A marketing analysis of Haleeb Foods

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. Haleeb Foods is Pakistan’s number 1 and fastest growing packaged Food Company. In 2006, its annual turnover was Rs.9 Billion. Haleeb Foods has built 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 , Candia, Dairy Queen, Tea Max, , 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 and now going to introduce flavoured milk in united kingdom.

2-Vision Statement:

Most Innovative and fastest growing food company offering flavoured milk product enjoyed in United Kingdom every home every day

2.1-Mission Statement:

Our mission is to be the consumer’s first choice for products of outstanding quality and great service at a competitive cost through working faster, simpler and together. 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

3-Market Analysis

Marketing analyses is very important for the new product because it will help us to know about our customers and competitors and we also conduct a research for the new product . first we will conduct primary research for our new product development and then try to know about our competitors.

3.1-Primary Research

Primary research is one of the best tool for the success of the product. because in primary research we collect the data directly from the people and for this purpose we go for both qualitative and quantitative research.

3.2-Qualitative Data

Following things can be included for qualitative research

Interviews

Observation

Analysis

3.2.1-Interviews:

Interviews are one on one or small group question and answer sessions. Interviews will provide a lot of information from a small number of people and are useful when you want to get an expert or knowledgeable opinion on a subject. we did interviews of different stakeholders, they are happy to this new product because we are launching in more than ten flavours. People are supporting this new product due to different flavours, they want change.

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3.2.2-Observations:

Observations involve taking organized notes about occurrences in the world. Observations provide you insight about specific people, events and are useful when you want to learn more about an event without the based viewpoint of an interview. According to our observation most people use flavoured milk, mostly child take a tin in their hand while going to school for breakfast.

3.2.3-Analysis:

Analysis involves after collecting data and organizing it in some specific criteria you develop. They are useful when you want to find some trend or pattern. A type of analysis would be to record commercials on three major television networks and analyze gender roles

3.3-Quantitative Data

Quantitative data has a very important for the primary research and it includes surveys and questionnaire.

3.3.1-Surveys:

Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of people. Surveys will provide a limited amount of information from a large group of people and are useful when you want to learn what a larger population thinks. In order to learn weather people would like to buy or use our product, we have decided to conduct a market survey. First of all we have designed a survey form that shows people ideas. Our organisation conduct a survey by questionnaire

3.3.2-Questionnaire

Please tick on the appropriate and write a few short sentences where descriptive answer is required.

1-Do you like flavored milk?

Yes – No

2-Which milk do you use?

Yazoo – Frijj

3-What do you consider before buying a product

Price – Brand name -Labeling

4-In which age you lie?

Middle age – young age – old age

5-How much is your monthly income

600 – 800 – 1000

6-Are you conscious about quality?

Yes – NO

7-Which flavoured do u like most?

Strawberry – banana – chocolate

8-Which brand do u prefer most?

Yazoo – FRIJJ

9-Do you think that its flavour is nice?

Yes – No

10-Is it available in your local market easily ?

Yes – No

11-What do you think when buy?

Low price – Quality

Thanking you for sharing such valuable ideas, your time and cooperation

3.4-Existing Competitors

3.4.1-Competitor’s Analysis

Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats.

Following are the main competitors

1- Yazoo

2- Frijj

3.4.2-Yazoo’s History

Yazoo is a bottled flavoured milk or milkshake produced by Campina and is sold in the United Kingdom and Ireland. It comes in three flavours Banana, Chocolate, Strawberry. Campina Yazoo is the market leading bottled milkshake in the UK with over 80 million bottles sold each year. Introduced in 1989 as a flavoured milk drink for young children, the brand has grown consistently and now is drunk by kids (and grow ups) of all ages. Strength

1- Strong brand name

2-They have strong supply chain

3-Their financial position is very strong due to high volume of sales

4-They have many loyal customers

5-pricing

Weakness

Due to high volume of production sometime by mistake faulty products are sent into market

1-less flavour

3.4.3-Frijj History

Frijj is a brand of milkshake sold mainly in the United Kingdom. Produced by Dairy Crest, it was first launched in 1993. Frijj is sold in four permanent flavours: strawberry, chocolate, banana and Chocolate Fudge Brownie. There have also been numerous limited edition flavours, some of which have featured characters.

Strengths

1-Frijj has strong dealer network

2-Strategic alliances

3-Research and development investment

Weaknesses

1-Less market share

4- 4p’s For Flavoured Milk

4.1-Product

Now Haleeb Foods Ltd is launching a new product in the United Kingdom market named as Flavoured Milk which will be available in different flavours in the market like as strawberry, banana, mango, chocolate, oat, apricot, mixed flavour and etc.

4.2-Price

Pricing is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organisation. Pricing is difficult and must reflect supply and demand relationship. Pricing a product too high or too low could mean a loss of sales for the organisation. We are offering competitive introductory price which is mentioned below

Flavored milk introductory Price

Sizes

Prices

(£)

Flavoured milk

3L

1.49

Flavoured milk

1L

60 p

Flavoured milk

500ML

35 p

Flavoured milk

250 ML

(6 bottle pack)

1.00

4.3-Place

It will be available in all supermarket and shopping plaza and all local area shops. We have decided to place the product in all the major and minor markets as well as in the canteens of colleges and universities. We have decided to acquire the services of large and organized distribution in different areas of UK.

4.4-Promotion

We have planned a very wide range of promotion strategy that covers almost every part of the society. We have supported our promotional strategy with the use of electronic media, print media, internet and other sources and also with the help of some schemes such as lucky draws. Our promotion strategy in detail is as

Television channels

Newspapers

Magazines

Pamphlets

Banners

Sign boards

Prize scheme

Internet

4.5-Conclusion Of Marketing Environment

By the intensive study of the entire market in its whole perspective it came to know that the overall environment is not much in favour of new firms. Because of semi-democratic ruling and the presence of well established competitors holding major part of the market, but we have a great edge we are introducing more flavoured as compared to our competitor. it seems supportive for a new product to make its place in the market.

4.6-Purpose

The purpose of launching the Flavoured milk is to give a new taste to the people who are drinking almost every milk available in the market. We want to provide different flavours to the people so that they become refresh and healthy.

4.7-Features

Following are some of the features of our product:

1-flavoured milk is good for health

2-Provides calcium

3-Provides vitamins

4-Beneficial for bones

5-Excellent in taste

6-Gives freshness

4.8-Targeting

We will target the following customers:

1-Young generation

2-Boys and girls and people of every age

3-Belongs to upper and lower class

4-Student of colleges and universities

5-Wants a new and refreshing taste

4.9-Positioning

We have to position our product in the minds of the customers and consequently in the market with the help of our effective and customer oriented market strategies.

4.10-Competitor’s strategy

Our competitors have a good market share because they are adapting following strategies:

1-Less prices

2-Effective promotion

3-Intensive distribution

4-Quality products

5-Customers research

6-Attractive packaging

Task 2

5-Cost Benefits analysis of Haleeb Flavoured Milk for four years 5.1-Material, Equipments and Labour cost.

Yearly Cash Flow

1st Year

2011

2nd Year

2012

3rd Year

2013

4th Year

2014

Cash Outflow

IT Expanses

Computers and Servers

10,000

500

0

0

Website Development

0

0

0

0

Maintenance

1,200

1,200

1,200

1,200

Hosting

300

300

300

300

Licensing

900

900

900

900

Communication System for vehicles

1000

200

0

0

Total

13400

3100

2400

2400

Research & Development

Online Development

75,000

30,000

30,000

30,000

Risk Analysis

40,000

50,000

55,000

60,000

Total

1,25,000

80,000

80,000

80,000

Marketing

Usual Marketing

60,000

55,000

55,000

50,000

E Marketing

45,000

45,000

55,000

45,000

`Total

1,05,000

1,00,000

1,10,000

90,000

Administration cost

Machinery in warehouse

15,000

5,000

0

0

Rent

8,000

10,000

10,000

10,000

Internet

250

250

250

250

Phone

120

120

120

120

Salaries

80,000

10,000

12,000

14,000

Insurance

20,000

20,000

20,000

20,000

Vehicle and Maintenance

8,000

12,000

0

0

Inventory

60,000

69,000

75,000

80,000

Total

1,92,370

1,27,570

128,770

126,170

Total Cash Outflow(£)

4,35,770

3,10,670

3,21,170

2,98,570

Cash Inflow

Sales Revenue

2,00,000

2,50,000

3,25,000

4,00,000

Other Revenue

50,000

70,000

1,01,000

1,25,000

Total Cash Inflow(£)

2,50,000

3,20,000

4,26,000

5,00,000

Net Cash Flow(£)

(1,85,770)

9,330

1,04,830

2,01,430

Note: All figures are based on prediction.

5.2-Staff Training And Development

Skills Audit and Development Planning Sample Sheets

Operation/Process Description

Skills Set Required

Staff Fully Competent

Some Skills Evident need Development

Skills require Development

IT Training skills

Computer skilled staff

NO

YES

Using Software

(SAP)

Collection from port to warehouse

Staff training for keep it specific temperature carefully

NO

YES

Tagging and keeping

On time delivery

Training For Drivers to deliver it on time

No

YES

Familiar with exact place

Packaging training

Train the staff for Packaging(How to hold them)

NO

YES

Basic Training for Checking material of Packaging

5.3-Option Construction Stage and Option Appraisal Stage

Skills to be Developed

Training/Development Options

Option Appraisal

Decision

Latest software’s

Proper knowledge of using Software and training

Appraisal system

Must be good learner

Different for each costumers

Proper Training related to job

Appraisal system

Proper training session required

Task 3

6-Executive Summary

This project is about new product development by Haleeb Foods Ltd. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak’s novel packaging formats, 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, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavours and preservatives. Now Haleeb Foods Ltd has developed a new product that is milk in different flavours and going to introduce in united kingdom market.For this purpose first we have conducted the SWOT analysis of company to see the company’s strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our products. Secondly we have made a marketing mix strategy for our product. We have divided market into different segments and decided to target young students of school, colleges and universities and people of every age. We have also paid special attention to the packaging, colour and price of the product. We have decided to place the product in all the markets of UK especially in the canteens of school, colleges and universities and every supermarket. We will promote our product through electronic media, leaflets, internet and other sources. We have also conducted a market survey to know the opinion of public about our product and developed our product accordingly.

7-Project Management

project management skills are obviously important for project managers. Project management methods to be very useful in its planning and implementation. Even the smallest task can benefit from the use of a well chosen project management technique or tool, especially in the planning stage. projects can be various shapes and sizes, from the small and straight forward to extremely large and highly complex. In organizations and businesses, project management can be concerned with any area or function, for example:

people staffing and management

products and services

materials manufacturing and production

IT and communications

Storage and distribution

Finance administration purchasing

Sales selling marketing

human resources development and training

customer service and relations

quality health and safety

legal and professional

technical scientific research and development

new business development

anything else which needs planning and managing within organizations.

Project management techniques are not just for project managers . they are available for anyone to use.

7-project management and implementation process

1.Agree precise specification for the project

2.Plan the project

3.Communicate the project plan to your project team

4.Agree and delegate project actions.

5.Manage and motivate the project team.

6. monitor review project progress

7.1-Agree precise specification for the project

The project specification should be an accurate description of what the project aims to achieve, and the criteria and flexibilities involved its parameters, scope range, outputs, sources, budgets and timescales. Project terms also provide an essential discipline and framework to keep the project on track, and concerned with the original agreed aims which are given below.

1-Describe your purpose and aims .

2-State parameters for project (budgets, range, scope, time scale).

3-involve the people in meetings and decision making process.

4-Establish break points at which to review and check progress, and how progress and results will be measured.

7.2-Plan The Project

Plan the various stages and activities of the project. Where necessary involve your team in the planning. It is useful to identifying all the things that need to be put in place and done, in reverse order. From the beginnings of the project use brainstorming ideas to help gather points and issues and to explore innovations and ideas

7.3-Project Times Scales and costs

Most projects come in late that’s why we planned a time scale and cost. If you have been given a fixed deadline, plan to meet it earlier, and work back from that earlier date. Projects which slip back and are delivered late, or which run over budget or fail to meet other financial requirements often cause significant problems. Exercising a little realism at the outset of a project regarding financials and timescales can save an enormous amount of trouble later. We are going to launch this project by the end of December 2011.

7.4-The project team

important part of the planning stage is picking your team. Take great care especially if you have team members imposed on you by the project brief. Selecting and gaining commitment from the best team members whether directly employed, contractors and suppliers, consultants or other partners is crucial to the quality of the project. Project management on a tight budget can be a lonely business get some help from good people you can trust whatever the budget.

7.5-Project Management Tools

There are different management tools for this project but Haleeb milk is going to use the brain storming tool.

7.5.1-Brainstorming

For this project Haleeb food is going to use the brainstorming tool. Brainstorming is a popular tool that helps you generate creative solutions to a problem which can develop new ways of looking at things. It also helps you overcome many of the issues that can make group problem solving a sterile and unsatisfactory process. Used with your team.

7.5.2-Gantt Charts

ACTIVITIES

WEEK 1

WEEK

2

WEEK

3

WEEK

4

WEEK

5

WEEK

6

Executive summary

Xxxxx

Name of Focus Organisation

xxxxx

Description of Focus Organisation

x

xxxxx

Organisational Factor

xxxxx

xxxxx

environmental factor

xxxxx

xxxxx

PEST Analysis

xxxxx

Change

xxxxx

xxxxx

SWOT Analysis

xxxxx

cost benefit analysis

XXXX

potential cost associated with that change

XXXX

Team Briefing Process &Training Staff

XXXX

How and when change will be Implemented

XXXXX

XXXXX

conclusion

xxxxx

7.5.3-Project Financial Planning And Reporting

For projects you will probably need a spreadsheet to plan and report planned and actual expenditure of project .Large projects are likely to require some sort of require dedicated accounting software to manage the financial planning and software. It is a key function of project management. Create a cost line for main expenditure activity. Create a system for allocating incoming invoices to the correct activities.

7.5.4-Project Contingency Planning

Since projects involve uncertainty and risk it is likely that you will need to develop contingency plans for key areas of risk. Basically this involves identifying risk scenarios which, have a significant impact on the ability of the institution to carry out its business and considering what options are available to you. Contingency plans are your alternative plans. They are there so that when a crisis occurs you can transfer almost instantaneously to an alternative plan.

7.6-Communicate The Project Plan To Your Team

Communication is beneficial for project. it tells people what is happening and you get essential support, agreement and commitment. in project you should involve the team in the planning process to get good result. Involvement and communication are vital for cooperation and support.

7.7-Agree And Delegate Project Actions

We have to identified each activity including all relevant parameters, timescales, costs, and deliverables. Use the SMART acronym to help you delegate tasks properly. Use of proper delegation methods is vital for successful project management involving teams. So publish the full plan to all in the team and consider carefully how to delegate medium to long term tasks.

7.8-Manage,Motivate The Project Team

Manage the team and activities in meetings, communicating, supporting, and helping with decisions. Arrange face to face and group meetings, when you can bring team members together, are generally the best way to avoid issues and relationships becoming personalised and emotional.

7.9-Monitor Review Project Progress

Check the progress of activities against the plan. Review performance regularly and adjust the plan if necessary in light of performance, changing circumstances, and new information, but remain on track and within the original terms of reference. Plan team review meetings. Stick to the monitoring systems you established.

7.10-Planning To Import

Importing goods and materials can be complex. First of all drawing up contracts with your overseas suppliers .when and how you will make payments for the materials, bearing in mind that the exchange rate might change after you have placed your order, transport arrangements, storage, documentation and insurance.

7.11-Managing transport

We are going to import directly. Importing directly means that you have personal contact with the overseas suppliers. It is potentially more profitable but means that you are vulnerable to language problems, exchange rate fluctuations and the possibility of additional costs.

7.12-Legal Responsibilities As An Importer

Check that the items you are planning to import are allowed in or whether they need an import licence. Consider whether you are liable, under the principles of product liability for any harm caused by the imported items. Pay any duty and VAT that apply under UK law.

8-Implementation plan

8.1-Vision and mission

Vision is to improve the performance of the core units chain. Whilst doing so we will

continue to explore and develop growth opportunities in other markets. Our mission is to be the consumer’s first choice for products of outstanding quality and great service at a competitive cost through working ‘faster, simpler and together.

8.2-Objectives

To innovate and provide leadership in delivering quality products at fair prices,

¶€ To increase market share

¶€ To increase profit

¶€ To increase the length of product line

¶€ To serve customers better

¶€ To face strong competition

8.3-Environmental Analysis

Organizational environment consist of all factors that in one way or another way affect or affected by the organization decision. Haleeb foods Organizational environment refers to the forces that can make an impact .Forces made up opportunities and threats. Organizations dose not exist in isolation. It works with the overall environment. these can be divided into two main parts as, Internal Environment and External Environment

8.4-Internal Environment

Organizations internal environment refers to the elements within the organization. Internally an organization can be viewed as a resource conversion machine that takes inputs (labour, money, materials and equipment) from the external environment (the outside world), converts them into useful products, goods and services, and makes them available to customers as outputs. Employees or the working people are the main resources of an organization. In other hand these employees can make a big difference for an organization. If an organization has unskilled labours they may find a difficulty of getting things done. Organization benefited with skilled labour. It requires motivation and skills development to take the maximum performance of the labour. A manager is someone skilled in knowing how to analyze and improve the ability of an organization to survive and grow in a complex and changing world. This means that managers have a set of tools that enable them to grasp the complexity of the organization’s environment.

8.5-External Environment

It consists of all the outside institutions and forces that have an actual or potential interest or impact on the organization’s ability to achieve its objectives for this we will do different analysis

1-Pest Analysis

2-Swot Analysis

3-Porters 5 Forces

8.5.1-PEST Analysis

Political Factors

Economic conditions are influenced by political and government policy, as you know the new government is making new policies in every field, it might be affect the business. At any one time either exported or imported goods can seem expensive or inexpensive, dependent upon currency exchange rates. There are many other ways, however, in which government decisions will affect organizations both directly and indirectly, as they provide both opportunities and threats for new business.

Economic factors

Economic condition are related to political and government policies .Due to instability in country ,inflation, unemployment ,no one company don’t want to invest his money in the country .economy rate is going down and down every day. As a new milk company Haleeb foods will help the country to decrease unemployment by giving jobs to unemployed.

Social factors

the socio cultural environment summarizes the demand and taste . Many U.K citizens are practicing healthier lifestyles. This has affected the alcoholic beverage industry in that many are switching to diet colas and FLAVOURED MILK instead of beer and other alcoholic beverages. Also, time management has increased and is at approximately 43% of all households. The need for healthy products are in important in the average day-to-day life. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity.

Technological factors

The effectiveness of company’s advertising, marketing and promotional programs. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive. This helps in selling of the products. This advertising makes the product attractive. This technology is being used in media to sell their products.

8.5.2-SWOT Analysis

Strengths:

1. Strong management system:

2. Effective internal communication system

3. Efficient use of resources

4. Employees empowerment

5. Diverse work force

6. Innovations

7-Taste,nutritious,hygienic,packaging

Weaknesses:

1. Less market share

2. Limited knowledge of customers

3.