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University Of Agriculture

Marketing plan SHEZAN

Amna Saeed
2010-ag-927

Brief History
Shezan Company was incorporated on May 13, 1964 as a private
limited company, with the objectives as set out in the Memorandum of
Association in general and in particular to set up an industrial
understanding for manufacture of juices, squashes, sharbats, jams
pickles and preserves from fruits and vegetables
Nature has blessed Pakistan with an ideal climate for a wide range of
delicious fruits. Over the centuries Pakistani experts have acquired and
developed unique strains of exotic fruit varieties, unmatched for their
rich flavor and taste
The Shahnawaz Group of Pakistan and Alliance Industrial Development
Corporation of U.S.A in1964 conceived Shezan International Limited as
a joint venture. The agriculture background of the Pakistani sponsors
induced them to establish this agro-based industry. Taking advantages
of abundance of fruits available in Pakistan, and the advanced
technology provided by the American partners, Shezan became
pioneers in the field of converting fruits into pulps, concentrates and
juices. Today Shezan is the largest food processing unit having
developed and installed the capacity to meet the countrys and export
needs.
In 1971 the Shahnawaz Group purchased all the shares of Alliance
Industrial Development Corporation with the permission of the Pakistan
Government. The Company has since shown sustained growth in both
the domestic and exports fields. The Company has been steadily
expanding its production capacity over the years. In 1980-81 a
separate unit was installed in Karachi which now caters for Karachi,
Sindh and export demand. A new bottle filling plant was set up in 1983
in Lahore unit increased the capacity five-fold. An independent Tetra

Brick Plant was commissioned in 1987 making us the leading

manufactures with comprehensive range of production in the fruit
processing field in Pakistan

Vision statement
To be known as leader of quality products in the
region. Dedication to quality is a way of life at our
company. In its activities the company will pursue
goals

aimed

at

the

achievement

of

profitable

business .these results will be derived from the

dedicated efforts of each employee in conjunction with
supportive participation from management at all
levels of the company .To pay its role in the economic
development of the country and to enhance quality of
life of its people

Mission statement
Our mission is to provide the highest quality fruit and
vegetable related juices and products to retail and
food services customers. We will accomplish this by
maintaining a tradition of pride in our products,
growth

through

innovation,

integrity

in

the

management of our business and commitment to

team management and quality improvement process.

Product Range
Shezan is producing a variety of quality products. Shezan is largely
considered as market leader in fruit and vegetable processing industry.
Shezan has an edge over other with its own fruit farms. Currently
Shezan is giving tough time to other fruit juice manufacturers due to its
quality and huge export volume as well as capturing local fruit juice
market where it has competition with Nestle and Haleeb.
Products can be divided into the following

Types of Products

Local Consumer Products

Exports

Local Consumer Products

Following are the major products that Shezan is producing currently:
1- All Pure
2- Juice Bottles

3- Regular Juice
4- Twist
5-Syrups
6- Sauces
7 -NR-Bottles
8- Jams
9-Vinegar
10-Quench
11-Squashes

SECTOR & INDUSTRYANALYSIS

SECTOR CHARACTERISTICS AND OVERVIEW
Agriculture sector highly depends on the weather circumstances. God
has gifted Pakistan with several varieties of fruits and vegetables.
Modern processing and packaging techniques make seasonal fruits and
vegetables available all year round to almost all parts of the globe.
Tropical fruit like mangoes can be enjoyed in temperate countries.
Today, the world horticulture industry is a $77 billion market
comprising of the following sub sectors.

Vegetables; fresh or preserved

Fruits and nuts; fresh or preserved (excluding oil nuts)
Fruit and vegetable juices (unfermented).
Spices
Bulbs, tubers, rhizomes of flowerings
Cut flowers and foliage

Provincial fresh fruits production share is provided below:

Province

% Share

Punjab
59.6
Sindh
8.6
NWFP
Balochistan
25.6

Marketing Analysis Of
Shezan Twist juice
Product

6.2

Marketing Mix
"Marketing Mix is the set of controllable tactical marketing tools
that are product, price, placement and promotion. The firm blends
these tools to produce the response it needs from the target market."

Marketing Mix
Product

Price

Placement

Promotion

PRODUCT
What Is "Product"?
"Anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or a need is a
product. It includes physical objects, services, persons, places,
organizations and ideas."

Shezan Twist
Comprising of a blend of different fruit juices,
shezan`s Twist juices open the door to a whole
new world of possibilities. Available in easy to
drink slim packing twist juices are a must have in
every household

Nature of the product

Everyone has their own ideas about replacing essential body fluids,
vitamins and minerals - whether it's after exercise or just a tiring day at
the office. Fruit juice is still one of the best ways to replenish the body's
essential nutrients and it's a natural source of energy. Common people
especially young generation is inclined to have ready to consume
drinks; in addition hotels, hospitals are also expanding day by
day where juices could be marketed successfully.

Ingredients in Shezan Twist Juice (Product)

Energy

127 cal

Total Fat

0.0 gm

Proteins
Total Carb

0.15 gm
32.5 gm

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Sodium

1.5 mg

Sugar
Vitamin C

31 gm
5.7 mg

Percent daily values are based on 2000 calorie diet

Product Flavors Available

1-Apple
2- Raspberry,
3- Pineapple,
4-Fruit punch,
5-Mango Strawberry,
6-Mango

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The Target Market of the Product

The target market of Shezan twist juice includes teenagers.
Basically they are targeting the students of schools, Colleges and
Universities.

Competition of the Product

Direct

Indirect Competitors

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All other international brands. They Comprise 2% of total

market

Shipping Units

250 ml

36 Packs per carton

(6*6 Wrapped Packing)

Market and Positioning Of the Product

The market is highly saturated in the drink, which are ready to
use

Performance in the Market of the Product

Brand

Market Share

Nestle juice

45%

Country juice

5%

Tropico Juice
Shezan Twist juice
International

Pricing
What Is "Price"?

18%
35%
02%

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Price is the value placed on goods and services. Price is the

amount of money and /or goods needed to acquire some
combination of another and its accompanying services.

Pricing Strategy
Shezan when introduced twist juice in the market set the
price at Rs. 12/- while the competitive price was Rs. 10/-. This above
average price was due the better quality product and a new Juice
brand by a well knows Juice Company and Industry giant.

Current Price
The current price of one 250ml pack of Twist is Rs.15/ When we purchase 3dozen of 250ml of Twist than the
price of this is Rs.468/-

Available Size of Shezan Twist Juice

The Shezan Twist juice is available in only one size of 250 ml

Price Control
There are no price controls and this has happened after the
introduction of local government system under the devolution plan.
Companies are given free hand in charging enormously high prices for
processed food items. They use little quantity of Fruit pulp in making
the juice and charge very high price.

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Overall Distributor or Whole Seller Margin

10%

07-

Retailers Margin
15%

12-

Purchase
Source

Sale Price

Profit

15

Price
School,

Colleges

and
12

Universities

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Whole Seller

12

12.90

Retailer

12.90

15

.90
2.10

Pricing Objectives
The objectives of Festival Juices for pricing Juice Products are as
follows:
1. To achieve a target return.
2. To maximize profit.
3. Stabilize prices to meet competition.
4. Market share Leadership
5. Product Quality Leadership

Factors Affecting the Price of Shezan Twist

juice
The following are the some factors that are affecting the price
of Shezan twist juice.
They are using the expensive technology
The transportation , roads are not in a good condition
The un stable politicians, which have positive and negative effect
on the price
The labor cost is low in Pakistan as compare to the others
The advertisement is increasing the cost price of it but this is
necessary
Due to increase in taxes the price of them is also increased
They are using tetra packing which increase their cost

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Differential Advantages the Company Have

The name of the Company

Very Large capital in whole company
The good reputation in the market
The combination of Flavors
Foreign technology , they are using
One of the oldest company in private sector
They have their own plant of tetra packing

PLACEMENT
The distribution network includes the distributor then the wholesaler
and in the end the retailer. Again benefits are provided on the
achievement of the sales targets and timely delivery of products. In
some cases products are provided to big retailers by the distributor
itself but mostly it is being purchased by the retailer from the
wholesaler.

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Distribution Strategy
Through the heavy advertisement the distribution can be
affected because the distribution mainly depends upon the demand.
In the Shezan twist they are using the above channel fro distribution
the product
Some of people who wants to purchases very heavy amount
of the twist juice , they come to the company directly and buy

which is required
The whole seller are purchasing them for the resale able

purpose but less then the first once

They have Zonal offices in different areas such as Rawalpindi,
Lahore, Multan e.t.c to make it easy to sell

Distribution Areas
They are distributing in major cities such as:City Name
Lahore
Karachi
Islamabad
Total

Distributors
200
200
100
500

Place for storage:They have the stores to store the juice packets before the juice goes
for distribution

Demand increases

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They always have the backup store juice to fulfill this demand

Logistics
To deliver the right quality and quantity of the twist juice, they
are working on the daily bases
They have large number of trucks to achieve all the things
according to their product
For distribution they are always have the future planning

Promotion
Shezan is using following mediums for promotion of twist
Billboards
Television

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Radio
Newspapers
Broachers
Internet

They are doing these things according to the plans, for example
They now wants to advertise the product more through media
by using the famous people
For the promotion of the product they are giving the free
product in the start of the season
Large discount for the people who purchase the Shezan twist
juice directly from the company and in large amount
Giving free samples to the people who visit the company
They are also arranging some charity shows in Karachi
They have given a very large amount to the people who suffers
form the earthquake in Pakistan
Stale operations are functioning in which they are giving the
free testing samples

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There are spending a lot of money in the preparation of

mosques
There are giving free Translated Quran, which are in more than
150 languages
They are also working in a Islamic Jameet named Ahmediya

Target Fragment
The target fragment for the product s the people using
juices instead of the soft drink like Coke and Pepsi

Budget for Promotion

A. Electric Media
B. Printed media

75%
25%

Environmental Analysis
1) The Company:The people in the company they are not working as a team

2) Suppliers:Efficiency of the suppliers in the company is nice but

required more improvement

3) Customers:The target market of the product is the teenagers mainly

4) Competitors:Nestle is the pure competitors of the Shezan twist juice

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5) Internal environment:-

The internal environment is good but requires more

changes

6) Technological :-

They are using the foreign technology which is their plus

point

7) Marketing:-

Need to spend money field in marketing field

8) Distributors:-

The distributors are in the Islamabad, Lahore, Karachi but

they are not handling the areas perfectly

SWOT ANALYSIS
Strengths

Conveniently placed factory

Pure and natural products
Qualified sales staff
Strong financial backup
Good distribution net work

Effective advertisement campaign

Weakness
Due to high rate of taxes our process are higher

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Tax evaders sell product on much less prices and retailers

blackmail for better profit margins

Opportunities

Expansion of distribution net work

Diversification of product
Addition of new varieties
Modification according to present requirement

Threats

Discount offered by competitors

Low quality food products on cheap prices
WTO
Less awareness of health
Nutritional facts of products with consumer

Conclusion
According to our group mates after visiting the company and taking
information from the market we have concluded that:

They
They
They
They

are going good but have to improve internal environment

have to improve their distributor sector.
have to make new strategy for the competitors like Nestle
have large capital , so they have to spend more money in the

advertising field
They have to introduce New flavor In the market
They can introduced these twist juices in 1 Liter packing
They can introduce these juices also in powder form.

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