Terms of reference:

Study background: Increasing cripple effects on Pakistans economy has led to

steeply declining consumer purchase powers. Predicted macro economic trends
have revealed that the divide between the wealthy and the poor will only increase
with the passage of time.
The current Social Economic Class Split of SEC A1, SEC A, SEC B and SEC C will
morph into a cruel yet simpler SEC A1, SEC A and SEC C. The great economic divide
will only widen with the countrys growing turmoil.
Sales figures for the past 3 years have born testament to this coming macro
economic trend which has already entrenched itself deeply into a sharp change in
the sales trends for certain SKUs.
For Shan, the sachet SKU (25g)- priced at Rs 20 has grown phenomenally at an
unparalled growth rate of almost 50% (year on year).
The Single Pack SKU which has been the flagship mainstay for the company since
the early 80s has seen a steady decline in sales growths year on year.
NIELSEN INDUSTRY REPORTS have cited the growth of SINGLE PACK SKU
(industry wide) at a bare 6% while the SACHET SKU has an unprecedented
growth of 36%
Project:
Objective: Need to bring consumers back to the SINGLE PACK SKU and increase the
frequency of SINGLE PACKs consumption on a weekly cycle
1. In Depth industry dynamics of RECIPE CATEGORY (retail study included)
2. In Depth study of RECIPE SINGLE PACK players- nationwide
3. IN- DEPTH qualitative and quantitative study of consumer attitudes an
perception towards the SINGLE PACK SKU
4. IN- DEPTH study of the present usage of SINGLE PACK SKU across SEC A1,
SEC A and SEC B households
5. Analysis on the reasons behind consumers migrating from SINGLE PACK to
Sachets
6. IN-DEPTH STUDY OF sachet usage among SEC A1, SEC A and SEC B
houeholds
7. Devising comprehensive market strategies to lure consumers back to the
SINGLE PACK SKU and increase its usage and frequency
8. Overall competitive strategy to position SINGLE PACK as a high value
investment
9. Final communication strategy to position SINGLE PACK as a high value
investment (creative campaign rekindling the way consumers perceive usage
of SINGLE PACK RECIPE MIXES)

10.Retail/ channel management strategy to complement the new competitive

strategy