Terms of reference:

Study background: Increasing cripple effects on Pakistans economy has led to steeply declining
consumer purchase powers. Predicted macro economic trends have revealed that the divide between
the wealthy and the poor will only increase with the passage of time.
The current Social Economic Class Split of SEC A1, SEC A, SEC B and SEC C will morph into a cruel yet
simpler SEC A1, SEC A and SEC C. The great economic divide will only widen with the countrys growing
turmoil.
Sales figures for the past 3 years have born testament to this coming macro economic trend which has
already entrenched itself deeply into a sharp change in the sales trends for certain SKUs.
For Shan, the sachet SKU (25g)- priced at Rs 20 has grown phenomenally at an unparalled growth rate of
almost 50% (year on year).
The Single Pack SKU which has been the flagship mainstay for the company since the early 80s has seen
a steady decline in sales growths year on year.
NIELSEN INDUSTRY REPORTS have cited the growth of SINGLE PACK SKU (industry wide) at a bare 6%
while the SACHET SKU has an unprecedented growth of 36%
Project:
Objective: Need to bring consumers back to the SINGLE PACK SKU and increase the frequency of SINGLE
PACKs consumption on a weekly cycle
1. In Depth industry dynamics of RECIPE CATEGORY (retail study included)
2. In Depth study of RECIPE SINGLE PACK players- nationwide
3. IN- DEPTH qualitative and quantitative study of consumer attitudes an perception towards the
SINGLE PACK SKU
4. IN- DEPTH study of the present usage of SINGLE PACK SKU across SEC A1, SEC A and SEC B
households
5. Analysis on the reasons behind consumers migrating from SINGLE PACK to Sachets
6. IN-DEPTH STUDY OF sachet usage among SEC A1, SEC A and SEC B houeholds
7. Devising comprehensive market strategies to lure consumers back to the SINGLE PACK SKU and
increase its usage and frequency
8. Overall competitive strategy to position SINGLE PACK as a high value investment
9. Final communication strategy to position SINGLE PACK as a high value investment (creative
campaign rekindling the way consumers perceive usage of SINGLE PACK RECIPE MIXES)
10. Retail/ channel management strategy to complement the new competitive strategy