Shezan by Waseem Aslam

1
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. Shahzad Alam who taught us “Fundamentals of
Marketing” with heart and also gave a guideline to this report. It would be an honor for us
to thank Hamood-Ur-Rehman Shakir from marketing department of Shezan.
JUNE 2008
University Of Central Punjab PCBA/PICS
31-Main Gulberg, Lahore

2
Table of Contents
Serial No. Topics Page
1.0 Company Profile 3
2.0 Brief History 4
2.1 Vision & Mission Statement 5
2.2 Product Range 6
3.0 Marketing Mix 12
3.1 Product 12
3.2 Price 20
3.3 Placement 24
3.4 Promotion 27
4.0 Environmental Analysis 29
5.0 Swot Analysis (By Company) 30
6.0 Swot Analysis (Self) 32
7.0 Conclusion 34
8.0 Recommendations 35

3
Company’s Profile

4
Brief History
S
hezan 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 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
Shezan International Limited was conceived as a joint venture by the Shahnawaz Group
of Pakistan and Alliance Industrial Development Corporation of U.S.A in1964. The
agriculture background of the Pakistani sponsors induced them to establish this agro-
based industry. Taking advantages of abundance of fruits available in Pakistan, and the
advanced technology provided by the American partners, Shezan became pioneers in the
field of converting fruits into pulps, concentrates and juices. Today Shezan is the largest
food processing unit having developed and installed the capacity to meet the country’s
and export needs.
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 in1983 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

5
Vision statement
“To be known as leader of quality products in the region. Dedication
to quality is a way of life at our company. In its activities the
company will pursue goals aimed at the achievement of profitable
business .these results will be derived from the dedicated efforts of
each employee in conjunction with supportive participation from
management at all levels of the company .To pay its role in the
economic development of the country and to enhance quality of life
of its people”
Mission statement
“Our mission is to provide the highest quality fruit and vegetable
related juices and products to retail and food services customers. We
will accomplish this by maintaining a tradition of pride in our
products, growth through innovation, integrity in the management of
our business and commitment to team management and quality
improvement process.”

6
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.
Products can be divided into the following
Types of Products
Local Consumer Products Exports

7
Local Consumer Products
Following are the major products that Shezan is producing currently:
1- All Pure
2- Juice Bottles
3- Regular Juices
4- Twist

8
5-Syrups 8- Sauces
6 -NR-Bottles 9- Jams
7-Vinegar 10- Quench
11- Squashes

9
12- Mango Nectar
13-Pickles
13- Ispaghol
Exports

10

11
Marketing Analysis Of
Shezan Twist juice
Product

12
Marketing Mix
"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 Price Placement Promotion
Product
What Is "Product"?
"Anything that can be offered to a market for attention, acquisition, use or

consumption that might satisfy a want or a need is a product. It includes physical objects,
services, persons, places, organizations and ideas."
Shezan Twist

13
C
omprising of a blend of different fruit juices,
shezan`s Twist juices open the door to a whole new
world of possibilities. Available in easy to drink
slim packing twist juices are a must have in every household
Nature of the product
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.
Ingredients in Shezan Twist Juice (Product)
Energy 127 cal
Total Fat 0.0 gm
Proteins 0.15 gm
Total Carb 32.5 gm
Sodium 1.5 mg
Sugar 31 gm
Vitamin C 5.7 mg
Percent daily values are based on 2000 calorie diet
Process of making

14
Fruit juice production procedures involved in fruit juice manufacturing.
Fruit Juice - Production Process Flow
Production of fruit juices is a standardized process and type of technology depends on

type of fruits and scale of operations. Initial preparatory processes for all fruits will be
similar, as will be the last stages of juice/pasteurization section and packaging,
although differences in handling juice composition arise in certain cases due to the
nature of the fruit and percentage of pulp involved.
Basically, preparation process of Twist juices involves the following steps:-
• Washing and cutting of fruits

• Boiling of fruit pulp
I) Pulp Storage in Tank
II) Sugar Hopper
• Pulp and ingredients mixing

• Syrup Storage in Tank
• Juice Preparation
• Juice Storage Tank
• Filling and Packaging
• Cooling and Storage

15
Fruit Juice Production Process
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

16
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
Machinery Used -Fruit Juice Filling & Packaging Line
S.
Machine Capacity Local/Imported
No.
7500 packs of
1 Tetra Pak –TBA 19 Tetra Pak
250 ml/ hr
Storage
Products will be stored in cool dry store before distribution.
Product Shelf life
Twist Juice in 250ml serving packs have shelf life of less then 6 months.
Packaging Material Used

17
• Health and safety are directly linked with the packing material used and people
are much concerned about it.
•
• That is the primary reason why ‘tetra pack’ packaging has been used by Shezan
in twist rather than other packaging materials i.e. Tin pack, aluminum
laminate pouch pack, and plastic bottles.
Product Flavors Available
1-Apple
2- Raspberry,
3- Pineapple,
4-Fruit punch,
5-Mango Strawberry,
6-Mango
The Target Market of the Product
The target market of Shezan twist juice includes teenagers. Basically they are
targeting the students of schools, Colleges and Universities.

18
Competition of the Product
Direct
Indirect Competitors
All other international brands. They Comprise 2% of total market
Shipping Units
250 ml 36 Packs per carton

19
(6*6 Wrapped Packing)
Market and Positioning Of the Product
The market is highly saturated in the drink, which are ready to use
Performance in the Market of the Product
Brand Market Share
Nestle juice 45%
Country juice 5%
Tropico Juice 18%
Shezan Twist juice 35%
International 02%
Pricing
What Is "Price"?

20
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
 The current price of one 250ml pack of Twist is Rs.15/-
 When we purchase 3dozen of 250ml of Twist than the price of this is

Rs.468/-
Available Size of Shezan Twist Juice
The Shezan Twist juice is available in only one size of 250 ml
Price Control
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.
Overall Distributor or Whole Seller Margin 07-10%

21
Retailer’s Margin 12-15%
Source Purchase Price Sale Price Profit
School, Colleges and Universities 12 15 3
Whole Seller 12 12.90 .90
Retailer 12.90 15 2.10
Pricing Objectives
The objectives of Festival Juices for pricing Juice Products are as follows:
1. To achieve a target return.
2. To maximize profit.
3. Stabilize prices to meet competition.
4. Market share Leadership
5. Product Quality Leadership
Price Table with the Pure Competitor
Name of the Company Price Of the Juice

Nestle Juice Rs. 18/-

22
Shezan Twist Juice Rs. 15/-

Country juice Rs. 12/-
Tropico Juice Rs. 12/-
Factors Affecting the Price of Shezan Twist juice

The following are the some factors that are affecting the price of Shezan twist
juice.
 They are using the expensive technology
 The transportation , roads are not in a good condition
 The un stable politicians, which have positive and negative effect on the price
 The labor cost is low in Pakistan as compare to the others
 The advertisement is increasing the cost price of it but this is necessary
 Due to increase in taxes the price of them is also increased
 They are using tetra packing which increase their cost
Differential Advantages the Company Have

23
 The name of the Company
 Very Large capital in whole company
 The good reputation in the market
 The combination of Flavors
 Foreign technology , they are using
 One of the oldest company in private sector
 They have their own plant of tetra packing
Placement

24
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 big retailers by the
distributor itself but mostly it is being purchased by the retailer from the wholesaler.
The Channel of Distribution:-

 Market  Company
 Local seller  Fair Price Shop
 Whole seller
 Zonal offices
Distribution Strategy

25
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
 Some of people who wants to purchases very heavy amount of the twist juice
, they come to the company directly and buy which is required
 The whole seller are purchasing them for the resale able purpose but less then
the first once
 They have Zonal offices in different areas such as Rawalpindi, Lahore, Multan
e.t.c to make it easy to sell
Distribution Areas
They are distributing in major cities such as:-
City Name Distributors
 Lahore 200
 Karachi 200
 Islamabad 100
Total 500
Place for storage:-
They have the stores to store the juice packets before the juice goes for distribution
Demand increases
They always have the backup store juice to fulfill this demand

26
Logistics
 To deliver the right quality and quantity of the twist juice, they are working on
the daily bases
 They have large number of trucks to achieve all the things according to their
product
 For distribution they are always have the future planning
Promotion
Shezan is using following mediums for promotion of twist

27
 Billboards
 Television
 Radio
 Newspapers
 Broachers
 Internet
They are doing these things according to the plans, for example
 They now wants to advertise the product more through media by using the
famous people
 For the promotion of the product they are giving the free product in the start of
the season
 Large discount for the people who purchase the Shezan twist juice directly from
the company and in large amount
 Giving free samples to the people who visit the company
 They are also arranging some charity shows in Karachi
 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 spending a lot of money in the preparation of mosques

28
 There are giving free Translated Quran, which are in more than 150 languages
 They are also working in a Islamic Jameet named Ahmediya
Target Fragment
The target fragment for the product s the people using juices instead of the
soft drink like Coke and Pepsi
Budget for Promotion
A. Electric Media 75%
B. Printed media 25%
Environmental Analysis
1) The Company:-

29
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
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:-

30
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/
SWOT ANALYSIS (ACCORDING TO THE

COMPANY)
Strengths
 Conveniently placed factory
 Pure and natural products
 Qualified sales staff
 Strong financial backup
 Good distribution net work
 Effective advertisement campaign
Weakness
 Due to high rate of taxes our process are higher

31
 Tax evaders sell product on much less prices and retailers blackmail for better
profit margins
Opportunities
 Expansion of distribution net work
 Diversification of product
 Addition of new varieties
 Modification according to present requirement
Threats
 Discount offered by competitors
 Low quality food products on cheap prices
 WTO
 Less awareness of health
 Nutritional facts of products with consumer

32
SWOT ANALYSIS (ACCORDING TO THE GROUP)

Strengths
 The Name of the company Shezan
 One of the oldest company in private sector

33
 Using foreign technology
 The honest and determined employees
 A global business
 ISO certificated
 They are using near to pure Ingredients
 No complains on the quality
Weaknesses
 Internal environment is not so good
 Advertisement is weak
 Distributors are not impressive
 The sales manager have no much experience in this field
 Product is promoting mainly in teenagers
Opportunities

34
 They can introduce the Shezan twist in unready form
 By increasing the advertisement, possibly the sales will increase
 They can introduce this in 1 Liter packing
 More and new flavor can be introduced
 They can introduce these twist juices in powder form
Threats
 High taxes on them
 They cant export without the permission of the Government
 The Currency Value of the Pakistan is low
 This product is seasonal
 They are paying high taxes in exporting
 Discount offered by the competitors

35
Conclusion
According to our group mates after visiting the company and taking information from the
market we have concluded that:-
 They are going good but have to improve internal environment
 They have to improve their distributor sector.
 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
 They have to introduce New flavor In the market
 They can introduced these twist juices in 1 Liter packing
 They can introduce these juices also in powder form.

36
Recommendations
As we have mentioned that Shezan needs to improve its distribution strategy.

Shezan is targeting youngsters as a potential and big market for its twist juice so if
company supply directly to the schools, colleges and universities it removes
intermediaries and due to high profit ratio café owners will promote Twist
compared to other juices.
Schools
Company Owned
Colleges
Distribution House
Universities

37
Another important recommendation we want to give is this that Shezan need to

come up with a different kind of packing. Juice packing with straw 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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1

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Serial No. Topics Page

1.0 Company Profile 3

2.0 Brief History 4

2.1 Vision & Mission Statement 5

2.2 Product Range 6

3.0 Marketing Mix 12

4.0 Environmental Analysis 29

5.0 Swot Analysis (By Company) 30

6.0 Swot Analysis (Self) 32

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

to quality is a way of life at our company. In its activities the

company will pursue goals aimed at the achievement of profitable

business .these results will be derived from the dedicated efforts of

each employee in conjunction with supportive participation from

economic development of the country and to enhance quality of life

related juices and products to retail and food services customers. We

will accomplish this by maintaining a tradition of pride in our

products, growth through innovation, integrity in the management of

our business and commitment to team management and quality

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Products can be divided into the following

Local Consumer Products Exports

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Local Consumer Products

Following are the major products that Shezan is producing currently:

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

7-Vinegar 10- Quench

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

12- Mango Nectar

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Shezan Twist juice

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Product Price Placement Promotion

"Anything that can be offered to a market for attention, acquisition, use or

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Nature of the product

Ingredients in Shezan Twist Juice (Product)

Energy 127 cal

Total Fat 0.0 gm

Total Carb 32.5 gm

Percent daily values are based on 2000 calorie diet

University Of Central Punjab PCBA/PICS

31-Main Gulberg, Lahore

Fruit juice production procedures involved in fruit juice manufacturing.

Fruit Juice - Production Process Flow

Production of fruit juices is a standardized process and type of technology depends on

Basically, preparation process of Twist juices involves the following steps:-