7. 1. Introduction:
Aroma Foods is one such company,
dedicated to improving lives
through providing healthy,
innovative foods items that excel in
quality and provide value for
money.
Aroma foods’ initiatives is, to make
food that is hygienic, reduce time ,
foster health and contribute
towards to experience a more
rewarding life-style.
8. Mission Statement:
“To provide quality food to people by filling taste in their
lives.”
Vision Statement:
“Launching products and services in the
domestic and national markets that
enhances lifestyle and create value for our
customer through management
excellence at all levels.”
10. 2.Company Goals and Focus:
a. To deliver consistent quality to our customers.
b. Dedicated to continuous improvement
c. To maintain close and direct contact .
d. To promote professionalism at all levels
11. 4.Market Shares:
Spices Industry of Pakistan Spent PKR 24 Billion
Annual Business, according to the Latest statistics.
• Branded/Packed Spices (Market Share 40%,
Business Volume PKR 8 Billion) 2009-10.
• Unbranded/Loose Spices (Market Share 60%,
Business Volume PKR 10-15 Billion)
40%
60%
Market share of Spices
12. Aroma food’s is the new to
market it holds only 5% share
of
market at present. But we hope
that its share will increase in
future and will become one
of the leading brand of its time.
Shan
Foods,
50%
National
Foods,
35%
Salman
Foods,
10%
Others;
5%
Market Share of Branded Spices
Shan Foods National Foods Chef's Pride Others
19. 3.Opportunities:
Expanding into foreign markets:
Searching new segments in other countries!!
Expansion of core business:
Company should be considered expansion of core business as a major
opportunity.
20. 4.Threats:
New Entrants:
The biggest threat for the Company has been the entry of new
competitors in the
Government Legislation:
Quota system is creating a threat for company.
22. 1.AROMA FOODs Geographic
segmentation:
i. AROMA FOODs distribution ranges from valleys of Quetta to Karachi.
ii. Residents of these regions purchase Aroma foods product on daily
basis.
iii. Gender includes both female and male.
iv. Very hot or very cold weather effects our sales.
23. 2.AROMA FOODs Demographic
segmentation:
Age: Between 18 – 65.
Gender: Both male and female.
Family Lifestyle: Almost all.
Income: socio-economic class of middle, lower and above.
26. Marketing mix
Four Ps are the most important factors for any company in
making the marketing plan. To be specific, these 4 Ps are
1) Product
2) Price
3) Place (distribution)
4) Promotion
27. 1.Poduct
*Design and Physical characteristics:
Radical design with multi color Shapes Rappers.
*Price: Aroma product’s price will be affordable for all
the classes of people from middle class to elite class .
*Quality: Introducing a quality Food Products
*Classification of product
28. 2.Price
1. Selecting Pricing Objective:
To survive in the market.
To maximize their profits.
Market share maximization.
Market leadership.
2. Determining Demand: The demand our Aroma products is
elastic
3. Analyzing the competitor price: Another important phase in
pricing of the product is to determine the competitor price we
4. Selecting the pricing method: Retrograde pricing
29. 3.Place
Type of Distribution Channel
Producer =>>Wholesaler =>> Retailers =>>Enduser/Consumer
Intensity of Distribution Channel:
Intensity of our distribution channel will be selective,
30. 4.Promotion:
1. Promotional strategy =>> i) Push strategy ii) Pull strategy
2. Sales Promotion: Advertisement will be done in such a way that
people will be waiting anxiously for our product
3. Newspaper: Newspapers will be extensively used to promote our
product
4. Seminars: To start with an effective sales promotion some
introductory seminars will be conducted
31. 5.Television(Telemarketing):
To use TV intensively For promotion is our long term strategy.
6.Public Relations And Publicity:
Aroma foods will also arranges different types of funfairs,
catwalks, cooking competition, kids show, singing competition
etc… to promote its products and invoke the interest among
people.
Food! What we eat defines our personality and way of living and physical appearances.
Aroma Foods is
one Spicy Food company, dedicated to improving lives through providing healthy, innovative and quality Food products.
Aroma foods’ initiatives is, to make food that is hygienic, reduce time, foster health and contribute experience a more rewarding life-style.
Aroma Foods responds the challenge of developing innovative food products based on convenience and fast preparation in line with modern lifestyles and yet retains traditional values through its impressive collection of food products.
The most Prominent Feature of Aroma foods is also providing Recipes along with the Products
To deliver consistent quality to our customers using pure ingredients, authentic recipes and the best available technology
Dedicated to continuous improvement through active alliances with international companies to expand technological and product horizons
To maintain close and direct contact with our customers through consumer insights and dedicated service
To provide external and internal customer service by excelling in functional management
To promote professionalism at all levels through education, training and development for all human resources
To deliver annually a fair return to our valued investors and shareholders in line with industry and economy
The Unbranded Industry wins a fairly larger volume of sales than the Branded spices manufacturers, but this Unbranded Spices Industry is showing decreasing trends due to the rapid changes in consumer behavior, may be due to the globalization.
Major Shareholder of the Packaged Spices Market:
• National foods
• Shan Foods
Other Shareholders with smaller Market Share:
• Chef’s Pride
• Mehran Foods
• Ahmed Foods
• Habib Foods
• Zaiqa Foods
• Kitchen Secrets (Rivaayat)
This data shows that Shan Foods is second to National Foods but the Market shares of both the brands are very close in volume. Salman Foods holds 15% market share, but this brand is however not available on the major Sales points in Karachi. As Aroma foods is new to market it holds only 5% share of market at present. But we hope that its share will increase in future and will become one of the leading brand of its time.