SHEZAN

MARKETING AND MARKETING AND STRATEGIC ANALYSIS STRATEGIC ANALYSIS

GROUP MEMEBERSGROUP MEMEBERS

WAQAS AHMEDWAQAS AHMED

RIZWAN SATTIRIZWAN SATTI

FAZAL AHTISHAMFAZAL AHTISHAM

HUSNAIN QADAFFIHUSNAIN QADAFFI

HISTORY OF SHEZAN HISTORY OF SHEZAN international ltd.international ltd.

Founded in 1964 aftert a joint venture Founded in 1964 aftert a joint venture between shahnawaz group pakistan between shahnawaz group pakistan and and alliance industrial deveolpment corporation.alliance industrial deveolpment corporation.in 1971 Shahnawaz group purchased all the in 1971 Shahnawaz group purchased all the shares of shares of AIDC AIDC with the permission of gov of with the permission of gov of pakistan.pakistan.

In 1981 separate unit was installed in In 1981 separate unit was installed in karachi.karachi.

In 1983 first bottle filling plant was installed in In 1983 first bottle filling plant was installed in lahore.lahore.

In1990 a juice factory was ibstalled in hattar In1990 a juice factory was ibstalled in hattar in NWFP.in NWFP.

Shezan headoffice is located in lahore.Shezan headoffice is located in lahore.

VISION AND MISSION OF VISION AND MISSION OF SHEZAN international ltd.SHEZAN international ltd.

TO be known as leader of quality products in the region.TO be known as leader of quality products in the region.

Dedication to quality is a way of life at our company, so much so Dedication to quality is a way of life at our company, so much so that it goes far beyond rhetorical slogans. that it goes far beyond rhetorical slogans.

To play its role in the economic development of the country and to To play its role in the economic development of the country and to enhance quality of life of its people.enhance quality of life of its people.

Our mission is to provide the highest quality fruit and vegetable Our mission is to provide the highest quality fruit and vegetable related juices and products to retail and food service customers.related juices and products to retail and food service customers.

We will accomplish this by maintaining a tradition of pride in our We will accomplish this by maintaining a tradition of pride in our products, growth through innovation, integrity in the management products, growth through innovation, integrity in the management of our business, and commitment to Team Management and the of our business, and commitment to Team Management and the Quality Improvement Process. Quality Improvement Process.

INTRODUCTIONINTRODUCTION

Shezan International LimitedShezan International Limited. The Company's . The Company's principal activity is to manufacture and distribute principal activity is to manufacture and distribute juices, beverages, pickles, preserves and juices, beverages, pickles, preserves and flavorings derived from fresh fruits or vegetables. flavorings derived from fresh fruits or vegetables. The products of the Company include tetrapak The products of the Company include tetrapak juice, mango juice, pickles, custards, vegetables, juice, mango juice, pickles, custards, vegetables, jellies and jams. The Company distributes the jellies and jams. The Company distributes the products under the Shezan brand name.products under the Shezan brand name.

PRODUCT LINEPRODUCT LINE

BeveragesBeveragesJuicesJuicesCondimentsCondimentsPicklesPicklesJamsJamsKetchupsKetchupsMarmaladeMarmaladeFruit pulpsFruit pulps

COMPETITORSCOMPETITORS

Following are the main competitors of the Shezan Following are the main competitors of the Shezan International LtdInternational Ltd

Mitchell’sMitchell’s NestleNestle AhmadAhmad Rafhan’sRafhan’s National National Benz etc Benz etc

THE MARKETING MIXTHE MARKETING MIX

PRICEPRICE

PRODUCTPRODUCT

PROMOTIONPROMOTION

PLACEPLACE

BRANDS OF SHEZAN BRANDS OF SHEZAN intrnational LTDintrnational LTD

APPLE JUICESAPPLE JUICES

MANGO JUICESMANGO JUICES

MIX JUICESMIX JUICES

MANGO RASBARY JUICESMANGO RASBARY JUICES

MANGO MIX JUICESMANGO MIX JUICES

LEMON BARLYELEMON BARLYE

TWISTTWIST

SHEZAN WITH RESPECT TO SHEZAN WITH RESPECT TO 4 P’S4 P’S

PRODUCTPRODUCT:: “ “ A product is any thing that can be offered to a A product is any thing that can be offered to a

market for attention, acquisition, use, or market for attention, acquisition, use, or consumption that might satisfy a want or need”consumption that might satisfy a want or need”Product familyProduct familyProduct class Product class Product lineProduct lineProduct typeProduct typeBrandItemsBrandItemsNeed familyNeed family

PLACEPLACE

“ “Place, another key marketing mix tool, Place, another key marketing mix tool, stands for the various activities the company stands for the various activities the company undertake to make the product accessible and undertake to make the product accessible and available to target customers”available to target customers”

four consumer goods marketing channels are:four consumer goods marketing channels are:

zero level zero level one level channel one level channel two level channel two level channel three level channelthree level channel

PROMOTIONPROMOTION

“ “Promotion stands for the various activities the Promotion stands for the various activities the company undertakes to communicate and company undertakes to communicate and promote its product to the target market. Thus promote its product to the target market. Thus company has to hire, train and motivate sales company has to hire, train and motivate sales people. It has to set up communication and people. It has to set up communication and promotion programs consisting of advertising, promotion programs consisting of advertising, direct marketing, sales promotion and public direct marketing, sales promotion and public relation as mentioned in the figure below.”relation as mentioned in the figure below.”

PROMOTIONPROMOTION

AdvertisingAdvertising

Sales promotionSales promotion

Personal sellingPersonal selling

Direct marketingDirect marketing

Public relationsPublic relations

PRICEPRICE

““A critical marketing mix tool is price, namely the A critical marketing mix tool is price, namely the amount of money that customer have to pay for amount of money that customer have to pay for the product. Company has to decide on whole the product. Company has to decide on whole sale and retail price, discounts, allowances, and sale and retail price, discounts, allowances, and credit terms. Its price should be commensurate credit terms. Its price should be commensurate with the perceived value of the offer or buyers with the perceived value of the offer or buyers will turn to competitors in choosing their will turn to competitors in choosing their product.”product.”

PRICEPRICE

Price would remain same because it’s an Price would remain same because it’s an appropriate as compared to NESTLE and other appropriate as compared to NESTLE and other established JUICE brands. Price will be affordable established JUICE brands. Price will be affordable by the lower class.by the lower class.

As for as the prices are concerned, they are on As for as the prices are concerned, they are on the top of the list. They are providing the juices at the top of the list. They are providing the juices at relatively low price as compared to their relatively low price as compared to their competitors. competitors.

SWOT ANALYSISSWOT ANALYSISSTRENGTHSTRENGTH

One of the multinational companies in Pakistan.One of the multinational companies in Pakistan.High Experience from International Market.High Experience from International Market.High Market Share.High Market Share.High Technological Equipment.High Technological Equipment.Skilled Labor Force.Skilled Labor Force.Innovative R&D Department.Innovative R&D Department.This extremely recognizable brand is one of This extremely recognizable brand is one of Shezan’s greatest strengths.Shezan’s greatest strengths.Maintains global juices industry leadership.Maintains global juices industry leadership.Maintains its major focus on world wide Maintains its major focus on world wide expansion of the Shezan’s image.expansion of the Shezan’s image.Increased market share.Increased market share.

SWOT ANALYSISSWOT ANALYSIS

WeaknessesWeaknessesNot Completely dairy products.Not Completely dairy products.

Reduced consumer purchasing power.Reduced consumer purchasing power.

Less focus in the low income areas.Less focus in the low income areas.

Less effective external communication Less effective external communication department.department.

High Price.High Price.


OpportunitiesOpportunitiesNew Flavors.New Flavors.Strong brand names and world wide Strong brand names and world wide identity as a leader in the soft drink identity as a leader in the soft drink industry.industry.High utilization of resources.High utilization of resources.Sales team better functioning.Sales team better functioning.Seasoned Bracket.Seasoned Bracket.Increase in availability.Increase in availability.Product line extension.Product line extension.


ThreatsThreatsPolitical and economical instability in the country.Political and economical instability in the country.

Lack of diet product.Lack of diet product.

Entry of new multinational brands into local Entry of new multinational brands into local market.market.

Seasoned bracketSeasoned bracket

RECOMMENDATIONRECOMMENDATIONCHANGES IN 4P’sCHANGES IN 4P’s

ProductProduct::

SHEZAN INTERNATIONAL LTD could expand its product SHEZAN INTERNATIONAL LTD could expand its product line by introducing more flavored JUICES. e.g., line by introducing more flavored JUICES. e.g., Chocolate flavor is available and being sold by loose Chocolate flavor is available and being sold by loose juice sellers but this category of juice is not available juice sellers but this category of juice is not available in manufactured juice except a very few foreign in manufactured juice except a very few foreign companies. No doubt SHEZAN INTERNATIONAL LTD companies. No doubt SHEZAN INTERNATIONAL LTD has got a 9002 certification, but packing could be has got a 9002 certification, but packing could be made more impressive especially by increasing the made more impressive especially by increasing the volume of tetra packs and bottles.volume of tetra packs and bottles.

RECOMMENDATIONRECOMMENDATION

Place:Place: As for as the distribution is concerned currently, As for as the distribution is concerned currently, SHEZAN INTERNATIONAL LTD has made SHEZAN INTERNATIONAL LTD has made segmentation with respect to taste and social segmentation with respect to taste and social class. e.g. relatively small streets. The class. e.g. relatively small streets. The distribution network needs to be more extended; distribution network needs to be more extended; SHEZAN INTERNATIONAL LTD should hire SHEZAN INTERNATIONAL LTD should hire potential distributors in several other parts of the potential distributors in several other parts of the country so that their product will reach to every country so that their product will reach to every corner of this country. corner of this country.


PRICE:PRICE:Price would remain same because it’s an Price would remain same because it’s an appropriate as compared to NESTLE and other appropriate as compared to NESTLE and other established JUICE brands. Price will be affordable established JUICE brands. Price will be affordable by the lower class.by the lower class.


PROMOTION:PROMOTION:On Television if we see the ad of NESTLE and On Television if we see the ad of NESTLE and BENZ, that would be really attractive, but on the BENZ, that would be really attractive, but on the other hand SHEZAN INTERNATIONAL LTD’s ad is other hand SHEZAN INTERNATIONAL LTD’s ad is not so. As far as promotion is concerned the ads not so. As far as promotion is concerned the ads should be such that, that could arrest the should be such that, that could arrest the attention of the public. So SHEZAN attention of the public. So SHEZAN INTERNATIONAL LTD should endorsed be INTERNATIONAL LTD should endorsed be renowned personalities of the show business. renowned personalities of the show business. Moreover in ads they should mention that they Moreover in ads they should mention that they are offering different brands according to the are offering different brands according to the taste and pocket of the customertaste and pocket of the customer..

CONCLUSIONCONCLUSION

SHEZAN INTERNATIONAL LTD is a brand SHEZAN INTERNATIONAL LTD is a brand who target more segments from lower who target more segments from lower level to Upper level. It is the only brand level to Upper level. It is the only brand who gives more purchasing power to the who gives more purchasing power to the buyers. They target Lower level area or buyers. They target Lower level area or the user who are living in urban area. They the user who are living in urban area. They also introduce the scheme to get winning also introduce the scheme to get winning prizes of Cash like SHEZAN prizes of Cash like SHEZAN INTERNATIONAL LTD. INTERNATIONAL LTD.

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