Prices generally increase with the size of the packaging for all brands.

Knor tends to have the

highest prices across various categories. Shangrila consistently offers lower prices compared
to National and Knor ketchups. Larger packaging sizes often provide a better value for
money, especially for Shangrilla and National. Consumers in Pakistan often looking for a
variety of packaging sizes might find Shangrila more appealing due to their broader product
offerings and prices. Shangrila benefits from economies of scale, particularly evident in the
favorable pricing for larger packaging sizes, this encourages consumers to opt for bulk
purchases, enhancing overall sales
Shangrila seems to focus on competitive pricing, offering affordability across various product
sizes as we can see in the below chart. Shangrila offers competitive prices, providing
perceived value for cost-conscious consumers. National competes closely with Shangrila,
although its prices are slightly higher in most cases. Knor positions itself as a premium option
with consistently higher prices. Consumers who prioritize cost may prefer Shangrila or
National. Consumers looking for specific packaging or willing to pay a premium may opt for
Knor. Shangrila has the potential for significant market penetration due to its affordable
pricing and diverse product offerings.
Shangrila positions itself as a budget-friendly option with a wide range of product sizes along
with good quality as well. On the other hand, national ketchup aims to strike a balance
between affordability and quality. Knor positions itself as a premium brand, possibly
targeting consumers willing to pay more for perceived quality. Shangrila's competitive
advantage lies in its ability to provide cost-effective options without compromising on
quality. The brand is leveraging this advantage to gain market share in the budget-friendly
segment.
Shangrila should continue the current strategy of competitive pricing and diverse product
offerings. Shangrila can explore expanding its reach to untapped markets or demographics. It
can also explore sustainable and eco-friendly packaging options to align with growing
consumer preferences for environmentally conscious products. They can also ensure an
efficient distribution network to make Shangrila products readily available across various
retail channels.
 Amount in PKR/Unit
Ketchup Items Shangrilla National Knor
5 5 6
Sachet 9g x 10 0 5 0
12 13 14
Sachet 30g x 12 0 0 0
54 56 60
Sachet 80g x 24 0 0 0
17
- -
Kidzchup Buddy Pack 250g 5
11 11 14
Tomato Ketchup Mini Pack 225g 4 5 0
17 17 21
Tomato Ketchup Smart Pack 400g 6 8 1
34 39 34
Tomato Ketchup Family Pack 800g 5 5 4
27 29 32
Tomato Ketchup Squeeze Bottle 400g 6 0 0
59 65 70
Tomato Ketchup Bucket 1.5kg 5 0 0
1,19 1,26 1,4
Tomato Ketchup Bottle 3.25kg 0 5 00
1,30 1,33 1,6
Tomato Ketchup Can 4kg 0 5 65

Price Comparison Chart

1,800

1,600

1,400

1,200

1,000
Price in PKR

800

600

400

200

-
Sachet 9g x Sachet 30g Sachet 80g Kidzchup Tomato Tomato Tomato Tomato Tomato Tomato Tomato
10 x 12 x 24 Buddy Pack Ketchup Ketchup Ketchup Ketchup Ketchup Ketchup Ketchup
250g Mini Pack Smart Pack Family Squeeze Bucket Bottle Can 4kg
225g 400g Pack 800g Bottle 400g 1.5kg 3.25kg

Shangrilla National Knor