NATIONAL UNIVERSITY OF MODERN LANGUAGES

SOCIAL MEDIA MARKETING

SUBMITTED TO: SIR AHMED MUJTABA

SUBMITTED BY

AUN RAZA ZAIDI

SYED AHMED ALI

ZAIN RAZA

ZEESHAN KHAN

RANA TAYYAB

UMAR MAHMOOD

SUBMISSION DATE: 7/4/2022

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Pop Nosh
Pop Nosh founded in 2016 in Lahore. They start’s from KUOS. Pop Nosh launched their retail
brand in Nov 2018.

Pop Nosh is a Fast Moving Consumer Goods-FMCG industry.

POPNOSH manufacturing plant is in KOTLAKHPAT, Lahore.

POPNOSH idea is clicked from Garrett Popcorn.

Garrett popcorn is an American Chain of Gourmet Popcorn store launched/founded in 1949 in

Chicago. Today it has shops in 9 countries.

GOURMET POPCORN:

You can say gourmet popcorn to be made with natural ingredient and to always be fresh.

POPNOSH consider their Product as a snacks and it is impulse buying. An impulse purchase or
impulse buying is an unplanned decision by a consumer to buy a product or service, made just
before a purchase. One who tends to make such purchases is referred to as an impulse purchaser,
impulse buyer, or compulsive buyer.

The only competitor of POPNOSH is Convex Popcorn. POPNOSH products are ready to eat but
convex products are not ready to eat.

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In Pakistan there are almost 450,000 shops of and now POPNOSH covered almost 13000-13500
shops.

Product Line Expansion:

POPNOSH is working with 5 articles in retail business with 20 distributions.

POPNOSH Product:

• Caramel
• Cheddar
• Movie Theater
• Spicy Jalapeno
• Italian Pizza

Product Price

• 40 RS 30 Gram
• 60 RS 40 Gram
• 80 RS 68 Gram

BUSINESS PORTFOLIO

POPNOSH is a target oriented company

RSM set their yearly target and share with their team, distributor and management.

HOW THEY CREATE VALUE

They create value by giving different kind of schemes like they give 5 to 10 rupees off to their
retailers so by this they give value to their customers sometimes they give free samples to
customers by giving them best quality in free of cost. They provide the online facilities of
delivery through cheetay, foodpanda and other online delivery channels. And they also offer
discounts or packages to their customers on their website.

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 COMPETITIVE ADVANTAGE

• COMPETITOR

KORNEEZ

The competitive advantage is that KORNEEZ product is not like ready to eat their product need
to bake first when customers buy their product they must bake it first then eat so it takes
customers a lot of time and energy to eat so POPNOSH took advantage that their product is
ready to eat when consumer buy their product there is no need to bake it customers just buy and
eat it this will come in impulse buying. The second thing is that POPNOSH give free sampling to
customers so that customers get familiar with their taste and quality on other side KORNEEZ
don’t have that kind schemes.

ORGANIZATIONAL DECISION MAKING HIERARCHY

There is National sales manager, regional sales manager and employees. Their decision making
Hierarchy is that their company basically get suggestions of all employees of what type of
changes or management is required in this company but the final decision took by national sales
manager. It is centralized.

ORGANIZATIONAL STRUCTURE

National sales manager and market penetration are their organizational structure.

Initially they start from Lahore and then spread different cities of Pakistan and cover their
different areas. In every town they have respective supplier’s distributors and sales manager who
do booking first day and then very next day the supplier delivered to shops

KEY SUCCESS FACTORS OF COMPANY

• Taste flavor:

Quality, taste craving and their different flavors

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 • Employee empowerment:

In this they give some authority to employees to make

decisions or make strategies. By this their productivity get increased.

CORE COMPETENCIES

• Supply chain

Their supply chain is super effective that they never faced insufficiency of
inventory. They already have stock of one year in their inventory. So that they never face
shortage in their retail stores.

SWOT ANALYSIS
Strength Weakness
Quality of the product • Large capital
•
Taste of popcorns Market penetration
• •
Employee empowerment
•

Opportunity Threats
• Launching new products • Lays (in future)

PESTEL ANALYSIS

POLITICAL:

Due to covid-19 when government announce to shut down the industries (except food
industry) they not face any difficulty because they stock their raw material initially of next 1 to 2
years but they got minor issue in their packaging materials but they change their packaging
material

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From plastic bags to polythene bags which is easily available in market so they get rid of this
issue very easily.

ECONOMICAL:

Because they are in growing phase so for a while they are not much stable so that
they fully equipped the shelves in the stores as other competitors do but there product is more
selling product as compared to the competitors.

SOCIAL:

They engage the people by giving them free samples or doing the activities like free
tasting of popcorns or sometime they implement the offer of timely discount (6pm to 8pm).

TECHNOLOGY:

They use different e-channels like GROCERZ, AIRLIFT, FOODPANDA,

CHEETAY, EATOYE etc. for the delivery of their product as well as they also have their own
website from which we order their product.

ENVIRONMENT:

They don’t have any environmental issue because as Pakistan is 4th largest
grown crop of maize and their main product is corn so they don’t face any environmental issue.
And they also stock the corn of next 1 year so they don’t have any issue.

LEGAL:

Pop-Nosh is FBR affiliated company and they pay their tax on time so that they don’t
face any legal issues.

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 5 p’s of Marketing
PARTICIPATION:
Participation refers to People. People refers to your production staff, digital
marketing team, salespersons, basically anyone and everyone who is involved in the product or
service directly or indirectly. These are the people who make the product, bring them to customers,
talk to customers, give post-purchase services, and are largely responsible for the overall customer
experience. Pop Nosh connect their customer by providing them delight environment by showing
them different ads on Facebook, YouTube and other social media Platform.