A marketing analysis of Haleeb Foods

A marketing analysis of Haleeb Foods 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 Pakistans number 1 and fastest growing packaged Food Company. In 2006, its annual turnover was Rs.9 Billion. Haleeb Foods has built an excellent reputation over the years. Haleeb Foods continues to be at the forefront of product and packaging innovation. By the grace of God, it has achieved market leadership in several food categories with a very strong portfolio consisting of leading national and international brands , Candia, Dairy Queen, Tea Max, , Tropico and Good Day. Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states and now going to introduce flavoured milk in united kingdom. 2-Vision Statement: Most Innovative and fastest growing food company offering flavoured milk product enjoyed in United Kingdom every home every day 2.1-Mission Statement: Our mission is to be the consumers first choice for products of outstanding quality and great service at a competitive cost through working faster, simpler and together. Build Branded food business to improve quality of life by offering tasty affordable and highly nutritional products to our consumers while maximizing stake holders value 3-Market Analysis Marketing analyses is very important for the new product because it will help us to know about our customers and competitors and we also conduct a research for the new product . first we will conduct primary research for our new product development and then try to know about our competitors. 3.1-Primary Research Primary research is one of the best tool for the success of the product. because in primary research we collect the data directly from the people and for this purpose we go for both qualitative and quantitative research. 3.2-Qualitative Data Following things can be included for qualitative research Interviews Observation Analysis 3.2.1-Interviews: Interviews are one on one or small group question and answer sessions. Interviews will provide a lot of information from a small number of people and are useful when you want to get an expert or knowledgeable opinion on a subject. we did interviews of different stakeholders, they are happy to this new product because we are launching in more than ten flavours. People are supporting this new product due to different flavours, they want change. 3.2.2-Observations: Observations involve taking organized notes about occurrences in the world. Observations provide you insight about specific people, events and are useful when you want to learn more about an event without the based viewpoint of an interview. According to our observation most people use flavoured milk, mostly child take a tin in their hand while going to school for breakfast. 3.2.3-Analysis: Analysis involves after collecting data and organizing it in some specific criteria you develop. They are useful when you want to find some trend or pattern. A type of analysis would be to record commercials on three major television networks and analyze gender roles 3.3-Quantitative Data Quantitative data has a very important for the primary research and it includes surveys and questionnaire. 3.3.1-Surveys: Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of people. Surveys will provide a limited amount of information from a large group of people and are useful when you want to learn what a larger population thinks. In order to learn weather people would like to buy or use our product, we have decided to conduct a market survey. First of all we have designed a survey form that shows people ideas. Our organisation conduct a survey by questionnaire 3.3.2-Questionnaire Please tick on the appropriate and write a few short sentences where descriptive answer is required. 1-Do you like flavored milk? Yes No 2-Which milk do you use? Yazoo Frijj 3-What do you consider before buying a product Price Brand name -Labeling 4-In which age you lie? Middle age young age old age 5-How much is your monthly income 600 800 1000 6-Are you conscious about quality? Yes NO 7-Which flavoured do u like most? Strawberry banana chocolate 8-Which brand do u prefer most? Yazoo FRIJJ 9-Do you think that its flavour is nice? Yes No 10-Is it available in your local market easily ? Yes No 11-What do you think when buy? Low price Quality Thanking you for sharing such valuable ideas, your time and cooperation 3.4-Existing Competitors 3.4.1-Competitors Analysis Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats. Following are the main competitors 1- Yazoo 2- Frijj 3.4.2-Yazoos History Yazoo is a bottled flavoured milk or milkshake produced by Campina and is sold in the United Kingdom and Ireland. It comes in three flavours Banana, Chocolate, Strawberry. Campina Yazoo is the market leading bottled milkshake in the UK with over 80 million bottles sold each year. Introduced in 1989 as a flavoured milk drink for young children, the brand has grown consistently and now is drunk by kids (and grow ups) of all ages. Strength 1- Strong brand name 2-They have strong supply chain 3-Their financial position is very strong due to high volume of sales 4-They have many loyal customers 5-pricing Weakness Due to high volume of production sometime by mistake faulty products are sent into market 1-less flavour 3.4.3-Frijj History Frijj is a brand of milkshake sold mainly in the United Kingdom. Produced by Dairy Crest, it was first launched in 1993. Frijj is sold in four permanent flavours: strawberry, chocolate, banana and Chocolate Fudge Brownie. There have also been numerous limited edition flavours, some of which have featured characters. Strengths 1-Frijj has strong dealer network 2-Strategic alliances 3-Research and development investment Weaknesses 1-Less market share 4- 4ps For Flavoured Milk 4.1-Product Now Haleeb Foods Ltd is launching a new product in the United Kingdom market named as Flavoured Milk which will be available in different flavours in the market like as strawberry, banana, mango, chocolate, oat, apricot, mixed flavour and etc. 4.2-Price Pricing is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organisation. Pricing is difficult and must reflect supply and demand relationship. Pricing a product too high or too low could mean a loss of sales for the organisation. We are offering competitive introductory price which is mentioned below Flavored milk introductory Price Sizes Prices ( £) Flavoured milk 3L 1.49 Flavoured milk 1L 60 p Flavoured milk 500ML 35 p Flavoured milk 250 ML (6 bottle pack) 1.00 4.3-Place It will be available in all supermarket and shopping plaza and all local area shops. We have decided to place the product in all the major and minor markets as well as in the canteens of colleges and universities. We have decided to acquire the services of large and organized distribution in different areas of UK. 4.4-Promotion We have planned a very wide range of promotion strategy that covers almost every part of the society. We have supported our promotional strategy with the use of electronic media, print media, internet and other sources and also with the help of some schemes such as lucky draws. Our promotion strategy in detail is as Television channels Newspapers Magazines Pamphlets Banners Sign boards Prize scheme Internet 4.5-Conclusion Of Marketing Environment By the intensive study of the entire market in its whole perspective it came to know that the overall environment is not much in favour of new firms. Because of semi-democratic ruling and the presence of well established competitors holding major part of the market, but we have a great edge we are introducing more flavoured as compared to our competitor. it seems supportive for a new product to make its place in the market. 4.6-Purpose The purpose of launching the Flavoured milk is to give a new taste to the people who are drinking almost every milk available in the market. We want to provide different flavours to the people so that they become refresh and healthy. 4.7-Features Following are some of the features of our product: 1-flavoured milk is good for health 2-Provides calcium 3-Provides vitamins 4-Beneficial for bones 5-Excellent in taste 6-Gives freshness 4.8-Targeting We will target the following customers: 1-Young generation 2-Boys and girls and people of every age 3-Belongs to upper and lower class 4-Student of colleges and universities 5-Wants a new and refreshing taste 4.9-Positioning We have to position our product in the minds of the customers and consequently in the market with the help of our effective and customer oriented market strategies. 4.10-Competitors strategy Our competitors have a good market share because they are adapting following strategies: 1-Less prices 2-Effective promotion 3-Intensive distribution 4-Quality products 5-Customers research 6-Attractive packaging Task 2 5-Cost Benefits analysis of Haleeb Flavoured Milk for four years 5.1-Material, Equipments and Labour cost. Yearly Cash Flow 1st Year 2011 2nd Year 2012 3rd Year 2013 4th Year 2014 Cash Outflow IT Expanses Computers and Servers 10,000 500 0 0 Website Development 0 0 0 0 Maintenance 1,200 1,200 1,200 1,200 Hosting 300 300 300 300 Licensing 900 900 900 900 Communication System for vehicles 1000 200 0 0 Total 13400 3100 2400 2400 Research Development Online Development 75,000 30,000 30,000 30,000 Risk Analysis 40,000 50,000 55,000 60,000 Total 1,25,000 80,000 80,000 80,000 Marketing Usual Marketing 60,000 55,000 55,000 50,000 E Marketing 45,000 45,000 55,000 45,000 `Total 1,05,000 1,00,000 1,10,000 90,000 Administration cost Machinery in warehouse 15,000 5,000 0 0 Rent 8,000 10,000 10,000 10,000 Internet 250 250 250 250 Phone 120 120 120 120 Salaries 80,000 10,000 12,000 14,000 Insurance 20,000 20,000 20,000 20,000 Vehicle and Maintenance 8,000 12,000 0 0 Inventory 60,000 69,000 75,000 80,000 Total 1,92,370 1,27,570 128,770 126,170 Total Cash Outflow( £) 4,35,770 3,10,670 3,21,170 2,98,570 Cash Inflow Sales Revenue 2,00,000 2,50,000 3,25,000 4,00,000 Other Revenue 50,000 70,000 1,01,000 1,25,000 Total Cash Inflow( £) 2,50,000 3,20,000 4,26,000 5,00,000 Net Cash Flow( £) (1,85,770) 9,330 1,04,830 2,01,430 Note: All figures are based on prediction. 5.2-Staff Training And Development Skills Audit and Development Planning Sample Sheets Operation/Process Description Skills Set Required Staff Fully Competent Some Skills Evident need Development Skills require Development IT Training skills Computer skilled staff NO YES Using Software (SAP) Collection from port to warehouse Staff training for keep it specific temperature carefully NO YES Tagging and keeping On time delivery Training For Drivers to deliver it on time No YES Familiar with exact place Packaging training Train the staff for Packaging(How to hold them) NO YES Basic Training for Checking material of Packaging 5.3-Option Construction Stage and Option Appraisal Stage Skills to be Developed Training/Development Options Option Appraisal Decision Latest softwares Proper knowledge of using Software and training Appraisal system Must be good learner Different for each costumers Proper Training related to job Appraisal system Proper training session required Task 3 6-Executive Summary This project is about new product development by Haleeb Foods Ltd. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Paks novel packaging formats, Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavours and preservatives. Now Haleeb Foods Ltd has developed a new product that is milk in different flavours and going to introduce in united kingdom market.For this purpose first we have conducted the SWOT analysis of company to see the companys strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our products. Secondly we have made a marketing mix strategy for our product. We have divided market into different segments and decided to target young students of school, colleges and universities and people of every age. We have also paid special attention to the packaging, colour and price of the product. We have decided to place the product in all the markets of UK especially in the canteens of school, colleges and universities and every supermarket. We will promote our product through electronic media, leaflets, internet and other sources. We have also conducted a market survey to know the opinion of public about our product and developed our product accordingly. 7-Project Management project management skills are obviously important for project managers. Project management methods to be very useful in its planning and implementation. Even the smallest task can benefit from the use of a well chosen project management technique or tool, especially in the planning stage. projects can be various shapes and sizes, from the small and straight forward to extremely large and highly complex. In organizations and businesses, project management can be concerned with any area or function, for example: people staffing and management products and services materials manufacturing and production IT and communications Storage and distribution Finance administration purchasing Sales selling marketing human resources development and training customer service and relations quality health and safety legal and professional technical scientific research and development new business development anything else which needs planning and managing within organizations. Project management techniques are not just for project managers . they are available for anyone to use. 7-project management and implementation process 1.Agree precise specification for the project 2.Plan the project 3.Communicate the project plan to your project team 4.Agree and delegate project actions. 5.Manage and motivate the project team. 6. monitor review project progress 7.1-Agree precise specification for the project The project specification should be an accurate description of what the project aims to achieve, and the criteria and flexibilities involved its parameters, scope range, outputs, sources, budgets and timescales. Project terms also provide an essential discipline and framework to keep the project on track, and concerned with the original agreed aims which are given below. 1-Describe your purpose and aims . 2-State parameters for project (budgets, range, scope, time scale). 3-involve the people in meetings and decision making process. 4-Establish break points at which to review and check progress, and how progress and results will be measured. 7.2-Plan The Project Plan the various stages and activities of the project. Where necessary involve your team in the planning. It is useful to identifying all the things that need to be put in place and done, in reverse order. From the beginnings of the project use brainstorming ideas to help gather points and issues and to explore innovations and ideas 7.3-Project Times Scales and costs Most projects come in late thats why we planned a time scale and cost. If you have been given a fixed deadline, plan to meet it earlier, and work back from that earlier date. Projects which slip back and are delivered late, or which run over budget or fail to meet other financial requirements often cause significant problems. Exercising a little realism at the outset of a project regarding financials and timescales can save an enormous amount of trouble later. We are going to launch this project by the end of December 2011. 7.4-The project team important part of the planning stage is picking your team. Take great care especially if you have team members imposed on you by the project brief. Selecting and gaining commitment from the best team members whether directly employed, contractors and suppliers, consultants or other partners is crucial to the quality of the project. Project management on a tight budget can be a lonely business get some help from good people you can trust whatever the budget. 7.5-Project Management Tools There are different management tools for this project but Haleeb milk is going to use the brain storming tool. 7.5.1-Brainstorming For this project Haleeb food is going to use the brainstorming tool. Brainstorming is a popular tool that helps you generate creative solutions to a problem which can develop new ways of looking at things. It also helps you overcome many of the issues that can make group problem solving a sterile and unsatisfactory process. Used with your team. 7.5.2-Gantt Charts ACTIVITIES WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 Executive summary Xxxxx Name of Focus Organisation xxxxx Description of Focus Organisation x xxxxx Organisational Factor xxxxx xxxxx environmental factor xxxxx xxxxx PEST Analysis xxxxx Change xxxxx xxxxx SWOT Analysis xxxxx cost benefit analysis XXXX potential cost associated with that change XXXX Team Briefing Process Training Staff XXXX How and when change will be Implemented XXXXX XXXXX conclusion xxxxx 7.5.3-Project Financial Planning And Reporting For projects you will probably need a spreadsheet to plan and report planned and actual expenditure of project .Large projects are likely to require some sort of require dedicated accounting software to manage the financial planning and software. It is a key function of project management. Create a cost line for main expenditure activity. Create a system for allocating incoming invoices to the correct activities. 7.5.4-Project Contingency Planning Since projects involve uncertainty and risk it is likely that you will need to develop contingency plans for key areas of risk. Basically this involves identifying risk scenarios which, have a significant impact on the ability of the institution to carry out its business and considering what options are available to you. Contingency plans are your alternative plans. They are there so that when a crisis occurs you can transfer almost instantaneously to an alternative plan. 7.6-Communicate The Project Plan To Your Team Communication is beneficial for project. it tells people what is happening and you get essential support, agreement and commitment. in project you should involve the team in the planning process to get good result. Involvement and communication are vital for cooperation and support. 7.7-Agree And Delegate Project Actions We have to identified each activity including all relevant parameters, timescales, costs, and deliverables. Use the SMART acronym to help you delegate tasks properly. Use of proper delegation methods is vital for successful project management involving teams. So publish the full plan to all in the team and consider carefully how to delegate medium to long term tasks. 7.8-Manage,Motivate The Project Team Manage the team and activities in meetings, communicating, supporting, and helping with decisions. Arrange face to face and group meetings, when you can bring team members together, are generally the best way to avoid issues and relationships becoming personalised and emotional. 7.9-Monitor Review Project Progress Check the progress of activities against the plan. Review performance regularly and adjust the plan if necessary in light of performance, changing circumstances, and new information, but remain on track and within the original terms of reference. Plan team review meetings. Stick to the monitoring systems you established. 7.10-Planning To Import Importing goods and materials can be complex. First of all drawing up contracts with your overseas suppliers .when and how you will make payments for the materials, bearing in mind that the exchange rate might change after you have placed your order, transport arrangements, storage, documentation and insurance. 7.11-Managing transport We are going to import directly. Importing directly means that you have personal contact with the overseas suppliers. It is potentially more profitable but means that you are vulnerable to language problems, exchange rate fluctuations and the possibility of additional costs. 7.12-Legal Responsibilities As An Importer Check that the items you are planning to import are allowed in or whether they need an import licence. Consider whether you are liable, under the principles of product liability for any harm caused by the imported items. Pay any duty and VAT that apply under UK law. 8-Implementation plan 8.1-Vision and mission Vision is to improve the performance of the core units chain. Whilst doing so we will continue to explore and develop growth opportunities in other markets. Our mission is to be the consumers first choice for products of outstanding quality and great service at a competitive cost through working faster, simpler and together. 8.2-Objectives To innovate and provide leadership in delivering quality products at fair prices,  Ã‚ ¶Ã¢â€š ¬Ã‚  To increase market share  Ã‚ ¶Ã¢â€š ¬Ã‚  To increase profit  Ã‚ ¶Ã¢â€š ¬Ã‚  To increase the length of product line  Ã‚ ¶Ã¢â€š ¬Ã‚  To serve customers better  Ã‚ ¶Ã¢â€š ¬Ã‚  To face strong competition 8.3-Environmental Analysis Organizational environment consist of all factors that in one way or another way affect or affected by the organization decision. Haleeb foods Organizational environment refers to the forces that can make an impact .Forces made up opportunities and threats. Organizations dose not exist in isolation. It works with the overall environment. these can be divided into two main parts as, Internal Environment and External Environment 8.4-Internal Environment Organizations internal environment refers to the elements within the organization. Internally an organization can be viewed as a resource conversion machine that takes inputs (labour, money, materials and equipment) from the external environment (the outside world), converts them into useful products, goods and services, and makes them available to customers as outputs. Employees or the working people are the main resources of an organization. In other hand these employees can make a big difference for an organization. If an organization has unskilled labours they may find a difficulty of getting things done. Organization benefited with skilled labour. It requires motivation and skills development to take the maximum performance of the labour. A manager is someone skilled in knowing how to analyze and improve the ability of an organization to survive and grow in a complex and changing world. This means that managers have a set of tools that enable them to grasp the complexity of the organizations environment. 8.5-External Environment It consists of all the outside institutions and forces that have an actual or potential interest or impact on the organizations ability to achieve its objectives for this we will do different analysis 1-Pest Analysis 2-Swot Analysis 3-Porters 5 Forces 8.5.1-PEST Analysis Political Factors Economic conditions are influenced by political and government policy, as you know the new government is making new policies in every field, it might be affect the business. At any one time either exported or imported goods can seem expensive or inexpensive, dependent upon currency exchange rates. There are many other ways, however, in which government decisions will affect organizations both directly and indirectly, as they provide both opportunities and threats for new business. Economic factors Economic condition are related to political and government policies .Due to instability in country ,inflation, unemployment ,no one company dont want to invest his money in the country .economy rate is going down and down every day. As a new milk company Haleeb foods will help the country to decrease unemployment by giving jobs to unemployed. Social factors the socio cultural environment summarizes the demand and taste . Many U.K citizens are practicing healthier lifestyles. This has affected the alcoholic beverage industry in that many are switching to diet colas and FLAVOURED MILK instead of beer and other alcoholic beverages. Also, time management has increased and is at approximately 43% of all households. The need for healthy products are in important in the average day-to-day life. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. Technological factors The effectiveness of companys advertising, marketing and promotional programs. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive. This helps in selling of the products. This advertising makes the product attractive. This technology is being used in media to sell their products. 8.5.2-SWOT Analysis Strengths: 1. Strong management system: 2. Effective internal communication system 3. Efficient use of resources 4. Employees empowerment 5. Diverse work force 6. Innovations 7-Taste,nutritious,hygienic,packaging Weaknesses: 1. Less market share 2. Limited knowledge of customers 3.