Supply Chain Nirala

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INTRODUCTION

History

Founded half a century ago on Lahore

Brand of Anmol Company

37 branches in 9 Cities

Lahore, Karachi, Islamabad


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VISION

The vision is to make Nirala a global brand, a brand

recognizable for its uniqueness and quality in ethnic foodmarket all around the world. In this perspective it

consider itself as an innovative and a pioneer company,

continuously offering unique products and interesting

service concepts that others havent even dreamt of.


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COREVALUES

Continuous Improvement

Innovation

Team work

Social Responsibility


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PRODUCTS

Mithai

Snakes

Dairy

Beverages


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TARGETMARKET

Corporate

Upper Class

Upper Middle Class


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COMPETITORS

Lahore

Gourmet

Fazal sweets

Rafique sweets

Butt sweets

Islamabad-Rawalpindi

Jameel Sweets

Fresco Sweets

Karachi

Qasr-e-shaheen


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SUPPLYCHAINMANAGEMENT

Ensures timely and effective distribution of the products

to chain of stores

All activities from Transportation to obtaining route

permits and approvals


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SUPPLYCHAINPROCESS


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SALESDEPARTMENT

Gives Information to Production Department about:

What products produce

How much quantity to produce

What products need more production


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PRODUCTIONDEPARTMENT

Makes products according to order which results in two

products:

1. Semi finished products

2. Finished or ready to dispatch products

Production manager checks the products

Semi finished goods transferred to the stores

Finished products directly go to the Pre- supply

department


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STORES

Central place for

Raw materials

Finished products

Semi finished products

Cold stores as well as blast freezers used for storage

purposes

Responsible to check the availability of the raw materials


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PROCUREMENTDEPARTMENT

Makes raw materials available

Provides raw materials to stores

Provides packaging for the products


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SUPPLYDEPARTMENT

After rapping and final packaging, the pre-supply

department transfers products to the Supply department

Delivers products to the branches


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FLOWOFINFORMATION

Following channels are used:

ERP Systems Meetings

Emails


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INBOUND& OUTBOUNDLOGISTICS

Inbound Logistics

Pure desi ghee

High quality

Dry fruit

Milk

Out bound logistics

N-Design packaging includes traditional paper and card boards, tin, wood, glass

Customize packaging is a speciality of Nirala sweets


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OPERATIONS

More than 20% mithai production is carried out at

automated plants

Snacks are made on modern machines

Quality is assured by the Quality Assurance Department

Introduced Nirala Doodh in 2005


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COSTS

Labour intensive company

Prefers to make the sweets in the traditional way

Focus is to reduce:

Labour cost and cost of raw materials

Once imported machines from Germany to reduce cost


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PRICESTRATEGY

High Price as compared to competitors

Targets the higher end customers

Focus is to maintain quality


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PROMOTIONS

Marketing activities limited due to lack of funds

Controversial case of Faisal Farooq resulted in hugelosses for the company

Accepts online orders from its international customers


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EFFICIENCYVSRESPONSIVENESS

Prefers Responsiveness if choice has to be made between

the two

if they will incur any extra cost in order to fulfill the

demand of customers and to be responsive in terms of

supply


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CHASESTRATEGY

No scientific rule to forecast the demand in the industry

Uses the chase strategy in which the production rate is

synchronized with the demand rate

Wedding season (Oct-March), Eid-ul-fiter, Eid-ul-Azha


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TIMEFLEXIBILITYFROMWORKFORCE Offering them flexible timing in the low demand period

Overtime in the peak demand period


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CONSUMERSDATABASE Do not feel the need of making database of consumers

especially on daily basis


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CORPORATEEVENTS

The corporate clientele includes:

ABN AMRO Bank

Allied Bank

ArifHabibRupali Bank Bank Alfalah

Citibank

DHL

Dubai Islamic Bank Emaar Pakistan

PIA

Pizza Hut

PTV


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FUTUREPLANS

Outsourcing the company to reduce the extra cost

To Increase the marketing activities for the promotion of

the company

Looking forward to expand in England and Canada


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RECOMMENDATIONS

Should review the costs of their products since they are

targeting the higher class and upper middle class

Continuous innovation and up gradation in technology

Effective use of enabling technologies such as MIS

Sales promotions like prizes, lucky draw schemes shouldbe introduced

Supply Chain Nirala

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