Sales Goals:

Increase the sales volume by 10% in the country during the next four months.
This can be achieved by focusing on the sales target objective.

Unit Sales by product type:

Juice brands like "All Pure" and "Twist" drinks grew by 26.49 percent during the
year 2017-18.Shezan "All Pure" juice is highest selling product of Shezan.
Pakistani's drink approximately 4500,000 liters juices per month and per day it
becomes 150,000 liters. The market of juices is growing as because the
consumption of juices is growing every year and expected to increase continually
due to people’s changing lifestyle and more health consciousness, they prefer juice,
especially natural juice on other soft drinks. "All Pure" has a lot of opportunity to
grow. When All Pure was introduce in the market it was follow up by a ineffective
promotional campaign. The major opportunity for Shezan All Pure would be
through brand awareness and secondly communicate the benefit of the product to
the consumer.

STAR

All Pure lies in this star quadrant because it has both the high market share and
business growth as compared to rest of the products of Shezan juices. All Pure is
the best shining product of Shezan which can enhance the profitability of the
company.

QUESTION MARK

The second quadrant is known as the question mark. Shezan twist and sauces lies
in this category as they both have very low market share but they have high
business growth rate. To bring these two categories in the star portion the company
needs a lot of effort to better position these products as compared to the
competitors.
CASH COWS

The third quadrant is of Cash cow. Shezan regular juice lies in this quadrant and is
categorized as cash cow because of high market share and low business growth
rate. Shezan regular juice can be milked and its profits can be reinvested in other
products. Shezan regular juice is a source of stability for the company as its profits
can help the company to maintain its operations and high market share.

Dog

The Fourth quadrant is called as Dog. Shezan syrups and Jams lie in this category
as they have very low market share and a low business growth rate. The best
strategy for Shezan juice syrups is to liquidate them so that other Shezan brands
don't suffer from these syrups and for the Shezan jams the company needs a lot of
effort to lift this category so that these jams can be compared with the quality of
national and salman‟s jam.

Customer groups by industries:

Demographically if we categorize the customers on the bases of percentages, then

we get to know that the kids aging up to 14 years constitute the proportion of
36.7%, teens comprising the proportion of 59.1% and adults comprising the
proportion of 4.1%.Now if we discuss the customers on a large scale, then we can
also calculate the customers in terms of the countries as well. The list and the
amount countries are defined below.

Renewal and existing business:

Retention rate for Shezan as over all brand is much higher. Because they want to
retain their market share and revenue. They were doing well in past year 2000-
2010, due to some religious allegations on shezan they lost their most market
share. They continuously trying retention strategies to retain their customers and
market share as well. Now 2014 to onwards they are succeeding and increasing
their market share rapidly with the growth rate of 14 to 15% annually.
Market Size:

Market size for shezan is very big. Because in Pakistan they are targeting the
whole nation, every age group and demography as well. For international market
pickles and sauces of Shezan getting the highest growth rate. International market
growth rate is now higher than the domestic growth. In past years it grows with the
growth rate of 29.47% annually.

Revenue by month:

Total revenue is divided by the Number of the month to get the monthly
revenue.75,00,000,000/12= 625,000,000. Shezan is getting 35-42 % of revenue
from their juices(All Pure, Twist, Country etc). Sales of juices have trends, it is
directly related to the warm and cold weather. In summer the sales of juices
increases and in winter sales get decreased. Month from march to September are
the highest sales month for their juices.

Number of Customers:

Shezan's target market is based on teenagers, students of school colleges and

universities. Shezan is also offering products like sauces, pickles, chutney,
vinegar and other kind of house hold product. Through these products they are
targeting whole families. They are not relying on small group of people for their
brand. The number of costumer of their brand is 90-110 million people in
Pakistan. 80/20 rule is not applying in their case because their products are
effectively distributed in all across Pakistan and different areas have different sales
volume. They don’t have B2B client as well that’s why they get sales from all
across Pakistan. Sales can varied from metropolitan cities to small cities.
Future trends:

In future there is great potential for Shezan in both (International and Domestic)
markets. They have to go with technological advancement and brand promotion.
Advancement in technology will help the company to increase its production and
to decrease the cost. Decrease in the cost will lead to more profitability. They also
go with related and unrelated diversification. In related diversification they have to
introduce water, milk, energy drinks and malt. In unrelated diversification they
must go with other businesses like, clothing, and sports. I think that garments and
sports related Pakistani items are already in the list of maximum exporting
products of Pakistan. They already have strong presence in 40+ countries in all
over the world they can utilize their channel better for making sales of these
products.