Haleeb Food Limited

About Us

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Touseef AQ Arbab Murtaza Ahsan Daniyal Mian Aftab Saeed Fiza Mehmood
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 Contents of the day

Innovative
Problems entrepreneurship
Departmentalization
6
Company 4 Recommendations
overview 2 HR Department and conclusion

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1
Company Overview
 History Overview
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs.46 Million under the name of Chaudhary
Dairies Limited which was renamed as CDL Foods Limited and now it is known to be as Haleeb Foods Limited (HFL). Haleeb
Foods Limited started its operations, becoming one of the pioneers in the Pakistani dairy industry with its state-of-the-art
plant.

1984 Founded as Chaudhry Dairies Limited

1987 Started sale of packaged milk under “Haleeb” brand
1989 Established equity partnership with CC Friesland, Netherlands
1991 Discontinued the partnership with Friesland Frico Domo
1998 Entered in franchise agreement with Cedilac, France
2004 Changed corporate name to “Haleeb Foods
 EVOLUTION

Started in 1984 as Chaudary Dairies

Name Changed to Haleeb Foods Ltd in 2004

T urnover of PKR 10 Billion anually in 2006

Vision Mega Ltd purchased huge chuked of shares

and brought new young management.
 INTRODUCTION

Haleeb Foods Limited, one of the largest Dairy Processing

company in Pakistan.2nd largest processor capacity of various milk
processing companies. It is also producing, products other than
milk.
Mission Statement
“To build branded food business to improve quality of life by
offering tasty, affordable and highly nutritional products to our
consumers while maximizing shareholder’s value”
 MILESTONES
9002
Certification HFL is the first food company and so far the only
dairy company in Pakistan to get ISO 9002
Certification - a Quality Management System.

HACCP
HACCP (In process controls for safer products)

ISO 14000 ISO 14000 (Environment-friendly operations)

 OBJECTIVES OF THE COMPANY

TO TARGET NEW EMERGING TO DEVELOP PRODUCTS WITH

SEGMENTS OF MILK MARKET. INDIGENOUS TECHNOLOGY AND
RESEARCH

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TO BE AN INNOVATIVE MARKETING TO DELIVER CONSISTENT TO IMPROVE ALLIANCE WITH
AND RESEARCH ORIENTED QUALITY TO OUR CUSTOMERS OTHER COMPANIES IN
COMPANY TECHNOLOGY
 PRODUCT RANGE OF HALEEB FOODS

The quality products of haleeb is as per the standards of

ISO & HACCP.
The products can be divided into following:

ConsumerProducts

Industrial Products

Exports
 CONSUMER PRODUCTS

Dairy Products

 Daizy Butter  Daizy Yogurt

 N’rish  Liquid Tea Whitener
 Cream  Powder Tea Whitener
 Lassi drink  Daizy Cheese
 Tea Max  Asli Desi Ghee
 Fava
 CREMYUM
 Nutrious Thick Milk
Tropico
UHT Milk
 Dairy Queen  Tropico Nectar
 Haleeb Nutrious Thick Milk  Good Day 100% Pure
 Candy Up Flavored Milk  Tropico Fruit Drink(Mango, Apple, Mix)
 Skimz Liquid Milk
 Skimz Powder Milk
 Haleeb Skimmed milk Powder (SMP) was introduced in
INDUSTRIAL PRODUCTS 1992. Apart from internal use, it is also sold as bulk
products. Instant Full Cream Milk Powder (IFCMP) was
introduced in 1996. Both products are sold in 25 kg bags.

UNITED STATES OF
EXPORTS AMERICA

CHINA
Haleeb foods limited started exporting its products in 1999
and has done business with customers in Korea, Afghanistan
and china, United Kingdom.
It exports Desi Ghee to South Africa cream, milk and fruit
juices UK. Powdered milk and ghee to Qatar. It is also
planning to export its products to Canada, Dubai and
Uzbekistan SOUTH ARRICA
 SWOT ANALYSIS

Strengths Weaknesses
-ISO Certified -Less promotion
-Advanced Plant -Weak Distribution network
-Qualified Workforce -Excessive focus on profitability

SWOT
Opportunity
Threats
-Can Export its Juices
-Strong Competitors
-Can works on Diversification strategy
-Price Sensitive consumer
-Can work jointly with other companies
-Local distributors with unbranded products
DEPARTMENTALIZATION
 ORGANIZATION STRUCTURE

Chairman

Mananging
Directors

Quality Information
Technical Operations R&D Marketing Sales HR Finance Supply Chain Food Services
Assurancce System

Maintenance Production Quality Control Brand Team Sales Team HR Functions Accounting Warehouse

ProjectsS Administration Quality Sessions Customer Care Finance Milk Procurement

Purchase
Imports
 Departments Of Haleeb Food

There are following department in Haleeb Food:

 Finance Department
 Technical Department
 Sales Department
 Marketing Department
 Department of Human Resources
 Research and development R&D
 Department of Quality Assurance
 Operation Department
 Information system
 Supply Chain
 FINANCE DEPT. MARKETING DEPT.
Head of Finance Dept. Jan Muhammad Head of Marketing Dept. Iqbal Jutt

GMFinance

GMM
Iqbal Jutt
Manager Treasury Manager
Accounts

Asst Brand Brand Activation Marketing

Brand Manager
manager Executives coordinator
Customer/Employee Sharjeel
Adil Yasir Nagina
Services

Function: Function:
Financial Analysis/Budgeting Creating a wide range of marketing Materials
Analyses of Projects’ Progress and financial and program Managing all marketing
reporting thereon ISD Taste Trial Activity Planning & executionStatutory Media
Statutory Reporting Planning
Compliance Sales Consultantance
Taxation Data Collector
Departmental Auditor Promotions
 Dept. of HUMAN Dept. of Quality
RESOURCE Management ASSURANCE
GM HR: Omer Hassan Janjua Head of Quality ass. Dept. : Mr. Iftikhar Ahmad
Manger HR: Salman Nawazish
Deputy HR: Manager: Muhammad Nadeem Bhutta.

GM Quality Assurance
GM Human
Resource

Manager Quality Manager Quality System

Manager
Manager HR Manager IR Control
Admin

Function:
 Training and development (T&D)
 Organization development
 Career development
 The “new learning and performance wheel”
 Strategic management and HRD
 The supervisor’s role in HRD
 Organizational structure of the HRD function
Function:
 Establish quality and reliability standards.
 Maintains product quality
 Devising evaluation tests, methods, and procedures.
 Preparing the quality assurance budget, scheduling
expenditures,
 Establishes raw material standards
HUMAN RESOURCE
MANAGEMENT Dept.
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS

G M HR
Omer Hassan Janjua .

HIERARCHY OF HR Dept.

Asst. Manager HR Asst. Manager IR

Muhammad Nadeem Salman Nawazish

GM HR: Omer Hassan Janjua

Manger HR: Salman Nawazish
Deputy HR: Manager: Muhammad Nadeem Bhutta.

Total workforce of HFL consist of 3000 exceptional individuals to support its operations; out of which 900 are
permanent, employees 600 are on contract and 1500 are of third party.
The Human Resource Department of Haleeb Foods Limited (Formerly CDL Foods Limited) means the policies and
practices involved in carrying out the “people” or human resource aspects of a management position.
 HUMAN RESOURCE DEVELOPMENT FUNCTIONS

 Recruitments/interviews.
 Training/induction/development in the organization.
 Revising, creating, implementing HR policies,
 Performance Evaluation, ensure maximum efficiency.
 Manage schedules and deadlines.
 Competency, Physical Facilities, Benefits & Incentives
 Dealing with all the matters related to the labor and
industrial relation issues.
 Strategy Development along with Marketing, operation and
finance departments
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS
HR Policies
Dress Code: Dress code is formal
Working Hours: 9:00 pm To 5:00 pm, 1 hour break in routine except Friday.
Paid Vacations: 10 Sick leaves, 10 Casual leaves, 20 Annual leave.
Job Security: Job security is on the bases of performance
Warning letters issued to employs before terminating them.

Performance Evaluation And Maximum Work Efficiency

 Performance is evaluated on the bases of different departmental

tests.
 Audit team get comprehensive information from all the departments
carefully and its analysis is conducted with great care. The results
are analyzed with great emphasis on the company’s behalf. If there
appears any deficit then revise their strategies implement them and
then get the results and if there are no loopholes found they continue
to implement that strategy for the specified period of time. This
evaluation conduct twice a year.
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS

COMPETENCY, PHYSICAL FACILITIES, BENEFITS & INCENTIVES

Various rewards may help achieve Maximum efficiency. For Example in case of Haleeb juices, bonuses or commission
should be given to members of sales force/personal selling teams whom sales more units of juice packets.
Competency Modeling
Competency modeling model is basically designed in the Human Resource
management to check out the different sort of competencies, skills, abilities and
performances required to complete a certain level of job. job competency-
modeling model is designed in such a way that from this model it can be judged
easily how many competencies that supervisor has and in which competencies he
is lacking.
Depending upon Employees performance evaluation, they are
given incentive and benefit:
 Mobile  Trips and tours
 Conveyance facilities
 Vehicle (for GMs, MD)
 Fuel allowances
 Entertainment Allowances
 Medical benefits Home rent
Allowances
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS

TRAINING AND DEVELOPMENT

The HR department of Haleeb foods mainly focuses on training and development of their employees. In this regard many training and
development activities always continues.
Some of these activities carried out by Human resource department of Haleeb foods is as:
Training Session of production Department at RYK Plant Dairy Services Activities a Layyah Main Center

Session #01 On dated 13th October-17, Layyah Milk collection team organized
Session #02 farmer’s day and animal health camp at sub center 90TDA, where mo
Topic: Introduction to
Aseptic Technology Topic: Housekeeping Implementation than 80 farmers participated. Layyah team educated the farmers o
following topics and did treatment of some animals.
1. Aflatoxin
2. Cause of Aflatoxin.
3. Source of Aflatoxin.
4. Prevention of Aflatoxin.
5. Mastitis
6. Importance of ample water availability for animal health
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS

RECRUITMENTS
Process of Recruitment at Haleeb foods Limited
After interviews staff often assign applicants
one or more standardized tests to assess
personality type, physical suitability for the
job, cognition (reasoning, memory, perceptual
speed and accuracy, math, and reading
comprehension), and/or emotional intelligence. Hiring: Once the candidate accepts the job offer, he or
she is hired. This kicks off a phase of filling out and
filing paperwork related to employment including
Hiring eligibility to work forms, tax-withholding forms, and
company specific forms.
Talent
The job requirements form the basis Assesment
for the job description. Other Interviews
necessary information includes
Job
essential functions to be performed in
Description
the role and the advantages of
working for the company (i.e., Initial interviews with applicants are
workplace environment, typically phone calls with HR
compensation and benefits, perks. representatives. These interviews
determine if applicants have the
qualifications needed to do the job
and serve to further narrow the
pool of candidates.
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS
Activities of HR department for Recruitment

Recently, Haleeb Foods Limited Conducts its Recruitment Drive at LUMS

Haleeb Foods Limited (HFL) conducted a recruitment drive for their Graduate Trainee and Internship
Programs at Lahore University of Management Sciences (LUMS), on February 20. Mr.Omer, Head of
Human Resource, Haleeb Foods Limited, started the session by introducing the company. She told the
students that HFL is a leading food and beverage company in Pakistan with a strong focus on the
hygiene, nutrition, health and well-being of its consumers. HFL is a pioneer of the dairy sector in
Pakistan and has contributed substantially to the continuous growth of this sector.
 HUMAN RESOURCE DEPARTMENT OF HALEEB FOODS

LABOR RELATIONS
Haleeb foods Limited give importance to its relations with labors as any organization can only achieve their
organizational goals and vision only through teamwork. The HR department of HFL always works for their employees
especially labors. In this regards they arrange sessions with their labors in order to solve their problems and to
develop a good relation.

Awareness Session on EOBI, PESSI & WWB Benefits

HR manager on EOBI, PESSI & WWB for employees, organized a full

day awareness session, how they can get incentive and benefits from
government’s schemes. The session was organized at BHP plant
facilitated by concerns from respective government bodies.
PROBLEMS
 PROBLEMS
Net Profit
Overview of Downsizing of Haleeb Foods Limited 2000

1000
The journey began in 1984, when Chaudhry Dairies Ltd (CDL) established a plant
over 37 acres of land with a capacity to process 80,000 liters of milk per day. The 0
next year, they started supplying Ultra High Treatment (UHT) milk that took almost Year 2015 Year 2016 Year 2017
no time in becoming a popular choice. In 1987, the company started sale under the Net Profit
title of “Haleeb” brand.
It was also the first dairy unit to acquire ISO 9002, HACCP and ISO 14000
certifications. Even though, Haleeb was not the only brand for this kind of milk, its latest
technology gave it a clear edge over more than twenty other plants operating in the
country, including Nestlé MilkPak . The continued success of the company allowed it to
venture into new product lines and by 2004, Haleeb had morphed into the corporate
identity of “Haleeb Foods”.
Fast forward to 2017 and the former market leader in the milk category that
enjoyed more than 52 percent share of the market of packaged milk in 2006-07 is
now down to less than 2 percent. The company’s management has been revamped
and the marketing strategy is being shaped from scratch again.

“The whole industry is suffering but are also losing out to

others players and id addition to that we are also competing
with loose milk which is making things harder for us”
Haroon M. K. Lodhi
 PROBLEMS
 Promotion
Unattractive advertisement, Haleeb didn’t focus on advertisement of their
brand but other players in market put huge investment on promotion of their
products  Losing to loose milk 1.3 Billion
L
 Quality Packed
The Pakistani milk market is also a unique one. Loose milk accounts for 95 38
The quality of Haleeb’s product also went percent of the total milk market in the country. The remaining five percent is Billion
down allowing other players to take their shared between packaged milk supplier giants like Engro and Nestlé and Litres 36.7
market share. some former leaders like Haleeb.
Billion L
Loose

 Limited their own Product Milk Production in Pakistan

They have really limited the use of their product through their own advertisement
by saying “CHAYE BANAYE KHOOB HALEEB”. These were the serious concerns for  Failed to focus all age groups
their product, they are themselves saying that their milk is only tea purpose through
 Price this campaign, so what about drinking HALEEB MILK. Is it harmful to drink HALEEB
Milk?  Distribution channels
Priced higher than
other quality brands Haleeb’s distribution channels are also not good and their product is not
and no discount offers. delivered at every store and shop. Retailers complains that HFL do not
provide replacement to the expired products.
 Less Focus on Their Core-Product 52% Year 2007

The downfall of the company can mostly be attributed to the previous

management’s shift in focus from their core product, white milk, to other Haleeb’s shares in White Milk
Market
categories.
2% Year 2017
RECOMMENDATIONS
 RECOMMENDATION

IMPROVE QUALITY: First Haleeb Foods Limited must need to improve their quality of
products.

REDESIGN PACKAGING: They need to redesign their packaging, especially in Tetra packs 6
layers, proper labeling on packaging and should also introduce new sizes.

FOCUN ON WHITE MILK: They need to focus their strong hole, which is their white milk. The
market value of white milk, has immensely gained in Pakistan.

IMPROVE DISTRIBUTION CHANNEL : The shopkeepers complains that Haleeb Foods Limited
do not provide replacement to the expired products so they should provide proper
replacements to the shopkeepers to enhance the company image.
TARGET MAJOR CITIES: They should target main cities of Pakistan and should provide fast
and easy access of product through home delivery for retailers.

INTRODUCE HRIS: Human Resource Department of Haleeb Foods Limited should introduce
HRIS (Human Resource Information System) to increase the efficiency of the Department.

PROVIDE PROMOTIONAL OFFERS: They should provide more profit margin for retailers so
that they can cover more areas in order to increase their product consumption and should
provide seasonal offers and discounts.

Decentralization of decision making so that decision making should be quick.

 CONCLUSION

Haleeb Foods is well-know and well establish company, which is competing

with multinational companies and once had 70% market share in dairy
industries due to which was market leader. The Haleeb Foods are trying
their best to properly perform their operations. The locations, which they
have selected for their operations, are beneficial for the collection of milk
and distribution. There layout helps to facilitate their employees, flow of
information and operations. However, there are some short falls, which they
can,must overcome.
INNOVATIVE
ENTREPRENEURSHIP
 Entrepreneurship Mindset

Guest Speaker
 Dr. Asim Tanveer, Member of ORIC University of the
Punjab
 Mr. Syed Muhammad Salman Mehdi, Educational
leader
 Entrepreneurship Mindset
Innovation
The application of better solutions that meet new requirements, unarticulated needs, or existing market
needs.
 It must be replicable at an economical cast
 Must satisfy specific needs

What is Entrepreneur mindset?

The capability and willingness to develop organize and manage a business venture along with any of
its risks in order to make a profit
 Entrepreneurship Mindset
SEVEN QUALITIES OF AN EAGLE MINDSET:
1: VISION:
i. An eagle has a keen vision. Their eyes are especially designed to
for long distance focus and clarity.
ii. The eagle eye is among the strongest in the animal n kingdom, with
an eyesight estimated to 4 to 8 times stronger than the average
human is.
iii. If u do not have a vision, your life becomes just an order of events
2: FEARLESSNESS:
i. An eagle has absolutely no fear of its prey, no matter what the
size.
ii. Enable us to do un believable things.
iii. Fear of failure?
F E A R….
 Entrepreneurship Mindset
3: TENACIOUS:
i. Tending to keep a firm hold of something: clinging or adhering closely
ii. ENERGY AND PRESISTANCE Conquers all thing.
iii. AMBITION: Is the path of success.
iv. IF U CAN’T FLY THEN RUN….MARTIN LUTHER.

4: NURTHURING:
How mother eagle teach eaglets.
5: HIGH FLYER:
i. Eagles are able to fly at an altitude of 10 thousand feet, and they are able to swifty land on the
ground.
ii. This represents high ambition.
iii. Lack of ambition results in PROCRASTINATION and inaction.
 Entrepreneurship Mindset

6: Never eat dead meat:

i. It means it creates its own world

ii. You are 100 percent responsible for your own life.
iii. INNOVATION AND CREATIVITY.
iv. Colour ur own canvas.
7: vitality:
i. The State of being strong and active.
ii. RE BIRTH of an eagle.
THANKS FOR WATCHING