candia milk
TRANSCRIPT
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ACKNOWLEDGMENT
We thank to al-mighty Allah the most gracious and the most merciful, who gave us courage and ability to complete this project. we also acknowledge Mr. Kashif (marketing department, Haleeb), Mrs. Mehwish Waseem (brand manager ,Candia) who put special effort by providing us the required information with detail so that we were able to make the project in time with complete information and also guiding us about the pattern and format of the project.
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Company Profile
Building an excellent reputation over the years, Haleeb Foods continues to be at the forefront of product and packaging innovation. By the grace of God, it has achieved market leadership in several food categories with a very strong portfolio, consisting of leading national and international brands – Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good Day. Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states.
Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak’s novel packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, cardamom flavored tea whitener, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavors and preservatives.
All this and more makes Haleeb Foods Pakistan’s number 1 and fastest growing packaged Food Company. As of fiscal 2006, its annual turnover is Rs. 9 Billion.
International Certifications
Haleeb Foods’ products are made with great care, and marked with our quality seal of recognition. We are the only dairy company in Pakistan that undertakes 21 rigorous quality control tests on every portion of the milk collected by our teams. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. All processes, from preparation to quality assurance to packaging, are undertaken employing state-of-the-art technology and equipment. Therefore, we take great pride in the fact that Haleeb Foods is the only food company in Pakistan that has the following international certifications of quality and prestige:
HACCP (in process controls for safer products) ISO 9002 (better quality for greater customer satisfaction) ISO 14000 (environment-friendly operations) Hilal Certification.
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Company History
Haleeb Foods was established in 1986 and its first product was Haleeb milk. Since then, it has continued to provide quality products to its consumers with product and packaging innovations. Other products and their dates of launch are as follows:
1997 Haleeb Asli Desi Ghee 1998 Haleeb Cream, Candia Skimz Milk Powder 1999 Candia Milk, Candia Skimz Liquid Milk 2000 Tropico Juice Drink, Haleeb Dairy Queen 2001 Haleeb N'rish Instant Full Cream Milk Powder 2002 Haleeb N'rish Fortified Instant Full Cream Milk Powder
2003 Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink
2004 Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia Candy 'Up Flavored Milk
2005 Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit, Red Grapes, Mango Pineapple)
2006 Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar 2007 Haleeb Cheddar Cheese
Haleeb Foods is Pakistan’s number 1 and fastest growing packaged Food Company. As of fiscal 2006, its annual turnover is Rs.9 Billion. Recently, Haleeb Foods has built yet another plant in Rahim Yar Khan whose purpose is to provide Haleeb’s quality products to maximum number of consumers.
Mission
Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing stake holders' value
Vision
Most Innovative and fastest growing food company offering products enjoyed in "every home every day"
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Our Value
Enterprise Empowerment Accountability Trust Teamwork
Policy
We are committed to:
Build branded food business to improve quality of life by offering tasty, sage, hygienically processed, and affordable, highly nutritional food products through environment friendly processes to our customers while maximizing stake holders' value.
Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety, environment and other applicable laws etc.
To prevent pollution through controlling levels of harmful emission, effluents and other wastes.
Contribute to safe and healthy environment for our country. Promote mutual trust with customers, suppliers, employees, shareholders
and community. Provide all the necessary resources for the continual improvement in quality,
safety of our products, processes and environment.
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PRODUCT LINE
Dairy Products
BUTTER CHEESE
CREAM
GHEE TEA MAX YOGURT
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JUICES
FUNDAY GOOD DAY LABBAN
TROPICO TROPICO NECTAR
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UHT MILK
CANDIA CANDY UP DAIRY QUEEN
HALEEB BOTTLE HALEEB GOLD HALEEB MILK
HALEEB RESHMI PACK SKIMZ POWDER SKIMZ LIQUID
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KEY COMPANIES
Nestlé
Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of a neighbor’s child, the Nestlé Company has aimed to build a business based on sound human values and principles. While our Nestlé Corporate Business Principles will continue to evolve and adapt to a changing world, our basic foundation is unchanged from the time of the origins of our Company, and reflects the basic ideas of fairness, honesty, and a general concern for people.
OLPERS
Engro is essentially an agro-based company that has a holistic approach to business development. In 2005, the company took a major business diversification initiative by launching its wholly owned subsidiary Engro Foods Limited (EFL). During 2006, EFL launched UHT milk and cream under the brand name OLPER’s and HCLF milk under the brand name OLWELL. EFL plant located in Sukkur was set up at a cost Rs 1.0 billion and commenced commercial production in March 2006. Another plant near Sahiwal in the Punjab is nearing completion. The EFL plan envisages a fast track growth model, driven by innovative launches to command a product range across the dairy spectrum backed by compatible milk collection infrastructure and top end in the distribution of these products. EFL is well positioned to become a substantial player in the dairy sector during the next three years. OLPER ACHIEVE 1 billion sales in 2007 which is ultimately a milestone which they have achieved.
NURPUR
Nurpur, being the Market Leader in several dairy products in Pakistan, has earned a name for itself due to consistently high quality standards. Nurpur is committed to supplying the consumer and our customers with the finest, high-quality products and to leading the industry in healthy and nutritious products.
Nurpur supports these goals with a corporate philosophy of adhering to the highest ethical conduct in all its business dealings, treatment of its employees, and social and environmental policies.
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NIRALA
Nirala is also contributing in Milk Market.
SITUATION ANALYSIS
I) GENERAL ENVIRONMENTS
GENERAL STATE OF THE ECONOMY
There is still 77% market is still to be captured due to the potential in the Pakistani milk market
ECONOMIC CONDITION OF THE INDUSTRY
Economic conditions are favorable to that industry as we know that Nestle has opened the biggest milk plant of Asia in Kabirwala so there is a lot of potential.
CONDITION OF THE COMPANY IN INDUSTRY
It is a very sable and an established company. They span almost all of the major cities of the country. They have a number of renowned products in their credit. Their milk is the key product to their success.
II) PRODUCT MARKET
PRODUCT TYPES AND BRANDS
Haleeb Foods are specialized in packaged milk and cream products. Like Haleeb, Candia, Yogurt is itself their brand names.
GROWTH RATE
In Afghanistan the growth rate is high due to their product usage. In Pakistan the growth rate is still low due to target market they are focusing in Pakistan.
Market Share
Market share of the Candia is almost 90% in Afghanistan and 10% in Pakistan.
III) CUSTOMER MARKETS
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DEMOGRAPHIC FACTORS
This product is basically meant for families and especially those who are health conscious and are associated to their culture. This is meant for all members of the family as it is a source of nourishment, which is a requirement of every body.
LIFE STYLES & PATTERNS
Normally those people who are health conscious and are busy would prefer using this product as it is an instant source of energy. Now the time is change the life style and thinking of people is change people move from villages to cities and now they r becoming health conscious they are more health conscious as compared to price conscious.
USAGE PATTERNS & BEHAVIORS
Generally people of tribal areas like more caramelized milk because they make green tea with that milk and add dry fruits in it.
PREFERENCES AND SPECIFIC BENEFITS
Haleeb never compromise on quality they always keep on improving the quality of life by offering, tasty, safe, hygienically processed food. some time they give attraction to their customers cause their competitors also giving attraction to customer e.g. save rs.2 on one litre Haleeb.
IV) MARKETING PROGRAMS
ADVERTISING AND PROMOTIONAL PROGRAMS
Candia is promoting less by Haleeb because they are currently exporting it in
Afghanistan. But in future they are planning to launch it in Pakistani markets with a
totally new strategy.
PRICING PRACTICES
Price is generally low from its own Haleeb Milk Product. As well as there is no competitor to share the price.
RELATIONSHIPS WITH WHOLESALER, RETAILER
They have a brand name which is worth for a lot of years; dealers wish to work with such giants. Their market reputation is very good and people are very much
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satisfied with the people. Company have strongest distribution network so the relation ship with dealers and all the Retailers and whole sailors are very Good and cooperative.
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Product:
Candia is Europe's Number One selling milk. Haleeb Foods Limited and Candia of France have joined hands to bring you the highest quality milk. Candia is pasteurized, homogenized, - 14 -standardized, double sterilized milk. This not only ensures the highest quality, but also the best taste ever. For the first time in Pakistan, Haleeb Foods Limited has introduced milk packed in food grade plastic bottles. These bottles are manufactured from imported materials at Haleeb Foods latest plant and guarantee longer shelf life, highest quality and storage with ease of use.
Shipping Units:
500 ml Bottle: 12 bottles/carton
1000 ml Bottle: 12 bottles/carton
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PRICE:
The price is compatible with its similar product therefore it is affordable.
PLACEMENT:
10 % PAKISTAN (Major Portion of N.W.F.P)
90 % AFGANISTAN (QANDOOR AND HIRAAT)
POSITIONING:
"DOODH KA AISA MAZA JO PEHLI BAR MILA"
PROMOTION:
CHANNEL OF DISTRIBUTION AFGANISTAN
Manufacturer---Distributor---Wholesaler
No promotional activities No incentives and other techniques for motivating distributers or whole seller
CHANNEL OF DISTRIBUTION PAKISTAN
Manufacturer--Distributor--Warehouses--Retailer
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TACTICS
PRODUCT:
MILK COLLECTION AREAThere are 14 zones for self-collection of milk having 28 Main centers (PHE) HFL MILK COLLECTION AREA
Sr. No. Milk Collection Zones1 Arifwala2 Bahawalnagar3 Bahawalpur4 Bhowana5 Mian Channu6 Haveli7 Jhang8 Pakpattan9 Okara10 Rahim Yar Khan11 Shah Jewna12 Narowal13 Upper Sindh14 Lower Sindh
After collecting the milk and testing for the quality the production of milk is divided to major partsThey HFL have to manufacturing plants in PakistanBhai PeruCandia is no more manufactured in Bhai Peru plantRahim Yar KhanCandia which is manufactured in Rahim Yar khan plant is supplied in the areas of NWFP and Afghanistan.
PRICE:
PAKISTANBrands /SKU Packaging Retail Price
1*12 Per PackCandia500 Ml 240 201000 Ml 480 40
AfghanistanThe Candia has adopted a pricing policy in which there distributor is free to set his own price. Haleeb charges the same price + Transportation Expense.
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PLACE:
In Afghanistan the milk is available in the main wholesale markets of kandhar and Kabul, because there is no concept of retail stores. In Pakistan Candia is available in wholesale markets as well as on retail stores in NWFP.
PROMOTION:
DISTRIBUTION CHANNEL GENERAL
For Candia (channel of distribution)
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Dairy Farmer
Gawala (Milkman) VMCC
Retailer
Consumer
PHE
Company Milk Plant
Sweet/Milk Shop
Company Vehicle
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(RahimyarKhan -NWFP--Kandhar, Kabul
MARKETING STRATEGY
Candia has adopted pull strategy where the costumer has to place order to distributors on the basis of which the distributor books the order to manufacturer and on the basis of that order manufacturer the milk and then it is supplied as demand.
COSTUMER--Wholesaler--Distributor--Manufacturer
PROMOTIONAL DETAILS:
AFGANISTAN:
IN Afghanistan there is different culture because of that there is no need of proper advertisement campaigns because demand is more through the people who are brand loyal due to Islamic background and other geographic factors.The Distributors are taking very active part there due to brand loyalty.
Pakistan:
In Pakistan currently there is no promotional activities because the behavior of the people of NWFP is same as the Afghani's population so there also there is also distributor playing the major role but as compare to Afghanistan there is little bit promotions going on through billboards etc.
Advertisement on cable News paper
Banners
Pamphlets
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7. KEY PRODUCT
This is also the biggest strength of the Candia milk that there is not any single
product like Candia Reason for this that the Candia milk is 3 times more thicker then
any other normal milk even we compare it with Haleeb.
5. UNCONTROLABLE ENVIRONMENTS
SOCIO CULTURAL
The Haleeb Is Recognized all over the world as an Islamic food company. It’s also
clear from its product names like HALEEB Itself an Arabic word and LABBAN. To
maintain its Islamic recognition they made several arrangements like HILAL
Certification from South African Hilal Council. As Ramadan is the very respectable
month for the Muslims so they advertisement on aired in the last few years in the
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moth of holy RAMADAN also reflect that. To The dress code the women employees
is also according to the Islamic values
POLITICAL & LEGAL
Pakistan has uncertain and unstable Political conditions. Its government can change
any day or anytime. Even people can’t recall all the names of presidents and prime
ministers of Pakistan. When new government comes, it tries to impose its own rules
and regulations. So in Pakistan there are certain laws for milk or diary products. So
Haleeb tries to meet the requirements of all relevant legislations and regulation
related to the customer satisfaction and safety, environment and other applicable
laws etc. Haleeb follows all rules & laws
COMPETITION
There is no competition of specific Candia product so they are not facing any
competition problem.
ECONOMICAL AND TECHNOLOGICAL FACTORS
The economy of Pakistan has worsened from past few years. The product Candia is a result of merger of Haleeb foods with Candia (French) so they adopted exactly the same advanced technology which the Candia (French) has in abroad. So technology wise they are superb with international standards.
8. SWOT ANALYSIS
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STRENGTH
The Major strength of Candia is the product itself because there is no other product with such uniqueness in the market.
Its thickness: it is more caramelized milk in its nature. It’s Convenience: Because it’s in bottle shape and easier to open just lid off
and pour milk.
WEAKNESS There product is ignoring female taste; Mostly Men use to drink thickest milk
as compare to Women. There is not any promotion running
Only Niche Markets are there to serve like N.W.F.P and Punjab OPPORTUNITIES
Big Market is there because there is 77% market share is still to be captured or waiting.
THREAT
Haleeb bottle Milk is it Biggest threat because there will be a cannibalizing situation in the market. Tetra Pack is the biggest threat for CANDIA because it is the only bottled nature product in Pakistan.
STRENGTH AND WEAKNESSES WITH RESPECT TO 5P’S
PRODUCT
There product Candia is itself Haleeb’s strength.
PRICE:
Price is low as compare to uniqueness of the product because of which it act like a
weakness.
PLACE:
They are exporting Candia to Afghanistan which becomes there strength but in
Pakistan Candia is only placed in NWFP which act as the strongest weakness
because in the major cities of Pakistan is not available.
PROMOTIN
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Overall the main weakness of Candia is there poor promotion. Although they have
promoted in Pakistan when it was initially launched but after that 5 years has been
passed but still they are claiming to be planned.
In Afghanistan though because of culture difference there is no specific need of
promotion but still they can promote to capture the market from NESTLE and
OLPER,
BCG MATRIX (BOSTON CONSULTING GROUP)
AFGANISTAN---
<--- PAKISTAN
In Afghanistan because of its growth rate and market share which is constantly
increasing Candia ranks under the star which they are eager to maintain
In Pakistan the product comes under dog due to its poor advertisement
MASLOW’S THEORY
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<------CANDIA
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FUTURE OUT LOOK OF THE COMPANY
Company wants to carry on with food products As well as wants to become a
multinational company. The entrance in the Afghanistan market is also apart of their
long term strategy because there success will motivate them to enter in other world
market.
CONSUMER RESEARCH
In consumer research we had interviewed couple of youngsters who are actually the
target audience of Candia. On inquiring it further it was revealed that actually they
doesn’t know what is Candia for there was lack of awareness .Some of them who
has tasted that before said that they prefer Candia on other milk but actually
because its not placed in our major areas so they have no choice to drink other milk
like Olpers and Nestlé. They like the packaging and taste of Candia except one
female who said that she got skin problem after using Candia for more then 2 week
and after that she was asked by doctor to skip it as it was major cause of her skin
problem. Generally female’s response was not positive because they like to have
skimmed milk with low calories where Candia is the milk which 3 time more thicker
than the normal tetra packed milk.
Overall Male response after making them aware of its uniqueness was positive and
they want it to be marketed professionally in whole Pakistan.
MARKETING STRATEGY
TARGET MARKET
health conscious people.
PRODUCT
Same Product
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Same Packaging
Same Labeling
PRICE
Introductory price will be same but actually the selling price will be increased at
least 10% more then Haleeb to let the people realize that it’s something special.
PLACE
As far as it is concerned about place Candia will be placed all over the Pakistan.
All major cities like
Karachi
Lahore
Islamabad
PROMOTION
CHANNEL OF DISTRIBUTION
MANUFACTURE--DISTRIBUTER-WHOLESALER-RETAILER-CONSUMER
(There will be free contact through Toll free number & mail be provided to
consumer be in direct
contact with manufacturer to get updated with consumer taste)
PROMOTIONAL DETAIL
Promotional budget of Rs.10 Million.
AWARENESS PROGRAMS
Karachi
Lahore
Peshawar
(In schools free samples are distributed to young youth which is actually over target
audience)
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EVENTS
Marathon race Lahore (February 08) will be sponsored though printing of banners
of marathon race having Candia’s logo and every participant will be provided free
sample.
POINT OF PURCHASE
In famous marts highlighted portions will be hired for 6 months to 1 year depending
upon sale of that Mart
In Karachi
In Lahore
In Islamabad
ELECTRONIC MEDIA
New advertisement of 20 sec will be on aired on these channels
PTV
GEO
ARY
SMART LOOK
This competition will be held on the major gyms of the major cities
In Karachi
In Lahore
In Islamabad
POSITIONING STATEMENT
“JAN BANANI HAY TO PEENA PERAIYGA”
"WANT HEALTH, MUST DRINK CANDIA"
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12. BIBLOGRAPHY
REFRENCE PERSON
Mrs. Mahvish Wasim (Asst. BRAND MANAGER)
WEB LINKS:
WWW.HALEEBFOODS.COM
WWW.ALIBABA.COM/COMPANY/10955104.HTML
WWW.BAYROZGAR.COM/COMPANIES_HTML/HALEEB_FOODS_LIMITED-
880.HTML
WWW.WIKIPEDIA.COM
(A case study of milk production and marketing by small and medium scale
contract farmers of Haleeb Foods Ltd) by Dr. Riaz)
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