INTRODUCTION

Meat one, A brand of Al Shaheer Group

Founded in 2008
Global Leader in Halal Foods
Stated with export business in middle east
Global Halal meat market 300 billion
2011-12: 779,000 tons-goat meat (top 3 in world)
2011-12: 1.7 million tons beef consumption (9th rank)
2011-12: 834,000 tons poultry (20th rank)
Meat consumption:18 kg per person annum in
Pakistan. 42 kg per person all over the world
Al-Shaheer Investors

Al-Meezan investment
NBP
Atlas asset management
MCB-Arif Habib
Alfalah
UBL Fund Managers
Meat One competitors

Direct competition:
Traditional Meat vendors who butcher fresh meat in front of the customers so they
know exactly what they are getting, can get meat cut per their specification.
How is Meat One different from them?
Meat One has an open kitchen and they cash on the Hygiene factor which they offer
which makes them a more credible and trusted source of meat.
They offer all kinds of meat under one roof unlike traditional vendors who have a
specific type to offer, for instance, a chicken meat vendor does not offer mutton/goat
meat. Whereas, Meat One offers a wide range and in a range of different cuts.
Meat One offers marinated meat for those who like readymade food which only needs
to be cooked/baked etc. without having to put in too much effort.
They offer meat in a clean, hygienic, air conditioned environment.
The fact that Meat One is owned by Al Shaheer group, it already has a high standard
set which comes with its name.
Meat One competitors

Indirect competition:
Frozen foods which are available in a variety of
cuts, types of meat. Following are the biggest
competitors in this market:
1. K&Ns
2. Sufi
3. Dawn Foods
4. Menu
5. Mon Salwa
6.
Marketing Objectives

To create awareness of Meat One as a hygienic meat shop.

To tackle competition especially from local meat vendors by

positioning Meat One as a cleaner, and more hygienic option as
compared to traditional meat shops.

To increase brand recall of Meat One by advertising on print, OOH

and television.

To gain a higher market share and increase sales of Meat One by

providing only the best quality products and delivering customer
value.
To change perception and behavior of target audience from
traditional vendors to Meat One.
Creative Strategy-Big IDEA

MEAT SAFE
Media Objectives

Within the budget, create awareness about Meat

One and the products that they provide.

During the introductory period, reach 60% of the

target market an average of 4 times and 30% an
average of 2 or more times.

Use different media vehicles like print, radio,

OOH, TV in the introductory and post-introductory
period to create and sustain awareness, in which
Meat One can be positioned as a cleaner and
healthier alternative to the local meat shop.
 Target Audience

Bases for Segmentation

Nation or country
Geographic State or region
Demographic City or metro size
Psychographic Density
Behavioral Climate

18
Geographical Location

The stores of Meat one are located near to the

good income areas areas of Karachi like
Defence, Clifton , PECHS , Gulshan, North
Nazimabad etc.
These stores are opened according to the
target market purchasing power and life style.
 DEMOGRAPHIC
SEGMENTATION
AGE :-
From 25 to 60 years
GENDER:-
Female and Male
INCOME :-
Elite Class, Upper Class , Upper Middle Class and
Middle Class ( A class, A+, B, and B+)
EDUCATION:-
Good Educated people and those who know the
importance of Hygiene meat is good for health.
Segmenting Consumer Markets

Bases for Segmentation

Geographic Lifestyle
Activities
Demographic
Interests
Psychographic Opinions
Behavioral Personality
Core values
 PYSCHOGRAPHIC

Life Style:-
The life style of the target Market is educated
.They have a luxurious life style.
Segmenting Consumer Markets

Bases for Segmentation

Occasions
Geographic Benefits
Demographic User status
Psychographic Usage rate
Loyalty status
Behavioral
Buyer-readiness
Attitude
 OCASSIONS

On weddings , Eid , Birthday Parties, Get

together, Funerals.
USER STATUS:-
Continuous and frequent users
Loyalty Status:-
Highly loyal Customers
Media Strategy

Use television as primary medium and print as

supporting medium.
Main focus on news channels, drama channels,
cooking channels.
Secondary focus on newspapers: Dawn,
Tribune.
OOH: Karachi, Lahore, Islamabad.
Brand activations as BTL activities at leading
malls of Karachi, Lahore Islamabad.