Overview of Anhaar:

Sharif Milk Products (Pvt.) Limited was incorporated on 7th September, 2011;
engaged in dairy milk processing and marketing of Dairy and allied products under
the brand name of Anhaar. Anhaar has now become synonymous with quality and
innovation with the vision to provide top quality milk which is free of steroids,
breeding hormones and any other impurities. Anhaar has set benchmark for the
industry, in not only best practices of producing top quality milk but also ensured
consistent quality and delivery to the consumers. Today Sharif Dairy Farms which
is located in the beautiful outskirts of rural Punjab, is the only source of milk
production for Anhaar with the herd size of 3000 Australian Friesian cows. We
produce in-house fodder for our cows and the milking of animals is being done in
the most hygienic conditions with automated milking parlors.
Pasteurization and bottling of top quality milk is also carried out at the same
location using state of the art plant facility. The complete control over quality is
ensured from raw milk production to finished products packaging with top of the
line resources. The Raw milk is tested for various quality tests before the process
of homogenization and pasteurization after which it is filled in HDPE bottles that
are also produced within the same vicinity by a sister concern business to ensure
quality parameters. Packaged liquid milk is stored in cold storage areas before
delivery to the retail sector in company’s chilled vehicles. The Company has
proved its brand name Anhaar in the market by providing top quality products
with the most extensive portfolio including pasteurized milk (Whole milk, Full
cream Milk & Low Fat Milk), Flavored Yogurt (Strawberry, Peach, Mango),
Flavored Milk (Chocolate, Strawberry, Cardamom), Desi Ghee, Raita, Laban and
Yogurt (Sweet & Plain). We are determined to serve our nation with the best
quality milk and dairy products to ensure healthy Pakistan as our products are
free from all preservatives.
Sr. Product Packing Trade Retail
Bar Code Status Margin
# Name Size Price Price
Anhaar 8966000010208 1 litre
1 125 135 7%
Whole Milk bottle
Anhaar Full 8966000010253 1 litre
2 125 135 7%
Cream Milk bottle
Anhaar Low 8966000010260 1 litre
3 128 140 9%
Fat Milk bottle
8966000010222 1litre
4 Daily Diary 90 95 5%
Pouch
Register
91
ed
8964000847015 400 gm
Un- 100 9%
cup
Register 93
Anhaar ed
5
Yogurt-Plain Register
43
ed
200 gm
8964000847046 Un- 50 14%
cup
Register 45
ed
Register
91
ed
8964000847008 400 gm
Un- 100 9%
cup
Register 93
Anhaar
ed
6 Yogurt-
Register
Sweetened 43
ed
200 gm
8964000847046 Un- 50 14%
cup
Register 45
ed
Register
67
ed
Anhaar 8964000847190 250 gm
7 75 11%
Zeera Raita cup Un-
Register 68
ed
 Register
67
ed
Anhaar 8964000847183 250 gm
8 75 11%
Podina Raita cup
Un-
Register 68
ed
Anhaar
8964000847312 500 gm
9 Yogurt-Plain 59 65 9%
Pouch
Kafayat Pack
Anhaar
1 Kg
10 Yogurt-Plain 8964000847886 115 125 8%
Pouch
Kafayat Pack
Anhaar
250 gm
11 Greek Style 8964000847695 60 70 14%
cup
Yogurt
Anhaar
Mango 80 gm
12 8964000847565 40 45 11%
Flavored cup
Yogurt
Anhaar
Strawberry 80 gm
13 8964000847558 40 45 11%
Flavored cup
Yogurt
Anhaar
Strawberry 80 gm
14 8964000847862 50 55 9%
Chunky cup
Yogurt
Anhaar
8964000847275 225 ml
15 Chocolate 50 55 9%
bottle
Flavor Milk
Anhaar
8964000847268 225 ml
16 Strawberry 50 55 9%
bottle
Flavor Milk
Anhaar
300 ml
17 Breakfast 8964000847510 75 85 12%
bottle
Milk
 Anhaar 225 ml
18 8964000847213 45 50 10%
Sweet Laban bottle
Anhaar Low 250 mg
19 8964000847961 50 55 9%
Fat Yogurt Cup
Anhaar Pure
20 896000010215 1 Kg tin 600 660 9%
Desi Ghee

Industry analysis:
If we talk about the dairy industry so currently At Tahur Manufacturer of Prema
Milk has 40% Market Share plus the total growth of this industry form 2016-2017
gone through a decline by -21% and right now Prema is the leading brand in the
dairy industry

Consumer Analysis:
Brand current status:
At Rahim Store Wapda Town
At Carrefour Fortress
As Anhaar is currently Focusing on (BTL) Activities plus they are not doing
advertisements like (TVC’s, outdoors etc) but when it comes to Anhaar’s Point of
Differentiation as right now Anhaar is the only one giving pasteurized milk to its
customers with friesian cows and cheeky style yogurt also Anhaar has a brand
mantra of “Pure Wholesome Goodness”

Packaging: Still needs improvement when it comes to its competitor as prema

has more attractive packaging more colorful and yet attractive as well.

Pricing:

Boutique Average MRP Competition Average MRP

Anhaar Bottle Rs. 140/- Prema Bottle Rs. 140/-
Anhaar Yogurt Rs. 100/- Prema Yogurt Rs. 110/-

Primary Competitors:

Anhaar Competition
Anhaar Milk Bottle Prema Milk, Gourmet, Docey,
Malmo, Cakes n Bakes
Anhaar Yogurt Prema Yogurt

Secondary competitors:
As if we talk about the market share in terms of secondary competition so the
milk man almost has almost 97% market share on the other hand the dairy
companies has just 3% market share.
Level of brand Awareness:
Due to just doing the BTL activities the level of brand awareness is low as just BTL
activities will not serve it purposefully this must be a mixture of ATL, BTL or
somehow TTL as well.

Brand Association:
Due to low level of brand awareness people even don’t even know about some
products of Anhaar as when it comes to water Anhaar also has Anhaar water and
Anhaar Suger as well. So people have low brand association with the that’s why
these products are not much popular among people.

Consumer Perception Analysis:

SWOT Analysis:
Strengths:
 buffalo milk
 bottle packaging
 distribution
 product range

Weaknesses:
 froth issue
 mishandling
 credit issues
 marketing

Opportunities:
 covering major cities of Pakistan excluding south Punjab and Sindh
 horeca
 exports

Threats:
 Nestle is going to launch pasteurized milk in near future
  Increase in competition
 govt taxes
 political affiliation

Recommendations:
 focus on high margin products rather than value added products
 Also focus on atl activities specially in outdoors, local cables and local radio
channels plus local media channels as well
 Anhaar should do more marketing campaigns to make people aware about
their products through sponsorships and store facia’s
 Home delivery
 Free tasting activities
 They must focus on csr in terms of near to expiry products to non-profit
organizations