MARKETING MANAGEMENT

PROJECT REPORT

Targeted Brand: Rafhan

Product: Crystal Jelly
Parent Company: UNILEVER

Submitted to: Mrs. Perkha Khan

Submitted by: Mahrukh (017)
QASMS QAU, BBA-4rth (B)
 Rafhan

Rafhan was introduced by Unilever Pakistan in 2007. Rafhan is a symbol of trust and quality.
Starting from corn-oil, Rafhan offers a wide range of delectable deserts and healthy food
products with high quality.

Rafhan desserts making birthdays magical with their delicious food in wholesome manner and
gained trust of their consumers due to its superior quality ingredients and cutting edge processes.
Rafhan has gained the loyalty of the consumers and they are actually consuming this particular
brand only which the only reason that Rafhan has generating high revenues for Unilever.

Rafhan Jelly
It’s a Crystal form jelly with delicious flavors and can be used in desserts for decoration or one
can enjoy it separately because it has a separate favoritism especially in Youngers. It is pack in a
box in a powder form and one can easily make it quickly. The only thing to wait with this
delicious jelly dessert is to let it cool.

MARKETING MIX
At Rafhan marketing executives, brand managers are all take active part in decision making
however the final decision making lies with the departmental head.

PRODUCT & PRICE:

Rafhan is providing delicious custard, colorful Crystal Jellies with vibrant colors, Nutritious
Corn Oil, Superior Quality Corn flour, Rafhan Egg Pudding and Ice Cream Powder and
Chocolate Topping Sauce. All these products are easily available in market both nationally and
internationally. Rafhan has also gained loyal customers and trust in international markets too by
satisfying their appetites.
Custard has vanilla, strawberry, chocolate and mango flavors available in 285g pack for Rs. 90
and 1.2kg boxes for Rs. 271.

Rafhan Crystal Jelly has a separate favoritism level as it can be enjoy with delicious custard or
one can enjoy it separately. It has Orange, Pineapple, Banana, Strawberry, Raspberry and
Mango. It’s a crystal powder form packet of 80g per packing can be made easily and quickly
packed with delicious taste. It’s economically and readily available in the market for Rs. 70-80
depending on flavor. Also available in cartons 12 units per carton.

Rafhan Nutritious Corn Oil is a healthy option to our healthy meals, available in the market
within liter sizes starting from 1 liter to 10 liters. They charge Rs. 460 for 1 liter, Rs. 1360 for 3
liters, Rs. 2120 for 5 liters and Rs. 3,835 for 10 liters. It can be used as a salad sauce or as
cooking oil too.

Rafhan Corn Flour usually used for thickening the gravies and a basic ingredient in soups also
used for frying coating etc. Its available in the market for Rs. 85 in 275g packing also available
in cartons 12 unites per carton.

Rafhan Egg Pudding again a healthy and easy making desert by Rafhan available in the market
for Rs. 75 in 78g pack.

Rafhan Ice Cream Powder has an extreme level of fan base, as Youngers and somehow teenagers
love ice cream, Rafhan made it easy to have it anytime at home with a quick recipe mentioned at
the back of the pack. Its available in Vanilla flavor only by now, may be later they would come
up with more delicious flavors.

Last but not least Chocolate Topping by Rafhan is an option for decorating your home deserts
with this sauce to boost your desert’s taste, can also be used in other deserts like cake, pie and
donuts etc. It is available for 1.28kg bottle in Rs. 729.

PLACEMENT & PROMOTION

They place their products in local markets/shops, they are easily available anywhere like marts,
malls etc.

Their products also available at foreign markets. They export directly and indirectly. Directly in
Central Asian Countries and Indirectly in USA, UAE.

Rafhan promotes their products through media (TV adds, Social media adds etc.), TV billboards,
newspapers, sales promotions, advertising and other trade incentives to distributors and
wholesalers. They promote focusing on the more accesses, more effective and cost beneficial
methods. They incur 45% of the marketing budget on promotional activities.
 PACKAGING
Rafhan packaging varies product to product and also from flavor to flavor.

LABELING: They have two types of labeling. One is the Brand labeling (Rafhan-Unilever) and
the other is Descriptive label.

As in these images, pack of Rafhan Crystal Jelly front side contains brand logo, product type,
flavor and colors. While at the back side they provide all the nutrition facts, other flavors offers,
recycle options, cooking directions and an offer to use other product ranges from Rafhan. They
provide 80g pack which serves 4. They also provide carton box contains 12 boxes each carton.
At the bottom side there is an information about manufacturing and expiry dates with price
details and tax information.

PRICING
Pricing of all their products are very economical and one can easily afford them.
If we talk about Rafhan Jelly price, its 80 rupees for 80g pack and for 2kg it’s available in 1,048
rps.

PRICING STRATEGIES:
Profit Oriented Goals: They price their products to gain a certain return on their investments. The
base of the pricing is the time consumed in the production process and targeted revenue per day.

Sales Oriented Goals: They price their products in such a way to increase the volume of their
sales. They have fixed prices due to the reliability of the consumers towards the pricing.

Rafhan also use value based pricing strategy as they don’t compromise on the product’s quality
they are providing.

MARKET SEGMENTATION
Rafhan market segmentation (geographic, demographic, buying behavior) and other
characteristics of their target market are somewhat similar so they launched their products
standardized and uniformly.

TARGET MARKET OF RAFHAN

Rafhan is using market aggregation strategy because of similar needs and wants as a unit. Rafhan
target market includes middle class, upper middle class and upper classes of the population of
Pakistan.

MARKET SHARE
In dextrose food and custard they have major market share in the market and are growing at 10%
per annum. Market capitalization is 74.35B.

BRAND STRATEGY
Rafhan is marketing all of its products under its own brand name.

UNILEVER Pakistan introduced Rafhan Best Foods Limited in 2007. Unilever Pakistan Food
Limited has launched many high and premium quality products including these 7 trusted and
reliable brands in the widest product categories:

 Rafhan (Custard, Jelly, Pudding, Ice cream Powder, Kheer Mix, Glucose-D, Jams, Corn
Flour, Corn Oils, Canola & Sun Flower Oils)
  Knorr (Chicken Cubes, Soups, Noodles and Ketchup)
 Energile ( In different flavors)
 Best Foods (Mayonnaise Spread and chicken spreads)
 Skippy (Ready to eat jelly)
 Glucose-D
 Cater Plan (Wide product ranges for restaurants and caterings)

MARKET POSITIONING
Rafhan is known as a trusted and premier brand across Pakistan and worldwide too, they
positioning their products in the best of their customer health which also differentiate Rafhan
from their competitors. Over the last 38 years, Rafhan is on top for providing high and consistent
quality meeting the international standards.

BRAND COMPETITORS
They provide schemes to attract the distributors and customers in order to compete with the
competitors.

INDIRECT COMPETITORS OF RAFHAN AS PARENT

COMPANY UNILEVER:
 Colgate Palmolive
 Proctor & Gamble (P&G)
 Nestle
 Johnsons & Johnsons
 Newels Brands
 Kerry

DIRECT COMPETITORS OF RAFHAN AS PARENT

COMPANY UNILEVER
 Ahmed Food International
 Shezan
 Nestle
 Hanif Brothers
 Naurus Pakistan
 Rehmat e Shireen
  Asian Food Industries
 Pegasus Maritime Pakistan
 Volka Food International
 Convienience Food Industry Pakistan

COMPETATIVE EDGES:
 Pricing: which is not to low or high? Prices set by Rafhan are value based focuses on
customer’s perception. They never compromise on the quality. High quality leads to High
prices. They are economically not so expensive.
 Availablity: Available easily at general and retail stores, groceries, marts & malls,
bakeries.
 Loyalty: They have gained customer’s loyalty and trust and become the demanded
product when one wants to buy custard powders or jelly powders or corn flours. Even I
personally use Rafhan products and can’t satisfy myself to switch to products other than
Rafhan and they never get unavailable.
 Tastes & Flavors: They have a variety of various flavors in their custards and jellies with
superb taste and texture and perfect color. People also got addict of Rafhan’s taste.
 Distribution chains: They have a wider distributor network in every region, which always
checks out if Rafhan’s products are available at every retail outlet or malls etc.
 Discount & Allowances: They provide cash discounts, quantity discount, seasonal
discount and allowances to the distributors.

RECOMMENDATIONS:
Since, Rafhan is a leading brand in desserts I would recommend these following things:

 They should introduce new flavors to custards like Raspberry, Pineapple, Orange,
Cherry, and Blueberry etc.
 They should introduce cake mix and pancakes mix with various flavors to capture more
market. Traditionally people use to have Gulaab Jamun, Jalebies etc. so they should come
up with these mixtures too.
 They should come up with low or no sugar desserts for the diabetic patients or the fitness
conscious persons.
 They can launch James and Murabbas, as leading dessert brand.
 They can introduce their Gelatin powder as they are also providing jelly.
 They can come up with yogurts with different flavors like strawberry, mango and other
flavors. Also introduce new flavors of ice cream powders which is currently available in
only vanilla flavor.
 They should change the promotional and advertisement strategies in a way to attract rural
areas as they don’t know much about custards and puddings.
 They can launch their peanut butter spreads, almond or cashew butter spreads, as these
are the rarest desserts which are not offered by any of the competitor yet.
 They should work on the strawberry flavor jelly as it has a little bitter taste.
 They can launch their coco powder and vanilla powders.