[Internship Report]

SHEZAN INTERNATIONL PAKISTAN

Submitted to: Submitted By

Mr. IMRAN KHAN JAHANZAIB

MBA(Marketing)

The Islamia University of Bahawalpur

Bahawalnagar Campus
This page intentionally left blank.
Welcome to

International Pvt. limited of Pakistan

56-Bund Road Lahore-54500 Pakistan Ph. (042) 37466900-04 Fax. (042) 37466899
E-mail shezan@brain.net.pk
Acknowledgement

We have the pearl of our eyes to admire blessing of the compassionate and omnipotent
because the words are bound, knowledge is limited to express His dignity. It is one of
the infinite blessings of almighty ALLAH that He bestowed us with potential and ability
to complete the present training and make a material contribution towards the deep
oceans of knowledge.

First we avail this opportunity to bow our head before ALLAH almighty in humility who
given us the wisdom and perseverance for completing this piece of report.

We invoke peace for Holy Prophet Muhammad (P.B.U.H) who is forever torch. We feel
highly privilege to ascribe the most and ever burning flame of my gratitude and deep
scene of devotion to my teachers who taught us “Marketing” with heart and also gave a
guideline to this report.

I would like to express my sincere gratitude to Mr.Najaf Muneer the advisor of my in

Shezan who provided my opportunity to gain practical knowledge. I am also like to
thank Mr. Imran Khan and Mr. Taqueer Ahmad Ghori (advisors internship) who helps
me to represent my report in more improving manner. I am very thankful to the staff
member of Shezan for their cooperation & kindness. I am not able to complete my
report without their guidance and support beside that, I learnt much more from them. I
would like to state again the acknowledgement of my debt to them.
DEDICATION

I will dedicate my project to Almighty Allah who teaches me and enables me to stand
where I am. I would also like to dedicate it to my parents whose calm partnership and
prays encourage us to do whatever I determine also my respected Lecturer Mr. Taqueer
Ahmad Ghori.

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Table of Contents
Chapter # 1 INTRODUCTION...........................................................................................
Introduction......................................................................................................................2
Brief History......................................................................................................................3
Vision And Mission Statements........................................................................................4
Our Values........................................................................................................................6
Industrial Environment.....................................................................................................7
Corporate Achievement....................................................................................................7

Chapter # 2 ORGANIZATIONAL STRUCTURE....................................................................

Organization Chart...........................................................................................................8
Company Key Positions....................................................................................................9

Chapter # 3 SWOT ANALYSIS.......................................................................................4

SWOT Analysis................................................................................................................10
PEST Analysis..............................................................................................................11

Chapter # 4 PRODUCTS ..................................................................................................

Product Range................................................................................................................13
Local Consumer Product...............................................................................................13

Chapter # 5 MARKETING ANALYSIS...........................................................................18

Shezan Twist juice..............................................................................................................
Marketing Mix............................................................................................................19

4 P of Marketing using for Twist................................................................................19

Environment analysis ................................................................................................31

BCG Matrix..................................................................................................................32

Chapter # 6 CONCLUSION & SUGGESTIONS....................................................................

Conclusion .................................................................................................................33

Suggestions.................................................................................................................34

Chapter # 7 Working in Shezan...................................................................................35

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Chapter no.1

1- Introduction
Shezan International Limited is a Private Limited Company, with the main objective to
set up an industrial undertaking for manufacturing of juices, squashes, sherbets, jams,
pickles and preserves from fruits and vegetables. Shezan International Limited was
conceived as a joint venture by the Shah Nawaz Group of Pakistan and Alliance
Industrial Development Corporation of U.S.A. The agricultural background of the
Pakistani sponsors induced them to establish this agro-based industry. Taking advantage
of abundance of fruits available in Pakistan and the advanced technology provided by
the American partners, Shezan became a pioneer 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 country's local as well as export needs.

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 1.2- Brief History

S
hezan 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

Shezan International Limited was conceived as a joint venture by the Shah Nawaz Group
of Pakistan and Alliance Industrial Development Corporation of U.S.A in1964. 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
country’s and export needs.

In 1971 the Shah Nawaz 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 in1983 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

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 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”

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 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.”

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1.5-Our Values

INTEGRITY

We have an open disclosure policy and transparent processes. All our business activities
transactions are carried out honestly and with fairness.

OUR PEOPLE

Have passionate people with intelligent and firm approach towards business. To
facilitate these people we give them challenging opportunities, training, and fun loving
environment, necessary resources and facilities. We publicly recognize our talent

INNOVATION

Innovation is the way of life at EFL. It is valued, encouraged and rewarded in all aspects
of our operations.

CONSUMER CENTRIC

Consumer is the reason for our existence as a business.

SAFETY, HEALTH & ENVIRONMENT

We will manage and utilize resources and operations in such a way that the safety and
health of our people, our neighbors. Our customers and our visitors are ensured.

ETHICS AND INTEGRITY

we do care how results are achieved and will demonstrate honest and ethical behavior
in all our activities

LEADERSHIP We have leaders of high integrity. Energy and enthusiasm

that have the necessary managerial, professional and people skills to inspire a
group or an organization to set high goals and achieve them willingly

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1.6- Industrial Environment

Pakistan is blessed with a climate ideally suited to the farming of all kinds of fruit- newer
strains of fruit by grafting one exotic variety with another. Shezan is the largest
processor of fresh fruits and vegetables in the country. The fruits processed by them
come both from their own prize winning fruit farms and other selected orchards.
Nature’s goodness is meticulously preserved by Shezan. The processing is carried out by
qualified food technologists in Shezan ultra-modern plants at Karachi, Lahore and
Hattar. The ever rich in taste and flavor; sweet, mellow and juicy .For centuries Pakistani
farmers have been developing increasing demand for Shezan fruit product, both at
home and abroad testifies to the consistently high quality of Shezan products.

1.7- Corporate Achievements

The company won the “1994 Top companies Award” of the Karachi stock Exchange

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Chapter no.2

2.1 Organization Chart

chairman

Executive
Chief executive
Director

Director Director Manager Dir.BD and

GM Finance
Production Marketing pres.Admin supply chain

Mkt./sales asst.manager procurement

manager A/C
managers pres.& admin manager

Asst.sales pres. admin Export Asst.Managers

managers officer manager A/C

sales
supervisors

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2.2- Company Key Positions

Chairman Mr. Muneer Nawaz

Chief executive Mr. Safi Chaudhry

Director Production

Director Marketing Mr. Waseem

Mkt. /sales managers Mr. Sheikh Latif Mehmood

Asst. sales managers Mr. Fayaz

Sales supervisors Mr. Najaf muneer/ Farrukh

Executive Director Mr. Muhammad Khalid

Manager pres. Admin Mr. Muraad

Asst. Manager Pres. & admin Mr. Riaz

Pres. Admin officer

Dir.BD and supply chain Mr. Bilal

Procurement manager

Export manager

GM Finance Mr. Faisal /Mr. Waqar

(internal auditor)

Manager A/C Mr. Rehman

Asst. Managers A/C Mr. Khuram

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Chapter no.3

3.1- SWOT ANALYSIS (ACCORDING TO THE COMPANY)

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

 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

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Threats

 Religious Threat

 Discount offered by competitors

 Low quality food products on cheap prices

 WTO

 Less awareness of health

 Nutritional facts of products with consumer

3.2- PEST ANALYSIS

3.2.1 POLITICAL CONDITIONS

The political conditions are not very stable in the country, but this does not directly
influence the trends and spending patterns of the customers. There are no restrictions
or barriers on the growth of this industry. So the political conditions are favorable for
this market because food and dairy products are consumer goods and they have to
purchase it in any condition.

3.2.2 - ECONOMICAL CONDITIONS

The economic conditions are not very favorable and the economy is facing problems,
but it is not directly influencing buying power of consumers. If the country is out of its
current problems, it will further boost up the growth of this industry, as people will feel
more secure economically and it will further increase the attractiveness of the market.

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3.2.3- SOCIAL CONDITIONS
The social patterns are changing in the country, as the world is becoming a global
village, and mutually share and accept patterns. People are becoming more attractive

towards the branded products. It is becoming fashion and young generations as well as
the children are getting more attracted towards this industry. People are moving
towards branded food/dairy products due to hygienic reason.

3.2.4- TECHNOLOGICAL CONDITIONS

High tech technology is the basic requirement of dairy and food industry. The
companies that are using latest technology have some cost benefits over the
companies, which are not using high tech technology. The key to survival for companies
in this industry is using high technology for quality and cost purposes.

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 Chapter no.4

4.1- 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 Exports
Products

4.2- Local Consumer Products

Following are the major products that Shezan is producing currently:

1. All pure

Filled with all the pureness of nature, Shezan All Pure juices enrich
your senses with the fresh taste of 100% pure fruit juice. A sip of
All Pure helps your taste buds embark on a magical journey filled
with the sweetest fruit sensations. Experience the true flavors of
nature

2. BOTTLE JUICE

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 A sip of Shezan Mango or Lemon Barley, Pakistan’s most iconic juice drinks,
provides instant freshness after a day of hard work. Shezan Bottle Juices
revitalize and reenergize your body, mind and soul.

3. ISPAGHOL

It’s true; Shezan Ispaghol is good for your health. For many
years Ispaghol has been used in slimming diets for two main reasons:
firstly, it naturally takes the edge off two main reasons: firstly, it
naturally takes the edge off hunger; secondly it slows down the
absorption of food during digestion and especially sugar and fat
therefore minimizing calorie intake.

4. JAMS

Shezan fruity Jams, Jellies and Marmalades are made from only the
freshest, handpicked fruit. Shezan’s sweet and delicious preservatives
can be had at breakfast, dinner or lunch.

5. KETCHUP

Made from only the ripest, red tomatoes, Shezan’s Tomato Ketchup is a
must with every meal.

6. MANGO NECTAR

Extracted from world renowned Pakistani mangos, Shezan’s Mango Nectar is

a delicacy fit to savor. 100% pure, Shezan’s Mango Nectar is a healthy
alternative to sodas and soft drinks.

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7. PICKLES

Shezan’s wide range of pickles and chutneys provide something extra for every meal.
Savor the flavor of Shezan pickles and chutneys.

8. QUENCH

Beat the heat with Shezan Quench in a matter of seconds. Open the
sachet, mix in water and achieve instant rejuvenation. Available in two
flavor Lemon and Orange.

9. REGULAR JUICE

For many years Shezan’s juices have been providing the perfect balance of
good taste and good health. Available in a variety of flavors, Shezan’s juices
perfectly complement any snack.

10. SQUASHES

A staple of every household, Shezan’s quick mix squashes provide instant

revitalization. Shezan’s squashes are available in a variety of flavors including
Mango, Lemon Barley, Lemon and Pomegranate.

11. SYRUPS

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Shezan’s Syrups are available in a variety of flavors including Pomegranate, Sandal, Lime
Cordial, Rose Syrup and Samarkand. Shezan Syrup concentrates can be mixed with
water to provide flavorsome refreshments.

12. 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 packaging, Twist juices are a must-have in every household.

13. VINEGAR

Available in a variety of sizes, Shezan’s vinegar is a must have in every

household.

14. SHEZAN SALT

15. NR –BOTTLE

4.3- NEW PRODUCTS LANCH IN 2010

16. SPEED ENERGY DRINK

Speed Energy Drink is a carbonated energy drink from Shezan International. It was
launched in Pakistan in February 2010 with a widespread advertising campaign.
Speed is the great tasting new energy drink, which gives you the ultimate kick and
energy you need to keep you charged and energized while you work, study or party.
With its unique ingredients of Taurine and Ginseng, it invigorates and replenishes
your energy levels, letting you take total control of your demanding lifestyle in a
balanced way.

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Ingredients

Carbonated water, Sugar, Citric Acid, Artificial flavor, Maltrodextrin, Sodium Citrate,
Sodium Hexametaphosphate, Taurine, Potassium Sorbate, Caffeine, Sodium Benzoate,
Tartrazine, Inosital, Calcium Disodium EDTA, Modified Food Starch, Panax Ginseng
Extract, Niacinamide, Sunset Yellow, Pyridoxine Hydrochloride and Cyanocobalamin.

SHEZAN COLA (pet)

After seeing lot of potential in carbonated drinks market, Shezan also

introduced its carbonated drink with the name of Speed cola (pet). It was
launched in Lahore in mid of May 2010. Cola (Pet) is available in three
flavors; Cola, Lemon, and Apple. Fizzzzzzzzzzzz………………………

Chapter no.5

Marketing Analysis of Shezan Twist juice Product

5.1- Marketing Mix

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"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."

5.2- 4 P’S OF MARKETING MIX

PRODUCT Product means the combinations of goods and services that

company offers to the target market

PRICE Price is the amount of money that customers are willing to pay to
obtain the product.

PLACE Place is the company’s activities that make the product available
to target customers.

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PROMOTION Promotion is the activities that communicate merits of the
product and persuade target customers to buy it.

5.3 - 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

C omprising 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

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 Total Fat 0.0 gm

Proteins 0.15 gm

Total Carb 32.5 gm

Sodium 1.5 mg

Sugar 31 gm

Vitamin C 5.7 mg

Percent daily values are based on 2000 calorie diet

Packing

The juice will be then packed in the quantities 250ml. Packaging is done on imported
machinery as it considered being highly sophisticated and hygienic

Machinery Used -Fruit Juice Filling & Packaging Line

S.
Machine Capacity Local/Imported
No.

7500 packs of 250

Tetra Pak –TBA 19 Tetra Pak
1 ml/ hr

Storage

Products will be stored in cool dry store before distribution.

Product Shelf life

Twist Juice in 250ml serving packs have shelf life of less than 6 months.

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Packaging Material Used

• Health and safety are directly linked with the packing material used and people
are much concerned about it.
• That is the primary reason why ‘tetra pack’ packaging has been used by Shezan
in twist rather than other packaging materials
i.e. Tin pack, aluminum laminate pouch
pack, and plastic bottles.
Product Flavors Available

1-Apple

2- Raspberry,

3- Pineapple,

4-Fruit punch,

5-Mango Strawberry,

6-Mango

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.

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Competition of the Product

Direct

Fruit Juice Brand Company Name Juice Category Available in

packaging

1. Frost Nestle Token Juice 250ml tetra Pak

2. Nestle Nestle Apple, pineapple, Orange, 1000ml Tetra Pak

Mango, apple, Red grape &250 ml
and mixed fruit

3. Good Haleeb Apple, pineapple,Orange, 1000ml Tetra pak

Day/Tropico Mango, apple,Red grape &250 ml
and mixed fruit

4. Golden Standard Fruits Ltd Token Juice 250ml tetra pak

5. Poly - Token Juice 250ml tetra pak

6. Mango Drink Maza Pakistan pvt Dense or thick juice 250ml tetra pak &
Ltd. Glass bottle

7. Frooto Frooto industries Token Juice 250ml tetra pak

Pvt Ltd.

8. punch Shezan Both in 100 % pure Mango 1000ml Tetra pak

international juice & Mixed fruit blended
limited

9. country Maaher Food Token Juice 250ml tetra pak

Industries (Pvt) Ltd

Indirect Competitors

10. Lacnor Imported 100 % pure Orange juice 1000ml tetra pak

All Other international brands. They Comprise 2% of total market

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Shipping Units

36 Packs per carton

250 ml
(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%

Shezan Twist juice 35%

Tropico Juice 18%

Country juice 5%

International 02%

5.4- Pricing

What Is "Price"?

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

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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.16.21/-

 When we purchase 3dozen of 250ml of Twist than the price of this is

Rs.555/-

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. 

Retailer price as mention in the copy

Where distributor got margin 15 to 20 rupees

Overall Distributor or Whole Seller Margin 07-10%

Retailer’s Margin 12-15%

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 Source Purchase Price Sale Price Profit

School, Colleges and Universities 16.21 18 1.79

Whole Seller 16.21 18 1.79

Retailer 12.90 15 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

Price Table with the Pure Competitor

Name of the Company Price Of the Juice

Nestle Juice Rs. 20/-

Shezan Twist Juice Rs. 18/-
Country juice Rs. 10/-
Tropico Juice Rs. 10/-

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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

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

5.5- 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

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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.

The Channel of Distribution:-

 Market  Company

 Local seller  Fair Price Shop

 Whole seller

 Zonal offices

Distribution Strategy

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 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 for 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 than the

first once

 They have Zonal offices in different areas such as Rawalpindi, Lahore, Multan etc. to

make it easy to sell

Distribution Areas
They are distributing in major divisions such as:-

Divisions Name Distributors

 Lahore 200
 Karachi 200
 Multan 100
 Islamabad 100

Total 600
The company operates through a well-established network of a number of distributors.
The company has two types of delivery systems i.e.

 Director delivery system

 Indirect delivery system

The basic difference between the direct and the indirect delivery system is that in a
direct distribution system, the company spends its own resources while in an indirect

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distribution; the dealer spends his own resources on all the factors which increases the
sales volume:
Direct Delivery System

Manufacturer Retailers Customers

Indirect Delivery System

Manufacturers Distributor Retailers Customers

Place for storage:-

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

Demand increases

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

5.6- Promotion

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Shezan is using following mediums for promotion of twist

 Billboards

 Television

 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

 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 Jamat named Ahmediya

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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 75%

B. Printed media 25%

5.7- 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

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:-

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 The distributors are in the Islamabad, Lahore, Karachi but they are not handling
the areas perfectly

5.8- BCG Matrices

Shezan twist juice is the star product in the season and when the season is of this
becomes the Cash cow product

Chapter no.6

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

 They are going good but have to improve internal environment

 They have to improve their distributor sector.

 They have to make new strategy for the competitors like Nestle

 They have large capital , so they have to spend more money in the advertising field

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 They can introduced these twist juices in 1 Liter packing

 They can introduce these juices also in powder form.

 They have to introduce mayonnaise In the market

6.2- Suggestions

As we have mentioned that Shezan needs to improve its distribution strategy.

Shezan is targeting youngsters as a potential and big market for its twist juice so if
company supply directly to the schools, colleges and universities it removes
intermediaries and due to high profit ratio café owners will promote Twist
compared to other juices.

Schools
Company Owned
Colleges
Distribution House
Universities

Another important recommendation I want to give is this that Shezan need to

come up with a different kind of packing. Juice packing with straw is not
convenient for consumer as sometimes juice fell when we insert straw and
sometimes some juice still remain in the pack that cannot come up with the straw.
To resolve this issue Shezan must introduce packing with cap on it in spite of using
straw. Quantity should be increased to 300ml and price should be Rs. 20/-

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Chapter no.7

Working in Shezan

During my internship in the Shezan international Company, 56-Bund Road Lahore,

I really enjoyed to work with the staff of Company, from 1thJuly to 16 August, 2010

and have a wish to be employee of Shezan Company. It was almost impossible to

work in all the departments within that limited time. So, I have just worked in

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 marketing department because I like marketing. I am really very thankful to

Mr. Najaf Muneer that provides me a learning environment in the company. I

learn a lot of practical things during working in this department. Working of this

department which I observe during my internship (as I already discussed) is really

admirable. Shezan International Company provided us real time learning and for

better sake of practical exposure the head of different departments assigned me

some special duties.

 After completion of the week I have to submitted my weekly report out line vary

first day. Like my first week report out line are given below

Shezan International Limited Pakistan

Weekly Progress report

Date: July 13, 2010

I joined Shezan international limited as a marketing internee on Thursday July 01, 2010.

So during last week I learned numinous things detail are given below

 Vision and mission statement of the Shezan

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  History of the Shezan

 Hierarchy of the Shezan

 SWOT analysis

 Product line, width and depth

 Market survey to check the availability of the product especially speed twist and

cola as well as enhancement of the product in Iqbal Town

 Identify problems of the retailers to sell our products

 Similarly data gathering in Town ship area

 Group discussion with team and supervisors

Jahanzaib

MBA Internee in Shezan

 Then they assigned me daily task. They sent me in market with my other group
members to check the product available in different areas in Lahore. When we back
to the company we have to submit the daily report what we have observed in the
market. What are the problems retailer faced when they sell our product and delivery
issue with our own suggestion.

 They also give us task to calculate the annual income of each product in each factory.

 I have also prepared a feasibility report to place Shezan cola at Rehbar travel in
Lahore.

The Islamia University Of Bahawalpur 38

 Prepared By:

Jahanzaib

MBA (Marketing)

The Islamia University of Bahawalpur,

Bahawalnagar Campus

The Islamia University Of Bahawalpur 39