National Foods

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7$%/(2)&217(176ContentsABOUT THE COMPANY ....................................................................................................................2 COMPANYS VISION AND MISSION STATEMENT ........................................................................4 THE SALES PLANNING PROCESS ................................................................................................. 14 THE INTERVIEW.............................................................................................................................. 17 SUMMARY ....................................................................................................................................... 26

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ABOUT THE COMPANY National Foods Pakistan Limited (NFL), founded in 1970, is today Pakistans leading multi-category Food Company with over 250 different products in 12 categories. It is the only food company in Pakistan to have ISO 9001 and HACCP certifications along with SAP business technology to drive the Companys strong commitment to quality and management excellence. NFL is an international brand sold in over 35 countries. It started out as a Spice company. 3 decades later it has diversified into a versatile Food Company with over 110 products and 165 and above SKUs (Stock Keeping Unit) for the domestic market and over 100 different products for the international markets.

The vision to see National Foods as a professionally managed Human Resource company, set more than 7 years ago, was realized by transforming a local company into a very dynamic and progressive management structure in line with industry practices. The company has more than 1500 employees and operates 6 manufacturing units and 4 warehouses across Pakistan. The product line has now grown to over 300 SKUs in 12 different categories. These are distributed by over 350 distributors in Pakistan and to over 30 distributors across countries worldwide. Competent Human Resources from within the company have fuelled tremendous growth by excelling in Functional Management. Even after 3 decades the company's focal point still remains on Customer's needs through Product development in line with the changing market trends. In this innovative age of ever changing lifestyles, fuelled by the rampant development of technology; consumers have been compelled to change their eating habits. National Foods responds to this challenge of developing innovative food products based on convenience and fast preparation in line 2

with modern lifestyles and yet retains traditional values through its impressive collection of food products. The brand delivers its ultimate promise by consistently delivering value to its consumers. National Foods enriches family relationships by bringing people together for family traditions, feasts, seasonal holidays and of course - everyday life.

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COMPANY S VISION AND MISSION STATEMENT

To be a 50 billion food company by the year 2020 in the convenience food segment by launching products and services in the domestic and international

markets that enhance lifestyle and create value for our customers through management excellence at all levels.

4

Core ValuesPassion: the company acts with intense positive energy and is not afraid to take risks. It challenges itself continuously and has pride for what it does.

People-centric: the company puts its people first. Treat them with respect and actively contribute towards their development.

Customer Focus: the company sees the world through the eyes of its customers. It does everything possible to make them happy.

Leadership: the company and its people believe that they are a part of the solution never the problem. They act like owners and a positive influence on others.

Teamwork: their roles are defined, not their responsibilities. They believe in going the extra mile to accomplish their goals. They coach and support each other ensuring everyone wins. The company has a WE versus I mindset.

Ethics: they dont run their business at the cost of human and ethical values. Excellence in execution: We say. We do. We deliver. The people of the company talk with their actions. They strive for nothing but the best. Execution is the key to winning!

Accountability: We see. We act. The people of the company take full responsibility for their actions and results. They dont blame others for their mistakes; they analyze them and correct them.

5

Brand PillarsWhite is the colour of PURITY: purity is their first value, Purity of thought and action, Purity as an uncompromising standard and as a way of life.

The colour red in their logo stands for TRUST: trust placed in them by their customers, trade partners, shareholders and employees; a trust that National Foods Limited has upheld for the past 37 years.

The colour orange in their logo represents their rich HERITAGE: a proud heritage of striving for excellence handed down by their founding generation to the present generation. A belief in their heritage is the strong foundation on which their business continues to grow.

Purple, a colour of life that for them means CONVENIENCE for their customers: convenience is a NFL value. All their products aim to enhance convenience for their customers and their trade partners.

Yellow signifies brightness & for them brightness means INNOVATION: innovation is a key NFL value. Innovation drives their ability to remain contemporary in response to their consumer needs.

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Product LineChinese Sauces become more and more popular as Chinese food makes the journey from select restaurants to households. With just the right taste and aroma, Chinese Sauces give Chinese food that authentic touch and add a unique flavor to Pakistani dishes as well. They are like one of the biggest Chinese secrets made public without the slightest bit of espionage

Chinese Chilli Sauce Chinese Salt Chinese Soya Sauce Malt Vinegar (Brown)

Red Hot Sauce Sauces-Tri-Pack (Malt) Sauces-Tri-Pack (White) Synthetic Vinegar (White)

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All sweet things are irresistible and so are National Foods Desserts. For some, Pakistani desserts are a must after every meal, for others any time is dessert time. Some do it for the aftertaste, others have regular dessert cravings. But almost always, it gets you into the best of moods. In Pakistan, it is synonymous with good news and happiness. Three products in the range make National Foods Desserts three times as sweet.

Banana Custard Kheer Mix Kheer Pistachio Mango Custard

Strawberry Custard Vanilla Custard Vermicellies

The weight watchers who have a sweet tooth and who just cant say no to dessert or those who simply enjoy something sweet after a hearty meal need not fight the temptation any longer. National Health Foods bring the same sweet taste to you but sugar free. Their ranges of Health Foods are just right, even for diabetics. National Health Foods bring you the best of both worlds.

Diet Custard Vanilla Diet Jelly Banana Diet Jelly Strawberry

Diet Kheer

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Made from real fruit pulp and juice, National Jams and Jellies offer you a taste of some of Pakistans most popular fruits. With a wide range of flavours, National Foods brings you the varied tastes of a range of tropical fruits, including Mango, Pineapple and even Kino, a variety of orange only found in the subcontinent. So sweeten up your mornings and tea times with National Jams.

Apple Jam Apply Jelly Black Current Jam Cherry Jelly Fruit Cocktail Jam Guava Jam Kino Jam

Kino Jelly Mango Jam Mixed Fruit Jam Orange Marmalade Pineapple Jelly Strawberry Jam Strawberry Jelly

Made from the finest tomatoes, National Ketchups and sauces cater to every taste. From the hot and tangy to the sweet, National Foods offers ketchup for every dish and occasion. Use them as dips for your munchies, dressing for your salads, accompaniments for the main course or even as marinades for your recipes. National Foods sauces can do it all.

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Pakistani food without pickles is like a portrait without colour. A mix of mustard oil, mixed spices, salt, citric acid and various vegetables and fruits, Pickles are used as a side relish, taste enhancer and even as a good source of digestion. Known for their uniquely sharp and tangy flavour, national foods pickles add that special something to food, making all the difference.

Carrot Pickle Hyderabadi Mix Pickle Imli Pickle Kasaundi Pickle Mango Pickles Mix Pickles

Pickle Chilli Pickle Garlic Pickle Lemon Vinegar Pickle (Mango) Vinegar Pickle (Mix)

Raj Masala brings you the joy and ease of North Indian cooking.

Traditionally, North Indian curries are creamier and less chilli hot than other Indian curries and even Thai food. Over 20 different spices are used to create flavour and aroma. Yoghurt, cream or coconut milk are used for the texture and to take the heat out of some dishes.

Raj Masala is a fresh and authentic range consisting of five different pastes and sauces for preparing Rogan Josh, Kashmiri Korma, Balti Curry, Tikka Curry, Mango Curry and Butter Chicken, a perfect blend of the traditional taste of most popular North Indian curries with the ease of modern cooking. Pappadoms are served either broken up or sprinkled on top of curries or as appetizers. 10

All Raj Masala products have been created to conveniently provide a complete meal solution for up to four people; whether it's a quick meal for the family, guests invited to dinner, or a new slant on your backyard barbeque with your favorite drink.

A Raj Masala cookbook has been written for you to quickly and easily create meat curries, healthy vegetarian meals, Asian-style Balti dishes and of course, Tandoori barbecues. It's easy,