This report covers the Marketing Strategies of National Foods

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Prepared by:
Sandeep kumar (20395)

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Table of Content
Introduction ………………………………………………………………...................3
History…………….…………………………………………………………...................3
Founder’s Philosophy …………………………………………………...................4
Business Profile………………………………………………………………………..4
Products…………………………………………………..............................................5
Marketing and Advertisement ………….…………………………...................8
Objectives………………………………………………………………………………..10
Core Values to Customers…………………………………………………………10
Comparison of National Foods with its Competitors…………………..11
Future Prospect………………………………………………………………………..12
Recommendation……………………………………………………………………...13

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Introduction
National Foods was incorporated in Pakistan on
19 February 1970 as a private limited company
and later converted into a public limited
company. It is Pakistan’s leading multi category
food company with over 250 different products in
12 categories. The company is principally engaged
in the manufacture and sale of convenience-
based food products. It is listed on Karachi,
Lahore, and Islamabad Stock Exchanges. The
registered office of the company is situated at 12
/ CL - 6, Claremont Road, Civil Lines, Karachi.
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. NFL is dedicated to improving the well-being of our society through continuous
development of innovative food products and a wide range of Corporate Social Responsibility
programs.
History
National Foods began its journey in 1970 as a Spice company with a revolutionary product that
popularized the concept of having clean, healthy food. National foods’ initiatives since then is
to make hygienic food, reduce time spent in the kitchens, foster health and contribute towards
a positive and a more rewarding lifestyle.
National Food responds to this challenge of developing innovative food products on
convenience and quick preparation in line with modern lifestyles and yet retains traditional
values through its diverse collection of food products
In 1988, National Foods became the certified vendor of McCormick, United States. In the same
year, National Foods, then a Private Limited company was converted into a Public Limited
company, traded on all the three stock exchanges of Pakistan. On 11 January 2016, all three
former city stock exchanges in Pakistan merged together to form Pakistan Stock Exchange.

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Founder’s Philosophy
 National Foods must focus on customer needs and serve them with quality
products at affordableprices.
 Our products must be pure and should conformto international standards.
 Our research must continuously produce new and adventurous products
that are scientifically tested and hygienically wrapped in safe and attractive
packaging.
 We must create an environment in our officesand factories where talent is
groomed and people have every opportunity to advance in their careers.
 We must provide ourselves to be good corporate citizens, support
charitable causes and bear our fair share of taxes.
 Reserves must be built, new factories created, sound profits made and fair
dividend should be paid to our stockholders.
 Through building a reliable brand, NFLmust get itself recognized as a leader in
Pakistan and abroad
 With the help of Almighty God, the company can achieve its targets in times to
come.
Business Profile
NFL hassuccessfullyestablisheditself asamultinationalfoods companywithanindependentsubsidiary,
National FoodsDMCC,in 2013, cateringto the Middle EasternmarketinDubai.This structure was
furtherexpandedwith2more subsidiariesinCanada,(National Epicure Limited) andUnitedKingdom,
(National FoodsPakistanUKLimited)cateringtothe NorthAmericanandEuropeanmarkets
respectively.
Mr. Abdul Majeed
The Founder of
National Foods
National Foods
DMCC (UAE)
National Foods
Pakistan (UK)
Ltd
National
Epicure Inc.
(Canada)

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Products
1. National Food Masala:
The ingredientsare meticulouslyselected
and blendedtoguarantee the right
combinationandperfecttaste. National
Foodsusesmoderntechnological
processestoobtainthoroughmixing,and
hence the particularflavorthatis our
specialty.
Our recipesare basedonthe most
popularandtraditional ethnicdishesthe
subcontinenthas tooffer. We provide our
consumerswithrecipesthatare easyand
convenienttouse.And,theytaste great!
2. National Food Snacks Products:
Wheneveryoufeel like treatingyour
taste budsto somethingsnappy,try
out the National FoodsSnacksRange.Whenever,
wherever,snacksjustaddflavortothe whole experience.
Bringingtogetheravarietyof Pakistani
streetfooddelightsthattake youbackto
the time youhad themoff the cart,
National FoodsSnacksare pure
temptation - the funside of food.Witha
range of five products,National Foods
Snacksare simplyirresistible.
3. Chinese:
National Chineserange offersacomplete solutionforour
consumers.These saucesenhance the flavorof anyChinese
meal and ensure thatconsumersenjoyadeliciousfood
experience.
4. Onions:
National goldenfriedOnions, aromaticand -flavorsomeintaste,make the
mealsspecial.Preparedfromthe nestonionsandthroughthe highestquality
processes,give themasunshine goldcolorandadeliciouslycrispytexture.
1. Achar Gosht (Pouch)
2. Achar GoshtMasala
3. Behari KababMasala
4. Biryani Masala
5. BombayBiryani Masala
6. BroastMix Masala
7. Chapli KababMasala
8. ChickenJalfrezyMasala
9. FishMasala
10. HaleemMasala
11. HaleemMix Danedar
12. Kaleji Masala
13. Karahi Gosht (Pouch)
14. Murghi Masala
15. Murghi Masala (Pouch)
16. Nihari Masala
17. Nihari Masala (Pouch)
18. Paya Masala
1. Chat Masala Powder
2. National PakoraMix
3. Dahi Bara Powder
4. FruitChat Masala
5. National Chutni
Powder

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5. National Food Rivaaj Paste Products:
Elaborate,home cookedmealsare adaily
traditioninPakistani homes.Mealsthatcall for
hoursof preparationinchopping,peelingand
grinding.Fryingonionsandtomatoes.Now
National hassimplifiedthis
entire processintothree
simple stepswiththe
introductionof acomplete
recipe cookingpaste,
Rivaaj.Justadd meat,cook
and voila,enjoysome of
Pakistan’smostdeliciouscuisine.
6. National Food Spices & Ingredient Products:
Spicesandingredientsformthe basicessentialsof
any Pakistani dish.Tounderstandhow touse them,
whentouse themandin what
quantities,isconsideredanart
that can onlybe understoodwith
experience.The colour,the
aroma and the taste ...
Everythingthatisso important
for a dishto turn outperfectis
controlledbythe correctand
timelyusage of spicesand
ingredients.National Foods
Spices& Ingredientsare like little
spellsthatcome togetherto
workmagic.
7. Pickles:
it is launched in 1988-1989 as of the first wet
product to be launched.
1. Mixed
2. Mango garlic
3. Garlic
4. Chilli
5. Karela
6. Hydrabadi Mix
7. Kasundi
1. Biryani Paste
2. BombayBiryani Paste
3. ChickenJalfrezi Paste
4. Karahi Paste
5. Quorma Paste
6. Shahi Curry Paste
1. Black PepperPowder
2. Chilli Powder
3. CorianderPowder
4. CuminSeedPowder
5. CuminSeedUnground
6. Garam Masala
7. Garlic Powder
8. GingerPowder
9. Kasuri Methi
10. Khatai Powder
11. Meat Tenderizer
12. TurmericPowder

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8. Ketchup:
It isavailable inpouches,squeezedbottlesand
glassbottlesinsmall andlarge size.
1. Tomato Ketchup
2. Chili GarlicKetchup
3. Hot & SpicySauces
9. Desserts:
These are available intwosizes,Small andLarge.
1. Vanilla
2. Strawberry
3. Banana
4. Mango
10.Ready to Eat ( known by RONAQ):
1. ChickenQORMA
2. ChickenKARAHI
3. ChickenBARYANI
4. ChickenHALEEM
5. ChickenNIHARI
6. ChickenACHARI
7. ChickenWHITE KARACHI
11.Jams:
These are available inastandardbottle size.
1. Apple
2. Mango
3. MixedFruit
4. Strawberry
5. Black Current
12. Pastes:
Gingerand garlicare commonlyusedinthe
preparationof subcontinental food,we provide a
range of -avorsome pastes,whichinclude gingerpaste,
garlicpaste and gingergarlicpaste.These products
make the cookingexperience more delightfulbyadding
convenienceanda touchof savory -avorto food.
13. Rice:
National Rice isproducedfromthe fieldsof Punjab,where
Pakistan’s nestrice grainsare grown.The elongatedgrain,
ne and beautiful texture andpure fragrance of National
Rice serve as the perfectbase toany rice dish.Pure,
premiumandaromaticbasmati rice is our unique
specialty.

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Marketing and Advertisement
1. National ke Saath Har Din Khaas: National Recipe Mixeshelpstrengthenbonds,making
everymomentspecial andworthremembering.National ke SaathHar Din
KhaasTelevisionCommercial (TVC) showcasedourBarbecue,Salanand
Rice range in3 separate TVCs.Thistime ourstrategyfocusedon
showcasingdifferentmomentsof consumptionaswell aspeoplefromall
generationsandwalksof life.Ourfunctional campaignreinforcedthe
notionthatNational isnotonlysynonymouswithfamilialbondsand
friendshipbutisalsothe NumberOne brandwhenitcomesto food.
2. Pickles Chatkharoon ki Chaka Chak: National Picklesadda spark
of tanginessandspice toeverydaymeals.A seasonal campaignwas
carriedout inthe month of April andMay 2015, whichrevolvedaround
the tagline Chatkharoonki ChakaChak,reachingconsumersthrough
Television,OutdoorandBTL Activation.A comprehensive outdoor
campaignwas developedwhichalsolaunchedanew initiativecalled
the Pickle Train - a mobile picklebottle trainonwheels.Ittravelled
throughnumeroustowns&boostedrecall of the brand.An on-ground
activationforconsumerengagementwasalsoinitiated,wherebyNational Picklesinteracted
withwomenattheirhouseholdsthroughthe ChatkharaydarMehfal toinduce positivebrand
association.
3. National Ketchup Zaroori: When itcomesto National’sKetchup,
no one can say no!This yearsaw a varietyof brandbuildingactivations
targetingeveryone fromchildrentoteenstoadults.NationalKetchup
Party soughtto offeraunique Ketchupexperience toall school-going
childrenandtheirmothers –makingeveryone aNational Ketchupfan.
The KetchupParty covered140 schoolsand145 mohallasacross
Pakistan,where participantswere engagedinvariousNational Ketchup-
centricgamesand were alsoofferedafree trial of ourKetchupwith
FrenchFries.Alongwiththe KetchupParty,trial of National Ketchupwasalsogeneratedthrough
Bazar and In-Store ConverterActivation.Furthermore,toease marketpenetrationandgenerate
increasedbrandtrials,10 grams Ketchupsachetswere alsolaunchedthisyear.
4. Kitchen Cabinet Campaign: NFL’swide array of ingredientscanbe
foundineverykitchencabinet - makingcookinganexcitingprocess.
The premiumblend,scintillatingaromaandfreshnessof ourspicesand
saltelevatesthe taste of ourmealsto a whole new level.A 30 second
TVC wasdevelopedtoshowcase ourrange of spicesandsalt,which
was furtherboostedbyanOut-Of-Home (OOH) campaign.

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5. National Ka Pakistan: Pakistan’sculinary
diversityandvividculture are itsjoyandpride.
National Foodssentouttelevision’srenownedChef
Saadat on an excitingjourneytodiscoverthe
culinarygemshiddeninthe country’snooksand
crannies.Beingthe firsteverattempt byafood
companyto create excitingepisodiccontentthat
reflectsthe richfusionof traditionandtaste,this
serieswasan attempttoshowcase a saferand
softerimage of Pakistanalongwithhighlighting
Pakistan’sunparalleledloveforfood.The episodes
were airedon9 channelsandwere heavilysupportedbydigitalmediaaswell.The show
attainedtoptenratingson newsandentertainmentchannels,makingitincrediblypopular.
National KaPakistanalsobaggedthe prestigiousPassionforPakistanAwardinthe PASawards
2012, triggeringoverwhelmingsuccess.
6. One-Minute Recipes: In the fast-pacedworldof
today’stimes,peopleare alwayslookingforquick
solutionstoeverything.Takingthe growingdigital
usersas a base,National Foodslaunchedthe first
everone-minute videorecipecardsinPakistan.
These one-minute videoswere the quickestwayto
viewarecipe withease,andtherefore,theygained
a great deal of popularity,especiallyamongthe
youngeraudience.The videosare now availableon
Google PlayforAndroidcell-phone userstoo.To
date,these videoshave beenviewedmore than55,000 timesand the applicationsoftwarehas
beendownloadedmore than6,000 times,therebydemonstratingitssuccess.
7. Rang Bharti Jao: National Recipescelebratedits
vividpersonawithatwominute TVC,burstingwith
colors,emotionsandsensorial shotsof richhome-
cookedfood.Inthe background,the majesticvoice
of TinaSani singing“RangBharti Jao” addedtothe
surreal delicacyof the video.The “RangBharti Jao”
campaignwas a great success,asit wonoverthe
heartsof consumersdue toitsemotional appeal,
and impressedthe juryatthe PASawards.The
amazingresponse ledtoNational Recipeacquiring
the BestCampaignAwardin the CulinaryCategory.

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Objectives
The principal objectivesof national foodcontrol systemsare:
 Protectingpublichealthbyreducingthe riskof foodborneillness;
 Protectingconsumersfromunsanitary,unwholesome,mis-labelledoradulteratedfood
 Contributingtoeconomicdevelopmentbymaintainingconsumerconfidence inthe foodsystemand
providingasoundregulatoryfoundationfordomesticandinternationaltrade infood.
 To attainand maintainleadershipinall categoriesof productsbeingmanufactured.
Core Values
1. PASSION:
We act withintense positiveenergyandare notafraidto take risks.We challenge ourselves
continuously,we’re goodatwhatwe do,and we take pride inwho we are.
2. PEOPLE-CENTRIC:
We putour people first.We treatthemwithrespectandactively contributetowardstheirdevelopment.
3. CUSTOMER FOCUS:
We see the worldthroughthe eyesof ourcustomers.We do everythingpossible thatmakesthem
happy.
4. LEADERSHIP:
We are part of the solution,neverthe problem.We actlike ownersandhave a positive influence on
others.
5. TEAMWORK:
Our rolesare defined,notourresponsibilities.We believe ingoingthe extramile toaccomplishour
goals.We coach andsupporteach otherto ensure everyonewins.We have a“WE versusI” mindset.
6. ETHICS:
We don’trun ourbusinessatthe cost of humanor ethical values.
7. EXCELLENCE IN EXECUTION:
We say.We do.We deliver.We talkwithouractions.We strive fornothingbutthe best.Executionisthe
keyto winning!
8. ACCOUNTABILITY:
We see.We act. We take full responsibilityfor ouractionsandresults.We don’tblame othersforour
mistakes;we analyze themandcorrectthem.

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Comparison of National Foods with its
Competitors:
Although National Foods has to compete with other top brands in food industry, such as Shan
Foods, Shangrila, Mehran, Shezan, Mitchells. However Shan is Dominant and leading brand in
Karachi but National Foods has taken edge across the Pakistan and at International level.
National Foods maintain its status quo of almost every aspect of the food categories.
1. SHAN FOODS:
ShanFoods(Pvt) Ltd.It is one of
those rapidlygrowingfoodcompanies
whichextendtheirpresence inover50
countries.ShanFoodshavingextra
ordinarypositionsenergy,obtainand
edge indifferenttechnologieswith
passionforthe foodperformance
betweenleadingbrands.ShanFood
tendstheirbrandand products
internationallybygettingwinning
awardsand certificates.
2. SHANGRILA:
WhenShangrilabeganitsjourney
about25 yearsago,no one knowsand
nobodyevendream thatone day
Shangrilawill standasleadingbrand
amongthe all National Foodbrands.
Shangrilagotawaitedinfoodsafety
managementsysteminquality.Halal
Authority,consumersatisfactionand
associatinstoo.
3. MEHRAN FOODS:
Mehran spicesandfoodindustriesare
one the famousand leadingcompanies
for theirmanufacturing,marketingand
exportqualityof foodproducts.
Mehran productscontaintraditional
touch of flavorreferall overthe world,
withtheirfreshnewlooks.Itgot
awardedinthe year 2010 and 2011 as
the ExportsBrands Icon Award.

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Future Prospect:
Pakistanisa food-lovingcountry,andall signsindicate towardsacontinuedgrowthinthe foodrelated
business.There are severalfactorswhichare alsohelpingthe FMCGsector,like changingdemographic
and income levelnotonlyinthe urbanareas butalsoin the rural locationsof Pakistan.Furthermore,as
more female participationinthe workforce increases,sodothe demandforreadymade spice andother
fooditemsinthe country.
A companylike National Foodisstandinginthe middle of thisphenomenonandwouldcertainlytake
advantage of thisswing.Also,the hard-hittingmarketingcampaignsandcontinuesbrandloyaltywill
create furtheropeningsforthe company.
National FoodsLimitedisthe marketleaderinthe spice sectorwitharound12 percentshare inplain
spicesand49 percentinrecipe mix.ShanFood,whichisnota publiclytradedcompany,enjoysthe
secondspotin bothcategoriesof spices.These are followedbysmallerplayerslikeMehranandHabib.
Movingon, the future prospectsremainsanguineforthe spice sector,andhence the marketleaderas
the country seesacontinuedgrowthinfoodandrelatedbusiness.The demandisthere,anditis
expected tocontinue toclimbwithexpandingmiddleclassandtheirincome levels.Also,the hard-
hittingmarketingcampaignsandcontinuedbrandloyaltywill create furtheropeningsforthe company.
National Foodsisfocusingontobecome Rs 50 billionfoodcompaniesbythe year2020. It's necessary
for the firmto focuson researchandinnovationasthe competitionisquicklycatchingup

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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 waveof customers by using brand endorsement technique or by
speakingaboutquality assuranceatNational Foodsin orderto beatits firsthand
competitor and to build a strong customer equity. NFL can design a recipe book
to promote the brand.
 They mustoffer variousdiscountson its productsseasonallyto build brandloyal
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.
 National Foods should try to achieve good market share all over Pakistan and
should try to expand its business in Middle East and central Asian countries to
meet up with the level of its competitor i.e. Shan foods.
 The most important recommendation for NFL would be that they should
work on creating a successfuland strong customer baseso customer loyalty
can be yield and NFL don't lose more customers to Shan.
 NFL should engage in going international like it's other competitors to not
only increasetheir sales potential but also give the brand a new look.
 NFL should go for repetitive advertising to keep the brand in the mind of the
customer before they make the choice
 NFL should focus on career development programs. Itshould giveits
employees diversetasks and goals and make surethat the company is working
effectively to reach them with proper marketing strategies.

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 NFL should adopt strategy of retaining the loyal customers and it should
attract new customers through creating a strong consumer relationship. It
should practice more personalselling concept.
 Itis seen and known that NFL doesn’t frequently visit institutes and consumer
reachable areas, they should arrangecampaigns to create more awareness
about its different products.
 NFL practices low rate of sponsorships, in our opinion they should engage in
sponsorshipsto strengthened their roots in the market.
 NFL provides wide range of products but its products are not very visible on
market shelves, the company should invest in setting up private units to
showcase their products in a creative way.
 NFL should focus to build loyal customers in Karachias well, by enhancement in
their spices as per people’s requirement.
 National foods should also work for promoting their quality products. As we
know after this research that NFL has great quality criterion, NFL use world’s
famous microbiologists to recognize the food quality but people are not aware
of this hygienic factor of National Foods that NFL is leading brand in
advancement of technologies and for healthy food.
 We also want to recommend to NFL that should do something for their
employees to makethemrealize thatthey areso mean to the organization.With
bonuses and incentive NFL should give them few authorities, as per their levels
so that they feel satisfied with their jobs and designations, because this is very
authentic and a biggest issue even in well-known organizations for increasing
turn over.
 Recipe book should be design to promote the brand.