3. Define :
The principles of marketing. Marketing involves a
range of processes concerned with finding out what
consumers want, and then providing it for them. This
involves four key elements, which are referred to as
the 4Ps.
PRINCIPLES OF MARKETING
4. BRAND IDENTIFY
BRAND LOGO
At NFL, freshness is what keeps us going. We keep life updated with
new recipes, new products, and now we’ve got ourselves a
Transformed logo.
As with everything we do, we took a careful look at what we had, kept
the best of the past, and introduced elements that were exciting,
appealing, and yet always true to our soul. We’re still caring,
optimistic, and reliable and now we’re livelier than ever before!
5. CORPORATE LOGO :
For over 40 years, we’ve been known as the one brand women all
over Pakistan count on, but just like people grow and change, we’re
growing too. And now it’s time for a change.
6. HISTORY:
Initiated in 1990
Pakistan’s leading multi-category Food Company
An international brand sold in over 35 countries.
Over 110 products domestically
Over 100 different internationally.
More than 1500 employees.
6 manufacturing units and 4 warehouses across Pakistan.
7. VISION STATEMENT:
“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 create value for our customers through
management excellence at all levels.”
14. 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.
16. ESTIMATING COST:
This is the most important step in pricing, and is a
combination of fixed cost and variable cost.
Total cost =fixed cost +variable cost
AUDIENCE VIEWS:
The pricing of national ketchup brand is nominal in
customers view, the pouch pack is convenient to use and
in price
17. PROMOTION:
Push strategy
For an effective push strategy wholesalers and retailers are
advised to increase the sale of NFL product. For this purpose NFL offer them
different incentives and good profit margins so that they convince their
customers to buy our products.
Pull strategy
Through advertisement on different Medias and promotional campaigns
NFL make animate in the minds of end user about our product. Because
launching a new product in the market and there are number of
competitors in the market, so emphasis is to capture the maximum market
share. to concentrate on NFL`s pull strategy so that they can make leader in
the market of this kind of product.
18. Promotional campaign
Sales promotion (Telemarketing, newspapers, etc.)
PLACE:
Distribution chain used in Karachi:
Producer –Wholesaler- Retailers- End user
Distribution chain used outside Karachi:
Producer –Agents- Wholesaler- Retailers- End user
19. ENVIRONMENT
EXTERNAL:
High population in Pakistan yields high demand
Government taxes
Low income per capita
High competition from the substitute products
Political and legal policies, e.g. subsidies
20. INTERNAL:
Constant need of skilled and experienced people
Total reliance on private capital and bank loans
Persistent maintenance of customer retention
Requirement of resellers, distribution firms and marketing
agencies.
21. SWOT ANALYSIS
STRENGTHS:
Broad product line
Broad market coverage
Manufacturing competence
Good marketing skills
Enhanced research and development
Brand name reputation
Appropriate organizational structure
Good finance management
22. WEAKNESSES:
Currently NAF is operating with its full capabilities and the
company’s sales manager does not think that there is any
internal weakness in the organization.
OPPORTUNITIES:
Expanding into foreign markets
Expansion of core business
Entering related business:
23. THREATS:
New entrants
No barriers on entry
New cheaper substitutes in the market
Fixed quota system on the company’s imports
25. COMPETITOR ANALYSIS
Identifying the organization’s competitors
Determining competitor’s goals and objectives
Identifying competitors’ strategies and tactics
Assessment of competitors’ strengths and
weaknesses
Estimating competitors’ reactivity/hostility
Determine which competitors to attack
The biggest competitor of National foods is Shaan
foods. Every year, NAF spends large amounts of
capital in researches to analyze its competitor’s
strengths and weaknesses.
26. ADVERTISING CAMPAIGN
“Humaray Khanay Humara Pyaar” for National Spices
Wedding song by Musarrat Nazir named “Chitta Kukarh
Baneyre Te”
27.
28. 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
