RELAUNCH FAILED PRODUCT IN

PAKISTANI MARKET
HALEEB

COURSE: MARKETING FOR MANAGERS

STUDENT NAME:
ABUZAR GHAFFARI

REG NO:
46603
 CONSUMER BUYING BEHAVIOR
• Freshness and quality are key factors that influence consumer buying.

• Tend to purchase products from familiar and trusted brands.

• Price sensitivity is high among Pakistani consumers.

• Advertising and promotions are important factors.

• Health and wellness trends also play a role in consumer buying behavior.

• Convenience is a factor that is gaining importance among consumers.

• The influence of cultural and religious norms also play a role in consumer buying
behavior.
 SEGMENTATION AND TARGET MARKET

• Demographic: The target market for Haleeb Milk is primarily middle to upper-class
urban consumers, who are willing to pay a premium for high-quality and fresh milk.

• Behavioral: The target market for Haleeb Milk is health-conscious consumers who
prioritize the quality and freshness of the milk they consume.

• Geographic: The target market for Haleeb Milk is primarily urban areas where there is a
higher demand for high-quality and fresh milk.

• Psychographic: The target market for Haleeb Milk is primarily consumers who are
interested in health and wellness, and are willing to invest in premium dairy products.

• Income: The target market for Haleeb Milk is primarily consumers who have a higher
disposable income and are willing to pay a premium for high-quality and fresh milk.
 UNIQUE DIFFERENTIATION WITH OUR
COMPETITION
• Sourcing and Processing: Haleeb Milk sources milk only from local farmers, ensuring
that milk is fresh and of high-quality and purity.

• Taste and Quality: Haleeb Milk is known for its rich and creamy taste.

• Innovation in packaging: Haleeb Milk uses Tetra Pak and UHT processing, which helps
to extend the shelf life of the product and makes it more convenient for consumers to use.

• Brand reputation and trust: Haleeb Milk has built a strong reputation as a reputable and
trusted brand among Pakistani consumers.

• Wide range of products: Haleeb Milk offers a wide range of dairy products such as milk,
yogurt, and ghee, which differentiates it from other competitors.
 POSITIONING HALEEB MILK IN
PAKISTANI MARKET?
• Emphasize the brand's long history and heritage in Pakistan: Haleeb Milk has been a
trusted household name in the country for decades, and highlighting this fact can help to
establish trust and credibility with consumers.

• Position the product as a high-quality, premium offering: By emphasizing the natural

ingredients and strict quality control measures used in the production of Haleeb Milk.

• Leverage social media and influencer marketing: Pakistan has a large and active social
media community, and leveraging influencers and other digital channels can help to reach
a wide audience and build brand awareness.

• Leverage the brand's association with health and wellness: Milk is a nutritious and
healthy beverage, and by promoting the benefits of milk consumption.

• Focus on the taste and quality of the milk: The product should be marketed as the most
delicious milk in the market. It should be promoted as the milk that is most pure and
natural.
 PRICE SETTING
• Production costs: The cost of producing the milk, including the cost of the milk itself,
packaging, and transportation, should be taken into account when determining the price.

• Competitor pricing: The prices of similar products offered by competitors in the market
should be studied to ensure that the pricing is competitive.

• Target market: The target market for the product should be taken into account when
determining the price. For example, if the target market is the high-end consumer, then a
higher price point may be justified.

• Brand positioning: The overall brand positioning of Haleeb milk should also be taken into
account when determining the price. If the company wants to position itself as a premium
brand, then the pricing strategy should reflect that.

• Distribution and promotion costs: These costs also need to be factored in to the price
setting, as these costs play a significant role in the final price.
 PRICING STRATEGY FOR HALEEB
MILK
• Competitive pricing: In order to effectively compete in the Pakistani market, it is
important for Haleeb to price its products competitively. This means studying the prices
of similar products offered by competitors and adjusting the pricing accordingly.

• Cost-plus pricing: One strategy that can be used is cost-plus pricing, where the cost of
production is calculated and a markup is added to determine the final price. This helps to
ensure that the company is able to make a profit while still being competitive in the
market.

• Value-based pricing: Another strategy that can be used is value-based pricing, where the
price is determined based on the perceived value of the product to the consumer. This can
help to justify a higher price point, as the consumer perceives the product to be of higher
quality and worth the extra cost.

• Promotional pricing: Promotions and discounts can be used to increase sales and create
a sense of urgency among customers. This can be a useful strategy for moving older
inventory or for attracting new customers.
 PROMOTION FOR HALEEB MILK
• Advertising: Haleeb Milk will likely use various forms of advertising, such as TV
commercials, print ads, and online ads, to promote their brand and products in Pakistan.

• Promotions and discounts: The company may offer promotions and discounts on their
products to encourage customers to try them or purchase them more frequently.

• Brand partnerships: Haleeb Milk may form partnerships with other brands or businesses
in Pakistan to increase brand awareness and reach a wider audience.

• Social media marketing: The company will likely use social media platforms such as
Facebook, Instagram, and Twitter to connect with customers and promote their products.

• Product sampling: Haleeb Milk may also conduct product sampling events in
supermarkets, malls, and other locations to allow customers to try their products before
purchasing them.
 DETAILED MARKETING PLAN FOR
HALEEB MILK

• Market research: Conduct research to understand the current market trends, consumer
preferences, and competition in the milk industry in Pakistan. Use this information to
identify target audiences and tailor marketing strategies accordingly.

• Brand positioning: Develop a brand positioning strategy that differentiates Haleeb Milk
from its competitors and highlights its unique selling points, such as its high-quality
ingredients, taste, and nutritional value.

• Advertising: Create an advertising campaign that uses a variety of media, including TV,
print, and online, to reach the target audience and communicate the brand's key messages.

• Distribution: Expand the distribution network of Haleeb Milk to increase accessibility of

the product across the country. This can be achieved by increasing the number of retail
outlets, supermarkets and other channels of distribution.
THANK YOU