1. Marketing Management
Report on Shaan Foods
• Arma Sheikh (31679)
• Nimra (39022)
• Asjadha Munaf (33819)
• Nabeel Arif (33902)
• Avinash (32692)
• Instructor: Sir. Waqas Rana
Date:
Acknowledgment

2. Firstly, I would like to Thank to our Sir. Waqas Rana who helped us and give his expert
advice and encouragement. Throughout the semester. This Report would have not been
possible without the brilliance support of our Teacher. He helped us to be our self in
every manner & helped us to think out of the Box. He made this Critical and difficult
Course so easy so we can Understand it well. Without his Efforts, Time, Hard work &
Understanding this project would have not been Possible.
Table of Contents
Pg.
No
TOPICS S.No
1-11 Industrial Analysis 1
11-14 Company Description 2
14-17 SWOT Analysis 3
17-19 Ansoff Matrix 4

3. 19-25 Brand portfolio collection 5
25-28 BCG matrix 6
28 Conclusion 7
Industrial Analysis
Introduction
In 1981 in Karachi Shaan food Industries was founded as cottage Industry by Sikandar
Sultan founder and Chairman of Shaan. Shaan is Pakistani manufacturer of Packed spices
uses in Pakistani, Indian and South-Asian cuisine. Shaan is the Pakistan's largest exporter
of packed Food, spices and Rice’s mixes. Shaan assures that their products are not just
easy to prepare or advantageous but also deliver the traditional taste, flavor and odor that
costumers love and appreciate.
1) Company
The environmental forces of Shaan Foods (Pvt ltd) are
• Micro environment
• Macro environment

4. Micro Environment
• Company
The Management of Shaan Foods embrace people who follow Decentralized method and
democratic style of management which includes the participation of employees from all
dept. which helps the organization to effectively have new Innovative ideas which help
them to grow more in market.
• Customers
Shaan foods focus on those ladies age. Shaan cook food comparatively in less time with
the traditional taste flavor and aroma. It can be used for household cooking or just trying
out new things.
• Competitors
As Shaan foods leading the market with its products there are number of competitors that
Shaan face. The stiff competition that shaan face is with National foods limited because
they have better distribution work which put Shaan in worries.
• Supplier
Shaan Foods doesn't own any Farms like other Companies. They emphasize on the
enlargement of raw materials for their (Pickles) such as Chilies, Garlic, Mangoes,
Lemons etc. located on Northern side of Punjab and for their Hyderabadi Achar mix they
consume Chilies and Mix spices from Hyderabad as they have master quality production
of this Achar spices.

5. • Public
Somehow, each classification has an immediate impact on the Brand position however
Media plays a vital role in it. Shaan publicized their advertisements through stories of
people such as (Housewife, Pilot, Comedian) who lives far from their homeland. which
shows the Brand accessibility & popularity. They also advertise their Brand by outdoor
branding at S.M.C.H.S in Karachi with the name of "OOH Campaign".
• Intermediaries
Shan Supplies its spices to retailers, wholesalers and distributors. With aim to put their
whole products range out in the market and stores such as: Imtiaz, Chase up, Agha's,
Naheed's, CSD store and general stores. Items that are frequently available on stores
for example Bar-B-Q range and Biryani masala range are kept by retailer where as
wholesaler kept the stock of Dessert and mix spices as they are more swiftly
expanded.
2) Customer
• Target Market
Shan foods target the ladies ranging age from 18-45 years old it doesn't matter she
belongs to socio-economic class, middle-class or above.
• Understanding needs of customer
The aim or goal of an Organization is to satisfy their customer from their products as
much as they can Shan foods main concern is to maintain the taste of their products

6. for their customers. Shan foods elect a team of culinary scientists and experts they
directly in contact with Board of Directors they work tirelessly to deliver alluring,
tempting flavors and revolutionary food under supervision of Board of directors.
• Customer needs and wants met
In the technological and day to day changing era Shan foods are always aware about
the need and wants of their customer as they have launched massive range of products
for their customer to choose according to their want. They are persistently find
solution how they can keep strong bond relation to their customers
• Competition
After the time of Independence Jodia Bazar was the only wholesale and retail
market till 1970's in Pakistani spices until companies like National food, Shan food
and other traders entered in market. And start delivering the spices right to the shops
where as 40% market is directive by brand spices and 60% controlled by Jodia bazar.
The prime players of spices are
• Shan Foods
• National Foods
Other players such as
• Zaiqa foods
• Mehran Foods

7. • Kitchen's Chef
• Habib Foods
• Ahmed foods
Shan foods established in1981 and National foods begin in 1970. Both the
organization give cooking a new trend they make cooking more tasteful, effortless and
rationalize how Pakistanis cook their food, Shan and National both are the biggest
integrant and have strong hold on spices it places both the companies in consideration
that which one have stronger customer retention.
• National Foods
National Foods limited started its Journey in 1970. A. Majid the chairman an intuitive
Business man who started National as a spice company now it’s one of the Pakistan
leading Spices and food brand. In 1988 it converted from Public to private company
the same year it became certified merchant by McCormick, United states. National
food holds the range over 250 products in 10 extensive cities and now became notable
companies of Pakistan.
In 2017, NFL extending its roots and effectiveness around the world. In Canadian
company NFL procure a controlling interest the company is comparatively owned by
Amjad pervaiz Canadian Based-Pakistani business man.
• Comparative Analysis

8. In this Era where food taste and hygiene matters most Shan and National foods bear
40% Market share. Shan foods are on mountain top compared to National foods. Shan
holds amazing top ranking position locally and Internationally. In plain flavors Shan
holds 8% market share and 41% share in mixed spices both local and universally.
Where as in the Punjab area NFLhave bound over with other dealers. National Foods
also have a repetitive position in Pakistan although it doesn't overseas their product
globally.
In plain spices National Foods holds 10-12% and 49% market share in mixed spices.
The other competitor is doing well to compete in this market yet deserving one to be
said is Mehran foods.
• Product Lines
Shan offers a Humongous variation of products which cover Daily basic spices,
Recipes Masala, Pickles, Salt, Pastes, Accompaniment, Desserts, Instant Noodles,
Maa.
Whereas National competes with Shan with its substantial variety of products which
covers Basic spices, Recipes Masala, Ketchup, Pickles, Jams and Marmalade, Juices,
Salan, Chat masala, Rice, Chutney, sauces and Snacks
However, both the company offers Recipe mixes and basic spices similarly.
• Target Market
The products of both the Organization relates to cooking so their target market is same
"LADIES” however Shan target the ladies age over 18-45 socio-economic, middle

9. class. Shan rest safely as they restricted themselves to Karachi and metropolitan areas
that are close by state
However, National target the ladies age of 16-45 in the middle of local areas of
Pakistan with working class.
• Packaging
Both Organizations go Hand -In-Hand in matter of Packaging. They have spent
enough for the safe and hygienic packaging. Shan packaging for Pakistani products
are different from the International products on Pakistani products its clearly written
on that they are not compliant for Export. NFL started earlier than Shan in 2004 to
repackage its products whereas, Shan started the repackaging in 2014.
• MACRO ENVOIRMENT
• Demographics
As the population of Pakistan is 200,813,818 and increasing Shan food have no worries
because their target market is women and young ladies so they are in comfort sector from
age side. Demographics play an amazing role in growth of product as it shows that you've
segmented and targeted your factors in correct mannerist clearly shown that number of
women’s are invading in labor-force is a significant sign of establishment of organization
is complete.
• Technology Factor

10. Technological factor has positive favors for organization as it decreases the labor skill
and errors in work progress. As Shan food use crygenic technology apart from it. the
major expenditure they are maintaining is on ERP system. They are also looking forward
in future for the implementation of SAP system through ARM technology. They are using
High-class technical machines although they give training to their employees and trainees
to deal with their software’s and systems.
• Political factors
As the time of establishment Shan foods never faced any political fairs or legal condition.
As company ordinance pass in i984 all the existing and new companies should follow the
policies. there is no such political or government limitations in entering into the Industry.
Although when it comes to the packaging for export it requires the legal process and the
quality of elements used for making the product as it vary from one to another country.
• Economic factors
As the economy of country gets meltdown and repeatedly facing crisis and the economic
conditions are powerless to recover. But the inflation doesn't impact the growth of
company its position is steady in the high rate of food inflation in Pakistan. The worst
economic conditions would not allow the company to achiever their desired ROI level.
• Socio and cultural factors
Pakistan is the symbol of an Islamic state its values, cultural and Norms are changing
rapidly but still the older norms and cultures holds mesmerizing values. Shan keeps
changing their products and spices according to the demand and traditional way of

11. consumer use the spices. The product has no negative signs or against the culture they are
providing range of products for Desi foods as well as continental food.
• COMPANY DESCRIPTION
Shan food was founded as Cottage Industry in 1881, before that it started its functions
from a single room the form the house of its current owner Sikandar Sultan (CEO). The
preliminary customers of Shaan mostly working women. Teenagers, Family members,
Co-relatives and Friends. The main purpose of Shan is to maintain the essence of food
which Pakistani lives for. That fragrant of traditional Masalas that we're following from
our fore father.
As time pass from different places unknown people come for Shan Masala that's the time
to make Shan a Brand. The journey from one room to a multinational company see many
phases up's down's the process was slow but remarkable. It took 37 years to Shan foods
what they are today. The company enters into Market in 1983 after two years of its
foundation. In I984 they took further step and start exporting their Items which went
successful.
Company covers 100,000sp. ft. area they have an expensively equipped laboratories and
testing centers. Shan Foods offer 70 different mixed types of spices and 70 different type
of spices from starting to end of product they go through 9 different departments.
The Company holds 374 distributors now on their webpage they offer you to become
their distributor by filling up form and further process. They have 60 distributors over 45
countries.

12. • Core Values
The main Aim of the establishment of the company is to give people Clean and Hygienic
and modern lifestyle of food which makes cooking moderately helpful less time
consuming and easy. Every company have a Vision to achieve Shan holds a vision to be
challenging and people centric in Market. From begging till now they have seen
numerous challenge and stay strong in it. Company purpose is to keep satisfying the
needs and wants of their customer and facilitate them what they want from them as the
owner of Shan is a Philanthropist too. Organization take cares of other values Legally,
Culturally, ethically from their publicizing through Ads they always keep their Homeland
on upper hand. Company ensures that every person is part of product they Carries "WE"
attitude in their company.
• Vision and Mission Statement
Establish Shan as the leading culinary brand, offering authentic traditional recipes &
home food solutions, with relentless focus on excellence in all we do, ensuring a
wholesome experience for our consumers around the world.
• Founder's Philosophy
The philosophy of Shan foods follows is to divine their customers with happiness on

13. daily basis. Sikander Sultan CEO of Shan said that "Hopelessness is not allowed in the
Religion". As the developer of Mix spices they make sure that their products are not only
easily accessible to cook but it gives you the right taste to assure your satisfaction level of
food. They level their best that they’re packaging are safe attractive and hygienic to
customer. The delegate staff of Shan helps time to time innovation in their product range.
Which keeps motivated their employees after achieving vulnerable position in Market
company aims to be Recognizable overseas and around the world.
• Marketing Campaign
Shan foods are not very much effective and efficient in marketing campaign although
there two advertisements make a quit stir after its Release They have done a campaign
"Ooh campaign" at S.M.C.H.S Karachi where they have set a huge Pot and showing it as
pot of Hallem. Their Eid campaign in 2015 TVC which is incredibly and emotionally
written and showcase the feeling of those who spent their Eid's far from their homeland
& loved ones. Shan another 2017 TVC which records 3,3 million views in 3 days in this
they're showing the bound of love from across the borders how you can express it with
Food. This campaign is for those who are the forgeries in Pakistan.
• Awards and Honors
Shan have numerous certifications and Awards for their amazing hard work.
• In Brussels capital of Belgium, Shan was honored by Global taste award 2010.
• Shan is the first organization from Pakistan to win "Superior Taste award from
ITQI in a row for three years.

14. • Recently Shan receive an international award at Effie awards.
• In 2013, Shan shoop noodles receives best Advertising award.
SWOT ANALYSIS
SWOT analysis is a study that done by Organization to know about their internal and
external factors and how to overcome of it. Strength and weakness cover the Internal area
as well opportunities and Threat are part of external environment for running a successful
company knowledge about SWOT analysis should be undertaken well.
STRENGTHS WEAKNESSES
• Varieties of Product line
• Strong reputation in Market
• Powerfull Distribution Channel
• Extensive Trade Coverage
• Shaan Salan Range
OPPORTUNITIES THREATS

15. • Expansion of Business in Foreign
Countries
• In process of Launching new product
line Ready-To-Eat
• National Foods
• Biggest competator in market
• Strength
The most powerful element Shan foods have right now is there product line. It includes
almost all Mixed spices for all recipes and Achar products too. The availability of their
products is found all over the Pakistan. Even most of the outer living Pakistani families
prefer Shan for their Pakistani home cook food and for daily basis Masala. From very
begging Shan play smartly through his Advertisement it always pursuing message to it
consumers Share happiness and Bound of family. There R&D department and the V-lock
technology that only Shan is consuming for its products is their strength.
• Weakness
Shan food is actually 100% equity fair company due to it Shan foods face certain hurdles
for larger expansion as it’s a Sharia based company so they are not in favor for taking
Loans and Interests from Bank.
Shan Foods have a strong distribution which covers most of the Pakistan but it’s too weak

16. on the Punjab side through which they face loss of major population
Shan is not very much involved in marketing Strategies, they have no such big campaigns
or communication, They're few ads become popular they've very narrow approach for
new experimentation through marketing.
• Opportunity
Shan foods have been the opportunities from the very beginning two years after its
establishment they start exporting their products. The Bar-B-Q range of Shan is the most
powerful from their other product range due to its taste. Shan produced not only Mixed
masala recipes but also the paste of that Product which grabs the attention of consumers.
• Threats
National foods are the leading Threat of Shan as they are covering the Punjab side due to
this The growth of Shan products are less there. Shan have very minute advertising
strategy and they never been part of any promotional activity or in Sponsorship.
• ANSOFF MATRIX

17. • Market Penetration (Current Market, Current Product)
Market penetration means expansion of market. This strategy involves to extend those
current products that are existing in current market. According to this strategy its main
purpose is to attract the customer through promotions and discounts to increase their
volume of sales. Shaan Foods and National are biggest competitor of each other from the
very begging of times they both offer mostly the similar products in market. Some
notable Current products of Shaan foods are commend below that are leading in current
market.
• Bar-B-Q range

18. • Biryani Masala Range
• Pickles
• Product Development (Current Market, New Product)
In product development approach the Product is new but market is already present. before
launching a product marketers do a healthy research to understand the needs and demand
of their customer and after that process the development of a product starts which satisfy
and fulfill the needs of consumers. Shan launched its Product "SHOOP NOODLES" In
2013 it not only become famous in their target market which is kids but also in Youngers
because of their eye-catching tag-line "Mita do Bhook" and easy to make process. They
offer variety of flavors and most demanded flavors are "Bar-B-Q" and "Chatpata". The
product is tasty as well as healthy too.
• Market Development (New Market, Current Product)
In market development approach the product is existing but market is new, this occurs
when marketers identify the need of their product in new market either the product is
demanding or declining. They choose this strategy when the Organization is on the
expansion process of its products. Shaan Recipes Mixes and Plain Spices are those
products which are existing but market is new. They launched it in USA, Canada and
other countries on international levels because high demand of it. Pakistani’s living out
their want the same aroma quality and taste of their foods which they easily avail in
Pakistan.
• Diversification (New Market, New Product)

19. In diversification approach the product is new as well as market. The company goes for
this approach when their Market penetration approach is declining or on fall stage.
Company also launch new product in new market to attract and gain more customers and
become player of it. Shaan is about to launch is Ready to Eat line in which they are
Offering the food is already cooked all you have to do is just to heat-it-up in this line it
Includes (Chicken Tikka, Chicken Kabab, Malai Boti, Gola Kabab, Chicken Boti etc.).
• Brands Portfolio Collection

20. By the excellence performance Shan has won hearts globally and domestically, their
products are the necessary products of festivals. By their V-tech technology their Masalas
are able to use after months of opening. Internationally the most recognizable and
purchased Pakistani-based products in Masala is Shan.
• Recipe Mixes
Shan always been a player in serving uncountable ranges of Mixes Masala. They know
well the Pakistani's love for food. As they are offering mix Recipes in which they’re
offering 11 Ranges of Mix recipes which are divided into sub-categories. Consumers
have a vast range to choose the product of Shan of their own choice. On international

21. level the Recipes of Shan have different spices in taste a less spicy as in Pakistan they are
bit spicier because of the demand.
• Fish
Shan have only two different products for Fish Fried Fish, Lahori Fish.
Oriental
In product range of Oriental it have 5 different products
Chinese egg fried rice, Chinese Beef, Sweet and Sour, Chicken Chow Mein, Chicken
Manchurian
• Curry
In curry range they are offering 11 products Kunna, Korma, Kofta, Curry powder,
Chicken white korma, Chicken Masala, Paya Masala, Nihari, Murgh Cholay, Meat
Masala (Beef), Meat Masala (Mutton).
• Rice
In category of Rice they are offering 7 products Pulao Biryani, Sindhi Biryani, Memoni
Biryani, Biryani, Fish Biryani, Punjabi Yakhni Pulao, Bombay Biryani
Stir Fried Range
In Stir fried range it includes 7 products Chicken white Karhai, Karhai/ Fry gosht,
Chicken Handi, Butter Chicken, Chicken Jalferzi, Achar Gosht, Chicken ginger.
• Fried
In Fried there are 6 products Dahi Bara Mix, Chicken Broast, Shami Kabab, Chapli

22. Kabab, Pakora/ Bhaji mix, Hunter beef.
• BBQ
BBQ is the strongest and most highlighted product it gives you the perfect combination
of all Masalas you need. It includes 5 products Chicken Tikka, Tikka, Sekh kabab, Bihari
Kabab, Tandoori Masala.
• Vegetarian
For vegetarian product line, Shan foods provide those masalas which give subtle taste to
your most daily eatery foods it includes 3 products Chana Masala, Daal Masala,
Vegetable Masala.
• Meat Tenderizer
Shan care for their products they launch a Meat Tenderizer which helps to tender the
Meat/ Beef in less time. So it can be cook quickly.
• Haleem
Shan gives perfect match to recipes of Haleem by their Masala. It includes 3 products in
there
product line. Shahi Haleem, Easy Cook Halem, Haleem Masala.
• Plain Spices
The quality of Shan plain spices makes them chief in market, it enhances the aroma, taste
in tour daily cooking foods. Their key element of spices makes them the first choice of
customers for their healthy and Hygienic food.

23. There Plain spices range include total 8 products Qasuri Methi Leaves, Tekhi Kali Mirch
Powder, Kushbudar Lehsan Powder, Khalis Haldee Powder, Zafrani Garam Masala
Powder, Tez Lal Mirch Powder, Zaiqaydar Adrak Powder, Taaza Dhania Powder.
After, MixRecipies and Plain recipes Shan also offers categories in Salt it includes
Himalayan Pink Salt, Refined Salt, Iodized Salt.

24. For the easiness of their Customers Shan also provide three major types of paste which
are the most basic ingredients for all foods to cook it only includes Garlic paste, Ginger
Garlic Paste, Ginger paste.
• Accompaniment
In this Range it includes two products Chaat Masala and prickle range, In Prickle range
they are offering Mango pickle, Mixed Pickle, Hyderabadi Mixed Pickle.

25. Shan not only have Amazing spicy range but it also grabs amazing product line of
sweetness for all their sweet-tooth consumers it includes 5 major dessert products. Sheer
Khurma Mix, Gulab Jamun, Lauki Halwa, Special kheer Mix, Gajar Halwa, Badam
Kheer Mix.
Shan enters in this category few years earlier, they are excelling in this but slowly and
gradually right now they are offering only two products Masala Noodles, Chicken
Noodles, Chatpatta Noodles

26. BCG MATRIX of Shaan Foods
BCG Matrix have two aspects market growth and market share; Market share means the
sales of product in specific time. Market growth means how much the demand of product
is increasing. The chart was designed by Bruce D. Henderson in 1970 for Boston
consulting group of company. The chart helps the organization to manage the records
evaluate, interpret of their product lines.
• Star
Star include those products which have High market share and High market growth. They
are the main player in Business also operate larger amount of cash.
• Shan Bar-B-Q range

27. • Shan Biryani Masala range
These two products of Shan hold High market share and High market growth.
• Question Mark
Question Mark include those products which have High growth market but low market
share. These products require enough amount of Investment to push them in Star
category. Products include in Question Mark category have chances that they might fall
in Dog category. Shan Foods products which fall in Question Mark are:
• Vegetarian Range
• Oriental Range
• Fried Range
• COW
In this quadrant the product High market share and low growth market. These products
have high profits but the Investments are low. In Cow quadrant the products are well
established. Shan Foods which are part of Cow Quadrant are:
• Curry range
• Haleem Range
• DOG
In the Dog category include those products which have low market share and low market
growth. The company should liquidate the product after some time if they are not giving
any kind of profit or market share. the product which Shan Offers and it Fall in Dog
Quadrant are:

28. • Meat Tenderizer
• Chapli Kabab
• Shami Kabab
• Pakora/ Bhaji Mix
• Hunter beef
• Conclusion
Shaan Foods started its journey as Cottage Industry in 1981 from just one room from then
till now by their continuous hard work, Commitment and Work dedication not only in
Pakistan but they have achieved remarkable status on International levels too. Shaan not
only leads in Business it also gives healthy competition to its Competitors. Shaan also
encourages the Innovation and betterment for their products which makes them exclusive
in market for innovation and creativity they always open their doors for youth and
younger people. Shaan carries a vision which helps them work tirelessly. Their first
priority is the health of their customers than to be recognize on International level by
keeping alive the Taste, quality and Aroma through their foods.