Professional Documents
Culture Documents
Executive Summary……………………………………………………………………………….3
History…....................................................................................4
About Group…………………………………………………………………………………………..5
Products of MEZAN………………………………………………………………………………..7
Marketing Mix………………………………………………………………………………………..9
Recession……………………………………………………………………………………………..15
Methadology………………………………………………………………………………………...17
Questionnaire……………………………………………………………………………………….18
Graphs…………………………………………………………………………………………………..21
Conclusion…………………………………………………………………………………………….24
DEDICATION
This report responds to the request of the Dr. M. Azam khan Chishti.
Here we have to identify a product/service which has not been affected
by recession.
For getting the purpose of information we did the survey of the
markets like Jodia Bazar, My Mini Mart (near Tariq center) and Metro
Super Market from where we get information from the wholesaler and
the retailer respectively and then we visited the Mezan oils mills and
met Mr.Sarfaraz, senior sales officer. We also did survey regarding this
report and conducted interviews.
A central concern of this report to identify the impact of recession on
Mezan Banaspati & Cooking Oil, and through surveys and interviews
we got a lot of useful information, that the sale of the Mezan Banaspati
& Cooking Oil before recession was 9000 tons and now it is increased
to 18000 tons.
According to our survey 35% of the market is being captured by
Mezan Banaspati & Cooking Oil and 65% is being captured by the
remaining cooking oil which includes Dalda, Soya Supreme, Sufi, Kisan
and Rafhan.
History
Mezan brand was launched in year 2000
from the platform of Paracha Textile Mills
Limited (Ghee Unit) which is the fastest
growing FMCG Company in Pakistan. The
company exclusively engaged in the
vegetable oil and fats business with core
objective to bring quality products within
everyone’s reach which is the social
responsibility of the company towards the
society and company feels that it is also the
right of every consumer.
We are very optimistic that with this consistent marketing and quality
standard approach, we will keep providing the best product in this
highly competitive category, to our consumers so that with delight
ness they endorse our brand slogan that,
Overall history
Mr. Naveed and Mr. Zulfiqar are the owners of Mezan Oils
Mills. Before the establishment of Mezan Oils mills Mr. Naveed
and Mr. Zulfiqar both were the partners with their uncle Mr.
Ahmed who is the owner of Kisan oils. After some years they
both established their own oil mill know as KISAN OILS MILLS.
Mr. Naveed deals in the small quantity of oils while Mr.
Zulfiqar deals in 16 liter oil.
Vision & Mission
A New Era :
VISION:
• To provide high quality value-added food to
contemporary and future generations
• To constantly endeavor for the acquisition of knowledge
and excellence in developing human skills, product
innovations and state-of-the-art technologies
• To be a good corporate citizen by giving back to the
community and improving the lives of the
underprivileged
• To dispense equitably, fairly, and with compassion, the
fruits of success among our “partners in business”
• To become a partner with the Government in sharing the
responsibility of economic and social uplift and
development of Pakistan
Mission statement
Mezan Banaspati
Mezan Banaspati Ghee is full of taste, rich in aroma and
provides you a healthier diet habit. It contains Vitamins A, D &
E which improves your eye sight, stronger your bones and good
for your mental growth. Research shows that Banaspati
contains Anti-Viral elements which protect you from Cancer.
MARKETING MIX:
Product
• Mezan Banaspati
Place
A/22, S.I.T.E,
Mauripur Road, Shershah Road, Karachi.
Tel: 021-2561101-5
Fax: 021-2581777
Email: marketing@mezangrp.com
Price
The product’s prices vary from product to product. Mezan product’s
prices are as follows;
107
• ½ liter pouch Rs Rs 56 Rs 67
54
• 2.5 liter tin Rs 275 Rs 277 Rs 290
• 5 liter tin Rs 560 Rs 562 Rs 580
• 1 liter bottle Rs Rs 122 Rs 135
120
• 3 liter bottle Rs Rs 352 Rs 363
350
• 10 liter can 1100 Rs 1102 Rs 1180
• 16 liter tin Rs 1675 Rs 1677 Rs 1800
Placement / Promotion
Mezan’s target market includes Middle Class and low income groups of
the population of Pakistan.
• 1 Liter Pouch
• 5 liter tin
• 1 liter bottle
• 3 liter bottle
• 10 liter can
• 16 liter tin
Product Concept
Consumer benefits
• Easily available
• Affordable prices
• Good smell
Shelf Life
What is Recession?