Professional Documents
Culture Documents
Section 1: About The Category
Section 1: About The Category
2 Market Constructs
3 Category Segmentation
Food Beverage
Staple Processed
RTC RTE
Salt Food
Plain spices Division: Savory snacks:
Recipe mix (1)Pickle Scene on
(a) Fried range
(b) Barbeque range
(2)Ketchup
(C) Rice Range (3)Jam Jelly
(d) Salan range (4)Mayo
(e) Bhunna range (5)Chinese
(f) Everyday range
(5)Desserts
Market Construct
Branded
SP (63%)
Recipe (Relevant) Branded
Spice
Mix Category
Construct (Rs 22 Bn)
DP (18.5%)
Domestic
Produced(Not Sachet (18.5%)
Relevant)
Category Segmentation
Geography Rural, Semi Urban, Urban Rural,Semi Urban, Urban Urban, semi urban
food consumption
How? Why?
Through IMC, a 360 degree Campaign with key platforms: Social Media, National Spices provides packaged spices for the preparation of
Billboards, In-store promotion, advertisements, family meal. Thus, it saves valuable time for homemaker to spend
with family. It also ensures homemaker about the hygiene as
spices
are stored in innovative packaging at an affordable price.
Category Power Drivers
Ramadan, Eid or
random Family events
Festival
Quick, Easy
Saves time; no need to dry Affordable Available in 3 SKUs (LUPPs,MP,LP)
to use
spices beforehand
Business Divison Value
Rs 23.9
Billion
Rs Rs 9
14.8Bn Bn
2%
Recipe Mix
Others
Market Share In Value 10%
- Pakistan Others
Total Sales In Rs 21.96 Billion
Value (2018-19)
39%
National Foods Rs 11.2 Billion
Shan 51%
Foods National Shan Foods Rs 8.56 Billion
Foods Others Rs 2.2 Billion
2%
Recipe Mix
Others
2.4%
Market Share In Value 2.6% Others
- Karachi Region Mehran
Karachi Region Market Share
( Value )
14% National Foods 14%
National
Foods Shan Foods 81%
Mehran 2.6%
81%
Other 2.4%
Shan
Foods
Karachi Region
Coverage Details
Source: Retail Audit
UNIVERSE 50 – 55K
Direct Coverage 12,729
46.6% Indirect Coverage 11,100
53.4%
Indirect
Direct Coverage
Coverage Total Coverage 23,829
Channel Contribution
42% 33%
International General
Modern Trade Store
• Metro Local Modern • BGS
• Carrefour Wholesale
Trade • SGS
• HELT
General
• HORECA E- Commerce Kiryana
Bakery
Public
• Daraz • BKS
Accounts • Hum Mart • SKS
• CSD • Quick N Easy
• USC
Package Roles
Shopper’s
Contact & Introduction Number Of Visits Increase Consumption MRP/ Grammage
Objective Size
12
10 Top Skus
%
4
0
0 2 4 6 8 10 12 14 16
No. of SKUs
CONTENTS
Section 2
• The whole range of recipe • Outsourced merchandisers • The component of pricing to • The focus of the strategy
mix that includes with proper PJPs in place. be aligned with the general lies on the trade promotions
Primary activities- pricing strategy, however, to in order to ensure that there
- Rice range avoid price undercutting a is enough incentive for the
Restocking,
- Salan range discount cap to be in place. trade to help enhance the
- Everyday Masala range Planogramming, Practice share of shelf.
- Bhuna range FIFO method to prevent System Generated invoices • For example, bundle offers
- BBQ range expiry products, maintain with the following caps or price offs.
- Fry range OSA and SOS consequently • 1% - Bill > Rs 6,000
- Haleem range • Danglers • 1.5% - Bill > Rs 10,000
• Racks • 2% - Bill > Rs 15,000
• Category Dressing. • 2.5% - Bill > Rs 25,000
• Hangers and Hot Rods • 3% - Bill > Rs 30,000
Pricing
Assortment Merchandising Promotion
Bomba
Bombay
y
biryani
biryani
Biryani Biryani
Quorm
Quorma
a
Nihari Nihari
Salan Range
Paya/M Paya/Murg
urghi hi
Everyd
Everyday
ay
Range
Range
Range
Single Pack (sabzi)
Everyday
(sabzi)
Achar Achar
Double Pack
Gosht Gosht
Planogram for GT
Karhai Karhai
Bhuna Range
Ghost Ghost
Tikka
Tikka Boti
Boti
Chicken
BBQ Range
Chicke
n Tika Tika
Shami Shami
Kabab Kabab
Fry Range
Quik
Quik Home
Home
Haleem
Range
Haleem
Haleem
Execution Implication – International Modern Trade
International modern trade is the selling, availability and
Recipe placement of FMCG products in hypermarkets such as
Single Pack & Double Pack
Mix carrefour. Considering the strong presence of Shan Foods
in dominating Karachi’s market, the category motive for IMT
channel will be influence shopper’s decision in store. Here
Modern • IMT; Carrefour & Metro the target audience involves those who wants Easy to cook
Trade solutions.
Single pack 50grams Brand Ambassador • Because here the shopper • B1G1F packs in double
Double pack 100 grams; Self Talkers mission is monthly grocery, packets as it is the least
Rice range Danglers the prices of IMT stores has selling product than
Salan range Category Dressing kept approximately 8% to
10% lower than the retail Single pack or sachet
Bhuna range Cross category
price as it is locked in the
BBQ range podium • Cross-category
Joint Business Plan
Fry range FSU promotion with cooking
Haleem range Gandola oil etc ( use Sachet of
Parasite Unit Everyday Masala
Range to penetrate it as
it is new to market)
Rice
Biryani
Quorma
Salan
Nihari
Range
Paya/Murghi
Achar Gosht
Bhuna
Range
Planogram for IMT
Karhai Ghost
Tikka Boti
BBQ
Range
Chicken Tika
Fry
Shami Kabab
Range
B K
O B E
P P A
M I Q R
U N A C
B R U H
L I Y H
A O A
Y A H A A
Y R Y
B
A O A M R
M I
R N A R U G
G
I R O
Y I O
G S
A S
H H
N H
I T
I T
C Q
T S
H U
I H
I I
K A
Q
C C U
K M I
K K C
A I K
E C C
B K O
N O
O A
K
T O H
T B A
I K L
I A E
K HALE E
B M M
K
A
• Vegetarian Masala 25gm • In the SKS 25gm sachets • SKS can sell the products • Hanging sachets for
Sachet, 50gm box and are placed on hangings in on the wholesale price. promotion and 50 gm box
double pack the shop. • The 50 gm and double pack placed o counter where the
• Salan Masala 25Gm • In the BKS, 50gm boxes are is sold in the original price shopper leaves the store
Sachet, 50gm box and placed on the shelves or on
double pack the counter
• Rice Masala 25Gm Sachet,
50gm box and double pack
• Haleem 25Gm Sachet,
50gm box and double pack
• Vegetarian Masala 50gm • Presence of all categories in • Discounts are offered as • Bundle packages can be
and 100gm Sachet Daraz, Hum Mart, and compare to traditional offered. 4 pack of spices are
• Salan Masala 50 gm and Quick and Easy. buying. sold with 1 free sachet
100gm sachet • Availability of 50 gm and • Prices are lower than the
• Rice Masala 50gm and 100 100 gm to engage
gm customers is important.
• Haleem 50gm and 100 gm
Bomba
biryani
Biryani
Quorm
Pulao
y
a
Everyd
(sabzi)
Range
Nihari
Murgh
Paya/
Gosht
Achar
ay
i
Chicke
Kabab
Karhai
Shami
Ghost
n Tika
Tikka
Boti
Rice Salan Everyday Bhuna BBQ Fry Haleem
Range Range Range Range Range Range Range
Category
Marketing Jobs To Be Done Trade Jobs To Be Done
Driver
Bundle Offers In the large superstores like Carrefour and Imtiaz supermarket, To achieve the Marketing objective, it is important for National to
people tend to experience multiple brands promotions at the same increase the penetration of their top selling recipe mix across all the
time. It is very important for National to bring 3 and 5 pack bundle channels
offers for shoppers with attractive discount.
Improvement and placement in merchandise will play a significant role,
It can also include a free small 25gm sachet of National Recipe mix it is important to place the product near cash counter and communicate
in it. the offer through a representative at the store.
Diversification Rural population is still not motivated to experience the benefits of Local shops and SKS should be more focused to icrease the sales and
any recipe mix available in the market as they depend on the home gain customer base. There are majority families resilient to switch for
made recipe mix. No brand has communicated to these people by any recipe mix as they use home made spices. It can result in the
penetrating in the sks and promoting the Recipe mix as their success of national if it will work on the perception of these people.
everyday household core.
They can offer the product as a cost saving and time saving assistant
for the families who are keen to save money on everyday expenses.