Marketing Plan

2011
SHAN FOODS PICKELS

Adeel A. Siddiqui 11262

Adnan Waqar 11828
Mansoor Ahmed Khan 12140
Tanveer Manzoor 12282
Zeeshan Memon 12045

Shan Foods Private Limited

Plot D – 29, Sector 23, Korangi Industrial
Area, Karachi, Pakistan
Tel: +92-21-5115262-68
Fax: +92-21-5053080
CONTENTS
Executive Summary .....................................................................................................................1
Introduction ................................................................................................................................2
Situation Analysis ........................................................................................................................2
Market needs ..........................................................................................................................2
The market ..............................................................................................................................2
Market trend ...........................................................................................................................3
Market growth......................................................................................................................3
Supply chain channels and logistics .........................................................................................4
The Company ..............................................................................................................................4
Company Profile ......................................................................................................................4
Background .............................................................................................................................5
Mission ....................................................................................................................................5
Fully Equipped, Modern Facilities ............................................................................................6
Final Route to Perfect Creation ................................................................................................6
Product Offering ......................................................................................................................6
Differentiation and Positioning ................................................................................................6
SWOT analysis .........................................................................................................................7
Strength................................................................................................................................7
Weakness .............................................................................................................................7
Opportunities .......................................................................................................................8
Threats .................................................................................................................................8
Competition ............................................................................................................................8
Marketing Strategy .....................................................................................................................9
Value Proposition ..................................................................................................................10
Critical Issues .........................................................................................................................10
Financial Objectives ...............................................................................................................11
Marketing Objectives.............................................................................................................11
Target Market Strategy..........................................................................................................11
 Messaging .............................................................................................................................12
Branding ................................................................................................................................12
Marketing Mix...........................................................................................................................12
Product (Pickel) .....................................................................................................................12
Packaging ..............................................................................................................................13
Pricing ...................................................................................................................................14
Placement .............................................................................................................................14
Promotion .............................................................................................................................15
People ...................................................................................................................................16
Category Goals ......................................................................................................................16
Controls ....................................................................................................................................17
Implementation .....................................................................................................................17
Keys to Success ......................................................................................................................17
Market Research ...................................................................................................................18
Contingency Planning ............................................................................................................18
EXECUTIVE SUMMARY

Shan Foods is a brand identified by its Quality and Taste that has been delighting the growing
culinary needs of urban/rural population. The marketing mix includes the traditional, taste and
quality products which are produces to meet specific needs of demographics, the pricing
strategy, and promotions. The analysis of internal and external strength of the organisation,
competitive environment enables the team to propose dynamic and constructive strategies for
the successful compliance of company’s objectives and strategic mission. The marketing
strategies are outlined to gain major market share across Pakistan with distinguished culinary
products. It focuses on the Organizational Objectives and Market Propositioning.

The forecasted growth in Pickles SBU is 67% during 2011.

The accomplishment and success of Shan Foods Pickles will be measured with the capture of
market share in terms of economic value and the increase in the brand value.

Chapter: Executive Summary

1
INTRODUCTION

The adaptability of any new and innovative product is initially very slow and therefore
conducting a descriptive study of the market is necessary before the launch of any such
product. Shan Foods is about to launch RTEM (Ready to eat meal), a new product range for
Pakistan, with different variants. It provides the convenience of cooked food product, packaged
in retorted pouches, which can be heated directly through microwave and then served.

SITUATION ANALYSIS

MARKET NEEDS

Shan is serving their customers with progressive, healthy and tasty pickles and many other
similar products considering the growing needs of both domestic and international market.
Each and every item out of our product range has been made with great skill and hygienic
standards so that everyone from youth to house wives can use and enjoy Shan’s unique taste.

Major factors considered are

• taste
• aroma
• hygiene
• packaging quality and convenience

Customers usually have involvement for pickle’s taste, ingredients and hygiene. Their decisions
Chapter: Introduction

are based on promotions or word of mouth this is because they are familiar with that particular
product which in our case is Shan. Dissonance – Buying Behavior.

THE MARKET

2
With its new range of pickles, Shan has mainly targeted the urban market of Pakistan and aims
to penetrate globally where many Indians and other Asians brands of similar offering products
are also in completion. Similarly many local, both branded and unbranded products are in
competition.

Geographic
Density Urban and Metropolitan cities
Local Karachi, Lahore, Islamabad, Peshawar, Quetta
International Dubai
Demographics
Gender Male, Female
Age All
Social class Middle and Upper
Income More than Rs.10,000
Occupation Working Women, House wives, Professional,
students
Psychographic
Personality Those interested in traditional food items in
accordance with new modern packaging etc.

MARKET TREND

Although fast food and other untraditional food products are gaining popularity in Pakistan, yet
local and traditional items are no way lagging behind in competition and people are still looking
Chapter: Situation Analysis

for different local food items. Shan’s Pickles provides a unique combination between tradition
and modernization and hence serves the needs of urban population.

MARKET GROWTH

3
For the last three years there has been a growth rate of 2% with consumption increasing from
7700 tons to more than 8200 tons.

There is also increasing trends in northern and central regions of the country were Shan’s
market share has increased by 2%

SUPPLY CHAIN CHANNELS AND LOGISTICS

Supplier

Shan Foods
Manufacturing
Units and
Wearhouses

Karachi Central South North Others

Following are the Improvement and targets required in the SCC&L at the Trade Level.

• 50,000 outlets to be covered nation wide

• Focus on timely and even distribution in higher contributing regions: Karachi & North
• Ensure effective distribution all year round; not just in season
Chapter: The Company

THE COMPANY

COMPANY PROFILE

4
Established in 1981 Shan Foods (Pvt) Ltd. Has prided itself in hiring the most talented and educated
people of the country to achieve this. The Company is continuously emphasizing on Human Resource
Development through various Performance Management systems Information Induction Schemes and
Employee of the Quarter Achievement Award in addition to these is the Company enhanced and
improved training Development plan.

Thousands of individuals have benefited from these programs which are ran on a regular basis in the
company With the competitive environment becoming more challenging for corporate survival it is
absolutely essential to hire and retain positive people who contribute to the overall growth of the
company country and the community at large area of 100,000 sq. ft. is equipped with latest in-house
lab facilities, which scrupulously tests and analyzes each product right from the ingredient stage to
finished form.

BACKGROUND

From 25 years ago Shan took an step in the field of spices it started from single room initially family and
relatives know about it then some other strangers also comes towards its taste like they get orders from
distant relatives, friends, acquaintances and even perfect strangers started to arrive.

Their main focus to produce ingredients for local people who close to food taste and quality that’s why
recipe mixes found their way in international market.

MISSION

To continuously develop and produce quality products that meet the customers and markets demands,
compatible with applicable regulatory requirements.
Chapter: The Company

To be a consumer oriented company with keen insigne of food products ensuring quality panty
consistency and authentic taste to operate with state of the art technology to obtain optimum results
and retain highest quality standard thrived efficient and motivation human resource and inculcate in
them a sense of participation and proved for personal goals and development.

5
FULLY EQUIPPED, MODERN FACILITIES

The Production department, well equipped with state-of-the-art machinery ensures

manufacturing of top quality products.

FINAL ROUTE TO PERFECT CREATION

All their efforts are dedicated to ensure the consistency of wide range of their products with
well equipped state-of-the-art production techniques at every stage so that they remain at the
high eminence which Shan has been known to maintain.

Overtime there production techniques have improved to keep up with the ever evolving market
and to make sure that there customer’s satisfaction is always guaranteed.

PRODUCT OFFERING

It offers products in three SKUs

• Jar
• Bottle
• Pouch

It has many variants

• Mixed pickle
• Mango
• Lemon
Chapter: The Company

• Chili
• Garlic
• Hyderabadi

DIFFERENTIATION AND POSITIONING

6
Its basic differentiation is

• Unique Taste
• Best selected raw materials
• High quality vegetable oil
• New contemporary packaging

It position’s itself as

Decision maker

• Housewives
• Young Girls/newly weds
• Males

Consumers

• Families including kids and other family members

• Bachelors
• Invitees of a gathering

SWOT ANALYSIS

STRENGTH
- New Round Bottles enhance visibility on the shelf
- Improved product quality
- Selection of best ingredients and raw materials; superior quality vegetable oil
- New contemporary style packaging
- Potential of growth & expansion in the category
- No known No.2 brand in the pickle category after National; Shan pickles can attain
leadership position in a few years time with due support & focus given
Regular accompaniment with less spicy food (daal chawal, sabzi, halwa puri, kachori,
Chapter: The Company

-
tehri, paratha, etc)
- Higher consumption (as regular food item) by pathans
- Increases profitability margins
- Stronger in export market

WEAKNESS

7
 - Issues at trade level
- Negligible focus on ATL & BTL activities
- Image distorted due to previous leakage problems in square bottles
- Product darkness issues
- Weaker distribution
- Less focus on merchandising; product availability & visibility

OPPORTUNITIES
- Institutional packaging
- Focus towards launching new potential sku’s (half Kg jar, 10 kg bucket, stand alone
pouches)
- Introducing new variants in export
- Huge untapped market potential
- There is scope to convert unbranded pickle market into branded by creating awareness
of using hygienic and packaged pickles
- Can penetrate into rural by focusing pouches
- Capture Competitions share by improving distribution, generating consumer trials &
aggressive promotion
- Trend of making pickles at home has almost finished due to increasing working women
and cooking skills being not transferred from generation to generation anymore

THREATS
- National as the biggest competitor with a huge market share
- Huge unbranded pickle market (75%)
- Increasing consumption of other accompaniments (ketchup, chutneys) with food at the
cost of pickles
- Changing lifestyles; more incitement towards international food cuisines and thus
diverting away from traditional food like daal and sabzi
- Increasing trends of sauces (white sauce, mustard sauce)

COMPETITION
Chapter: The Company

8
 12,000,000

10,000,000
Others (32%)
8,000,000
National (60%)
6,000,000
Shan (8%)
4,000,000

2,000,000

0
2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Shan has have completion from both branded and unbranded products in pickle’s category. Its main
competitor and leader of branded market is National.

MARKETING STRATEGY

Shan Food strives to be the premier and delighted provider of Pickle experiences for the targeted
market in the areas covered.

The marketing strategy, efforts to successfully converse, the unique value and philosophy of the brand.
This strategy redefines the focus from the "cost" problem to the benefits of exclusive products. The
marketing strategy will carry on to recognize the requirements of the market and communicate with
them in the most positive and effective manner possible.

Current efforts continually endeavor to understand how Shan pickle can maintain the quality and
Chapter: Marketing Strategy

integrity of the Brand within the finite financial resources. This challenge is ever-increasing. As costs
carry on increasing in a number of areas, the expectations and demands of our customers do as
well. Shan is constantly working to improve the products through enhancements and changes in its
arrangement and implementation. Excellence in Quality and efficiency in taste are just two goals of
these transformations.

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The growth stratagem is based on constant attention to the quality of the products in combination with
identifying opportunities to develop the distribution wherever possible. Recent penetrations, in
international areas such as Dubai, USA, UK, and far eastern countries, present complex challenges for
the entire Shan business.

VALUE PROPOSITION

Shan does much more than simply provide apparel with quality and taste to the consumer, it provides
the significant benefits of expressing, with distinguished taste, liberating eating, and empowering target
market with the confidence to take challenges, that are associated with individuals’ involvement in
house, hotel and professional places. These benefits value higher as the value we ask for the
brand. Shan pickle keeps itself amongst the high end brands with similar products, in the market,
keeping itself a bit different by its strategy. Primarily, the marketing strategy made and implemented in
the past few years, have raised the brand value amongst the top brand. But now Shan needs to
distinguish itself and exploit the uniqueness of the brand.

The whole marketing mix of Shan Food is designed in away to set high quality and standards in the mind,
customers are convinced that what they get is more then what they pay.

The new endeavor should be to set an image in the minds of the customers about the importance of
“Being Pakistani and Buying Pakistani” and that our brands can outshine internationals ones.

CRITICAL ISSUES

Chapter: Marketing Strategy

Our strengths are impressive. Our weaknesses are identified and have potential solutions. Shan Food
could be described as in a "speculative" situation. We are presented with numerous opportunities and
also have threats that present a level of risk. However, we have a chance to experience large returns on
our efforts if we can continue to capture the entire market share of the targeted segment and are not
negatively impacted by the alternative products in our market. We are well positioned in the market.
We have the ability to continue to offer the greatest value and we take advantage of our economies of
scale.

1
0
The critical issues include the following:

• Cost of packaging material (especially plastic) is becoming expensive.

• Competitor has a huge, state of the art production plant, equipped with modern technology and
use steam boilers instead of traditional cooking methodologies that brings efficiency, improves
production quality, saves time and caters effectively to meet bulk orders.

• Due to political instability & war against terrorism, the economic conditions of the country have
adversely deteriorated.

FINANCIAL OBJECTIVES
1. Raise Contribution Margin to a minimum level of PKR 20,000,000 within the next fiscal year.
2. Double the Brand Value within next two years.
3. 15% increase in Production and reduce Direct Sales Costs.

MARKETING OBJECTIVES

The objective is to provide quality and tasty products with this valuable experience of exclusiveness,
liberty and inner freedom to the target market. The pickle product of Shan Food is unique and requires
stimulated exploitations.

1. We need to expand and penetrate into the market in major cities of Pakistan.
2. We need to establish the brand as trend setters.
3. We need to position the brand in the customer mind as the exclusive, and the only brand.
Chapter: Marketing Strategy
4. We need to understand the changing preferences and tastes of the market.

TARGET MARKET STRATEGY

Females, house wife, youth are the major consumers of pickle Product, therefore, the target market
for Shan Food continues to be with them, who are involved in educational, social and startup
professional activates and located in rural and major Metro – Cities. To increase the share Target Market
1
1
Shan Food need to focus on their needs and the positioning they have for the brand. Shan Food is at the
growth stage with pickle product; therefore it requires a huge promotion, to get lime light. This
promotion will not be persuasive at all. On the other hand it will exploit the brands exclusiveness.

MESSAGING

The core message of Shan Food is one of value:

Shan Food design philosophy is to empower the customer with a quality statement to delighted and
tasty.

BRANDING

The Shan Food brand communicates the complete taste of pickle, building up an outstanding
standardized statement. The brand embodies the values that we believe and focuses on bringing out
the Inner freedom and self confidence in the customer.

There are six broad categories of varieties Shan deals in including recipe mixes, plain spices, dessert
mixes, basmati rice, pickles and salts.

In pickle Shan has broad category in which mango, lemon, mix, carrot pickles packages are included.

MARKETING MIX

Shan Foods has premium quality in food and its derived products especially in market of spices.
Chapter: Marketing Mix

Shan food is one of the leading food industries in Pakistan. Shan foods have developed a
complete distinctive name of food industry in Brand Marketing.

PRODUCT (PICKEL)

1
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The products of Shan foods itself are the key component to our marketing mix. Our product
should be our best advertisement. Our different products in foods like wide range of spices,
sauces, pickles etc should be competent in this food industry. The products (Pickle) are defined
with their specifications in the given chart:

1 kg Jar Glass Bottle Pouch 400gm jar 10 kg Bucket

New Standardized New Standardized Pouch material Launch of New Mixed pickle for
Labels Labels change SKU for mixed commercial use
pickle
New tray design New tray design Carton &
separators New standardized
Launch 3 new material change labels
variants (Kasaundi, (durable & strong)
Ginger & carrot New Tray design
pickles) in export New Creative
Design

Introduce ½ kg
pouch

PACKAGING

Shan food has mainly focus on packaging. They introduced different packaging style in this
Chapter: Marketing Mix

product. Their Specifications are as under:

Jar Bottle Pouch 400 gm Jar 10 kg Bucket

Primary Primary Primary Primary Red color bucket
packaging: packaging: packaging: Packaging: with lid & steel

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3
Plastic Jar, yellow Round Glass Plastic stand Plastic jar, yellow handle,
cap, inside poly & Bottle, Golden cap alone pouch cap, inside poly & orangish/yellow
neck sleeve & neck sleeve neck sleeve color screen
printing, inside
Tertiary Tertiary Tertiary Tertiary poly, hole
packaging: Packaging: Packaging: Packaging: punched on both
3 ply corrugated, 3 ply corrugated, 3 ply Master 3 ply corrugated sides and sealing
E-type fluting, 6 E-type fluting, 12 Carton, Honey tray, E-type through cable ties
units in each tray, units in each tray, comb fluting, 12 units in
shrink wrap shrink wrap (separators), 36 each tray, shrink
units in each tray wrap

PRICING

Pricing Strategy for Shan food is very similar to national foods because there is the only one
food industry that is national foods has the largest market share in this sector and it is the
actual competitor of Shan foods. So they develop their prices for pickles very similar to Shan
foods the given table shows the prices of pickles of Shan foods in comparison of national foods:

Shan Foods National Foods

(Pickles) (Pickles)
SKU D.P (Exclusive T.P New R.P R.P
of GST & SED)
Chapter: Marketing Mix

Bottle 330 g 43.8461 57.9323 70 70

Garlic Bottle 330 g 63.9801 84.5346 95 85
Jar 1 Kg 114.4908 151.2725 180 184
Pouch 200 g 20.2367 26.7380 30 30
Jar 400 g 80 85
Bucket 10 kg 689.73 863.64 950

PLACEMENT
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Product Placement is one of the advertising way of placing product at different stores and its
availability is also mandatory, Shan pickles are given in the chart that where these are available:

Jar Bottle Pouch 400gm Jar 10 kg Bucket

Hyper Markets Hyper Markets Hyper Markets Hyper Markets Hyper Markets

Key Accounts Key Accounts Key Accounts Key Accounts Horeca

Utility stores Utility Stores Utility Stores Utility Stores

General Stores General Stores General Stores General Stores

Bakery Bakery Bakery Bakery

Kiryana Stores Kiryana Stores Kiryana Stores Kiryana stores

PROMOTION

Shan foods have adopted BTL as well as ATL activities for promotion purpose to their pickle
products. The given chart defines clearly the activities as:

ATL Activities BTL Activities

New thematic campaign: At Consumer level:
Chapter: Marketing Mix

For Bottle,1 kg & 400gms Jars :

Develop thematic campaign for increasing Shan
• To create trial generation through product
pickle category awareness, highlighting the entire demonstration in hotels/restaurants
• Content Branding in cooking shows
range and product usage
• Developing information leaflet
(mentioning entire range, available SKU’s
and usage of pickles with different food
1
5
Tactical for promoting 400 gm jar:
Tactical for promoting 400 gm jar & 200 gm pouch
of mixed pickle, creating awareness of this SKU
and to generate trials
items)
• To be sold at discounted rates at weekly
Bachat Bazar
• Participation in exhibitions & events for
product display and generating sales
• In-store trials through Category Captains
for conversion

Different Mediums of Advertising: At trade level:

For Bottles:
TV channels (entertainment, infotainment, •
Improved focus on merchandising
regional, news channels) & cable •
Product to be made available with
complete range
Radio Spots • Branding at outlets
Print Ad (Urdu and English newspaper, For Jars:
magazines) • All 3 variants to be made available in 1 Kg
Jar
POS Material • On average 5 units of 400 gm mixed pickle
jar to be made available at each outlet
For Pouches:
• On average, 6 units of 200 gm pouch to be
made available at each outlet

PEOPLE

Sales team is divided into two parts:

• One team dedicated for recipes

• Second team is dedicated to other Shan food Portfolios
Chapter: Marketing Mix

These Sales teams are being trained in their respective field to enhance their marketing skills
and to attain the companies’ goal as well.

CATEGORY GOALS

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 • Revamp Packaging layout and format
• Extend category by launching new variants (export only) and SKU’s that can turn out to
be potential (400g jar, ½ kg stand alone pouches & 10 kg bucket)
• Achieve at least 25% market share in the category in the local market in 2 years time

Focus more on SKU’s that gives incremental sales volume (buckets) and SKU’s that contribute to
the major chunk of the category (Jars/ Pouch packs)

CONTROLS

The purpose of the Shan marketing plan is to serve as a guide to the staff, the Board of
Directors, and the volunteers to continue to improve the organization and its ability to provide
quality food items to customers. We must take action to accomplish our goals. Failing to
implement even one of the programs could be devastating to our success.

IMPLEMENTATION

Shan marketing team will conduct weekly Milestones Meetings with the Stakeholders, to
review current milestone status, funding status, and status of the actual programs.

For Shan, it's critical that there is consistent focuses on implementation in order to not only
maintain strong programs, but to maintain strong relationships with customers.

KEYS TO SUCCESS
Chapter: Controls

• Expand into new areas within Pakistan, by new varients and launching campaigns.
• Leverage the growth offered by the increasing brand awareness.
• Identify additional Market segment to support future growth and offer wider range of
Pickles.
1
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 • Continue to develop.

MARKET RESEARCH

An effective Market Research can be developed by gathering Data of various customers and
retailers. Research method, which will be adopted to gain customers life time value. Whereas
previous researches were conducted by following methods.

• Initial Question Results -- The staff notes customer responses to the "How did you hear
about us?" question.
o 76% Answers: “from Peers”
o 12% Answers: “TV Advertisement”
o 12% Answers: “Various Events”

We attempt to correlate that with our advertising and promotional activities and referral-
generation programs.

• Suggestion box -- The suggestion box is another method to gain additional information
from customers. Some of the most productive questions are:
o What suggestion do you have to improve the pickle?
o Why did you use this specific product?
o What other products would you like to have available from Shan?
• Competitive Buying -- We continually buy other food Products of competitive brands.
This is to gain Customers Insight. We visit each store in our market at least once each
quarter for competitive information, we visit stores in the Karachi and Lahore markets
for merchandising and buying insight.
Chapter: Controls

CONTINGENCY PLANNING

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The following lists, in order of probability beginning with the highest potential for change that
will impact this marketing plan, the future of Shan.

Chapter: Controls

1
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 10/4/2012

Agenda

1 INTRODUCTION

2 BRAND ASSESMENT

3 SWOT

5 MARKETING MIX

6 MARKETING STRATEGY

HISTORY Mission & Vision Statement

Shan foods came into existence in 1981. Vision Mission

“to be a dominant global
Start the operation from a single room. 1 2
player in food products
and socially responsible
masala was backed by the whole range of spices.
company that attains its
quality standards so that
Re-Position the BRAND from masala to whole range Shan stands for
of Spices. tradition, trust and good
taste.”
Got the international popularity in around more then 60
countries.
“To continuously develop and produce
quality products that meet the customers
and markets demands, compatible with
applicable regulatory requirements. To be
a consumer oriented company with keen
insigne of food products ensuring quality
panty consistency and authentic taste to
operate with state of the art technology to
obtain optimum results and retain highest
quality standard thrived efficient and
motivation human resource and inculcate
in them a sense of participation and
proved for personal goals and
development.”

six broad categories including recipe mixes, plain

spices, dessert mixes, basmati rice, pickles and salts.

Credits To Shan Food

Strategy perspective
Shan Revenue Sales Department Distribution Network
Always use aggressive strategic Shan Foods always have 1 The estimated 1 tShan has a separate 1 In Pakistan alone
1 planning. aggressive
Shan Foodsstrategy to sell in
is present as6much
broad marketing budget for Sales department Shan has 500
as they
foodcan by setting
categories price
which areparity
as Shan is Rs.100 focusing on distributors; from
million for all their ATL International Modern Karachi to Skardu.
Target Customer Shan is cost
the capturing
withfollows: middle
and keeping class
market and BTL activities in Trade (IMT) and Local The sales force of
price
who in mind
canmind.
• can’t
Recipe High volume is or
Mixrestaurant
t afford th year 2009
the M d
Modern T
Trade
d (LMT)
(LMT). Sh
Shan supplies
li it
its
2
Shan is Thinking Globally, Act always
• to
prefer the key
Plain
eat strategy.
Spices
home products to these
Locally distributors and some
• Dessert Mixes 2 The company does
most of its 2 This department direct distribution is
• Basmati Rice maintains direct also done mainly in
Product Mix marketing on
• Pickles seasonal basis relationships with Karachi market.
• Salts especially before variety of shops to
3 Shan has SIX broad categories and during meet their customized
Ramadan and near requirements
Eid

1
 10/4/2012

Region wise Growth Analysis for the period 2008-2010

Shan
ShanPickle
PickleRegional Contribution
Regional Contribution
in 2008-09
in 2009-10

60%

50% Karachi
Karach
Karachi & South Regions have lost   Karachi
Karachi
i
23%
21%
2% share each; whereas Central &  South
South
South South
40% North Regions have gained 2% 
North
share each, over the period of 2  5% 7% Central
North
56% Central
years
years from 2008
from 2008‐2010
2010 Central
Central
58% North 2008‐09 
30% 16%
14% North
2009‐10

20%

10%

0%

Karachi  South  Central  North 

Brand Assessment

Brand Association
Brand Vision

Happiness
Self satisfaction
Major accompaniment 
with non‐meat food 
items

Tantalizing  taste Adds flavor to less spicy 
food and enhance taste
Availability of exciting 
variants
Good for digestion of 
Pouch for generating  food
trials of glass bottles

Brand Persona
Brand Positioning
Age  Business Definition
Point of Difference
Target Market
Female 18‐30 
Unique Taste
years Point of  Decision maker
ggraduate Difference
Enhances
Best taste,raw
selected
Housewives
food
Y experience,
experience
High
Youngquality
adds flavor, enriches
materials
making
Gi l / vegetable
Girls/newly
l weds it “Just
doil Just
Perfect”
New contemporary
Males packaging
Consumers
Shan  Families including kids and other
family members
Pickle Income  Target Business  Bachelors
Invitees of a gathering
Class  Market Definition
Young house  A/B
wife/mother

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 10/4/2012

National Shan

Market Share 65% 7-8%

Understanding Target Market Regional Strength Nationwide Karachi & North

Regional Weakness Not as such Punjab & rest upcountry

Females/males, 18-35 years age, Females/males, 18-35 years age,

Pathan Consumers Target Market belonging to SEC A-D belonging to SEC A-C
Young Girls

Commeercial use
Challenger brand, unique taste,
For me, every food is First mover advantage, unique taste, improved & contemporary
I like to have chat pata
achaar with food to
Shan incomplete without pickles Point of Difference new packaging packaging, strong in exports
enhance its taste & flavor Pi kl
Pickles SKU Strength Pouch & bottle bottle

Variants Strength Mixed & Mango Mixed

Variants Range Bigger range Shorter Range

Males
House wives
I only eat daal
chawal, sabzi, and other
plain food just with pickles
I like to consume pickles
to add flavor in my meal
since it has been a tradition
to use it with less spicy food
and my family loves to have
it at meal time
Wholesellers
State of the art production plant for
Technological Edge pickles; steam boilers Traditional cooking methodologies
Perfect replacement of
unbranded pickles ; it is Product Development
comparatively hygienic in
Efficiencies Average Average
comparison to khula
achaar

House Hold use

SWOT

Category Goals
Marketing Mix
Revamp Packaging layout and format

Extend category by launching new variants (export only) and sku’s that can turn
out to be potential (400g jar, ½ kg stand alone pouches & 10 kg bucket)

Achieve at least 25% market share in the category in the local market in 2 years tim

Focus more on skus that give incremental sales volume (buckets) and skus that
contribute to the major chunk of the category (Jars/ Pouch packs)

3
 10/4/2012

Packaging
Product

1 kg jar Glass bottle Pouch 400 gm jar 10 Kg Jar Bottle Pouch 400 gm Jar
 Primary Packaging:  Primary Packaging:  Primary packaging:  Primary Packaging:
New Standardized  Pouch material change Bucket Plastic Jar, yellow Round Glass Plastic stand alone pouch Plastic jar, yellow
New standardized Launch of New Sku cap, inside poly & neck
Labels Labels for mixed pickle M ixed pickle for Bottle, Golden cap & neck cap, inside poly & neck
 Carton & separators
p material sleeve sleeve  Tertiary Packaging: sleeve
commercial use
New tray design New tray design change (durable & strong) New standardized 3 ply Master Carton, Honey
 Tertiary Packaging:  Tertiary Packaging: comb (separators), 36 units in  Tertiary Packaging:
labels 3 ply corrugated, E-type
 Launch 3 new  New Creative Design 3 ply corrugated, E-type each tray 3 ply corrugated tray,
variants fluting, 6 units in each fluting, 12 units in each E-type fluting, 12 units in
New Tray design tray, shrink wrap
(Kasaundi, Ginger &  Introduce ½ kg pouch tray, shrink wrap each tray, shrink wrap
carrot pickles) in export

10 kg Bucket

 Red color bucket with lid & steel

handle, orangish/yellow color
screen printing, inside poly, hole
punched on both sides and sealing
through cable ties

Price Structure
Shan National Placement
SKU D.P T.P New R.P R.P
(Exclusive of
GST & SED)

Bottle 330 g 43.8461 57.9323 70 70

Jar Bottle Pouch 400 gm jar 10 Kg Bucket
Ensure Availability in
Ensure Availability in Ensure Availability in  Ensure Availability
 Ensure Availability
Garlic Bottle 330 g 63.9801 84.5346 95 85 50,000 outlets
50,000 outlets 30,000 outlets at 30,000 outlets
at wholesale outlets

 Hyper
H M
Markets
k t Hyper Markets
  Horeca
H
 Hyper Markets  Hyper Markets
 Key Accounts Key Accounts
Jar 1 Kg 114.4908 151.2725 180 184  Utility stores Key Accounts
Utility Stores
Key Accounts
Hyper Markets
Utility Stores Utility Stores
 General Stores General Stores
 Bakery General Stores General Stores
Bakery Bakery Bakery
 Kiryana Stores Kiryana Stores
Kiryana Stores Kiryana stores
Pouch 200 g 20.2367 26.7380 30 30

Jar 400 g 80 85
Bucket 10 kg 689.73 863.64 950

At Trade Level At Consumer Level At Product level

Improve distribution
Availability at
key/high volume outlets
Improve shelf share
Improve shelf visibility
Effective use of
Promotional material
Point of Puchsae
Improve awareness levels major differentiating
of the brand sku’s that can become
purchase drivers
Generate trials that will
help
p in convertingg packaging standardized
consumers from current in local as well as export
brand to Shan pickles market
Improve penetration by cut down cost of
promoting smaller sku’s packaging material

4
 10/4/2012

At Trade level At Consumer level

50,000 outlets to be covered nation wide Improve Consumer  Mass media will be selected in improving awareness
Improve distribution
specially during season-Content branding will be preferred
 Focus on timely and even distribution in higher awareness
over RODP
contributing regions: Karachi & North
Cable will be a preferred medium compared to satellite
 Ensure effective distribution all year round; not just in channels
season
Radio & print will also be considered
Ensure availability at  Apply 80: 20 rule; 20% of high volume outlets
E-marketing (urban market) will be chosen for specific
key/high volume outlets contribute 80% of the sales
message to target audience (SMS, direct mail shots)
 Instead of keeping
p g onlyy one kind of sku;; ensure
Improve shelf share availability of entire rangest 25 variants should be Hoarding will be rented in major cities
present at the shelf Generate trials Trials will be conducted among current category users
Shelf hiring should be done in order to get better
Improve shelf visibility through various activities like Home gatherings, cooking
shelf visibility and space
shows etc.
Merchandiser should be hired for shelf management
Consumer offer can be designed to generate trials
Trade display competition can be held Improve penetration
through smaller skus DDS , shop promoters etc
Effective use of Promotional Options like shop branding, use of shelf talkers and other
material as a reminder at Point innovative materials/props should be explored in order to
of Purchase engage consumers

At Product level
Create at least 2 major Green range will be introduced (Chicken
differentiating ranges Hara Masala, Biryani Hara Masala, Fish Hara
that can become Masala, Harey Bharey Kabab, Tikka Hara
purchase drivers Masala)
Snack/fast food range will be launched
(Nugget mix, Tempora mix, Burger Patty
Mix, Croquettes mix, Broast mix etc)
Come up with a
Packaging needs to be redesigned in a way
packaging that can be fit
that it should be acceptable both in local as well
for local as well as
as export market (At least USA & UK)
export market

Try to cut down cost of Work on dispenser -instead of corrugated it

packaging material would be cardboard box

Tray
S.No Pickle SKU Size Jul-10 Aug-10 Sep-10 QTR 1 Oct-10 Nov-10 Dec-10 QTR 2 Jan-11 Feb-11 Mar-11 QTR 3 Apr-11 May-11 Jun-11 QTR 4 Total Vol-Kg

Mix Pickle 320

1 12 6,825 2,925 2,340 12,090 1,560 1,560 1,560 4,680 1,755 1,755 2,925 6,435 5,850 4,875 3,315 14,040 37,245 147490.2

Mango Pickle 320

2 12 875 375 300 1,550 200 200 200 600 225 225 375 825 750 625 425 1,800 4,775 18909

Hyderabadi Pickle 320

3 12 525 225 180 930 120 120 120 360 135 135 225 495 450 375 255 1,080 2,865 11345.4

Lemon Pickle 320

4 12 175 75 60 310 40 40 40 120 45 45 75 165 150 125 85 360 955 3781.8

Chilli Pickle 310

5 12 175 75 60 310 40 40 40 120 45 45 75 165 150 125 85 360 955 3781.8

Garlic Pickle 320

6 12 175 75 60 310 40 40 40 120 45 45 75 165 150 125 85 360 955 3781.8

Glass Bottle-Total (25%)

8,750 3,750 3,000 15,500 2,000 2,000 2,000 6,000 2,250 2,250 3,750 8,250 7,500 6,250 4,250 18,000 47,750 189090

Mix Pickle 1000

7 6 16,363 7,013 5,610 28,985 3,740 3,740 3,740 11,220 4,208 4,208 7,013 15,428 14,025 11,688 7,948 33,660 89,293 535755

Mango Pickle 1000

8 6 1,925 825 660 3,410 440 440 440 1,320 495 495 825 1,815 1,650 1,375 935 3,960 10,505 63030

Hyderabadi Pickle 1000

9 6 963 413 330 1,705 220 220 220 660 248 248 413 908 825 688 468 1,980 5,253 31515

Jar 1 Kg-Total (55%)

19,250 8,250 6,600 34,100 4,400 4,400 4,400 13,200 4,950 4,950 8,250 18,150 16,500 13,750 9,350 39,600 105,050 630300

Pickle Pouch (8%) 200

10 36 2,800 1,200 960 4,960 640 640 640 1,920 720 720 1,200 2,640 2,400 2,000 1,360 5,760 15,280 110016

Mixed Pickle (5%) 400

11 12 1,750 750 600 3,100 400 400 400 1,200 450 450 750 1,650 1,500 1,250 850 3,600 9,550 45840

12 Mixed Pickle Bucket (7%) 10000 1 2,450 1,050 840 4,340 560 560 560 1,680 630 630 1,050 2,310 2,100 1,750 1,190 5,040 13,370 133700

Total Pickle Category (100%) 35,000 15,000 12,000 62,000 8,000 8,000 8,000 24,000 9,000 9,000 15,000 33,000 30,000 25,000 17,000 72,000 191,000 1108946

OLY Growth 6% 82% 50% 26% 413% 387% 596% 451% 208% 170% 92% 135% 141% 101% 26% 92% 57%