GROUP THE EXAGERATORS ABDULREHMAN

class :BS(CS)

SUBMITTED TO: MA’am XYZ

DATE:

Define : The principles of marketing. Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps.

PRINCIPLES OF MARKETING

BRAND IDENTIFYBRAND LOGO

At NFL, freshness is what keeps us going. We keep life updated with new recipes, new products, and now we’ve 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. We’re still caring, optimistic, and reliable and now we’re livelier than ever before!

CORPORATE LOGO :

For over 40 years, we’ve been known as the one brand women all over Pakistan count on, but just like people grow and change, we’re growing too. And now it’s time for a change.

HISTORY:

Initiated in 1990 Pakistan’s leading multi-category Food Company An international brand sold in over 35 countries. Over 110 products domestically Over 100 different internationally. More than 1500 employees. 6 manufacturing units and 4 warehouses across Pakistan.

VISION STATEMENT:

“To be a Rs.50 billion food company by the year 2020 in the convenience food segment by launching products and services

in the domestic and international markets that enhance lifestyle and create value for our customers through

management excellence at all levels.”

MARKETING DEPARTMENT HIERARCHY:

PRODUCT LINE:

Chinese Sauces Desserts Health Foods Jams and Jellies Ketchups and sauces Pickles Raj Masala Snacks Spices Salt

FURTHER DIVISION OF THE PRODUCTS:SNACKS

CHAAT MASALA HAI BHALA PAKORA FRUIT CHAAT MASALA CHUTNI

RIVAAJ

PRODUCT MARKETING STRATEGY:

Raise consumer brand awareness, excitement and involvement.

Promote a special offer or incentive. Stimulate product sampling and trial. Demonstrate product/service benefits. Generate in-store or online site traffic. Stimulate media interest and industry buzz.

MARKETING MIX

PRODUCT: Design and physical characteristics Price Quality Classification

PRICE: Pricing objective Determining demand Competitor’s price Pricing method

 

ESTIMATING COST: This is the most important step in pricing, and is

a combination of fixed cost and variable cost.

Total cost =fixed cost +variable cost AUDIENCE VIEWS: The pricing of national ketchup brand is nominal in customers view, the pouch pack is convenient to use and cheap in price

PROMOTION: Push strategy For an effective push strategy wholesalers and retailers are advised to increase the sale of NFL product. For this purpose NFL offer them different incentives and good profit margins so that they convince their customers to buy our products.

Pull strategyThrough advertisement on different Medias and promotional campaigns NFL make animate in the minds of end user about our product. Because launching a new product in the market and there are number of competitors in the market, so emphasis is to capture the maximum market share. to concentrate on NFL`s pull strategy so that they can make leader in the market of this kind of product.

Promotional campaign Sales promotion (Telemarketing, newspapers, etc.)

PLACE: Distribution chain used in Karachi:

Producer –Wholesaler- Retailers- End user

Distribution chain used outside Karachi:

Producer –Agents- Wholesaler- Retailers- End user

ENVIRONMENT

EXTERNAL: High population in Pakistan yields high demand Government taxes Low income per capita High competition from the substitute products Political and legal policies, e.g. subsidies

INTERNAL: Constant need of skilled and experienced people Total reliance on private capital and bank loans Persistent maintenance of customer retention Requirement of resellers, distribution firms and marketing

agencies.

SWOT ANALYSIS

STRENGTHS: Broad product line Broad market coverage Manufacturing competence Good marketing skills Enhanced research and development Brand name reputation Appropriate organizational structure Good finance management

WEAKNESSES: Currently NAF is operating with its full capabilities and the

company’s sales manager does not think that there is any internal weakness in the organization.

OPPORTUNITIES: Expanding into foreign markets Expansion of core business Entering related business:

THREATS: New entrants No barriers on entry New cheaper substitutes in the market Fixed quota system on the company’s imports

BCG MATRIX

COMPETITOR ANALYSIS

Identifying the organization’s competitors Determining competitor’s goals and objectives Identifying competitors’ strategies and tactics Assessment of competitors’ strengths and weaknesses Estimating competitors’ reactivity/hostility Determine which competitors to attack

The biggest competitor of National foods is Shaan foods. Every year, NAF spends large amounts of capital in researches to analyze its competitor’s strengths and weaknesses.

ADVERTISING CAMPAIGN

“Humaray Khanay Humara Pyaar” for National Spices

Wedding song by Musarrat Nazir named “Chitta Kukarh Baneyre Te”

CONCLUSION

NFL holds a traditional importance in Pakistan Strong competitive position NFL should pursue an aggressive promotional strategy to be

successful It should also extend further into product lines such as juices,

water and other healthy products Being the largest spices brand, NFL needs to maintain its position

Thank YOU