Haleeb Relaunch Report

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  • Topic: Milk, Dairy, Dairy farming
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  • Published : October 21, 2012
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Haleeb |
Re-launching the product |
|

Raheem Furkh
Ramesha Mujeeb
Imran Ali

THE COMPANY
Brief History:
Haleeb Foods (formerly Chaudhry Dairies Limited “CDL”) is one of the leading Pakistan based Foods Company with having multiple branches nationally and an international office in Sharjah (UAE). 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 one of the fastest growing food companies in Pakistan with reaching to turnover of Rs. 9.2 Billion for the year ending 2008. It has two milk processing plants in Bhaipheru and Rahim Yar Khan with state of the art and modern technology. Since its evolution till now, Haleeb Foods has progressively diversified its brand portfolio into many related products such as juices, ghee, butter, cream, etc. Scope of Business:

Haleeb Food’s scope of business is to build a successful branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to its consumers while maximizing the stake holders' value at the same time. Current Size, Growth and Profitability:

Recently, Haleeb Foods has reached a turnover of Rs. 9.2 Billion in the year 2009. It was a loss, though, as Haleeb Foods has been experiencing a slump since 2-3 years due to internal management and quality issues.

THE COMPETITION
Competition may pose a threat because the company will have to maintain its leadership in an expanding market so that it doesn’t lose its market share to its competitors. For Haleeb it might be difficult to maintain its market share in a market where the loyalties exist for such brands as Nestle and Olper’s. These brands have been in the milk industry and have left a mark in the minds of consumers in terms of quality. Competition seems to be getting tougher as a result of new players entering the dairy market. Haleeb’s primary competitors are Nestle milk pack and Olper’s milk. The Secondary competitors are Nirala, Halla, Good milk and Gourmet milk. Primary Competitors:

Prema:
Prema milk - fresh, pure and nourishing, straight from our own state-of-the-art dairy farms. With the combination of natural vitamins, minerals, and a
great creamy taste, Prema milk provides truly natural milk, with all the essential nutrients needed for healthy bodies and bones, including rotein, calcium, riboflavin and vitamin A. As an all purpose milk, Prema milk is perfect for the whole family for drinking, cooking, as well as a tasty tea whitener. Prema has a market share of 20%. Olper’s:

Launched on March 20, 2006, Olper’s milk is EFL’s standardized and homogenized pure UHT (Ultra heat treated) milk with 3.5 % fat and 8.9 % solid non-fats. It is EFL’s premier brand, and the choice of quality-conscious consumers who only go for the best. It is available in easy-to-open, 6-layered Tetra Pak Brick Aseptic red packaging and comes with a 3 months shelf life. Olper’s has a market share of 20%. Nestle Milk Pack:

Pure, rich and delicious NESTLE MILKPAK standardized UHT milk benefits from Nestlé’s expertise in bringing you the very best life has to offer and benefits from 140 years of consumer trust. It comes in four convenient packages and provides a nutritious value to its consumers by educating them about the advantages of milk. They provide valuable information on the packaging and advertise how Nestle milk provides all the essential nutrients. In another words they keep in track of the changing trends and the change in consumer preferences. The market share for Nestle milk pack is 30%. Secondary Competitors:

Nurpur, Nirala, Good milk and Gourmet milk altogether comprise of about 10.5% of the total market share.

SWOT ANALYSIS
Strengths:
* Ultra-Modern technology:
Haleeb Foods is using a high-tech modern UHT plant known as “Tubular Heat Exchange System” in which there are closed pipes of hot and cold...
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