CHERAT FOODS

HONEY

Project Submitted by
Muhammad InamKhan (BBA183054)
Muhammad Yaseen (BBA183056)
ZainulAbedeen (BBA183051)
Shahid Abbas (BBA183045)

Project Supervisor: Sir Muhammad Umar Toor

BACHELORS OF BUSINESS ADMINISTRATION

Department of Management Sciences

Capital University of Science of and Technology
Islamabad, Pakistan
2021
 CHERAT FOODS
HONEY

Project Submitted by
Muhammad Inam Khan (BBA183054)
Muhammad Yaseen (BBA183056)
ZainulAbedeen (BBA183051)
Shahid Abbas (BBA183045)
(A project report submitted to the Department of Management Sciences for the partial fulfillment of
requirement for the degree of Bachelors of Business Administration)

Project Supervisor: Sir Muhammad Umar Toor

Internal Examiner Internal Examiner

Project Coordinator
Mr. Mohammad Umar Toor

Department of Management Sciences

Capital University of Science of and Technology
 Islamabad, Pakistan
2021

DECLARATION
We hereby declare that this project report titled CHERAT FOODS submitted to the Department of
Management Sciences, Capital University of Science and Technology, Islamabad, is our work and
is neither submitted to any other university/institution for the award of any
degree/diploma/certificate nor it is published anywhere.

Muhammad Inam Khan

(BBA183054) Signature

Muhammad Yaseen
(BBA183056) Signature

ZainulAbedeen
(BBA183051) Signature

Shahid Abbas
(BBA183045) Signature
 CERTIFICATION
This is to certify that the project report titled Simple marketing to submit in partial fulfillment for
the award of BBA Program of Department of Business Management, Capital University of Science
and Technology, Islamabad, was carried out by Muhammad Inam Khan (BBA183054),
Muhammad Yaseen (BBA183056), Zain ul Abedeen (BBA183051) and Shahid Abbas
(BBA183045) under my guidance. This has not been submitted to any other University or
institution for the award of any degree/diploma/certificate.

Project Supervisor
Sir M. Umar Toor
 DEDICATION
This effort is devoted to our respected and cherishing parents, who helped us through each
troublesome of our life and yielded every one of the comforts of their lives for our brilliant future.
This is likewise a tribute to our best teachers who guided us to go up against the troubles of presence
with ingenuity and boldness, and who made us what we are today.

Muhammad Inam Khan (BBA183054)

Muhammad Yaseen (BBA183056)
Zain ul Abedeen (BBA183051)
Shahid Abbas (BBA183045)
 ACKNOWLEDGEMENT
It is the grace of ALLAH Almighty that has led this work to its completion. We can never deny His
gifts that He has granted to us, best of which is that He has provided us with the torch of eternal
guidance in the form of His Holy Prophet (PBUH), who is the knowledge for humanity as a whole.
A milestone of this nature could never be possible to achieve without the support of some truly loving
persons. No words to describe our feelings of respect for our affectionate parents, whose love,
encouragement and prayers invariably buoyed us up. Their concern, devotion and love can never be
paid back. We have no words to say thanks to them all.Sir M. Umar Toor always inspired us to
generate new ideas, pointed us in the right direction, guided our research design and provided
exceptional advice, we are grateful to him, he always helped us. We thankfully recognize the
affection and financial support received from our parents for BBA studies. Last but not the least; we
would mention our family and friends whose prayers have enabled us to complete this task.
Executive Summary
“Cherat foods” is a honey company it is officially located in Islamabad. And we are providing the
best quality honey all over the province. Initially, we get high-quality and refined honey of every type
from retailers. Then we passed out honey from a few quality tests. The process of producing and
bottling is conducted in a very unique and fully optimized way. We have different kinds of honey, so
each type of honey is carefully stored in bottles and distributed to the market. We make sure that we
never compromise in quality and quantity.

There are so many honey sellers around us, but we represent our product in this way that everyone
can get pure honey at customer-friendly rates. Our mission is to provide the best and pure honey at a
pocket-friendly price. Customer satisfaction is our first priority. We believe that purest is the best.
Our taregt market is based upon diverse or every age group because honey is beneficial in nature and
everyone uses it because of its beneficial characterisitics to treat sore throat and resultant coughing.
Our quality assurance procedure guarantees we only distribute from our partner wholesalers,
first-class honey. Each type of honey is carefully stored and distributed on the market.

Two major social mediaplatforms were engaged in order to boost the sales of the product. The
platforms operate on basic algorithms of posts and hashtags relevant to the product intended to be
advertised. social media marketing through Facebook and Instagram is of significant importance as it
would boost the product visibility on a large platform. We are aiming to create wealth for the
community we are living in and promote local image on the national and international markets. We
focus on creating benefits for the local inhabitants, especially children and old people.
Contents

CHAPTER 1 1
Honey Processing, Packaging And Distribution 1
Introduction 1
Vision 1
Mission 1
Tag Line 1
Goals 2
Project Profile: 2
Project Definition: 3
Opportunity Rationale 3
Project Brief 3
Company & Industry Analysis 4
Overview 4
Composition Of Honey 4
Types of flavors: 5
 Beri honey: 5
Palosa honey: 5
Mountain honey: 5
Processing, Packaging And Distribution 7
Processing 7
Packaging 7
Distribution Channel 8
Role Of Retailer And Distributor 8
Target Market-Segment 9
Marketing 9
Overview 9
Customers 9
Competition 10
Our competitors 10
Market Position 10
Market Targets 10
Unique Selling Position 10
CHAPTER 2 11
Market Research 11
Location And Distribution 11
Promotion 11
Swot Analysis 12
Strengths: 12
Weaknesses: 12
Opportunities: 12
Monetary Analysis 12
Pricing 12
Production 13
Week 1 13
Week 2 13
Objectives 14
CHAPTER 3 15
Project Execution 15
Data Collection 15
Name Selection 16
Logo 17
 Filling: 17
Labeling: 17
Storage: 17
Customer’s satisfaction: 17
Our Work 18
WEEK 1 18
WEEK 2 18
WEEK 3 18
WEEK 4 18
Visit Details 19
First Visit 19
Second Visit 19
Visit To Different Stores: 20
Social Media Marketing 20
Instagram 20
CHAPTER 4 23
Findings And Recommendations 23
Introduction 23
Initial succession of Cherat Foods 23
Details 23
Physical Evidence 24
Limitations 28
Time constraints 28
Storage of investment 28
New Brand Exposure 29
Data Analysis And Interpretations 29
Recommendations 29
Conclusion 30
TIMELINE OF THE PROJECT 31
Gantt Chart 32
References 33
 CHAPTER 1

Honey Processing, Packaging And Distribution

Introduction
"Cherat Foods" is a new honey retailer company that has recently opened. This company buys
refined honey, making sure about its quality from the wholesalers in Peshawar and does its
packaging and ultimately sells to its customers via its supply chain management. The company
strives to provide the best quality honey of all kinds in Pakistan without compromising on
quality. We would use modern methods to collect and package honey to enjoy it naturally
without any chemicals. The company is customer-centric and puts all its effort into providing
exact quality according to customer desires. Ensuring the highest level of satisfaction for our
clients will be our priority. Attention to quality until delivery of the product to customers. We
believe that selling the highest quality products is the only way to Build lasting relationships
with your customers. Honey will be provided at the most competitive prices to ensure that
everyone can afford it. Company is much focused about the rising needs of the people. Honey is
of much importance but its importance increases in winter season. People who are usually health
concious are looking for a way to protect themselves from any cold stroke and ofcourse honey is
the best natural source to tackle with this issue. The antioxidants in it are linked to other
beneficial effects on heart health. Again, honey is a rich source of phenols and other antioxidant
compounds. Many of these have been linked to a reduced risk of heart disease. They may help
the arteries in your heart dilate, increasing blood flow to your heart. So, by considering it, Cherat
food has taken it into account. Now, Cherat food is ready to provide people with natural and
quality honey to meet their needs. With the advancement of knowledge, its importance and
demand is increasing though it has been important since old age. This aspect is in the
consideration of our company. The demand is increasing day by day not only into the Pakistan
but worldwide. So, company may thought to broaden their way in foreign countries also after
getting success mainly in Pakistan. Market analysis and other factors are also under
consideration but the main objective is gettimg business gain and comoetitive advantage
alongwith the welfare of the society.
Bees are essential for the health of people and the planet. Honey and other products have
medicinal properties, and the role of bees as pollinators makes them vital for food supplies.
There are around 20,000 known bee species worldwide, and over 4,000. Globally there are more
honey bees than other types of bee and pollinating insects, so it is the world's most important
pollinator of food crops.

Pakistan exported Natural Honey to Saudi Arabia, UAE, USA, Afghanistan, Libya and China.
Saudi Arabia is thebiggest market for Pakistani Honey followed by UAE and USA. Due to
shortage of Honey production in the country Pakistan imported Natural Honey from various
countries. Natural Honey import increased from 180 tonnes worth Rs 43 in 2011-12 to 400
tonnes worth Rs 91 million in 2014-15, thus showing an average increase of 28%. Pakistan
imported Natural Honey from Germany (48% of total import) Saudi Arabia, Indonesia, France
and UAE. This growth of honey market is due to the increasing environmental awareness of
consumers in mainly the EU, but to an increasing degree Japan and the US. These consumers
have been willing to pay premium prices for certified organic. Around 300 varieties of flower are
suitable as floral sources for Honey, and naturally produced Honey reflects the local conditions
and climate in a country to country. The most common types of Honey are Acacia, Orange
blossom, Buckwheat, Lotus, Clover.

From these figures, one can have an idea about the importance of honey and the business of
honey seems to be profitable and productive. This is the reason why our company has selected
honey in terms of business gain than any other item.

Vision

“To help people stay fit and healthy. To deliver our product in every home in Pakistan. To help
people enjoy their life by offering an affordable Islamic solution to health care."

Mission
We collect and purify honey with a desire to maximize the holistic benefits to people.
We have a devotion for delivering natural, healthful honey and supplementary hive derivatives
directly from the beekeeper.

Tag Line
The purest is the best.

Goals

"Cherat Foods" company goals include:

● Consumer Satisfaction

● Establishing a distribution structure of honey

● Boost brand understanding

● Marketing via internet and social media platforms

● Boosting online sales, in-store sales and sales through traders

● Establishing an international brand

Project Profile:
Honey is a natural product produced by Honeybees consisting of a very concentrated
solution of a complex mixture of sugars, in which fructose and glucose are the main
ingredients. Honey bees make honey from the nectar of flowers. It is used in honey cakes
and gateaux as a flavoring agent. The flavor of Honey is unique and varies depending on
the type of vector. Different flavors result from the distinctive aroma of nectars gathered
from flowers. It is the comb honey that the bees store in the cells of their wax
honeycomb.

The centrifugal force is used to extract honey from honeycombs. Honey is a functional food. It
has many biological properties, including antibacterial (bacteriostatic),wound healing,
anti-inflammatory, sunburn healing, antioxidants, radical scavenging, and anti-diabetic. If
international standards are met, the honey industry can be a major source of foreign exchange.

Although beekeeping is an ancient tradition in Pakistan, it is not considered to be a profitable

venture that requires investment. Honey production is a profitable
business that generates jobs.

Project Definition:

"Cherat Foods" is the most prominent retailer brand that supplies Pure Honey and Organic
Herbals throughout the country. Our trademark is Raw, Natural Sidr Honey from beehives
located in Forest areas. Every jar we send you is filled with our Passion for delicious honey. We
believe honey has many health benefits, and we guarantee that the honey you receive is 100%
natural and pure.

Opportunity Rationale
Honey has been used in Pakistan as both a medicine and a food product. Honey and its
products are more needed by children and the elderly. The honey bottle is essential for a
healthy food table, especially for older people and children. This would include more than half
of the current population.

Pakistan has a large agricultural base. Honey bee farming can be a side hustle to Produce
honey commercially during different cropping seasons. Crop pollination is also done by
honeybees. This helps to achieve high yield rates and healthy

Production.
Project Brief
The project of refined honey buying from wholesalers, packaging, and then Distribution or supply
to the consumer market. The production facility will handle packaging and processing, while
third-party Quality Testing will be done. Distributors will distribute packaged honey of various
grades to the local market.
Company & Industry Analysis

Overview
Honey buying, processing, packaging and marketing is considered to be a smallScale business in
Pakistan. There are two types of honey known in the market, one Is wild honey for which the
largest source is FATA areas and ChangeManga (Punjab), while farm honey is produced largely in
Punjab and some areas of NWFP?
Four species of honey bee are found in Pakistan:
● Apis dorsata

● Apis cerana

● Apis florea

● Apis mellifera

This sector is mostly informal and there is no data available on how many honeyProducers are
involved in the industry or who the main suppliers are. According to the Ministry of Food,
Agriculture and Livestock, Pakistan, there is currently 300,000 apiary locations in Pakistan. FATA
honey suppliers are the largest wild honey Suppliers. They collect honey from small-scale
beekeepers who maintain 25-50 Hives within 3-4 kilometers. The honey collectors in the region are
generally Khans and Malik’s. They use their political and social influence to increase financial
Benefits from natural resources. The honey collected is placed in large-sized plastic drums that are
then stored in natural caves until it is all gone. The traders who are willing to pay the highest prices
for the honey are then supplied with the stored Quantities via trucks and heavy vehicles. Peshawar
is the main destination for honey procurement.
It was quoted from 'Abdullah that the prophet Muhammad ‫ﷺ‬said: “You should take the
two that bring healing: Honey and the Qur'an.”
(IbnMajah 3452)

Types of honey bees

These tiny insects related to wasps and ants are immensely important for maintaining ecological
balance as well as for our well-being. Without bees, our diet would be restricted since we would
have a lot lesser selection of fruits, vegetables, nuts and roots to include in our diet.
Seven most common types of honey bees are:
 1. Honeybee:

Although honey bees are the most well-known species of bees, they only constitute a minuscule
population of the approximately 20,000 known species of bees. They belong to the genus Apisare.

2. Western honey bee:

This species, also referred to as European honey bee, is the most common species worldwide and,
due to its honey production capabilities, is one of the species favored by beekeepers for both honey
production and pollination.

3. European dark bee:

A sub-species of the honey bee and is also referred to as a German black bee. While not dangerous
than the other species, they are an aggressive lot and are known to sting people without any
provocation.
 4. Killer bee:

Killer bee is a term that is associated with the Africanized honey bee. This species is a hybrid and is
produced as a result of cross-breeding African honey bee with several European honey bees. This
species is much more defensive as compared to its counterparts and are known to attack humans.
Since killer bees attack in a group, victims attacked by killer bees receive a greater number of strings
than from European honey bees.

5. Bumblebee:

These tiny bees are distinguishable by their round bodies and soft hair called pile. While bumblebees
are social insects and not known to start an unprovoked attack, they are ferocious defenders when
their nest is invaded and are known to chase invaders relentlessly over a long distance.

6. Carpenter bee:

The name of this species originates from its nesting behavior since they can be found making their
nests in hard plant material such as bamboo or dead wood. Carpenter bees are often confused with
bumble bees, but unlike bumblebees, they are relatively harmless and not known to sting people
unless provoked.

7. Mining bee:

Mining bees are solitary bees are building their nests underground.

Composition Of Honey

Honey is a combination of sugars and other solvents. The sugar involves primarily fructose,
glucose, maltose, small amount of trisaccharides and small amount of water. The particular
texture of any collection of honey will depend greatly on the blend of blossoms eaten up by the
bees that stimulated the honey.

Types of flavors:
We are offering three types of honey flavors which are:
1. Beri
 2. Palosa

3. Mountain

Beri honey:
Berry honey comes from the nectar collected by bees from the flowers of the Sidr tree in Pakistan.
The Sidr tree is commonly found in the mountainous regions of Pakistan.
Sidr (Wild Beri) is one of nature's pure honey. Reddish brown in color and has a rich texture. It
is sweet and has a divine fruity taste. This product is highly recommended for its benefits.
Lowers bad cholesterol. Strengthens immune
System. Pure and Natural Sidr honey (BeriShehad) is Good for Athletes, Elderly and Pregnant
women for its high mineral content.

Palosa honey:

Palosa Honey is a 100% pure honey we are offering which comes from the small bees that
feed exclusively on the nectar of Acacia blossoms. Acacia trees grow in the area of Now
Shera and Swat. It cleans the liver, conditions the intestines and improves digestion.

Mountain honey:
Honey produced by bees from the high mountain flowers. Our product has a thick texture and
has a dark amber color. It treats wounds from surgery, abrasions,
Sunburns, injury, bedsores and even stretchmarks!
 Average Range

Fructose/Glucose ratio 1.23 0.76 - 1.86

Fructose % 38.38 30.91 - 44.26

Glucose % 30.31 22.89 -40.75

Minerals (ash) % 0.169 0.020 - 1.028

Moisture % 17.2 13.4 - 22.9

Reducing sugar % 76.75 61.39 - 83.75

Sucrose % 1.31 0.25 - 7.57

Ph. 3.91 3.42 - 6.10

Total acidity ,mg/kg 29.12 8.68 - 59.49

True protein mg/100g 168.6 57.7 – 567

Honey as a biological product, the composition is largely inconsistent; nevertheless, criteria as

general consideration is given in the table below

The estimation of the sugar quantity of honey is utilized for distinguishing impurity.

Processing, Packaging And Distribution

Processing

At this stage, we buy high-quality honey from our retailers. There are so many retailers available
in Peshawar which are providing Sunflower based honey with no compromise on quality. And it
is effortless for us we can approach them easily and they are near to our plant. On average, 15 kg
of honey is produced from one hive of the size 22”x17”. It takes 12-20 days to fill a peak season
(March to April).
Monson is a time when honeybees are almost non-existent? Farmers may need to feed them.
Honeybees use mainly leftover honey from the hive. Farmers are advised not to extract honey
during this time. The center of honey production is the Tarnab Farm Market in Peshawar. This
market is home to honey machinery suppliers (except processing machinery, which is usually
imported from India, China, and Germany) and traders. Honey Bee farming is quite interesting
to work. Hives that are used as honeycombs are transported to the apiary sites in vehicles. Hives
can be placed in different places at night. They are usually located along riverbanks, near main
highways, and within a safe distance of two other hives. The sliding Panes of the bees' hives
must remain closed until sunrise so that they can fly. After the sun sets, the side panels are
removed from the hive. In order to remove the honeybees' empty flowers, the beehives move
three to four km each day from their current location in the apiary territory. This relocation
serves to give honeybees a new field with fresh flowers.

Packaging

After getting the pure honey, we need to do its packaging. Our wholesalers have huge
machineries to process Honey from the most innovative and modern technologies, and then passing
out honey from a quality test. This test ensures the quality and impurities. They have fully trained
Staff and machinery for the quality assurance products. We are just responsible for the packaging
process. Different kinds of honey are collected in separate containers. After that, honey was
weighed from a digital weight measure Machine. In the last particular, honey is poured in that kind
of labeled jar to deliver to our customers.
Distribution Channel
When honey gets from all the processes, then this time to deliver it. Our ownDistribution system or
supply chain management will be used to deliver honey to the different marketplaces all over the
province. Moreover, retails and direct Distribution channels will be used to transport the honey
boxes to the market. The below diagram is the best description of distribution channels.

Role Of Retailer And Distributor

Marketing of Honey is a partnership between retailers and distributors. It's easy. There are
many alternatives available, and honey consumption per capita is very low in the country.
This makes it difficult for new entrants. This is unlike otherConsumer goods. Honey Products
have higher distribution and retailer margins. For distribution, Manufacturers typically give
retailers around 25% profit margins, Particularly in the case of specialty products, by those
who have small- to Medium-sized operations. It will be possible to market and distribute
Honey Products through a distribution network. One that provides complete solutions
Starting with product pickup from the manufacturer Distribution of the product at the retail
outlets. These distribution solutions are available at the cost of between 30 and 35% of gross
sales. This distribution network is suggested because it's a new business setup. It would be
difficult for the manufacturer/owner to manage Logistics. Distribution; therefore,
commissioning such a type of solution will make it possible for the Manufacturer to
concentrate on product development and a wider market niche. Once the product is
successful, distribution costs will decrease gradually,

Target Market-Segment

Children younger than 12 years and the elderly population over 50 years are considered to be
beneficiaries. Honey and honey products are a popular target. Honey is loved by people of all
ages and demographics. It is expensive, however, so the purchasing power of Pakistani
consumers is low. There is a limit on the honey market.

Marketing

The marketing will be direct sales to individuals and available wholesalers who will sell the
product in the local markets. The honey will be packaged in different sizes according to the
market requirements. The selling price is very pocket-friendly. And for the marketing of the
product, we will paste an attractive and customer-grabbing label of our company on jars.
Moreover, we will also hire some digital marketing experts for the growth of our business.

Overview

The business is dependent upon good growing seasons and an abundance of Blossoms. Adverse
weather conditions in the growing season and extreme weather in the winter could significantly
diminish the production rate. There are approximately 10,000 beekeepers currently in Pakistan,
managing nearly 1.1 million ApisMellifera colonies. The country produces approximately 15,750
tons of honey annually. Pakistan is ranked 20th in the world in honey production and 34th for
honey export. Although beekeeping is mostly done in Pakistan's Khyber Pakhtunkhwa, central and
northern Punjab regions, it is now expanding rapidly because of the increasing demand for honey
and other byproducts both locally and internationally.

Customers

End consumers are individuals who purchase honey from the owner directly or from vendors
selling honey to them. Cash payments will be accepted at the point where the honey is sold.
Co-workers, family, and friends will be the original customers. Owners will keep in touch
with customers via email regarding future sales and create an email list.
Competition

Honey can be purchased in the local food stores, but many people purchase honey in the
open-air markets. Food stores have captive customers who come to shop for other foods but
may also buy honey because we will provide and allow them to sell our company’s honey. The
food store customers usually do not have contact with the sellers except with the clerks at the
checkout counter.

Our competitors

● AL SHIFA
● LANGNESE
● MARHABA
● ISLAMIC SHEHED

Market Position

Around 7,000 beekeepers manage around 300,000 honeybee colonies all over Pakistan. We will
maintain a superior level of honesty and integrity with customers, wholesalers providing only the
highest quality products, while being a socially responsible business.

Market Targets

Demand for honey and honey products in international and local markets is Increasing day by day,
with also significant increase in prices. By installing proper technology, the production and quality
of the honey may be improved.

Unique Selling Position

Say no to adulteration.
We will minimally process to preserve the real honey.
We will never add anything to our honey to increase its quantity:
•No sugar
•No fructose
•No water etc.
Just hard work and belief in 100% pure. It is because the purest is the best
 CHAPTER 2

Market Research

Pakistani Honey standards are not yet in the position to export in the European Markets because
of their strict standards of food safety. We will make it possible by maintaining the highest
possible quality by the grace of Allah.

Location And Distribution

As we are, our business is officially based in Islamabad because this is a good location
and also it is near the city market and which is supported by reliable Infrastructure. And
all the processes of honey like collection from wholesalers of Peshawar, processing, and
packaging will be done here. Further, our product will be available all over Pakistan.
Customers can get our product from our every store at the same price and quality. In
view of competitors, we will set a pocket-friendly Price without adding some impurities
as most of the honey sellers are doing. Moreover, we will also set an innovative
infrastructure to store honey in every weather to provide our service the whole season.

Promotion

For promotion, we will use some unique methodologies. We will create ads for our product on
most public social points and give our customers discounts on most Prominent events. The
company name, email address, telephone number, and other contact data will be displayed on
the jar label. Advertising will be by Word-of-mouth sales, flyers, and friends who will
recommend the honey to their friends. The owner will promote honey as a healthy product
through existing relationships with medical associates and restaurant owners. An exchange
program will be established to have the jars returned. This exchange will establish a link
between the customer and the owner and provide an opportunity to make an additional sale.
Swot Analysis
Strengths:
✔ Product is unique
✔ Product sell online
✔ Good management
✔ Less delivery charges
✔ Low barriers of new product entry
✔ Great product quality

Weaknesses:
✔ Great competition
✔ Limited target customers
✔ Less promotions
✔ Expensive

Opportunities:
✔ Add more varieties of products
✔ Expansion of business
✔ Increase budget
✔ Increasing demand of our product in other areas

Monetary Analysis
Pricing

● 375g honey jar. -Rs.750

● 250g honey jar. -Rs.500

● 175g honey jar. -Rs.250

Production

“CHERAT FOODS” full production is 12Kg.

The expense of the utilities in the running of “CHERAT FOODS” is given in the table:

Week 1

Utility Total cost

Honey 12kg 16800

Jars 480

Packaging Material 3000

Transport 2500

Total cost 22,780

Total sales 26,400

Profit 3,620

Week 2

Utility Total cost

Honey 15kg 21,000

Transport 500

Total cost 21,500

Total sales(5kg) 11000

Remaining Stock(10kg) 14000

Profit 3,500
Objectives

The main objectives of "cherat foods" company is:

● Improve brand understanding via social media platforms

● Enhance in-store sales by using local advertisement

● Facilitating immediate online sales

Boost B2B sales to comprise more local shops

 CHAPTER 3
Project Execution
Data Collection
Our target market is based on three age groups. The consumers in these age groups are regular
or intermittent users of honey. Some of them use honey as a religious practice such as since honey is
authenticated by Hadeeth to cure any kind of ailment except death. Thus religious affiliation with the
use of honey is an important marker in the consumer segment.
Our product is targeted at people who often use honey either due to the beneficial properties
of honey or to treat conditions such as sore throat and resultant coughing.
Individuals who consume honey products on a regular basis, using a variety of dishes to
consume the benefits offered by honey. The individuals in this focus category are between the ages of
25 and 60, and they frequently eat high-quality honey in order to collect the full advantages of the
product. They believe that honey manufactured locally and gathered from organic bee farms is
essential. They take great pride in promoting local businesses. They want to explore new ways to use
honey into foods and beverages. They're interested in learning more about the product and the
individuals who make it.
The people in the given group are casual or active Facebook or Instagramuser, that enjoy
posts with pictures and knowledge on the matter. They usually prefer the honey which is well
marketed with quality packaging(Lkhagvasuren, 2020). The people in this age group are driven by
the colorful marketing scheme and thus judge the quality of the product by the way the product is
being advertised.
Young individuals between the ages of 18 and 25, who use honey on a weekly or monthly
basis and are looking for high-quality honey made domestically. They wish to learn more about
phases involved in honey manufacturing(Murphy* et al., 2000). They are frequent users of the
leading social media platforms i.e., Facebook or Instagram. As a result, they are active honey
consumers, and we value their input, particularly during the advertising of our items.
A probable consumer group that is presently not in the target audience is an instance of a
potential customer base.
People who take honey only a few times another year or less frequently, such as those who suffer
from seasonal allergies, may do so solely for the anti-inflammatory effects of honey to alleviate their
symptoms.
 This demographic does not use social media platforms like Facebook and Instagram,
preferring instead to conduct business directly with retailers. This group is just concerned with the
pricing of honey and is unconcerned with where it is produced.

Name Selection
Selection of an appropriate name for the advertisement of the product is an important factor in
boosting the sales of the proposed product. While there are many other brands offering honey with
different trade names, the consumers are likely to be attracted with the name, packaging and quality
of the product offered by the company(Díaz et al., 2018).
When we decided the product that would be our target for marketing, we considered many
factors such as the target market which are mostly young people and children(Blanc et al., 2021).
With the growing education regarding the benefits of honey, the consumers are likely to purchase
high quality honey.
We considered a unique name that would attract the primary consumers of our product. With
the unique designing and packaging, an attractive name also plays an important role in the sales and
marketing especially when the marketing is being conducted on social media platforms where the
market is already saturated(Oravecz&Kovács, 2019). There are many brands which offer honey
therefore, in order to stand out and attract consumers, we decided to go with “cherat foods” as our
product name.
The feature that attracted us the most and compelled us to choose the name, was that it
demonstrated the primary source of production “bees”. The name implies that the honey is produced
by honeybees without the addition of any other compounds that would interfere with the medicinal
properties of honey(Dudar, 2020).
Whereas, the complete name “cherat foods” would attract youngsters and school going
children as the age group is attracted to rhyming words more often.
Logo

Filling:
We deliver the bottles to the whole sellers. They make sure the cleanliness of the bottles and fill the
honey in it. Then they deliver to us.

Labeling:
We label the bottles ourselves and then deliver the order according to the customer’s requirements.

Storage:
We have not store house yet instead we get the honey within 24 hours from the whole seller after
customer’s order.

Customer’s satisfaction:
 We try our best to satisfy the customer’s need with our product. If the customer will not get
satisfied, amount of the product will be returned to the customer.

Our Work
This section demonstrates our work starting from the field analysis of the producers of honey to the
marketing, distribution and sales segments of market research.

WEEK 1
In the first week of our project, we raised the budget needed to launch honey as a product
manufactured, processed and packaged with the brand identity of Cherat foods. Initially the budget
was approximately 22780 PKR which we used to pay the whole sale dealers of honey as an upfront
payment. We gathered more budget around the end of the first week and increased our inventory as
well as spent on the necessary materials to present our product in adequate form

WEEK 2
In the second week of our investment, the sales gradually started as we supplied limited
stores with samples of our product. People were convinced regarding the taste, quality and
packaging thus they rushed to purchase honey produced by Cherat Foods. Our sales in the
subsequent week were although limited yet we made a profit with a margin of 50/50%.

WEEK 3
In the third week of increasing our supply, and incorporating appropriate marketing
measures such as providing samples of our quality honey with other products, our sales started
increasing gradually subsequently increasing our profit margin from 36200PKR to 5000 on the sale
of 4000PKR product.

WEEK 4
In a month, the product started to increase the profit margin. As there were now many repeat
customers who wanted to purchase our product due to the quality and pricing which was affordable
considering other market brands.
Visit Details
First Visit
The group decided to conduct physical visits to the beehive farms to observe and analyze
the conditions in which the bees were being kept. This would impact the quality of honey which
was intended to be obtained and then filtered and thus packed for the sales and distribution phase.
Therefore, the team members considered the physical visits to the bee farms very
important.
We ensured that the products that we would be marketing includes the best protocols
utilized in their production, storage and sales. Therefore, in order to attract large market segments
to purchase our offering, we ensured that we started our marketing from the very first visit to the
farm.
We captured the conditions in which the bees were nurtured and produced honey. This
strategy was adopted as we wanted to ensure our consumers that the product that they would be
offered will be obtained from hygienic farms and thus no compromise on quality would be
acceptable.
We started analyzing as well as worked on capturing the marketing video which showed
the farm, the bees nest and the organic honey that had been produced by the bees earlier yet not
extracted from the shelves.
We wanted to ensure that there would be no compromise on the quality therefore, we
captured the moments of collecting honey directly from the farm to ensure our consumers
regarding the quality of the product. Our initial motive of capturing the moments of collecting
honey was limited to marketing purpose alone however, as we started conducting the research, we
found that consumers trust the companies more if consumers are assured regarding the organic
nature of food items.

Second Visit
While conducting our field research for the collection, we visited various spots in
Peshawar and nearby areas such as Tarnab farm which is known for producing different kinds of
honey producing bees.
Therefore our second visit consisted of Tarnab farm which is near to Peshawar. There have
been some good quality honey producing bees which were producing high quality organic honey.
Various kinds of honey which consists sunflower, Sidr, eucalyptus, wildflower and golden honey
were being offered by the farm.

We inspected the honey combs physically and checked the properties of different kinds of
honey which the farm was producing at the time of our visit.

Visit To Different Stores:

As we had now visited the areas and gathered sufficient information regarding our main
offering product i.e., honey, therefore our following visit comprised of different bakeries and
general stores in Islamabad to locate the competitors as well as analyze the product offerings,
market price and other factors which contribute to the sales of a product.
We visited grand stores which offered separate shelves for the sale of different brands of
honey both locally produced as well as imported products. We analyzed that the product prices
started from 250 rs for a 150 gram product and increased as the type, brand and factors such as
locally produced or being imported were involved.
We also visited bakeries situated in the DHA and marts in the residential areas. These
include MJS bakery DHA and J Mart DHA. We observed that the quality of the honey brands
offered by these locations was average. Since there have been leading names such as Qarshi and
Hamdard who are known for their herbal products. These brands offered honey thus we analyzed
the sales and marketing dimensions of these companies as well.

Social Media Marketing

The business will concentrate on two social networking sites. Facebook and Instagram are
two popular social media platforms. The major goal is to attract followers who are interested in
buying the product, the effort that goes into making them, and the individuals who work on them.
We go into greater detail about the stuff that will be provided further down.
The corporation will not pay for advertisements on Facebook or Instagram at first. The first
step is to become acquainted with the process of developing Facebook and Instagram content that
clients liked learning and find engaging. The objective behind having two separate channels is to
post unique content to the websites. Facebook will become more educational, while Instagram will
feature light material designed to appeal to people' eyes.

Instagram
 As it is free to create an Instagram account for personal and business purposes, and it is also
free to convert the page to one that is suited for businesses. Instagram allows users to add a
hyperlink to their bio that you can hit to contact the owner by email, for instance, in the business
edition. You can enter the company's address and categorise it as a contract manufacturer.

Instagram allows access to an analysis that provides significant demographic details once
the page has reached 100 likes or followers. The website can be linked to a Facebook page,
allowing followers to go directly to the Social media page.
The business currently doesn't provide an Instagram profile. In early September, an
Instagram account will be established, and frequent postings will begin alongside Facebook posts,
although on a different timetable and on other days.
The major goal of the website is to make the postings low on information and heavy on
colourful, high-quality images of the various stages of the project. Creating enjoyable material with
the primary purpose of satisfying customers, using beautiful nature photographs that concentrate on
the habitat of honeybees.
The publishing timetable within the content updating on social media platforms can be
earlier because the content is mostly intended to be enjoyable, and photographs will be posted on
regular basis at first however the number of posting would be gradually increased.
To get the Instagram going, it will be published on the industry's Facebook page; the key
goal at initially will be to gain at least 500 followers in order to unlock the analytics tools, which
will allow the effects of postings to be tracked.
The researchers will take over the social media accounts since he or she may be the
candidate to handle over the company in the future, and having a better understanding of the
subject will be beneficial. The author has experience with social media platforms such as Instagram
and Facebook, which many modern entrepreneurs lack.
The posts may include links to interesting information from the beekeeping organization.
Actively exploring the industry to highlight what happens at the bee yards at varying periods of the
season, as well as the various components of the production process, including images of honey
harvesting and packaging procedures. Because the company makes honey, the majority of the
content will be about honey's use, manufacturing, and the advantages that our product would hold .
The objective is to promote the opportunity of purchasing honey at the farm for a lower
price and to spend more time with the consumers one on one.
 Facebook posts will be made every consecutive day mostly in the weekdays and on
Saturday and Sunday, depending on the publishing schedule.  Just if there really is a lot of activity
with the honeybees on the weekends, the Facebook posts would be published. The goal is to avoid
cluttering customers' feeds with irrelevant posts. Only make a post if there is actual substance
behind it.
Instagram updates will be produced on days other than those for Facebook. The plan is to
post on Instagram 2-3 times per week on Monday, Thursday, and potentially would involve Sunday
as well.
When there are fewer posts to make, the Sunday post will be omitted. The idea, like with
Facebook, is not to clog customers' Instagram timelines with meaningless filler postings.
 CHAPTER 4
Findings And Recommendations

Introduction
This chapter will present the finding which were obtained after implementing the
aforementioned social media marketing strategy for “Cherat foods”. Two major social media
platforms were engaged in order to boost the sales of the product. The platforms operate on basic
algorithms of posts and hashtags relevant to the product intended to be advertised.
This chapter would furthermore present the situational analysis to our visits conducted by
the team to the honey production site and different stores in Islamabad to gain an insight of the
market and competition. Thus, this section would present the findings from the visits and how it
acted to boost the sales of our product.
Considering the primary objectives laid out by the current research, social media marketing
through Facebook and Instagram is of significant importance as it would boost the product
visibility on a large platform.

Initial succession of Cherat Foods

We launched the company a lot before. The main offering products of our company were
Dry Fruits including, almonds, cashews, and other variety of nuts, dried peaches and apricots.
We launched the venture of honey production and selling since the early September. We decided to
combine the already available products thus to expand our business as offered by several other
businesses who offer dry fruits and pure honey simultaneously.
Therefore, to complement our product offerings and for the sake of expanding our business, we
decided that Cherat Foods would now offer domestically based honey which we would supply to
the leading markets so that people get to use domestically produced items as well as to build a
reputation in the honey market both locally and globally.

Details
The main offering by Cherat foods initially include dry fruit products such as nuts and dried
 apricots and peaches however, the initiative was very soon expanded to include honey which would
be processed naturally and labelled through the brand name of Cherat Foods.
The company would provide a range of options with respect to the feed of honey bees and
thus the product simultaneously. The variations in the products include Sidr honey, Wild Honey,
Lavender Honey, Clover Honey, Eucalyptus Honey, Acacia honey and many more.

As Cherat foods focus on the quality of the product thus we coordinated with different farm
owners with respect to obtain specific kind of honey which we would market and sell through our
platform. Cherat foods make sure that the products offered are genuine and organic thus making it
popular among the consumers.

Physical Evidence
Limitations
Marketing can be viewed as a cost-effective means of promoting a newly launched product,
business, or enterprise. However, there are some flaws that one may find when using local and
online marketing to promote their product or service.
During the course of this project, there were a number of restrictions that were faced. These
limits did not just apply to physical resources, budgeting, and other considerations; they also
included time restraints, investment, marketing competitors, and the introduction of a new brand.
Responding dealers in the study region were required to identify and rank the primary
obstacles in honey marketing based on their impact on the honey market price network(Šedík et al.,
2018). Limited availability, seasonal supply of the honey, agricultural treatment, rivalry with
unlicensed dealers, poor quality of honey, shortage of interest, high sales price, and finance access
were placed 1st through 8th as honey development and marketing obstacles.
Despite the aforesaid obstacles impeding honey development and sales in the research area,
the honey selling price chain has tremendous potential and opportunity. Among the most prevalent
possibilities noted in the study region included attention from the government to the beekeeping
segment, an increased likelihood in honey supply, growing urbanization and disposable incomes,
improved means of transport and other communication systems, and stockpile of comb honey to
the industry(Šedík et al., 2019). 

Time constraints
Although Cherat foods has established its worth in the dry fruits marketing sector,
nevertheless the launch of a new product by a brand may require plenty of research, investigations
and an adequate strategy.
This project was limited in terms of time as we had little time to research bout the honey
providers in the nearby area thus had to visit a far away city which increased our transportation
cost as we had to travel intercity in order to investigate and then transport the products every time
we required restocking our shelves.

Storage of investment
Credit is a big stumbling block for everyone involved in the sale and purchase of honey.
When beekeepers and honey hunters bring honey to honey collection centers or private sector
traders, they expect to be paid in cash; alternatively, they choose to sell their honey “by the
 spoonful in the market” for a quick, but lesser cash payback.

Those looking to buy honey are having difficulty getting the credit they require. As a result,
in poor rural areas without gathering centers, there are few sites where large quantities of honey
may be purchased. Honey gathering centers require a cash infusion before the beginning of the
honey-buying session.
It is critical that collecting centers have enough operational money to purchase honey and
wax in sufficient quantities to attract dealers. When beekeepers have faith in the center, beekeeping
can be considered a viable enterprise. A readily available and long-term financial system for
purchasing honey and beeswax could be a critical component of apicultural development.

New Brand Exposure

As a new brand in terms of honey production and sales, Cherat foods had to face a hard
time as there had been many competitors such as Al Shifa, , and Marhaba who are known since a
long time with the proper channels of advertisements. Nevertheless Cherat foods as a new brand
had limited resources in terms of marketing and establishing its brand identity.

Data Analysis And Interpretations

Data analysis was based on the data collected about the leading honey providers in the
market. The prices per jar were collected through market analysis procedure. The data collection
was based on the prices over the quantity offered by the companies.
Furthermore, we set an average of the prices and incorporated the amount to set the price
of our product. During the analysis of the market rates, other factors such as prices of the material
facilitating the product such as storage jars, labels and brand logos were considered during this
procedure.

Recommendations
● More precise investigation on the consumption patterns of people over the age of 40 could be
beneficial to the company in terms of developing marketing targeted at the categories they belong
to. If the firm acquires more followers on social media networks, a more comprehensive survey
can be undertaken, with more specific questions asked from a qualitative standpoint to gain a
better understanding of the customer's requirements and desires.
● Unregistered traders, a dearth of honey trading experience, and a lack of financing were all
obstacles to entering the honey industry. The marketplace was partly concentrated and a weak
 oligopolistic market, according to an assessment evaluating honey producers' and dealers'
behaviour and market concentration(Zhang, 2017).
● The domestically produced honey prices are much higher than that of the export prices, indicating
that the local marking systems and trading price have an influence on the country's honey export
performance, according to an assessment of trading prices of honey at various honey market
locations.
● Honey is a commonly used food product that is sold based on its appearance and the information
 provided on the packaging.   This is generally all the material a customer needs to decide whether
or not to purchase a product. It is impossible for a customer to tell whether a commodity is
organic honey simply by looking at it.
● Labeling that is appealing, instructive, and efficient is crucial. It is ideal to promote honey with its
precise geographical indication: this provides the buyer trust in the merchandise and allows him
or her to visualize and feel connection with a flower or a place to some level. 
● Providing more product information to the customer is frequently beneficial. For example, when
providing comb nectar, it's important to remind customers that the entire comb, such as the
honeycomb, can be used as an edible ingredient, and when selling filtered honey, it's occasionally
important to explain granularity of the honey. ensuring to educate  people is important since
they feel that crystallization indicates that honey has been tainted with sugar

Conclusion
The research was done to help the case firm, Cherat foods, to get started with the
brand marketing of their newly launched product in addition to their previously offered products.
The project has focused on gaining a better understanding of what honey consumers contemplate
when purchasing honey and determining the advantages of owning engaged markting platforms.
The research began with a discussion of the various elements that go into creating a
marketing strategy. This included thinking about the procedures involved in building a marketing
plan, marketing techniques, demographics, and advertising. This section contained an examination
of the value of social media platforms to a business. Analyzing the current state of the organization
using various analyses such as the rivalry among the market segments thus impacting the sales of
the products.
Nevertheless, the appropriate brand promotion and quality of the honey offered by Cherat
foods have embedded their innovative scheme of marketing in increasing its sales.
While there had been significant obstacles in promoting the sales of the product, yet there
 had been significant advances starting from the initial sales of the product which started with
minimum investment however, the sales were later increased considering the marketing strategies
employed in the sales of the product.

TIMELINE OF THE PROJECT

Time Activity Assigned To

Week 01 Discussion of different business ideas Inam khan, Zainulabedeen

with supervisor
Week 02 Finalizing the idea and submission of Inam khan, Zainulabedeen,
proposal Shahidabbas, ,M Yaseen
Week 03 Market Analysis and Financial Muhammad Inam Khan,
planning Shahid Abbas,
ZainulAbedeen
Week 04 Production and Meetings with store’s Muhammad Inam Khan,
owners Shahid Abbas,
ZainulAbedeen
Week 05 Supply to stores Muhammad Inam Khan,
M Yaseen
Week 06 Working on the obtained results and Inam khan, Zainulabedeen,
recommendations/conclusion, Shahidabbas, ,M Yaseen
completion of documentation
Gantt Chart

Summer 2021
Phase (Activity wise) Time in Weeks
1st 2nd 3rd 4th 5th 6th
Discussion of different business ideas with Supervisor
Finalizing the idea and submission of proposal
Market Analysis and Financial planning
Production and Meetings with store’s owners
Supply to stores
Working on the obtained results and
recommendations/conclusion, completion of
documentation
References

Blanc, S., Zanchini, R., Di Vita, G., &Brun, F. (2021).The role of intrinsic and extrinsic
characteristics of honey for Italian millennial consumers.British Food Journal, 123(6),
2183–2198. https://doi.org/10.1108/bfj-07-2020-0622
Díaz, G. M., Rivera, J. L. M., & Huerta, M. E. M. (2018).Diagnostics for Design of Strategies of
Production and Marketing of Honey Cosmetics.The Journal of Middle East and North
Africa Sciences, 10(5823), 1–6. https://doi.org/10.12816/0046371
Dudar, T. (2020). Development of beekeeping in Ukraine; successes achieved, the need for
marketing cooperation in the industry, the strategy of the honey business. Herald of
Economics, 0(2(96)), 36–49. https://doi.org/10.35774/visnyk2020.02.036
Lkhagvasuren, N. (2020). THE ROLE OF SOCIAL ENTERPRISE IN THE COMPETITIVENESS
OF AGRICULTURE IN MONGOLIA: A HONEY INDUSTRY CASE STUDY.
https://ecommons.cornell.edu/bitstream/handle/1813/72653/Naranzul_Lkhagvasuren_MPS
_Capstone.pdf?sequence=1
Murphy*, M., Cowan, C., Henchion, M., & O’Reilly, S. (2000). Irish consumer preferences for
honey: a conjoint approach. British Food Journal, 102(8), 585–598.
https://doi.org/10.1108/00070700010348424
Oravecz, T., &Kovács, I. (2019).Qualitative study of preferences and attitudes towards honey
consumption in Hungary.AnalectaTechnicaSzegedinensia, 13(2), 52–58.
https://doi.org/10.14232/analecta.2019.2.52-58
Šedík, P., Horská, E., Skowron-Grabowska, B., &Illés, C. B. (2018). GENERATION
MARKETING IN STRATEGIC MARKETING MANAGEMENT: CASE STUDY OF
HONEY MARKET. Polish Journal of Management Studies, 18(1), 326–337.
https://doi.org/10.17512/pjms.2018.18.1.24
Šedík, P., Pocol, C. B., Horská, E., & Fiore, M. (2019). Honey: food or medicine? A comparative
study between Slovakia and Romania.British Food Journal, 121(6), 1281–1297.
https://doi.org/10.1108/bfj-12-2018-0813
Yeow, S. H. C., & Chin, S. T. S. (2013).Consumer Purchase Intentions and Honey Related
Products. IBIMA Publishing.
https://ibimapublishing.com/articles/JMRCS/2013/197440/197440
Zhang.(2017). CONSUMER ATTITUDES AND BEHAVIOUR TOWARDS HONEY IN CHINA.
https://libstore.ugent.be/fulltxt/RUG01/002/482/264/RUG01-002482264_2018_0001_AC.p
df