Muhammad Usman Bashir

0024

MBA S4B

Purposal for project

Submitted to: Prof. Jahanzaib Yousaf

Submission Date: 04-05-2019

CHAPTER NO 1: INTRODUCTION
1.1 INTRODUCTION OF THE PROJECT

Pakistan is the world’s fifth largest dairy industry in the world and cheaper than manydeveloped
countries in the world like Australia and America. So there is a tremendousamount of
opportunity for firms to excel in this industry. Chaudhry Dairies limited is one of those who have
entered the dairy industry of Pakistan and have posed serious threats to wellestablished firms like
Nestle. My prject is actually about repositioning milk brand haleeb to get their position back in
market althougth it has loose his position in the market as compared to others.

1.2 BACKGROUND

HFL started its operations, becoming one of the pioneers in the Pakistani dairy industry with its
state-of-the-art plant. Covering a total of 32 acres, the plant produced around 80,000 liters
of milk, per day. On May 21, 1986, Haleeb UHT Milk was launched.

1.3 OBJECTIVES

The aim of this activity was to create brand awareness, capitalize the market potential and
maximize sales of Haleeb products. room HP Plant The Working process becomes better and
easier once the people are fit physically.

1.4 SIGNIFICANCE

My project will give basis to the Company to reposition its brand as I am giving plan according

to the marketing conditions and competitor’s analysis of Pakistan. Company can use these

strategies to capture the Pakistan’s market share that they once lost. The basic purpose is to uplift

them and let the customer know that what Haleeb milk is offering and they actually worth it.
CHAPTER NO 2: CONCEPTUAL REVIEW

2.1 COMPANY OVERVIEW

The old marketing strategies and marketing mix of haleeb milk will be elaborated for the better
picture and what company was in past what strategies was they used.

2.2 FAILURE OF Haleeb Milk

All the reason of brand failure will be eloborated to justify repostioning.

2.3 MARKETING MIX

I will first mention the old marketing mix of company then will add new marketing mix
according to changing trends.

2.4 REPOSTIONING OF Haleeb Milk:

For repositioning Haleeb Milk, following marketing plan will be defined in this project. These
are actually the strategies to re launch haleeb milk in Pakistan again. It will be covered under
following headings.

MARKETING MIX (REVISED)

➢Product

• Core Benefit of Product

• Positioning

• Product attributes

• Product Variety

➢Price

• Pricing Method with justification

➢Place

• Marketing Channels Variety

• Flow of Marketing Channels

➢Promotion (IMC)

• Medias to be used

• Reasons to use all media

MARKET ANALYSIS

HALEEB FOODS LIMITED is one of those few leading national companies. It collects about
eight hundred thousand liters of fresh milk everyday from its large number of collection points
located all over Punjab, chills it at the site and processes to manufacture different products .

COMPETITOR’S ANALYSIS

The competition of haleeb milk with its competitors will be identified on the basis of swot
analysis and market share.

Target Maket and Segmentation

Targeting & Segementing

2.5 POINT OF DIFFERENCE:

Every brand has a seprate unique point to seprate it self from competitors so it wll be mentioned.

2.6 POINT OF PARITY:

Brands also has some equal attributes which defines its point of parity so it will be discussed.

2.7 FUTURE PLANS:

Company has its long term future plans to maintain its position in market.

2.8 CONCLUSION

In the end, conclusion will be given based on the final results of Project.