Nirala Marketing Strategy Project

1. The Institute of Management Science

2. PRESENTED BY:
Mr. Waleed Tayyab 102507
Mr. Muhammad Tayyab 111405
Mr. Muhammad Irfan 103125
Mr. Zohair Ahmad 091521
Mr. Ali Yazdani 113511
PRESENTED TO:
SIR ABDUL QAYYUM QURESHI

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4.  Over half a century ago, the foundation of Nirala was
laid in Lahore, Pakistan, with the commitment to
provide people with delectable quality delights.
 The great journey started when Taj Din migrated
from Amritsar, India, to Lahore and started a small
breakfast shop in the inner city of Lahore in 1948.
The passion for quality, uniqueness and hard work set
by our founder is the spirit we seek as our guiding
principle.

5.  The vision is to make Nirala a global brand, a
brand recognizable for its uniqueness and quality
in ethnic food market all around the world. In
this perspective it consider its self as an
innovative and a pioneer company, continuously
offering unique products and interesting service
concepts that others haven’t even dreamt of.
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6.  The core values of Nirala organization which they
consider the Spirit of Nirala have not changed over
the past half century. Those values and traditions
which have made the brand Nirala a market leader
for the past 60 years are:
 Continuous Improvement
 Innovation
 Integrity
 Team work and
 Social Responsibility
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7.  Quality Assurance
 Shop Operations
 MIS
 Value Added Services
 Human Resource
 Finance & Accounts
 Administration
 Design
 Production
 Stores & Procurement
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12.  Mithai
 Snacks
 Dairy
 Beverages
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13.  Anmol Co.
 N Design
 N Restaurants
 Nirala Canada Ltd.
 Nirala Dairy (Pvt) Ltd.
 Nirala Snacks (Pvt) Ltd.
 Nirala (Pvt) Ltd.
 Nirala (UK) Ltd.
 Porshe Pakistan
 Taj Trading LLC
 VCS (Pvt) Ltd.
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14.  AREA WISE:
LAHORE
• Gourmet
• Fazal Sweets
ISLAMABAD-RAWALPINDI
• Jameel Sweets
• Fresco Sweets
KARACHI
• Qasr-e-Sheeren
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15.  Geographic
• LAHORE, ISLAMABAD. RAWALPINDI,
KARACHI,MULTAN, SIALKOT, GUJRANWALA,
PESHAWAR
INTERNATIONAL:
• DUBAI and SHARJAH
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16.  In Target Market of NIRALA, it has different
products in Different Markets e.g.
 Sweets, Restaurants, Beverages, Dairy.
 IT IS BASICALLY MULTIPLE SEGMENTATION.
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18.  Inbound Logistics:
Pure Desi Ghee, High Quality Dry Fruit, Milk,
Rice
 Operations:
• More than 20% of Mithai Production is Carried out
at Automated Plants.
• Snacks are also prepared on modern machines.
• Milk production Plant is situated in Tandlianwala
near Faisalabad where more than 300,000 liters
of milk is Processed per day.
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19.  Outbound Logistics:
• N DESIGN is a Packaging Co. working under the
Umbrella of NIRALA which is offering 80 different types
of Packaging.
• It includes traditional paper and
cardboard, tin, wood, glass and handmade Paper.
• Customized Packaging
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20.  Marketing and Sales:
• Nirala Dairy and Snacks are sold at more than 30000 retail
shops across more than 50 cities of Pakistan.
• Supply and Distribution department of NIRALA ensures
timely and effective distribution of the products to the
chain of Nirala Sweets stores spread all across Pakistan.
• NIRALA is emphasizing more on Print Media and Outdoor
Advertisements.
 Supporting Activities:
• MIS Department
• HR Department
• Store and Procurement Department.
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22.  Stars (=high growth, high market share)
 Nirala UHT and SWEETS
 Question Marks (= high growth, low market share)
 Nirala SWEETS and Nirala SNACKS
 Cash Cows (=low growth, high market share)
 Nirala BEVERAGES are in the category of cash cows.
 Dogs (=low growth, low market share)
 Nirala RESTAURANTS are in the category of dogs.
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23.  The threat of entry:
 The power of buyers:
 The power of suppliers:
 The threat of substitutes:
 Competitive Rivalry
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24.  MARKET TARGETING AND STRATEGIC
POSITIONING
 BRAND IMAGE
 MARKETING RELATIONSHIP STRATEGY
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26.  Strength
 Strong Brand Name
 Its brand is widely acceptable as a symbol of quality.
 Independent decision making
 Weakness
 Heavily financed by financial institutions.
 Cannot take small orders with reference to home
delivery.
 They have not promoted their Restaurant
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27.  Opportunities
 Being one of the best Mithai manufactures in Asia, the
company has great opportunity in the export market in
Middle East, Canada, UK and USA.
 NIRALA is going into diversification by establishing
restaurants, café, diary business, snacks, etc
 Threat
 Primary Competitors in sweet business like Gourmet
bakers, Fazal Sweets, and secondary Shereen Mahal in
addition of their growing branches
 Products of other bakeries and Mithai Shops are cheap.
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28.  NIRALA claims that “we don’t compromise on quality”, and
it is proved to be right, that is why it is growing day by
day.
 Nirala Sweet is an excellent sweet mart with the a large
variety of sweets.
 They are opening new branches internationally which no
other sweet mart is providing.
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29.  Lower income class can not purchase Nirala
Product due to high price.
 By adopting reduce price strategy they can
make more and permanent customers. Not only
more customers will come there will be increase
in the number of loyal customers as well.
 They have to acquire new technology for
production
 Sales promotions like prizes, lucky draw
schemes should be introduced to attract more
customers.
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