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Marketing Management

A Research Project on Sausages

Food Industry

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DEDICATION

This report is dedicated toall the team members for

their hard work,cooperation; enthusiasmand making this project a

very nice experience.

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PREFACE

Our project was to choose a specific industry in Pakistan (Rawalpindi/Islamabad) and

compare all the main companies lying in that field. We had to find marketing strategies,

target markets, 4 P’s of the companies, competition, etc and all the related stuff of the

companies in that specific industry.

We chose food industry and related products supplying companies serving in

Rawalpindi/ Islamabad. In food industry we had three big companies to work on whichare Euro Foods (Peshawar), Farmers Foods (Peshawar) and Kings Foods (Islamabad).

We appreciate the cooperation of our teacher and our student assistants who helped usdoing work in this project. We appreciate the efforts of all the team members who

provided time, support, and inspiration needed to prepare this report.

We used some tools for our marketing research to know about the market situation.Following were the methods used:

Questionnaire Observation

Personal interviews

We designed three different kinds of questionnaire to get the information about the

companies. First questionnaire was for the customers (end user consumers), second was

for the retailers and third for the hotels, restaurants and fast foods.

After gathering the data, we analyzed the data and did all the comparison on the

industry situation of related companies.

We would like to thank the supportive staff of hotels; retailer and individuals for

helping us conduct the research. Without their corporation, it would have been difficultto complete this report.

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“Marketing is sobasic that itcannot beconsidered aseparatefunction. It isthe wholebusiness seenfrom the point of view of its finalresult, that is,from thecustomers’ pointof view. . . .Businesssuccess is notdetermined bythe producer but

by thecustomer.”

PETER

DRUCK ER

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Group Members

Ahmed Kaleem (BB023006)

Hafiz Qaisar Bashir (BB023006)

Amir Owais (bb023016)

Ali Bilal Shah (bb003009)

Saman Ansar (bb013027)

Mahmood-un-nabi (bb013024)

Umair Asghar (bb013014)

Presented to

Sir Arif Vaseer

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INTRODUCTION 8

INDUSTRY OVERVIEW: 9

MARKET SEGMENTS 9

PSYCHOGRAPHIC: 10

INDUSTRY LIFE CYCLE 10

OVERVIEW OF THREE

PARTICIPANTS 11

EURO CLASSICS: 11

SAUSAGES AND LOAVES...................................................................................................... 12

COMPANY PROFILE: ...........................................................................................................12

LOCATION OF THE COMPANY: ..............................................................................................12

ADVANTAGES OF THE LOCATION: .........................................................................................12

TARGET MARKET: .............................................................................................................13

EURO PRODUCTS: .............................................................................................................. 13

BENEFITS OF THE EURO PRODUCTS: .............................................................................. 14

EURO QUALITY POLICY: ....................................................................................................15

FARMERS FOODS: 16

PRODUCTS: ........................................................................................................................16

BUSINESS MISSION ...................................................................................................17

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MARKETING OBJECTIVES AND GOALS ............................................................17

IDENTIFY COMPETITORS: .....................................................................................................17

DISTRIBUTION: ...................................................................................................................18

SUPPLY CHAIN: ..................................................................................................................18

OPPORTUNITY AND ISSUE ANALYSIS: ..............................................................18

MARKETING STRATEGY: .......................................................................................19

KINGS SAUSAGES 20

LOCATION: ........................................................................................................................20

PRODUCTS: ........................................................................................................................21

INTERNAL FACTORS: ...........................................................................................................23

MARKETING STRATEGY: .......................................................................................23

INTERNAL ANALYSIS ..............................................................................................24

COMPETATIVE ADVANTAGE ................................................................................26STRUCTURE ................................................................................................................26

DIVERSIFIED PRODUCTS .......................................................................................27

CUSTOMER LOYALTY .............................................................................................27

EXPERIENCED STAFF ..............................................................................................27

COMPLETE CUSTOMER SATISFACTION UNDER ONE ROOF .....................27

SYMBOL OF QUALITY AND RELIABILITY ........................................................27

100% INVENTORY LEVEL .......................................................................................28

ALWAYS UPDATED ...................................................................................................28

PLACEMENT IN BCG MATRIX ..............................................................................28

CRITICAL MARKET ANALYSIS: 29

MARKET SHARE: ...............................................................................................................29

PRICING: ...........................................................................................................................30

AVAILABILITY.................................................................................................................... 30

PROMOTION: ......................................................................................................................31

VARIETY: ..........................................................................................................................31

QUALITY CERTIFICATION: ..................................................................................................32

AGE GROUP: .....................................................................................................................33

CUSTOMER R ELATIONSHIP: .................................................................................................33

DISTRIBUTION NETWORK : ...................................................................................................33QUALITY ISSUES (COMPLAINTS): .........................................................................................34

CONCLUSION: 34

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INTRODUCTION

Marketing, the process by which a product or service originates and is then priced, promoted, and distributed to consumers. In large corporations the principal marketing

functions precede the manufacture of a product. They involve market research and

product development, design, and testing.

Businesses are decision-making units. Making ‘right’ decisions should allow a

business to achieve its objectives. To help making marketing decisions a business must

plan effectively.

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Marketing planning is the process by which future marketing activities aresystematically planned. A business’s marketing plan is influenced by the

strategic plans of the business and the overall corporate objectives.

A marketing plan is influenced by internal and external factors, which affect a business.

For our research project we chose food industry and we had three main companiesserving in the industry. We will be giving a brief introduction of each company, its

product, strategies, etc and then there will be a comparison of all the companies.

It is a fast food product and is for the people who want some snack. It has originated

from Middle East, where camel meat is used. It has different ingredients in it such as,

Halal beef meat or Halal chicken meat, portable water, ice, fat, salt and European priceswhich adds up to its taste and makes this product worth while. It is a food product of a

general nature but its availability in a quick succession adds up to its attractiveness. It isalso notable that due to its packaging, it is a takeaway product.

Industry Overview:

Market Segments

Target Market: 75%

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Demographics:

Age: 10-30

Disposable Income: 15000-16000

Location: all the big hotels and retail shops.

Gender: Male and Female.

Average Household: 5 persons per house

Average Apartment Occupants: 3 persons per apartment

Life Style: Lavish

Psychographic:

Internet access: People have Internet access and literate.

Preferences: Expensive and quality products.

Marital Status: Single and married.

Affiliation: Very interactive.

INDUSTRY LIFE C YCLE

Mature Industry:

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Time

Demand

Maturity



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As a whole, the retail industry is in a mature state. Industry growth is expected to

follow that of the economy. Retailers are operating in a high volume, low margin

environment. High sales volumes are absolutely essential for survival. Since there arelimited growth opportunities, retailers are seeking out other means in order to increase

profits. In a traditional retail business model, retailers generally purchase nationally

recognized items from distributors at wholesale demand a much higher degree of operating efficiency than traditional retaining. Due to the prices, mark up the prices,

and sell the items to its customers. With this model, the only basis for competition wasstarting to become price.

Overview of ThreeParticipants

A short and brief introduction about the three participants in the sausages

industry.

Euro Classics:

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Sausages and Loaves

Make your taste buds go wild ready to serve.

Company Profile:

Euro industries are a private ltd. company established in 1997. Euro is the only ISO

9001-2000 certified meat-processing company in Pakistan. Executive Director and a

highly trained and professional staff manage the company.

Location of the company:The company is located in industrial area Peshawar, Pakistan with state of the artimported machinery and ultra hygienic processing area. Imported spices, best quality

beef and chicken meat produce best quality Euro Classics products.

Advantages of the location:

• The house of the CEO is very near to the factory so its easy and very quick for

the CEO to reach at the site if needed.

• They get very cheap electricity.

• They have a cheap labor which decreases the total cost of the company and

• Increases the profits.

• They have the best geographical location over there which is best for

distribution channel and for other facilities required by the company.

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Target Market:The product's major share is bought by the hotel industry and big fast food giants, for

example SARENA, PC, MARRIOT, ITALIAN OVEN, and many others all over in the

country and fast food giants such as PIZZERIA, SUBWAY, PAPA SALIS, PIZZAHUT, the company also targets general people for that purpose that they target big retail

shops such as SEVEN ELEVEN(PESHAWAR), INSAAF(PESHAWAR), OASIS

(ISLAMABAD) and all the big retail shops in popular markets because of the reasonthat the demand of the product is large in upper class and somewhat to the higher

middle class.

The company basically targets generation Y that means they are targeting people from

13 to 29. The product is for both genders males and females. The product is not very

cheap so the income level of the people who can afford the product are people of highincome and good educational level who care about quality over quantity, who care

about hygiene over unprotected meat. Basically people who come under the targetmarket are the elite of the country or people who are more modern than local people.

Euro Products:

Frankfurter sausages: Mildly spiced sausages, an all time favorite.

Frankfurter cocktail: Mini sausages available in all flavors, a nice finger snack.

No FAT frankfurter: Specially prepared frank furter for diet lovers.

Hunter sausages: This spicier beef sausage caters for spicy pakistani taste.

Chicken sausages: A very tasty low calorie chicken sausages, high in taste and

low in cholesterol. Ideal for dieters.

Chicken cheese sausages: Highly nutritious sausages with an amazing taste.

No Fat chicken sausages: Specially prepared for diet lovers.

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Baked meat loaf: Mildly flavored slice cut from a block of meat. Best for

sandwiches at any time of the day.

No Fat Meat Loaf: Fats are completely removed for diet lovers.

Mottadalla pie: Slices of meat with a touch of black pepper.

Chicken pie: With bits of chewable meat in it. Another low calorie choice for dieters.

Smoked veal Meat: Fr esh veal meat cooked in smoke, reducing the fat contents

and cholesterol level.

Smoked chicken cholesterol & Fat free: Tasty boneless chicken breastcooked in smoke. Ideal for dieters.

Beef Salami: Tasty slices of beef used for tea time snacks.

Ingredients: Halal beef meat or Halal chicken meat, portable water, ice, fat, salt

and European spices.

BENEFITS of the Euro Products:

• The products are of the high quality.

• The product is very for growing children.

• The products are extremely delicious.

• The products are certified from ISO 9003.

• No FAT products for dieters.

• Cheese products for high nutrition diet.

• It has a balance diet and low fat in it.

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• It’s called as quick meat and it’s very quick-to-quick and very easy.

Euro Quality Policy:

1) Computerized Machinery

2) Hygienic Environment

3) Foreign Trained Staff 4) Best Quality Raw Material

5) Regular Audit of Management system

6) Periodic training and Orientation of employees

7) Preventive instead of corrective mechanisms

Proper consideration to customer suggestions. All the above points get together andmake a caring innovator that understands your family's nutritional needs and provides

you with an alternative that suits your life style. Euro wants you to “never" compromise

on quality when it comes to "foods". Where as Euro it believes in compromising on its

profits margin but "refuse' to do so on the quality of the following:

1) Products

2) Environment

3) Customer Trust4) Employees

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Farmers Foods:

Products:

Frankfurter Sausages

Chicken Sausages

Hunter Sausages

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Baked Meat Loaf

Chicken Pie

Smoked Chicken

Paprika

Mortadela

BUSINESS MISSION

The main business mission of the Farmers Foods is earning profit by satisfying thecustomers. They have successfully conveyed the message to the market and by

analyzing their current standing in the market we can predict that there businessmission is quite feasible and achievable.

MARKETING OBJECTIVES AND

GOALS

They have the fake but in the right direction strategy for achieving their marketingobjectives. There marketing strategy is appropriate to the product life cycle and

According to the state of the economic needs. They have rating for the product and they

display only the best segment available for the customer. They have effective positioning and they are using their resources very effectively.

Identify competitors:

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As we earlier mentioned that there are only three big companies in this food industry.

So if we look from the Euro classics’ point of view we have two other directcompetitors.

• Kings Sausages

• Euro Classics

This is only the introduction part of the companies so we will discuss in detail aboutthe strengths and weaknesses of the competitors in comparison part.

Distribution:

Farmers Foods has its own distribution network which can serve you anywhere in

Rawalpindi and Islamabad. They have such a fast, active and reliable network.Customers are given the choice that they can order products to their distribution

channel and they can take the products by their selves.

Supply chain:

Supply chain is not only related to the supply of the product but it’s the whole chain of

all the activities related to the product. It include company’s procurement, inventory,

transport system and distribution network. Euro has an efficient supply chain, whichhelps it to reduce the cost of products.

OPPORTUNITY AND ISSUE ANALYSIS:

After summarizing the current marketing situation, the product manager proceeds to

identify the major opportunities / threats, strengths / weaknesses, and issues facing the

product line. That is, the SWOT analysis.

Threat / Opportunities Analysis : Here the product manager identifies the main

opportunities and threats facing the business.

Threats:

Some imported brands of sausages (main threat)

Increasing share of at some places. Though it’s very slow but it is increasing.

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The opportunities according to them are:

The local market

The other cities.

Consumers are showing increased interest in the purchase of their products.

Strengths / Weaknesses Analysis: The product manager needs to identify productstrengths and weaknesses. The main strengths are:

They are the old customers in this field and they have a value in customers’

mind.

Farmers have excellent brand awareness and a high, quality image.

Dealers who sell the Farmers line are knowledgeable and well trained in selling

Farmers have an excellent service network,

The main weaknesses of Farmers are:

They do not have an efficient distribution network.

Their product is good but they lack marketing at some places.

Marketing Objectives: The financial objectives must be converted into marketing

objectives. Farmer’s marketing objectives for this year are:

To increase total sales revenue by 13.5%

To increase consumer awareness by using catalogues, broche ours, flyers and

internet To increase the number of dealers. For instance, they have acquired dealers in

Quetta recently.

To set affordable prices according to the market affordability range.

MARKETING S TRATEGY:

Target Market: Price strategy is going to be applied here and no particular gender isgoing to be targeted.

Positioning: High quality frame was used to give a final elegant look. Imported and

local but quality materials are applied to make the product more tasty and hygienic.

Price: Very affordable keeping in mind the ability of the customers.

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Distribution Outlets: One to one communication. Direct distribution was focused

on.

Service: Quick service. Product delivered as early as possible when ordered.

Advertising: Banners, charts, brochures, web site and email, etc.

K ings Sausages

Location:

Manufacturing Plant of KINGS SAUSAGES is located near Tarnol. Their

distribution channel and main office is also located there at the same place. They supplytheir sausages in big cities of the country. In Rawalpindi and Islamabad, they have

captured the main area as compared to their competitors.

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Products:

FRANKFURTER SAUSAGES FRANKFURTER SAUSAGES (COCKTAIL)

CHICKEN FRANKS BEEF FRANKS

HUNTER SAUSAGES CHICKEN SAUSAGES

GRILL SAUSAGES FISH SAUSAGES

JUMBO SAUSAGES BAKED MEAT LOAF (SLICED)

BAKED MEAT LOAF (BLOCK) MORTADELA (SLICED)

MORTADELA (BLOCK) PAPRIKA (SLICED)

PAPRIKA (BLOCK) 10 O’ CLOCK PIE (BLOCK)

10 O’ CLOCK PIE (SLICED) CHICKEN PIE (SLICED)

CHICKEN PIE (BLOCK) SMOKED CHICKEN BEAST (BONELESS)

PEPPERONI SMOKED VEAL

SMOKED VEAL BEEF SALAMI

SMOKED FISH COOKED BEEF

KING PIE

Marketing manager of Kings Foods (an interview about

general marketing):

The motto of the marketing manger is, “I will become as you desire me.” Marketing is

the process of understanding and influencing markets. Marketing is a process that

marketing managers execute. In a number of instances, a marketing manager does not

manage people, but manages the marketing process.

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Marketing managers have to carry out many activities. For instance, they have tounderstand the market, and this understanding flows from analysis. Marketing

managers spend weeks analyzing their markets before they undertake the development

of marketing plans for influencing those markets.

Once a market is understood, marketing programs and events must be designed for

influencing the market's customers and consumers, and even the firm's competitors.

The marketing events are executed in the markets: advertisements are run; prices areset, sales calls are made, etc. Markets are not static entities and thus must be monitored

at all times. After events execute, they need to be evaluated. The planning assumptions

upon which the upcoming events are based must be continually tested; they are notlonger true then the events may need modification

Here in Kings foods, I do the same as I described earlier. I follow my own techniques

and take decisions whenever they are needed. You can see we have the best distribution

network amongst our competitors. We have captured the main area of our targetmarket. The nature of marketing requires marketing managers and professionals towork together on all aspects of marketing. It is common for the marketing manager to

be at the center of a set of activities being worked on by people within the company and

outside the company.

Marketing Objectives: The marketing objectives

were:

To increase consumer awareness by putting banners and charts

To increase the number of customers inside and outside Islamabad and

Rawalpindi.

To set affordable prices according to the market affordability range.

Some factors affecting organization

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Internal f actors:

The marketing mix

People:

Finance:

Production processes:

External Factors

Political:

Economic:

Social:

Technological:

MARKETING S TRATEGY:

The product manager now outlines the broad marketing strategy or “game plan” that he

or she will use to accomplish the plan’s objectives. According to Kings, marketing

strategies are word of mouth. The marketing strategy is often presented in list form.

King’s respective marketing strategies are as follow:

Target Market: Price strategy is going to be applied here and no particular gender isgoing to be targeted.

Positioning: Emphasis will be placed on quality and on balanced food product. Also

lowest price in Pakistan for sausages.

Product line: Lower prices of sausages, earn more from their best supply chain

management, as they get raw material at cheap prices and they pass on this benefit to

their customers.

Price: Price somewhat above competitive brands, however lowering prices in order toincrease sales and to achieve economies of scale but they give a high quality product in

this price which competitors are failed to give.

Distribution Outlets: Main distributors stay the same, continuously networking,

redefining. Heavy in Electronic stores, increased efforts to penetrate department stores.

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Sales force: Proper scanning to be done, MBA qualified only

Service: Quick service. Shop delivery services.

Advertising: Not much use of electronic media. Just billboards, flyers, brochures,catalog.

Sales Promotion: More emphasis on walk-in-customers.

Research and Development: A proper department for Research and Development

having international standard testing abilities for previous and new products. Expanding budget of R&D to develop better styling of Kings Line.

Marketing Research: Increase expenditure to improve knowledge of consumer-

choice process and to monitor competitive moves and to compete with imported goods.

More emphasis on primary data.

In developing the strategy, the product manger of Kings will talk with the purchasing

and manufacturing people to make sure they are bale to buy enough material and

produce enough products to meet the needed sales volume levels. He will also talk tothe sales manager to obtain the planned sales force support, and to the financial officer

to make sure enough advertising and promotion funds will be available.

INTERNAL ANALYSIS

Weaknesses

• Human Resources trouble. There are 2 major strikes since 1995.

• Financial trouble which is caused by the over-expansion of the increasing fleets

• The big mistakes that its CEO/Chairman has already done, such as over-

expansion, cost cutting etc.

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• Unclear Market Segmentation: Business travelers or Pleasure travelers.

• Low Overall Satisfaction Service (Source: Consumer report, questionnaire)

• Less budgets for advertising

• Their communication with their employees is lacking in some parts of the

organization.

• Because of the big nature of their business they are not being able to counter the problems like cost.

Strengths

• The world largest network in sausages industry in rawalpindi/Islamabad.

They have the highest market share as compared to their competitors accordingto our research.

• The heart of almost every innovation, from discount fare.

•

• Wide and Large channel of distribution and subsidiaries offices

Strong Image Brand/Well perception

• Rapid growth and Ambitious expansion plan.

• EXPERIENCE: The main strength of Kings is that they had the experience of

the market because of their long experience in this field

• PLACE: Place is the one main strength in which they are tackling their

competitors.

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• GOODWILL: Another thing is the name or goodwill that they have created

within that time; the customers have complete confidence in them

• Another reason why their customers are not distracted because of their changein location was that before bringing that big change they started educating their

customers about the change, which they are going to bring in the next few

months.

Opportunity

• It is a necessity product because people always look for a healthy, hygienic and

balanced food.

• They are the current market leaders with heavy share but they still can captureretail shops at some places.

• Technology: (1) Minimize costs and/or use them only where they barelysubstitute for totally measured rupees.

• Sausages food industry is a high growth industry and a huge market

• The opportunity to substitute the traditional less hygienic and unbalanced food

products.

Threats

• Union Labor Strikes

• Government Deregulation, Regulation and Re-Regulation

• Technology. For example: If the industry is not using IT or does not need to use

it effectively and intensely, the chance of doing anything new is low.

• Substitute products, such as Bakers products.

COMPETATIVE ADVANTAGEKings has the competitive advantage on the others in the following manners:

S TRUCTURE

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Internal and external trained employees of the company are a standard and challenge

for the other businesses. Also each and every segment has his separate place in the their target market area.

DIVERSIFIED PRODUCTSThey have such a diversified products structure that if one person enters in any outlet,he gets total satisfaction. All of the products are in some manner related with each

other.

CUSTOMER LOYALTY

Customers are attached with them since long, even before the big change they have

made in their business. So, they are very loyal with them also the entrepreneur is veryloyal with them.

EXPERIENCED S TAFF

The staff is working with them since long so, they all have the understanding with eachother and all have a friendly relationship with each other.

COMPLETE CUSTOMER

SATISFACTION UNDER ONE ROOFAs mentioned many times in the report that they have such a diversified structure that

when one customer enters in he gets each and every thing which he is requiring.

S YMBOL OF QUALITY ANDRELIABILITY

The quality of the products, which they provide are high that is, the main reason thatthe customers are more loyal with them and they prefer the products that they sell, once

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a product has been sold then it is a very rare chance that a customer comes back with a

complain.

100% INVENTORY LEVEL

The inventory level especially of the sausages and related products are always 100%

stock in their godowns and they prefer that they should entertain as much customers asthey can. It has never been happened that a competitor is selling a products that are not

present on their shelf.

ALWAYS UPDATED

It is very necessary for the businesses to remain up to date. In other words we can say

that Kings sausages successfully keep their retailers available with the up to date product that are introduce in the market related to their business.

PLACEMENT IN BCG MATRIX

Company is in star quadrant. The reasons for choosing the companyas a star is that the company is focusing on high investment inparticular

Areas and are now they are moving towards maintaining advantage. They are the country’s emerging leader in the retail industry.

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Market Share High

Market

Growth PLA

Low

Low

High



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Critical Market Analysis:

Our research is mainly based on the questionnaires which tell the real position of the

brands. To get the fair opinion we designed three different kinds of questionnaires:

• For Customers (end user or consumer)

• For Retailers

• For Hotels

Market Share:

In question to the product usage amongst 1) Euro Foods 2) Kings Foods 3)

Farmers Foods, we got the highest marks for Kings Sausages as they the market

leaders with 70% of share.

Table shows the share of each company participating in the market

Euro Farmers Kings

Hotels (out of 20 forms) 3 3 14

Percentage share in hotel industry 15% 15% 70%

Customers (out of 20 forms) 2 4 14

Percentage share in End user customers 10% 20% 70%

Retailers (our of 21 forms) 4 2 15

Percentage share Retail market 19% 9.00% 72%

Total (Out of 61 forms) 9 9 43

Percentage as Total 15% 15% 70%

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Market share in Sausges industry

Kings,

70%

Farmers

, 15%

Euro,

15%

1

2

3

So it is clear from the table and from the graph as well that kings sausages has a major

share of the market, and other competitors have very less part of the market but this isalarming for Kings Sausages that competitors share is increasing as compared to the

previous years.

Pricing:Customers are satisfied with the prices of the products and most of the customers

mentioned the kings’ brand name for best pricing. 70% customers favored Kings

pricing, 15 % for Euro and rest for the Farmers. We asked them that if they increasetheir prices then would you still like to buy the products and the result was amazing.

Almost 100% of the customers agreed to us, they all are ready to pay more to get good

and hygienic food.

So I think there is more room to grow for these companies, customer is willing to buyand even ready to pay more if they provide good food.

Availability

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According to the customer, these companies have availability issues. They should make

sure about their availability of their products to the customers.

We visited some places and asked customers about availability issues, in response

Kings have 85 % availability, 10 % goes to farmers and only 5 % to Euro.

5% 10%

85%

0%

50%

100%

Euro Farmers Kings

Availability of the products

Series1

Promotion:Only Farmers and Kings are concentrating on their promotional activities, others are

not really concerned about it. We got the highest response for the Kings food in

promotional activities but Farmers has satisfying promotional activities.

Euro Classics really have to work on it. They are falling very behind in their activitiesin relation to the promotion as compared to their competitors. This shows lack of use of

marketing tools, which affects sales and profits as well.

Variety:

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In response to the variety, Euro and Kings have satisfying figures. According to the

customers they are proving good and hygienic sausages products with great variety butFarmers do not have broad variety.

Farmers do not provide their customer with great choices in their products and theyreally have to work on it. This is alarming for them because more variety always

attracts customers. When you provide more variety, you get the attention of the

customer.

Variety in the products

35%

6%

59%

0%

20%

40%

60%

80%

Euro Farmers Kings

Series1

Quality Certification:

We asked questions about the quality certification of the products like ISO 9003 etc. of

course customers are conscious about the quality of the products and resulted figures

shows it but surprisingly 4 % answered this question in NO and we were amazed by

listening to that.

Looking at the YES figures we can say that people want their products to be hygienic

and they should fulfill all the criteria’s of quality.

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Age Group:

In response to the age group, we found out that their target market is teenagers. People

who are teenagers have the major chunk in the buyers. Figures show that people with 8

years of age like to eat and above 22 also like to eat but major part is captured by theteenagers.

Customer Relationship:

In response to the customer relationship, Kings has the highest marks. Their

distribution staff and suppliers are very cooperative to their customers. They are

friendly to the retailer and the hotel people where they supply their products.

Distribution Network:

Kings has the best distribution network in the market. Customer don’t get response

from Farmers, Euro has satisfactory results.

Customers get less response from Euro and Farmer and one big reason for this is

because they are located in Peshawar and they don’t easily response to the customers.Kings has the advantage of location; they are near to the customers. They provide their

products in time and they can call Kings Staff anytime when warranty or some quality

issues arises.

Distribution

31%

9%

60%

0%

20%

40%

60%

80%

Euro Farmers Kings

Series2

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Quality Issues (Complaints):

According to our research Farmers has many quality issues about its products. Retailers

get complaints from the consumers about the quality of the product. Kings has

complaints as well but they are very few as compared to the others.

Their may be some other reasons like Euro has very less share in the market so lesschance of getting complaints whereas kings has a big market share so if we compare

market share of these three their complaints then we can say that Kings has good

quality products.

Conclusion:From all these activities, we can state that kings is the best and at the top in this

industry due to some factors which are as follows:

Customer relationship

Hygienic Products

Fast and Reliable Distribution network

Broad Variety of products

Customer services

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And many more

Farmers and Euro are the followers with same market share of 15% each. Retailers and

Hotels prefer Farmer as compared to Euro but Euro has approached the end user

customers with some advertisement and good promotional activities.

From this report one thing is clear that Farmers and Euro has room to grow againstKings because people are ready to pay more money if they improve quality.

MOHAMMAD ALI JINNAH UNIVERSITY - ISLAMABAD

CAMPUS

QuestionnaireFor customers

Q # 1 In your view which product is the best in quality and taste?

1) Euro Foods 2) Kings Foods 3) Farmers Foods

Q # 2 Which Company has the best pricing?


Q # 3 which Company’s products are available at most places you buy from?

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Q # 4 who’s promotion have you seen the most?


Q # 5 Who has more variety in their products?


Questions the owner of the company wants to know.

Q # 6 Would you pay more money for better quality?

Q # 7 Do you give importance to quality certification like ISO 9003, etc?

Q # 8 Would you prefer expiry date on product or not?

Q # 9 Which age group in your family like the product most?

Q # 10 Any suggestion for any new product?


CAMPUS

QuestionnaireFor Hotels

Q # 1 Who’s product do you use and why?


Q # 2 Are you satisfied with the supply of the product?

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Q # 3 Would you change the Company if you get a chance and which company would

you like to choose?


Q # 4 Do you care about certifications of the company like ISO 9003, etc?

Q # 5 Who’s product has the most variety that would help you in your food?


Q # 6 Why did you choose EURO foods or why not?

Q # 7 You think their management is helpful and cooperative with you?

Q # 8 Do you have any complaints for their products?

Q # 9 Are you satisfied with the quality and packing of the products?


CAMPUS

QuestionnaireFor Retailers

Q # 1 Which brand is doing well in the market and why?


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Q # 2 Among these three brands, whose distribution is better and which company

supplies the products in time?

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Q # 3 Do you get complaints from the customers for any of these brands and which

brand has the most complaints?


Q # 4 Are their any hidden benefits given to you by any company? If yes then chosewhich one.


Q # 5 in your view who is doing better promotion of their product and what is that?



Q # 6 Do you have enough shelf space for products?

Q # 7 What about quality sausages with high prices? Would you like to buy or you

think customers would buy?

Q # 8 Do you get personal preference from any of these three companies? If yes then

on what basis?

Q # 9 You think customers are willing to pay the extra amount if any company

increases the price from RS. 8 to RS. 10 and for which brand?

sausages food mm

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