MARKETING REPORT

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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.”

(REFERENCE = NATIONAL FOODS WEBSITE)

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1: Background Page 5

2: Planning Strategy and Goals Page 6

2: Product Page 9

4: Product Mix Page 14

5: Brand Identify Page 17

9: Analysis and Critical Review Page 31

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

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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 founder‟s 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the notion of only women doing the housework – have become outdated, in this age of rapidly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 company‟s
focal point still remains on customer‟s needs through product development in line with the
changing market trends.

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.

PLANNING STRATEGY AND GOALS

In this era of fast paced life, execution of business decisions has significantly been impacted
through the use of technology. Planning, analysis and strategy developments are now all

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dependent on the plethora of information available. Correct usage of this information can
impact and reward the outcome of business results in the shape of growth, profits, market share
and also the brand image and perception a company portrays in the one large global market.
Technology has indeed transformed how we think and perform our tasks. Most of all it has
unified markets into a global village promoting direct interactions with customers and service
providers. Indeed, business is being executed at the speed of thought.

Our journey to become a leader in the food business in Pakistan and a major player in the
international markets has not come about without the use of technology. In fact our growth rate
has been sustained through the continuous usage and up gradation of technology when adapting
to modern management practices. Our brand today is ranked at number 2 position out of a total
3500 brands marketed and sold in Pakistan.

Our brand new website showcases all our categories and brands and in fact offers you
an opportunity to directly interact with us. Although we produce branded multi category food
items; the complex process of manufacturing, supply chain management, quality assurance,
research and development, market research and brand marketing practices are heavily
dependent on the extraction and usage of data to make decisions. Our choice of using SAP
applications towards enterprise management has helped us reap many awards of excellence.
Technology is embedded in how we do business.

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

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to order our products as an individual user or a business distributor directly without any
interaction from us.

PRODUCT MARKETING STRATEGY:

Raise consumer brand awareness, excitement and involvement

Promote a special offer or incentive

Stimulate product sampling and trial

Demonstrate product/service benefits

Generate in-store or online site traffic

Stimulate media interest and industry buzz

PRODUCT
Product is a term covering goods, services, places, persons and ideas.

DESIGN AND PHYSICAL CHARACTERISTICS:

We are introducing a radical design that hasn‟t been introduced in the market
so far. It will be a multi shades rapper, which has

TARGET MARKETING

CONVENIENCE:

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NFL product falls in the category of convenience goods, these includes the
goods for which the customer doesn‟t 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 hasn‟t been introduced
the market before, our idea of a complete recipe

SCREENING OF IDEA:
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 we‟ll be able to implement the idea or not. So in our products business
analysis we‟ll keep in view product classification, product characteristics, market
segmentation. We‟ll 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.

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PRODUCT MIX
PLAIN SPICE
SALT
RECIPE MASALA
CHINESE SALT AND VINEGAR
PICKLES
KETCHUP
JAM JELLIES AND MARMALADES
SNACKS
DESSERTS
READY TO EAT
RICE
POWER DRINK

FURTHER DIVISION OF THE PRODUCTS:

SNACKS
CHAAT MASALA
DHAI BHALA
PAKORA
FRUIT CHAAT MASALA
CHUTNI

CHINESE

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CHINESE SALT

SOYA SAUCE

VINEGAR WHITE

CHILLI SAUCE

AVAILABLE IN TWO SIZES, SMALL

AND LARGE

SALT

TABLE SALT

IODISED SALT

AVAILABLE IN POUCHES

POWER DRINK (KNOWN BY THE NAME OF

FRUITILY)

ORANGE
MANGO
LEMON
MIXED FRUIT

AVAILABLE IN MINI SASHA`S, BOTTLES AND PACKETS

DESSERTS

VANILLA
STRAWBERRY
BANNANA MANGO

AVAILABLE IN TWO SIZES,

SMALL AND LARGE

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RICE

SUPER KERRENEL BANASPATI LONG

GRAIN BANASPATI

AVAILABLE IN DIFFERENT GRAM POUCHES

KETCHUP

TOMATO KETCHUP
CHILLI GARLIC SAUCE
HOT AND SPICY SAUCE

AVALABLE IN POUCHES,SQUEEZ BOTTLES AND GLASS BOTTLES

IN SMALL AND LARGE SIZES.

JAMS

APPLE
MANGO
MIXED FRUIT
STRAWBERRY
BLACKCURRENT

AVAILABLE IN A STANDARD BOTTLE SIZE

PICKLES

MIXED

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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

AVAILABLE IN PACKETS OF TWO DIFFERENT SIZES, SMALL

AND LARGE.

PLAIN SPICE

GARAM MASALA POWDER

CURRY MASALA POWDER

AVAILABLE IN PACKETS OF TWO DIFFERENT SIZES, SMALL AND LARGE.

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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 we‟ve 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.
We‟re still caring, optimistic, and reliable and now we‟re livelier than ever before!

CORPORATE LOGO

For over 40 years, we‟ve been known as the one brand women all over
Pakistan count on, but just like people grow and change, we‟re growing too. And now it‟s
time for a change.

Every year we‟re 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
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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ANALYSIS AND CRITICAL REVIEW:

National Foods started manufacturing and marketing of packaged spices at a

time when everyone was using the stock lots available at retail stores. Our philosophy was,
and still, based on:

1) Purity, quality and innovation,

2) Customer satisfaction and

3) Value for money.

The mission and objectives are:

1) To be positioned as food company,

2) Consistent quality and pure ingredients,

3) Authentic recipes and

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4) Attain and maintain leadership in all categories of products being manufactured.

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 Mitchell‟s.

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
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 customer‟s 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

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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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