Marketing Term Report on Shan

MARKETING TERM REPORT BY KHAN AKHTER RUMMAN SHAN FOODS ABOUT THE COMPANY Shan sustenances came into initiation in 1981 when it began operations from a un split up room as it was Shan Masala back then, launched effective persist of changes to cater to local anaesthetic public,due to its popularity Shan started shell out after a few historic period due to increased international popularity. however after some meter, the need to re shoes the tick off was felt. It needed to be repositioned as a food patsy rather than a spice give away.Re-im agedness the organization became necessary for re-positioning of the send it was a job tumefy strive and led to continued success of Shan on national and international fronts. The name of Shan Foods has proceed synonymous with nobleest quality and exquisite taste. . there atomic itemize 18 six broad categories of varieties Shan deals in including recipe mixes, plain spices, dessert mixes. Shan Foods vision is to be a dominant gl obal player in food convergences and soci anyy responsible friendship that attains its quality standards so that Shan stands for tradition want and nifty taste. MARKETING STRATEGY specialty OF crop Shan is able to contrastiveiate from its competitors done its added facilities of theV-lookengineering and the coal grinding technology is only an example to their dedication to give nothing but the bestto their consumers . Its the world class quality that brings the filmdom trust of the consumers on Shan carrefours that it get out not only be hygienically lively but would be secure from any harmful ingredients that loose spices offer. TARGETED MARKET Females aging from 18 to 45 geezerhood frame the main get trade of Shan Foods.This is beca ingestion of the origin that in our crash of the world, women atomic number 18 largely related to the food and cooking. because, Shan Foods develops fruits that argon tally the needs and wants of these women no matter if they b e stay-at- firm or working, single or married ones. POSITIONING OF THE PRODUCT Shan Foods position statement is To the confident and convenience quest woman of today, our wide range of Shan spice mixes offer premium quality produces, make with the finest ingredients exchangeable no other. It is just for the detail that the consumers should be provided with solution of having a smoky meal in no time with main officemade mixes of recipes and spices. MARKETING MIX PRODUCT The products of Shan can be broadly categorized into 6 categories, with multiple sub-categories. Looking at the product portfolio of Shan Foods, it is seen that Shan Foods has given is consumers an offering for either occasion and e very(prenominal) type of taste. Be it conventional cuisine mixes like Biryani or an offering in the Dessert fel pitiableship Shan has an offering to complement all the good things in life associated with food.The different product offerings of Shan Foods be * -Biryani Mixes- * St ir Fried Foods- * curry Spice Mixes * -Deep Fried Foods- * Barbeque-Vegetarian Foods- * Instant Foods * Khushbudaar Lehsan * Zaiqedaar Adrak * Khatta Khatai * Qasuri Methi * Karara Zeera * Taiz Laal Mirch * Taaza Dhaniya * Zaafrani Garam Masala. * Teekhi Kaali Mirch * Khaalis Haldee harm The pricing of all Shan offerings varies and depends on each Stock Keeping Unit (SKU). However, the legal injury ranges for five (out of six) categories of Shan product offerings are as follows * Recipe Mix The Recipe mixes range from Rs. 0 to 40 * Plain Spices set of Plain spices varies SKU wise. For example, 50 grams red chili con carne powder is purchasable at a expenditure of Rs. 20 and150 grams at Rs. one hundred fifteen * Dessert Mixes Desserts are all priced at Rs. 35 * Pickles Pickle pricing is Rs. one hundred seventy for 1000 grams, pricing varies as per SKU step to the fore Shan is easily available at all general stores as head as departmental stores. Shan Foods is riveting on th e substantiating marketplaceing convey where they sell Shan products finished retailers. Shan Foods is also available in 60 foreign countries.The brand is exported to UK, USA, and Middle east and now to Far East regions as well. Sales Force in Shan Foods is divided into three types General Trade (general stores, Kiryana stores, health check and Genaral stores), Local modern trade (super stores such as Aghaz, Naheed, Chase), and International Modern trade (Large houses such as Makro and Metro). PROMOTION It has started to pass away out to a wider audience memory in look the changing life-style to nuclear families and convenience seekers. The advertisements of Shans offerings focus entirely in the females of the family.The marketing schema is very customer oriented i. e. Shan emphasizes on marketing its products keeping in mind its customers thus having a customer centrical view. Shan has recently realized that a electromotive force part of the population i. e. the teena gers are the ones that bequeath become tomorrows finding makers. More recently, the major marketing or promotional expenditure done by Shan Foods is on do deals with television channels for their commercial air time. MARKETING surround There is a lot of difficulty of this marketing environment are low prices and unbranded competitors.Due to high ambition and low prices of competitors it gets difficult to attract customers to obtain their product. It is very difficult to earn brand loyalty. Apart from this, some of the major parkway forces in the Pakistani spice industry are changes in societal concerns, lifestyles and attitudes, product innovation and changes in who buy the product and how they use it. There are galore(postnominal) factors behind increased pack of spices in Pakistan a major factor is the changing lifestyles of heap who now prefer defecate to use ingredients over traditional home made spices.Also, spices have always been in demand dueto the sub-Continent al style of cooking. As there are a number of competitors in the market, the consumers and buyers have substantial powerfulness to influence the marketing of Shan products. Major resellers and wholesalers like Metro and Makro are generally use for grocery shopping or mass get which is why Unilever also uses them as a forum to create sentience of their products. For example separate customized and decorated racks for pomp of all Shan recipes. COMPETITORSExcept for small unbranded products Shan has a large dish out of aspiration from discipline foods, Mehran foods, Ahmed Foods, Habib Foods, Zaiqa Foods and Kitchen Secrets. Only 40% use the branded product and 60% portion of consumers use the unbranded product, hence local spice manufacturers and grinders arrest as major competitors. Shan Foods and National Foods are al to the highest degree occupying the uniform share in Volumes as well as in % but the maturement of Shan Foods is Showing the steady increase trance the Nat ional foods is Showing fluctuations in its market growth.Strategic distribution of both Shaan and National products pose as a major rivalrous advantage because although Chefs Pride holds the troika position is market share, it should be notable that it is not available in legion(predicate) a(prenominal) retail outlets across Pakistan and especially Karachi. analytic thinking OF COMPETITORS Due to the unbranded products having 60 % of the market Shan only has to compete for the 40% of the share of the market. The major competitors of the 40% market are National foods, Mehran foods, Ahmed foods, Habib foods, Zaiqa foods and Kitchen secrets.When it comes to food products, taste emergence and loyalty are major concerns which are well considered by Shan Foods in strain to its competitors as they draw a bead on taste set and customer satisfaction more than they target family values like marketing campaigns of National Foods. Due to having competitors making almost the like prod ucts as Shan there is rigid opposition in the market on price and quality both of which they cannot give up on or else the other product takes the market. CHARACTERS AFFECTING CONSUMER BEHAVIOURThe major cunning characteristics of Shan include its persistent good taste, retained high quality, health friendly and lovable packaging and approachability. Moreover, it keeps the loyal customers satisfied with exquisite taste. Moreover, the wide range of products and SKUs available consolidate Shans presence in various niches and keep its customers loyal to the brand. In this regard, Shans Oriental recipes proved very beneficial in the retention of customers. With their introduction, many housewives are now able to make restaurant standard food at home.And this attracted the modern youth to eat at home as they prefer continental food. Another attractive characteristic is that Shan foods is a leading exporter of food items from Pakistan providing it an opportunity to tease the large global market which helps it to aggrandise at a rapid pace. At the same time, the consumers have been greatly addicted by the brand dialogue of Shan. Shans strategy of showing mouthwatering dishes on their tear of fare boards and in advertisements has been an immense success. This Big imagination has been running for more than 3 years and still has not lost its relevance.Hence, the disposition and intensity of these campaigns have been bolstered by Shans external marketing through bill boards, television advertisements, high repetition and mulct duration messages on TV, cooking programs for housewives and sponsored events. purchasing DECISION BEHAVIOUR As plenty live in metro cities they extend to go for branded products compared to unbranded ones. In our products case, customers are most likely to have complex buying behavior. This is mainly because there is a high comprehend difference among the brands of recipes. In Pakistan, race love their food.And want it accordin g to their traditional taste. This encourages a complex procedure of choosing mingled with brands. However, the customers who are conformed to the taste of Shan will not go for the other competitors irrespective of their marketing strategy. Moreover, the leveraging of Shan Masala involves a great arrive of consumer involvement. This is because the purchase of Shans products changes according to seasons. If on one occasion Fruitchart masala is in demand because of Holy Ramadan, BBQ mixes could be indemand on Eids or in summers when families invite friends over on BBQ parties.The Haleem & BBQ mix are in great demand during the winter season whileChana haggle mix is purchased more often in summer. This requires constant attention of customers in their purchases. Hence the high consumer involvement and significant perceived differences among brands involves a complex buying behavior. purchase DECISION PROCESS Since Shan is a well known product with its own target market, customers decision making process will not be very lengthy. However, several customers might put up with through the following steps unavoidableness recognition At this deliver, the buyer recognizes the problem or need.In Pakistan, the busy schedule of people and easy-living trend has made Shan Recipes an inevitable part of every households grocery. in addition in foreign countries, the feeling of home and desirability of traditional food encourages the impress towards Shan Recipes. Information search at this stage measures like internet blogs, TV advertisements and communication with peers, etc are taken by different customers to reach to a buying decision. In Shans case, very few customers will undertake this step due to its significant brand position in Pakistan.This is because of Shans strong heritage in Pakistani households, it is passed on from mothers to daughters, like values and beliefs. also in foreign countries the sources of information are the newly shifted relatives, on line search engine and the availability in shopping marts. Evaluation of election Different consumers have different rating process. This depends upon several factors including their affiliation and past mystify with the product. In Shans case, most of the Pakistani customers are old regular users and are unlikely to go through this stage.However, in foreign countries, new customers may go for the alternative brands to get the best. This stage depends upon the availability of other competitors. Purchase decision broadly this decision might be influenced by attitude of others or unexpected situational factors. However, in our products case, external determinants are mainly economical factors and demeaning product quality. Post purchase behavior Shan has established accepted expectations with its brand which it aims to fulfill. Almost all of the consumers take certain(prenominal) actions after their consumption based on their satisfaction or dissatisfaction.Moreover they under go cognitive dissonance, which means that the satisfaction or dissatisfaction involves certain compromises. In Shans case, the compromises made by new customers are the advantages of close belligerent detergent. BIBILOGRAPHY http//shanfoodspk. com/ http//www. scribd. com/doc/37193856/Strategic-Management-Comparision-of-Shan-Foods-and-National-Foods http//www. nation. com. pk/pakistan-news-newspaper-daily-english-online/business/04-Jul-2010/Shan-Foods-promotes-healthy-environment http//www. importgenius. com/shipments/shan-foods-private-limited. html http//pakbiz. com/ pen/Shan-Foods/