Strategic Marketing Haleeb Pakistan

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Strategic Marketing Plan

For

The "HALEEB FOODS (JUICES)"

January 1, 2004 to December 31, 2006

Prepared by:HORIZON
Date:2nd October, 2006

ACKNOWLEDGEMENT

We at first bow my head before Allah Almighty who bestowed his countless blessings upon me, guided me towards the way of success, blessed me with courage of facing problems and obstacles; enable us to accomplish this project work. All thanks to Allah Almighty, the most Beneficent and Gracious who enabled us to complete this project. We found no words to say thanks to our families for their cooperation and support. We wish to place our deep sense of thanks to SIR SOHAIL ISLAM who guided us to complete this project in its true sense. His valuable experience and knowledge of the field removed the difficult at all crucial junctures.
DEDICATION
We are dedicating our project of "Haleeb Juices" to our respected teacher Sir Sohail Islam for his effort to transfer the essence of his experience and knowledge to his students.

Executive summary

Haleeb Foods was established in 1983. Since then it has continued to provide quality products to its customers with products and packaging innovations. Haleeb is Pakistan's number 1 and fastest growing food company. The company is trying their level best to differentiate themselves from other local companies and trying to win the competition in juice industry by adopting the modern trends and technologies in both operational fields as well as in marketing of their products. This project report covers the broad area of impacts of controllable and uncontrollable variables in remote environment for the company, like economic boom or slump, segmentation on the basis of cultural likings and disliking of the consumers along with the social set up and their purchase behavior, food laws, taxation, import duties and the technological advancements. This report also provides the information how these variables pose threats and offer opportunities for the company and how the company should neutralize threats and exploits opportunities. An important part of this project report comprises the market situation in which Haleeb is competing. Market acceptability of its products and the upcoming trends regarding to juices and drinks are also discussed. A detailed information about competitors like Nestle which is also the market leader and Shezan, and how they are affecting the company is also provided. An overview of distribution system and criteria of Haleeb in case of juices. A brief description of the company's marketing, non marketing and management's capability is given which tells us about the company's internal strengths and weaknesses. Then comes the most important portion of the company's operations, which is the strategic management of marketing mix I-e 4Ps. A comprehensive detail is provided about the company's strategies devised to maintain and develop the product line (juices), strategies to set and quote the prices, their distribution patterns and logistics. The image Haleeb wants to develop in the minds of their customer and the extent to which they are succeeded through their promotional campaigns is explained in this report. The future expectation and objectives about the company's financial position for next few years and the ratio analysis helps us to conduct the budgeting for the company. An additional portion of this report including the swot analysis, twos matrix, CPM, QSPM and others explain the strategic position of the company. Haleeb Foods has built yet another plant in Rahim Yar Khan whose purpose is to provide Haleeb's quality products to maximum number of consumers. And a plan to extend their product line in case of juices and has an intention to introduce new flavors of pure juices, nectars and juice drinks.

Contents
Executive summary4...
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