BRAND MANAGEMENT April 2022

National Foods Limited

Masalas/Spices

Muhammad Waleed Ahmed (20191-26425)

Afshan Lateef (20191-26083)
Tayyaba Hussain (20191-26492)
Shaikh Talha Hussain (20191-25951)
Rija Avais (20191-25784)
Muhammad Fazeel ur Rehman (20191-25892)
 April 2022

Introduction

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BRAND MANAGEMENT April 2022

National Food Laboratories Limited existed in some form before

1970 – a small company initially set up by the same family group
that had set up EFU Life Insurance.
In came Waqar Hasan, and Abdul Majeed, who is credited in
company documents as the founders of National Foods as we
know it today.
National Foods is a food company with over 250 different
products, across 13 categories.
Founded in the 70s, and experiencing fantastic financial results
in the last decade.
In the recent annual report sent to the Pakistan Stock Exchange
on September 22, the company experienced its highest ever
consolidated revenue, at Rs34 billion.
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Brand Purpose:
National Foods is known as the pioneer in the Pakistani food market.
Focuses on promoting a positive and healthy lifestyle.
Its goal is to preserve the traditional taste of Pakistan.
They have a complete range of spices including Red Chilli Powder,
Kasuri Methi, Turmeric Powder, Coriander, Cumin Seeds, Ginger and
Garlic Powder, Garam Masala, and Black Pepper powder.
National Recipes are available in all sorts of sizes across the market,
wholesale & e-commerce channels.
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BRAND OBJECTIVE:

National Foods Limited aims to improve, validate and rate superior in

taste & aroma with high-quality ingredients.
 Brand Mission:
To work as an innovative team
championing the conservation of
biodiversity and sustainable
development of food.
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Brand Vision:
To be an Rs. 50 Billion company
in the convenience food segment
by launching products and
services in the market that
creates value for our customers
through excellence.
APRIL 2022
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SWOT Analysis

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Strengths: Weaknesses:
Brand Product Line
Broad Market coverage Brand Erosion:
Manufacturing competence Increased competition:
Good marketing Skills Decreased brand share in Punjab
Enhanced Research and Development
Brand name reputation
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Opportunities: Threats:
Opportunities expanding into New Entrants
foreign markets No barriers to entry
Entering into related business Government Legislation
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Macroeconomic Environment:
Demographic
Economic factors
Technology factors
Political and legal factors
Social and cultural factors
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Brand Issues & Strategies:

Other product ranges of spices are not been targeted
Only Biryani and Qorma spices are been targeted.
The strategies are that as there is a lot of growth potential
so they may target another variant of spices in their ads and
as a result, it may attract the target audience resulting in a
high market share in the future.
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Brand Communication Plan:

Tagline new thinking new flavors in order to attract the
newer generation of consumers towards it and hence more
awareness is been done on billboards.
Tv-commercial during peak hours.
presence on social media so that more and more people
get to know about the spices.
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Communication Objectives:
ATL Activities:
National Foods uses television channels
such as GEO, ARY, and HUM TV for ATL
purposes.
“National for All” campaign in answer to a
competitor's advertisement.
The new campaign “Nayi Soch Naye
Zaikay” National's "Lazat Bhari Sahulat" –
focused on authenticity.
BTL Activities:
National BTL activities include
setting up stalls in several
malls and superstores.
National presence at Karachi
Eat Food Festival.
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Digital Promotions:
“Made Easy” Campaign.
National has rightly used the tool of social
media to successfully promote their
products by garnering a major Youtube
following.
They also use social media engagement
tools like catch the gifs, solve the puzzle,
and so on to keep consumers engaged and
enhance top-of-mind memory.
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Branded Content:
National launched "National Ka Pakistan," a branded show starring chef Saadat, for the
first time in Pakistan.
Chef Saadat travelled around the country in the Northern Areas and cooked with
people in generally unusual situations for the episode.

Consumer Promotion:
National Foods prioritizes consumer promotion by having promotions such as
discounts or free samples/products.
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Target audience of National Foods (Spices):

National’s target audience is the women aged 16-45 falling in SEC-B and SEC-C.
Considering the fast-paced city life, National has made life easier for all those who
cook.

Geographic Segmentation:
Currently employed in populous cities are the larger target audience of this brand.
Over time a new target audience is being spotted in smaller cities and villages.
Country: Pakistan
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Demographic Psychographic
Segmentation: Segmentation:
Age: 18 – 65 years
Social Class: Lower to the elite class
Gender: The majority of female-based Lifestyle: Achievers, strivers, and survivors
Income: Rs. 35,000 above
Personality: Ambitious, gregarious, authoritarian
Family size: Small and large
Marital Status: Married
Profession: Housewives and working women
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Behavioral Segmentation:
Benefits: Quality, taste, flavor, and brand status
Loyalty: Significantly high
Attitude Towards Brand: Positive & Enthusiastic
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Unique Selling
Point

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National masala's unique selling proposition is (KHANA

APKA, ZAIQA HAMARA).
National uses the modern technological processes to obtain
through mixing and hence the particular flavor that is their
specialty.
Their recipes are based on the popular and traditional ethnic
dishes the subcontinent has to offer.
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Brand Identity:

Brand identity is the visible elements of a

brand, such as color, design, and logo that
identify and distinguish the brand in
consumers' minds.
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National Brand Logo:

National keep things fresh by

introducing new recipes and
products, and they have recently
changed its logo.
White color is for purity:
Purity is our first value. Purity of thought and
of action. Purity is an uncompromising
standard. Purity as a way of life.
Red Color is for Trust:
The color red in our logo stands for truth.
Trust is placed in us by our customers, our
trade partners, our shareholder, and our
employees.
Orange color is for Heritage:
The color orange in our logo represents our
rich heritage. A proud heritage of striving for
excellence handed down by our founding
generation to the present generation.
Purple color is for convenience:
Purple is a color of life that for us means
convenience for our customers.
All our products aim to enhance continence for
our customers and our trade partner.

Yellow Color is for Innovation:

Yellow signifies brightness and for us brightness means Innovation.
Innovation drives our ability to remain contemporary in response to our customer need.

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 Brand Resonance Model
Resonance

Judgment Feelings

Performance Imagery

Salience
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Brand Value Chain of National Spices
 Make food that was hygienic, reduces time
spent in the kitchen by women, fosters
health, and contributes toward personal
attractiveness, so that people who used their
Positioning spices and recipe mixes, would be able to
experience a more rewarding lifestyle.
“Pioneering easy-to-prepare and convenient
food products that bring warmth to our
customers and communities.”

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 Points of Parity:
Shan and National: similar flavors and recipe mix
options and similar packaging as well, both are
continuously improving, evolving, and innovating,
both are expanding their product lines, both have
similar designs for recipe mixes and ingredient
powders.
Point of Difference:
National is comparatively less spicy, Shan is more
popular in Karachi whereas National is famous
nationwide.

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Brand Equity Plan:
Brand Equity refers to the value of
the brand.
What makes National unique is
that it brought innovation in its
products to keep in line with
contemporary lifestyle, and at the
same time maintain and retain the
traditional taste and values.
APRIL 2022
We can build brand equity through the
choice of Brand Elements or through
Marketing Program Activities
(product, price, distribution), and
Marketing Communication
Strategies, through the leverage of
related or Secondary Brand
Associations.
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Brand Elements to Build Brand Equity:

National Foods Limited has recently
National Logo:
launched its eCommerce website “Made
Easy Store”
Tone: Spices and recipe mixes have a similar
Packaging: Spices and Recipe Mix have
tone. Welcoming, emotional
cardboard/ box packaging with distinct
Jingle: Every product category has a
designs for both categories, and flavor and
different jingle
color differences.
Url: https://www.nfoods.com/, color palette of
The packaging for local and exported
the website is coherent with those of the
boxes slightly differs in the sense that it
brand’s logo.
contains that Geographic area’s language.
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Marketing Programs to Build Brand Equity:

Products
Distribution
Recipe Mixes: Curry Powder Recipe Mix,
Direct: Made Easy Store (e-commerce)
Curry Powder Recipe Mix, Chapli Kabab
Indirect: IMT eg. Carrefour, LMT eg. Imtiaz,
Recipe, Mix Bihari Kabab, Recipe Mix
Chase, GT eg. Kiryana stores
Broast, Haleem Recipe Mix, etc
Pricing
Ingredients: Garlic Powder, Black Pepper
Powder, KasuriMethi, Cumin Seeds,
Coriander Powder, Ginger Powder,
Chilli Powder, Garam Masala, Chat
Masala, Turmeric Powder.
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Pricing: National spices and Recipe Mix follow a

Competitive Pricing Strategy where their pricing
is aligned with that of Shan’s.
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For the Recipe Mixes:

The price ranges from Rs.28 to Rs. 140 (as per Made Easy Store), depending on the type of recipe
i.e. fish masala would be expensive and daal or salan masala would be cheap, and on the type
of SKU i.e. 44g would be cheaper than 293g.

For the Ingredient powders/ Spices:

The price ranges from Rs. 36 to Rs.420 (as per Made Easy Store), depending on the kind of
ingredient i.e. Turmeric powder would be cheaper than garam masala, and on the type of SKU
i.e. 25g would be cheaper than 400g.
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Secondary Brand Associations To Build Brand Equity:

Countries or other geographic areas (through identification of product origin): Example:
Bombay Biryani recipe mix, Sindhi Biryani recipe mix, KasuriMethi, DehliNihari recipe mix, Bihari
Kabab recipe mix
Channels of distribution (through channel strategy): LMTs such as Imtiaz, Chase, IMTs such as
Carrefour, GT – Kiryana stores, and utility stores.
Spokespersons (through endorsements): Celebrities such as Iqra Aziz
Events (through sponsorship): Sponsored Special Olympics
Other third-party sources (through awards or reviews): “Rozana Recipes” includes consumer
testimonials i.e. housewives reviewing the products.
 Brand Brief to Agency:
National Foods recipe mixes promise a high-
quality mix of ingredients in it with no artificial
flavors with a perfect blend making every meal
special.
Values which it provides are it is customer-centric,
passionate, and claims excellence in execution.
National with its recipe mixes promises to deliver
easy-to-make products which are healthier for
their consumers with expected taste.

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National food's frequent communication

platforms with its customers are social media
like the Facebook page, website, etc.
Recently, they have started a new campaign
Communication named “National ka Pakistan”, where they are
exploring different traditional foods all over
Strategy: Pakistan.
National has collaborated with the WWF to
promote tree plantations for sustainability.
Also, they have successfully reduced the
paper material board usage by 25%.
 Brand Performance
Plain Masalas
Mehran
9.1%

Shan Foods (Pvt)

National Foods Ltd.
Ltd 36.4%
54.5%

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 Recipe Mixes
Mehran
9.1%

National Foods Ltd

49.5%

Shan Foods
41.4%

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 Profits (in million Rupees)
2,000

1,500

1,000

500

0
 Sales (in million Rupees)
40,000

30,000

20,000

10,000

0
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Brand Architecture:
The hierarchy or level of items in a brand is referred to as brand architecture.
National Recipes offers over 48 different dish mixes, including biryanis, karahi, barbeque, kababs,
and more.
Monolithic Brand Architecture:
Customers make decisions based on brand loyalty in businesses.
The consumer is more concerned with the brand's promise and identity than with its features
and benefits. This is where National Biryani comes in.
Endorsed Brand Architecture:
It is determined by the product's or level's marketing synergy with the parent.
This category includes Qorma and Karahi Gosht. The products are endorsed by another brand in
approved brand architecture. National Qorma and National Karahi Gosht were sponsored by
National Bombay Biryani.
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Pluralistic Brand Architecture:

Pluralistic is a term coined by a number of well-known consumer brands.
The parent's name may be obscure or immaterial to the customer, and only the investment
community is aware of it. The parent firm is called National Foods.

Brand Personality:
A set of human personality features and traits connected with a brand name is referred to
as brand personality.
National Recipe Mix is a contemporary woman in her twenties with a solid reputation in the
neighborhood and a family that trusts and likes her cooking.
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Brand Monitoring:
National Foods is quite active on social media platforms and engages in numerous
promotional initiatives to improve its brand image.
Facebook initiatives such as sponsoring a food video with a National recipe, fortunate
drawings, and gift distribution for people who publish various statuses promote National
indirectly.
National foods, despite having a huge market share in Pakistan, have not been able to gain
a large market in Karachi due to their mild taste.
Karachi residents prefer Shan and other brands to national dishes. To address this issue,
National Foods created Ronaq, a new sub-brand. Ronaq was a hotter variant of the national
recipe mix, but due to distribution issues, it was just a minor competitor brand.
National should come up with tactics that can compete with Shan foods. National food
should also seek to promote its essential hygienic food quality element.
As a result, National Foods should place a greater emphasis on showcasing its brand's core
attributes.