Research Project Organization: Haleeb Foods Ltd Brand: Haleeb Milk
Research project submitted in partial fulfillment of the requirements for the degree of MASTER OF BUSINESS ADMINISTRATION (Executive Program) By Kabir Hussain
L1S05MBEX0018
Imran Nawaz
L1S05MBEX0015
Faculty of Management Studies University of Central Punjab Lahore, Pakistan. Semester 2006 Research Project
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Research Project Organization: Haleeb Foods Ltd Brand: Haleeb Milk
Research project submitted in partial fulfillment of the requirements for the degree of MASTER OF BUSINESS ADMINISTRATION
By Kabir Hussain
L1S05MBEX0018
Imran Nawaz
L1S05MBEX0015
The Research Project of Kabir Hussain and Imran Nawaz is approved
Prof. Kashif Ud Din Khan Advisor Research Project Cell
Prof. Abdul Rauf Co-Assessor Co-Assessor Research Project Cell Research Project
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Acknowledgement In the name of Allah who is most merciful and beneficial We bow our head before “ALMIGHTY ALLAH” in gratitude, who blessed me with sound health, talented teachers, and sympathetic friends and sufficient opportunity to complete our esteemed research project report This piece of research is a team effort and we owes a debt of gratitude all those who helped in field data collection. We would like to take this opportunity to sincerely thank Ms. Hassan Wajhat (Brand Manager) and staff of Haleeb Foods Lahore for their sincere co-operation and time for conducting our survey. We also acknowledge the efforts of media advertising agency of Haleeb for providing us the information on general loopholes in operations and also sharing with us classified information. In the end we dedicate this report to our parents who have supported us throughout our EMBA program and sincere thanks are due to a number of people who contributed to the success of this work especially Prof. Kashif Ud Din & Prof. Abdul Rauf who has worked very hard on this project to make it a memorable experience for us.
Regards,
Kabir Hussain Imran Nawaz
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Abstract Haleeb Foods Limited, the largest Dairy Processing unit in
Pakistan, is the first dairy unit to acquire ISO 9002, HACCP and ISO 14000 certification. Haleeb Foods is committed to satisfy its consumers with wholesome and healthy food products of the highest international standards.
1984
Founded as “Chaudhry Dairies”
1987
Started sale of packaged milk under “Haleeb” brand
1989
Established equity partnership with CC Friesland
1991
Discontinued the partnership with Friesland Frico Domo
1998
Entered in franchise agreement with Cedilac, France
2004
Changed corporate name to “Haleeb Foods”
2005
Commence production at new “RYK” Plant
After conducting the research our findings are that Haleeb Foods has to think about the following factors so they can target the particular selected market.
High Price
Preservation problem
Awareness problem
Availability
Following are few recommendations:
Haleeb Foods has to focus on this particular market segment and do some steps to capture the market
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through new innovation and launch Haleeb milk in new cost effective packing instead of tetra pack.
Advertising campaign should focus on awareness of consumer towards quality.
If it is possible provide chiller to shop owners so that it helps them in preservation of Packed (Haleeb) milk.
If its is possible make some model tea shop for Haleeb milk and try to create awareness in rural areas through this strategy.
Focus on direct marketing activities like free trial, discount price.
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Table of Contents INTRODUCTION INTRODUCTION OF HALEEB FOODS............................. FOODS.......................................... ........................... ............................9 ..............9 MISSION ........................... ......................................... ............................ ............................ ............................ ............................ ............................ .........................9 ...........9 VISION ............................ .......................................... ............................ ............................ ............................ ........................... ........................... ............................9 ..............9 VALUES ............................ .......................................... ............................ ............................ ............................ ............................ ............................ .........................9 ...........9 HALEEB FOODS LIMITED- HISTORICAL PERSPECTIVES..............................10 PERSPECTIVES..............................10 OTHER PRODUCTS AND THEIR DATES OF LAUNCH ARE AS FOLLOWS: ........................... .............................11 ..11 EXECUTIVE EXECUTIVE SUMMARY ........................... ......................................... ............................ ............................ ............................ .......................13 .........13 CONTRIBUTION TO OTHER SECTORS: ............................ .......................................... ............................ ............................ .....................15 .......15 THE ENVIRONMENT:..................................... :................................................... ............................ ............................ ............................ .......................15 .........15 BACKGROUND:............... BACKGROUND:............................. ............................ ............................ ............................ ............................ ............................ .......................16 .........16 OBJECTIVE:......................... :....................................... ............................ ............................ ............................ ............................ ............................ .....................16 .......16 PRODUCT CONCEPT: ............................ .......................................... ............................ ........................... ........................... ............................ ...................16 .....16 MARKET SIZE: ........................... ......................................... ............................ ............................ ............................ ............................ ............................16 ..............16 MILK COLLECTION COLLECTION AREA............. AREA ........................... ............................ ........................... ........................... ............................ ...................17 .....17 TABLE : HFL MILK COLLECTION AREA ........................... ........................................ ........................... ............................ ...................17 .....17 INTERNATIONAL INTERNATIONAL QUALITY AND ENVIRONMENT CERTIFICATION ..........17 A. ISO 9001-2000 9001-2000 ............................ .......................................... ............................ ............................ ............................ ............................ .....................17 .......17 B. HACCP ............................ .......................................... ............................ ............................ ........................... ........................... ............................ ...................17 .....17 C. QUALITY ASSURANCE............................ .......................................... ............................ ........................... ........................... ..........................18 ............18 YEAR WISE MILK PRODUCTION PRODUCTION IN PAKISTAN ........................... ......................................... .....................18 .......18 PROCESSOR CAPACITY CAPACITY OF VARIOUS MILK PROCESSING COMPANIES COMPANIES ..19 MARKET SHARES AND PRICES FOR M ILK TYPES .......................... ........................................ ............................ .....................19 .......19 TRADITIONAL TRADITIONAL MILK SUPPLY CHAIN.............. CHAIN ............................ ........................... ........................... ..........................20 ............20 EXISTING MILK SUPPLLY CHAIN ........................... ......................................... ............................ ............................ ............................ ................20 ..20 THE ORGANIZATIONAL SET UP OF HFL................................... HFL................................................. ..........................21 ............21 MARKET REVIEW (CURRENT YEAR) ............................ ......................................... ........................... ..........................22 ............22 HFL VS. INDUSTRY........................... ......................................... ............................ ............................ ............................ ............................ .....................22 .......22 SKU Wise planned Growth @ 22% ............................ ......................................... ........................... ............................ ...................22 .....22 INDUSTRY VS. HFL - ANALYSIS FOR JULY F 2006....................... 2006..................................... .......................23 .........23 OVERALL MARKET SHARE ........................... ......................................... ............................ ............................ ............................ .......................23 .........23 AUDIENCE SEGMENTATION SEGMENTATION ........................... ......................................... ............................ ............................ ............................24 ..............24
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MARKET REVIEW.......................... REVIEW........................................ ............................ ............................ ............................ ............................ .....................24 .......24 SITUATION ANALYSIS............................ .......................................... ............................ ............................ ............................ ............................ ................24 ..24 A) Market/Industry situation................ situation..... ........... ..................... .......... ........... ..................... .......... ........... ..................... .......... ........... ......24 B) Product Situation ..................... .......... ........... ..................... .......... ........... ..................... .......... ........... ..................... .......... ........... .............26 .......... ...26 ADVANTAGE ADVANTAGE ATTRIBUTES ATTRIBUTES OF HALEEB MILK ........................... ......................................... .......................27 .........27 COMPETITIVE COMPETITIVE SITUATION ............................ .......................................... ............................ ............................ ............................ ................28 ..28 1)
IDENTIFYING COMPETITORS: ............................ .......................................... ............................ ............................ .....................28 .......28
MARKET COMPETITION:........................ COMPETITION:...................................... ............................ ............................ ............................ .......................28 .........28 OBJECTIVE OF STUDY ........................... ......................................... ............................ ........................... ........................... ..........................29 ............29 ENHANCEMENT OF BRAND POSITIONING ............................ .......................................... ............................ ............................ ................29 ..29 ANALYSIS....................................... ANALYSIS......................... ............................ ............................ ............................ ............................ ............................ .......................29 .........29 A) POSITIONING ANALYSIS........................... ......................................... ............................ ............................ ............................ .......................29 .........29 1) Identify relevant set of competitive products: ........... ........... ..................... .......... ........... ....30 2) Identify the determinant attributes:...... ..................... .......... ........... ........... ..................... .......... ........... ....30 3) Analyze the product s current position and determine determi ne consumers preferred position. ............. ........... ..................... .......... ........... ..................... .......... ........... ..................... .......... ........... ........... .................. .......... ........31 31 B) SELECT MARKET-POSITIONING STRATEGIES. .......................... ........................................ ............................ .....................31 .......31 ’ ’
MACRO ENVIRONMENT ENVIRONMENT SITUATION.......................... SITUATION........................................ ............................ ............................32 ..............32 METHODOLOGY:......................... METHODOLOGY:....................................... ............................ ............................ ............................ ............................ .......................33 .........33 LIMITATION:........................................ :...................................................... ............................ ........................... ........................... ............................ ...................33 .....33 UNIVERSE:................................. :............................................... ............................ ............................ ............................ ............................ ............................33 ..............33 SELECTION SELECTION OF SAMPLES: ........................... ......................................... ........................... ........................... ............................ ...................34 .....34 TYPES OF RESPONDENT ........................... ......................................... ............................ ............................ ............................ ............................34 ..............34 RESPONDENT PROFILE ........................... ......................................... ............................ ............................ ............................ ............................ ................35 ..35 METHOD OF RESEARCH RESEARCH ........................... ......................................... ............................ ............................ ............................ .....................35 .......35 SURVEY METHOD ........................... ......................................... ............................ ............................ ............................ ............................ .......................36 .........36 TOOLS OF DATA COLLECTION ........................... ......................................... ........................... ........................... ............................ ...................37 .....37 CONSTRUCTION CONSTRUCTION OF QUESTIONNAIRE QUESTIONNAIRE ........................... ......................................... ............................ .......................37 .........37 PRESETTING........................... ......................................... ............................ ............................ ........................... ........................... ............................ ...................37 .....37 DATA COLLECTION........................... ......................................... ............................ ............................ ............................ ............................ .....................37 .......37 DATA COLLECTION VENUE ............................ .......................................... ............................ ............................ ............................ .....................38 .......38 QUANTIFICATION OF THE DATA ........................... ......................................... ............................ ............................ ............................ ................38 ..38 Deliverables........... Deliverables ........... ..................... .......... ........... ..................... .......... ........... ..................... .......... ........... ........... ..................... .......... ........... ....38 Time Frame.................... Frame.................................. ............................ ............................ ............................ ............................ ............................ .....................38 .......38 Cost................................ Cost.............................................. ............................ ............................ ............................ ............................ ............................ .....................38 .......38 POSITING STATEMENT OF HALEEB HALEEB MILK............................... MILK............................................. ..........................39 ............39 UNTAPPED OPPORTUNITIES.................. OPPORTUNITIES................................ ............................ ............................ ............................ .......................40 .........40 TARGET MARKET ............................ .......................................... ............................ ........................... ........................... ............................ ...................40 .....40 Research Project
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ISSUE ANALYSIS:......... ANALYSIS:....................... ............................ ............................ ............................ ............................ ............................ .......................41 .........41 SWOT ANALYSIS OF HALEEB MILK ........................... ......................................... ............................ ............................41 ..............41 .......................................... ............................ .......................41 .........41 STRENGTHS AND WEAKNESSES ANALYSIS: ............................ Strengths Strengths ........................... ......................................... ............................ ............................ ........................... ........................... ............................ ...................42 .....42 Weaknesse Weaknessess ........................... ......................................... ............................ ............................ ............................ ............................ ............................42 ..............42 Opportunities Opportunities:..................... :................................... ............................ ............................ ............................ ............................ ............................ ................42 ..42 Threats:............ Threats:.......................... ............................ ............................ ............................ ............................ ............................ ............................ .....................43 .......43 MARKETING MARKETING OBJECTIVES: OBJECTIVES: ........................... ......................................... ............................ ............................ ............................ ................43 ..43 MARKETING DEPARTMENT
S SWOT ............................ ......................................... ........................... ..........................44 ............44
’
STRENGTHS STRENGTHS ........................... ......................................... ............................ ............................ ............................ ............................ ............................44 ..............44 WEAKNESSES...................... WEAKNESSES.................................... ............................ ............................ ............................ ............................ ............................ ................44 ..44 OPPORTUNITIES OPPORTUNITIES .......................... ........................................ ............................ ............................ ............................ ............................ .....................44 .......44 THREATS ............................ .......................................... ............................ ............................ ........................... ........................... ............................ ...................44 .....44 ADVERTISING ADVERTISING OBJECTIVES OBJECTIVES FOR THE HALEEB...................... HALEEB.................................... ..........................45 ............45 ADVERTISING STRATEGY FOR HALEEB MILK ........................... ......................................... ............................ .......................46 .........46 FINDINGS OF MARKET VISIT OF AVAILABILITY SURVEY OF LAHORE RETAIL OUTLETS 47 AVAILABILITY SURVEY OF PACKED MILK........................... ......................................... ............................ ............................48 ..............48 FINDINGS OF QUESTIONNAIRE QUESTIONNAIRE SURVEY ........................... ......................................... ............................ ...................49 .....49 GRAPHICALLY GRAPHICALLY REPRESENTATION REPRESENTATION OF SURVEY: .......................... ........................................ ...................50 .....50 HISTOGRAM :............................ :.......................................... ............................ ............................ ............................ ............................ ............................ ................50 ..50 BAR CHART: ............................ .......................................... ............................ ............................ ............................ ............................ ............................ ................50 ..50 RECOMMENDATIONS..... RECOMMENDATIONS................... ............................ ............................ ............................ ............................ ............................ .....................51 .......51 BIBILIOGRPHY BIBILIOGRPHY ........................... ......................................... ............................ ............................ ........................... ........................... ..........................52 ............52 APPENDICES ........................... ......................................... ............................ ............................ ............................ ............................ ............................ ................53 ..53 SECTION: 1....................... 1..................................... ............................ ............................ ............................ ............................ ............................ .....................53 .......53 QUESTIONNAIRE QUESTIONNAIRE FOR HALEEB MILK SURVEY ........................... ......................................... .....................55 .......55 SECTION: 2 ............................ .......................................... ............................ ............................ ........................... ........................... ............................ ...................60 .....60 RETAILER SURVEY ........................... ......................................... ............................ ............................ ............................ ............................ .....................60 .......60
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Introduction 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.
Mission
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 ”
Vision Most Innovative and fastest growing food company offering products
“
enjoyed in "every home every day ”
Values
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Enterprise
Empowerment
Accountability
Trust
9
Haleeb Foods Limited- Historical Perspectives Haleeb Foods Ltd. (HFL) continues to be at the forefront of product and packaging innovation.
It has achieved market
leadership in several food categories with a very strong portfolio, consisting of leading national and international brands. It has also introduced a number of unique products, like Haleeb milk, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt. All this, makes HFL a number one and fastest growing packed Food Company. As reported by the company, its annual turnover was Rs. 7.2 billion during 2005. Initially, the name of HFL was Chaudhry Dairies Limited (CDL). During 1980s, when various dairy industries took a boost in Pakistan, CDL came to into existence in 1984 as a small production unit. The milk processing plant was installed at Bhai Pheru, District Kasur in 1985. It started its trials and the commercial production started on May 21, 1986. Haleeb Foods has segmented its product portfolio in three leading brands including Haleeb, Candia and Tropico.
Haleeb has
progressively diversified from UHT milk to other product categories as well. These product line extensions include Haleeb Butter, Haleeb Yoghurt, Haleeb Cream, Haleeb Labban (Drinking Yoghurt), Haleeb Asli Desi Ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (Skimmed Milk), Haleeb N ’rish Full Cream Powder Milk and Haleeb Good Day Pure Juices. Haleeb Foods is having a franchise agreement with Cedillac France, and launched Candia Double Sterilized Milk in bottle Research Project
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format in April 1999. Candia is also available in Candia Classic variant which is positioned for tea. Another recent initiative is Candia Candy Up, which is flavoured milk for children. It also got affiliation with CCF, Holland during 1989-90 for the production of low fat milk product. The affiliation ended in 1991. During the year 1994, the name of the company was changed as Haleeb Foods Limited. Haleeb Foods has one of the largest nation-wide distribution networks delivering high quality products, even in the remote areas of Pakistan. With a network of +1100 distributors, the company ensures that product range is available in all the urban and semi urban areas of Pakistan.
Other products and their dates of launch are as follows: 1997
Haleeb Asli Desi Ghee
1998
Haleeb Cream, Candia Skimz Milk Powder
1999
Candia Milk, Candia Skimz Liquid Milk
2000
Tropico Juice Drink, Haleeb Dairy Queen
2001
Haleeb N'rish Instant Full Cream Milk Powder
2002
Haleeb N'rish Fortified Instant Full Cream Milk Powder
2003
2004
Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia Candy'Up Flavoured Milk Haleeb Cream With Honey, Haleeb Tea Max with
2005 Cardamom, Haleeb Labban, Haleeb Good Day(Mix Fruit, Red Grapes, Mango Pineapple) 2006
Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar
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Haleeb is Pakistan ’s number 1 and fastest growing packaged Food Company. As of fiscal 2005, its annual turnover is Rs.7.2 billion. Recently, 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.
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Executive Summary
Pakistan is the fourth largest milk producer in the world. About a third of the total milk produced by the rural families flows out to urban consumers and processing industries. In urban areas milk is available to common consumers in two ways: loose / unprocessed milk and packed/ processed milk. Dairy companies such as Nestle and Haleeb are the main part of milk marketing structure. Haleeb Foods Limited (HFL) as local company, which developed from a small structure. Haleeb Foods Ltd. (HFL) continues to be at the forefront of product and packaging innovation.
It has achieved market
leadership in several food categories with a very strong portfolio, consisting of leading national and international brands. It has also introduced a number of unique products, like Haleeb milk, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt. All this, makes HFL a number one and fastest growing packed Food Company. As reported by the company, its annual turnover was Rs. 7.2 billion during 2005. Initially, the name of HFL was Chaudhry Dairies Limited (CDL). During 1980s, when various dairy industries took a boost in Pakistan, CDL came to into existence in 1984 as a small production unit. The milk processing plant was installed at Bhai Pheru, District Kasur in 1985. It started its trials and the commercial production started on May 21, 1986. HFL has acquired various international quality and and environment certifications that include ISO 9001-2000, HACCP, and ISO 14001 (EMC). Research Project
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HFL has a strict and stringent quality policy regarding intake of raw milk. At every PHE rigorous quality tests are conducted to ensure that only fresh milk of the highest quality is accepted at the plant premises. The internationally internationall y recognized tests are used to check for a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents.
Building 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
–
Haleeb, Candia,
Dairy Queen, Tea Max, Skimz, 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. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak ’s novel packaging formats, Tetra Brick Aspetic (TBA) and Tetra Fino Aseptic (TFA). 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, cardamom flavored tea whitener, Candia milk,
packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar,
artificial flavors and preservatives. Research Project
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All this and more makes Haleeb Foods Pakistan ’s number 1 and fastest growing packaged food company. As of fiscal 2005, its annual turnover is Rs. 7.2 billion.
Contribution to other Sectors: In the social sector, the company provides over 1,100 job opportunities for skilled, unskilled and professional manpower. It plays a remarkable role in vitalizing the rural economy by disbursing over Rs.1.37 billion annually against milk purchases, benefiting over five million household members of the dairy farmers.
The Environment: In line with its universal commitment, Haleeb Milkfully complies with its responsibilities forwards the protection of the environment. By making available the processed and packaged dairy products to urban consumers, it helps in arresting urban environmental degradation caused by the influx of cattle into towns. Within it's own production facilities, the company takes pains to operate an elaborate water treatment system to cleanse its industrial wastewater before releasing it for irrigation.
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Background: Haleeb Foods is market leader in UHT milk market. Dairy queen has captured significant market potential tapping the lower end of the market. However there is still huge gap in loose milk market and packaged milk market. Our new project of UHT pouch milk shall help convert population into packaged milk. It shall ultimately strengthen and grow brick market as well.
Objective: To tap the milk consumption segment at lower ends of the market by offering quality product at economy prices through ‘UHT Milk Pouch’.
Product Concept: We use packaged milk for a better quality tea, however it is expensive and restrict our frequent consumption. Now I find Haleeb ABC pouch milk that has same premium quality but offer great savings in my monthly budget. Now I can purchase packaged milk more often and with assurance of Haleeb quality products offering.
Market Size: Packaged milk consumption is 1.1 M Ltrs in Pakistan and that is only 4% of all milk produced in Pakistan. The packaged milk industry is growing at approximately 20% per annum. Various
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suggested legislations to restrict loose milk can enhance market growth tremendously.
Milk Collection Area There are 14 zones for self-collection of milk having 28 Main centers (PHE) Table : HFL Milk collection area Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Milk Collection Collecti on Zones Arifwala Bahawalnagar Bahawalpur Bhowana Mian Channu Haveli Jhang Pakpattan Okara Rahim Yar Khan Shah Jewna Narowal Upper Sind Lower Sind
International International quality and environment environment certification It has received following quality certifications:
A. ISO 9001-2000 ISO 9001-2000 is a series of standards, which are published by the International Organization for Standardization to meet the growing needs for international standardization in the quality arena. This certification was achieved in March 2003.
B. HACCP HACCP stands for Hazard Hazard Analysis Critical Control Point. It is systematic
and
science
based
approach
for
identification,
assessment and control of food safety hazards. From [practical Research Project
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point of view it is most effective tool to prevent the occurrence of food borne diseases and to avoid consumer injuries and illnesses linked to consumption of product. HACCP identifies all types of hazards related to food. The company achieved this certification in the June 2003.
C. Quality assurance
HFL has a strict and stringent quality policy regarding intake of raw milk.
At every PHE
rigorous quality tests are conducted to ensure that only fresh milk of the highest quality is accepted at the plant premises. The internationally internationall y recognized tests are used to check for a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents.
ISO 14000 (environment-friendly operations)
Year wise milk production in Pakistan Fiscal Year 1990-91 1991-92 1992-93 1993-94 1994-95 1995-96 1996-97 1997-98
Milk Production (000) tonnes 15,481 16,280 17,127 18,006 18,986 22,970 23,580 24,215
Fiscal Year 1998-99 1999-2000 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06
Milk Production (000) tonnes 24,876 25,566 26,284 27,031 27,811 28,624 29,438 31,294
Source: Pakistan Economic Survey 2005-06
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Processor capacity of various milk processing companies Processors
Capacity (Million liters) 1.3 0.9 0.3 0.05 0.15 0.1 0.15 1 0.15 0.35 .04 0.04 0.06 0.1 0.18
Nestle HFL Millac Vita Halla Prime Nurpur Nirala Dairy Crest *Engro K&K Butt Dairies Munno Dairies Khi Dairies Military Dairy Farms Total 5.21 Source: SWOG Estimates *Planned
Capacity utilization Flush Lean 1.3 0.78 0.9 0.54 0.3 0.18 0.03 0.018 0.15 0.09 0.1 0.06 0.15 0.09 0.1 0.06 0.15 0.09 0 0 0 0 0.06 0.036 0.02 0.012 0 0 0.18 0.105
Average monthly 1.04 0.72 0.24 0.024 0.12 0.08 0.12 0.08 0.12 0 0 0.048 0.016 0 0.144
3.44
2.752
2.064
Market shares and prices for milk types Processed/Raw
Market Share
Sale/Price
in Volume
Rs./Litre
UHT Tetra Pack
4.98%
32
UHT Poly Pack
0.02%
22
Open pasteurized milk sold at
3.76%
14-15
Pasteurized pouch
0.24%
20
Raw/Unprocessed
Open milk sold at milk shops
0.98%
18
Milk
Open gawala milk
90%
12-14
Direct to home
0.02%
15-18
Processed Milk
Type of Milk
milk shops
Source: “Pre-feasibility Pre-feasibility Study: Milk Pasteurizing Unit ”, Small and Medium Enterprise Development Authority, SMEDA, April 2002 Research Project
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Traditional milk supply chain
Source: Author ’s own description
Existing milk supplly chain
Source: Author ’s own description descript ion Research Project
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The organizational set up of HFL The organizational set-up of the company is given as under
HFL
QAD
R&D
PRODUCTION
MARKETING
MPD
IMPORT & EXPORT
CUSTOMER COMPLAINTS
FINANCE / ACCOUNTING
HUMAN RESOURCE ADMINISTRATION
TECHNICAL
PERSONNEL DEPARTMENT
SUPPLY CHAIN
SALES
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Market Review (Current Year) HFL vs. Industry
1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 INDUSTRY
Jul
A ug
Sep
Oc t
Nov
Dec
Jan
Feb
Mar
883, 883,64 6477 967, 967,53 5377 1,12 1,124, 4,21 2155 1,14 1,144, 4,78 7877 1,05 1,054, 4,09 0900 1,07 1,076, 6,22 2266 1,07 1,078, 8,87 8711 1,10 1,102,0 2,050 50 1,19 1,194, 4,76 7677
TOTAL HFL 428,900 498,414 593,882 571,914 526,907 530,658 519,848 475,388 587,754
HFL HAS YTD MARKET SHARE OF 47%.
SKU Wise planned Growth @ 22%
HALEEB MILK 1.5 LTR.
F2005 A
F2 006 B
% GROW TH
9,40 8
15,336
63%
1 LTR.
71,02 7
82,770
17%
50 0ML
47,45 3
51,910
9%
25 0ML
194,48 9
240,235
24%
2,63 3
5,167
96%
325,01 0
395,417
22%
65 ML
TOTAL
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INDUSTRY VS. HFL - ANALYSIS FOR JULY F 2006
JULY
% GROWTH VS. LY
1000ML & TOTAL
1500ML
1000ML & 500ML
250ML
TOTAL 1500ML
65ML
500ML
250ML
65ML
1,35 ,359,35 ,355
369,00 ,003
233,226
755,806
1,320
53%
62%
20%
64%
-61%
380,675
126,452
54,355
198,548
1,320
33%
76%
25%
19%
-61%
MARKET SHARE F2006
28.0%
34.3%
23.3%
26.3% 100.0%
MARKET SHARE F2005
32.0%
32.0%
22.0%
36.0% 100.0%
217,984
40,968
106,613
70,403
68%
202%
28%
116%
0%
MARKET SHARE F2006
16.0%
11.1%
45.7%
9.3%
0.0%
MARKET SHARE F2005
15.0%
6.0%
43.0%
7.0%
0 .0 %
609,677
168,357
161,613
278,387
1,320
42%
97%
27%
31%
-61%
MARKET SHARE F2006
44.9%
45.6%
69.3%
36.8% 100.0%
MARKET SHARE F2005
49.0%
39.0%
65.0%
44.0% 100.0%
INDUSTRY HALEEB
DAIRY QUEEN
TOTAL HFL
-
Gained share in 1000ml & 500ml but lost in 250ml.
Overall Market Share Overall Market Share July F2006
Vania 2.00%
Nurpur 3.70%
Dairy Pure 3.30%
Vita 1.50%
HFL 44.90%
Nestle 44.60%
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Audience Segmentation
For Haleeb milk all audience is same because it is consumer product, consumer have a feeling and thing but it is low involvement product because its cost is to much high and a normal consumer of packed milk understand the its advantages o disadvantages and for Haleeb milk s target market that above mention almost same all over the country it will be communicate through it advertising strategy and media like Outdoor, TVC, Print media, direct marketing etc. Theses are some facts and figure that taken from Haleeb Foods Marketing team .it is recent data comparison and information of milk industry etc.
Market review Situation Analysis This section presents relevant background data on the market, product, competition, distribution and macro environment .
A) Market/Industry situation
Industry Structure
The industry structure packed milk in the category is oligopolistic where there are a few firms (Haleeb, Nestle, Engro, Good milk) producing essentially the same commodity.
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Entry-Exit barrier
The major entry barriers include high capital requirements; economies of scale; patents and licensing requirements; scarce locations; raw materials and distributors.
Industry life cycle growth
The market share for Haleeb is expected to increase by 15% in the expected year. Therefore, Haleeb milk can be classified in the growth stage.
Target Market
The biggest market for Haleeb milk is urban areas of all cities Haleeb milk is a mass-market product that is targeted towards Haleeb milk is generally use for tea by household male or females of all ages.
Brand Loyalty
Create Brand Loyalty and Awareness. This will be done through promotional activities such as College Activation, Restaurant Activation, Posters, and other forms of Branding.
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Why Would Consumer Switch Brands
why would Consumer switch brands 100
91
90 80 y c n e u q e r f
70 60 50 40 30 20
22
23
g o o d t as t e
no response
12
10 0 av ai aila bi bility
b ra ra nd nd loyal
factors
B) Product Situation
Product Haleeb milk is available in four sizes i.e. 250 ml, 500 ml,1 litre and 1.5 litre. It is easily recognizable due to its blue color and Haleeb Logo
Price
The prices of the four different size packs are as follows: 250 ml-Rs.12 500 ml -Rs.20 1 Litre- Rs.35
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1.5 Litre- Rs.54
Place
The biggest market for Haleeb milk is Lahore, Karachi. Rawalpindi, Islamabad, Gujranwala, Faisalabad, NWFP, Sialkot, Multan, and Rahimyarkhan and all small cities of Pakistan They have a wide distribution network as compared to Nestle and Olper’s.
Promotion
Haleeb milk nowadays is the pioneer in advertising. In our consumer survey as well they had the highest amount of ad recalls and consumers preferred that one of the attributes that Haleeb milk has an advantage in is that it is better advertised.
Advantage Attributes Of Haleeb Milk Attribute of Haleeb Milk has an advantage ad vantage good taste
26
Quality
39
easily available better advertised
25 20
The USP currently being used by Haleeb is
“
The Thickest milk. ”
They are focusing on the quality. Research Project
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Competitive Situation In this section we focus on the competitor analysis.
1)
Identifying Competitors:
The first step in competitor analysis is to identify competitors, which can be further classified in the following types a) Brand Competition:
The brand competition for Haleeb milk includes all those milk which are in direct competition with Haleeb i)
Nestle
ii)
Olper’s
iii)
Good Milk
b) Generic Competition:
Every firm is competing for the same rupee. This will include the ntire milk category such as tea, coffee, etc.
Market Competition: In addition to looking at companies making the same product, we looked at companies that satisfied the same customer need.
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Objective of Study Enhancement of brand positioning
Enhancement of brand positing of Haleeb milk with competitive edge
through
comparison
with
competitors
“
Gain
outlet
Leadership in shelf Displays of Key outlets and develop new potential market for Haleeb milk.
Analysis For the given objective we will conduct a qualitative research in the shape of Questionnaire and availability form
A) Positioning Analysis Every company must try to identify the specific ways it can differentiate the product. The number of competitive differentiation varies with every industry based on the number of competitive advantages and their sizes. In this section we conduct the positioning analysis of Haleeb milk in order to know whether it has been correctly positioned or not. For the positioning analysis we took the help of consumers and the advertisement of Haleeb.
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1) Identify relevant set of competitive products: The positioning analysis can be done on the product level by looking at the consumer perception about the Haleeb milk on the brand level by looking at different brands. The set of relevant competitors as far as packed milk are concerned are: a) Milk Pack b) Olper’s c) Good Milk d) Other For the brand positioning we referred to the advertisement and positioned it on the map on that basis.
2) Identify the determinant attributes:
Positioning can be based on a variety of attributes but for packed milk the following bases apply. a) Usage: Packed milk are generally consumed for tea , but it
can also be positioned in such a way that brings out its other uses like for drinking and energizing.
b) Features: Positioning of packed milk drinks can be done
on the bases of features such as quality and natural goodness, energizing etc.
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c) Parentage: Packed milk can be positioned on the image of
its. Like Haleeb is first dairy brand of Haleeb Foods, Twenty year of perfection.
3) Analyze the product ’s current position and determine consumers preferred position. To analyze the product ’s current position and to determine the preferred combination of attributes a perceptual map is drawn based on the two most important attributes ranked by the consumer. The three most important attributes according to our survey were taste, natural goodness and quality like Haleeb use "The thickest Milk ”
B) Select market-positioning market-positioning strategies.
Haleeb milk is focusing on only one attributes it is not suffering from a positioning error as it has received the highest rating on this attribute. The most important attribute as far as milk is concerned is taste. Secondly, it should try to gain as much market share as possible by focusing on promotional activities and should enhance its distribution coverage.
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Macro Environment Situation The economic situation of Pakistan depicts recession
Socio cultural trends:
The current population is highly influenced by media in form of cable, newspaper and local TV. The advertisements for the packed milk category have been able to generate growth in this segment.
Demographics:
According to our target market segment in rarer and urban area of all city of Pakistan, Thus there is a large opportunity to register growth.
Behavioral:
The behavioral factors include the following: 1. Regular For Haleeb milk is daily consumable produt like use for tea. 2. Usage Rate: All heavy users of packed/fresh milk 3. Loyalty status: As mentioned before the loyalty status for packed milk low.
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Methodology: The most common method of social science data collection is a survey based on a probability sample. The survey design was, was, and still is, quite complex to ensure equal probability of selection to ensure that the findings can be generalized to a specified universe. Refers to the entire process of conducting research, reporting how the data was collected under what conditions and so on. Bearing these points in mind we have collected data and techniques and tools which have been employed in the study. Procedure we adopted in the study for the given objective we have conducted a qualitative research in the shape of questionnaire, market visit form from two different markets.
Limitation: The assumption regarding the willingness of the Peoples (Target Segment) is altogether different as per our perception. They showed much resistance and inability to participate in the interviews.
Universe: In this research, the first stage that comes after selecting the topic is usually the selection of the universe . The universe of the present is the Lahore Urban and ruler area. In this area we find all types of Consumer and Retailer who used or sells packed milk of fresh milk, another reason of selecting this
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universe is because of its new potential market for packed milk currently only 4% share of packed milk in total milk market.
Selection of Samples: When Universe is large it is difficult to interview every unit of the universe. In such situation it is better to draw e sample. Sample is any sub group of or sub aggregate drawn by some appropriate method from a population. A qualitative research exercise like questionnaire survey requires very careful selection of the group participants, as the people who fill the questionnaire represent a very large population segment in term of their options, perceptions, attitudes, believes, ideas, likes dislikes, etc. Its is , therefore , essential that the group participants are recruited from amongst the population segment that they represent. To archive objective, we have tried to select most suitable segment of population that is prepared in the light of the selection criteria for the study .Each respondent fulfilling the selection criteria was invited formally to fulfill the questionnaire on the specified time For this study we categories two types
Urban
Ruler
Sample of 50 respondents (owner of Tea stall, hotels, and teashops) at Multan Road both sides, Rewind Road has drawn by simple Random Sampling, and 50 key outlets of Lahore city for availability survey of packed milk.
Types of Respondent Research Project
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Females (Customer or Consumer of milk)
Male (Owners of tea stall , hotels, Outlets Manager or consumers of milk)
Respondent Profile
According to our research objective design our respondent belong to SEC ‘A’ , ‘ B’ & ‘C’
Method of Research The researcher main concern in this section is to describe various stages through which the research procedure passed. All the researches whether in physical or social phenomena depend upon a special way of investigation and interpretation of data. In physical sciences generalization are drawn after experimentations but in social sciences experimentations are not infrequent use because of complex and changing nature of the social phenomena some of the traditional instruments together data are interview, case study and survey method. The present research involves an exclusive Survey at Urban and ruler areas of Lahore. The objectives are together the data about the brand positing enhancement and develop and new potential market for Haleeb milk and through advertisement try to create consumer awareness and change consumer buying behavior.
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Survey Method Surveys are now being used in all areas of life. Business, consumer, activist, groups, politicians advertiser use them in their everyday decision making process. Some firms such as Gallup and Harries regularly conduct a public opinion survey on a full time basis. Survey has certain well-defined advantages. They can be used to investigate problems in realistic settings. Newspapers reading, Television viewing and consumer behavior patterns can be examined where they happen rather in laboratory screening under artificial conditions. The cost of survey is reasonable considering amount of information gather. In addition, researchers can control expenses by selecting four major types of Surveys. Mail, Telephone, personal, Interview and Group administration. Another advantage is the large amount of data can b collected with relative easy from a variety of people. The survey technique allow researcher
to
examined
many
variables,
demographic
and
Lifestyle, attitudes, motives, intentions and so on to use multivariate statistics to analyze the data, also geographic do not limit most surveys. Already existing data can b helpful to survey research. Data achieves government documents, census materials, radio and television rating books and voter registration lists can be used a primary source or a secondary source of information. With archives data it is possible to conduct an entire survey study without ever developing a questionnaire or contacting respondents. Research Project
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Tools of Data Collection In the present study questionnaire is selected as a tool of data collection because of the compilation rate is 100% and also respondent are of different educational level. It is inappropriate to distribute questionnaire among the respondents because there is a greater possibility of missing the respondent. So the researcher is asking questions written on questionnaire personally from the respondents.
Questionnaire is consisted of 10 to 15 questions.
Construction of Questionnaire A great effort was made to construct the questionnaire in as clear and precise language as possible. The researcher constructs the questionnaire in a clear and precise language as possible.
Presetting The questionnaire is pre-tested for the later study.
Data Collection After pre-testing the data is collected. The collected results depend upon the attitude of the respondents.
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Data Collection Venue We have collect this data from owner of tea stall small hotels and different shopping malls public places and key outlets in market like (Departmental Stores) and collect some information from Media advertising agencies that working for this particular brand to meet our said objective. A good qualitative research designed for fulfill our requirement of research and the discussion can be easily arranged for observation from media agencies at the same time .
Quantification of the data After the data collection basic information is tabulated and analysis is made by calculating the percentage. After the data collection scores are given to different responses of the respondent.
Deliverables A comprehensive report on the findings of the study would be submitted to project cell at the end of the project.
Time Frame We have tried to complete the study and report submitted in given time period 14 weeks from go ahead after approval of Prof. Kahisf-ud-din and Prof. A. Rauf dated 27-Sep-06.
Cost We have to spend time for this research project for finding of our objectives and get maximum credit from your Advisor. Research Project
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Positing Statement of Haleeb Milk
Haleeb milk is market leader in dairy industry of Pakistan they want to maintain it and enhance its market share through its marketing campaign and consumer awareness the USP currently being used by Haleeb is
“
The Thickest milk. ”
They are focusing on the quality.
Consumer Perception of Haleeb milk
Strategically placement
Association of Distinguished attribute
What the Haleeb can do for its consumer.
Haleeb milk will be positioned using the previous attribute
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UNTAPPED OPPORTUNITIES Total Milk Milk in Pakistan = 27 Bio Litres
Packaged Milk Milk 4%
Loose Milk 96%
Target Market For Haleeb milk all audience is same because it is consumer product, consumer have a feeling and thing but it is low involvement product because its cost is to much high and a normal consumer of packed milk understand the its advantages o disadvantages and for Haleeb milk s target market that above mention almost same all over the country it will be communicate through it advertising strategy and media like Outdoor, TVC, Print media, direct marketing etc. Theses are some facts and figure that taken from Haleeb Foods Marketing team .it is recent data comparison and information of milk industry etc The target market for Haleeb every consumer of milk in the Urban Centers and mass marketed in small towns and rural areas.
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ISSUE ANALYSIS: Looking at the SWOT analysis there are a number of issues that need to be addressed.
Should Haleeb expand its Distribution to more areas? Would that be feasible? Would that generate a sufficient increase in Sales?
If Sales can be generated should the present Marketing Mix continue or should any changes be made in it?
Should there be product line diversification in form of Haleeb Dairy Queen or not?
How can Haleeb Build Brand Loyalty in the packed milk Category?
SWOT Analysis of Haleeb Milk Strengths and weaknesses Analysis: Analysis: The Strengths and Weaknesses for Haleeb are as follows:
The key weakness we have identified of Haleeb is its weak
distribution.
And for a segment, which has Low brand loyalty this is a
major weakness.
Promotion is a very strong aspect for Haleeb, which it has
successfully carried out in form of College activation and Restaurant Activation.
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Low Spending on Advertising only 4% to total Sales
41
Strength of Haleeb is that last years campaign was able to increase the Sales growth of 22% thus the same policy can be applied this year as well.
Strengths
Market leader in Dairy packed milk
National Brand having good repute over international brands
Latest innovated ,high quality process
Experience of 20 years in market
Large distribution network
Weaknesses
Lack of credit (no credit transaction with retailers)
Low spending on Ads
Opportunity and Issue Analysis:
The major opportunity for Haleeb that currently exists in this category is to improve its distribution policy in terms of coverage. Previously out of its reach. In this way they can increase sale s volume and profit.
Haleeb can also increase its product portfolio by introducing Haleeb Dairy Queen, which can have its own set of customers
Opportunities:
Introduce product in new markets
Focus on competitors brands
Increase and try existence sales force
Strong Distribution network
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Threats:
New brand launch
Uneducated customers
Marketing Objectives: The marketing objective of Haleeb for the year 2005 was:
Increase in market share by about 20% by entering untapped markets or breaking competitors share.
Create Brand Loyalty and Awareness for the summer period, which now extends. This will be done thru promotional activities such as College Activation, Restaurant Activation, Posters, and other forms of Branding. Different advertising campaign
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Marketing Department ’s SWOT STRENGTHS
WEAKNESSES
-
Strong Brands
-
No HOD
-
Team Work
-
Low Marketing spend
-
High job
-
Lack of functional training (skill
satisfaction -
-
Sales Oriented approach
team – blend of
-
Improper implementation of plans
experience
OPPORTUNITIES High potential growth categories -
due to centralized decision making -
Marketing Expense Control System
-
the Company
Good marketing
youth and
-
Internal to
development)
NPD’s o
o
research. No trade research -
No long term strategy
-
Weak travel policy
M A T C H I N G g -
Bottled Water
Weak utilization of consumer
Conversion THREATS Use of Nestle Corporate U mbrella brand Strong financial muscle of primary
External to
competition -
Tea-
Milk quality and procurement
the Company
systems
Whitening
-
New entrants
Powder,
-
Loss of market share
etc. -
ERP
Conversion
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Advertising Objectives for the Haleeb The Advertising Objectives of Haleeb Milk is to highlight their key
“
attributes such as consumer awareness regarding the brand, attitude and preferences of the end consumer. ”
They will try to retain their existing consumer besides generating new potential
consumers for maximizing the profitability and visibility visibilit y of
product.
Haleeb Milk advertising objectives are
Specific
Realistic
Measurable.
Create Brand Loyalty and Awareness. This will be done through promotional activities such as College Activation, Restaurant Activation, Posters, and other forms of Branding.
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Advertising Strategy for Haleeb Milk Advertising Strategy of Haleeb milk is to select the right media channel and media vehicle to reach the target market and try to enhance brand awareness and focus on the positing of brand in consumer mind also increase market share through cost effective method the elements of the Creative mix, Target Audience, Product Positioning, Communication Media, and Advertising Message. In short our strategy tells us how to get there, and achieve the media objective of this campaign.
Key Points
Defend milk market- leader position in Pakistan.
Threat from competitor ’s brands and new launching brands.
Selection of Target market in Pakistan.
Product positioning and market-leadership.
60% success criteria of this campaign
Vision and mission of product analysis
Assessment of ever changing Economic, Cultural ,International and public scenarios on the performance of Haleeb products
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Findings of Market Visit of Availability Survey of Lahore Retail outlets The purpose of the study was to find out possible target market for Halleb milk in selected sample market. The research questions revolved around the customer perception about the packed milk and what are the problems they are facing while using it. The main issues for small tea stalls were the cost of pcked milk.
Haleeb is leading market as this lead followed by Milk pack and Olper ’s because both are having almost equal share.
Haleeb & Milk pack is almost having equal share in %age where as this lead followed by Olper ’s then market share of Haleeb can be increased by improving the availability because the shopkeepers are complaining of the irregular supplies.
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Availability Survey of Packed Milk
Availability Survey Surve y of Packed Packed Milk M ilk on Key Out lets of Lahore
28% Olper'
37%
Haleeb Milk
35% Milk Pack
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Findings of Questionnaire survey
We have conducted survey from fifty different types of respondent who are owner /worker of tea stall, Hotel. Tea shop or consumer about packed milk.
Most of Respondent having issues of price ,quality ,and handling
All these hotels or tea stall daily consumption of about 20 liters per day
All this particular market is very potential for enhancing brand positing and market share as well
Haleeb have to focus on this particular market and develop it launch some new brand in cost effective packing and capture the potential market.
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Graphically Representation of Survey: Histogram:
Market Survey for Haleeb 40 35 30 y c n e u q e r f
Option A
25
Option B
20
Option C Option D
15 10 5 0 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 Q Q Q Q Q Q Q Q Q Q Q Q Q
Question
Bar Chart: 40 35 30 25 20 15 10 5 0 Q1
Q2
Q3
Q4
Option A
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Q5
Q6
Q7
Opti on B
Q8
Q9 Q10 Q11 Q12 Q13
Option C
Opti on D
50
Recommendations
Our suggestion after this study Haleeb Foods have to focus on this particular market segment and do some steps to capture the market through new innovation and launch Haleeb milk in new cost effective packing instead ok tetra pack
Advertising campaign should focus on awareness of consumer and customer towards quality.
If it is possible provide chiller to shop owner and utilization of Haleeb milk.
If its is possible make some model tea shop for Haleeb milk and try to create awareness rural areas
Focus on direct marketing activities like free trial or fee sampling for trial.
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BIBILIOGRPHY 1. Mr., Hassan Wajhat, General Discussion, Brand Manager Haleeb Milk (Sep,Oct,Nov,2006) 2. Mr.
Asif
Awan
,
CEO,
Dynamic
Marketing
Concepts(Sep,Oct,Nov,2006) 3. Mr.
Khalid
Mehmood
Anjum
,Media
Manager,
Dynamic
Marketing Concepts(Sep,Oct,Nov,2006) 4. Mr.
Zahid
ur
Rahman
,CEO
,BTL
Marketing
Concepts(Sep,Oct,Nov,2006) 5. Mr.
Zaheer
Malik ,Operation
Manager,
BTL Marketing
Concepts(Nov,2006) 6. Mr. Sulman ,Media Manager ,Engro Foods(Sep,2006) 7. Industrial Research Service,
Milk Industry” , CHAMBER OF
“
COMMERCE (LRL No.20 Vol.4 2004) 8. Group Discussion Kabir Hussain and Imran Nawaz with our Respected Advisor Prof. Kashif Ud Din & Prof. A. Rauf.(During completion of research and report 2006)
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Appendices
TEA STALL
HOTEL SURVEY
RETAIL OUTLETS SURVEY
SECTION: 1 Research Project
53
Dear Sir/ Madam We are students of Punjab College of Business Administration, University of central Punjab and conducting a research in order to find out the usage pattern of consumers towards packed milk in fresh milk market. The time you will take out to answer our questions will add great value to our study .
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Questionnaire for Haleeb Milk Survey Name of Respondent:
Hotel/Shop/Tea Stall Name:
Telephone:
Address:
Area:
City:
Age:
Date:
Type of Hotel
Tea Stall Restaurant Hotel Part Time Tea Stall
Type of Hotel Market
Small Large Research Project
55
1. What type of milk currently you use?
I. Packed II. Fresh
III. 2. What is the reason you use fresh milk?
I. Price II. Availability III. Quality IV. Taste
3. If you use packed milk what is the reason?
I. Quality II. Taste III. Good for Health IV. Availability.
4. If you used packed milk, what brand you use?
I. Haleeb II. Milk pack III. Olpers IV. Others
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5. If you do not use fresh milk what is the reason?
6. If you do not use packed milk what is the reason?
7. If packed milk is available then will you purchase it?
I. Yes II. No
8. If packed milk is available then what brand you will prefer to use?
I. Haleeb II. Milk pack III. Olpers IV. Others
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9. What reason of preference you consider in mind? I. Price II. Quality III. Taste IV. Availability.
10. Customers demand for what type of milk tea?
I. Packed II. Fresh
11. If they demand packed milk, then what brand mostly they like?
I. Haleeb II. Milk pack III. Olpers IV. Others
12. Customers often demand for thickest milk for tea?
I. Yes II. No
13. How much quaintly of milk you consume daily?
I. 10 liter II. 20 liter III. 30 liter IV. more then Research Project
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Name of Surveyor_______________________
Sign.__________________________________
Name of Surveyor_______________________
Sign.__________________________________
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SECTION: 2 Retailer Survey
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