Haleeb Foods Intern Report

Internship Report

Haleeb Foods Limited

1

Internship Report

2

Internship Report

3

Internship Report

THE COMPANY AND ITS OPERATIONS Haleeb Foods Limited (Formerly CDL Foods Limited), was founded in 1984 with a capacity of 80000/litres per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT (ultra high treatment) liquid milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those including MILK PAK were using obsolete technology that was used in EUROPE. Haleeb plant was the only plant based on the latest technology and the basic idea behind that was providing consumer quality packaged food particularly dairy Foods products. Haleeb is one brand that is today known everywhere. It is principally engaged in processing and sale of toned milk, milk powder, allied dairy products and fruit juices. Haleeb Foods Limited (Formerly CDL Foods Limited) is one of the Pakistan based company with a burning passion to take on the international market. In the clutter of multinational the company has a distinguished place. The name of Haleeb foods limited is synonymous with best quality foods products.

Haleeb Foods Limited (Formerly CDL Foods Limited) is a fast growing food products company. Having doubled its turnover in the last four years, the company has a turnover of Rs. 4 billion presently. The company also operates as a franchise of Candia Cedilac of France. HFL has a state of the art milk processing facility situated at 62-KM Multan Road, Near Bhai Pheru, and has a team of more than 700 exceptional individuals to support its operations. The head office of HFL is located in the evergreen city of Lahore at 135-Ferozepur Road. HFL is producing a number of food products both for consumers and industrial users.

4

Internship Report HFL is the first food company and so far the only dairy company in Pakistan to get ISO 9002 Certification - a Quality Management System. While adhering to this Quality Management System, the company is committed to strict quality standards in all its operations - from the collection of milk to the provision of hygienically processed nutritious products to its customers. The company follows the philosophy of “delighting the customers ". The company treats them as partners and keep channel of communication open with them. The company has succeeded in this by continuously improving the quality of its products and by satisfying the needs of its customers. The company believes in creating and sustaining an environment, which encourages learning and empowerment and these in turn help strengthen the quality culture across the business. Haleeb Foods Limited has got the honor to launch sterilized milk for the first time in Pakistan. Also the credit for launching the milk in tetra fino packaging, for the first time in Pakistan, goes to Haleeb Foods Limited. In keeping with the company's commitment towards product diversification and to provide a wide range of quality food products to our valued customers, the name of CDL Foods Limited has been changed to Haleeb Foods Limited with effect from February, 2004. Haleeb Foods Limited is now turning from the dairies based company to food-based company and that was the basic idea behind changing the name of the company.

The company is expanding in the business of juices, Cereals etc. The Head Office is located at 135 Ferozpur Road Lahore while the plant is situated at 62 Km Lahore-Multan Road Bhai Pheru. Haleeb Foods Limited is a fastest growing packaged food company with an annual turn over of Rs. 4 Billion (U.S $: 70 Million app). Haleeb is producing number of products, both for consumers and industrial users. Haleeb Branded

5

Internship Report Products are sold to the consumers through a nation wide distribution network under several strong international as well as popular national brands. Haleeb consistent double-digit sales growth has helped it to achieve dominant market leader ship in major food services.

“Net Sales Revenue (Rs. In Million)” Haleeb Foods Limited is a fastest growing packaged food company with an annual turn over of Rs. 4 Billion (U.S $: 70 Million app).

4500 4000 3500 3000 2500 2000 1500 1000 500 0

Sales Net

1998

1999

2000

2001

2002

Source. Nadeem Bhuta (DMHR)

6

Internship Report

COMPANY INFORMATION BOARD OF DIRECTORS Ilyas M. Chaudhry Isar Ahmad Mian Mohammad Amjad Sh. Mohammad Rasheed Mohammad Ishaque Khan Nasrin Ilyas Saqib Ali Muhammad Imran Amjad COMPANY SECRETARY Kh. Asghar Rafiq BANKERS Emirates Bank International, PJSC Muslim Commercial Bank Limited Citibank N.A National Bank of Pakistan ANZ Grindlays Bank Limited AUDITORS Hameed Chaudhri & Co., Chartered Accountants 7 Bank Square, Lahore LEGAL ADVISORS Hassan & Hassan Advocates, 7 PAAF Building, Kashmir-Egerton Road, Lahore REGISTERED OFFICE Al-Firdous, 135 Ferozepur Road, Lahore 54600 Phone: (042) 111 135 135 & 757 3125-8 Fax: (042) 758 9359 & 759 0376 E-mail: www.HaleebFoods.com PLANT 62 K.M. Lahore – Multan Road, Bhai Pheru. Phone: (042) 751 1636, (0303) 735 3406, (04943) 510 874-6 Fax: (04943) 510 844

7

Internship Report

Haleeb Foods Functional Organization Structure Haleeb is a public limited company managed by a board of directors who has vested the control of company operations to Managing Director (MD). Haleeb is an organization run by a team of professionals headed by a team of professionals. It has 17 departments successfully running their operations. The Functional Organization Structure has the following details: • Chairman / Board of Directors • Managing Director • Human Resources (HRD) • Accounts & Finance (A&F) • Marketing (MKT) • Sales (SAL) • Supply Chain (SC) • Operations (OPR) • Quality Assurance (QAD) • Research & Development (R&D) • Finance Department • Information System • Technical Department

8

Internship Report

Chairman / BoardOrganizational of directors Haleeb Foods Limited Functional Structure

Managing Director

Tech nical

Opera tions

R&D

Quality Assurance

Sales Human Resources

Marketing

Produ ction

Branded

Quality Control Brand

Mainte nance

Admin & ER

Projects

SH & E

Finance

Human Resources

Finance

Warehouse

Teams Exports Training & Development

Quality Systems

Information Sys.Supply Chains

Bulk/institutionalGeneral

Accounts (plant)

Services Customer Services

Milk Procurement

Purchase/ Imports

9

Internship Report

Haleeb Foods Products Profile Haleeb Products details are

Haleeb:

Haleeb is the brand name of Haleeb’s UHT milk. Haleeb is Pasteurized, Standardized, Homogenized and Ultra Heat Treated milk of the highest standards. Haleeb is available all over the country in 1 Liter, 500 ml and 250 ml Tetra Packs. When you buy Haleeb you can be assured of the best quality milk money can buy. Haleeb is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as prescribed by Pakistan Pure Food Laws.

Candia:

Candia is Europe's Number One selling milk. CDL Foods Limited and Candia of France have joined hands to bring to you highest quality milk. Candia is Pasteurized, Homogenized, and Standardized, Double Sterilized milk. This ensures not only the highest quality but also the best possible taste.

10

Internship Report

Asli Desi Ghee:

Asli desi ghee was launched in Oct 1998 with a tear top aluminum lid (aseptically pack in 1 Kg) Asli desi ghee is ideal for cooking and desserts making and has got a pure and natural taste.

Candia Skimz Powder:

Candia Skimz Powder is real milk without fat and ideal product for health conscious people. Haleeb is proud to be the pioneer to introduce this product in August 1998 in the soft packing of 200 and 500 Gms.

Candia Skimz Liquid:

Candia Skimz Milk is a fat free milk which is offered first time by any company in Pakistan. Candia Skimz Liquid has a natural taste and ideal for fitness. It is available in ½ liter packing.

11

Internship Report

N’rish:

N'rish, instant full cream milk powder, gives you the complete nourishment of fresh milk without the water. N'rish contains more fat, loads of calcium for stronger bones, teeth and vitamins A, B and D, which are essential for the physical and mental growth of your child. With Haleeb's high quality manufacturing facility, the hygiene concerns related to fresh milk cease to exit. We make sure that the milk you get is 100% hygienic. With all this and more, N'rish is available for a little less than even fresh milk.

Haleeb UHT Cream:

12

Internship Report Haleeb UHT extra rich and nourishing Cream was launched in 1992-1993 (in 7 layer tetra pack foil packing of 250 ml). Haleeb Cream is ideal for dressing and dessert making. Haleeb Cream was re launched in 200 ml slim pack in 1998.

13

Internship Report

Tropico Fruit Juices: Haleeb Foods launched fruit juices under the brand name of Tropico in year2000 in 4 traditional flavors i.e. Mango, Orange, Mango & Orange And Apple. These juices contain 2-5 % fruit pulp and are natural in taste. Juices are available in 190 ml and 1-liter exceptional pack design.

Dairy Queen:

Dairy Queen is the brand name of Haleeb's UHT milk. Dairy Queen is Pasteurized, Standardized, Homogenized and Ultra Heat Treated milk of the highest standards. Dairy Queen is standardized to 3.5% Butter Fats and 8.9% SNF (Solids Non Fat) as prescribed by Pakistan Pure Food Laws. safe, economical and nourishing it is available in1/2Liter & 1/4 Liter packing for convenience.

14

Internship Report

Haleeb – The Most Nutritious Butter:

Haleeb Foods has recently launched another quality dairy product Haleeb Butter. This product takes off from Haleeb Foods lasting commitment of providing consumers with only the best in wholesome and healthy food products of the highest international standards. Haleeb Butter is the best natural source of Vitamins A & D for kids of all ages. Available in 100g & 200g packs.

Haleeb Plain Yogurt:

Haleeb Plain Yogurt is distinctly superior and primed to the highest international standards, only Haleeb Plain Yogurt is made from the thickest milk, giving the consumers unmatched quality, freshness & taste in every delightful spoonful. Haleeb Plain Yogurt makes every meal delightful, every time.

15

Internship Report

Haleeb Lassi Drink:

Haleeb Foods Limited recently launched another quality product Haleeb Lassi Drink. “Lassi” is an age old traditional beverage in Pakistan, Haleeb Lassi Drinks aims to give consumers the same satisfying traditional taste which has earned Lassi its unbeatable reputation along with the hygiene, convenience and accessibility benefits which only Tetra Pak packaging can offer. Haleeb Lassi Drink is also the only Ready to drink: Lassi available in Pakistan. Available in 250ml Tetra Brick packs, Haleeb Lassi Drink is sweetened and is sure to bring a cool & calm effect t to the daily lives of people out and about in the grueling summer season

Candia Tea Max: Tea Max launched after extensive consumer research and taste trials in two pack sizes – 65ml and 220ml. Tea Max is the most innovative product in the market in many respects for tea and coffee lovers. First of all, it is the creamiest dairy whitener in the country meaning. Secondly, its packaging is the most innovative too. No milk has ever been launched in the country in 65ml packing.

16 Nourish

Internship Report

SWOT ANALYSIS STRENGTHS • Highly sophisticated plant and equipment • Qualified work force • Focus on research and development • First and the only dairy company in Pakistan to get ISO 9002 Certification

WEAKNESSES • Low promotional activities • Comparatively weak distribution system

OPPORTUNITIES • Haleeb Foods Limited can export food items especially Juices to Middle East • CDL Foods limited has been changed to Haleeb Foods Limited, so this change in name can help them to attract foreign customers • Haleeb Foods Limited can go for related diversification by producing pure juices and flavored yoghurt • Haleeb Foods Limited can go for joint venture with other companies to attract the market share. •

THREATS • Strong competitors i.e. Milk Pak etc. • Price sensitive people • Milk men (Gawalas) providing non branded milk in homes

17

Internship Report

PEST ANALYSIS POLITICAL CONDITIONS The political conditions are not very stable in the country, but this does not directly influence the trends and spending patterns of the customers. There are no restrictions or barriers on the growth of this industry. So the political conditions are favorable for this market because food and dairy products are consumer goods and they have to purchase it in any condition.

ECONOMICAL CONDITIONS The economical conditions are not very favorable and the economy is facing problems, but it is not directly influencing buying power of consumers. If the country is out of its current problems, it will further boost up the growth of this industry, as people will feel more secure economically and it will further increase the attractiveness of the market.

SOCIAL CONDITIONS The social patterns are changing in the country, as the world is becoming a global village, and mutually share and accept patterns. People are becoming more attractive towards the branded products. It is becoming fashion and young generation as well as the children are getting more attracted towards this industry. People are moving towards branded food/dairy products due to hygienic reason.

TECHNOLOGICAL CONDITIONS

18

Internship Report High tech technology is the basic requirement of dairy and food industry. The companies that are using latest technology have some cost benefits over the companies, which are not using high tech technology. The key to survival for companies in this industry is using high technology for quality and cost purposes.

19

Internship Report

LIFE CYCLE (Haleeb Foods Ltd.) Management of Haleeb Foods claims that its products are still in the Growth stage. Even though the products have been in the market for more than decade and it is considerably a long time period for any FMCG to complete its growth stage.

Maturity

Decline Introduction Growth

20

Internship Report

PORTER FIVE ANALYSIS Rivalry among the existing firm: The strongest of the five competitive forces is usually the jockeying for position and buyers favor that goes among rival firms. In case Haleeb Foods Ltd. there is intense rivalry among the competing sellers due to the following factors:

1.

DIVERSE COMPETITORS Attempts by cross border competitors to gain stronger footholds in each other’s domestic market boosts the intensity of rivalry, especially when foreign rivals have lower costs or very attractive products. In case of Haleeb Foods, so far Nestle is the only diversified rival, no doubt that competition between Nestle and Haleeb is quite intense. Both are engaged in consistent homework, just to break and attract each other customers toward themselves.

2.

CUSTOMER’S SWITCHING COST The lower the cost of switching, the easier it is for rival sellers to raid one another’s customer. In case of Haleeb customers’ switching cost is low due to availability of branded and non-branded products of other companies. In other words consumers are more interested in getting packed product. If the brand that they like to consume were not available at the spot, they would definitely ask for other rival brands.

3.

HIGH EXIT BARRIERS Huge investments of financial, human and marketing resources are required to enter in this business because of need for plants which can produce quality with consistency and need for procurement at high level. After obtaining such plants it takes years to recover the fixed costs and to breakeven so rivalry tends to be more vigorous

21

Internship Report when it costs more to get out of a business than to stay in and compete. Since Haleeb is in the market for years, so it is not quite feasible for Haleeb to close its business and jump into any other business. Thus, rivalry is strong, as the firm has to stay and compete with existing rivals.

4.

COMPETITORS USING SAVING SCHEMES Sometimes during special occasions, rivalry among the competitors increases due to certain price cuts and saving packs to boost up their sales volume, which results in intense competition.

POTENTIAL ENTRY OF NEW COMPETITORS New entrants to market bring new production capacity. Dairy foods are the commodities that are required throughout the year. Moreover, the industry is attractive, as it is growing quite rapidly, so there are threats of potential new entrants. But on the other side these threats are not intense due to high entry barriers and existing conditions of the economy.

1.

HUGE INVESTMENT IS REQUIRED The larger the total rupees investment and other resources needed to enter the market successfully, the more limited the pool of potential entrants. Production of packed products requires huge investment of financial, human, technical and marketing resources. AT the moment Haleeb has no threat of new entrants but in the future any foreign firm can be a threat.

2.

ECONOMY OF SCALE

22

Internship Report Scale

economies

deter

entry

because

they

force

potential

competitors either to enter on a large-scale basis (a costly and perhaps risky move) or to accept a cost disadvantage (and lower profitability). Without achieving the economy of scale it is difficult to compete in the market. Moreover, new entrants in the pasteurized milk business may encounter scale related barriers not just in the production, but in advertising, marketing, distribution, financing, and raw milk purchasing as well. Haleeb achieved its breakeven in 1993.

3.

COST DISADVANTAGES Existing firms may have cost advantages not available to potentials entrants. In the food industry, these advantages include access to good supply sources and to benefits of learning and experience curves etc. HFL would definitely have an advantage of such huge experience and knowledge of technical aspects.

4.

ACCESS TO DISTRIBUTION CHANNEL Dairy commodities required intensive care. Handling of these commodities on its way till end user requires great care. Distribution of dairy products is a challenging job and distributors are reluctant to take distribution of those brands, which lack buyer recognition. A network of retail dealers may have to setup from scratch. So HFL enjoys its strong hold on the distribution network of its products, as access to an effective distribution channel is a barrier for new entrants.

5.

BRAND PREFERENCE 23

Internship Report Once the brand image is formed, then it is difficult for any other firm to introduce new brand into the market so unless and until it has low price and superior quality.

6.

GOVERNMENT REGULATORY POLICIES It is a barrier entry because different license and permits are required from those registered companies, which want to deal in eatables and especially on national level.

COMPETITIVE PRESSURE OF SUBSTITUTE PRODUCTS If we consider Haleeb’s positioning than powdered milk is the major threat. Even though currently powdered milk has been positioned for people from higher socio-economic groups but in the future some low priced brand for powdered milk can be a definite threat.

BARGAINING POWER OF SUPPLIERS Bargaining power of supplier is low because of following reasons:

1.

Number of Suppliers Raw milk is standard commodity and is available in the open market from a large number of milkmen. If anyone refuses to sell its product, then company can buy it from others who are already willing to sell to the company.

24

Internship Report

2.

Importance of Volume to Supplier Suppliers also have less leverage to bargain over price because the company is purchasing the large volume of their milk and the suppliers don’t have much option either.

BARGAINING POWER OF BUYERS 1.

Number of Buyers As there is large number of distributors, who are buying and distributing the product, so their bargaining power is low and company has leverage to dictate/implement its terms and conditions on distributors.

2.

Threats of Backward Integration Another reason of low bargaining power of buyers is that no buyer/distributor have the resources to start/involve in backward integration. So company is enjoying the bargaining leverage.

25

Internship Report

Internship Assignments and Duties My internship duration was from March 05, 2004 to May 20, 2004. During my stay at Haleeb Foods Limited (Formerly CDL Foods Limited) I had worked for Human Resource Department and Marketing Department of Haleeb Foods Limited. I was assigned different assignments and duties in these two Departments. The detail of assignments and duties is given below:

Human Resource Department The Human Resource Department of Haleeb Foods Limited (Formerly CDL Foods Limited) means the policies and practices involved in carrying out the “people” or human resource aspects of a management position, including recruiting, screening, rewarding, and appraising. The description of main assignments and duties of Haleeb Foods Limited Human Resource Department is given below: Competency Modeling Model I assist Omer Hassan Janjua, Human Resource manager in completing the competency-modeling model. Competency modeling model is basically designed in the Human Resource management to check out the different sort of competencies, skills, abilities and performances required to complete a certain level of job. For a supervisor level of a job competency-modeling model is designed in such a way that from this model it can be judged easily how many competencies that supervisor has and in which competencies he is lacking. After completing a competency-modeling model for a supervisor level job a Human Resource Manager can easily assess that the particular supervisor had what sort of

26

Internship Report competencies for completing his job and what sort of competencies are required to improve the performance standard of his job. Competency modeling model is designed differently for different level of jobs for example for a supervisor a different model is prepared and for a manager a different model is prepared. Tetra Pack Operators Question Paper I was assigned a duty to prepare a question paper for the Tetra Pack Operators. When the Haleeb Foods Limited hires the Tetra Pack Operators they are tested with a written paper and this paper is comprise of different verbal and nonverbal questions. The candidates who qualify the written paper are further evaluated through interview before final hiring. Preparing a Question Paper for Tetra Pack Operators was a difficult job for me because I was doing this task first time. I collected previous question papers from HR Manager Omer Hassan Janjua for benchmark and I also visited Urdu Bazar and buy different kinds of books comprising of verbal and non-verbal questions. Tetra pack Operators question paper was a difficult job because these operators has education up to Matric level and they have to work on machines and majority of them even don’t understand English. It was decided to prepare the question paper in Urdu so the candidates can easily understand the question paper and give answers at their ease. I prepare the question paper on a rough page and show it to Omer Hassan Janjua and after his approval I went to the Wahdat Road Market and made a computer-composed copy of Tetra Pack Operator Question Paper.

27

Internship Report I conduct the written examination of Tetra Pack Operators and check the papers. I give marks to each candidate and make a list of candidates obtaining different marks and give it to Omer Hassan Janjua, Human Resource Manager for further procedures. Internal Job Announcement I prepare an internal job announcement notice to be placed at Head Office and Plant of the Haleeb Foods Limited. Haleeb Foods Limited (Formerly CDL Foods Limited) encourages its employees for internal hiring. They do it so because the Internal Hiring is much easy and cost effective. The prospective candidates are already familiar with the culture, belief and norms of the organization but it does not suggest that Haleeb Foods Limited do not believe in external Hiring. Haleeb foods Limited do the both Internal and External Hiring of employees. The internal job announcement was for Operators (Tetra Pack and Pasteurize Sections), Sales Promotion Officers and Trainee Engineers. I give the logo of Haleeb Foods Limited on the top of the notice and then a big caption of describing Internal Job Announcement. I described the various jobs that were currently empty and required to be fulfilled by the young, energetic and motivated individuals. Against each job I mentioned the education qualification, Experience, and other preferences. In the end I mentioned the Haleeb Foods Limited mailing address and E-Mail address to forward the Resumes. Apart from the Internal Job announcement I had also made different kinds of Letters, Memorandums. Human Resource Manger, Omer Hassan Janjua advised me in this regard of writing different kind of letters and memorandums. I go to the General Services Department and take serial numbers from Ms. Sajjida on these letters and memorandums because every letter and 28

Internship Report memorandum which is dispatch from Haleeb Foods Limited bears a serial number to be used for future references. Customer Satisfaction Day Haleeb Foods Limited (Formerly CDL Foods Limited) celebrated Customer Satisfaction Day on April 10, 2004. I was the part of the Haleeb Foods Limited in celebrating the Customer satisfaction Day. The main purpose of celebrating the Customer satisfaction day was to get closer to the customers and listen to the problems, limitations, and suggestions of the Haleeb Foods Limited customers. I worked with Deputy Human Resource Manager, Muhammad Nadeem Bhutta on Customer Satisfaction Day. Customer Satisfaction Day teams and route plans were made by the Sales Department and delivered to the Human Resource Department. Deputy Human Resource Manager, Muhammad Nadeem Bhutta and I worked on Customer Satisfaction Day activity plan we both prepare a memo with the help of mail merge informing other 150 employees of Haleeb Foods Limited about the Customer satisfaction Day teams and route plans. 150 Employees of Haleeb Foods Limited gathered at Haleeb Foods Limited Head Office on April 10, 2004 at 8.30 a.m. A group photograph was taken in the form of English alphabet letter H symbolizing Haleeb Foods Limited. 75 teams comprising of 2 members each wearing Haleeb Foods Limited T-Shirts and Caps spread in different areas of Lahore and go the customers and fill out a questionnaire from them. Each team filled out at least 15 questionnaires from the customers and provides a gift of wall clocks to the customers. Later on I record the data comprising the Customer Satisfaction Day Questionnaires on Microsoft Visual Basic Database. I with other three persons recorded the questionnaires data of more than 850 questionnaires in two days 29

Internship Report enabling the IS Department to prepare a report on Customer Satisfaction Day activities and presenting it to the Managing Director of Haleeb Foods Limited, Suleman Daud.

Marketing Department From the Human Resource Department I was shifted to the Marketing Department of Haleeb Foods Limited. Mr. Liaqat Ali Chohan is the senior Marketing Manager of Haleeb Foods Limited. I was attached with the Ms. Mahwish Bukhari, Brand Manager Haleeb Foods Limited. Ms. Mahwish Bukhari was working on a Launch of Haleeb Foods Limited New Product Haleeb Good Day 100% Pure Juice. My duties and responsibilities as an intern were to assist her in launching new product Haleeb Good Day 100% Pure Juice. Launch of Haleeb Good Day 100% Pure Juice Total market size of pure juice is approximately 8.5 million liters per annum. In Pakistan Nestle holds 48% share and Shezan holds 43% share and the other juice companies hold only 9% share of pure juice market. As the statistics suggests that there are only two major players in the pure juice market Nestle and Shezan, so there is a great potential for the launch of Haleeb Good Day 100% Pure Juice. PURE JUICES MARKET

OTHERS 9% SHEZAN 43% NESTLE 48%

SHEZAN NESTLE OTHERS

30

Internship Report The trends in the pure juice industry growth also show that from the last four years the consumption of liquid per day of pure juices has increased from 10,000 liters per day to 50,000 liters per day. This trend also gives a strong reason to launch a 100% pure juice. Haleeb has to take a challenge to take Haleeb Good Day from Start Up to Good and from Good to Great. Haleeb has to deliver strong connectivity with the consumers, Drive growth through innovation and build market presence. Haleeb has been declared the largest food brand of Pakistan by a latest research conducted by Oasis International for Aurora Magazine 2004. CMFA CMFA stands for Consumer Marketing Funds Authorization. Ms. Mahwish Bukhari, Brand Manager Haleeb Good Day 100% Pure Juice assigns me duty to prepare CMFA for the Haleeb Good Day 100% Pure Juice. Mr. Aslam Gilani is Services Marketing Executive in Haleeb Foods Limited. He is responsible for all the budgeting, cost, funds authorization. I contacted with Mr. Aslam Gilani and tell him about the preparation of CMFA for Haleeb Good Day 100% Pure Juice. Mr. Aslam Gilani prepared three CMFA for three main activities of the Haleeb Good Day 100% Pure Juice. I keenly observe and learn the method of preparation of CMFA and then give the CMFA to Ms. Mahwish Bukhari POS POS stands for Point of Sale Material. POS preparation was my other duty and responsibility. POS material of Haleeb Good Day 100% Pure Juice includes Posters, Shelf Talkers, Trade letters, Stands, Racks, T-Shirts, and Caps. Haleeb Foods Limited has independent vendors for the preparation of POS materials. My assignments was to be in contact with these vendors and check 31

Internship Report out the current position of the preparation of the POS material and have a strong follow up with the vendors regarding the POS material. The quantity of POS required was as follow: • Posters

20,000

• Shelf Talkers

12,000

• Trade letters

6000

• Stand

120

• Racks

25

• T-Shirts

375

• Caps

75

Merchandising Vans Haleeb Foods Limited planned to start 33 exclusive vans for the launch of Haleeb Good Day 100% Pure Juice. The activity of exclusive vans was carried out for one week in three major cities of Pakistan namely Karachi, Lahore, and twin cities Rawalpindi/Islamabad. The schedule of merchandising vans was as follow: • Karachi

14

• Lahore

12

• Rawalpindi\Islamabad

7

My assignment was to get in touch with the vendors and make sure they are working properly for the preparation of the merchandising vans. Exclusive van panels of Haleeb Good Day 100% Pure Juice were prepared and placed on the sides of the exclusive merchandising vans.

32

Internship Report I constantly and regularly get in touch with the vendor of the merchandising vans and with strong follow up make sure that the van panels are prepared for the merchandising vans. Hoardings Ms. Mahwish Bukhari decided to place hoardings of Haleeb Good Day 100% Pure Juice in the different locations of Lahore, Karachi, and Rawalpindi \Islamabad. My assignment in this regard was firstly to get the design of the hoardings from the agency, Jwt Asiatic and then give it to the vendor Irshad Siddique for the preparation of the hoardings of Haleeb Good Day 100% Pure Juice Hoardings of Haleeb Good Day 100% Pure Juice were of three different designs. We had launched a teaser campaign for the launch of Haleeb Good Day100% Pure Juice. In teaser campaign we prepare three different hoardings partially disclosing the Haleeb Good Day100% Pure Juice. BTL Activity BTL Activity refers to the Below the Line Activities. BTL activities were carried out for the Haleeb Good Day 100% Pure Juice to establish the consumer contact with the company Basically two methods were adopted in this regard • Store Intercepts & chilled wet sampling • Wet sampling at key social venues My assignment in the BTL Activity was to make sure the preparation BTL Activity is going on right track. I contacted with the supplier Mr. Tariq Mansoori and make sure the product of Haleeb Good Day 100% Pure Juice is available in chilled form for the activities of Store Intercepts & chilled wet sampling and Wet sampling at key social venues 33

Internship Report I also contacted with different vendors for the preparation of stalls and transparent glasses to be used in the Store Intercepts & chilled wet sampling. I make sure with consistent follow up that the BTL Activity materials are prepared and delivered on time. Haleeb Good Day Launch Briefing Haleeb Good Day 100% Pure Juice launch briefing was organized at Pearl Continental Hotel, Emerald Hall on May 10, 2004 My assignment in this activity was to make sure the booking of the Hall for the Haleeb Good Day 100% Pure Juice Launch Briefing. I also make sure that the multimedia, screens, laptop, sound system, backdrop, pack mockups are delivered in the hall before the Launch Briefing function. I myself attended the Launch Briefing function of Haleeb Good Day 100% Pure Juice and take part in the activities of launch function.

34

Internship Report

Problems and Limitations  No separate computer was available for internee so it took more time for data entries and wait for the computer to be free. Also getting the data transferred from one computer to another was a big problem that arose almost daily.  I have to Contact with the interviewee’s and fix time and date of interview on telephone with them in Human Resource Department. The problem I faced was that the telephone line was not connected easily especially mobile numbers. The interviewee’s were not found on telephone line and it was difficult to deliver the message to the interviewee’s relatives because they were not able to understand the message clearly.  The vendors and suppliers also give problem it was difficult to get work done from them. They always come up with reasons of not delivering the required material and I had to give them consistent follow up calls to remind them delivering the required material on the proper time.  The Advertising agencies also give problem and it was also difficult to get the designs from the Advertising agencies on the dead lines

35

Internship Report

CONCLUSION This internship proved to be very helpful for me. I got a lot of knowledge and also the practical aspect of life. It was my first experience, which was obviously very tough, but it will be very beneficial for me in the future. As a whole Haleeb Foods Limited is a good organization to work in but there are certain departments that need improvements. It is surviving in the FMCG sector with some strengths and weaknesses. I am of the view that if Haleeb Foods Limited management wants to show the same results in the future than it should have to take some decisions before time, because in 21 st century only those organizations can survive which are using there human resources and material resources with popper planning and wisdom.

36

Internship Report

RECOMMENDATIONS  Haleeb Foods Limited (Formerly CDL Foods Limited) is advertising its products through the ATL (Above the Line Activities) it should also give emphasis to advertise its products through the BTL (Below the Line Activities).  Human Resource Department of Haleeb Foods Limited should introduce HRIS (Human Resource Information System) to increase the efficiency of the Department.  The co-operation among the different departments of Haleeb Foods Limited should Improve it will lessen the bureaucratic cost and increase the efficiency of the company.  The activities like Customer Satisfaction Day should be performed on regular basis so the company should know about the feedback of the customers regarding the products and image of the company.  Haleeb Foods Limited has introduced Haleeb Good Day 100% pure Juice in 1 liter packing they should also introduce the Haleeb Good Day 100% Pure Juice in 250 ml packing to increase the market share.  The shopkeepers complains that Haleeb Foods Limited do not provide replacement to the expired products so they should provide proper replacements to the shopkeepers to enhance the company image.  Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with the distribution of Haleeb Milk.

37