candia milk

Management Information System Huma Siraj BBA-6bReg # _____

ACKNOWLEDGMENT

We thank to al-mighty Allah the most gracious and the most merciful, who gave us courage and ability to complete this project. we also acknowledge Mr. Kashif (marketing department, Haleeb), Mrs. Mehwish Waseem (brand manager ,Candia) who put special effort by providing us the required information with detail so that we were able to make the project in time with complete information and also guiding us about the pattern and format of the project.

Foundation University 1


Company Profile

Building an excellent reputation over the years, Haleeb Foods continues to be at the forefront of product and packaging innovation. By the grace of God, it has achieved market leadership in several food categories with a very strong portfolio, consisting of leading national and international brands – Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good Day. Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states.

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

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

International Certifications

Haleeb Foods’ products are made with great care, and marked with our quality seal of recognition. We are the only dairy company in Pakistan that undertakes 21 rigorous quality control tests on every portion of the milk collected by our teams. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. All processes, from preparation to quality assurance to packaging, are undertaken employing state-of-the-art technology and equipment. Therefore, we take great pride in the fact that Haleeb Foods is the only food company in Pakistan that has the following international certifications of quality and prestige:

HACCP (in process controls for safer products) ISO 9002 (better quality for greater customer satisfaction) ISO 14000 (environment-friendly operations) Hilal Certification.



Company History

Haleeb Foods was established in 1986 and its first product was Haleeb milk. Since then, it has continued to provide quality products to its consumers with product and packaging innovations. Other products and their dates of launch are as follows:

1997 Haleeb Asli Desi Ghee 1998 Haleeb Cream, Candia Skimz Milk Powder 1999 Candia Milk, Candia Skimz Liquid Milk 2000 Tropico Juice Drink, Haleeb Dairy Queen 2001 Haleeb N'rish Instant Full Cream Milk Powder 2002 Haleeb N'rish Fortified Instant Full Cream Milk Powder

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

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

2005 Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit, Red Grapes, Mango Pineapple)

2006 Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar 2007 Haleeb Cheddar Cheese

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

Mission

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

Vision

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



Our Value

Enterprise Empowerment Accountability Trust Teamwork

Policy

We are committed to:

Build branded food business to improve quality of life by offering tasty, sage, hygienically processed, and affordable, highly nutritional food products through environment friendly processes to our customers while maximizing stake holders' value.

Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety, environment and other applicable laws etc.

To prevent pollution through controlling levels of harmful emission, effluents and other wastes.

Contribute to safe and healthy environment for our country. Promote mutual trust with customers, suppliers, employees, shareholders

and community. Provide all the necessary resources for the continual improvement in quality,

safety of our products, processes and environment.



PRODUCT LINE

Dairy Products

BUTTER CHEESE

CREAM

GHEE TEA MAX YOGURT



JUICES

FUNDAY GOOD DAY LABBAN

TROPICO TROPICO NECTAR



UHT MILK

CANDIA CANDY UP DAIRY QUEEN

HALEEB BOTTLE HALEEB GOLD HALEEB MILK

HALEEB RESHMI PACK SKIMZ POWDER SKIMZ LIQUID



KEY COMPANIES

Nestlé

Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of a neighbor’s child, the Nestlé Company has aimed to build a business based on sound human values and principles. While our Nestlé Corporate Business Principles will continue to evolve and adapt to a changing world, our basic foundation is unchanged from the time of the origins of our Company, and reflects the basic ideas of fairness, honesty, and a general concern for people.

OLPERS

Engro is essentially an agro-based company that has a holistic approach to business development. In 2005, the company took a major business diversification initiative by launching its wholly owned subsidiary Engro Foods Limited (EFL). During 2006, EFL launched UHT milk and cream under the brand name OLPER’s and HCLF milk under the brand name OLWELL. EFL plant located in Sukkur was set up at a cost Rs 1.0 billion and commenced commercial production in March 2006. Another plant near Sahiwal in the Punjab is nearing completion. The EFL plan envisages a fast track growth model, driven by innovative launches to command a product range across the dairy spectrum backed by compatible milk collection infrastructure and top end in the distribution of these products. EFL is well positioned to become a substantial player in the dairy sector during the next three years. OLPER ACHIEVE 1 billion sales in 2007 which is ultimately a milestone which they have achieved.

NURPUR

Nurpur, being the Market Leader in several dairy products in Pakistan, has earned a name for itself due to consistently high quality standards. Nurpur is committed to supplying the consumer and our customers with the finest, high-quality products and to leading the industry in healthy and nutritious products.

Nurpur supports these goals with a corporate philosophy of adhering to the highest ethical conduct in all its business dealings, treatment of its employees, and social and environmental policies.


http://www.nestle.com/Resource.axd?Id=70014B84-A4FC-4F82-BFA0-23939DC52E9D


NIRALA

Nirala is also contributing in Milk Market.

SITUATION ANALYSIS

I) GENERAL ENVIRONMENTS

GENERAL STATE OF THE ECONOMY

There is still 77% market is still to be captured due to the potential in the Pakistani milk market

ECONOMIC CONDITION OF THE INDUSTRY

Economic conditions are favorable to that industry as we know that Nestle has opened the biggest milk plant of Asia in Kabirwala so there is a lot of potential.

CONDITION OF THE COMPANY IN INDUSTRY

It is a very sable and an established company. They span almost all of the major cities of the country. They have a number of renowned products in their credit. Their milk is the key product to their success.

II) PRODUCT MARKET

PRODUCT TYPES AND BRANDS

Haleeb Foods are specialized in packaged milk and cream products. Like Haleeb, Candia, Yogurt is itself their brand names.

GROWTH RATE

In Afghanistan the growth rate is high due to their product usage. In Pakistan the growth rate is still low due to target market they are focusing in Pakistan.

Market Share

Market share of the Candia is almost 90% in Afghanistan and 10% in Pakistan.

III) CUSTOMER MARKETS



DEMOGRAPHIC FACTORS

This product is basically meant for families and especially those who are health conscious and are associated to their culture. This is meant for all members of the family as it is a source of nourishment, which is a requirement of every body.

LIFE STYLES & PATTERNS

Normally those people who are health conscious and are busy would prefer using this product as it is an instant source of energy. Now the time is change the life style and thinking of people is change people move from villages to cities and now they r becoming health conscious they are more health conscious as compared to price conscious.

USAGE PATTERNS & BEHAVIORS

Generally people of tribal areas like more caramelized milk because they make green tea with that milk and add dry fruits in it.

PREFERENCES AND SPECIFIC BENEFITS

Haleeb never compromise on quality they always keep on improving the quality of life by offering, tasty, safe, hygienically processed food. some time they give attraction to their customers cause their competitors also giving attraction to customer e.g. save rs.2 on one litre Haleeb.

IV) MARKETING PROGRAMS

ADVERTISING AND PROMOTIONAL PROGRAMS

Candia is promoting less by Haleeb because they are currently exporting it in

Afghanistan. But in future they are planning to launch it in Pakistani markets with a

totally new strategy.

PRICING PRACTICES

Price is generally low from its own Haleeb Milk Product. As well as there is no competitor to share the price.

RELATIONSHIPS WITH WHOLESALER, RETAILER

They have a brand name which is worth for a lot of years; dealers wish to work with such giants. Their market reputation is very good and people are very much



satisfied with the people. Company have strongest distribution network so the relation ship with dealers and all the Retailers and whole sailors are very Good and cooperative.



Product:

Candia is Europe's Number One selling milk. Haleeb Foods Limited and Candia of France have joined hands to bring you the highest quality milk. Candia is pasteurized, homogenized, - 14 -standardized, double sterilized milk. This not only ensures the highest quality, but also the best taste ever. For the first time in Pakistan, Haleeb Foods Limited has introduced milk packed in food grade plastic bottles. These bottles are manufactured from imported materials at Haleeb Foods latest plant and guarantee longer shelf life, highest quality and storage with ease of use.

Shipping Units:

500 ml Bottle: 12 bottles/carton

1000 ml Bottle: 12 bottles/carton



PRICE:

The price is compatible with its similar product therefore it is affordable.

PLACEMENT:

10 % PAKISTAN (Major Portion of N.W.F.P)

90 % AFGANISTAN (QANDOOR AND HIRAAT)

POSITIONING:

"DOODH KA AISA MAZA JO PEHLI BAR MILA"

PROMOTION:

CHANNEL OF DISTRIBUTION AFGANISTAN

Manufacturer---Distributor---Wholesaler

No promotional activities No incentives and other techniques for motivating distributers or whole seller

CHANNEL OF DISTRIBUTION PAKISTAN

Manufacturer--Distributor--Warehouses--Retailer



TACTICS

PRODUCT:

MILK COLLECTION AREAThere are 14 zones for self-collection of milk having 28 Main centers (PHE) HFL MILK COLLECTION AREA

Sr. No. Milk Collection Zones1 Arifwala2 Bahawalnagar3 Bahawalpur4 Bhowana5 Mian Channu6 Haveli7 Jhang8 Pakpattan9 Okara10 Rahim Yar Khan11 Shah Jewna12 Narowal13 Upper Sindh14 Lower Sindh

After collecting the milk and testing for the quality the production of milk is divided to major partsThey HFL have to manufacturing plants in PakistanBhai PeruCandia is no more manufactured in Bhai Peru plantRahim Yar KhanCandia which is manufactured in Rahim Yar khan plant is supplied in the areas of NWFP and Afghanistan.

PRICE:

PAKISTANBrands /SKU Packaging Retail Price

1*12 Per PackCandia500 Ml 240 201000 Ml 480 40

AfghanistanThe Candia has adopted a pricing policy in which there distributor is free to set his own price. Haleeb charges the same price + Transportation Expense.



PLACE:

In Afghanistan the milk is available in the main wholesale markets of kandhar and Kabul, because there is no concept of retail stores. In Pakistan Candia is available in wholesale markets as well as on retail stores in NWFP.

PROMOTION:

DISTRIBUTION CHANNEL GENERAL

For Candia (channel of distribution)


Dairy Farmer

Gawala (Milkman) VMCC

Retailer

Consumer

PHE

Company Milk Plant

Sweet/Milk Shop

Company Vehicle


(RahimyarKhan -NWFP--Kandhar, Kabul

MARKETING STRATEGY

Candia has adopted pull strategy where the costumer has to place order to distributors on the basis of which the distributor books the order to manufacturer and on the basis of that order manufacturer the milk and then it is supplied as demand.

COSTUMER--Wholesaler--Distributor--Manufacturer

PROMOTIONAL DETAILS:

AFGANISTAN:

IN Afghanistan there is different culture because of that there is no need of proper advertisement campaigns because demand is more through the people who are brand loyal due to Islamic background and other geographic factors.The Distributors are taking very active part there due to brand loyalty.

Pakistan:

In Pakistan currently there is no promotional activities because the behavior of the people of NWFP is same as the Afghani's population so there also there is also distributor playing the major role but as compare to Afghanistan there is little bit promotions going on through billboards etc.

Advertisement on cable News paper

Banners

Pamphlets



7. KEY PRODUCT

This is also the biggest strength of the Candia milk that there is not any single

product like Candia Reason for this that the Candia milk is 3 times more thicker then

any other normal milk even we compare it with Haleeb.

5. UNCONTROLABLE ENVIRONMENTS

SOCIO CULTURAL

The Haleeb Is Recognized all over the world as an Islamic food company. It’s also

clear from its product names like HALEEB Itself an Arabic word and LABBAN. To

maintain its Islamic recognition they made several arrangements like HILAL

Certification from South African Hilal Council. As Ramadan is the very respectable

month for the Muslims so they advertisement on aired in the last few years in the



moth of holy RAMADAN also reflect that. To The dress code the women employees

is also according to the Islamic values

POLITICAL & LEGAL

Pakistan has uncertain and unstable Political conditions. Its government can change

any day or anytime. Even people can’t recall all the names of presidents and prime

ministers of Pakistan. When new government comes, it tries to impose its own rules

and regulations. So in Pakistan there are certain laws for milk or diary products. So

Haleeb tries to meet the requirements of all relevant legislations and regulation

related to the customer satisfaction and safety, environment and other applicable

laws etc. Haleeb follows all rules & laws

COMPETITION

There is no competition of specific Candia product so they are not facing any

competition problem.

ECONOMICAL AND TECHNOLOGICAL FACTORS

The economy of Pakistan has worsened from past few years. The product Candia is a result of merger of Haleeb foods with Candia (French) so they adopted exactly the same advanced technology which the Candia (French) has in abroad. So technology wise they are superb with international standards.

8. SWOT ANALYSIS



STRENGTH

The Major strength of Candia is the product itself because there is no other product with such uniqueness in the market.

Its thickness: it is more caramelized milk in its nature. It’s Convenience: Because it’s in bottle shape and easier to open just lid off

and pour milk.

WEAKNESS There product is ignoring female taste; Mostly Men use to drink thickest milk

as compare to Women. There is not any promotion running

Only Niche Markets are there to serve like N.W.F.P and Punjab OPPORTUNITIES

Big Market is there because there is 77% market share is still to be captured or waiting.

THREAT

Haleeb bottle Milk is it Biggest threat because there will be a cannibalizing situation in the market. Tetra Pack is the biggest threat for CANDIA because it is the only bottled nature product in Pakistan.

STRENGTH AND WEAKNESSES WITH RESPECT TO 5P’S

PRODUCT

There product Candia is itself Haleeb’s strength.

PRICE:

Price is low as compare to uniqueness of the product because of which it act like a

weakness.

PLACE:

They are exporting Candia to Afghanistan which becomes there strength but in

Pakistan Candia is only placed in NWFP which act as the strongest weakness

because in the major cities of Pakistan is not available.

PROMOTIN



Overall the main weakness of Candia is there poor promotion. Although they have

promoted in Pakistan when it was initially launched but after that 5 years has been

passed but still they are claiming to be planned.

In Afghanistan though because of culture difference there is no specific need of

promotion but still they can promote to capture the market from NESTLE and

OLPER,

BCG MATRIX (BOSTON CONSULTING GROUP)

AFGANISTAN---

<--- PAKISTAN

In Afghanistan because of its growth rate and market share which is constantly

increasing Candia ranks under the star which they are eager to maintain

In Pakistan the product comes under dog due to its poor advertisement

MASLOW’S THEORY



<------CANDIA



FUTURE OUT LOOK OF THE COMPANY

Company wants to carry on with food products As well as wants to become a

multinational company. The entrance in the Afghanistan market is also apart of their

long term strategy because there success will motivate them to enter in other world

market.

CONSUMER RESEARCH

In consumer research we had interviewed couple of youngsters who are actually the

target audience of Candia. On inquiring it further it was revealed that actually they

doesn’t know what is Candia for there was lack of awareness .Some of them who

has tasted that before said that they prefer Candia on other milk but actually

because its not placed in our major areas so they have no choice to drink other milk

like Olpers and Nestlé. They like the packaging and taste of Candia except one

female who said that she got skin problem after using Candia for more then 2 week

and after that she was asked by doctor to skip it as it was major cause of her skin

problem. Generally female’s response was not positive because they like to have

skimmed milk with low calories where Candia is the milk which 3 time more thicker

than the normal tetra packed milk.

Overall Male response after making them aware of its uniqueness was positive and

they want it to be marketed professionally in whole Pakistan.

MARKETING STRATEGY

TARGET MARKET

health conscious people.

PRODUCT

Same Product



Same Packaging

Same Labeling

PRICE

Introductory price will be same but actually the selling price will be increased at

least 10% more then Haleeb to let the people realize that it’s something special.

PLACE

As far as it is concerned about place Candia will be placed all over the Pakistan.

All major cities like

Karachi

Lahore

Islamabad

PROMOTION

CHANNEL OF DISTRIBUTION

MANUFACTURE--DISTRIBUTER-WHOLESALER-RETAILER-CONSUMER

(There will be free contact through Toll free number & mail be provided to

consumer be in direct

contact with manufacturer to get updated with consumer taste)

PROMOTIONAL DETAIL

Promotional budget of Rs.10 Million.

AWARENESS PROGRAMS

Karachi

Lahore

Peshawar

(In schools free samples are distributed to young youth which is actually over target

audience)



EVENTS

Marathon race Lahore (February 08) will be sponsored though printing of banners

of marathon race having Candia’s logo and every participant will be provided free

sample.

POINT OF PURCHASE

In famous marts highlighted portions will be hired for 6 months to 1 year depending

upon sale of that Mart

In Karachi

In Lahore

In Islamabad

ELECTRONIC MEDIA

New advertisement of 20 sec will be on aired on these channels

PTV

GEO

ARY

SMART LOOK

This competition will be held on the major gyms of the major cities

In Karachi

In Lahore

In Islamabad

POSITIONING STATEMENT

“JAN BANANI HAY TO PEENA PERAIYGA”

"WANT HEALTH, MUST DRINK CANDIA"



12. BIBLOGRAPHY

REFRENCE PERSON

Mrs. Mahvish Wasim (Asst. BRAND MANAGER)

WEB LINKS:

WWW.HALEEBFOODS.COM

WWW.ALIBABA.COM/COMPANY/10955104.HTML

WWW.BAYROZGAR.COM/COMPANIES_HTML/HALEEB_FOODS_LIMITED-

880.HTML

WWW.WIKIPEDIA.COM

(A case study of milk production and marketing by small and medium scale

contract farmers of Haleeb Foods Ltd) by Dr. Riaz)


http://www.wikipedia.com/

http://WWW.BAYROZGAR.COM/COMPANIES_HTML/HALEEB_FOODS_LIMITED-880.HTML

http://WWW.BAYROZGAR.COM/COMPANIES_HTML/HALEEB_FOODS_LIMITED-880.HTML

http://www.alibaba.com/company/10955104.html

http://www.haleebfoods.com/

candia milk

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