MARKETING RESEARCH

FINAL PROJECT

PRESENTED TO:

MISS. NAZISH RIZVI

PRESENTED BY:

HUMA ASGHAR F06B111

RAYASAT ALI F06B123
NABEEL FATIMA F06B125
M.WAQAS SADIQ F06B134
UZMA RAHMAN F06B138

1
MARKETING RESEARCH PROJECT

HALEEB FOODS PURE JUICES

January 7, 2010

Miss Nazish Rizvi

IBIT Department, University of Punjab, Lahore.

Subject: TRANASMITTAL OF PROJECT OF MARKETING RESEARCH ON HALEEB FOODS PURE JUICES

Respected Madam,

We are greatly pleased to submit this research report of Marketing

Research course, fall semester 2009, IBIT Department, University of Punjab. We would like to
state that we learned a lot about how to deal with marketing research practices and we were also
able to improve our research skills.

It was undoubtedly an unforgettable experience as we explored new horizons of information and

knowledge that shall be a great help in our future projects of Marketing.

In a nut-shell this report depicts and also defines some ways of utilizing our own resources for
our own benefit.

We are also thankful to the Director for assigning us ‘Marketing research’ course as we got the
opportunity to learn the real market phenomena’s after conducting various researches and got
practical insights that shall be real helpful in the future.

If you have any question or any suggestions regarding our project, please feel free to contact us
at Email id: nb_fatima@hotmail.com

Many regards,

Huma Asghar Bhalli F06b111

Riasat Ali F06b123

Nabeel Fatima F06b125

Waqas Sadiq F06b134

Uzma Rehman F06b138

EXECUTIVE SUMMERY

2
This project of marketing research is concerned with the pure juices of HALEEB FOODS. Our
objective is to know about the reason of low market acceptance of HALEEB FOODS pure juices
named as GOOD DAY as compared to its competitors like NESTLE or SHEZAN.

For this purpose our research team decided to conduct the marketing research on this
phenomenon so we could find out the exact reasons for this problem. For that purpose our
research team decided to adapt the latest marketing research tools and methodologies and
prepare a list of those important points which are necessary for the completion of our research
project.

1. Introduction.
2. Selection of project.
3. Research planning & procedure.
4. Research implementation.
5. Data analysis and calculations.
6. Research need.
7. Research impact.
8. Literature review.
9. Analysis of results.
10. Conclusion and recommendations.

The details of these steps described are given inside the report.

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 TABLE OF CONTENTS

S/R DESCRIPTION PAGE

NUMBER
1 INTRODUCTION 5
2 PROJECT SELECTION 6
3 LITERATURE REVIEW 6–8
4 BACKGROUND 9
5 OBJECTIVES OF THIS PROJECT 10
6 RESEARCH PLANNING & PROCEDURE 11
7 PRACTICAL IMPLEMENTATION 12 - 13
8 STATISTICAL RESULTS FROM SURVEY FORMS 14
9 SAMPLE SURVEY FORM 15 – 16
10 LIMITATIONS & CONSTRAINTS DURING PROJECT 17
11 STATISTICAL RESULTS 18
12 GENDER , OCCUPATION 19 – 20
13 AGE , PREFERRED BRAND 21 – 22
14 PREFERRED ATTRIBUTE 23 – 24
15 BRAND SWITCHING 24
16 RANKING OF FEATURES 25 – 26
17 AWARENESS ABOUT HFL PRODUCT LINE 27 – 28
18 AWARENESS ABOUT HFL PURE JUICES 29 – 30
19 IMAGE OF HFL IN THE RESPONDENTS EYE 31 – 32
20 RESPONDENTS SUGGESTIONS 33 – 34
21 EFFECT OF PROMOTIONAL STRATEGY 35 – 36
22 EFFECT OF IMMENSE DISTRIBUTION 37 – 38
23 EFFECT OF SOMEONE SUGGESTIONS 39 – 40
24 OVERALL RECOMMENDATIONS FOR HFL 41 – 42
25 APPENDIX

4
 INTRODUCTION
Haleeb Foods Limited is the largest dairy processing company in Pakistan with a burning passion
to take on the International market. In the clutter of multinational companies HFL has a
distinguished place. Building an excellent reputation over the years, Haleeb Foods continues to
be at the forefront of product and packaging innovation. 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.

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). 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.

Haleeb Good Day offers consumers a range of 100% pure juices, without any added sugar,
flavors or preservatives. For consumption absolutely anywhere and anytime, Good Day's four
premium juices (apple, red grape, orange, and fruit cocktail) give you the absolute delight in
taste, and revitalizes you at the same time.

Our marketing research is also on GOOD DAY Pure Juices. From the secondary data analysis
and market survey we are known that good day has been launched from the past 4-5 years but it
is not getting enough acceptances in the market of juices.

Other competitors, Nestle, Shezan, Fresher, Maza etc are on the boom and enjoying the
maximum market but good day is still not getting that acceptance in the market.

To gain insight of what exactly the problem accompanying with Haleeb foods GOOD DAY, we
had a marketing research on it to generate answers to our questions.

Our objective for conducting the research was to determine acceptability of GOOD DAY among
the consumers as compared to other competitors that could only be done through research
practices, as to determine the “cause “ against the problem is the real motive of the research.

PROJECT SELECTION:

5
We opted for this, as we thought that project is being in real need of the a marketing research
activity to take place the objective of the problem could only be achieved through a marketing
research practice

As a matter of fact, we already had some secondary data on GOOD DAY pure juice conducted
by our fellow mate during his internship time. It gave us some support to carry out the detailed
research activity on GOOD DAY. The data that is somewhat important for our research is
highlighted above:

LITERATURE REVIEW:
1- Socio cultural aspects & Market potential
In Pakistan according to the research 85% of juice is artificial flavored and 15% is a real one.
But the pure juices in a packed form also popular in Pakistan. Good Day of Haleeb Foods is the
same kind of juice which is pure in packed in a safe packaging so there is much potential for
pure juices in the market of Pakistan

2- Market analysis:
The total market size is approximately 6 million liters annually and in terms of money it is 360
million rupees.

70& share is approximately 250 ml of the overall market which makes 4.2 million liters.

Shezan juices = 50% 2.1 million

Nestle Share = 30% 1.26 million.

Others = 20% 0.84 million.

Market is increasing at the rate of 26%.

3- Product life cycle

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In the product life cycle stage we can say that the juices of Haleeb Foods will enter in the market
in which the products are in a Growth stage. This is the period of rapid market acceptance and
substation growth and profit improvement. Therefore we can say that there is a good potential for
the juices of Haleeb foods because of the changing trends of the customer towards pure juices.
Packed juice provides the customer that quality and taste which they desire.

4- Competitors analysis
Key players of the industry are.

1- NESTLE.

2- SHEZAN.

3- TOPS.

4- COUNTRY.

5- MAZA.

5- SWOT analysis
In SWOT analysis we will see the company’s strengths, weaknesses, opportunities & threats.

STRENGTH:
Brand name, market experience, strong distribution relationship with suppliers and brand
awareness are the strong points of the HFL.

WEAKNESSES:
Haleeb Foods is not using promotional activities as such airing on electronic media as they
should. They are doing advertising only on domestic level. They should go for the other
promotional programs and methods.

OPPORTUNITIES:
Market share, larger product line & increased market potential are the opportunities which could
be avail by the HFL.

THREATS:
Entry of international brand in pure juice market in Pakistan, Government taxes and Prices
increases of raw material are the main threats.

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 6- Marketing mix
The product available in the market but in only 1000ml packaging so there is a good opportunity
for the introduction of these juices in the 250ml packaging. Innovation is also much more
needed. When price comes it must be lower than its main competitors which are Nestle and
Shezan the price could be around 14 to 18 rupee. The product must be available at all places
where the clusters of target markets are available and also at those stores where the competitor’s
products are easily available. When promotion comes then the company must use advance
electronic media to create the brand image and its awareness in the eyes of its target customers.

7- Segmentation, Targeting & Consumer behavior:

in all theses areas they must consider the Demographics , Psychographics, Geographic, income
of the target market, trend of target market, Family size, age, social class, personalities, and there
behavior according to the environment.

If we see product segmentation then the 65% market is of tea, drinks and desserts.

BACKGROUND:
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under the
name of Chaudhry Dairies Limited and now it is known to be as Haleeb Foods Limited. Initially
150 people were employed at the plant. The production process started with UHT liquid milk.
The liquid milk was the first product launched in the market; it started its operation in 1985 at

8
that time 20 other dairy plants were also coming in. Haleeb Plant was the only plant based on the
latest technology and the basic idea behind that were particularly dairy foods products. Haleeb is
one brand that is toady known everywhere.

Its first brand in the market 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

YEAE ACCOMPLISHMENT
1997 Haleeb Asli Desi Ghee
1998 Haleeb Cream, Candia Skimz Milk Powder
1999 Candia Milk, Candia Skimz Liquid Milk
2000 Tropico Juice Drink, Haleeb Dairy Queen
2001 Haleeb N'rish Instant Full Cream Milk Powder
2002 Haleeb N'rish Fortified Instant Full Cream Milk Powder
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 Flavoured Milk
2005 Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, Haleeb Labban, Haleeb Good
Day(MixFruit, Red Grapes, Mango Pineapple)
2006 Haleeb Reshmi Pack, Candia Classic, Skimz Pouch, Tropico Nectar
2007 Haleeb Cheddar Cheese

Different products kept on coming and considerably increased it credibility in the market. Now
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’s quality products to maximum number of
consumers.

OBJECTIVES
We cannot derive objectives unless the problem is defined. So the first and foremost thing to
carry out any marketing activity requires development of the problem statement. Our marketing
research problem is defined as:

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 PROBLEM STATEMENT
Why Good Day has not been able to capture consumer’s acceptance as compared to all other
competitors?

The objectives can then be stated once the problem is identified.

OUR OBJECTIVES
Our objectives were set relatively to the problem we were pertained to i.e. determining
acceptance of GOOD DAY in the market against other competitors.

Getting all the information from the secondary data and using it for our research cannot be done.
We needed to go for a proper marketing research practice using all the tools of research so that
we can conclude to some result. The objectives we covered in our research were:

• Market analysis

• SWOT analysis

• To modify the Segmenting, Targeting and Consumer behavior practices.

• Re-modifying the Advertising plan

• Repositioning of the product if required.

• Enhancing sales promotion activities.

RESEARCH PLANNING AND PROCEDURES:

After some informational and instructive discussion with Miss Nazish regarding the research
plan, we came to devise a procedure for the practical implementation of this rough outline of the
project. The steps involved in the completion of this procedure were:

1- Information collection from all the related sources regarding pure juices to determine

10
 the market potential and competitor analysis
2- Type of marketing research used
3- Method used for conducting research
4- Sampling
5- Sample design
6- Questionnaire quality and design
7- focus group Interviews
8- Use of SPSS software

PRACTICAL IMPLEMENTAION:
1-Research need:
A proper research was needed for the collection of information regarding our project we tried to
get information from different sources.

2-Type of research:

11
We had done Descriptive Research to carry out the research activity. As the name implies
descriptive research is conducted to addresses the who, what, when, where and how questions.
As the problem was already defined so we did not do the exploratory research. Through
descriptive research we can get to know who will be our target market, what is their idea
perception, attitudes, beliefs, where are they geographically located and how they respond to
buying behaviors. this is just an example of why we opted for this research.

3- Research method:
We opted for survey research method as it typifies descriptive study. Moreover to determine the
real time insights from the consumer it’s a good option. Descriptive research can provide
diagnoses. It can seek to provide reasons for market outcomes and focuses specifically on the
beliefs and feelings consumers have about and toward competing brands. This also contributes to
our objective of study.

4- Sampling:
We opted for convenience sampling technique for our marketing research plan as time constraint
bounded us great. Moreover somewhat the sample bias can be slightly reduced through this
technique.

The target population was mostly the students ranging from 18-30 and some service people from
31-60.

5- Sample design:
The sample was designed in the form of a questionnaire which is termed as survey research
deign.

The questionnaire was made in accordance with the objectives we needed to meet. Their were
10-12 questions all pertaining to the objectives of our research and also considering the
positioning strategy of how to reposition our product in the eyes of the target and potential
customers.

6- Questionnaire quality and design:

The design of the questionnaire was very simple and easy to understand. There were mostly the
closed ended questions and 2-3 open ended questions. We were mostly inclined to the closed
ended so that the respondent feel at ease and does not have to think much and get irritated. 2 -3
open ended questions were also required to understand the respondent thinking, perception,
belief, idea about the product ,that was great help for us in the project further.

7-Focus group interviews:

12
We conducted a focus group interview to clarify our problem which was about the low
acceptance of Haleeb pure juice named as GOOD DAY as compared to its competitors in its
target customers. The focus group consisted of 8 university students who represent the young
generation and youth of Pakistan. Because they falls under the main target market for pure juices
in Pakistan. We set the setup for this focus group interview in the garden of IBIT to make the
environment pleasant and more comfortable for our participants so they can share their thoughts
with satisfaction and free mind.

13
STATISTICAL RESULTES FROMS SURVEY FORMS
SPSS software:
After conducting the survey , we gathered all the data and compiled it to enter it into the SPSS
Software. SPSS Software is used for coding editing, analyzing the data and implementing the
results. It uses various statistical tools like regression analysis, frequency distribution, t-test, chi-
square, ANOVA etc we have used most of them to conclude our findings in the more appropriate
and accurate form.

For the accurate understanding of the results which is concluded by our research team by using
the SPSS software we have to show the questionnaire in this report for our readers so they could
relate the results easily and accurately.

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 SURVEY ON CONSUMER ACCEPTABILTY TOWARDS
This survey is conducted by the research team of Institute of Business & Information
Technology Punjab University Lahore for the completion of their final project. In this survey we
would like you to give your answers on the consumption & acceptability towards pure juices of
different companies. Your answers will help us extremely in our research work.

GENDER: MALE FEMALE OCCUPATION: ___________________ AGE:

________

1. When it comes to pure juices what are the brand names that immediately come to your
mind. (write these names according to your preference & usage)
a.__________ b.__________ c.__________ d.__________ e.__________

2. Why did you prefer your currently selected brand over other brands?

a. Brand recognition b. Purity c. Taste/flavor d. Availability e. All above

3. If you are offered a product consisting of similar or improved attributes of what you
prefer the most will you switch to that brand?

a. Definitely yes b. Probably yes c. Probably no d. Definitely no

4. What do you think is the most important attribute when it comes to buying pure juices?
(Suppose you have to distribute 100 marks according to your preference).

a. Purity____ b. Price____ c. Taste____ d. Health/ nourishment____ e. Any other_____

5. Do you know about HALEEB foods and their diverse product lines?

a. Definitely yes b. Probably yes c. Probably no d. Definitely no

6. Do you know about HALEEB’s product line of pure juices?

a. Definitely yes b. Probably yes c. Probably no d. Definitely no

7. What is the credibility of HALEEB foods in your mind?

a. Very good b. Fairly good c. Neither good nor bad d. Not very good e. Poor

8. How can we enhance the image of GOOD DAY (HALEEB foods pure juice) in the eyes
of our customer?

a. Improved flavors b. Improved packaging c. 100% purity d. Low calorie

e. All are needed

f.__________________________________________________________________

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 9. If we go for free sampling or buy 1 get1 free techniques for promoting GOOD DAY will it
affect your buying behavior?

a. Very often b. often c. sometimes d. rarely e. never

10. If we go for a widespread advertising of good day will it positively influence your buying
behavior?

a. Very often b. often c. sometimes d. rarely e. never

11. If we go for a wide distribution of GOOD DAY will it positively influence your buying
behavior?

a. Very often b. often c. sometimes d. rarely e. never

12. If someone recommends you GOOD DAY will it positively influence your buying
behavior?

a. Very often b. often c. sometimes d. rarely e. never

THANK YOU! FOR YOUR PRECIOUS TIME.

LIMITATIONS:

16
Time constraint is the greatest limitation for our research team. We have to compile a huge
project in a very limited period.

The next problem is that we have to conduct our study in different regions of Pakistan but it is
not possible due to the limited resources.

Our research team also wants to conduct the separate research for different age groups and for
different occupations but it is also not possible due to limited resources and time schedule.

17
STATISTICAL RESULTS:
Now the results of different statistical techniques are given below. In these results mainly the
frequencies of different questions and cross tabulation to find out the relationship b/w two
questions. In these results cross tabulation is applied only with the gender relationship because
both age and occupation have the dominate features like “18-30” in age classification and
“student” in occupation but in gender both male and female have equal numbers.

GENDER:
RESPONDANT's GENDER.

Valid Cumulative
Frequency Percent Percent Percent
Vali male
25 50.0 50.0 50.0
d
female 25 50.0 50.0 100.0
Total 50 100.0 100.0

With the help of this table we could easily analyze that the number of total participants are 50
from which 25 are male and 25 are female. The numbers of male and female are equal so that the
research result could not be skewed to one side and we will be in a better condition to predict the
results from both sides point of view.

OCCUPATION:
RESPONDENT’S OCCUPATION.

Valid Cumulative
Frequency Percent Percent Percent
Valid student 48 96.0 96.0 96.0
service 2 4.0 4.0 100.0
Total 50 100.0 100.0

This table shows that we collect the sample mainly from students because out of 50 there are 48
students and only 2 respondents are from service side. We select the large number of students
because they fall under the main target market for the pure juices. So that’s why we have to act
according to their behavior and feelings.

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AGE:
RESPONDENT’S AGE.

Valid Cumulative
Frequency Percent Percent Percent
Valid 18-30 48 96.0 96.0 96.0
31-60 2 4.0 4.0 100.0
Total 50 100.0 100.0

Our respondents ages are mainly from the 18-30 which represents the young generation of
PAKISTAN and also the main target market for pure juices.

PREFERRED BRAND:
BRAND_PREFERENCE

Valid Cumulative
Frequency Percent Percent Percent
Valid NESTLE 22 44.0 44.0 44.0
SHEZAN 14 28.0 28.0 72.0
COUNTRY 5 10.0 10.0 82.0
MAZA 5 10.0 10.0 92.0
HALEEB 4 8.0 8.0 100.0
TOTAL 50 100.0 100.0

This frequency table shows that the NESTLE is the most preferred brand and SHEZAN comes
on the 2nd number while the HALEEB comes on the last.

Cross tabulation:
Respondent’s gender and brand preference

BRAND_PREFERENCE Total
nestle shezan country maza haleeb
Respondent’s male Count 14 7 1 1 2 25
gender. % within Respondent’s
gender. 56.0% 28.0% 4.0% 4.0% 8.0% 100.0%
female Count 8 7 4 4 2 25
% within Respondent’s
gender. 32.0% 28.0% 16.0% 16.0% 8.0% 100.0%
Total Count 22 14 5 5 4 50
% within Respondent’s
gender. 44.0% 28.0% 10.0% 10.0% 8.0% 100.0%

It means that the nestle is equally most popular among the male and female and Shezan comes
on the second number. You can see the percentages by yourself.

19
 BRAND_PREFERENCE

25

20
Frequency

15

10

0
nestle shezan country maza haleeb

BRAND_PREFERENCE

PREFERRED ATTRIBUTE:

20
 Most preferred attribute of that brand which is selected by the respondent’s.

Valid
Frequency Percent Percent Cumulative Percent
Valid Brand
9 18.0 18.0 18.0
recognition
purity 13 26.0 26.0 44.0
taste/flavor 24 48.0 48.0 92.0
availability 4 8.0 8.0 100.0
Total 50 100.0 100.0

Taste and flavor is the most selected attribute on 2nd number there is the purity of the juices and
as you can see the availability comes on the last.

Most prefered attribute of that brand which is selected by the respondant's.

25

20
Frequency

15

10

0
Brand recognation purity taste/flavor availability

Most prefered attribute of that brand which is selected by the respondant's.

Cross tabulation:

21
 Crosstab

Most preferred attribute of that brand which is selected

by the respondent’s. Total
Brand
recognition purity taste/flavor availability
Respondent’ male Count
5 9 11 0 25
s gender.
% within Respondent’s
gender. 20.0% 36.0% 44.0% .0% 100.0%
female Count 4 4 13 4 25
% within Respondent’s
gender. 16.0% 16.0% 52.0% 16.0% 100.0%
Total Count 9 13 24 4 50
% within Respondent’s
gender. 18.0% 26.0% 48.0% 8.0% 100.0%

As you can see the above described tables that the most preferred attribute among male and
female is taste and flavor and their percentages are also given.

BRAND SWITCHING:

22
 Respondent’s behavior about changing to other brands if provided with improved
attributes.

Frequenc Valid Cumulative

y Percent Percent Percent
Vali definitely yes 15 30.0 30.0 30.0
d probably yes 22 44.0 44.0 74.0
probably no 13 26.0 26.0 100.0
Total 50 100.0 100.0

Respondant's behaviour about changing to other brands if provided with

impoved attributes.

25

20
Frequency

15

10

0
definitely yes probably yes probably no

Respondant's behaviour about changing to other brands if provided with

impoved attributes.

Crosstab

Respondent’s behavior about changing to

other brands if provided with improved
attributes. Total

23
 definitely yes probably yes probably no
Respondent’s male Count 4 13 8 25
gender. % within Respondent’s
gender. 16.0% 52.0% 32.0% 100.0%
female Count 11 9 5 25
% within Respondent’s
gender. 44.0% 36.0% 20.0% 100.0%
Total Count 15 22 13 50
% within Respondent’s
gender. 30.0% 44.0% 26.0% 100.0%

Result:
According to this statistical test it is clear that female are totally agree to change their currently
selected bran while the males are not so much influenced but they are influenced to a great
extent. So if HALEEB FOODS try their best to make the best product it is possible to attract the
target market.

RANKING OF FEATURE:
This feature is not measured with statistical test. It is simply calculated and the ranking of
different attributes are given below.
1. Purity (4th)
2. Price (3rd)
3. Taste (1st)
nd
4. Health/ nourishment. (2 )
Result:
It is clear that the HALEEB FOODS must emphasize on the taste and health factor
of its product.

AWARENESS ABOUT HALEEB FOODS PRODUCT LINE:

Respondent’s awareness about Haleeb Foods product line.

Valid
Frequency Percent Percent Cumulative Percent
Vali definitely yes 2 4.0 4.0 4.0

24
 d probably yes 13 26.0 26.0 30.0
probably no 27 54.0 54.0 84.0
definitely no 8 16.0 16.0 100.0
Total 50 100.0 100.0

Respondant's awarness about Haleeb Foods product line.

30

25

20
Frequency

15

10

0
definitely yes probably yes probably no definitely no

Respondant's awarness about Haleeb Foods product line.

Crosstab

Respondent’s awareness about Haleeb Foods product

line.
definitely yes probably yes probably no definitely no Total
Respondent’s male Count 1 4 16 4 25
gender. % within Respondent’s
gender. 4.0% 16.0% 64.0% 16.0% 100.0%
female Count 1 9 11 4 25

25
 % within Respondent’s
gender. 4.0% 36.0% 44.0% 16.0% 100.0%
Total Count 2 13 27 8 50
% within Respondent’s
gender. 4.0% 26.0% 54.0% 16.0% 100.0%

Result:
It is clear from the above described tables that the awareness about the HALEEB FOODS
product line is low among the both male and female. So it is necessary for HALLEB FOODS to
adopt those methods through which they could advertise their products effectively.

AWARENESS ABOUT HALEEB FOODS PURE JUICES:

Respondent’s awareness about Haleeb Foods pure juices.

Frequenc Valid Cumulative

y Percent Percent Percent
Vali definitely yes 6 12.0 12.0 12.0
d probably yes 1 2.0 2.0 14.0
probably no 4 8.0 8.0 22.0
definitely no 39 78.0 78.0 100.0
Total 50 100.0 100.0

26
 Respondant's awarness about Haleeb Foods pure juices.

40

30
Frequency

20

10

0
definitely yes probably yes probably no definitely no

Respondant's awarness about Haleeb Foods pure juices.

Crosstab

Respondent’s awareness about Haleeb Foods pure

juices. Total
definitely yes probably yes probably no definitely no
Respondent’s male Count 0 1 2 22 25
gender. % within Respondent’s
gender. .0% 4.0% 8.0% 88.0% 100.0%

female Count 6 0 2 17 25
% within Respondent’s
gender. 24.0% .0% 8.0% 68.0% 100.0%

Total Count 6 1 4 39 50

27
 % within Respondent’s
gender. 12.0% 2.0% 8.0% 78.0% 100.0%

Result:
It is clear from the above described tables that the awareness about the HALEEB FOODS pure
juices is extremely low among the both male and female. So it is necessary for HALLEB FOODS
to adopt those methods through which they could advertise their products effectively

IMAGE OF HALEEB FOODS:

Image of Haleeb Foods in respondent’s mind

Valid Cumulative
Frequency Percent Percent Percent
Vali very good
3 6.0 6.0 6.0
d
fairly good 15 30.0 30.0 36.0
nether good nor bad 22 44.0 44.0 80.0
not very good 10 20.0 20.0 100.0
Total 50 100.0 100.0

28
 Image of Haleeb Foods in respondant's mind.

25

20
Frequency

15

10

0
very good fairly good nither good nor bad not very good

Image of Haleeb Foods in respondant's mind.

Crosstab:

Image of Haleeb Foods in respondent’s mind.

nether good
very good fairly good nor bad not very good Total
Respondent’s male Count 1 7 12 5 25
gender. % within Respondent’s
gender. 4.0% 28.0% 48.0% 20.0% 100.0%
female Count 2 8 10 5 25

29
 % within Respondent’s
gender. 8.0% 32.0% 40.0% 20.0% 100.0%
Total Count 3 15 22 10 50
% within Respondent’s
gender. 6.0% 30.0% 44.0% 20.0% 100.0%

Result:
Image of HALEEB FOODS in the eyes of its customer are largely “nether good nor” bad but
there is also a big number of both male and female who considered it a “fairly good” company.
So there is a chance for HALEEB FOODS to prove it’s self.

RESPONDENTS SUGGESTIONS:
Respondent’s suggestion to increase the image of Haleeb’s pure juice.

Valid Cumulative
Frequency Percent Percent Percent
Vali improved flavors
3 6.0 6.0 6.0
d
improved packaging 15 30.0 30.0 36.0
100% purity 2 4.0 4.0 40.0

30
 all are needed 30 60.0 60.0 100.0
Total 50 100.0 100.0

Respondant's suggestion to increase the image of Haleeb's pure juice.

30

25

20
Frequency

15

10

0
improved flavors improved packaging 100% purity all are needed

Respondant's suggestion to increase the image of Haleeb's pure juice.

Crosstab
Respondent’s suggestion to increase the image of
Haleeb's pure juice. Total

31
 improved improved all are
flavors packaging 100% purity needed
Respondent’s male Count 2 7 1 15 25
gender. % within Respondent’s
gender. 8.0% 28.0% 4.0% 60.0% 100.0%

female Count 1 8 1 15 25
% within Respondent’s
gender. 4.0% 32.0% 4.0% 60.0% 100.0%

Total Count 3 15 2 30 50
% within Respondent’s
gender. 6.0% 30.0% 4.0% 60.0% 100.0%

Results:
The large number of respondents suggest from both male and female that all attributes like
”improved flavor” “improved packaging” and “100% purity” are need to improve the image of
HALEEB FOODS in their mind.

EFFECT OF PROMOTIONAL STRATEGY:

Effect of promotional strategy on respondent’s behavior.

Valid Cumulative
Frequency Percent Percent Percent

32
 Vali very often
5 10.0 10.0 10.0
d
often 15 30.0 30.0 40.0
sometimes 20 40.0 40.0 80.0
rarely 5 10.0 10.0 90.0
never 5 10.0 10.0 100.0
Total 50 100.0 100.0

Effect of promotional strategy on respondant's behaviour.

20

15
Frequency

10

0
very often often sometimes rarely never

Effect of promotional strategy on respondant's behaviour.

Crosstab:

33
 Effect of promotional strategy on respondent’s behavior. Total
very often often sometimes rarely never
Respondent’s male Count
1 7 12 3 2 25
gender.
% within
Respondent’s gender. 4.0% 28.0% 48.0% 12.0% 8.0% 100.0%

female Count 4 8 8 2 3 25
% within
Respondent’s gender. 16.0% 32.0% 32.0% 8.0% 12.0% 100.0%

Total Count 5 15 20 5 5 50
% within
Respondent’s gender. 10.0% 30.0% 40.0% 10.0% 10.0% 100.0%

Result:
This result shows the difference b/w the behavior of male and female. According to this test
females are greatly influenced by the promotional strategies. While when it comes to male’s
behavior they said that promotional strategy effect heir buying behavior but to some extent.

EFFECT OF ADVERTISING STRATEGY:

Effect of advertising strategy on respondents’ behavior.

34
 Frequenc Percent Valid Cumulative
y Percent Percent
Vali very often 2 4.0 4.0 4.0
d often 30 60.0 60.0 64.0
sometimes 12 24.0 24.0 88.0
rarely 5 10.0 10.0 98.0
never 1 2.0 2.0 100.0
Total 50 100.0 100.0

Effect of advertising strategy on respondant's behaviour.

30

25

20
Frequency

15

10

0
very often often sometimes rarely never

Effect of advertising strategy on respondant's behaviour.

Crosstab

Effect of advertising strategy on respondant's behaviour. Total

very often often sometimes rarely never
Respondant's male Count 1 18 3 3 0 25

35
 gender.
% within
Respondant's gender. 4.0% 72.0% 12.0% 12.0% .0% 100.0%

female Count 1 12 9 2 1 25
% within
Respondant's gender. 4.0% 48.0% 36.0% 8.0% 4.0% 100.0%

Total Count 2 30 12 5 1 50
% within
Respondant's gender. 4.0% 60.0% 24.0% 10.0% 2.0% 100.0%

Result:
This result is clear as you can see that the advertising greatly effect the buying behavior of both
male and female.

EFFECT OF IMMENSE DISTRIBUTION

Effect of immense distribution on respondents’ behavior.

Valid Cumulative
Frequency Percent Percent Percent
Vali very often 4 8.0 8.0 8.0
d often 12 24.0 24.0 32.0

36
 sometimes 26 52.0 52.0 84.0
rarely 6 12.0 12.0 96.0
never 2 4.0 4.0 100.0
Total 50 100.0 100.0

Effect of vast distribution on respondant's behaviour.

30

25

20
Frequency

15

10

0
very often often sometimes rarely never

Effect of vast distribution on respondant's behaviour.

Crosstab

Effect of vast distribution on respondent’s behavior. Total

very often often sometimes rarely never
Respondent’s male Count
2 6 12 5 0 25
gender.
% within
Respondent’s gender. 8.0% 24.0% 48.0% 20.0% .0% 100.0%

37
 female Count 2 6 14 1 2 25
% within
Respondent’s gender. 8.0% 24.0% 56.0% 4.0% 8.0% 100.0%

Total Count 4 12 26 6 2 50
% within
Respondent’s gender. 8.0% 24.0% 52.0% 12.0% 4.0% 100.0%

Result:
According to the results both male and female said that vast distribution effect their buying
behavior but to some extent.

EFFECT OF SOMEONE’s SUGGESTIONS:

Effect of someone suggestions on respondents’ behavior.

Valid Cumulative
Frequency Percent Percent Percent
Vali very often
17 34.0 34.0 34.0
d
often 19 38.0 38.0 72.0

38
 sometimes 5 10.0 10.0 82.0
rarely 7 14.0 14.0 96.0
never 2 4.0 4.0 100.0
Total 50 100.0 100.0

Effect of someone recommendations on respondant's behaviour.

20

15
Frequency

10

0
very often often sometimes rarely never

Effect of someone recommendations on respondant's behaviour.

39
 Crosstab

Effect of someone recommendations on respondent’s

behavior. Total

very often often sometimes rarely never

Respondent’s male Count
12 7 1 4 1 25
gender.
% within
Respondent’s gender. 48.0% 28.0% 4.0% 16.0% 4.0% 100.0%
female Count 5 12 4 3 1 25
% within
Respondent’s gender. 20.0% 48.0% 16.0% 12.0% 4.0% 100.0%
Total Count 17 19 5 7 2 50
% within
Respondent’s gender. 34.0% 38.0% 10.0% 14.0% 4.0% 100.0%

Result:
In the last it is clear from this statistical test that both male and female are agree upon this
phenomena that if some one recommends them any product it will influence their buying
behavior greatly.

OVERALL RECOMMENDATIONS FOR HALEEB FOODS

40
If HALEEB FOODS over come the list of problems which are given below then
there is no doubt that the HALEEB FOODS will the market leader after few years
in pure juices industry.

1.
The first and the most prominent problem which is observed by our team during this focus group
is that there is not a single type of advertisement for GOOD DAY. There is not a single T.V
commercial, billboards and posters for the advertisement of GOOD DAY.

2.
Nestle is the biggest competitor in the pure juice market in Pakistan. Its stereotype image for
their consumers is making it tough for the consumers to look sideways or to other brands. That’s
why Nestle enjoyed the big market with the help of its extensive marketing and promotional
strategy.

3.
Some people go for preference as they are not brand loyal. They buy what comes in their way or
the things that are marketed properly.

4.
The next biggest problem which is observed by our team is that there is serious issue related to
the availability of GOOD DAY. Distribution of GOOD DAY as compared to its competitors like
NESTLE’S NECTOR and SHEZAN’S TWIST is really poor.

5.
Customers are really health conscious and image of NESTLE in this area is very strong in the
minds of its target customers.

6.
Image of Haleeb is also a big problem because it is totally related to the milk products. People
don’t know that Haleeb has its products in the category of pure juices also.

7.
Acceptability of Haleeb products is very low when the competitor is Nestle and Shezan. From all
this conversation and results, we reached to the overall conclusion that no advertising plan and

41
extremely poor distribution are the key factors for the low acceptance of GOOD DAY among its
target customers. Customers don’t even know the name of GOOD DAY. We believe that if
Haleeb Foods cover these areas it will enjoy the great market share in pure juices market of
Pakistan

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