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Marketing New Product Launch
Marketing New Product Launch
Project:
New Product Development
Submitted to:
Sir Faheem Athar Haqani
Presented by
Group (F)
Class:
MBA 1st (Section A)
University of Sargodha
2
Table of Contents
Executive summary 04
Company 05
o Company profile 05
o International certifications 05
o History 06
o International businesses 06
o Vision statement 07
o Mission statement 07
o Quality policy 08
o Company’s value 08
o Address 08
o Location 09
SWOT analysis 10
o Strengths 10
o Weaknesses 10
o Opportunities 10
o Threats 11
o Conclusion of marketing environment 11
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Product 12
o Brand name 12
o Slogan 12
o Purpose 12
o Features 12
o Benefits 13
o Objectives 13
Marketing mix strategy 14
o Segmentation 14
o Target marketing 14
o Differentiation 15
o Positioning 15
Competitor’s strategy 16
Company’s strategy 16
o Size 16
o Color 17
o Packaging 17
o Price 17
Action plan 20
o Placement 20
o Promotional activities 20
o Market survey 22
4
Executive summary
T his project is about new product development by Haleeb Foods Ltd. Haleeb Foods
has the distinction of being the first company in Pakistan to use Tetra Pak’s novel
packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). 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, cardamom flavored tea whitener, Candia milk,
packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural
fruit juice, free of added sugar, artificial flavors and preservatives.
Now Haleeb Foods Ltd has developed a new product in the market that is a pine apple
juice named as “REFRESHER JUICE”.
For this purpose first we have conducted the SWOT analysis of company to see the
company’s 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 colleges and
universities that belong to middle class family.
We have also paid special attention to the packaging, color and price of the product. We
have decided to place the product in all the markets of Punjab especially in the canteens of
colleges and universities.
We will promote our product through electronic media, print media, cable, 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.
5
Company
Haleeb Foods Ltd
Company profile:
Building 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 food categories with a very strong portfolio, consisting of leading national
and international brands – Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good
Day. 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.
Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Pak’s novel
packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). 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, cardamom flavored tea whitener, Candia milk, packed in distinctive food
grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added
sugar, artificial flavors and preservatives.
All this and more makes Haleeb Foods Pakistan’s number 1 and fastest growing packaged Food
Company. As of fiscal 2006, its annual turnover is Rs. 9 Billion.
International certifications:
Haleeb Foods’ products are made with great care, and marked with our quality seal of
recognition. We are the only dairy company in Pakistan that undertakes 21 rigorous quality
control tests on every portion of the milk collected by our teams. These internationally
recognized tests are used to check for: a) adulteration, b) microbiological contamination and c)
adequacy of nutritional contents. All processes, from preparation to quality assurance to
packaging, are undertaken employing state-of-the-art technology and equipment. Therefore,
we take great pride in the fact that Haleeb Foods is the only food company in Pakistan that has
the following international certifications of quality and prestige:
Company’s history:
Haleeb Foods was established in 1986 and its first product was Haleeb milk. Since then,
it has continued to provide quality products to its consumers with product and packaging
innovations. Other products and their dates of launch are as follows:
2003 Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt, Haleeb Lassi Drink
2004 Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia Candy'Up Flavored Milk
Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good
2005
Day(Mix Fruit, Red Grapes, Mango Pineapple)
2006 Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar
Haleeb Foods is Pakistan’s number 1 and fastest growing packaged Food Company. As of fiscal
2006, its annual turnover is Rs.9 Billion. Recently, Haleeb Foods has built yet another plant in
Rahim Yar Khan whose purpose is to provide Haleeb quality products to maximum number of
consumers.
International businesses:
W e have heritage of delivering tasty brands namely in Middle East, North Africa, Central
Asia, Europe, USA and South Asia.
With the basic ingredient of imagination, creativity and our core values the R&D, is in a
consistent effort to turn ideas into delicious products.
With immense national branding triumph, the company opened its wings to international
spheres; introducing rich eastern heritage of tastes to the world!
We have a diverse range of Beverages, Dairy products, UHT milk range and dry milk.
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For UAE:-
Haleeb Foods Ltd.
Z 2 – 16 Saif Zone, P.O Box 8065 Sharjah – UAE
Contact # 00971 6 5574363
Fax # 00971 6 5574364
Email: mena@haleebfoods.com
For China:-
Haleeb Foods Ltd.
16 Floor, Ya Hong Plaza No. 317 Jie Fang South Road Urumqi – Xinjiang China.
Contact # 00861399241447
Fax # 00991 5842444
Email: china@haleebfoods.com
Vision statement:
Most Innovative and fastest growing food company offering products enjoyed in "every
home every day"
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.
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Quality policy:
1. Build branded food business to improve quality of life by offering tasty, sage,
hygienically processed, affordable, highly nutritional food products through
environment friendly processes to our customers while maximizing stake holders' value.
2. Meet the requirement of all relevant legislation and regulation related to consumer
satisfaction & safety, environment and other applicable laws etc.
3. To prevent pollution through controlling levels of harmful emission, effluents and other
wastes.
6. Provide all the necessary resources for the continual improvement in quality, safety of
our products, processes and environment.
Company’s value:
Enterprise
Empowerment
Accountability
Trust
Teamwork
Address:
Registered head office
Lahore,
9
Pakistan.
E-mail: info@haleebfoods.com
Location:
10
SWOT Analysis
Strengths:
4. Employees empowerment
6. Innovations
Weaknesses:
5. Limited resources
Opportunities:
Threats:
2. Uncertain future
6. Strong competitors
overall environment is not much in favor of new firms. Because of semi-democratic ruling and the
presence of well established competitors holding major part of the market, it seems very difficult for a
Product
Now Haleeb Foods Ltd is launching a new PINE APPLE JUICE in the market named as
“REFRESHER JUICE”
Brand name:
“REFRESHER”
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Slogan:
“REFRESHING LIFE”
Purpose:
The purpose of launching the refresher juice is to give a new taste to the people who are
drinking almost every juice available in the market. We want to provide a fresh juice to the
people so that they become refresh and healthy.
Features:
Following are some of the features of our product:
Benefits:
14
Following are the additional benefits which are offered to the customers to give them
value:
If you purchase a small crate of juice then you will able to participate in lucky draw and you can
LG KG 288
DVD system
Rs.5000
Objectives:
To increase market share
To increase profit
Segmentation:
Density
15
Age
Gender
Income
Family size
Occupation
Education
Social classes
Life style
Personality
Benefits
Targeting:
Young
Differentiation:
16
New taste
Effective distribution
Positioning:
We 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.
Competitor’s strategy
Our competitors have a good market share because they are adapting following
strategies:
Less prices
Effective promotion
Intensive distribution
Quality products
Customers research
Attractive packaging
17
Company’s strategy
Size:
On the basis of product sizes of competitors and information obtained from survey, we
have decided to introduce our product in the market in the following size:
250 gm
Color:
As for as the colors are concerned, most of the people have showed their interest in
bright colors without naming a particular color, but majority of people have agreed on the
Blue
Red
Orange
Purple
White
Packing:
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Product units are packed in a 6-layered Tetra Pack Brick Aseptic Packaging.
Price:
Every marketing activity including pricing should be directed towards a goal. Thus one
should decide on its pricing objectives before determining the price itself.
Pricing Objectives:
Profit Oriented
To maximize profit
Sales Oriented
Status -Oriented
To stabilize prices
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To meet competition
We have decided to enter in the market by focusing on Sales Oriented objectives and
The total per unit price for the 250mg pack that we will offer is as follows:
Electricity Rs.2
Miscellaneous Rs.4
Profit Rs.7
In accordance to our strategy we have decided to offer the product to customers at the
price of Rs.22. The price is very much compatible and the offer is substantial enough to attract
Action plan
Placement:
We have decided to place the product in all the major and minor markets as well as in
the canteens of colleges and universities of Punjab. We have decided to acquire the services of
large and organized distribution network of Punjab.
Promotion:
21
Effective promotion paws the way for the product’s success. There are many different
ways through which we can promote our product. We have planned a very wide promotion
strategy that covers almost every part of the society. We have also paid serious attention to the
span of intensive promotion in the initial stages. We have supported our promotional strategy
with the use of electronic media, print media, internet and other sources and also with the help
of some schemes such as lucky draws. Our promotion strategy in detail is as follows:
Television channels
Geo news
Express news
Aaj TV
Indus TV
Star Plus
Cable ads
Newspapers
Don
Express
Jung
The News
Magazines
Akhbar-e-Jahan
Family
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Pamphlets
Banners
Sing boards
Prize scheme
Internet
Market Survey:
In order to learn weather people would like to buy or use our product, we have decided
to conduct a market survey. First of all we have designed a survey form that shows how we can
fulfill the requirements of the people. For this purpose we have surveyed different areas of
Yes No
Price
23
Labeling
Packing
Brand name
Blue
White
Red
Green
Yellow
Orange