Internship Report on Haleeb Foods

by Commerce Solutions in Haleeb Foods, Internship Report

Introduction: This report covers the activities and responsibilities that I performed

during my internship at Haleeb Foods Limited. HFL is the National

Company with a burning passion to take on the international market.

In the clutter of multinational companies HFL has a distinguished

place. The report starts with the introduction of the company, then the

mission and the vision of the organization and its structure covering

all the departments. HFL's products portfolio, SWOT Analysis, Pest

Analysis and Porter Five Forces Model.

Then the next part includes my duties and responsibilities and the

assignments and projects they gave the problems and then me and

limitations I have founded while doing the internship and then

recommendations

Internship Assignment: The assignment was to work with a professional organization to get

professional experience of the office routines and the working of the

organization at the initial level.

Learning: I worked their as an intern for the 7 weeks in the marketing

department. In the marketing department of HFL I learned a lot of

things related to marketing and sales. My boss gave me many

assignments, which were related to marketing and sales, and also

many other things that will help me a lot when I will start my

professional career.

Contribution: My contributions in that department were valuable, because of my

contributions I succeed in taking the load of work of my boss.

Introduction of HFL: This report provides a cavernous insight of the departments and

products of the company.

HFL is now one of the fastest growing packaged food companies in

Pakistan with an annual turnover of Rs. 9.2 Billion (F2006). It is a

private limited company. It started commercial production in July

1987. Due to consistently superior performance, it has achieved

undisputed leadership in the liquid packaged milk category with a

market share of over 52%. HFL has a very strong brand portfolio

consisting of dairy as well as non-dairy products.

Haleeb Foods has segmented its product portfolio in 3 leading brands

including Haleeb, Candia and Tropico. Haleeb is the flagship brand of

the company. Haleeb UHT Milk is available in 5 Sku‘s of Tetrapak packaging. Due to its strong positioning of the thickest milk for best

tea, it has the highest top of mind awareness and penetration in the

dairy industry of Pakistan. In order to increase consumer and trade

penetration of the brand, it is also available in Tetra Fino Packaging

under the brand extension of Haleeb Dairy Queen.

Haleeb has also progressively diversified from UHT Milk to other

product categories as well. These product line extensions include

Haleeb Butter, Haleeb Yogurt, Haleeb Cream, Haleeb Labban

(Drinking Yogurt), Haleeb Asli Desi ghee (Butter Oil), Haleeb

Funday Juice Drink, Haleeb Skimz (skimmed milk), Haleeb N'Rish

Full Cream Milk Powder & Haleeb Good day Pure Juices. Haleeb

Good day is the only range of 100% pure juices in the country with a

variety of 6 pure juice flavors.

Haleeb Foods, having a Franchise agreement with Cadillac France,

launched Candia Double Sterilized Milk in bottle format in April

1999. Candia is also available in the Candia Classic variant which is

positioned for Tea. Another recent initiative is Candia Candy Up,

which is flavored milk for children.

HFL has one of the largest nation-wide distribution networks

delivering high quality products, even in the remote areas of Pakistan.

With a network of +1100 distributors the company ensures that the

product range is available in all the urban and semi urban areas of

Pakistan. Furthermore, concerted efforts are being made to develop

the rural market as well.

HFL has an efficient and resourceful Export department, which has

successfully tapped opportunities in foreign markets including Korea,

Hong Kong, USA, UK, China, Afghanistan, Bangladesh and the

Middle East.

In order to provide best quality products to its consumers, HFL has a

well-developed supply chain infrastructure. It has heavily invested in

a vast network of company operated milk collection centers across the

country. HFL has a strict and stringent quality policy regarding intake

of raw milk. It is the only company that conducts 21 rigorous quality

tests to ensure that only fresh milk of the highest quality is accepted at

the plant premises. These internationally recognized tests are used to

check for: a) adulteration, b) microbiological contamination and c)

adequacy of nutritional contents. Further, Haleeb Foods is the only

food company in Pakistan that has the following international

certifications of quality and prestige:

· HACCP (in process controls for safer products)

· ISO 9001 – 2000 (better quality for greater customer satisfaction)

· ISO 14001 (environment-friendly operations)

HFL believes in using cutting edge processing and packaging

technologies to meet consumer expectations of hygienic and high

quality food products. It has more than 30 Tetra machines for its UHT

milk brands and 5 UHT units with a capacity of producing more than

1 Million Liters of Milk everyday. Keeping in view the volume

potential and increasing growth trend of the market, the company has

recently inaugurated a second independent UHT plant at Rahim Yar

Khan.

Haleeb Foods has a highly professional management team with a

progressive operating style. The management team comprises of

highly seasoned professionals with diverse global experience of

managing and developing brands. It can lay claim to be one of the

very few Pakistani organizations, which are truly following the model

adopted by globally successfully corporations, with clearly defined

roles for shareholders and the management team.

The company takes pride in being a model national organization

delivering international quality products and higher value for money

to its consumers. The management team at HFL strongly believes that

Pakistan offers enormous potential for food business due to a large

consumer base, high acceptance of packaged food, and a growing

urban middle class consumer segment.

History: Haleeb Foods Ltd. was incorporated on July 1

st, 1984 with a capital of Rs. 46

Million under the name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it

is known to be as Haleeb Foods Limited. At that time it had the capacity of producing 80,000 / liters of milk

per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process

started with UHT 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 MILKPAK

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 were particularly dairy foods products. Haleeb is one brand

that is toady known everywhere.

From November 1989 till December 1991 Haleeb had a joint venture

with fries land Frico Domo of Netherlands. This joint was amicably

dissolved on account of FFD's change in management in their global

strategy. Today as an ISO 9002 certified company, Haleeb is the

dominant market leader of UHT milk in Pakistan by capturing 52 %

share.

Franchise agreement with Canada, a market leader in the liquid milk

market in France, was assigned in December 1998. Under this

arrangement, the company launched Candia range of value added

liquid milk product and also have assess to latest production, technical

and marketing know how.

Initially company launched different products but some of them could

not become successful. As the company's core concern is quality

eventually company abandoned products that were not according to

the market needs. In 2002 the company contributed 54% to the

country's packed milk market. Problem and Purpose:.

This report seeks to look at the operations of Haleeb Foods Limited. What kind if products and services HFL

is providing to the consumers, also about the environment in which it is operating.

Sources and Methods:

· The greater part of information presented in this report has been taken from published material of the

company like its broachers and website. The information regarding HFL is taken from the senior managers

and the supervisor under whom I am doing my internship.

· I tried my level best to write updated and latest information and in the report.

· Main Sources of information are:

www.haleebfoods.com

Limitations:

The most important limitation in writing this report was the nature of the company. Haleeb Food Limited is a

private limited doesn‘t allow leaking any of its internal information, specially the information regarding the

financial position of the company and the policies related to Human Resource Department.

Scope:

The scope of the report is to examine in detail the operation of HFL. The focus of this report is mainly on the

marketing department of Haleeb Foods Limited.

Organizational Structure of Haleeb Foods Limited:

Managing Director

Technical

Operations

R & D

Quality Assurance

Marketing

Sales

Human Resource

Finance

Information System

Supply Chain

Food Services

Maintenance

Administration

Production

Quality sessions

Quality Control

Customer Care

Brand Teams

Sales Team

H.R Functions

HIL

Finance

giitncoccA

Projects

NPD

Milk Procurement

Purchases / Imports

Warehouse

Chairman

Export

Vision, Mission, Values and Policies of Haleeb Foods Limited.

Vision Statement:

Most Innovative and fastest growing food company offering products enjoyed in "every home every day"

Mission Statement:

Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional

products to our consumers while maximizing stake holders' value.

Policies:

a. Build branded food business to improve quality of life by offering tasty, sage, hygienically processed,

affordable, highly nutritional food products through environment friendly processes to our customers while

maximizing stake holders' value.

b. Meet the requirement of all relevant legislation and regulation related to consumer satisfaction & safety,

environment and other applicable laws etc.

c. To prevent pollution through controlling levels of harmful emission, effluents and other wastes.

d. Contribute to safe and healthy environment for our country.

e. Promote mutual trust with customers, suppliers, employees, shareholders and community.

f. Provide all the necessary resources for the continual improvement in quality, safety of our products,

processes and environment.

Values:

· Enterprise

· Empowerment

· Accountability

· Trust

· Teamwork

Haleeb Foods product Portfolio:

1.1 Haleeb Milk in Tetra Pack:

Consumers everywhere know that only Haleeb Milk makes the best tea ever because of its thickness. Haleeb

is pasteurized, homogenized, and standardized pure UHT milk of the highest standard with 3.5% fats and

8.9% solid non-fats. It is Haleeb Foods premier brand, and the choice of quality-conscious consumers who

only go for the best. Packed in easy to open, 6-layered Tetra Pak Brick Aseptic packaging, it comes with a 3

months shelf life.

SKU's

· 1500 ml: 8 Packs / carton

· 1000 ml: 12 packs/carton

· 500 ml: 12 packs/shrink-wrapped tray

· 250 ml: 27 packs/shrink-wrapped tray

1.2 Haleeb Reshmi

Haleeb Reshmi pack is long life-packaged milk and offers consumers premium quality milk at an attractive

price. Due to its multi-layered packaging material, Reshmi pack not only retains the natural thickness of milk

for a longer time, but also protects the milk from light, heat and bacteria.

SKU's

· 125 ml: 1.25 liters

· 250ml: 5 liters

· 1000ml: 6 liters

1.3 Haleeb Bottle:

The good thing about the Haleeb Bottle is that it is made out of material that is 100 percent recyclable. Feel

free to have your own pick according to your need. , Haleeb Milk is all about making your life simpler and

easier. The Milk Bottle's convenient screw cap makes it easy to use in our day-to-day life. The aluminum that

covers the mouth of the bottle ensures that the milk that reaches you remain fresh. Approved by CCTPA the

Haleeb Milk Bottle has multi protected layers that keep it safe from bacteria and sunlight.

SKU's

· 1000 ml / 8 pieces per cartoon

· 250 ml / 24 pieces per cartoon

1.4 Dairy Queen:

Dairy Queen is Haleeb another standardized and homogenized pure UHT Milk with 3.5% fat and 8.9% solid

non fats. At an affordable price it has won the hearts of consumers everywhere. It is available in 6-layered

Tetra Pak Fino Packaging, introduced for the first time in Pakistan and has 2 months shelf life.

SKU's:

· 250 ml: 24 pouches per carton

· 500 ml: 16 pouches per carton

· 1000 ml: 9 pouches per carton

1.5 Haleeb Gold:

The Thickest Milk with Extra Cream. This marvelous product provides all the benefits of the Thickest Milk

along with the natural goodness of extra cream. Haleeb Gold with its extra rich creamy taste makes a perfect

cup of Tea. It enhances your performance and helps to maintain a healthy, dynamic lifestyle.

SKU's:

· 1000 ml: 12 packs/carton

· 500 ml: 12 packs/tray

· 250 ml: 27 packs/tray

1.6 Haleeb Tea max:

In tune with the Haleeb Foods tradition of providing consumers high quality and value added products,

Haleeb Tea Max is the ideal choice for all tea and coffee lovers. Tea Max is special milk that provides a rich

taste in your beverage. It is also available in the unique and delicious cardamom flavor, packed in a 6-layered

Tetra Pack Brick Aseptic packaging.

SKU's:

· 200 ml (plain) pack: 27 packs/carton

· 200 ml (cardamom) pack: 27 packs/carton

1.7 Haleeb Funday:

Haleeb Funday is a delicious juice drink especially for kids, enriched with calcium, and vitamins A, C & D.

An exciting treat, packed with health and a great taste, Funday juices will surely be an instant success with

kids with their unique and amusing names, Aamonka (mango) and Arrochee (peach and lychee). They are

packed in a 6-layered Tetra Pack Brick Aseptic packaging.

SKU's:

· 200ml Pack: 36 Packs /Carton Shrink wrap units

· 200ml Pack: 27 Packs/Carton

1.8 Haleeb Good Day:

Haleeb Good Day offers consumers a range of 100% pure juices with the essence of four fruits in each glass,

without any added sugar, flavors or preservatives. For consumption absolutely anywhere and anytime, Good

Days‘ six premium juices (apple, pineapple, red grape, mango, orange, and mixed fruit) give you the absolute

delight in taste, and revitalizes you at the same time. It is packed in a 6-layered Tetra Pack Brick Aseptic

packaging.

SKU's:

· 250 ml Pack: 27 Packs/Cartons

· 1000 ml Pack: 12 Packs/Carton

1.9 Haleeb Cream:

The premium cream processed hygienically from pure fresh milk, Haleeb Cream is luxuriously rich in its

thickness and nutritional value. It promises the richest assortment of tempting toppings, delicious desserts and

creamiest coffee with its unique taste, also great for eating with bread etc. Packed in 6-layered Tetra Pack

Brick Aseptic packaging. 6 months shelf life.

SKU's:

· 250 ml: 27 packs/shrink-wrapped tray

· 65 ml mini pack: 24 packs/dispenser, 6 dispensers/carton

1.10 Haleeb Cream with Honey:

Haleeb Cream with Honey is an exclusive treat: delicious thick cream fortified with the goodness of pure

honey, making a tempting spread on bread. Enjoy it anytime and exude energy and freshness whole day long.

It is packed in a 6-layered Tetra Pak Brick Aseptic packaging.

SKU's:

· 65 ml mini pack: 24 packs/dispenser

· 200 ml: 24 packs/tray

1.11 Haleeb Butter:

Haleeb Butter is the best natural source of Vitamins A & D for everyone, and by far the ideal way of starting

yet another busy day. It is rich in its taste and revitalizes your energy for a long tiresome day.

SKU's:

· 20g pack: 300 packs/carton

· 50g pack: 120 packs/carton

· 100g pack: 60 packs/carton

· 200g pack: 30 packs/carton

· 1000g pack: 1 pack/carton

1.12 Haleeb Yogurt:

Haleeb Yogurt meets the highest quality standards and gives consumer‘s unmatched quality, freshness and

taste with every spoonful. Offered in 450g, 200g, with freshness seal that keeps the product attributes fresh

throughout its life.

SKU's:

· Plain Yogurt 450 gm: 12 Units/Tray

· Plain Yogurt 200 gm: 24 Units/Tray.

· Zera Raita: 24 Units/Tray

· Mint Raita: 24 Units/Tray

1.13 Haleeb Asli Desi Ghee:

Haleeb Asli Desi Ghee is obtained from pure milk through the traditional procedure of heating butter slowly.

Haleeb Asli Desi Ghee is free from all artificial ingredients; it has pure and natural taste and is nutritionally

preserved.

SKU's:

· 0.5 kg pouch: 10 packs/carton

· 1 kg pouch: 5 packs/carton

· 1 kg tin: 6 tins/carton

· 5 kg tin: 2 tins/carton

· 16 kg tin: 1 tin/carton

1.14 Haleeb Labban:

Lassi is an age-old traditional beverage in the South Asian continent. Haleeb Labban aims to give its

consumers the same satisfying traditional taste of thick Lassi, along with hygiene, convenience and

accessibility. Haleeb Labban is the only ready to drink packaged Lassi available in Pakistan. It is available in

salty and sweetened variants, packed in a 6-layered Tetra Pack Brick Aseptic packaging.

SKU's

· 250 ml pack: 27 packs/carton

· 1000 ml pack: 12 packs/carton