1 INTRODUCTION: B R I E F H I S T O R Y : The company was incorporated in 1964 as a Private Limited Company, with the main objective to set up an industrial
undertaking for manufacturing of juices, squashes, sherbets, jams, pickles and preserves from fruits and vegetables. Shezan International Limited was conceived as a joint venture by the Shahnawaz Group of Pakistan and Alliance Industrial Development Corporation of [Link] agricultural background of the Pakistani sponsors induced them to establish this agro-based industry. Taking advantage of abundance of fruits available in Pakistan and the advanced technology provided by the American partners, Shezan became a pioneer in the field of converting fruits into pulps, concentrates and juices. Today Shezan is the largest food processing unit having developed and installed the capacity to meet the country's local as well as export needs. In 1971, Shahnawaz group purchased all the shares of Alliance Industrial Development Corporation. The company has since shown sustained growth in both domestic and export fields. In 1980-1981 a separate unit was installed in Karachi which now caters for Karachi, Sindh and export demand. A new bottle filling plant was set in 1983 in the Lahore unit, increasing the capacity fivefold. An independent Tetra Brick plant was commissioned in 1987 making the unit leading manufacturers with the comprehensive range of production in the fruit processing field in Pakistan. In the year 1990 it was decided to install a juice factory at the Hattar industrial estate in North West Frontier Province of Pakistan. In order to take advantage of the government incentive new wholly owned subsidiary of Shezan International Limited was incorporated as Hattar Fruit Products Limited which was later merged into the parent company. Complete bottling plant locally manufactured along with four lines of Tetra Pak was installed, three are filling 250 ml juices and one line is for 1000 ml packs. In allrespects the subsidiary is now a complete unit and is manufacturing the complete range of Shezan products except for pickles and canned products. M A I N P R O D U C T S :
Types of Products Local Consumer Products
Exports
The company started its business mainly from the juices as pioneer in juices in Pakistan,with the passage of time by the increasing demand of its products; it introduces varioustypes of food
products and sustained their standards accordingly. Shezan is mainlymanufacturing and dealing following line of products. Chutnies Cooked Food Fresh Fruits Juices Jams, Jellies, Marmalades Pickles in Oil and Vinegar Tomato Ketchup and Sauces Vinegars
Marketing Mix Product Price Placement Promotion
MARKETING MIX STRATEGY: The set of controllable tactical marketing tools product, price, place andpromotion that the firm blends to produce the response it wants in the target [Link] company's marketing mix is comprised of the following approach to pricing,distribution, advertising and promotion, and customer service. P R I C I N G S T R A T E G Y : Price is the amount of money charged for a product or the sum of the values thatconsumers exchange for the benefits of having or using the [Link] bundle pricing can also prove to be effective Product bundle pricing iscombining several products and offering the bundle at a reduced
[Link] we are offering Twist juices in slim and stylish packaging with veryreasonable and affordable price for every one as compared to our competitors so it isbecoming very popular among peoples. The features and nutritional factors are veryconducive to health of human body with such reasonable prices. By similar qualitieslowering the prices we are trying to get edge over our main competitor Nestle. 2 . 3 P L A C E M E N T S T R A T E G Y : When we talk about this component of the marketing mix we are referring to theway the product is made available to the final consumer after it is produced. It consists of the network made up of the company, suppliers, distributors and ultimately [Link] customers can get our products from: Front Line Shelves in Shops (by offering more marginal benefits to the shopkeepers). In all large Super Stores & Shopping Malls of the city. In all areas of the cities (we are initially focusing in the cities; Islamabad,Rawalpindi, Lahore, Karachi, Peshawar). In the cafes of different educational institutions both at lower and higher levels. P R O M O T I O N S T R A T E G Y : After carefully studying the different aspects of fruit market in Pakistan what wehave found out is that promotion is very important towards [Link] promotion webasically have advertising in our minds which is any paid form of non personalpresentation and promotion of ideas or goods by an identified [Link] advertisement we want to make the public aware that this product isavailable in the market at this price. Now we would like to persuade the public intobuying our product. We would persuade them that our product has better features andthey should buy [Link] would want to keep reminding the public that our product is available in themarket and they should buy it as it offers them greater utility. This is done so that thecustomer keeps the product in his mind and knows where it is available METHODS USED FOR PROMOTION: ELETRONIC MEDIA: Electronic media has the greatest degree of influence for customers. It has goodmass market coverage while it combines sight, sound and motion appealing to the [Link] will give ads and these will be shown in all cities where television is available. Thiswill enable the firm to create awareness of Twist juices and also promote it in the eyesof the customer. PRINT MEDIA: Print media is an important source with flexibility, timeliness, good local marketcoverage, broad acceptability and high [Link] at the point of sales can increase impulse purchase. We will place bannersat various busy locations of the cities People who have come to the shop have nointention to buy that good but the poster there is so attractive that it induces the customerinto buying that [Link] besides these we will distribute our juice free at Some
Places like(Educational Institutions, Markets & Shopping Malls) and setup stalls in various Fun-Fairs for the Marketing of Twist juices
4 PS OF MARKETING MIX
Product means the combinations of goods and services that company offers to the target market PRODUCT
PRICE
Price is the amount of money that customers are willing to pay to obtain the product.
PLACE
Place is the companys activities that makes the product available to target customers.
Promotion is the activities that communicate merits of the product and persuade target customers to buy it. PROMOTION
Placement
The distribution network includes the distributor then the wholesaler and in the end the retailer. Again benefits are provided on the achievement of the sales targets and timely
delivery of products. In some cases products are provided to big retailers by the distributor itself but mostly it is being purchased by the retailer from the wholesaler.
The Channel of Distribution:Market Local seller Whole seller Zonal offices Company Fair Price Shop
Distribution Strategy
Through the heavy advertisement the distribution can be affected because the distribution mainly depends upon the demand. In the Shezan twist they are using the above channel fro distribution the product Some of people who wants to purchases very heavy amount of the twist juice , they come to the company directly and buy which is required The whole seller are purchasing them for the resale able purpose but less then the first once They have Zonal offices in different areas such as Rawalpindi, Lahore, Multan e.t.c to make it easy to sell
SWOT ANALYSIS: An overall evaluation of the companys strength (S), weaknesses (W),opportunities (O) and threats (T) is called Swot analysis. The SWOT analysis is anextremely useful tool for understanding and decision-making for all sorts of situations inbusiness and [Link] following is SWOT analysis of our company. S T R E N G T H S : Strengths refer to those activities that a company performs better than itscompetitors. Strength basically means the core competency of the [Link] following points are our companys strength: Owners who are passionate about their work, they emphasizes internal growthmeaning they wants to achieve higher volumes by renovating existing products,and innovating new products. We have a great research and development team. Our product is of best quality. This is pure and natural product. We offer different sizes ranging from a single small pack to family size packages. Trendy packing Convenient placed factory Qualified sales staff Strong financial backup Good distribution network
Effective advertisement campaign 3 . 2 W E A K N E S S E S S : Weaknesses are the activities that the firm does not do well or the resources itneeds but does not possess. It also includes the factors that cause losses, hardships,disputes and complaints for a [Link] following are our companys weaknesses: Due to high rate of taxes our prices are relatively higher Tax evaders sell products on much less prices and resellers blackmail for betterprofit margins Low promotional budgets There is lack of campaign regarding the nutritional benefits of our product. There is no proper setup of creating awareness among the people regarding theproducts. O P P O R T U N I T I E S : These are the directions that the business could profitably take in future becauseof its strengths or because of the elimination of its [Link] following are opportunities for our company. Our company has an opportunity of being even a larger market leader in Pakistansince our other juices are very much popular among almost every age group andwith the launch of Twist juices we hope to cover a large group of teenagers. Expansion of distribution network Diversification of products Addition of new verities Modifications according to present requirements T H R E A T S : A threat to a business arises from the activities of competitors and from failing toavail opportunities because of so many reasons like political instability and economic andfinancial crises [Link] following are the threats that our company is facing. Discounts offered by competitors Low quality food products on cheap prices Less awareness of health among people World Trade Organization (WTO)
Intense competition in juice market in Pakistan Nestle Brand Nutritional facts of the products with consumer MARKETING ANALYS IS: As marketing is defined as the identifying the needs, wants and demands of thecustomers and delivering the customer value and customer satisfaction, it has a greatimpact on the success of any [Link] far as our companys marketing analysis is concerned regarding Twist juicesthe company is delivering what the customers exactly want from it. The companysstrategic planning is exactly in accordance with the mission and goal of the [Link] process of developing and maintaining a strategic fit between theorganizations goals and capabilities and its changing marketing opportunities. It involvesdefining a clear company mission, setting supporting objectives, designing a soundbusiness portfolio, and coordinating functional strategies. The companys strategicobjectives are as follows: Maintain positive, steady growth each quarter. Experience a growth in new customers who are turned into long-term customers. Realize an increase in occupancy each subsequent year. CUSTOMER DRIVEN MARKETING STRATEGY: Customer driven marketing strategy refers the strategy focusing the customervalues and customer satisfaction. Companys main purpose is to deliver the maximumbenefit to its customers in minimum cost. In this regard company carries out followingsteps for its product and for its customers. Market Segmentation Market Targeting Market Positioning COMPETIT IVE ANALYS IS: In this analysis the company see that how can they take edge over theircompetitors. As far as the competitors of Shezan are concerned there are manycompetitors of Shezan in Food Items and in Regular juices. But as we are offering Twist juices the Nestle juices are only competitors.
Communicating your companys goals and vision can sometimes be a slow process, especially for tenured employees. If this is a new strategic plan and direction for your organization, communication is important to help guide them through this change. If you are thoughtful in your approach and follow the five key elements, chances are they will become happy and productive employees, and an integral part of your companys growth, success, and vision.