Latest Internship Report on Haleeb Foods

8/12/2019 Latest Internship Report on Haleeb Foods

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Internship Report on Haleeb Foods

by Commerce Solutions inHaleeb Foods,Internship Report

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 coveringall 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 theassignments and projects they gave the problems and then me andlimitations I have founded while doing the internship and then

recommendations

I nternship 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 marketingdepartment. 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 alsomany 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 mycontributions I succeed in taking the load of work of my boss.

I ntroduction of HFL:

This report provides a cavernous insight of the departments andproducts 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 aprivate 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
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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 Skus of Tetrapakpackaging. Due to its strong positioning of the thickest milk for best

tea, it has the highest top of mind awareness and penetration in thedairy industry of Pakistan. In order to increase consumer and trade

penetration of the brand, it is also available in Tetra Fino Packagingunder 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 includeHaleeb 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'RishFull Cream Milk Powder & Haleeb Good day Pure Juices. HaleebGood 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 ofPakistan. 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 awell-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 intakeof 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 atthe plant premises. These internationally recognized tests are used to


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check for: a) adulteration, b) microbiological contamination and c)

adequacy of nutritional contents. Further, Haleeb Foods is the onlyfood company in Pakistan that has the following international

certifications of quality and prestige:

HACCP (in process controls for safer products) ISO 90012000 (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 highquality 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 volumepotential 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 aprogressive 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 thevery 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 thatPakistan offers enormous potential for food business due to a large

consumer base, high acceptance of packaged food, and a growingurban middle class consumer segment.

History:

Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46Million under the name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it


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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 amicablydissolved 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 thisarrangement, the company launched Candia range of value addedliquid milk product and also have assess to latest production, technical

and marketing know how.

Initially company launched different products but some of them couldnot 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 thecountry's packed milk market.Probl em 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 M ethods:

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 doesnt 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:
http://www.haleebfoods.com/http://www.haleebfoods.com/http://www.haleebfoods.com/


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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 Structur e of H aleeb 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

FinancegiitnocA

ProjectsNPD

Milk Procurement

Purchases / Imports

Warehouse


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Chairman

Export

Vision, M ission, Values and Poli cies of Haleeb F oods L imi ted.

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 Portfoli o:

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


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1500 ml: 8 Packs / carton

1000 ml: 12 packs/carton

500 ml: 12 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


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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


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:


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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:


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


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



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1000g pack: 1 pack/carton

1.12 Haleeb Yogurt:

Haleeb Yogurt meets the highest quality standards and gives consumers 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 andaccessibility. 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



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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 Europes 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.


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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:


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


250ml Pack: 27 Packs/Cartons

3.2 Tropico Nectar:


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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 M ilk

1997 Haleeb Asli Desi Ghee

1998Haleeb Cream, Candia Skimz M il k Powder

1999Candia Milk, Candia Skimz Liquid M ilk

2000Tropico Juice Dr ink, Haleeb Dair y Queen

2001

Haleeb N' Rish I nstant Ful l Cream M ilk Powder

2002Haleeb N'Rish F ortified Instant Full Cream Mi lk Powder

2003Candia Tea Max Dair y Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Dr ink

2004Haleeb Good Day Pure Jui ce, Haleeb Fun Day Juice Drink, Candia Candy' Up Fl avored Mi lk

2005

Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb L abban, Haleeb Good

Day(M ix Frui t, Red Grapes, Mango Pineapple)

2006Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tr opico Nectar


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SWOT Analysis:

STRENGTHS:

No 1 dairy company.

Growing Sales and profits.

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.


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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:


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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.

LI FE 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.

BARGAINI NG POWER OF SUPPLI ERS (LOW).

High number of suppliers.

Importance of volume to suppliers.

BARGAINING POWER OF BUYERS (HI GH).

Switching costs is low

Brand loyalty is high.

Switching options are more.

IN TRA INDUSTRYRIVALRY (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 SUBSTI TUTES (HI GH).

Loose products in the market are the major substitutes.

THREAT


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OF

NEW ENTRANTS

LOW (+)

Intra Industry Rivalry

BARGAINING

POWER OF

BUYERS

THREAT

OF

SUBSTITUTES

BARGAINING

POWER OF

SUPPLIERS

HIGH (-)LOW (+)

HIGH (-)

HIGH (-)

I nternship Assignments and Du ties:

The duration of my internship was fromJune 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 Ori entation

Activity DetailsTime

Duration

New Product

Development

NDP Brief, out of box ideas for new

product with rationale 1day

Research Brief WritingHow to write a good research from

given objectives2 days


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Creative brief writingHow to write a good creative brieffrom given objectives

2 days

Projects

Marketing research

project (consumer)

CLT or consumersurvey for any HFL

product. To compile

presentation orcomprehensive report.

2.5 weeks (includingpreparation 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 HFLbrands.

Product review,

positioning,recommendation

2 days

Final internship report

A compilation of theInterns experience atHFL including all

projects reports,

3 days for final report.

1. Research thr ough survey on Imported jui ces in Pakistan

LAH ORE 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.


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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 juicein which there is no sugar, preservatives & artificial color added. It is 100% juice.

2. Nectarin which there is 30-50 % fruit pulp.

3. Still drinkcontaining 10% pulp & remaining part include sugar, preservatives & artificial colors.

MAJOR FI NDINGS:

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.


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Category of Jui ces:

The imported juices belong to three categories namely:

Pure juicein which there is no sugar, preservatives & artificial color added. It is 100% juice.

Nectarin which there is 30-50 % fruit pulp.

Still drinkcontaining 10% pulp & remaining part include sugar, preservatives & artificial colors.

MAJOR FI NDINGS:

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 Rs85100.

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 [ ]


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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 acquiredfrom 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:


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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: 1Sept, 2007

TARGET LAUNCH DATE:1 Nov ,2007

COST PARAMETERS GUIDELINES:


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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)

LIMITATIONS:preservatives permitted, low calories

TIMELINES: four month for research time

Project start: 25 June 2007

Project ends: 25 Sept, 2007

NPD TEAM AGREEMENT:

Name Signatures Date In Date Out

Marketing: ABM

MM


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R&D: AKB

QA: AQ

Production: AH

AD

SCC: MSB

Finance: SMS

Sales: RHU

Marketing: LAC

MD

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 usefu l

information

Our motive is to diversify ourproduct line from UHT

treated milk to flavouredmilk so that give full value of

money to consumers .to buildstrong brand image in minds

We need the following information:

Flavoured milk consumption

habits like where, when, how

much, how many times, who,

what.

Consumer perception towards

Brand

perception

based on

packaging.

Inputs on

various


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of consumers. Thus we wantto obtain consumer insights

to help in determine launchof flavoured milk, right target

market& positioning.

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.

attributes.

Registration

of brand

name.

METHODOLOGY

TARGET MARKET TIMING BUDGETHousewives:A,B urban income

groups(KHI.LHR) age 2535 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 Limi ted For Market Research Agency


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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


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BRAND ESSENCE

HAL EEB 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.


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BRAND CAPSULE

A panther on a pack.

3. Store Intercept Monitori ng 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 (JuneJuly) 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 dont 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.


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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 dont buy Good -Day because it is expensive.

EFF ECT 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 competitors

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 & L imi tations:

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 f irst

experience, which was obviously very tough, but it will be very beneficial for in my coming future.


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As a whole HFL is a good organization to work in but there are certain departments that need improvements. It is surviving in the

FMCGs 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 dont 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 Milk.

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