A project of university of education students

ENTREPRENUREAL AND SMALL BUSINESS
A project of university of Education students on
“Nirala sweets”

Program:
B.B.A Hons (4th
Semester)
Submitted By:
Fariha Ijaz (1014)
Nida Asghar (1033)
Halima Sadia (1057)
Shazmina Laiquat (1048)
Bushra Latif (1013)
Amna Munir (1008)
Submitted To:
Mam Mehreen
Subject:
Marketing
Assignment Topic
Nirala Company

Content
1. Preface
2. Executive Summary
2.1. History
2.2. Vision
2.3. Core value
3. Current Marketing Situations
3.1. Brand Image
3.2. Target Market
3.2.1. Demographics
3.2.2. Geographic
3.2.3. Psychographics
3.3. Market Positioning
3.4. Business Portfolio
3.4.1. B.C.G Matrix
4. Swot Analysis
5. Marketing Objectives
5.1. Value Creation
6. Marketing Strategy
6.1. Marketing Vision

7. Marketing Mix
7.1. Product
7.2. Price
7.3. Place
7.4. Promotion
8. Action Program
9. Budget
9.1. Balance Sheet
9.2. Income Statement
9.3. Cash Flow Statement
10. Controls
10.1. Conclusion
10.2. Recommendations

Preface:
Quality without creativity is meaningless. As changes grow ever more unpredictable creativity is
rapidly becoming recognized a core management skill.
Today’s business environment demands that manager’s possess a wide range of knowledge skills
and competencies, as well as sound understanding of management process and function.
Managers need to be able to make best use of their time, talent and of other people to work with
and through others to achieve corporate objectives. They also need to demonstrate their ability
not merely to solve problems, but to transform them and design ways through them.
This project concerns needs and changing needs and their satisfaction level, which are the
important function in every organization.
Executive Summary
A term project for their course principle of Marketing instructed by Mrs.Mahreen. For that
purpose we selected Nirala Dairy product as the brand that we wanted to analyse in the light of
what we had studied during this course.
We began to accumulate information about Nirala Dairy .After accumulating this information
we decided to do a little market research on Nirala Dairy product by focusing on the awareness
of the brand and effectiveness of their marketing efforts
Our research and general observation concluded to the fact that Nirala dairy product still needs to
step up in the market. Bigger competitors are moving aggressively while Nirala Dairy product
still looks in need for finances and funds to promote its campaigns. Nirala dairy product is most
popular in Lahore and Peshawar.
In the end we have given recommendations keeping in mind that Nirala dairy product does not
have an extensive budget to spare. We hope that these recommendations will be found useful.
History
Over half a century ago, the foundation of Nirala was laid in Lahore, Pakistan, with the
commitment to provide people with delectable quality delights. The great journey started when
Taj Din migrated from Amritsar, India, to Lahore and started a small breakfast shop in the inner
city of Lahore in 1948. The passion for quality, distinctiveness and hard work set by our founder
is the spirit we seek as our guiding principle.

Vision
Our vision is to make Nirala a global brand, a brand recognizable for its uniqueness and quality
in ethnic food market all around the world. In this perspective we consider our self as an
innovative and a pioneer company, continuously offering unique products and interesting service
concepts that others haven’t even dreamt of.
Core Values
The core values of our organization which we consider the Spirit of Nirala have not changed
over the past half century. Those values and traditions which have made the brand Nirala a
market leader for the past 65 years are:
• Continuous Improvement
• Innovation
• Integrity
• Team work and
• Social Responsibility
Current Marketing Situation:
Target Market and Strategic Positioning:
If we analyse the nirala target market we came to know that its target market is mainly the
middle, upper middle and the upper class. We come to know about this when we analyse its
sweets prices which are much higher than its main competitors, the quality and the variety is
much richer than the others. Secondly major nirala stores are located at the costly areas of cities.
They store environment and the level of cleanliness and the behaviour of their staff is not less
than any international product shops. Nirala sweets provide sweets to big companies on their
functions and also their desired packing. These companies order nirala for the sweets and snacks
and nirala earn a large portion of their revenue from these corporate clients.
Target Market Analysis:
1. Demographics:
Nirala Doodh wants to target housewives (aging 20 to 50) who are assumed to be the decision
makers of the house. Nirala identifies Nirala Doodh as a daily commodity which is difficult to
differentiate, thus it focuses on making it a part of their consumer’s lifestyle through market
price and quality assurance.

2. Geographic:
Nirala is targeting mostly the urban areas all over Pakistan
3. Psychographic:
Marriages, cultural occasions and personal events are the events from which no social class can
be excluded. However being a sole marketer of high quality which ultimately leads to higher
price, Nirala’s focus is more towards society’s middle and upper class.
Brand Image:
So by analysing all these unique features of Nirala business the immediate positioning of nirala
came to mind is that
• It is sweet store which gives complete range of sweets,
• Employees in a uniform neat and clean.
• Nirala sweets are high quality sweets and full of freshness and taste.
• Their packaging styles are highly personalized according to the choice of customer and related
to the event. Price wise their positioning as already said is higher price targeting higher class of
SEC.
Positioning Strategy
According to Nirala, Nirala Dairy is positioned as a product that brings life into the daily routine.
They are banking on the name Nirala itself to give as a quality assurance stamp and have
introduced the slogan “jeewan ka rang Nirala, bohat hi aala”. That life through Nirala is
totally unique and at best.

Marketing Relationship Strategy:
Nirala is practicing the marketing communication tools in the form of hoardings, leaflets,
banners, magazines, newspapers and on public transport. In addition to it they also having
promotional activities which are discounts on the bulk purchase, wedding offers, free sampling
on the launch of new product.
Although all these tools are very good and efficient and nirala been able to raise their sales over
the years. But in spite of all these they haven’t been able to develop TV advertisement campaign.
This is seen in the case of nirala milk as it is not been successful enough in the market as nirala
didn’t have any advertisement in TV for nirala milk.
Business Portfolio:
The business of Nirala Sweets, in just over half a century, has evolved into a Group of
Companies, consisting of various business divisions. It is heartening to see that from a single,
small Mithai shop in old Lahore in 1948, the Company now owns 20 shops in 6 cities of
Pakistan, besides 2 in the UAE. The Group consists of businesses like dairy processing and
packaging, snacks, restaurants, software house and more recently, automobiles.
 Anmol Company
 N Design
 Nirala Canada Ltd.
 Nirala Dairy (Pvt) Ltd.
 Nirala (Pvt) Ltd.
 Nirala (UK) Ltd.
 Taj Trading LLC
BCG Matrix:
1. Stars (=high growth, high market share)
Nirala UHT and SWEETS are the most well-known and running products of Nirala Private
Limited in the market. They give the best production and they have the most sales over the other
products

2. Question Marks (= high growth, low market share)
Nirala SWEETS and Nirala SNACKS are in the category of question marks because they have
low market share but have high growth specially (sweets). After the production and sale of UHT
sweets and snacks give the advantage to the Nirala Private Limited.
3. Cash Cows (=low growth, high market share)
Nirala BEVREAGES products are in the category of cash cows. They have less production and
fewer sales in the market because the competitors of Nirala Dhood are more and it is not well
known in the market.
4. Dogs (=low growth, low market share)
Nirala RESTAURANTS are in the category of dogs. They are not much published and are not
well known among public because people prefer the well-known RESTAURANTS but Nirala is
working hard on their RESTAURANTS.

S.W.O.T Analysis of Nirala Dairy Product
Strength:
Company Reputation: Nirala Dairy has the strong backing of its company name.
Product Quality. Nirala always focuses on the best quality and does not let it compromise in
any of its products.
Distribution Channels. Nirala dairy has been placed not only at Nirala sweet’s outlets but it can
also be found at almost all supermarkets and general stores.
Weakness:
Lack of advertisement of Nirala Dairy.
Lack of effort on the part of spreading awareness of Nirala Dairy.
Ineffective Budget for Network Expansion.
Opportunities:
Introduce low-fat milk as other companies have started doing so
Introduce new range of flavoured milk that they could relate to their traditional Nirala Heritage
like Almond Milk, Cardamom Milk or Pistachio Milk.
Re-launch Nirala milk in a new way.
Threats:
Gourmet Bakers have introduced their fresh milk in packed forms. Since gourmet bakers and
Nirala sweets are also competitors in terms of sweets, people may compare the two products as
substitutes. Nirala Dairy should not ignore gourmet bakers as their competitor.
If Nirala Dairy fails in the market it could have a negative effect on the other dairy products of
Nirala.
Marketing Objectives
Nirala has taken firm steps toward building premier brand and marketing capability, having on
board managers and professionals with broad industry experience to plan & drive upcoming
product launches. A mix of outdoor and indoor campaigns and number of media channels and
tools are employed by Nirala to cater to various segments of markets they serve.

Value Creation
Nirala is creating value through making good, innovative and quality products and promoting
them through advertisement.
To become an integrated part of everyone’s happiness, whenever and wherever happiness is
cherished people are to call upon Nirala to add to their moments.
Nirala has a full fledge marketing team at hand to seek response from customer and to market
their products effectively.
Marketing Strategy:
Marketing vision:
Nirala Dairy vision is very vague. They want to capture a substantial amount of the milk market.
Their budget does not allow them to advertise and promote intensively. Their strategy is to go
step by step; they launched Nirala Doodh first and came up with a slogan “and a jingle the other
year. Their idea was that the development and progression of Nirala Doodh would not be
prioritized by the need in the market but on funds available. If it wants to make an impact in the
market against huge competitors it will have to either expand their promotional budget or narrow
down their vision to exactly what part of the milk market they want to capture.
Marketing Mix
1. Product:
The products being sold at Nirala carry the following attributes which are:
Quality:
Nirala has been very careful and has been following a very strong standard for maintaining its
quality so that customer is not complaining about its products. Since they are dealing in food
products where quality plays a very vital role so they believe in quality good and healthy product
to the customer.
Purity:
people like that they get pure things specially in milk and better where there are chances that the
customers don’t get pure products. Nirala has made sure that they use pure materials in making
Its another attribute which has been taken care of. In products such as mithai where of the
product so that when the customer gets it they don’t feel that it’s not pure.

Freshness:
Food products all over the world are loved for their freshness and if we talk about products
which nirala is selling they should be fresh otherwise customer wont purchase it. Nirala promises
to give fresh products to their customers by giving them those products which they feel are good
and healthy to eat and if any product they feel is not fresh enough they won’t give it to the
customer.
GoodTaste
Taste is because of which a customer would love to purchase a product again if he likes the taste
of your product. For so many years, nirala has been way ahead in the market and leading it on
the basis of its taste and it promises to give good taste to their customer so that they enjoy it.
BrandName:
Nirala is one of the strongest brand name and market leader in its field which enables them to get
more benefit out of it. Since they are one of the biggest as well as the oldest in this field they
have established a name in the market and consumers are automatically attracted towards Nirala.
Functionality:
Because of its taste and since in our culture where people like to eat sweet (mithai) on occasions
like Eid, Weddings, for your loved ones/special ones Nirala gets a lot of advantage on these
special occasion or when the season of weddings is on where people purchase products to
 Get Respect
 Get Love
 Get Pride
 Emotions are Involved
Packaging:
Nirala offers sweet products in over 80 different types of packaging, all designed by N Design,
another company under the umbrella of Nirala. Besides traditional paper and cardboard, we work
with tin, wood, glass and handmade paper to give you the flexibility and choice in selecting the
packaging.

2.Price:
The prices of Nirala Products are high as compared to its competitors in the same segment.
Pricing Strategy:
Nirala is charging high price because of high quality of products. Another reason is that
Company is targeting elite Class. Target segment is ready to buy their products on these high
prices due to the prestigious repute of Company.
3.Promotion:
Promotion matters a lot in the success of any business. Nirala does not really have to put more
effort in promoting its products since it already holds a great market share, But as soon a new
occasional or seasonal product is launched or when company offers any special discounts
promotional activities become more active. Company is using the following promo materials for
promoting their products.
 Hoardings
 Banners
 Leaflets
 Magazines
 Newspaper
 Advertisement on public transport
Sales Promotional Strategies:
Nirala is using the following Sales promotional strategies to promote their brand in all seasons &
occasions.
 Discounts on bulk.
 Wedding Offer.
 Broacher's Discount.
 Free sampling on the launch of new product.
Frequency of Advertisement:
 2-3 months gap between Advertisement.
 New product launch.
 Seasonal/Occasional (marriages, Eid, Eid-Milad-un-Nabi, etc).
This is how Nirala has been advertising. When they advertise after that they keep a gap in
between of 2-3 months and then they advertise again. Usually advertising in done on the launch
of a new product to make consumers aware about it other than that on occasions such as eid
where people are inclined to purchase sweet (mithai) they advertise to attract more and more
consumers.

4. Place:
Being accessible to customers increases the value for customers. Nirala is a market leader as
“Nirala Sweets”. Its growing size of all branches has become more easily accessible and
convenient to customers.
Availability of Product: (Specific in Lahore)
Nirala is one of those companies which has a very large network and it has tried to reach each
and every corner of Lahore and taking this as an advantage for themselves since all the other
companies don’t have as much outlets as many nirala has and this serves as a unique selling
proposition for them. They have reached the following areas of Lahore.
Moon Market
Town Ship
Sadiq Plaza
Defence
Liberty
Main Market
Gulshan-E-Ravi
Lakshmi Chowk
AI International Airport
Thokar Niaz Baig
Mozang Chowk
Mall Raod
Hafeez Center
Sozo Water Park
Wahdat Road
Session Court
Action Program
•To promote Nirala diaries by offering its customers finest quality of UHT milk
•To use the recognition to improve its operations.
•The company plans to expand nationality with a wider presence in Pakistan as well as to expand
its organizations in the Europe and United States.
•They have planned to promote different products of nirala by offering free gifts to its customers
with some products.

Budget
Nirala Sweet Balance Sheet($000)
December 31
Assets 2013 2014
Cash $ 288 $ 363
Marketable Security 51 68
Account Receivables 365 503
Inventories 300 289
Total currents assets $ 1,004 $ 1,223
Land and building $ 1,903 $ 2,072
Machinery and equipment 1,693 1,866
Furniture and fixture 316 358
Vehicles 314 275
Other include financial leases 96 98
Total gross fixed assets $ 4,322 $ 4,669
Less: Accumulated depreciation 2,056 2,295
Net fixed assets $ 2,266 $ 2,374
Total assets $ 3,270 $ 3,597
Liabilities and Stockholder’s Equity
Accounts payable $ 270 $ 382
Notes payable 99 79
Accruals 144 159
Total current liabilities $ 483 $ 620
Long-term debt 967 1,023
Total liabilities $1,450 $1,643
Preferred stock-cumulative 5%,$100par,
2,000 share authorized and issued $ 200 $ 200
Common stock -$2.50 par ,100,000 shares
Authorized ,share and outstanding
In 2013: 76,262; in 2014: 76,244 190 191
Paid-in-capital in excess of par on common stock 418 428
Retained earnings 1,012 1,135
Total stockholder’s equity $1,820 $1,954
Total liabilities and stockholder’s equity $3,270 $3,597
Table 1.1

Nirala Sweets Income Statement ($000)
For the year ended December 31
2013 2014
Sale revenue $ 2,567 $ 3,074
Less: cost of goods sold 1,711 2,088
Gross profit $ 856 $ 986
Less: operating expenses
Selling expenses $ 8 $ 100
Administrative expenses 1 194
Lease expenses 35 35
Depreciation expenses 223 239
Total operating expenses $ 553 $ 568
Operating profit (loss) $ 303 $ 418
Less: interest expenses 91 93
Net profit before tax $ 212 $ 325
Less: taxes 64 94
Net profit after taxes $ 148 $ 231
Less: preferred stock dividend 10 10
Earnings available for common stock holder $ 138 $ 221
Earning per shares $ 1.81 S 2.90
Dividend per shares $ 0.75 $ 1.29
TABLE 1.2

TABLE 1.3 Nirala Sweet Statement Of Cash Flow ($000) for the
Year Ended December 31, 2015
Cash Flow from Operating Activities
Net profit after taxes $231
Depreciation 239
Increase in accounts receivables (138)
Decrease in inventory 11
Increase in accounts payable 112
Increase in accruals 45
____
Cash provided by operating activities $500
Cash Flow from Investing Activities
Increase in gross fixed assets (347)
Change in equity investment in other firms 0
_____
Cash provided by investing activities ($347)
Cash Flow from Financing Activities
Decrease in accounts payable (20)
Increase in long-term debts 56
Change in stock holder equity 11
Dividend paid (108)
_____
Cash provided by financing activities ($61)
_____
Net increase in cash and marketable securities _$92__
TABLE 1.3

Control
Conclusion
 Research is the key device to sort out that what problems an organization is facing in
the existing market situations and to suggest the solution to these problems this research
is conducted about the management structure of Nirala (pvt) Ltd, one of the most
progressing company in Pakistan, which has experienced tremendous growth over the
period of past ten years.
 Nirala is a distinguished brand in Pakistan. NIRALA claims that “we don’t
compromise on quality”, and it is proved to be right, that is why it is growing day by
day.
 Nirala Sweet is an excellent sweet mart with the a large variety of sweets.
 Running in an advance and computerized database management system which makes it
easier for them to manage the entire operations of the company.
 They are opening new branches internationally which no other sweet mart is providing
which helps them in reaching to those Pakistani’s who live out of country and want to
enjoy Nirala.
 Nirala is market leader and they have no GAP relevant to their customer needs since they
are catering to the needs of the customer and by getting regular feedback they are trying
to eradicate their weak areas.
 They are fulfilling their promises regarding their claims which they are giving to their
customers and when they fulfilling it that means that they are satisfying their customers.
 There is a Lack of effort on the part of spreading awareness of Nirala Dhood.

Recommendations
 They should review the costs of their products since they are targeting the higher class
and upper middle class so that’s why the rates are high as compared to their competitors
which makes it difficult for the people with medium income and low income. If they
review their costs and cut down a little bit on their prices then they can cover a much
more number of customers and their sales will increase.
 By adopting reduce price strategy they can make more and permanent customers. Not
only more customers will come there will be increase in the number of loyal customers as
well.
 They have to acquire new technology for production if they don’t move towards
acquiring new technology then they won’t be able to meet the needs of customers.
 Sales promotions like prizes, lucky draw schemes should be introduced to attract more
customers and involve kids and children to increase sales.
 Enter in the bakery products is a very good option for Nirala since they are doing good
and by entering into baker would increase their range and it would give a broader view of
the company to the consumer.
 Must capture some special events like local sports series, convocations & charities shows
by sponsoring these shows as would give a good image about the company to the
consumer.
 Nirala must have to expand their diary promotional budget.
References
http://custom-essay-cheap.com/nirala-marketing-strategies/
http://commerceplus.blogspot.com/2010/07/project-report-on-marketing-of-nirala.html
http://www.nirala.com/main.php?c=20
http://www.lahoreindustry.com/nirala-dairy-pvt-limited-co6206
http://www.lahoreindustry.com/nirala-dairy-pvt-limited-co6206
http://www.cleaningalliance.com/currentsituation.aspx
https://www.sba.gov/blogs/creating-marketing-action-plan
https://www.google.com.pk/search?slogan+of+nirala

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