Shaikh Rizwan

(ERP # 08072)
Shaikh Rehan
Shan Frozen Food
(ERP # 08001),
M.Salman Jangda
(ERP # 12115)
 Content

O.G.S.M

Why Need New Brand

Brand Portfolio

Brand Foundation

Key Issues & Strategies

Brand positioning

SWOT Analysis

5 Years Plan

Communication
Strategy with Rationale
 Objective
Establish Shan as the leading Frozen Food Brand
(Over The Next 3 Years)
Stand Shan among Top 3 in Frozen Food market
(Over the Next 5 Years)
OGSM
Strategies
Develop cold chain network at least in 6 Major cities
KLIGFMP.
Retail stores to be developed for direct selling in 3 major cities.
Big Data: This Will be used to access market trend and develop
measures to effectively reach target audience and their need
Goals
Maintain revenue growth rate 10~15 % YOY basis
Achieve 40% market share in next 5 years
Measures
At least 70% of the planned sales in selected markets of
KLIGFMP
Maintain availability in at least 60 % of retail/wholesale stores
of KLIGFMP in next one year & 70 % in 2nd year
People start associating Shan as a Frozen food Brand
(Through Online Surveys & Feedback)
Why New Brand? Key Market Trend
Rising Demands for Convenience Foods
• Currently Pakistan Frozen food market valued at USD 490 million
& is forecasted to reach USD 726 million by 2024 growing at a
CAGR of 5.8% during the forecast period (2019-2024).
• Robust demand for convenience food in Pakistan has increased,
due to major factors, such as growing urbanization, time-pressed
schedules, and women joining the workforce (22% in 2015 & 29%
in 2019).
• Frozen ready meals are a convenient alternative to cooking and are,
therefore, increasingly preferred especially by the growing working
population in the country.
 Brand Portfolio
• Frozen Ready to • Wheat
Cook Includes: o Paratha
o Pattie
o Rolls
o Nuggets
o Sausages • Snacks
o Wings o Samosa
o Chunks

• Meat
oFrozen Chicken (raw)
oFrozen Beef (raw)
 Core Target Brand Foundation
 Women= Moms of age 22~35 (having
kids from 3~14 years.
 Hostel students = Age 18~28
 Working Men/Women = Age
28~40
 Segment = Urban K.L.I.G.F.M

Competitor Frame of Reference

Main market competitor for Shan Foods
will be K&N who own 60% market
shares & others are, Menu foods, Dawn
Core Needs & Insight foods, PK foods, Big bird.
Moms desire for quick and
hygienic food for their kids.
Hostel student has no time to
cook conventional food for their
daily routine.
Business men/women seek
convenience cooking

Relevance
 Brand Foundation
Brand Promise
Shan promises to its customer
convenience in cooking with
Hygiene & Taste

Brand Character
Chef who is expert of convenience
food

Brand Delivery
Shan deliver tasteful & hygienic
frozen food through its cold chain
network & dedicated retail stores
at KLI in first phase and then
GFM in 2nd phase

Differentiation
Key Issues & Strategies
At Trade level
• Develop cold chain Distribution
• Availability of High Volume
outlet
• Improve shelf share
At Consumer Level
• Improve awareness level of
brand
• Conduct trials that will help in
converting consumer from
current brand into Shan Frozen
Food
• Effective use of promotional
material as a reminder at point
of purchase
Key Issues & Strategies- At Trade Level

Key Issue Strategy

 Developed cold chain logistics and
warehouses nationwide.(In KLIMP at first
stage)
Develop Cold chain
 Focus on timely & even distribution in higher
distribution contributing region i.e.
Karachi/Lahore/Islamabad.
 Ensure effective distribution all year around,
not just in a season.
 Availability of High Volume
outlet  Apply 80:20 Rule, means 20% high volume
outlet cover 80% of sales.

 Improve shelf share  Instead of keeping only one SKU, Ensure

availability of entire range.
Key Issues & Strategies- At Consumer Level
Key
Key Issue
Issue
 Improve awareness level of Brand
 Conduct trials that will help in
converting consumer from current
brand into Shan Frozen Food
 Effective use of promotional material
as a reminder at point of purchase
Strategy
Strategy
 Cable TV will be a preferred medium over satellite
channel-Ticker advertisement.
 FM medium will also be used.
 E-marketing will be chosen for specific message
awareness to target audience
 Hoarding/billboards will be rented in Major cities.
 Trials will be conducted In big markets and free
sampling
 Option Like shop branding, use of shelf talker &
other innovative material will be explored in order
to engage consumer while shopping.
Brand positioning

Shan positions it frozen food brands as a convenience

food alternative which is hygienic and tasteful.

The distinguishing factor is the taste factor associated

with Shan already
Drivers & Inhibitors
Drivers Inhibitor
• Shan has a very strong • Less experience in Frozen
goodwill in households. food industry
• Convenience food liking • Non-availability of cold
chain network
• Maintain/availability of
refrigerators at retail and
wholesale outlets
• Electricity supply
interruption
Opportunities & Risk
Opportunities
• Potential growth of frozen
food market
• Retailing Stores for
customer convenience
• Opportunity of organic
frozen food market tapping
Risk
• Economic situation may
effect sales
• Compete with existing big
market player
• More competitor enter the
market-divides the share
5 Years Plan
Year 1
• Retail/wholesale availability in KLI
• Product trial
• Capture 15% market share
• Achieve 50% market awareness
Year 2
• Retail/wholesale availability at
Multan
• Establish dedicated retail centers at
Karachi in Q1,Lahore in Q3
• Increase market share by 20%
• Grow revenue by 10%
• Achieve 60 market awareness
Year 3
• Retail/wholesale availability at
Faisalabad and Gujrawanla
• Establish dedicated retail center
Islamabad
• Increase market share by 30%
• Grow revenue by 15%
• Achieve 70 % awareness

Year 4 Year 5
Retail/wholesale availability at Achieve 40 % market share
Peshawar and upper area • Add healthy product line including
• Grow revenue by 15 % desi chicken and mutton
• Increase market share by 35% • Grow revenue by 15%
• Add afghani boti, sheep meat • Achieve 80% awareness
category
• Achieve 75% awareness
5 Years Plan-Graphical Representation

90
80
80 75
70
70
60
60
50
50
40
40 35
30
30
20
20 15 15 15 15
10
10
0
0
Year 1 year 2 Year 3 year 4 year 5
Revenue 0 10 15 15 15
Market share 15 20 30 35 40
Awareness 50 60 70 75 80

Revenue Market share Awareness Linear (Market share)

Communication Strategy
• Communication strategy will be achieve through following
channels:
– TV, Radio
– Digital marketing,
– Print media
– Bill boards
– On shelf representatives.
Rational of selected Medium:
TV and Radio
It is very effective mean of disseminating the message in short span of time:
Target audience: Young to middle age men/women, Kids.
Digital Marketing
Very effective way to target consumer through mobile services, social
media, search engines, and other way to reach consumers. Target market:
Professional male/females social media users
E.g. SEO, Social media marketing
Print media;
It is very effective ways to disseminating message to targeted audience, like
through add in Young world and Nonanhaal we will easily target children's
and parents both -Print media has very lasting impact.
Rational of selected Medium Continue…:
• On Self representative:
It is very important to complete sales funnel also it is very
targeted and effective: Target audience: People coming to buy
other brands.