The Product HALEEB Milk, Consumers everywhere know that only Haleeb Milk makes the best tea

ever because of its thickness. Haleeb is pasteurized, homogenized, and standardized pure UHT milk of the highest standard with 3.5% fats and 8.9% solid non fats. It is Haleeb Foods premier brand, and the choice of quality-conscious consumers who only go for the best. Packed in easy to open, 6-layered Tetra Pak Brick Aseptic packaging, it comes with a 3 months shelf life. It is very important to know the perceptions of the consumers about an ideal milk or Khaaliss doodh in Urdu.

The Company

HALEEB FOOD Haleeb Foods was established in 1986 and its first product was Haleeb milk. It is Pakistans fastest growing packages food company. It has three product categories namely: dairy products, juices and UHT milk. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Paks novel packaging formats. Haleeb Foods has segmented its product portfolio in three leading brands including Haleeb, Candia and Tropico. Haleeb has progressively diversified from UHT milk to other product categories as well. These product line extensions include Haleeb Butter, Haleeb Yoghurt, Haleeb Cream, Haleeb Labban (Drinking Yoghurt), Haleeb Asli Desi Ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (Skimmed Milk), Haleeb Nrish Full Cream Powder Milk and Haleeb Good Day Pure Juices. Haleeb Foods has one of the largest nation-wide distribution networks delivering high quality products, even in the remote areas of Pakistan. With a network of +1100 distributors, the company ensures that product range is available in all the urban and semi urban areas of Pakistan. Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states. Pakistan is the world's fourth-largest milk producer, and Asia's second-largest, behind India, with dairy as one of the fastest growing sectors of the country. The milk economy represents 27.7% of the total value of the agriculture sector. Haleeb Foods Ltd is the largest Dairy Processing Company in Pakistan. It is the first dairy unit to acquire ISO-9002, HACCP and ISO-14000 certification. Haleeb Foods is committed to satisfy its consumers with wholesome and healthy food products of the highest international standards. Their mission is to Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing stake holders' value.

Marketing Strategy Haleeb milk uses the differentiation strategy to make its presence known in the heavily competitive tetra pack milk market. HALEEB Milk advertise its self taking advantage of this consumer insight of our people, they say HALEEB Garha Jo Hae, it stresses on its attribute of being thick, which is called Gara in Urdu. Haleeb milk, a name originated from the organization itself. This entails the credibility of the product when consumers are able to relate the brand with its firm. Haleeb milks logo is a daisy flower that suits the blue and white packaging. The daisy symbolizes the brand personality traits. The main slogan for Haleeb Milk has always been the thickest milk displayed on packages, print or broadcast media, however recently their new TVC has been using a different slogan of gehra rishta which has now not been effective on other brand elements. Hence their primary slogan is of thickest milk The packaging of Haleeb is in dark blue, white and green format containing the logo and slogan; however Haleeb never owned the color blue just like Olpers are now in a way being recognized by its red packaging. Haleebs packaging is based on tetra pack form that facilitates product transportation and protection and aids product consumption. The Marketing Environment for Packaged Milk When we talk about milk as a category then the first thoughts that come into our as a consumer is of a diet supplement which is essential to the growing and health needs of our family, such as the growing needs of the kids, strengthening teeth and bones etc. Milk has always been an important ingredient of both the rural and urban life styles in Pakistan. However there is a huge difference in the quality of the open and packaged milk and therefore, there is growing difference between the purchase of the open and packaged milk in both the urban and rural areas. If we take the consumption pattern in Karachi only for the milk by types then we will notice that loose milk has the highest percentage of usage that is 90 %. However these patterns have been changing rapidly in the urban areas of Pakistan where the highest percentage of packaged milk is now preferred.

Milk is usually used for the purpose of making tea and drinking. Other usages include the making up of deserts, sweets, milk shakes and so on. Changes patterns suggest that now 64% of the households use any packaged/branded liquid milk and has led to an increased penetration of packaged milk segment and branded liquid segment. However the powder milk category seems to shrinking as compare to the previous years. If we look at the competitive environment faced by Haleeb then we will notice big names in direct competition such as Olpers, Nestle Milk Pak, Nurpur, Goodmilk and Nirala milk. Major Competitors There are two major competitors in the packaged milk market: 1. Milk Pack 2. Olpers

Milk Pack Milk Pack is a Nestle product and the current market leader in the packaged milk market, milk pack could rightfully be considered a cash cow with a 60% market share. Milk pack has a large market following but recently during the past few years milk packs market has been penetrated by Olpers, which has been able to cover 27% of the market. Milk pack has a unique taste which has enabled it to obtain many brand loyal consumers. Milk pack offers high quality milk, the brand also has the Nestle company name attached with it which ensures superior quality. Being a cash cow milk pack is not heavily advertised. Milk Pak, consumers think of it as a decent. Strict standard product with values, sometimes perceived as a villager.

Olpers A new entrant in the market, which has successfully penetrated the packaged milk market with heavy advertising the Olpers brand from Engro is the second most preferred commodity in the market the product has been able to cover 27% of the market and has turned out to be a threat to both Milk pack and Haleeb. Olpers consumers associate terms like hot, young, stylish, fashionable, and trendy. Glamorous, celebrity, top class and so on. In fact many think that its too arrogant to be a brand.

What Haleeb offers As far as Haleeb is concerned, its old but overall holds a legacy with strong roots and the best of its times. Haleeb has usually been associated with the term DAISEE due to its image and communication style with its target market. Plus the word CHAUDHRY foods in past has also contributed to its image as of DAISEE. Even after its re-launch and introduction of the new campaign of Haleeb Milk by Zeba and Shan, the image Haleeb holds has not been changed much; they have shown a wedding themes in the Ads with the concept of family values. Initially at its times Haleebs television campaign consisted of a catchy jingle that focused on its core benefit of being the thickest milk that makes the best cup of tea. This jingle created as well as enhanced the brand awareness among consumers. Recently their new jingle as shown in the TVC is yeh pyaar key rishtay umer bhar ke liye (life long relationship of love) touches the emotional aspect of the brand appeal. A picture of an idealized user was set where a mother was seen as loving and caring when she made tea for her husband and in laws and milk for the children. This resulted in the message of a healthy lifestyle as well as developing strong family and living bonds; Garhay Rishtay.

Characteristics Affecting Consumer Behavior Following are some characteristics affecting consumer behavior towards the product these include both positive and negative points: 1. Culture: Although Haleeb pays great importance to culture as it could be seen in its advertisement which emphasize on family values and bonds but other major brands like Olpers and Milk pack have greatly emphasized on this factor and via mass marketing been able to capture most of the market, where as Haleeb fell short in advertisement as compared to its competitors. 2. Social Class: Marketing research suggests that Haleeb is mostly preferred in middle class households where as upper class households prefer Milk pack and Olpers.

3. Personal Factors: A. Age and life cycle stage: Haleeb is preferred by people who are aged from 55 and onwards, Haleeb hence does not have a vast youth following.

B. Occupation: People currently middle class or white collar working prefers Haleeb in their households. The Buying Decision Behavior Haleeb holds the variety seeking buying behavior; consumers undertake variety seeking buying behavior in situations characterized by low consumer involvement but significant perceived brand differences. In such cases consumers often do a lot of brand switching. As when buying milk the consumer may hold some beliefs choose a milk brand, and then evaluate the brand during consumption.

The Buyer Decision Process This holds five stages: 1. Need recognition: The consumer realizes his or her need for the commodity in this case milk, for example an advertisement which emphasizes on the need for milk and how it is important for health might trigger its need. 2. Information Search: The consumer might further research the importance of the commodity to him and check for its availability. Hence consumer will pay more attention to advertisement and see what their friends are using, etc. 3. Evaluation of alternative: Consumers will see all the brands existing in the market and assess them according to their need. In this case the consumers will evaluate the various brands in the packaged milk market.

4. Purchase decision: The consumers decide on which product suits them most for example some consumers will go for Haleeb while others would go for milk pack and Olpers.

5. Post-purchase performance; This is a comparison between how the consumer perceived the commodity to be like and how the commodity really turned out to be the consumer could either be pleased or unhappy accordingly with this comparison.