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Untitled Prezi

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by

Silky Road

on 4 January 2014

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Transcript of Untitled Prezi


MARKET SEGMENTATION
National Foods follows SEC (Socio-economic Class)Model.
Population is further segmented on Demographic basis.
Target Marketing
National follows a Differentiated Marketing strategy.
National in Karachi
SHAN has 70% Market Share in Karachi.
National Karachi Special also failed.
PRODUCT
PRICING
Competitive with Shan.
Not much Capacity for discounts.
Higher price in some cases because of Market Leadership
PLACEMENT
Neck to Neck with Shan.
Available at IMT, LMT, GT, Karyana Store.
Conventional Distribution System.
PROMOTION
Outdoor Advertising
TVCs
No Print Ads
Radio Show in Pashto
Billboards
CONCLUSION and SUGGESTIONS
National Spices and Recipe Mixes has a good Markeing Strategy but has Room for Improvements
Socio-Economic Classes
As a convenience food product, National intends its market size to encompass all the SECs.
Demographic Targetting
Primary consumers include Women aged 18-25 years.
25-40 years old Women are the secondary consumers.
Exports
Only an insignificant amount of National Foods spices are exported.
Single Pack
50 grams
Rs. 25-30
30% Growth Rate
Bought by consumer with Low-purchasing power
Often bought for trial
BTL promotion
Double Pack
Other Insights
Shan has a greater capacity for offering discounts.
Shan is able to take a "hit" because of its huge Export Base.
Mehran has a good product along with 2+1 offer but still not a threat.
Distribution
Distribution in Karachi
Single distributer:
PREMIER
Because of
Electronic Data Base
, and
Good Coverage
all over the Metropolis.
Distribution in Punjab
350 Different Distributers.
A huge network of Distibuters, Sub Distributers, Wholesalers, and Retailers.
City -> Town -> Village
National Recipe Princess
National organized Cooking Competitions in Girls Colleges all over Pakistan
Rural Marketing
Change in Labelling
Brand Personality Test Results:
Market Share Analysis
National is the Market Leader with 60% Share in Pakistan.
Shan has captured 70% of Karachi Market.
Outdoor Promotion
Brand loyalty in Punjab due to CSR Activities.
Buggy Barat outside Hyperstar.
NFL float in Karachi with Chef Sadaat.
The National Recipe Princess contest.
Product
National should effectively innovate to satisfy the Taste Buds of Karachiites.
Focus Groups need to be used for this.
Trial Generation in Karachi is needed.
Promotion
Should tap Print Media.
HOMEXPRESS is a good option.
Can distribute flyers outside Girls Colleges, Lawn Exhibitions, Shopping Malls.
Can target Elite Schools (Shan IBA MasterChef)
Other Methods
IMC:
Social Media Campaigns (like 14th Street Pizza)
More TV shows like "National ka Pakistan".
Unique and Creative ideas.
Talent Hunts.
Rickshaw and Qingqi Advertising.
MELA
Logo Recognition Campaign.
National has 60 sec. ads with traditional songs and cultural settings.
TVCs
SHAN ads are 10 seconds long thus are aired 6 times more frequently.
BRAND POSITIONING
National Spices and Recipe Mixes has been Positioned as a Brand associated with
Love
,
Tradition
, and
Culture
.
Sales PromotIon
Biggest Competitor: SHAN
Change in Labelling
Market Share Analysis
"Karachi Special"
SHAN: Traditional Lady
NATIONAL: Modern and Bold
New Labels increased sales
Initially faced much internal resistance
Punjabis like mild flavour.
Karachiites prefer spicy food.
KARACHI SPECIAL
An effort to strengthen its footing in Karachi.
Faulty blend led to the failure.
Trade offers
Often Competition-based.
Ketchup+Chaat Masala is very successful.
100 grams
Around Rs. 50
Best for bulk cooking
Often bought by caterers
Offers more variants
This year Premier has also been given the task of booking the orders
Retailers are now satisfied and happy with National Foods.
Presentation Guru
WE HOPE YOU
-ed
OUR PRESENTATION
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
Full transcript