marketing and nirala

8/6/2019 Marketing and Nirala

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The Institute of Management Sciences

Final Project

Marketing Strategy

Topic: Nirala Sweets

Submitted by

Ahmad Bashir 051353

Bilal Naeem 051302

Hafiz Gohar Akhtar 051366

Zohaib Nasir 051391

Assigned by

Mr Jawad Saleem

Date: Nov 29th, 2008

Corporate Strategy

History:

52 years ago Taj Din, laid the foundation of a dream so unique for its time that

he chose to call it "Nirala". Over the years, his family has embraced the timeless traditional values of good taste and

unmatched quality, by bringing you fresh mouth watering mithai so uniquely called Nirala!

Today, we proudly uphold the traditions of our pioneer that have earned us the love and loyalty of millions ofcustomers all over the world. We continue to make the happy moments of your life truly memorable and joyful and

give you all the right reasons to stay in love with our

1940s

Nirala's legend began with the sub continent partition when Mr. Taj Din migrated from Amritsar, India to Lahore,

Pakistan. He settled in one of the busiest areas of Lahore, The Meva Mundi, which was basically a market place

where people came from large distances to sell their goods. Mr. Taj Din had an entrepreneurial spirit and saw an

opportunity to provide food to the travelers. He partnered with a friend to open a breakfast shop, which grew popular

in a couple of years. During the same time, his partner sold off his share to him.Mr. Taj Din aspired to be the best inthe business and wanted to develop a brand name everyone would recognize. He and his son, Farooq Ahmad,


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wanted to choose a name that was unique and thus Nirala was formed. The word Nirala stands for 'exceptional',

'distinctive', 'only one of its kind' and Nirala stands true to its name.

1950s

In 1952-53, Mr. Taj Din started selling methai as a complimentary line. He hired the best methai makers in the

market. He also traveled to Karachi to hire methai makers that made methai fairly new to the people of Lahore. Itwas the first time cheese based methai was introduced in this region.The shop was then moved from Meva Mundi toFleming Road. This was when Nirala got more recognition. In 1965, Nirala became the Official Methai Supplier for

the Governor House.

1960s

1967-68 Mr. Farooq Ahmed joined the business when his father fell ill.

During the decades following his joining the business, Mr. Farooq Ahmed was very instrumental in building up the

business. He was more service oriented and wanted to change the concept of selling methai.

1970s

In 1970, Mr. Farooq Ahmed visited Japan and bought showcases for his shop. This was the first time when the

concept of sales persons was introduced.Nirala moved a step ahead in 1971-72, when Mr. Farooq Ahmed decided

that the conventional methods of packaging methai were too uninspiring. He contacted Packages, so they could help

him create his ideas into reality.

1980s

In 1985, Nirala received the World Star Packaging Award from Packages. Nirala's delights were served in the

Islamic Summit Conference in 1974 and also were the favorites of the King of Jordan. In 1982, the outlet was

moved from Fleming Road to Jail Road. This made Nirala more accessible to the rather modern areas of Lahore and

gave its name a further boost.In 1987-88, Mr.

Farooq Ahmed fell sick. His brothers then ran the business for a few years until Mr. Farooq's son (Faisal Farooq)

decided to join the business in 1996.

1990s

During the first few years the business was expanded in the city. Therefore from year 1991 to 1994, Nirala spread in

the major areas of Lahore by opening branches in Moon Market Allama Iqbal Town, Hafeez Center Gulberg and

Sadiq Plaza Shahrah-e-Quaid-e-Azam, respectively. When Faisal Farooq joined the business, he took the business tohigher grounds by deciding not to restrict their potential to a single city. In January 1999, the branch in Islamabad

was opened and was an instant success. The following years saw the rapid growth of Nirala.

Nirala's delights were also served in state dinners during the visit of Queen Elizabeth and Former First Lady of The

United States, Mrs. Hillary Clinton. Nirala's sweets are served in state dinners to date.

2000s

Branches in Faisalabad and Karachi were opened in March and August 2000, respectively. Year 2001 saw Nirala

move to a whole new level when its first international branch was opened in Dubai. Later that year another branchwas opened in Defence, Township, Lahore and one in Rawalpindi in early 2002. Nirala also launched an outlet in

Al-Fatah, one of Lahore's most popular shopping Centers.


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reference. The department, besides carrying out succession planning, maintains and implements HR policies

pertaining to employment, retention and superannuation. Assessing training needs of employees and ensuring

adequate training is also carried out by the professional HR team at Nirala.

Marketing

Consisting of leading marketing professionals of the industry, who are graduates of top business schools of Pakistan,the Marketing Department ensures that from product need identification to product development, launch and post-launch, all strategic decisions are made based on authentic information and research. Identifying the target markets,

effectively communicating to them and building the image of the brands as well as the Companies, is the job of the

professionals running the marketing at Nirala.

Milk Procurment

Consisting of leading marketing professionals of the industry, who are graduates of top business schools of Pakistan,

the Marketing Department ensures that from product need identification to product development, launch and post-

launch, all strategic decisions are made based on authentic information and research. Identifying the target markets,

effectively communicating to them and building the image of the brands as well as the Companies, is the job of the

professionals running the marketing at Nirala.

MIS

The MIS department at Nirala ensures that all automation is running error-free at all times. Regularly modifying and

updating the Company's accounting software is also the MIS team's responsibility.

Production

Modern technology is part and parcel of Production at Nirala. More than 20% of Mithai production at Nirala Sweets

is carried out at automated plants, either imported from abroad or custom-made in the country. Fresh and crisp

snacks products of Nirala Snacks (Pvt.) Ltd., are prepared and packaged on modern machines as well. As far as

Nirala Dairy (Pvt.) Ltd., is concerned, the state-of-the-art plant set up at Tandlianwala near Faisalabad, has a

processing capacity of more than 300,000 litres of milk per day, making it one of the largest in the country.Professionally qualified human resource efficiently works night and day to maintain highest hygiene standards.

Quality Assurance

Quality Assurance is strictly followed in all companies of Nirala Group. Be it Nirala Sweets, Nirala Dairy or Nirala

Snacks, qualified food technologists at this department ensures that highest quality parameters are adhered to

through all steps of production and that the products reach the consumers as per promise.

Retail Stores

Whereas Shop Operations is the sales force of Nirala Sweets, the Retail Sales are responsible for the sale of all

products of Nirala Dairy and Nirala Snacks at all leading retail outlets in the cities and towns where Nirala has

entered. At the moment, Nirala Dairy and Nirala Snacks products are sold at more than 30000 retail shops acrossmore than 50 cities of Pakistan.

Shop Operations


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All operations of Nirala's 39 company managed outlets are run by the shop operations department. This department,

in simpler terms, is the sales force of the business. It includes professionally trained front-line salesmen at the shops,

experienced floor managers, area managers, headed by a General Manager. Identifying strategically new locations

and opening new shops is also done by this team.

Store And Procurement

The Stores & Procurement department working under Nirala Sweets is responsible primarily for procurement of all

raw and packaging material and keeping its record for Nirala Sweets and Caf Gowalmandi.

Supply And Distribution

This department falls under Nirala Sweets and ensures timely and effective distribution of the products to the chain

of Nirala Sweets stores spread all across Pakistan. From transportation management to obtaining route permits and

approvals, is done by this department.

Marketing Strategy

Industry analysis

Sweets (mithai) is in our culture for centuries. It is our cultural heritage; people of our region have different taste in

sweets as compared to west. The western people eat chocolate as sweets but in our region sweets are mithai. So in

every town every city of Pakistan these sweets shops are seen. Lahore and the people of Lahore are known for their

tastes and eating habits so there are many small scale sweet shops in almost every area. Nirala has also started as a

small shop in Lahore but with changing market conditions with increase in purchasing power of customer and their

every day changing taste buds nirala has also improved. Although the tastes of customers in many other dishes are

changing people now a days are eating fast foods and liking Chinese and western dishes rather than our typical

eastern or Pakistani dishes, like we have seen many western dishes in our wedding occasions which shows thechanging consumer needs. But this trend is not in sweets industry the habit of eating sweets is very much in like

centuries before. It is the most essential component of wedding no wedding, no ceremony or other occasion of

celebration is complete with out sweets. with the ever increasing purchasing power people are purchasing sweets inbulk form. Although the industry of sweets is century old but it is not fading with the time it is getting rich day by

day.

Strategic Situation Analysis

Now a days Nirala is known as the most well known brand n sweets industry catering the higher end of the market

continuously improving and expanding. If we talk specifically about the sweets market we find that Nirala is facingcompetition from two sides those who specifically produce deals in sweets and those who produce sweets in

addition to other main products.

The most direct competitors are no where near to Nirala. Niralas revenue is much ahead than others their branch

network is also large expanding every day from cities of Pakistan to other countries in middle east and now toEurope. Therefore Nirala is only Pakistan sweet company which is also in west, as they are opening new shops in U

K and Canada very soon. This shows the immediate competitors and Nirala position which are no where near.Because Nirala has proper setup in the form of fully developed company with departments which control the

different activities from procurement to manufacturing till final selling to customer like any other multinational

organization. They are fully equipped with latest technologies and manufacturing plants, but their competitors are

only targeting small segment of the market they are not been upgrading themselves that is why in the race of

capturing market they are staying behind the market leader Nirala

Nirala has big threats in Pakistan from Gourmet and Shezan bakers in sweets as these are the only few stores who

are catering the same market as Nirala is doing. They also have well established brand name and image. The quality


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of their products is also not less than Nirala. their branches are also not less than Nirala especially Gourmet which is

doing business expansion at fast pace. The organizational structure of Gourmet is well established and their brand

image and perception is also strong so Gourmet can be the biggest threat for Nirala.

Market Vision, Structure and Analysis

Sweets industry in Pakistan is growing. Mithai is used in Pakistan on weddings, celebrations and other happyoccasions. There are many sweets shops in Lahore only. Nirala is in this industry for many decades they been

serving this industry effectively.

Segmenting Market

There prices of Nirala products are higher as compared to their main competitors and secondly they shops and stores

are mainly located costly areas of cities. Keeping these factors in view we can say that there target market is upper

middle to upper class.

Continuous Learning about The Market

Nirala is different from others because they have been continuously upgrading themselves over the years. They

started their business from the inner city congested locality as traditional sweet shop mostly found in cities doing

small scale business and selling only mithai related products or dairy products.

But Nirala has learned a lot from the changing tastes of their customers and their preferences. They changed their

stores outlook made them more modern and updated and introduced more updated functions in stores operation.They have been successfully able to shift their small scale business to a company level business. Their initial area of

business was their hometown Lahore, but they successfully expanded their business to other big cities of Pakistan.

Secondly they continuously keep working on their products and for over the years been able to launch different

successful products in market. Their major focus is on quality of their products so to maintain strict laws of quality

they have separate quality control department.

The other example of their continuous learning about the market is their successful launch of snacks product

category and their dairy products. They launched Nirala milk in the market a few years back although their milk was

not the big success as it has to compete industry giants like nestle, haleeb etc. but their snacks category is successful

and been able to capture a large portion of the market. These snacks are not only available at Nirala stores but at

some other stores also.

DESIGNINIG MARKETING STRATEGY

MARKET TARGETING AND STRATEGIC POSITIONING

If we analyse the nirala target market we came to know that its target market is mainly the middle, upper middle and

the upper class. We come to know about this when we analyze its sweets prices which are much higher then its main

competitors, the quality and the variety is much richer than the others. Secondly major nirala stores are located at thecostly areas of cities. They store environment and the level of cleanliness and the behavior of their staff is not less

than any international product shops. The other most important point is their corporate clients which include

companies big and multinational companies and some big banks also. Nirala sweets provide these big companiessweets on their functions and also their desired packing. These companies order nirala for the sweets and snacks and

nirala earn a large portion of their revenue from these corporate clients .

BRAND IMAGE


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So by analyzing all these unique features of nirala business the immediate positioning of nirala came to mind is that

It is sweet store which gives complete range of sweets,

Employees in a uniform neat and clean.

Nirala sweets are high quality sweets and full of freshness and taste.

Their packaging styles are highly personalized according to the choice of customer and related to the event. Price

vise their positioning as already said is higher price targeting higher class of SEC.

MARKETING RELATIONSHIP STRATEGY

Nirala is practicing the marketing communication tools in the form of hoardings, leaflets, banners, magazines,

newspapers and on public transport. In addition to it they also having promotional activities which are discounts on

the bulk purchase, wedding offers, free sampling on the launch of new product.

Although all these tools are very good and efficient and nirala been able to raise their sales over the years. But in

spite of all these they havent been able to develop TV advertisement campaign. This is seen in the case of niralamilk as it is not been successful enough in the market as nirala didnt have any advertisement in TV for nirala milk.

Target Market Analysis

Demographics:

Mithai is a product well-known among all age group people.

People of all:

Age

Gender

Generation

Family Size

People belong from all ages generally love sweets and our core products so there is no exception likewise teenagers

like it whereas old people dont like it, but in one sense Nirala is targeting more towards people belong from age

group approx 10 to 50 years i.e. including teenagers, youngsters, mature people however age group exceeding 50

years i.e. old usually suffer from different sugar prohibit diseases. So this sector is a low consumer of their

traditional product.

Gender is not an issue at all. Both genders came in the sphere of Niralas target.


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New generation is more concern about new taste and looks, Nirala seems quite conscious about this factor. It is

continuously modifying its products according to the changing needs of the new generation i.e. virtual placement in

order to facilitate the customers worldwide.

Being a server of eastern society like Pakistan where family size is usually large which means strong concern about

events and occasions. Nirala as one of the largest sweet dealers was always be there to facilitate them i.e. whether

its a joyful moment like marriges or a moment of sorrow.

Geographic:

Nirala is targeting mostly the urban areas all over Pakistan

Lahore

Karachi

Islamabad

Rawalpindi

Faisalabad

Sialkot

Kasur

Multan

Gujranwala

Nirala is expanding its network globally

Dubai

Sharjah

UK (opening soon)

Canada (opening soon)

Psychographic:

Marriges, cultural occasions and personal events are the events from which no social class can be excluded.However being a sole marketer of high quality which ultimately leads to higher price, Niralas focus is more towards

societys middle and upper class.

Media Graphics

Hoardings

Banners


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Leaflets

Magazines

Newspaper

Advertisement on public transport

Competitor Analysis

Competitors:

Direct competitors of Nirala Sweets include:

Rafique Sweets

Fazal Sweets


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Brands Leaflets Hoardings Banners Newspapers Magazines Public Transport

Nirala Sweets Yes Yes Yes Yes Yes Yes

Fazal Sweets Yes Yes Yes Yes Yes No

Rafique Sweets Yes No Yes Yes Yes No

Features/Attributes:

Brands Product

Quality Milk Quality Butter Quality Freshness of Product

Nirala Sweets High High High High

Fazal Sweets Medium Medium Medium High

Rafique Sweets Medium Medium Medium High

Benefits:

Brand Name Same Taste Shop

Environment Cleanliness Social High

Class Brand

Name Psychological

Benefits

Nirala Sweets Yes Yes Yes Yes Yes Yes

Fazal Sweets Yes No Yes No Yes No

Rafique Sweets Yes Yes Yes No Yes No

Promotional Offerings:

Brands Discounts on

bulk. Wedding Offer. Free sampling

Nirala Sweets Yes Yes Yes

Fazal Sweets Yes Yes No


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Rafique Sweets Yes Yes No

Nirala Sweets is effectively using the free sampling promotional technique to attract the quality conscious group of

customers. At one side free sample reflects the customer friendliness of the business, on the other hand it also make

a commitment that product category is free from faults and help the customer to make quick decision at the spot.However both fazal and rafique sweets seems to be unaware of the techniques strength to attract major chunk of

customers. However wedding offers and bulk discounts are the factors shared by three competitors.

Product Value Analysis:

Brands Product

Quality Taste

Uniqueness Shop

Environment/

Cleanliness Psychological

Benefits Freshness of Product

Nirala Sweets High High High High High

Fazal Sweets Medium Medium Medium Medium High

Rafique Sweets Medium Medium Medium Medium High

The superior product quality of the Nirala sweets helps to maintain its uniqueness of taste which allows itscustomers to enjoy the psychological benefit of utilizing the superior brand in the market. Unlike the fazal and

rafique sweets whos less emphasis is on product quality that restricts its customers to enjoy such benefits.

Industrial SWOT Analysis

Strength:

Pakistan can be rightly termed as sweet lovers with presence of the sweets become an essential factor in almost

every event, occasion and even for satisfying personal taste. Despite events, people from every age group and

gender came in the lover circle which makes it a unique strength of sweet businesses.

Weakness:


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Large scope in Pakistan also attracted a wide group of sweet dealers who are just concern about the sweet concern

characteristic of the society with not been able to provide quality and health measures. In aggregate its negatively

affecting the efficiency of the industry, if not been restricted may overall spoil the image as a whole.

Opportunity:

Our society is basically an Opportunity Heaven for sweet industries with high utilization of sweet products.Whether we are talking about any marrige ceremony or may be any death event, presence of sweets always therewhile conveying different messages. Even our cultural and religious occasions are considered incomplete without

such a sweet stuff. The core idea is that sweet industry got a tremendous scope in Pakistans society with having

negligible chances for its failure.

Threat:

With the changing trend of the society the traditional shape and taste of our sweets are changing and many other

alternatives are replacing it. Status consciousness is among one of the strongly contributing factors which is

continuously changing customer taste. Such as cake, pastries, ice creams and chocolates are the popular categories

that are giving tough time to traditional desi sweets.

SWOT Analysis of Nirala

Strengths:

Research and Development Center:

By having a strong R&D center Nirala is offering a quality product to their customers. Nirala is offering a product to

their customer in different packing and according to different occasions.

Well Organized Structure:

Nirala has a well organized structure. All the departments perform their work according to the organizational

structure. More than 20% of Mithai production at Nirala sweets is carried out at automated plants.

Computerized Database System:

Nirala has an organized database; all the activities are recorded in the database. Computerized database provides

error free center. It is updated on the regular basis.

Team Work:

All the departments are working as a team such as Quality assurance, Marketing, MIS, HR and Administration etc.

Working as a team increases the efficiency of the Nirala sweets.

Quality:

By applying the various strengths Nirala offers the product to the customer. Nirala never compromise on quality that

is why they are able to capture a huge market share. Sweet is prepared with immense care using traditional and

authentic recipes to give unforgettable taste.


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Customer Retention:

As Nirala is offering complete range of sweets to their customers with the best quality and taste. Nirala is able to

retain the customers because of its brand name and worth of the brand. As retaining the customer is better rather

than switching towards the new customers.

Online Purchase:

One of the major strengths of Nirala sweets is to purchase online. You can now send mithai, flowers and gifts to

Pakistan from anywhere in the world, whether you are in another city or another part of world.

Weakness:

Less Financial resources for advertisement:

Nirala is using less financial resources for advertisement. By using the appropriate resources they can advertise their

product by different tools of advertisement.

Latest Machinery required to increase the Production Rate:

Latest machinery is the key strength of any organization, but Nirala lacks in this point. By using the latest machinery

Nirala can increase the production rate.

No broadcast media is used:

The term broadcast media covers a wide spectrum of different communication methods such as TV, radio,

newspaper, magazines and many other materials supplied by the media and press, so more focus should be on

broadcast media.

Opportunities:

Many cities to capture:

One of the most important opportunities is that Nirala can increase their target market by capturing other cities

which consist of the potential customers.

Brand Worth:

Nirala is the well recognized brand nation wide and it is also operating internationally which means the worth of the

brand is good in the mind of the customers. Because of the brand worth Nirala can come up with the different

market of bakery products.


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New market to explore nation wide and internationally:

It is the great opportunity for Nirala to expand their business and market by exploring the new markets nation wide

and internationally.

Threats:

Gourmet Bakers:

Gourmet could be a big threat because it is also offering a sweet Niralas taste and quality could be the restrictive

force for other to penetrate.

Change in the consumer preference:

Changing of consumer preferences is a major threat of any organization. As if we talk about Nirala sweet now

people prefer cakes overs sweets which have become a major threat.

Fazal and Rafique Sweets with low rates:

Price of Rafique and Fazal are low as compare to Nirala and it could be a threat for Nirala Sweets. However Nirala

is charging high price and also giving high quality to their customers.

Positioning/Personality:

Nirala carries its image in a positive manner. In consumers perception Nirala is producing hygienic products withhigh quality. its packaging is perfectly according to the occasions. For the best quality and impressive representation

of the events people prefer Nirala.

1. Brand Positioning:

Nirala Position their product in the mind of the consumers by offering:

Superior in Price and Taste

Quality

Freshness

Superior Quality Brand Name

2. Brand Image/Personality:

Superior in Price and Taste

Status Conscious (consumers perception)


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Strong Commitment

No Compromise on Taste & Quality

Positioning Perceptual Map

Product Analysis:

The main product because of which nirala was able to make a name for itself and has been continuing to go on and

on is mithai and they are famous for it. So it is their primary product. Apart from this they are also selling other

things and have introduced a lot of other products such dairy products like milk, oil (ghee). As they have been doing

well so they decided to increase their range so that they are not know as a one product company. The product

includes

1. Product Attributes/Features:

The products being sold at Nirala carry the following attributes which are

Quality:

Nirala has been very careful and has been following a very strong standard for maintaining its quality so that

customer is not complaining about its products. Since they are dealing in food products where quality plays a very

vital role so they believe in quality good and healthy product to the customer.

Purity:

Its another attribute which has been taken care of. In products such as mithai where people like that they get pure

things specially in milk and better where there are chances that the customers dont get pure products. Nirala has

made sure that they use pure materials in making of the product so that when the customer gets it they dont feel that

its not pure.

Freshness:


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Food products all over the world are loved for their freshness and if we talk about products which nirala is selling

they should be fresh otherwise customer wont purchase it. Nirala promises to give fresh products to their customers

by giving them those products which they feel are good and healthy to eat and if any product they feel is not fresh

enough they wont give it to the customer.

Good Taste:

Taste is because of which a customer would love to purchase a product again if he likes the taste of your product.For so many years, nirala has been way ahead in the market and leading it on the basis of its taste and it promises to

give good taste to their customer so that they enjoy it.

2. Benefits:

Consumer Point of View:

Same taste:

This is one of the biggest benefits of coming to Nirala that the consumer will get the same taste whenever he

purchases products from nirala its not that at one time the products will taste different and other time they would be

different.

Uniqueness :

One of the strong aspects of nirala is that its sweet (mithai) has a unique and at the same time very nice taste which

no other player in the market is providing.

Large Variety :

The customers can benefit from a large range and variety which Nirala is providing them not only in its major

products which is sweet (mithai) but lot of other products such as dairy products etc.

Cleanliness:

At each and every outlet of Nirala, special emphasis is laid on cleanliness so that consumer feels that he is standing

at a nice place and doesnt get irritated.

Owner Point of View

Social Class:

From Niralas point of view they are benefiting from segment they are targeting which is the upper middle and

upper class as they enjoy a large amount of profit by charging handsome amount and are enjoying huge amount offinancial reward.

Brand Name:


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Nirala is one of the strongest brand name and market leader in its field which enables them to get more benefit out

of it. Since they are one of the biggest as well as the oldest in this field they have established a name in the market

and consumers are automatically attracted towards Nirala.

Functionality:

Because of its taste and since in our culture where people like to eat sweet (mithai) on occasions like Eid, Weddings,for your loved ones/special ones Nirala gets a lot of advantage on these special occasion or when the season of

weddings is on where people purchase products to

Get Respect

Get Love

Get Pride

Emotions are Involved

Packaging:

Nirala offers sweet products in over 80 different types of packaging, all designed by N Design, another company

under the umbrella of Nirala. Besides traditional paper and cardboard, we work with tin, wood, glass and handmade

paper to give you the flexibility and choice in selecting the packaging.

Not only that, our customized packaging division offers a unique service to design your box yourself, with your text

message or photograph on the packing. A wide range of individuals as well as the corporate sector rely on this

personalized service to make their occasions entirely special and worth remembering

Price:

The prices of Nirala Products are high as compared to its competitors in the same segment.

1. Retail Prices of various offers:

Description

Prices

Regular Mix Mithai 250/kg

Luddu/Pannpairay 250/kg

Jaleibi 250/kg

Gulab Jaman 250/kg

Barfee 250/kg

Balushahi 250/kg


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Discounts on bulk.

Wedding Offer.

Broacher's Discount.

Free sampling on the launch of new product.

2. Frequency of Advertisement:

2-3 months gap between Advertisement.

New product launch.

Seasonal/Occasional (marriages, Eid, Eid-Milad-un-Nabi, etc).

This is how Nirala has been advertising. When they advertise after that they keep a gap in between of 2-3 months

and then they advertise again. Usually advertising in done on the launch of a new product to make consumers aware

about it other than that on occasions such as eid where people are inclined to purchase sweet (mithai) they advertiseto attract more and more consumers.

Media opted for:

Following are the distribution of Niralas advertising budget to different Medias:

Media Advertising Budget

Billboards 40%

Banners 20%

Newspapers 20%

Public Transport 10%

Internet & Others 10%

The above figure mentions how much they spend on different medias. Like majority or major amount of the budget

goes to billboards which are located in major sites of Lahore and they are quite expensive as well. Then they also

advertise on banners and newspapers as well. But usage of internet and public transport is not that heavy and mainly

they use billboards to advertise.


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marketing and nirala

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