Karachi Institute of Economics and Technology

Course: Marketing Management

Faculty: Aisha Saqib
Class ID: 111620 Total Marks: 25
Last Date: June
Examination: Term Project Spring- 2023
2023

GROUPS MEMBERS
Muhammd Saad 65095

Muhammad Hamza 64969

Sami UL haq 64867

Saad Arshad 64871

Abdullah Polani

COMPANY NAME

“ SHEZAN INTERNATIONAL“
EXECUTIVE SUMMARY :
Shezan was established in 1964. Since then it has continued to provide quality products
to its customers with products and packaging innovations. Shezan is one of Pakistan’s
best companies in bottle juices. The company is trying its level best to differentiate
thitselfrom other local companies and trying to win the competition in juice industry by
adopting the modern trends and technologies in both operational fields as well as in
marketing of their products. This project report covers the broad area of impacts of
controllable and uncontrollable variables in remote environment for the company, like
economic boom or slump, segmentation on the basis of cultural likings and disliking of
the consumers along with the social set up and their purchase behavior, food laws,
taxation, import duties and the technological advancements. This report also provides
the information how these variables pose threats and offer opportunities for the
company and how the company should neutralize threats and exploits opportunities. An
important part of this project report comprises the market situation in which Shezan is
competing. Market acceptability of its products and the upcoming trends regarding to
juices and drinks are also discussed. Detailed information about competitors like Nestle
which is also the market leader and Haleeb , and how they are affecting the company is
also provided. An overview of distribution system and criteria of Shezan in case of juices.
A brief description of the company’s marketing; non marketing and management’s
capability is given which tells us about the company’s internal strengths and
weaknesses.

COMPANY INTRO :
Shezan International Limited is a Private Limited Company, with the main objective to
set up an industrial undertaking for manufacturing of juices, squashes, sherbets, jams,
pickles, and preserves from fruits and vegetables. Shezan International Limited was
conceived as a joint venture by the Shah Nawaz Group of Pakistan and Alliance
Industrial Development Corporation of the U.S.A. The agricultural background of the
Pakistani sponsors induced them to establish this agro-based industry.

OUR MISSION :
Our mission is to provideretail and food services cuvegetable-relatedst quality fruit and
vegetable-related juices and productss. We want to recognize industry leaders and
service, providing more than expected for our customers, employees, and stakeholders.
We will accomplish this by maintaining a tradition of pride in our products, growth
through innovation, integrity in the management of our business, and commitment to
team management and Quality Improvement Process.

OUR VISION :
To be known as leader of quality products in the region. Dedication to quality is a way of
life at our company. In its activities the company will pursue goals aimed at the
achievement of profitable business. These results will be derived from the dedicated
efforts of each employee in conjunction with supportive participation from
management at all levels of the company .To pay its role in the economic development
of the country and to enhance quality of life of its people.
Competitive strategy :
Shezan has the highest production capacity as compared to its competitors. Shezan is
very strong name and can afford to have super production facilities Shezan international
is using cost leadership strategy in which all of the efforts are made to minimize the
costs and to provide the masses with your low cost product. Shezan with this strategy is
quite successful in the market and is able to cope up with the competition quite
effectively and efficiently. On the other hand, Nestle uses the differentiation strategy. It
attacks the market with differentiated products but on high price thus providing room
for Shezan to sustain in the market with targeting low income segment massively

Market Oriented Mission:

We are committed to supplying our customers with the finest, high quality products and
to leading the industry in ….

Product Oriented Mission:

Our mission is to set up an industrial undertaking for the manufacturing of juices

• Sweet and Sour

• Fresh and refreshing

• Rich in vitamins

OUR PRODUCT :
. Beverages

. Squashes Syrups

. Jams & Marmalades

. Ketchup & Sauces

. Chinese Sauces & Vinegar

. Pickles

. Chutney

. Food Essentials
SHEZAN PRODUCT RANGE :
SHEZAN is producing a variety of quality products. SHEZAN is largely considered as
market leader in fruit and vegetable processing industry. SHEZAN has an edge over
other with its own fruit farms. Currently SHEZAN is giving tough time to other fruit juice
manufacturers due to its quality and huge export volume as well as capturing local fruit
juice market where it has competition with Nestle and HALEEB.

MARKET PRODUCT FOCUS :

Market focus means knowing the overall dynamics and forces in the marketplace,
and understanding how those forces might impact the business. A product-focused
business looks at their offerings, and strives to continually improve them.

NEW PRODUCT :
Businesses are focusing on concentric and conglomerate diversification because in
present era it is not possible for any organization to exist in the market for long run Age
Structure % of Total Population Up to 14 Years 36.7 % 15 - 64 Years 59.1 % Above 65 4.1
% Business Strategy by providing just a single product. Organizations have to be
diversified to according to changing demands of the customers and trends.

PRODUCT INNOVATION :
Product innovation is becoming more necessary for the organization because of the
globalization; people are becoming aware about the changes being taking place around
them and in order to respond them organizations have to focus on product innovation
by introducing new flavors or changes in packaging etc.

Productivity Improvement through New Technology :

Automation and new technology does not matter a lot but it does contribute towards
the productivity and improvement. It reduces labor cost and increase the production
level. New juice manufacturing and packing machines are on their way to enter in the
market, number of local suppliers and international suppliers available with the advance
and cost cutting techniques.
 NEW PRODUCT INTRODUCE
PRODUCT NAME :
“MINERAL WATER “
We are introducing MINERAL WATER OF SHEZAN because it is one of the basic needs of
our life. And we wish to establish a successful partnership and relationship with our
customers, our staff members, and our company that respect the interests and goals of
each other. SHEZAN is one of the leading brands so it should also focus on this need to
get further success in business.

PRODUCT FEATURES:
The SHEZAN MINERAL WATER will be processed and sold in plastic bottle of convenient
sizes of 330 ml, 750 ml and 1 liter. The SHEZAN WATER feel pure will be very much
convenient and provide great support to the health conscious people.

PRODUCT STYLE & DESIGN:

Cap with pilfer proof ring that stays with the cap when opened.

PRODUCT PACKAGING:
It is suggested that the plastic bottles of 330ml. 750ml. & 1 liter capacity will be used.
Bottles will be clear. The bottle will give a reflection of light sky blue color, which is
considered a natural symbol of the water. This color also adds a tinge of purity. The
water should give a shiny and a glossy reflection. The opening of the bottle should be
large enough to accommodate outflow and inflow of water. The color and the design
will create a positive perception for the new product.

Product Quality:
Our mineral water is of an exceptionally high quality and pureness with very low sodium
content. High concentrations of dissolved minerals are present in the water which
proves to be useful in preventing dehydration and sustaining health.

OUR MISSION:
"To facilitate our customers with pure and healthy water at affordable price and in a
convenient way"

OUR PRODUCT MARKETING STRATEGY :

SHEZAN adopt different, strategies which are like:

. Today people are more health conscious, so SHEHZAN on of the most important
strategy to produce product according to the demand and need.

. Update their strategy according to people because. The lifestyle of people keeps on
changing. People are aware about each and every thing happening around them.

OUR NEW PRODUCT COMPETITOTS :

 GOURMET
 NESTLE
 KINLEY
 AQUAFINA
 SUFI

MARKETING PLAN FOR OUR PRODUCT :

As marketing is defined as the identifying the needs, wants and demands of the
customers and delivering the customer value and customer satisfaction, it has a great
impact on the success of any business. As far as Shezan Company’s marketing analysis is
concerned regarding soft drink juices the company is delivering what the customers
exactly want from it. The company’s strategic planning is exactly in accordance with the
mission and goal of the company .

As far as sales is concern, there is an export and marketing department, who control and
monitors the activities of regional sales offices of the company that are situated in
Lahore, Faisalabad and Multan. These regional sales offices are responsible for effective
distribution of the products of the company. The marketing department is responsible
for the marketing and promotion of new and existing products of the company

IMPLEMENTATION PLAN ;
An implementation plan is a project management tool that facilitates the execution of a
strategic plan for a company or a project by breaking down the implementation process
into smaller steps while defining the timeline, the teams and the resources that will be
needed

EVALUATION AND CONTROL :

Controls are necessary for the evaluation phase. Controls established during the
creation of the marketing plan provide benchmarks to assess how well the plan
accomplished its goals. Controls are like goals; they give the company something to aim
for when enacting the plan.

MICRO AND MACRO ANALYSIS

MICRO ENVIRONMENT FACTORS :
The internal factors or elements in an organization immediate area of operation that
affect its performance and decision making performance

THE COMPANY :
Company includes top management, finance, research and
development ,purchasing ,operations and accounts department. These department
from micro-environment in the Shezan .Top management sets company mission
objectives broad strategies and policies. These all department work in harmony to
provide superior customer value and relationships .

SUPPLIERS :
The farm was established in 1064 when Mr .Shah Nawaz Purchase 1600 acres of land
Mostly composed of dunes or water logged Areas . development was a challenge later.
More land was bought from adjoining area making the Total area of the farm more than
2000 acres.

MARKET INTERMEDIARIES :

 SHEZAN BAKERS FRANCHISE

 PRINT MEDIA FOR MARKETING
 BANKS (MCB Bank ,JS ,HBL ,AL FALAH Bank)
 SHOPPING MALLS

CUSTOMERS:

The Customers are (B2B or B2C, local or international, etc.) and their reasons for buying
the product will play a large role in how you approach the marketing of your products
and services to them.

 LOCAL MARKETS
 CANSUMER
 RESELLERS

COMPETITORS :

 GOURMET
 NESTLE
 KINLEY
 AQUAFINA
 SUFI

MACRO ENVIRONMENT FACTORS :

The microenvironment consist of the larger societal forces that affect the
microenvironment.

DEMOGRAPHICS :
Different market segments are typically impacted by common demographic forces,
including country/region .

EXAMPLE :

age;
ethnicity;

education level;

household lifestyle;

cultural characteristics and movement

ECONOMIC :
 According to current economic environment .
 Shezan is giving The right combination of good quality and service
 Because consumer are looking for greater value

NATURAL ENVIRONMENT :
 Pakistan is blessed with best weather conditions and 4 seasons also with good
geographic location .
 Shezan has their own farm by which fresh and natural fruits are produced
 Using natural fruits Shezan make their product

POLITICAL & CULTURAL :

Government imposes heavy tax that effect Shezan All activities but they run smoothly

Shezan offer make strategies understanding the culture of the country and also the
taste that liked by people

“ BCG MATRIX “
STAR
Shezan Botal fruit juice

QUESTION MARKS
All pure
CASH COW
Shezan juice pack

DOGS
Fruit punch drink

“ SWOT ANALYSIS “
STRENGHTS :
 International paking
 Juices are made from fresh fruit taken from their own farms
 Established brand name
 Shezan has good portfolio
 Affordable and reasonable price
 Well maintained factory and packaging plant

WEAKNESSES :
 Weak distribution and supply
 Follow market rather to become leader
 Lack of creativity in advertisement
 Weak positioning of product
 Consumer are brand loyal towards competitor product
 Less promotion of the products

OPPORTUNITIES :
 Increase distribution networks
 Large market to be catered
 Increase promotion budget and advertisement
 Make their product available to main marts of every area
 Come up with new branding and positioning strategy
 Analyze current situation and penetrate with new strategy

THREATS :
 Religious intervention
 Seasonal sales
 Less awareness of health
 Competitors making innovation and setting trends
 More products range and choice by computer
 Small regional companies exploit market and price structure

“ MARKET SEGMENTATION “
Shezan is following geographic segmentation to distribute shezan juice in different
areas of different cities

Like when distributing juices in Lahore the further divides the city into different areas
and towns , which help them distributing the shezan at every retail store
university/college ,hospital and tourism places

“ TARGETING “

Shezan server All its lower ,middle and upper class customers who want to keep
themselves healthy and refresh by peoviding its products with affordable prices and
by rendering services that will put a smile on the faces of its customer . it will make
no discrimination between its customers

“ POSITIONING STRATEGY “
Shezan positioning strategy is weak because they are not able to place themselves
well in customer due many issues. Like they do not promote their products well and
sell them personal .Due to this the product cannot teach to customer as they
expected . Their public relations are weak due to less focus on advertisement