Haleeb Dairy Queen Milk

1. RELAUNCH OF DEAD PRODUCT
HALEEB DAIRY QUEEN MILK

2. ABOUT THE COMPANY
• Haleeb Foods limited is one of those who have entered the
dairy industry of Pakistan and have posed serious threats to
well established firms like Nestle. It was incorporated in 1984
as a Public limited Company as Chaudhry Dairies Limited but
in 2004 its corporate name changed to Haleeb Foods Limited.
• It was established with the financial aid of PICIC (Pakistan
Industrial Credit and Investment Corporation) and ADBP
(Agricultural Development Bank of Pakistan). The head office
is situated at 135 Ferozepur Road; Lahore while the plant is
situated at 62 km Lahore-Multan Road, Bhai Pheru.
• Haleeb Foods has the distinction of being the first company in
Pakistan to use Tetra Pak’s novel packaging formats, Tetra
Brick Aspetic (TBA) and Tetra Fino Aseptic(TFA).
2

3. MISSION STATEMENT:
“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”
COMPANY’S VISION:
Most Innovative and fastest growing food company offering
products enjoyed in "every home every day"
3

4. INTERNATIONAL CERTIFICATIONS:
HACCP (in process controls for
safer products)
ISO 9002 (better quality for
greater customer satisfaction)
ISO 14000 (environment-
friendly operations)
4

5. VALUES OF THE COMPANY
• Enterprise
• Empowerment
• Accountability
• Trust
• Teamwork
5

6. PRODUCTS OF HALEEB
6

7. 7

8. HALEEB DAIRY QUEEN MILK
8

9. PRODUCT ATTRIBUTES
Shelf life 2 months
Packaging 6 layered tetra pack packaging,
sac structured
Storage Refrigeration required
Availability 1000 ml
Taste Light milky taste/ all purpose
milk
9

10. REASONS OF FAILURE
• Unavailability of Dairy Queen in 500 ml and 250 ml(1/4 liter)
packs
• Inconvenient packaging initially which lead to customer
complaints and dissatisfaction.
• Confusion about tea making and drinking because they
launched with the same name.
• Lack of awareness amongst the majority of population about
the benefits of packed milk.
• Ineffective advertising campaign.
10

11. TVC OF DAIRY QUEEN
• Haleeb started the 'dairy queen' campaign, featuring
Zara Sheikh as Queen of some land.
• Then a housewife featuring Ayesha Khan appeared in
2nd scene (in front of Queen) who seem quite
worried about quality and price of milk.
• Then Queen introduced Dairy Queen as a solution of
her problem in such a way.
11

12. • Ab na hoge koe faryad. Hamari Saltanat ka Farm
Dekho, Is behtareen doodh ka ye munasib Daam
dekho.
• Then background voiceover: Haleeb ka Dairy Queen,
Muntakhib Farm ka Behtareen Doodh, Munfarid
Packing ke badolat Munasib Qeemat.
• Female Voiceover: Sehat aur bachat mile Behtareen,
Haleeb ka Dairy Queen (Jingle)
12

13. CONTROVERSY
The wrong decision they have made was that they
launched dairy queen as drinking and tea whitening
milk under the same name. They were failed to give
separate identity. That’s why consumers were
confused. Haleeb’s Tea max was also launched for
solely tea whitening purpose. So they must focus
dairy queen on purely drinking milk.
13

14. COMPETITORS
Olpers
Nestle Milk Pak
Dairy Omung
Good Milk
Loose Milk Shops
Powdered Milk
14

15. 15

16. PRICE COMPARISON OF DAIRY QUEEN
WITH OTHER BRANDS
QUANTITY
PRICE
DAIRY
QUEEN
(RUPEES)
NESTLE
(RUPEES)
OLPERS
(RUPEES)
GOOD
MILK
(RUPEES)
HALEEB
(RUPEES
)
LOOSE
MILK
(RUPEES
)
1 liter
/1000 ml
97 110 110 100 100 84
¼ liter
/250 ml
24 30 28 25 25 22
½ liter
/500 ml
52 60 - - 55 42
16

17. 17

18. SWOT ANALYSIS
STRENGHTS:
• Several international certifications.
• Using strong brand name “Haleeb” on Dairy Queen pack
• Very low price among all tetra pack
• Good will amongst the customers.
• New advertising strategy and increase in advertising budget.
• Strong distribution channel.
18

19. WEAKNESSES:
• Failure in the first attempt.
• Inconvenient packaging initially which lead to customer complaints and
dissatisfaction.
• Uncertainty about the future of Dairy Queen.
• Popularity of Haleeb and candia that is cannibalizing the sales of Dairy
Queen.
• Tea making an drinking milk under the one name dairy queen which
caused confusion.
• Unavailability of Dairy Queen in 1 liter and 1/4th liter packs.
• Lack of awareness amongst the majority of population about the
benefits of packed milk. 19

20. OPPORTUNITIES:
• Serving additional customer groups.
• Expanding to new geographic areas.
• Expanding product line.
• Take market share from rivals.
•
• Openings to extend brand name/image.
20

21. THREATS:
• Entry of potent new competitors.
• Heavy brand loyalty of consumers towards other brands.
• Slowing market growth because of Haleeb’s own
substitutes.
• Costly new regulations
• Reduced buyer needs for product.
21

22. RE-LAUNCH
DAIRY
QUEEN
22

23. RELAUNCH OBJECTIVE:
RELAUNCH PURPOSE:
• To redefine Dairy Queen image as purely drinking milk and mingle
the product with in families and relations.
PRODUCT:
• It has been observed that the Haleeb is already established brand,
so the product quality will be focused and taste would make
perfect.
BUSINESS TYPE:
• Pakistan based Manufacturers
• Importers
• Distributors
23

24. MARKETING MIX
24

25. TARGET MARKET AND
SEGMENTATION STRATEGY
Dairy Queen has identified large group within the
dairy market with similar wants, geographical
location and buying attitudes and has segmented the
market on the basis of geographic, demographics
and Psychographic of the consumers.
25

26. POSITIONING
• Dairy Queen is positioned as “Fresh and hygienic
drinking milk at a very reasonable price with new
convenient packaging”.
PRODUCT LINE
• Dairy Queen will be launched in 1/4th liter pack.
26

27. PRICE:
• Dairy Queen‘s price will be reasonable and below the
competitor’s prices.
DISTRIBUTION OUTLETS:
• We are going to increase the distribution of milk in
the remaining untapped retail outlets.
27

28. 28

29. Manufacturer
(Own Farms)
distributors
retailers
Sales promotion
officers
Final
consumer
29

30. GEOGRAPHIC:
Dairy Queen is targeting whole country.
• Urban
• Suburban
DEMOGRAPHICS:
• Dairy Queen will segment the market on the basis of
their income level, social class and age group.
30

31. SOCIAL CLASS:
• Upper lower class, working class, middle class and upper class with
particular emphasis on bread earners of the family (males) and decision
makers of household purchases (housewives)
• Income level:Rs10,000-25000, Rs26,000 and up
• Age groups: 10-20 years21 –30 years31-60 years65 and up
PSYCHOGRAPHICS SEGMENTATION:
• Dairy Queen will use value segmentation scheme. Dairy Queen will
providing best quality hygienic milk at an affordable price. Dairy Queen
will assure value to its consumers by delivering the best at a lowest price.
31

32. PATTERNS OF MARKET
SEGMENTATION:
Consumers in the market have clustered preferences.
The following are the preferences of consumers:
• For drinking purpose
• For tea making
• For cooking desserts and other items
32

33. PACKAGING
• Packaging is to be redesigned.
• Dark purple color is to be given to the product.
• Will not continue sac like packaging, will give a
whole new box like structure with nozzle for
convenience.
• Introduction of quarter pack.
33

34. COST:
• Cost is most effective difference to promote. Dairy Queen
Milk consumer market is very price sensitive while. There
are various brands available in the markets which are
higher in price. So we have decided to promote Dairy
Queen Milk on cost basis and has kept its costs
competitive with loose milk available in the market.
QUALITY:
• In this competitive era customers are quality conscious
Dairy Queen Milk will provide premium quality milk with
fresh taste which will communicate the Company’s
Positioning.
34

35. 35

36. SETTING THE ADVERTISING
OBJECTIVES
The advertising objectives must flow from prior
decisions on target market, market positioning,
and marketing mix. Advertising objectives can be
classified according to whether the company
aims is to inform, persuade, or remind
• Informative Advertising
• Persuasive advertising
• Reminder Advertising
36

37. CHOOSING ADVERTISING MESSAGE:
Advertising campaign vary in their creativity. The
creativity factor is more important than the number
of rupees spent. Advertising will go through four
stages to develop a creative strategy.
37

38. MESSAGE GENERATION
• The product benefit message should be decided as
part of developing the product concept. As Dairy
Queen is milk product, it will give the nutritional,
rational, sensory message to its customers, which
will appeal them to buy it.
SLOGAN
“Munasib Qeemat Doodh Behtareen Dairy Queen”
38

39. MESSAGE EXECUTION
• The message impact depends not only upon what is said
but also on how it is said. For executing the message
there will be different cohesive styles, tone, words and
format used.
a) EXECUTION STYLE:
• The advertisement of Dairy Queen Milk will be executed
with striking musical jingle, famous celebrities, showing
households and family gatherings as well as cows,
buffaloes and farm houses to give a natural image.
39

40. b) EXECUTION TONE:
The executed tone of the ad will be positive, interesting
and catchy towards Dairy Queen, however humor will be
avoided as it takes attention away from the message.
c) EXECUTION WORDS:
The memorable and attention-getting words will be used
in the advertising of Dairy Queen Milk,
(MUNASIB QEEMAT DOODH BEHTREEN, DAIRY
QUEEN……….) so that the consumers could remember
the ad
40

41. d) EXECUTION FORMAT:
TV advertisements will use attractive color
combinations (the background and
presentation) with appealing musical jingle.
Print ads will be using colorful pictures
(Familial bond and Dairy Farm) with product
packaging and its information.
41

42. DECIDING ON MEDIA TIMING:
• We will advertise Dairy Queen on TV thrice a day and
5 days a week in first three months. The ad will go on
air in the prime time broadcasting like Drama hours;
it will also be advertised daily in the mid break of
News Bulletin. Dairy Queen will also be advertised in
the sports matches like Cricket Matches, which has a
very large viewer ship.
DECIDING ON GEOGRAPHICAL ALLOCATION:
• We will advertise on a national level on all the
national radio and TV channels, national newspapers
and magazines.
42

43. SELECTION OF ADVERTISING
AGENCY:
• Advertising agency will be choose by analyzing
its previous track records and reputation,
what are their tariff rates advertising agency
should not have our competitors as their
clients after checking their portfolio they
would be asked to give a presentation for us.
43

44. 44

45. SUMMARY
CHANNEL MINUTES X RATE AMOUNT
HUM TV 45 x 2,00,000 90,00,000
ARY DIGITAL 45 x 2,56,500 1,154,500
GEO ENTERTAINMENT 35 x 2,20,000 77,00,000
EXPRESS ENTERTAINMENT 30 x 1,50,000 45,00,000
GEO NEWS 18 x 1,34,000 2,412,000
ARY NEWS 20 x 2,00,000 4,000,000
DUNYA NEWS 15 x 1,50,000 2,250,000
KTN ENTERTAINMENT 50 x 40,000 2,000,000
PTV BOLAN / ATV 35 x 1,00,000 3,500,000
PUNJAB TV 40 x 42,000 1,680,000
METRO ONE 120 x 80,000 9,600,000
TOTAL 47,796,500
TELEVISION CHANNELS SPENDING FOR 1 MONTH
45

46. CABLE TV:
• Budget of 07 Million has been estimated for
the coverage of small cities and few targeted
area of metropolis.
• All the movies and songs channels which are
highly watched among various age groups.
46

47. PUBLICATION SIZE POSITION COLOR/ B&W INSERTIONS AMOUNT
DAILY JANG 20cm X 3col. Page 2 Req. Color 07 7,000,000
DAWN 15cm X 4col. Metro 3 Color 05 5,000,000
DAILY EXPRESS 27cm X 4col. Front Page Color 04 3,000,000
THE NEWS 15cm X 4col. Back Page Color 03 2,500,000
EXPRESS
TRIBUNE
20cm x 3col. City Page Color 05 2,000,000
NAWA E WAQT 27cm X 4col Page 03 Color 03 1,000,000
JEHAN E
PAKISTAN
15cm x 4col Front Page Color 03 1,000,000
Gross Total
30 21,500,000
NEWSPAPER SPENDING FOR 1 MONTH
47

48. • FM RADIO: MONTH CAMPAIGN
– FM 105
– FM 103
– FM 107
– FM 101
– FM 100
Budget estimation 5 Million.
• HOARDING : Month Campaign with skins
– All major locations in Karachi, Lahore, Islamabad,
Faisalabad, Peshawar & Multan, size 60x20 for a month.
– Vertical Hoardings on Famous buildings
Budget estimation up to 15 Million.
48

49. BTL ACTIVITIES
• Trade Offers
• Stalls in bazaars and shopping malls
• Sport Activities
• Road shows
• Door to door free sampling
• Free glass and tea sachet
• Social Responsibilities events
• Stickers / Posters
• Mobile Hangers
• Shelf talkers
• Conferences
49

50. INTERNET
• Ads on websites
• Facebook page
• Twitter Thread
• Internet based survey
• Blogs
50

51. 51

52. Kulsoom, Wajeeha Azam,
Anum Khan
BS- Final Year
Mass Communication, KU