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NATIONAL FOODS – RECIPE MASALA MIX
Presented by:
Misbah NawabPirah Ahsan
Mir Murtaza
Temoor Khan
Umair Aftab
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INTRODUCTION
National Foods was founded in 1970 and startedout as a Spice company.
Food Company with over 110 products and 165 andabove SKUs (Stock Keeping Unit) for the domesticmarket and over 100 different products for theinternational markets.
Even after 3 decades the company's focal point stillremains on Customer's needs through Productdevelopment in line with the changing markettrends.
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ANALYZING THE VISION AND MISSION STATEMENT
Customers
Concern for Survival, Growth &Profitability
Markets
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CORE VALUES: Passion
People-Centric
Customer Focus
Leadership
Teamwork: The company has a “WE versus I mindset.”
Ethics
Excellence in Execution: “We see, We do, We actions, We deliver”.
Accountability: “We see, We act.”
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NATIONAL FOODS PRODUCT LINE:
Recipe MasalaKetchup
Jams
Rice
Deserts
Powered DrinksPickles
Chinese
SnacksReady to Eat
Plain Spices
Salt
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MARKET SHARE
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Market Segment 2007 2008 2009 2010
Recipe Mix 19% 29% 36% 42%
Plain Mix 22% 28% 33% 46%
Salt 3% 4% 5% 7%
Export 9% 10% 15% 25%
PREVIOUS GROWTH HISTORY
FUTURE GROWTH MARKET SEGMENT 2011 2012 2013 2014
Recipe Mix 42% 44% 50% 56%
Plain Mix 48% 51% 53% 55%
Salt 8% 9% 11% 13%
Export 28% 33% 40% 50%
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OBJECTIVES
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TARGET MARKET
National foods segment its target market on the following basis,
Demographic Factors:
Females 18 to 65. 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.9
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POSITIONING National foods have positioned their products in the mind of the customers
through of following key elements,
High Quality product.
Customers are always satisfied.
Readily available at all outlets whether big or small.
Price is affordable.
The product is made in a hygienic environment.
Made according to the customers need and demand
Convenient packaging.
Small packages for travelers. 10
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SWOT ANALYSIS Strengths:
S1. Brand name
S2. Financially sound
S3. Multi category Food Company
S4. Experienced- since 1970
S5. Strong distribution
S6. Strong infrastructure- state of the art
machinery
Weakness:
W1. Reactive marketing approach
W2. Low market share in Karachi due to
low consumer preferences
W3. Weak marketing research
W4. Weak communication- the consumers
don’t know how big National Foods is
Opportunities:
O1. Health and quality conscious consumers
O2. Low domestic penetration
O3. International market wide open
O4. Multicultural varied taste preferences
O5. Food channels coming up
O6. Convenience trend
Threats:
T1. Open masala (spices)
T2. Unbranded recipes
T3. Aggressive competitors
T4. Food inflation
T5. Counterfeits- spoiling image and eating
into share
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STAGE 1: T HE JOURNEY FROM A HOUSEHOLD NAME TO AN INTERNATIONAL BRAND
For the first decade , the Company focused only on purity andquality. Mass marketing (Generic Advertising) methods were usedto promote the brand. Profitable selling and large volume achievedhelped in transforming the Company to a food company.
Later on Mass marketing was replaced by segmental marketing(Thematic Advertising) but strategic focus was maintained. Re-imaging the Company became necessary for re-positioning of thebrand. Therefore, the new brand design and packaging wasintroduced.
F INDINGS FROM THE I NTERVIEWS
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STAGE 2:Creative Brief for National Foods EID AD:
Primary aim
Reminder and recall with a new big idea revolvingaround
our cultural Values and forgotten tradition.
Key Objectives
Pakistani cultural values Association of EID occasion
with National foods masala range
Primary Target Audience
Demographics
Psychological:
Secondary Target Audience
Specific habits:
Younger and middle age generation always refer to oldage female members of the family, grand parents ,mother in law etc.
Proposition
USP:
Quality ingredients that are pure and natural andare the essence of our traditional food
Rational Positioning:
Packaging, range of products , aroma, color etc.
Emotional Positioning:
Family values, love and respect and indepth closeassociation of family
The Equities
Platform: Family values plus traditional musicdepicting the essence of subcontinent/oldeastern flavor (kalam)
Physical Elements: ( you guys can combine with
emotional propositions)
Emotional Elements: ( you can combine withrational propositions)
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Terrestrial – Local TV
Cable TV
Media Vehicles
Print (News Paper)
Magazines
Radio:
Pakistan, FM 107 (Karachi 107)
FM 100 FM 101
These are the main ones to achieve widerlistenership
Out-Of-Home (OOH):
BTL
Stalls: Dawn lifestyles stalls expo kiosks
Event Based:Calendar & Non calendar
Market considerations
Seasonal effect: Korma mix, biryani mix, Zardamix have high demand during eid and otherfamily gatherings where traditional meals arecooked.
Distribution effect:
Creative considerations:
Tone and manner: Very eastern and sober anddignified in accordance
Brand Positioning:
National foods so pure and hygienic that it’s a
definite substitute for home made masala
Media Monitoring :
Direct competitor & Indirect competitor
Time Line:1 week before Ramdhan
Mandatory:
National foods color association, Logo,Tagline14
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The Communication reflects the ownership of traditional taste of
Pakistan with commitment that makes a difference. With much focus on
the joint family system And its values
NATIONAL FOODS RECIPE MASALAY ‘HAMARAY KHANAY, HAMARI PEHCHAN’
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NATIONAL RECIPE MASALAY ‘HAMARAY KHANAY, HAMARAY TEHWAAR’
There are better ways to build emotional connections in a TVC, I meanwhy make the lady travel to India for 475 kilometers with cooked food ina lunch box? Andplus taking a 2 day old cooked meal to India tocelebrate Eid?
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11:00 pm- NFL’s Meeting Room….
There is pin drop silence in the meeting room, just the clicking of pens. Fawaz,Marketing manager of National Foods and Zeeshan, Brand Manager of thekitchen division of NFL are stressed out about the failure of RONAQ and arethinking of rational justification to give to the CEO the next day in the meeting.
Fawaz: “Karachi walon ka tou kuch samjh he nahi ata. They were looking for convenience; we gave them ready to eat. They wanted spicy food and we gave them RONAQ but still they didn’t accept it.”
Zeeshan: “it is not only about RONAQ, It’s about national recipe masalas .” The product formulation of National’s recipe masalas is a dilemma. They canneither change it as it is already preferred by people of upper areas ofPakistan nor keep it the same as they are losing out on Karachi.
S tage 3: (company’s observation)
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Zeeshan: “before launching RONAQ we only bought some data from AC
Neilson, that to was incomplete. We don’t have any research from consumer’s
perspective.”
12:30am… They could still not come up with an answer to convince their CEO that theirdecisions were not wrong. It all seems that they are running out of reasons aswell as time…
Zeeshan: “We just can’t tap on the correct reason!!!”
Fawaz: “Is it the taste, aroma, blend, spices or WHAT? What is it that these
people want!!?” (Bangs his hand on the table with aggression)
Zeeshan: “Oh!! How can I forget to tell you, Shan has just got cryogenic
technology to grind its spices.”
Fawaz (losing his calm): “What cryogenic technology Zeeshan !!! We don’t get
enough resources to research and you are suggesting to adopt a new technology for grinding.”
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Zeeshan(defensively): “Was just telling u a relevant piece of information,
that’s it!”
Fawaz: “What is it to the customer if their masalas are cryogenically ground or not!!! They want ease and convenience in a box and we are giving it to them.”
Fawaz (about to explode with anger): “I just don’t see why people think so
high of Shan!! They are just a spice company. We hit Shan in Karachi, we hit Shan over all!!!”
Zeeshan was shocked at the statement but didn’t say anything. He didn’t
want another scolding from his boss.
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Why should I try any other
brand??? There is only one
day when the whole family
sits together for lunch. I can’t experiment, if the biryani
doesn’t taste good everyone’s
mood will be spoiled. I can’t
sacrifice on the taste
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IDENTIFICATION OF ISSUES WITH CURRENT COMMUNICATION
National Foods still talks about old times (rusted lunchbox)
Advertisements often feature large joint families that do
not reflect our society.
NFL underestimates its competitors
National foods taste is mild, but people in Karachi preferspicy taste
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UR RECOMMENDATIONS FOR ATIONAL
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UR RECOMMENDATIONS FOR ATIONAL FOODS: Focus on their loyal customers – 35 yr women
Targeting an entirely different market segment like young working men
NFL should focus on communication and advertising (Documentary)
They should become more market focused and customer oriented
instead of just being customer focused.
A better research will help them make better formulas for their products.
They should promote ease and convenience that their products provide.
Identify which popular chefs and restaurants use the national food brandand make it part of communication mix.
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THANK YOU
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