National Foods Limited-

Brand Story
Introduction
National Foods Limited was established in 1970 as a spice company and aimed at
providing hygienic, healthy foods that reduced the cooking time and so the time
spent in the kitchen, thereby enhancing lifestyles and creating value for their
customers. National Foods currently hosts diverse collection of 110 food products
falling in 13 different categories.

According to the official website of National Foods Limited, the company today is
ranked 2nd of the 3500 brands marketed and sold in Pakistan!
As for the marketing strategies that the company took up for the brand discussed
in the term report, National Foods Limited came up with their Cook Book. The
importance of this cook book was related to how it was not simply a compilation
of Pakistani recipes, but as a tribute to the culture which basically separates them
from the rest as a Nation. Through print advertisements and TVCs, National Biryani
Masala was also shown making valuable contributions to all kinds of traditional
occasions as in Pakistani culture; any celebration is incomplete without traditional
foods. The advertisements depict all kinds of gatherings, from Eid festivals to
weddings.

Mission
National Foods Limited still follows the
founders philosophy and considers it apt for
all times under which the Freshness of the
products, of the ideas and even of the logo is
focused at.
Vision
To be the premium provider of hygienic and
delicious recipe mixes in Pakistan- catering to
a diverse range of occasions and tastes. NFL
recipe mixes aim to become a part of the
consumers life and not just another product-
since food is such an integral part of any
Pakistanis life and as such anything that
contributes to the taste of the food is equally
important too.
Values
As highlighted by Mr.Junaid Hidayat , one of the most distinguishing
attributes of the entire National Foods Masala range boils down to two
broad categories-quality and the right Masala Mix. Developed by experts,
the National Foods Biryani Masala comprises of very fine ingredients,
brought together in just the right proportions. He mentioned that
although the Masala industry itself doesnt give much scope for a lot of
product differentiation (as he puts it, there is only so much that can be
changed about a masala, the essence of it stays the same) yet National
Foods has been able to tap in on a great share of the market by being
consistent with the Masala Mix. They make sure that ingredients are
mixed in exactly the right proportions and order, to provide for
consistently delicious Biryanis all over. Another product attribute that has
helped National Foods retain its position as the market leader is its quality.
He mentioned that no matter what the cost-price considerations are,
quality is something that National Foods never compromises on.
Moreover the SKUs that the Biryani Masalas are available in also caters to
a wide range of demands. The different SKUs include 20g sachet, 25g
sache, 50g box and the Double pack.

Values
Passion
We act with intense positive energy and are not afraid to take risks. We challenge ourselves continuously, were
good at what we do, and we take pride in who we are.
People-centric
We put our people first. We treat them with respect and actively contribute towards their development.
Customer Focus
We see the world through the eyes of our customers. We do everything possible that makes them happy.
Leadership
We are part of the solution, never the problem. We act like owners and have a positive influence on others.
Teamwork
Our roles are defined, not our responsibilities. We believe in going the extra mile to accomplish our goals. We
coach and support each other to ensure everyone wins. We have a WE versus I mindset.
Ethics
We dont run our business at the cost of human or ethical values.
Excellence in execution
We say. We do. We deliver. We talk with our actions. We strive for nothing but the best. Execution is the key to
winning!
Accountability
We see. We act. We take full responsibility for our actions and results. We dont blame others for our mistakes; we
analyze them and correct them.

Brand Identity
At NFL, freshness is what keeps us going. We
keep life updated with new recipes, new
products, and now weve got ourselves a
Transformed logo.
As with everything we do, we took a careful look
at what we had, kept the best of the past, and
introduced elements that were exciting,
appealing, and yet always true to our soul. Were
still caring, optimistic, and reliable and now were
livelier than ever before!

Internal marketing Environment
Human resources
Human resources include the social capital hired for the company, comprising of experienced staff
which can help the company achieve its objectives. National food has a flourishing R&D department
working on product development and quality maintenance.
Financial resources
Arrangement of finance is a core issue, including private capital as well as bank loans.
Information resources
Information about the market plays a vital role in the success or failure of the product. Right kind of
knowledge and information about the market in terms of competitors and target market is available
to make important determinations from.
Customers
All the companies have to keep updated study of their customers and in case of National food the
company has always maintained excellent customer retention. Value of customers for National food
can be understood by the factors that National food spends lot of efforts (financial and human
resource) on customer research.
Intermediaries
Marketing intermediaries help the company to promote, sell and distribute its goods to the end
users. All over Pakistan National food has strong dealers network that are working constantly to
provide National food products as well as taking care of after sales services.

External marketing Environment

Demographic
As we all know that the size of population and the growth rate in Pakistan is very healthy so there are no future
threats regarding growth because if the growth rate of the country is low the company may have problems is
selling their product in future.
Economic conditions
Economic conditions dont have a significant effect on our product because only deal in a small product which is of
daily use. Price and government taxes however do impact our buying decisions. Since per capita income is very
low so a very costly product wont be successful in order to gain a bigger market share.
Competition
Competitors are always the biggest threat to any product this threat could be in terms of brand competition,
substitutes, image competition and rival companies. There are a now products now in the market which are vying
for the same position as National Foods biryani masala. Since our company has already established an image in
the market, the threat of substitute brands is minimal.
Social and cultural forces
Geography, norms, values, climate, traditions of Pakistan are all in accordance with National Foods biryani masala.
Far from posing any opposition to this, cultural factors are actually one of the biggest contributing forces to the
popularity of the brand and product.
Political and legal forces
Political and legal forces affect any product substantially. For instance if the government is business oriented then
they would promote the business; giving more incentives to business companies in order to boost the economy.
Currently however, no such incentives exist. The unstable political environment is actually a hindrance to growth
of industry, National Foods included.

Points of diffrentiation