A marketing analysis of Haleeb Foods

A food grocerying analysis of Haleeb FoodsHaleeb Foods was established in 1986 and its initial mathematical product was Haleeb milk. Since then, it has continued to in allow quality products to its consumers with product and packaging innovations. Haleeb Foods is Pakistans amount 1 and fastest growing pack epochd Food Company. In 2006, its annual perturbation was Rs.9 Billion. Haleeb Foods has built an excellent reputation over the years. Haleeb Foods continues to be at the forefront of product and packaging innovation. By the grace of God, it has achieved market leadership in several(prenominal) food categories with a very strong portfolio consisting of leading national and international defacements , Candia, Dairy Queen, Tea Max, , Tropico and Good Day. Apart from its extensive nationwide distrisolelyion networks, Haleeb Foods is as well serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states and now vent to introduce f lavoured milk in united kingdom.2-Vision commandMost advanced and fastest growing food company offering flavoured milk product enjoyed in sit together Kingdom every home every day2.1-Mission StatementOur commissioning is to be the consumers first choice for products of outstanding quality and great service at a competitive cost through working faster, simpler and together. image Branded food duty to improve quality of life by offering tasty affordable and highly nutritional products to our consumers turn maximizing threaten holders value3-Market summaryMarketing analyses is very resultant for the advanced product because it leave behind help us to know close our customers and competitors and we also conduct a research for the new product . first we will conduct primary research for our new product development and then try to know active our competitors.3.1-Primary ResearchPrimary research is bingle of the best tool for the success of the product. because in primary r esearch we collect the info now from the people and for this solve we go for both qualitative and quantitative research.3.2-Qualitative DataFollowing things can be included for qualitative researchInterviewsObservationAnalysis3.2.1-InterviewsInterviews ar one on one or small group question and answer sessions. Interviews will bequeath a lot of information from a small come up of people and are helpful when you want to get an expert or knowl meteable opinion on a subject. we did interviews of different stakeholders, they are happy to this new product because we are entering in more than ten flavours. People are supporting this new product due to different flavours, they want change.3.2.2-ObservationsObservations engage taking organized notes about occurrences in the world. Observations provide you insight about specific people, office modules and are efficacious when you want to learn more about an event without the based viewpoint of an interview. According to our obser vation most people use flavoured milk, mostly child take a tin in their hand while going to school for breakfast.3.2.3-AnalysisAnalysis involves after collecting data and organizing it in some specific criteria you develop. They are useful when you want to find some impulsion or pattern. A type of analysis would be to record commercials on three major television networks and analyze gender roles3.3-Quantitative DataQuantitative data has a very important for the primary research and it includes surveys and questionnaire.3.3.1-SurveysSurveys are a form of questioning that is more rigid than interviews and that involve big(p)r groups of people. Surveys will provide a limited amount of information from a large group of people and are useful when you want to learn what a larger people thinks. In order to learn weather people would like to buy or use our product, we contract decided to conduct a market survey. first-year of all we have designed a survey form that shows people ideas. Our organisation conduct a survey by questionnaire3.3.2-QuestionnairePlease tick on the appropriate and write a few short sentences where descriptive answer is required.1-Do you like flavored milk?Yes No2-Which milk do you use?Yazoo Frijj3-What do you shoot before buying a productPrice Brand name -Labeling4-In which age you lie?Middle age young age old age5-How much(prenominal) is your monthly income600 800 10006-Are you conscious about quality?Yes NO7-Which flavoured do u like most?Strawberry banana chocolate8-Which brand do u prefer most?Yazoo FRIJJ9-Do you think that its flavour is nice?Yes No10-Is it available in your local market easily ?Yes No11-What do you think when buy?Low price QualityThanking you for sharing such valuable ideas, your epoch and cooperation3.4-Existing Competitors3.4.1-Competitors AnalysisCompetitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This ana lysis provides both an offensive and defensive strategic context through which to identify opportunities and threats.Following are the primary(prenominal) competitors1- Yazoo2- Frijj3.4.2-Yazoos HistoryYazoo is a bottled flavoured milk or wag produced by Campina and is sold in the United Kingdom and Ireland. It comes in three flavours Banana, Chocolate, Strawberry. Campina Yazoo is the market leading bottled milkshake in the UK with over 80 million bottles sold each(prenominal) year. Introduced in 1989 as a flavoured milk drink for young children, the brand has grown consistently and now is drunk by kids (and grow ups) of all ages. Strength1- Strong brand name2-They have strong supply chain3-Their financial localise is very strong due to high volume of sales4-They have many loyal customers5-pricingWeaknessDue to high volume of toil old by mistake faulty products are sent into market1-less flavour3.4.3-Frijj HistoryFrijj is a brand of milkshake sold mainly in the United Kingdom . Produced by Dairy Crest, it was first launched in 1993. Frijj is sold in four permanent flavours strawberry, chocolate, banana and Chocolate Fudge Brownie. there have also been numerous limited edition flavours, some of which have featured characters.Strengths1-Frijj has strong dealer network2-Strategic alliances3-Research and development investmentWeaknesses1-Less market share4- 4ps For Flavoured Milk4.1-ProductNow Haleeb Foods Ltd is launching a new product in the United Kingdom market named as Flavoured Milk which will be available in different flavours in the market like as strawberry, banana, mango, chocolate, oat, apricot, mixed flavour and etc.4.2-PricePricing is one of the most important elements of the marketing mix, as it is the only mix, which generates a overturn for the organisation. Pricing is difficult and must reflect supply and demand transactionhip. Pricing a product too high or too low could mean value a loss of sales for the organisation. We are offering com petitive introductory price which is mentioned belowFlavored milk introductory PriceSizesPrices()Flavoured milk3L1.49Flavoured milk1L60 pFlavoured milk500ML35 pFlavoured milk250 ML(6 bottle pack)1.004.3-PlaceIt will be available in all supermarket and shopping plaza and all local area shops. We have decided to place the product in all the major and minor markets as well as in the canteens of colleges and universities. We have decided to acquire the services of large and organized distribution in different areas of UK.4.4-PromotionWe have course of studyned a very wide range of progression strategy that covers almost every part of the society. We have supported our promotional strategy with the use of electronic media, print media, internet and new(prenominal) sources and also with the help of some schemes such as lucky draws. Our promotion strategy in detail is asTelevision channelsNewspapersMagazinesPamphletsBannersSign boardsPrize scheme earnings4.5-Conclusion Of Marketing Envi ronmentBy the intensive study of the entire market in its whole perspective it came to know that the overall environment is not much in favour of new firms. Because of semi-democratic ruling and the presence of well established competitors holding major part of the market, but we have a great edge we are introducing more flavoured as compared to our competitor. it learnms supportive for a new product to attract its place in the market.4.6-PurposeThe purpose of launching the Flavoured milk is to give a new taste to the people who are drinking almost every milk available in the market. We want to provide different flavours to the people so that they become refresh and healthy.4.7-FeaturesFollowing are some of the features of our product1-flavoured milk is good for health2-Provides calcium3-Provides vitamins4-Beneficial for bones5-Excellent in taste6-Gives freshness4.8-TargetingWe will signal the following customers1-Young generation2-Boys and girls and people of every age3-Belongs to upper and lower class4-Student of colleges and universities5-Wants a new and refreshing taste4.9-PositioningWe have to position our product in the minds of the customers and consequently in the market with the help of our effective and customer oriented market strategies.4.10-Competitors strategyOur competitors have a good market share because they are adapting following strategies1-Less prices2-Effective promotion3-Intensive distribution4-Quality products5-Customers research6-Attractive packagingTask 25-Cost Benefits analysis of Haleeb Flavoured Milk for four years 5.1-Material, Equipments and Labour cost. one-year Cash Flow1st Year20112nd Year20123rd Year20134th Year2014Cash OutflowIT ExpansesComputers and Servers10,00050000Website Development0000 maintenance1,2001,2001,2001,200Hosting300300300300Licensing900900900900Communication System for vehicles100020000Total13400310024002400Research DevelopmentOnline Development75,00030,00030,00030,000Risk Analysis40,00050,00055,00060,00 0Total1,25,00080,00080,00080,000MarketingUsual Marketing60,00055,00055,00050,000E Marketing45,00045,00055,00045,000Total1,05,0001,00,0001,10,00090,000 disposal costMachinery in warehouse15,0005,00000Rent8,00010,00010,00010,000Internet250250250250Phone120120120120Salaries80,00010,00012,00014,000Insurance20,00020,00020,00020,000Vehicle and Maintenance8,00012,00000Inventory60,00069,00075,00080,000Total1,92,3701,27,570128,770126,170Total Cash Outflow()4,35,7703,10,6703,21,1702,98,570Cash InflowSales Revenue2,00,0002,50,0003,25,0004,00,000Other Revenue50,00070,0001,01,0001,25,000Total Cash Inflow()2,50,0003,20,0004,26,0005,00,000 clear Cash Flow()(1,85,770)9,3301,04,8302,01,430Note All figures are based on prediction.5.2- round Training And DevelopmentSkills Audit and Development projectning Sample SheetsOperation/Process expositionSkills Set RequiredStaff Fully CompetentSome Skills Evident motivating DevelopmentSkills require DevelopmentIT Training skillsComputer skilled staffNOYESUs ing Software(SAP)Collection from port to warehouseStaff training for keep it specific temperature carefullyNOYESTagging and keepingOn time deliveryTraining For Drivers to deliver it on timeNoYESFamiliar with exact placePackaging trainingTrain the staff for Packaging(How to hold them)NOYESBasic Training for Checking material of Packaging5.3-Option Construction Stage and Option estimate StageSkills to be DevelopedTraining/Development OptionsOption AppraisalDecisionLatest softwaresProper knowledge of using Software and trainingAppraisal systemMust be good learnerDifferent for each costumersProper Training related to jobAppraisal systemProper training session requiredTask 36-Executive SummaryThis jut out is about new product development by Haleeb Foods Ltd. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Paks novel packaging formats, Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, Candia milk, packed in classifiable food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavours and preservatives. Now Haleeb Foods Ltd has developed a new product that is milk in different flavours and going to introduce in united kingdom market.For this purpose first we have conducted the SWOT analysis of company to see the companys strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our products. Secondly we have made a marketing mix strategy for our product. We have divided market into different segments and decided to target young students of school, colleges and universities and people of every age. We have also paid special attention to the packaging, colour and price of the product. We have decided to place the product in all the markets of UK e specially in the canteens of school, colleges and universities and every supermarket. We will promote our product through electronic media, leaflets, internet and other sources. We have also conducted a market survey to know the opinion of public about our product and developed our product accordingly.7-Project Management purpose management skills are obviously important for sick managers. Project management methods to be very useful in its plan and implementation. Even the smallest task can benefit from the use of a well chosen project management technique or tool, especially in the planning spot. projects can be various shapes and sizes, from the small and straight forward to extremely large and highly complex. In organizations and businesses, project management can be concerned with any area or function, for examplepeople staffing and managementproducts and servicesmaterials manufacturing and productionIT and communicationsStorage and distributionFinance administration purcha singSales selling marketinghuman resources development and trainingcustomer service and relationsquality health and safetylegal and professionaltechnical scientific research and developmentnew business developmentanything else which needs planning and managing inside organizations.Project management techniques are not just for project managers . they are available for anyone to use.7-project management and implementation process1.Agree precise specification for the project2.Plan the project3.Communicate the project plan to your project police squad4.Agree and delegate project actions.5.Manage and motivate the project team.6. monitor review project progress7.1-Agree precise specification for the projectThe project specification should be an accurate description of what the project aims to achieve, and the criteria and flexibilities involved its parameters, scope range, outputs, sources, budgets and timescales. Project terms also provide an essential discipline and fabric to keep th e project on track, and concerned with the original agreed aims which are given below.1-Describe your purpose and aims .2-State parameters for project (budgets, range, scope, time scale).3-involve the people in meetings and decision do process.4-Establish break points at which to review and check progress, and how progress and results will be measured.7.2-Plan The ProjectPlan the various stages and activities of the project. Where necessary involve your team in the planning. It is useful to identifying all the things that need to be put in place and done, in reverse order. From the beginnings of the project use brainstorming ideas to help gather points and issues and to explore innovations and ideas7.3-Project quantify Scales and costsMost projects come in late thats why we aforethought(ip) a time scale and cost. If you have been given a fixed deadline, plan to meet it earlier, and work back from that earlier date. Projects which slip back and are delivered late, or which run ove r budget or fail to meet other financial requirements often cause significant tasks. Exercising a little realism at the outset of a project regarding financials and timescales can save an long amount of trouble later. We are going to launch this project by the end of December 2011.7.4-The project teamimportant part of the planning stage is picking your team. Take great care especially if you have team members imposed on you by the project brief. Selecting and gaining commitment from the best team members whether directly employed, contractors and suppliers, consultants or other partners is crucial to the quality of the project. Project management on a tight budget can be a lonely business get some help from good people you can trust whatever the budget.7.5-Project Management ToolsThere are different management tools for this project but Haleeb milk is going to use the brain storming tool.7.5.1-BrainstormingFor this project Haleeb food is going to use the brainstorming tool. Brains torming is a popular tool that helps you generate creative solutions to a problem which can develop new rooms of looking at things. It also helps you overcome many of the issues that can make group problem solving a sterile and unsatisfactory process. Used with your team.7.5.2-Gantt ChartsACTIVITIESWEEK 1WEEK2WEEK3WEEK4WEEK5WEEK6Executive summaryXxxxxName of Focus OrganisationxxxxxDescription of Focus OrganisationxxxxxxOrganisational Factorxxxxxxxxxxenvironmental factorxxxxxxxxxx pestis AnalysisxxxxxChangexxxxxxxxxxSWOT Analysisxxxxxcost benefit analysis XXXXpotential cost associated with that change XXXXTeam Briefing Process Training Staff XXXXHow and when change will be Implemented XXXXXXXXXXconclusionxxxxx7.5.3-Project Financial Planning And ReportingFor projects you will probably need a spreadsheet to plan and report planned and actual expenditure of project .Large projects are likely to require some sort of require dedicated accounting software to manage the financial plannin g and software. It is a key function of project management. Create a cost line for main expenditure activity. Create a system for allocating incoming invoices to the go on a lower floor activities.7.5.4-Project Contingency PlanningSince projects involve uncertainty and risk it is likely that you will need to develop contingency plans for key areas of risk. Basically this involves identifying risk scenarios which, have a significant impact on the ability of the institution to carry out its business and considering what options are available to you. Contingency plans are your alternative plans. They are at that place so that when a crisis occurs you can transfer almost instantaneously to an alternative plan.7.6-Communicate The Project Plan To Your TeamCommunication is beneficial for project. it tells people what is happening and you get essential support, agreement and commitment. in project you should involve the team in the planning process to get good result. Involvement and com munication are brisk for cooperation and support.7.7-Agree And Delegate Project ActionsWe have to identified each activity including all relevant parameters, timescales, costs, and deliverables. Use the SMART acronym to help you delegate tasks properly. Use of proper perpetration methods is vital for successful project management involving teams. So publish the full plan to all in the team and consider carefully how to delegate strength to long term tasks.7.8-Manage,Motivate The Project TeamManage the team and activities in meetings, communicating, supporting, and helping with decisions. Arrange face to face and group meetings, when you can bring team members together, are generally the best way to avoid issues and relationships becoming personalised and emotional.7.9-Monitor Review Project ProgressCheck the progress of activities against the plan. Review performance on a regular basis and adjust the plan if necessary in light of performance, ever-changing circumstances, and new information, but remain on track and within the original terms of reference. Plan team review meetings. Stick to the monitoring systems you established.7.10-Planning To ImportImporting goods and materials can be complex. First of all drawing up contracts with your overseas suppliers .when and how you will make payments for the materials, bearing in mind that the exchange rate might change after you have placed your order, transport arrangements, storage, documentation and insurance.7.11-Managing transportWe are going to import directly. Importing directly means that you have personal contact with the overseas suppliers. It is potentially more profitable but means that you are insecure to language problems, exchange rate fluctuations and the possibility of additional costs.7.12-Legal Responsibilities As An ImporterCheck that the items you are planning to import are allowed in or whether they need an import licence. Consider whether you are liable, under the principles of product lia bility for any harm caused by the imported items. Pay any duty and VAT that apply under UK law.8-Implementation plan8.1-Vision and missionVision is to improve the performance of the core units chain. Whilst doing so we willcontinue to explore and develop growth opportunities in other markets. Our mission is to be the consumers first choice for products of outstanding quality and great service at a competitive cost through working faster, simpler and together.8.2-ObjectivesTo innovate and provide leadership in delivering quality products at fair prices,To increase market shareTo increase profitTo increase the length of product lineTo hang customers betterTo face strong competition8.3-Environmental AnalysisOrganizational environment consist of all factors that in one way or another way go or affected by the organization decision. Haleeb foods Organizational environment refers to the forces that can make an impact .Forces made up opportunities and threats. Organizations dose not exp erience in isolation. It works with the overall environment. these can be divided into two main parts as, Internal Environment and External Environment8.4-Internal EnvironmentOrganizations familiar environment refers to the elements within the organization. Internally an organization can be viewed as a resource conversion machine that takes inputs (labour, money, materials and equipment) from the external environment (the outside world), converts them into useful products, goods and services, and makes them available to customers as outputs. Employees or the working people are the main resources of an organization. In other hand these employees can make a big oddment for an organization. If an organization has unskilled labours they may find a difficulty of getting things done. Organization benefited with skilled labour. It requires motivation and skills development to take the maximum performance of the labour. A manager is someone skilled in knowing how to analyze and improve th e ability of an organization to survive and grow in a complex and changing world. This means that managers have a set of tools that enable them to grasp the complexity of the organizations environment.8.5-External EnvironmentIt consists of all the outside institutions and forces that have an actual or potential provoke or impact on the organizations ability to achieve its objectives for this we will do different analysis1-Pest Analysis2-Swot Analysis3-Porters 5 Forces8.5.1-PEST AnalysisPolitical Factors frugal conditions are influenced by political and government policy, as you know the new government is making new policies in every field, it might be affect the business. At any one time either exported or imported goods can seem expensive or inexpensive, dependent upon currency exchange rates. There are many other ways, however, in which government decisions will affect organizations both directly and indirectly, as they provide both opportunities and threats for new business. fru gal factorsEconomic condition are related to political and government policies .Due to instability in ground ,inflation, unemployment ,no one company dont want to invest his money in the country .economy rate is going down and down every day. As a new milk company Haleeb foods will help the country to decrease unemployment by giving jobs to unemployed.Social factorsthe socio cultural environment summarizes the demand and taste . Many U.K citizens are practicing healthier lifestyles. This has affected the alcoholic beverage industry in that many are switching to diet colas and FLAVOURED MILK instead of beer and other alcoholic beverages. Also, time management has increased and is at approximately 43% of all households. The need for healthy products are in important in the average day-to-day life. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity.Technological factorsThe effectiveness of companys advertising, marketing and promotional programs. The new technology of internet and television which use special cause for advertising through media. They make some products look attractive. This helps in selling of the products. This advertising makes the product attractive. This technology is being used in media to sell their products.8.5.2-SWOT AnalysisStrengths1. Strong management system2. Effective internal communication system3. Efficient use of resources4. Employees empowerment5. Diverse work force6. Innovations7-Taste,nutritious,hygienic,packagingWeaknesses1. Less market share2. Limited knowledge of customers3.