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. Haleeb is the fastest growing
Company in Pakistan. As of fiscal 2006, its annual
turnover is Rs.9 Billion.

Head Office
135 Km- Ferozpur Road Lahore.
“Build branded food business to improve quality of life by
offering tasty, affordable and highly nutritional products to
our consumers while maximizing share holders value”.

VISION STATEMENT
“Most innovative and fastest growing food company offering
products enjoyed in every home every day”.

CORE VALUES
•Team work
•Empowerment
•Trust
For ANCHOR brand the buyer profile comprise of
lower middle, Upper and Upper Middle class
individuals having the exposure of international
countries with awareness of product freshness i.e.
bottled milk. The main focus is on health, taste
and the price factor.

OUR COMPETITORS
•ABBASPOUR CO
•ABHAR FOOD CO
•AFSHOREH CO
Strength:
International packaging
Affordable and reasonable
price
Have our own packaging
plant
Weaknesses
Heavy capital will be required for promotion
Consumers are brand loyal toward competitor’s
product so we have to convince them.
Opportunities:
Increase usage
Can introduce flavored milk
People are switching from unhygienic to
hygienic milk

Threats:
•Competitors can come up with plastic bottles
Our unique selling point is International Packaging with new
style
Toned milk with added vitamins and calcium
This ensures not only the highest quality but
also the best possible taste
MARKETING MIX
1-Product
•High quality and convenience
product
•Packaging
2-Price
•Price is less than competitor
•Using market penetration
3- Promotion
•To enhance awareness
•We do promotion on cable channels and newspapers
4-Place
•We give incentives to retailers
B C G GROWTH-SHARE
MATRIX

High
20
%

?
MARKET
GROWTH
DOG
RATE
CASH COW
10
%

Low
10% 5% 1% 0.5% 0.1%
High Low
0%

The firm is a question mark because market growth is very

high that is 15% but the relative market share of the company
is very low.
 We have segmented the market on characteristics of people
Geographic
Region (city): Tehran
Density: Urban
 
Demographic
 
Age: Above 4 years
Income: Rial 15, 000 and above
Social Class: lower middle Class, Middle upper class, Middle -Middle
class.
 
Psychographics
 
Activities: Health Related, Education, Convenience
Interest: Outdoors, Active, Sports, Fashion, Family values
Opinion: Social Concern
Targeting approaches for developing ANCHOR
brand is Selective Targeting since the industry
is growing at a rapid pace and since the
product portfolio is fairly diversified [related]
creating;
POSITIONING STRATEGY
“Struggling business to enhance brand
image of ANCHOR as a daily routine,
nutritional diet for the entire family.”

Positioning Concept
Trying to create the perception that Tea whitener is
a quality habit that should be a part of all family
members, giving them nutrition, satisfaction and
We are using “Specific Product Branding”
strategy

Unique Identification
Positive Associations
Enhance the Product Image
Corporate Brand Identity.
We are using conventional channel for the
distribution

4 main distributors in Tehran.

 Distribution Intensity is “selective”.
 Covering 1000-1200 outlets

Their would be dedicated shelf spacing to maintain

the SKU (Stock Keeping Units) for example
providing Refrigeration and exclusively designed
POP’s according to specifications as per the brand
image and requirements. We are providing
Anchor Tea whitener Price are below :
1 liter
Rial 54/-

½ liter
Rial 30/-

¼ liter
Rial 15/-
 Creating the Awareness,
educating the consumers
providing information
about product benefits
and what are the diseases
Promotion advertising sales
caused by lack of
consuming milk.

Increase Usage,
advertising campaign
based on situation, fun,
enjoy and health.

1Below the line

activities (BTL)
2 Brand line extension
3 Co branding with
Dunkin Donuts
4Co branding with LU
biscuits
 We will use Pop’s in which all the HALEEB
brands are available.
 (Special Shelves for HALEEB).
This will give a unique identity to the
corporate name and to products.
(Advertising
Campaign)
We are going to launch our product Anchor Tea
Whitener in August 201o with the help of
spectaculars, buntings, streamers, hoardings,
mobilers at different places
Next advertising plan

In the months of Sep, Oct, Nov

Cable network, Fm Radio
Fro the month of Dec, Jan
We will again advertise through buntings,
streamers, mobilers at different outlets