Muhammad Saadi 17110

Muhammad Arsalan 17141

Farjad Rehman 17569

Brand name: National spices

Company name: National Foods

Personnel contacted:

Name: Mr. Aijaz Abbas Basrai

Designation: Operating Officer

Contact: 0336 2289922

National Recipe Masala

National Recipes includes a range of over 48 delicious recipes such as biryanis,

These enriched and flavorsome Recipe masalas are a combination of exotic herbs, spices and
seasonings that offer the experience of the complete Pakistani cuisine which is the reason why
national masala is so popular within and beyond the border as it gives the complete flavor of
Pakistani, Indian and other south Asian countries cuisine and makes cooking easier. The major
reason of national spices popularity is its accessibility and price. National spices are accessible
everywhere in Pakistan at the market price that gives consumer benefit which has resulted in
proportional increase in sales of National Masalas.

National Foods:
National Foods began its journey in 1970 as a Spice company with a revolutionary product that
popularized the concept of having clean, healthy food. National foods’ initiatives since then is
to make hygienic food, reduce time spent in the kitchens, foster health and contribute towards
a positive and a more rewarding lifestyle. Keeping in mind how our eating habits have changed,
our diets have been influenced by factors like the technologies in our kitchens, the modes of
transport supplying our shops, media, the government and by trade and migration trends. The
eating habits of our parents, grandparents and great-grandparents would be completely
unrecognizable to many of us today. Our experiences of shopping and cooking have been
transformed as have our attitudes towards health, table manners, ‘foreign’ foods, waste and
even choice.
All along National Foods has responded meticulously to these rapid changes and challenges by
pioneering developing of innovative food products based on convenience and quick
preparation. These diverse food products are perfectly in line with contemporary lifestyles
while retaining the traditional taste and values which are so close to our hearts.

With a history spanning over four decades, National Foods has trudged through various
challenges of – economic booms/depressions, wars, globalization, changing consumer lifestyles,
technological advancements and has successfully catered to the changing needs of its
customers. National Foods has managed this with its consumer centric and innovative product
development which keeps into account the ever changing market trends.

Marketing Strategy:

As a pioneer multi category food company in Pakistan, National Foods Limited continues to lead the way
in all areas of product innovation and marketing initiatives. This year National foods had the objective of
owning the platform of archetypal Pakistani food and to drive penetration by shifting the category from
occasional to daily usage. A thematic campaign was launched followed by three different copies specific
to running variants (Biryani, Quorma, and Karahi); also ground activation in 25 towns of Punjab was
conducted where recipes were projected as an add on to enhance the aroma, color and taste of the
dish. To align the brand to the new corporate positioning National Foods re-launched National recipes
with new packaging and an extended product offering to the consumers. National Foods modernized
the packaging while keeping it traditional by adding tempting food shots and appealing motifs.

Target Market:

Females, house wives, youth and students abroad are major consumer of National Food products,
therefore the target market for National Food continues to be with them. To broaden their market
National Food needs to put in thoughts about their consumer needs and factors that will differentiate
the brand in the market. National Food should diversify its product offerings as its masalas are widely
popular National Food should introduce more flavors to it to increase the variety of masalas in the
market.

Marketing Mix:

Price:
In terms of pricing all the companies producing recipe masalas are approximately same (two main
competitors National and Shan Food have approximately same price). Unfortunately, National Food is
priced at a much higher cost than unbranded masalas and cannot cut its cost further and so cannot
compete in the market of unbranded masalas.
Product:
National being the market leader in Pakistan has identified rural segment as strategic priority where the
innovations team extended our range of spices (black pepper and Garam masala) as well as salt at an
affordable and attractive price points. All in one curry solution was also developed to meet the everyday
needs of a household as it can be conveniently used to cook vegetables or even meat gravies. Again the
cost proportion is highly attractive given the conivinience and multi-purpose features that the product
offers.

Place:
National Food pays a great deal of attention on its supply chains especially on its logistics department ,
Initiative for the vehicles and load optimization were taken where 20 feet vehicles were replaced with
40 feet vehicles to consolidate stocks for several destinations in a single route. This has resulted in cost
reduction and more efficiency in transportation. NFL is also an exporter which is why pays a lot of
attention on its supply chains.

Promotion:
National Food is been promoting its product throughout the year through advertisements which are
mostly concerned to women as they are the target audience for NFL. NFL also try to promote its recipe
mix by hiring people as salesmen and sending them to shops to promote the product and to do personal
selling.

Marketing Environment:

Macro Environment:

Demography:
Females aging from 18 to 45 years compose the main target market of National Foods.

Economic:
Since it’s a necessity product and its premium 50gm recipe mix costs only Rs.47/- it’s not affected by
purchasing power rather by consumer preference.

Political/Legal:
National foods would not be affected majorly if government took action against the unbranded spice
mixes as it does not operates in the underground economy.

Physical:
National food tries to be an active part of the community by sponsoring events such as 4th Unified
Marathon and nominates students for it from its ‘Adopt a School program’ and other events to promote
health and happiness in the society. Secondly its high quality products prevent any health hazard unlike
unpackaged and unsafe recipe mixes. Thirdly Shan food sources most of its raw materials locally to give
back to the communities it caters.
Culture:
National Foods is governed by its core values. They shape the culture and define the character of
National, forming the foundation on which its employees perform and make decisions. Ownership,
Excellence in execution, Teamwork, Customer centric, passion for quality remain at the core of its
company culture.

Technological:
National foods has ensured resilience in their network to avoid failure, such that every component from
the core network to the edge network has end to end redundancy. The SAP Logistics Execution Module
was implemented to map the logistical process of the company. SAP FIORI was implemented whereby
quality inspection results are being recorded directly in SAP through the FIORI mobile app.

Micro Environment:
Customer Markets:
National foods has its customer markets in 5 continents and over 40 countries with offices in Pakistan,
United Kingdom, Dubai and Canada.

Competitors:
Although the markets seems to be teeming with competitors today, NFL still enjoys the largest market
share in the country's spice and condiment business and is a force to be reckoned with on the
international stage. A name recognised in over 30 countries across the globe, NFL's products are
exported to the far-flung corners of the globe and over the years it has become one of the country's
leading multi-category food companies, with over 250 products in 12 different product categories
including Recipe masalas, ketchup, jams and condiments, powdered drinks, plain spices and [Link]’s
top competitors include Shan foods being the toughest competitor which is also a market leader in
many provinces of Pakistan. Other competitors are Habib foods, Benjamin foods, kitchen secret, Gordon
food service, Performance food group, Sysco and also include unbranded recipe mix. These unbranded
spices operate independently giving a tough competition to National foods as they are usually cheaper
in price.