FINAL PROOJECT

ADVERTISING
JEHANZEB TASSADIQ

2152025
 INRODUCTION

National Foods Limited (NFL), founded in 1970, is Pakistan’s leading multi

category foods company with over 250 different products in 12 categories. NFL

holds ISO 9001, ISO 18001, ISO 22000 and HACCP certifications along with

SAP Business Technology to drive its strong commitment to quality and

management excellence.

In line with NFL’s Vision 20/20 of becoming a Rs. 50 billion company, we are

already on our way of being recognized as an internationally renowned brand

in over 40 countries across 5 continents worldwide.

 VISIONS

“Our vision 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 enhance
lifestyle and value for our customers through management excellence at all levels.”
 CORE VALUES

• Passion: We act with intense positive energy and are not afraid to take risks. We challenge
ourselves continuously, we’re good at what we do, and we take pride in who we are.
• People-Centric: We put our people first. We treat them with respect and actively contribute
towards their development.
• Customer Focus: We see the world through the eyes of our customers. We do everything
possible to make them happy.
• Leadership: We are part of the solution, never the problem. We act like owners and have a
positive influence on others
• Teamwork: Our roles are defined, not our responsibilities. We believe in going the extra mile to
accomplish our goals. We coach and support each other to ensure everyone wins. We have a
“WE versus I” mind set.
 PRODUCTS MIX

• JAM JELLIES AND MARMALADES

• PLAIN RICE • SNACKS
• SALT • DESSERTS
• RECIPE MASALA • READY TO EAT
• CHINESE SALT AND VINEGAR • RICE
• PICKLES
• KETCHUP
 SWOT ANALYSIS
Strengths:
• Broad product line
• Brand market
• Manufacturing competences
• Good marketing skills
• Enhanced research and development
• Appropriate organize structure
• Good finance management
• Huge investments in R&D
• Innovations
• Advance technology
Weakness:
• Currently NFL is operating with its full
capabilities and the company’s sale manager does
not think that there is any internal weakness in the
organization.
Opportunities:
• Expanding into foreign markets
Threats:
• Expansion of core business
• New entrants
• Entering related business
• No barriers on entry
• New cheaper substitute in the company
• Fixed quota system on the company’s imports
• Natural disaster
• External changes (govt, policies, taxes, steel prices etc.)
 PRODUCT MARKETING STRATEGY

• Raise consumer brand awareness, excitement and involvement.

• Promote a special offer or incentive.
• Stimulate product sampling and trial.
• Demonstrate product/service benefits.
• Generate in-store or online site traffic.
• Stimulate media interest and industry buzz
 COMPETITORS

Although National Foods has to compete with other top brand in food industry, Such as Shan
Foods, Shangrila, Mitchells, Shezan, Mehran. However Shan is dominant and leading Brand in
Karachi but National Food has taken edge across the Pakistan and at international level national
foods maintain its status quo of almost every aspects of food categories
 ADVERTISEMENT

• National ke Saath Har Din Khaas:

National Recipe Mixes help strengthen bonds, making every moment special and worth remembering. National
ke Saath Har Din Khaas Television Commercial (TVC) show case dour Barbecue, Salan and Rice range in3
separate TVCs. This time our strategy focused on show casing different moments of consumption as well as
people from all generations and walks of life.
• Pickles Chatkharoon ki Chaka Chak:
National Pickles adda spark of tanginess and spice to everyday meals. A seasonal campaign was carried out in
the month of April and May 2015, which revolved around the tagline Chat kharoonki Chaka Chak, reaching
consumers through Television, Outdoor and BTL Activation. A comprehensive outdoor campaign was
developed which also launched a new initiative called the Pickle Train - a mobile pickle bottle train on wheels.
 ADVERTISEMENT

• National Ketchup Zaroori

When it comes to National’s Ketchup, no one can say no! This year saw a variety of brand building
activations targeting everyone from children to teens to adults. National Ketchup Party sought to offer unique
Ketchup experience to all school-going children and their mothers –making everyone a National Ketchup fan.
The Ketchup Party covered140 schoolsand145 mohallas across Pakistan, where participants were engaged in
various National Ketchup- centric games and were also offered a free trial of our Ketchup with French-fries.
• Kitchen Cabinet Campaign:
NFL’swide array of ingredients can be found in every kitchen cabinet – making cooking an exciting process.
 FUTURE PROSPECT

• Pakistan is food-loving country, and all signs indicate towards a continued growth in the food
related business. There are several factors which are also helping the FMCG sector, like
changing demographic and income level not only in the urban areas but also in the rural
locations of Pakistan. Furthermore, as more female participation in the workforce increases, so
do the demand for readymade spice and other food items in the country.
• A company like National National Foods Limited is the market leader in the spice sector with
around percent share in plain spices and percent in recipe mix. Shan Food, which is not a
publicly traded company, enjoys the second spot in both categories of spices. These are followed
by smaller players like Mehran and Habib.
 CONCLUSION

• NFL holds a traditional importance in Pakistan

• Strong competitive position
• NFL should pursue an aggressive promotional strategy to be successful
• It should also extend further into product lines such as juices, water and other healthy products
• Being the largest spices brand, NFL needs to maintain its position
 RECOMMENDATIONS

• NFL must serve “Ready to Eat” food items.

• They must focus more on their advertisement and must make it convincing to attract a huge wave of customers
by using brand endorsement technique or by speaking about quality assurance at National Foods in order to beat
its first hand competitor and to build a strong customer equity. NFL can design a recipe book to promote the
brand.
• They must offer various discounts on its products seasonally to build brand loyal customers and also to increase
their annual sales.
• They must conduct surveys to gain valuable feedback from their consumers to check for changing tastes and
their rooms for improvement.
• National Foods Limited must practice Consumer Generated Marketing i.e. organizing cooking competitions at
public places or at educational institutes to generate awareness about the brand and to increase brand awareness.
• They must keep a close check on their consumers to study their decisions and purchasing buying behavior.