops Display
Newspaper
Magazines

No. of respondents (%)

29
0
2
1
2
2

Nestle can also be viewed as Haleebs strong competitor as both the brands target the same
clientele at large, i.e, upper and lower middle class. Hence, the relevant mode of advertisement
and hence the relevant criterion of comparison in our case should be made on the basis of tv ads,
shops display, billboards and newspapers. Out of these categories, nestle outruns Haleeb by far.
The differentials for all categories are as follows (in favour of Nestle), Tv Ads 6%, Shops
Display 6%, Billboards 5% and newspapers 7%.
The points above help us to conclude that Haleeb is being bogged down mercilessly by Nestle; it
is failing to keep up with a sense of brand loyalty among its consumers both in terms of
consumer preferences and also through consumer perception about ease of availability of Haleeb
milk. Further, in this day and age of awareness and fierce competition, it is noted that Haleeb is
tailing behing Nestle in terms of the mode of advertisement. All these aspects are crucial for a
firm to help it survive in an industry, and given that Haleeb is not being able to maintain its
position on any of these fronts, it can be safely projected that Haleeb milk is on the verge of
being metamorphosed into a dying brand.
Market Segmentation
CDL has divided the market on the basis of usage. Different segments who use milk for different
purposes i.e for tea, for drinking, for dishes etc, out of all these segments Haleeb milk serves to
those people who use milk for making tea, while Dairy Queen(2010) is being promoted as
drinking milk, where Dairy Queen has positioned itself in the largest market segment.

Geographic Segmentation
10

Haleeb has utilized the local channels of distribution, which not only helped them in reducing
fixed investment but would also give something in return to society in term of employment. The
demand of Haleeb in urban areas is more than in rural areas, sale of Haleeb increases in summer
seasons.

Psychographic Segmentation

Changing life-style brought innovation to the market and Haleeb is aware of these changes. The
women in this region represent a large portion of the society and for them product are really
important for family and a part of their lifestyles. Similarly the courteous and friendly attitude of
people made Haleeb the choice of all and sundry.

Demographic Segmentation

Haleeb frequently conducts constructive demographic surveys in order to get a clear picture
about various market segments and forecast the future sales of the company. Mostly they use
age, income, gender, social class, and occupation for demographic segmentation.
THE MARKET SEGMENTS TARGETTING:
We target our product to one certain segment, the other segments will be left untouched and a big
chunk of the market will be left untouched by the company. That is the reason we are aiming at a
mass targeting approach which will aim at every person in the country regardless o0f the socio
economic class of the person. In our ads we do not want to show one class and its life style. By
doing so, we will have to bear the relevance of haleeb for only one class. We will show overall
human emotions of love and affection.
But the exposure of advertising will vary from segment. If we analyze the market segments
which we are aiming at with respect to our advertisements then two sections emerge in our mind
as soon as we start the thought process. 1: SEC A 2: SEC B. These segments have the largest
potential for buying the product and they are also into the use of it. This does not mean that
haleeb is not for the other sectors, this simply means that we are specifically aiming these two
segments to enhance profitability.

11

The segment which seems to be the most profitable from the companys point of view is the SEC
B. This is because as compared to the SEC A, its size is huge and the potential is there. Although
the SEC A is capable of bearing high prices, yet its size is small relative to the SEC B. In era of
high competition. One cannot charge higher prices than the rest of the market. This will create
problems in the form of loss of market share and reputation. In other words the profit margin
cannot be set at high limits even in the SEC A. Therefore we have decided to keep a medium
margin and increase the sales which can be done by effectively targeting the SEC B. So, out of
the two segments, the SEC B is the most preferable sector for our targeting purposes.
THE COMPETITORS:
Lets have a look at the competitive position of Haleeb. There was a time when Haleeb was the
market leader. The only competition which was in the market was Nestle. Haleeb was the biggest
shareholder in the market. But now a day, the situation has entirely changed. Haleeb is not the
market leader. It is a brand with wonderful history but low profile present. It is dominated by
various other companies which could not even think of competing with Haleeb.
Now a day the market of Haleeb is surrounded by a bunch of competitors who are in a better
strategic position as compared to Haleeb. Haleeb is at the recessive end of the market. The
primary reason behind the lagging behind of Haleeb is that the company has eliminated the
marketing department due to financial crisis. The company retrenched and gave golden
handshakes to those marketing professionals who were the leading hands behind the success of
Haleeb in the past. Haleeb wanted to cut costs and to serve that mission, it retrenched. The very
big flaw behind the retrenchment was that the retrenchment was not planned at all. After the
retrenchment, no marketing professional was left with Haleeb.
Lets have a deep look at the current market competitors of Haleeb.
1: Nestl has been its competitor since the creation of Haleeb. The rivalry of both the brands is
very historic and has seen many phases of ups and downs on both the brands. In the first era of
competition, Haleeb was the dominator due to good resonance with the consumers at the
individual level. Nestle on the other hand was the second biggest player whose position was not
as strong as Haleeb but was expecting a lot from the market potential. With the passage of time,
due to focus upon purity and quality, Nestle left Haleeb lagging behind and dominated the
12

market by becoming the market leader. This was planned efficiently by the marketing gurus of
Nestle who had heavy finances for the cause.
Now days, the competitive position of Nestle has even strengthened. As compared to the past, the
strategic position has improved. Although Nestle has not spent a lot on advertising these days,
yet the company is the market leader. This is because of the market repute which Nestle has been
able to make in the remote past. This repute is very difficult for the competitors to break. They
focused a lot upon milk which is best suited for drinking purposes while on the other hand
Haleeb constantly focused upon milk which is tea specialist. Although the short run proved to be
in the favor of Haleeb, the long run was promising for Nestle.
The most important factor behind the success of Nestle as a brand is that people do consider it as
a symbol of quality. They think that when they buy a Nestle product, they are in fact buying the
purest form of packages milk available in the market. Even if some more expensive brand is
available in the market, people will prefer Nestle due to the repute of purity and health. So, the
local brands cannot even think of competition with such a multinational giant. They can only
grab the untouched market of Nestle but they cannot snatch the piece away from Nestle. Haleeb
although is known to do that, but it has loss the long term war. If repositioned properly, Haleeb
can do the job again because it is the only brand in the milk industry, which has got a very high
good will and some people consider it as very good milk even now. The rest of the brands are
taken as alternatives and not as genuine demand by most of the people.
2: The second biggest competition which is being offered to Haleeb is from Olpers. This brand
has been responsible for the failure of Haleeb as a brand. This brand has recently introduced
itself in the market but has outpaced every one and is not the second market leader after Nestle.
This brand has snatched the position from Haleeb.
In order to get the details about the competitive position of Haleeb versus Olpers, our team
decided to contact the retailers and other local stores so that we can get their view about the
Haleeb milk and its competition with Olpers. The views which were generated as a result of
these interviews were quite interesting and vary a lot. Most of the retailers were of the view that
Olpers has taken the place of Haleeb along with other brands like Nurpur,) Olwell, good milk.
They were of the view that the position which was once the destiny of Haleeb has now been
13

acquired by these brands. Some dealers were of the view that Haleeb is like an injured lion and
has not yet lost its value. It still leads the market after Nestle. Olpers and the others are not as
successful as Haleeb is.
One view was common with everyone. All the retailers were of the view that Haleeb is facing
severe distribution problems and the distribution of Haleeb is not as good as the distribution of
Olpers and other related brands. They were of the view that brands cannot succeed if distribution
of those brands is not proper. Improper distribution is not only a problem for the brand but it is
also a problem for the retailers and the store men. This is because if a customer comes to you and
he cannot find the desired brand, he will not only become resistant to the brand but he will also
develop resistance against the store as he will think that he could not find his favorite brand on
the store.
3: Our findings have suggested that the other brand like Nurpur, Good milk etc are not the real
competitors of Haleeb. These brands if individually monitored do not provide the real resistance
in the pathway of Haleeb. These brands serve as alternative and the Loyalty related to these
brands is not appreciable and noticeable.
Indirect Competitor:
That section includes all those brands which are newly entered in the market. They are
considered as indirect competitors because of the following reasons. First of all their market
share is very low as compared to Milk Pack and haleeb Milk. Secondly they are only competing
on the case of milk which is targeting only one segment of the market.

Product and business review:

Pakistan, with a mammoth population of 145.96 million, ranks poor on all health indicators with
endemic malnutrition being the major root-cause. However, bestowed with great Livestock
endowment which manages to provide about 1.01 million mt of beef, 0.66 million mt of mutton
and 27.8 million mt of milk, there is immense potential for sustainable development of livestock
sector for rational increase in both meat and milk. The milk is projected as a commodity, which
is food for life by the Australian, and in Pakistan to the reality is that milk and wheat
constitutes the bulk of the diet of our rural population. In fact, for a majority of rural populace,
14

these two are the only available and accessible food items for daily consumption. Dairy sector in
Pakistan plays a significant role in its national economy. It is estimated that every third
household in the country supports a milch animal and the average herd size is about three
(Punjab Lok Sujag, 2001). The annual milk production exceeded 27.8 million tons in year 200102 (Economic Survey 2003), making Pakistan the fifth largest milk producing country in the
world. It has been estimated that about 60% of the calories are met from milk and its products.
Milks economic importance could be well understood considering that the value of milk
procured annually in the country is alone more than the total annual value of wheat and cotton
and twice than that of sugarcane and rice together. About 55 million landless/small land holding
farmers are responsible for the bulk of milk produced in the country, however about 93% of
these farmers have an average herd size of 4 milch animals and interestingly, milk remains to be
the mainstay of their household income. However, despite having great value, the milk
production is the least commercialized enterprise in the agricultural economy. Nevertheless, milk
and milk products enjoy the status of single largest commodity of the agricultural sector having a
worth of about 160 billion rupees per annum. Comparing the production-utilization trends in
major milk/milk product producing countries such as USA (125 million tons) India (74 million
tons) Russia (71 million tons) Poland (33 million tons) New Zealand (12 million tons) Australia
(10 million tons) it is obvious that in all these countries there is no shortage of milk (Food
Outlook, 1998). However, out of total quantity 27.03 million tons of milk produced in Pakistan,
only 22.01 million tons are available to the consumer. This necessitates the import of dried milk
and milk products to meet the increasing demand of urban population, particularly in lean season
of milk production at tune of Rs. 422.7 million per year. However, over the period of time, the
import figures have been fluctuating for one or other reason particularly in the past decade. The
per capita availability of milk is 150.8 per annum in Pakistan (Table 1). It has been estimated that
about 60% of the calories are met from milk and its products. However looking at the
production and utilization pattern, it has been reported by Athar and Khan 2001 that the bulk of
milk is produced in rural areas whereas major consumption lies in urban sectors. The trend of
urbanization will potentially increase the distance between buffalo/cow and consumers that will
result further reduction in quality of raw milk in respect of nutritional as well as public health
standards. Given the current profile of dairy sector in the country and the technological
advancements in this sector taking place in major milk and/dairy product producing countries
15

there is a dire need for value added innovations in dairy sector of Pakistan based on strategic
planning, vigorous adaptive research and development with cohesive public-private partnership.
This paper, while appreciating the existing industrys increasing pressure on the manufacturing
portfolio to reduce expenditure on process optimization and product developments, envisages
looking into the resource management for increasing focus on milk, its products and byproducts
as a commodity and the need to expand existing processes to new technologies given the
situation analysis.

STRENGTHS
Haleeb is one of the oldest operators in the market and therefore, in spite of the worsening
market situations, Haleeb still has a bundle of strengths. Some of the strengths which we have
identified are as follows:
Haleeb is an old market player. It has got a strong name and goodwill. Therefore,
although Haleeb is not as successful as it was before, yet its name is a symbol of old
tradition.
People are tamed towards Haleeb. This is because its name has a resonance relationship
with the audience who accept it as their brand for their daily life.
If Haleeb launches a new campaign, it will be very easy for the people to recognize and
recall the brand. This will make the message easy to grab. This is a big strength from the
part of Haleeb. Any new campaign will be easily grabbed by the people.
As it is an old and traditional company, it will be very easy to grab a unique and creative
idea for the repositioning of the brand. So, although a positioning problem is there for
Haleeb, yet the solution is very easy and searchable.
Haleeb is endowed with the very good breed of buffaloes so they can use to get good
quality of milk.
Haleeb used to has highest per capita consumption of milk in association
Haleeb emphasize on regular culling of less productive animals so that quality of milk
dont get affected.
A high ratio of agricultural land to cultural ratio
Haleeb has emergence of commercial dairy farms on a large scale

16

WEAKNESS
Haleeb has eliminated its marketing staff due to the retrenchment policy which is being
followed by the company. The experts which were excreted by the company were great
specialists who had bundles of knowledge about the company. This excretion has resulted
in creation of an information gap which is difficult for anyone to fill.
Haleeb is now relying upon an external agency named Manhatan. This agency has little
information about the company as the client is new. Therefore Haleeb can have a lot of
communication problems with the new agency.
Haleeb has suffered from losses in the recent years and the situation is still worsening day
by day. IF losses keep on coming to the company, it will not be able to compete with the
big budgets of the other companies.
The distribution of Haleeb is really worsening and this has been the view of most of the
retailers.
This poor distribution can result in loss of retailers who serve as the middlemen, as one
retailer said Haleeb is facing severe distribution problems and the distribution of Haleeb
is not as good as the distribution of Olpers and other related brands. Brands cannot
succeed if distribution of those brands is not proper. Improper distribution is not only a
problem for the brand but it is also a problem for the retailers and the store men. This is
because if a customer comes to you and he cannot find the desired brand, he will not only
become resistant to the brand but he will also develop resistance against the store as he
will think that he could not find his favorite brand on the store.
The big image of Haleeb in the minds of people is of milk which is aimed at making tea.
Other brands have emphasized upon milk which can not only make tea but also for all
purposes. This is a big weakness of Haleeb because it will require a lot of effort to
reposition it according to the modern image of all purpose image.
Haleeb has although started a new campaign for the repositioning of its brand, yet it has
not been able in effective media planning and buying. It has made ads but has not been
able to show them on the right channels. This is leading to the failure of the new

campaign. The relative success of the other brands is a weakness for Haleeb.
Haleeb has small and scattered animal holding so they need to enlarge them.
Prevalence of traditional raw milk marketing system
Haleeb reputation in market is turned that it provides poor quality of milk
Milk processing predominantly dependent on obsolete UHT technology
Lack of access to well-trained support service staff.
17

OPPORTUINITES
Milk market has been excellently targeted in Pakistan. Multinational brands like Nestle and the
local champions have covered every single nook and corner of the market. In these
circumstances, it is very difficult to find an opportunity in the market. This market resembles the
market of a perfect competition where every step taken should have a strong justification. If not,
companies can flop. Therefore, to find an opportunity is a matter of great challenge. Some of the
opportunities which our agency has been able to find are as follows.
There is a falling interest rate trend in the Pakistani markets. Haleeb can avail from this
opportunity to invest in its advertising and enjoy the lower interest rates.
Huge unsatisfied demand of milk and milk products
Increase consumer awareness of healthy eating

THREATS
A market where competition is at its top, threats also come like virus in the fever. Packaged milk
industry in Pakistan is a market which is loaded with competition. All the competitors are trying
to do their best to apply sophisticated psychological techniques to capture the unconscious of the
people. This is because if the unconscious of the people is captured then sales can be captures.
This is what is meant by share of voice=share of mind=share of market. Therefore the threats
for Haleeb are enormous. Some of them are as follows.
High competition offering from the currently existing brands and the probable entrance of
new milk brands is a huge threat. This is because there is already clutter in the market.
Entrance of a new brand can increase the clutter and tables can really turn upon Haleeb.
The new brands in the markets are focusing a lot upon the proper distribution of their
products. In case of Haleeb, the distribution is really poor. The relatively better
distribution of the other brands is a threat to the one market leader Haleeb.
Haleeb is not trying to eliminate the Garha gu Hai USP form its product. This USP is
although modified and blended with emotions, yet the word Garha is still there. The
new USP is Ik garha Rishta Umar Bhar K Liyay. This USP is also focusing upon the
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thickness of the milk. So, people will not be able to differentiate the old Haleeb from the
newer one in their minds.
The other brands are focusing upon milk for all purpose. Haleeb has an image of tea
specialist. This image can rally make Haleeb suffer because other brands are also good at
making tea. In fact the Every Day brand of Haleeb is more than a success. It is a belter.
The all-purpose image of the other brands is a real threat for the company.
Inadequate public and private investment in modernization of sector
Vested interests in perpetuating the dependence of imports in dairy products
Unregulated imports of dairy products at cheap prices.

Goals and objectives:

We are going to totally reposition the Haleeb milk. Haleeb has not been able to grab the biggest
chunk out of the market because of its poor positioning. It has been focusing upon a restricted
usage of milk and has never focused upon the usage of milk for broader purposes and that is the
reason why it has failed in the presence of those brands which have positioned themselves as
complete milk. Following are the objectives of the advertising campaign which we trying to
launch.
Haleeb is aiming at an emotional appeal without eliminating the specifications of
the rational appeal they were using early on. This is where our role starts. We will
reposition haleeb by focusing upon emotional appeal and eliminating the rational
of thickness.
We will show family emotions and the linkage of these emotions with all-purpose
milk.
We will change the thickness image of haleeb and we will only focus upon the
relations between humans and milk.
We are aimed at changing the unconscious and the medullic thoughts of the
consumers about Haleeb.
Advertising will be aimed at converting hale form a tea specialist into an allpurpose milk. This is because haleeb has only tried to focus upon the tea
consumers. But the rest of the brands are focusing upon all purpose of the milk.

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 Our advertising will show a totally new packaging of haleeb. This is because the
older packaging shows a blur and faulty image of Haleeb which will be totally
replaced by a shinier and eye catching packaging style.
The ads which were made for haleeb used to focus upon the typical tea usage and
reserved exposure of the product. We are aiming ourselves at increasing the
exposure of the milk.
The current market share of haleeb has gone down a lot. Hence we need to
capture more market share especially in rural areas.
The sales would be increased at the rate of 5 to 7% per quarter.

POSITIONING:
The earlier position of Haleeb was that of a milk which aims itself as milk for tea.
This was the competitive position and the strength relative to the other brand.
Haleeb foods has been positioning its product by its attribute and by usage or
with respect to its application. Positioning is the place where Haleeb has not been
able to convey its message in an effective way as its slogans have tried to show
the target public is bored of their slogans, according to their slogans Chai banae
khoob Haleeb Which states haleeb is good just for tea. Thats why haleeb is
losing big market share by relating its milk just with tea.
They have portrayed their product with a limited usage i.e. it is only good for
making tea, where as it could have been positioned as for drinking purpose as
well and other then that it could also have been positioned for usage in the
Kitchen i.e. for cooking, for your child and for making sweet dishes as well.
Positioning is the only way through which a company can increase the
functionality of its product and can portray it as a more useful product. In their
recent campaign their tag line was:
Aik arGha rishta umer bher k liye, which did not sound that much touchy to
consumer.
The following chart has been designed by our agency. This chart shows the
position of Haleeb relative to the others.
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 The new position of Haleeb is a matter of great interest for the advertisers. With
the passage of time, the position of Haleeb has worsened. This is because the
other companies have focused upon milk for all purpose. Haleeb has realized the
situation and has switched to a position of all-purpose milk. The current
positioning can be shown by the following diagram.
Haleeb has not completely eliminated the image of a tea specialist. Instead of that,
it has tried to break its milk brand into three parts out of which one deals with the
tea sector. The following chart will clearly show the ositioning of haleeb versus
other milk brands.
The chart is clearly sowing that Haleeb is constatly focusing upon its image of
making tea. It is not willing to drop the image of thick milk. Its new positioning is
also stressing upon the fact that this is a tea specialist which is thick and gives
better taste of tea.

THE FOUR PS
As far as the price is concerned, Nestle is charging the highest price for its milk. This is because
it charges a lot for the quality it provides. The other brands do not charge a price competitive to
Nestle. These brands charge lower prices. This is because if they do not charge market skimming
prices, they will not be able to get a part of the market in the presence of Nestle. Like other
brands haleeb is also charging similar prices. Haleeb cannot charge more than the other brands as
it will not be able to compete with them. So we will stick with our old prices in order to gain
some market share.
Promotion
We have tried to reposition Haleeb for that we are making few promotion activities in order to
get consumer attention towards our products for that we are offering discounts such as buy 3 get
1 free. We will also give free samples to people so that they can have idea about what we are
offering and how it is different from our last product. We will slightly change our packaging so
that people can feel change about product we will not completely change our packaging because
people will feel that is completely new brand.

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Distribution is a very important factor and every brand is doing really well except haleeb.
Haleeb now a day is not doing well with its distribution and many retailers are having complaint
about its distribution. So what we do we will redesign whole distribution plan so that our
customers can get our products. For that we will hire our work force initially because as we are
re launching our products it is necessary that distribution must be good. If our distribution is not
good then how can we reach to our customers?

BRAND POSITION:
We are aiming at repositioning Haleeb as it is losing market share due to its old positioning and
passive target market. Although Haleeb is facing a lot of problems, the only solution seems to be
a new position for the brand. This is what we are aiming at and this is what our new campaign
will do.
Haleeb provides sense of belongingness, familiarity, believe and purity with celerity. Haleeb
Milk is just not for tea but for everything in which milk can be used. Tea is not the only usage of
this milk but it can be used for sweet dishes, for your child and for every occasion. The target
market is those mothers who buy milk for school going their children, for their tea and for
making dishes for gathering. Unlike nestle other milks available in market. We are trying to
create bonds with customers by providing them what they need from milk. Competitors of haleeb
are using emotional approach to persuade customers we apart from using emotional approach
would give reasons to customers to buy haleeb. One reason would be haleeb is your family
product, haleeb is for everyone and it spent long time with you
ik rishta umar bhar k liye.
In our new positioning our try is to tell people that it can be used for anything it is not specified
for tea. That is the reason for deleting word garha from our USP and we want our customers
know that haleeb is their family milk with all qualities. So the basic problem is with the image of
haleeb, which was perceived wrong by people and remaining work was done by advertisement of
competitor which worked as last nail in the coffin of haleebs impact on people. So new
positioning will not only change perception of general public about haleeb but it would also
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work as supplement for haleeb because the image of haleeb has fade out in minds of people and
this new positioning will get share of peoples minds.
Usp of haleeb stands for long term relations. Reason for making this usp is long lasting
relationship of haleeb and customers. People have spent long time with haleeb because haleeb is
one of the old milk in market so we want to continue this special relation with our customers. In
their last usp the word garha was used and many women and young people were of the view
that haleeb is extra thick and can be used just for tea and haleeb is not good for drinking or
making deserts. So new usp is making haleeb multi purposes and stating that haleeb has unique
long lasting relations with every one because haleeb can be used in anything in which milk is
used. So the main objective was to eliminate negative impact of haleeb that ( haleeb = tea). New
usp and advertisement would also work as brand reminder for people.
We are aiming at changing the image of Haleeb from a tea specialist to all-purpose milk.

BRAND PERSONALITY
To look at the personality, we have to look at the brand personification of Haleeb. When people
think of Haleeb, they think of Sadia Imam. This is what the general perception is and is true
about the older brands. So, the personality of Haleeb is that of a house wife who takes care in
serving and providing taste to the beloved ones. It should be noted that it is not only difficult but
also sometimes impossible to change the brand personality of a brand. If one brand tries to do
that, it can face severe consequences in the form of brand failure. So, our agency is not aiming at
changing the brand personality of Haleeb. We know that we cannot do that because it cannot be
done. We cannot at once change its personality to a humorous philosophy. We will create
changes by keeping the personality same. In other words, we think that the personality of Haleeb
is isotonic. Our agency thinks that its personality will be that of a house wife who cares about
serving.
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BRAND IMAGE
The current brand image of Haleeb is that of a thick milk which can make good tea. This is what
we want to change. Our pitch focuses around the change of the image of brand. Although change
in image is a very difficult task, yet we feel that we have got the ability to do that. Through
proper strategies, we will try to change its image from a tea specialist to all-purpose milk. So, in
short words, our agency is willing to change the image of Haleeb from a tea specialist to allpurpose milk.

Media Plan
As far as the media plan is concerned, it is whereby a company has to select the medium that it
has to incorporate for advertising the message to its target market. There a lot more to it other
than just simply advertising. Advertising is a communication process and if the message through
various mediums varies about a certain product, then the marketer has to be blamed of the failure
of the brand. While developing the advertising, one should make sure that all the messages flow
across in a uniform sense and each new message upgrades and improves the position of the older
message. If radio message focuses upon how Haleeb can be all-purpose milk by using humorous
and the TV shows how it can do the job by using an emotional appeal, this poor coordination will
result in collapsing of the brand as not one will be able to get any clear message about the brand.
Our creative strategy will be composed of the following important points.
Cover the market form every nook and corner. Do not let any area of the market
unexplored. Ad should not focus upon a certain class. Rather it should be based upon
mass targeting.
Our first step will be to get the attention of the consumer audience. For this purpose a
strategy should be developed which makes sure that every single person gets one glimpse
of the new campaign. The initial efforts should focus upon the reach and the frequency.
The next step will be to create interest in the minds of the people. This is because no
campaign can succeed without proper interest creation. To create interest, we will start
many marketing camps which will be established in big wholesale and retail stores like
METRO, MAKRO, and HYPER STAR. This placement will help us to create a scenario
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which boosts the likings of people regarding Haleeb. For this purpose, we will develop
flexes and we are will also design artificial Haleeb cows which will be placed in many
squares and roads.
We cannot guarantee immediate action. Of course, our campaign is aimed at boosting
immediate sales and developing immediate actions. But we cannot identify the time at
which this will be made possible. Our agency are of the view that if the attention, interest,
and desires are stimulated properly, then the fourth step will be easy to initiate.

As far as the creative execution is concerned, the following points elaborate the execution in
detail.
We are planning a strategy which gives at an accord with a totally new position. The
following points will tell about the creative idea and its execution. We will not do
something totally against the Pakistani culture. We will induce creativity along with
cultural absorption factor.
We will introduce a television advertisement which will focus upon the relations and
their linkage with the product.
To show these emotions, we believe in the fact that family events and love have deep
correspondence to Haleeb.
We give great importance to glimpse advertising. We will show flexes and streamers
on the main boulevards.
Our radio ad focuses upon the deep emotions of family and linkage with Haleeb. It
will have the same idea as our TV ad.
Medium Used for Promotional on TV
We will show our TVCs on Hum, Geo entertainment, ARY, TV one, the music, AAG, because
they are most viewed channels in Pakistan. We try to show 4 ads during the time of 8 pm to 10
pm because at that time most of the women are watching dramas. So it the best time to get
attention of people.
Radio Ad
We will also run over ads on radio channels 106.2 Hum FM, FM 101, FM 103, FM 91, FM 89,
and FM 100 because there is huge audience that listen to radio. Our commercials timing will be
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from 2pm to 6pm because at this time people are getting free from their offices to feel relax they
do turn their car taps on. So at that time if we run our ads we can reach maximum people.
Newspapers and Magazines
We will also use print ad to get people attention for that we will target Dawn, Nations and Jang
while in magazines we will target she magazine and Season's & Style Magazine.
Billboards
We will also use billboards in big cities Pakistan like Karachi, Lahore, Islamabad, Peshawar,
Quetta, Multan, Faisalabad and other major cities according to the requirement.

Budgeting (In term of Lacs)

We are incurring a lot of expense on advertising because we believe in todays world advertising
is what induces a purchase in the customers mind so advertisements hold paramount
importance. If advertisements do not appear to come on regular basis then eventually people tend
to forget the companys product until and unless they do not have strong brand loyalty even in
the face of increasing level of competition. So basically we are positioning our product through a
good deal of advertising so that people recall the product and are thus induced to make a
purchase when they go shopping.

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REFERNCES:
http://www.vuaccess.net/2010/10/internship-report-on-haleeb-foods.html
http://www.scribd.com/doc/62354479/20/Application-of-Media-plan
http://www.docstoc.com/docs/12163262/Haleeb-Foods
http://www.amcy5.com/Reports/internship/amcy7.htm

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