MARKETING MANAGEMENT

Project Report on:

Instructor: Sir Syed Yasir

Group Members
Umar (60056)
Junaid (60078)
Wajahat (7835)
Mutahir
Shehryar

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 TABLE OF CONTENTS

PRODUCT 3

EXECUTIVE SUMMARY 3

BREIF INTRODUCTION 4

SWOT ANALYSIS 6

PEST ANALYSIS 7

COMPETITORS 8

DETAILED DESCRIPTION OF PRODUCT 8

MARKETING GOALS AND OBJECTIVES 10

MARKETING STRATEGIES 10

PROMOTIONAL ACTIVITIES 17

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PRODUCT:
Now Haleeb foods ltd is launching a new JUICE in the market named as
“FRESH JUICE SIP”

EXECUTIVE SUMMARY:
This project is about new 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 Bricks Aseptic (TBA) and Tetra
FinoAspectic (TFA). Haleeb foods has also introduced a number of unique
products previously unknown to the Pakistani market like Haleeblabban,
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
Pineapple juice named “fresh Juice SIP”.
For this purpose first we have described introduction of the company, we
have conducted SWOT analysis and PEST analysis to see the company
strength, weaknesses, opportunities and threats.

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Brief Introduction of the Company:

Haleeb Foods Pvt. Ltd. Started its business in 1984 with the name
Chaudhry Dairies Ltd. The plant spreads over 37 acres of land which is
situated at 62 kilometers from Lahore District Court, with a capacity to
process 80,000 liters of milk per day with a labor force of 150 workers. The
production process started in 1985 with UHT (Ultra High Treatment) liquid
milk such as an initial product which became very popular in no time.
Haleeb’s administrators claim that their plant adopted the latest technology
for milk processing and thus it had an edge over other around twenty plants
in competition including Milkpak as all other plants were based on obsolete
European technology. The idea behind UHT investment was to provide
consumers with the best quality of packaged dairy and food products that
no other company can produce. About four years later, the company
decided to enter a joint venture with Friesl and Frisco Domo (FFD) of
Netherlands and continued the activity from November 1989 to December
1991. This joint venture did not last very long because of the change in
global strategy of FFD and was amicably dissolved. Haleeb then went on its
own till December 1998 till it signed a contract with Candia that is a market
leader in France. Under this agreement, the company launched Candia
value added liquid milk products all over the nation. The advantage of this
agreement that Haleeb took is that Haleeb now has access to the latest
technique of production, technical know-how, etc. The major aim was the
quality production and that is why Haleeb discarded some of its products
with the likelihood of loss in quality. This made the company gain many
successes on different frontiers and, now it competes very well with all
other multinationals and has an edge over all national companies active in
the dairy industry in Pakistan.

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Haleeb Foods Limited operates as a packaged food company. It offers dairy
products, such as ghee, butter, cream, yogurt, and milk. The company also
provides juices, including juice drink, lassi, and nectar, as well as food
services. It sells its products through distributors. The company exports its
products to South Korea, Bangladesh, Afghanistan, the Middle East, North
Africa, Europe, the United States, and South and Central Asia. Haleeb
Foods Limited was formerly known as CDL Foods Limited. Haleeb Foods
Limited was founded in 1986 and is based in Lahore, Pakistan. The
company has locations in Kabul, Afghanistan; Sharjah, the United Arab
Emirates; and Xinjiang, China.

SWOT ANALYSIS:

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STRENGTHS:
• Haleeb Foods is the largest
National Food Company.
• Strong brand loyalty of customers
of Haleeb Company.
• Haleeb Company has monopoly
situation in different flavors of
pure juices.
• Haleeb foods have best
distribution channel in all over the
Pakistan.
• Haleeb offer high quality products
especially pure juices in market.
• Haleeb foods have strong
positioning in customer mind.
OPPORTUNITIES:
• There are a lot of untapped
markets in different areas of
Pakistan.
• The concentric diversification in
different juices products.
• Backward integration can use in
juice products of Haleeb
Company.
• HFL can become multinational
and can target different market of
different countries.
WEAKNESSES:
• Less product awareness in
customer mind.
• Packaging of juices product is
not good, and not so much
attractive.
• Haleeb Company has very
high prices in pure juices like
apple, pineapple, mix fruit,
red grapes mango flavor.
• Haleeb Company conducts
less promotional activities for
its juice products.
• Low promotional activities.
THREATS:
• There is strong competition
in food products market.
• Different strategies adopted
by competitors Nestle in
juices products
• New product advancement by
different competitors.
• Imported tin juices are great
threat for good day.
• Competition with Nestle,
Engro Foods.
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PEST ANALYSIS OF HALEEB FOODS:
It is very important that an organization considers its environment analysis
before beginning the proceedings. In fact, environmental analysis should be
continuous and feed all aspects of planning.
Political conditions:
The political condition is not very stable in the country, but this does not
direct the influence the trends and spreading patterns of the customers.
There are no restrictions or barriers on the growth of this industry. So the
political conditions are favorable for this market because juice is consumer
goods and they have to purchase it in any condition.
Economic conditions:
The fluctuations in Pakistan economy also effects haleeb’s market position.
Because of high inflation and low purchasing power haleeb is unable to
capture many potential customers of the large Pakistani population who
have to struggle hard to make their living possible rather than to afford the
luxury of juice as often they would like to.
Social conditions:
The social patterns are changing in the country, as the world is becoming a
global village and mutually share and accept patterns. People are becoming
more attractive towards the branded products. It is becoming fashion and
young generation as well as the children is getting more attracted towards
this industry. People are moving towards branded food/dairy products due
to hygienic reason.
Technological conditions:
High technology is the basic requirement of food industry. The companies
that are using latest technology have some cost benefits over the
companies, which are not using high technology. Haleeb foods limited use
the latest machinery in production in its plants and computerized systems
for quality checks and control as well as production.

Competition analysis of Haleeb Foods:

Competitor name:
• Nestle
• Engro foods
• Shezan

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Detailed description of Product

A. Competitive Advantage
• Haleeb claims to be the best juices, as has most pulpy juices
• Haleeb has its own farms for juice production which is 100% hygiene
so it is incurring low cost.
• HFL has a strict and rigorous quality policy regarding intake of raw
material.
Situation Analysis
The situation of the market in terms of Haleeb juice is this that there
aresome opportunities in the market for the product as well as some threats
are there. There are strengths and weaknesses of the companies.

B. Usp:
100 % juicy and fruity

C. Value proposition
Haleeb food consumer can trust its products quality without any doubt
safety of the food or drink when they open the wrapper or package. We
have one unbending standard of food safety.

D. Brand perception
The Perception Of Haleeb has the aim to provide the best value for money
and customer should also be satisfied with product as well as with the
image associated with the brand. Once the brand image is formed, then it is
difficult for any other firm to introduce new brand into the market so
unless and until it has low price and superior quality.

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E. BRAND elements

VALUE Integrity
For close to three decades, Haleeb Foods Ltd (HFL) has sustained its
reputation of being a company which cherishes values such as fair play,
honesty and reliability. Members of the Haleeb family are determined to
observe and follow the highest ethical standards required by a company
that is in the dairy sector and that aims to win and sustain the confidence of
the consumer as one of its primary objectives.
Pursuit of Excellence
The Haleeb team is sold to the idea of perfection completely. There are
many manifestations of this concept; we want to deliver to the consumer
outstanding quality and taste in the shape of our products; we want to
deliver to the stakeholders; our investors and lenders the returns and
profitability
Empowerment and Accountability
Authority and accountability are twin concepts and we at Haleeb believe in
providing employees at all levels the right kind of authority which develops
their decision, making skills and makes them think independently. And
grow as business executives/managers, obviously with satisfactory controls
in place so as to manage the risk in all decisions. This creates a sense of
ownership in people boosting their morale as authority is delegated.
Cooperative Spirit
Admitting the importance of teamwork, the Haleeb family passionately
promotes the culture of sharing knowledge and working collectively. The
concept of working in teams and with coordination comes in handy for
reaping benefits from pooled talent and expertise ultimately resulting in
higher productivity. A platform is provided to people where going an extra
mile to accomplish team objective is a common routine.
Environment (Health and Safety)
Haleeb family has successfully managed to align their goals with
procedures that priorities and comply with employee safety and health.
Acknowledging the paramount significance and vitality of human capital
for ensuring a successful business, the company arranges wellness

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programs aided by comprehensive safety literature to educate the
employees about safe work environment.

Marketing goals and objectives

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.

Objectives
Become one of the best-selling juice brand in Pakistan and abroad.

Target
To increase our market share by 4% in next one year.

MARKETING STRATEGIES:
A. Product Strategy:

Develop the long-term relationship with the customers. Give values to the
customers to delighting them. Do whatever it takes not to satisfy the
customers but retain our customers In order to accomplish this objective,
the company has established sales, marketing and support teams.

Product variety:

Our product would be available in the following flavors:

 Mango
 Apple
 Orange
 Grapes
 Mix-fruit

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Brand name:

The name which we have chosen for our product is “Refresh”

Quality:

High quality assurance would be our first priority. This would be ensured
by:

 Implementing high quality standards

 Total quality management
 Acquisition of the high quality raw materials

Design:

“Fresh juice sip” is a sweet, refreshing Juice with an eye catching Tetra
hedral pack.

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

Fresh original fruit juice

Provides proteins and minerals

Provides vitamins

Beneficial for kidneys

Excellent in taste

Gives freshness

Tetra Pack protection packing

Packaging:

Product units are packed in 6-layered Tetra Pack Brick Aseptic.

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Sizes: Our product is available in 250 ml pack

B.PRICING STRATEGIES:

Our pricing strategies for the product are for total cost, which include
custom services and other expenses. Pricing strategy usually change
as the product passes through its life cycle. The price should be set at
moderate level in order to attract a large number of buyers and to
gain large market share.

Amounts are in Pak Rupees.

The total per unit price for 250ml packs that we will offer as follows:

The cost of fruits Rs.7

Electricity Rs.4

Factory Overhead Rs.5

Retailer Margin Rs.5

Profit Rs.4

Total Price Rs.25

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

customers at the price of Rs.15. The price is very much compatible
and the offer is substantial enough to attract a large percentage of
market in a very quick time.

QUALITY AND PRICE GRID:

This grid shows what pricing strategy a firm is perusing:

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 Low

PENETRATION PRODUCT
DEVELOPMENT

high
MARKET DIVERSIFICATION
DEVELOPEMENT
According to this grid we are offering high quality at low price. So we are
following penetration strategy.

C. CHANNEL STRATEGY:

Distribution Strategies:

In generally there are different types of marketing distribution system.

Consumers are able to buy the products from different market place. All
these distribution strategies are consists of producer, wholesaler, retailer,
and finally to the consumer.
There are mainly four types of marketing distribution channel:
1. Conventional Marketing channel
2. Vertical marketing channel
3. Horizontal Marketing channel
4. Hybrid Marketing channel

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We select the conventional marketing channel to distribute our product.
Our juice will be distributed by the specified distributor which will be
selected by the company. The selected distributor will supply the juice
product to the wholesaler and also to the retailer and the consumer will
collect the product from the retailers.
There are three types of distribution strategies:
1. Selective distribution
2. Intensive distribution
3. Exclusive distribution

We choose the intensive distribution for our product. We will supply our
product all over the country on the basis of our product demand so that the
consumer can get the product easily.
The distribution channel is given below:

 Our firm

 Retailers

 Wholesaler

 Authorized dealer

 Final consumer

D.MAKERTING COMMUNICATIONS STRATEGY:

Promotion: Actually the promotion is a first step when we are

launching a new product, but we make its strategies in last. We

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 want to make a good image in the mind of customers, so that
they will buy only our products.

Criteria for Promotion:

In promotion our main objective is to provide:
 Awareness
 Knowledge
 Liking
 Preference
 Purchasing
Main Sources of Promotion:
 Electronic Media
 Print Media
 Cabel network
 Billboards
 Hoardings

 ELECTRONIC MEDIA:

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 TIME
CHANNEL DURATIO TOTA
S N L
Cartoon Prime time 1 min 121500
network Post prime 0

Nick Prime time 1 min 18000

Early day 0

HUM TV Post prime 1 min 24000

Prime time 0

PRINT MEDIA

Newspape Page Colored Size Charges

r& s or black &
magazine white
s
Jang Front Colored Standard size 18600

Express Mid Colored Standard size 5000

Din Front Colored Standard size 15000

The daily Back Colored Standard size 17500

times
Nawaiwaqt Back Colored Standard size 15000

Akhbar o Back Colored Full 600,000

jahan
683600

BILLBOARDS:

LOCATIO SIZE DURATIO TOTAL

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 N N COST
Gulberg 20*60 1 month 150000

CABLE NETWORK:

LOCATION TIME COST

Gulberg 6 to 10 30000

Multan road 4 to 8 10000

Skeemmor 12 to 8 25000

Wadpa town 5 to 11 20000

Promotional activity:
We’ll make promotional activities for our product in different school,
college, malls and public areas.

 Advertisements will be given in television, radio, internet, magazine,

newspapers, and billboards. Advertising themes will be changed with
time and promotional activity will be carried out to generate the
consumer.
 In different occasion we will open special sales center where attractive
point of purchase display would be arranged to create positive image
in consumer’s mind.
We will sponsor some health related campaigns.

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Product launching event:

We planned to launch our product in expo center, malls and invite people
through web site such as YouTube, Facebook, to attend our event and to try
it for free named as “test the taste”.

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