IDEAS home Printed from https://ideas.repec.org/a/sae/anjomc/v18y2021i2p109-125.html
   My bibliography  Save this article

Haleeb: Rejuvenating the Market Leader of the Past

Author

Listed:
  • Umair Usman
  • Rohail Ashraf
  • Muhammad Asif Khan

Abstract

With over a decade-long absence from the market, Haleeb Foods Limited had decided to relaunch its flagship brand ‘Haleeb’ within the processed milk category. While the enthusiasm was high, the fact that Haleeb was returning to the market after a decade posed serious challenges for the branding team. The product category and customer expectations had evolved over the years and strong competitors, that is, Olper’s (Engro Foods Limited) and MilkPak (Nestle), had emerged. Haleeb’s branding team had to decide on how to take the brand forward after being absent from the mainstream.

Suggested Citation

  • Umair Usman & Rohail Ashraf & Muhammad Asif Khan, 2021. "Haleeb: Rejuvenating the Market Leader of the Past," Asian Journal of Management Cases, , vol. 18(2), pages 109-125, September.
    • Handle: RePEc:sae:anjomc:v:18:y:2021:i:2:p:109-125
    DOI: 10.1177/0972820120916256
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972820120916256
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972820120916256?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:anjomc:v:18:y:2021:i:2:p:109-125. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.