National Foods Edit

8/3/2019 National Foods Edit

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NATIONAL FOODS – RECIPE MASALA MIX

Presented by:

Misbah NawabPirah Ahsan

Mir Murtaza

Temoor Khan

Umair Aftab



INTRODUCTION

National Foods was founded in 1970 and startedout as a Spice company.

Food Company with over 110 products and 165 andabove SKUs (Stock Keeping Unit) for the domesticmarket and over 100 different products for theinternational markets.

Even after 3 decades the company's focal point stillremains on Customer's needs through Productdevelopment in line with the changing markettrends.

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ANALYZING THE VISION AND MISSION STATEMENT

Customers

Concern for Survival, Growth &Profitability

Markets

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CORE VALUES: Passion

People-Centric

Customer Focus

Leadership

Teamwork: The company has a “WE versus I mindset.”

Ethics

Excellence in Execution: “We see, We do, We actions, We deliver”.

Accountability: “We see, We act.”

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NATIONAL FOODS PRODUCT LINE:

Recipe MasalaKetchup

Jams

Rice

Deserts

Powered DrinksPickles

Chinese

SnacksReady to Eat

Plain Spices

Salt

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MARKET SHARE

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Market Segment 2007 2008 2009 2010

Recipe Mix 19% 29% 36% 42%

Plain Mix 22% 28% 33% 46%

Salt 3% 4% 5% 7%

Export 9% 10% 15% 25%

PREVIOUS GROWTH HISTORY

FUTURE GROWTH MARKET SEGMENT 2011 2012 2013 2014

Recipe Mix 42% 44% 50% 56%

Plain Mix 48% 51% 53% 55%

Salt 8% 9% 11% 13%

Export 28% 33% 40% 50%

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OBJECTIVES

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TARGET MARKET

National foods segment its target market on the following basis,

Demographic Factors:

Females 18 to 65. Middle lower class and above.

Geographic Factors:

500+ distributors all over Pakistan.

Regional preferences of different brands. Behavioral factors

True Pakistani taste.

Catering to changing lifestyles.

Purchase pattern varies according to seasons.9



POSITIONING National foods have positioned their products in the mind of the customers

through of following key elements,

High Quality product.

Customers are always satisfied.

Readily available at all outlets whether big or small.

Price is affordable.

The product is made in a hygienic environment.

Made according to the customers need and demand

Convenient packaging.

Small packages for travelers. 10



SWOT ANALYSIS Strengths:

S1. Brand name

S2. Financially sound

S3. Multi category Food Company

S4. Experienced- since 1970

S5. Strong distribution

S6. Strong infrastructure- state of the art

machinery

Weakness:

W1. Reactive marketing approach

W2. Low market share in Karachi due to

low consumer preferences

W3. Weak marketing research

W4. Weak communication- the consumers

don’t know how big National Foods is

Opportunities:

O1. Health and quality conscious consumers

O2. Low domestic penetration

O3. International market wide open

O4. Multicultural varied taste preferences

O5. Food channels coming up

O6. Convenience trend

Threats:

T1. Open masala (spices)

T2. Unbranded recipes

T3. Aggressive competitors

T4. Food inflation

T5. Counterfeits- spoiling image and eating

into share

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STAGE 1: T HE JOURNEY FROM A HOUSEHOLD NAME TO AN INTERNATIONAL BRAND

For the first decade , the Company focused only on purity andquality. Mass marketing (Generic Advertising) methods were usedto promote the brand. Profitable selling and large volume achievedhelped in transforming the Company to a food company.

Later on Mass marketing was replaced by segmental marketing(Thematic Advertising) but strategic focus was maintained. Re-imaging the Company became necessary for re-positioning of thebrand. Therefore, the new brand design and packaging wasintroduced.

F INDINGS FROM THE I NTERVIEWS

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STAGE 2:Creative Brief for National Foods EID AD:

Primary aim

Reminder and recall with a new big idea revolvingaround

our cultural Values and forgotten tradition.

Key Objectives

Pakistani cultural values Association of EID occasion

with National foods masala range

Primary Target Audience

Demographics

Psychological:

Secondary Target Audience

Specific habits:

Younger and middle age generation always refer to oldage female members of the family, grand parents ,mother in law etc.

Proposition

USP:

Quality ingredients that are pure and natural andare the essence of our traditional food

Rational Positioning:

Packaging, range of products , aroma, color etc.

Emotional Positioning:

Family values, love and respect and indepth closeassociation of family

The Equities

Platform: Family values plus traditional musicdepicting the essence of subcontinent/oldeastern flavor (kalam)

Physical Elements: ( you guys can combine with

emotional propositions)

Emotional Elements: ( you can combine withrational propositions)

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Terrestrial – Local TV

Cable TV

Media Vehicles

Print (News Paper)

Magazines

Radio:

Pakistan, FM 107 (Karachi 107)

FM 100 FM 101

These are the main ones to achieve widerlistenership

Out-Of-Home (OOH):

BTL

Stalls: Dawn lifestyles stalls expo kiosks

Event Based:Calendar & Non calendar

Market considerations

Seasonal effect: Korma mix, biryani mix, Zardamix have high demand during eid and otherfamily gatherings where traditional meals arecooked.

Distribution effect:

Creative considerations:

Tone and manner: Very eastern and sober anddignified in accordance

Brand Positioning:

National foods so pure and hygienic that it’s a

definite substitute for home made masala

Media Monitoring :

Direct competitor & Indirect competitor

Time Line:1 week before Ramdhan

Mandatory:

National foods color association, Logo,Tagline14



The Communication reflects the ownership of traditional taste of

Pakistan with commitment that makes a difference. With much focus on

the joint family system And its values

NATIONAL FOODS RECIPE MASALAY ‘HAMARAY KHANAY, HAMARI PEHCHAN’

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NATIONAL RECIPE MASALAY ‘HAMARAY KHANAY, HAMARAY TEHWAAR’

There are better ways to build emotional connections in a TVC, I meanwhy make the lady travel to India for 475 kilometers with cooked food ina lunch box? Andplus taking a 2 day old cooked meal to India tocelebrate Eid?

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11:00 pm- NFL’s Meeting Room….

There is pin drop silence in the meeting room, just the clicking of pens. Fawaz,Marketing manager of National Foods and Zeeshan, Brand Manager of thekitchen division of NFL are stressed out about the failure of RONAQ and arethinking of rational justification to give to the CEO the next day in the meeting.

Fawaz: “Karachi walon ka tou kuch samjh he nahi ata. They were looking for convenience; we gave them ready to eat. They wanted spicy food and we gave them RONAQ but still they didn’t accept it.”

Zeeshan: “it is not only about RONAQ, It’s about national recipe masalas .” The product formulation of National’s recipe masalas is a dilemma. They canneither change it as it is already preferred by people of upper areas ofPakistan nor keep it the same as they are losing out on Karachi.

S tage 3: (company’s observation)

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Zeeshan: “before launching RONAQ we only bought some data from AC

Neilson, that to was incomplete. We don’t have any research from consumer’s

perspective.”

12:30am… They could still not come up with an answer to convince their CEO that theirdecisions were not wrong. It all seems that they are running out of reasons aswell as time…

Zeeshan: “We just can’t tap on the correct reason!!!”

Fawaz: “Is it the taste, aroma, blend, spices or WHAT? What is it that these

people want!!?” (Bangs his hand on the table with aggression)

Zeeshan: “Oh!! How can I forget to tell you, Shan has just got cryogenic

technology to grind its spices.”

Fawaz (losing his calm): “What cryogenic technology Zeeshan !!! We don’t get

enough resources to research and you are suggesting to adopt a new technology for grinding.”

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Zeeshan(defensively): “Was just telling u a relevant piece of information,

that’s it!”

Fawaz: “What is it to the customer if their masalas are cryogenically ground or not!!! They want ease and convenience in a box and we are giving it to them.”

Fawaz (about to explode with anger): “I just don’t see why people think so

high of Shan!! They are just a spice company. We hit Shan in Karachi, we hit Shan over all!!!”

Zeeshan was shocked at the statement but didn’t say anything. He didn’t

want another scolding from his boss.

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Why should I try any other

brand??? There is only one

day when the whole family

sits together for lunch. I can’t experiment, if the biryani

doesn’t taste good everyone’s

mood will be spoiled. I can’t

sacrifice on the taste

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IDENTIFICATION OF ISSUES WITH CURRENT COMMUNICATION

National Foods still talks about old times (rusted lunchbox)

Advertisements often feature large joint families that do

not reflect our society.

NFL underestimates its competitors

National foods taste is mild, but people in Karachi preferspicy taste

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UR RECOMMENDATIONS FOR ATIONAL



UR RECOMMENDATIONS FOR ATIONAL FOODS: Focus on their loyal customers – 35 yr women

Targeting an entirely different market segment like young working men

NFL should focus on communication and advertising (Documentary)

They should become more market focused and customer oriented

instead of just being customer focused.

A better research will help them make better formulas for their products.

They should promote ease and convenience that their products provide.

Identify which popular chefs and restaurants use the national food brandand make it part of communication mix.

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THANK YOU

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National Foods Edit

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