NATIONAL FOODS RECIPE MASALA MIX

Presented by: Misbah Nawab Pirah Ahsan Mir Murtaza Temoor Khan Umair Aftab

INTRODUCTION

National Foods was founded in 1970 and started out as a Spice company. Food Company with over 110 products and 165 and above SKUs (Stock Keeping Unit) for the domestic market and over 100 different products for the international markets.

Even after 3 decades the company's focal point still remains on Customer's needs through Product development in line with the changing market trends.

ANALYZING THE VISION AND MISSION STATEMENT

Customers Concern for Survival, Growth &Profitability Markets

CORE VALUES:

Passion People-Centric Customer Focus Leadership Teamwork: The company has a WE versus I mindset.

Ethics
Excellence in Execution: We see, We do, We actions, We deliver.

Accountability: We see, We act.

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NATIONAL FOODS PRODUCT LINE:

Recipe

Masala Ketchup Jams Rice Deserts Powered Drinks Pickles Chinese

Snacks

Ready

to Eat Plain Spices Salt

MARKET SHARE

PREVIOUS GROWTH HISTORY

Market Segment Recipe Mix Plain Mix Salt Export 2007 19% 22% 3% 9% 2008 29% 28% 4% 10% 2009 36% 33% 5% 15% 2010 42% 46% 7% 25%

FUTURE GROWTH
MARKET SEGMENT 2011 2012 2013 2014 Recipe Mix Plain Mix Salt Export 42% 44% 50% 56%

48%

51%

53%

55%

8% 28%

9% 33%

11% 40%

13%

7
50%

OBJECTIVES

TARGET MARKET

National foods segment its target market on the following basis,

Demographic Factors:
Females 18 to 65. Middle lower class and above.

Geographic Factors:
500+ distributors all over Pakistan. Regional preferences of different brands.

Behavioral factors
True Pakistani taste. Catering to changing lifestyles. Purchase pattern varies according to seasons.

POSITIONING

National foods have positioned their products in the mind of the customers through of following key elements, High Quality product. Customers are always satisfied. Readily available at all outlets whether big or small. Price is affordable. The product is made in a hygienic environment. Made according to the customers need and demand

Convenient packaging.
Small packages for travelers.
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SWOT ANALYSIS
Strengths: S1. Brand name S2. Financially sound S3. Multi category Food Company S4. Experienced- since 1970 S5. Strong distribution S6. Strong infrastructure- state of the art machinery Weakness: W1. Reactive marketing approach W2. Low market share in Karachi due to low consumer preferences W3. Weak marketing research W4. Weak communication- the consumers dont know how big National Foods is

Opportunities: O1. Health and quality conscious consumers O2. Low domestic penetration O3. International market wide open O4. Multicultural varied taste preferences O5. Food channels coming up O6. Convenience trend

Threats: T1. Open masala (spices) T2. Unbranded recipes T3. Aggressive competitors T4. Food inflation T5. Counterfeits- spoiling image and eating 11 into share

FINDINGS FROM THE INTERVIEWS

STAGE 1: THE JOURNEY FROM A HOUSEHOLD NAME TO
AN INTERNATIONAL BRAND

For the first decade , the Company focused only on purity and quality. Mass marketing (Generic Advertising) methods were used to promote the brand. Profitable selling and large volume achieved helped in transforming the Company to a food company.

Later on Mass marketing was replaced by segmental marketing (Thematic Advertising) but strategic focus was maintained. Reimaging the Company became necessary for re-positioning of the brand. Therefore, the new brand design and packaging was introduced.
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STAGE 2:
Creative Brief for National Foods EID AD: Primary aim Reminder and recall with a new big idea revolving around our cultural Values and forgotten tradition. Key Objectives Pakistani cultural values Association of EID occasion with National foods masala range Primary Target Audience Demographics Psychological: Secondary Target Audience Specific habits: Younger and middle age generation always refer to old age female members of the family, grand parents , mother in law etc.

Proposition USP: Quality ingredients that are pure and natural and are the essence of our traditional food

Rational Positioning: Packaging, range of products , aroma, color etc.

Emotional Positioning: Family values, love and respect and indepth close association of family The Equities Platform: Family values plus traditional music depicting the essence of subcontinent/old eastern flavor (kalam) Physical Elements: ( you guys can combine with emotional propositions) Emotional Elements: ( you can combine with rational propositions) 13

Terrestrial Local TV Cable TV Media Vehicles Print (News Paper) Magazines Radio: Pakistan, FM 107 (Karachi 107) FM 100 FM 101 These are the main ones to achieve wider listenership Out-Of-Home (OOH): BTL Stalls: Dawn lifestyles stalls expo kiosks Event Based: Calendar & Non calendar

Market considerations Seasonal effect: Korma mix, biryani mix, Zarda mix have high demand during eid and other family gatherings where traditional meals are cooked. Distribution effect: Creative considerations: Tone and manner: Very eastern and sober and dignified in accordance Brand Positioning: National foods so pure and hygienic that its a definite substitute for home made masala Media Monitoring : Direct competitor & Indirect competitor Time Line: 1 week before Ramdhan Mandatory: National foods color association, Logo,Tagline

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NATIONAL FOODS RECIPE MASALAY HAMARAY KHANAY, HAMARI PEHCHAN

The Communication reflects the ownership of traditional taste of Pakistan with commitment that makes a difference. With much focus on the joint family system And its values

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NATIONAL RECIPE MASALAY HAMARAY KHANAY, HAMARAY TEHWAAR

There are better ways to build emotional connections in a TVC, I mean why make the lady travel to India for 475 kilometers with cooked food in a lunch box? Andplus taking a 2 day old cooked meal to India to celebrate Eid?

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Stage 3: (companys observation)

11:00 pm- NFLs Meeting Room. There is pin drop silence in the meeting room, just the clicking of pens. Fawaz, Marketing manager of National Foods and Zeeshan, Brand Manager of the kitchen division of NFL are stressed out about the failure of RONAQ and are thinking of rational justification to give to the CEO the next day in the meeting. Fawaz: Karachi walon ka tou kuch samjh he nahi ata. They were looking for convenience; we gave them ready to eat. They wanted spicy food and we gave them RONAQ but still they didnt accept it. Zeeshan: it is not only about RONAQ, Its about national recipe masalas. The product formulation of Nationals recipe masalas is a dilemma. They can neither change it as it is already preferred by people of upper areas of Pakistan nor keep it the same as they are losing out on Karachi.
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Zeeshan: before launching RONAQ we only bought some data from AC Neilson, that to was incomplete. We dont have any research from consumers perspective. 12:30am They could still not come up with an answer to convince their CEO that their decisions were not wrong. It all seems that they are running out of reasons as well as time Zeeshan: We just cant tap on the correct reason!!! Fawaz: Is it the taste, aroma, blend, spices or WHAT? What is it that these people want!!? (Bangs his hand on the table with aggression) Zeeshan: Oh!! How can I forget to tell you, Shan has just got cryogenic technology to grind its spices.

Fawaz (losing his calm): What cryogenic technology Zeeshan!!! We dont get enough resources to research and you are suggesting to adopt a new technology for grinding. 18

Zeeshan(defensively): Was just telling u a relevant piece of information, thats it! Fawaz: What is it to the customer if their masalas are cryogenically ground or not!!! They want ease and convenience in a box and we are giving it to them. Fawaz (about to explode with anger): I just dont see why people think so high of Shan!! They are just a spice company. We hit Shan in Karachi, we hit Shan over all!!! Zeeshan was shocked at the statement but didnt say anything. He didnt want another scolding from his boss.

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Why should I try any other brand??? There is only one day when the whole family sits together for lunch. I cant experiment, if the biryani doesnt taste good everyones mood will be spoiled. I cant sacrifice on the taste

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IDENTIFICATION OF ISSUES WITH CURRENT

COMMUNICATION

National Foods still talks about old times (rusted lunch box)

Advertisements often feature large joint families that do not reflect our society.
NFL underestimates its competitors National foods taste is mild, but people in Karachi prefer spicy taste
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OUR RECOMMENDATIONS FOR NATIONAL FOODS:

Focus on their loyal customers 35 yr women Targeting an entirely different market segment like young working men

NFL should focus on communication and advertising (Documentary)

They should become more market focused and customer oriented instead of just being customer focused.

A better research will help them make better formulas for their products.
They should promote ease and convenience that their products provide. Identify which popular chefs and restaurants use the national food brand and make it part of communication mix.
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THANK YOU
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