FINAL PROJECT

Syed Zain Shah

FA 13 DDP BBA 046

PRINCIPLES OF MARKETING

HISTORY:

Initiated in 1990

Pakistan’s leading multi-category Food Company

An international brand sold in over 35 countries.

Over 110 products domestically

Over 100 different internationally.

More than 1500 employees.

6 manufacturing units and 4 warehouses across Pakistan.

VISION STATEMENT:

“To be a Rs.50 billion food company by the year 2020 in the convenience food segment by launching

products and services in the domestic and international markets that enhance lifestyle and

create value for our customers through management excellence at all levels.”

MARKETING DEPARTMENT HIERARCHY:

PRODUCT LINE:

Chinese Sauces

Desserts

Health Foods

Jams and Jellies

Ketchups and sauces

Pickles

Raj Masala

Snacks

Spices

Salt

RIVAAJ

PRODUCT MARKETING STRATEGY:

Raise consumer brand awareness, excitement and involvement.

Promote a special offer or incentive.

Stimulate product sampling and trial.

Demonstrate product/service benefits.

Generate in-store or online site traffic.

Stimulate media interest and industry buzz.

MARKETING MIX

PRODUCT:

Design and physical characteristics

Price

Quality

Classification

PRICE:

Pricing objective

Determining demand

Competitor’s price

Pricing method

PROMOTION:

Push strategy

Pull strategy

Promotional campaign

Sales promotion (Telemarketing, newspapers, etc.)

PLACE:

Distribution chain used in Karachi:

Producer –Wholesaler- Retailers- End user

Distribution chain used outside Karachi:

Producer –Agents- Wholesaler- Retailers- End user

ENVIRONMENT

EXTERNAL:

High population in Pakistan yields high demand

Government taxes

Low income per capita

High competition from the substitute products

Political and legal policies, e.g. subsidies

INTERNAL:

Constant need of skilled and experienced people

Total reliance on private capital and bank loans

Persistent maintenance of customer retention

Requirement of resellers, distribution firms and marketing agencies.

SWOT ANALYSIS

STRENGTHS:

Broad product line

Broad market coverage

Manufacturing competence

Good marketing skills

Enhanced research and development

Brand name reputation

Appropriate organizational structure

Good finance management

WEAKNESSES:

Currently NAF is operating with its full capabilities and the company’s sales manager does not think that there is any internal weakness in the organization.

OPPORTUNITIES:

Expanding into foreign markets

Expansion of core business

Entering related business:

THREATS:

New entrants

No barriers on entry

New cheaper substitutes in the market

Fixed quota system on the company’s imports

BCG MATRIX

COMPETITOR ANALYSIS

Identifying the organization’s competitors

Determining competitor’s goals and objectives

Identifying competitors’ strategies and tactics

Assessment of competitors’ strengths and weaknesses

Estimating competitors’ reactivity/hostility

Determine which competitors to attack

The biggest competitor of National foods is Shaan foods. Every year, NAF spends large amounts of capital in researches to analyze its competitor’s strengths and weaknesses.

ADVERTISING CAMPAIGN

“Humaray Khanay Humara Pyaar” for National Spices

Wedding song by Musarrat Nazir named “Chitta Kukarh Baneyre Te”

“National Ketchup Zaroori”

CONCLUSION

NFL holds a traditional importance in Pakistan

Strong competitive position

NFL should pursue an aggressive promotional strategy to be successful

It should also extend further into product lines such as juices, water and other healthy products

Being the largest spices brand, NFL needs to maintain its position

THANKYOU