aop hfl f2010-11final

8/8/2019 Aop Hfl f2010-11final

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Market Testimony of Haleeb


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The Delve Into Haleeb

Market Testimony of Haleeb


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The Delve Manner

Sampling

Identical sized samples from 3 different A classTerritory of Lahore

Territory were glowing swell to ensure arbitrarilydistributed sample to represent the population

150 Retailer and 150 consumer assessment


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The Delve Manner

Assessment Method

360 Degree assessment

One preferred territory visited per day

Single environ arbitrarily elected from that territory

150 consumer and 140 retailer were made to fill thequestionnaire by verbally inquired them questions


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Retailer Cram


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Objective

Supply Problems

Most Company Schemes Expiry Problems

Word Of Mouth About Haleeb Foods Ltd

Maximum Sales Of Brands

Relations Between Retailer & Distributers


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Most demanded milk brand at retail


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Nestle

Protracted enterprised brand illustration

Tremendous circulation and distribution

Retail Schemes


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Olpers

Belligerent spirit marketing

Retailer schemes


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Good Milk

Maximum profit for retailer

Retailer schemes


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Availability Report

0

10

20

30

40

50

60

70

80

90

100

1 H QT 1 H QT 1 H QT 1 H QT

Haleeb Nestle Olpers Good Milk

Not Available

Available


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Best scheme vacant to retailer


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Best scheme vacant to retailer

Correspondence of higher demand

Higher sales volumes to schemes can be drawn Haleeb gave superior schemes in the ancient times

Nestle has been consistent with their schemes

Some offering schemes in Nestle & Haleeb

Extra boxes on cardboard box

discount on bulk purchase

Prize on good displayed

Olpers expanding there business by prize onGood displayed.


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Maximum Sale

Big players like Nestle and Olpers are aggressively working inthe field


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Perception About Haleeb Food


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Relation With Haleeb Distributor


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Order Booking & Delivery Problem


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Supply problem


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Problem of Stock Return


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Retailers Comments

Stock out

People are buying Haleeb for taste

No company van or agent visit residential area of

defense

In some areas Haleeb got maximum sales


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Consumer cram


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Objective

Identify consumers needs

Brand awareness and recognition Increase efficiency of our brand

Availability of brand

Milk consumption

Check & increase familiarity of the brand


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Consumer Demographic segmentation

Male 20%

Female 80% Average age 35 year

Average income 50000 --- 70000

Targeted Areas

1:Defense

2:Model Town

3:Gulburg

Mostly mothers and House wives


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Milk Usage

Usage/Application


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Usage/Application

Top Of Mind


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Top Of Mind

Functional Perception


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Functional Perception

Haleeb Identification on shelves


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Haleeb Identification on shelves

Brand Preference


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Brand Preference

Purchase Attribute


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Purchase Attribute


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Milk brand and competition

Tow broad categories of milk

73% of respondents use fresh milk

27% use UHT Treated boxed milk for Drinking andtea making

Top 3 milk brands

i. Nestle Milk pack

ii. Olpers

iii.Haleeb

Suggested changed in Haleeb by


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Suggested changed in Haleeb bycustomers

Make the packaging like imported milk

Improve the quality Make some advertisement

Taste was not good but now better

Should be creamy and tasty

Make the attractive packaging

Bigger packaging


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Action plan for Haleeb

Lahore Territory

Defense

Model Town

Gulberg

Number of customer =150

Number of retail survey=140


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aop hfl f2010-11final

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