National Shan

Market share 49% 41%

Regional Strength Nationwide Karachi & north

Regional weakness Not as such Punjab & rest upcountry

Target Market Female/males,18-35 years age Females/males,18-35years age

Point of Difference
Product Development
Efficiencies
belonging to Sec A-D
First mover advantage, unique
taste, new packaging
Average
belonging to Sec A-C
Challenger brand, unique
taste, improved &
contemporary packaging,
strong in exports
Average

The main challenge of the company is its competitor, National foods is one of the SHAN’s major
competitor with 49% of market share in mixes. Shan foods has also weak distribution in Punjab
where other spices brands are available but Shan is available in limited sectors of Punjab. They also
have limited equity finances so the company is quite strict with their promotion and advertising
strategy. The major brand problem of Shan is it brand identification in other countries. Overseas
residents could not identify the difference between Shan and other brand spices. The brand is well
known in desi and traditional households.

As already mentioned above the industry within which the company operates is a competitive one,
there are various competitors that Shan Foods face

National Foods

Chef’s Pride

Mehran Foods

Ahmed Foods

Habib Foods

Zaiqa Foods

Kitchen Secrets
 Price points:
S.NO. KEY SUCCESS WEIGHT SHAN FOODS NATIONAL FOODS UN-ORGZ SECTOR
FACTORS
Score Wt. Score Wt. Score Wt.

E score score score

1 Brand 0.15 3 0.45 2 0.3 2 0.3

2 Distribution 0.15 2 0.3 4 0.6 2 0.3

3 Quality 0.15 3 0.3 3 0.3 2 0.2

4 Taste 0.15 3 0.45 3 0.45 2 0.3

5 Financial 0.5 3 0.3 3 0.3 1 0.1

position
6 Technology 0.1 4 0.4 3 0.2 1 0.1

7 Diversification 0.15 3 0.3 4 0.6 1 0.15

8 Global 0.1 3 0.3 3 0.3 0 0

expansion

9 Price 0.05 3 0.3 3 0.15 1 0.5

Total 1 2.95 3.2 1.3