grid is uploaded . kindly do it as soon as possible

CASE STUDY-HALEEB FOODS Background: Haleeb foods (HFL) is one of the most well-known local FMCG marketing companies. Established in the 1980s, Haleeb foods climbed the ladders of success in food business, at one point, capturing 50% of the dairy market during mid-2000s. Its success was based on strong pillars such as Haleeb milk, Cream and Tea Whiteners businesses. However, in the years that followed 2008, one of the largest food companies in Pakistan, started seeing a decline. The decline could be attributed to compromise made on the quality of its products and losing its customer and consumer focus. In 2015, there came a time that the company that enjoyed 52% market share, reached less than 1% market share. In a gist, there were problems at all levels like Product, Pricing and Distribution and what not! The New Marketing director after coming on board in Jan 19, Fix all the problems and ready to launch once again! In light of above, We have an uphill task with respect to Media Planning and Haleeb's Management is expecting the Agency to shift gears and devise an Overall Advertising Strategy' since the above is nothing less than a Nightmare! 2020 - Objectives Measurable Business Objectives: : To increase consumption by 15% and bring back the Lapse users which were loyal until 2008 Communication objective: To increase Top of mind from 5% to 15 Media Objective: To work on SOV in such a way that "Haleeb" Should appear in Top three brands when asked "What milk brand comes to your mind". Hence, Unaided recall in top three. Olper's and Nestle are in Top 2 PLEASE HELP HALEEB FIX ITS PROBLEMS MENTIONED IN THE BELOW SECTIONS, KEEPING IN MIND 'THE BUSINESS GOALS SECTION - #1 SOS/SOV (16 Marks) Below Grid showing SOS/SOV for the Brands falling under Branded Milk Category spending is PKR 600 Mill and Category GRPs are 50,000. The above grid should help in benchmarking Questions Before you attempt the below, please assume that Competition spending will remain unchanged in 2020. 1) What do you think is the most obvious problem with Haleeb Foods from the above Grid? (2 Marks) 2) What should be the Brand doing to fix it? (2 Marks) 3) Apart from the obvious problem, How Bad is the SOV/SOS ratio or do you think they have a bigger problem at hand than SOS/SOV Ratio? (2) 4) Once you have identified the problem, please Make a revised Grid mentioning both sos, SOV (6) 5) Connecting to point # 4, please make a revised proposed grid in abosulte terms i.e. Brand wise Spends/GRPs along with Category Spends/GRPs (4) 9