Detailed Survey Report: Haleeb Foods and Olwell Marketing Strategies

This report provides a comprehensive analysis of Haleeb Foods and Olwell, prominent brands in the Pakistani dairy industry. The report begins with an acknowledgment and introduction, followed by a background on the economic challenges faced by Pakistan and a problem statement focusing on the low consumption of Pakistani products. The significance and objectives of the report are outlined, setting the stage for a detailed case study of Haleeb Foods. The case study covers Haleeb's vision, mission, values, company profile, and the reasons behind its past downfall, including ineffective marketing strategies and strong competition. It then examines the relaunch of Haleeb milk, emphasizing its Nutra-Hygin properties and promotional activities. The marketing strategies of Haleeb, including mass marketing and market positioning, are analyzed. A SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats, while a PEST analysis explores the political, economic, social, and technological factors influencing the market. The report concludes with a brief overview of Olwell, providing a thorough examination of the competitive landscape and marketing practices within the dairy sector.

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ACKNOWLEDGEMENT
First of all we would like to thanks Almighty Allah the most beneficial and most merciful, w
give us strength to complete our survey report. After that we would thanks to our parents
spend a lot of money to provide us better education and our teacher (Syeda Tuba Javaid) w
us opportunity to learn and to experience new thing. It’s an honor for us to study this cou
Mam Tuba for guiding us in order to complete this report.
The process for making this report was very interesting and we also thanks to entire team
aleeb foods and department manager of different stores ( metro , imtiaz, hyper star) who
their precious time, and help to provide detailed regarding our survey report.

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INTRODUCTION
HALEEB FOODS:
Haleeb Food Company (HFL) is successful and prominent brand of Pakistan, manufactured
Chaudhry Dairies limited in 1984 it was formerly name and its name changes to Haleeb Fo
Limited in December 2004. Its head office is in Lahore and their main plants is situated in
Multan Road, Bhai Pharu. It produces dairy products like milk, ghee. It has expanded its pr
by manufacturing juices. The current CEO of company is Mr. Memosh Khawaja.
ENGRO (OLPERS):
Engro stands for energy for growth. Engro is the most successful brand of Pakistan. The En
food was officially launched in 2006. Their main plant is situated in Sukkur and Sahiwal. Th
also introduce their ice cream facility in Sahiwal. Their leading brands are (Olpers Olwell T
and Omore). Engro is Public Limited Company and has massive share in Public
Market.

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BACKGROUND
Pakistan’s economy is facing a very negative situation nowadays. Debts of Foreign has inc
to $95 Billion. Foreign-exchange reserves are almost at downfall in the nation’s past histo
Exports of Pakistan has fell down and the remittances also suffered. The currency of Pakis
decreasing and the rate of inflation is increasing domestically. The main reason for the bu
deficiency is the low-quality system of tax collection in form of income and expense.
Unfortunately, the legal system of Pakistan is too complex and cannot recover the damage
nation by mishandled management of government.
Now it is the responsibility of the National Assembly and Senate Of Pakistan to take measu
actions against these mismanaged practices.
The new Pakistan Tehreek-e-Insaf government is supported by the masses, and the chairm
PTI, Prime Minister Imran Khan, is an honest, brave and sincere leader. We expect him to
bold decisions. Maybe he will face resistance from opposition parties or even within his ow

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but he will have to make unpopular decisions once and for all.
PROBLEM STATEMENT
1. PROBLEM:
The population of Pakistan is increasing day by day but the consumption of Pakistani prod
very low which leads to downfall of Pakistan’s economy because we (consumer use produ
made in abroad).
2. SOLUTION:
If we want to increase our economy and want Pakistan appeared in the names o
countries we have to buy products that made in Pakistan.
SIGNIFICANCE
This report is important because when we learn one product strategies which are growing
and apply those strategies on other products. Throw this the products will help ea

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improve, and this will also help Pakistan’s industry to grow. Pakistan industry should do th
growing their economy although they are competitors, but as a Nationalist Pakistan comes
and throw these strategies we can compete with our competitors.
OBJECTIVE
 To be an innovative plan and marketing strategies.
 To target new emerging segments of the milk market.
 To deliver consistent quality to customers using pure ingredients and best av
technology.
 To deliver a fair return to valued investors and shareholders annually in line with ind
norms and economic conditions.
CASE STUDY OF HALEEB
VISION STATEMENT:
To be in every consumer’s home through high-quality, safe products we bring to their eve
life.
MISSION STATEMENT:

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To incorporate our wholesome product range into the daily life of our consumers through t
health-consciousand socially responsiblebest practicesthat define Haleeb Foods.
VALUES OF COMPANY:
 Accountability
 Enterprise
 Empowerment
 Trust
 Teamwork
COMPANY PROFILE:
Haleeb Foods Limited (HFL) is Pakistan's leading Food and Beverage Company with forem
focus on hygiene, nutrition, health and well being of its consumers. We are one of the pion
the dairy sector in Pakistan and have contributed substantially to the continuous growth o
sector.
Haleeb Foods Limited is one of the fastest growing company in Pakistan with an annual tu
rate of 7.2 Billion. It had been incorporated on 9th April 1984, while it’s started its commercial
production in July 1987. Within a short span of just two decades, the company is operating
different businesses segments: UHT milk, Cream, Juices, Powdered milk & Butter oil. In the

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packaged milk category Haleeb Foods has achieved leadership with a market share of mo
56%.
The company products have a very strong portfolio consisting of leading National & Intern
Brands:
 Haleeb
 Candia
 Dairy Queen
 N’rish
 Skimz
 Tropico
We are providing good food in a hygienic way through robust animal care, employ
environmental, and food safety and quality check programs. Established in 1984, Haleeb F
operates two state-of-the-art dairy processing plants in Bhai Pheru and Rahim Yar Khan an
milk collection network of over 170 collection points. We are working on betterment and h
tomorrow.
DOWNFALL OF HALEEB:
There are certain reasons for the downfall of haleeb milk that the company did no
segmented their product which is necessary in every business they served their
products to everyone. Another reason is that their market share is decreasing very

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fast because new competitors like (Olpers, Nurpur and Good milk) entered in the
market with huge amount of share which effect Haleeb’s position.
Their distribution channel is not strong as their competitors and their product were not pre
every stores and shops. They available in limited or some places. And they didn’t
promotional activities and failed to grab customer’s attention, for that reason their sales d
rapidly. They are not able to proposed current marketing strategies that’s why they loose
customer and name in the market. The competition is very tough and it is difficult for Hale
cut throat competition.
RELAUNCH OF HALEEB MILK:
Haleeb foods had committed that they provide superior dairy products to the people of Pa
so they had recently brought back its all-new Haleeb milk across the country. Hale
Pakistan’s first and only Nutra-Hygin milk which provides the perfect combination o
Quality and Nutrition which is Nutra-Hygin.

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Nutra-Hygin milk could be a combination of three essential components. Haleeb is 100%
from automated and modern dairy farms that ensure one-tenth TBC (Total Bacterial Count
compared to other UHT Milk, making it different and it is high on Purity.
Haleeb’s emphasis on ‘Quality Through The Line’ approach guarantees quality throughout
journey from the farm to the plant, packaging, supply and the stores. Additionally to that,
provides the best level of Vitamin A and D that strengthen the bone structure and immune
And it is tested by international laboratories and endorsed by leading nutritionists of the c
this makes Haleeb the best UHT milk in Pakistan.
After relaunching the Haleeb milk, they were done promotional activities for makin
distribution channel strong and grab their customers. And they become successful in grab
audiences back. They promote their product by BOGO offers and running their advertisem
TV, E-marketing, FM and Radio.

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MARKETING STRATEGIES:
The strategic set up defines the company’s overall mission and objectives. The goal is to m
value for customers and build profitable customer relationships. Marketing strategy
marketing logic by which the company hopes to generate value for their customers and ac
profitable customer relationships. Haleeb is currently serving its product to a mass market
means that they haven’t segmented their market. They’re serving their product to everyb
is a product that generally does not have to be segmented because it is needed in every h
Haleeb is focused on a big market that is not segmented so they can achieve higher profit
only Haleeb which is targeting mass marketing, but another competitor like Milk Pak and O
are also focusing on mass marketing.
In the case of Haleeb, their marketing strategy is to make market positioning whic
arranging a product to occupy a clear, distinctive and desirable place relative to competiti
products in the minds of target customers. They have positioned their production minds o
consumer as a quality product; their milk comes straight from the farms. They have positi
their product as hygienic. They claim that their milk is pure from germs and is thick than o
competing brands. They believe that their product has natural enrichment. The com
targeting females and people of mature age for Haleeb milk as they’re mainly interested i
purchase of Haleeb milk, but just in case of Candia they are targeting youngsters
providing freedom to them to decide on their own.
Haleeb Milk advertising objective is to focus on their key attributes such as customers awa
related to the brand, perception and preferences of the end customer. They will try to reta

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existing customers besides generating new potential customers for maximizing the profita
and visibility of product.
SWOT ANALYSIS:
STRENGTHS:
 Market leader in Dairy packed milk.
 Latest innovated Nutra-hygin and high-quality process.
 It is the thickest milk in the market which is also its unique selling point.
 Experience of 20 years in the market.
 Large distribution channel
WEAKNESS:
 The Distribution Channel of Haleeb is not good. Its product is not distributed everyw
 They are doing less Promotions which is helping Haleeb to fall.
 Slow promotional activities, as compared to their competitors.
OPPORTUNITIES:

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 The company can distribute Haleeb everywhere and in new markets like rural areas
can increase its market share.
 Focus on competitors brands.
 Strong distribution network
THREATS:
 There is a large number of competitors present in the market like Milk Pak, Olpers, N
Good Milk and some imported brands.
 A large number of consumers are brand loyal to Milk Pak and Olpers, so it is hard to
brand loyalty.
 There is a big competition because the advertisement campaigns of different compe
are excellent.
PEST ANALYSIS:
POLITICAL:
Although political condition of our country is not very much stable but its does not affect t
consumer because it’s the basic need of every household. There are no limitation set for t
customers’ basic need that’s why it is favorable in the market.

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Economical:
The market position of haleeb is highly effected by the fluctuation of pakistans economy. H
is uncapable to capture market because of high inflation and low purchasing power of cus
Few Pakistani population is living hand to mouth that’s why they facing problem of buying
drinking packed milk.
Social:
The condition of societal needs are varying in our country very rapidly the taste of people
country changing. People like to buy branded products. It has become trends for childre
young generation as they likely to buy branded products for healthy and hygienic reason.
Technological:
Technology is advancing day by day and nowadays it is very necessary for every business
new technological advancement for the growth in the market. New innovations of technolo
the key to survive in the market.
CASE STUDY OF OLWELL:
ABOUT:

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Our core purpose is providing better nutrition to Pakistan, a good living for our farmers, no
for generation to come. Through the world 6th largest dairy company FrieslandCampina, w
bringing more than 140 years of dairy farming experience to Pakistani consumers & farme
Our Vision:
Engro Foods will create & lead a White Revolution in Pakistan, to provide safe, he
affordable nutrition to Pakistan. We will empower Dairy farmers through Dairy Deve
Programs for inclusive & sustainable economic growth.
We will respond to the developments in the society by actively making contributions to r
objectives with respect to climate & environment. Engro Foods will excel as the em
choice with Purpose Driven & Commercially obsessed teams.
We will create more value for the shareholders, now and for generations to come,
distinguishing & progressive chain approach that is market-oriented.
Our Mission:
Investing in more sustainable supply chains, contributing to the nutrient security of million
consumers. Providing the consumers nutritious foods and helping dairy farmers and their f

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to maintain vibrant rural communities. Our strong commitment to bringing this purpose to
must be accompanied by our continuous efforts to reduce the environmental footprint of o
from year to year.
Safer, healthier, happier, more prosperous lives for Pakistanis.
ENGRO FOOD PRODUCTS:
MILK
 Olper’s Full Cream Milk
 Olper’s Milk
 Olper’s Lite
BEVERAGES
 Dairy Omung
TEA WHITNER
 Tarang

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FROZEN DESERTS
 Cups
 Sticks
 Cones
 Family Pack
OTHERS
 Olper’s Cream
 Olper’s Tarrka
 Olper’s Dobala
OLWELL MILK:
Launched on December 15, 2006. Olwell is Low-fat, high-calcium milk with richness of full
It is an ideal choice for people who are fitness conscious and heart patients.

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OLWELL TARGET MARKET:
Career focused, figure conscious, and health conscious males and females. Their m
audience are women and men who basically want to stay fit by having milk side by side w
gaining weight and end up having high calories or fats through milk. They want to make th
bones strong.
DECLINE OF OLWELL MILK:
The reason for the decline of Olwell milk is the TVC by Engro Foods. The TVC was based on
of Western Style, they showed the man with inner garments and a lady with half nude gar
It also shows the mix gender health club which is not common in the Pakistan culture. The
creating TVC association with brand through stripes, which highlight the Olwell packaging.

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MISSINGELEMENTS:
The marketing peoples of Engro Foods became unsuccessful to analyze the market, as
residing in Pakistan are Muslims, people having strong religious beliefs and cultural values
in the aspect of fitness ad was perfect but according to Islamic State it lost the value of pr
it effects the ethics, beliefs and cultural values.
Positioning is very important element and plays a vital role in marketing any product. But
competition, it doesn’t mean to damage your core society and cultural values of the targe
which is essential for both genders.
PROPOSED STRATEGIES
 Commit target market to provide superior quality milk.
 By emphasizing on 'Quality Through Line' approach guarantees quality throughout jo
to the stores.
 Providing Nutra-Hygin milk (I.e: combination of essential components)
 Make ads according to the culture and values of targeted market.
 Showcase product at the eye catching place on the store.
 Hire the best brand ambassador to proper guide the customers.
 Make new offers e.g Bogo, lucky draws etc.
 New, safe and attractive packaging

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 Promotional activities on schools colleges.
 Free sampling in stores.
 Ads campaign on TV and radios.
 Best e-marketing activities.
CONCLUSION
In this report we have surveyed to the stores and contact with the company and gain infor
about the pakistani product their downfall and relaunch. We have taken two products Hale
Olwell. Haleeb relaunch and polishes its strategy whereas olwell didn’t goes well. We hav
our product to increase our economy and to finish poverty from Pakistan.
RECOMMENDATIONS
Our suggestion after this survey is that our economy is not rising, so we have to start usin
products (Pakistani Products) and stop importing the products. We should promote our pro
Haleeb Milk and Olwell milk both are good products but as our perception of bran
international brands because of their advertising campaigns. As a nationalist, this is our du
promote our products through an advertising campaign and also focus on good quality. W
our new product is launching, we should focus on direct marketing activities like a free tria
sampling for testing.