Haleeb At Doorstep

Objective • Theme of this Campaign is to: Establish an unbounded connection between Consumer & Haleeb Foods. Provide services at their Doorstep in more convenient manner. Improve Brand loyalty and dependability. Promote Haleeb milk buying at doorstep. Develop “Public Interest” and “Image Building”. Increase Sales Manage consumer complaints, Feedback & Queries through strong, secure & efficient Data Bank.

Haleeb @ Doorstep Model Creating Never- ending Brand Goodwill

Consumer

Loyalty & Dependability

Quality & Execution Excellence

Interest & Convenience Affordability

Haleeb Home Delivery Model

Innovative Practices

Concept This is an innovative & inventive Drive, going to be executed for the first time in Milk (Tetra Pack) sector of Pakistan. The aim behind this campaign is not only to dig-up untouched market segment but also to re-affirm the tag of “Premier Opinion Leaders”. Through such initiative, the consumer’s credibility factor will quickly be acquired to compete with more established Rivals. By positioning ourselves as an expert in this field, we can attract media attention and serve as a quoted source in published articles.

Concept Customer Relationship will be improved as consumer get Haleeb milk at his/her doorstep in more convenient & professional manner. Call Centre involvement will ultimately boost the trust level of consumer and provide complete solution of their queries. This is a Pilot project planned only in Karachi. It is targeted at Apartment Complexes & Bungalows which falls in SEC A,B+,B,C+,C & D+. Apartment permission will be through apartment Unions by offering Apartment Complex “Haleeb Signboard”.

Targeted Area • Targeted Area for Haleeb @ Door step • City: Karachi • Apartments which fall in SEC A, B ,C+,C – Each apartment will be of 300 house hold.

• Bungalows which fall in SEC A,B+,B,C+.

Process Flow 1

Sales Executive 5

Order Placement & Feedback

Sales Executive Stock Collection (from Distributor)

Call Centre + SalesExecutive

4

Sales Executive

Merchandising (Leaflet dropout at household)

Haleeb House Hold

2 Data Collection (Households)

Order Booking & Feedback

3

Sales Executive

Activity Flow • Step - 1 (Merchandising ): – Our Sales Executive will visit the targeted Apartment complex & do following • • • •

Get permission from Flat Union Offer “Branded Apartment Complex Board” Leave the Leaflet at every household Brief about this Drive to every household

• Step - 2 (Data Collection): – Our Sales Executive will,

• Collect the relevant household data (Personal + Milk Consumption + milk buying medium). • Establish a good P.R with household with “Productive Call Cycle” • Pass on the Haleeb Toll Free Number for any query.

Activity Flow • Step - 3 (Order Booking): – This will be done (simultaneously) through our Sales Executive or Call Centre • S.E can book the order at the time of briefing & data collection • Consumer can directly book through Haleeb Call Centre (Toll Free No)

• Step - 4 (Stock Collection): – S.E will collect stock from the area Distributor after, • Call Centre confirms the order through invoice to the distributor. • Distributor receive the Acknowledgement (Invoice) from Call Centre. • This Invoice is for, – S.E – Distributor

Activity Flow • Step - 5 (Order Placement & Confirmation): – S.E will deliver the agreed quantity of Haleeb milk at the consumer’s doorstep. – S.E will be with three Sales Slips • One receipt for purchaser. • One receipt for his own record. • One for CMN / Haleeb record.

– Call Centre will confirm the order placement • By calling back to the household

Information Flow Call

H.H

Distributor Call Centre CMN

S.E

H.H

Call

H.H Call

Data Flow Tele Call S A L E S

S A L E S E X E C U T I V E

Consumer

Distributor

E X E C U T I V E

Call Centre Facility • State-of-the art managed contact center facility • Toll free termination • Competent HR as agents for feedback collection and surveys • Comprehensive Reporting and Real-time analytics • 2 Customer Support Representatives

Targeted Households • 10 Apartment Complex – 300 flats / complex

OR •

3000 Bungalows

Team Composition • One Supervisor • 5 Sales Executives • 5 Helpers • 5 QingQI (Branded Motor Rickshaw) – For stock transportation – Brand Hype – Brand Visibility

Proposed Sales Target • S.E Target (Day) – 75 Kg

• Team Target (Day) – 75 X 5

= 375 Kg

• S.E Target (Monthly) – 1950 Kg

• Team Target (Monthly) – 9750 Kg