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The SHEZAN INTERNATIONAL LTD, the pioneer in JUICES, is one of the leading company in Pakistan. In this project, we have tried to analyze all the marketing aspects Ltd. The SHEZAN INTERNATIONAL LTD was incorporated on May 30, 1964 as a private limited company to catch market at local and international level. meet the demand for a strong, yet aromatic blend that would satisfy a wide range of customary. We have also analyzed the different environmental factors, and how they affect the marketing strategies of the organization. These environment ranges from social, cultural to legal factors. Our research showed that Shezan international Ltd industry focused wide range of customers ranges from age 15 – 75, and all the people either belonging to rural or urban places, introducing the typical taste and name according to the particular areas. Our research showed that SHEZAN INTERNATIONAL LTD is expanding its market by introducing new flavored brands, according to the tastes of the people.


HISTORY The Shezan International Limited was incorporated on May 30, 1964 as a Private Limited Company. Shezan International Limited was conceived as a joint venture by the Shahnawaz Group, Pakistan and Alliance Industrial Development Corporation, U.S.A. in 1964. Shezan is the largest food processing unit having developed and installed the capacity to meet the country's local as well as export needs. In 1971, Shahnawaz group purchased all the shares of Alliance Industrial Development Corporation with the permission of the Government of Pakistan. In 1980-81 a separate unit was installed in Karachi which now caters for Karachi, Sind and export demand. A bottle filling plant was set in 1983 in Lahore, Punjab. An independent Tetra Brik plant was commissioned in 1987.In the year 1990 it was decided to install a juice factory at the Hattar in North West Frontier Province of Pakistan. Shezan International's Head Office Located in Lahore, Pakistan. In Canada, Target Foods, is the authorized distributor for all Shezan Products.


ABOUT SHEZAN INTERNATIONAL LTD VISION STATEMENT TO be known as leader of quality products in the region. Dedication to quality is a way of life at our company, so much so that it goes far beyond rhetorical slogans. It is the objective of Shezan International Ltd to produce and provide products and services of the highest quality. In its activities the company will pursue goals aimed at the achievement of quality excellence and succeed as a profitable business. These results will be derives from the dedicated efforts of each employee in conjunction with supportive participation from management at all levels of the company. To play 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 service customers.

We want to be the recognized industry learned in quality and service, providing more than expected for our customers, employees and stakeholders. 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 the Quality Improvement Process.

BusinessDescription Shezan International Limited. The Company's principal activity is to manufacture and distribute juices, beverages, pickles, preserves and flavorings derived from fresh fruits or vegetables. The products of the Company include tetrapak juice, mango juice, pickles, custards, vegetables, jellies and jams. The Company distributes the products under the Shezan brand name.



Shezan International Limited - Company Profile Snapshot

Given below are the names of the main Companies, which constitute the SHAHNAWAZ GROUP. Each of these Companies have been incorporated separately with its own paid up capital, in accordance with the Country's Company Law.

All Rights Reserved 2005.


56-Bund Road,Lahore-54500 Plot no.L-9,Block No.22, Federal “B”.Industrial Area,Karachi-75950 Plot no 33-34,Phase111,Httar Industrial Estate,Hattar.

MULTIPLE LINE OF BUSINESS Beverages -Juices Condiments -Pickles -Jams -Ketchups -Marmalade -Fruit pulps

Following are the main competitors of the Shezan International Ltd - Mitchell’s - Nestle - Ahmad - Rafhan’s - National - Benz etc.

The Marketing Mix


• The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives • 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment • Traditional 4Ps extended to encompass growth of service industry


• Pricing Strategy • Importance of: – knowing the market – keeping an eye on rivals



• Methods used to improve/differentiate

the product and increase sales or target sales more effective gain a competitive advantage e.g. – Extension strategies – Specialised versions – New editions – Improvements – real or otherwise! – Changed packaging – Technology, etc.


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• Strategies to make the consumer aware of the existence of a

product or service • NOT just advertising

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The means by which products and services get from producer to consumer and where they can be accessed by the consumer • The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer?)

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The Marketing Mix

• Blend of the mix depends upon: • Marketing objectives • Type of product • Target market • Market structure • Rivals’ behaviour • Global issues – culture/religion, etc. • Marketing position • Product portfolio – Product lifecycle – Boston Matrix

A saga of success
'SHEZAN INTERNATIONAL LTD success has astounded many. However no magic formula lies behind its growth other than hard work, dedication and of course unique juice blends. As a result, SHEZAN INTERNATIONAL LTD has won the hearts of countless juice drinkers across the country.

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SHEZAN INTERNATIONAL LTD's deep rooted culture and core values differentiate it from its competitors. It is built on sound principles and practices; not dominated by a group of individuals. Its greatest asset is its people; and the consistency of principle and policy give the direction.

Shezan international Ltd with Respect To 4 Ps:

Variety Quality, size Design Features Brandname Packaging Returns Services Warranties


List price Discounts Allowances Paymentperiod Credit terms


4 P’s


Channels Coverage Assortment Locations Inventory Transport


Sale promotion Advertising Sales force Public relation Direct marketing

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“A product is any thing that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Each product is related to other products. Product hierarchies stretch from basic needs to particular items that satisfy these needs. We can identify seven levels of the product hierarchy. These are: 1- Need family 2- Product family 3- Product class 4- Product line 5- Product type 6- Brand 7- Items SHEZAN INTERNATIONAL LTD is offering variety of juices for their customer according to their taste, it give more choice to the customer to choose according to taste. In that respect Shezan international Ltd (Pvt.) Ltd. is leading the market. Company is offering juices in these brands:


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They also provide JUICES in various packing such as soft pack, hard pack, disposable bottles, Shezan offered ALL PURE JUICES in different sizes like 250 ml, half packs and in bottles. Bottle juices are manufactured in BUND ROAD factory and other juices are manufactured in KARACHI factory.

“Place, another key marketing mix tool, stands for the various activities the company undertake to make the product accessible and available to target customers. Company must identify, recruit, and link various middlemen and marketing facilitators so that its products and services are efficiently supplied to target market. It must understand the various types of retailers, wholesalers, and physical distribution firms and how they make their decisions. Marketing channels are characterized by the number of channel levels. Figure (a) given below will illustrate several consumer goods marketing channels of different length. These are

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1- zero level 2- one level channel 3- two level channel 4- three level channel

Figure (a)


Zero level

Figure (b) will described about the channels used in industrial marketing one level

two level

Wholesale Wholesale
Jobber three level

Retailer Retailer


The distribution set up of SHEZAN INTERNATIONAL LTD is divided between two regions i.e. north and south. The north region includes

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Punjab and NWFP while the south region consists of Sindh and Baluchistan. In Lahore they have one regional office and three distribution channels that supply the juices to the whole Lahore. Regional office Bund road, Lahore Distribution channel  Dahrum pura Mustafa abad  Millat colony Gulberg II  Maclode Road They are supplying their juices to the schools, colleges, universities, hospitals, stores, and super stores, departmental stores at every place in rural and urban areas of Pakistan.Accordind to their point of view, they are not needy for the advertisement of their juices because already their juices are popular .


“Promotion stands for the various activities the company undertakes to communicate and promote its product to the target market. Thus company has to hire, train and motivate sales people. It has to set up communication and promotion programs consisting of advertising,

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direct marketing, sales promotion and public relation as mentioned in the figure below.”

Print and broadcast ads Motion picture Symbols and logos Audiovisual material Display signs Billboards Posters Brochures Leaflets Directories Booklets

Sales Promotion
Contests, games Lotteries Gifts Premium Fairs and trade shows Exhibits Trading stamps Demonstration Sampling Entertainment

Public Relation
Press kits Speeches Seminars Annual reports Charitable donations Sponsorship Publication Community relation Company magazine Events

Personal selling
Sales presentation Sales meeting Incentive programs Samples Fairs and trade shows

Direct marketing
Catalogs Mailings Telemarketing Electronic Shopping TV shopping

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SHEZAN INTERNATIONAL LTD is advertising in print media like newspapers, magazines e.g. Dawn, Nawa-e-Waqat, Jung and in some journals for promotional purposes. It also advertises on electronic media & Broad cast media e.g. TV, Radio and SHEZAN INTERNATIONAL LTD is also using billboards and printed ads for retailers, moreover the company has got a website as well the address of which is . Shezan international ltd is providing special offers to the distributors .When they lunched new juice brand, they offer buy one pack and get one free to distributors. They offer free trial of the newly introduced juices to the general public. Shezan international ltd has opened FAIR PRICE SHOPS at the front of their factory at the side of BUND ROAD LAHORE. They provide their juices and other products at low price having fewer profit margins. As for as the advertising is concerned, all the advertisement of the SHEZAN INTERNATIONAL LTD (Pvt.) Ltd. is carried out by

 Evernew Concepts (Pvt.) Ltd. Ever new concepts is one of the top ten advertising agencies of Pakistan, established in 1987and have annual billing of 200 million.

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 Adcom (Pvt.) Ltd. Adcom is one of the top 30 advertising agencies of Pakistan, established in 1965.  Fourays (Pvt.) Ltd. Fourays is also one of the top 30 advertising agencies of Pakistan, established in 1972.


“A critical marketing mix tool is price, namely the amount of money that customer have to pay for the product. Company has to decide on whole sale and retail price, discounts, allowances, and credit terms. Its price should be commensurate with the perceived value of the offer or buyers will turn to competitors in choosing their product.” In setting the price of product, the company should follow six steps procedure as given below:

Company must establishes it objectives (Survival, max. current profit, revenue, sale growth etc)

Company must determine the demand schedule (Shows the probable quantity purchased per period at alternative

price)  Company estimates how their costs vary at different output levels.

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 Company must examine the competitors price  Company selects one of the following pricing methods. (Markup pricing, target return pricing, value pricing, going-rate pricing, sealed bid pricing)

Company selects the final price.”

As for as the prices are concerned, they are on the top of the list. They are providing the juices at relatively low price as compared to their competitors. As far as their pricing method is concerned, it’s a highly confidential so it is simply mentioned here SHEZAN INTERNATIONAL LTD is providing juices in tetra pack and disposable bottles SHEZAN is offering its tetra juices at normal price because they prefer to quality and nutrients safety. They focus on volume first they check cost of their product and after it, they research in market for knowing the competitors price and then account department sets the price. They do this research monthly. There is maximum profit in bottle juices because the cost is covered by the 2/3 turnover of a bottle but the profit in the selling of tetra-pack lesser because of the usage of good raw material. The price of our juices is higher than the competitor’s juice because of very good taste.

Recommendation: CHANGES IN 4P’s

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SHEZAN INTERNATIONAL LTD could expand its product line by introducing more flavored JUICES. e.g., Chocolate flavor is available and being sold by loose juice sellers but this category of juice is not available in manufactured juiceexcept a very few foreign companies. No doubt SHEZAN INTERNATIONAL LTD has got a 9002 certification, but packing could be made more impressive especially by increasing the volume of tetra packs and bottles.

As for as the distribution is concerned currently, SHEZAN INTERNATIONAL LTD has made segmentation with respect to taste and social class. e.g. relatively small streets. The distribution network needs to be more extended; SHEZAN INTERNATIONAL LTD should hire potential distributors in several other parts of the country so that their product will reach to every corner of this country.

Price would remain same because it’s an appropriate as compared to NESTLE and other established JUICE brands. Price will be affordable by the lower class.

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On Television if we see the ad of NESTLE and BENZ, that would be really attractive, but on the other hand SHEZAN INTERNATIONAL LTD’s ad is not so. As far as promotion is concerned the ads should be such that, that could arrest the attention of the public. So SHEZAN INTERNATIONAL LTD should endorsed be renowned personalities of the show business. Moreover in ads they should mention that they are offering different brands according to the taste and pocket of the customer.


• One of the multinational companies in Pakistan. • High Experience from International Market. • High Market Share. • High Technological Equipment. • Skilled Labor Force. • Innovative R&D Department.

This extremely recognizable brand is one of Shezan’s greatest strengths.

• Maintains global juices industry leadership.

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Maintains its major focus on world wide expansion of the Shezan’s image.

• Increased market share.


• Not Completely dairy products. • Reduced consumer purchasing power. • Less focus in the low income areas. • Less effective external communication department. • High Price.


• New Flavors. • Strong brand names and world wide identity as a leader in the soft drink industry. • High utilization of resources. • Sales team better functioning. • Seasoned Bracket. • Increase in availability. • Product line extension.

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• Political and economical instability in the country. • Lack of diet product. • Entry of new multinational brands into local market. • Seasoned bracket

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After all the activities and effort which we have done to complete this project and after studying and analysis of the questionnaire we came to the conclusion that SHEZAN INTERNATIONAL LTD is brand that has many varieties in packaging and tastes, SHEZAN INTERNATIONAL LTD is a brand who target more segments from lower level to Upper level. It is the only brand who gives more purchasing power to the buyers. From the analysis of questionnaire we analyze that user of Shezan international Ltd lie in both from lower level income to upper level income However the other main players’ of the juice industry also have some features with them that can be draw backs for the SHEZAN INTERNATIONAL LTD. The segment of BENZ is limited than SHEZAN INTERNATIONAL LTD. They target Lower level area or the user who are living in urban area. They also introduce the scheme to get winning prizes of Cash like SHEZAN INTERNATIONAL LTD. Like this, NESTLE, NATIONAL and AHMAD are providing more tasty juices to the consumers.

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Q1. Are juices easily available at your nearest shop? • • Yes No

Q2. Do you like JUICES of SHEZAN? • • Yes No

Q3. If ‘yes’ then why you prefer it over other juices? • • Good taste Low price

Q4. If ‘No’ then what is the reason? No good taste Q5. What age group likes the juices? • • • Children Teen ages Old ages

Q6. Does the Advertisement of juices attract you? • Yes

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Q7. Do you want that Shezan should introduce new brand of juice in the market? • • Yes No

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