Principles of Marketing – Final Project

Spring 2021

1. Pick any brand of your choice.

SUFI Group of Companies

2. Identify the needs, wants and demands the brand satisfies.

The needs, wants and demands satisfy by SUFI Group of Companies are as follow:

Sufi fulfils food and beverages needs.

Under this category, they have introduced edible oils, processed food, poultry, Sufi water, soft
drinks.

Sufi fulfils home care needs.

Under this category, they have introduced soap, detergents, dishwashers, fabric softeners.

Sufi has fulfilled personal care needs. Under this category they have introduced Sufi classic soap
 3. Identify the value proposition (core benefit) of the brand.

The value proposition and core benefit offered by SUFI Group of Companies is to introduce
international standards of production and packaging to its industry and consumers.

4. Apply STP model on the brand.

a. Segmentation
SUFI Group of Companies has segmented his brand in following three categories

1: food and beverages

2: home care

3: personal care

b. Targeting
SUFI Group of Companies target commercial and residential sector it manufactures products for
men, women, adult, kids

c. Positioning

5. Conduct a competitor analysis of at least 2 competitors’ brands

1: Nestle

2:K&nS

a. Analyse needs competitors’ brands satisfy

Nestle: It Satisfy food and beverages needs. It make products related too baby food, medical
food , bottled water, breakfast cereals ,coffee and tea, dairy products, ice cream ,frozen foods, pet
foods, snacks.

K&Ns : It Satisfy food processing needs. All poultry related products are offered by it.It promises
to give healthy chicken products, Variety of chicken, boneless meat ,ready to cook chicken
products

b. Analyse value proposition of competitors’ brands

Nestle: Its unique value proposition is

K&Ns: Its unique value proposition is it has more than 55 years of poultry experience. This
company is the founding pillar of Pakistan poultry industry

c. Analyse STP of each competitor brand

Nestle:

Segmentation:

Targeting

Positioning

K&Ns:

Segmentation: K&Ns has segmented his products into two categories,

Consumer’s products and industrial products.

Consumer’s products

Under Consumers products we have K&N's provides a wide range of value-added, safe and
healthy chicken products, with a variety of whole chicken, designer cuts and premium boneless
meat, and a broad choice of ready-to-cook and fully cooked chicken products.

Industrial products.

K&N's provides a range of industrial products to poultry farmers, in form of parent stock, broiler
day-old chicks, hatching-eggs and poultry feed.

Targeting
This company target both consumer level and industrial level market .

Positioning

d. Analyse Marketing Mix (4 P's) of each competitor brand

e. Analyse differentiation of each competitor brand

6. Identify differentiation strategy.

We are committed to transform the business of consumer goods by accelerating the world’s
transition to sustainable consumption. We aspire to invest in a healthier future by delivering
quality products at a revolutionary price with quality, purity and trust, while leading the way for
socially conscious businesses.

Our aim is to create and promote the broadest collection of healthy products using
state of the art and emerging technology. We strive to deliver performance with purpose by
offering an affordable solution to home and personal care through innovation and excellence. We
are a value-driven business that believes in superior service, consistent performance and enduring
trust.

7. Apply Consumer Behaviour Model on the Brand

8. Analyse Marketing Mix Strategy

a. Product Strategy
b. Pricing Strategy
c. Placement Strategy
d. Promotion Strategy
9. Identify key success factors (any 4)

10. Give suggestions with respect to:

a. Product
 b. Price
c. Place
d. Promotion

11. Suggest how can a brand bring some innovation?

The 5 I’s of brand innovation

Generally, the brand innovation process requires workshopping. Therefore, management should
focus on bringing together employees from every department to brainstorm ideas in a dynamic,
collaborative environment. Typically, there are five phases to brand innovation, each combining
creativity and analysis to develop a bespoke strategic plan. Below, we introduce the five I’s of
brand innovation.

1. Intent

Brand innovation begins with identifying intent. To define the brand’s intent, the team should
examine market opportunities in the medium to long-term. From here, they can identify a route
towards sustainable growth and profitability. This primary stage should align and inform the
entire business strategy.

2. Insight

Brands need to cultivate a deep understanding of their target audience. Through detailed analysis
of customer data, a business can inform their brand purpose and content, creating tailor-made
solutions, communications, and customer experiences.

3. Ideation

The team needs to brainstorm how to creatively articulate the brand concept. This articulation will
have a generative effect, drawing connections between existing products and services to illustrate
a comprehensive brand experience. This enables companies to visualize and evaluate their ideas.

4. Innovation

The brand’s concept should inform the strategic framework that creates product solutions,
experiences, and brand portfolio. Businesses should underpin this with the strategic allocation of
resources, streamlined operations, and re-aligned corporate culture.

5. Implementation
Once the team has devised a strategy, they will need to implement this plan over an agreed
timeline. Throughout this period, the brand will evolve and expand its market share. It is essential
that leadership support this evolution through appropriate metrics and an adaptable attitude to
change.