MENU FOODS

MENU FOODS
1

STRATEGIC MARKETING PLAN

submitted to:
MAAM SIDRA WAHEED

course
(PRINCIPLES OF MARKETING)

submitted by:
SARAH KAMAL (24690)
BILAL (24992)
ALIZAY KAYANI (24347)
MAAZ(24711)
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Contents
2

EXECUTIVE SUMMARY.................................................................................................................................4
HISTORICAL BACKGROUND.........................................................................................................................5
MARKET DESCRIPTION.................................................................................................................................6
MENU Foods Mission & Vision....................................................................................................................7
TAGLINE.......................................................................................................................................................7
PRODUCT REVIEW.......................................................................................................................................8
Target Consumers.....................................................................................................................................15
Target Strategy..........................................................................................................................................16
COMPETITORS:..........................................................................................................................................17
Internal BCG (Boston Consultant Group) matrix........................................................................................18
SWOT ANALYSIS:.......................................................................................................................................19
STRENGTHS:...........................................................................................................................................19
WEAKNESSES:........................................................................................................................................19
OPPORTUNITIES:....................................................................................................................................19
THREATS:...............................................................................................................................................20
Pestle analysis...........................................................................................................................................21
Political..................................................................................................................................................21
Economical............................................................................................................................................21
Social.....................................................................................................................................................21
Technological.........................................................................................................................................21
CHANNELS AND LOGISTICS REVIEW:.........................................................................................................22
DISTRIBUTION CHANNEL :.....................................................................................................................22
ANSOFF MATRIX........................................................................................................................................24
PRODUCT MARKET EXPANSION GRID....................................................................................................24
MARKET PENETRATION.........................................................................................................................24
PRODUCT DEVELOPMENT.....................................................................................................................24
PRICING STRATEGY....................................................................................................................................25
MARKET SEGMENTATION..........................................................................................................................26
DEMOGRAPHIC:.....................................................................................................................................26
PSYCHOGRAPHIC :.................................................................................................................................27
POSITIONING STRATEGY............................................................................................................................28
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UNIQUE SELLING PROPOSITION................................................................................................................28

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PROMOTION:.............................................................................................................................................29
ABOVE THE LINE PROMOTION:..............................................................................................................30
BELOW THE LINE PROMOTION:.............................................................................................................31
NEW ARRIVALS PROMOTION:................................................................................................................33
CUSTOMER RETENTION.........................................................................................................................34
IN-STORE PROMOTIONS:.......................................................................................................................35
NATION WIDE PROMOTIONS:...............................................................................................................35
THROUGH THE LINE PROMOTION:........................................................................................................35
RECOMMENDATIONS................................................................................................................................37
References.................................................................................................................................................38
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EXECUTIVE SUMMARY

This report aims to feature the Marketing Planning of Menu

Foods Company. It examines the current key promoting
systems that are being arranged and executed by the
organization for drawing in and retaining its customers. The
competition and industry analysis has been done to give a
better picture in regards to where the seasons foods Pvt. Ltd.
organization exists in the Pakistani Market.
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HISTORICAL BACKGROUND
MENU is one of the brands of Seasons Group of Company.
Seasons Foods Pvt. Ltd., established in 2006 is a new venture of
Seasons Group of Companies in the emerging market of meat
processing in Pakistan. After pioneering in the Poultry business
for the last 22 years ranging from poultry feed (National Feeds,
Punjnad Feeds & Supreme Feeds), breeder and broiler farms &
hatcheries (Supreme Farms). There was a consistent need to
complete the product cycle and introduce a modern, state of
the art processing facility to broaden our customer base. It has
vital presence in the food industry which includes flour milling,
poultry (broiler and breeding farms), edible oil extraction and
meat processing plant.
The Seasons Group of Company entered into the market and
established National flour and General Mills. Later it emerged
first branded flour i.e. the Punjab Atta which is the choice of
millions now. The overwhelming success paved a path for
investing in Poultry and Cattle namely, National, Supreme and
Punjnad feeds. The products of poultry are taken to Seasons
Foods which is meat processing plant. Seasons Food produce
Prime cut (fresh and frozen), ready to cook and ready to eat
category under the brand name of MENU. MENU food products
are easy to handle and also reliable in terms of taste and
reasonable prices.
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MARKET DESCRIPTION

MENU has approached with another point of view about frozen

food products in a shut society. MENU has indicated worry
towards Muslim's prerequisite of Halal products. MENU
presents a wide range of food products going from Prime Cuts
(Fresh and Frozen), Ready to Cook and Ready to Eat items. It
additionally has had the option to fulfill vegans with its veggie
range offering healthy vegan items. Menu has entered into the
consumer food market by every one of these classifications of
items. Its wheat range items incorporate various kinds of
parathas and its prime cuts classification has let common
laborers segment escape from the bother of cutting and
cleaning meat. It also has a wide range of products in the sea
food category. Pakistani consumers are moving towards
convenience, availability, hygiene and cost reduction. It allows
people to tailor their lifestyles according to the availability of
the products. Frozen foods have become a big part of our diet.
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MENU Foods Mission & Vision

Mission:
“To build and maintain a trusted reputation among our
customers and to provide superior quality, safe & healthy,
mouth-watering zabiha halal meat products by bringing earth’s
resources to life.”

Vision:
“We transform natural raw materials into value-added items
that sustain and enhance life. We value our environment not
only because we depend on the continued availability of
natural resources for our livelihood, but also because good
stewardship of air, land, and water is the right thing to do.”

TAGLINE
“From Farm To Fork”
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PRODUCT REVIEW
MENU introduces a wide range of cuisine ranging from Prime
Cuts (Fresh & Frozen), Ready to Cook and Ready to eat
products.
PRODUCT PORTFOLIO:

Ready to Cook Ready to Eat Wheat Range Veggie Range

Frozen Chilled Chicken Chicken by Sea Food

Chicken Parts
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9 Ready to cook
Burger patty Chapli kabab Chicken pakora Chicken
samosa

Chicken tempura Chicken tulip chuggets Vegetable

samosa

Handcrafted kofta nuggets Lahori chicken

chicken tenders samosa
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rahu
10 fish Popcorn fish Popcorn chicken wings

Raw chicken Premium crispy Premium fish Shami kabab

burger patty fillet fillet

Tempura fish fillet Spring rolls

Veggie range
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Chatpata
11 samosa Potato samosa Vegetable Punjabi
samosa samosa

Vegetable cutlet Potato cutlet Vegetable

spring roll

Wheat range
Tandori naan Chicken Plain paratha Tandori roti
paratha
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Whole wheat Homestyle Spring roll pastry Potato paratha

paratha paratha

Frozen Chicken
PRIME CUTS WEIGHT
Skin on whole bird (various sizes) 800G-1400G
Skinless whole bird (various sizes) 800G-1400G
Boneless breast 500G-1000G
mince 500G
wings 1000G
16pcs chicken cuts 1000G
Karahi cut 1000G
drumsticks 1000G
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Boneless
13 handi 500G
Boti cut 1000G
Chicken thigh 1000G
Bonless thigh cubes 500G
Boneless breast cubes 500G
Chinese cut 500G

Chilled Chicken
PRIME CUTS WEIGHT
Whole chicken 1000G
Spring chicken 800G
s/o whole chicken 900G-1050G
Biryani cut 1000G
Leg tikka -
Breast tikka -
Twin breast -
Boneless breast -
Boneless thigh -
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Breast
14 strips/ inner fillet -
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15 Chicken by parts
Soup bone 1000G
Neck 1000G
shanks 1000G
heart 1000G
liver 1000G
MDM 1000G
gizzard 1000G

Sea food
Fish biscuits Fish fingers Fish fillet
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Target Consumers

Product

Ready to Eat & Ready to Cook

working women
youngsters
parents

Prime cut
Restuarants
hosteller

In general frozen foods of MENU are targeted to all male,

women and children who want food in no time. However, it
has narrowed down more to educated sectors of the nation
who are too busy in job life and prefer convenient ready to eat
and cook products. More specifically MENU focuses on
attracting working class mainly professional women, parents
and youngsters through their category of Ready to Eat and
Ready to Cook products. Their Prime Cut Chicken targets
restaurants/ food chains. It takes market as a whole group and
target potential customers from lower middle class, upper
social class and professional women. Basically MENU utilizes
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concentrated
17 target strategy. MENU products are mostly
targetting social classes of A, A+ & B.

Target Strategy

The target market comprises of the set of buyers having

common needs and sharing common characteristics selected by
a company to serve.
MENU Foods has adopted the strategy of concentrated
marketing by targeting students, job oriented men and women,
teenagers. These are segments which can be called time savers
and products which can be served without much time
consumption will attract them.
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COMPETITORS:
K
&N's
1. K&NS Big Bird DAWN
2. DAWN
3. SABROSO
4. Big Bird
PK Foods SABROSO
5. Sufi
6. PK foods
7. Mon Salwa mon
Sufi
salwa
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Internal BCG (Boston Consultant
Group) matrix
Market share
High Low

STAR PRODUCTS Question Marks

Nuggets Gola kabab
High Popcorn chicken Rajasthani Boti
Chicken Tikka pizza
Market Growth Lahori Samosa
CASH COW DOGS
Low Paratha Hot dogs
Finger fish Sausages
Raw Chicken Chicken tempura
Burger Patties
Shami kebab
Chapli kabab
Seekh kabab
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SWOT ANALYSIS:
The framework SWOT analysis is taken into use to analyze the
internal and external environment of an organization. It is one
of the common frameworks used by organizations across the
globe. It includes the internal environment analysis using
strengths and weaknesses of the organization and the external
environment analysis using opportunities and threats.
STRENGTHS:
 Extensive product portfolio
 Halal Certification
 Strong BTL Promotions
 Developed brand identity
WEAKNESSES:
 Less Focus on ATL Promotions
 Only Present in Posh Areas
 Non Presence in Country side
 Benchmark Of sales on freezer
 Pricing strategies
OPPORTUNITIES:
 Increased Literacy Rate Will increase Frozen food
consumption.
 Increase In the consumption Of White Meat.
 Distribution Strategy
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THREATS:
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 Increased General Trade Penetration by Sabroso.
 K&Ns Entry in the Sea Food and Parathas.
 Disease In poultry like Bird Flu Hydro pericardium
syndrome etc.
 Innovative webpage centering kids developed by Sufi..
 New competitors
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Pestle analysis
Political
 Subsidaries are being provided to promote poultry
domestically.
 Meat providers currently recieve no incentives.
 Keri lugar bill to promote dairy and poultry by funds.
Economical
 Volatile demand
 Heavy taxes no as such subsidiaires provided
 Prices are changing (fluctuating)
Social
 Slaughtering is a concern that raiss religious issues
amonsgt consumers.
 Consumer trends issues majority like to buy chicken from
wet-meat shops.
Technological
 New Drugs being developed by which birds weight can be
increased or decreased.
 new technology can efficiently operate farms balancing
the demand
 now day old birds are produced
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CHANNELS AND LOGISTICS REVIEW:
DISTRIBUTION CHANNEL :
Menu does not outsource distribution and has its own
distribution channel all over Pakistan.
Karachi distribution center in S.I.T.E area cover regions till
Rahim Yar Khan and Quetta. They target Modern Trade and
have 140 retail outlets all over PAKISTAN (SINDH, PUNJAB, and
KPK).Since BALOCHISTAN is under developed province MENU
have less access there. There are over all 7 outlets in different
cities of SINDH and have 6 working retail outlets in KARACHI.
They have 6 high potential retail outlets in Karachi: SOLDIER
BAZAAR, DHA, HYDERI, MALIR, GULISTAN E JAUHAR, AZIZABAD.
Menu has its own outlets and also the product is available at
various stores around the country. Menu products are also
available at an online supermarket named CAREEB that has its
headquarters in Lahore. Menu has website where you can
place orders online.
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Distributional
channel
140
General Trade Modern Trade Retail
Outlets
Local Modern International Nort Wes
Trade Modern Trade h t

Imtiaz Naheed South

Carrefour Metro
Hydri HYPERSTAR 38
supermarket Outlets
12 In
Karachi
4 HP retail
outlets

Dha Azizabad

Hyderi
Soldier Bazar
MALIR
GULISTAN E
JAUHAR
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ANSOFF MATRIX
PRODUCT MARKET EXPANSION GRID

Product market expansion grid consists pf existing market and

new market with existing and new products. MENU’s product
lies in existing market and existing products and existing market
and new products.

MARKET PENETRATION

NUGGETS and PARATHAS lies in the category of existing

market and existing product. With this strategy they increase
sales of existing products without changing the product either
by reducing prices / discount offers or changing the packaging.

PRODUCT DEVELOPMENT

CHICKEN PAKORA lies in the existing market and new product.

With this strategy Company growth is achieved by offering
modified or new products to current market segments.
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PRICING STRATEGY
Menu Due To High Competition in the Market From the brands
Like K&Ns, Dawn Food and MonSalwa Does Competitive Based
Pricing.
Products SKUs Menu K&Ns Dawn Mon salwa
Nuggets 270g 250 265 235 265
1000g 675 804 595 -
Parathas 5 90 - 105 -
pieces
20 310 - 340 330
pieces

30 420 - - 431
pieces

Popcorn 260g 370 430 230 -

780g 615 770 - -

540g 514
Shami kebab 780g 630 713 - 633

Whole 1000g 345 489 -

Chicken
Seekh kebab 540g 590 804 600
360g - - - 410

MARKET SEGMENTATION
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The27 procedure opted under which companies divide large

heterogeneous markets on the basis of distinct needs,
characteristics, and behaviours that might require separate
products or marketing mix.
The following four are the categories under which market
segmentation is divided : geography, demography,
psychography and behavior.
MENU primarily relies on two categories of segmentation :
DEMOGRAPHIC:
Dividing the market into groups based on demographic
variables such as age, gender, family size, income, family life
cycles, religion, race, occupation, generation etc.
While we divide market segments demographically , we
consider the following variables on the basis of
 Gender ( Male or Female)
 Family size ( In order to get an idea regarding the quantity
or pieces per pack)
 Occupation ( MENU foods focuses on those individuals
who have tough jobs or are students and don’t have much
time for cooking)

PSYCHOGRAPHIC :
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Dividing
28 the market segments into groups based on social class,
lifestyle, or personality characteristics.
e.g Doctors, Engineers, Business class, Govt. officials, Bankers,
Students etc can be attracted by designing effective programs
to serve.
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POSITIONING STRATEGY
It is the evaluation of a companys products position and what
place it occupies in the market and how customers differentiate
it from other products.

UNIQUE SELLING PROPOSITION

Menu’s overall positioning strategy is focused on More for Less
winning value proposition i.e will offer more quality at less
prices and focus on customer needs and wants of target
consumers in order to give high customer value and
satisfaction. Furthermore they are certified HALAL by three
HALAL slaughtering audit organizations. They are also certified
by HACCP
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PROMOTION:

Menu’s Promotion Strategies Includes:

 Above The Line Promotion
 Below The Line Promotion
 Brand Activation
 Through The Line Promotions.
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ABOVE
31 THE LINE PROMOTION:

 Menu Uses All Platforms for its Above the line Promotion.

 Menu Has Its Own Well Managed Website Which Provides

Every Information from A to Z about the Products, it’s
making and current deals In the Market.
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BELOW THE LINE PROMOTION:

Below The line Promotion of Menu is strong as compared to
above the line promotions. These Includes:
 Apartment Drives
 School Drives
 In store Promotions
 Price Offs and Vouchers
 Sunday Bazar Activity
 Free testing
 Brand Activation through School Drives.
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 Price Off During Special Occasions Like Ramadan.

 Price off on opening of new Outlets.

 Specials Offers During Events Like PSL.

 Free Home Delivery Recently Started By Menu.
 Vehicle Drive Promotions.
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NEW ARRIVALS PROMOTION:

Promotions through social Media Page of Menu Pakistan. New
Product Launch That Is Aloo Paratha

.
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35 CUSTOMER RETENTION
Menu in order to retain their customers has introduced a
membership Card with different offers a customer can avail.

Membership Card is MENU’s loyalty offer that is focused totally

on you. In this offer, you not only get the stuff you love, you get
more of it too.
The Membership Card is designed to deliver the best customer
experience possible. Access to exclusive offers and one-of-a-
kind events for Membership Card members only.
Benefits
 Free membership
 Earn 1 point for every rupee spent at Menu outlets
(Company Maintained) for purchasing products.
 Special offers to help earn more points
 Exclusive access to member-only privileges like limited
time sales, Treat of the Week Offers, Free Product, Product
Discounts, events and contests
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
36 Convenient online access to your account for tracking
points, adding points from past purchases and seeing
exclusive offers.

IN-STORE PROMOTIONS:
In Store Promotions are those promotions which are provided
to different stores according to their sales and needs. Every
Store can be provided Different Special Offers.

NATION WIDE PROMOTIONS:

Nationwide Promotions is different from In Store Promotions It
includes Same Deals in All the Retails Outlets and Modern
Trade.

THROUGH THE LINE PROMOTION:

Through The Line Promotion Includes Use of Social Media That
Includes.
 Facebook
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
37 YouTube
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RECOMMENDATIONS
 They should do more ATL promotion to Compete More
With K&Ns
 Areas like Lyari, Orangi Town are still untouched Which
Means They still Have Opportunity there.
 More freezers in general trade should be provided just like
sabroso is penetrating in the market.
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References
1. https://www.menu.com.pk/
2. https://www.menu.com.pk/corporate-documentary/
3. https://www.menu.com.pk/products/
4. https://www.menu.com.pk/outlets/
5. https://www.businessnewsdaily.com/4245-swot-analysis.html
6. https://online.visual-paradigm.com/diagram-examples/pest-
analysis/toy-industry/
7. https://www.slideshare.net/TazeenAzeem1/research-report-on-
kns
8. https://www.facebook.com/seasonsfoods/
9. Gomart.pk
10. Naheed.pk
11. Mycart.pk
12. Qne.com.pk