Comparison between Haleeb Milk, Nestle milk Pack & Olpers

Group members
Asad Bashir Ch.Waqar Ahsan Mehmood Rafique MB103077 MB103086 MB103040

Course

Market Research Method Madam Saima Saleem M.A.J.U Eagles

SUBMITTED To : Presented By :

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DEDICATION
This Report is dedicated to our parents in honor of their tireless efforts to groom us all & to our teacher Madam Saima Saleem for his devotion, commitment, and dedicated service to his student, and to improving the level of learning and self confidence amongst his students.

Acknowledgement

First of all thanks to Almighty Allah, Who has given us the strength and knowledge to complete this project. We would like to specially thank for the help of our Cost Accounting Teacher Sir Ahmed Faraz who helped us a lot regarding this project. We have learned a lot under the kind guidance of SirAhmed Faraz

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Table of contents
Executive Summary..5 Introduction..............................................................................................................6 Haleeb Foods Limited.............................................................................................6 Milk collection.........................................................................................................6 Self-collection..........................................................................................................7 Contract collection...................................................................................................7 HFL Milk collection area........................................................................................8 Nestle Milk Pack:....................................................................................................8 Olpers......................................................................................................................9 Objective of Research............................................................................................10 Comparison............................................................................................................11 Approach to research.............................................................................................12 For Secondary Research........................................................................................12 For Primary Research............................................................................................12 Questionnair...........................................................................................................13 Research design.....................................................................................................14 Research Design Used in Current Research..........................................................14 Sample Size...........................................................................................................14 Fieldwork............................................................................................................14 Data Analysis.........................................................................................................15 Data Analysis tools Used in current research........................................................16 Treatment of Unsatisfactory Responses................................................................17 Coding...................................................................................................................17 Frequency Distribution..........................................................................................17 Pi-Charts...............................................................................................................18 Co-relation.............................................................................................................29 Recommendation...................................................................................................37 Appendices............................................................................................................38

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Executive Summary We have conducted a research to find out the reason of downfall of haleeb milk. For this purpose we have compared haleeb with its main competitors and carried out descriptive research trough primary and secondary data. We have come to conclusion that the main reason for downfall of haleeb was its reduced quality due to which customers sift from haleeb to other substitutes. From 1986 haleeb stared its successful journey in market by bringing revolutionary changes in packed milk sectors and was only thread to its main competitor Nestle milk pack. Till 2005 haleeb was ranked second in the market and analyst were expecting that it will take over the leading position from milk pack but it did not happened. Instead, it downfall started and other substitutes took advantage of its weakness and took over the second position from haleeb. Now haleeb is ranked third in the market. Haleeb has faced tough time in market for more than five years. From the survey we have found many reasons for downfall of haleeb like wholesalers and retailers complaint about its supply, mismanagement ,lack of marketing, customers feedback etc. But the main reason which we have found is its quality which became the main reason of its failure in market. Now higher management has gone serious work to improve the quality but I t has not yet achieve its goals due to its tough competitors who have created their goodwill within short span of time. It is not easy to create loyal customers but it is easy to lose them. but it is too difficult to regain lost customer who have stopped using any particular product due to any reason. Although haleed has improved its quality but it will require continuous efforts to create goodwill in market again. For this purpose they have to think its main competitors and create a competitive advantage so that customers will be attracted toward it.

Introduction
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Haleeb Foods Limited Haleeb Foods Ltd. (HFL) continues to be at the forefront of product and packaging innovation. It has achieved market leadership in several food categories with a very strong portfolio, consisting of leading national and international brands. It has also introduced a number of unique products, like Haleeb milk, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt. All this, makes HFL a number one and fastest growing packed Food Company. As reported by the company, its annual turnover was Rs. 7.2 billion during 2005. Initially, the name of HFL was Chaudhry Dairies Limited (CDL). During 1980s, when various dairy industries took a boost in Pakistan, CDL came to into existence in 1984 as a small production unit. The milk processing plant was installed at Bhai Pheru, District Kasur in 1985. It started its trials and the commercial production started on May 21, 1986. Haleeb Foods has segmented its product portfolio in three leading brands including Haleeb, Candia and Tropico. Haleeb has progressively diversified from UHT milk to other product categories as well. These product line extensions include Haleeb Butter, Haleeb Yoghurt, Haleeb Cream, Haleeb Labban (Drinking Yoghurt), Haleeb Asli Desi Ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (Skimmed Milk), Haleeb Nrish Full Cream Powder Milk and Haleeb Good Day Pure Juices. Haleeb Foods is having a franchise agreement with Cedillac France, and launched Candia Double Sterilized Milk in bottle format in April 1999. Candia is also available in Candia Classic variant which is positioned for tea. Another recent initiative is Candia Candy Up, which is flavoured milk for children. It also got affiliation with CCF, Holland during 198990 for the production of low fat milk product. The affiliation ended in 1991. During the year 1994, the name of the company was changed as Haleeb Foods Limited. Haleeb Foods 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 product range is available in all the urban and semi urban areas of Pakistan. Milk collection There are two types of milk collection systems adopted by HFL namely self-collection and contract collection.

Self-collection

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A system in which HFL purchases and preserves raw milk that meets its quality standards through their staff members and delivers at PHE is known as self-collection. It may include the following: i. Milk Collection through Village Milk Collection Centre (VMCC). Village Milk Collection Centre (VMCC) is a place where the farmers of an area come and give milk and a person appointed by the company collects milk after testing it. The person who collects milk there from the farmers is known as VMCC agent. It is provided by all the essential utilities for the milk collection such as collection tub, testing chemicals, ice and the rent of the place as well as the electricity bill. At VMCC the agent keeps the record of all the farmers who supply milk at VMCC and takes samples from the milk. The samples are tested and receipt is given to the farmer and a copy is kept at the VMCC for record. The mode of payment at VMCC is weekly i.e., after a week, farmers go to bank and receive their cash of all the week from their account. ii. Direct from Farmers (DF). As the name indicates, it is a collection directly from the farmers. The collection vehicle, when goes to an area for the milk collection, there are some farmers who dont supply milk at the VMCC. They are aware of the timings of the collection vehicle, so they supply milk directly to the people in the vehicle. iii. Progressive Farmers (PF) Progressive farmers are those farmers who supply milk directly to the collection vehicle like direct farmers but the difference is that these people are progressive farmers and they provide higher quantities of milk. Contract collection It is the system in which HFL deals with the different private milk collecting persons and enters into a contract with them to provide milk to the company. They may include the following: i. Mini Contractors Mini contractors are those who provide milk about 1000 litre of milk per day. They collect milk on their own. In this type of collection, the company identifies personnel who are willing to work and are of good repute with fair dealings. The contract is mainly verbal and no written type of contract was observed during our survey. The mini contractor collects milk from the farmers of the area as well as from the other areas. Milkmen from different areas also supply milk at mini contractors place. A company vehicle collects milk from these mini contactors. The MOT with that vehicle tests the milk according to their quality standards. If it passes the tests, it is accepted and rejected otherwise.

Sub-Contractors Market Research Method M-A-J-U Page 7

Sub Contractors are almost the same as that of mini contractors but the main difference is that milk is collected from the mini contractors place but sub contractor has to transport milk to the PHE of the company. HFL Milk collection area Sr. No. Milk Collection Zones 1 Arifwala 2 Bahawalnagar 3 Bahawalpur 4 Bhowana 5 Main Channu 6 Haveli 7 Jhang 8 Pakpattan 9 Okara 10 Rahim Yar Khan 11 Shah Jewna 12 Narowal 13 Upper Sind 14 Lower Sind Source: Authors own survey www.regoverningmarkets.org/en/fileman... Nestle Milk Pack: Nestl Pakistan Limited (NPL), formerly known as Nestl Milkpak Limited is a company that manufactures, processes and sells food products and ancillary equipment. The food products include dairy, confectionery, infant nutrition and culinary products, coffee, beverages and drinking water. The major brands include Milkpak UHT, Nestle Everyday, Lactogen and Nescafe. Milkpak was first introduced in the market by Milkpak Ltd. in 1981 and originated the packaged milk category by which they pioneered tetra pack milk in Pakistan. The supply chain involved collecting milk from rural areas across Punjab, processing the milk through UHT (Ultra-High Temperature Processing) treatment, and selling it to consumers in uniquely colored triangular and rectangular packs designed to prolong the milks quality. It was a simple solution, but difficult in practice: importing the stainless steel chilled containers required was prohibitively expensive. By 1988, the company purchased 120 tons of milk a day from 26,000 farmers.

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However Milkpaks Milk Packs were very well-received and the brand soon became synonymous with quality milk. Its first real competition came in the form of Haleeb, which introduced distinctively blue tetra packs to the market in 1986. Then in 1988, Switzerland-based Nestl SA, acquired a share in Milkpak Ltd and immediately began investing in milk cooling tanks. Between 1988 and 1992, 100 milk tanks were installed. 1992 onwards, with full support from the Nestl headquarters in Switzerland, reorganisation of the milk collection operation and the provision of agricultural technical assistance became top priorities. The investment paid off. Within a decade, Nestl's purchase of fresh milk had quadrupled, and the number of small farmers selling milk to Nestl tripled. In 2008 the market share of Nestl Pakistan in the dairy milk category has been estimated at 40 percent. Olpers: Engro Foods Limited is subsidiary of Engro Chemical Pakistan Ltd., which is one of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the areas of fertilizer, and chemicals. Engro Foods started its business operations in March 2006. It has established itself as a major player in the foods business with the successful launch of Olpers Milk, Tarang, Olwell, Olpers cream, Omor and Owsum. Engro Foods has already set up two processing plants at Sukkur and Sahiwal. With the ever expanding milk collection network and processing facilities, the Supply Chain has geared up the growing sales of its products. Engro Foods has entered the Food business through milk processing and sale with the companys vision to pursue growth opportunities based on country fundamentals and own strength. It also positions the company to leverage its corporate social responsibility initiatives and work closely with rural communities to promote integrated farming and livestock development.

Objective of Research: The packaged milk category was originated in 1981 by Milk Pak, which pioneered tetra pack milk in Pakistan. The supply chain involved collecting milk from rural areas across Punjab, processing the milk through UHT (Ultra-High Temperature Processing) treatment, and selling it to consumers in uniquely colored triangular and rectangular packs designed. Market Research Method M-A-J-U Page 9

By 2006, the dairy milk category was growing at 20 percent annually. Brands like Milk Pak (owned by Nestle) and Haleeb Milk (from Haleeb Foods) had led the dairy market in the worlds fourth largest milk producing country for nearly two decades without any real sustained competition. Milk Pak was identified by its green and white packaging the colors of the country and offered a brand backed with the strong equity of Nestle. Haleeb was recognized as the blue brand, and professed to have the naturally thickest milk. Olpers has woken up the competition. Milk Pak responded with campaigns of its own to reaffirm the positive equity of its brand. Haleeb implemented a response as well. And Olpers stars cutting its market share after competition become fierce. Olpers, however, stepped into the foray by launching a massive campaign that started off with an introductory slice-of-life. Olpers as a contemporary and modern brand as the name itself made sound like a foreign brand, giving the perception of quality. To a large extent, they were successful. Secondly they did some product changes picking red as the brand color in spite of greens and blues color also helped to enhance the in-store visibility and presence for Olpers packaged milk, and disassociation from its competition. Thirdly they highlighted and expanded upon the various occasions in which milk could and should use and making it All Purpose Milk.

Before the arrival of the olpers milk there was only two stakeholders in the processed milk in pakistan which are Nestle Milk Pack and Haleeb Milk. In year 2005 Nestle Milk Pack was market share of 44% and Haleeb 42% out from the 5% of the processed milk. On March 26, 2006 Olpers, however, stepped into the market by launching a massive campaign that started off with an introductory slice-of-life television commercial featuring some of the biggest stars in Pakistan. Billboards went up at key locations in the major cities, bzupages.com/.../8148d1241655901-group-no-9-presentation-olper-s-milk- engro-foodchemical-lmtd-beeni.ppt

After the arrival of the olpers milk into the market the share of the packed or processed milk was further divided among these three milk brands because before the launching of the olpers milk Engro foods was processing the milk at very low scale, e.g in 2005 the Engro Foods was on number 10 according to the . Processing capacity of the milk with 0.35 million liters. www.regoverningmarkets.org/en/fileman... So, in our group discussion we decided that we shall conduct the research in the processed milk industry of the Pakistan. So, in we decided that we shall compare the major three competitors of the processed milk providers or companies. Obliviously from the above information it is showing that we select Nestle Milk Pack, Olpers milk and Haleeb Milk for research. Our main purpose of research is to compare the Haleeb Milk with other brands. Statement of Objective Market Research Method M-A-J-U Page 10

Comparison of Haleeb Milk with Nestle Milk Pack & Olpers Define the Objective: To clarify our objective we have conducted Exploratory research in which we have used Pilot survey to know about the opinion of the retailers and whole sellers. We select a sample of 20 people for our exploratory research. We have conducted interview with them in which we asked some unstructured question with them. In our questions our more emphasis was on the Haleeb Milk because our main objective was to know about the Haleeb Milk market as compare to Nestle Milk pack and olpers market. For this purpose we used open ended questions to know about the Haleeb Milk. These 20 retailers are interviewed in the area of Shakrial, Comercial market and model town. These are the questions which we was asked with retailers and whole sellers. Q:1 What is the sale of Haleeb Milk in the current market? Response: All most all the respondent answered that the sales of Haleeb Milk is decreased during last three to four years. Q:2 What are reasons for decreasing the sales of Haleeb milk in the market?

Response: Ninety five percent respondents answered the reasons for decreasing the sales of Haleeb Milk which are, Supply Shortage Quality Problem Tough competition in market.

Q:3

Sales of which packed milk is high in the market?

Response: Ninety five % respondents answered that in current market among these three milk brands Nestle milk pack is at number one and olpers is at number two. From our exploratory research we analyzed that the sales of Haleeb Milk is decreasing in the market. This survey was conducted just to know about Haleeb Milk at small level. This survey was conducted just in the market of the three local areas which include Shakrial, Commercial market and model town. Approach to Research:

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When we collect the information from the respondent from pilot survey and analyzed the collected data. After the analysis of the exploratory research we decide to verify the result of exploratory research. For this purpose we expand our area of research to seven different segments of the Rawalpindi. For this purpose we approached to verify our exploratory result, we approached our research by twos ways, these, For Secondary Research: For secondary research we approached to verify the result of exploratory by literature review. For this purpose we visited different research engine and sites. We collect valuable information about the Haleeb Milk. For Primary Research: For primary research we approached our problems by using research questions. For this purpose we prepared a questionnaire which includes open ended and close ended questions. We asked questions in our research about Haleeb Milk its main competitors which are Nestle Milk Pack and Olpers.

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Questionnaire We are the students of Mohammad Ali Jinnah University (Islamabad). We are doing a project in course of Market Research Methods. We choose that we shall research on the pack milk. For our research, we select pack milk of three companies which are Nestle Milk pack, Haleeb Milk and olpers. In our research we are comparing Haleeb milk with other two packed milk. For this purpose we need your participation. Name: _______________________________________ Area: ____________________ Store Name: _____________________________________________________________ Q-1: Which packed milk is at number one, two and at number three? Packed Milk Olpers Nestle Milk Pack Haleeb Milk Q-2: Q-3: Q-4: Q-5: Q-6: In current market what you thing about the sales of Haleeb Milk? (a) Good (b) Dont Know (c) Bad In current market sales of which packed milk is high? (a) Nestle Milk Pack (b) Haleeb Milk (c) Olpers Which packed milk is more demanded by customers? (a) Haleeb Milk (b) Nestle Milk Pack(c) Olpers What do you think about the quality of the Haleeb Milk? (a) Bad (b) Good Which packed milk have a good quality? (a) Olpers (b) Haleeb Milk Pack (c) (c) Dont Know Nestle Milk Rank

Q-7: Q-8: Q-9:

What do you think about the supply of Haleeb Milk at current market? (a) Dont Know (b) Bad (c) Good The supply of which packed milk is good at current market? (a) Olpers (b) Nestle Milk Pack (c) What is your opinion about Haleeb Milk? Haleeb Milk

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Research Design To do anything it is more important to plan it before start any practical work. So, in marketing research it is most necessary to set the research design before started any research. Because due to this there shall be a proper path on which all the work will be carry. Research Design Used in Current Research: In current research we used descriptive research design to done our research. For this purpose we used multiple cross sectional research design. In descriptive research we used a survey method in which we have surveyed 200 whole sellers and retailers from the seven (7) different segments of the Rawalpindi city. These areas include Shakrial, Satellite Town, Pindora, Sadiqabad, Idiyala Road, Model Town and Raja Bazar. Sample Size: Our sample size include 200 retailers and wholesellers.

Sample Frame Area Shakrial Model Town Pindora Sattelite Town Sadiqabad Idiyala Raja Bazar Total Whole Sellers 5 0 5 0 5 5 5 25 Retailers 40 20 30 25 25 30 5 175 Total 45 20 35 25 30 35 10 200

Fieldwork To prove the any research problems and objective or achieve any goals it is necessary to do work on the filed, because due to this the decision can be easily taken. In current research in our field work we choose Rawalpindi city to do our research in the field. For this purpose we divide Rawalpindi city into 7 different segments and assigned each segment to each group member. Our areas of research include the following segments.

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Area of Research Sr. No. 1 2 3 4 5 6 7 Shakrial Model Town Sattelite Town Pindora Sadiqabad Idiyala Raja Bazar Area Researcher Fawad Kazmi Aamir Shahzad Atif Sagheer Rana Amin Raja Irfan Ch. Siaf Whole Group

Data Analysis: Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different business, science, and social science domains. Data analysis is a practice in which raw data is ordered and organized so that useful information can be extracted from it. The process of organizing and thinking about data is key to understanding what the data does and does not contain. There are a variety of ways in which people can approach data analysis, and it is notoriously easy to manipulate data during the analysis phase to push certain conclusions or agendas. For this reason, it is important to pay attention when data analysis is presented, and to think critically about the data and the conclusions which were drawn. Raw data can take a variety of forms, including measurements, survey responses, and observations. In its raw form, this information can be incredibly useful, but also overwhelming. Over the course of the data analysis process, the raw data is ordered in a way which will be useful. For example, survey results may be tallied, so that people can see at a glance how many people answered the survey, and how people responded to specific questions. Charts, graphs, and textual writeups of data are all forms of data analysis. These methods are designed to refine and distill the data so that readers can glean interesting information without needing to sort through all of the data on their own. Summarizing data is often critical to supporting arguments made with that data, as is presenting the data in a clear and understandable way. The raw data may also be included in the form of an appendix so that people can look up specifics for themselves. Data Analysis tools Used in current research: Market Research Method M-A-J-U Page 15

Literature Review: In literature review we collects information from different sources which includes different internet site and from the annual reports of the Haleeb Foods Litimted 2010. Market Share from 2005 to 2008: Year 2005 2006 2007 2008 Nestle Milk Pack 44 43 41 45 Haleeb Milk 42 38 30 22 Olpers 0 9 21 17 Others 14 10 8 16

The above table shows that the decline of haleeb milkm is starting from the year 2006. It was period in which olpers was lunched by the Engro foods. http://www.amcy5.com/Reports/marketing/amcy11.htm Case Study: In year 2008 a case study was written by the Dr. Tanvir Ali,Director, Advanced Studies,University of Agriculture, Faisalabad - Pakistan. In his recommendations he mentioned that the Haleeb Milk is facing the problems in maintain its quality as compare competitors. Analysis of Questionnaire: Questionnaire Checking: The initial steps in questionnaire checking involve a check of all the questionnaires for completeness and interviewing quality. In current research after collecting all questionnaire first of all we checks all the questionnaire. Editing: Editing is the review of the questionnaire with the objective of increasing accuracy and precision. It consist of screeeing questionnaire to identify illegible, incomplete or ambiguous. Responses may be illegible if they have benen poorly recorded. This is particularly common in questionnaire with alarge number of unstructured questions.

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Treatment of Unsatisfactory Responses: The questions with unsatisfactory responses is rejected is exclude from the sample. In current the same strategy is adopted and all the questions which was not answered by the prescribed manner are rejected and exclude from the sample. Coding: Coding means assigning a code, usually a number, to each possible response to each question. The code includes an indication of column position and data record it will occupy. A field represent a single item of data, such as sex of respondent. A convenient way to enter data is to use a spread sheet such as excel. In current research all the collecting data is stored in the MS excel spreadsheet according to the given code. We developed 9 sheet in MS excel for entering the data. Each sheet is assigned to each question . We gave code to every respondent. We gave code from 1 to 200. After collecting all the questionnaire from the respondents, the first step we adopted to analyzed our collected, check all the questionnaire. Frequency Distribution: When data was entered in to excel spread sheet than we have conduct some basic analysis. With the help of frequency distribution first of we collect all the responses for each question, for each question we calculate separate frequency. After calculating the frequency for each option which was given in question, the next step we followed to calculate its percentage that every options is selected by the respondents by how many times. After calculating all the percentages we present all the questions with the help of the charts to interpret the result.

Q-1Which packed milk is at No. 1, No,2 and No.3, give rank? Market Research Method M-A-J-U Page 17

1(i) Olpers Ranking:

Ranks Respondents % of respondents

No.1 48 24%

Olpers No.2 125 62.50%

No.3 27 13.50%

Rank of Olpers

13.50%

24%

No.1 No.2 No.3

62.50%

From the sample of 200 respondents the responses of 24% that olpers is at No. 1. 62.50% respondent that it is at No.2 and only and 13.50% ranks olpers at No.3.

1-(ii) Haleeb Milk Ranking: Market Research Method M-A-J-U Page 18

Ranks Respondents % of respondents

No.1 22 11%

Haleeb Milk No.2 No.3 26 152 13% 76%

Rank of Haleeb Milk

11% 13%

No.1 No.2 No.3

76%

From the sample of 200respondents just 11% percent rank Haleeb milk at No.1. 13% percent rank it at No.2 but large numbers of respondent rank it at No. 3 (76%).

1:(iii) Nestle Milk Pack ranking: Market Research Method M-A-J-U Page 19

Ranks Respondents % of respondents

No.1 132 66%

Nestle Milk Pack No.2 No.3 47 21 23.50% 10.50%

10.50%

Rank of Nestle Milk Pack

23.50%

No.1 No.2 No.3

66%

From the sample of 200 respondents a large amount of people rank Nestle milk pack at No.1, they 66% of the total respondent. 23.50 ranks it at No. 2 and just 10.50% give No.3 to it.

Q-2: What is the sale of Haleeb Milk at current market? Market Research Method M-A-J-U Page 20

Haleeb Sales

Good 34 17%

Dont Know 52 27%

Bad 110 56%

Note: For question 2, the answers of four respondents are rejected on the basis of cutting and double tick.

Sales of Haleeb Milk

17%
Good Don't Know Bad

56%

27%

From the sample of 200 respondents, four questions are rejected on the basis of cutting and double tick. From rest of 196 questions 56% gave response that in the current market the sales of Haleeb Milk are bad. Only 17% respondents answered that sales of haleeb milk is good and 27% simply respondent that they do not know about it.

Q: 3

Sales of which packed milk are high at current market? High Sales

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Nestle Milk Pack 139 70%

Haleeb mILK 13 7%

Olpers 48 23%

High Sales 23% From the sample of 200 retailers and whole sellers, & 70% respondent that at the current market the sales of the Nestle Milk Pack is high. They are market leader. 23% said that olpers slaes is high but there is small ratio of respondents who said that Haleeb Milk slaes is best at current market.

Nestle

7%

Haleeb Olpers

70%

Q: 4

which packed milk are more demanded by the customers? More demanded by customers Haleeb Milk 18 9% Nestle Milk Pack 138 69% Olpers 44 22%

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High Demand
22% 9%

Haleeb Nestle Olpers

69%

From the sample of 200 respondents, 69% response shows that Nestle Milk pack is more demanded by the customers and 22% said that olpers is more demanded but there is only 9% who said that haleeb milk is more demanded. So, in the current market Nestle is more demanded as compare to two others milk.

Q: 5

What do you think about the quality of the Haleeb Milk? Bad 56 29% Good 75 75% Dont Know 60 60%

Haleeb Quality

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Note: From the sample of 200 people, the answers of 9 respondents are rejected on the basis of non response, double tick and some respondents was not agreed to give response about this question.

31%

Quality of Haleeb

29%
Bad Good Don't Know

39%
From the sample of 200 people, the response of 191 people shows that 39% said that the quality of Haleeb milk is good, 29% said that its quality is bad and 31% said that they do not know about it.

Q: 6

Quality of which packed milk are good? Best Quality Milk Olpers 45 22.5% Haleeb Milk 38 19% Nestle Milk Pack 117 58.5%

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Best Quality
22.50%

Olpers Haleeb Nestle

58.50%
19%

From the sample of the 200 respondents again a large amount of people answered that the quality of Nestle Milk pack is best, they are 58.50% of the total respondents. 22.50% said that quality of Olpers is best and 19% said that quality of Haleeb milk is best.

Q: 7

what do you think about the supply of the Haleeb milk at the current market? Dont know 44 23% Bad 101 52% Good 49 25%

Haleeb Supply

Note: From the sample of 200 respondents, the answers of six (6) respondents are rejected for question No. 7. Market Research Method M-A-J-U Page 25

Supply of Haleeb

25% 23%
Don't Know Bad Good

52%

From the sample of 200 respondents 52% people said the supply of haleeb is not good. 23% said that they dont know about it and 25% said that the supply of Haleeb is good.

Q: 8

which packed milk have more supply in he market? High Supply Olpers 62 31% Nestle Milk Pack 126 63% Haleeb Milk 11 6% M-A-J-U Page 26

Market Research Method

6%

High Supply

31%

Olpers Nestle Haleeb

63%

From the sample of 200 respondents, on the basis of the response of 199 people, the supply of Nestle milk Pack is high; they are 63% of the total respondents. 31% respondents said that supply of Olpers is high and just 6% said that Haleeb supply is high.

Q: 9

What is your opinion about Haleeb Milk?

Note: Out of 200 respondents only 132 give their opinion about the Haleeb Milk. So, 34% people do not give their opinion. From the 132 opinions round about ninety percent respondents said that Haleeb milk need to improve its quality and supply in the market to increase its sales. Some interesting but Valuable Opinion: Daniyal Departmental Store, Rahim Town, Shakrial.

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The owner of the store gave a interesting but good opinion which is time is changed but the people are same. I asked him what its mean. He answered me that retailers are still their but before 4 or 5 years, haleeb did not gave value to the complaints of the clients so now Haleeb is not in a position to compete its competitors. Ahmed General Store, Haroon Chowk, Shakrial. The owner of this store said that Haleeb need to focus on marketing strategy, they are doing these activities but to compete its competitors they need lot of efforts to promote its product. Masha-allah General Store, Raja Town, New Shakrial. The owner of this store said that Haleeb milk should gave value to the complaints of its clients. The interesting thing is that when I asked him about his opinion, for some second he became hyper. He said that in year 2005, some carton which was supplied by haleeb milk was found defected and they did not replace it.

Co-relation: For data analysis we also find co-relation. For this purpose we select three questions from our questionnaire. Question number two (2) ,Five (5) and seven (7) is selected to find out the correlation. In this we find the relationship of the Haleeb Milk sales with its quality and its supply. Question number two (2) is about the sales of the Haleeb and question number five (5) is about its quality and question seven (7) is about its supply. The main purpose to find out the relation between the sales and quality and also the relationship between sales and supply. Market Research Method M-A-J-U Page 28

For this purpose we develop four hypothesis which are To find out the relationship between sales and quality the hypothesis are, H1 H2 Sale of Haleeb Milk is decreasing due to its quality. Sale of Haleeb Milk is decreasing not due to its quality.

To find out the relationship between sales and supply the hypothesis are, H3 Sales of Haleeb is decreasing due to its supply, H4 Sales of Haleeb is decreasing not due to its supply. To check our hypothesis we maintain a data of two hundred respondents in spread sheet, 1. What is the relationship between sales and quality of the haleeb milk:
r= N(XY) (X) (Y) [N X2 (X)2] [NY2 (Y)2]

X= Sales of Haleeb Milk Y=Quality of Haleeb Milk = 200(902) 468 (386) 1232-200(468)2 896 200 (386)2

180400 - 180648 (1232 -43804800) (896 29799200)

-248 43803568 - 29798304

= =

-248 3742.360352 -0.00862 M-A-J-U Page 29

Market Research Method

From the above calculation hypothesis H2 is proved that there is negative relationship between the sales and quality of the Haleeb milk that sales of haleeb milk is decreasing not due to its quality but due to other factors. These factors may include tough competition in the market and resource constraints and marketing activities. From our research some respondents give opinion about the Haleeb milk that they are needed to promote its products with more promotional activities. As its competitors are doing more promotional activities. 2. What is the relationship between sales and supply of the haleeb milk: H3 H4 Sales of Haleeb is decreasing due to its supply, Sales of Haleeb is decreasing not due to its supply.

r=

N(XZ) (X) (Z) [N X2 (X)2] [NZ2 (Z)2]

X= Sales of Haleeb Milk Z= Supply of Haleeb Milk

200(913) 468 (392) 1232-200(468)2 886 200 (392)2

182600 - 183456 (1232 -43804800) (896 30732800)

-856 43803568 - 30731914

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= =

-856 3615.474243 -0.03372

The sales and supply of haleeb milk is also show a negative relation that sales of haleeb is not decreasing due to its supply but due to other factors. These other factors may include tough competition in the market and resources constraints and low marketing or promotional activities as compare to competitors or to switching the customers to other brand from haleeb milk. So, hypothesis H4 is proved. The above correlation is finding on the basis of the following table,
Sale s X 3 3 3 0 2 3 1 3 3 3 3 2 3 3 1 3 3 3 3 1 3 3 Quali ty Y 2 2 1 0 3 2 2 1 3 1 0 3 1 3 2 1 2 2 3 1 3 1 Sup ply Z 2 2 3 2 1 2 1 2 2 2 2 1 3 1 2 2 1 1 2 3 1 2

Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Name of respondent Ahsan Ullah Noman Mehmood Mawaz Ahktar Walli Khan Bilal Naeem ChuDary Aslam Ahbid Hussain Naseer Ahmed Imran Javiad Iqbal Aftab Ahmed Hafeez-ur-rehman Abbasi Abraz Abbasi Kamran Ali Mohammad Tusaddiq Mohammad Imran Satti Mohammad Slaeem Malik Aqeel Awan Raja Fiasal Mehmood Toqeer Abbasi Waheed Wasif Ali

X2 9 9 9 0 4 9 1 9 9 9 9 4 9 9 1 9 9 9 9 1 9 9

Y2 4 4 1 0 9 4 4 1 9 1 0 9 1 9 4 1 4 4 9 1 9 1

XY 6 6 3 0 6 6 2 3 9 3 0 6 3 9 2 3 6 6 9 1 9 3

Z2 4 4 9 4 1 4 1 4 4 4 4 1 9 1 4 4 1 1 4 9 1 4

XZ 6 6 9 0 2 6 1 6 6 6 6 2 9 3 2 6 3 3 6 3 3 6

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23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63

Raja Siaf Sajid Mehmood Raja Kashif Khan Agha Kahteeb Ahmed Fiasal Akbar Atiq Raja Saparus Qureshi Abdul Razaaq Frat Ullah Sher Baz Farhan Abbasi Rashid Abbasi Raja Imran Sajid Daniyal Mina Dar Mohammad Wasif Khatak Tahir Masood Ashfaq Chudary Nadeem Mohammad Adnan Rafiq Shebaz Ahmed Seed-ur-rehman Zafraan Faisal Ali Abbass M.Dawood Fida Hussain Ghulam Ali Sarfraz Zulfiqar Ahmad M.Riaz M.Aashiq M.Ejaz Rana Al-Saud habib Ur Rehman Mazhar Iqbal Malik Waqar Ahmad Muzamal Shreef Ch.Babar Qaisar Naseer

3 3 3 1 1 2 3 3 3 3 3 3 3 2 3 2 3 3 2 3 3 2 3 3 3 2 2 3 3 1 3 3 3 3 3 1 2 2 2 3 3

1 2 3 2 2 3 1 3 1 3 1 2 3 2 2 2 3 2 3 3 2 2 2 1 2 3 2 3 1 2 2 1 3 1 1 2 3 3 3 3 2

2 2 1 3 3 3 2 1 2 2 2 2 2 3 3 3 1 1 3 2 2 2 2 2 2 1 3 3 3 2 2 3 1 1 1 3 1 2 1 2 3

9 9 9 1 1 4 9 9 9 9 9 9 9 4 9 4 9 9 4 9 9 4 9 9 9 4 4 9 9 1 9 9 9 9 9 1 4 4 4 9 9

1 4 9 4 4 9 1 9 1 9 1 4 9 4 4 4 9 4 9 9 4 4 4 1 4 9 4 9 1 4 4 1 9 1 1 4 9 9 9 9 4

3 6 9 2 2 6 3 9 3 9 3 6 9 4 6 4 9 6 6 9 6 4 6 3 6 6 4 9 3 2 6 3 9 3 3 2 6 6 6 9 6

4 4 1 9 9 9 4 1 4 4 4 4 4 9 9 9 1 1 9 4 4 4 4 4 4 1 9 9 9 4 4 9 1 1 1 9 1 4 1 4 9

6 6 3 3 3 6 6 3 6 6 6 6 6 6 9 6 3 3 6 6 6 4 6 6 6 2 6 9 9 2 6 9 3 3 3 3 2 4 2 6 9

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64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106

Toseef Ahmad Akber Khan kashif aamir haji afzal nazeer fazal adnan mehmood ali majid shah tahir malik ali qadir ahmed akhtar ahmed khan noor hassan atif bhatti ashfaq malik hassan atif awan ali darya khan shahid khan ilyaas chodhry waseem ahmad pervez chacha ahmad nyazi Mujahid Naseem Miyan Gulfraz Obaidullah Adnan shahzad ali haidar shahdi hussain Omer Farooq Muhammad Karam Naveed iftekhar asad ali ibrahim umer sajid muhammad aziz

2 2 3 2 2 1 2 3 1 3 1 1 2 3 1 2 3 3 2 3 3 1 3 1 3 2 2 1 1 2 3 2 3 2 2 2 1 3 0 3 3 0 3

3 2 3 1 3 1 3 1 2 1 2 2 1 1 2 3 1 1 3 2 1 2 2 2 3 3 2 3 1 2 1 1 3 3 3 3 2 1 0 1 0 0 1

1 3 2 1 1 2 2 1 2 2 3 3 1 2 1 2 1 3 1 2 2 2 2 1 1 3 2 2 2 2 2 2 3 1 2 1 1 2 0 2 0 0 2

4 4 9 4 4 1 4 9 1 9 1 1 4 9 1 4 9 9 4 9 9 1 9 1 9 4 4 1 1 4 9 4 9 4 4 4 1 9 0 9 9 0 9

9 4 9 1 9 1 9 1 4 1 4 4 1 1 4 9 1 1 9 4 1 4 4 4 9 9 4 9 1 4 1 1 9 9 9 9 4 1 0 1 0 0 1

6 4 9 2 6 1 6 3 2 3 2 2 2 3 2 6 3 3 6 6 3 2 6 2 9 6 4 3 1 4 3 2 9 6 6 6 2 3 0 3 0 0 3

1 9 4 1 1 4 4 1 4 4 9 9 1 4 1 4 1 9 1 4 4 4 4 1 1 9 4 4 4 4 4 4 9 1 4 1 1 4 0 4 0 0 4

2 6 6 2 2 2 4 3 2 6 3 3 2 6 1 4 3 9 2 6 6 2 6 1 3 6 4 2 2 4 6 4 9 2 4 2 1 6 0 6 0 0 6

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107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144

kashif raza humayun muhammad azhar muhammad amin khan ubaid muhammad aamir younis saadullah sadiq raza muhammad iqbal khan yasir aslam abid shah raja gulfaraz khan tanveer ahmed abbasi Parhez gar khan Mamtaz Ahmed Musaddiq Mohammad Imran Nasir Ahmed Abbasi Tariq khalid maqtoom abdul rahim owaiz abbasi moharram shah farooq amjad shafaqat abbasi kamran imran mansoor umer farooq amir abbas ali shah amjad mahmood awan abdul qayyum wazeer shah mohd. Shafeeq amir khursheed abbasi malik kazmi saqib latif yasir yunis

3 1 3 3 3 3 3 0 3 3 3 3 3 2 3 2 3 1 3 3 3 3 3 3 1 2 2 1 3 2 3 3 3 2 3 3 3 3

0 1 0 1 1 0 1 0 2 1 1 1 1 3 3 3 3 2 1 2 1 1 1 3 3 2 2 3 3 2 3 1 2 3 3 2 2 1

3 3 0 2 2 0 2 0 3 2 2 2 3 1 1 1 1 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 2 2 2

9 1 9 9 9 9 9 0 9 9 9 9 9 4 9 4 9 1 9 9 9 9 9 9 1 4 4 1 9 4 9 9 9 4 9 9 9 9

0 1 0 1 1 0 1 0 4 1 1 1 1 9 9 9 9 4 1 4 1 1 1 9 9 4 4 9 9 4 9 1 4 9 9 4 4 1

0 1 0 3 3 0 3 0 6 3 3 3 3 6 9 6 9 2 3 6 3 3 3 9 3 4 4 3 9 4 9 3 6 6 9 6 6 3

9 9 0 4 4 0 4 0 9 4 4 4 9 1 1 1 1 9 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 1 4 4 4 4

9 3 0 6 6 0 6 0 9 6 6 6 9 2 3 2 3 3 6 6 6 6 6 6 2 4 4 2 6 4 6 6 6 2 6 6 6 6

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145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184

malik shahid mehmood mokhtar ahmed abdul sataar haris khan farooq khan mohd junaid aslam rizwan kazmi samad ali mahammad javaid aslam syed ahsan ali shah Asad ullah Najaf Shah Karim Khan Rehman Ullah Naseer Kiani Nasir Ali Shakeel Ahmed Zaheer Ali Syed Afzal Hussian Shah Siraj-ud-din Asmat Ullah Ghulam Mustafa Mubarak Khaleeq-ur-rehman Abdul Razaq Hamad Zaman Mohammad Adnan Mujahid Samad Khan Abdul Hameed Abid Abbasi Saeed ullah Baig Shokat Abbasi Fayaz Ahmed Sardar Aftab Usman Ullah Tanzeel Syed Wasif Ali Shah Naveed Raza Asif Ali

2 3 3 3 3 2 2 3 1 2 2 2 1 1 3 1 2 1 3 3 2 2 2 2 2 3 3 3 1 3 1 3 2 2 3 1 3 2 2 1

3 2 3 2 1 2 1 3 2 2 3 2 2 2 1 2 2 2 3 2 1 2 2 3 3 2 1 2 2 1 2 1 3 2 2 1 2 3 1 2

2 2 2 1 2 2 1 2 1 2 2 3 3 1 2 3 1 3 2 2 3 3 3 2 1 2 2 3 3 2 3 3 3 2 3 3 3 2 2 3

4 9 9 9 9 4 4 9 1 4 4 4 1 1 9 1 4 1 9 9 4 4 4 4 4 9 9 9 1 9 1 9 4 4 9 1 9 4 4 1

9 4 9 4 1 4 1 9 4 4 9 4 4 4 1 4 4 4 9 4 1 4 4 9 9 4 1 4 4 1 4 1 9 4 4 1 4 9 1 4

6 6 9 6 3 4 2 9 2 4 6 4 2 2 3 2 4 2 9 6 2 4 4 6 6 6 3 6 2 3 2 3 6 4 6 1 6 6 2 2

4 4 4 1 4 4 1 4 1 4 4 9 9 1 4 9 1 9 4 4 9 9 9 4 1 4 4 9 9 4 9 9 9 4 9 9 9 4 4 9

4 6 6 3 6 4 2 6 1 4 4 6 3 1 6 3 2 3 6 6 6 6 6 4 2 6 6 9 3 6 3 9 6 4 9 3 9 4 4 3

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185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200

Mohd Askari Sajjad Haider M.Arshad Mohsin Abbasi Anwar Khan Mukhtar Ahmad Zeesha Mohammad Hussain Abdul Rauf Ishrat Iqbal Jamial Mohammad Riaz Mohammad Naeem Sarwar Kuddo Shiek Atiq-ur-rehman

2 1 1 3 1 2 3 3 3 2 1 3 3 3 3 3 468

2 2 2 2 1 3 2 2 3 3 2 3 3 3 1 2 386

3 3 2 2 2 3 3 3 1 1 3 1 2 1 2 2 392

4 1 1 9 1 4 9 9 9 4 1 9 9 9 9 9 123 2

4 4 4 4 1 9 4 4 9 9 4 9 9 9 1 4 89 6

4 2 2 6 1 6 6 6 9 6 2 9 9 9 3 6 90 2

9 9 4 4 4 9 9 9 1 1 9 1 4 1 4 4 88 6

6 3 2 6 2 6 9 9 3 2 3 3 6 3 6 6 91 3

RECOMMENDATIONS

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From the following research after analyzing the whole data we are in a position to recommends different recommendations to Haleeb milk, They must give to the complaints of the clients, They must properly supplys its product in to the market, They must increase their numbers of distributors to compete with its competitors, They must focus on its quality, They must monitor its internal management on regular basis. They must increase their promotional activities.

APPENDICES www.haleebfoods.com http://www.scribd.com/doc/26145582/Marketing-of-OLPER-s www.nestle.com Market Research Method M-A-J-U Page 37

Economy survey of Pakistan 2008 www.Google.com http://socalledpeace.com/2010/04/11/poisonous-milk-all-around-you/ http://www.papercamp.com/essay/15930/Milk-Marketing

www.regoverningmarkets.org/en/fileman...

bzupages.com/.../8148d1241655901-group-no-9-presentation-olper-s-milk- engro-foodchemical-lmtd-beeni.ppt

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