Marketing Mix

The marketing mix covers all the aspects which play an important role in the physical
appearance, affordability and the way a product is placed in front of the consumer. It
helps in building an image which would in the end help the company to capture huge
market share.

Product:
There are a lot of products which are being manufactured by the Haleeb Foods but we are
only considering two products;

 Haleeb Milk

The first product is a diary item. The product was first designed to capture two types of
markets which are for drinking and tea purpose. After few years the company realized
that Haleeb Milk is getting famous for tea market so it’s better to launch a new brand for
drinking purpose.

 Candia Milk

After realizing that they need a new brand to capture market of milk for drinking purpose.
Here they know that the Nestle Milk Pack is the market leader for that segment. They
come up with a new concept of milk from Europe’s No. 1 brand. People have the image
of a multi national company products are always good and hygienic.
These products are available in the following sizes;

 1 Litre Pack
 ½ Litre Pack
 ¼ Litre Pack

Standard size i.e; ¼ Litre pack is most popular. It is the most profitable package of
Haleeb Foods. It was introduced because consumers prefer Haleeb Milk for tea and
through research the company comes to know that consumers are demanding small
packs. 250 ml pack is Haleeb Foods star product. Because it has high market share and
still market has great potential to grow in future. It is also a convenience product. People
plan little to buy it. So it is an impulse product. Haleeb Foods is doing wide spread
distribution on convenient location. Haleeb is promoting 1 Litre more, to increase its
sales as Candia is failed to capture the desired market and they want Haleeb Milk to
capture that market. In product "life cycle" 250 ml and 500 ml packs are still on the
growth stage and they have the potential to grow more for about next 10 to 20 years but
still to avoid any problems they come up with Haleeb Chota that makes tea only for two
persons.

Macroeconomic Environment

1. Economy

The fluctuations in Pakistan economy also effect Haleeb’s market position. Because of
high inflation and low purchasing power Haleeb is unable to capture many potential
customers of the large Pakistani population who have to struggle hard to make their
living possible rather than to afford the luxury of drinking packed milk as often as they
would like to.
 2. Technology

Haleeb Foods employees the latest machinery in production in its plants and
computerized systems for quality checks and control as well as production. In milk
industry the most latest technology is in operation in Pakistan hence no competitor poses
a threat to Haleeb on basis of technology. Their Ultra High Temperature is a technology
which maintains the quality of their milk and at the same time provides thickness.

3. Demographics

Haleeb Foods target market includes people from all demographics (age wise, gender
wise, income groups, social status etc.) For example, Haleeb Milk is for tea purpose so
we can say it is designed for mature age and it is being purchase by the same age level.
The company is always targeting females as it is very clear from the advertisements. It is
also important to identify that only those people who are curious about their health and
have the purchasing power will buy Haleeb Milk. But on the other side Candia Milk is
targeting children as they are making active part in the choice of milk.

4. Social Values

Haleeb foods are well aware of their social responsibilities that mean they are getting the
advantage of being a local company and at the same time helping the environment. They
are also helping hospitals as well.
Competitive Environment

1. Customers

Haleeb Milk has there major and large customers in the market, they can be further
categorized in two parts. First one includes hotels and offices as Haleeb Milk is the main
ingredient for tea users. Second one include the general public as which is the main
segment for Haleeb Milk.

However, these three customers being large and powerful are not in an influential and
bargaining position they cannot demand discount or others facilities but they can enforce
the company to change their strategy.

2. Substitutes

Haleeb milk does not have a substitute as such but other packed milk company’s are
considered to be their substitute because they are also providing milk and it can be used
in tea making although those company’s are not focusing on that segment.

Rivals/Competitors

 Direct Competitors

The direct competitor of Haleeb milk is Nestle Milk Pack and both of them are targeting
different markets but they are considered to be in direct competition. Nestle Milk Pack is
targeting people to use Milk Pack as for drinking purpose but Haleeb milk main focus is
for tea users as they are continued to target them but Haleeb Milk some times focuses on
the other markets such as for drinking purpose also.
Now it’s very important to know that CDL consider Nestle as their main competitor
because they are providing all the products that are being provided by the competitors.
The products include juices, yogurts, milk, and we can judge that they are competing on
all the dairy items.

 INDIRECT COMPETITOR

That section includes all those brands which are newly entered in the market. They are
considered as indirect competitors because of the following reasons. First of all their
market share is very low as compared to Milk Pack and Haleeb Milk. Secondly they are
only competing on the basis of milk which is targeting only one segment of the market.

Product Quality

The milk quality is maintained from the start of the collection of milk because it’s a stage
where contamination can be started and reducing the quality of the milk. The field lab test
includes the thickness test and the amount of proteins. After that the milk is maintained at
4 degree Celsius and so that no bacteria can enter in the milk. The milk collecting tankers
are cleaned with steam and warm water.

In Haleeb Milk factory the milk under goes 21 types of test to maintain the quality
standards as it’s the only dairy company of Pakistan who posses quality standards such as
ISO 9001: 2000 and ISO 14001.

In the end the milk is packed in a special tetra pack packaging which maintains the
quality of milk till then its expiry date.
Packaging & Labeling

The pack of Haleeb Milk includes Blue color which represents the thickness of the milk
and at the same time they mention purity and thickness. Their packaging is very
consistent with their overall idea or concept that they want to communicate to the
consumer.

 Price:

The price of Haleeb Milk remains consistent over a period of time. If the inflation rate
remains in the single digit then the price of the product remains same over 2 to 3 years
but if the inflation rate goes in double digits then the change in the price comes within a
year. If the rate of inflation is more than 20% then the change can take place with in 3 to
5 months.

The company always remain same with the price of Nestle Milk Pack as the change in
price can cause to things first the price can reduce the sales of Haleeb Milk and secondly
they can give a perception that the quality of the product is reduced in case of reducing
the price.

The company considered retailers as their partners so they share a justifiable percentage
with them as they are the only persons that can force the consumer to buy Haleeb Milk as
compared to other brands but the strategy is not effective in case of big shopping malls.
Haleeb Milk Prices

 1 ½ litre Rs. 57
 1 litre Rs. 38
 500 ml Rs. 22
 250 ml Rs. 12

Place:

Haleeb milk is targeting the mass market that means they have to work hard to make it
available at each outlet and to make sure that the product is available with out ease. They
have divided regions according to consumption patterns. The consumption is calculated
on the basis of buying behaviors of all packed milk. The regions like Defense, Model
Town, Faisal Town, Cantt. They are trying to deliver their products in their own vans
which are considered to be a better means of influencing the target market.

The regions where buying percentage is low, they provide the product with the help of a
proper distribution network. But in both cases they make sure that the product is available
and it is provided on the standardized price.

The distribution network includes the distributor then the wholesaler and in the end the
retailer. Again benefits are provided on the achievement of the sales targets and timely
delivery of products. In some cases products are provided to big retailers by the
distributor itself but mostly it is being purchased by the retailer from the wholesaler.
 Incentives to Retailers

The company gives discounts only to their premium and loyal customers. The most
commonly used incentive is giving more milk but at the end of the year a proper appraisal
function takes place to appraise distributors and retailers.

 Target Market

The company is targeting females and people of mature age for Haleeb milk as they are
mainly interested in the purchase of Haleeb milk but in case of Candia they are targeting
children as they are providing freedom to them to make choices of their own.

Promotion:

First of all we should make our minds clear about what the company wants to do. Their
image and the perception that they want to give to their target market. The product
Haleeb Milk is for tea drinkers and Candia for drinking purpose.

Both the products are targeting mass market that means they should adopt a medium that
can reach every individual. T.V commercials are the only medium which can contact
every one if their T.V is turned on.

T.V commercial is the main medium that is most actively being utilized by Milk Pack
and Haleeb Milk. The second medium that helps both of them is through Tetra Pak
advertising that is highlighting the effects on doodh that is provided by the normal means.

After advertising the second most effective method is sales promotion. For this Tetra Pak
also give sales promotion which can be utilized by both Milk Pack and Haleeb Milk. The
company individually targets females as they are main focus of the company so every
time the theme focuses on some thing valuable for females.

Posters and billboards are also affectively used for the promotion purposes but they are
not focusing on it as heavily as they are focusing on advertising. Billboards are purchased
for some time period but after the promotion is known to everyone the billboard were not
used anymore.

Posters are pasted at the small shops to enforce the impulse buying and Haleeb gives a lot
of weight-age to the shelf space that they get. But this strategy is used in big shopping
malls only because nestle enforce the retailers through other products so that Haleeb can’t
enforce small retailers.
Integrated Marketing Communication

Promotion is mainly conducted through IMC because it provides a complete blend of all
the resources that are needed by the company to enforce its sales and at the same time to
portray a desirable image as thought in the company meetings.

 Advertising
Objectives
The objectives of the advertisements are very clear, they just want to target
individuals who want to use packed milk for tea purpose but here there is a problem.
They are always confusing the consumer that what is a product. If it is for tea then they
should come up with only tea. They have committed such types of mistakes in the past.

In order to solve a problem they should come up with a new brand name, they come up
with Candia but they are not able to communicate the right message that means they were
focusing on children rather than focusing drinking purpose.

Advertising Budget
First of all a good advertising campaign designs for new promotion and related
advertisement depends upon the per unit sale of that product. Candia Milk advertisements
are no longer running on T.V because it was not able to reach its sale targets.

Advertising Strategy
The strategy is very simple, they know that we have a perception that the milk is
of good quality when it is thick. If we are talking about tea users then it becomes obvious
that the milk should be thicker because only then it can make more cups of tea. So their
slogan always focuses on thickness and purity.
The decision to choose the right advertising media is very important and it becomes more
important to identify that at what time the people watch TV and specially their target
market I-e females.

Sadia Imam is used as their brand ambassador. They have also used other celebrities
which are Sajid Hasan and other famous celebrities.

Through research we would come to know that females watch TV after 10 am to 11.30
am and again they watch TV at night at 7pm to 11 pm. The most wanted channels are
Star Plus and Geo News and Private Movie channels that are running on cable. The
company should advertise on these timings and try to advertise on cable as well.

 Personal Selling
Direct marketing is also used but in a little bit different manner. They are using
direct marketing at retailers and training them as well. Whenever they come with a new
promotion teams are created which helps in communicating with end user and try to solve
their ambiguity.

 Sales Promotion
The second most utilized tool of IMC is sales promotion. They are using it
effectively and give things that are valuable for females. Tetra Pak is also helping them
by launching different schemes after a regular interval of times. The company has used
gold jewelry and arranges functions for females.

 Publicity
The company is not able to gain publicity from the consumers. The biggest
strength of the company is causing problems. Consumers perceive that they are using
powdered milk in order to make their milk thicker. Which refrain them to give them to
their children?
The company should take more part in the events that are necessary building process of a
strong country and try to play a role in the building process. This would change their
image and they can gain publicity and consumer would also buy more of their products to
help the cause.