aop hfl f2010-11final
TRANSCRIPT
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Market Testimony of Haleeb
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The Delve Into Haleeb
Market Testimony of Haleeb
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The Delve Manner
Sampling
Identical sized samples from 3 different A classTerritory of Lahore
Territory were glowing swell to ensure arbitrarilydistributed sample to represent the population
150 Retailer and 150 consumer assessment
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The Delve Manner
Assessment Method
360 Degree assessment
One preferred territory visited per day
Single environ arbitrarily elected from that territory
150 consumer and 140 retailer were made to fill thequestionnaire by verbally inquired them questions
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Retailer Cram
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Objective
Supply Problems
Most Company Schemes Expiry Problems
Word Of Mouth About Haleeb Foods Ltd
Maximum Sales Of Brands
Relations Between Retailer & Distributers
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Most demanded milk brand at retail
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Nestle
Protracted enterprised brand illustration
Tremendous circulation and distribution
Retail Schemes
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Olpers
Belligerent spirit marketing
Retailer schemes
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Good Milk
Maximum profit for retailer
Retailer schemes
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Availability Report
0
10
20
30
40
50
60
70
80
90
100
1 H QT 1 H QT 1 H QT 1 H QT
Haleeb Nestle Olpers Good Milk
Not Available
Available
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Best scheme vacant to retailer
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Best scheme vacant to retailer
Correspondence of higher demand
Higher sales volumes to schemes can be drawn Haleeb gave superior schemes in the ancient times
Nestle has been consistent with their schemes
Some offering schemes in Nestle & Haleeb
Extra boxes on cardboard box
discount on bulk purchase
Prize on good displayed
Olpers expanding there business by prize onGood displayed.
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Maximum Sale
Big players like Nestle and Olpers are aggressively working inthe field
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Perception About Haleeb Food
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Relation With Haleeb Distributor
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Order Booking & Delivery Problem
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Supply problem
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Problem of Stock Return
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Retailers Comments
Stock out
People are buying Haleeb for taste
No company van or agent visit residential area of
defense
In some areas Haleeb got maximum sales
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Consumer cram
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Objective
Identify consumers needs
Brand awareness and recognition Increase efficiency of our brand
Availability of brand
Milk consumption
Check & increase familiarity of the brand
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Consumer Demographic segmentation
Male 20%
Female 80% Average age 35 year
Average income 50000 --- 70000
Targeted Areas
1:Defense
2:Model Town
3:Gulburg
Mostly mothers and House wives
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Milk Usage
Usage/Application
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Usage/Application
Top Of Mind
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Top Of Mind
Functional Perception
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Functional Perception
Haleeb Identification on shelves
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Haleeb Identification on shelves
Brand Preference
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Brand Preference
Purchase Attribute
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Purchase Attribute
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Milk brand and competition
Tow broad categories of milk
73% of respondents use fresh milk
27% use UHT Treated boxed milk for Drinking andtea making
Top 3 milk brands
i. Nestle Milk pack
ii. Olpers
iii.Haleeb
Suggested changed in Haleeb by
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Suggested changed in Haleeb bycustomers
Make the packaging like imported milk
Improve the quality Make some advertisement
Taste was not good but now better
Should be creamy and tasty
Make the attractive packaging
Bigger packaging
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Action plan for Haleeb
Lahore Territory
Defense
Model Town
Gulberg
Number of customer =150
Number of retail survey=140
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