STRATEGIC Submitted to:

Mr. Ekhlaque Ahmed

MARKETING Submitted by:

Hayat Omer Malik

&
Syed Shaharyar Hussain Jaffari
Shahzad Mukhtar Deshmukh
Faiz Shamsi

PLANNING Semester: Fall 2012

This report is based on an anlaysis of Shan

Foods’ Recipes business unit. The following
study contains all the assumptions, and
sources used to reach the analysis and the
recommendations regarding Shan Foods’
future strategies are presented herewith
 Table of Contents
Research ........................................................................................................................................................................3
Exploratory Research ................................................................................................................................................4
Quantitative Research ...............................................................................................................................................4
Business Scope...............................................................................................................................................................7
Business Environment ...................................................................................................................................................8
Market Structure .......................................................................................................................................................9
Market Growth Trends ............................................................................................................................................12
SKU Growth Trends .................................................................................................................................................13
Current Market Size ................................................................................................................................................13
Future Market Size ..................................................................................................................................................13
Product Lifecycle .....................................................................................................................................................14
Competition Segmentation .....................................................................................................................................16
Distribution Shares and Competitor’s Positions .....................................................................................................17
Key External Trends .................................................................................................................................................18
External Trends and Impact ....................................................................................................................................19
Internal Analysis ..........................................................................................................................................................20
Strengths .................................................................................................................................................................21
Weaknesses .............................................................................................................................................................21
Opportunities ..........................................................................................................................................................22
Threats ....................................................................................................................................................................22
Confrontation Matrices ...........................................................................................................................................23
Consumer Needs & Preferences ..................................................................................................................................25
Relative Importance of Factors ...............................................................................................................................25
Customers’ Buying Criteria ......................................................................................................................................27
Key Issues.....................................................................................................................................................................28
Marketing Plan ............................................................................................................................................................29
Purpose ...................................................................................................................................................................30
Strategic Intent and Competitive Innovation ..........................................................................................................30
Overall Strategic Direction ......................................................................................................................................31
Vision and Mission ..................................................................................................................................................31
Objectives ................................................................................................................................................................32
Key issues and Objectives .......................................................................................................................................32
Product Plan (Existing Products) .............................................................................................................................33

1
 Pricing Plan (Existing Products) with #1 competitor ...............................................................................................33
Channel Plan (Existing Product Plan).......................................................................................................................34
New Products ..............................................................................................................................................................35
French fries Masala .................................................................................................................................................36
Sarson Ka Saag & Tikka Karahi ................................................................................................................................36
Dilpasand Biryani ....................................................................................................................................................36
Product Plan (New Products) ..................................................................................................................................37
Pricing Plan (New Products) ....................................................................................................................................37
Channel Plan (New Products) ..................................................................................................................................38
Sample New Products Promotional Plan .....................................................................................................................39
Brand Positioning: ...................................................................................................................................................40
Brand Awareness: ...................................................................................................................................................40
Phasing: ...................................................................................................................................................................40
Advertising: .............................................................................................................................................................41
Outdoor Advertising (Out Of Home – OOH) : ......................................................................................................41
BTL Activities: ..........................................................................................................................................................41
Brand Activation .................................................................................................................................................41
Consumer Conversion Program ..........................................................................................................................41
Sponsorships: ..........................................................................................................................................................42
Public Relations: ......................................................................................................................................................42
Internet: ..................................................................................................................................................................42
Trade Promotion : ...................................................................................................................................................42
In-Store Branding ....................................................................................................................................................42
Gondola...............................................................................................................................................................43
Carts Advertising .................................................................................................................................................43
Aisle Advertising..................................................................................................................................................43
Off The Shelf Branding and Entrance Advertising ...............................................................................................44
Packaging: ...............................................................................................................................................................44
Budget .....................................................................................................................................................................45
Conclusion ...................................................................................................................................................................46
Bibliography .................................................................................................................................................................48
Annexure A – Questionnaire .......................................................................................................................................49

2
Research

RESEARCH

3
Exploratory Research

For the purpose of reaching to the right options with respect to the customers’ choices we conducted a
focus group research on 8 participants, 6 female and 2 male.

The responses helped us formulate the right choices to put the questions for the respondents of the
quantitative research.

This research was carried out through a questionnaire (Annexure A). Sample included 50 respondents:
45 female and 5 male

The responses are as follows:

Quantitative Research

4
5
For the majority of the respondents convenience is the primary reason why they purchase a mixed
masala recipe. Also according to a Gallup research, an overwhelming number of Pakistanis cannot/do
not eat out frequently, therefore many of them prefer food that can be conveniently cooked; one way is
through mixed masala recipes.

The second most important reason highlighted by the respondents behind their choice to purchase
mixed Masala recipes is taste. Taste is a pre-requisite of a need for acceptability and recognition that a
typical house woman desires when she cooks food for her family.

40% responded that they want to try new recipes and out of them 26% were of the view that branded
Mix Masala recipes provide an important source of new recipes to the populace to experiment.

Needs Segments Some typical User Types

Convenience. Budget constraints &

Hygiene constraints as they cannot Convenience
Working Family Woman
frequently eat out therefore for Seekers
them,cooking is essential

Satisfaction, Sense of belonging,

Acceptability by preparing good taste Recognition
Newly Wed House Wife
and high quality recipes along with Seekers
delighting family members

Trying new foods, Seeking excitement Unmarried/Newly married

Experimenters
in cooking, & stimulation from life girls

6
Business Scope

The Business We are In

 To offer high quality recipes to domestic and commercial consumers

We want to:

 Enhance the overall cooking and food experience

 Be present in every kitchen of the world

Region

 Concentrated in Pakistan having a large share in other regions of the world with a large
Pakistani an Indian Diaspora
 Plan to expand the consumer market in Far east and Arabia

Where

 All across Pakistan / and in 56 other countries

Consumers and Users

 Housewives/ mothers and spouses

 Health Conscious individuals – Young adults
 Novices (first timers, Hostellers)

Needs

 Convenience
 Budget constraints (as a substitute to eating out)
 Focus on family's health, and hygiene & delight the family members
 Hygiene constraints
 Sense of belonging
 Acceptability (by preparing good taste and high quality recipes)
 Want to try new foods, Seek excitement in cooking

Added Value
 Preserves taste and aroma of the spices at -170 C through cryogenic technology
 Widest range of recipes available in the market

Business we are not in

 Other than food

7
Business Environment

8
Market Structure

Convenience Seekers:

This segment caters to all those individuals who seek Convenience yet suffers from Budget & Hygiene
constraints as they cannot frequently eat out therefore for them ,cooking is essential

Recognition Seekers:

This segment caters to all those women who have a greater emphasis on driving Satisfaction, Sense of
belonging, Acceptability by preparing good taste and high quality recipes

Experimenters:

This segment represents individuals who prefer trying new foods, Seeking excitement in cooking, &
stimulation from life

The market works similar to a typical FMCG. The companies have their own distributors to cover High
Potential Outlets and use several other small, medium or large distributors to make the products
available throughout the length and breadth of urban Pakistan. Still 70% of the entire business travels
through the wholesalers. As the products have long life, therefore stockings are common.

9
Total Spices Total Spices = 65,000 tons
Unbranded 59,500 tons Branded 5,500 tons

Recipes % 30% Recipes % 70%

Recipes tonnage 17,850 Recipes tonnage 3,850

Total Market = 21,700 tons

10
 Tons Total revenue
Branded and packed 3,850 7.7 billion
Semi/Un-branded Recipes 17,850 20.8 billion

Major Players
 Shan
 National
 Mehran Foods

Minor Players
 Habib Foods
 Naseem Masala
 Kitchen Secrets (Rivaayat)
 Taseer
 Nice Foods etc.

11
Market Growth Trends
• In 2008, a survey found that 44% of citizens
across 15 countries (including Pakistan) feel that
it is difficult to manage their daily obligations and
find time to relax

• 40% of Pakistanis aged 24 years or older feel that

they do not have the time to do all the things
they need to do

• Over the course of the last decade an increase of

42 % have been recorded in the female
employment ratio in the country. (from 2000-
2010)

• The above mentioned factors have contributed

towards the growth of the convenience segment.
Market Share (approx 4 % per annum)

• Population growth of Pakistan is recorded around 1.8%

• Our culture & taste is still considered a pivotal part of our society.

• Population between the age of 18 – 29 is growing at the rate of 24%

• Attitude towards trial of new things rose from 10% to 15% in the last 10

12
SKU Growth Trends

 Recipe Single pack (50 gm) -1%- 0% growth

 Double Pack (100gm) 1% growth
 Sachet (25gm) 35% growth

The future of Recipe Mixes is in sachets and Double Packs (Economy packs) as impoverished
consumers are moving towards the more economical sachets and the SEC A consumers are now
moving towards Double Packs as they add more value to their buying

Single Packs-50gms are at Stagnancy. And they are expected to decline over the years

Current Market Size

Future Market Size

13
Product Lifecycle

Convenience is a mega Trend

The convenience trend symbolizes the increased time pressures, stresses and work-life balance
problems that consumers are increasingly experiencing.

Time scarcity, meal fragmentation, and the erosion of cooking skills are stimulating the demand for
more convenientfood options. Working longer hours and lack of cooking skills increase the
attractiveness of this segment

Basic cooking knowledge and skills have eroded from generation to generation. Today, consumers‟
choices are defined by the increased sophistication of convenience food options and a lifestyle
characterized by multiple time demands, including work

14
Basic cooking is perceived as difficult

Culinary skills are not being passed down from one generation to the next because young people are not
involved in the cooking process from an early age and do not have the opportunity to learn through
participation. As a result, some younger consumers view cooking skills as a status symbol.
(Datamonitor, December 2006)

Use of Microwave in South Asia

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
2 times a day Once a day 3-6 times a Once a week Less often or
day never

15
Competition Segmentation

Experimenters have been influential behind the plethora of new products aimed at providing
variety and freshness to the portfolio. Examples include Arabic, Oriental, Punjabi, Kashmiri,
and even Karachi-based recipes

Most of these innovations have only been introduced by Shan and National. While other
brands have concentrated their focus on Recognition and Convenience seekers

Country’s youth population accounts for more than 60% of the total population. This segment
is to be tapped with more focus by introducing convenience-focused recipe mixes

Relate brand essence towards youth and exuberance and how much they value Shan as a
convenience provider in their quest for easy meal preparation

16
Distribution Shares and Competitor’s Positions

Total Urban Universe 500,000

Shan Foods Outlet Coverage 100,000
National Foods Outlet Coverage 120,000

Shan’s lack of nationwide (excluding Karachi) presence leaves it with just 1/5th outlet coverage

Shelf Share of Shan as compared to National is better which is largely due to the developed
taste buds of consumers in Karachi

Lack of NWD spread leaves Shan’s vulnerable by concentrating its presence in Southern region
only

As compared to Shan, National Foods has better NWD coverage resulting in 24% of outlet
coverage

17
Key External Trends

• High rate of inflation - 7%

• Consecutive floods of 2010, 2011 and 2012 have devastated $2.2 billion of crops and
damaged 700,000 acres of farmland

• FMCG Rural sales growth was "more than double" that of urban areas. This is due to the
fact that farmers’ income increased by PKR 342 billion due to higher world crop prices –
Wheat support price increased by 15% in 2012 alone

• Rural growth is more than double that of national sales

• Sunsilk shampoo, Pond’s moisturizers and Colgate toothpaste have boosted local units’
revenue by at least 15 percent

18
External Trends and Impact

More than 55% of Shan’s recipes sales consist of rice related dishes

19
Internal Analysis

20
Strengths

• Uses the best Materials (imports black pepper from India, and Thailand)Ingredient spices
are hand picked by specially employed Hindu women at the plant
Uses cryogenic technology. Freeze the
• Employs cryogenic technology spices to -170⁰C and then grinds them
to preserve the aroma and taste
• Strong R&D: Innovation and product concept

• Has a very strong heritage and legacy behind the brand as it had a first mover advantage
in Southern Pakistan which has made Shan a popular name among the customers
resulting in a 70% market share in Karachi

• Diverse range of variants

Weaknesses

• Shan has a small presence in other food categories. Many loyal Shan customers purchase
National products in these categories

• Lack of Advertising

• National has a first mover advantage over Shan in Punjab

21
Opportunities

• Food habits are rapidly changing. People now want faster and easier ways of cooking

• Food is still the largest expense item of a middle class income – 43% and is likely to remain that
way for the coming decades

• Rural markets, that are fast growing have not even begun to be served yet

• There is a huge export potential

• Rural markets present a lucrative target audience, if only they can be tapped

Threats

• The biggest threat to Shan is the increase in prices of raw materials

• The emergence of newer brands with deep pockets can also damage Shan’s market share due to
heavy advertisement while keeping the product quality close to that of Shan

• Increasing substitutes: The number of substitutes is increasing in the form of ready made foods

• Inflation is reducing the size of consumers’ basic basket of goods

22
Confrontation Matrices

Penetrate into new international territories & launching Shan as global food brand

Make inroads into bottom of the pyramid & rural markets through lower priced SKUs or flanker brands

Use robust R&D to come up with innovative recipes that provide comparatively cheaper meal solution
to counter increasing inflationary pressures

Strengthen the distribution channel to get access into rural areas. FMCG products are gaining
ground in rural areas. Customers are gradually shifting towards branded products. *

Built an organizational culture that is conducive for learning, growth & employee development
to train and motivate the workforce to penetrate into the rural countryside. Unilever sends its
own salespeople to places and far & wide in rural Pakistan

23
Any threat of new entrants is mitigated by Shan’s heritage & Brand Loyalty

Fast evaporating middle class in Pakistan would attract and develop non recipe segments.
Shan, with its diverse food production capabilities, has dealt with this threat quite
effectively (SKUs in Rs. 20 Packet)

Shan’s lack of advertising makes it vulnerable against up and coming brands which try to
penetrate the market through heavy promotions

The company must spread its business, total volume, across Pakistan especially in the rural
areas

24
Consumer Needs & Preferences

Relative Importance of Factors

* Includes ingredients and cooking recipe in different languages

Unbranded recipes fare well only along the availability and Price axes

National Foods and Shan remain quite close in almost every attribute according to the
customers, but Shan fares slightly well than National in two most important attributes – Taste
and Quality

Shan, through its cryogenic freezing process, differentiates itself from other competitors in
terms of quality and taste.According to our research customers cannot compromise on ‘Price’
and as well as on ‘taste’. To fare well the companies usually come up with price cuts and
discounts on festive occasions

EidulAzha 2012 consumer discounts

Besides them ‘quality’ and ‘availability’ are the other two most important attributes

25
 National Foods has been able to cut back price by 20% during seasons, which boost its
sales occasionally

 One of the areas for improvement for Shan would be to increase its reach to the
consumer by going beyond the 20% of the outlets that it presently covers in the total
universe

 Shan, through its cryogenic freezing process, differentiates itself from other competitors
in terms of taste and quality

26
Customers’ Buying Criteria

27
Key Issues

Product Homogeneity

Major competitors have many similar products

Thus people switch to competitor’s same variant or lower priced competitors or both

High Employee Turnover

Conservative culture plays an important part in many employees leaving the organization
annually

Company’s Strategic Focus in Punjab is low

Branding efforts in Punjab need to be addressed with more efforts in terms of money, time and
energy

28
Marketing Plan

29
Purpose
Introducing new users for the products
Continuous innovation of new variants
Strengthening presence in rural and sub-urban markets

Strategic Intent and Competitive Innovation

Strategic Intent

Making Shan the preferred choice in the whole of Pakistan, through need based
products, sustaining leadership in the entire market while increasing penetration in rural areas
to gain higher market share by making Shan available and creating awareness, and attaining
cost effectiveness

Competitive Innovation

30
Support strategic intent through increased attention to the process of formulating customer
centric products for Pakistan’s rural areas. As Shan is perfectly aware of the importance of first
mover advantage. Continuous R&D to meet up the increasing market requirements

Overall Strategic Direction

 Innovate products that not only taste good but are also priced low
 Introduce products for the rural market and making them widely available
 Penetrate deeper in to the consumer segments that Shan exists in
 Create awareness through rigorous marketing by remaining Shariah compliant
 Improve marketing efforts in Punjab

Vision and Mission

Vision

“To be a dominant global player in food products and socially responsible company that attains its
quality standards so that Shan stands for tradition, trust and good taste.”

Mission

“To continuously develop and produce quality products that meet the customers and markets demands,
compatible with applicable regulatory requirements. To be a consumer oriented company with keen
insigne of food products ensuring quality panty consistency and authentic taste to operate with state of
the art technology to obtain optimum results and retain highest quality standard thrived efficient and
motivation human resource and inculcate in them a sense of participation and proved for personal goals
and development.”

31
Objectives

Key issues and Objectives

32
Product Plan (Existing Products)

Pricing Plan (Existing Products) with #1 competitor

National can be more aggressive in giving price cuts over the years as it has a bigger portfolio to
back its other products

33
Channel Plan (Existing Product Plan)

34
New Products

35
French fries Masala
Pakistanis are food lovers and prefer newer tastes and have varied preferences. To cater to the
growing demand of innovators, Shan should come up with a product that can make the lives of
its customers easier, tastier and fresher. For these needs a new French Fries Masala, should be
launched. There is a growing number of French Fries vendors all over Pakistan’s urban areas. On
the other hand mothers are becoming more hygiene conscious day by day. If the mothers can
provide crispy and tasty French fries at home then the need for the vendors won’t exist. This
can be done by providing them with fries that offer various tastes such as BBQ fires, Tikka fries,
Biryani Fries, Achar Fries, Bihari BBQ Fries etc. This would cater to the need of hygiene, taste &
recognition and innovation alike.

Sarson Ka Saag & Tikka Karahi

Sarson ka Saag is a recipe that has tremendous popularity in the rural and urban areas alike.
With Shan’s rich background of incredible taste and quality, it can penetrate I this market by
introducing this recipe. On the other hand Tikka Karahi is another popular dish that is preferred
all over the Pushtun dominated areas of Pakistan. Highway restaurants, Khyber Pukhtunkhwa,
and Karachi are big markets where these products can be successful

Dilpasand Biryani
A typical Biryani made from Shan’s recipe costs around PKR 470/=, with the cost of Shan’s single
pack being only PKR 50/=. If Shan can somehow manage to reduce the price of the overall made
product than it can fare well in the slowing economy. One way is by eliminating the largest cost
element i.e. Chicken. Dilpasand Biryani will taste just like a Chicken Biryani with a dedicated
chicken flavor. Dilpasand Biryani would provide same or in-fact better taste but would not
require chicken, which will reduce cost by around 70%. The promotion would be targeted at
lower SECs especially in sub-urban areas with a jingle – “Main bhi Khaoon Biryani”

Shan 50
Chicken 350
Oil 30
Onion 5
Youghurt 25
Tomato& Potato 10
Salt 0.25
TOTAL 470

36
Product Plan (New Products)

Pricing Plan (New Products)

37
Channel Plan (New Products)

38
Sample New Products Promotional Plan

39
Brand Positioning:
“Crispy Flavored Fries Masala”

“Inspired by craving for enriching taste buds, Shan offers a wide range of highly nutritious,
Crunchy, Spicy, Smoky French fries seasoning for a lavish Cuisine adding an Eastern touch”

Brand Awareness:
Since, this would be a new product offering by Shan, therefore, it needs to be communicated to
the target audience at large for positioning “Shan Crispy Flavored Fries Masala” into
consumers’ minds with its wide range including:

• Bar-B-Q Fries Masala

• Bombay Biryani Fries Masala
• Chicken Tikka Fries Masala
• Korma Fries Masala
• Tandoori Chicken Fries Masala
• TikkaSeekhKabab Masala
• LahoriChargha Fries Masala
• Lahori Fish Fries Masala
• Hunter Beef Fries Masala
• Chicken ginger Fries Masala

Therefore, the following tools will be used for Promotion:

• Advertising
• Out of Home
• Print
• Sponsorships
• Brand Activation
• Trade Promotion
• In-store branding
• Public Relations
• Internet

Phasing:
- Plan has been divided in four phases:
• Phase I : Till June 2013
• Phase II: Till December 2014
• Phase III : Till June 2014
• Phase IV : Till December 2015

40
Advertising:

“One TV ad” & “One Print ad” to be made;

One TV ad would be on aired for “Shan Crispy Flavored Fries Masala” to generate top of the
mind recall for the brand on Channels like “GEO Entertainment”, “ARY Digital”, “Express
Entertainment”, “HUM TV”, “TV One”, “Cartoon Network”, “Nikelodean”, “WikKID”, “Pogo”,
“Disney Channel”, “Masala Channel”, “ARY Zauq”, “Zaiqa” etc

Another, to be a Print ad for “Shan Crispy Flavored Fries Masala” to make the target market
aware about product offerings and how it is better than traditional home cooked fries in
magazines like “Young World”, “Home Express”, “Masala Food Magazine” etc

Outdoor Advertising (Out Of Home – OOH) :

Billboards highlighting wide range of “Shan Crispy Flavored Fries Masala” will be displayed in
major cities to create awareness

BTL Activities:
Brand Activation
Door to door knocks where consumers are given fliers

Fliers to have the difference between traditional fries and “Shan Crispy Flavored Fries Masala”

Consumers to be handed over a coupon to try out “Shan Crispy Flavored Fries Masala” for free

Consumer Conversion Program

A pilot to be done initially

Tea parties to be conducted in Schools, Summer Camps, Colleges and at Universities

Kids along with their Mothers, Teenagers & Youths to be engaged in

Discussion on the fries consumption in general and on “Shan Crispy Flavored Fries Masala”
specifically to be initiated by the host

Taste trial of “Shan Crispy Flavored Fries Masala” to be done here. Free packets of “Shan
Crispy Flavored Fries Masala” to be given to all the attendees coming in facilitate conversion

Same activity will also be carried out in shopping malls and Key Accounts like “Hyperstar”,
“Makro”, “Naheed”, “Imtiaz” & “Agha’s Super Mart”

41
Sponsorships:
• Sponsor “EidMillan parties” and “Iftaar parties” at Schools
• Sponsor “Summer & Winter Carnivals” at Colleges & Universities

Public Relations:
• Morning shows’ TV hosts talking about “Shan Crispy Flavored Fries Masala” and
persuading housewives & women in particular to cook them for their children for a
healthy meal on TV channels like Masala TV - “Masala Mornings”, ARY Zauq -
“Lively Weekends” , ARY Digital – “UthoJago Pakistan” etc
• Through SMS buzz

Internet:
• Ads will be placed on Facebook
• A Face Book Fan page for “Shan Crispy Flavored Fries Masala” will be created
• Shan Foods Website will be updated

Trade Promotion :
100gm of “Shan Crispy Flavored Fries Masala” packet to be bundled with the Combo deal of 5
Packets of (100gm each) “Shan Food Recipes”

In-Store Branding
We will use various forms of Visual Merchandising to make the presence of “Shan Crispy
Flavored Fries” more prominent in the market. We need to create an awareness about the
benefits of the “Shan Crispy Flavored Fries Masala”, and the best place to gain immediate
response from consumers is the Point-of-Purchase or Point-of-Sale. Thus we will be placing a
diverse range of displays and demos in the retail outlets which will emphasize on the launch
theme as follow:

• Gondola
• Carts Advertising
• Aisle Advertising
• Off The Shelf Branding
• Entrance Advertising

42
Gondola
• The gondola is correctly considered the most desired and
sought after display and sales space, due to its strategic
location in the sales outlet.

The overall gondola will be in the shape of a

“Shan Crispy Flavored Fries Masala” rectangular packet,
with shelves of baskets running through the hollow middle space

Carts Advertising
Advertising in constant motion – accompanies the customer
from the moment s/he enters the retail space and
throughout the entire process

By displaying a double-sided sign, located at the front of the

cart and/or wrapped around the sides of the cart of “Shan
Crispy Flavored Fries Masala” as well on the handle of the
cart, causes the consumer to be exposed to the product and
the message countless times and creates a huge impact
which increases awareness of the brand

Aisle Advertising
The aisle space of a category is a strategic advertising
location that gathers around it non-stop consumer traffic

By decorating the roof of the aisle with the “Shan Crispy

Flavored Fries Masala” dummy will make it more attractive
and prominent for the customers

43
Off The Shelf Branding and Entrance Advertising
We will develop a retail visibility language that will also
support sales points off the shelf. The visibility stands are
modular stands that enable a combination of exposure
and display of promotions and/or products at a second
sales location, such as: promotion stands, cashier line and
enveloped stands

The visibility stands also turn the second sales location into
a first class accomplishment: the display is organized,
respectable and eye-catching

By exhibiting a “Shan Crispy Flavored Fries Masala” ad on

the entrance intersections at retail outlets

This entices the customer as soon as he/she enters, with a

different and special shopping experience, adapted to the
brand’s messages

Packaging:
o Shan Foods signature Red & yellow color to be retained as it a heritage associated to it

o The packaging to remain the same initially but can made more graphically appealing at
a later stage

o We propose that the packaging be slightly modified with adding a Zipper to the “Shan
Crispy Flavored Fries Masala” packet for using it later on once the packet has been
opened

o There will be two sizes of “Shan Crispy Flavored Fries Masala” packets that will be
available in the market as mentioned below:

o - 5o gm (2.5 Kg of Fries)
 100 gm (5 kg of Fries)

44
Budget

45
Conclusion

46
47
Bibliography

http://articles.economictimes.indiatimes.com/2011-10-12/news/30270834_1_carol-bartz-alibaba-
yahoo-shares

http://www.riazhaq.com/2011/01/pakistans-rural-economy-showing.html

Bloomberg

Gallup Sourcebook on consumer habits Pakistan 1998-1999

Gallup Sourcebook on consumer habits Pakistan 2004-2005

Fast Food Trends in Pakistan 2006

^ http://www.thefrontierpost.com/article/195521/

Review of Pakistani customers food habits for the last 30 years 2005

DAWN Newspaper 15/11/11

Express tribune 28/11/12

48
Annexure A – Questionnaire

Thank you for taking the time to complete this survey

This survey should only take about 5 minutes of your time. Your answers will be completely anonymous
Any questions marked with an asterisk (*) require an answer in order to progress through the survey

Q1.) Do you cook food?

a) Yes
b) No

Q2.) How much time do you spend on cooking?

a) 30 minutes
b) 45 minutes
c) 1 hour
d) More than 1 hour

Q3.) Do you prefer your own recipes or ready-

made/mixed masala ones?*
a) Own
b) Mixed Masala

Do you prefer packaged (branded) masalas such as

Shan, National, Habib, Mehran or unpackaged
(unbranded)?
a) Packaged
b) Unpackaged

What Factors drive you most towards your choice?

a) Convenience
b) Hygiene
c) Taste
d) Quality
e) Don’t know a recipe

Q6.) Which brand of recipes do you purchase the most?

a) Shan
b) National
c) Mehran
d) Habib
e) Others

49
Q7.) Why do you purchase this brand?
a) Taste
b) Price
c) Availability
d) Diverse Range

Do you consider cooking a hassle?

a) Yes
b) No

Do you try new recipes often?*

a) Yes
b) No

What is the usual source of your new recipe?

a) Internet
b) Cooking Channels
c) Mixed Masala Recipes
d) Friends

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