2011 SHAN FOODS PICKELS Marketing Plan Adeel A. Siddiqui 11262 - PDF document

2011 SHAN FOODS PICKELS Marketing Plan Adeel A. Siddiqui 11262 Adnan Waqar 11828 Mansoor Ahmed Khan 12140 Tanveer Manzoor 12282 Zeeshan Memon 12045 Shan Foods Private Limited Plot D – 29, Sector 23, Korangi Industrial Area, Karachi, Pakistan Tel: +92-21-5115262-68 Fax: +92-21-5053080

CONTENTS Executive Summary .....................................................................................................................1 Introduction ................................................................................................................................2 Situation Analysis ........................................................................................................................2 Market needs ..........................................................................................................................2 The market ..............................................................................................................................2 Market trend ...........................................................................................................................3 Market growth ......................................................................................................................3 Supply chain channels and logistics .........................................................................................4 The Company ..............................................................................................................................4 Company Profile ......................................................................................................................4 Background .............................................................................................................................5 Mission ....................................................................................................................................5 Fully Equipped, Modern Facilities ............................................................................................6 Final Route to Perfect Creation ................................................................................................6 Product Offering ......................................................................................................................6 Differentiation and Positioning ................................................................................................6 SWOT analysis .........................................................................................................................7 Strength ................................................................................................................................7 Weakness .............................................................................................................................7 Opportunities .......................................................................................................................8 Threats .................................................................................................................................8 Competition ............................................................................................................................8 Marketing Strategy .....................................................................................................................9 Value Proposition ..................................................................................................................10 Critical Issues .........................................................................................................................10 Financial Objectives ...............................................................................................................11 Marketing Objectives .............................................................................................................11 Target Market Strategy ..........................................................................................................11

Messaging .............................................................................................................................12 Branding ................................................................................................................................12 Marketing Mix ...........................................................................................................................12 Product (Pickel) .....................................................................................................................12 Packaging ..............................................................................................................................13 Pricing ...................................................................................................................................14 Placement .............................................................................................................................14 Promotion .............................................................................................................................15 People ...................................................................................................................................16 Category Goals ......................................................................................................................16 Controls ....................................................................................................................................17 Implementation .....................................................................................................................17 Keys to Success ......................................................................................................................17 Market Research ...................................................................................................................18 Contingency Planning ............................................................................................................18

EXECUTIVE SUMMARY Shan Foods is a brand identified by its Quality and Taste that has been delighting the growing culinary needs of urban/rural population. The marketing mix includes the traditional, taste and quality products which are produces to meet specific needs of demographics, the pricing strategy, and promotions. The analysis of internal and external strength of the organisation, competitive environment enables the team to propose dynamic and constructive strategies for the successful compliance of company’s objectives and strategic mission. The marketing strategies are outlined to gain major market share across Pakistan with distinguished culinary products. It focuses on the Organizational Objectives and Market Propositioning. The forecasted growth in Pickles SBU is 67% during 2011. The accomplishment and success of Shan Foods Pickles will be measured with the capture of market share in terms of economic value and the increase in the brand value. Chapter: Executive Summary 1

INTRODUCTION The adaptability of any new and innovative product is initially very slow and therefore conducting a descriptive study of the market is necessary before the launch of any such product. Shan Foods is about to launch RTEM (Ready to eat meal), a new product range for Pakistan, with different variants. It provides the convenience of cooked food product, packaged in retorted pouches, which can be heated directly through microwave and then served. SITUATION ANALYSIS MARKET NEEDS Shan is serving their customers with progressive, healthy and tasty pickles and many other similar products considering the growing needs of both domestic and international market. Each and every item out of our product range has been made with great skill and hygienic standards so that everyone from youth to house wives can use and enjoy Shan’s unique taste. Major factors considered are • taste • aroma • hygiene • packaging quality and convenience Customers usually have involvement for pickle’s taste, ingredients and hygiene. Their decisions Chapter: Introduction are based on promotions or word of mouth this is because they are familiar with that particular product which in our case is Shan. Dissonance – Buying Behavior. THE MARKET 2

With its new range of pickles, Shan has mainly targeted the urban market of Pakistan and aims to penetrate globally where many Indians and other Asians brands of similar offering products are also in completion. Similarly many local, both branded and unbranded products are in competition. Geographic Density Urban and Metropolitan cities Local Karachi, Lahore, Islamabad, Peshawar, Quetta International Dubai Demographics Gender Male, Female Age All Social class Middle and Upper Income More than Rs.10,000 Occupation Working Women, House wives, Professional, students Psychographic Personality Those interested in traditional food items in accordance with new modern packaging etc. MARKET TREND Although fast food and other untraditional food products are gaining popularity in Pakistan, yet local and traditional items are no way lagging behind in competition and people are still looking Chapter: Situation Analysis for different local food items. Shan’s Pickles provides a unique combination between tradition and modernization and hence serves the needs of urban population. MARKET GROWTH 3