Professional Documents
Culture Documents
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Acknowledgement
We have the pearl of our eyes to admire blessing of the compassionate and
omnipotent because the words are bound, knowledge is limited and time is short
to express His dignity. It is one of the infinite blessings of almighty ALLAH that
He bestowed us with potential and ability to complete the present training and
make a material contribution towards the deep oceans of knowledge.
First we avail this opportunity to bow our head before ALLAH almighty in
humility who given us the wisdom and perseverance for completing this piece of
report.
We invoke peace for Holy Prophet Muhammad (P.B.U.H) who is forever torch.
We feel highly privilege to ascribe the most and ever burning flame of my
gratitude and deep scene of devotion to the Prof. Irfan Iqbal who taught us
“business project” with heart and also gave a guideline to this report.
JUNE 2009
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Table of Contents
Company Profile…………………………………………………………..7
Board of Directors……………………………………………………………….7
Audit Committee……………………………………………………………….7
Auditors…………………………………………………………………………7
Legal Advisors…………………………………………………………………7
Product Range……………………………………………………………10
Exports…………………………………………………………………………
Process of making……………………………………………………….
Packing……………………………………………………………………………
Storage…………………………………………………………………………..
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RAWMATERIAL REQUIREMENT…………………………………………………
Machinery requirements…………………………………………………
Marketing Mix………………………………………………………….
Product ……………………………………………………………………
Direct ………………………………………………………………………….
Indirect Competitors…………………………………………………………
Shipping Units……………………………………………………………
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Pricing……………………………………………………………………….
What Is "Price"?…………………………………………………………………..
Pricing Strategy………………………………………………………………….
Current Price……………………………………………………………………
Price Control…………………………………………………………………..
Pricing Objectives……………………………………………………………..
Placement …………………………………………………………………
Distribution Strategy…………………………………………………………
Distribution Areas……………………………………………………………
Demand increases……………………………………………………………
Logistics……………………………………………………………………….
Promotion…………………………………………………………………
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Target Fragment………………………………………………………………….
Budget for Promotion…………………………………………………………..
Environmental Analysis……………………………………………………………….
The Company……………………………………………………………………
Suppliers………………………………………………………………………….
Customers…………………………………………………………………………
Competitors……………………………………………………………………….
Internal environment……………………………………………………………..
Internal environment…………………………………………………………….
Distributors……………………………………………………………………….
BCG Matrices……………………………………………………………….
SWOT ANALYSIS…………………………………………………………
Conclusion………………………………………………………………….
Recommendations…………………………………………………………
Company’s Profile
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Brief History
Shezan Company was incorporated on May 13, 1964 as a private limited
company, with the objectives as set out in the Memorandum of Association in
general and in particular to set up an industrial understanding for manufacture
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of juices, squashes, sharbats, jams pickles and preserves from fruits and
vegetables
Nature has blessed Pakistan with an ideal climate for a wide range of delicious
fruits. Over the centuries Pakistani experts have acquired and developed unique
strains of exotic fruit varieties, unmatched for their rich flavor and taste
In 1971 the Shahnawaz Group purchased all the shares of Alliance Industrial
Development Corporation with the permission of the Pakistan Government. The
Company has since shown sustained growth in both the domestic and exports
fields. The Company has been steadily expanding its production capacity over
the years. In 1980-81 a separate unit was installed in Karachi which now caters
for Karachi, Sindh and export demand. A new bottle filling plant was set up in
1983 in Lahore unit increased the capacity five-fold. An independent Tetra Brick
Plant was commissioned in 1987 making us the leading manufactures with
comprehensive range of production in the fruit processing field in Pakistan
Vision statement
University Of Central Punjab PCIT
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at all levels of the company .To pay its role in the economic
its people”
Mission statement
“Our mission is to provide the highest quality fruit and
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process.”
Product Range
Shezan is producing a variety of quality products. Shezan is largely considered
as market leader in fruit and vegetable processing industry. Shezan has an edge
over other with its own fruit farms. Currently Shezan is giving tough time to
other fruit juice manufacturers due to its quality and huge export volume as well
as capturing local fruit juice market where it has competition with Nestle and
Haleeb.
Types of Products
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1- All Pure
2- Juice Bottles
3- Regular Juices
4- Twist
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5-Syrups 8- Sauces
6 -NR-Bottles 9- Jams
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11- Squashes
13-Pickles
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13- Ispaghol
Exports
Process of making
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After washing and cutting the fruit pulp is separated after that Pulp is shifted to
the boiler where it is cooked and shifted to the plate heat exchanger. Pulp is then
stored in the pulp storage tank. Pulp is then supplied to the mixing tank in the
desired quantity while in mixing tanks; any additives to the pulp are made at
this stage before it is pumped to syrup storage tanks. Blended juice is then
pumped through pasteurizer; where it is heated to 90oC to inactivate enzymes
and living organism. After pasteurization the juice passes through final
filtration, before loading it into a juice storage tank. Juice from the tank is
ready for packaging
Packing
The juice will be then packed in the quantities 250ml. Packaging is done on
imported machinery as it considered being highly sophisticated and hygienic
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S.
Machine Capacity Local/Imported
No.
7500 packs of
1 Tetra Pak –TBA 19 Tetra Pak
250 ml/ hr
Storage
Twist Juice in 250ml serving packs have shelf life of less then 6 months.
RAWMATERIAL REQUIREMENT
Raw material required for manufacturing fruit juice are fruit pulp, citric acid,
food color, sugar, preservatives and fruit flavors. Although, juice manufacturers
use molasses to thicken the juice, this is not a good practice and therefore should
be avoided. All raw materials are easily available in the local market, however,
fruit pulp is considered to be the principal component of the high quality fruit
juice, therefore, its continuous and within the required quantity availability will
need some advance planning. Fruit pulp could be purchased from open market
or directly from pulp producers, however, it would be safe to sign a contract or
negotiate with a pulp producer to insure the availability of pulp before the
commencement of production operations. Prices for the fruit pulp have been
collected from the market and are given below:
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Machinery required for the processing of fruit and juice packaging is available
both local and imported. Local packaging machinery reportedly give poor
quality output especially for fruit juice packaging which is considered to be
highly sophisticated and hygienic; hence it could not be done by using local
machinery. However, pulp processing and juice production could be done on
locally fabricated machinery. Following machinery will be required for setting
up a fruit juice plant:
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MACHINERY REQUIREMENT
For the fruit juice production, packaging and storage both local and imported
machinery can be used, however, for packaging it is proposed to use imported
machinery rather than local machinery which is although a low cost option, yet
do not provide good quality and quantity of output.
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Province % Share
Punjab 59.6
Sindh 8.6
NWFP 6.2
Balochistan 25.6
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Marketing Analysis Of
Product
Marketing Mix
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"Marketing Mix is the set of controllable tactical marketing tools that are
product, price, placement and promotion. The firm blends these tools to produce
the response it needs from the target market."
Marketing Mix
PRODUCT
What Is "Product"?
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Shezan Twist
Everyone has their own ideas about replacing essential body fluids, vitamins and
minerals - whether it's after exercise or just a tiring day at the office. Fruit juice is
still one of the best ways to replenish the body's essential nutrients and it's a
natural source of energy. Common people especially young generation is
inclined to have ready to consume drinks; in addition hotels, hospitals are
also expanding day by day where juices could be marketed successfully.
Proteins 0.15 gm
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Sodium 1.5 mg
Sugar 31 gm
Vitamin C 5.7 mg
1-Apple
2- Raspberry,
3- Pineapple,
4-Fruit punch,
5-Mango Strawberry,
6-Mango
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The target market of Shezan twist juice includes teenagers. Basically they
are targeting the students of schools, Colleges and Universities.
Direct
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Indirect Competitors
Shipping Units
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The market is highly saturated in the drink, which are ready to use
Country juice 5%
International 02%
Pricing
What Is "Price"?
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Price is the value placed on goods and services. Price is the amount of
money and /or goods needed to acquire some combination of another and
its accompanying services.
Pricing Strategy
Shezan when introduced twist juice in the market set the price at Rs.
12/- while the competitive price was Rs. 10/-. This above average price was due
the better quality product and a new Juice brand by a well knows Juice Company
and Industry giant.
Current Price
Price Control
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There are no price controls and this has happened after the introduction of
local government system under the devolution plan. Companies are given free
hand in charging enormously high prices for processed food items. They use
little quantity of Fruit pulp in making the juice and charge very high price.
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Purchase
Source Sale Price Profit
Price
Pricing Objectives
The objectives of Festival Juices for pricing Juice Products are as follows:
2. To maximize profit.
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The un stable politicians, which have positive and negative effect on the
price
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PLACEMENT
The distribution network includes the distributor then the wholesaler and in the
end the retailer. Again benefits are provided on the achievement of the sales
targets and timely delivery of products. In some cases products are provided to
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big retailers by the distributor itself but mostly it is being purchased by the
retailer from the wholesaler.
Distribution Strategy
Through the heavy advertisement the distribution can be
affected because the distribution mainly depends upon the demand. In the
Shezan twist they are using the above channel fro distribution the product
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Distribution Areas
Lahore 200
Karachi 200
Islamabad 100
Total 500
They have the stores to store the juice packets before the juice goes for
distribution
Demand increases
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They always have the backup store juice to fulfill this demand
Logistics
To deliver the right quality and quantity of the twist juice, they are
They have large number of trucks to achieve all the things according to
their product
Promotion
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Billboards
Television
Radio
Newspapers
Broachers
Internet
They are doing these things according to the plans, for example
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They now wants to advertise the product more through media by using
For the promotion of the product they are giving the free product in the
Large discount for the people who purchase the Shezan twist juice
They have given a very large amount to the people who suffers form the
earthquake in Pakistan
Stale operations are functioning in which they are giving the free testing
samples
There are giving free Translated Quran, which are in more than 150
languages
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Target Fragment
The target fragment for the product s the people using juices
instead of the soft drink like Coke and Pepsi
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Environmental Analysis
1) The Company:-
The people in the company they are not working as a team
2) Suppliers:-
Efficiency of the suppliers in the company is nice but required more
improvement
3) Customers:-
The target market of the product is the teenagers mainly
4) Competitors:-
Nestle is the pure competitors of the Shezan twist juice
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5) Internal environment:-
The internal environment is good but requires more changes
6) Technological :-
They are using the foreign technology which is their plus point
7) Marketing:-
Need to spend money field in marketing field
8) Distributors:-
The distributors are in the Islamabad, Lahore, Karachi but they are
not handling the areas perfectly
BCG Matrices
Shezan twist juice is the star product in the season and when the season is
of this becomes the Cash cow product/
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Strengths
Weakness
Tax evaders sell product on much less prices and retailers blackmail for
Opportunities
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Diversification of product
Threats
WTO
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Strengths
The Name of the company Shezan
A global business
ISO certificated
Weaknesses
Advertisement is weak
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Opportunities
Threats
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Conclusion
According to our group mates after visiting the company and taking information
They have to make new strategy for the competitors like Nestle
They have large capital , so they have to spend more money in the
advertising field
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Recommendations
Schools
Company Owned
Colleges
Distribution House
Universities
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is not convenient for consumer as sometimes juice fell when we insert straw
and sometimes some juice still remain in the pack that cannot come up with
the straw. To resolve this issue Shezan must introduce packing with cap on
it in spite of using straw. Quantity should be increased to 300ml and price
should be Rs. 20/-
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