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Problem Statement/Current Challenges

Haleeb Foods Ltd. gradually lost its market share to multinational giants. The company that
has been in the market for more than three decades is facing lost sales and is facing
challenges in creating market pull for its Haleeb milk brand.
Currently, the packaged milk market of Pakistan is dominated by two major players i.e. Milk
Pack (Nestl) and Olpers (Engro Foods), and Haleeb is facing stiff competition in gaining the
market share. In order for Haleeb to maintain its brand image and regain market share, it
needs to revitalize its position in the market. Company has learnt from its past inefficiencies
and is now looking towards delivering a product which the consumer wants. To recapture its
lost image and product awareness, Haleeb has recently launched a TVC to remind consumers
of its image Rishtay Garhay He Achay Hain.
Company is phase of launching one of its core product Haleeb milk. One of the primary goals
of any marketing strategy is to identify and meet the needs of the consumer. Considering
customer importance at all stages of the marketing process will help the company to ensure
greater customer satisfaction and increase its long-term goal of repeat business. Therefore,
Haleeb requires an analysis of the competitive landscape and how Haleeb milk is perceived
by the market segments. This research will help Haleeb identify its competitors in the market
segments and provide them with valuable consumer insights so they can align their current
positioning and message associated with Haleeb milk.

Haleeb is focusing on recapturing its image and awareness.


Emphasize on, and create consumer awareness and differentiate itself from other milk
products. In this juncture, it has to identify its competitors in the market by bringing brand
awareness in the minds of the consumers and also it has to cope up with consumer behavior
and customer perception.
Through this study the company would be able to understand the customer perception and
customer preference towards Haleeb Milk and analyze Haleeb`s market visibility and
presence in the UHT treated milk market and suggest a path for the future.
From the pioneers of the dairy industry to market leader in Ultra High Treatment (UHT) milk,

a.

Problem Statement

b.

b. Objectives
c. Scope
d. Research methodology (including type of research; sample size, methods etc)

Haleeb Foods Ltd. gradually lost its market share to multinational giants. The company that
has been in the market for more than three decades is facing lost sales and is facing
challenges in creating market pull for its Haleeb milk brand.

Haleeb is considering launching its new product (condensed milk). This foray into an
untested market
The research aims to understand detailed consumer insights and market dynamics that would
help the company in determining the potential for its new products. The project would also
entail recommendations on marketing mix.
To conduct detailed market research for new Haleeb Milk product. The research aims to
understand detailed consumer insights and market dynamics that would help the company in
determining the potential in the market. The project would also entail recommendations on
marketing mix.

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