Haleeb Relaunch Report Essay Example for Free

Haleeb Relaunch Report EssayCurrent 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 inwrought management and quality issues. Competition may pose a threat because the company will shake to carry its leadership in an expanding placeet so that it doesnt lose its commercialise shargon to its competitors. For Haleeb it exponent be difficult to maintain its market hare in a market where the loyalties exist for much(prenominal) tell ons as Nestle and Olpers. These brands have been in the take proscribed 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 bleak players entering the dairy market. Haleebs primary competitors are Nestle take out pack and Olpers milk. The petty(a) competitors are Nirala, H each(prenominal)a, Good milk and Go urmet 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 necessity 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 consentaneous family for drinking, cooking, as well as a tasty tea whitener. Prema has a market share of 20%. Olpers Launched on March 20, 2006, Olpers milk is EFLs alike(p) and homogenized pure UHT (Ultra light treated) milk with 3. 5 % fat and 8. 9 % solid non-fats.It is EFLs 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 promotional material and comes with a 3 months shelf life. Olpers has a market share of 20%. Nestle Milk Pack Pure, rich and delici ous NESTLE MILKPAK standardized UHT milk benefits from Nestles expertise in bringing you the very best life has to suffer and benefits from 140 years of consumer trust. It comes in four convenient packages and provides a nutritious honor to its consumers by educating them somewhat 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 likeences. The market share for Nestle milk pack is 30%. Secondary Competitors Nurpur, Nirala, Good milk and Gourmet milk altogether comprise of nigh 10. 5% of the tot up market share. SWOT ANALYSIS Strengths * Ultra-Modern technology Haleeb Foods is exploitation a high-tech modern UHT plant known as Tubular Heat Exchange musical arrangement in which there are closed pipes of hot and c anile water which treat the milk at the time.In this process, the milk is first revolved a round the hot pipe which raises the temperature to about 140*C to slay bacteria and other germs and then around the cold pipe which lowers the temperature to around 2-3*C. This process gives the milk its natural thickness and taste. Whereas its competitors use Heat Injection System in which steam is injected into the milk to kill the bacteria and then cooled down The Brand Haleeb Haleeb is one of the oldest UHT Milk providers of Pakistan and has developed its name through out the country.Every person, whether it be a child or an adult or an elderly, knows about this name and would favor buying Haleeb Milk rather than any other unexampled ones. It is using the corporate brand system i. e. making use of the corporate image to affect customer purchase decisions. Examples are Haleeb yoghurt, Haleeb hardlyter, Haleeb milk. Here what is burning(prenominal) is not only the reputation of the company but also the concept of customer loyalty to the brand. * Owning the modify Blue Halee b from the very beginning has identified and associated itself with the color Blue.Every time a person enters a grocery shop and sees a blue pack on the milk shelf, he/she instantly recalls the brand as Haleeb which gives it a competitive edge over its competitors such as Olpers or Ollwell or Nestle. * High Quality Milk Haleeb has always provided the best quality milk as it claims SAB SE GHARA DOODH (THICKEST MILK). Whenever this instruction is either displayed or heard somewhere, it instantly associates itself with Haleeb. * Rigorous Quality discovers Haleeb undertakes 21 rigorous quality control tests on every portion of the milk to ensure it is the best out there. Efficient Research and teaching de ploughsharement Haleeb often conducts researches to find out the requirements of the consumers before and even after the launch of a definite product which helps them in making changes to their products according to the consumers preferences. * Diversified Brand Portfolio Haleeb, o ver the time period, has diversified itself into umpteen products other than milk such as juices, ghee, butter, cheese, low fat milk, etc which gives it a competitive edge and helps it to uprise even further and increases its profitability.Weaknesses * Marketing (Advertisements) Haleeb seldom advertises its products which is a big weakness as its competitors spend a huge amount on TVCs, Radio spots, etc. The only commercial Haleeb use, is for its milk which is quite old fashioned and doesnt match up with the requirements of the consumers now days. Considering the competitors like Olpers and Nestle Milk pack, their TVC,s are seen over and over again during prime clock along with bill boards in every strong traffic street. Awareness of these brands is much more as compared to Haleeb. Packaging Haleeb, since its beginning, has been using the same packaging which has resulted as a bad sign for the company. Haleeb needs to revamp its packaging keeping consumer wants and perceptions i n mind. Over the years customers are accustomed to changes as this is the era of fast transformation and anyone who does not keep up with the times will loose. Therefore Haleeb should step out of its comfort zone and come up with a new packaging for milk with sharper colors, fancier logos and convenient packs for easy accessible usage.Haleeb is dependent upon Tetra Pak for the packaging of its entire dairy products. Tetra Pak is the only option available to Haleeb for packaging because it is having monopoly in the packaging sector in Pakistan. Due to this reason, Tetra Pak can charge them higher and it could increase the production costs. There is a bargaining ability of suppliers. * Demand-Supply Imbalance The demand for milk is not being completely fulfilled by Haleeb as it is a processor of milk rather than a producer. OPPORTUNITIES * Increased funding by Government Government has refractory to increase farmers funding.This is an hazard for Haleeb because previously due to wea ther conditions and other reasons there was lots of wastage of milk but now that can be reduced as farmers will be better able to computer storage milk for longer time periods. * Awareness Growing dissatisfaction with loose milk and increasing cognisantness about health and hygiene issues have led to increased processed milk consumption. People are bonny more health conscious as education is increasing in villages. The population is becoming aware of the diseases associated with loose milk coming from unreliable sources.The increase in knowledge has also created awareness for nutritionary value in any content of food or drink. Nestle unlike Haleeb has used this opportunity to provide consumers with an additional proved reason to buy packaged milk. Haleeb should pursue this opportunity. * Third largest producer of milk Pakistan is the Third largest producer of milk in the world with a total production of 32 one thousand thousand liter of milk a year, whose value is more than tha t of the combined value of wheat and cotton, from a total herd size of 50 million milch animals (buffaloes and cows).Livestock accounts for 46. 8 portion of agricultural value added and about 10. 8 percent of the GDP. Milk is the largest commodity from the livestock sector accounting for 51 percent of the total value of the sector. Due to the steps taken by the government and private sector, countrys annual milk production is expected to grow at an additional 3 billion liters in the next few years. This is quite an opportunity for ENGRO foods as there is lot of growth in this part of the sector. Threats * CompetitionCompetition may pose a threat because the company will have to maintain its leadership in an expanding market so that it doesnt lose its market share to its competitors. Competition seems to be getting tougher as a result of new players entering the dairy market such as Olpers, Ollwell, Gourmet, etc. Competition is a very important threat because in order for you to exc el, you have to be well aware of the next move that your opponent will take. The idea is to prevent losing your potential customers as well as those who were loyal to you. Haleeb milk cannot afford to give their loyal customers a reason to prefer another brand.