shan foods marketing project

2. Shan Foods

3. Introduction of Shan Foods
Came into existence in 1981
Started exporting after a few years
Repositioned as food brand
Deals in
--recipe mixes, plain spices,
dessert mixes, basmati rice, pickles
and salts
Presence in 60 countries

4. Shan foods’ Vision
To be a global leader in food products
and social responsible company that
attains its quality standards so that
Shan stands for tradition, trust and
good taste.

5. Shan foods’ Mission
To continuously develop and produce
quality products that meet the
customers and markets demands,
compatible with applicable regulatory
requirements.

6. 6
Pakistan Food Industry
Pakistan is the world’s ninth largest market
with an estimated 150 million consumers.

7. S.No. COMMODITIES
2008-2009 V
(US $ )
1 Rice 1210.9
2 Fish and Fish Preparations 165.9
3 Fruits 127.3
4 Spices 21.5
5 Meat & Meat Preparations 41.2
Major Food Exports of Pakistan

8. Overview of Spice industry
of Pakistan
 7000 spices and salt grinding units
 Tremendous growth in last decade
 Factors behind increased demand
 -- changing lifestyle
 -- sub-continental style of cooking (good spices
means good food)

9. Major Industry Players
Shan foods
National foods
Others
Chef’s Pride
Mehran foods
Ahmed foods
Habib foods
Zaiqa Foods
Kitchen Secrets

10. Market share as competitor

11. Region wise market share

12. Market Segment Shan Products
Recipe Mix Biryani Masala, karhai Gosht Masala etc
Plain Mix Lal Mirchi, Haldi Powder, etc
Salt Shan Namak
Institution All The Products of Shan
Export All the Products of Shan
Market Segment 2006 2007 2008 2009
Recipe Mix 19% 29% 36% 42%
Plain Mix 22% 28% 33% 46%
Salt 3% 4% 5% 7%
Institution 19% 24% 28% 38%
Export 9% 10% 15% 25%
Growth Last 4 years

13. Market Segment 2010 2011 2012 2013
Recipe Mix 42% 44% 50% 56%
Plain Mix 48% 51% 53% 55%
Salt 8% 9% 11% 13%
Institution 39% 44% 49% 53%
Export 28% 33% 40% 50%
Growth Future 4 Years

14. Products of Shan Foods
Delectable Biryani
Vegetables
Authentic Curries
Stir Fries Foods
Lavish Fried Food
Sumptuous BBQ
Yummy Chaat

15. Products of Shan Foods
Biyani Mixes
Biryani Masala
Bombay Biryani
Fish Biryani
Karachi Beef Biryani
Malay Chicken Biryani
Memoni Mutton Biryani
Pullao Biryani
Punjabi Pullao
Sindhi Biryani

16. Curry Spice Mixes
Kofta Spice Mix
Meat Masala Spice Mix
Chicken Masala
Roghan Josh
Achar Gosht
Korma Spice Mix
Muragh Chholay
Passanda Spice Mix
Stew/Dopiaza Spice Mix
Meat Vegetables

17. Stir Fried Foods
 Kat-a-Kat Spice Mix
 Karahi/Fri Gosht Spice Mix
 Keema Spice Mix
 Liver Spice Mix

18. Deep Fried Foods
Chappli Kabab Spice Mix
Chicken Broast Spice Mix
Lahori Chargha
Fish Spice Mix
Fried Chops/Steaks Spice Mix
Lahori Fish
Shami Kabab

19. Barbeque
Bihari Kabab
Seekh Kabab
Tikka Boti
Chicken Tikka
Tandoori Masala
Tikka Seekh Kabab

20. Shan Pickles
Mango Pickle
Lemon Pickle
Mixed Pickle
Garlic Pickle
Chilli Pickle

21. Vegetarian Foods
Achar Masala
Daal Masala Spice Mix
Pani Puri
Chana Masala Spice Mix
Pav Bhaji
Vegetables Spice Mix
Aaloo ki Bhujia Spice Mix

22. Instant Foods
Dahi Bara Mix
Easy Cook Haleem Mix
Pakora Mix
Shahi Haleem Mix
Khichra Mix

23. Dessert Mixes
Gajar Halwa
Lauki Halwa
Rasmalai Mix
Gulab Jaman
Sheer Khurma Mix
Special Pista Kheer Mix

24. Break Fast
Hunter Beef Spice Mix
Egg Spice Mix
Paya Spice Mix
Nihari Spice Mix
Haleem Spice Mix

25. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

26. Strengths
Shan food has a very strong heritage and legacy behind it
which has given it a strong goodwill in households.
Shan foods enjoys an approximately 50% market share in
the recipes mixes category.
Shan foods is a leading exporter of food items from
Pakistan providing it an opportunity to tap the large global
market which helps it to expand at a rapid pace.
Shan has a wide range of products and SKU’s available
consolidating its presence in various niches and keeping its
customers loyal to the brand.

27. Weaknesses
Shan is not present in Jams and marmalades,
Ketchups categories like National foods thereby
loosing an opportunity market. Many loyal
Shan customers purchase National products in
these categories which is causing loss of
potential sales.
Shan has a low market share outside Karachi
in the Punjab market where National enjoys
market leadership. This is due to weak
distribution of Shan products in Punjab market
which is causing loss of potential sales.

28. Opportunities
Shan can vertically integrate to produce its
own raw materials which will not only reduce
costs but will also provide it more control over
the quality of input.
Shan currently has a very low advertising
spend in the FMCG industry. It can deploy
brand activations and other innovative
campaigns to switch customers from the loose/
unbranded segment to Shan products.
Shan can also horizontally expand its scope
like national foods and enter the other related
food categories where it can tap its loyal
customers with minimal extra efforts.

29. Threats
The biggest threat to Shan is the high inflation
in Pakistan coupled by a global recession which
is putting pressure on the profits and sales.
The prevalence of counterfeit products is also
threat to Shan causing loss in goodwill and
potential sales.
The emergence of newer brand with deep
pockets can also damage Shan’s market share
due to heavy advertisement while keeping the
product quality close to that of Shan.

30. Quality control since 1981
Quality assurance system since 2000
Food safety management system since of
2007
Total quality management target if 2010
Third party lab certification target of 2012
ISO 22000, the ISO version of HACCP
(Hazard Analysis And Critical Control Point)
What Shan foods has
achieved and future targets

31. Demographic Factors:
-- Females 18+
-- Middle lower class and above
Geographic Factors:
-- 500+ distributors all over Pakistan
-- Regional preferences of different brands
Behavioral factors
-- True Pakistani taste
-- Catering to changing lifestyles
-- Purchase pattern varies according to seasons
Strategic & Marketing Analysis

32.  Products introduced only after testing
 Portfolio comprises 6 broad categories like
recipe mixes, plain spices, dessert mixes,
basmati rice, pickles and salts.
 Offering for Every occasion and every type
of taste
 Top of the mind and top if the heart brand
for Recipe mixes spice Mix category
Analysis of the product
portfolio

33. Distribution plans
Presence in 60 countries
Focus on International Modern trade and
Local Modern Trade
Area wise policy of distribution
500 + distributors in pakistan alone
Focusing on retail, wholesale, hypermarkets
and international chains.

34. modern factory covering an estimated area
of 100,000 sq. feet, equipped with lates in
house lab facilities
estimated investment of Rs.100 crores
almost 1000 employees working diligently
Recipient of many national and
international awards
More than 50% growth rate with sales of
Rs. 2 Billion
Success story in terms of figures

35.  Product Strategy
-- Market Development Strategy
Product Line to new customers
-- Product Development Strategy
Product Lines (Spices, Pickles, etc)
Vegetable mixes for country like India
Meat Mixes for Pakistan
-- Penetration Strategies
Cater the Untapped markets
Genuine flavors in spice mixes
Niches like Diet conscious people
Strategies

36. Conclusion
Shan Foods is a very progressive
organization which understand the
customer needs and wants.
And through quality, customer
satisfaction and good marketing the
company is able to establish a brand
name.