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Strategic Marketing Planning

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Title: Strategic Marketing Planning Author: AJ Last modified by: im Created Date: 12/12/2009 1:30:29 PM Document presentation format: On-screen Show (4:3) – PowerPoint PPT presentation

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Title: Strategic Marketing Planning


1
(No Transcript)
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
Pakistan Food Industry
  • Pakistan is the worlds ninth largest market with
    an estimated 150 million consumers.

7
Major Food Exports of Pakistan
S.No. COMMODITIES 2008-2009 VALUE (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
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
  • Chefs Pride
  • Mehran foods
  • Ahmed foods
  • Habib foods
  • Zaiqa Foods
  • Kitchen Secrets

10
Market share as competitor
11
Region wise market share
12
Growth Last 4 years
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
13
Growth Future 4 Years
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
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 SKUs
    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 Shans market share due to heavy
    advertisement while keeping the product quality
    close to that of Shan.

30
What Shan foods has achieved and future targets
  • 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)

31
Strategic Marketing Analysis
  • 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

32
Analysis of the product portfolio
  • 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

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
Success story in terms of figures
  • 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

35
Strategies
  • 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

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.
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