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GROUP MEMBERS:
Muhammad Yousuf Mehmood 2010-1-06-11880Salman Saleh 2010-3-11-10992
Muhammad Masood Riaz 2010-3-11-10996Muhammad Misbah-ul-Haq Siddiqui 2010-3-11-10979Hammad Malik 2010-1-03-11873
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CURRENT MARKET SITUATION
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MARKET DESCRIPTIONWants:
In our society most of the people like spicy foods because it is the part of our culture. In other countrieslike China, Japan, Korea commonly people dislike to eat spicy foods because of their culture.
Demands:Meals that call for hours of preparation in chopping, peeling and grinding, frying onions and tomatoes.National has simplified this entire process of cooking into simple steps.
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Macro Influence:Such as demographic, economic condition, culture, etc.
Micro Influence:It consist of suppliers, marketing intermediaries.
ENVIRONMENT FACTORS
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DemographicsEconomic conditionsCompetition
Social and cultural forcesPolitical and legal forcesTechnology
EXTERNAL MACRO ENVIRONMENT
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MarketThe company management is trying to expand its market by increasing its sales volume so, here wehave raw information related to sales is as under:Local sales: 106,304,014
Growth over last year: 24.68%Export sales: 101,177,657Growth over last year: 10.20%Corporate growth over last year: 20.12%
SuppliersNow a day NATIONAL FOODS is focusing on its company's suppliers and the company has a strongnetwork of suppliers in different regions. The details related to its product supply is as under:1. SINDH2. PUNJAB3. KHYBER PAKHTOONKHWA4. BALOCHISTAN
EXTERNAL MICRO ENVIRONMENT
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INTERNAL ENVIRONMENTHuman resourcesFinancial resourcesInformation resources
CustomersIntermediaries
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PRODUCT REVIEWProduct line
NF has a range of over 110 products in 12 major categories.
Plain spicesChilli, Coriander, Turmeric, Black Pepper, Cumin Seeds etc.
Chinese Salt And Vinegar Chinese Chilli Sauce, Chinese Salt, Chinese Soya Sauce, Malt Vinegar (Brown), etc.
PicklesCarrot Pickle, Mango, Pickle Vinegar, Pickle (Mix), Kasaundi Pickle, etc.
KetchupTomato and Chili.
Jams, Jellies And Marmalades Apple Jam, Apply Jelly, Strawberry Jam, Strawberry Jelly, etc. Snacks
Chat Masala Powder, Chatpata Pakora Mix, Dahi Bara Powder, etc. Desserts
Banana Custard Sauce, Vanila Custard, Strawberry Custard etc Recipe Masalas
Achar Gosht, Fish Masala, Bombay Biryani Masala, Qourma Masala, etc.
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Prices and Gross Margins of the Major Products In Product Line
Plain Spices Price (Rs) GrossMargin
Pickles Price (Rs) GrossMargin
Ketchups Price(Rs)
GrossMargin
Chili Powder 120 37 Mango Pickle 80 23 Chili Garlic 132 42
Garam Masala 28 9 Chili Pickle 85 24 Tomato 127 39
Ginger Powder 45
15 Lemon Pickle 85
24Hot & Spicy 132 40
Recipe Masala Price (Rs) GrossMargin
Jam & Jelly Price (Rs) GrossMargin
Deserts Price(Rs)
GrossMargin
Fish Masala 70 22 Apple Jam 92 28 Banana Custard 48 14
Bombay Biryani 37 13 Mango Jam 92 28 Mango Custard 48 13
Qourma Masala 70 20 Orange Jam 92 28 Kheer Mix 50 15
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2005 2006 2007 2008 2009 2010
1,533,879
1,847,700
2,391,058
3,061,746
3,758,706
4,095,624
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
National Foods Sales
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COMPETITORS ANALYSIS
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Pakistan is the worlds ninth largest marketwith an estimated 170million consumers .
The growth rate of retailoutlets is 15 % in the1990s, presentlyresting at 286,774 outlets .
PAKISTANS FOOD MARKET
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BIGGER THE MARKETBIGGER THE
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Spices/Ingredients
Jams/Ketchups
DesertsChineseand foodhealth
MAJOR SEGMENTS of COMPETITION
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Segments Competitors
Spices/ Ingredients/Snacks and RecipeMasalas
Shan foods,Mehran, Chef pride
Jams/ Ketchups Michelles, Ahmed, Shezan
Chinese and foodhealth
Shan foods
Desserts Rafhan, Laziza
COMPETING BRANDS
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Spices/ Ingredients/ Snacks andRecipe Masalas Market leader.Stiff competition.High brand loyalty .
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Jams & KetchupsLags behind Mitchells .
A need to target young urban populationwith strong promotional campaign.
Desertsand
Salts
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DISTRIBUTION CHANNELS
Region Name Market Share
Sindh 45%
Punjab 45%
KP and Balochistan 10%
Strong distribution structure required inSindh region
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THREATS & OPPURTUNITIES
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SWOT Analysis
Strengths Weaknesses
Oppurtunities Threats
SWOT
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NFL has Over 110 products. NFL has 165 and above SKUs (Stock Keeping Unit) for the
domestic market. NFL has over 100 different products for the international
markets. NFL has been serving since 1970 with huge distribution
channels. NFL has a Corporate Gross Sales Growth of over 25%. NFL is recognized as being one of the 10 best Human
Resource Managed companies in Pakistan. NFL got Rs. 3 Billion plus turnover including USD 4.64 million
of export. NFL is the clear leader of products in the Canadian market.
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Strengths Weight Rating Weighted Score
NFL has Over 110 products 0.1 4 0.4
NFL has 165 and above SKUs (Stock KeepingUnit) for the domestic market
0.09 3 0.27
NFL has over 100 different products for theinternational markets
0.06 4 0.24
NFL has been serving since 1970 with huge
distribution channels 0.2 4 0.8
NFL has a Corporate Gross Sales Growth of over 25%
0.1 3 0.3
NFL is recognized as being one of the 10 bestHuman Resource Managed companies inPakistan
0.1 3 0.3
NFL got Rs. 3 Billion plus turnover includingUSD 4.64 million of export
0.2 3 0.6
NFL is the clear leader of products in theCanadian market
0.15 3 0.45
TOTAL 1 3.36
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Weaknesses
NFL has poor internal control and monitoring whenperforming audit.
NFL does not have a strong advertising campaign likeMitchells.
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Weaknesses Weight Rating Weighted Score
NFL has poor internalcontrol and monitoringwhen performing audit
0.45 3 1.35
NFL does not have astrong advertisingcampaign like Mitchells
0.55 3 1.65
TOTAL 1 3
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Growing export of spices from Pakistan.
Growing demand for ready made mixed herbs,spices & sauces.
New markets being developed for enhancinghorizontal penetration in various segments.
Launch of NFL products in India through anauthorized distributor.
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Opportunities Weight Rating Weighted Score
Growing export of spicesfrom Pakistan
0.25 3 0.75
Growing demand for readymade mixed herbs, spices& sauces
0.3 4 1.2
New markets beingdeveloped for enhancingHorizontal penetration invarious segments
0.2 3 0.6
Launch of NFL products in
India through anauthorized distributor
0.25 3 0.75
TOTAL 1 3.3
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Political unrest in the country isskyrocketing costs (inflation).
Tax policies are fluctuating.
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Threats Weight Rating Weighted Score
Political unrest in thecountry is skyrocketingcosts (inflation)
0.55 3 1.65
Tax policies arefluctuating
0.45 3 1.35
TOTAL 1 3
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MARKETING OBJECTIVES
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CORPORATEOBJECTIVES
MARKETING OBJECTIVES
Developing newproducts
Improvingmarket share
Diversification
Improvingprofitability
Increasing brandawareness
Re-launch of
product
Understandingcustomers needs
The organisationsoverall goals
MARKETING OBJECTIVES
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MARKETING OBJECTIVE STATEMENT
To be a Rs. 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.
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MARKETING STRATEGIES, ACTION PLANS &RECOMMENDATIONS
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MARKET SEGMENTATION
Geographic Demographic
Psychographic Bahavioral
SEGMENTATION
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Geographic World region Over 35 countries\5 continents
Countries specificregions
All (East, West, North, South)
Density Urban
Climate Any
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DemographicGender Female (majority)
Age Above 23 Years - CookingWomen
Family size Any
Income group Seekers, Strivers, GlobalIndians
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Psychographic
Social Class Middles, Upper Middles,Lower Uppers, Uppers Uppers
Lifestyles Achievers, Strivers
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Behavioral Occasions Regular, special occasion, holiday,
seasonalBenefit sought Convenience, Fast Preparation,
Traditional vales attached
Loyalty status High
Readiness stage Aware, Informed, interested,
desirousAttitude towardsproduct
Positive
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MARKET TARGETING
1 Segment sizeand growth
2 Segmentstructuralattractiveness
3 CompanyObjectives
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EMS Evaluating Market Segments
SMS Selecting Market Segments
UM Undifferentiated Marketing
MP Market Positioning
MARKET TARGETING
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MARKET POSITIONING
Hamary Khaaney hamary tehwaar! (Our food our culture!)
Through:
Celebrating Vitality
Celebrating Love
Celebrating Friendship
Celebrating Family
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BRAND PROMISE
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BRAND POSITIONING
- Quality, Hygiene and Purity
Brand position in customer mind
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RECOMMENDAITONS FOR DIFFERENTIATION
Desi Recipe
Individuals Living
Sugar free (Diet desserts)
Service differentiation
People differentiation
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MARKETING STRATEGY/MIX
ProductPrice
PlacePromotion
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PRODUCTSClassification of Product
National Foods products fall in the category of consumer goods.
Product Portfolio:
Range of over 110 products in 12 major Product Lines.
Market Leaders in: Recipe Masalas Salt Pickles Vinegar & Chinese Salt
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Market Opportunities
Need to extent their Dessert & Snacks product-lines as currentlythis market segment is a Question Mark segment .Look for expanding the Product Portfolio by exploring marketsegments like:
Packed Instant Juices Ready-to-cook Foods
Introduction of Bulk Masala Packs for whole-sellers, restaurantusers as SHAN did in mid 2010 & was successful.
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PROMOTION
To inform the market about their productsCompetitive positioning in the mind of consumers
Promotional Strategies:PUSH Strategy
Wholesalers and retailers will be advised to increase sale By offering different incentives, good profit margins, Credit
benefits etcPULL Strategy
Through advertisement on different mediums PROMOTIONAL CAMPAIGN through telemarketing, promotional
sales, public seminars.
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Other Cheaper but effective ways:
Use of Newspapers, magazines for promoting their products moreaggressively.
Use of Online Marketing via social sites, public forum etc.
Free Sampling to final consumers.
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PLACE
Inventory of both raw material to end-products
Market CoverageProducts for massesExporting to more than 35 countries
Outlets Super markets , small to medium General stores , & Bachat bazaars.
Channels of suppliesMarket penetration rely on third party distributors.
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SUPPLY CHAIN MODEL
Distribution chain is for Karachi.
Distribution outside Karachi.
PRODUCER WHOLESELLER RETAILER CONSUMER
PRODUCER AGENT WHOLESELLER RETAILER CONSUMER
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PRICE
Selecting the pricing objectivesSurvive in the market
To maximize their profits
Market share maximization
Market leadershipDemand for National Food products is Elastic
Analyzing the Competitors Price
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COMPETITIVE PRICING MODEL:
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BUDGET
Marketing Plan considers use of private capital & use other sources likeTFCs, stock markets, bank financing.
The Forecasting Budget reflects:
Budget provides basis, after managements approval, for materials buying, production scheduling, personnel planning, and marketing operations.
ProjectedProfit-and-
LossStatement
ExpectedSales
Expected AverageUnit Price
ExpectedCost of
Production
ExpectedCost of
Distribution
ExpectedCost of
Marketing
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Financials the Focal Point at National Foods
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Competitive Profile Matrix (CPM)
CPM analysis helps marketers at National Foods inhow much budgetary resource should be used for eachcritical success factors to compete with rivals speciallySHAN & Michells
N ti l F d SHAN Mit h ll
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CriticalSuccessFactors
Weightage Rating Score Rating Score Rating Score
Advertising
0.05 3 0.15 2 0.10 3 0.15
ProductQuality
0.20 4 0.80 3 0.60 4 0.80
FinancialPosition
0.15 3 0.45 3 0.45 4 0.60
MarketShare 0.05
3
0.15
2
0.10
3
0.15
CustomerLoyalty
0.10 3 0.30 3 0.30 3 0.30
PriceCompetitiveness
0.10 4 0.40 3 0.30 3 0.30
GlobalExpansion
0.20 3 0.60 2 0.40 4 0.80
SalesDistribution
0.05 3 0.15 2 0.10 3 0.15
Management
0.10 4 0.40 3 0.30 4 0.40
Total 3.40 2.65 3.65
National Foods SHAN Mitchell s
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SETTING MARKETING GOALS
MEASURING PERFORMANCE
EVALUATES DIFFERENCES BETWEEN EXPECTED & ACTUALPERFORMANCE
MANAGEMENT TAKES CORRECTIVE ACTION
MARKETING CONTROLSThe steps:
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Review Mechanism based on periodic measures likeRevenueExpensesCustomer satisfactionNew product developments
Strategic ControlsManagements keeps check on strategic planning withOrganizational goals achievements.
Marketing Auditto assess marketing environment, marketing strategy, marketingorganization, marketing systems, marketing mix, and marketingproductivity & profitability.
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