Introduction of organization

History:
Consequent to the British annexation of the Punjab in 1849
from Sikh rule, and more so after 1857 when the British
Crown formally extended its sovereignty over India, a
structured administration commenced in the Punjab.

To meet the beer requirements of British personnel (mainly

army), the Murree Brewery was established in 1860 and
incorporated a year later at Ghora Galli, located in the Pir
Punjal range of the Western Himalayas at an elevation of
6000' above sea level, near the resort town of Murree.

Between 1885 & 1890 the Company established Breweries in Rawalpindi & Quetta & acquired an
interest in the Oticumand (South India) & Norailiya (Ceylon) breweries. A distillery was also
established in the above period in Rawalpindi next to the Brewery.

The Murree Brewery at Ghora Galli was therefore among the first modern beer breweries established
in Asia. Murree Beer proved to be very popular among the British troopers who were largely
barracked in the 'Galis' of these hills.

The virtues of beer brewed from barley malt & hops as

a light alcoholic beverage were not lost on the local
population who rapidly became avid consumers.

By the turn of the 20 century, the name "Murree" was

famous for its beer in keg and bottle in the bars, beer
halls and army messes of British India. Murree Beer
was first awarded a medal for product excellence at the
Philadelphia Exhibition in 1876, followed by
numerous awards over the past 140 years.

In 1935, a massive earthquake totally demolished the Quetta brewery as well as substantial part of
Quetta town, killing thousands of persons, including a number of our employees. At Ghora Galli
(Murree), the scarcity of water became an emerging problem. By the 1920s, brewing was mostly
transferred to the Rawalpindi brewery but malting continued at Ghora Galli till the 1940s, when this
property was sold. This historic brewery built in Gothic style architecture was burnt during the
partition riots of 1947/48

Park Lodge a handsome residential property was

purchased by the company from Mrs. H. Whymper in
1888. It was the principal residence and head office
of the company till 1959, when it was taken over by
the Government of Pakistan to house the office of the
President of Pakistan. It remains an office of the Head
of State of Pakistan from 1960 till the present day.

Two English families were closely connected with the founding of the original brewery. Edward Dyer
was the first General Manager of the company. He was also the founder of Dyer Meaken breweries,
Simla hills. Edward Whymper, a member of this family was the first person to climb Matterhorn
Mountain in 1865.

The Rawalpindi brewery is blessed with deep

aquifers of good water. A railway siding was
extended to the premises in the 19th century, which
is now derelict.

Under the present prohibition law, only non-Muslims and foreigners are permitted to consume
alcohol. Notwithstanding the consequent reduction in demand, the Company decided as policy to
concentrate on product excellence. It was decided to modernize the plants.
A Ziemann (German) brew house was installed in 1967, 'Saladin' Box Maltings in 1971. Also in the
late sixties, it was decided to embark on an ambitious long-term program to mature Malt Whiskies.
Over the past four decades white oak casks and vats have been procured from North America,
Australia and Spain
Our two underground cellars now hold over half a million liters of Malt Whisky for varying periods
of maturation up to 12 years under controlled temperature conditions.

Another wave of modernization was undertaken in the 1990s. New beer canning and modern bottle
filling facility from Holstein and Kappert (Germany) was installed. Two units of alcohol rectification
columns for producing extra neutral grade of potable alcohol from Molasses were procured from
France and Italy, respectively, to give our Vodkas and Gins a qualitative edge.

Also in this period, the beer fermentation capacities were renewed. It is pertinent to point out that our
basic beer fermentation system installed in the 1930s was then at the cutting edge of this technology.
Known at the time as the Nathan system, it incorporates fermentation and the lagering of beer in a
single double jacketed vessel. A variation of this system is now in extensive use worldwide.

Tops Food and Beverages a division of the Company was established in 1969. It processes fruits and
markets fruit juices and allied food products. Two manufacturing units are located in Rawalpindi and
Hattar (NWFP) respectively.

A Tetra Pak packaging facility was added in 2001.

The Hattar plant was installed in 1992.

The plant is based on a Recuperative Melter and two Emhart I.S. container manufacturing machines
and has the latest quality control equipment for online inspection of containers.

The Murree Brewery is one of the oldest public companies of the sub-continent. Their shares were
traded on the Calcutta Stock Exchange as early as 1902, and is now the oldest continuing industrial
enterprise of Pakistan.

In 1997-1998 and 1998-1999, we were judged among the top 25 performing public companies by the
Karachi Stock Exchange.
Ruins of Murree Brewery
Murree Brewery
The Murree Brewery Company Ltd., owned by the
Bhandara Family, was established in 1860 to meet the
beer requirements of British personnel under the British
Raj at Ghora Gali near the resort place of Murree. In the
1880s the company established further breweries in
Rawalpindi and Quetta and a distillery was also
established in Rawalpindi. Due to scarcity of water in
Murree in the 1920s, brewing was mostly transferred to
Rawalpindi but malting continued at
Ghora Gali until the 1940s, when this property was sold. This brewery, built in the Gothic style of
architecture, was burnt during the partition riots of 1947/48, while the brewery in Quetta was
destroyed in the 1935 Balochistan earthquake.

In the 1960s oak casks were imported from North America, Australia and Spain and the underground
cellars now hold over half a million litres of Malt Whisky for varying periods of maturation up to 12
years. Murree brewery produces a generally excellent world class Single malt whisky. New beer
canning and modern bottle filling facility were installed in the 1990s, imported from Germany

malt whisky. New beer canning and modern bottle filling facility were installed in the 1990s, imported
from Germany

Introduction & Overview of the Company:

The Murree Brewer Company Limited was incorporated under the repealed Indian Companies Act
(Now Companies ordinance1984) in February 1861 as public limited company in Pakistan.

Murree Brewery Company Limited is a Pakistan-based company. The Company is principally

engaged in the manufacturing of Pakistan made foreign liquor (PMFL) including alcoholic beer, non-
alcoholic beer (NAB), non-alcoholic products (NAP), which includes juices in tetra packs in
Rawalpindi and food products, juices, glass bottles and jars in Hattar. Murree Brewery Company
Limited operates in three divisions: liquor division, which includes PMFL, alcoholic beer, NAB, Big
Apple, Lemonade, Cindy and Malt -79; tops division, which includes food products and juices, and
glass division, which includes glass bottles and jars.

The shares of the company are listed on the Karachi, Lahore and Islamabad Stock Exchanges. The
registrated office of the company is located in Rawalpindi . The Company is principally engaged in
the manufacturing of alcoholic beer, non alcoholic beer, Pakistan Made foreign liquor (PMFL), juices
in Tetra packs in Rawalpindi and food products, juices glass bottles and jars in Hattar.

The company is now operating three divisions to carry out its principal activities namely Liquor
Division, tops Devision and Glass Division.

In 1977 the Murree Brewery suffered a significant setback when Zulfiqar Ali Bhutto imposed a total
prohibition in Pakistan, to appease Islamic elements of the electorate. Subsequently the government
of General Zia-ul-Haq amended this law, requiring anyone wishing to consume alcohol to present
credentials demonstrating that they were non-Muslim. The small Christian, Hindu and Parsi
communities were not large enough to support the enterprise, and production had to be scaled back.

However, gradual relaxation of the prohibition laws has allowed Murree to introduce variations of
Murree beer, vodka, gin and whisky. Today, all Murree products are readily available in legal liquor
shops that operate openly in Karachi in places like Zamzama and Defence. It is also available in the
interior of Sindh. Although the consumption of alcohol in public is still nominally banned, it is
becoming increasingly available in clubs and high-class restaurants. Murree Beer was initially being
produced in Austria for European markets and was available in various Pakistani and Indian
restaurants, an enterprise which has since ceased since 2004.

The Murree Brewery is one of the oldest public companies of the sub-continent. Its shares were traded
on the Calcutta Stock Exchange as early as 1902, and is now the oldest continuing industrial enterprise
of Pakistan and among the top 25 performing public companies by the Karachi Stock Exchange.

Murree's biggest competitor is the Quetta Distillery, and its products have to increasingly vie with
smuggled brands from the West and India.
Mission, Vision and Motto of the Murree Brewer Company Ltd.
Mission, Vision and Motto of the Murree Brewer Company Ltd.

VISION STATEMENT

“To fulfil customer requirements & expectations through CARE”

MISSION STATEMENT

“We the people of Murree Brewery Co. make personal commitment

to first Understand our customers requirement then to meet & exceed
their expectations, by performing the correct tasks on time and every
time through:

Continuous improvement
Alignment of our Mission & goals
Responsibility and respect of our jobs and each other
Educating one another

MOTTO
“We respect our past.we are the industry leader in paresent
and accepts the challenges of the future.”
Corporate Divisional and Departmental Level Strategies
Corporate Divisional and Departmental Level Strategies
The marketing department studies the market and the target customers, decides the best way to reach
these customers, and works with the rest of the company to help determine the new product needs of
the market

MARKETING STRATEGIES OF THE COMPANY:

Marketing strategy of the company is based on the following points…

FIRST come into know about the who are our customers and what are their requirements
What do we really know about their needs preferences behavior and their life styles?
What can we offer them.at a price.that other companies do not?
How do we perform in comparison to our competitors?
How are we currently performing for our customers?

Where are the gaps, the weak points the fudges and the point of excellence he USPs unique selling
points?
How are we different?
Why are we different?
How can we better delight?
How do we change?
What do we change?
How clever are we with our market intelligence?
How well is our market research working?

Consider groups who share a similar need and who will respond in a similar way.

1. Design a Marketing Strategy:

To achieve a specific marketing objectives based e.g. on the Marketing mix.
Set Tactical Plans Budgets Programs
Assign individual responsibilities to achieve the objectives
Monitor Progress
2. Product strategy:
Murree brewery is aimed to have a good quality of products and it is providing different types of
liquids to upper class middle class and low class people. The company believes that whatever we
provide to the customers should be the best for them. They should get the maximum satisfaction in
this product.

Murre brewer has launched a new product Big apple which is now being used at a large scale in the
whole country . The company provides Beers to the upper class that has the authority to do so . They
have Malt drinks and soft drinks

3. Pricing Strategy:
Company has 15 different types of juices, which come into jars bottles and packs The have to maintain
a price which is affordable to the customers and which is profitable to them, it appears that they have
position their product pricing in such a way that their main focus in middle and upper middle class.

However, they have some selected range for upper class as well . Produce wise price list enclosed in
appendix for reference.

4. Promotion strategy:
They believe that print media and out door activity help them to reach to their target customer. Due
to satellite transmission and having multi channels it does not pay one unless you have very huge
budget to spend on this media .On promotion ,their spending is more on putting banners on the roads
on bridges and some times on the news papers. Since it pays them and there is direct relationship
between sales and consumer.

5. Distribution Strategy:
Tops has nationwide users so they have to arrange dealers in the every city .They have their branch
offices in Karachi Lahore Islamabad Faislabad and all the major cities of Pakistan so that one can get
easy delivery of their product easily in every city of village of country, provide quick and timely
delivery to their dealers they have got big warehouse located in almost all big cities and towns.
Whenever they get order from the dealer they try to provide supplies to their dealer from closest
warehouse. They believe that .timely delivery of their product to the dealer is one of an important
element in their success in Pakistan.
Environment:
The environment has always been ignored by most of the industries over many decades but because
of the serious consequences it made now it is taken as a serious issue and now annual reports are
prepared on every company’s environmental risks.

The environmental risks include the following: energy use, emission of greenhouse gases, water use
and waste water generation, organic residues and packaging residues.

The other major environmental issue is the emission of green house gases (GHGs). They basically
come from the combustion operation of the plant i.e. the fossil fuel combustion which releases gases
like (CO2, CH4 and N2O). Other gaseous emission comes from the processes themselves which
contains particulate matter, volatile organic compounds, solvents, ammonia and halogens. The
production of these green house gases directly depend on the consumption of the energy in the
respective plant i.e. both are directly related to each other. A GHG emission intensity indicator is
used to find out the total amount of GHGs emitted per unit of production. By the use of these
indicators we can see that by using electrical power production the GHGs emissions can be reduced.

Water plays a very important role in the manufacturing and processing of the beverages. The beverage
industry could not function if it didn’t have water for processes like cooling, condensation, steam
production and the disposal of certain wastes. Some groundwater problems can arise because most of
the beverage industries use groundwater as a source of water they need for the production of their
drinks. For example several years ago it was Because of a bottling plant that the surroundings did not
had any safe water supply for drinking purposes.

Groundwater is not the only problem, some beverage industries offload their waste sludge as a free
fertilizer which is contaminated with high levels of lead, chromium and cadmium. Other solid waste
includes the organic waste of the industries which are actually the residual materials and are of no
use to the industry. An organic residue intensity indicator estimates the amount of unsold organic
matter per physical unit of manufactured product. This provides an indication of the effectiveness of
the process in terms of minimizing the amount of residues generated. Recycling, if possible, can also
produce a differential change in the quantities of these solid wastes
.

Generally the research founds that beverage industries affects the water suppliance, but the other
environmental issues such as greenhouse gas emissions and the wastes like the chemical additives
and other organic residues, all are discussed above.

Beverage industries are taking comprehensive steps to protect the environment while giving its
Consumers a convenient, high quality product.

Contribution of the company

 
 They provided area to Govt. of Pakistan in Zia-Ul-Haq era.
 
 Also provided place for Govt. Bandhara
 
 High School.
 
 Place for Golf Club.
 
 Dispensary for employees.
 
 Provide renovation facilities
 
Post office for the area people.

Benefit to their employees

 
 Provident fund
 
 Pension
 
 Medical facilities
 
Insurance
Organizational Structure
Organizational Structure
 MURREE BREWERY COMPANY
LIMITED. CORPORATE
INFORMATION

BOARD OF DIRECTORS
Chairman Mr. Khurram Muzaffar
Chief Executive Mr. Isphanyar M. Bhandara
Mr. M. M. Shahbaz
Mr. Asadullah Khawaja
Ch. Mueen Afzal
Mr. Aamir H. Sherazi
Mrs. Goshi M. Bhandara

PRINCIPAL OFFICERS
Company Secretary Mr. M. Zaffar Iqbal
Chief Financial Officer Kh. Mushtaq Ahmed, FCA
General Manager (Brewery Division) Mr. Mohammad Javed
National Sales Manager Mr. Atiq Akram Khan
Director (Glass Division) Mr. M. M. Shahbaz
Acting General Manager (Tops) Major ® Sabih-ur-Rehman
AUDIT COMMITTEE Mr. Khurram Muzaffar (Chairman)
Ch. Mueen Afzal (Member)
Mrs. Goshi M. Bhandara (Member)

AUDITORS PRINCIPAL BANKERS

M/s KPMG Taseer Hadi & Co. Bank Alfalah Ltd, Rawalpindi Chartered
Accountants. Standard Chartered Bank, Rawalpindi/Lahore 6th Floor,
State Life Bldg, Askari Commercial Bank Ltd, Rawalpindi Jinnah
Avenue, Islamabad. National Bank of Pakistan, Rawalpindi/Hattar The
Bank of Khyber, Hattar.
Allied Bank Ltd, Lahore / Gujranwala.
BCG Matrix

High Market Share Low Market Share

High Industry Stars Question Mark

Growth

Fruity Beers and

Malts liquors

Low Industry Cash Cows Dogs

Growth

Squash and
Vinegar and Blitz Energy
Sauces Drink
PRODUCT LINE

FRUITY MALTS:

SOFT DRINKS
 JUICES

SQUASH & PET bottles

SAUCES

VINEGAR
BEERS

LIQUORS
CEO OF THE COMPANY

MR. ISPHANDYAR BHANDARA

 PHOTO WITH MARKETING MANAGER

 FINAL REPORT

GROUP MEMBERS:

 HASSAAN SALEEM

 FATIMA ANWAR

 TAHA KAMRAN

 OSAMA BIN REHMAT

 MAHIN NASIR

 HASEEB ANWAR
Quality Policy of Tops

Prepare the best quality products believing that quality is first priority
and take all steps to encpurage quality conciousness

 Meet all applicable regulatery requirements ad system standarads




 To recognize that our work force is our strength



 To satsfy the coustemer



 Continusly improve the skills system and business of th
e organisation ...


 Distribution sales strategy



 Door to door sales strategy ..
 FINDINGS

Still House Department

Frilli Distillation unit plant is where the fermentation and distilation process are
done.This process is get start with the molasses where it is diluted at 4-4.5 ph
maintained.
This dillution process have two steps.First one is the bub’s medium which is low
gravity feed and second one is the Fermenters which is done on the maximum
gravity.After this fermenter wash process starts in the plant ,this process is known as
Distillation in which three cylinders are fixed The first column of the cylender is
known as c10 the feed column second cloumn is known as c50 the impurity column
and the last column is known as c40 the ratification column.
In ratification column there are three grades A grade b Grade and c grade. Agrade is for the Humain
consumption which is also known as ENA extra neutral alchol The Bgrade is for the the chiller plant
while the c grade includes fusel oil 20% and it converts in to B grade Bith B and C grades are
impurities uses for amonia charge and blind under compressor and produce brine and temperature is
set as -3c B grade , c grade NH3 plant +redistillation),this plany is also know as Italian plant
established in 1992

BREW HOUSE (Malt House)

Screening process:
In this process we divide brew in A B and C grade Barley.after that the steeping process starts

Steeping Process
To increase moisture level upto 40% in the barley

Germination Process
The word germination starts from germinate which means to grow,when barley sgeregate then it goes
to steaping plant where moisture of teh barley increase from 4% to 50%

In germination there is a germinating box in which steap barley goes then it spread in the box the
germination process is of one week and temperature of box is 18 to 20 c

In germnatin boc we measure the size of seed root this length tell us that how much enzymes are
generated in the barley seed. The germination is a key process and back bone of the brew plant. After
this when the yeast act on the seed then it is known as process of fermentation.

Killin Process
Killlin process starts after germination process.The barley come to killil in which the barley is roasted
with the help of hot water and air and barley again come to his hard form. Where we met the barley.
For the activation of the exzymes in the barley because without it the bber formation is immpossible
Then barley goes to the grinders from whoch breewing process starts
Brewing process
\In this process forst we prepare mash it is in mash tank where we take specific liquid in the mash
tank and temperature in mash tank rises upto 78c from 45c then it comes to filltration tank where it
boils to 100c for a hour and the liquid that produced called wort and this wort goes to fermentation
plant.

Fermentation process:
In this plant vessels are used in which yeast added from bottom it clean the wort and then fill in to
the fermenter and fermentation process starts at the temperature of 90 c to 10 c and it is of one week

After fermentation give two day rest and temperature is set to 0 c then it goes to bottling hall for final
product.

The difference between the alcholic and non alcholic product is only of the yeast if yeast added to the
wort then it produce alcholic product while yeast is not added then it produce non alcholic product.

BREWERY:

Seeger's Saladin malt box for germinating barley

The brewing process begins when the barley grain is soaked in water, thereby facilitating germination,
and then drying and curing the grain through kilning. The barley has now turned into barley malt.
Bio gas plant
Bio gas plant
Biogas is a gas mixture which is generated when organic compounds are fermented in the absence of
air (anaerobic fermentation). This gas mixture is mainly made of carbon dioxide (CO2) and methane
(CH4). Methane is a combustible gas, which means it can be burned. It can be used as a fuel for
cooking and lighting.

The Biological Gas Plant

A plant to collect biological gas has five components: the inlet, the fermentation chamber, the gas,
the gas storage bag or tank, and the outlet and the exit pipe through which the gas is removed. Organic
matter such as manure (human or animal), duckweed or rice straw is brought into the fermentation
chamber (through the inlet). The process of anaerobic fermentation will take place here to generate
biological gas (biogas). It will also produce a substrate rich in nutrients which can be used as organic
fertilizer or fish feed.

The processing of manure, organic rubbish and wastewater in the plant helps to keep the environment
clean. There is no longer any bad smell from sewage or livestock manure. Cooking by biogas is much
cleaner than cooking over a wood fire, and there is no smoke to cause lung problems and eye diseases.

The Technology
Begin by loading the fermentation chamber with the materials to be fermented (manure or other
wastes). You should begin with an initial load of 300 - 500 kg of materials for each cubic meter of
the fermentation chamber.

This needs to be supplemented by an additional 8- 10 kg each day for each cubic meter of the
fermentation chamber. The gas output will be 250 - 400 liters for each cubic meter of the chamber.

Expressed another way, 1 kg of manure will have a gas yield of 30 - 60 liters/day, for several days.
The gas yield from 1 kg of water hyacinth will be 40 - 50 liters/day, for several days.

One cubic meter of gas (= 1000 liters) is enough to cook the day's food for a 6 - 7 member family, or
provide lighting for 4 - 5 hours. It could replace one liter of petrol to operate a 400W electric generator
for two hours.

The Precautions
 The plant must be tested to make sure it is water-tight and gas-tight.
 Enough fresh material must be added before it is used every day.
 There must be a water source to provide enough water to clean the livestock pens regularly, to
provide fresh material for the fermentation chamber system. (Each liter of manure needs 1 - 3
 liters of water).
 The plant must be equipped with a safety valve or U-shaped barometer.
 Chemicals such as detergents or pesticides must not be put into the fermentation chamber.
 After fresh manure and water is added to the fermentation chamber, the valve should be opened
so the gas can escape. At this stage, the gas is mainly carbon dioxide. This should be done once
 or twice, before the biogas plant comes into use for biogas production.
 The gas from the fermentation chamber is not used directly, but is stored in an auxiliary gas tank
protected by a safety valve. It is this auxiliary gas tank, not the main gas tank, which is connected
to any domestic appliances
SWOT Analysis
SWOT Analysis

The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts
of situations in business and organizations. SWOT is an acronym for Strengths ,Weaknesses,
Opportunities, Threats. The SWOT analysis headings provide a good framework for reviewing
strategy, position and direction of a company or business proposition, or any other idea .Completing
a SWOT analysis is very simple, and is a good subject for workshop sessions .SWOT analysis also
works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning,
competitor evaluation, marketing, business and product development and research reports swot
analysis of Murree Brewery company

Strength

 Company  has a lot of products (Malt whisky,non alcholic and alcholic brevages,beers and
juices)
 
 Company has set up a good monopoly in the market
 
 Company has very large area for further development
 
 Company have very good relation ship with the government
 
 Smooth relation with employee.
 
 Good working environment.
 
 Rich experience of the management.
 
 Good brand equity
 
 Giving the very good return from inception

Well combination of new energetic and experienced employees.

 
 Have very large area for the production
 Production capacity

 Premium Quality Product

 Experience Management team
Weakness:
 
 There is lack of proper control in the organization
 
 Using too old machines for production . ..
 
 Not all employees have his/her cabin.
 
 Not very popular in rural area
 
 Low Advertising & Promotion Spends
 
 Less Manpower
 
Products not available in Cans

o Low Market Share

o Inefficient Distributors
o Less Market Visibility
 
 Less providing chiller to the market
 
Have very slow motion of the supply of the products

Opportunities:

  products (lLiquor division,glass division) it provide a better
Company exist in very financial
opportunity to the company.
 
 Company has power to lead their competitor
 
 Company has options for the choice customer
 
 Stability through increased brand awareness, market penetration and
 
 Service offerings
 
 Regional Expansions
 
 Production Volumes

• Higher Profits
• Increased Market share

Threats;
 
 Competition from local and multinational players.
 
 Company has lack of proper control in the origination .
 
 A lot of company has enter in this field
 
 Rising inflation could reduce savings and investments

• Competitors High Spends

• Government Laws
• Taxes & Tariffs
Suggestions and Recommendations
 Suggestions and Recommendations
They should adopt monitory policy to overcome the problem of delivery complexion as many of the
distributors and intermediaries have problem that their delivery system is not quiet efficient .they
must hire professionals for this purpose to enable the timely delivery of their products to distributors.

A problem concerning marketing area is that MBG is not much intended to market its new products
before launching.MBG must take into count that without creating awareness about product they can’t
sell their product at high volume.

As far as religious problem of Murree brewery company is considered they should start a campaign
like lays stated to show Junaid Jamshed in their advertisement t make a sense in people that they can
use lay as its not Haram , so they can show some of the Islamic scholars in their advertisement to
make a sense in peoples mind that using product produced by MBG isn’t prohibited in Islam

There are many producers of fruit juices who are selling juices at lower price than tops .Tops must
consider and reconsider its pricing policy to force to push back these low budgeting producers.MBG
can lower its price by reducing its production cost.

MBG is not currently running any type of promotional strategy MBG must open its outlets at different
easy accessible place within the cities and in the areas where information doesn’t reach easily and
medium of communication is very complex

Being a leader Nestle always tries to keep its market share up to the MBG share .MBG must try to
enhance its market share by specific challenging strategies

Being market challenger MBG should chose specific attack strategy that gives buyers more choice to
choose among variety of products.

MBG should enhance its advertisement channels as they are currently advertising through TV
channels and often they advertise their products on radio or newspaper .MBG must increase the
advertising channels to make it sure that their product is known by each and every individual in
country.
Conclusion
Conclusion :
. This report contains explanation of the information I have gathered from the MBG.
MBG is a professional organization with very cooperative staff which really helps the
internees and newly entered employees to make them aware about the organization.

As we have visited the industry, we have seen the practical implementation of the
bookish knowledge.

Murree Beer proved to be very popular among the British troopers who were largely
barracked in the 'Galis' of these hills. In 1977 the Murree Brewery suffered a
significant setback when Zulfiqar Ali Bhutto imposed a total prohibition in Pakistan,
to appease Islamic elements of the electorate.
However, gradual relaxation of the prohibition laws has allowed Murree to introduce
variations of Murree beer, vodka, gin and whisky. Today, all Murree products are
readily available in legal liquor shops that operate openly in Karachi in places like
Zamzama and Defence. It is also available in the interior of Sindh. Although the
consumption of alcohol in public is still nominally banned, it is becoming increasingly
available in clubs and high-class restaurants. Murree Beer was initially being produced
in Austria for European markets and was available in various Pakistani and Indian
restaurants, an enterprise which has since ceased since 2004.

Murree's biggest competitor is the Quetta Distillery, and its products have to
increasingly with smuggled brands from the West and India
Murree breweries should thus focus on the following points:

 AVAILABILITY
Product should be readily available in the stores to stop the customers from shifting to
alternative brand.

 PROFITABILITY
As we have seen form the retailers that they sell those products which give them greater
profit margins. Therefore the company should give the wholesaler greater profit
.margins to increase their sales.

 EXTRA BENEFITS
Since only 2-3 firms operate in the market it is essential for the company to give extra
benefits and gifts to the wholesalers and salesmen at retail outlets to maintain good
relation with them.

REASONS WHY MURREE BREWERY IS ON THE LEAD!

 They have a good quality of products and it is providing different types of liquids
to upper class middle class and low class people. The company believes that
whatever we provide to the customers should be the best for them . they should get
the maximum satisfaction in this product.
 Company has 15 different types of juices, which come into jars bottles and packs
The have to maintain a price which is affordable to the customers and which is
profitable to them, it appears that they have position their product pricing in such a
way that their main focus in middle and upper middle class.
 They believe that print media and out door activity help them to reach to their target
customer.
 Tops has nationwide users so they have to arrange dealers in th every city .They
have their branch offices in karachi Lahore Islamabad Faislabad and all the major
cities of Pakistan so that one can get easy delivery of their product easily in every
village of country.
 Rigorous quality checks are performed to ensure the desired delivery of products to
customers
COMPETITOR ANALYSIS:

HISTORY:
.Shezan is a Pakistani beverage corporation and manufacturer and was established as
a Private Limited Company in the year 1964.Shezan was a joint venture between
Shahnawaz Group and Alliance Industry Development Corporation USA. In 1971
Shahnawaz Group purchased all the shares of Alliance Development Corporation.
Shezan is an International known company which mainly engages in Imports and
Exports. Shezan’s export unit is located at Karachi which was established in the year
1981.All products of Shezan has been certified as 100% Halal. It is now ISO 9001
and 2000 Certified Company. Since its initiation in 1964, Shezan an organization
possessed by Shahnawaz Group has created different items including soda pops,
juices, ketchups, and jams. The organization is additionally the single biggest
cultivator of mangoes in Pakistan, and utilizes around 1,000 people. The organization
is best known for its trademark item, 'Shezan Mango', a mango juice drink
mainstream in Pakistan.
MISSION STATEMENT

“TO BE THE LARGEST FOOD PROCESSING UNIT HAVING

DEVELOPED AND INSTALLED THE CAPACITY TO MEET THE
COUNTRY’S LOCAL AS WELL AS EXPORT NEEDS”

VISION STATEMENT

“TO BE KNOWN AS LEADER OF QUALITY PRODUCTS IN THE

REGION”
&

“DEDICATION TO QUALITY IS A WAY OF LIFE AT OUR

COMPANY.”
Goals and Objectives
Goals and Objectives of Shezan are

 Putting all efforts to become leader in the Industry.

 Keeping focus and determination to provide best quality of food and vegetable products.

 Committed to provide excellent and quality juices and nectar to their customers.

 Keeping eye on opportunities that will benefit the company.

 Achieving better production facilities.

 Managing the resources of company in efficient and effective way.

 To keep updated with technological advancement and adopting it for company benefit.

SUPPLY CHAIN:

Supply chain comprises of all the activities necessary formaking and delivering the
product to consumers.
 In juice manufacturing, acquiring of raw materials is a key task. To make the juice
of highest quality, the raw materials that are being acquired must be of the highest
quality as well. The main ingredient in making juice is obviously the fruit pulp.
Getting the best quality pulp at affordable rates is very important. Shezan
international for this purpose have set up their own farms from where they get the
most of their pulp. This ensures them the quality they required and
cut the costs as they don‟t have to pay to any third party. This backward
integration has allowed shezan to have a competitive advantage. The raw
materials take usually 1-3 days, while materials other than pulp take longer. Apart
from the pulp, juice manufacturing requires other raw materials such as citric acid,
concentrates, colour, preservatives, sugar and packaging. The company usually
stores 7 days worth of raw materials and adjust it as per demand.
 The regional offices in other cities are responsible for acquiring the supplies and
getting them distributed through the use of third party distributor. The distributors
in Faisalabad and Multan use their own warehouses for the storage of Shezan
juices and they reserve the distribution rights in respective cities. These
distributors further give these products to small distributors which causes various
problems. It increases the cost of distribution making the juice expensive and also
causes the delays in the supply chain. When the product doesn‟t gets on the retail-
shops in time then Shezan has to bear stock out cost.
 The last step in the supply chain is the customer. The customer of Shezan is the
distributor and large wholesalers. Shezan supplies directly to them and they are
further responsible for providing the end consumer. Shezan also directly supplies
to some large supermarkets and retailers. The end consumers gettheir juice from
every location where the distributors supply the product. This also increases costs
and delays distribution.
 BCG Matrix

High Market Share Low Market Share

High Industry
Growth
Stars Question Mark

Botal Fruit All pure

Drink (Shehzan)

Low Industry
Growth
Cash Cows Dogs

Juice Fruit Punch

Pack and Drink
Twist
SWOT ANALYSIS

STRENGTH:

 Shezan make juices from fresh fruits taken from their own farms.
 Due to its old name in the market it has established its Brand name.
 Shezan has good portfolio.
 Prices of the products of Shezan are Affordable and Reasonabl.
 Shezan has well maintained its packaging plant and factory.
 Shezan has kept its high standard in every aspect including high
quality of packaging.
WEAKNESS:

 Shezan has a weak distribution and supply system.

 Shezan follows market rather than becoming a leader.
 Shezan has a weakness of lack of creativity in advertisements.
 Shezan suffers from weak positioning of its products.
 Shezan has a low brand loyalty from its consumers; consumers
mainly prefer its competitor products.
 Shezan is weak in promoting its products.

OPPORTUNITIES:

 Shezan should increase its distribution network.

 Shezan should cater large markets.
 It should increase its promotion budget and advertisement budget.
  Shezan should try to make its products common in almost every area
that every person becomes familiar of it.
 Shezan should come up with new branding and positioning
strategies.
 Shezan should now see its present conditions and should try to formulate new strategies to
penetrate into the markets.

THREATS:

 Shezan has faced many religious interventions.

 Shezan faces drastic losses due to seasonal sales as other competitors
takes away with their much better strategies.
 Competitors of Shezan has are setting trends and making
innovations.
 ‘Competitors of Shezan has a wide rand of products and covers wide
areas of the markets.
MARKETING MIX

PRODUCTS
1-BEVERAGES:

2-SQUASHES AND SYRUPS:

3-JAMS, JELLIES AND MARMALADES:

4-KETCHUP AND SAUCES:

5-CHINESE SAUCES AND VINEGAR:

PRICE:
 Shezan tries to give its customers the maximum value for the price, it is charging.
 The prices are set according to what market leader is offering price.
 Shezan has no contribution in setting the price in the juice market.

PLACE:
Shezan products are mainly placed at Shezan franchises, Shezan Regale, Tour Places, and Schools
and at the shops of local sellers.

PROMOTION:
Like every other Shezan also do its promotions on certain Occasions and Festivals like in
Ramadan it also reduces its product’s prices. Shezan also do its promotions by means of
Electronic media by Newspapers, Magazines, Radio, Television, Brochures and Bill boards. Their
promotion also include offering free juices in public or at educational institutions as a part of their
promotion strategies.
 APPENDIX & REFFERENCES

CLICKS OF THE STRATEGIC BOARDS

CERTIFICATIONS
 https://www.slideshare.net/FaHadHassanNooR/shezan-marketing-report-final-project-2017-
ucp?qid=314e2dac-7883-4035-94bc-cdcf7cd0e51d&v=&b=&from_search=1

 https://www.slideshare.net/AqsaNawab/shezan-markting-project?qid=314e2dac-
7883-4035-94bc-cdcf7cd0e51d&v=&b=&from_search=2
 https://www.google.com.pk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=7&cad
=rja&uact=8&ved=0ahUKEwjO_p6wpZHYAhVR_aQKHT0ABHsQFghsMAY&u
rl=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2FShezan_International&usg=A
OvVaw3F8lEUjPR47CLVEQyWcL_e

 https://www.slideshare.net/FaHadHassanNooR/shezan-marketing-report-final-
project-2017-ucp?qid=acb34538-fbe5-4837-8707-
97369c73bf0c&v=&b=&from_search=2

 http://www.murreebrewery.com/envirmentalbrouchar.pdf

 http://www.murreebrewery.com/history.html