The History Of Haleeb Foods Marketing Essay

The History Of Haleeb Foods Marketing Essay Haleeb milk was the market leader in the dairy industry, in order for Haleeb to regain its market share they need to emphasize on, and create consumer awareness and differentiate from other milk products. Haleeb since it originally started has been using the same packaging, which has not been helpful in creating a positive perception in consumers minds. Haleeb needs to revamp its packaging in a fresh way keeping consumer wants and perceptions in mind. Companies change their overall look of products or launch new products to keep up with the fast paced changing market. Haleeb needs to get out of its comfort zone and relaunch its milk products with a fresh new look, using innovative advertising, fancier logos, and better packaging. Haleeb is dependent on Tetra Pak for the packaging of its entire dairy product line. Tetra Pak is the only option available to Haleeb and other milk providers for packaging because they have monopoly over the packaging sector in Pakistan. This gives Tetra Pa k a bargaining power of suppliers. Consumers perceptions and price differentials can cause a threat for the company. Loose milk is cheaper than packaged milk, this is one of the reasons why people prefer loose milk from local dud walas over packaged milk products. This is one of the barriers cutting into Haleeb milks profit margins. Haleeb needs a new design, a new innovative logo and a brand new package shape. The best option would be tetra pack carton with a removable and screwed top which can be open easily and is easy to use and dispose off. The color can also be changed, color is its personality and needs as new fresh look. An option is to have different colors for 3 different categories of milk, whole milk, 1% fat, and 2 %fat, an interesting bold logo and a change in carton shape. The screw top will be a hit as Prema has an attractive packaging as well. Here are some of the ways Haleeb will increase their market share. Promotion is very important as at this point Haleeb has no t promoted itself in the past few years. According to the surveys, consumers are influenced most by TVCs followed by street advertisement and lastly by publicity and public relations. The reason why sales decreased was because of bad word of mouth and highly negative publicity. Haleeb will now design a drastic promotion portfolio and through its diversity, gain a higher market share. Competitor Analysis The brand competition for Haleeb milk includes all those milk brands which are in direct competition with Haleeb. Haleeb is competing with three (3) major competitors in the market. Nestle Olpers Good Milk All these competitors are in direct competition with Haleeb. Haleeb has to compete with all of these. Its competitors have made a strong place in the market by using different competitive strategies i.e. advertising, marketing and different promotions.In order to compete with the competitors, it has to focus on marketing, advertisement and promotions of its product. Haleeb should provide higher quality than its competitors to sustain in the market. It should also focus on competitive strategies that its competitors are using. Its competitors mainly focus on advertisement. For example, Nestle MilkPak has been advertising its product in the market by using the slogan, Nestle MilkPak Banaye Mazboot Gharana. Similarly Olpers has been advertising its product using slogan, Subha Bakhair Zindagi And Good Milk has also created its goodwill by advertising in the past using slogan, Roz Roz Good Milk Piya Karo. Haleeb should advertise its product through the marketing and communication channels and use different promotional campaigns to attract the consumers and to compete with its competitors. It should create awareness in the consumers minds and in order to compete with its competitors that its milk is not only for making tea, it is also for drinking purposes. The Unique Selling Point (USP) of the Haleeb milk is that it is the thickest, purest and high quality milk available in the market packed in the hygienic and safe packing. And it is best for making tea and coffee. Haleeb does not compromise on quality. For Haleeb, quality is everything. The quality of Haleeb milk is the motivational factor for the consumers that will lead the consumers to switch their preferences and motivate them to try Haleeb milk. Marketing Strategies Product Haleeb Milk is available in all four sizes. i.e. 250 ml, 500 ml, 1 liter and 1.5 liter. For Haleeb Milk, the quality is everything. It is the thickest and purest milk available in the market that is packed in Tetra Packs. The packaging of the product is innovative as compared to the competitors because it has a twisted cap which can be closed after the seal packing is removed. So that it will remain safe from germs and bacteria. While the others milk brands has not the twisted cap packaging of their milk product. Price The price of the product set according to the competitors prices. The cost is tried to make less and less and the price is set at the market penetration strategy. The prices for all the four different size packs are as follows: 250 ml -Rs. 500 ml -Rs. 1 Liter -Rs. 1.5 Liter Rs. Place Haleeb Milk is targeting the mass market so the distribution of the milk is set as it is a convenience good so it is provided at maximum stores. Distribution network includes distributors, whole sellers and retailers. It will make sure that the product is available on all the big and major stores. i.e big departmental stores, bakery stores and small khokhaas. Promotion The product will be promoting through advertising and communication channels. Newspapers, billboards, radio and television commercials will be used for advertising the product. Television channel is the main medium that is most actively being utilized by the companies for the advertisement of their products. And television commercials are the only medium which can contact every one if their television is turned on. So the television commercials will be used to create awareness among consumers regarding the product. Different promotional activities and promotional campaigns will be used to promote the product. For example, if a consumer buys a complete carton then the consumer will be given 10% discount. Positioning Positioning is the only way through which a company can increase the functionality of its product and can portray it as a more useful product. Haleeb will position its product by its attribute and by its usage. Haleeb will position itself not only a tea making milk but also used for drinking purpose and for making sweet dish as well. It will make the perception in the consumers minds that it will fulfill their all requirements regarding milk whether it will be for drinking, for making tea and coffee or for other kitchen purposes. i.e. cooking and making sweet dishes. It will position itself as a thickest and purest milk brand available in the market. So whenever the consumers think of the purest and thickest milk, they will recall Haleeb Milk and it will affect their purchase decision and consumers will prefer to purchase Haleeb Milk as compared to other brands milk available in the market.

Organizing, Researching, and Illustrating your Materials Essay

1. Last month, four clients complained the Roanoke Branch due to low quality of work produced. 2. Three months ago, Roanoke Branch’s Art Director and Account Executive left the agency. Also, three graphic designers and four copywriters wanted to quit due to internal problems. 3. The branch accepts new clients without any form of evaluation that may affect new accounts of the workload that the branch produces. 4. The administrative group is being insensitive to the needs of its employees in terms of their benefits and good performance. The branch became focus on the internal problem of the company that manifest within their production of work. Facts and Causes: The administrative group us being insensitive to the needs of its employees in terms of their benefits and good performance. †¢ As what Mr. Forest said in his elaboration of the internal problem of the branch, some of the employees (especially those who are the branch’s best producers) left the company. †¢ Based on the surveys that were conducted, the employees were not given good benefits and opportunities once they have good performance. †¢ The most important thing in the company is profit and not on how to manage both employees and clients. Impact and Effects: Because of the company’s insensitivity to the needs of its employees, the quality of the production declined from 89% to 63% quarterly. It was seen in the survey that the employees could not have their good performances due to internal problem of the company that caused them trouble in both professional and financial problems. In terms of professional problems the case increases to 78% this year from 43% last year. When it comes to financial problems, the annual production went down to $167,000 in 2006 from $256,000 in 2005. Because of this, both professional and financial stability are having trouble due to employee and client production and communication. Solutions: 1. The administration must conduct a new philosophy when it comes to their employees’ needs and benefits because the company lives because of the employees who produce the works. 2. There must be a quarterly reviews and inspections in order to discuss the situation and problems of the company so that it could solve the problem immediately. 3. The administration should also provide any liable agreements and justifications to any form of action that they wanted to do especially if it could affect their employees to avoid circumstances and misunderstandings between them and their employees. Illustration The probable illustration that can be use in this research is table in order to compare and contrast the difference of production and cost of production from the recent years to the present year along with the employees’ performance and circulation. Work Cited Robert G. Turner. Organizing, Researching, and Illustrating your Material.

Brompton Bicycles

LB160 TMA01 Brompton Bicycles under achieving The new management must move quickly to increase sales and boost profits. New managing director, Will Butler-Adams is concerned that the slow production time is failing to keep up with demand and is damaging brand name. The company is currently going through a management and production change and is hoping to triple output and market growth. Although Trademark patents have expired the fundamental design has copyright protection. The prominent threat from low-wage Taiwanese competitors, and low priced bikes could prevent future growth.Prices are determined by the cost of raw materials, brand image and the need to retain profit margins. Retaining the highly trained staff and controlling the quality of the product sold is essential for maintaining the brand image. The company’s founder, inventor Andrew Ritchie is concerned that quality may be compromised. Brompton Bicycles are not interested the mass production of their bike. Their pr oducts are manufactured in their London factory by well established and highly trained staff.They have a handful of retail shops in the USA. However, they have no intention of increasing the number of outlets to maintain the strong brand image. The company must adopt a new overseas sales strategy that will allow the company to meet exacting demands. A new media driven publicity drive should be implemented to bring the product to a new customer base. A cost analysis for new sponsorships for bike racing events should be evaluated that would raise the product profile. (Words 251)

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