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Critical Analysis

Haleeb Foods
Pvt. Ltd

By ddd

By:
Hamid Raza Jalli
Usama Safdar
Ameer Muavia
Saif-UrBy: Rehman
Hussnain
Ghani
Hamid
Raza Jalli

Table Of Contents
Topic

Page No

Chapter 1
1.1 - Executive Summary
------------------------------------------------------ 3
Chapter 2
2.1 Introduction To Haleeb foods ------------------------------------------------- 4
2.2 Establishment History --------------------------------------------------------- 4

2.3 Take Over By VMFG (Pvt.) Ltd. -------------------------------------------------

Chapter 3

3.1 Industrial Products


------------------------------------------------------------3.2 Exports
----------------------------------------------------------------------------

7
7

Chapter 4

4.1 General Information ---------------------------------------------------------------4.2 Main Products -----------------------------------------------------------------------4.3 Raw Material ------------------------------------------------------------------------4.4 Storage Capacity --------------------------------------------------------------------4.5 Plants in Operation-------------------------------------------------------------------

8
8
9
9
9

Chapter 5

Production Procedure --------------------------------------------------------------------

10

Chapter 6
6.1

Management of Haleeb foods

6.2

6.1.1 Vision -----------------------------------------------------------------------------6..1.2 Mission Statement ---------------------------------------------------------------6.1.3 Integrity ----------------------------------------------------------------------------

12
12
12

Management Team Of Haleeb Foods

Managemnt Team--------------------------------------------------------------------------

13

Chapter 7

7.1 Introduction To Project -------------------------------------------------------------7.2 Research Methodology --------------------------------------------------------------

Chapter 8

14
14

Critical Analysis --------------------------------------------------------------------------------- 15


8.1 U-Turn From profit To Loss -----------------------------------------------------------15
8.2 Problem 1 ----------------------------------------------------------------------------------15
8.3 Problen 2 ----------------------------------------------------------------------------------16
8.4 Problem 3 ------------------------------------------------------------------------------------17

Chapter 9

PEST and SWOT & Competitive Analysis----------------------------------------------------- 19


9.1 PEST analysis --------------------------------------------------------------------------------- 19
9.1.1 Political Conditions -------------------------------------------------------------- 19
9.1.2 Economical Condition ----------------------------------------------------------- 19
9.1.3 Social Conditions ----------------------------------------------------------------- 19
9.1.4 Technological Conditions -------------------------------------------------------- 19
9.2 SWOT Analysis
9.2.1 Strong Points ----------------------------------------------------------------------- 20
9.2.2 Weak Points ------------------------------------------------------------------------ 20
9.2.3 Opportunities ----------------------------------------------------------------------- 20
9.2.4 Threats ------------------------------------------------------------------------------- 20
9.3 Competitive Analysis --------------------------------------------------------------------------- 21

Chapter 10

Advertisement issues and other challenges


9.1 Advertisement issues of Haleeb Foods ------------------------------------------- - -------9.2 Other Challenges--------------------------------------------------------------------------------

22
22

Chapter 11

11.1 Conclusion ---------------------------------------------------------------------------------------

23

Chapter 12

Future Implications-------------------------------------------------------------------------------------

Executive Summary

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Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under
the name of Chaudhary Dairies Limited which was renamed as CDL Foods Limited and now
it is known to be as Haleeb Foods Limited.Firstly it was owned by Chuahadri iIllyas
.Mr.Illyas had shares of 78% in company and other 22% share were hold by VMFG(Pvt.).
Later on this Company was developed day by day and soon Haleeb Foods got a country wide
charm. In 1991 it was upgraded to Commissioned Milk Powder plant @ BHP Plant.
Haleeb Foods was producing 54% of dairy products of the country. All the man agement was
handled by Chuadari Illyas the Owner and CEO of the Company Since 2007.
Chuhadari Illyas had no son no daughter. So he legally declared that after his death the
companys capital will be hand over to a Trust of Orphans. After this the nephews of Chuadari
Illyas started to dis-concentrate the companys management processes. Now a Profit full
company started to get in loss. There was no proper management to take care of company.
There was no supervision which guides the workers meanwhile Human Re source Manager
Mr.Ali Noor took a decision to turn out 250 Permanent Skilled Workers from the company.
This was the biggest mistake.
After that company get into loss day by day and Mr.Illyas was continuously los ing his shares
in the company. Now he has just 45% shares in the company
This Lake of management and supervision result into the contract ship of the company.
Contract ship was also not fruitful and company was getting continuous Loss.
After Facing a loss of many billions and low value in marketeCh.Illyas losses maximum
shareholding in the company.
VMFG (Pvt) Ltd acquired majority shareholding in Haleeb Foods Limited and took over the
management of the company.
Lake of management and supervision is also conducted by new management. Therefore good
managerial and super visional suggestions are suggested in this project to recover the value of
company in market.

Chapter 2:

2.1

Introduction To Haleeb Foods

Establishment History :
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under the
name of Chaudhary Dairies Limited which was renamed as CDL Foods Limited and now it is
known to be as Haleeb Foods Limited.
1985 1986: The commercial production process started with UHT liquid milk from May 21,
1986. The liquid milk was the first product launched in the market. The company started its
operations in 1985 having the state of the art plant in the entire dairy sector of Pakistan.
Comprising an area of 32 Acres, this plant had a capacity of producing 80,000 liters per day of
milk.
1985-1986
1985 1986: The commercial production process started with UHT liquid milk from May 21,
1986. The liquid milk was the first product launched in the market. The company started its
operations in 1985 having the state of the art plant in the entire dairy sector of Pakistan.
Comprising an area of 32 Acres, this plant had a capacity of producing 80,000 liters per day of
milk.
1989-1991
In 1989 Established an equity partnership with fries land Frico Domo of Netherlands.In 1991 it
got Commissioned Milk Powder plant @ BHP Plant.
ISO-9002 Certification
ISO 9002 Certification done. A New Brand Haleeb Asli Desi Ghee was launched which
later on became a brand which took great part in contribution to companys turnover.
1995-1999

In 1998 Entered in franchise agreement with Cedilac, France. Under this agreement, the
company launched Candia range of value added liquid milk product and also had access to latest
production techniques, and marketing practices. In 1998 Haleeb Foods Launched UHT cream
and Skimz Milk Powder which featured 0 Fat Max Calcium.
2000-2005
In 2000 Tropico Juice Drink Range was introduced. This became famous not only in national
market but heavy export orders proved its success in countries outside Pakistan as well.
Introduced Dairy Queen standardized and homogenized pure UHT Milk with 3.5% fat and
8.9 solid non fats available in a modern 6-layered Tetra Pak Fino Packaging. At an affordable
price and a three months shelf life; this brand won the hearts of consumers all over Pakistan.
In 2002 the company contributed 54% to the countrys packed milk market as one of the
companys leading national brand.

Sales

Haleeb
Foods
Other
Brands

Haleeb Foods Limited (HFL) is declared as the biggest Food brand in Pakistan. Also gained
ISO-9001:2000, HACCP Certification. This year had significant effects on companys growth.
Cold Chain Products like Yogurt and Butter were launched.

2006-2007
In 2006 Launched Aseptic Poly Pouch in collaboration with DuPont, USA. HFL moved from
dairy to food industry and introduced food items like juices, powdered custard, ice cream, kheer,
firni and jelly.
In 2007 State of the art Milk Powder Plant was installed at RYK. Anhydro Powder Plant from
Anhydro A/S Denmark was designed for production of Baby Food. The plant design ensured its
operation with minimum amount of losses with maximum hygiene and product integrity.

2008-2010

In 2008 VMFG ( Pvt) Ltd acquired 35% shares in Haleeb Foods Limited
Haleeb further penetrated into the market with the launch of FunMilk, Just Fruit and Tea Max
(Tea Whitener), which led to added contribution towards growth.Newmanagement was
introduced at HFL that hosted a completely fresh and modern approach towards business. The
new ideology of work was shared; By thinking hard we are plotting a strategy that will safely
steer our company to uninterrupted triumph

Take Over By VMFG (Pvt.) Ltd.


VMFG (Pvt) Ltd acquired majority shareholding in Haleeb Foods Limited and took over the
management of the company. The new management led to one of the most remarkable
turnarounds in the contemporary corporate Pakistan- a milestone achieved by executing the
plotted strategy. With a keen focus on improving the companys top line as well as the bottom
line the company improved its profitability and focused on innovation and launch of new brands.
Moreover with the brands being renovated HFL has proudly developed a platform to bounce
back and reach out to the consumer while securing their trust and happiness.

Chapter 3:
3.1

INDUSTRIAL PRODUCTS

Haleeb Skimmed milk Powder (SMP) was introduced in 1992. Apart from internal use, it isalso
sold as bulk products. Instant Full Cream Milk Powder (IFCMP) was introduced in1996. Both
products are soldin 25 kg bags. Excess milk fat is sold unprocessed to makersof butter, ice cream
and sweeteners, or at request is turned into ghee.
3.2 EXPORTS
CDL started exporting its products in 1999 and has done business with customers in Korea, Afghanistan
and china, United Kingdom. The company is not only supplying products nation wide but also currently
exporting its products to Afghanistan, Bangladesh, European America. It exports Desi Ghee to South
Africa cream, milk and fruit juices Uk.Powdered milk and ghee to Qatar. It is also planning to export its
products to Canada, Dubai and Uzbekistan. The Executives of Haleeb Foods claims that growth rate of
Haleeb Foods PVT Limited is highest as compared to any other company in Pakistan. Its total sales grew
immensely in last few years. It has given jobs to 2200 employees which includes skilled unskilled and
temporaries. Its plants in Lahore 3-shift basis daily in which every shift lasts for eight hours that means
the plant works 24 hours a day. As the company is making products on large-scale, it produces a lot of
waste as well which is being disposed in an efficient way in order to keep the environment health and
clean as respect for the national Protection Laws. The company is earning high profits and as a result it is
sponsoring the welfare of the children as it runs about 600 schools in different parts of the company. It is
one of the major tax payers as it claims to be very honest in tax assessments and paying of tax amounts
set bythe Government. The major secret of the success of the company is the practice of the Honesty in
every field and on all frontiers that are expanding day by day. The company investor and management
teams have decided since the start that there will be no compromise on quality of products. That is why it
subjects unanimously milk to strict tests on the basis of which there is a lot of reduction in supply due to
rejection which is approximately more than 100,000 liters per day, a daily. The company bears this loss
daily very big loss

Chapter 4:

4.1 - General Information


Registered Name:
Haleeb Foods
Location
32-KM Multan Road Phool Nagar
Area
32.5 Acres
Capacity
it have capacity of producing 80,000 liters per day of milk & 60,000 liters of Tropico Juice also
50,00 Kg of Haleeb Asli Desi Ghee Per day

4.2 -Main Products

Desi Ghi

Tea Max Milk

Fun Milk

Dairy Queen

Tropico Juice

4.3 Raw Material


Cows and buffalos natural milk
Sugar
Artificial Food Flavors
Milk Denser

4.4 Storage Capacity


Cool store capacity to store 185000 liter of Milk.
Cool Store Capacity To store 85000 Kg of Butter
Dry Storage to handle juice of 65000 liters
4.5 Plants In Operation

Haleeb Milk Operating Plant


Haleeb Desi Ghi Operating Plant
Tropico Operating Plant
Tetra Pack Operating Plant

Chapter 5

Production Procedure
Following Steps are Involved in the Production Of Milk.
1- Milk CollectionA. Fresh and pure milk is collected from the best of dairy farms and safely
brought to the milk sub centers.
B. At the sub center, milk is stored in large chillers. These clean standard chillers keep the milk
chilled at a temperature below 10 C.

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C. Different sub centers feed the main center from where large quantities of milk is safely
transported to our factories ensuring that nature's goodness is preserved in its best form.
2- Lab Testing:At the factory quality checks are performed with utmost precision and integrity.
Our staff is amongst the most knowledgeable in the industry thus ensuring that every single test
is conducted accurately.
3- Pasteurization: Once the quality of milk is ensured, it is sent for pasteurization. This process
is to kill any bacteria living in the milk that could be harmful to humans.
A-Clarification:
The milk is filtered and clarified such that it is free from any dust particles and impurities.
B. Homogenization:
Here the milk is heated to 85 C and then quickly cooled to 4 C. This process mixes the cream
thoroughly into the milk which is then standardized to achieve uniformity of taste and quality all
over.
1- Milk Collection. Fresh and pure milk is collected from the best of dairy farms and safely
brought to the milk sub centers.
B. At the sub center, milk is stored in large chillers. These clean standard chillers keep the milk
chilled at a temperature below 10 C.
C. Different sub centers feed the main center from where large quantities of milk is safely
transported to our factories ensuring that nature's goodness is preserved in its best form.
2- Lab Testing: At the factory quality checks are performed with utmost precision and integrity.
Our staff is amongst the most knowledgeable in the industry thus ensuring that every single test
is conducted accurately.
3- Pasteurization: Once the quality of milk is ensured, it is sent for pasteurization. This process
is to kill any bacteria living in the milk that could be harmful to humans.
A. Clarification:
The milk is filtered and clarified such that it is free from any dust particles and impurities.
B. Homogenization:
Here the milk is heated to 85 C and then quickly cooled to 4 C. This process mixes the cream

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thoroughly into the milk which is then standardized to achieve uniformity of taste and quality all
over.
4- UHT Treatment: The milk undergoes an Ultra High Treatment where it is heated to 140 C
and then cooled to 30 C for an extremely short period (around 2-3 seconds). This treatment
ensures a safer product for the consumer with better shelf life at ambient temperatures.
5- Aseptic Storage: The pasteurized and UHT treated milk is carefully stored in a sterilized
environment in Aseptic storage tanks.
6- Packaging: Finally the milk is packed through machines in 6 layers Tetra packaging which
ensures safety from germs, air and light and sealed to the finest quality.
7- Distribution: The packaged milk is now taken by trucks to supermarkets and stores all over
the country. Our distribution network ensures timely delivery of our products making it available
to millions of consumers nationwide.

Story Of The Milk

Chapter 6

Management of Haleeb Foods


6.1.1 Vision:
Optimizing resources and deliver sustainable growth
6.1.2

Mission Statement:
Productivity: Be a highly efficient & effective organization

12

People: Develop a team of passionate and committed individuals whose goals are
completely aligned with the corporate objectives

Portfolio: Maintain a portfolio designed to meet changing consumer expectations by


delivering nutritious and high quality food solutions in a cost effective manner

Profit: Maximize long term return to shareholders while being ethically responsible

Partners: Develop sustainable and mutually beneficial relationships with customers,


suppliers and other stakeholders

Planet: Be a responsible corporate entity by helping build sustainable communities


6.1.3

Integrity

For close to three decades, Haleeb Foods Ltd (HFL) has sustained its reputation of being a
company which cherishes values such as fair play, honesty and reliability. Members of the
Haleeb family are determined to observe and follow the highest ethical standards required by
a company that is in the dairy sector and that aims to win and sustain the confidence of the
consumer as one of its primary objectives. This focus on ethics and integrity is not only
outward looking, the daily functioning of the company encapsulates values like equal
opportunity for all employees, a culture of complete meritocracy and no discrimination on the
basis of gender, religion, cast and other such considerations. We believe the a fore
mentioned values to be fundamental pillars of our success. We take pride in how we conduct
the business by saying and doing the right thing, while consistently emboldening every one
with us to the right thing at all times.

6.2

Management Team

CEO:

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Faisal Imran Mali


Accounts and Finance
ZulfiqarJaffar Ali
Plant Control
TahaAsif
Sales Control
Awais Akbar
Procurement Control
RohailAlvi

TalalSajjad
Ahmed Umair
MuneebShahid
Iftikhar Ahmed
ShajeelHussain
Cyrus
Babar Khan

Chapter 7

Commercial Control
Internal Audit
Production
Quality Assurance
Human Resources
Ware House and Logistics
Marketing

14

Introduction To Project
This project was assigned by Mr.Irfan Saqi the Lecturer of management sciences at The
University of Lahore. This project was assigned to analyze the profits and loss of a company
by analyzing the facts of the company.
Haleeb Food Pvt. Ltd. is selected for this project. This selection is made on the basis of
following circumstances.

Turnover of this company from high class profit to high class loss
Relation of Project team to the company to get the fresh Primary Data.
Well known culture of the company

This project overcomes all the possible reasons that are probably responsible for the high
class loss to Haleeb Food in the past 6 or 7 years. Moreover possible suggestion are given for
the better future of company these suggestion are totally based on the Principal of
Management
Research Methodology
Project team has close relation to the company so most of the data collected in this project is
Primary data.
The general information about the company is also gained by Primary source and the team
had a secret survey in the company through secondary source to collect the data about
practical environment of the company.
No interview is conducted for this research as the Manager had no enough time to have a
interview with the Project Team.
A typical interview was conducted with the labors of the company

Chapter 8

15

Critical Analysis
8.1

U-TurnTo Loss Form Profit

That was a tragedy to Haleeb Foods and to the first Owner Mr.Illyas. Mr.Illyas was the CEO
and owner of the company since 1984 to 2010. In binging Haleeb Foods developed itself as
leading brand of the country due to high efforts of management regarding Mr.Illyas. But
Mr.Illyas had no offspring. Therefore he legally declared that after his death the major income
of company about 75% will be hand over to the trust to look after the orphans. As the whole
of management was handled by His nephews they started to negotiate the company
management procedures. This was the time when company got the U-Trurn form high class
Profit to a loosed company.
The production line of Haleeb food was highly affected by the Lack of management.
Company stoped paying the labors and labors stopped working . More than 1 ton of the Raw
material of the Haleeb Food was wasted in that period.
Meanwhile Human Resources manager Mr.Sohail Noor decided to struck out more than 240
Permanent office workers from the company to decrease the expenses. But after this company
was continuously losing its recognition in the market.
Mr.Illyas was total failed to handle the company in this condition he was the owner of 75% of
total share but by the passage of time just 25% remained to him and Majority of shares were
achieved by VGM(pvt.). They installed their new management team in Haleeb Foods But
Haleeb Food is still facing managerial problem to recover itself these problems and their
solutions are given below
8.2

Problem 1

Lack Of Job Specialization


Lack of Job specialization is one of the major issues of the Haleeb Foods. Workers are not
assigned on the base of their Job specialization. A worker working in Pasteurization Plant will
work in Loading Department in next shift so there is no proper schedule for the worker this
Lack of job specialization cause Lack of technical skills in worker a worker should
completely know about his task and he should know how to use the respective Machine. A
new worker never knows that what he will have to do in the Haleeb Foods (Primary).
Reasons:

Lack of Training
Lack of Technical Skill in workershat
Lack of Supervision
Lack of Plant Control Management

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Suggestion

Prepare worker for a specific task not for multiple.


A worker should be prepared for a specific task that they might be able to fulfill that
task easily and he will feel it comfortable to have a permanent working.This will
increase the encouragement I employees and they will work hard and more efficient
and wastage of time and products can be reduced

Realize the worker that their individual task is important for the company.
This will increase the self-motivation in workers and they will take themselves unique
in the organization and they will complete their task because they will thought that
other bodies are dependent on them.

Offer a high class Training to the worker and always assign a trained and skilled
employee for the specific Task
Training is very important for the impolyees of company during training session they
get in touched with the culture and environment of the organization and the research
proved that a trained employee works with grater effecieny than that of a non trained
person.
Offer Jobs on the base of job specialization not on general basis. Like a skilled
worker require for Packing Machine.
Job specialization is a very important factor for a organization. Haleeb Food Pvt. Ltd.
Should organize their employees according to jobs specialization. This will result In
The increase of efficiency and effectiveness

8.3 Problem 2
Lack of Supervision
Supervision is the most important thing to get the task done in a non-trained environment like
Haleeb Foods. Worker gets sleep in cool room and leave their task un-done (Primary). This is
the main reason of loss of Raw Material and Products. The environment of Haleeb Food is
highly lacked of supervision. Workers get discouraged and think that if supervisor is not
working then why I am??. This is the major reason of loss on daily basis.
Reasons

Loose Supervision
Lack of Team Encouragement
Weakness of Middle class management to handle supervisors
High Burden On workers.

Suggestions

17

High Class and strict supervision that get task done from the workers within fixed
time
The main purpose of supervision in a organization is to get things done in a most
efficient and effective way. So Haleeb foods should organize a highly people skilled
supervision to get complete its task without de motivating the employees

Activate Middle Class Management which makes Supervisors aware of their


duties.
Middle line management should examine the supervision team to keep the
sustainability in companys performance the pressure and motivation in supervision
team will automatically increase the work ability of the workers

Highly people skilled supervisors that know how to encourage a employee and
how to get the things to be done in better way by increasing the efficiency.
A well trained and well skilled supervisor knows that how to get things complete in
most efficient way . So a highly people skilled supervisor will co-operate with workers
to increase their motivation and will treat worker in suitable manner which are
efficient for the companys profi

8.3 Problem 3
Discouraged Employees
It has been observed during the survey that most employees of the Haleeb Foods are
discouraged and demotivated they do their Job in very uncomfortable manner the main fact of
this is that after change of the management team the company doesnt has any motivational
plain. There is no opportunity of motivation for the employees of Haleeb Foods since 2007.
So, Employee just work according to the payment of company no extra efforts no Innovation
this is due to the Demotivation of the employees.
Reasons

Lack of financial planning to have resources to motivate the employees.


Poor Human Resource Management
Lack Of Trust Between Company and employee
Lack of People and motivational skills in team management of Human Resourced

Suggestion

Company should have a motivational planning for the employees

18

Human Resources Management should completely know the importance of Motivation


and Innovation and relation between them.
Keeping in view the importance of Innovation the financial management should have a
financial strategy for the motivation of the employees.

19

Chapter 9

9.1

Pest Analysis of Haleeb Foods

It is very important that an organization consider itd environment before beginning proceeding .
In fact Environment analysis should be continuous and fee all the aspect of planning
9.1.1

Political Conditions:

Political Condition are not stable in the country .But it does not directly influence the trends and
spending pattern of the costumer.There are no restrictions or barriers on the growth of
company.So political condition are favorable for haleeb foods because food and dairy products
are consumer goods and consumer will purchase them at any Condition
9.1.2

Economical Conditions.

The inflation in Pakistan Economy also effect Haleebs market position. Because of high
inflation and low purchasing power Haleeb is unable to capture many potential customers of the
large Pakistan population who have to struggle hard hard to make their living possible rather than
to afford the luxury of the drinking packed milk as often as they would like to.
9.1.3

Social Conditions

The social patterns are changing in the country,as the world is becoming global village, and
mutually share and accept patterns.People are becoming moir attractive towards the branded
products.It is becoming fashion and young generation as well as the children are getting attracted
towards this industry. People are moving towards branded food/dairy due to hygienic reason.
9.1.4

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. Haleeb Foods Limited employs latest machuinery in Production Plant and
computerized system for Quality checks and control as well as production. In milk industry the
most latest technology is in operation in Pakistan hence no competitor poses a threat to Haleeb
Foods on the basis of technology. Their Ultra High Temperature is a technology which maintains
the quality of their milk and at the same time provides thickness.

20

9.2 SWOT Analysis of Haleeb Foods


9.2.1

Strong Points
High Sophisticated plant and equipments
Qualified work force
Focus on research and development
First and the only dairy company in Pakistan to get ISO-9002 certificatiom

9.2.2 Weak Points


Low promotional activities( Lake of innovation)
Comparatively weak distribution system
9.2.3 Opportunities
Haleeb Food Limited can export its products to middle east
Haleeb foods can go for relative diversification by producing other dairy products and
more flavored juices
Haleeb Foods Limited can go for joint venture with other companies to attract the market
shares to recover its financial assistance
9.2.4

Threat To Haleeb Foods.

Strong Competitors like NESTLE,Engro Foods and Blue Band


Price sensitivity of Pakistani People
Impure Raw material provided by Milk men reduce the Quality

9.3

Competitive Analysis of Haleeb Foods

21

Haleeb foods have a number of strong competitors in market main of them are Nestle,
EngroFoods,Olpers ,Tarang. Nestle a Switzerland based company has been serving Pakistani
costumer since 1988 when it first acquired the share in Milk Pak. Nestle with is offering a variety
of Dairy products main of them are Milk Pak , Nesvita, Nido, Nestlac, Every Day, Nestle Dahi
etc. From Product line it is clear the Nestle is the market leader grabbing 44% of the market
shares.Engro is all about people who are a part of it their culture is dynamic and energetic with
emphasis on core values and loyalty of employees. It has got 10 % of market shares in dairy
industry of Pakistan. Haleeb Foods has grabbed 38% of market shares with a annual turnover of
10 billion annually and it has posed serious threat to the Nestle Dairy Products Line.
Why Nestle Dairy Product are Most Wanted In Market
Nestle Advertisement is many times greater and efficient than that of Haleeb
Foods.
Nestle have been experiencing a constant increase in cost with raw materials
contributing the larger part of its incease.Haleeb Foods have their own suppliers
so the Raw material Cost is bit too low.
Nestle Maintained its value of gross profit above 35% to ensure that it has a
strong control over its cost and efficiency of Dairy Production. But Haleeb Foods
Failed to maintain their efficiency mainly after the establishment of Olpers.
Suggestions

Haleeb Milk is categorized as a star brand in Haleeb foods limited production line as it brings the
most in term of revenues to Haleeb Foods. It has been most productive for haleeb foods since
their operations.
But they must invest more in it to make it more efficient as though market shares like Milk Pak
and Olpers are still in competition and continuously trying to grab a fruitful portion of market
shares.

Chapter 10

Advertisement & Other Challenges

22

10.1

Advertisement issues of Haleeb Foods Limited

With the establishment of Engro foods in dairy industry of Pakistan and production of products
like OLPERS has caused concern to Haleeb Foods with respect to competition in Market of
Pakistan. Haleeb Milk the king of Haleeb Products has been seriously affected by the
Advertisement campaigns of OLPERS. Haleeb Milk sales are badly affected in Karachi by
Advertisement of OLPERS.It is a fact that sales of Haleeb Milk are greater in Lahore than that of
the KarachiThis shows the effects of Advertisement of OLPERS on Haleeb Milk.It is a fact that
women are more faster decision maker than that of man. They select a famous brand which
usually has a high intensity of advertisement on television so the Smart Minded management of
OLPER had their advertisement on that time of the day at which mostly women switch to the
television. By This way OLPER impose itself as a trusted brand on the mind of Pakistani People.
While on other hand Advertisement of Haleeb Milk is negligible as compared to that of OLPER
and NESTLE. It is proved by a research that Olper have 60 % more advertisement than that of
Haleeb Foods.
it also a fact a good product will be failed if it is not properly Promoted.
Suggestions.
There should be a high intense advertisement for the STAR product i.e. Haleeb Milk
Most of Advertisement of Haleeb Milk Is just for Tea. So there should baa advertisement
campaign that declares that Haleeb Milk is also for Drinking Purpose.
Advertisement Should be Classical that impose the product on the mind of customer.
Cleverness in advertisement timing should be insured like that of OLPERS.
Haleeb should have proper Adversitisement Board to promote its product to grab more
market shares.

10.2

Other Challenges Faced By Haleeb Foods

Centralized Decision making


No proper strategy formulation and lack of strategy implementation plan
No sales on credit
Baised view of the consumer due Haleeb Thickness
More focusing on exports as there is a large opportunity In local market
Countless departments and all have separate departments

Chapter 11

23

11.1

Conclusion

No doubt that Haleeb foods is still a star of Dairy Products I Local Market of the Pakistan. But
due to certain tragedies specially Change of management and a high loss result this company to
lag behind other dairy companies like OLPERS, Nestle, Tarang etc. Not only tragedies but Lack
of Management and improper planning played a great role in the loss of the company. The
company still can recover itself in market and still able to re build the trust of its brands in the
local market of Pakistan.
Company should have to follow the given suggestion in relative problems to overcome them.
Especially in the management team.
Haleeb Foods have to re build its reputation in market by intense advertisement to promote all of
its products.
Major internal Problem of The Haleeb foods are due to the de motivation of Employees so
company should have a straight planning for their motivation.The job specialization should be
well organizes to have innovations in Haleeb Foods.
Haleeb foods reduced their trust in market by compromising with quality during the loss period
so they had lost their legendry in the market. Other Brands like OLPER and Nestle are effecting
the markete shares of Haleeb foods very badly because they have a master planning to increase
the market value by advertisement but on other side Haleeb Foods is failed to impose their
products on the mind of costumer by advertisement. Moreover The other products of Haleeb
Foods like Haleeb Firni.Haleeb Rasmalai. Haleeb Ice cream were of great importance but
Haleeb foods was totally failed to advertise these products otherwise these products can increase
their market value.
The investment in Haleeb Product is very little. Haleeb Think it risky to spent amount on their
products to hve advertisement or other events that makes the product popular.

Chapter 12

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Future Implication
This Project Overcomes all the following possible issues of Haleeb Food so no more deep study
is recommended on following issues

Lake Of supervision
De-motivated environment
Social Condition Of Haleeb Foods
Market Problems Of Haleeb Milk
Establishment of Competitors in Market shareholding
U-Turn of Company from high class profit to loss.
Lack of Job Specialization and permanent employees in Haleeb foods.
The Further Study is recommended on

Marketing Strategies of the company


Future Planning for the promotion of the products.
Why Haleeb foods is not innovating.
Deep study of managerial chain.

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