Marketing plan of

Haleeb milk

Product of
 Haleeb Milk

Company Background
Haleeb Foods Limited was founded in 1984, formally known as Chaudhary Dairies
Limited. Later in 2004, Chaudhry Dairies became Haleeb Food Limited. It was Public Limited
Company and established by the financial aid of Pakistan Industrial Credit and Investment
Corporation (PICIC) and Agricultural Department Bank of Pakistan (ADBP). The first product
that Haleeb Food brought into the market was Haleeb Milk in 1986, which was matching all
modern standards of that time. Due to which, it became a strong competition to other milk
brands especially Milk Pak. To provide quality packaged food particularly dairy products (milk,
butter etc.) was the basic purpose of the company. The company was the market leader till
2008. In 1989, the company entered into the joint venture with Netherland based company FFD
(Friesl and Frisco Domo) but this venture did not last long and ended just after two years
in1991. In 1998, the company again signed franchise agreement with a French based company,
Caddilac and in 1999 introduced Candia milk. The franchise was successful but later it was
stopped. The company also exported its products to USA, UK, Hong Kong, and Korea etc but
due to financial lose, the company discontinued its export.

Vision Statement of Haleeb Foods

“To be in every consumer’s home through the high-quality safe products we bring to their
everyday life.”

Mission Statement of Haleeb Foods

“To incorporate our wholesome product range into the daily life of our consumers through the
safe, health conscious and socially responsible best practices that define Haleeb Foods.”

Values of the Company:

1. Integrity
2. Empowerment and Accountability
3. Pursuit of excellence
4. Co-operative Spirit
5. Environment, health and safety
6. Corporate social responsibility

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 Haleeb Milk

SWOT Analysis
Strength:
 Best company in dairy products

 Innovator in packaging of tetra pack

 Extensive consumer base

 Thickest milk

 Highly sophisticated plant with latest technologies

Weakness:
 Lack of focus

 Lack of R&D

 Weak distribution channel

 Decreasing market share

 Weak and incapable employee base

Opportunities:
 Increases in packaged dairy product consumers.

 Develop efficient distribution channel

 Capture neglected market from competitors.

 Arrange more competent workforce

Threats:
 Change in market trends

 Inflation

 Changing economic conditions

 Competitors

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 Haleeb Milk

Objective of Marketing Plan

 Promote Haleeb milk to every corner of the country in order to provide
standardized and quality milk to people.
 Target new customers: expand their market from middle social class to other
social classes.
 Retain current customers by focusing on their need and demands in order to
fulfill what they expect from us.
 Brand loyalty: Make customers loyal to the brand by keep the brand always
available to them.
 Increase sales: as the company has around 3000 employees right now. So it is
important for the company to increase the sale of their product.
 Grow market share: the competitors of Haleeb milk, Nestle MilkPak and Olper
(Engro foods) are capturing huge market share in current time. Haleeb milk, right
now standing at 10 % market share. By re-launching the marketing plan it is the
main objective to restore their previous place in terms of marketing share.

Short-term objective
 Target new customer

 Provide quality milk and milk products.

 Introduce into new market segmentation

Long-term objective
 Restore previous position in market
 Customer satisfaction
 Brand awareness
 Expend into new market (Locally and Globally)
 Build industry authority

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 Haleeb Milk

Product Life cycle

Stage 1:
Haleeb milk was introduced in 1986 in market by Chaudhary Limited. At the
beginning, when it was introduced in market, it started to gain popularity among people.
Stage 2:
At its growth stage, Haleeb milk captured 52% of market share due to the
technology and the quality of milk.
Stage 3:
After 2016, it started to decline as the competitor, Olper by Engro Foods
introduced into the market and dropped its market share to 10%.

Segmentation and Targeting

Till now, Haleeb milk is marketing to mass population that means it has no market
segmentation. Its targeting market is middle and upper middle social class. It is mostly
prefer in rural areas due to the high consumption of tea.

Positioning
Positioning plays a vital role in the success of any product. Positing a product in term of
its usage or functionality will increase the chances for product to be remembered by
people at the time of purchase. It’s important for Haleeb to position its product as milk
which can be used for making desert and drinking rather than just making tea.
Haleeb milk will be distributed to three major points like to industries, local store and
shops and departmental stores. The availability of the product will be increased for

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 Haleeb Milk

public. The distribution channel for the product will be outsourced for better results than
past. Push and pull both strategies will be used.
The thickness and the quality of milk is the USP (unique selling point) of Haleeb milk. It
is preferable to make tea and coffee due to its thickness. Haleeb never compromise on
quality that’s why quality can be the motivational factors with the improvement in position
in retail stores like Imtiaz, metro etc. that motive customers to prefer Haleeb over any
other brand of milk.

Industry Analysis
Dairy industry in Pakistan includes 11% of Pakistan’s GDP. In market, various packaged
milks products are available among which Milkpak and Olper are huge giants. To stay in
market they use various competitive strategies. The biggest competitive advantage that
they have is their marketing, advertising and promotions, through which they grab the
market attention. They promote Pakistani culture and make sure the availability of their
product in sale seasons like on Eids and Ramadan etc. For example, Nestle Milkpak
tagline “NESTLE MILKPAK BANAY MAZBOOT GHARANA” and Olper tagline “SUBHA
BAKHAIR ZINDAGI” have made strong position of these milk brands among people.

Marketing Strategy
Current marketing strategy:
Product
Haleeb milk is available in 2 sizes i.e 250 ml and 1L. Haleeb is the only milk
which is purest and thickest available in market. The packaging of milk has also
been changed and made it easier to hold with the claim of Nutra – Hygiene milk.
Price
The price of Haleeb is market competitive. The prices of both packages are;
1 liter – Rs. 140
250ml – Rs. 30

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 Haleeb Milk

Place
Currently, Haleeb milk is focusing to target mass market that’s why it is trying to
make their product available at their maximum reach. Their distribution network is
based on distributors, whole sellers and retailers. With the help of their
distribution channel they make sure that their product is available in bakery
stores, local shops and departmental stores.
Promotion
The product is promoting through TVC, digital marketing, news papers, biil
boards and With the help of social influencer for e.g Junaid Akram. TVC is the
most accessible and common medium to approach target market while through
social influencers company can easily target working class audience who have
less or no time to watch TV.

Proposed marketing strategy:

Place
Haleeb milk should divide their audience in segmentation and market Haleeb
milk to them. Through this segmentation they can easily catch people attention.
Also they should outsource their distribution of milk for improvement in availability
of product and information flow.
Promotion
Along with promotion through TVC, Billboards, News paper etc various other
promotional activities should be adopted by the company like offer 10% discount
on the purchase of a carton, or offer one extra 1 liter pack on buying a carton.
Also include school visits for promotion through cartoon based documentary and
gift offers on the submission of one empty pack of Haleeb milk.
Outside of retail or departmental stores, promotion can also be done through
gamification.

Branding Theme

The theme for the campaign will be “Khalis Doodh Khalis Rishton Ki Tarhan”. The aim
will be to show the purity of milk depicting with the help of family.

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 Haleeb Milk

Branding Communication Channel

Communication channel is very important to communicate products and brand in market,

especially in saturated markets where competition is very high. The communication channel for
Haleeb Milk will be;
 TVC
 Digital Marketing
 Billboards
 Newspapers
 Social Influencers
 Social Activites

Marketing Budget and its allocation

Marketing budget for Haleeb milk must be at least Rs. 3 million. It is allocated in the
following way;
 30% for TVC

 20% for Digital marketing

 20% for billboards

 10% for newspapers

 10%for social influencers

 10% for school activities