Trade Category Plan

Course: Shopper Marketing Group Members:

Facilitator: Mr. Atif Farooqui Muhammad Muneeb Hassan
Shaikh Murtaza Haroon
Nehal Fasial Jumani
Sumra Fatima
Ayesha Saleem
CONTENTS
Section 1 1 About The Category

2 Market Constructs

3 Category Segmentation

4 MDM & Category Value Drivers

5 Market & Channel Breakdown

 Defining The Category
Spices are not only the aromatic food
ingredients but a tradition and cultural
element which represents a nation on
international forums based on their
food specialty and the spices they
choose to put in.

Since past few decades people have

carry forward the tradition of their
ancestors by making, reinventing and
trying out new recipes with the
availability of a wide variety range of
spices. Different spice blends are
used on different occasions for
creating unique Dishes all around the
world.

Spices are primarily used for flavoring,

coloring or preserving food after being
manufactured in powder like
substance. Spices are an integral part
for cooking delicious meals around the
world as they add flavour,aroma and
scent to the food.
 Category Breakdown
FMCG

Food and Beverages

Home Care Personal Care

Food Beverage

Staple Processed

RTC RTE

Salt Food
Plain spices Division: Savory snacks:
Recipe mix (1)Pickle Scene on
(a) Fried range
(b) Barbeque range
(2)Ketchup
(C) Rice Range (3)Jam Jelly
(d) Salan range (4)Mayo
(e) Bhunna range (5)Chinese
(f) Everyday range
(5)Desserts
 Market Construct

National Foods Spice Market Construct

Branded
SP (63%)
Recipe (Relevant) Branded
Spice
Mix Category
Construct (Rs 22 Bn)
DP (18.5%)

Domestic
Produced(Not Sachet (18.5%)
Relevant)
 Category Segmentation

SEGMENT SINGLE PACK

SACHET DOUBLE PACK

SEC SEC A ,B ,C

SEC B,C SEC A ,B

Consumption Pattern Consumed by normal size families.

Geography
Consumed by small families, Rural,Semi Urban, Urban

bachelor’s
Used for large serving, Parties

Point of Purchase GT, LMT, IMT,CSD,Kiryana

Rural, Semi Urban, Urban Urban, semi urban

Weight 50 GRAMS

Gt,lmt,
GT, Kiosk, Kiryana IMT, CSD, kiryana

25 GRAMS 100 grams

 MDM
What? Who?
Celebrate family get-togethers to promote home-based Urban & Semi- Rural (LSM 3 and above with the ethnic taste over
unhygienic restaurant food.

food consumption

How? Why?
Through IMC, a 360 degree Campaign with key platforms: Social Media, National Spices provides packaged spices for the preparation of
Billboards, In-store promotion, advertisements, family meal. Thus, it saves valuable time for homemaker to spend
with family. It also ensures homemaker about the hygiene as
spices
are stored in innovative packaging at an affordable price.
 Category Power Drivers
Ramadan, Eid or
random Family events

Festival
Convenient Solution
for Home-makers

Hassle Free
cooking
Taste Key Ingredients

Quick, Easy
to use

Saves time; no need to dry Affordable Available in 3 SKUs (LUPPs,MP,LP)

spices beforehand
 Business Divison Value

Value Rs 0.1 * International Division = Rs 6.1 Bn

Total = Rs 30 Bn
Bn

Rs 23.9
Billion

Rs Rs 9
14.8Bn Bn

Kitchen Divison Food Division Snacks Division

 Market Breakdown

3rd Qtr; 1.4; 11%

2%
Recipe Mix

Others
Market Share In Value 10%
- Pakistan Others
Total Sales In Rs 21.96 Billion
Value (2018-19)
39%
National Foods Rs 11.2 Billion
Shan
2nd Qtr; 3.2; 25% 51%
Foods National Shan Foods Rs 8.56 Billion
Foods
1st Qtr; 8.2; 64% Others Rs 2.2 Billion

Source (August 2019) : Retail Audit

 Market Breakdown
4th Qtr; 0.8; 6%

2%
Recipe Mix

Others
3rd Qtr; 1;2.4%
7%

Market Share In Value 2.6% Others

- Karachi Region Mehran
Karachi Region Market Share
( Value )
14% National Foods 14%
National
2nd Qtr; 2.5; 17%
Foods Shan Foods 81%
Mehran 2.6%
81%
Other 2.4%
Shan
1st Qtr; 10; 70%
Foods

Source (August 2019) : Retail Audit

 Market Breakdown

Karachi Region
Coverage Details
Source: Retail Audit
UNIVERSE 50 – 55K
Direct Coverage 12,729
46.6%
2nd Qtr; 8; 44% Indirect Coverage 11,100
53.4%
Indirect
Direct Coverage
1st Qtr; 10; 56%
Coverage Total Coverage 23,829
 Channel Contribution

Recipe Mix Karachi 25%

Region Insights
• The data suggests that there is a tendancy of
being heavily dependent on wholesale
when it comes to the sale of recipe mix

Rs 23.9 • The strength of any brand is a mirror image of

Billion it's standing in general trade. In this case, the
company has to direct keen efforts to address
this concern

42% 33%

Wholesale General Trade Modern Trade

 Channel
Architecture
Modern Trade General Trade

International General
Modern Trade Store
• Metro Local Modern • BGS
• Carrefour Wholesale
Trade • SGS

Food Services • Super Mart • Fragmented

• Self Service • Clustered
Division Store

• HELT
General
• HORECA E- Commerce Kiryana
Bakery
Public
• Daraz • BKS
Accounts • Hum Mart • SKS
• CSD • Quick N Easy
• USC
 Package Roles

Role Entry Frequency Upsize Upscale

Contact Transaction Amount Amount

Pack’s Enroll New Customers Increase The
Objective In The Category And Frequency Of Existing Increase the amount of Optimize value on less
Customer Conversion Customers purchase elastic purchase
(Habit Forming)

Shopper’s
Contact & Introduction Number Of Visits Increase Consumption MRP/ Grammage
Objective Size

Core Entry Price Point Frequent Usage Size Value Convenience

Differentiator

60 Grams 120 Gm 150 Gm Double

30 Gm Sachet Double Pack
Single Pack Pack (2 in 1)
Rs. 25 Rs 120 Rs 120
Rs. 65
Rs. 0.83/ Gram Rs. 1.08 / Gram Rs 1 / Gram Rs .0.8 / Gram
Channel Priority Matrix
 Whale Chart

Top Skus 9.8 9.9 10

9.5 9.6
9.3
9.1
8.8 8.9
8.5
8.2

7.2

5.5
%

3.7

No. of SKUs
CONTENTS
Section 2

1 Execution Implication – One Pagers

2 JTBD - Job To Be Done

 Execution Implication – General Trade
• Sachet
Indeed, GT signifies the standing of a brand as the strength
Recipe Mix • Single Pack of a brand is determined by this channel. More importantly
• Double Pack to improve the channel contribution and have a balanced
numeric & weighted coverage, category penetration has to
be the focal point. The use of customized POSM as well as
• Big general store KPIs such as strike rate, outlet productivity and drop size
General Trade • Small general store will help improving the contribution of just 33%.
 Bomba
Bombay
y
biryani
biryani

Biryani Biryani

30% space for Single Pack

70% space for Double Pack
Rice Range
Pulao Pulao

Quorm
Quorma
a

Nihari Nihari
Salan Range
Paya/M Paya/Murg
urghi hi
Everyd
Everyday
ay
Range
Range

Range
Single Pack (sabzi)
Everyday

(sabzi)
Achar Achar
Double Pack

Gosht Gosht
Planogram for GT

Karhai Karhai
Bhuna Range

Ghost Ghost

Tikka
Tikka Boti
Boti

Chicken
BBQ Range

Chicke
n Tika Tika

Shami Shami
Kabab Kabab
Fry Range

Quik
Quik Home
Home
Haleem
Range

Haleem
Haleem
 Execution Implication – International Modern Trade
International modern trade is the selling, availability and
placement of FMCG products in hypermarkets such as
Recipe Mix Single Pack & Double Pack carrefour. Considering the strong presence of Shan Foods
in dominating Karachi’s market, the category motive for IMT
channel will be influence shopper’s decision in store. Here
Modern Trade • IMT; Carrefour & Metro the target audience involves those who wants Easy to cook
solutions.

Single pack 50grams  Brand Ambassador • B1G1F packs in double

Double pack 100 grams;  Self Talkers packets as it is the least
 Rice range  Danglers selling product than
 Salan range  Category Dressing Single pack or sachet
 Bhuna range  Cross category
 BBQ range  podium • Cross-category
 Fry range  FSU promotion with cooking
 Haleem range  Gandola oil etc ( use Sachet of
 Parasite Unit Everyday Masala
Range to penetrate it as
it is new to market)
 Bombay biryani

Rice
Biryani

30% space for Single Pack

70% space for Double Pack
Range
Pulao

Quorma

Salan
Nihari

Range
Paya/Murghi

Everyday Range (sabzi)

Range
Everyday

Achar Gosht
Bhuna
Range
Planogram for IMT

Karhai Ghost

Tikka Boti
BBQ
Range

Chicken Tika
Fry

Shami Kabab
Range

Quik Home Haleem

Range
Haleem
 Execution Implication – Public Accounts

Recipe Mix Sachet, Single Pack,Double Pack Since these are subsidized by government itself,
the category motive is the Availability of NFL spices
in all the CSD/Utility Stores across Pakistan
Public Accounts • CSD/ Utility Stores

Single pack 50grams

Double pack 100 grams; Since products at this No budget would be
 Self Talkers
 Rice range channel is subsidized,
 Danglers dedicated to Public
 Salan range Prices are charged much
 Permanent shelf Accounts for promotions as
 Bhuna range lower than that in the market prices are already
 BBQ range prescribed by the subsidized
 Fry range Government
 Haleem range
 Execution Implication - Local Modern Trade
Local modern trade is the selling,availibility and
• Single Pack
placement of FMCG products in hypermarkets and
Recipe Mix • Double Pack supermarkets such as carrefourand hyper star.It can
• Promotional deals
develop country’s retail trade modernization as it has the
scope of entry o foreign owned players in the
market,accelration of modern growth by local players
Local Modern • Supermarkets and hybrid approach. One of the biggest advantages of
• Hypermarkets
Trade • Big Grocery stores LMT involves aggregation of demand across a diverse
product range
 Planogram For LMTS
25%
25% 16.7%

B K
O B E
P P A
M I Q R
U N A C
B R U H
L I Y H
A O A
Y A H A A
Y R Y
B
A O A M R
M I
R N A R U G
G
I R O
Y I O
G S
A S
H H
N H
I T
I T

Rice Range Salan Range Bhuna Range

 16.7% 8.3% 8.3%

C Q
T S
H U
I H
I I
K A
Q
C C U
K M I
K K C
A I K
E C C
B K O
N O
O A
K
T O H
T B A
I K L
I A E
K HALE E
B M M
K
A

Barbeque Range Fry Range Haleem Range

 Execution Implication – Kiryana

Recipe Mix • Pouches , Sachet The retailers should place the pouches in the visible
areas of the store so the customers might get
introduced with the new offerings of national masala
and try them as well.
Kiryana • BKS and SKS
 Execution Implication - Ecommerce

The category motive for e commerce store is to

Recipe Mix • Pouches , Sachet
increase the reach of National recipe masala. If
someone's looking for spices online, we should offer
them National masala in the same price so they
• Daraz
E-Commerce • Hum Mart
would get motivated to order it online.
 Planogram For E-commerce

Bomba

biryani

Biryani

Quorm
Pulao
y

a
Everyd

(sabzi)
Range
Nihari

Murgh
Paya/

Gosht
Achar
ay
i

Chicke

Kabab
Karhai

Shami
Ghost

n Tika
Tikka
Boti
Rice Salan Everyday Bhuna BBQ Fry Haleem
Range Range Range Range Range Range Range

50% space for Single Pack

50% space for Double Pack
 JBTD

Category
Marketing Jobs To Be Done Trade Jobs To Be Done
Driver

Bundle Offers In the large superstores like Carrefour and Imtiaz supermarket, To achieve the Marketing objective, it is important for National to
people tend to experience multiple brands promotions at the same increase the penetration of their top selling recipe mix across all the
time. It is very important for National to bring 3 and 5 pack bundle channels
offers for shoppers with attractive discount.
Improvement and placement in merchandise will play a significant role,
It can also include a free small 25gm sachet of National Recipe mix it is important to place the product near cash counter and communicate
in it. the offer through a representative at the store.

Diversification Rural population is still not motivated to experience the benefits of
any recipe mix available in the market as they depend on the home
made recipe mix. No brand has communicated to these people by
penetrating in the sks and promoting the Recipe mix as their
everyday household core.
Local shops and SKS should be more focused to icrease the sales and
gain customer base. There are majority families resilient to switch for
any recipe mix as they use home made spices. It can result in the
success of national if it will work on the perception of these people.

They can offer the product as a cost saving and time saving assistant
for the families who are keen to save money on everyday expenses.