Internship Report
Haleeb Foods Limited
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THE COMPANY AND ITS OPERATIONS Haleeb Foods Limited (Formerly (Formerly CDL Foods Limited), was founded in 1984
with a capacity of 80000/litres per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT (ultra high treatment) liquid milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those including MILK PAK were using obsolete technology that was used in EUROPE. Haleeb plant was the only plant based on the latest technology and the basic idea behind that was providing consumer quality packaged food particularly dairy Foods products. Haleeb is one brand that is today known everywhere. everywhere. It is principally engaged engaged in processing and sale of toned milk, milk powder, allied dairy products and fruit juices. Haleeb Foods Limited (Formerly CDL Foods Limited) is one of the Pakistan based
company with a burning passion to take on the international market. In the clutter of multinational the company has a distinguished place. The name of Haleeb foods limited is synonymous with best quality foods products.
Haleeb Foods Limited (Formerly CDL Foods Limited) is a fast growing food
products company. Having doubled its turnover in the last four years, the company has a turnover of Rs. 4 billion presently. The company also operates as a franchise of Candia Cedilac of France . HFL has a state of the art milk processing facility situated at 62-KM Multan Road, Near Bhai Pheru, and has a team of more than 700 exceptional individuals to support its operations. The head office of HFL is located in the evergreen city of Lahore at 135-Ferozepur Road. HFL is producing a number of food products both for consumers and industrial users.
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HFL is the first food company and so far the only dairy company in Pakistan to get ISO 9002 Certification - a Quality Management System. While adhering to this Quality Management System, the company is committed to strict quality standards in all its operations - from the collection of milk to the provision of hygienically processed nutritious products to its customers. The compan company y follows follows the philoso philosophy phy of “delig “delightin hting g the custom customers ers ". The company treats them as partners and keep channel of communication open with them. them. The company company has succee succeeded ded in this by contin continuous uously ly improv improving ing the quali quality ty of its produ product ctss and and by sati satisf sfyi ying ng the need needss of its its cust custom omer ers. s. The company believes in creating and sustaining an environment, which encourages learning and empowerment and these in turn help strengthen the quality culture across the business. Haleeb Foods Limited has got the honor to launch sterilized milk for the first time in Pakistan. Also the credit for launching the milk in tetra fino packaging, for the first time in Pakistan, goes to Haleeb Foods Limited. In keeping with the company's commitment towards product diversification and to provide a wide range of quality food products to our valued customers, the name of CDL Foods Limited has been changed to Haleeb Foods Limited with effect from February, 2004. Haleeb Foods Limited is now turning from the dairies based company to food-based company and that was the basic idea behind changing the name of the company.
The company is expanding in the business of juices, Cereals etc. The Head Office Office is located located at 135 Ferozpur Road Lahore while the plant is situated situated at 62 Km Lahore-Multan Road Bhai Pheru.
Haleeb Foods Limited is a fastest growing packaged food company with an annual turn over of Rs. 4 Billion (U.S $: 70 Million app). Haleeb is producing number of products, both for consumers and industrial users. Haleeb Branded
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Products Products are sold to the consumers consumers through a nation wide distribution distribution network under several strong international as well as popular national brands. Haleeb consistent double-digit sales growth has helped it to achieve dominant market leader ship in major food services.
“Net Sales Revenue (Rs. In Million)”
Haleeb Foods Limited is a fastest growing packaged food company with an annual turn over of Rs. 4 Billion (U.S $: 70 Million app).
4500 4000 3500 3000 2500 Sales Net
2000 1500 1000 500 0 1998
1999
2000
2001
20 02
Source. Nadeem Bhuta (DMHR)
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COMPANY COMPANY INFORMATION IN FORMATION BOARD OF DIRECTORS Ilyas M. Chaudhry Isar Ahmad Mian Mohammad Amjad Sh. Mohammad Rasheed Mohammad Ishaque Khan Nasrin Ilyas Saqib Ali Muhammad Imran Amjad COMPANY SECRETARY Kh. Asghar Rafiq BANKERS Emirates Bank International, PJSC Muslim Commercial Bank Limited Citibank N.A National Bank of Pakistan ANZ Grindlays Bank Limited AUDITORS Hameed Chaudhri & Co., Chartered Accountants 7 Bank Square, Lahore LEGAL ADVISORS Hassan & Hassan Advocates, 7 PAAF Building, Kashmir-Egerton Road, Lahore REGISTERED OFFICE Al-Firdous, 135 Ferozepur Road, Lahore 54600 Phone: (042) 111 135 135 & 757 3125-8 Fax: (042) 758 9359 & 759 0376 E-mail: www.HaleebFoods.com PLANT 62 K.M. Lahore – Multan Road, Bhai Pheru. Phone: (042) 751 1636, (0303) 735 3406, (04943) 510 874-6 Fax: (04943) 510 844
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Haleeb Foods Functional Organization Structure Haleeb is a public limited company managed by a board of directors who has vested the control of company operations to Managing Director (MD).
Haleeb is an organization run by a team of professionals headed by a team of professionals. It has 17 departments successfully running their operations.
The Functional Organization Structure has the following details:
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Chairman / Board of Directors
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Managing Director
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Human Resources (HRD)
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Accounts & Finance (A&F)
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Marketing (MKT)
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Sales (SAL)
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Supply Chain (SC)
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Operations (OPR)
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Quality Assurance (QAD)
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Research & Development (R&D)
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Finance Department
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Information System
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Technical Department
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Chairman / BoardOrganizational of directors Haleeb Foods Limited Functional Organizationa l Structure
Managing Director
Tech nical
Opera tions
R&D
Quality Assurance
Sales Human Resources
Marketing
Produ ction
Branded
Quality Control Brand
Mainte nance
Admin & ER
Projects
SH & E
Finance
Human Resources
Finance
Warehouse
Teams Exports Training & Development
Quality Systems
Information Sys.Supply Chains
Bulk/institutionalGeneral Services
Accounts (plant)
Customer Services
Milk Procurement
Purchase/ Imports
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Haleeb Foods Products Profile Haleeb Products details are
Haleeb:
UHT milk milk.. Hale Haleeb eb is Past Pasteu euri rize zed, d, Haleeb is the brand name of Haleeb’s UHT Standardized, Homogenized and Ultra Heat Treated milk of the highest standards. Haleeb is available all over the country in 1 Liter, 500 ml and 250 ml Tetra Packs. When you buy Haleeb you can be assured of the best quality milk money can buy. Haleeb is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as
Internship Report
Haleeb Foods Products Profile Haleeb Products details are
Haleeb:
UHT milk milk.. Hale Haleeb eb is Past Pasteu euri rize zed, d, Haleeb is the brand name of Haleeb’s UHT Standardized, Homogenized and Ultra Heat Treated milk of the highest standards. Haleeb is available all over the country in 1 Liter, 500 ml and 250 ml Tetra Packs. When you buy Haleeb you can be assured of the best quality milk money can buy. Haleeb is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as prescribed by Pakistan Pure Food Laws.
Candia:
Candia is Europe's Number One selling milk. CDL Foods Limited and Candia of
France have joined hands to bring to you highest quality milk. Candia is Pasteurized, Homogenized, and Standardized, Double Sterilized milk. This ensures not only the highest quality but also the best possible taste.
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Asli Desi Ghee:
Asli Asli desi desi ghee ghee was was laun launch ched ed in Oct Oct 19 1998 98 with with a tear tear top top alum alumin inum um lid lid
(aseptically pack in 1 Kg) Asli desi ghee is ideal for cooking and desserts making and has got a pure and natural taste.
Candia Skimz Powder:
Candia Skimz Powder is real milk without fat and ideal product for health
conscious people. Haleeb is proud to be the pioneer to introduce this product in August 1998 in the soft packing of 200 and 500 Gms.
Candia Skimz Liquid:
Candia Skimz Milk is a fat free milk which is offered first time by any
company in Pakistan. Candia Skimz Liquid has a natural taste and ideal for fitness. It is available in ½ liter packing.
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N’rish:
N'rish , instant full cream milk powder, gives you the complete nourishment of
fresh milk without the water. N'rish contains more fat, loads of calcium for stronger bones, teeth and vitamins A, B and D, which are essential for the phy physi sica call and and ment mental al grow growth th of yo your ur chil child. d. With ith Hale Haleeb eb's 's high high qu qual alit ity y manufacturing facility, the hygiene concerns related to fresh milk cease to exit. We make sure that the milk you get is 100% hygienic. With all this and more, N'rish is available for a little less than even fresh milk.
Haleeb UHT Cream:
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Haleeb UHT extra rich and nourishing Cream was launched in 1992-1993 (in
7 layer tetra pack foil packing of 250 ml). Haleeb Cream is ideal for dressing and dessert making. Haleeb Cream was re launched in 200 ml slim pack in 1998.
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Tropico Fruit Juices: Haleeb Foods launched fruit juices under the brand name of Tropico in year2000 in 4 traditional flavors i.e. Mango, Orange, Mango & Orange And Apple. These juices contain 2-5 % fruit pulp and are natural in taste. Juices are available in 190 ml and 1-liter exceptional pack design.
Dairy Queen:
Dairy Queen is the brand name of Haleeb's UHT milk. Dairy Queen is Pasteurized,
Standardized, Homogenized and Ultra Heat Treated milk of the highest standards. Dairy Queen is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as presc prescrib ribed ed by Pakis Pakista tan n Pure Pure Food Food Laws Laws.. safe, safe, econom economica icall and and nou nouris rishin hing g it is available in1/2Liter & 1/4 Liter packing for convenience.
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Haleeb – The Most Nutritious Butter:
Haleeb Foods has recently launched another quality dairy product Haleeb Butter. This product takes off from Haleeb Foods lasting comm commit itme ment nt of prov provid idin ing g cons consum umer erss with with on only ly the the best best in wholesome and healthy food products of the highest international standards. Haleeb Butter is the best natural source of Vitamins A & D for kids of all ages. Available in 100g & 200g packs.
Haleeb Plain Yogurt: Yogurt:
Haleeb Plain Yogurt is distinctly superior and primed to the highest international
standard standards, s, only Haleeb Haleeb Plain Plain Yogur Yogurtt is made from the thickest thickest milk, milk, giving giving the consumers unmatched quality, quality, freshness & taste in every delightful spoonful. spoonful. Haleeb Plain Yogurt makes every meal delightful, every time.
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Haleeb Lassi Drink:
Haleeb Foods Limited recently launched
anot anothe herr qu qual alit ity y prod produc uctt Hale Haleeb eb Lass Lassii Drink Drink.. “Las “Lassi si”” is an age age old trad tradit ition ional al beverage in Pakistan, Haleeb Lassi Drinks aims to give consumers the same satisfying traditional taste which has earned Lassi its unbe un beat ataable ble
repu reputa tati tion on alon along g
with with the the
hygie hy giene ne,, conv conven enie ienc ncee and and acce access ssibi ibilit lity y bene benefi fits ts whic which h only only Tetra etra Pak Pak packaging can offer. Haleeb Lassi Drink is also the only Ready to drink: Lassi available in Pakistan. Pakistan . Available Available in 250ml Tetra Brick packs, Haleeb Lassi Drink is sweetened and is sure to bring a cool & calm effect t to the daily lives of people out and about in the grueling summer season
Candia Tea Max: Tea Max launched after extensive consumer research and taste trials in two pack sizes – 65m 65 ml and 220ml. Tea Max is the most innova innovativ tivee prod produc uctt in the the mark market et in many many respects for tea and coffee lovers. First of all, it is the creamiest dairy whitener in the country meaning. Secondly, its packaging is the most innovative too. No milk has ever been launched in the country in 65ml packing.
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SWOT ANAL AN ALYSIS YSIS STRENGTHS •
Highly sophisticated plant and equipment
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Qualified work force
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Focus on research and development
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First and the only dairy company in Pakistan to get ISO 9002 Certification
WEAKNESSES •
Low promotional activities
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Comparatively weak distribution system
OPPORTUNITIES •
Haleeb Foods Limited can export food items especially Juices to Middle East
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CDL Foods limited has been changed to Haleeb Foods Limited, so this change in name can help them to attract foreign customers
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Haleeb Foods Limited can go for related diversification by producing pure juices and flavored yoghurt
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Haleeb Foods Limited can go for joint venture with other companies to attract the market share.
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THREATS •
Strong competitors i.e. Milk Pak etc.
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Price sensitive people
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Milk men (Gawalas) providing non branded milk in homes
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PEST ANALYSIS ANALYSIS
POLITICAL CONDITIONS The political conditions are not very stable in the country, but this does not directly directly influence the trends and spending patterns of the customers. customers. There are no restr restric icti tions ons or barr barrie iers rs on the the grow growth th of this this indus industr try y. So the po polit litic ical al conditions are favorable for this market because food and dairy products are consumer goods and they have to purchase it in any condition.
ECONOMICAL CONDITIONS The economical conditions are not very favorable and the economy is facing problems, but it is not directly influencing buying power of consumers. If the country is out of its current problems, it will further boost up the growth of this industry, as people will feel more secure economically and it will further increase the attractiveness of the market.
SOCIAL CONDITIONS The social patterns are changing in the country, as the world is becoming a global village, and mutually share and accept patterns. People are becoming more attractive towards the branded products. It is becoming fashion and young generat generation ion as well well as the children children are getting getting more more attrac attracted ted towards towards this this industr industry y. People People are moving moving toward towardss brande branded d food/da food/dairy iry produc products ts due to hygienic reason.
TECHNOLOGICAL CONDITIONS
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High tech technology is the basic requirement of dairy and food industry. The companies that are using latest technology have some cost benefits over the companies, which are not using high tech technology. The key to survival for comp compan anie iess in this this indus industr try y is usin using g high high tech techno nolog logy y for for qu qual ality ity and and cost cost purposes.
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LIFE CYCLE (Haleeb Foods Ltd.) Manag Manageme ement nt of Halee Haleeb b Foods Foods clai claims ms that that its produ product ctss are still in the Growth stage. Even though the products have been in the market for more than decade and it is considerably a long time period for any FMCG to complete its growth stage.
Maturity
Decline Introduction Growth
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PORTER FIVE ANALYSIS ANALYSIS Rivalry among the existing firm: The strongest of the five competitive forces is usually the jockeying for position and buyers favor that goes among among rival rival firms firms.. In case case Halee Haleeb b Foods Foods Ltd. Ltd. there there is intens intensee rival rivalry ry among the competing sellers due to the following factors:
1.
D I V E R S E C O M P E T I TO R S Attempts by cross border competitors to gain stronger footholds in each each othe other’ r’ss do dome mest stic ic mark market et bo boos osts ts the the inte intens nsit ity y of riva rivalr lry y, especially when foreign rivals have lower costs or very attractive prod produc ucts ts.. In case case of Hale Haleeb eb Food Foods, s, so far far Nestl estlee is the the on only ly diver diversif sified ied rival, rival, no dou doubt bt that that comp competi etitio tion n betwe between en Nestl Nestlee and Haleeb is quite intense. Both are engaged in consistent homework, just to break and attract each other customers toward themselves.
2.
C U S TO M E R ’ S S W I T C H I N G C O S T The lower the cost of switching, the easier it is for rival sellers to raid one another’s customer. In case of Haleeb customers’ switching cost is low due to availability of branded and non-branded products of other companies. In other words consumers are more interested in getting packed product. If the brand that they like to consume were not available at the spot, they would definitely ask for other rival brands.
3.
H I G H EX I T B A R R I E R S Huge investments of financial, human and marketing resources are required to enter in this business because of need for plants which can produce quality with consistency and need for procurement at high level. After obtaining such plants it takes years to recover the fixed costs and to breakeven so rivalry tends to be more vigorous
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when it costs more to get out of a business than to stay in and compete. compete. Since Since Haleeb Haleeb is in the market market for years, years, so it is not quite feasible for Haleeb to close its business and jump into any other business. business. Thus, rivalry is strong, as the firm has to stay and compete with existing rivals.
4.
COMPETITORS US USING SAVING ING SC SCHEMES Sometimes during special occasions, rivalry among the competitors increases increases due to certain price cuts and saving packs to boost up their sales volume, which results in intense competition.
POTENTIAL ENTRY OF NEW COMPETITORS New entrants to market bring new production capacity. Dairy foods are the commodities commodities that are required throughout the year. year. Moreover, the industry is attractive, as it is growing quite rapidly, rapidly, so there are threats of potential new entrants. But on the other side these threats are not intense due to high entry barriers and existing conditions of the economy.
1.
HUGE IN INVESTMENT IS RE REQUIRED The larger the total rupees investment and other resources needed to enter the market successfully, successfully, the more limited the pool of potential entrants. Production Production of packed products requires huge investment of financial, human, technical and marketing resources. AT the moment Haleeb has no threat of new entrants but in the future any foreign firm can be a threat.
2.
ECONOMY OF S CALE
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Scale ale
econ econom omiies
dete deterr
entr ntry
because use
they hey
force
pottenti po ntial
compet competito itors rs eithe eitherr to enter enter on a largelarge-sc scale ale basis basis (a costl costly y and and perhaps risky move) or to accept a cost disadvantage (and lower profitability). Without achieving the economy of scale it is difficult to compete in the market. Moreover, Moreover, new entrants in the pasteurized pasteurized milk business may encounter scale related barriers not just in the produc production tion,, but in adverti advertising, sing, marketi marketing, ng, distribu distribution tion,, financin financing, g, and raw milk purchasing as well. Haleeb achieved its breakeven in 1993.
3.
COST DISADVANTAGES Existing firms may have cost advantages not available to potentials entrants. In the food industry, these advantages include access to good goo d supply supply sourc sources es and to bene benefit fitss of lear learnin ning g and experi experienc encee curves etc. HFL would definitely have an advantage of such huge experience and knowledge of technical aspects.
4.
ACCESS TO DI DISTRIBUTION CH CHANNEL Dairy Dairy commo commodit dities ies requi require red d inten intensiv sivee care care.. Handl Handling ing of these these commodities on its way till end user requires great care. Distribution of dairy products is a challenging job and distributors are reluctant to take distribution of those brands, which lack buyer recognition. A network of retail dealers may have to setup from scratch. So HFL enjoys its strong hold on the distribution network of its products, as acces accesss to an effe effecti ctive ve distr distribu ibutio tion n chann channel el is a barr barrier ier for new new entrants.
5.
BR AND PREFERE NC E
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Once the brand image is formed, then it is difficult for any other firm to introduce new brand into the market so unless and until it has low price and superior quality.
6.
GOVERNMENT RE REGULAT LATORY POLICIES It is a barr barrie ierr entr entry y beca becaus usee dif differe ferent nt lice licens nsee and and perm permit itss are are required from those registered companies, which want to deal in eatables and especially on national level.
COMPETITIVE PRESSURE OF SUBSTITUTE PRODUCTS If we consider Haleeb’s positioning than powdered milk is the major threat. Even though currently powdered milk has been positioned for people from higher socio-economic groups but in the future some low priced brand for powdered milk can be a definite threat.
BARGAINING POWER OF SUPPLIERS Bargaining power of supplier is low because of following reasons:
1.
N u mb e r o f S u p p l ie r s Raw milk is standard commodity and is available in the open market from from a larg largee nu numb mber er of milk milkme men. n. If anyo anyone ne refu refuse sess to sell sell its its pro produc duct, t, then then comp company any can can buy it from from other otherss who are are alrea already dy willing to sell to the company.
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2.
Imp Importanc ance of Volume ume to Sup uppl pliier Suppliers also have less leverage to bargain over price because the comp compan any y is pu purc rcha hasi sing ng the the larg largee vo volu lume me of thei theirr milk milk and and the the suppliers don’t have much option either.
BARGAINING POWER OF BUYERS 1.
N u mb e r o f B u y er s As ther theree is larg largee nu numb mber er of dist distri ribu buto tors rs,, who who are are bu buyi ying ng and and distri distribut buting ing the produ product, ct, so their their barg bargain aining ing power power is low and and company has leverage to dictate/implement dictate/implement its terms and conditions on distributors.
2.
Threat eats of Backwar ward Int Integration Anot Anothe herr reas reason on of low low bar bargain gainin ing g po powe werr of bu buye yers rs is that that no buyer buyer/dist /distribu ributor tor have the resource resourcess to start/in start/involv volvee in backward backward integration. So company is enjoying the bargaining leverage.
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Internship Assignments and Duties My internship duration was from March 05, 2004 to May 20, 2004. During my stay at Haleeb Foods Limited (Formerly CDL Foods Limited) I had worked for Human Human Resour Resource ce Depart Departmen mentt and Market Marketing ing Depart Departmen mentt of Haleeb Haleeb Foods Foods Limi Limite ted. d. I was was assi assign gned ed dif differe ferent nt assi assign gnme ment ntss and and du duti ties es in thes thesee two two Departments. The detail of assignments and duties is given below:
Human Resource Department The Human Resource Department of Haleeb Foods Limited (Formerly CDL Foods Limited) means the policies and practices involved in carrying out the “people “people”” or human human resour resource ce aspect aspectss of a manage managemen mentt position position,, includi including ng recruiting, screening, rewarding, and appraising.
The description of main assignments and duties of Haleeb Foods Limited Human Resource Department is given below:
Competency Modeling Model
I assist Omer Hassan Janjua, Human Resource manager in completing the comp compet eten ency cy-m -mod odel eling ing mode model. l. Comp Compet eten ency cy mode modeli ling ng mode modell is basi basica call lly y designed in the Human Resource management to check out the different sort of competencies, skills, abilities and performances required to complete a certain level of job.
For a supervisor level of a job competency-modeling model is designed in such a way that from this model it can be judged easily how many competencies that supervisor has and in which competencies he is lacking. After completing a competency-modeling model for a supervisor level job a Human Resource Mana Manage gerr can can easi easily ly asse assess ss that that the the part partic icul ular ar supe superv rviso isorr had had what what sort sort of
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comp compet eten enci cies es for comp comple letin ting g his his job job and and what what sort sort of comp compet eten enci cies es are are required to improve the performance standard of his job.
Competency modeling model is designed differently for different level of jobs for example for a supervisor supervisor a different different model is prepared and for a manager a different model is prepared.
Tetra Pack Operators Question Paper
I was assigned a duty to prepare a question paper for the Tetra Pack Operators. When the Haleeb Foods Limited hires the Tetra Pack Operators they are tested with a written paper and this paper is comprise of different verbal and nonverbal questions. The candidates who qualify the written paper are further evaluated through interview before final hiring.
Preparing a Question Paper for Tetra Pack Operators was a difficult job for me because I was doing this task first time. I collected previous question papers from HR Manager Manager Omer Hassan Janjua for benchmark benchmark and I also visited Urdu Bazar and buy different kinds of books comprising of verbal and non-verbal questions.
Tetra pack Operators question paper was a difficult job because these operators has education up to Matric level and they have to work on machines and majority of them even don’t understand English. It was decided to prepare the question paper in Urdu so the candidates can easily understand the question paper and give answers at their ease.
I prepare the question paper on a rough page and show it to Omer Hassan Janjua and after his approval I went to the Wahdat Road Market and made a computer-composed copy of Tetra Pack Operator Question Qu estion Paper.
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I conduc conductt the written written examin examinati ation on of Tetra Tetra Pack Operat Operators ors and check check the papers. I give marks to each candidate and make a list of candidates obtaining different marks and give it to Omer Hassan Janjua, Human Resource Manager for further procedures.
Internal Job Announcement
I prepare an internal job announcement notice to be placed at Head Office and Plant of the Haleeb Foods Limited. Haleeb Foods Limited (Formerly CDL Foods Limited) encourages its employees for internal hiring. They do it so because the Internal Hiring is much easy and cost effective. The prospective cand candida idate tess are are alre alread ady y fami famili liar ar with with the cultu culture re,, beli belief ef and and no norm rmss of the organization but it does not suggest that Haleeb Foods Limited do not believe in external Hiring. Haleeb foods Limited do the both Internal and External Hiring of employees.
The internal job announcement was for Operators (Tetra Pack and Pasteurize Sections), Sales Promotion Officers and Trainee Engineers. I give the logo of Haleeb Foods Limited on the top of the notice and then a big caption of describing Internal Job Announcement. I described the various jobs that were curr curren ently tly empt empty y and and requi require red d to be fulf fulfill illed ed by the the yo young ung,, ener energe getic tic and and moti motiva vate ted d indi indivi vidu duaals. ls. Agai Agains nstt each ach job job I menti ention oned ed the the educ educat atio ion n qualification, Experience, and other preferences. In the end I mentioned the Haleeb Haleeb Foods Foods Limite Limited d mailin mailing g addres addresss and E-Mail E-Mail addres addresss to forwar forward d the Resumes.
Apart from the Internal Job announcement I had also made different kinds of Lette Letters, rs, Memo Memora randu ndums ms.. Huma Human n Resou Resourc rcee Mange Mangerr, Omer Omer Hassa Hassan n Janju Janjuaa advised me in this regard of writing different kind of letters and memorandums.
I go to the General Services Department and take serial numbers from Ms. Sajj Sajjid idaa on thes thesee lett letteers and and mem memoran orandu dum ms bec because ause ever every y lett letter er and
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memorandum which is dispatch from Haleeb Foods Limited bears a serial number to be used for future references.
Customer Satisfaction Day
Haleeb Foods Limited (Formerly CDL Foods Limited) celebrated Customer Satisfaction Day on April 10, 2004. I was the part of the Haleeb Foods Limited in celebrating the Customer satisfaction Day. The main purpose of celebrating the Customer satisfaction day was to get closer to the customers and listen to the probl problem ems, s, limi limita tatio tions, ns, and and sugge suggest stion ionss of the the Hale Haleeb eb Food Foodss Limite Limited d customers.
I worked with Deputy Human Resource Manager, Muhammad Nadeem Bhutta on Customer Satisfaction Day. Customer Satisfaction Day teams and route plan planss were were made made by the the Sale Saless Depa Depart rtme ment nt and and deliv deliver ered ed to the the Human Human Reso Resour urce ce Depa Depart rtme ment. nt. Depu Deputy ty Huma Human n Resou Resourc rcee Mana Manage gerr, Mu Muha hamm mmad ad Nadeem Bhutta and I worked on Customer Satisfaction Day activity plan we both both prep prepar aree a memo memo with with the the help help of mail mail merg mergee info inform rmin ing g other other 15 150 0 employees of Haleeb Foods Limited about the Customer satisfaction Day teams and route plans.
150 Employees of Haleeb Foods Limited gathered at Haleeb Foods Limited Head Office on April 10, 2004 at 8.30 a.m. A group photograph was taken in the form of English alphabet letter H symbolizing Haleeb Foods Limited. 75 teams comprising of 2 members members each wearing Haleeb Foods Limited T-Shirts T-Shirts and Caps spread in different areas of Lahore and go the customers and fill out a questionnaire from them. Each team filled out at least 15 questionnaires from the customers and provides a gift of wall clocks to the customers.
Late Laterr on I reco record rd the the data data comp compri risi sing ng the the Cust Custom omer er Sati Satisf sfac acti tion on Day Day Questionnaires on Microsoft Visual Basic Database. I with other three persons recorded the questionnaires data of more than 850 questionnaires in two days
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enabling the IS Department to prepare a report on Customer Satisfaction Day activities activities and presenting presenting it to the Managing Managing Director of Haleeb Haleeb Foods Limited, Suleman Daud.
Marketing Department From From the the Huma Human n Reso Resour urce ce Depa Depart rtme ment nt I was was shif shifte ted d to the the Mark Market etin ing g Department of Haleeb Foods Limited. Mr. Liaqat Ali Chohan is the senior Marketing Manager of Haleeb Foods Limited. I was attached with the Ms. Mahw Mahwish ish Bukha Bukhari ri,, Bran Brand d Mana Manage gerr Hale Haleeb eb Foods Foods Limi Limite ted. d. Ms. Ms. Mahw Mahwis ish h Bukhari was working on a Launch of Haleeb Foods Limited New Product Haleeb Good Day 100% Pure Juice. My duties and responsibilities as an intern were to assist her in launching new product Haleeb Good Day 100% Pure Juice.
Launch of Haleeb Good Day 100% Pure Juice
Total market size of pure juice is approximately 8.5 million liters per annum. In Pakistan Nestle holds 48% share and Shezan holds 43% share and the other juice companies hold only 9% share of pure juice market. As the statistics suggests that there are only two major players in the pure juice market Nestle and Shezan, so there is a great potential for the launch of Haleeb Good Day 100% Pure Juice. PURE JUICES MARKET
OTHERS 9%
NESTLE
SHEZAN
SHEZAN
43%
NESTLE OTHERS
48%
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Internship Report
The trends in the pure juice industry growth also show that from the last four years the consumption of liquid per day of pure juices has increased from 10,000 liters per day to 50,000 liters per day. This trend also gives a strong reason to launch a 100% pure juice.
Haleeb has to take a challenge to take Haleeb Good Day from Start Up to Good and from Good to Great. Haleeb has to deliver strong connectivity with the consume consumers, rs, Drive Drive growth growth through through innovat innovation ion and build build marke markett presen presence. ce. Haleeb has been declared the largest food brand of Pakistan by a latest research conducted by Oasis International for Aurora Magazine Magazine 2004.
CMFA
CMFA stands for Consumer Marketing Funds Authorization. Ms. Mahwish Bukhari, Brand Manager Haleeb Good Day 100% Pure Juice assigns me duty to prepare CMFA for the Haleeb Good Go od Day 100% Pure Juice.
Mr. Aslam Gilani is Services Marketing Executive in Haleeb Foods Limited. He is responsible for all the budgeting, cost, funds authorization. I contacted with Mr. Aslam Gilani and tell him about the preparation of CMFA for Haleeb Good Day 100% Pure Juice. Mr. Aslam Gilani prepared three CMFA for three main activities of the Haleeb Good Day 100% Pure Juice. I keenly observe and learn the method of preparation of CMFA and then give the CMFA to Ms. Mahwish Bukhari
POS
POS stands for Point of Sale Material. POS preparation was my other duty and responsibility. POS material of Haleeb Good Day 100% Pure Juice includes Posters, Shelf Talkers, Trade Trade letters, Stands, Racks, T-Shirts, and Caps.
Haleeb Foods Limited has independent vendors for the preparation of POS materials. My assignments was to be in contact with these vendors and check
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Internship Report
out the current position of the preparation of the POS material and have a strong follow up with the vendors regarding the POS material.
The quantity of POS required was as follow:
•
Posters
20,000
•
Shelf Talkers
12,000
•
Trade letters
6 000
•
Stand
12 0
•
Racks
25
•
T-Shirts
375
•
Caps
75
Merchandising Vans
Haleeb Foods Limited planned to start 33 exclusive vans for the launch of Haleeb Good Day 100% Pure Juice. The activity of exclusive vans was carried out for one week in three major cities of Pakistan namely Karachi, Lahore, and twin cities Rawalpindi/Islamabad.
The schedule of merchandising vans was as follow:
•
Karachi
14
•
Lahore
12
•
Rawalpindi\Islamabad
7
My assignment was to get in touch with the vendors and make sure they are working properly for the preparation of the merchandising vans. Exclusive van panels panels of Haleeb Haleeb Good Day 100% Pure Juice were prepared prepared and placed placed on the sides of the exclusive merchandising vans.
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Internship Report
I constantly and regularly get in touch with the vendor of the merchandising vans and with strong follow up make sure that the van panels are prepared for the merchandising vans.
Hoardings
Ms. Mahwish Bukhari decided to place hoardings of Haleeb Good Day 100% Pure Pure Juice Juice in the differ different ent locatio locations ns of Lahore Lahore,, Karach Karachi, i, and Rawalp Rawalpindi indi \Islamabad. My assignment in this regard was firstly to get the design of the hoardings from the agency, Jwt Asiatic and then give it to the vendor Irshad Siddique for the preparation preparation of the hoardings of Haleeb Good Day 100% Pure Juice
Hoard Hoardin ings gs of Hale Haleeb eb Good Good Day Day 10 100% 0% Pure Pure Juic Juicee were were of thre threee diff differ eren entt designs. We had launched a teaser campaign for the launch of Haleeb Good Day100% Day100% Pure Juice. In teaser teaser campaign campaign we prepare prepare three different different hoardings partially disclosing the Haleeb Good Day100% Pure Juice.
BTL Activity
BTL Activity refers to the Below the Line Activities. BTL activities were carr carrie ied d ou outt for for the the Hale Haleeb eb Good Good Day Day 10 100% 0% Pure Pure Juic Juicee to esta establ blis ish h the the consumer contact with the company
Basically two methods were adopted in this regard •
Store Intercepts & chilled wet sampling
•
Wet sampling at key social venues
My assignment in the BTL Activity was to make sure the preparation BTL Activ Activit ity y is going going on right right trac track. k. I conta contact cted ed with with the suppl supplie ierr Mr. Mr. Tariq ariq Mansoori and make sure the product of Haleeb Good Day 100% Pure Juice is available in chilled form for the activities of Store Intercepts & chilled wet sampling and Wet sampling at key social venues 33
Internship Report
I also also cont contac acte ted d with with diffe differe rent nt vend vendor orss for for the prep prepar arat ation ion of stal stalls ls and and transparent transparent glasses to be used in the Store Intercepts Intercepts & chilled chilled wet sampling. sampling. I make make sure sure with with cons consist isten entt follo follow w up that that the BTL BTL Acti Activit vity y mate materi rial alss are are prepared and delivered on time.
Haleeb Good Day Launch Briefing
Haleeb Good Day 100% Pure Juice launch briefing was organized at Pearl Continental Hotel, Emerald Hall on May 10, 2004
My assignment in this activity was to make sure the booking of the Hall for the Haleeb Good Day 100% Pure Juice Launch Briefing. Briefing. I also make sure that the multi multime media dia,, scre screen ens, s, lapto laptop, p, sound sound syste system, m, back backdr drop, op, pack pack mock mockup upss are are delivered in the hall before the Launch Briefing function.
I myself attended the Launch Briefing function of Haleeb Good Day 100% Pure Juice and take part in the activities of launch function.
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Internship Report
Problems and Limitations
No separate computer was available for internee so it took more time for data entries and wait for the computer to be free. Also getting the data transferred from one computer to another was a big problem that arose almost daily. daily.
I have to Contact with the interviewee’s and fix time and date of interview interview on telephone telephone with them in Human Resource Resource Department. Department. The problem I faced was that the telephone line was not connected easily espe especi cial ally ly mobil mobilee numbe numbers rs.. Th Thee inter intervi view ewee ee’’s were were no nott found found on tele teleph phon onee line line and and it was was dif difficu ficult lt to deli delive verr the the mess messag agee to the the interviewee’s relatives because they were not able to understand the message clearly.
The vendors and suppliers also give problem it was difficult to get work done from them. They always come up with reasons of not delivering the required material and I had to give them consistent follow up calls to remind them delivering the required material on the proper time.
The Advertising agencies also give problem and it was also difficult to get the designs from the Advertising agencies on the dead lines
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Internship Report
CONCLUSION This internship internship proved to be very helpful for me. I got a lot of knowledge knowledge and also also the the prac practic tical al aspe aspect ct of life. life. It was was my firs firstt expe experi rien ence ce,, which which was was obviously very tough, but it will be very beneficial for me in the future.
As a whole Haleeb Foods Limited is a good organization to work in but there are certain departments that need improvements. It is surviving in the FMCG sector with some strengths and weaknesses. I am of the view that if Haleeb Foods Limited management wants to show the same results in the future than it should have to take some decisions before time, because in 21 st century century only those organizations can survive which are using there human resources and material resources with popper planning and wisdom.
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Internship Report
RECOMMENDATIONS
Haleeb Foods Limited (Formerly CDL Foods Limited) is advertising its products through the ATL ATL (Above the Line Activities) it should also give emphasis to advertise its products through the BTL (Below the Line Activities).
Human Resource Department of Haleeb Foods Limited should introduce HRIS (Human Resource Information System) to increase the efficiency of the Department.
The co-ope co-operat ration ion among among the differ different ent depart departmen ments ts of Haleeb Haleeb Foods Foods Limited should Improve it will lessen the bureaucratic cost and increase the efficiency of the company.
The activities like Customer Satisfaction Day should be performed on regular basis so the company should know about the feedback of the customers regarding the products and image of the company.
Haleeb Foods Limited has introduced Haleeb Good Day 100% pure Juice in 1 liter packing they should also introduce the Haleeb Good Day 100% Pure Juice in 250 ml packing to increase the market share.
The shopkeepers complains that Haleeb Foods Limited do not provide replac replaceme ement nt to the expire expired d product productss so they they should should provide provide proper replacements to the shopkeepers to enhance the company image.
Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with the distribution of Haleeb Milk.
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