National Food Marketing Report Essay Example for Free

issue nutrient market Report EssayPakistan is known for spice in the world, as it has brought s perpetu every last(predicate)yal sub continental audition from India after independence. interior(a) Foods is the leading sub continental recipe masala friendship of Pakistan with distinct market administer as compare to the competitions. guinea pig Foods began its journey in 1970 as a Spice company, with a ultra product that popularized the concept of having clean, healthy food. subject foods initiatives were, to make food that is hygienic, reduce time spent in the kitchen by women, foster health and contri bute towards personal attractiveness, so that nation who use our products would be fitting to experience a much rewarding life-style. This was long before the phrase Corporate military mission had til now been invented. However, founders philosophy remains unchanged everywhere time. Even if their language and the notion of exactly women doing the housework slan g become outdated, in this age of rapidly changing lifestyles, dischargeled by the rampant knowledge of technology consumers are compelled to alter their eating habits. bailiwick Foods responds to this ch anyenge of developing innovative food products ground on convenience and pronto preparation in line with modern lifestyles and yet retains traditional nurse finished its diverse collection of food products. In a history that now crosses trey decades, matter Foods success has been influenced by the major events of the day economic boom, depression, wars, changing consumer lifestyles and technological advancements.Even after three decades the companys focal point still remains on customers inescapably through with(predicate) product development in line with the changing market trends. COMPANY PHILOSOPHY bailiwick Foods must focus on customers needs and serve them with quality products at cheap prices at their doorsteps. Our products must be pure and conform to intern ational standards. Our research must continuously provoke clean adventurous products scientific whollyy tested, hygienically produced in safe and attractive packaging. We must create environs in our offices and factories where talents are groomed and have opportunity to advance in their careers.We must prove to be recognized as good corporate citizens, support good causes-charity and bear fair share of taxes. militia must be built, impertinent factories created, sound profits made and fair dividend paid to our stock holders through building a reliable instigator. national Foods Ltd. must get itself recognized as leader in Pakistan and abroad. With the help of almighty God, the company can achieve its targets in years to come. VISION STATEMENT The mental imagery of subject field Foods Ltd. is To be a Rs.50 billion food company by the year 2020 in the convenience food segment by launching products and services in the domestic and international markets that upraise lifestyle and create order for our customers through management excellence at all levels. BUSINESS PRACTICES NFL believes in conducting its operations with strong ethical and moral standards. NFLs statement of code of conduct production line practices aims to provide counselor-at-law on carrying out its business related decisions and activities. We wish to achieve excellence in all spheres of our operations for which code of conduct form the basis.Any party entering any form of contract with NFL is brim to comply with the given guidelines. NFLs statement of code of conduct business practices has the follo earng seven guidelines 1. Unfair way Any use of bribery, kickbacks or any form of payment in cash/kind to disc everywhere business related or separatewise gainful benefit for the company is strictly prohibited. Excessive business gifts and entertainment too hold the same meaning and NFL does not approve of such payments. 2. Respect and ace NFL believes in giving respect to indivi duals.We aim to operate in a manner that discourages discrimination, harassment and/or influence. Discrimination refers to favoritism based on a particular aspect of an individual personality. 3. Conflict of please NFL prohibits actions that are in conflict with the company business interests. This may include but is not curb to providing assistance to the competition or holding ownership interests in a customer, supplier, distributor or competitor and reservation personal gains at company expense. 4. Confidentiality NFL believes in confidentiality of information related to company business activities.The company expects engrossees not to disclose or divulge by any means the confidential and commercially crank information except to the authoritative personnel requiring it. 5. Statutory Compliance NFL believes in providing total support and cooperation to all the governmental and regulatory bodies irrespective of the extent of prevalent enforcement. 6. Financial Integrity NFL be lieves in complete conformance with the accepted accounting rules and procedures. This includes but is not limited to Transparency NFL discourages any illegal activity for the endeavor of any benefit to the company or others.All information supplied to the stake holders and/or auditors must be authentic transparent and Disclosure All transactions must be adequately disclosed and must be for the purpose stated for. 7. health, Safety and Community Responsibility NFL is fully committed to safety, health and state towards environment and community.All activities of NFL must portray responsibility towards the community and nation as a whole. NFL seeks to employ procedures that are safe, healthy and environment friendly. SITUATIONAL ANALYSIS This year brought a series of challenges and transformation for the Sales team up.As the magnitude of the socio-political upheavals increase in the country, the Sales Team was not only determined to face all the adversities, in the face of the law and order situation, but also introduce valuable changes which would be cordial for the overall growth and development of the company. In spite of the prevailing conditions of strikes, shutter downs and political turmoil, the Sales Team delivered its targets. In certain paint categories like recipe and salt, we even over delivered. These categories have a world-shaking impact in volume growth and bottom line as well.The Channel Specific glide path implemented is beginning to yield results, where the Sales Team capitalized on the market gross gross revenue potential in areas of Public Account, Local Modern Trade, International Modern Trade, Food Service Division, Special Category and ecumenical Trade. Sales growth in Public Accounts (USC-CSD) has more than doubled this year. In Special Category perplexity (SCM), sales of salt was at an all time high. The 2013 environment was once again challenging on account of deteriorating law and order situation, high inflation, coun terfeits and energy shortages.However, in the wake of such challenges, we delivered 20% sales growth (Volume 15%) with an improvement in trading operating margin and EPS growth thereby demonstrating the value of strong alignment of our people behind our strategic priority to become Rs. 50bn business by 2020. sozzled posture in international markets is at the core of our vision statement and in line with our intake we established a subsidiary in Dubai NFL DMCC to strengthen our export operations and plan to set up more subsidiaries in Europe and North America soon.The sustained business growth that we have evidence in subject area Foods as well as strategic alignment provides framework for accelerated innovation, increased engagement with consumers and enhanced operational and fiscal capabilities. This will enable us to remain fit to win in more intense environment in future. Pakistan is the part of sub-continent, which is known for the high spicy foods and subject field Foods is the leading recipe masala of the country. But subject Foods faced tough competition from the founder of the recipe masalas in the country that is Shan Foods expression Masalas. discipline Foods has contrastive food categories and in each family unit they faced different competitors. bailiwick Foods school principalted their operations with Jam, Jelly, Marmalades and Pickles and became a major competitor to Michelles and Ahmed Foods. National Foods are perceived as Pioneer in catsups and Sauces by competing with Shezan and now Shangrilla too. Following is the SWOT Analysis and Matrix as per National Foods Strategy Formulation Strengths Cultural Image Developer Largest Food Exporter last Advertising cipher International Recognition.Weakness High Pricing Strategy Limited Products Conventional Packing Stuck with Tradition Opportunities High Food Entertainment Fond to International Tastes Multi-Cultural Lifestyle Technological Communication SO Strategy National Foods should i ntroduced International conventions WO Strategy Associate National Foods Brands with Interactive Social Media Threats Increasing Dine-in resort hotel Low Priced Masala Brands Ready-to-Eat Food Availability Chefs TV Demonstrations ST Strategy Sponsored the Cookery Shows on Leading Food TV Channels in Pakistan WT Strategy.Cobranding the National Foods with Leading Fast Food Chains for building connector Proposed and Designed by Afnan Khan OLD VERSUS NEW BRAND LOGO OLD LOGO For over 40 years, weve been known as the one brand women all over Pakistan count on, but fairish like people grow and change, were growing too. And now its time for a change. any year were growing bigger, brighter, more global, and our NFL spirit of adventure which has been the energy behind every new and innovative product is now the encouragement behind our new logo.The new Pakistani homemaker is thin-skinned and vibrant and our new image is helping her regain just as we have generations of food lovers fe el completely at home. NEW LOGO At NFL, freshness is what keeps us going. We keep life updated with new recipes, new products, and now weve got ourselves a Transformed logo. As with everything we do, we took a careful look at what we had, unbroken the best of the past, and introduced elements that were exciting, appealing, and yet always true to our soul. Were still caring, optimistic, and reliable and now were livelier than ever beforeMARKETING MIX Product Categories National Foods Limited has Fourteen Product Categories 1. Chinese 2. Desserts 3. Health foods 4. Jams 5. Ketchups 6. Pickles 7. Raj masala National Foods expression Masalas are the high revenue generated product, competing with Shan Foods shoulder by shoulder. National Foods launched Rivaaj Pastes in last decade and received acclaimed response from the market by having a competitive good in product line. National Foods Chinese Recipes are pressured by the Knorrs Chinese Recipes and failed to receive estimated targe ts.National Foods Ketchups are the followers in the market despite of being founder in the ketchup attention because of Shangrillas Chinese flavored ketchups. National Foods another product category of Pickles are the second most sales generated product and successfully beating the competing brands of Ahmed Foods and Shangrilla. National Foods launched harvest-festivalily instant drinks around four years back but failed to receive the customers response because of mismanaged distribution and high advertising of competing brand of Tang Fruit Juices. Product Growth as per National Foods Annual Report 2013Recipe Mix National Recipes sales grew by 25. 2% further establishing its market leadership. Gross margin improved, thereby further strengthening the financial health of this important category. The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan targeting college going female students. The Karachi Special launch was a laser focused act ivity to cater to Karachi by launching the recipe mixes keeping in mind the Karachi taste palette. Ketchup The Sauces Category recorded star performance of 39.6% growth underpinned by super successful consumer offering of Ketchup and Chat Masala jazz group Pack during peak seasonal period of Ramazan. Gross margin also improved momentously in this category. In addition to well-planned and tightly orchestrated advertising and promotional campaign, penetration, availability and visibility provided the brand fuel for growth to register impressive growth. Fruitily Despite strong competitive environment in this category, Fruitily recorded 5. 6% growth, gained market share with noticeable improvement in Gross margin.As this is new addition to National Foods portfolio, we will continue to invest in this category to accelerate growth for the future. Salt Sales grew by 26. 5% with Gross margin improving significantly thereby delivering healthy bottom line. This category has significant pote ntial on health platform as it serves the human bodys requirement for Iodine. Pickles The category grew by 18%, despite stiff competition. However, Gross margin was diluted on account of high material cost as we did not pass on inflationary pressure to consumers.The manufacturing process has been redesigned to fully exploit the potential of automation and further upgrade the safety standards. Pricing Strategy National Foods launched their brands with shrill marketing strategies especially for Masala Recipes, Pickles, Jams but found to be involved in skimming strategy for their brand Rivaaj. National Foods Masala Recipes are following the same pricing of Shan Recipes Masalas, but after the recent launching of Mehran Recipe Masalas and Nice Recipe Masalas at high priced strategy, National Foods are counted as on the skimming pricing.As National Foods are following the international quality standards with high marketing budgeting, they compel to be on their well settled prices instea d of getting down, but to tackle the competition raised by Mehran Recipe Masalas and Nice Recipe Masalas, National Foods introduced Sachet at half price. Distributional Sales Force The National Foods sales team has also made a significant development toward farming(prenominal) penetration and coverage through a dedicated Rural Development Force (RDF). RDF has extended its operations up to 370 uncovered rural settlements and expanded its distribution to more than 4,000 outlets.To improve our distribution operations in Balochistan, they have appointed muser and Phipps (MP), which is expected to enhance our sales performance in this geography. They have also taken initiatives to deploy IT solutions to maximise the benefit of information management in sales. A new software was implemented across Pakistan with key distributors to capture information on real time basis that will assist NFL to take quick action, provide analysis and assist in decision making. Promotional Activities Nati onal Foods is pioneer in developing state of the art promotional ideas in the food industry of Pakistan.Due to extra ordinary devoteeciful marketing and advertising campaigns, National Foods is perceived on the priority level as compare to their involve competitor i. e. Shan Foods in recipe masalas. Following are the leading marketing and advertising campaign Rang Bharti Jao National Recipes celebrated its smart persona with a two minute TVC, bursting with colors, emotions and sensorial shots of rich home-cooked food. In the background, the majestic voice of Tina Sani singing Rang Bharti Jao added to the surreal delicacy of the video.The Rang Bharti Jao campaign was a neat success, as it won over the hearts of consumers receivable to its emotional appeal, and impressed the jury at the PAS awards. The amazing response led to National Recipe acquiring the Best Campaign Award in the Culinary Category. Karachi Special tack together after(prenominal) National Recipes great succe ss, the Marketing Team was set out to cater to Karachi by launching recipe mixes especially made keeping in mind Karachi taste palettes. These recipe mixes have five different variants that are fierier and more flavourful to accommodate and satisfy the bold taste buds of Karachiites. campaigning for these special recipe mixes was also in full throttle with a TVC, hoardings and a massive BTL campaign, where the NFL botch would go to different apartments and cook for the people there (trial activity). Moreover, Chef Saadat in support of National Foods would go to the ramble and cook for consumers all across Karachi. All this information was shared on our Facebook page for added hype. The Karachi Special Launch was a great stepping-stone for the brands aspirations of having long-term National Recipe loyalists in Karachi.National Ketchup Campaign National Ketchup experienced a huge boost in sales due to creative campaigns that coined the product as 100% tomatoes, making it synonymous with real tomatoes. Consumers highly appreciated the pre-emptive fundamental link to freshness and made the campaign, which ran on ATL and POS, very effective. The campaign also back up Ramadan season, which provided added exposure. National Recipe Princess Hundreds of college students were given a chance once again by National Foods to showcase their culinary skills.The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan, with the aim of searching smart young girls who have a flair for cooking to compete for the title of Recipe Princess. This activation was highly successful as electronic media and digital media (Facebook page) gave it a huge boost. College students could keep track of the competition through photos, maps of the contest route, and group discussions and comments, resulting in colossal exposure of over a million views of the competition nationwide. distinction guest judges were also invited to the competitions for added h ype and brand publicity creating the ideal recipe for success National Pickles Campaign The attempt to reinvent the brand image of National Pickles proved to be a great success. The aim was to reposition it as a happening brand with an added zing, along with set off the pure, delicious and rich ingredients that make National Pickles the best. From the hummable tune to mouth-watering food shots and sensational ingredient shots, the campaign spoke to audiences of all ages, and increased the number of National Pickles fans in no time.National Ka Pakistan Pakistans culinary diversity and vivid culture are its joy and pride. National Foods sent out televisions renowned Chef Saadat on an exciting journey to discover the culinary gems hidden in the countrys nooks and crannies. Being the prototypical ever attempt by a food company to create exciting episodic subject field that reflects the rich fusion of tradition and taste, this series was an attempt to showcase a safer and softer image of Pakistan along with highlighting Pakistans unparalleled love for food.The episodes were aired on 9 channels and were heavily supported by digital media as well. The show attained top ten ratings on news and entertainment channels, making it incredibly popular. National Ka Pakistan also bagged the prestigious Passion for Pakistan Award in the PAS awards 2012, triggering overwhelming success. Taste Of Pakistan National launched Taste of Pakistan, a unique cookbook that captured Chef Saadats journey from National ka Pakistan, and also celebrated Pakistans wonderful cuisine with 50 mouth-watering recipes from all across Pakistan.The response to this book was extremely supportive because of the fact that the informative cookbook was not only a source for scrumptious recipes, but also a travel log, which helped consumers discover different regions of Pakistan and their delectable cuisines. Facebook Page Support By creating a presence on Facebook through the brand page, National Foods was able to interact with consumers on a much more consumer-friendly forum. It encouraged engagement as National Foods fans could now be updated about all the latest launches, BTL, contests, recipes, amongst other activities.Likes skyrocketed from a mere 15,000 to 60,000 within only eight months which resulted in an increase in the National Foods fan following, while setting sails to rising success for the brand. One-Minute Recipes In the fast-paced world of todays times, people are always looking for quick solutions to everything. Taking the growing digital users as a base, National Foods launched the first ever one-minute video recipe cards in Pakistan. These one-minute videos were the quickest way to view a recipe with ease, and therefore, they gained a great deal of popularity, especially among the younger audience.The videos are now available on Google Play for Android cell-phone users too. To date, these videos have been viewed more than 55,000 times and the application softw are has been downloaded more than 6,000 times, thereby demonstrating its success. bailiwick FOODS AS LEADING EXPORTER BThe wide range of National Foods products enjoys unparalleled acclaim across the world as we believe in providing nothing but the best. National Foods products are famous globally for their freshness, taste, hygiene and value for money.Providing you the exotic taste of Pakistan, National Foods products are distributed in over 35 countries in 5 continents, through our strategic partners. And with our continuous success, we are rapidly making inroads into new markets worldwide. NATIONAL FOODS IN COMMUNITY lading to CSR has been a part of the NFL strategy since its inception. Different initiatives reflecting our values are undertaken to give back to the society that has supported our business throughout the years. At NFL, we believe that CSR starts with providing the highest quality of products and services at the least cost and with the least environmental impact.Fr om this foundation, our CSR aspirations continue to grow, incorporating processes and activities that aim to strengthen society and ensure sustainable social delivery. Sustainability underlines the foundation for NFLs business endeavors, where we especially engage in strategic social investments, working to empower and uplift communities. The CSR Mission of National Foods is Our CSR commitments must reflect all facets of our corporate personality NFL as a manufacturer, an employer, a consumer in itself and as an industry leader. We uphold these commitments through our values, policies and our practices.