Project on Haleeb Milk

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  • Topic: Milk, Dairy, Dairy farming
  • Pages : 52 (13885 words )
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  • Published : January 23, 2011
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PROJECT

of

STRATEGIC MARKETING MANAGEMENT

Submitted to:
MR. MOBIN UL HAQ

Submitted by:

Muhammad Qayyum REHMATID # 053632-022
Shamshad Irfan CHATHAID # 053632-006
Awais AHMEDID # 053632-009
Muhammad Ayyaz SHAHID # 053632-057

MBA-P Sec:A Batch:36

UNIVERSITY OF MANAGEMENT & TECHNOLOGY

DAIRY QUEEN
UHT MILK

A Product of
H A L E E B F O O D S

ACKNOWLEDGEMENT

In the name of Allah most merciful and beneficent.

We are very thankful to Allah Almighty who gave us the opportunity, courage and insight to explore more knowledge to complete this project and for His blessings that has brightened every part of our lives. In writing this project, we were guided by our experience and interest in Strategic Marketing Management. Beyond of all the material available we are thankful to our respected resource person “MR. MOBIN UL HAQ” for giving us such a deep knowledge about the subject that made “Strategic Marketing Management” a very interesting subject. That is possible due to his very unique style of teaching we ever experienced during our academics. And through his motivational behavior we were able to complete this difficult task. We are also thankful to our beloved parents who have always provided us guidance and they have always been source of inspiration for us. Along with the assistance and guidance from our resource person “MR. MOBIN UL HAQ” and our parents we have been able to complete this project and we found it very interesting and it helped us to explore our knowledge about the subject.

Muhammad Qayyum Rehmat Shamshad Irfan Chatha Awais Ahmed
Muhammad Ayyaz Shah

Table of Contents

PROJECT1
ACKNOWLEDGEMENT4
EXECUTIVE SUMMARY7
ENVIRONMENT OF DAIRY INDUSTRY9
DAIRY INDUSTRY ISSUES11
INDUSTRY DEFINITION12
BROAD DEFINITION12
NARROW DEFINITION12
¬CORE13
¬BASIC13
¬AUGMENTED13
¬POTENTIAL MARKET13
HALEEB FOODS15
PRODUCT LINE16
SITUATION ANALYSIS22
MARKET DEMOGRAPHICS23
AGE23
GENDER23
EDUCATION23
FINANCIAL BACKGROUND23
FAMILY TRENDS23
MARKET NEEDS24
SELECTION24
ACCESSIBILITY24
PEST ANALYSIS24
ECONOMICAL26
SOCIAL26
TECHNOLOGICAL27
PORTER FIVE FORCES28
THREAT OF NEW ENTRANTS28
BARGAINING POWER OF SUPPLIERS28
BARGAINING POWER OF CUSTOMERS29
THREAT OF SUBSTITUTES29
INTERNAL RIVALRY29
PEST V POTER (Summary)29
SWOT ANALYSIS30
STRENGTHS30
OPPORTUNITIES31
COMPETITOR OF HALEEB FOODS31
NESTLE MILKPAK32
NESTLE'S MILK SOURS IN PAKISTAN34
MARKETING & SALES38
NESTLÉ PRODUCT LINE40
CUSTOMER ANALYSIS43
CVA43
INTERNAL FACTOR EVALUATION45
STRENGTHS45
WEAKNESSES46
EXTERNAL FACTOR EVALUATION47
OPPORTUNITIES47
THREATS48
GE MATRIX49
TOWS MATRIX50
NEW MARKETING STRATEGY51
DEVELOPMENT WITH STRATEGY51
Requirements51
Expected results51
PRODUCT STRATEGY51
(PRODUCT REPOSITIONING STRATEGY)51
Definition51
Objectives51
Requirements52
Expected results52
PRICING STRATEGY52
(MAINTAINING THE PRICE)52
Definition52
Objectives52
Requirements52
Expected results53
POSITIONING STRATEGY53
(AGAINST USAGE AND ITS BENEFITS)53
Definition53
Objectives53
Requirements53
Expected results53
PROMOTIONAL STRATEGY53
Definition53
Objectives53
Requirements54
Expected results54
SUMMARY54

EXECUTIVE SUMMARY

Dairy Queen Milk is a product of Haleeb Foods. Haleeb Foods is a largest company in Pakistan’s dairy industry. Haleeb Foods is one of the organization competing in the UHT Milk industry. There is a big room for development in dairy industry in...
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