2. National Foods began its journey in 1970 as a Spice company with a revolutionary product that popularized
the concept of having clean, healthy food. National foods’ initiatives since then is to make hygienic food,
reduce time spent in the kitchens, foster health and contribute towards a positive and a more rewarding
lifestyle. National Foods Limited has successfully established itself as a multinational food company with an
independent subsidiary, National Foods DMCC in Dubai in 2013, catering to the Middle Eastern market. The
structure was further expanded with 2 more subsidiaries in Canada and United Kingdom catering to the North
American and European markets respectively.
ABOUT US:
3. INDUSTRY:
The food industry in Pakistan’s is considered a large industry.
The industry produces cooking oils, hydrogenated vegetable
oils, sugar, flour, dairy products such as milk, butter, yogurt,
cheese and ice-cream, biscuits, breads and confectionery,
fruit juices and fruit juice drinks, carbonated beverages,
snack foods based on rice, potatoes, corn and pulses,
processed chicken, jams, jellies, squashes, sauces, pickles
masala, and some cereals, canned fruits. The fish, meat, fruit
and vegetable sectors are also there but need further
development as the existing infra structure is not that
supportive.
Masala sector in Pakistan is a huge business with potential
for development. With an annual growth of 25%, it offers
great opportunities for local and international investors.
Masalas are used in almost every food in Pakistan and is
bought by almost every household. The materials for masala
are easily available so transportation costs are not a problem.
4. VISION AND MISSION:
To be a Rs. 50 billion food company in the convenience food segment by launching products and services in
the domestic and international markets that enhance lifestyle and create values for our customers through
management excellence at all levels.
5. Following are the core values of the company :
PASSION:
We act with intense positive energy and are not afraid to take
risks. We challenge ourselves
continuously, we’re good at what we do, and we take pride in
who we are.
PEOPLE-CENTRIC:
We put our people first. We treat them with respect and
actively contribute towards their development.
CUSTOMER FOCUS:
We see the world through the eyes of our customers. We do
everything possible that makes them
happy.
LEADERSHIP:
We are part of the solution, never the problem. We act like
owners and have a positive influence on others.
CORE VALUES:
6. TEAMWORK:
Our roles are defined, not our responsibilities. We believe in
going the extra mile to accomplish our
goals. We coach and support each other to ensure everyone
wins. We have a “WE versus I” mindset.
ETHICS:
We don’t run our business at the cost of human or ethical
values.
EXCELLENCE IN EXECUTION:
We say. We do. We deliver. We talk with our actions. We
strive for nothing but the best. Execution is the
key to winning!
ACCOUNTABILITY:
We see. We act. We take full responsibility for our actions
and results. We don’t blame others for our
mistakes; we analyze them and correct them.
CORE VALUES:
7. PRODUCTS:
National Foods success is attributed to its ability to respond to changing needs of
consumer, our technological advancement and its innovative products line and mix make
us unique. With wide array of brands, National Foods focus on alternatives for different
household to maintain kitchen habits of millions of consumers who now have advantage
to prepare healthy and delicious in a limited time with a lot of convenience. There are
varieties of products such as:
RECIPE MASALA
CHAT MASALA
PICKLES
FROZEN MEALS
KETCHUP
JAMS
RICE
FRUITILY
SALTS
CHUTNEYS & SAUCES
GINGER & GARLIC PASTE
GOLDEN FRIES ONIONS
DESERT
8. Marketing:
National Foods are pursuing aggressive marketing strategies by engaging
heavily in advertising and sales promotion.
9. RETAILER NETWORK:
National Foods sells its product through a network of about 50,000 shops all
over Pakistan which carry it products.
Marketing:
SELLING & DISTRIBUTION:
The Company has been building the finest Selling and distribution network
in Pakistan which has taken an exemplary shape over the years. Having a
retail network of more than 80,000 outlets in over 350 towns with over 600
Distributors across Pakistan has been corner stone in NFL history
DISTRIBUTION:
They do not own any distribution channels and pursue outsourcing. Their
target market is whole Pakistan so they ensure presence of National Foods
masala on almost every retail outlet all over Pakistan. They have
warehouses located at Karachi, Lahore, Multan, Gujranwala and
Rawalpindi.
10. COMPARISION OF NATIONAL FOODS WITH ITS
COMPETITORS:
Although National Foods has to compete with other top brand in food industry, Such as
Shan Foods, Shangrila, Mitchells, Shezan, Mehran. However Shan is dominant and
leading Brand in Karachi but National Food has taken edge across the Pakistan and at
international level national foods maintain its status quo of almost every aspects of food
categories.
MEHRAN FOODS:
Mehran spice and food industries are one of the famous and leading
companies for their manufacturing, marketing and export quality of food
products. Mehran products contain traditional touch of flavors and prefer
all over the world, with their fresh new looks. It got awarded in the year
2010 and 2011 as Exports Brand Icon Award.
11. SHAN FOODS:
Shan Foods (Pvt) Ltd. It is one of those rapidly growing food companies
which extend their presence in over 50 countries. Shan food having extra
ordinary positions energy, obtain and edge in different technologies with
passion for good performance between leading brands. Shan food tends to
place their brand and products internationally by getting winning awards
and certificate.
SHANGRILA:
When Shangrila began its journey about 25 years ago, no one knows and
nobody even dream that one day Shangrila will stand as leading brand
among all national food brands. Shangrila got awaited in food safety
management system, in Quality, Halal Authority,consumer satisfaction and
Associations too.
COMPARISION OF NATIONAL FOODS WITH ITS
COMPETITORS:
12. Economic factors:
Foods Industry, too, has been badly hit by the ever-rising cost of
inputs, including electricity tariffs that are now the highest in the
world. As a consequence, industries in Pakistan are suffering. The
government has promised to deal with this shortage of electricity
problem in the near future, only then
it can be assured that the high electricity tariffs will be reduced.
Currently recession has been observed in almost every economy of
the world and hence impacting all
the industries with a number a problems.
• The high prices and inflation has also affected the industry with
people actually not using readymade masala or else using it on
special; occasions.
• The industry players look forward to achieve economies of scope
by having a portfolio of products.
• The technology being used helps them in using the same facility
for different products and product variants.
13. CONCLUSION:
National Foods considers the market need and offer quality products to meet demand of population. It
has created awareness in rural areas as well, which gives it more customers than Shan. The aims of the
company are high and strategies adopted from competitors and internal sources are implemented well.
National foods vision of 2020 is to achieve Rs. 50 billion of turnover in the convenience food segment by
aggressively expanding its existing product portfolio. National foods should increase its market share in
Karachi because Shan is leader in Karachi.
