Professional Documents
Culture Documents
ACKNOWLEDGEMENTS:
Allah Almighty:
First of all I am thankful to God who gave me strength to work and due to His blessings
finally I am able to complete this project on time.
My Parents:
I am also very thankful to my parents who support me in every walk of life and always
encourage me to work hard. No one can survive without the prayers of his\her mother. I
am very thankful to my mother specially and I wish her a long life.
Rivaaj
National Food
In this innovative age of ever changing lifestyles, fuelled by the rampant development of
technology; consumers have been compelled to change their eating habits. National
Foods responds to this challenge of developing innovative food products based on
convenience and fast preparation in line with modern lifestyles and yet retains traditional
values through its impressive collection of food products.
The brand delivers its ultimate promise by consistently delivering value to its consumers.
National Foods enriches family relationships by bringing people together for family
traditions, feasts, and seasonal holidays and of course - everyday life.
We bring value to all our customers by enriching their experience of using our products in
ways that help them become the center of attraction for their family that wins praise
every time.
Rivaaj
National Food
Company Mission:
To deliver consistent quality to our customers using pure ingredients,
authentic recipes and the best available technology
To maintain close and direct contact with our customers through consumer
insights and dedicated service
Vision Statement:
To be an innovative, marketing and research oriented company
To be a leader and take advantage of our leadership position in all categories of
products
To develop products in line with market potential through the means of
indigenous technology using R&D
Market our products globally
Rivaaj
National Food
Keeping in mind all these questions, We, National foods has a R&D team who work on
all these issues and then bring a new trend in market. We always look for the customer’s
benefits and quality products.
Product Specification:
Home cooked meals are a daily tradition in Pakistani homes. Meals that calls for hours of
preparation in chopping, peeling and grinding. Frying onions and tomatoes. Now National
has simplified this entire process into three simple steps with the introduction of a
complete recipe cooking paste. Just add meat, cook and voila, enjoy some of Pakistan’s
most delicious cuisine.
Rivaaj
National Food
Product Brand:
As National food is a known name in market, it
has already different brands in market like Jams,
ketchup, Achar, Kheer mix, Custared powder, etc.
Now National food is introducing a new brand
named Rivaaj.
Biryani Paste
Karahi Paste
Quorma Paste
Rivaaj
National Food
Marketing mix
Four Ps are the most important factors for any company in making the marketing plan. To
be specific, these 4 Ps are
Rivaaj
National Food
Now we discuss each of these Ps regarding National food. Each of 4 Ps has significant
importance and each will be discussed separately.
Product:
Product is a term covering goods , services , places , persons and ideas .
We are introducing a radical design that hasn’t been introduced in the market so
far. It will be a multi shades rapper, which has cooking paste inside. Just add meat, cook
and voila, enjoy some of Pakistan’s most delicious cuisine.
Price:
Keeping in view the economic conditions of the country and the purchasing
power of the people it won’t wise of to introduce a very expensive product specially
when introducing a new product so our product’s price will be affordable for all the
classes of people . from middle class to elite class .
Quality:
Price and quality go side by side normally the thing that happens is that most of
the low prices goods are poor in quality but as we are introducing a new product so our
first main objective to pant our foot in the market so we won’t go for higher profit but we
will go for better quality in low price.
Rivaaj
National Food
Classification of product :
1) Consumer goods
2) Business goods
1) Convenience goods
2) Shopping goods
3) Specialty goods
4) Unsought goods
Convenience:
Our product falls in the category of convenience goods, these includes the
goods for which the customer doesn’t have to put a lot efforts.
Products like shaving creams, toothpastes and food items fall in the category of
convenience goods
Product development:
Product development procedure includes the logical sequence of
one-time activities.
Rivaaj
National Food
Idea generation
Screening of idea
Business analysis
Prototype development
Market testing
Commercialization
Idea generation:
Screening of idea:
Business analysis:
Prototype development:
Rivaaj
National Food
Market testing:
This is the most important stage for the product development. After
making the prototype, we start to market the sample on test basis. We can market it on big
stores with something for free so that the customer can get used to it. Or we can market
our samples through our own stalls in big stores.
By doing this we can gather the response of the customers.
If the test doesn’t come out to be successful we can go back the problem area that is on
any previous step that we have performed before this.
Commercialization:
Next comes the launch stage of the product, and this is done after
receiving the good response. If the response is successful we’ll go for full scale
production. There’s no concept of half scale production when it comes to market the
product.
Product adoption:
Awareness
Interest
Evaluation
Trial
Adoption
Confirmation
Awareness :
For a product to be successful we should generate awareness amongst the
people. The awareness can be before the, launch of the product or may be after.
10
Rivaaj
National Food
And the best way to generate the awareness is through proper marketing and
advertisement.
Interest:
As it happens not all the people of the target market will get interested so we have
to develop the interest amongst the people, and this will again be done through proper
marketing, as our target market is ladies, so we would market our product by giving the
proper incentive because the house wives are attract by incentives. We can hire people to
stand on our stalls who will promote the product with proper advertisement.
Evaluation:
Next phase in product adoption is the evaluation; the prospects that showed
interest in our product will now judge our product on the basis of price, quality and
advantages as well. This the phase in which the prospects compare different products as
we have produced a quality product with low price so our product will definitely have an
edge over the other products available in market.
Trial:
If the prospect’s evaluation comes out to be positive then comes the trial phase in
which he buys the new product on trial basis. This is where the success story of any new
product starts, that is if he was to buy 4 food powders for the whole month then he would
try our new paste for the delicious food as well.
Adoption:
Next is the adoption phase and this is more of the monitoring phase on the part of
the company because they keep the track of the customers that have bought the product
and check if the sales are increasing then it means that the product is being adopted by
the customers.
11
Rivaaj
National Food
Confirmation:
If we like the new product then we recommend others to buy it and this
will result in more sales.
Adoption categories:
1) Early adopters
2) Late adopters
Early adopters:
They include innovators and early adopters; innovators are the groups of
people who are the first ones to adopt any new product or style. Although they are very
less in percentage but they hold the key to products success because they lay the basis for
the rest of the people falling in this category, which are the early adopters, and early
majority people. Both of the last two groups in this category belong to more or less the
middle class society of our country and this is a huge group to target.
The center of our target will be the innovators because they are from elite class of the
society, which are not afraid to experiment, and if we managed to home them, we can
easily capture the other groups as well.
Late adopters:
12
Rivaaj
National Food
Pricing:
This is another very important aspect in marketing a product. Because most of the people
in our country adopt or buy any product because of its low price and high quality so our
main objective is to make a low price and high quality product.
Every firm has it’s own pricing objective it may either may
to.
Well the pricing objective of our company in the beginning would be to capture mass
amount of market share because if we manage to do so then automatically with the
passage of time we can become the market leaders and can maximize our profits.
Determining demand:
Estimating cost:
13
Rivaaj
National Food
Fixed cost:
This is the one time cost and will only be extended when we are to extend
the business. It includes the cost of machinery, land, and setting up of infrastructure etc…
Variable cost:
This includes the cost on monthly and daily basis like raw material, labor,
printing, utility bills, printing, promotional budget etc …
We will go for retrograde pricing because there are a lot of alternatives available and
competitors are also there in the market. We have to establish our selves in the market so
it will be better to set the market price and then analyze it whether it is suitable or not
after taking out the profit margin.
14
Rivaaj
National Food
PLACE:
Determining the place is very important process because it is the distribution channel, and
the role of distribution channel is to take the product to its target market. Company
decides how, when, how much quantity and where to place the product so that it is easily
accessible to the customers.
Our target is to sell our product in almost all the big cities of Pakistan, but we will take
start from Karachi.
Distribution Channel
Role of Distribution Channel:
Middleman is of lot of concern for the distribution of our product. Middle man
involvement is necessary for our product because our product is not that kind of in which
we direct contact with end user, so that’s why we need the role of middle man which
specifies the role of our distribution channel.
This distribution chain will be for Karachi. In Karachi those wholesalers will be selected
who deal with the major markets and big stores of all the parts of Karachi.
This distribution chain will be used out side Karachi for different other cities. From
where agents will be used to distribute our product in different other cities.
15
Rivaaj
National Food
PROMOTION:
Promotion is to inform, persuade and remind a market of a product an organization is
selling in a hope to influence customer feelings and buying behavior.
By adopting the promotional method we want to inform the market about our new
product, with the hope that it will influence the customer feelings and buying behavior.
Promotional Strategy:
Both pull strategy and push strategy will be executed to make a good image in the minds
of consumers and to promote the sale.
Push Strategy:
For an effective push strategy wholesalers and retailers will be advised to increase the
sale of our product. For this purpose we will offer them different incentives and good
profit margins so that they convince their customers to buy our products.
Pull Strategy:
16
Rivaaj
National Food
Promotional Campaign:
A survey conducted by National food advertising agency owned by company itself shows
that correct media selection has helped company achieving communication goal. As a
combination of different types of media used (TV, Radio, Newspaper) by national food,
50-70 % people are accessed out of whole population of Pakistan.
National food spends lots of efforts on promotion of its products as management thinks it
is the essence of marketing that you communicate effectively with your target customers.
Sales Promotion:
Advertisement will be done in such a way that people will be waiting anxiously for our
product. We will start giving a surprise to people that something useful for them is
coming to serve them. We will adopt this way because our product is going to be
launched for the first time in the market.
We will also use billboards to promote our product.
Newspapers:
We know that newspaper is very effective and inexpensive media to convey the message
to target market. Newspapers will be extensively used to promote our product. General
awareness and advantages of our products will be given to the prospect users.
Seminars:
To start with an effective sales promotion some introductory seminars will be conducted.
In which all the wholesalers will be invited from different parts of City and Country.
They will be introduced with our product and sales and promotional plans. We will brief
them about the incentives we are going to offer them. We will convince them about the
strength of our product.
17
Rivaaj
National Food
Television (telemarketing):
We know that TV is very effective media now days. We can convey our message to all
the prospects very effectively. Different ads and commercials will be run at different
times preferably during family programs (dramas). To use TV intensively is our long term
strategy, which will last the image of our product in the minds of customers for a long
span of time.
Doctors will be invited in the TV advertisement. They will discuss about our product
because this product related to food so this could convince to the health conscious people.
Through Doctors we will generate the idea about our product that how much it is
necessary in our daily life. Through this we will establish an effective link between our
product and user.
Our relation campaign will also target different cooking schools to generate awareness
about the use of our product. We will try to make ladies our advocates.
National food also arranges different types of funfairs, cat walks, cooking competition,
kids show, singing competition etc… to promote its products and invoke the interest
among people.
18
Rivaaj
National Food
External environments
Demographics:
As we all know that the size of population and the growth rate in our
country is very healthy so it means we won’t have future threats regarding the less growth
rate, because if the growth rate of the country is low the company may have problems is
selling their product in future. Age distribution won’t be a problem as well because our
main target market is ladies and we all know that there’s no shortage of young aged ladies
in our country, house hold size may cause a bit of concern to our product because the
lesser the house hold pattern the higher would be the sales.
Economic conditions:
Competition:
Competitors are always the biggest threat to any product this threat could
be in terms of brand competition, substitutes, image competition and rival companies.
Although the product, which we are introducing, is new in it’s kind although there are a
lot of food powders that are for food but this will be unique in it’s kind because it is a
new trend in paste form. We are increasing the product line of an organization so
definitely our company already possesses an image in the market. Although there are a lot
of substitute brands that have powders in the market and would give us tough time but the
competition will be only in terms of powder mix and not the other features.
19
Rivaaj
National Food
Political and legal forces will affect our product. For instance if
the government is business oriented then definitely they would promote the business, the
government would give more incentives to business companies in order to boost the
economy. The incentives could be the in the form of less wealth taxes etc…
Technology:
Technology plays a very vital role in the product success .use of technology
helps in attracting people and making a better quality product.
We will definitely use the latest technology, and in our product the use to technology will
be in making product design and logo. In the beginning we hire some company to print
our logo and design. But later on we can develop our own printing section.
20
Rivaaj
National Food
Internal environments
Human resources:
Human resources include the social capital that we hire for our
company, the employee that we hire are skilled and experienced because we are
launching a new product so we need to have experienced staff which can help us in
achieving our objectives in less time. National food has its proper R&D team who works
only on the product development and to maintain the quality as well.
Financial resources:
Arrangement of finance is a core issue, and for that we won’t rely
totally on private capital because a large amount of money will be required so we will
take loan as well.
Information resources:
Customers:
All the companies have to keep updated study of their customers and in case of National
food the company has always maintained excellent customer retention. Value of
customers for National food can be understood by the factors that National food spends
lot of efforts (financial and human resource) on customer research.
21
Rivaaj
National Food
Intermediaries:
Marketing intermediaries help the company to promote, sell and distribute its goods to
the end users. Intermediaries include resellers, distribution firms and marketing agencies.
All over Pakistan National food has strong dealers network that are working constantly to
provide National food products as well as taking care of after sales services.
SWOT Analysis:
SWOT analysis plays an important role to evaluate the performance of any organization.
This is most commonly followed set pattern to analyze the strength, weakness,
opportunities and threats. For any company strength and weakness are internal elements
and threats and opportunities always come from outside the organization.
Strengths:
National food has very broad product line that includes different types of Masala
powders, Kheer mix, Ketchup, Custared powder, Pastes, Achar and many more..
National food occupies 80% market share in powder mix market and one very obvious
reason for that is strong and very broad market coverage. According to Sales and
purchase Manager National food, they have excellent market coverage all over Pakistan
and citizens of each city have easy access to sales and display centers.
22
Rivaaj
National Food
• Manufacturing Competence:
National food has engineering and technical staff of the highest caliber that is capable of
manufacturing such products that differentiates National food products from its
competitors. National food posses specific manufacturing competence for example use of
imported machinery and a high quality ingredients in manufacturing of powder mix that
maintain the quality of product.
National food’s efficient marketing team in Pakistan has over the years played a crucial
role in developing public awareness. National food has its own in-house advertising
agency for promoting all National food’s products.
National food is among those few brand names that have earned a lot on the basis of its
brand reputation. However the fact is that company has seen tiring 34 years of hard work
to achieve this brand image. Brand name is a source of vital strength for the company and
is known all over the market place.
23
Rivaaj
National Food
Weakness:
Currently National food is operating with its full capabilities and Company’s sales
manager does not think that there is any internal weakness in the organization. Because
Company has a good repute in market and working with full concentration to improve its
image in the minds of people.
Opportunities:
The biggest opportunity for National food currently is exploiting new market segments.
After achieving good market coverage all over Pakistan, National food is now trying to
expand its business in Middle East and Central Asian states.
National food started as powder mix producers but soon after gaining rapid market shares
in powder mix, Company considered expansion of core business as a major opportunity.
Today Company has wide range of products that it has achieved by expanding the core
business.
24
Rivaaj
National Food
Entering those new businesses that are related to current business is a high potential
opportunity. For example company has entered the related businesses like Kheer mix,
Ketchup, Custared powder, Pastes, Achar and many other things.
Threats:
• New Entrants:
The biggest threat for the Company has been the entry of new competitors in the
market has made National food management think that they will have to adjust the
pricing or to provide some handsome incentives to customers in competition with
other brands in market because Company does not want to lose its market share.
• No barriers on Entry:
Government has not fixed any hard rules upon the entrants in this industry. Any group of
companies that is financially strong can enter this industry without facing any strict
barriers. This is another threat for National food that more and more entrants coming in
this industry and the profit margin shrinking gradually.
In Pakistan, some other companies like Star has started competing National food with its
Custared powder and Achar. It has formed a new form of industry competition. Star is
producing its products at a cheaper price and price war is already on.
• Government Legislation:
The production department of National food uses special machinery that has to be
imported from abroad. Government has fixed a quota system that company cannot import
25
Rivaaj
National Food
it more than a specific ratio. This quota system is creating a threat for company and soon
company needs to find an alternative.
26
Rivaaj