Executive Summary:

Internship Organization: Haleeb Foods Ltd.

Internship Duration: June 25, 2007 to August 13, 2007

Introduction:

This report covers the activities and responsibilities that I performed

during my internship at Haleeb Foods Limited. HFL is the National
Company with a burning passion to take on the international market. In
the clutter of multinational companies HFL has a distinguished place. The
report starts with the introduction of the company, then the mission and
the vision of the organization and its structure covering all the
departments. HFL's products portfolio, SWOT Analysis, Pest Analysis and
Porter Five Forces Model.

Then the next part includes my duties and responsibilities and the
assignments and projects they gave the problems and then me and
limitations I have founded while doing the internship and then
recommendations

Internship Assignment:

The assignment was to work with a professional organization to get

professional experience of the office routines and the working of the
organization at the initial level.

Learning:

I worked their as an intern for the 7 weeks in the marketing department. In

the marketing department of HFL I learned a lot of things related to
marketing and sales. My boss gave me many assignments, which were
related to marketing and sales, and also many other things that will help
me a lot when I will start my professional career.

Contribution:

My contributions in that department were valuable, because of my

contributions I succeed in taking the load of work of my boss.

Introduction of HFL:

This report provides a cavernous insight of the departments and products

of the company.
HFL is now one of the fastest growing packaged food companies in
Pakistan with an annual turnover of Rs. 9.2 Billion (F2006). It is a private
limited company. It started commercial production in July 1987. Due to
consistently superior performance, it has achieved undisputed leadership
in the liquid packaged milk category with a market share of over 52%.
HFL has a very strong brand portfolio consisting of dairy as well as non-
dairy products.

Haleeb Foods has segmented its product portfolio in 3 leading brands

including Haleeb, Candia and Tropico. Haleeb is the flagship brand of the
company. Haleeb UHT Milk is available in 5 Sku’s of Tetrapak
packaging. Due to its strong positioning of the thickest milk for best tea, it
has the highest top of mind awareness and penetration in the dairy industry
of Pakistan. In order to increase consumer and trade penetration of the
brand, it is also available in Tetra Fino Packaging under the brand
extension of Haleeb Dairy Queen.

Haleeb has also progressively diversified from UHT Milk to other product
categories as well. These product line extensions include Haleeb Butter,
Haleeb Yogurt, Haleeb Cream, Haleeb Labban (Drinking Yogurt), Haleeb
Asli Desi ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz
(skimmed milk), Haleeb N'Rish Full Cream Milk Powder & Haleeb Good
day Pure Juices. Haleeb Good day is the only range of 100% pure juices in
the country with a variety of 6 pure juice flavors.

Haleeb Foods, having a Franchise agreement with Cadillac France,

launched Candia Double Sterilized Milk in bottle format in April 1999.
Candia is also available in the Candia Classic variant which is positioned
for Tea. Another recent initiative is Candia Candy Up, which is flavored
milk for children.

HFL has one of the largest nation-wide distribution networks delivering

high quality products, even in the remote areas of Pakistan. With a
network of +1100 distributors the company ensures that the product range
is available in all the urban and semi urban areas of Pakistan. Furthermore,
concerted efforts are being made to develop the rural market as well.

HFL has an efficient and resourceful Export department, which has

successfully tapped opportunities in foreign markets including Korea,
Hong Kong, USA, UK, China, Afghanistan, Bangladesh and the Middle
East.

In order to provide best quality products to its consumers, HFL has a well-
developed supply chain infrastructure. It has heavily invested in a vast
network of company operated milk collection centers across the country.
HFL has a strict and stringent quality policy regarding intake of raw milk.
It is the only company that conducts 21 rigorous quality tests to ensure
that only fresh milk of the highest quality is accepted at the plant premises.
These internationally recognized tests are used to check for: a)
adulteration, b) microbiological contamination and c) adequacy of
nutritional contents. Further, Haleeb Foods is the only food company in
Pakistan that has the following international certifications of quality and
prestige:

• HACCP (in process controls for safer products)

• ISO 9001 – 2000 (better quality for greater customer satisfaction)

• ISO 14001 (environment-friendly operations)

HFL believes in using cutting edge processing and packaging technologies

to meet consumer expectations of hygienic and high quality food products.
It has more than 30 Tetra machines for its UHT milk brands and 5 UHT
units with a capacity of producing more than 1 Million Liters of Milk
everyday. Keeping in view the volume potential and increasing growth
trend of the market, the company has recently inaugurated a second
independent UHT plant at Rahim Yar Khan.

Haleeb Foods has a highly professional management team with a

progressive operating style. The management team comprises of highly
seasoned professionals with diverse global experience of managing and
developing brands. It can lay claim to be one of the very few Pakistani
organizations, which are truly following the model adopted by globally
successfully corporations, with clearly defined roles for shareholders and
the management team.

The company takes pride in being a model national organization

delivering international quality products and higher value for money to its
consumers. The management team at HFL strongly believes that Pakistan
offers enormous potential for food business due to a large consumer base,
high acceptance of packaged food, and a growing urban middle class
consumer segment.

　
　

History:

Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46
Million under the name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it is known
to be as Haleeb Foods Limited. At that time it had the capacity of producing 80,000 / liters of milk per day having total
area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT liquid
milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other
dairy plants were also coming in, and all those including MILKPAK were using obsolete technology that was used in
EUROPE. Haleeb Plant was the only plant based on the latest technology and the basic idea behind that were
particularly dairy foods products. Haleeb is one brand that is toady known everywhere.

From November 1989 till December 1991 Haleeb had a joint venture with fries land Frico Domo of Netherlands. This
joint was amicably dissolved on account of FFD's change in management in their global strategy. Today as an ISO
9002 certified company, Haleeb is the dominant market leader of UHT milk in Pakistan by capturing 52 % share.

Franchise agreement with Canada, a market leader in the liquid milk market in France, was assigned in December
1998. Under this arrangement, the company launched Candia range of value added liquid milk product and also
have assess to latest production, technical and marketing know how.

Initially company launched different products but some of them could not become successful. As the company's core
concern is quality eventually company abandoned products that were not according to the market needs. In 2002 the
company contributed 54% to the country's packed milk market.

Problem and Purpose:.

This report seeks to look at the operations of Haleeb Foods Limited. What kind if products and services HFL is
providing to the consumers, also about the environment in which it is operating.

Sources and Methods:

• The greater part of information presented in this report has been taken from published material of the company like

its broachers and website. The information regarding HFL is taken from the senior managers and the supervisor
under whom I am doing my internship.

• I tried my level best to write updated and latest information and in the report.

• Main Sources of information are:

www.haleebfoods.com

Limitations:

The most important limitation in writing this report was the nature of the company. Haleeb Food Limited is a private
limited doesn’t allow leaking any of its internal information, specially the information regarding the financial position of
the company and the policies related to Human Resource Department.

Scope:

The scope of the report is to examine in detail the operation of HFL. The focus of this report is mainly on the
marketing department of Haleeb Foods Limited.

Organizational Structure of Haleeb Foods Limited:

Managing Director

Technical

Operations

R & D

Quality Assurance

Marketing

Sales

Human Resource

Finance

Information System

Supply Chain

Food Services
 Maintenance

Administration

Production

Quality sessions

Quality Control

Customer Care

Brand Teams

Sales Team

H.R Functions

HIL

Finance

Accounting

Projects

NPD

Milk Procurement

Purchases / Imports

Warehouse

Chairman

Export

Hierarchy of Marketing Department:

G.M Marketing

GBM

MM
 NPD

GBM

GBM

ABM

ABM

ABM

BM

CCR

ABM

ABM

Vision, Mission, Values and Policies of Haleeb Foods Limited.

Vision Statement:

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

Mission Statement:

Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional

products to our consumers while maximizing stake holders' value.

Policies:
a. Build branded food business to improve quality of life by offering tasty, sage, hygienically processed,

affordable, highly nutritional food products through environment friendly processes to our customers while

maximizing stake holders' value.

b. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety,

environment and other applicable laws etc.

c. To prevent pollution through controlling levels of harmful emission, effluents and other wastes.

d. Contribute to safe and healthy environment for our country.

e. Promote mutual trust with customers, suppliers, employees, shareholders and community.

f. Provide all the necessary resources for the continual improvement in quality, safety of our products,

processes and environment.

Values:

• Enterprise

• Empowerment

• Accountability

• Trust

• Teamwork

Haleeb Foods product Portfolio:

1.1 Haleeb Milk in Tetra Pack:

Consumers everywhere know that only Haleeb Milk makes the best tea ever because of its thickness. Haleeb is

pasteurized, homogenized, and standardized pure UHT milk of the highest standard with 3.5% fats and 8.9%

solid non-fats. It is Haleeb Foods premier brand, and the choice of quality-conscious consumers who only go
for the best. Packed in easy to open, 6-layered Tetra Pak Brick Aseptic packaging, it comes with a 3 months

shelf life.

SKU's

• 1500 ml: 8 Packs / carton

• 1000 ml: 12 packs/carton

• 500 ml: 12 packs/shrink-wrapped tray

• 250 ml: 27 packs/shrink-wrapped tray

1.2 Haleeb Reshmi

Haleeb Reshmi pack is long life-packaged milk and offers consumers premium quality milk at an attractive

price. Due to its multi-layered packaging material, Reshmi pack not only retains the natural thickness of milk

for a longer time, but also protects the milk from light, heat and bacteria.

SKU's

• 125 ml: 1.25 liters

• 250ml: 5 liters

• 1000ml: 6 liters

1.3 Haleeb Bottle:

The good thing about the Haleeb Bottle is that it is made out of material that is 100 percent recyclable. Feel

free to have your own pick according to your need. , Haleeb Milk is all about making your life simpler and

easier. The Milk Bottle's convenient screw cap makes it easy to use in our day-to-day life. The aluminum that

covers the mouth of the bottle ensures that the milk that reaches you remain fresh. Approved by CCTPA the

Haleeb Milk Bottle has multi protected layers that keep it safe from bacteria and sunlight.

SKU's
• 1000 ml / 8 pieces per cartoon

• 250 ml / 24 pieces per cartoon

1.4 Dairy Queen:

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

fats. At an affordable price it has won the hearts of consumers everywhere. It is available in 6-layered Tetra

Pak Fino Packaging, introduced for the first time in Pakistan and has 2 months shelf life.

SKU's:

• 250 ml: 24 pouches per carton

• 500 ml: 16 pouches per carton

• 1000 ml: 9 pouches per carton

1.5 Haleeb Gold:

The Thickest Milk with Extra Cream. This marvelous product provides all the benefits of the Thickest Milk

along with the natural goodness of extra cream. Haleeb Gold with its extra rich creamy taste makes a perfect

cup of Tea. It enhances your performance and helps to maintain a healthy, dynamic lifestyle.

SKU's:

• 1000 ml: 12 packs/carton

• 500 ml: 12 packs/tray

• 250 ml: 27 packs/tray

1.6 Haleeb Tea max:

In tune with the Haleeb Foods tradition of providing consumers high quality and value added products, Haleeb

Tea Max is the ideal choice for all tea and coffee lovers. Tea Max is special milk that provides a rich taste in

your beverage. It is also available in the unique and delicious cardamom flavor, packed in a 6-layered Tetra

Pack Brick Aseptic packaging.

SKU's:

• 200 ml (plain) pack: 27 packs/carton

• 200 ml (cardamom) pack: 27 packs/carton

1.7 Haleeb Funday:

Haleeb Funday is a delicious juice drink especially for kids, enriched with calcium, and vitamins A, C & D. An

exciting treat, packed with health and a great taste, Funday juices will surely be an instant success with kids

with their unique and amusing names, Aamonka (mango) and Arrochee (peach and lychee). They are packed in a

6-layered Tetra Pack Brick Aseptic packaging.

SKU's:

• 200ml Pack: 36 Packs /Carton Shrink wrap units

• 200ml Pack: 27 Packs/Carton

1.8 Haleeb Good Day:

Haleeb Good Day offers consumers a range of 100% pure juices with the essence of four fruits in each glass,

without any added sugar, flavors or preservatives. For consumption absolutely anywhere and anytime, Good

Days’ six premium juices (apple, pineapple, red grape, mango, orange, and mixed fruit) give you the absolute
delight in taste, and revitalizes you at the same time. It is packed in a 6-layered Tetra Pack Brick Aseptic

packaging.

SKU's:

• 250 ml Pack: 27 Packs/Cartons

• 1000 ml Pack: 12 Packs/Carton

1.9 Haleeb Cream:

The premium cream processed hygienically from pure fresh milk, Haleeb Cream is luxuriously rich in its

thickness and nutritional value. It promises the richest assortment of tempting toppings, delicious desserts

and creamiest coffee with its unique taste, also great for eating with bread etc. Packed in 6-layered Tetra

Pack Brick Aseptic packaging. 6 months shelf life.

SKU's:

• 250 ml: 27 packs/shrink-wrapped tray

• 65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton

1.10 Haleeb Cream with Honey:

Haleeb Cream with Honey is an exclusive treat: delicious thick cream fortified with the goodness of pure

honey, making a tempting spread on bread. Enjoy it anytime and exude energy and freshness whole day long. It

is packed in a 6-layered Tetra Pak Brick Aseptic packaging.

SKU's:

• 65 ml mini pack: 24 packs/dispenser

• 200 ml: 24 packs/tray

1.11 Haleeb Butter:

Haleeb Butter is the best natural source of Vitamins A & D for everyone, and by far the ideal way of starting

yet another busy day. It is rich in its taste and revitalizes your energy for a long tiresome day.

SKU's:

• 20g pack: 300 packs/carton

• 50g pack: 120 packs/carton

• 100g pack: 60 packs/carton

• 200g pack: 30 packs/carton

• 1000g pack: 1 pack/carton

1.12 Haleeb Yogurt:

Haleeb Yogurt meets the highest quality standards and gives consumer’s unmatched quality, freshness and

taste with every spoonful. Offered in 450g, 200g, with freshness seal that keeps the product attributes

fresh throughout its life.

SKU's:

• Plain Yogurt 450 gm: 12 Units/Tray

• Plain Yogurt 200 gm: 24 Units/Tray.

• Zera Raita: 24 Units/Tray

• Mint Raita: 24 Units/Tray

1.13 Haleeb Asli Desi Ghee:

Haleeb Asli Desi Ghee is obtained from pure milk through the traditional procedure of heating butter slowly.

Haleeb Asli Desi Ghee is free from all artificial ingredients; it has pure and natural taste and is nutritionally

preserved.

SKU's:

• 0.5 kg pouch: 10 packs/carton

• 1 kg pouch: 5 packs/carton

• 1 kg tin: 6 tins/carton

• 5 kg tin: 2 tins/carton

• 16 kg tin: 1 tin/carton

1.14 Haleeb Labban:

Lassi is an age-old traditional beverage in the South Asian continent. Haleeb Labban aims to give its consumers

the same satisfying traditional taste of thick Lassi, along with hygiene, convenience and accessibility. Haleeb

Labban is the only ready to drink packaged Lassi available in Pakistan. It is available in salty and sweetened

variants, packed in a 6-layered Tetra Pack Brick Aseptic packaging.

SKU's

• 250 ml pack: 27 packs/carton

• 1000 ml pack: 12 packs/carton

1.15 Haleeb Skimz Powder:

Skimz is a fat-free milk powder, naturally low in cholesterol; yet high in proteins and calcium. There are mainly

two types of milk powders, full cream and skimmed. SKIMZ is a skimmed milk powder. Full cream powder

contains 28% fat, whereas SKIMZ contains less than 1% fat. Moreover, the protein and calcium content is
higher in SKIMZ as compared to full cream milk powder. It is best suited for weight conscious people as well

as those trying to maintain a low cholesterol level.

SKU's:

• 200 g: 12 skillets/shrink-wrapped tray

• 500 g: 12 skillets/carton

1.16 HFL also produces bulk dairy products.

Bulk Products Available:

• Instant Full Cream milk powder (IFCMP)

• Full Cream Milk Powder

• Skimmed Milk Powder

• Instant Skimmed Milk Powder (ISMP)

• Cream

• Ghee

• Butter

2.0 Products under the Umbrella of Candia:

2.1 Candia Milk:

Candia is Europe's Number One selling milk. Haleeb Foods Limited and Candia of France have joined hands to

bring you the highest quality milk. Candia is pasteurized, homogenized, standardized, double sterilized milk.

This not only ensures the highest quality, but also the best taste ever. For the first time in Pakistan, Haleeb

Foods Limited has introduced milk packed in food grade plastic bottles. These bottles are manufactured from
imported materials at Haleeb Foods latest plant and guarantee longer shelf life, highest quality and storage

with ease of use.

SKU's:

• 250 ml Bottle: 12 bottles/carton

• 1000 ml Bottle: 12 bottles/carton

2.2 Candia Classic:

Classic times ask for Classic tea, a product by Europe’s No.1 brand Candia. Its richness and taste is bound to

add more life to your cup, and it is an ideal choice for real tea drinkers.

SKU's

• 1000 ml: 12 bottles per case

• 500 ml: 12 bottles per case

2.3 Candia, Candy Up:

With the backup of Candia, Candy Up has been launched especially for flavored milk drinkers, in chocolate &

strawberry flavors to the sheer delight of children. The fact that it comes in a bottle makes up for

convenient usage as well.

SKU's:

• 500 ml: 12 bottles per carton

2.4 Candia Skimz:

Candia Skimz is the only completely fat-free milk with the richness of pure milk. Minus fats, it is an ideal

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

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

SKU's:

• 250 ml: 27 packs/shrink-wrapped tray

3.0 Products under the Umbrella of Tropico:

3.1 Tropico Juice Drink;

With the quality assurance of Haleeb Foods, Tropico is the premium juice drink, superior in taste and pulp

contents, for that invigorating fruity refreshment. Tropico is available in three flavors: apple, mango, and mix

fruit, packed in a 6-layered Tetra Pack Brick Aseptic packaging.

SKU's:

• 1000ml Pack: 12 Packs/Carton

• 250 ml pack: 36 packs/carton

• 250ml Pack: 27 Packs/Cartons

3.2 Tropico Nectar:

Juices play an important role in the functioning of our body, have many benefits associated with them, and

help you achieve the desired healthy way of life. Tropico nectar is another product from the house of Haleeb

Foods Limited, which is 100% pure nectar, available in four sumptuous flavors including Red Blood Orange &

Kinoo, Mango, Apple and Kinoo. Haleeb Tropico is also the only brand that is offering Red Blood Orange & Kinoo

Juice - that is so deliciously different that you will want to have it in your house, all year long!
 SKU's:

• 250ml: 27 Packs/Carton

• 1 Ltr: 12 Packs/Carton

Year of Launch of the Products:

1986 Haleeb Milk

1997 Haleeb Asli Desi Ghee

Haleeb Cream, Candia Skimz Milk Powder

1998

Candia Milk, Candia Skimz Liquid Milk

1999

Tropico Juice Drink, Haleeb Dairy Queen

2000

Haleeb N'Rish Instant Full Cream Milk Powder

2001

Haleeb N'Rish Fortified Instant Full Cream Milk Powder

2002

Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink
2003

Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia Candy' Up Flavored Milk
2004

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

2005 Grapes, Mango Pineapple)

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

2006

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.

• There are substantial growth opportunities considering the average yield of Pakistani animals at only 1,100

liters/annum as compared to 6,000 liters/annum for animals in Europe and USA. There are nearly 20 million

milk producing animals in the country, mostly in Punjab (80%).

• The overall milk market in Pakistan is 20 billion liters, out of which processed milk contributes only 3 million

liters. Haleeb Foods along with other processed milk business contribute only 2% to this large market.

• Haleeb Foods' has expanded its product range by launching milk in Tetra Fino Packaging.

• Credit policy can be adopted to increase sales.

• HFL can export to others countries.

• CDL has been changed to HFL, so this change in name can help them to attract foreign customers.
 • HFL can go for related diversifications by producing pure juices and flavored yogurt.

• HFL can go for joint venture with other companies to attract the market share.

• Entering in to the market of baby cereals, which will help them in increasing their revenue.

• Launching cheese would also beneficial for them to create the brand awareness.

THREATS:

• Competition with Nestle, Engro Foods.

• Effect of Seasonal ties upon sales.

• Dependency on contractors for supply of milk.

• Price fluctuations due to rupee devaluation as raw material are imported.

• The uncertainty of economic conditions poses a great threat.

• The present economic crisis in the world, led to the withdrawal of foreign management from the company

and the investment has come to a halt.

• Price sensitive people.

• Milk man (Gawalas) providing non branded milk in homes.

Pest Analysis:

POLITICAL CONDITIONS:

The political conditions are not very stable in the country, but this does not directly influence the trends and spending patterns of

the customers. There are no restrictions or barriers on the growth of this industry. So the political conditions are favorable fir this

market because food and dairy chain products are consumer goods and they have to purchase it in any condition.

ECONOMICAL CONDITIONS:

The economical conditions are not very favorable and the economy is facing problems, but it is nit directly influencing buying power

of consumers. If the country is out of its current problems, it will further boost up growth of this industry, as people will feel more

secure economically and it will further increase the attractiveness of the market.
SOCIAL CONDITIONS:

The social patterns are changing in the country, as the world is becoming a global village, and mutually share and accept patterns.

People are becoming more attractive towards the branded products. It is becoming fashion and young generations as well as the

children are getting more attracted towards this industry. People are moving towards branded food / dairy products due to hygienic

reason.

TECHNOLOGICAL CONDITIONS:

High technology is the basic requirement of dairy and food industry. The companies that are using latest technology have some cost

benefits over the companies, which are not using high technology. The key to survival for companies in this industry is using high

technology for quality and cost purposes.

LIFE CYCLE

(HALEEB FOODS Ltd.)

Management of HFL claims that its products are still in the growth stage. Even though the products have been in the market for

more than decade and it is considerably a long time period for any FMCG to compete its growth stage.

Porter Five Forces Model

THREAT OF NEW ENTRANTS (LOW).

• Strong customer loyalty.

• Large capital is required.

• Government regulatory policies.

• High marketing expenditure.

 • Brand Preference.

BARGAINING POWER OF SUPPLIERS (LOW).

• High number of suppliers.

• Importance of volume to suppliers.

BARGAINING POWER OF BUYERS (HIGH).

• Switching costs is low

• Brand loyalty is high.

• Switching options are more.

INTRA INDUSTRY RIVALRY (HIGH).

• Diverse Competitors like Nestle, Engro Foods, Noon Group, Shezan etc...

• Industry growth is high

• Difficult to take competitive advantage.

• Brand differentiation.

• Exit barriers are high.

• Economies of scale.

THREAT OF SUBSTITUTES (HIGH).

• Loose products in the market are the major substitutes.

THREAT

OF
 NEW ENTRANTS

LOW (+)

Intra Industry Rivalry

BARGAINING

POWER OF

BUYERS

THREAT

OF

SUBSTITUTES

BARGAINING

POWER OF

SUPPLIERS

HIGH (-)

LOW (+)

HIGH (-)

HIGH (-)
Internship Assignments and Duties:

The duration of my internship was from June 25, 2007 to August 13, 2007. In that time period I had worked in marketing

department of Haleeb Foods Limited. I was assigned different duties and assignments, the detail these duties and assignments are

given below.

Marketing Department Internship Program For 7 weeks

Marketing Practice Orientation

Activity Details Time Duration

New Product Development NDP Brief,” out of box” ideas for new product with rationale 1day

Research Brief Writing How to write a good research from given objectives 2 days

Creative brief writing How to write a good creative brief from given objectives 2 days
Projects

CLT or consumer survey for any HFL 2.5 weeks (including preparation of

Marketing research project (consumer) product. To compile presentation or questionnaire, field work, data tables &

comprehensive report. result

Market Orientation (Retail) As per objective given by brand team. At least 2 weeks

Product review, positioning,

Report. My understanding of HFL brands. 2 days
recommendation

A compilation of the Intern’s experience

Final internship report 3 days for final report.
at HFL including all projects reports,

1. Research through survey on Imported juices in Pakistan

LAHORE REGION

Objective:

The objective of this research is to get the information about the imported juices available in the market & study their different attributes like brand name
flavors, serving size, price & categories.

Area Covered:

The stores spread over different areas of city like Johar town, Faisal town, Town ship, Model town, Garden town, Wahdat road, Gulberg, Defence,
Shadman, Mall road and Cantonment.

Sample Size:

Twenty-six departmental stores were selected for this research.

Target Market:

Most of areas belong to upper & upper middle class.

Category of Juices:

The imported juices belong to three categories namely:

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

2. Nectar in which there is 30-50 % fruit pulp.

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

MAJOR FINDINGS:

After going through data the major findings of this study is as follow:

• Availability of Malee juices is 98%.

• Availability of Lacnor is 60%.

• Malee juices mostly available in 1-liter tetra pack but on some stores also offered in tin pack 240 ml.

• Consumer generally buy traditional flavors like apple, orange, mango & pine apple but now in last few years the

trend is also towards new flavors like lychee, black current, berry & fruit cocktail etc. (reference Victoria store).

• Big stores in city like Alfateh, HKB consumer mostly buy Dew land, Safa, Caesar.

• Price variation is also there like:

a) Malee ranges between Rs 125-130.

b) For Caesar it ranges from Rs 88 to 90.

c) Dew land ranges between Rs 88-100.

d) Lacnor ranges between Rs 125-130.

 LAHORE DEPATMENTAL STORES

ISLAMABAD/RAWALPINDI REGION

Area Covered:

The stores spread over different areas of twin cities. In Islamabad the locations were Sectors G-6, F-6 (Super Market), F-7
(Jinnah Super), F-8, F-10, and G-10 and in Rawalpindi areas were Sadder, Chakklala scheme 3.

Sample Size:

Thirty departmental stores were selected for this research.

Target Market:

Most of areas belong to upper & upper middle class.

Category of Juices:

The imported juices belong to three categories namely:

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

• Nectar in which there is 30-50 % fruit pulp.

• Still drink containing 10% pulp & remaining part include sugar, preservatives & artificial colors.

MAJOR FINDINGS:

After going through data the major findings of this study is as follow:

• Availability of Malee is 73%.

• Availability of Safa is 70%.

• Availability of Lacnor 60%.

• Consumer generally buy traditional flavors like apple, orange, mango & pine apple but now in last few years the

trend is also towards new flavors like lychee, black current, berry & fruit cocktail etc.
 • People in two cities mostly like pure juices & nectars.

• In Islamabad people also consume Dew land, Almarai & Ceasar.

• Price variation is also there like:

a) Malee ranges between Rs 120-130.

b) For Safa ranges from Rs85 –100.

c) Dew land ranges between Rs 88-100.

d) Lacnor ranges between Rs 75-95.

e) Ceasar ranges between Rs 85-100.

ISLAMABAD/RAWALPINDI DEPATMENTAL STORES

2. Marketing practice Orientation:

During my stay at Haleeb Foods Limited my supervisor gave me different office assignments involving marketing practice orientation

like

1. New Product Development brief.

2. Research brief writing.

3. Creative brief writing.

4. Brand identity model.

The details and format of which are attached in the following pages.
 New Product Development Brief

NPD (New Product Development) EPD (Existing Product Development)

c) Formulation Analysis or

a) New Formulation [ ]
Improvement [ ]

b) New Primary Packaging [ ] d) New SKU or variant []

e) New Secondary Packaging [ ]

f) Squeeze (Cost Savings) [ ]

g) Pack Design Changes [ ]

Retail [  ] Bulk [ ] h) Others:

Project title CARBONATED DRINK

Project No: Date: June 19, 2007

Timeline: Immediate [ ] Longer Term [ ]

Priority: HIGH [ ] MEDIUM [ ] LOW [ ]

PART
To be completed in full and in duplicate by the assigned brand team. A) Attach additional info if applicable. B) Agreement is to be acquired from the assigned NPD Team. C) Forward to GMM and MD for approval.
I:

BACKGROUND & OBJECTIVES:

As HFL has history of being innovative & pioneer in dairy product its time to enter new arena like carbonated drink & cash in Haleeb good image to give customer satisfaction. To
enhance strategic business units, there is large consumer base. Last but not the least high acceptance of packaged food in urban based areas.

MARKET ASSESSMENT & COMPETITION:

General:

Pepsi & Coca cola are two main competitors, while Pepsi is market leader. Consumer trend is to have drink for refreshment & also use with food items. Very popular among youth. People develop a psyche that guest should be
served with soft drinks. the substitute products are juices, squashes etc. market volume size is 100 million.

End Consumer Price & Taste/Packaging profile for competitive/ substitute product:

11 Rs for 250 ml, 40 Rs for 1.5 lits

 Taste/Packaging profile for competitive product:

Pepsi a bit sweeter & less carbonated gas. Coke has strong taste a bit harder. Packaging profile for Pepsi Coke is same like both comes in 250ml.500ml& 1.5 liters bottle.

TARGET GROUP & REQUIRED PRODUCT PROFILE:

Target Group:

Youth (15-25yrs) because they are more receptive to change.

Key Consumer Benefits:

Comes in different flavors (strawberry, orange, lemon), low calories.

Required Product Profile:

Same as current

MARKET RESEARCH PLANS:

Type of Research: Quantitative research

Quantity required: different schools & colleges (let say 5000 consumers)

Date by which prototypes required for consumer testing: 1 Sept, 2007

TARGET LAUNCH DATE: 1 Nov ,2007

COST PARAMETERS GUIDELINES:

For 250 ml Rs 10.

For 500 ml Rs 18.

VOLUME ESTIMATES:

Volume and Value Estimates (for 12 month period- including launch volume):

1.6 million (10 million of 250 ml & 0.6 million of 500 ml

Test-Market Launch volume required:

60000 of 250 ml & 45000 of 500ml

Packaging: -- 250 ml & 500 ml plastic bottle, transparent, label color brown shade, bottle cap brown for cola drink & for fruits flavors like apple, strawberry, lemon color of label & cap varies

Strawberry pink color

Lemon green color

Apple yellow color

PART II: To be completed by the GM-Operations and discussed and agreed to by groups directly involved including QAD, Purchase, etc.

TECHNICAL FEASIBILITY: (including comments on any CAPEX required, available literature, guidelines, samples, know-how)

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

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 useful information
 We need the following information:

Flavoured milk consumption habits like

where, when, how much, how many times,

who, what.

Brand
Consumer perception towards flavoured perception based
milk like positive & negative thing about on packaging.
Our motive is to diversify our product line from UHT treated milk to
product.
flavoured milk so that give full value of money to consumers .to
build strong brand image in minds of consumers. Thus we want to Inputs on
obtain consumer insights to help in determine launch of flavoured Their liking of different flavours. various attributes.
milk, right target market& positioning.

Satisfaction level w.r.t. Current variant of Registration of

flavoured milk in market. brand name.

Kinds of flavours children most like.

Their feeling about current brands available

in the market.

METHODOLOGY

TARGET MARKET TIMING BUDGET

Housewives:A,B urban income groups(KHI.LHR) age

25—35 yrs, children: school going

Top lines July 10, ‘07

Current user of COUNTRY, PAKCOLA,IMPORTED
BRANDS etc 　
Report July 20,’07

Moderate consumer atleast 2-3 times a week as well as

high consumption of product 5-6 times a week.

Performance Standards

The minimum performance standard for acceptance

Not applicable

DETAIL OF INFORMATION SOUGHT

Not applicable Not applicable

SIGNATURES

For Haleeb Foods Limited For Market Research Agency

　 　

HALEEB ENERGY DRINK

Launch Advertising Brief

BACKGROUND:
Consumers purchase energy drink mainly for themselves. They belong to A & B SEC. Energy drink has been recognized by athletes,
sportsperson, busy professionals, active students & long distance drivers all over the world. With the increase in literacy rate & exposure to
electronic media there is big market for energy drinks. Also government intensions to improve the infrastructure of sports in country &
emphasis on fitness of players an effective energy drink is the order of day & also in coming age.

Haleeb energy drink will be launch in December 2007. With the campaign focusing on “performance enhancer”. So far the competitors in
this business comprises RED BULL, RED OX & other imported brands like ENERGRADE etc.

MARKET OBJECTIVES:

1. Achieve brand awareness level to 20% among target consumer by April 2008.

2. Achieve market share of 15% by April 2008.

3. Establish clear brand differentiation versus leading competitive brands.

REQUIREMENTS:

1. Brand slogan for use in advertising campaign (based on BIM).

2. TV concept (please see execution guide lines).

3. Out door designs. (60” x 20”).

4. Print Ads (Urdu & English).

5. POP

Poster design

Shelf talker

Mobile design

Leaflets.

EXECUTIONAL GUIDELINES:

1. For TV we would like to focus on 20-30 sec shot spots, involving on sports celebrity endorsement,. Like tennis star
ESAM-UL-HAQ.

2. We would prefer concept that celebrity playing his respective field or doing some adventurous stuff like
mountaineering, but it is not mandatory.
 3. Consumption shots must be a par of the execution.

4. Brand identity model BIM should be followed religiously.

5. 35 mm format.

KEY TIMELINES:

ACTIVITY RESP. TARGET DATE

　
1 Brief to agency HFL
　
2 Acceptance of brief by agency RED
　
3 Campaign presented by agency RED
　
4 Adjustments RED & HFL
　
5 Final campaign RED
　
6 TVC shoot RED & HFL
　
7 Rough cut of TVC RED
　
8 Final artwork for campaign RED
　
9 Final cut of TVC RED
　
10 Launch campaign RED & HFL
　

SIGNATORIES:

For Haleeb Foods For Advertising agency

Name ________________ Name ________________

Brand as Product Brand as Org. Brand as Person Brand as Symbol

HALEEB ENERGY DRINK - Brand Identity Model - DESIRED

BRAND ESSENCE

HALEEB ENERGY DRINK acts as Performance Enhancer & Bolster consumer mentally & physically.

- Different packaging

- Umbrella of Haleeb.

- Strong.

- Vibrant.

- Zealous.

- Influential.

- Hard core.

- Innovative.

- Vitalize body & mind.

- Performance enhancer.
 - Sizzling taste.

- Gives instant energy.

CORE IDENTITY

Vitalize body & mind.

Performance Enhancer.

Instant energy provider.

BRAND POSITIONING STATEMENT

To SEC A & B urban-based household including sports lovers, busy professional who want instant energy after daily hectic activities.

CORE TARGET CONSUMER

SEC A & B household in urban areas requires performance enhancer agent. They are brand conscious & want to excel in every walk of life.

BRAND CAPSULE

A panther on a pack.

3. Store Intercept Monitoring Survey:

The objective of this survey is to monitor the in store activities, relating re launch of Good Day Juices. The survey comprises for one week
and the major responsibilities assigned to me were as follow:

• Monitor & observe in store activities of promoters & make sure they performed their duties well.

• Check the availability of stock.

• Incase of shortage communicate it to sales department for necessary action.

• Also monitor floats activity of Good Day juices and at the end of day report to my supervisor.

4. Survey on Outcome of Good Day Campaign on Sales:

The objective of survey was to examine effect of Good day Juices campaign on sales. By getting information from shopkeepers regarding
sales before & after campaign (June – July) and obtained valuable suggestion from them one gets a fair estimate about success of
promotion activities.

Area Covered:

• Total of 49 shops were visited in the areas of Muslim town, Allama Iqbal town, Model town, Faisal town, Johar

town, Cantonment, Defence, Cavalry, Shadman, Main Boulevard Gulberg, Garden town, & Liberty market.

Main Findings:

State of Sale
Positive 51 %

No real change 30.61 %

Negative 8%

Comments:

Following are comments & suggestions given by shopkeepers.

Some shopkeepers said that after store activity has completed customers don’t pick product themselves as

during activity promoters persuade customers to buy good day juices.

Some shopkeepers annoyed by the shortage of supply.

Many said that demand and awareness is gradually developing for the brand.

In HKB liberty market old packaging of good day was displayed.

In Haidery store & Shezan bakers’ demand of 250ml pack is higher than 1-liter pack.

Most of shopkeepers support good day campaign & they want more events like this in future.

Some of shopkeepers want more skins for advertisement as Nestle & other competitor brands offer them

skins in great quantity.

According to shopkeepers people don’t buy Good -Day because it is expensive.

 EFFECT OF GOOD-DAY CAMPAIGN ON SALES

6. Market Orientation:

During my internship period at Haleeb Foods, for practical experience my boss assigned me to do market survey. To know about the

perception of Haleeb Foods Brand in their mind & to check the availability of product over there. Daily I used to visit numerous

shops, to find out whether shop keeper facing any problems with the distribution & about the off take of the cheese & yogurt. The

area of Lahore which I had visited include Muslim town, Garden town, Iqbal town, Model town, Johar town, Faisal town, Gulberg,

Defence , Shadman etc. These areas have A+, A, B+ stores in which Haleeb Products & other competitor’s products were available.

The time duration of market visits was 2-3 weeks. After the survey I prepared report & gave it to my boss I also got chance to visit

Islamabad/Rawalpindi to check the availability of Candia flavored milk & Good day juices.

Problems & Limitations:

• No separate computer was available for internee so it took more time for data entries and wait for the

computer to be free. Also getting the data transferred from one computer to another was a big problem that

arose almost daily.

• The vendors and suppliers also give problem it was difficult to get work done from them. They always come

up with reasons of not delivering the required material and I had to give them consistent follow up calls to

remind them delivering the required material on the proper time.

 • The advertising agencies also give problem and it was also difficult to get the designs from the Advertising

agencies on the deadlines.

• No internet facility for the internee.

Conclusion:

This internship proved to be very helpful for me. I got a lot of knowledge and also the practical aspect of life. It was my first

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

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

FMCG’s sector with some strengths and weaknesses. I am of the view that if the management of HFL wants to show the same

results in the future that it should have to take some decisions before time, because in the 21st century only those organizations

can survive who are utilizing all their resources efficiently and effectively.

Recommendations:

• Haleeb Foods Limited should also allocate a healthy budget for the advertising of its products.

• HR Department of HFL should introduce HRIS to increase the efficiency of the company.

• The co-operation among the different departments of HFL should also improve it will lessen the bureaucratic cost

and increase the efficiency of the company.

• The activities like customer satisfaction day should be performed on regular basis so the company should know

about the feedback of the customers regarding the products and image of the company.

• The shopkeeper complains that HFL don’t provide replacement to the expired products so they should provide

proper replacements to the shopkeepers to enhance the image of the company.

• Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with distribution

of Haleeb Milk.