Title of the project: Nabil Food PR Campaign

Contact Info:

Yousef Al-Tayyan

ID Number: 20180923

Time: 10:00 am – 3:00 pm Monday

Submission date: 16th-May-2022

Submission date: 16-May-2022 12:00PM

University ID: 20180923
Filename: Nabil Food's PR Campaign.PDF
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Introduction
Fast Moving Consumer Goods (FMCG) also known as Consumer Packed Goods (CPG), are all items, and
groceries that consumers buy regularly to meet their daily needs. It refers to products that are sold
quickly, highly in-demand, affordable, and readily available on daily basis. It includes over-the-counter
medicines, personal care products, dairy products, Less expensive electronics such as mobile phones,
highly perishable goods such as vegetables, fruits, and others

At the height of the COVID-19 pandemic, many countries imposed long closures of vital sectors, stores,
and supermarkets, as well as prevented large public gatherings, while governments encouraged people
to work from home.

FMCG industry faced considerable changes during the pandemic, where the demand climbed sharply for
frozen, food, and ready-to-eat meals. People tried to reduce their chances of catching the virus by using
e-commerce to purchase the products that they usually would find. The fast-moving consumer goods
sector has grown at a faster pace accounting for 62% of sales in the middle east, south Africa, and GCC
markets.

About Nabil Food

Al-Nabil Food is a leading premier producer of frozen and chilled food in the region. This business is
considered one of the largest categories of fast-moving consumer goods (FMCG).

As a long-standing producer, Nabil Food was founded in 1945 in the heart of Baghdad, Iraq, and
relocated to Jordan in 1988, and since then the company embarked on ambitious overseas expansion
across more than 30 international markets. The company has been in business for 77 years, it employs
more than 850 strong and dynamic employees with rich experiences in the food industry.

Mission is to serve people with superior quality and value products for every meal occasion.
Purpose is to grow constantly, penetrate new markets and introduce new lines that would meet
customers' satisfaction in the domestic market and abroad.

Nabil Products
Frozen Food
Beef Kabab, Beef Burger, Chicken Burger, Lasagne, Chicken Patty, Seafood, Kubbeh, Ready Meal, Pastry
Chilled Food
Roast Beef, Roast Chicken, Roast Turkey, Pepperoni, Salami, Mortadella, Basturma

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Research Phase
During the pandemic, Nabil focused on studying the changes in food consumption and demand. Its
objective was to map changes at the individual consumer level and identify the market factors. Nabil
conducted an online survey among clients in Jordan and abroad. Data were collected during the
lockdown period and after.

The result showed in all the study countries that during the lockdown there was a reduction in the
consumption of fresh foods, and increasing consumption of longer shelf food, pastry, ready-to-eat food,
frozen chilled chicken, and meat.

Interestingly though, Nabil observed increasing consumption of some of the ready-to-eat recipes and
noticed a great impact on people's lifestyles and food consumption patterns.

Nabil decided to invent new production recipes and flavors. It has tripled the capital of production,
upgraded technology, and machinery, and added new production lines.

Accordingly, the company has to perform a SWOT analysis that gives the right structure to accomplish
its objectives for expansion and global presence and serves in the PR campaigns.

On the other hand, Nabil decided to examine the company's readiness to boost its new products of fully
cooked meals such as meat and vegetables that are washed, cooked, frozen, and processed to be
consumed directly after heating.

Table 1Nabil's SWOT Analysis

Strengths Weaknesses
 Well known brand and strong position in the  Limited internal distribution channels
food and beverage industry  High transportation costs
 High food quality and reasonable prices  High rent showrooms
 High-tech production lines  High electricity costs
 Sufficient investment capital  High cost of oil
 Strong distribution channels and network  Limited production scale
 Storage, waste, and delivery to markets
Opportunities Threats
 Covering all the large U.S markets  Instability of global markets due to conflict
 Consumers demand in emerging countries is and war
increasing  Raw materials price fluctuation Risk
 Serves all classes  Intensifying Competition, companies may
 Revenues and sales growth in international stretch their business to compete in the local
markets market.
 Poor economic situation in Jordan and globally
 Emergence of new foreign companies with
lower price products

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Based on the SWOT analysis Nabil has performed modifications to its operational strategies which are as
follows:

1) Cost strategy: Determined the fixed, variable cost of raw materials and the total overhead costs so as
to produce at reasonable costs. This strategy may serve the competition phase in emerging and
global markets.
2) Quality: Increase product quality and design, and introduce more recipes.
3) Delivery: Ensure prompt delivery and proper storage of products.
4) Flexibility: Offering different products for different meals to meet customers' satisfaction. Meals
should be of common cuisines.
5) Service: Seeking to gain a competitive advantage by providing catering services, after-sale feedback
6) PR Campain: Planning marketing campaigns to gain customers' awareness and satisfaction.
7) Supplies: Develop favorable, mutually beneficial relations with suppliers and find new sources of
supply.

Nabil PR Campaign
PR campaigns or plans are designed to create and generate PR for a brand. It needs to be reassessed
after each one is over.

Before creating a successful PR plan/ Campaign, the company must understand its competition in the
industry and must know how to approach its target market.

Competitive Analysis Factors

Al Nabil Food has curved its success by using four competitive factors to maintain the sustainability of its
development and presence in local and global markets:
 Company profile (heritage)
 Market information
 Product information

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Company Profile
 Nabil Food is a long-standing company that has been in business for over 77 years old. It is also
considered one of the biggest producers of frozen and chilled food in the kingdom. During this long
time, it has gained experience and know-how in its field.

 Nabil Food employs over 850 employees who have a long experience in the food and beverage sector
and may stretch to employ more for expansion.

 Another advantage is that the company continues to invest and upgrade its facilities, technology,
machinery, and production lines.

Market Information
 Target Market: Nabil Food is targeting different levels and sectors of clients, some of them have
large businesses and others are small enterprises.

B2B – marketing business to business, such as hotels, resorts, airlines, supermarkets, etc.

B2C – business to consumers. Nabil food has 2 showrooms to reach and serve direct consumers.

 Market Share: Nabil Food is considered a dominant leader in the food sector. In 2021 it has gained
the largest market share that reaching 62%, and there was an increased demand from airlines,
restaurants, and hotels.

 Marketing Strategies: Nabil food uses a simple and consistent marketing plan to penetrate new
markets and has developed its marketing channel on social media and marketing campaigns. Now
it has a global presence in many Arab countries and the GCC market. Lately, Nabil Food has
exported its products to the U.S.

Product Information
 Nabil Food produces a variety of lines that include beef, chicken, turkey, fish, desserts, and ready
meals from international cuisines which may not be found in other companies. All products are
100%; good food and easy to be prepared.
 Prices are so competitive and reasonable.
 Nabil Food has many marketing channels in Jordan and abroad.
 Products are manufactured according to the international standards and specifications

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Peers and Key Competitors
The food and beverages manufacturing sector in Jordan is fragmented; there are small companies that
serve the local market and other large companies have a global presence. Within this sector, the largest
activity in terms of added value and employment was the manufacture of frozen and chilled food which
contributed to the growth of the economic sector in the Kingdom.

However, five companies compete in the manufacture of similar products of different tastes and
presentations. These companies are considered direct competitors in the local.

Company Name Website Address

Al-Nabil Food Industries www.nabilfoods.com
Arabian Food and Trade Industries (Al-Wadi) www.alwadifood.com
Al-Juneidi Food Industries www.juneidi.com
Siniora Food Industries PLC www.siniorafood.com
Dijla Food Industrial Company (TipTop) www.dijlafood.com

Phases of PR Campaigns
Nabil decided to increase the awareness of consumers about Nabil products, especially for a ready-to-
eat meals. It has created three experiential PR campaigns for zinger roast beef, pizza, Kubbeh, and other
pastries. In the three campaigns, Nabil presented three new recipes for ready-to-eat meals.

 First campaign was tasting products for three months in Carrefour and
Safeway every Sunday and Thursday. Delighted attendees tasted a wide
range of Nabil products and expressed their satisfaction. Videos were
launched during the tasting campaign.

 The second campaign was "Roya Kitchen with Nabil" every

Ramadan. The talented chef, Nidal Albrihi, introduced Nabil
products and recipes on TV. The chef has revealed some secrets
of cooking and demonstrated different ways of preparing Nabil
products. This campaign has reached a large audience.

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  Third campaign was in two showrooms on Abdullah Ghosheh St. and
airport road, where consumers can enjoy the full range of Nabil
products under one roof and meet with the Nabil PR experience
employees.

Moreover, Nabil participated in many food and beverages

exhibitions inside Jordan and abroad. The company gained more
experience with consumers' tastes and increased client awareness,
and income.

Communication
Nabil food has developed tactics for communicating with its audience and potential clients. It used
multiple platforms as part of its PR plan. It has adopted three dimensions to serve its campaign.

 Media strategy
 News-marketing events
 Social media and web engagement.

Evaluation and Conclusion

a) Customer Satisfaction

As people change their way of life, they are also changed where they spend their money,
especially after the lockdown of the COVID-19 pandemic. People have shifted their spend-to-food
at home instead of restaurants, seeking out safe and convenient quick ways to buy and prepare
their meals.

Working from home has also absorbed people’s time and effort while preparing meals for their
families. Pressed for time, has also been a key driver for working individuals to change people’s
habits to use ready-to-eat meals in-store and online.

Using Frozen and ready-to-eat food has given consumers the opportunity to choose what they
want to eat, and what recipes they prefer as meals can be sold separately or in combination up to
clients' needs and satisfaction.

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b) Added Value

1) Buy and prepare ready-to-eat meals at a low competitive price.

2) Save and reduce the time and energy to prepare a meal at home.

3) Quick food preparation on special occasions.

4) Multiple options and products are available to pick up at any time and at a convenient location.

5) For fast-food providers, high-profit margin and more income.

6) For manufacturers, can demonstrate quality and value to differentiate their products from
competitors.

7) FMCG represents one of the largest economic industries and has increased economic indicators
for many countries through demand of its products worldwide.