National Foods Pvt.

Ltd

Introduction

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 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.

3 decades later it has diversified into a versatile Food Company with over 110 products and 165 and
above SKUs (Stock Keeping Unit) for the domestic market and over 100 different products for the
international markets.

The vision to see National Foods as a professionally managed Human Resource company, set more than
7 years ago, was realized by transforming a local company into a very dynamic and progressive
management structure in line with industry practices. Competent Human Resources from within the
company have fueled tremendous growth by excelling in Functional Management. Even after 3 decades
the company's focal point still remains on Customer's needs through Product development in line with
the changing market trends. In this innovative age of ever-changing lifestyles, fueled by the rampant
development of technology; consumers have been compelled to change their eating habits.

National Foods responds to this challenge of developing innovative food products based on convenience
and fast preparation in line with modern lifestyles and yet retains traditional values through its
impressive collection of food products. The brand delivers its ultimate promise by consistently delivering
value to its consumers. National Foods enriches family relationships by bringing people together for
family traditions, feasts, seasonal holidays and of course - everyday life.

Key Points:

➢ National Foods must focus on customer needs and serve them with quality products at
affordable prices.
➢ Their products must be pure and should conform to international standards.
➢ They have continuously produced new and adventurous products that are scientifically tested
and hygienically wrapped in safe and attractive packaging.
➢ Must create an environment in our offices and factories where talent is groomed and people
have every opportunity to advance in their careers.
➢ Must provide ourselves to be good corporate citizens, support charitable causes and bear fair
share of taxes.
➢ Reserves must be built, new factories created, sound profits made and fair dividend should be
paid to our stock holders.
➢ Through building a reliable brand, National Foods must get itself recognized as a leader in
Pakistan and abroad both.

National Foods Achievements/Success Factors:

In 2018:

National Foods shifts to its new Corporate Office. Inauguration of the Snacks productions at Port
Qasim with launch of Scene On in the market.

Launch of Chana Chat Masala and Fruit Chat Masala. Establishment of Demand Based
Replenishment System (DBRS). Launch of NFL’s ¬Fist-ever Sales Career Framework.

In 2017:

National Foods acquires 60% interest in A-1 Bags and Supplies Inc. through its subsidiary in
Canada. National Foods launches Mayonnaise to its product range.

Systems are switched to Office 365. Launch of the 1st 360-degree campaign for International
Markets.

In 2016:

National Foods inaugurates Gujranwala Factory in line with its Vision. This plan focuses on
streamlining the value chain of Kasuri Mithi, along with providing support to National Recipe
Masala’s packaging processes.

NFL launches its First Solar Energy Project at Port Qasim in line with sustainable energy
developments to optimizes the over-head and operational cost.

In 2015:

National Foods establishes its subsidiary, National Epicure Inc., in Canada for trading of food
products in North America. National Foods launches its “Saaf Pani Sehatmand Zindagi”
campaign.

National Foods also launches its first range of Halal frozen meals and traditional nimco snacks
called National Authentic and National Masala Snax internationally.
In 2010:

National Foods celebrates its 40 years of success and introduces the instant drink category with
the launch of “Fruitily”

In 2009:

National revitalizes passion with revamping of its logo and packaging of all products.

In 2006:

National Foods celebrates the opening of its brand-new production facility at Port Qasim. This
new factory is equipped with state-of-the-art machinery and is spread over more than 10 acres.

In 2001:

National launches its line of instant desserts.

In 2000:

National Foods launches its mainstream products in Australia to offer a taste of ethnic food to
the Non-Asian consumers.

The following year, National Foods crosses Rs.1 billion on its sales.

In 1998:

National Foods launches its Jam and Jelly range and also becomes an ISO Certified Company.

In 1997:

National Foods adds ketchup to its product portfolio.

In 1996:

National Foods introduces its first Human Resources Department.

In 1996:

National Foods goes into Salt Plant Modernization.

In 1992:

National Foods as a committed and socially responsible organization joins hands with UNICEF to
spread awareness about the use of iodized salt which helps fight against widespread iodine
related deficiencies and diseases in Pakistan.
In 1991:

With the aim of bringing constant value to our consumers, National Foods diversifies its
product portfolio with the launch of the Pickle range.

In 1988:

National Foods becomes the credited vendor of McCormick, USA, as part of their Supplier
Certification Program. The certification is awarded on the basis of excellent production and
quality credentials. National Foods also becomes a Public Listed Company on the Stock Exchange
within the same year. 44

In 1986:

A new factory complex is inaugurated at Site for the manufacturing facilities to be based.
National Foods launches its range of recipe mixes.

In 1981:

National Foods launched its Salt products which proved to be a lucrative venture for the
company.

In 1978:

National Foods expands by acquiring new spice mill and a packaging plant.

National Foods launches its branded salt.

In 1971:

National Foods moves its operations to Dinar Chambers West Wharf.

In 1970:

The present management acquires a small company called ‘National Food Laboratories Limited’,
with the idea of introducing branded and packaged spices. Although the spice industry is
flourishing locally, it lacks a formal structure.

National Foods makes its mark by bringing a revolution in the Pakistani food market, by
launching packaged spices. Red Chilli, Turmeric and many other spices are introduced in a
clean, attractive package to the consumers.
Products categories

➢ Spices

➢ Pickles

➢ Tomato ketchup

➢ Jams
➢ Jellies

➢ Sauces

➢ Cooking pastes
 ➢ Fruit drinks

Factories Location
Product Line
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.

Distributors:

National products are available at all types of Ethnic stores and at large global retail chains across the
world.

Now consumers from Asian and other diverse backgrounds can experience the Pakistani culture, by
enjoying delicious Pakistani food anywhere around the world.
Marketing Strategies:

National Foods values its distributors, suppliers and business partners, who are building blocks for our
global business. With an extended distribution chain across many countries it becomes important to
ensure that support is extended to all. For this reason, conferences and working sessions are held
around the world to unite all business partners for the purpose of discussing key strategic initiatives.

The company also exhibits in leading trade fairs- including Gulfood, Anuga and other region specific
exhibitions. Such platforms provide an opportunity for the management to meet existing and potential
customers and strengthen International business.
Global Presence
Experience Flavorsome Moments with National
Winning the hearts of millions of consumers worldwide, National Foods strives to deliver excellence in
food taste and quality. The company has successfully expanded its global footprint across 40 countries
in 5 continents. National Foods continues to spread happiness by offering authentic flavors, thereby re-
uniting individuals with their longstanding Pakistani heritage.
Product Marketing Strategies

Pricing strategy national foods launched their brands with penetrating marketing strategies especially
for masala recipes, pickles, Jams.

Factors:

➢ Raise Consumer Brand Awareness, excitement & involvement.

➢ Promote Special offer and incentives.
➢ Simulate product sampling and trial.
➢ Demonstrate product and services benefits.
➢ Generate instore and online site traffic.
➢ Simulate media interest and industry buzz.

Promotions:

Promotion is to inform; persuade and remind a market of a product an organization is selling in a hope
to influence customers feeling and buying behavior by adopting promotional method NFL.

Promotion Analysis:
Both pull and push strategy is executed to make a good image in the mind of customers and to promote
the sale.

Push Strategy:
For an effective push strategy wholesaler and retailers are advised to increase the sales of NFL product.
NFL offer them:

➢ Incentives.
➢ Profit margins.
➢ Special discount and offers.

Pull Strategy:
Pull strategy has been done through advertisement on different medias and promotional
campaigns.

➢ NFL make animate in the minds of end use about products. because launching new products in
the markets and there are number of competitors in the markets, Emphasis is to capture the
maximum market share.
Promotional Campaign:
A survey conducts by National foods advertisement agency owned by company itself shows that
correct media selections has helped company achieving communications goal.

➢ As a combination of different of media (TV, RADIO & NEWSPAPPER) by NFL.

➢ NFL spends lots of efforts on promotion of its products as management thinks it is the essence
of marketing that you communicate effectively with your target customers.

Additional following campaigns are used for promotions for their products.

• Sales Promotions.
• News paper
• Seminars.
• Telemarketing.
• Public relation and publicity.

Profitability Ratios: