Professional Documents
Culture Documents
Department of Business Administration: Final Exam (Take Home) - Spring 2020
Department of Business Administration: Final Exam (Take Home) - Spring 2020
Instructions:
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Instructor's Signature
CASE NO 1 (25 Marks)
AHMED FOODS –
Brief history -
One of the pioneers of food industry in Pakistan Ahmed foods started their business way
back in the 50’s on a small scale. They were manufacturers of traditional sweets (MITHAI).
They owned a manufacturing unit in the SITE area – Karachi and initially that was their
selling outlet as well. The owner Syed ZamiruddinAhmed who hailed from Delhi, realized
there was a good market for traditional sweets provided it was packed and presented
nicely. He took the initiative and Ahmed foods marketed tin packed HABSHI HALWA,
SOHAN HALWA & KARACHI HALWA along with other variety of traditional sub-continental
sweets. The launching of tin packed sweets proved a great success and by the start of the
60’s Ahmed foods had become a fairly renowned name throughout the country. The only
competitor they had in tin packed sweets was FRESHWELL SWEETS.
Encouraged by the initial success Ahmed foods decided to diversify the product range.
They introduced Ahmed JAMS, JELLIES, KETCHUP, and SQUASHES & ACHAR backed by
strong advertising on both print and electronic media. There were already two well
established companies (SHEZAN and MITCHELLS) who were manufacturing and marketing
almost the same range of products. The management of Ahmed foods emphasized on
quality and within a short span of time Ahmed foods had become a force to reckon with
and they were giving a very tough time to Shezan and Mitchells. Ahmed foods further
diversified their product range when they decided to compete with the bestselling local
brand ROOH AFZA in the red syrup category by introducing NAURUS. The marketing
campaign of Naurus was really impressive especially the TV commercial with a catchy
jingle (bhoolnajanaphir papa Naurus le kargharaana) which was very popular and on every
one’s lips. Naurus was making its presence felt in the market and was a close runner
challenging the dominance of ROOH AFZA.
By the end of the 70’s Ahmed foods were not only confined within the local boundaries,
they were into the Middle East as well as England. The marketing and promotional
strategies of Ahmed Foods were also impressive. The Jingle of AHMED MANGO CHUTNI
was repeatedly aired on Pakistan television networks and Radio Pakistan commercial
service. One of their major competitors Shezan were passing through a lean phase in the
consumer market due to an issue pertaining to religion but their export & institutional
business was good.
The year 1970 witnessed the emergence of National foods owned by Mr. WAQAR HASAN,
who happens to be a former test cricketer of Pakistan in its pioneering years. National
foods started out very systematically and were destined to become the market leaders in
future. However Ahmed foods despite increasing competition were still a force to reckon
with. Their exports as well as local businesses were thriving.
The slump in their business started when its founder Zamiruddin Ahmed passed away in
1988. He was the master mind behind all their successes. He had controlled the
organization in a very autocratic and centralized manner. He was one and the only
authority. From production and finance to selling and marketing his word was taken as
law. Since Ahmed was a family concern his sons (ZAFAR & ZIA) took charge of the
organization. But they were far behind their father in business acumen and administrative
skills. Zamiruddin Ahmed had resisted the pressure of the workers and never allowed a
labor union in Ahmed foods. But his sons couldn’t with stand the pressure of the workers
and succumbed to their demands. For the first time since its inception a labor union was
formed in Ahmed foods in the early 90’s. From that point onwards the management
became weaker and employees gained power.
To make the matters worse a cold war started between the two brothers. Both of whom
wanted complete autonomy and dominance over the other. Due to internal rifts and lack
of marketing business began to shrink. Differences between the two brothers developed
to an extent that ultimately they parted ways. Zafar took charge of Ahmed foods inclusive
of full product range except NAURUS which was taken over by Zia.
AHMED FOODS today are a mere shadow of their glorious past. They have lost the footing
and the image they had held over such a long period in the local market. Employees are
unable to put in their best because of lack of interest from the management. There are so
many surplus employees unwilling and unable to work. Also there is lack of motivation
among the workers since there is no visible career growth. The employee turnover ratio
has become high and the highly skilled workers have left the organization and joined
SHAN, NATIONAL, SHANGRILLA and other companies. There are no proper marketing
efforts and majority in today’s generation have no brand recognition of Ahmed Foods. All
this has happened at a time when nearly all of their competitors are thriving not only
locally but many of them have expanded their businesses globally.
In terms of quality Ahmed Foods are still second to none but since they have not focused
on marketing their brand in the last 2 decades they have become a have been. Presently
Ahmed Foods availability is confined mainly within old main city area of SADDAR and its
suburbs. They also have a fair price shop in SITE area. Lack of marketing and management
blunders have forced them to lower their prices thus targeting the price conscious layer of
customers for their product range of SQUASHES, CHUTNI AND ACHAR etc. Ahmed Foods
are trying to revitalize a dying brand and negotiating with major super marts to give them
the shelf space.
ANSWER 1
Being assigned as marketing manager with the responsibilities of Ahmed Foods, will be
challenging for me to reckoning its earning. As at the time of Zamiruddin Ahmed, when
Ahmed foods was launched there were no more than one competitor, as compare to today.
So overcoming the competitors in this era will be a great challenge for me.
There are many tools and strategy in marketing via which one can do reckoning the
company earning. But the most important part is the observation of the consumer behavior.
As the learning of consumer behaviour helps marketers to be aware of and estimate the
purchase behaviour of the consumers at the same time as they are purchasing a product. The
studies of consumer behaviour don’t only helps the marketers, but also plays great role in
reckoning. As the time of Ahmed foods establishment in the market the customer behavior
was different as compare to today. So I will go with the strategy of innovation accordingly
is the roots of marketing and Advertising is the action of gaining public attention to an idea.
know the customer that Ahmed foods brand is still here to fulfill their desire of taste. As at
the time of Zamiruddin Ahmed the advertisement was done via TV and printed copies, but
today the entire world is connected with social site. So I gonna implement various unique
After going through the phase of advertisement I will deeply look into the distribution of the
products.
As in this fast era people do not have enough time give their precious time on choosing the
product from various brands, whatever they get from the nearest shop the will buy that, so
distributing the product of Ahmed foods product to bring them to each house there should
be distribution in vast area. And last but not the least strategy which I would do as the
manager is the strategy of good drive. As during this pandemic people in isolation, they are
not allowed to step out from their home, so how they will go to the store for getting Ahmed
Foods, So as the lack of customer will lack in selling rate which is loss for Ahmed foods, so
it is better to be in lost I as manager will prefer the food drive of Ahmed foods product
which will cover the promotion side plus in Pakistan the one is called hero of nation not by
having super power but yes being part of charity are the real hero of nation, so going with
ANSWER 2.
My opinion towards the merging of Ahmed Foods and Naurus is positive. It will be a great
action of getting merge again for the reckoning of the both brands. As Mergers are usually
prepared to improve market share or expand the market range or to improve economies of
size. The main reason of taking the side for being merge is that how the Ahmed Foods and
Naurus were on their success peak but after the separation they lost their customer range
and plus the They have lost the footing and the image they had held over such a long period
in the local market. The important part of getting merge is that it adds additional value to
the combined unit than either individual company can produce on its own. Ahmed Foods
and Naurus will have new markets for both brands. As Once Ahmed Foods and Naurus
have merged with another, it immediately gains a new market share that it may not have had
before. There many pros for Ahmed Foods and Naurus if they took the merging step. As we
have the real life successful merging of two great companies, which are Facebook and
Whatsapp. As the intension was to create "the best messaging experiences" for the wide
number of users around the world who use the Facebook apps. It is clear that merging to
company is risky but the results are best. On other hand there are also the bad sides of the
merging. As May creates distress surrounded by the employee bottom of each organization.
And lastly there can be differences in company culture that are not easy to merge: It is very
much difficult to combine the corporate culture between the two brands. So in conclusion I
ANSWER 4.
I would recommend Ahmed foods to come with readymade products. As in this lazy and
busy era costumer do not have time to cook and give their time kitchen so as the solution to
this is the readymade products which are mostly used nowadays, the product of readymade
are Chilled Pizza, Frozen Pizza, Frozen Ready Meals, Chilled Ready Meals, Dried Ready
Meals, , and Prepared Salads and so on. Readymade food products are being considered as
the nearby alternative to daily used food, which can be consumed any time as during
breakfast, lunch, or dinner. As Ahmed foods did not yet launch any product of ready to eat,
so it will be an innovative part for Ahmed foods to build new list of customer. As in these
day people try to be more advance, the timing of worker covers the lunch and dinner side of
the meal, And preparing food from home to office there are more chances for it to be spoil,
but the blessing of readymade food will cover this problem. All you have to do is just put it
inside the oven and wait 10 to 15 minute and the meal is freshly ready to be enjoyed. So
DOUBLE EDGE
After three years of research and development Paramount Health and Beauty
Company is preparing to launch a new advanced energy drink called THE DOUBLE
EDGE. The innovative new drink is a wonderful blend of unique taste and vibrant
energy.
After initial success in Europe and Middle East the management of Paramount Health
and Beauty Company has decided to introduce Double Edge in Pakistan market where
the company has a moderate presence in the market of skin care products. Jackson
Randall, the product manager for Double Edge, struggles how best to position and
promote the brand for launch in Pakistan. One strategy is to release Double Edge as a
“NICHE” product with price skimming targeting the high end market of trendy
individuals looking for exclusive energy/refreshing drinks. Another strategy is to
release the product into highly competitive mainstream energy drinks market where
the product can be positioned as the best energy drink available in market.
Randall is facing internal resistance to the mainstream strategy from the Zonal sales
manager MR. BAIG who warns Randall of strong retaliation from STING the market
leader in case a mainstream positioning strategy is followed. Mr. BAIG has also
recommended a comprehensive advertising research before finalizing the TV and print
advertising promotion strategies.
ANSWER 1.
Niche positioning strategy will greatly fit with the Double Edge. As Double Edge as is in
competition with many other brands. But using the Niche positioning Double Edge will
only concentrate to the selected customer, which best way to understand the behavior of the
objective market. Rather than showcasing to each and every individual who could profit
specialty market or segment of potential clients who might most profit by the
contributions.
A little customer base has its favorable circumstances. Exactly when you are attracting with
less people, you can focus on the idea of those responsibilities and on supporting your
associations. The benefit of Niche advancing is that since you are constrained to a specific
individual and a specific need, less bright lights is required on diving into your data to
understand and remain mindful of their needs. So I will utilize the Niche system.
ANSWER 2:
I will go with Intensive strategy. As for the Niche positioning strategy we cover the
understand how distributors handle their products and customers. By the help of Intensive
distribution it will be able to enhance good market coverage. The other reason for going
with the Intensive distribution is to understand the customer very well. The intensive
As more areas convey the items, the more open doors there are for producers to make
benefit.
As the item is in whatever number areas as could reasonably be expected, it will bring
issues to light concerning the item. Along these lines, clients start to relate plugs and print
So that’s why going with Intensive distribution will best fit for the Double Edge.
ANSWER 4.
Demographic profile
Age:
Double Edge segments the target market for the Double Edge is based on age. The
Consumer of Double Edge is youngster or youth. It will focus children from 14-50.
It has extensive range of targeting. It ranges from the age of 15-25 and reaches to 40.
Their targeting is not based gender but the outcome show that both genders be fond
of this product.
Region: household/international
Gender: Males & Females. Life style will be of busy life style of shortage of time
Income level: Average, above average and one with high earners. By covering
As Double Edge segments their market on the basis of age as well as income. They
target various income level customers by contribution different packaging from side to
side returnable .plastic bottles, or tin cans. They aim both genders with wide diversity of
ANSWER 5:
Develop an integrated marketing communication plan cover mostly the creative side
connecting plan for Double Edge with the customer. As integrated marketing
crusade on TV, magazine, on the web and radio, and generally use apparatus which
of vitality.
Integrated marketing communication plan for Double Edge for the promotion of the
known in the public where there are almost many competitors. So as the Double
Edge should also use creative promotion advertising technique to bring the product
day every single individual is attached with social media so using creative technique
of advertisement