MARKETING MIX

Four Ps are the most important factors for any company in making the marketing plan. To be
specific, these 4 Ps are:

 Product
 Price
 Place (distribution)
 Promotion
 PRODUCT

National Foods offers an exciting range of products in a variety of categories including

Recipe Masalas, Spices, Pickles, Desserts, Chutneys & Sauces, Rice, and Ready to Eat
Meals, Snacks and many more. The extended range allows customers to experience the
complete Pakistani cuisine in its finest form. Easy to prepare recipes; ensure convenient
solutions to preparing delicious meals every day.

Design and physical characteristics:

National foods has introduced a radical design that hasn’t been introduced in the
market so far. It will be a multi shades rapper, which has cooking paste inside. Just add meat,
cook and voila, enjoy some of Pakistan’s most delicious cuisine.

Price:

Keeping in view the economic conditions of the country and the purchasing power of
the people National Foods provides its products in affordable prices for all classes of people.

Quality:

Price and quality go side by side, normally the thing that happens is most of the low
prices products are poor in quality but when national foods introduces a new product, its main
objective is to enter into the market by providing better quality in low prices as compared to
its competitors.

Product Type:

Their products fall in the category of consumer goods.

Classification of consumer goods:

Consumer goods can be of many types but their products fall in the category of convenience
goods, in which the customer does not have to put a lot efforts.

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

BRAND COLOURS

 White is the color of PURITY.

 The color red in their logo stands for TRUST.
 The color orange in their logo represents their rich HERITAGE.
 Purple, a color of life that for them means CONVENIENCE for their customers.
 Yellow signifies brightness & for them brightness means INNOVATION.

POSITIONING

 National foods have positioned their products in the mind of the customers through of
following key elements,
 High Quality product.
 Customers are always satisfied.
 Readily available at all outlets whether big or small.
 Price is affordable.
 The product is made in a hygienic environment.
 Made according to the customers need and demand
 Convenient packaging.
 Small packages for travelers.
Rational Positioning:
Packaging, range of products , aroma, color etc.  

Emotional Positioning:

Family values, love and respect and indepth close association of family

PLACE

The target of a brand like National Foods is to sell their products in almost all the big cities of
Pakistan, but they took their start from Karachi.

 Distribution Channel

Role of Distribution Channel:

Middleman is of lots of concern for the distribution of National Food’s products. Middle
man’s involvement is necessary for their products because the products are not of the kind
that requires direct contact with the end user, that’s why they need a middle man which
specifies the role of their distribution channel.

Type of Distribution Channel:

National Food’s products are consumer goods. So the distribution chain is:

Producer Agent Wholesaler Retailer Consumer

This distribution chain is used for all cities except Karachi from where the agents distribute
the products.

Producer Wholesaler Retailer Consumer

This distribution chain is used for Karachi. In Karachi those wholesalers are selected who
deal with the major markets and big stores of all the parts of Karachi.
 PRICING

National foods focus on customer’s needs and serve them with quality products at affordable
prices. After discovering the needs of single individuals, they have introduced their products
in small packaging with low prices.

Selecting the pricing method:

Pricing can be of two types.

1) Cost oriented pricing

2) Retrograde pricing

National foods goes for retrograde pricing because there are many alternatives
available and competitors are there in the market. In order to establish themselves in the
market they set the market price and then analyze it whether it is suitable or not after taking
out the profit margin.

Pricing objective:

Their main objective is to make a low price and high quality product. The pricing
objective of the company in the beginning was to capture mass amount of market share
because if they manage to do so then with the passage of time they can automatically become
the market leaders and can maximize their profits.

Determining demand:

The determination of market demand is a very important factor in pricing, the

demand can be either elastic or inelastic. The demand of their kind of products is elastic
because there are a lot substitutes available in terms of food mix of other companies.
Therefore, if NFL introduces a high price product, chances are higher that their product will
not be very successful.

Estimating cost:

This is the most important step in pricing, i,e the combination of fixed cost and
variable cost.
 PROMOTION

By adopting the promotional method NFL wanted to inform the market about their new
product with the hope that it will influence the customer’s feelings and buying behavior.

In the start, the company focused only on purity and quality. Mass marketing (Generic
Advertising) methods were used to promote the brand. Later on Mass marketing was
replaced by segmental marketing (Thematic Advertising) but strategic focus was
maintained.

Promotional analysis:

Both pull strategy and push strategy is execute 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 the products.

Pull strategy:

Through advertisement on different media and promotional campaigns, NFL animated

their product image in the minds of the customers. Whenever NFL launches a new product in
the market with large number of competitors, their emphasis is to capture the maximum
market share. By concentrating on pull strategy, they always come out as a leader in the
market.

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, social media 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 the management thinks it is the essence of
marketing that you communicate effectively with your target customers. Following
campaigns are used for the promotion of NFL’s products.

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. They also use billboards to promote their products.

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. They are
introduced with NFL’s products, sales and promotional plans. NFL briefs them about the
incentives they are going to offer them. They convince them about the strength of their
products.

Television (Telemarketing):

NFL knows that TV is a very effective form of media now a 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 a long
term strategy which will last the image of their product in the minds of customers for a long
span of time.

Public relation and publicity:

 Doctors are invited in the TV advertisements in which they discuss about NFL’s
product in order to convince health people that their products are healthy and organic. By
inviting doctors NFL generates the idea about the product that how much it is necessary in
people’s daily life. Through this NFL establishes an effective link between their products and
user’s needs. Their relation campaign also targets different cooking schools to generate
awareness about the use of the products. NFL tries to make ladies their advocates. National
food also arranges different types of funfairs, catwalks, Cooking competition, kids shows,
singing competition etc. to promote its products and invoke the interest among people.

Promotional campaigns:

National Foods Recipe “Nai soch k naye naye zaiqe”

The Communication reflects the ownership of traditional taste of Pakistan with

commitment that makes a difference. With much focus on the joint family system and its
values. The idea behind the campaign was to redefine traditions, keeping in mind rapidly
changing consumer lifestyles. “When we say ‘naye zaiqe’, we are not only talking about
food. It could be a new habit or a new perspective of life.”

National Recipe Masalay ‘Hamaray Khanay, Hamaray Tehwaar’

There are better ways to build emotional connections in a TVC, I mean why make the
lady travel to India for 475 kilometers with cooked food in a lunch box? Andplus taking a 2
day old cooked meal to India to celebrate Eid?
Loyalty loop

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