PROPOSED TOPIC:

“Why is National foods Spices’ losing its ground to Shan Foods

Spices’ in Karachi?”
 Background justifying our
proposed statement
 National Foods started its business in 1970 with the humble beginning,
and now it's a well-known name among Pakistan,

 It was a private limited company up till then, transferred to become

a public limited

 Whereas, Shan Foods on the other hand began as a cottage

industry in 1981 by Sikandar Sultan, the founder & chairman.

 In the past decade, we came across the fact that just in 25 years
Shan foods managed to be the direct competitor of National Foods.

 This is why the need aroused to figure out whether National foods
spices would lose it’s share to Shan foods spices further.
National Foods Spices and Shan foods
Spices (recipe mixes/plain)
RESEARCH OBJECTIVES:
 To find out the reasons that why National foods is
losing its market share to Shan foods in spices’
industry

 To find out how Shan food made its way to be

second of the only two main market leaders in
branded spices’ industry.

 To find out what National Foods should do to

sustain its position as a market leader in the
industry.
POPULATION OF TARGET AUDIENCE:

 All the people who use Shan and National brand of

spices

SAMPLE FROM THE POPULATION:

 Sample from the population includes Females and Males

belonging to age group of 25-50 years.

SAMPLING TECHNIQUE:

 Random Sampling technique

SAMPLE SIZE/ SAMPLING FRAME:

 Sample Size of this study is 8 i.e. 6 Females & 2 Males.

RESEARCH TYPE & RESEARCH METHODS USED:

 It’s
a Quantitative Research.
 Types of methods used to conduct this research are
two types of Interviews.

INTERVIEW METHODS USED:

 ThreePersonal Interviews
 One Focus Group (2 males, 3 females)
RESEARCH FINDINGS
 National foods initiated the trend of packaged and branded spices

 People who used/use national mentioned that national has “ghar ka khana”
sort of taste

 The male consumers stated that The TVC of shan demonstrates that how
convenient it was for men as well to cook a difficult dish such as biryani

 Shan created its own mixes - This innovation step was taken by Shan first as
desi cooking is usually difficult and time consuming to prepare

 As Shan experimented with new recipes and sold it in the market, which
made it world recognized as people tend to follow the recipe mix for the
recipe they are cooking

 It was also found out that Shan consumers found that it has a distinct aroma
and taste that National and other branded spices lack

 Shan has a stronger taste and aroma than National and has better quality
control
Continued…
 Some use Shan masala because they think less is more for any food dish they
cook.

 Cookery shows influenced their choice for shan foods recipe because the
recipes that are cooked by the chefs include shan recipe mixes

 Shan has the ingredients of the recipe they wish to cook in one recipe mix

 Few consumers who used packaged spices from the beginning were mostly
national users, and have switched to Shan in the past decade entirely for all
sorts of recipes they cook.

 Most of the people who were using lose spices before past decade, started off
with Shan as their branded spice usage experience

 Shan also targeted almost every income segment lower, middle, upper middle
etc.

 Shan also was the first one to come up with bachat scheme, having two packs
spices in single packet.
Conclusion…
 Since 1970s National is the pioneer of concept of branded packaged spices it has
always enjoyed the market leader position in the packaged spices industry in Pakistan. It
has a managed to hook major chunk of brand loyal consumers

 Whereas Shan, which commenced in 1981 with just single room operations, comes right
after it as its direct competitor and is one of the two major market leaders of branded
spice

 When people think of spices (majority who switched from other brands or open spices)
people can mostly recall Shan as their chosen branded spice/recipe mix.

 Shan with its innovation in recipe mixes, inventing new recipes, strong taste (desi), and
amazing quality control techniques and aroma has got the hearts of many of its
consumers

 Thus, its basks in the light of victory with regards to being consumer’s favorite brand of
spices.

 Shan Foods in Karachi due to all the above research indings such as better taste, quality,
freshness, wide range of variety, chefs using the same brand etc.

 Therefore, in order to sustain its market leadership position National should take the
initiatives of making its taste of spices more rich and stronger as preferred by locals in
Karachi and Pakistan.

 Providing with more variants in different categories. Wide variety in shelving etc.