Introduction

Haleeb Foods Limited, the largest Dairy Processing company in Pakistan, is the first dairy unit to acquire ISO 9002, HACCP and ISO 14000 certification.

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

HALEEB MILKThe main purpose of Haleeb Milk is to

use it as a tea whitener. Although it is full cream pasteurized milk as it has 3.5% fat according to Pakistan’s food law it’s mainly used for making tea.

COMPANY PROFILE

CEO OF THE COMPANY Mr. Suleman DaudResource Person Mr.Imran Amjad

Haleeb Foods Limited 135 Address Ferozpur Road, Lahore

Punjab Pakistan

URL www.haleebfoods.com

Mission1. Build branded food business to improve quality of life by offering

tasty, hygienically processed, and affordable, highly nutritional food products through environment friendly processes to our customers while maximizing stake holders' value. 2. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety, environment and other applicable laws etc.

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

4. Contribute to safe and healthy environment for our country. 5. Promote mutual trust with customers, suppliers, employees,

shareholders and community.

Vision Excellence in food and especially in Dairy products.

Goals

1. Capturing the Market.2. Providing Quality & Hygienic Products.3. Increasing Pakistan’s Share in Dairy Products.4. Maintaining a Profitable business.

Competitive Advantage

• Haleeb claims to be the best milk for making tea, as it is the thickest milk.• Haleeb has its own plants and dairy farms so it is incurring low cost.• HFL has a strict and rigorous quality policy regarding intake of raw

material.

Situation AnalysisThe situation of the market in terms of Haleeb Milk is this that

there are some opportunities in the market for the product as well as some threats is there. There are strengths and weaknesses of the companies.

SWOT AnalysisStrengths

The strengths are :1.The Thickest Milk

2.Taste3.Nutritious4.Hygienic5.Packaging

WeaknessesThe weaknesses are:

1.Focus Shifted from Main Product to other products2.Lack of Research & Development

OpportunitiesThe Opportunities are:

1. Target market has big profit margins2. Bright scope of dairy products.3. Target Market can be located with cost effective media.

ThreatsMajor Threats are:

1. Big Competitors2. Inefficient Labour3. Animal Diseases4. Availability of Natural Milk

Industry Analysis

Nestle Milkpak

Haleeb

Halla

Millac

COMPETITORSOlpers

Olpers has done very good advertisements in the past and in especially in the month of Ramadan.Olpers has been saying “SUBAH BAKHAIR ZINDAGI”

Good Milk

Good milk has created its goodwill in the past few months. Its Slogan is “ROZ ROZ Goodmilk Piya Karo”

Nestle Milkpak

Milkpak has been advertising in the market as “KHALIS HI SAB KUCH HAI”

Processors Capacity(Million liters)

Capacity utilization Average monthly

Flush Lean

Nestle 1.3 1.3 0.78 1.04

HFL 0.9 0.9 0.54 0.72

Millac 0.3 0.3 0.18 0.24

Vita 0.05 0.03 0.018 0.024

Halla 0.15 0.15 0.09 0.12

Prime 0.1 0.1 0.06 0.08

Nurpur 0.15 0.15 0.09 0.12

Nirala 1 0.1 0.06 0.08

Dairy Crest 0.15 0.15 0.09 0.12

*Engro 0.35 0 0 0

K & K .04 0 0 0

Butt Dairies 0.04 0.06 0.036 0.048

Munno Dairies 0.06 0.02 0.012 0.016

Khi Dairies 0.1 0 0 0

Military Dairy Farms 0.18 0.18 0.105 0.144

Total 5.21 3.44 2.064 2.752

Company AnalysisThe company is being headed by the efficient works Of

Mr.Suleman Daud.Haleeb has a number of Plants and physical assets in the form of Dairy Farms.

Customer AnalysisBrand conscious and someone who wants hygienic packed milk.A customer who wants very tasty tea.Brand Loyal Customers.

Customer CharacteristicsThe customer may be a housewife as when they convince the housewife they win, because usually a woman in Pakistan makes tea for everyone in the house and tea is a group activity.

Marketing & Product FocusThe product will serve the need of the long awaited

hygienic milk which will make tasteful tea.

Current Market GoalsPossible New Products in the Future

There is a need of new juices and some other dairy products like lassi, yogurt, raita etc.

As we have the plants and resources that we can produce food specially diary products so we can excel in food and dairy products.

Possible New Markets in the Future

•To capture new markets in Pakistan as Packaged milk is used only in bigger cities and fast life styles like Lahore, Karachi and Islamabad. So there is a margin in the small cities for improvement.

•To go global and capture new markets in the world.

SegmentationIn the initial stage we are going to segment

the market, by segmenting Lahore, Karachi, Islamabad, and big cities but as Haleeb Milk is the convenience good so it will be distributed heavily.

1-Product StrategyPackaging: Haleeb Milk is packed in the tetra pack in 6

layers of packaging.

Quality: The quality of our product is very good.The milk is pasteurized at 78oC killing 98% germs/bacteria. The milk after pasteurization is then standardized as prescribed by the Pakistan Pure Food Laws at 35% Fats and 8.9% SNF (solid non fats). Only for Haleeb these standards are superseded to make it a premium quality product. The milk is the Homogenized. Homogenized milk is then passed through the UHT (Ultra Heat Treatment) process before it is packed using advance Tetra Brick technology.

2-Price StrategyThe Price of the product is set according

to the competitors. The cost is tried to make less and less and the price is set at the market penetration strategy.

3-Place StrategyDistribution of milk is set as it is a

convenience good so it is provided at maximum stores but it is distributed in the targeted market.

In the future we try to develop our distribution network.