national foods ltd
TRANSCRIPT
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