Haleeb milk was the market leader in the dairy industry, in order for Haleeb to regain its market share they need to emphasize on, and create consumer awareness and differentiate from other milk products. Haleeb since it originally started has been using the same packaging, which has not been helpful in creating a positive perception in consumers minds. Haleeb needs to revamp its packaging in a fresh way keeping consumer wants and perceptions in mind. Companies change their overall look of products or launch new products to keep up with the fast paced changing market. Haleeb needs to get out of its comfort zone and relaunch its milk products with a fresh new look, using innovative advertising, fancier logos, and better packaging. Haleeb is dependent on Tetra Pak for the packaging of its entire dairy product line. Tetra Pak is the only option available to Haleeb and other milk providers for packaging because they have monopoly over the packaging sector in Pakistan. This gives Tetra Pak a bargaining power of suppliers. Consumers’ perceptions and price differentials can cause a threat for the company. Loose milk is cheaper than packaged milk, this is one of the reasons why people prefer loose milk from local “dud wala’s” over packaged milk products. This is one of the barriers cutting into Haleeb milk’s profit margins. Haleeb needs a new design, a new innovative logo and a brand new package shape. The best option would be tetra pack carton with a removable and screwed top which can be open easily and is easy to use and dispose off. The color can also be changed, color is its personality and needs as new fresh look. An option is to have different colors for 3 different categories of milk, whole milk, 1% fat, and 2 %fat, an interesting bold logo and a change in carton shape. The screw top will be a hit as Prema has an attractive packaging as well. Here are some of the ways Haleeb will increase their market share. Promotion is very important as at this point Haleeb has not promoted itself in the past few years. According to the surveys, consumers are influenced most by TVC’s followed by street advertisement and lastly by publicity and public relations. The reason why sales decreased was because of bad word of mouth and highly negative publicity. Haleeb will now design a drastic promotion portfolio and through its diversity, gain a higher market share.
The brand competition for Haleeb milk includes all those milk brands which are in direct competition with Haleeb. Haleeb is competing with three (3) major competitors in the market.
All these competitors are in direct competition with Haleeb. Haleeb has to compete with all of these. Its competitors have made a strong place in the market by using different competitive strategies i.e. advertising, marketing and different promotions.In order to compete with the competitors, it has to focus on marketing, advertisement and promotions of its product. Haleeb should provide higher quality than its competitors to sustain in the market. It should also focus on competitive strategies that its competitors are using. Its competitors mainly focus on advertisement. For example,
Nestle MilkPak has been advertising its product in the market by using the slogan, “Nestle MilkPak Banaye Mazboot Gharana”.
Similarly Olper’s has been advertising its product using slogan, “Subha Bakhair Zindagi”
And Good Milk has also created its goodwill by advertising in the past using slogan, “Roz Roz Good Milk Piya Karo”.
Haleeb should advertise its product through the marketing and communication channels and use different promotional campaigns to attract the consumers and to compete with its competitors. It should create awareness in the consumers’ minds and in order to compete with its competitors that its milk is not only for making tea, it is also for drinking purposes.
The Unique Selling Point (USP) of the Haleeb milk is that it is the thickest, purest and high quality milk available in the market packed in the hygienic and safe packing. And it is best for making tea and coffee. Haleeb does not compromise on quality. For Haleeb, quality is everything. The quality of Haleeb milk is the motivational factor for the consumers that will lead the consumers to switch their preferences and motivate them to try Haleeb milk.
Haleeb Milk is available in all four sizes. i.e. 250 ml, 500 ml, 1 liter and 1.5 liter.
For Haleeb Milk, the quality is everything. It is the thickest and purest milk available in the market that is packed in Tetra Packs.
The packaging of the product is innovative as compared to the competitors because it has a twisted cap which can be closed after the seal packing is removed. So that it will remain safe from germs and bacteria. While the others milk brands has not the twisted cap packaging of their milk product.
The price of the product set according to the competitors prices. The cost is tried to make less and less and the price is set at the market penetration strategy. The prices for all the four different size packs are as follows:
250 ml -Rs.
500 ml -Rs.
1 Liter -Rs.
1.5 Liter – Rs.
Haleeb Milk is targeting the mass market so the distribution of the milk is set as it is a convenience good so it is provided at maximum stores.
Distribution network includes distributors, whole sellers and retailers. It will make sure that the product is available on all the big and major stores. i.e big departmental stores, bakery stores and small khokhaas.
The product will be promoting through advertising and communication channels. Newspapers, billboards, radio and television commercials will be used for advertising the product. Television channel is the main medium that is most actively being utilized by the companies for the advertisement of their products. And television commercials are the only medium which can contact every one if their television is turned on. So the television commercials will be used to create awareness among consumers regarding the product.
Different promotional activities and promotional campaigns will be used to promote the product. For example, if a consumer buys a complete carton then the consumer will be given 10% discount.
Positioning is the only way through which a company can increase the functionality of its product and can portray it as a more useful product. Haleeb will position its product by its attribute and by its usage. Haleeb will position itself not only a tea making milk but also used for drinking purpose and for making sweet dish as well. It will make the perception in the consumers’ minds that it will fulfill their all requirements regarding milk whether it will be for drinking, for making tea and coffee or for other kitchen purposes. i.e. cooking and making sweet dishes. It will position itself as a thickest and purest milk brand available in the market. So whenever the consumers think of the purest and thickest milk, they will recall Haleeb Milk and it will affect their purchase decision and consumers will prefer to purchase Haleeb Milk as compared to other brands milk available in the market.
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