Acknowledgement We have the pearl of our eyes to admire blessing of the compassionate andomnipotent because the words are

bound, knowledge is limited and time is shortto express His dignity. It is one of the infinite blessings of almighty ALLAH thatHe bestowed us with potential and ability to complete the present training andmake a material contribution towards the deep oceans of knowledge.First we avail this opportunity to bow our head before ALLAH almighty inhumility who given us the wisdom and perseverance for completing this piece ofreport.We invoke peace for Holy Prophet Muhammad (P.B.U.H) who is forever torch.We feel highly privilege to ascribe the most and ever burning flame of mygratitude and deep scene of devotion to the Prof. Irfan Iqbal who taught usbusiness project with heart and also gave a guideline to this report

Table of Contents Company Profile..7

Board of Directors.7

Audit Committee.7

Director & company Secretary.. 7

Auditors7

Chief Financial officer7

Legal Advisors7 Brief History .8Vision & Mission Statement9Product Range10

Local Consumer Products

Exports Process of making.

Fruit Juice - Production Process Flow

Fruit juice production process

Packing

Storage..

Product Shelf life

Shezan International Limited TwistJEETO JOSH SE! 2 1 INTRODUCTION: 1.1BRIEF HISTORY: The companywas incorporated in 1964 as aPrivate Limited Company, with themain objective to set up an industrial undertakingfor manufacturing of juices, squashes, sherbets, jams, pickles and preserves from fruits andvegetables. Shezan International Limited wasconceived as a joint venture by the ShahnawazGroup of Pakistan and Alliance IndustrialDevelopment Corporation of U.S.A.The agricultural background of the Pakistani sponsors induced them to establish thisagro-

based industry. Taking advantage of abundance of fruits available in Pakistan andthe advanced technology provided by the American partners, Shezan became a pioneer inthe field of converting fruits into pulps, concentrates and juices.Today Shezan is the largest food processing unit having developed and installed thecapacity to meet the country's local as well as export needs. In 1971, Shahnawaz group[1] purchased all the shares of Alliance Industrial Development Corporation. Thecompany has since shown sustained growth in both domestic and export fields. In 1980-1981 a separate unit was installed in Karachi which now caters for Karachi, Sindh andexport demand.A new bottle filling plant was set in 1983 in the Lahore unit, increasing the capacity fivefold. An independent Tetra Brick plant was commissioned in 1987 making the unitleading manufacturers with the comprehensive range of production in the fruit processingfield in Pakistan.In the year 1990 it was decided to install a juice factory at the Hattar industrial estate inNorth West Frontier Province of Pakistan. In order to take advantage of the governmentincentive new wholly owned subsidiary of Shezan International Limited was incorporated

Shezan International Limited TwistJEETO JOSH SE! 3as Hattar Fruit Products Limited which was later merged into the parent company.Complete bottling plant locally manufactured along with four lines of Tetra Pak wasinstalled, three are filling 250 ml juices and one line is for 1000 ml packs. In allrespects the subsidiary is now a complete unit and is manufacturing the complete range of Shezan products except for pickles and canned products. 1.2VISION: To be known leader of quality products in the region. Dedication to quality is a way of life at our company, so much so that it goes for beyondrhetorical slogans. It is the objectives of Shezan International Limited to produce andprovide products and services of the highest quality.In its activities the company will pursue goals aimed at the achievement of qualityexcellence and succeed as a profitable business. These results will be derived from thededicated efforts of each employee in conjunction with supportive participation frommanagement at all levels of the company.The company is aiming to pay its role in the economic development of the country and toenhance the living standard of the people.

1.3MISSION: A statement of the organizations purposes what it wants to accomplish in the larger environment. 1.3.1 Company Mission Statement: The mission is to be the largest food processing unit having developed and installed thecapacity to meet the country's local as well as export needs. 1.3.2 Market Oriented Mission: They want to be the recognized industry leader in quality and services. Providing morethan expected for their customers, employees and stakeholder. They will accomplish thisby maintaining a tradition of pride in their products growth through innovation integrityin the management of their business and commitment to team management and qualityimprovement process.

Shezan International Limited TwistJEETO JOSH SE! 4 1.3.3 Product Oriented Mission: The companys mission is to provide the highest quality fruit and vegetable related juicesand products to retail and food services customers. Sweet and Sour Fresh and Refreshing

Rich in vitamin 1.4MAIN PRODUCTS: The company started its business mainly from the juices as pioneer in juices in Pakistan,with the passage of time by the increasing demand of its products; it introduces varioustypes of food products and sustained their standards accordingly. Shezan is mainlymanufacturing and dealing following line of products. Chutnies Cooked Food Fresh Fruits Juices Jams, Jellies, Marmalades Pickles in Oil and Vinegar Tomato Ketchup and Sauces Vinegars N.R. Bottles 240ml Twist Juices 250ml Tetra Juice 250ml

 All Pure 1000ml Squashes 735ml Syrups 735ml Product line of Shezan

Shezan International Limited TwistJEETO JOSH SE! 6 2 MARKETING MIX STRATEGY: The set of controllable tactical marketing tools

product, price, place andpromotion

that the firm blends to produce the response it wants in the target market.Our company's marketing mix is comprised of the following approach to pricing,distribution, advertising and promotion, and customer service. 2.1PRODUCT STRATEGY: Product is anything that can be offered to a market for attention, acquisition, useorconsumption that might satisfy a need or a want.The product on which we are focusing for marketing mix analysis is TWISTJUICES that is available in market with six flavors. Different flavors of Twist juices There is 60% natural pulp of fruits and only 40% acids are used in themanufacturing of Twist Juices while regular juices are composed of only 15% fruit pulpand 85% acids. Twist juices is the product that is introduced in tetra pack packaging withPull Tab feature first time in Pakistan.Comprising of a blend of different fruit juices (mango, apple, pineapple, fruitpunch, strawberry, raspberry) Shezans Twist juices opened the doors to a whole newworlds of possibilities. Available in easy to drink slim packaging, Twist juices are a musthave in every household. These prove to be very refreshing to your body in the hot daysenriched with different healthy vitamins

Shezan International Limited TwistJEETO JOSH SE! 7 2.2PRICING STRATEGY: Price is the amount of money charged for a product or the sum of the values thatconsumers exchange for the benefits of having or using the product.Product bundle pricing can also prove to be effective Product bundle pricing iscombining several products and offering the bundle at a

reduced price.As we are offering Twist juices in slim and stylish packaging with veryreasonable and affordable price for every one as compared to our competitors so it isbecoming very popular among peoples. The features and nutritional factors are veryconducive to health of human body with such reasonable prices. By similar qualitieslowering the prices we are trying to get edge over our main competitor Nestle. 2.3PLACEMENT STRATEGY: When we talk about this component of the marketing mix we are referring to theway the product is made available to the final consumer after it is produced. It consists of the network made up of the company, suppliers, distributors and ultimately customers.Our customers can get our products from: Front Line Shelves in Shops (by offering more marginal benefits to the shopkeepers). In all large Super Stores & Shopping Malls of the city. In all areas of the cities (we are initially focusing in the cities; Islamabad,Rawalpindi, Lahore, Karachi, Peshawar). In the cafes of different educational institutions both at lower and higher levels.

Shezan International Limited TwistJEETO JOSH SE! 8 2.4PROMOTION STRATEGY:

After carefully studying the different aspects of fruit market in Pakistan what wehave found out is that promotion is very important towards success.In promotion webasically have advertising in our minds which is any paid form of non personalpresentation and promotion of ideas or goods by an identified sponsor.Through advertisement we want to make the public aware that this product isavailable in the market at this price. Now we would like to persuade the public intobuying our product. We would persuade them that our product has better features andthey should buy this.We would want to keep reminding the public that our product is available in themarket and they should buy it as it offers them greater utility. This is done so that thecustomer keeps the product in his mind and knows where it is available 2.4.1 METHODS USED FOR PROMOTION: ELETRONIC MEDIA: Electronic media has the greatest degree of influence for customers. It has goodmass market coverage while it combines sight, sound and motion appealing to the senses.We will give ads and these will be shown in all cities where television is available. Thiswill enable the firm to create awareness of Twist juices and also promote it in the eyesof the customer.

Shezan International Limited TwistJEETO JOSH SE! 9 PRINT MEDIA: Print media is an important source with flexibility, timeliness, good local marketcoverage, broad acceptability and high believability.Posters at the point of sales can increase impulse purchase. We will place bannersat various busy locations of the cities People who have come to the shop have nointention to buy that good but the poster there is so attractive that it induces the customerinto buying that product.And besides these we will distribute our juice free at Some Places like(Educational Institutions, Markets & Shopping Malls) and setup stalls in various FunFairs for the Marketing of Twist juices. Promotion through Print media

Shezan International Limited

TwistJEETO JOSH SE! 9 PRINT MEDIA: Print media is an important source with flexibility, timeliness, good local marketcoverage, broad acceptability and high believability.Posters at the point of sales can increase impulse purchase. We will place bannersat various busy locations of the cities People who have come to the shop have nointention to buy that good but the poster there is so attractive that it induces the customerinto buying that product.And besides these we will distribute our juice free at Some Places like(Educational Institutions, Markets & Shopping Malls) and setup stalls in various FunFairs for the Marketing of Twist juices. Promotion through Print media

Shezan International Limited Twist-

JEETO JOSH SE! 11 3 SWOT ANALYSIS: An overall evaluation of the companys strength (S), weaknesses (W),opportunities (O) and threats (T) is called Swot analysis. The SWOT analysis is anextremely useful tool for understanding and decision-making for all sorts of situations inbusiness and organizations.The following is SWOT analysis of our company. 3.1STRENGTHS: Strengths refer to those activities that a company performs better than itscompetitors. Strength basically means the core competency of the company.The following points are our companys strength: Owners who are passionate about their work, they emphasizes internal growthmeaning they wants to achieve higher volumes by renovating existing products,and innovating new products. We have a great research and development team. Our product is of best quality. This is pure and natural product. We offer different sizes ranging from a single small pack to family size packages. Trendy packing Convenient placed factory Qualified sales staff

Strong financial backup Good distribution network Effective advertisement campaign 3.2WEAKNESSESS: Weaknesses are the activities that the firm does not do well or the resources itneeds but does not possess. It also includes the factors that cause losses, hardships,disputes and complaints for a business.The following are our companys weaknesses: Due to high rate of taxes our prices are relatively higher

Shezan International Limited TwistJEETO JOSH SE! 12 Tax evaders sell products on much less prices and resellers blackmail for betterprofit margins Low promotional budgets There is lack of campaign regarding the nutritional benefits of our product. There is no proper setup of creating awareness among the people regarding theproducts. 3.3OPPORTUNITIES:

These are the directions that the business could profitably take in future becauseof its strengths or because of the elimination of its weaknesses.The following are opportunities for our company. Our company has an opportunity of being even a larger market leader in Pakistansince our other juices are very much popular among almost every age group andwith the launch of Twist juices we hope to cover a large group of teenagers. Expansion of distribution network Diversification of products Addition of new verities Modifications according to present requirements 3.4THREATS: A threat to a business arises from the activities of competitors and from failing toavail opportunities because of so many reasons like political instability and economic andfinancial crises etc.The following are the threats that our company is facing. Discounts offered by competitors Low quality food products on cheap prices Less awareness of health among people World Trade Organization (WTO)

Intense competition in juice market in Pakistan Nestle Brand Nutritional facts of the products with consumer

Shezan International Limited TwistJEETO JOSH SE! 13 M ARKETING & C OMPETITVE A NALYSIS

Shezan International Limited TwistJEETO JOSH SE! 14 4 MARKETING ANALYSIS: As marketing is defined as the identifying the needs, wants and demands of thecustomers and delivering the customer value and customer satisfaction, it has a greatimpact on the success of any business.As far as our companys marketing analysis is concerned regarding Twist juicesthe

company is delivering what the customers exactly want from it. The companysstrategic planning is exactly in accordance with the mission and goal of the company.The process of developing and maintaining a strategic fit between theorganizations goals and capabilities and its changing marketing opportunities. It involvesdefining a clear company mission, setting supporting objectives, designing a soundbusiness portfolio, and coordinating functional strategies. The companys strategicobjectives are as follows: Maintain positive, steady growth each quarter. Experience a growth in new customers who are turned into long-term customers. Realize an increase in occupancy each subsequent year. 4.1 CUSTOMER DRIVEN MARKETING STRATEGY: Customer driven marketing strategy refers the strategy focusing the customervalues and customer satisfaction. Companys main purpose is to deliver the maximumbenefit to its customers in minimum cost. In this regard company carries out followingsteps for its product and for its customers. Market Segmentation Market Targeting Market Positioning 5 COMPETITIVE ANALYSIS: In this analysis the company see that how can they take edge over theircompetitors. As far as the competitors of Shezan are concerned there are manycompetitors of Shezan in Food Items and in Regular juices. But as we are offering Twist juices the Nestle juices are only competitors.

Shezan International Limited TwistJEETO JOSH SE! 15 HOW WE ARE GETTING EDGE OVER OUR COMPETITOR? Our company is getting edge over its competitors by following these tact andsteps; then Twist juices are offered at lower prices as compared to our competitor The company has edge over its competitors of launching it s product in the marketfirst The retailer earns more profit by selling our product analyze The company first time introduced juices in Tetra Pull Tab . Twist juice comprises of 60% original pulp of fruits while Nestle juices are callednectar juice (that which is manufactured with artificial flavors) Twist juices are offered 250ml in Rs.17 while price of Nestle juices is Rs.20 withthe quantity of 200ml. 6 CONCLUSION: After doing marketing and competitor analysis we have concluded that thecompany is doing pretty much good but not to the extent that is required from it. Beingthe pioneer in the juices in Pakistan it must have become market leader now. But becauseof certain reasons it is lacking

behind in this department.There is no doubt that there come many diversifications and verities in theproducts of Shezan but there is still a more to do. The company must do diversification inits juices and make it sure that it is following the required and up to mark placement andpromotion strategies. 7 RECOMMENDATIONS AND SUGGESTIONS: Some recommendations and suggestion are described below; by following themproperly Twist juices can capture more market share by generating more revenue and bygetting edge over their competitors. The company should maintain its product quality by setting a more efficientquality control department. Supply should be improved and increased in areas having high demand and forthis purpose; company should improve its distribution channels. Company should arrange such campaign in which awareness among peopleshould be created regarding health issues and the benefits Twist juices offers. Features of the Twist juices should be modified according to the public demandand upcoming trends. Where the demand of Twist juices will be in excess, company should increase itssupply over there to meet the demand of its product. Company should do a lot in the advertisement department as electronic media hasshrunk the world. Company should do a proper research regarding market segmentation and markettargeting considering different age groups

Shezan International Limited TwistJEETO JOSH SE! 18 8 REFERENCES: 8.1 PERSONS: 1. Mr. Anwaar AhmedMarketing Manager (Head Office Lahore) 2. Mr. Athar RasheedAssistant Sales Manager (Regional Office Islamabad) 8.2 BOOKS: 1. Principles of Marketing by Philip Kotler 2. Contemporary Marketing by Boone & Kurtz 8.3 INTERNET: 1. www.shezan.info 2. www.allproducts.com/sup005/shezan 3.

en.wikipedia.org/wiki/Shezan_International 4. www.oppapers.com/essays/Hrm-Shezan