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INTRODUCTION
History
Founded half a century ago on Lahore
Brand of Anmol Company
37 branches in 9 Cities
Lahore, Karachi, Islamabad
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VISION
The vision is to make Nirala a global brand, a brand
recognizable for its uniqueness and quality in ethnic foodmarket all around the world. In this perspective it
consider itself as an innovative and a pioneer company,
continuously offering unique products and interesting
service concepts that others havent even dreamt of.
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COREVALUES
Continuous Improvement
Innovation
Team work
Social Responsibility
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PRODUCTS
Mithai
Snakes
Dairy
Beverages
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TARGETMARKET
Corporate
Upper Class
Upper Middle Class
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COMPETITORS
Lahore
Gourmet
Fazal sweets
Rafique sweets
Butt sweets
Islamabad-Rawalpindi
Jameel Sweets
Fresco Sweets
Karachi
Qasr-e-shaheen
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SUPPLYCHAINMANAGEMENT
Ensures timely and effective distribution of the products
to chain of stores
All activities from Transportation to obtaining route
permits and approvals
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SUPPLYCHAINPROCESS
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SALESDEPARTMENT
Gives Information to Production Department about:
What products produce
How much quantity to produce
What products need more production
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PRODUCTIONDEPARTMENT
Makes products according to order which results in two
products:
1. Semi finished products
2. Finished or ready to dispatch products
Production manager checks the products
Semi finished goods transferred to the stores
Finished products directly go to the Pre- supply
department
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STORES
Central place for
Raw materials
Finished products
Semi finished products
Cold stores as well as blast freezers used for storage
purposes
Responsible to check the availability of the raw materials
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PROCUREMENTDEPARTMENT
Makes raw materials available
Provides raw materials to stores
Provides packaging for the products
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SUPPLYDEPARTMENT
After rapping and final packaging, the pre-supply
department transfers products to the Supply department
Delivers products to the branches
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FLOWOFINFORMATION
Following channels are used:
ERP Systems Meetings
Emails
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INBOUND& OUTBOUNDLOGISTICS
Inbound Logistics
Pure desi ghee
High quality
Dry fruit
Milk
Out bound logistics
N-Design packaging includes traditional paper and card boards, tin, wood, glass
Customize packaging is a speciality of Nirala sweets
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OPERATIONS
More than 20% mithai production is carried out at
automated plants
Snacks are made on modern machines
Quality is assured by the Quality Assurance Department
Introduced Nirala Doodh in 2005
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COSTS
Labour intensive company
Prefers to make the sweets in the traditional way
Focus is to reduce:
Labour cost and cost of raw materials
Once imported machines from Germany to reduce cost
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PRICESTRATEGY
High Price as compared to competitors
Targets the higher end customers
Focus is to maintain quality
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PROMOTIONS
Marketing activities limited due to lack of funds
Controversial case of Faisal Farooq resulted in hugelosses for the company
Accepts online orders from its international customers
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EFFICIENCYVSRESPONSIVENESS
Prefers Responsiveness if choice has to be made between
the two
if they will incur any extra cost in order to fulfill the
demand of customers and to be responsive in terms of
supply
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CHASESTRATEGY
No scientific rule to forecast the demand in the industry
Uses the chase strategy in which the production rate is
synchronized with the demand rate
Wedding season (Oct-March), Eid-ul-fiter, Eid-ul-Azha
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TIMEFLEXIBILITYFROMWORKFORCE Offering them flexible timing in the low demand period
Overtime in the peak demand period
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CONSUMERSDATABASE Do not feel the need of making database of consumers
especially on daily basis
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CORPORATEEVENTS
The corporate clientele includes:
ABN AMRO Bank
Allied Bank
ArifHabibRupali Bank Bank Alfalah
Citibank
DHL
Dubai Islamic Bank Emaar Pakistan
PIA
Pizza Hut
PTV
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FUTUREPLANS
Outsourcing the company to reduce the extra cost
To Increase the marketing activities for the promotion of
the company
Looking forward to expand in England and Canada
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RECOMMENDATIONS
Should review the costs of their products since they are
targeting the higher class and upper middle class
Continuous innovation and up gradation in technology
Effective use of enabling technologies such as MIS
Sales promotions like prizes, lucky draw schemes shouldbe introduced