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SHEZAN INTERNATIONAL LIMITED

INTRODUCTION:
SHEZAN INTERNATIONAL LIMITED, the Companys principle activity is to
manufacture and distributes Juices, Beverages, Pickles, Preservers and
Flavorings derived from fresh fruits or vegetables. The product of company
includes tetra pack Juice, Mango Juice, Pickles, Custards, Jellies and Jams. The
company distributes the products under the SHEZAN brand name. SHEZAN
INTERNATIONALS HEAD office is located in Lahore.

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 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 sand 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 1980-81a 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.

VISION:
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:
Our mission is to provide the highest quality fruit and vegetable related
juices and products to retail and food services customers. We want to
recognize industry leader and service, providing more than expected for our
customers, employees and stakeholders. 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.

SHEZAN 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.

All Pure
Bottles
Regular Juices
Twists
Syrups
NR Bottles
Vinegar
Squashes
Jams

SHEZAN WATER FEEL PURE

OUR PRODUCT:

We are introducing MINERAL WATER OF SHEZAN because it is one of the

basic needs of our life. And we wish to establish a successful partnership and
relationship with our customers, our staff members, and our company that
respect the interests and goals of each other. SHEZAN is one of the leading
brands so it should also focus on this need to get further success in business.

OUR MISSION:
"To facilitate our customers with pure and healthy water at affordable price
and in a convenient way"

SITUATIONAL ANALYSIS
The situation analysis consists of several methods of analysis:
1. THE 5CS
2. SWOT ANALYSIS
3. PORTER'S FIVE FORCES ANALYSIS.

5 C ANALYSIS:

A situation analysis is often referred to as a "3C analysis", but when

extended to a 5C analysis it allows businesses to gain more information
about the internal, macro and micro-environmental factors within the
environment.
The 5C analysis is considered the most useful, comprehensive and common
way to analyze the market environment, 5c's are:

COMPANY
COMPETITORS
CUSTOMERS
COLLABORATORS
CLIMATE

COMPANY:
The people in the company they are not working as a team. The company
analysis involves evaluation of the company's objectives, strategy, and
capabilities. These indicate to an organization the strength of the business
model, whether there are areas for improvement, and how well an
organization fits the external environment.

OBJECTIVES:
Objectives are the steps which you take in practical to get or achieve short
term as well as long term goals. The objectives can be of three categories
depending upon the time frame attached or associated with that goal, it may
be short range, medium or intermediate range and long range. As it has

been so clear by the mission statement of SHEZAN INTERNATIONAL that

what are their major and prime objectives but let us list them here again to
make it quite clear, simple and easy to understand.
To put it's all efforts to become industry leader in the industry.
To keep focused and determined to provide best quality fruits and
vegetables product
To be committed to provide excellent and quality juices and nectars to
their consumers
To keep an eye on the fruitful investments and opportunities in new
projects
To achieve better production facilities
To manage the operations of the company in effective and efficient
way
To cope up with the technological advancement and keeping up to
date.
To be known as leader of quality product in the region.
To play its role in the economic development of the country and
enhance quality of life of its people.

Marketing Strategy:
SHEZAN adopt different, strategies which are like:
Today people are more health conscious, so SHEHZAN on of the most
important strategy to produce product according to the demand and
need.
Update their strategy according to people because. The lifestyle of
people keeps on changing. People are aware about each and every
thing happening around them.

COMPETITORS:

GOURMET
NESTLE
KINLEY
AQUAFINA
SUFI

CUSTOMERS:
Customer wants high quality product and pure mineral water and SHEZAN
want to protect and care about people that's why SHEZAN provided same
quality in less price.

SWOT ANALYSIS:
STRENGTHS:

Conveniently Placed Factory.

Pure and Natural Products.
Qualified Sales Staff.
Strong Financial Backup.
Good Distribution Network.
Effective Advertisement Campaign
Brand Name
Pakistani Company
Modification according to present requirements

WEAKNESS:
Due to high rate of Taxes our prices are higher.
Tax evaders sell product on much less prices and Retailers Blackmail
for better profit margins.

OPPORTUNITIES:

Diversification of Product.
Addition of new varieties.
Modification according to present requirement.
World Trade Organization aware people to drink mineral water instead
of tap water.

THREATS:

Discount Offered By Competitors.

Low Quality Food Products On Cheap.
Less Awareness of Health.
Non-Islamic tag associated with "AHMEDIS" in Pakistan.

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Target Market Profile:

Create Value for

Targeted Customers

MARKET SEGMENTATION:

These are four of the most common type of Marketing Segmentation.

Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation

SHEZAN MINERAL WATER fulfilled the all Marketing Segmentations. Shezan

Water fulfilled the need of every area or region.

MARKETING TARGETING:

We target people who belong from every religion.

Educational Institutes of the city, where students might interact.

Shopping centers and Market places.

Departmental stores and bakeries, General stores and others etc.
Restaurants and hotels.
Our target market is Middle, Upper-middle &lower class.

TARGETING MARKET SEGMENTS:

A set of buyers sharing common needs or characteristics that the company
decide to serve. Our marketing targeting is UNDIFFERENTIATED MARKETING
which shows targeting broadly.

DIFFERENTIATION AND POSITIONING:

The differentiation and positioning task consists of three steps:
Identifying a set of differentiating competitive advantages upon
which to build a position.
Choosing the right competitive advantages.
Selecting an overall positioning strategy.

DIFFERENTIATING COMPETITIVE ADVANTAGES:

SHEZAN Water introduces different size of bottles.

OVERALL POSITIONING STRATEGY:

Our overall positing strategy offering "THE MORE FOR SAME". It can be a
powerful value proposition.

POSITIONG STATEMENT:
"For All People, SHEZAN Mineral Water is a Pure Beverage that
Finished Your Thirst Because It Give You Suitable Price Package
and High Quality for Use, Mineral Water Maintain Your Taste and
You Feel Pure"
SLOGAN:

feel pure when you drink

MARKETING MIX
Marketing mix planning begins with building n offering that bring value for
target customers.

PRODUCT
Anything that can be offered to market for attention, acquisition, use, or
consumption that might satisfy a want or need.
For the marketing purpose of the product we have decided to launch mineral
water. SHEZAN Mineral Water is a product that is going to serve different
segments of customer. Our target market is very large with different
segments. Our expected sales are very high.

INGREDIENTS:

MAGNESIUM
SODIUM
SULPHATE
CALCIUM
POTASSIUM
CHLORIDE
TDS
pH

LEVEL OF PRODUCT AND SERVICES:

Product planner think about products and services on three levels. each level
adds more customer value. basic level is the CORE CUSTOMER VALUE.

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CORE CUSTOMER VALUE:

Core customer value, is which addresses the Question what is the buyer
really buying?
for our product customer will buying a pure, germ-free water.

ACTUAL PRODUCT
In the 2nd level the core value must turn into actual product. actual product
include Features, Design, Packaging, Quality level, Brand name etc. these all
attributes have been combined to deliver the core customer value of stay
connected with Shezan.

Product Features:
The SHEZAN MINERAL WATER will be processed and sold in plastic bottle of
convenient sizes of 330 ml, 750 ml and 1 liter. The SHEZAN WATER feel pure
will be very much convenient and provide great support to the health
conscious people.

Product Style & Design:

Cap with pilfer proof ring that stays with the cap when opened.

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Product Packaging:
It is suggested that the plastic bottles of 330ml. 750ml. & 1 liter capacity will
be used. Bottles will be clear. The bottle will give a reflection of light sky blue
color, which is considered a natural symbol of the water. This color also adds
a tinge of purity. The water should give a shiny and a glossy reflection. The
opening of the bottle should be large enough to accommodate outflow and
inflow of water. The color and the design will create a positive perception for
the new product.

Product Quality:
Our mineral water is of an exceptionally high quality and pureness with very
low sodium content. High concentrations of dissolved minerals are present in
the water which proves to be useful in preventing dehydration and sustaining
health.

Name of the Brand:

SHEZAN FEEL PURE

Type of Product:
Mineral Water

Product Labeling:
The wrapper of the bottle is suggested to be on four-color printing and will
have the following information in addition to the logo of the company.

A brief introduction of the company with the address

Website address of the company
Brand Name
Expiry Date (Best Before Date)

Branding Strategy:
The brand is more valuable than anything.
"Products are created in the Factory, but Brands are created in the
Mind"

Brand Equity:
SHEZAN has neither high brand equity nor low.

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Brand Sponsorship:
SHEZAN Mineral water is a Manufacturers Brand & Private Brand.

Brand Development:
A company has four choices when it comes to developing brands.
Our brand development is based on BRAND EXTENSION.

Integrated Marketing Communication

Integrated marketing communication is the application of consistent brand
messaging across both traditional and non-traditional marketing channels
and using different promotional methods to reinforce each other. It is the
communications mix adopted by a company to derive synergies from the
various types of marketing communications available.

Promotion Tools
Advertising:
Advertising is any paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor. Kotler

Advertising Objective:
Being a new product in the market, our advertising objective is informative
advertising.
As the Product Life Cycle of mineral water is at growth stage, so the
advertising objective of our product will soon changes into persuasive
advertising

Advertising Message:
Our message will highlight the benefits of our product like its
Natural water
Nutritional value

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FEEL PURE WHEN YOU DRINK

Advertising media:
We will be using non personal communication channels to communicate with
our target audience to promote our brand in the Lahore market place.

Non-Personal Communication Channel:

In this channel we will use Major Media including mass media, print media,
broad cast media and display media.

Message Execution style:

We are going to execute our message through Mood or Image & Musical
style.

Sales Promotion:
Shezan has designed sales promotion in a way to encourage the companys
sales force or other members of the distribution channel to sell products
more aggressively. Shezan arranges concerts, trade shows, event
sponsorship, in-store displays, and discounts. In Shezan, a separate sales
department is working. The function of this department is to take the sales
orders, visit the market, collect the customers complaints and transfer to the
concerned department.

Newspapers and Magazines:

We will give ads of our product in newspaper and magazines that teenagers
and adults likes to read.

Billboards:
We will place billboards in our targeted areas of Pakistan to create awareness
about our product.

Placement:
In marketing strategy, place means distribution of the products. It is a very
important element of the marketing-mix. Ownership of a product has to be
transferred somehow from the individual or organization that makes it to the
consumer who needs it and buy it. Goods also must be physically
transported from where they are produced to where they are needed. For
this purpose, middlemen are used. Middleman is a business firm that renders
services related directly to the sale and/or purchase of a product as it flows

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from producer to consumer. Due to these middlemen, activities such as

creating assortments and storing products can be shifted from one party to
another in an effort to improve efficiency. They are also able to carry out
distribution activities better or more cheaply than either producers or
consumers.

A distribution channel consists of the set of people and firms involved in the
transfer of title to a product as the product moves from producer to ultimate
consumer or business user.

Type of Distribution channel:

The distribution channel used for distribution of Shezan mineral water is:
Producer

DISTRIBUTION

Retailer

Consumer

This is an economically feasible choice. Shezan has a strong network of

distribution and has a separate supply chain department.

Supply chain management (SCM)

Channel 1:

Channel 2:

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Channel 3

Manufacturing:

Water manufacturing requires ingredients such as citric acid, concentrates,

preservatives, magnesium, sodium, sulphate, calcium, potassium, chloride,
TDS, ph and packaging. The company usually stores 7 days worth of raw
materials and adjust it as per demand.

Distribution:

The next step in the supply chain is distribution. They also make sure the
availability of the product to the consumer at right time and at right place
This is perhaps the most important of the steps and requires great planning.
Shezan international has set up their distribution offices in large cities like
Lahore, Multan, Faisalabad, Peshawar and Karachi. Reason for having more
offices in Punjab province is due to its demand and population.
Shezans distribution is partially done by the company itself and rest is
outsourced. In Lahore the company has its own distribution network and
handles all by itself. For all other cities they have outsourced distribution.
The regional offices in other cities are responsible for acquiring the supplies
and getting them distributed through the use of third party distributor.

Customer:

The last step in the supply chain is the customer. The customer of Shezan is
the distributor and large wholesalers. Shezan supplies directly to them and
they are further responsible for providing the end consumer. Shezan also
directly supplies to some large supermarkets and retailers. The end
consumers get their juice from every location where the distributors supply
the product. This also increases costs and delays distribution.

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Procurement
Procurement refers to the all set of activities that take place in the
purchasing of goods or services. Shezan international has its own plant that
is used in the production of the product. All of the department working at
Shezan international are well integrated and well-coordinated thus planning
department and store department quite effectively perform their tasks and
the activity of procurement is sufficiently performing with the collaboration
and integration of different departments.

Logistics
According to porters value chain model, logistics can be categorized as
inbound and outbound. The inbound logistics consists of acquiring raw
materials and outbound logistics are concerned with distribution. Shezan
international inbound logistics consists of acquiring raw materials. The raw
materials are supplied directly to the manufacturing plant by their respective
suppliers. The outbound logistics consists of distribution network.
Distribution is responsible for making the product available to end consumer.
In Lahore Shezan owns their own distribution network and supply through
their own vans. Agents are also hired for this purpose so they can acquire
and market to new retailers.

Market consideration
It is necessary to know about the current marketing trends and also about
the competitors.

Product consideration
It is necessary to give the good quality of Shezan.

Middleman Consideration
Water is necessity of life so in time availability of Shezan to the customer is
very necessary.

Company consideration
Shezan also has to take care of its objectives while selecting the channel i.e.
quality service and at reasonable distribution cost to get maximum profit.

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VERTICAL MARKETING SYSTEMS:

SHEZAN use the vertical marketing system. They use both the system i.e.
corporate and administered VMS.

PRICE:
Value Based Pricing:
Our competitors are available in the market so we will adopt value-based
pricing. We will set our price on the base of buyers perception of value.

Market Penetration Pricing:

We will set low price for our new product of mineral water in order to attract
a large number of buyers and a large market share.

Shezan Water has adopted the strategy of non-Price competition. It is

offering one price to all cities of Pakistan. It also keeps the check on
distributors to maintain the single price.
330 ml
750 ml

Rs.15
Rs. 25

The pricing objectives that shezan juice has established are:

1.

To achieve target sales

2.

Competitive pricing

3.

Increase market share

4.

Sell to masses

The pricing objectives clearly reflect the low price. We want to capture the
price sensitive consumer and want to increase their share by selling to these
mass audiences. Another reason for this low price is the competition. Mineral
water of Gourmet is a close substitute with similar price. Shezan has
maintain edits price to compete with it and protect their market share

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Price Adjustment Strategies:

Discounts and Allowances
Discounts and allowances result in a deduction from the base (or list) price.
The deduction may be in the form of reduced price or some other
concession, such as free merchandise or advertising allowances. Discounts
and allowances are common in business dealings.
Shezan offers the Trade Discounts to its customers. Trade discounts
sometimes called functional discounts are deductions from the list price
offered to buyers in payments for marketing functions the buyer will perform.
The examples of these functions are: storing, promoting, and selling the
product.

Promotional Pricing
Shezan Water feel pure comes in a small sized bottle of 15 Rupees which is
affordable to everyone. The competitors of Shezan Pure Warer include:

Gourmet
Sufi
Nestle
Kinley
Aquafina

In order to outweigh the competition of gourmet which is very cheap and a

preference of price-conscious people, Shezan Water feel pure will come in a
small bottle which is reasonably priced. This has been achieved by working
on price strategy which starts by reducing the production costs so as to
reduce the sales costs