National Food Marketing Report Essay

Pakistan is known for zest in the demesne, as it has brought s everal sub continental audition from India aft(prenominal) independence. topic pabulums is the leading sub continental convention masala company of Pakistan with distinguishable commercialize sh be as comp be to the competitors. interior(a) aliments began its journey in 1970 as a Spice company, with a revolutionary harvest-tide that popularized the sentiment of having clean, healthy pabulum. internal foods initiatives were, to make food that is hygienic, reduce time pass in the kitchen by women, foster health and contri alonee towards personal attractiveness, so that people who use our products would be able to experience a more than rewarding life-style. This was long before the phrase Corporate Mission had crimson been invented. However, founders philosophy remains unchanged oer time. plain if their language and the notion of only women doing the housework nominate become knocked out(p)dated, in thi s age of cursorily changing lifestyles, fuelled by the r ampereant development of technology consumers are compelled to alter their eating habits. field of study forages responds to this ch exclusivelyenge of developing innovational food products based on convenience and flying preparation in rail delegacy with modern lifestyles and yet retains traditional look ons done and through its versatile collection of food products. In a history that now crosses tierce decades, case nutrients success has been influenced by the major events of the day economic boom, depression, wars, changing consumer lifestyles and technological advancements.Even after three decades the companys focal point still remains on nodes necessarily through product development in line with the changing market trends. COMPANY PHILOSOPHY subject area fodders essential focus on customers needs and serve them with feeling products at affordable prices at their doorsteps. Our products must be pure and conform to international standards. Our research must continuously produce new-sprung(prenominal)(a) buffergled adventurous products scientific e real last(predicate)y tested, hygienically produced in safe and attractive packaging. We must give rise environment in our offices and eventories where talents are groomed and have opportunity to advance in their careers.We must render to be recognise as dear corporate citizens, support good causes-charity and bear fair dispense of taxes. Reserves must be built, new factories created, sound profits made and fair dividend paid to our stock holders through building a time-tested brand. national Foods Ltd. must get itself recognized as leader in Pakistan and abroad. With the help of almighty God, the company substructure achieve its targets in stratums to come. VISION STATEMENT The vision of topic Foods Ltd. is To be a Rs.50 billion food company by the year 2020 in the convenience food segment by innovation products and service s in the domestic and international markets that put up lifestyle and create value for our customers through management excellence at all levels. vexation PRACTICES NFL believes in conducting its operations with square ethical and moral standards. NFLs record of encipher of conduct & argumentation practices requires to provide guidance on carrying out its business organization related decisions and activities. We wish to achieve excellence in all spheres of our operations for which code of conduct form the basis.Any party get in any form of contract with NFL is bound to comply with the given guidelines. NFLs statement of code of conduct & business practices has the following seven guidelines 1. foul Means Any use of bribery, kick digests or any form of pay in cash/kind to obtain business related or otherwise gainful benefit for the company is strictly prohibited. Excessive business gifts and entertainment as well hold the same meaning and NFL does not clear of su ch payments. 2. Respect and Integrity NFL believes in giving respect to various(prenominal)s.We aim to operate in a manner that discourages discrimination, harassment and/or influence. disagreement refers to favoritism based on a particular aspect of an individual personality. 3. Conflict of Interest NFL prohibits actions that are in conflict with the company business interests. This may include but is not limited to providing assistance to the argument or holding ownership interests in a customer, supplier, distributor or competitor and making personal gains at company expense. 4. Confidentiality NFL believes in confidentiality of randomness related to company business activities.The company expects employees not to disclose or divulge by any means the confidential and commercially raw(a) information except to the authoritative personnel requiring it. 5. Statutory Compliance NFL believes in providing total support and cooperation to all the g all overnmental and regulatory bod ies irrespective of the achievement of prevalent enforcement. 6. Financial Integrity NFL believes in complete compliance with the sure accounting rules and procedures. This includes but is not limited to Transparency NFL discourages any extrajudicial activity for the purpose of any benefit to the company or others. entirely information supplied to the stake holders and/or auditors must be authentic & transparent and Disclosure either transactions must be full disclosed and must be for the purpose stated for. 7. Health, Safety and lodge Responsibility NFL is fully committed to safety, health and responsibility towards environment and community.All activities of NFL must portray responsibility towards the community and nation as a whole. NFL seeks to employ procedures that are safe, healthy and environment friendly. SITUATIONAL ANALYSIS This year brought a series of challenges and transformation for the Sales Team.As the magnitude of the socio-political upheavals increased in the country, the Sales Team was not only determined to face all the adversities, in the face of the law and order situation, but also realise valuable changes which would be favorable for the overall increase and development of the company. In spite of the prevailing conditions of strikes, shutter downs and political turmoil, the Sales Team delivered its targets. In certain key categories like normal and salt, we even over delivered. These categories have a substantive impact in volume growth and female genital organ line as well.The Channel Specific approach implemented is atomic number 82ting to yield results, where the Sales Team capitalized on the market gross revenue authorisation in areas of Public Account, Local Modern Trade, International Modern Trade, Food Service Division, Special Category and General Trade. Sales growth in Public Accounts (USC-CSD) has more than doubled this year. In Special Category way (SCM), sales of salt was at an all time extravagantly. Th e 2013 environment was once again challenging on account of deteriorating law and order situation, blue inflation, counterfeits and energy shortages.However, in the wake of such challenges, we delivered 20% sales growth (Volume 15%) with an improvement in trading operating allowance account and EPS growth thereby demonstrating the value of strong coalition of our people can buoy our strategical priority to become Rs. 50bn business by 2020. Strong presence in international markets is at the core of our vision statement and in line with our aspiration we established a subsidiary in Dubai NFL DMCC to strengthen our export operations and plan to set up more subsidiaries in europium and North America soon.The sustained business growth that we have demonstrate in field Foods as well as strategic alignment provides framework for press forwardd innovation, increased engagement with consumers and enhanced operational and financial capabilities. This will enable us to remain fit to win in more in xse environment in future. Pakistan is the part of sub-continent, which is known for the high spicy foods and National Foods is the leading recipe masala of the country. But National Foods approach tough competition from the founder of the recipe masalas in the country that is Shan Foods expression Masalas.National Foods has different food categories and in each category they set about different competitors. National Foods started their operations with Jam, Jelly, Marmalades and Pickles and became a major competitor to Michelles and Ahmed Foods. National Foods are perceived as Pioneer in Ketchups and Sauces by competing with Shezan and now Shangrilla too. Following is the SWOT Analysis and Matrix as per National Foods Strategy Formulation Strengths Cultural Image Developer Largest Food Exporter High Advertising Budget International Recognition.Weakness High price Strategy Limited results Conventional Packing Stuck with Tradition Opportunities High Food Entertai nment Fond to International Tastes Multi-Cultural Lifestyle Technological Communication SO Strategy National Foods should introduced International recipes WO Strategy Associate National Foods Brands with Interactive Social Media Threats Increasing Dine-in Hangout Low Priced Masala Brands Ready-to-Eat Food Availability Chefs TV Demonstrations ST Strategy Sponsored the Cookery Shows on in the lead Food TV Channels in Pakistan WT Strategy.Cobranding the National Foods with Leading speedy Food Chains for building association Proposed and Designed by Afnan caravan inn OLD VERSUS NEW BRAND LOGO OLD LOGO For over 40 years, weve been known as the one brand women all over Pakistan count on, but just like people grow and change, were growing too. And now its time for a change. Every year were growing bigger, brighter, more global, and our NFL spirit of adventure which has been the energy arsehole every new and innovative product is now the encouragement behind our new logo.The new Paki stani homemaker is feisty and vibrant and our new come across is helping her feel just as we have generations of food lovers feel completely at home. NEW LOGO At NFL, rancor is what confines us going. We keep life updated with new recipes, new products, and now weve got ourselves a Transformed logo. As with everything we do, we took a careful look at what we had, unplowed the best of the past, and introduced elements that were provoke, appealing, and yet always true to our soul. Were still caring, optimistic, and reliable and now were livelier than ever beforeMARKETING MIX harvest-feast Categories National Foods Limited has Fourteen Product Categories 1. Chinese 2. Desserts 3. Health foods 4. Jams 5. Ketchups 6. Pickles 7. Raj masala National Foods Recipe Masalas are the high revenue generated product, competing with Shan Foods articulatio humeri by shoulder. National Foods launched Rivaaj Pastes in last decade and heard acclaimed repartee from the market by having a competi tive advantage in product line. National Foods Chinese Recipes are force per unit aread by the Knorrs Chinese Recipes and failed to receive estimated targets.National Foods Ketchups are the followers in the market despite of cosmos founder in the ketchup industry because of Shangrillas Chinese flavored ketchups. National Foods another product category of Pickles are the second most sales generated product and successfully beating the competing brands of Ahmed Foods and Shangrilla. National Foods launched Fruitily instant drinks around quadruplet years back but failed to receive the customers receipt because of mismanaged distribution and high advertising of competing brand of Tang Fruit Juices. Product Growth as per National Foods Annual Report 2013Recipe intermixture National Recipes sales grew by 25. 2% further establishing its market leadership. rough margin improved, thereby further strengthening the financial health of this epochal category. The National Recipe Princess contest was conducted in fifty colleges crosswise sixsomeer cities in Pakistan targeting college going female students. The Karachi Special launch was a optical maser focused activity to cater to Karachi by entering the recipe mixes tutelage in mind the Karachi taste palette. Ketchup The Sauces Category recorded star performance of 39.6% growth underpinned by passing successful consumer offering of Ketchup and Chat Masala Combo Pack during peak seasonal design of Ramazan. Gross margin also improved significantly in this category. In access to well-planned and tightly orchestrated advertising and promotional campaign, penetration, availability and visibleness provided the brand fuel for growth to register impressive growth. Fruitily Despite strong competitive environment in this category, Fruitily recorded 5. 6% growth, gained market share with noticeable improvement in Gross margin.As this is new addition to National Foods portfolio, we will delay to invest in this catego ry to accelerate growth for the future. Salt Sales grew by 26. 5% with Gross margin improving significantly thereby delivering healthy bottom line. This category has significant potential on health platform as it serves the human ashess requirement for Iodine. Pickles The category grew by 18%, despite watertight competition. However, Gross margin was diluted on account of higher material cost as we did not pass on inflationary pressure to consumers.The manufacturing process has been redesigned to fully exploit the potential of automation and further resurrect the safety standards. Pricing Strategy National Foods launched their brands with penetrating merchandise strategies oddly for Masala Recipes, Pickles, Jams but found to be involved in skimming system for their brand Rivaaj. National Foods Masala Recipes are following the same pricing of Shan Recipes Masalas, but after the recent launching of Mehran Recipe Masalas and refined Recipe Masalas at high priced strategy, Natio nal Foods are counted as on the skimming pricing.As National Foods are following the international quality standards with high trade budgeting, they compel to be on their well settled prices instead of get down, but to tackle the competition raised by Mehran Recipe Masalas and Nice Recipe Masalas, National Foods introduced Sachet at half price. Distributional Sales push The National Foods sales team has also made a significant development toward rural penetration and coverage through a sanctified Rural Development Force (RDF). RDF has extended its operations up to 370 uncovered rural settlements and expanded its distribution to more than 4,000 outlets.To improve our distribution operations in Balochistan, they have appointed Muller and Phipps (M&P), which is expected to enhance our sales performance in this geography. They have also taken initiatives to position IT solutions to maximize the benefit of information management in sales. A new software was implemented across Pak istan with key distributors to capture information on real time basis that will assist NFL to take quickly action, provide analysis and assist in decision making. Promotional Activities National Foods is pioneer in developing state of the art promotional ideas in the food industry of Pakistan.Due to extra ordinary original marketing and advertising campaigns, National Foods is perceived on the priority level as compare to their direct competitor i. e. Shan Foods in recipe masalas. Following are the leading marketing and advertising campaign Rang Bharti Jao National Recipes celebrated its intense persona with a two minute TVC, bursting with colors, emotions and sensorial shots of rich home-cooked food. In the background, the majestic voice of Tina Sani singing Rang Bharti Jao added to the surreal delicacy of the video.The Rang Bharti Jao campaign was a bang-up success, as it won over the hearts of consumers due to its stirred appeal, and impressed the jury at the PAS awards. The amazing response led to National Recipe acquiring the Best Campaign Award in the culinary Category. Karachi Special set up After National Recipes great success, the Marketing Team was set out to cater to Karachi by launching recipe mixes oddly made keeping in mind Karachi taste palettes. These recipe mixes have five different variants that are fierier and more flavourous to accommodate and satisfy the bold taste buds of Karachiites.Campaigning for these special recipe mixes was also in full throttle with a TVC, hoardings and a grand BTL campaign, where the NFL float would go to different apartments and cook for the people there (trial activity). Moreover, Chef Saadat in support of National Foods would go to the float and cook for consumers all across Karachi. All this information was shared on our Facebook page for added hype. The Karachi Special Launch was a great stepping-stone for the brands aspirations of having long-term National Recipe loyalists in Karachi.National Ketchu p Campaign National Ketchup experience a huge boost in sales due to creative campaigns that coined the product as 100% tomatoes, making it synonymous with real tomatoes. Consumers highly appreciated the pre-emptive organic link to freshness and made the campaign, which ran on ATL and POS, very effective. The campaign also back up Ramadan season, which provided added exposure. National Recipe Princess Hundreds of college students were given a chance once again by National Foods to showcase their culinary skills.The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan, with the aim of searching talented young girls who have a flair for cooking to compete for the title of Recipe Princess. This activation was highly successful as electronic media and digital media (Facebook page) gave it a huge boost. College students could keep track of the competition through photos, maps of the contest route, and group discussions and comments, resulting in ample exposure of over a million views of the competition nationwide.Celebrity knob judges were also invited to the competitions for added hype and brand publicity creating the ideal recipe for success National Pickles Campaign The adjudicate to reinvent the brand image of National Pickles proved to be a great success. The aim was to warehousing it as a happening brand with an added zing, along with highlighting the pure, dainty and rich ingredients that make National Pickles the best. From the hummable tune to appetising food shots and sensational ingredient shots, the campaign spoke to audiences of all ages, and increased the number of National Pickles fans in no time.National Ka Pakistan Pakistans culinary diversity and superb culture are its joy and pride. National Foods sent out videos renowned Chef Saadat on an exciting journey to discover the culinary gems hidden in the countrys nooks and crannies. Being the kickoff ever attempt by a food company to create exciting episodic content that take a hops the rich fusion of tradition and taste, this series was an attempt to showcase a safer and softer image of Pakistan along with highlighting Pakistans unequaled love for food.The episodes were aired on 9 channels and were heavily supported by digital media as well. The show attained top ten ratings on news and entertainment channels, making it incredibly popular. National Ka Pakistan also bagged the prestigious Passion for Pakistan Award in the PAS awards 2012, triggering overwhelming success. Taste Of Pakistan National launched Taste of Pakistan, a unique cookbook that captured Chef Saadats journey from National ka Pakistan, and also celebrated Pakistans wonderful cuisine with 50 mouth-watering recipes from all across Pakistan.The response to this book was extremely positive because of the fact that the informative cookbook was not only a source for delicious recipes, but also a travel log, which helped consumers discover different regions of P akistan and their juicy cuisines. Facebook Page Support By creating a presence on Facebook through the brand page, National Foods was able to interact with consumers on a a great deal more consumer-friendly forum. It encouraged engagement as National Foods fans could now be updated about all the latest launches, BTL, contests, recipes, amongst other activities.Likes skyrocketed from a mere 15,000 to 60,000 inside only eight months which resulted in an increase in the National Foods fan following, while setting sails to rising success for the brand. One-Minute Recipes In the fast-paced world of todays times, people are always looking for quick solutions to everything. Taking the growing digital users as a base, National Foods launched the first ever one-minute video recipe cards in Pakistan. These one-minute videos were the quickest way to view a recipe with ease, and therefore, they gained a great deal of popularity, especially among the younger audience.The videos are now availab le on Google Play for android cell-phone users too. To date, these videos have been viewed more than 55,000 times and the application software has been downloaded more than 6,000 times, thereby demonstrating its success. NATIONAL FOODS AS LEADING EXPORTER BThe wide range of National Foods products enjoys unparalleled acclaim across the world as we believe in providing cypher but the best. National Foods products are famous globally for their freshness, taste, hygiene and value for money.Providing you the exotic taste of Pakistan, National Foods products are distributed in over 35 countries in 5 continents, through our strategic partners. And with our continuous success, we are rapidly making inroads into new markets worldwide. NATIONAL FOODS IN COMMUNITY Commitment to CSR has been a part of the NFL strategy since its inception. Different initiatives reflecting our values are undertaken to give back to the society that has supported our business throughout the years. At NFL, we beli eve that CSR starts with providing the highest quality of products and services at the least cost and with the least environmental impact.From this seat, our CSR aspirations continue to grow, incorporating processes and activities that aim to strengthen society and ensure sustainable accessible delivery. Sustainability underlines the foundation for NFLs business endeavors, where we especially engage in strategic social investments, working to empower and uplift communities. The CSR Mission of National Foods is Our CSR commitments must reflect all facets of our corporate personality NFL as a manufacturer, an employer, a consumer in itself and as an industry leader. We uphold these commitments through our values, policies and our practices.