Chapter 2 | Company onc Matkoling Strategy: Partnaring to Bud Customer Relationships 47 Re all sesctins 22 Nirala Sweets: Sweetening Up to the Modern Youth 9 Unde word amplang. uniueness, tuined out fo be an apt brand name etosen ‘by Me Ta Oro 1948 fo Is sal Pak pr and mutha: shop on Flemag Rox, Lahore Pakistan. Over the yoats, Mi Ta) Dus entte preaeuriat skis rade in making, prothcls Using only the best quality ingredients, axl Secret recipes ceeated such a name for Nuala Siweets in Lahore that st became the official supplier of sweetmeat for state dinners Held al the Governor House fon 1964 Hoineve, Aespute a goor! noine, Nila, Hee the rest of the sweetmeat industly the region, Femained a smal outfit, opening only a cour ple of more stores i Lahore i the next wo decades, By 1994, Mi fy Din’s sons were debating about the wasdom of renvesting ‘money in the venture, when Fasal Farooq, Me. Taj Din's grandson and a young, rey minted MBA, took up the challenge to mod: cernize and expand Nala Sweets According 10 Favsal, now the clvel executive officer of the company, the swveetineat sndsty was im hat shape as had not Rept pace wath the rest of the world Sivgetmeat shops and ther products conjured up anages of rustic, wut-al-form peholwans (avestiers) quiping down unhy Glenic and unhealthy products full of sugar ang fat Market research carried out by Faisal confirined that the product was tele: van to people aver the age group of 35-40 years. The young urbanites seemed ta have n sophisticated mowed on to mor, West comectionary items lke cakes and, doco Izas Even for the alder group, sweetmeat tow consumption ha rapidly decined 0 fcasions, scl as mardages. On teachonal ilegiany occavons bike fu, biethdAys, OF Broniations, ends and fares. would much rather bring a cake than pack of llashioned sweeteal. AN aerestng finding was ths while peopl sil enjoyed! eating sveetmnat it wats around, they a not want tobe seen buying it he sty according to Faal, seemed (0 be dyna slowly but surely Auedd vat research findings, modern business concepts, anda passion to succeed Fagal went about aliffeventiating twalas ofexng tom those of compet tom an! pasitoned st 38 4 youn, hand everett th a ime signe. ned pride a contemporsty-and sopbsicate! makeow! t0-the fell oul The slesperons t Farqeting the urban yo rained ex interaction hanged courteous custorne ight yellow-cotored Tahoe val ced Hala monogram and (ap, Tellosung in the footsteps of the recently intoduced US fast food restaurants, popular * among the young The product and packaging, were Market research had suggested that the Typical segle wring was pe: cowed 10 be too big ihigge than 4 bite se) and too sweet the sige_ol_a_sing tedlace Tom 40-A5q 10 15-200, andthe sina content was reduced — Smaller offerings Fooked vinaly appealing and alco, aecording to Favs, lta ctawng for move. New prod ets like fr and Koes packaged! an moda sntrodhuced also revamped sewng vas Porn) ingle sewve cups were aso Tremensious ellos went into. designing a rnier, sleek package andi tating cs Toned! package concept for special occa svons. The highvqualty cu package wth customized selection of specral Sweetmeats was an expensive proposition, dd was avaiable at almost 200 percent pre trum over the ela Nala pres, ye the inated “We puny used word mouth commurucatvon Tar taanehing the cus: fomuedt prodicls WE afoacher weathy and sphsteated opin leaders. tahoe nd Fasalabad and supgested t0 tery that they ose ou estore proce oder to celta tions, navhages, and bethiays of thee ne eypmarshy prope sb heed vs trem sal Fa Important occasions. ke grad andl dear anes. The ‘ay ofthe people of Pu lousy ad the idea corght on, The marketing bucks and the seale of operations did not “ow Hhtala to go on TV, hence 9 more creatwe use of tolow-the-ine ved on arma Fo company cue meth Fc From, he eat er Send Mithai Online 10 loved ones in other cities! maethay annoy Set wwwanirala.com ree ee ra err) etnies was decided upon. Music concerts and Engi plays such as Mouin Rouge and The Phantom of the Opera were sponcored by Hirala, and st soon becanne a "coo! brand for the young ‘Wh the Nuala brand _undet cont, Fasal net focused on expansion the com plenty of logistics manageraent lat pansh ‘able products and sweetmeat consumption baTawor in OTher markets were mayor chal lenges. Lahontes are known for thew love of ood food and the willingness 1 pay a pre favum price fort Customers n other cies fof Pakistan did not have the same passion for eating Nowever, this dd not deter Fawal, and by 2008, Nala had 34 highly successtul tetad outlets i nine cies of Pakistan and tio 1 the Middle Cast “We have completely resanpest ourselves an in the process also helped the industry Now the sophviicated take pride taking a cus toned Rua package a a gt tn the last ight years, our sales have grown more than ten tunes: My next goal to penetrate the supermarkets,” concluded @ beaming Fass Far00q,