Brand Management Market Share Positioning Competitors

1. Brand Management
Young’s Food
Submitted to
Mam Kiran Sardar Kohati
1
• Muhammad Zakaria (SP14-EX-0047)
2
• Muhammad Aseem Riaz (SP14-EX-0036)
3
• Saad Amin (FA12-EX-0049)

2. Brand Management 2015
Young’sFood |
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Introduction
The House of Young's started its operations in 1988 as a small food processing establishment in Karachi,
Pakistan. From the beginning, people working at Young's had the vision and passion to raise Young's to
new heights with products that meet the daily food needs of our consumers and offer high value of
nutrition and convenience.
The first product launched by Young's was Mayonnaise which received tremendous acceptance and
appreciation from Pakistani consumers.
Another milestone in spreads category was "Young's Chicken Spread" which was launched in 1989.
Young's was the first company to commercially manufacture Chicken Spread in the world. The journey of
successful launches continued with Sandwich Spread, Chocolate Spread, Olive Spread, Mayo Garlic and
Natural Honey.
Today, Young's enjoys successful brand leadership in Mayonnaise and Spreads category throughout
Pakistan. Young's is remarkably spreading in various parts of the world.
Corporate Philosophy
The corporate philosophy of Young's is based on stronger belief that all the benefits come from the
Creator of whole Universe, Allah. At Young's, we believe that our organization is responsible to our
Creator, our people and our business partners.
Vision
We will, Insha'Allah, be a brand of choice for consumers seeking Halal and Convenient food products in
the Global Halal Food Market.
We will achieve this vision by continuously giving our customers true value for their money, developing
our people, improving the way we work and thus developing a business model of excellence.
Mission
At Young's, our mission is to provide our customers Halal, hygienic, healthy, nutritional, and convenient
food products; through our customer-driven and service-oriented dynamic team. We strive to do business
in accordance with the Islamic guidance and to develop a business model of excellence.
Core Values
1. Allah Pleasing
2. Responsive to Stakeholders
3. Mushawrat
4. Excellence
5. Improvement and Innovation

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International Operations
Young's travels across borders and engages in marketing of its quality food products that are compatible
with international standards. Young's is proficient in producing customized mayonnaise based products
for orders from any part of the globe.
Today, Young's Private Limited has entered into the following International markets:
Asia
Kingdom of Saudi Arabia
United Arab Emirates
Qatar
Bahrain
Iraq
Mongolia
Sri Lanka
India
Afghanistan
Africa
Libya
Uganda
Mozambique
Mauritius
Ghana
Global Business Development
In pursuit of our goal to expand globally, we are eager in forging productive partnerships with business
entities well-versed with the intricacies of food business, coupled with power to import Container Load
quantities.

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Quality and Food Safety Policy
Young's is committed to satisfy the customers by providing Halal, Safe and Convenient food products.
Young's is striving to establish and maintain a Customer Focused management system in compliance with
applicable legal and statutory requirements through a skilled and qualified team.
Young's is Puts due emphasis on communication within food chain to state requirements and exercise
necessary controls.
Young's is Sets and monitors measurable Quality Objectives which lead to continual improvement.
Manufacturing Facilities
Young's (Pvt.) Ltd. maneuvers three plants with the capacities to generate 20, 10 and 6 tons of production
from each plant per shift. Our first two production plants are for mayonnaise and spreads, whereas, the
latter is for the processing of natural honey. These units are compliant with Quality and Food Safety
Management System.
The processing facilities also include chicken and vegetable processing units which are specifically
designed for the processing of dressing chicken and fresh vegetables under highly hygienic and controlled
conditions to keep them wholesome and healthy for longer periods. The spread manufacturing units are
equipped with a Metal Detection System which scans the product to assure food safety.
Young's owns fully-automatic, programmable filling and packaging machine units. These efficient
pneumatic units shape the packaging foil into SAPs (Stand Alone Pouches); giving them a curved design,
filling in product, place the nozzle, spurges nitrogen in the headspace and seals it at a very high speed.
Use of MAP (Modified Atmosphere Packaging) for bottles and pouches ensures sustained quality
products. Vacuum sealing for bottles and nitrogen splurging for SAPs reduce the risk of deterioration of
the products. Automatic labeling, filling and packaging machines increase the efficiency of manufacturing
units. Use of SPCs (Statistical Process Controls) in all the unit operations helps in increasing the
uniformity of processes, improving quality of output and also facilitates in continuous improvement
initiatives like TPM, TQM and Six Sigma.
Maintaining a food safety-oriented facility, the management serves to fulfill the modern trends of
manufacturing. To uphold a controlled and hygienic environment, filtered air is used in the processing
units where High-Efficiency Particulate Air (HEPA) filters are installed with Heating Ventilation Air-
conditioning and Cooling (HVAC) system. Plant washing through Clean-in-Place (CIP) system makes the
unit more reliable and assures the safety of products being handled. To make products safer the
manufacturing facility is equipped with hi-tech automatic hand washing stations where chances of cross
contamination are non-viable. Manufacturing is done under the supervision of skilled staff and training
sessions are also arranged on routine basis to increase workers' awareness.

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Products
Young's Mayonnaise
Mayonnaise
Real Mayonnaise
Light and Egg Free Mayonnaise
Young's Spreads
Chicken Spread
Sandwich Spread
Olive Spread
Chocolate Spread
Choco Bliss
Young's Dip Sauce
Mayo Garlic Sauce
Young's Honey
Childhood Nutrition
Poor nutrition has a significant impact on health. It affects no communicable diseases, such as obesity,
dental caries, cardiovascular disease and some cancers, as well as immune status and recovery from
infection and common deficiencies such as anemia. Around a third of children and young people are
overweight or obese in England, Wales, Scotland and Northern Ireland. The effects of poor nutrition on
non-communicable diseases build up throughout the life course. Food habits and taste develop at an early
age. Childhood nutrition is affected by a wide range of factors. This paper focuses on food marketing.

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Brand Personality
Company
25 Years old company
Shangrilla is a sister concern company.
Main Category in which young’s deal is “Spread”
Initial product is spread,and wanted to call as FOOD not spread.
Initial use in only “Salads & Sandwich”
Awards

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Food marketing to children
Studies of food marketing to children have concluded that:
• Food and drink marketing to children is dominated by foods high in fat, salt and sugar (HFSS).
• The majority of products fall within the ‘Big Five’ product categories: pre-sugared breakfast cereals,
soft drinks, confectionery, savory snacks and fast food.
• Children are influenced by a range of different types of media, including, increasingly, internet
advertising and social media.
• Much food advertising operates at a subconscious level. The boundaries between socializing,
entertainment and marketing are not clear for children.
• Themes of fun, fantasy and taste are used to promote food and drinks to children.
• Due to the range and scope of interaction children have with marketing, the opportunities for parents to
mediate are limited.
• Food promotion is having an effect, particularly on children’s preferences, purchase behavior and
consumption.
• Food marketing influences children’s choice at both a brand and category level, e.g. Drink brand and
fizzy drink; brand of snack and snack type.
Marketing techniques
• Children and young people are engaging with media at younger ages.
• Major food and drink brands use a range of media such as TV, advertiser-owned websites and social
networks, mobile phones and game consoles.
• A range of marketing techniques are developing including, product placement, viral marketing,
averaging, social networking, sponsorship, peer to-peer marketing, user-generated content, equity brand
characters, licensed characters, celebrity endorsement, premiums, give-away and brand promotion.
• Children have increasing exposure to marketing and promotions from around the world while
opportunities for parental mediation are reduced
• Many HFSS brands have links to in-school marketing and sports sponsorship.

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For Products line: kindly visit
http://www.youngsfood.com/products.html
Marketshare of the main 4 products
Mayonnaise = 83%
Sandwich/Chicken Spread = 87%
Chocolate Spread = 15%
Honey = 3%
Mayonnaise
it is the market leader in this category.
Main Ingredients are Eggs & vegetable oil.
Delicacy involves
Viscosity need to maintain
Demand need to maintain
target market should be defined because expiry date is very short due to Eggs involvement.
TargetMarket
Young Females
Citizen/Urban
B, B+ & C Category
Female only is to “She wants to Win Heart of the other members” Because mayonnaise use in Kitchen,
Position
It is a helping (Add Taste) in product, NOT A PRODUCT.
We don’t eat mayonnaise by eating a spoon, we eat with French Fries, Burger, Sandwich, and so on.
Communication of the Brand
Young’s Follow “Shariah Compliance Company”
So, TV Commercial, Radio, Cinema don’t prefer.
Using: Beverages & Activities to communicate product in the market.
Activities include Programs and fun gala at schools and colleges, MAIN target are GIRLS.
Perform different games in which they want to use spread & mayonnaise so how best they can utilize,
offer gift box which include = Chicken/Sandwich Spread, Mayonnaise, Honey & Chocolate Spread.
Focus on 9th
class to graduation females and offer them RECIPIE BOOK.
Other Helping things in Communication
1- Development in kitchen
2- Brand Ambassador in different malls and events
3- Facebook page and different activities, question answer session.
4- Exhibition in lifestyle & Dawn.
All above are Basic Parameters

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In outdoor
Signboard, Billboard, Female Magazines, Digest of Females, Print Ad, Etc
Brand Equity of Mayonnaise is huge; we can calculate by Market Share and trust level of 83%.
Category Named LEADS.
In Brand Key (USP)
1- Trust Level on every period of time.
2- Consistent Value Quality Product
3- No Return Policy from Distributor and then Shops (Have Strong Confidence on our product)
4- Maintain the quality from Sun Light, Atmosphere and other environmental effects.
5- In competition, National Foods was trying to product such MAYONNAISE product but failed to
product YET.
Product Level
Core Product = Mayonnaise
Actual Products = Young’s Brand Creates Difference in foods, Food Graded Packaging Certified from
PCSIR
Expectation: Trust & more use, Value Added and Different Flavors (Pizza Spread). Quality of Delivery,
Augmented & Potential = Nothing.
Competitors of Mayonnaise:
English Mayonnaise
Best Foods (Unilever)
Unbranded Products
In the End,
Going to make a STAR of the product
we don’t perceive LONGTERM.
Looking for Diversification but here not to disclose