CASE STUDY ON SALES MANAGEMENT OF HALEEB FOODS PVT

Case study analysis on Haleeb Foods.

CASE STUDY ON SALES MANAGEMENT OF HALEEB FOODS PVT. LIMITED

(SUBMITTAL 1)

SUBMITTED TO:

Mr. Talha Salam

SUBMITTED BY:

Farah Zaheer (07-0434)

Bareera Naseer (07-0448)

Zunera Zahid (07-0465)

Harem Jilani (07-0467)

Dated: April 13, 2011

Page 1 of 19


CONTENTS:

# TOPIC PAGE

I. INTRODUCTION 3

II. ORGANIZATION’S HISTORY 3

III. KEY OPERATIONS 5

IV. BRANDS/PRODUCT MARKETED IN PAKISTAN 6

V. ORGANIZATIONAL SETUP 9

VI. MARKET ANALYSIS 13

VII. PROBLEM IDENTIFICATION 13

VIII. SOLUTION AND RECOMMENDATION 15

IX. BIBLIOGRAPHY 18

Page 2 of 19


I. INTRODUCTION:

The modern business world can be described in the words of the famous man Albert Einstein as

“We can’t solve problems by using the same kind of thinking we used

when we created them.”

If applied to the business world it means that companies should always strive “to think out of the box”

and achieve higher standards. The commercial view of business is to be the fastest and the best in solving

problems. In countries like Pakistan where there is political, social and economical unrest the “created

problems” are amplified making it harder for local businesses to survive. However, we have our own

stories to tell. This case study is specifically based on T-max produced by Haleeb Foods, a sales problem

that they recently encountered and it’s after effects. The case study will be concluded by discussing some

of the actions taken by the company and recommendations.

The food industry is one of the largest growing industries of Pakistan and is vital for the survival of

Humankind throughout the globe. This sets a base for providing packaged raw materials and dairy

products such as Haleeb Milk products. As a pioneer to this industry Haleeb Foods has been able to

survive with optimal solutions of quality in its diversified portfolio.

II. ORGANIZATION’S HISTORY:

Haleeb Foods Limited was established in 1984 with a capital of Rs. 46 million. The former name of

Haleeb Foods was Chaudhary Dairies Limited. The plant was situated in Bahi Pehru over an area of 32

acres and had a production capacity of 80,000 liters per day. While the current production capacity of the

Bhai Pheru plant is 1.5 million liters per day. The liquid milk was the first product produced by Haleeb

through UHT treatment and was launched in 1985. With the passage of time Haleeb was the only

company that had the latest technology in its production facility.

All this and more makes Haleeb Foods Pakistan’s second largest and fastest growing packaged food

company. As of fiscal 2006, its annual turnover was Rs. 9 Billion. Because of continuously endorsing

good quality products Haleeb Foods is now an ISO 9002 certified company. Haleeb , in 2010, was second

to Nestle and had a market share of 26 percent. (hassan, 2010). Haleeb Foods is the only food company in

Pakistan that has the following international certifications of quality and prestige:

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HACCP (in process controls for safer products)

ISO 9002 (better quality for greater customer satisfaction)

ISO 14000 (environment-friendly operations) (2011)

Board of directors of HFL include Ilyas M. Chaudhry, Suleman Daud, Mian M. Amjad, Saqib Ali, M.

Imran Amjad, Mrs, Nasreen Ilyas, Sh. M. Rasheed, M. Ishaque Khan till today. (11ap) (DOCSTOC)

Mission statement of the company is as follows:

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.

Haleeb Foods has envisioned its operations and policies on:

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

Core values on which each day employees of Haleeb Foods has been working on include enterprise,

empowerment, accountability, trust and most importantly teamwork. The company has been successfully

doing business not only in Pakistan but abroad also mainly including Afghanistan, UAE, China, and is

planning to expand further as well. Haleeb Milk was the first product offered by the company. Since

1985, it has offered many other products (given with timelines) that are:

199

7

Haleeb Asli Desi Ghee

199

8

Haleeb Cream, Candia Skimz Milk Powder

199

9

Candia Milk, Candia Skimz Liquid Milk

200

0

Tropico Juice Drink, Haleeb Dairy Queen

200

1

Haleeb N'rish Instant Full Cream Milk Powder

200

2

Haleeb N'rish Fortified Instant Full Cream Milk Powder

200

3

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

200

4

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

200 Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good Day(Mix

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5 Fruit, Red Grapes, Mango Pineapple)

200

6

Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar

200

7

Haleeb Cheddar Cheese

TABLE 1 PRODUCTS AND LAUNCH YEAR OF HALEEB FOODS1

The company has aesthetically built its head office on Ferozpur Road Lahore and an amazing production

plant at Bhai Pheru extending to a landscape of 62 kms. This plant is not just a plant to manufacture but

has a warehouse as well. A new plant serving the consumers with best quality extending about 32 km is

situated in Rahim Yar Khan. (DOCSTOC). This new plant serves areas down towards Sindh and Karachi.

Cities all over Pakistan with Regional sales offices include Rawalpindi, Peshawar, Multan, Sukkur,

Karachi and Lahore.

III. KEY OPERATIONS

Haleeb Foods Limited has segmented its product portfolio in three leading brands including Haleeb,

Candia and Tropico. Haleeb is the flagship brand of the company. Due to consistently superior

performance it has achieved undisputed leadership in the liquid packaged milk category with a market

share of over 26% and an overall market share of 52%.

Milk is collected from the livestock farms that are owned by Haleeb. Haleeb has also established ties with

other farmers and sources for milk 80% from their own dairy farms located in adjoining areas of Rahim-

Yar Khan and outskirts of Lahore. 20% Suppliers (either from GOV or private sources). (11ap3)

The contractors include the government agencies as well. It has also progressively diversified from UHT

milk to other product categories. These extensions of the product line include Haleeb Butter, Haleeb

Yogurt, Haleeb Cream, Haleeb Labban (Drinking Yogurt), Haleeb Asli Desi ghee (Butter Oil), Haleeb

Funday Juice Drink, Haleeb Skimz (skimmed milk), Haleeb N'Rish Full Cream Milk Powder & Haleeb

Good day Pure Juices.

Haleeb Good day is the only range of 100% pure juices in the country with a variety of 6 pure juice

flavours.

1 http://haleebfoods.com/haleeb/QS_company_history.php

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http://haleebfoods.com/haleeb/QS_company_history.php


Haleeb Foods also has a franchise agreement with Cadillac France, regarding which it launched Candia

Double Sterilized Milk in bottle format in April 1999.

HFL has one of the largest nation-wide distribution networks, delivering high quality products, to even

the remote areas of Pakistan where some products of Haleeb are high in demand even more than the

urban areas. It has a network of more than 1100 distributors with which the company ensures that the

product range is available in all the urban and semi urban areas of Pakistan.

In order to provide best quality products to its consumers, Haleeb Foods limited has established a well-

developed supply chain infrastructure. It has heavily invested in a vast network of company operated milk

collection centres across the country.

HFL has a strict quality control policy regarding intake of raw milk. It is the only company that conducts

21 proper and detailed quality tests to ensure that only fresh milk of the highest quality is accepted at the

plant premises, and the rest is initially rejected. These internationally recognized tests are used to check

for adulteration, microbiological contamination and adequacy of nutritional contents.

HFL believes in using cutting edge processing and packaging technologies to meet consumer expectations

of hygienic and high quality food products, to keep the consumers loyal to the brand and have trust in the

company.

It has more than 30 Tetra machines for its UHT milk brands and 5 UHT units with a capacity of

producing more than 1 Million Litres of Milk every day. Keeping in view the volume potential and

increasing growth trend of the market, the company has also recently inaugurated a second independent

UHT plant at Rahim Yar Khan with all the facilities of quality control and high quality and production

technologies implementation.

Haleeb Foods has a highly professional management team with a progressive operating style. The

management team comprises of highly seasoned professionals with diverse global experience of

managing and developing brands, even the brand managers have the knowledge of research and

development and advertising skills to make people aware of the brand completely and effectively.

It can lay claim to be one of the very few Pakistani organizations, which are truly following the model

adopted by globally successfully corporations, with clearly defined roles for shareholders and the

management team. (hassan, 2010)

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IV. BRANDS/PRODUCT MARKETED IN PAKISTAN

Haleeb Foods have a somewhat diverse brand portfolio consisting of dairy as well as non-dairy products.

They have segmented the product portfolio into 3 categories which include Dairy products, Juices and

UHT milk. Below is the further assortment of the products marketed in Pakistan:

A. Dairy Products

a. Asli Desi Ghee

Haleeb Asli Desi Ghee is extracted from milk that is pure through the conventional procedure

of heating butter slowly. The product is free from all artificial ingredients; has pure and

exceptional taste and is nutritionally preserved. This comes with 1 year shelf life. (1)

b. Daizy Butter

Daizy Butter is the finest natural source of Vitamins like A & D. This has a rich taste and

revitalizes ones energy for a long dull day. (2)

c. Nutritious Thick Cream

The cream is processed hygienically from pure fresh milk; Haleeb Cream is luxuriously thick

and has nutritional value. It promises the wide range of toppings of desserts and coffee with

its unique taste; also delicious for eating with bread etc. This is packed in 6-layered Tetra

Pack Brick Aseptic packaging and has a shelf life of 6 months. (3)

d. Daizy Yogurt

Daizy Plain Yogurt meets the highest quality standards and gives consumers on each

spoonful unmatched freshness and taste. Offered in 450g, 200g and 900g packing, with a

freshness seal that keeps the product attributes fresh throughout its life. (4)

e. Liquid Tea Whitener

Haleeb Tea Max is the ideal choice for all tea and coffee. It is packed in a 6-layered Tetra

Pack Brick Aseptic packaging and has a shelf life of 3 months. (5)

f. Powdered Tea Whitener (Haleeb tea max)

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Tea Max is unusual milk that provides a rich taste in your drink, carefully packaged in a

secure and hygienic pouch. (6)

g. Daizy Cheese (Haleeb cheddar cheese)

Vital 3 is the right combination of calcium, protein and vitamins in Haleeb Cheddar Cheese,

which acts as a source to enhance the brainpower, especially for growing children. Haleeb

Cheddar Cheese is specially made with Halal ingredients at the state-of-the-art dairy plant

conforming to international quality standards. And for the first time in Pakistan, it is also

offered in a customized 2 slices pack. The product is sealed and packed in air-tight

packaging, which keeps the product fresh and tasty. (7)

B. Juices

a. Good Day 100% pure

Haleeb Good Day offers consumers a range of 100% pure juices, without any added sugar,

flavors or preservatives. Four premium juices (apple, red grape, orange, and fruit cocktail) of

Good Day give you the absolute delight in taste, and revitalize you at the same time. This is

packed in a 6-layered Tetra Slim Pack Brick Aseptic packaging with easy opening. (8)

b. Tropico Nectar

Tropico nectar is another product from the house of Haleeb Foods Limited, which is 100%

pure nectar, available in three splendid flavors including Orange & Mango & Apple. (9)

C. UHT Milk

a. Haleeb Nutritious Thick Milk

Haleeb is pasteurized, homogenized, and standardized pure UHT milk of the highest standard

with 3.5% fats and 8.9% solid non fats. This is packed in easy to open, 6-layered Tetra Pak

Slim Brick Aseptic packaging, it comes with a 3 months shelf life. (10)

b. Dairy Queen

Dairy Queen is standardized and homogenized pure UHT Milk with 3.5% fat and 8.9% solid

non fats. At an affordable price it is available in 6-layered Tetra Pak Fino Packaging,

introduced for the first time in Pakistan and has 3 months shelf life. (11)

c. Candy Up Flavored Milk

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With the backup of Candia, Candy Up has been launched especially for flavored milk lovers,

in chocolate & strawberry flavors to the sheer pleasure of children. It comes in a bottle makes

up for convenient usage. (12)

d. Haleeb Skimz liquid

Skimz is the only completely fat-free milk with the richness of pure milk. It is an ideal choice

for weight-watchers and heart patients. It is also high in calcium content, which prevents

osteoporosis. Packed in a 6-layered Tetra Pack Brick Aseptic packaging, it comes with a 3

months shelf life. (13)

e. Haleeb Skimz powder

Skimz offers consumers a high quality 0% fat and hi calcium milk that helps them gets a

perfect slim/trim physique. This product is for the consumers who are quality and health

conscious. (14)

Page 9 of 19


FIGURE: PRODUCT HIRARCHY OF HALEEB FOODS

V. ORGANIZATIONAL SETUP:

Haleeb Foods has a highly professional management team with a progressive operating style. The

management team comprises of highly seasoned professionals with diverse global experience of

Page 10 of 19

UHT Milk

Haleeb Nutritious Thick Milk

Dairy Queen

Candy Up Flavored Milk

Haleeb Skimz liquid

Haleeb Skimz powder


managing and developing brands, even the brand managers have the knowledge of research and

development and advertising skills to make people aware of the brand completely and effectively.

It can lay claim to be one of the very few Pakistani organizations, which are truly following the model

adopted by globally successfully corporations, with clearly defined roles for shareholders and the

management team.

Haleeb Foods follows a formal setup as far as the information flow is concerned. The training of

personnel of departments is done in-house at Haleeb institute of Leadership under HR department and

people related to marketing department. The functional efficiency is monitored through the sales report

and different survey sessions that are conducted on regular basis. (DOCSTOC)

V a) ORGANIZATIONAL HIERARCHY:

Such a flat structure has helped Haleeb Foods in managing its operations effectively. This has aided a

greater communication between managers and workers encouraging a better team sprit with less

bureaucracy and easier decision making. (hassan, 2010)

V B) MARKETING DEPARTMENT AND FUNCTION

Unlike many companies, Haleeb has separate department for the Sales and Marketing functions. Because

the marketing department is responsible for making the numbers it is directly accountable to the Chief

Executive Officer. Moreover, marketing department is also the initiator of the processes regarding any of

the Haleeb products. For example, if the company decides to increase the sales of let’s say Haleeb milk

Page 11 of 19

CEO

COO

HR and Administratio

n department

Production Department

Milk

Collection department

Supply Chain Department

Sales DepartmentMarketing department

IT Department


from 200,000 liters to 250,000 liters, it is the responsibility of the marketing department to research about

the demand dynamics in the market. Once the marketing department, through research, identifies areas in

which the product can be sold by employing a combination of push and pull strategies it contacts the

production department to increase the volume produced. In case if any technology updates are needed it

contacts the IT department as well. Because Haleeb collects raw milk from farmers that live nearby the

marketing and the production department also establish a link with the milk collection department to

increase the amount of raw milk collection. Basically marketing department is the middle ground which

connects all the different departments of the firm.

The classic 4Ps that are price, product, promotion and placement are also handled by the marketing

department. As mentioned before, it is an obligation on the marketing department to collaborate with the

production department to patent the specs of the product. All changes in the product features and

introducing new products in the market are backed by comprehensive research of the market conditions

and demand patterns. As far as pricing is concerned, the strategy used to set prices at Haleeb is

comparative pricing. (hassan, 2010) They usually price their products lower than that of leading

competitors. For instance the price of T-Max is two rupees lower than Tarang. This facilitates them in

gracing the market that is price sensitive. It is the appropriate strategy given the market conditions. Most

of the T-Max packs are sold to wholesalers in villages or small towns. The target market, in this case, is

extremely price sensitive because the purchasing power is low in those areas.

V c) SALES DEPARTMENT AS A FUNCTION

The placement of the product is where the sales department gets intermingled with the marketing

department. It is the job of the sales department to make the product available in stores in the dictated

volumes. The units of product available at a given area are decided looking at the number of units placed

of the same product category by the competitors. Haleeb focuses on equalizing its distribution of products

by shelving more products in some shops than in others. They are the saviors of the push strategy and it is

them who choose the distribution channels through which they want to place the product. They are

responsible for selling the product. The current challenge of sales is that they have to increase the sales of

T-Max in retail markets. In the wholesale market the volume targets are efficiently being met. However,

in the point of view of the marketing manager, products sold in the whole sale market are not sold

because of the brand power. The marketing and sales think tanks want to re-position T-Max in a way that

the sales in the retail market increase.

Page 12 of 19


Usually sales people have to meet volume targets and get business for Haleeb. They are just to gain

numbers and are less concerned with the branding aspect of the product. They are frequently pressurized

to achieve sales target and meet deadlines.

FIGURE: FLOW OF INFORMATION (TOP-DOWN)

V d) SUPPLY CHAIN OF HFL:

Figure SUPPLY CHAIN HFL

Page 13 of 19

CEO

Sales Department

sales director

GM sales

national SM

regional SM

area SM

Marketing department

Senior Brand Manager

Brand Manager

product brand

manager

Haleeb FL

Distributo

r

Wholesell

erand

Retailer

consume

r


VI. MARKET ANALYSIS:

The packaged milk consumption in Pakistan is 1.1 million liters and that is 4% of all the milk produced in

the country. The packaged milk industry is growing at a rate of 20% per annum. Brands like Milk Pak

(owned by Nestle) and Haleeb Milk (from Haleeb Foods) for nearly two decades have directed the dairy

market in the world’s fourth biggest milk producing country and has sustained in competition. It is

remarkable how Olper’s could distance itself from its parent company’s incredibly unappetizing,

chemical-laden, and non-edible roots. By the ending of 2006, Olpers milk achieved sales of Rs.1 billion

and in 2008, the brand has a market share of close to 22 percent—second only to Milk Pak (estimated at

40 percent). (market) The market also faces a challenge of seasonal cyclic dip in summers especially. In

winters there is an excess of milk and so prices fall of all the milk products while in summers the situation

is opposite with lower quantity of milk produced and higher prices with low sales keeps the market on its

toes.

VII. PROBLEM IDENTIFICATION:

Living up to the Haleeb Foods tradition of providing high quality and value added products, Haleeb Tea

Max, is a premium tea whitener that promises you a richer taste, elevates your coffee/tea drinking

experience and adds convenience to your fast-paced lifestyle. Tea-max was initially launched in 2003 but

was re-launched 2 and a half years back in 2009 because of a need to cater to the growing sector

demanding tea-max whitener and the company’s need to build a pillar to stand for the company. The

company is offering their product in two flavors i.e. plain and cardamom flavor.

Tea-max was initially launched in 2003 but was re-launched 2 and a half years back in 2009 because of a

need to cater to the growing sector demanding tea-max whitener and the company’s need to build a pillar

to stand for the company. (SR. BRAND MANAGER, 2011)

Initially tea-max tea whitener was a stable product with a market share of 26%. It was a successful

product which managed to increase the market share for Haleeb Foods Limited making it a brand on the

second number in the dairy milk market.

Tea-max was a cost-effective product which made no compromise on quality and managed to cater a lot

of customers with an increasing demand for tea-max. Following a comparative pricing strategy and

keeping T-max prices lower than other tea whiteners available, the company had to focus more on

increasing the value of tea-max as a brand now.

Page 14 of 19


Although recently, the industry overall squeezed and the brand value of tea-max was affected. Initially

whatever was the company selling in the market was being sold, but now HFL had to focus on the value

rather than the volume. Due to the squeezing of the industry, a seasonal impact on the brand values of all

the brands being shrink, and a huge impact on tea-max as well was something to be considered important.

The stability of tea-max was affected and it became a bit instable in the market.

The wholesale driven strategy was successful for tea-max when it was initially re-launched, gaining a

huge market share and attracting a lot of customers. By focusing on the volume of the brand the company

forgot to maintain the value of the brand, so there was a need to focus the retail market rather than the

wholesale market as decided by the CEO. (SR. BRAND MANAGER, 2011)

a) Strategy followed:

A cost leader ship strategy was used when tea-max was re-launched, to gain a competitive advantage

primarily by reducing its economic costs below its competitors. More over penetration pricing was

implemented by setting a relatively low initial entry price, often lower than the eventual market price, to

attract new customers.

b) Target market

Tea-max is focusing every sector in the market but primarily the C and D sector which includes the

middle and lower middle class, as it is a cost-effective product but makes no compromise on quality as

well, through its strategy of optimum production.

c) Distributors:

HFL has several distributors for tea-max all over Pakistan and it is displayed in all kind of stores, with

400 distributors in Lahore, which are divided into 7 parts. Tea-max has indirect distribution channels all

over Pakistan.

d) Promotional campaigns for tea-max

Tea-max generally focuses on the below the line activities to promote the product which include the

forms of non-media communication or advertising such as billboards. HFL uses point of purchase (POP)

promotional campaigns for tea-max and a lot of advertising is done through cable networks.

Page 15 of 19


e) Sales manager’s role:

The sales manager focuses on making the product available to the potential consumers or the retailers

through push advertising. All the cities are segmented into specific areas. Area managers then are

responsible for their specific areas allotted to them by Sales Manager. Lahore has been divided into seven

areas where they plan to make their product available in bulk in all retail stores (not super-store, as are not

the target market).

f) Marketing manager’s role:

The marketing manager is responsible for attracting the customers concerned through pull advertising for

which ads are created etc. Direct marketing campaigns have been used for marketing the product and

making people aware of the product as well. The TDOs have been going shop-to-shop even to identify the

gaps and do the profiling of the shops and door-to door surveys were also done to check the loyalty and

satisfaction lever of the customers.

Living up to the Haleeb Foods tradition of providing high quality and value added products, Haleeb Tea

Max, is a premium tea whitener that promises you a richer taste, elevates your coffee/tea drinking

experience and adds convenience to your fast-paced lifestyle.

VIII. SOLUTION AND RECOMMENDATIONS:

The CEO recommended using the same recipe for the product to maintain the quality but to make it

cheaper in the market.

a) Research and Development

More focus on the research and development was recommended so the prices could be kept low, and

optimum production could follow as well. Proper research on the customers, the competitors and retailers

needs to be done. SWOT analysis needs to be done to be aware of the conditions in the market properly.

The retailers are needed to be searched for properly and the value of the brand needs to be improved

focusing on the famous stores and limited volume, rather than selling in bulk through wholesalers.

A proper audit needed to be done, and feedback was recommended to be taken from the customers as well

as the retailers and higher management. Market gaps were needed to be identified, through assigning

some jobs to the managers along with the TDOs who visit the market. The sales service activities need to

be improved and the advertising and media efforts need to be improved as well.

Page 16 of 19


b) Price penetration

The company had already been following the penetration strategy for pricing tea-max, this strategy can be

followed ahead too, as there is recession in the market people would demand high quality products with

low prices, and when the market will settle again, the company can increase the prices. This will improve

the awareness and value of the brand as well.

c) Demand/supply analysis

Proper analysis needs to be done for figuring out the supply of tea-max in different areas and the demand

by consumers, so that HFL is sure about where to market the products heavily and where is there a need

to promote the brand more heavily so the value could be increased. When specific retailers will be

targeted to improve the value of the brand, the product will be considered of high quality automatically.

d) Incentives to customers and retailers

To improve relations with the retailers, discounts and incentives can be given to them; moreover a sense

of exclusivity for selling a famous brand through them only, can attract them to increase the value of the

brand through their stores as well. Customers can be given incentives and discounts, so that when the

industry has squeezed, the company does not lose customers.

e) Value network

It will create partnership and value in purchase, production and selling of products. Value network looks

at the whole supply chain system players as partners rather than customers. The relationship with the

retailers will be improved through value networking and discounts could also be offered by retailers

because of improved relations. It will increase productivity, save cost and increase revenue. Company

can take the procurement process online for accuracy and speed. HFL will exactly know each partner’s

role in influencing or disrupting normal operations. This will make the work easier and cheaper.

f) Marketing Channels

Marketing channels provide companies with valuable information of customers, competitors and other

players in the market. So in designing marketing channel, Haleeb will need to analyze customer needs

and preference for tea-max. Further marketing channel should fall in line with overall objectives of the

company in cost and desired output level. Haleeb then needs to explore various marketing channels like

direct marketing, tele-marketing, direct mail, etc. to find the right fit to reach the customer. Each channel

short listed has is to be evaluated on operational, cost effective and flexibility criteria.

Page 17 of 19


HFL can use direct marketing in reaching customers as it has been using this method previously for other

products and tea-max too, so it is experienced in using this method, and due to recession in the market

this method is cost effective too. Direct marketing will help knowing about the customers and their

preferences, which could be considered while focusing the retailers as the means to reach the customers.

IX. BIBLIOGRAPHY

Page 18 of 19


I. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=13

II. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=11

III. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=9

IV. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=12

V. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=14

VI. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=33

VII. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=32

VIII. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=3

IX. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=30

X. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=6

XI. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=7

XII. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=26

XIII. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=8

XIV. (n.d.). Retrieved march 2011, from http://www.haleebfoods.com/haleeb/products.php?id=1

XV. (n.d.). Retrieved 2011, from http://www.docstoc.com/docs/37454648/HALEEB-Butter-Final

XVI. (n.d.). Retrieved 2011, from http://www.findpk.com/yp/Private-limited-Company-in-Pakistan-Detail.asp?action=detail&ComID=39632

XVII. (n.d.). Retrieved 2011, from http://www.linkedin.com/pub/imran-amjad/1/704/152

XVIII. (n.d.). Retrieved 2011, from http://www.docstoc.com/docs/12163262/Haleeb-Foods

XIX. (n.d.). Retrieved april 2011, from http://www.oppapers.com/essays/Haleeb-Milk-Plan/641697

XX. (2011, april). Retrieved from http://haleebfoods.com/haleeb/QS_company_profile.php

XXI. hassan, m. s. (2010, fall). marketing manager.

XXII. (2011, APRIL). SR. BRAND MANAGER. (M. I. JUTT, Interviewer)

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