Professional Documents
Culture Documents
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MARKETING REPORT
VISION 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 REPORT
MBA 1(A)
SUBMITTED TO:
MS SALMA ATIF SHEIKH
DATE:
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22-05-2012
MARKETING REPORT
1: Background
Page 5
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8: Distribution
Page 27
9: Analysis and Critical Review
Page 31
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COMPANY PROFILE
BACKGROUND
National Foods began its journey in 1970 as a Spice company, with a
revolutionary product that popularized the concept of having clean, healthy food. National
foods initiatives were, to make food that is hygienic, reduce time spent in the kitchen by
women, foster health and contribute towards personal attractiveness, so that people who use
our products would be able to experience a more rewarding life-style.
This was long before the phrase Corporate Mission had even been invented.
However, our founders philosophy remains unchanged over time. Even if their language
and the notion of only women doing the housework have become outdated, in this age of
rapidly changing lifestyles, fuelled by the rampant development of technology; consumers are
compelled to alter their eating habits. National Foods responds to this challenge of
developing innovative food products based on convenience and quick preparation in line with
modern lifestyles and yet retains traditional values through its diverse collection of food
products.
In a history that now crosses three decades, National Foods success has been
influenced by the major events of the day economic boom, depression, wars, changing
consumer lifestyles and technological advancements. Even after three decades the companys
focal point still remains on customers needs through product development in line with the
changing market trends.
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Today, National Foods provides a complete food experience to its customers in
33 countries around the world. National Foods produces over 300 SKU's in 12 major product
categories including meal solutions, pickles, sauces, ketchup's, jams and desserts.
National Foods is reaching out to the voice of its customers by delving further
into the convenience food segment and adhering to their philosophy of offering superior taste
and quality.
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In the months to come, you will see our website develop and evolve further to
cater to all our business stakeholders. We will offer them a direct transactional nature of
relationship by linking our ERP SAP applications to help them make informed choices to
further our mutual business. The Internet in fact will become the nucleus or the hub around
which we shall be carrying out all our business.
The website will become the central hub offering stakeholders and consumers
company information and updated knowledge and news, it will provide a direct access to
employees to interact through a company intranet, it will become a portal for all our supply
chain customers to track their orders and finally a vantage point for all our customers
domestically and globally to order our products as an individual user or a business distributor
directly without any interaction from us.
CORE VALUES
PASSION
We act with intense positive energy and are not afraid to take risks. We
challenge ourselves continuously, were good at what we do, and we take pride in who we
are.
PEOPLE-CENTRIC
We put our people first. We treat them with respect and actively contribute
towards their development.
CUSTOMER FOCUS
We see the world through the eyes of our customers. We do everything
possible that makes them happy.
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LEADERSHIP
We are part of the solution, never the problem. We act like owners and have a
positive influence on others.
TEAMWORK
Our roles are defined, not our responsibilities. We believe in going the extra
mile to accomplish our goals. We coach and support each other to ensure everyone wins. We
have a WE versus I mindset.
ETHICS
We dont run our business at the cost of human or ethical values.
EXCELLENCE IN EXECUTION
We say. We do. We deliver. We talk with our actions. We strive for nothing but
the best. Execution is the key to winning.
ACCOUNTABILITY
We see. We act. We take full responsibility for our actions and results. We
dont blame others for our mistakes; we analyze them and correct them.
PRODUCT
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Product is a term covering goods, services, places, persons and ideas.
TARGET MARKETING
CONVENIENCE:
NFL product falls in the category of convenience goods, these includes the
goods for which the customer doesnt have to put a lot efforts. Products like shaving creams,
toothpastes and food items fall in the category of convenience goods
PRODUCT DEVELOPMENT:
Product development procedure includes the logical sequence of one-time
activities. The activities include:
Idea generation
Screening of idea
Business analysis
IDEA GENERATION:
Idea should be innovative it should something which hasnt been introduced
the market before, our idea of a complete recipe
SCREENING OF IDEA:
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Screening is done by management on the basis of experience .we have
experienced staff in this field, which will screen out the idea.
BUSINESS ANALYSIS:
The screened idea is then expanded in the form business proposal. In this step
we analyze whether well be able to implement the idea or not. So in our products business
analysis well keep in view product classification, product characteristics, market
segmentation. Well analyze our products markets on the basis of our target. We will
definitely target the elite class of the society first because of their buying practices and their
behavior. Our target market is mainly the ladies specially house wives.
SWOT ANALYSIS
SWOT analysis plays an important role to evaluate the performance of any
organization. This is most commonly followed set pattern to analyze the strength, weakness,
opportunities and threats. For any company strength and weakness are internal elements and
threats and opportunities always come from outside the organization. Now we perform a
detailed SWOT analysis considering the National foods.
STRENGTHS
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BROAD PRODUCT LINE:
National food has very broad product line that includes different types of
Masala powders, Kheer mix, Ketchup, Custard powder, Pastes, Achar and many more..
MANUFACTURING COMPETENCE:
National food has engineering and technical staff of the highest caliber that is
capable of manufacturing such products that differentiates National food products from its
competitors. National food posses specific manufacturing competence for example uses of
imported machinery and a high quality ingredients in manufacturing of powder mix that
maintain the quality of product.
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hard work to achieve this brand image. Brand name is a source of vital strength for the
company and is known all over the market place.
WEAKNESS
Currently National food is operating with its full capabilities and Companys
sales manager does not think that there is any internal weakness in the organization. Because
Company has a good repute in market and working with full concentration to improve its
image in the minds of people.
OPPORTUNITIES
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National food started as powder mix producers but soon after gaining rapid
market shares in powder mix, Company considered expansion of core business as a major
opportunity. Today Company has wide range of products that it has achieved by expanding
the core business.
THREATS
NEW ENTRANTS:
The biggest threat for the Company has been the entry of new competitors in
the market has made National food management think that they will have to adjust the pricing
or to provide some handsome incentives to customers in competition with other brands in
market because Company does not want to lose its market share.
NO BARRIERS ON ENTRY:
Government has not fixed any hard rules upon the entrants in this industry.
Any group of companies that is financially strong can enter this industry without facing any
strict barriers. This is another threat for National food that more and more entrants coming in
this industry and the profit margin shrinking gradually.
GOVERNMENT LEGISLATION:
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The production department of National food uses special machinery that has
to be imported from abroad. Government has fixed a quota system that company cannot
import. It more than a specific ratio. This quota system is creating a threat for company and
soon company needs to find an alternative.
PRODUCT MIX
PLAIN SPICE
SALT
RECIPE MASALA
PICKLES
KETCHUP
SNACKS
DESSERTS
READY TO EAT
RICE
POWER DRINK
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SNACKS
CHAAT MASALA
DHAI BHALA
PAKORA
CHUTNI
CHINESE
CHINESE SALT
SOYA SAUCE
VINEGAR WHITE
CHILLI SAUCE
SALT
TABLE SALT
IODISED SALT
AVAILABLE IN POUCHES
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ORANGE
MANGO
LEMON
MIXED FRUIT
AVAILABLE IN MINI SASHA`S, BOTTLES
AND PACKETS
DESSERTS
VANILLA
STRAWBERRY
BANNANA
MANGO
RICE
AVAILABLE IN DIFFERENT
GRAM POUCHES
KETCHUP
TOMATO KETCHUP
CHILLI GARLIC SAUCE
HOT AND SPICY SAUCE
AVALABLE IN POUCHES,SQUEEZ
BOTTLES AND
LARGE SIZES.
JAMS
APPLE
MANGO
MIXED FRUIT
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STRAWBERRY
BLACKCURRENT
AVAILABLE IN A STANDARD BOTTLE SIZE
PICKLES
MIXED
MANGO
GARLIC
KASUNDI
LASOORA
CHILLI
HYDERABADI MIX
KARELA
MIX VINEGAR
MANGO VINEGAR
AVAILABLE IN POUCHES
READY TO EAT
(KNOWN BY RONAQ)
CHICKEN QORMA
CHICKEN KARAHI
CHICKEN BARYANI
CHICKEN WHITE KARHAI
CHICKEN GINGER
CHICKEN HALEEM
CHICKEN ACHARI
CHICKEN NIHARI
PLAIN SPICE
GARAM MASALA
POWDER
CURRY MASALA
POWDER
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BRAND IDENTIFY
BRAND LOGO
At NFL, freshness is what keeps us going. We keep life updated with new
recipes, new products, and now weve got ourselves a Transformed logo.
As with everything we do, we took a careful look at what we had, kept the
best of the past, and introduced elements that were exciting, appealing, and yet always true to
our soul. Were still caring, optimistic, and reliable and now were livelier than ever before!
CORPORATE LOGO
For over 40 years, weve been known as the one brand women all over
Pakistan count on, but just like people grow and change, were growing too. And now its
time for a change.
Every year were growing bigger, brighter, more global, and our NFL spirit of
adventure which has been the energy behind every new and innovative product is now the
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encouragement behind our new logo. The new Pakistani homemaker is feisty and vibrant and
our new image is helping her feel just as we have generations of food lovers feel
completely at home.
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BRAND COLOURS
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CULTURE
NFL talk about their values consistently at all levels and use the HAMSAB
platform to build and sustain a healthy positive vibe across the organization. With the
growing passage of time, they reinforce their core values through communicating them down
to every level in the organization.
They remind their people of the principles they stand for and how to create
business opportunities within the boundaries of integrity and fairness. This is how they create
lasting change and develop a mindset of a truly accountable workforce.
NATIONAL KETCHUP
The national ketchup is providing:-
TOMATO KETCHUP
CHILLI GARLIC SAUCE
HOT AND SPICY SAUCE
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Were proud to say that National Foods Limited has succeeded in meeting
Pakistani childrens high ketchup standards year after year. Delivering the perfect balance of
tart and sweet, National Tomato Ketchup stood 1st at the Brand Elections 2010, leaving other
competitors far behind by tremendous margins.
PRICING ANALYSIS
EVERY FIRM HAS ITS OWN PRICING OBJECTIVE IT MAY EITHER MAY
TOO.
Well the pricing objective of NFL is to capture mass amount of market share
because if they manage to do so then automatically with the passage of time they can become
the market leaders and can maximize their profits.
DETERMINING DEMAND:
The determination of market demand is another very important factor in
pricing, the demand can be either elastic or inelastic .I think the demand of their kind of
products is elastic because there are a lot substitutes available in terms of other food mix of
other company. So if NFL introduces a high price product the greater chances are that our
product wont be very successful.
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ESTIMATING COST:
This is the most important step in pricing, and is a combination of fixed cost
and variable cost.
AUDIENCE VIEWS:
The pricing of national ketchup brand is nominal in customers view, the
pouch pack is convenient to use and cheap in price.
PROMOTION
PROMOTIONAL ANALYSIS:
Both pull strategy and push strategy is executed to make a good image in the
minds of consumers and to promote the sale.
PUSH STRATEGY:
For an effective push strategy wholesalers and retailers are advised to increase
the sale of NFL product. For this purpose NFL offer them different incentives and good profit
margins so that they convince their customers to buy our products.
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PULL STRATEGY:
Through advertisement on different Medias and promotional campaigns NFL
make animate in the minds of end user about our product. Because launching a new product
in the market and there are number of competitors in the market, so emphasis is to capture the
maximum market share. to concentrate on NFL`s pull strategy so that they can make leader in
the market of this kind of product.
PROMOTIONAL CAMPAIGN:
A survey conducted by National food advertising agency owned by company
itself shows that correct media selection has helped company achieving communication goal.
As a combination of different types of media used (TV, Radio, and Newspaper) by national
food, 50-70 % people are accessed out of whole population of Pakistan. National food spends
lots of efforts on promotion of its products as management thinks itis the essence of
marketing that you communicate effectively with your target customers.
SALES PROMOTION:
Advertisement is done in such a way that people are waiting anxiously for
NFL`s product. NFL starts by giving a surprise to people that something useful for them is
coming to serve them. they adopt this way because their product is going to be launched for
the first time in the market. So they also use billboards to promote our product.
NEWSPAPERS:
NFL knows that newspaper is very effective and inexpensive media to convey
the message to target market. Newspapers is extensively used to promote NFL`s product.
General awareness and advantages of NFL`s products is given to the prospect users.
SEMINARS:
To start with an effective sales promotion some introductory seminars are
conducted. In which all the wholesalers are invited from different parts of City and Country.
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They are introduced with their product and sales and promotional plans. NFL
briefs them about the incentives they are going to offer them. they convince them about the
strength of their product.
TELEVISION (TELEMARKETING):
They know that TV is very effective media now days. NFL can convey their
message to all the prospects very effectively. Different ads and commercials run at different
times preferably during family programs (dramas). To use TV intensively is long term
strategy, which will last the image of their product in the minds of customers for a long span
of time.
DISTRIBUTION
DISTRIBUTION CHANNEL
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TYPE OF DISTRIBUTION CHANNEL:
Our product is a consumer good. So our distribution chain is:
P RODU CE
WHOLESAR
C O N S U ME R
RETAILS
PRODUCE
AGENTS WHOLESAR
RETAILS
CONSUMER
This distribution chain are used out side Karachi for different other cities.
From where agents are used to distribute our product in different other cities.
DISTRIBUTORS OF ISLAMABAD:
Capital distributors of Islamabad for NATIONAL tomato ketchup are situated
in Tarlai, and they are responsible for the distribution in Islamabad and as well as in
Rawalpindi.
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PICTURE GALLERY
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Competitors are always the biggest threat to any product this threat could be in
terms of brand competition, substitutes, image competition and rival companies. Although the
product, which we are introducing, is new in its kind although there are a lot of food powders
that are for food but this will be unique in its kind because it is anew trend in paste form. We
are increasing the product line of an organization so definitely our company already possesses
an image in the market. Although there are a lot of substitute brands that have powders in the
market and would give us tough time but the competition will be only in terms of powder mix
and not the other features.
National Foods is also carrying out competitor's analysis and in order to be
competitive and win the competitive value equation National Foods is focusing on tight
control of capital spending, improved inventory control, and lower product and
manufacturing costs through standardized manufacturing platforms etc. Its main competitors
are SHAN industries and Mitchells.
The advantage that national food carries from the review of the audiences is
that the recipes of national food is less spicy then SHAN, so most of the cutovers prefer NFL
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recipes, as far as regarding ketchup, the NFL has captured the youngsters market by taste of
their
tomato ketchup. The NFL introduced the concept of eating ketchup with spoon, because of its
taste.
COOKING PASTE:
Is a radical idea, although there are powders available in market but our trend
of cooking paste is a new trend, now no need to make paste of powder, just open the packet
and use it?
National foods limited has a wide range of product line and still counting, the
brand name is well established and known so whenever they launch a new product, they do
not face difficulties in bringing people to awareness for their new product. The prices are
nominal in customers point of view, they are satisfied with it. The company has a very strong
promotion strategy, they use almost every known way for the promotion of their product.
Also their distribution network is very strong and well assembled.
Another interesting fact about the NATIONAL FOOD LIMTED is their name,
the word national is used by another renowned company, which is a Japanese and is known
for their electronic appliances, many people confuses the national food company with
national, for regarding them as one. But it is not; in fact it gives the national food advantage
as the national is well known for its trademark name.
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