Executive Summary: Internship Organization: Haleeb Foods Ltd. Internship Duration: June 25, 2007 to August 13, 2007 Introduction: This report covers the activities and responsibilities that I performed during my internship at Haleeb Foods Limited. HFL is the National Company with a burning passion to take on the international market. In the clutter of multinational companies HFL has a distinguished place. The report starts with the introduction of the company, then the mission and the vision of the organization and its structure covering all the departments. HFL's products portfolio, SWOT Analysis, Pest Analysis and Porter Five Forces Model. Then the next part includes my duties and responsibilities and the assignments and projects they gave the problems and then me and limitations I have founded while doing the internship and then recommendations Internship Assignment: The assignment was to work with a professional organization to get professional experience of the office routines and the working of the organization at the initial level. Learning: I worked their as an intern for the 7 weeks in the marketing department. In the marketing department of HFL I learned a lot of things related to marketing and sales. My boss gave me many assignments, which were related to marketing and sales, and also many other
Transcript
Executive Summary:
Internship Organization: Haleeb Foods Ltd.
Internship Duration: June 25, 2007 to August 13, 2007
Introduction:
This report covers the activities and responsibilities that I performed during my internship at Haleeb Foods Limited. HFL is the National Company with a burning passion to take on the international market. In the clutter of multinational companies HFL has a distinguished place. The report starts with the introduction of the company, then the mission and the vision of the organization and its structure covering all the departments. HFL's products portfolio, SWOT Analysis, Pest Analysis and Porter Five Forces Model.
Then the next part includes my duties and responsibilities and the assignments and projects they gave the problems and then me and limitations I have founded while doing the internship and then recommendations
Internship Assignment:
The assignment was to work with a professional organization to get professional experience of the office routines and the working of the organization at the initial level.
Learning:
I worked their as an intern for the 7 weeks in the marketing department. In the marketing department of HFL I learned a lot of things related to marketing and sales. My boss gave me many assignments, which were related to marketing and sales, and also many other things that will help me a lot when I will start my professional career.
Contribution:
My contributions in that department were valuable, because of my contributions I succeed in taking the load of work of my boss.
Introduction of HFL:
This report provides a cavernous insight of the departments and products of the company.
HFL is now one of the fastest growing packaged food companies in Pakistan with an annual turnover of Rs. 9.2 Billion (F2006). It is a private limited company. It started commercial production in July 1987. Due to consistently superior performance, it has achieved undisputed leadership in the liquid packaged milk category with a market share of over 52%. HFL has a very strong brand portfolio consisting of dairy as well as non-dairy products.
Haleeb Foods has segmented its product portfolio in 3 leading brands including Haleeb, Candia and Tropico. Haleeb is the flagship brand of the company. Haleeb UHT Milk is available in 5 Sku’s of Tetrapak packaging. Due to its strong positioning of the thickest milk for best tea, it has the highest top of mind awareness and penetration in the dairy industry of Pakistan. In order to increase consumer and trade penetration of the brand, it is also available in Tetra Fino Packaging under the brand extension of Haleeb Dairy Queen.
Haleeb has also progressively diversified from UHT Milk to other product categories as well. These product line extensions 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 flavors.
Haleeb Foods, having a Franchise agreement with Cadillac France, launched Candia Double Sterilized Milk in bottle format in April 1999. Candia is also available in the Candia Classic variant which is positioned for Tea. Another recent initiative is Candia Candy Up, which is flavored milk for children.
HFL 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 the product range is available in all the urban and semi urban areas of Pakistan. Furthermore, concerted efforts are being made to develop the rural market as well.
HFL has an efficient and resourceful Export department, which has successfully tapped opportunities in foreign markets including Korea, Hong Kong, USA, UK, China, Afghanistan, Bangladesh and the Middle East.
In order to provide best quality products to its consumers, HFL has a well-developed supply chain infrastructure. It has heavily invested in a vast network of company operated milk collection centers across the country. HFL has a strict and stringent quality policy regarding intake of raw milk. It is the only company that conducts 21 rigorous quality tests to ensure that only fresh milk of the highest quality is accepted at the plant premises. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. Further, 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 9001 – 2000 (better quality for greater customer satisfaction)
ISO 14001 (environment-friendly operations)
HFL believes in using cutting edge processing and packaging technologies to meet consumer expectations of hygienic and high quality food products. 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 Liters of Milk everyday. Keeping in view the volume potential and increasing growth trend of the market, the company has recently inaugurated a second independent UHT plant at Rahim Yar Khan.
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. 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.
The company takes pride in being a model national organization delivering international quality products and higher value for money to its consumers. The management team at HFL strongly believes that Pakistan offers enormous potential for food business due to a large consumer base, high acceptance of packaged food, and a growing urban middle class consumer segment.
History:
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under the
name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it is known to be as Haleeb Foods
Limited. At that time it had the capacity of producing 80,000 / liters of milk per day having total area of 32 acres. Initially 150
people were employed at the plant. The production process started with UHT liquid milk. The liquid milk was the first product
launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those
including MILKPAK were using obsolete technology that was used in EUROPE. Haleeb Plant was the only plant based on the
latest technology and the basic idea behind that were particularly dairy foods products. Haleeb is one brand that is toady known
everywhere.
From November 1989 till December 1991 Haleeb had a joint venture with fries land Frico Domo of Netherlands. This joint was
amicably dissolved on account of FFD's change in management in their global strategy. Today as an ISO 9002 certified
company, Haleeb is the dominant market leader of UHT milk in Pakistan by capturing 52 % share.
Franchise agreement with Canada, a market leader in the liquid milk market in France, was assigned in December 1998. Under
this arrangement, the company launched Candia range of value added liquid milk product and also have assess to latest
production, technical and marketing know how.
Initially company launched different products but some of them could not become successful. As the company's core concern is
quality eventually company abandoned products that were not according to the market needs. In 2002 the company contributed
54% to the country's packed milk market.
Problem and Purpose:.
This report seeks to look at the operations of Haleeb Foods Limited. What kind if products and services HFL is providing to the
consumers, also about the environment in which it is operating.
Sources and Methods:
The greater part of information presented in this report has been taken from published material of the company like its
broachers and website. The information regarding HFL is taken from the senior managers and the supervisor under whom I am
doing my internship.
I tried my level best to write updated and latest information and in the report.
Main Sources of information are:
www.haleebfoods.com
Limitations:
The most important limitation in writing this report was the nature of the company. Haleeb Food Limited is a private limited
doesn’t allow leaking any of its internal information, specially the information regarding the financial position of the company and
the policies related to Human Resource Department.
Scope:
The scope of the report is to examine in detail the operation of HFL. The focus of this report is mainly on the marketing
department of Haleeb Foods Limited.
Organizational Structure of Haleeb Foods Limited:
Managing Director
Technical
Operations
R & D
Quality Assurance
Marketing
Sales
Human Resource
Finance
Information System
Supply Chain
Food Services
Maintenance
Administration
Production
Quality sessions
Quality Control
Customer Care
Brand Teams
Sales Team
H.R Functions
HIL
Finance
Accounting
Projects
NPD
Milk Procurement
Purchases / Imports
Warehouse
Chairman
Export
Hierarchy of Marketing Department:
G.M Marketing
GBM
MM
NPD
GBM
GBM
ABM
ABM
ABM
BM
CCR
ABM
ABM
Vision, Mission, Values and Policies of Haleeb Foods Limited.
Vision Statement:
Most Innovative and fastest growing food company offering products enjoyed in "every home every day"
Mission Statement:
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.
Policies:
a. Build branded food business to improve quality of life by offering tasty, sage, hygienically processed,
affordable, highly nutritional food products through environment friendly processes to our customers while
maximizing stake holders' value.
b. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety,
environment and other applicable laws etc.
c. To prevent pollution through controlling levels of harmful emission, effluents and other wastes.
d. Contribute to safe and healthy environment for our country.
e. Promote mutual trust with customers, suppliers, employees, shareholders and community.
f. Provide all the necessary resources for the continual improvement in quality, safety of our products, processes
and environment.
Values:
Enterprise
Empowerment
Accountability
Trust
Teamwork
Haleeb Foods product Portfolio:
1.1 Haleeb Milk in Tetra Pack:
Consumers everywhere know that only Haleeb Milk makes the best tea ever because of its thickness. Haleeb is
pasteurized, homogenized, and standardized pure UHT milk of the highest standard with 3.5% fats and 8.9%
solid non-fats. It is Haleeb Foods premier brand, and the choice of quality-conscious consumers who only go for
the best. Packed in easy to open, 6-layered Tetra Pak Brick Aseptic packaging, it comes with a 3 months shelf
life.
SKU's
1500 ml: 8 Packs / carton
1000 ml: 12 packs/carton
500 ml: 12 packs/shrink-wrapped tray
250 ml: 27 packs/shrink-wrapped tray
1.2 Haleeb Reshmi
Haleeb Reshmi pack is long life-packaged milk and offers consumers premium quality milk at an attractive price.
Due to its multi-layered packaging material, Reshmi pack not only retains the natural thickness of milk for a
longer time, but also protects the milk from light, heat and bacteria.
SKU's
125 ml: 1.25 liters
250ml: 5 liters
1000ml: 6 liters
1.3 Haleeb Bottle:
The good thing about the Haleeb Bottle is that it is made out of material that is 100 percent recyclable. Feel free
to have your own pick according to your need. , Haleeb Milk is all about making your life simpler and easier. The
Milk Bottle's convenient screw cap makes it easy to use in our day-to-day life. The aluminum that covers the
mouth of the bottle ensures that the milk that reaches you remain fresh. Approved by CCTPA the Haleeb Milk
Bottle has multi protected layers that keep it safe from bacteria and sunlight.
SKU's
1000 ml / 8 pieces per cartoon
250 ml / 24 pieces per cartoon
1.4 Dairy Queen:
Dairy Queen is Haleeb another standardized and homogenized pure UHT Milk with 3.5% fat and 8.9% solid non
fats. At an affordable price it has won the hearts of consumers everywhere. It is available in 6-layered Tetra Pak
Fino Packaging, introduced for the first time in Pakistan and has 2 months shelf life.
SKU's:
250 ml: 24 pouches per carton
500 ml: 16 pouches per carton
1000 ml: 9 pouches per carton
1.5 Haleeb Gold:
The Thickest Milk with Extra Cream. This marvelous product provides all the benefits of the Thickest Milk along
with the natural goodness of extra cream. Haleeb Gold with its extra rich creamy taste makes a perfect cup of
Tea. It enhances your performance and helps to maintain a healthy, dynamic lifestyle.
SKU's:
1000 ml: 12 packs/carton
500 ml: 12 packs/tray
250 ml: 27 packs/tray
1.6 Haleeb Tea max:
In tune with the Haleeb Foods tradition of providing consumers high quality and value added products, Haleeb
Tea Max is the ideal choice for all tea and coffee lovers. Tea Max is special milk that provides a rich taste in your
beverage. It is also available in the unique and delicious cardamom flavor, packed in a 6-layered Tetra Pack
Brick Aseptic packaging.
SKU's:
200 ml (plain) pack: 27 packs/carton
200 ml (cardamom) pack: 27 packs/carton
1.7 Haleeb Funday:
Haleeb Funday is a delicious juice drink especially for kids, enriched with calcium, and vitamins A, C & D. An
exciting treat, packed with health and a great taste, Funday juices will surely be an instant success with kids
with their unique and amusing names, Aamonka (mango) and Arrochee (peach and lychee). They are packed in
a 6-layered Tetra Pack Brick Aseptic packaging.
SKU's:
200ml Pack: 36 Packs /Carton Shrink wrap units
200ml Pack: 27 Packs/Carton
1.8 Haleeb Good Day:
Haleeb Good Day offers consumers a range of 100% pure juices with the essence of four fruits in each glass,
without any added sugar, flavors or preservatives. For consumption absolutely anywhere and anytime, Good
Days’ six premium juices (apple, pineapple, red grape, mango, orange, and mixed fruit) give you the absolute
delight in taste, and revitalizes you at the same time. It is packed in a 6-layered Tetra Pack Brick Aseptic
packaging.
SKU's:
250 ml Pack: 27 Packs/Cartons
1000 ml Pack: 12 Packs/Carton
1.9 Haleeb Cream:
The premium cream processed hygienically from pure fresh milk, Haleeb Cream is luxuriously rich in its
thickness and nutritional value. It promises the richest assortment of tempting toppings, delicious desserts and
creamiest coffee with its unique taste, also great for eating with bread etc. Packed in 6-layered Tetra Pack Brick
Aseptic packaging. 6 months shelf life.
SKU's:
250 ml: 27 packs/shrink-wrapped tray
65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton
1.10 Haleeb Cream with Honey:
Haleeb Cream with Honey is an exclusive treat: delicious thick cream fortified with the goodness of pure honey,
making a tempting spread on bread. Enjoy it anytime and exude energy and freshness whole day long. It is
packed in a 6-layered Tetra Pak Brick Aseptic packaging.
SKU's:
65 ml mini pack: 24 packs/dispenser
200 ml: 24 packs/tray
1.11 Haleeb Butter:
Haleeb Butter is the best natural source of Vitamins A & D for everyone, and by far the ideal way of starting yet
another busy day. It is rich in its taste and revitalizes your energy for a long tiresome day.
SKU's:
20g pack: 300 packs/carton
50g pack: 120 packs/carton
100g pack: 60 packs/carton
200g pack: 30 packs/carton
1000g pack: 1 pack/carton
1.12 Haleeb Yogurt:
Haleeb Yogurt meets the highest quality standards and gives consumer’s unmatched quality, freshness and
taste with every spoonful. Offered in 450g, 200g, with freshness seal that keeps the product attributes fresh
throughout its life.
SKU's:
Plain Yogurt 450 gm: 12 Units/Tray
Plain Yogurt 200 gm: 24 Units/Tray.
Zera Raita: 24 Units/Tray
Mint Raita: 24 Units/Tray
1.13 Haleeb Asli Desi Ghee:
Haleeb Asli Desi Ghee is obtained from pure milk through the traditional procedure of heating butter slowly.
Haleeb Asli Desi Ghee is free from all artificial ingredients; it has pure and natural taste and is nutritionally
preserved.
SKU's:
0.5 kg pouch: 10 packs/carton
1 kg pouch: 5 packs/carton
1 kg tin: 6 tins/carton
5 kg tin: 2 tins/carton
16 kg tin: 1 tin/carton
1.14 Haleeb Labban:
Lassi is an age-old traditional beverage in the South Asian continent. Haleeb Labban aims to give its consumers
the same satisfying traditional taste of thick Lassi, along with hygiene, convenience and accessibility. Haleeb
Labban is the only ready to drink packaged Lassi available in Pakistan. It is available in salty and sweetened
variants, packed in a 6-layered Tetra Pack Brick Aseptic packaging.
SKU's
250 ml pack: 27 packs/carton
1000 ml pack: 12 packs/carton
1.15 Haleeb Skimz Powder:
Skimz is a fat-free milk powder, naturally low in cholesterol; yet high in proteins and calcium. There are mainly
two types of milk powders, full cream and skimmed. SKIMZ is a skimmed milk powder. Full cream powder
contains 28% fat, whereas SKIMZ contains less than 1% fat. Moreover, the protein and calcium content is higher
in SKIMZ as compared to full cream milk powder. It is best suited for weight conscious people as well as those
trying to maintain a low cholesterol level.
SKU's:
200 g: 12 skillets/shrink-wrapped tray
500 g: 12 skillets/carton
1.16 HFL also produces bulk dairy products.
Bulk Products Available:
Instant Full Cream milk powder (IFCMP)
Full Cream Milk Powder
Skimmed Milk Powder
Instant Skimmed Milk Powder (ISMP)
Cream
Ghee
Butter
2.0 Products under the Umbrella of Candia:
2.1 Candia Milk:
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, 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.
SKU's:
250 ml Bottle: 12 bottles/carton
1000 ml Bottle: 12 bottles/carton
2.2 Candia Classic:
Classic times ask for Classic tea, a product by Europe’s No.1 brand Candia. Its richness and taste is bound to add
more life to your cup, and it is an ideal choice for real tea drinkers.
SKU's
1000 ml: 12 bottles per case
500 ml: 12 bottles per case
2.3 Candia, Candy Up:
With the backup of Candia, Candy Up has been launched especially for flavored milk drinkers, in chocolate &
strawberry flavors to the sheer delight of children. The fact that it comes in a bottle makes up for convenient
usage as well.
SKU's:
500 ml: 12 bottles per carton
2.4 Candia Skimz:
Candia Skimz is the only completely fat-free milk with the richness of pure milk. Minus fats, 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.
SKU's:
250 ml: 27 packs/shrink-wrapped tray
3.0 Products under the Umbrella of Tropico:
3.1 Tropico Juice Drink;
With the quality assurance of Haleeb Foods, Tropico is the premium juice drink, superior in taste and pulp
contents, for that invigorating fruity refreshment. Tropico is available in three flavors: apple, mango, and mix
fruit, packed in a 6-layered Tetra Pack Brick Aseptic packaging.
SKU's:
1000ml Pack: 12 Packs/Carton
250 ml pack: 36 packs/carton
250ml Pack: 27 Packs/Cartons
3.2 Tropico Nectar:
Juices play an important role in the functioning of our body, have many benefits associated with them, and help
you achieve the desired healthy way of life. Tropico nectar is another product from the house of Haleeb Foods
Limited, which is 100% pure nectar, available in four sumptuous flavors including Red Blood Orange & Kinoo,
Mango, Apple and Kinoo. Haleeb Tropico is also the only brand that is offering Red Blood Orange & Kinoo Juice -
that is so deliciously different that you will want to have it in your house, all year long!
SKU's:
250ml: 27 Packs/Carton
1 Ltr: 12 Packs/Carton
Year of Launch of the Products:
1986 Haleeb Milk
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
Haleeb N'Rish Instant Full Cream Milk Powder
2001
2002
Haleeb N'Rish Fortified Instant Full Cream Milk Powder
Major shareholder in the food industry of Pakistan.
Efficient Distribution networks through out the country.
Quality Products.
Environment Friendly.
Socially Responsible Company.
Haleeb Food's products enjoy strong brand image and market pull.
Innovative and constantly growing product line.
Sales force is the major resource strength in terms of physical resources of the company.
Marketing strategies established by the company are innovative and lure customers.
Financial, marketing and sales strategies are formulated by gauging the customer demands.
Periodic research carried out to judge market trends.
Highly sophisticated plant and equipment.
Qualified work force.
Focus on research and development.
First and the only dairy company in Pakistan to get ISO 9002 certification.
WEAKNESSES:
Relatively a small and local company in comparison to its rivals.
Dependence on 3rd party for supply of milk.
No credit sales.
Low sales margins due to highly value added products.
They cannot launch many of its expensive international brands due to the lower income groups.
Selective investment due to uncertain economic and political conditions.
Feasibility of new products needs to be analyzed, e.g. Candia Drinking Yogurt was launched some years back
but it failed because no customer demand exist it.
The packing line installed for N'Rish has a higher capacity than the actual demand of the product, resulting in
higher overhead costs for the product.
Inadequate marketing.
Low promotional activities.
Comparatively weak distribution system.
OPPORTUNITIES:
Pakistan is the seventh largest producer of milk in the world with annual output of over 22 billion liters.
There are substantial growth opportunities considering the average yield of Pakistani animals at only 1,100
liters/annum as compared to 6,000 liters/annum for animals in Europe and USA. There are nearly 20 million milk
producing animals in the country, mostly in Punjab (80%).
The overall milk market in Pakistan is 20 billion liters, out of which processed milk contributes only 3 million
liters. Haleeb Foods along with other processed milk business contribute only 2% to this large market.
Haleeb Foods' has expanded its product range by launching milk in Tetra Fino Packaging.
Credit policy can be adopted to increase sales.
HFL can export to others countries.
CDL has been changed to HFL, so this change in name can help them to attract foreign customers.
HFL can go for related diversifications by producing pure juices and flavored yogurt.
HFL can go for joint venture with other companies to attract the market share.
Entering in to the market of baby cereals, which will help them in increasing their revenue.
Launching cheese would also beneficial for them to create the brand awareness.
THREATS:
Competition with Nestle, Engro Foods.
Effect of Seasonal ties upon sales.
Dependency on contractors for supply of milk.
Price fluctuations due to rupee devaluation as raw material are imported.
The uncertainty of economic conditions poses a great threat.
The present economic crisis in the world, led to the withdrawal of foreign management from the company and
the investment has come to a halt.
Price sensitive people.
Milk man (Gawalas) providing non branded milk in homes.
Pest Analysis:
POLITICAL CONDITIONS:
The political conditions are not very stable in the country, but this does not directly influence the trends and spending patterns of the
customers. There are no restrictions or barriers on the growth of this industry. So the political conditions are favorable fir this market
because food and dairy chain products are consumer goods and they have to purchase it in any condition.
ECONOMICAL CONDITIONS:
The economical conditions are not very favorable and the economy is facing problems, but it is nit directly influencing buying power
of consumers. If the country is out of its current problems, it will further boost up growth of this industry, as people will feel more
secure economically and it will further increase the attractiveness of the market.
SOCIAL CONDITIONS:
The social patterns are changing in the country, as the world is becoming a global village, and mutually share and accept patterns.
People are becoming more attractive towards the branded products. It is becoming fashion and young generations as well as the
children are getting more attracted towards this industry. People are moving towards branded food / dairy products due to hygienic
reason.
TECHNOLOGICAL CONDITIONS:
High technology is the basic requirement of dairy and food industry. The companies that are using latest technology have some cost
benefits over the companies, which are not using high technology. The key to survival for companies in this industry is using high
technology for quality and cost purposes.
LIFE CYCLE
(HALEEB FOODS Ltd.)
Management of HFL claims that its products are still in the growth stage. Even though the products have been in the market for more
than decade and it is considerably a long time period for any FMCG to compete its growth stage.
Porter Five Forces Model
THREAT OF NEW ENTRANTS (LOW).
Strong customer loyalty.
Large capital is required.
Government regulatory policies.
High marketing expenditure.
Brand Preference.
BARGAINING POWER OF SUPPLIERS (LOW).
High number of suppliers.
Importance of volume to suppliers.
BARGAINING POWER OF BUYERS (HIGH).
Switching costs is low
Brand loyalty is high.
Switching options are more.
INTRA INDUSTRY RIVALRY (HIGH).
Diverse Competitors like Nestle, Engro Foods, Noon Group, Shezan etc...
Industry growth is high
Difficult to take competitive advantage.
Brand differentiation.
Exit barriers are high.
Economies of scale.
THREAT OF SUBSTITUTES (HIGH).
Loose products in the market are the major substitutes.
THREAT
OF
NEW ENTRANTS
LOW (+)
Intra Industry Rivalry
BARGAINING
POWER OF
BUYERS
THREAT
OF
SUBSTITUTES
BARGAINING
POWER OF
SUPPLIERS
HIGH (-)
LOW (+)
HIGH (-)
HIGH (-)
Internship Assignments and Duties:
The duration of my internship was from June 25, 2007 to August 13, 2007. In that time period I had worked in marketing
department of Haleeb Foods Limited. I was assigned different duties and assignments, the detail these duties and assignments are
given below.
Marketing Department Internship Program For 7 weeks
Marketing Practice Orientation
Activity Details Time Duration
New Product Development NDP Brief,” out of box” ideas for new product with rationale 1day
Research Brief Writing How to write a good research from given objectives 2 days
Creative brief writing How to write a good creative brief from given objectives 2 days
Projects
Marketing research project (consumer)
CLT or consumer survey for any HFL
product. To compile presentation or
comprehensive report.
2.5 weeks (including preparation of
questionnaire, field work, data tables
& result
Market Orientation (Retail) As per objective given by brand team. At least 2 weeks
Report. My understanding of HFL
brands.
Product review, positioning,
recommendation2 days
Final internship report
A compilation of the Intern’s
experience at HFL including all
projects reports,
3 days for final report.
1. Research through survey on Imported juices in Pakistan
LAHORE REGION
Objective:
The objective of this research is to get the information about the imported juices available in the market & study their different attributes like brand name flavors,
serving size, price & categories.
Area Covered:
The stores spread over different areas of city like Johar town, Faisal town, Town ship, Model town, Garden town, Wahdat road, Gulberg, Defence, Shadman, Mall road
and Cantonment.
Sample Size:
Twenty-six departmental stores were selected for this research.
Target Market:
Most of areas belong to upper & upper middle class.
Category of Juices:
The imported juices belong to three categories namely:
1. Pure juice in which there is no sugar, preservatives & artificial color added. It is 100% juice.
2. Nectar in which there is 30-50 % fruit pulp.
3. Still drink containing 10% pulp & remaining part include sugar, preservatives & artificial colors.
MAJOR FINDINGS:
After going through data the major findings of this study is as follow:
Availability of Malee juices is 98%.
Availability of Lacnor is 60%.
Malee juices mostly available in 1-liter tetra pack but on some stores also offered in tin pack 240 ml.
Consumer generally buy traditional flavors like apple, orange, mango & pine apple but now in last few years the trend is also
towards new flavors like lychee, black current, berry & fruit cocktail etc. (reference Victoria store).
Big stores in city like Alfateh, HKB consumer mostly buy Dew land, Safa, Caesar.
Price variation is also there like:
a) Malee ranges between Rs 125-130.
b) For Caesar it ranges from Rs 88 to 90.
c) Dew land ranges between Rs 88-100.
d) Lacnor ranges between Rs 125-130.
LAHORE DEPATMENTAL STORES
ISLAMABAD/RAWALPINDI REGION
Area Covered:
The stores spread over different areas of twin cities. In Islamabad the locations were Sectors G-6, F-6 (Super Market), F-7 (Jinnah Super),
F-8, F-10, and G-10 and in Rawalpindi areas were Sadder, Chakklala scheme 3.
Sample Size:
Thirty departmental stores were selected for this research.
Target Market:
Most of areas belong to upper & upper middle class.
Category of Juices:
The imported juices belong to three categories namely:
Pure juice in which there is no sugar, preservatives & artificial color added. It is 100% juice.
Nectar in which there is 30-50 % fruit pulp.
Still drink containing 10% pulp & remaining part include sugar, preservatives & artificial colors.
MAJOR FINDINGS:
After going through data the major findings of this study is as follow:
Availability of Malee is 73%.
Availability of Safa is 70%.
Availability of Lacnor 60%.
Consumer generally buy traditional flavors like apple, orange, mango & pine apple but now in last few years the trend is also
towards new flavors like lychee, black current, berry & fruit cocktail etc.
People in two cities mostly like pure juices & nectars.
In Islamabad people also consume Dew land, Almarai & Ceasar.
Price variation is also there like:
a) Malee ranges between Rs 120-130.
b) For Safa ranges from Rs85 –100.
c) Dew land ranges between Rs 88-100.
d) Lacnor ranges between Rs 75-95.
e) Ceasar ranges between Rs 85-100.
ISLAMABAD/RAWALPINDI DEPATMENTAL STORES
2. Marketing practice Orientation:
During my stay at Haleeb Foods Limited my supervisor gave me different office assignments involving marketing practice orientation
like
1. New Product Development brief.
2. Research brief writing.
3. Creative brief writing.
4. Brand identity model.
The details and format of which are attached in the following pages.
New Product Development Brief
NPD (New Product Development) EPD (Existing Product Development)
a) New Formulation [ ]
c) Formulation Analysis or
Improvement [ ]
b) New Primary Packaging [ ] d) New SKU or variant []
e) New Secondary Packaging [ ]
f) Squeeze (Cost Savings) [ ]
g) Pack Design Changes [ ]
Retail [ ] Bulk [ ] h) Others:
Project title CARBONATED DRINK
Project No: Date: June 19, 2007
Timeline: Immediate [ ] Longer Term [ ]
Priority: HIGH [ ] MEDIUM [ ] LOW [ ]
PART
I:
To be completed in full and in duplicate by the assigned brand team. A) Attach additional info if applicable. B) Agreement is to be acquired from the assigned NPD Team. C) Forward to GMM and MD for
approval.
BACKGROUND & OBJECTIVES:
As HFL has history of being innovative & pioneer in dairy product its time to enter new arena like carbonated drink & cash in Haleeb good image to give customer satisfaction. To
enhance strategic business units, there is large consumer base. Last but not the least high acceptance of packaged food in urban based areas.
MARKET ASSESSMENT & COMPETITION:
General:
Pepsi & Coca cola are two main competitors, while Pepsi is market leader. Consumer trend is to have drink for refreshment & also use with food items. Very popular among youth. People develop a psyche that guest should be
served with soft drinks. the substitute products are juices, squashes etc. market volume size is 100 million.
End Consumer Price & Taste/Packaging profile for competitive/ substitute product:
11 Rs for 250 ml, 40 Rs for 1.5 lits
Taste/Packaging profile for competitive product:
Pepsi a bit sweeter & less carbonated gas. Coke has strong taste a bit harder. Packaging profile for Pepsi Coke is same like both comes in 250ml.500ml& 1.5 liters bottle.
TARGET GROUP & REQUIRED PRODUCT PROFILE:
Target Group:
Youth (15-25yrs) because they are more receptive to change.
Key Consumer Benefits:
Comes in different flavors (strawberry, orange, lemon), low calories.
Required Product Profile:
Same as current
MARKET RESEARCH PLANS:
Type of Research: Quantitative research
Quantity required: different schools & colleges (let say 5000 consumers)
Date by which prototypes required for consumer testing: 1 Sept, 2007
TARGET LAUNCH DATE: 1 Nov ,2007
COST PARAMETERS GUIDELINES:
For 250 ml Rs 10.
For 500 ml Rs 18.
VOLUME ESTIMATES:
Volume and Value Estimates (for 12 month period- including launch volume):
1.6 million (10 million of 250 ml & 0.6 million of 500 ml
Test-Market Launch volume required:
60000 of 250 ml & 45000 of 500ml
Packaging: -- 250 ml & 500 ml plastic bottle, transparent, label color brown shade, bottle cap brown for cola drink & for fruits flavors like apple, strawberry, lemon color of label & cap varies
Strawberry pink color
Lemon green color
Apple yellow color
PART II: To be completed by the GM-Operations and discussed and agreed to by groups directly involved including QAD, Purchase, etc.
TECHNICAL FEASIBILITY: (including comments on any CAPEX required, available literature, guidelines, samples, know-how)
C.c.: Assigned Brand Team, Assigned NPD Team, General Manager Marketing, Managing Director
Note: In case of denial, this document is to be filed with the GM-Marketing.
MARKET RESEARCH BRIEF
CATEGORY BRAND PRODUCT DATE
DAIRY: UHT treated Haleeb Flavoured milk July 26, ‘07
CONTEXT
We intent to launch a new product in a market i.e. flavoured milk. For this purpose we want to have a fair idea about consumer perception about the tetra pack flavoured milk & most
importantly the target consumers.
OBJECTIVES
MARKETING RESEARCH
What business decision are we trying to make? Primary Information need Other useful information
Our motive is to diversify our product line from UHT treated milk to
flavoured milk so that give full value of money to consumers .to
build strong brand image in minds of consumers. Thus we want to
obtain consumer insights to help in determine launch of flavoured
milk, right target market& positioning.
We need the following information:
Flavoured milk consumption habits like
where, when, how much, how many times,
who, what.
Brand
perception based
on packaging.
Inputs on
Consumer perception towards flavoured
milk like positive & negative thing about
product.
Their liking of different flavours.
Satisfaction level w.r.t. Current variant of
flavoured milk in market.
Kinds of flavours children most like.
Their feeling about current brands
available in the market.
various attributes.
Registration of
brand name.
METHODOLOGY
TARGET MARKET TIMING BUDGET
Housewives:A,B urban income groups(KHI.LHR) age
25—35 yrs, children: school going
Current user of COUNTRY, PAKCOLA,IMPORTED
BRANDS etc
Moderate consumer atleast 2-3 times a week as well as
high consumption of product 5-6 times a week.
Top lines July 10, ‘07
Report July 20,’07
Performance Standards
The minimum performance standard for acceptance
Not applicable
DETAIL OF INFORMATION SOUGHT
Not applicable Not applicable
SIGNATURES
For Haleeb Foods Limited For Market Research Agency
HALEEB ENERGY DRINK
Launch Advertising Brief
BACKGROUND:
Consumers purchase energy drink mainly for themselves. They belong to A & B SEC. Energy drink has been recognized by athletes, sportsperson,
busy professionals, active students & long distance drivers all over the world. With the increase in literacy rate & exposure to electronic media there is
big market for energy drinks. Also government intensions to improve the infrastructure of sports in country & emphasis on fitness of players an effective
energy drink is the order of day & also in coming age.
Haleeb energy drink will be launch in December 2007. With the campaign focusing on “performance enhancer”. So far the competitors in this business
comprises RED BULL, RED OX & other imported brands like ENERGRADE etc.
MARKET OBJECTIVES:
1. Achieve brand awareness level to 20% among target consumer by April 2008.
2. Achieve market share of 15% by April 2008.
3. Establish clear brand differentiation versus leading competitive brands.
REQUIREMENTS:
1. Brand slogan for use in advertising campaign (based on BIM).
2. TV concept (please see execution guide lines).
3. Out door designs. (60” x 20”).
4. Print Ads (Urdu & English).
5. POP
Poster design
Shelf talker
Mobile design
Leaflets.
EXECUTIONAL GUIDELINES:
1. For TV we would like to focus on 20-30 sec shot spots, involving on sports celebrity endorsement,. Like tennis star ESAM-UL-
HAQ.
2. We would prefer concept that celebrity playing his respective field or doing some adventurous stuff like mountaineering, but it
is not mandatory.
3. Consumption shots must be a par of the execution.
4. Brand identity model BIM should be followed religiously.
5. 35 mm format.
KEY TIMELINES:
ACTIVITY RESP. TARGET DATE
1 Brief to agency HFL
2 Acceptance of brief by agency RED
3 Campaign presented by agency RED
4 Adjustments RED & HFL
5 Final campaign RED
6 TVC shoot RED & HFL
7 Rough cut of TVC RED
8 Final artwork for campaign RED
9 Final cut of TVC RED
10 Launch campaign RED & HFL
SIGNATORIES:
For Haleeb Foods For Advertising agency
Name ________________ Name ________________
Brand as Product Brand as Org. Brand as Person Brand as Symbol
HALEEB ENERGY DRINK - Brand Identity Model - DESIRED
BRAND ESSENCE
HALEEB ENERGY DRINK acts as Performance Enhancer & Bolster consumer mentally & physically.
s
- Different packaging
- Umbrella of Haleeb.
- Strong.
- Vibrant.
- Zealous.
- Influential.
- Hard core.
- Innovative.
- Vitalize body & mind.
- Performance enhancer.
- Sizzling taste.
- Gives instant energy.
CORE IDENTITY
Vitalize body & mind.
Performance Enhancer.
Instant energy provider.
BRAND POSITIONING STATEMENT
To SEC A & B urban-based household including sports lovers, busy professional who want instant energy after daily hectic activities.
CORE TARGET CONSUMER
SEC A & B household in urban areas requires performance enhancer agent. They are brand conscious & want to excel in every walk of life.
BRAND CAPSULE
A panther on a pack.
3. Store Intercept Monitoring Survey:
The objective of this survey is to monitor the in store activities, relating re launch of Good Day Juices. The survey comprises for one week and the major
responsibilities assigned to me were as follow:
Monitor & observe in store activities of promoters & make sure they performed their duties well.
Check the availability of stock.
Incase of shortage communicate it to sales department for necessary action.
Also monitor floats activity of Good Day juices and at the end of day report to my supervisor.
4. Survey on Outcome of Good Day Campaign on Sales:
The objective of survey was to examine effect of Good day Juices campaign on sales. By getting information from shopkeepers regarding sales before
& after campaign (June – July) and obtained valuable suggestion from them one gets a fair estimate about success of promotion activities.
Area Covered:
Total of 49 shops were visited in the areas of Muslim town, Allama Iqbal town, Model town, Faisal town, Johar town,
Cantonment, Defence, Cavalry, Shadman, Main Boulevard Gulberg, Garden town, & Liberty market.
Main Findings:
State of Sale
Positive 51 %
No real change 30.61 %
Negative 8 %
Comments:
Following are comments & suggestions given by shopkeepers.
Some shopkeepers said that after store activity has completed customers don’t pick product themselves as
during activity promoters persuade customers to buy good day juices.
Some shopkeepers annoyed by the shortage of supply.
Many said that demand and awareness is gradually developing for the brand.
In HKB liberty market old packaging of good day was displayed.
In Haidery store & Shezan bakers’ demand of 250ml pack is higher than 1-liter pack.
Most of shopkeepers support good day campaign & they want more events like this in future.
Some of shopkeepers want more skins for advertisement as Nestle & other competitor brands offer them skins
in great quantity.
According to shopkeepers people don’t buy Good -Day because it is expensive.
EFFECT OF GOOD-DAY CAMPAIGN ON SALES
6. Market Orientation:
During my internship period at Haleeb Foods, for practical experience my boss assigned me to do market survey. To know about the
perception of Haleeb Foods Brand in their mind & to check the availability of product over there. Daily I used to visit numerous shops,
to find out whether shop keeper facing any problems with the distribution & about the off take of the cheese & yogurt. The area of
Lahore which I had visited include Muslim town, Garden town, Iqbal town, Model town, Johar town, Faisal town, Gulberg, Defence ,
Shadman etc. These areas have A+, A, B+ stores in which Haleeb Products & other competitor’s products were available. The time
duration of market visits was 2-3 weeks. After the survey I prepared report & gave it to my boss I also got chance to visit
Islamabad/Rawalpindi to check the availability of Candia flavored milk & Good day juices.
Problems & Limitations:
No separate computer was available for internee so it took more time for data entries and wait for the
computer to be free. Also getting the data transferred from one computer to another was a big problem that
arose almost daily.
The vendors and suppliers also give problem it was difficult to get work done from them. They always come up
with reasons of not delivering the required material and I had to give them consistent follow up calls to remind
them delivering the required material on the proper time.
The advertising agencies also give problem and it was also difficult to get the designs from the Advertising
agencies on the deadlines.
No internet facility for the internee.
Conclusion:
This internship proved to be very helpful for me. I got a lot of knowledge and also the practical aspect of life. It was my first
experience, which was obviously very tough, but it will be very beneficial for in my coming future.
As a whole HFL is a good organization to work in but there are certain departments that need improvements. It is surviving in the
FMCG’s sector with some strengths and weaknesses. I am of the view that if the management of HFL wants to show the same results
in the future that it should have to take some decisions before time, because in the 21st century only those organizations can survive
who are utilizing all their resources efficiently and effectively.
Recommendations:
Haleeb Foods Limited should also allocate a healthy budget for the advertising of its products.
HR Department of HFL should introduce HRIS to increase the efficiency of the company.
The co-operation among the different departments of HFL should also improve it will lessen the bureaucratic cost and increase
the efficiency of the company.
The activities like customer satisfaction day should be performed on regular basis so the company should know about the
feedback of the customers regarding the products and image of the company.
The shopkeeper complains that HFL don’t provide replacement to the expired products so they should provide proper
replacements to the shopkeepers to enhance the image of the company.
Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with distribution of Haleeb
