MARKETING MANAGEMENT


 
MEHSHID KHAN NOORANI 6851
EESA IQBAL 7140





MR. SAMIN AHMED
 EXECUTIVE SUMMARY

This is a marketing audit report of a Pakistani company FRESHMATE, selling its READY TO EAT product
range, TAYAAR MAZAYDAAR, in Pakistan. It focuses on the market share, brand performance, and the
6P¶s of marketing.
We went to the FRESHMATE Factory at C/31-A S.I.T.E head office and met Mr. Imran Aijaz, Marketing
Executive . He briefed us with all the details regarding their marketing strategy developed for the brand.
Freshmate introduced its Tayyar Mazaydar, Ready to Eat Meals range in Pakistan in the year 2007 and
after successful test marketing of one year has moved to offshore markets. The company has acquired
Halal And Tayyab (Hygiene) certificate from SANHA (South African National Halal Authority). In addition to
this it has successfully certified itself with ISO standards. In Ready to Eat meals, Freshmate brings to
Pakistani cuisine, the salient features of which are; 100% Natural (No preservatives), Fresh tasting food, Shelf
stable (No Refrigeration required), Halal,No MSG.
The food is available in °
  ° including; Chicken, Mutton Beef, Rice, Vegetables, Lentils &
Pulses.
 


ŠTo satisfy our stakeholders ans as a guiding principle to our business, be a

benchmark for Quality, Creativity and Ethical Values´




ŠAchieve leadership in all categories of our core business and diversify in

areas which compliment the core business.´
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MARKET STRUCTURE
COUNTRY¶S SOCIO-DEMOGRAPHIC MOVEMENTS RELEVANT TO
THE BRAND

As Pakistan itself is growing rapidly people have realized the essence of time
and money. Consequently, majority of the working class have settled in urban
well developed cities. Furthermore, people are always in pursuit of finding
ways that could help them save time and achieve their goals fast. Many
CATEGORY AND/OR BRAND SOCIO-DEMOGRAPHIC
COMPARISONS
Freshmate is a solution to their problem. With the availability of freshmate
products in the market, people no longer need to cook at home or go for junk
food to the restaurants. Freshmate brings convenience.
Shelf Stable foods is relatively newer concept in Pakistan compared to frozen
category which is almost a decade old category but this shelf stable category
is growing. Mutton category with the highest perceive value has been kept at
highest price and Vege and lentils have been kept at levels lower than their
actual value as perceived value of vege/lentils is lower. Therefore, its
customers have remained loyal.
 R E GROW H INDIC OR : LUE ND RICE
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C Q C r
C r C r - r
C r C - r
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C H C r
C H r C H - r
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Q r C H r
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R E GROW H DRI ER

I r u f urr u r : r u r f r r , r v , f .I w f r
u r r u u . Off r r w v r v r fr .
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 MANUFACTURER¶S MARKET SHARE
Freshmates market share is around 40%, National¶s Ronaq 52%
because of its existing brand name and customer brand Recall and
Mommy¶s 8%.

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RECENT LAUNCHES IN CATEGORY AND THEIR

PERFORMANCE

Freshmate introduced its Tayyar Mazaydar, Ready to Eat Meals range

in Pakistan in the year 2007. (Alhamdolillah) after successful test
marketing of one year has moved to offshore markets.
BRAND PERFORMANCE
DURING LAST YEAR
 BRAND MARKET SHARE (VALUE/VOLUME)

Freshmate was launched in Karachi in Feb 2007 and it has a good share
compared to other brands in Karachi. It has kept its price constant and
has gained sales. Brand market share has increased and has received
good customer response with regard to the value of the product with its
boost in sales volume in Karachi.

BRAND SHARE BY SEGMENT

It does not cover just one segment, Freshmate covers all the
segments in the food industry such as Beef, Mutton, Chicken, Rice,
Vegetables and Lentils. It treats all the segments as its Category of
freshly packed ready to eat meals of our traditional Pakistani Cuisine
 PENETRATION AND LOYALTY
Through its stable Prices, Quality, Options, Flavours and its deep product
line of Mutton, Beef and Chicken, it has penetrated through the market and
has covered all the segments. Its brand awareness is on the rise. All its
customers have remained loyal and have not switched over to other
brands. Freshmate has not decreased the quality of its food and has
positioned its product well not only in the Domestic market but also in the
international markets as well.
BRAND SHARE VS. COMPETITION
The market is growing but still the concept requires lot of awareness.
Such a niche in the market is seeing an increase in the number of
brands competing in the fast food fiasco. However having made it¶s
name among the pioneers in exporting and manufacturing these
products, it offers serious competition to new entrants and its
existing ones.
PROPOSITION
 BRAND POSITIONING
Based on attributes i.e. Freshness, no preservatives, No MSG and
certified Halal the briefings are given to consumers in different
consumer level activities. Besides the promotional material focuses on
these attributes to give a clear proposition of the products in the minds
of the current and prospective customers.
The fact that Freshmate mate means 6 

 and the fact that
 ° °  °
is made clear in the customers.

CATEGORY DRIVERS
‡ Value for money and Quality
‡ Economy
‡ Taste
‡ Aroma and Freshness
‡ Diversified Range and Nutrition
BRAND HEALTH INDICATORS

Modern
Portable
Morally upright
Strong Values
Honest
Progressive
Hospitable
convenience
 COMMUNICATIONS ANALYSIS(DOES COMMUNICATION
REINFORCE BRAND VALUES?)

It has persuasive and strong promotional pictures and labels showing the convenience of
cooking Pakistani Delicacies in minutes requiring no special skills having prepared by
specialists. This itself increases brand awareness and reinforce brand values.
 NEW INNOVATIONS PERFORMANCE

Freshmate introduced its Tayyar Mazaydar, Ready to Eat Meals range

in Pakistan in the year 2007. (Alhamdolillah) after successful test
marketing of one year has moved to offshore markets.
PROMOTION
 TOTAL BRAND COMMUNICATION AWARENESS OVERTIME
Its total brand communication awareness overtime has to increase. People need to remember
its adds making its difference from other brands extensive and viable. Broadcasting its adds
on channels such as ATV, PTV,AJ TV, APNA channel,etc which are watched all over Pakistan
would be advisable, so that more and more people come into contact with the adds and recall
them easily. Their adds should have a family movie theme which is sort of a culture in
Pakistan.

BRAND SHARE OF TOTAL BRAND COMMUNCATION

AWARENESS VS. COMPETITORS
Door to door marketing is done to increase awareness of the products
Mobile Billboards are used to improve on the awareness program of
FRESHMATE
Promotional activity is focused to use of BTL (below the line) activities - taste
n buy kiosks at different locations; local exhibitions.
Comparing to its competitors National has the advantage of having backing
of big company / distribution setup but despite this they have also kept
themselves to similar strategy of tasting kiosks
 ADVERTISING QUALITY AND SPEND

The advertisements should be very well accepted by the

target audience.
True representation of the individuals who would need fast
cooking foods on day to day basis
Should promote its nutritious value on regular consumption
to eliminate any health scares that people may have.
Its adds should clutter breaking and unique
SHARE OF VOICE RATIOS
Not yet taken to have a reasonable impact on the promotions of
FRESHMATE
PLACE
 RETAIL SHARES BY CHANNELS
The product nature is such that it¶s usually sold in A class stores or
super stores

AVAILABILITY (DISTRIBUTION QUALITY)

Availability is good in Karachi but as there are lot of flavors so it¶s very
difficult to carry all SKU¶s at all places but still it¶s good.
Other than Karachi, in other cities Lahore /Islamabad the distribution /
placement requires improvement.
 DISPLAY QUALITY

Display is an issue in this item as frontal image is important. Big retail

stores who have abundant space have given fuller display which
helps in sales. Different size of racks are made; Where space is
limited, racks are provided to the stores.
 STOCKING (OUT OF STOCK) IN THE MARKET

FRESHMATE is never out of stock. It has an effective distribution channel. The company delivers
the right quantity of product to respective outlets. It the quantity decreases or is about to finish,
the company is informed and delivery is made to that specific outlet to replenish the stocks
immediately
PRICE
 PERCEIVED VS. ACTUAL PRICE
Pricing has been kept as per product category
Mutton category with the highest perceive value has been kept at highest
price; Actual price level of mutton is also higher and perceived value is also
higher
After mutton comes chicken; then beef, then rice and then vege/lentils
Vege and lentils have been kept at levels lower than their actual value as
perceived value of vege/lentils is lower
The prices are in upper or similar category as compared to competition
PRICE POSITIONING
‡People always on the go
‡Tourists
‡Residents of Urban Cities such as Karachi and Lahore
‡Consumers ready for a change in taste and experiment.
 PRICE SEGMENT GROWTH

Economic Crises has led to a downfall of pocket size and

therefore, strategically prices cannot be increased for
certain segments. However prices of Chicken and mutton
usually affect the prices of the products.

% OF SALES MADE ON PROMOTION DURING LAST

YEAR

The % of sales made on promotion during last year have been significantly
more than expected.
 PRICE ELASTICITIES

Since it is a brand for niche market, price elasticity relatively lower. If

however FRESHMATE increases its price, people will shift to other less
costly products.
Although the variable factor can be the taste, the pricing of FRESHMATE
has always shown its effectiveness and thereby proving to adapt to price
elasticities.
PACK
 PACK TEST DATA OVER TIME

Not so well accustomed to different handling problems throughout the

nation wide distribution network for the SKUs of the company, however
its move towards the international market has initiated brand new
distribution channels for the company to adapt to.

PACK ATTRIBUTES VS. COMPETITORS

It mentions in three languages English, Urdu and Arabic product name,

ingredients, safety and heating instructions.
Its high quality packaging makes the product very durable meking the
product more long lasting than its competitors.
It clearly mentions main attributes of No MSG, NO refrigeration and No
preservatives.
Besides that the pack mentions correctly calculated Nutritional
information, serving suggestion, spice and tanginess level, barcode,
manufacturing, expiry dates, wt, price, etc.
Compared to competition, maximum and complete information has been
put on the pack as required by different standard and packaging laws
PRODUCT
 PRODUCT BENCHMARK TEST PERFORMANCE OVERTIME
With its 6 

 Each dish is prepared in accordance with the recipe
of our Food & Nutrition expert, Nasreen. Great care and extensive research
at each step of production help maintain the taste and freshness of
Freshmate's foods from it¶s kitchen to the consumers

TECHNICAL PRODUCT APPRAISAL VS. COMPETITION

At VQI (visual quality index) tests are done to make sure everything is correct. The
product packaging, everything printed on it, etc is correct.
DGDSFG