3. PRODUCT DESCRIPTION
• Shan Biryani Mix helps you in preparing the traditional Biryani at
home with the authentic taste and aroma for an ultimate food
experience.
7. OBJECTIVES
• Provide best quality
• Enriched taste – help them in capturing marketing by building brand loyalty
• Build the trust of their customer on product by guaranteeing them hygienic products.
• Customer Satisfaction
8. MARKET SEGMENTATION
Target Audience
• Major target audience is women
• Females aging from 18 to 45 years compose the main target
• Appropriate for both middle class and upper class people
• Specific for household women, professional women, students (girls), married, divorced and
single
• Also used by male chef’s in hotels and restaurants
9. TARGET SEGMENTATION
Geographic
• Mostly in the urban areas of the country.
• Shan has its International Markets in USA, Canada, UK, Germany, Holland, Malaysia, Middle East, South
Asia, Japan, Singapore, Australia and many others.
Culture
• Consistent with Tradition Pakistani recipes. But some cultural factors are also present like In rural areas there
still exists a perception where people use homemade spices as they believe that gives the correct flavor to
their food.
11. INTERNAL INFLUENCES
• Emotions – love and care, humor
• Color theme
• Position of product in stores
• Interestingness
• Information quantity
• Product involvement – indicates motivation
• Brand familiarity – ability
• Advertisements
• Packaging
13. MARKETING STRATEGY
PRODUCT
• It aims to provide consumers with solution of having a tasty meal in no time with homemade
recipes and packaged spices that are readily available in the market, safe and healthy and gives
value to the customers.
• Shan’s position statement, “To the confident and convenience seeking woman of today, offer
premium quality product, made with the finest ingredients like no other.”
• However, lately with the concept of Nuclear families becoming increasingly popular, the company
caters to the needs of males as well making sure that their product is convenient to use and
satisfies their needs too.
14. • Packaging type: Box
• Format: Powder
• Packaging size: 50g
• Colour: Green and white
• Image:
16. PRICING
• Pricing policy of Shan largely depends on Stock Keeping Unit (SKUs)
• Currently, the price of 50 grams of packaged spice is around Rs. 65
• The 100 grams one is available at Rs. 150
17. PLACE/DISTRIBUTION
• IT has 500 distributors; from Karachi to Skardu.
• The sales force of Shan supplies its products to these distributors.
• The distribution channels of Shan Foods include:
o Retail
o Wholesale
o Hyper Markets (e.g. Cash n carry)
o International Chains (e.g. Wal-Mart)
18. PROMOTION
• Most of the advertising that is done is seasonal in nature with promotion campaigns and
advertising in Ramzan season in particular.
• Promotion that is done by the company is essentially customer centric that gives it an edge
its competitors such as through the cooking shows, “Shireen Anwar Shan k Sath” cooking show
on Masala TV.
• A prominent example in this regard is the ad campaign that Shan started where recipe of
different Pakistani dishes were told to the consumers in an advertisement of about a minute or
so. Through such an ad not only did they cater to the needs of the customers, told them about
new innovations that they had brought about but at the same time they also conveyed their
message that their recipes are ready to cook ones thus making them quite handy for the
consumers.
19. Promotion through advertising:
• Online Advertising
• Print Advertising
• Broadcast Advertising
• Outdoor Advertising
• Television Media Advertising
21. COMPETITORS
Main
• National Food
• Mehran Foods
• Habib Foods
• Ahmed Foods
• There are unbranded and unpackaged spices available as well that
further increases the competition.
22. • Since, National Foods is the main competitor of Shan in terms of market share nationally
when we talk about packaged spices, therefore the company keeps a close eye on the
competitor so that they do not get driven out of the market.
• Market Share %
• Shan Foods - 35
• National Foods - 45
• Others –5
• Loose spices - 60
23. PRODUCT POSITIONING
price
• low
• high
Taste Preference
• Mild taste
• Slightly spicier
Low High
spicier
Mild
National
Shan
Mehran
Habib
Ahmed
24. CONSUMER SATISFACTION AND
CUSTOMER COMMITMENT
• Nominal decision making
• Product use – Functionality
• instrumental performance
• Symbolic performance
• Use innovativeness
• Repeat purchasers
25. • Product performance match expectations that are at or above the minimum desired
performance level – satisfaction.
• Positive Word-of-mouthing
