National Foods began in 1970 as a small spice company in Pakistan and has since expanded its product portfolio to include 12 major categories such as pickles, jams, juices, pastes, sauces, ketchups, masala mixes, salt, desserts, biryanis, curries, barbeques and ready-to-eat kababs. It analyzes its product lines using the BCG matrix and Ansoff matrix to identify stars, cash cows, question marks and dogs. National Foods has also expanded into international markets like Australia and plans further diversification into ready-to-drink and ready-to-eat product lines. It aims to continue innovating and improving products while focusing on

1. BRAND PORTFOLIO
Name enroll :Deesha (02-111231-267)
Assignment#1 Principles of Marketing
Class-H1-BBA

2. National food product line
• National masala range. ...
• National Ketchup. ...
• National Pickle. ...
• National Salt. ...
• National Jam. ...
• National Kheer Mix. ...
• National Chinese Sauces.
• Juices
• Dessert
• Kabab range
• Halam range

3. NATIONAL FOOD
National food began is journey in 1970 as a spice company,
with a revolutionary product that popularized the concept of
having clean, healthy and hygienic food. Which cover daily
basic spices National food produce 12major product
categories such as pickles, jam, juices, paste, sauces,
ketchup`s, recipes masala, salt, dessert, Biryanis, curries,
barbeque, items and kababs (ready-to-eat-meals). Consumer have been
compelled to change their eating habits. Responds to this challenge of
developing modern lifestyle and yet retains traditional value.
BRAND PORTFOLIO COLLECTION
The brand delivers its ultimate promise by consistently delivering value
to its consumers. National Foods enriches family relationships by
bringing people together for family traditions, feasts, seasonal holidays
and of course - everyday life.

4. ■ 1 Recipe Mixes
Our Recipe Mixes have been specially developed by a panel
experts, using the finest ingredients in exactly the right
enabling you to cook delicious traditional meals with ease.
 2 RICE
National’s Rice range offers a variety of
exotic spices that are perfectly blended
for you to cook authentic rice dishes that
Pakistan is known for. This range adds a
fragrant aroma and wholesome flavour
to every grain of rice and meat..

5. 4 FRIED
National’s Fried range helps you make a delicious variety of desi snacks to give you
the true Pakistani street style experience
5 BBQ RANGE.
repare delicious traditional Daighi Haleem
with National’s range of Haleem mixes. A
blend of spices, lentils, and your choice of
meat, stirred to perfection to make the
ideal traditional meal for any event.
3 Haleem Range

6. 6 SEASONING &
SNACKS
National’s range of essential seasonings is the perfect blend of spices to give a
flavorful kick to your favourite savories & salads.
7 Vegetarian
National’s delicious vegetarian range give each grain of rice
or vegetables a traditional flavor & fragrant aroma to help
you prepare hearty & satisfying meals.

7. ■ 10 BHUNNA
National’s Bhunna range has the deliciously intense flavor of roasted
prepare restaurant style meals right from the comfort of your home
11 PASTE
A spoonful of magic for your food.( ginger and
garlic).
12 PICKELS
Deliciously spicy and tangy ranges of pickle that add zing to
your dishes.
■ 9 SALAN
■ National’s Salan range provides the ultimate blend of
spices and herbs to give your curry a distinctive
flavour and unforgettable aroma.

8. BCG GROWTH-SHARE MATRIX
ANSOFF MATRIX

9. BCG GROWTH-SHARE MATRIX
Stars cash cow
 Nihari masala Biryani range
 Qurma masala B.B.Q range
 Biryani range nihari masala
Question mark DOG
 vegetable masala Shami kabab
 seasonal and snakes
 kabab masala

10. MARKET penetration(current market and current product)
 Common market penetration strategies include lowering prices, acquiring competitors, targeting new
markets, or introducing new products and offer discount.
 National food and shan food companies which have been making cooking simpler by providing boxed
recipe mixes.
 Its safe to say that national food revolutionized the way Pakistani-at home and abroad-cooking the variety
of recipe mixes available enormous, ranging from.(biryanis, qormas, and barbecue marinades to recent
features such as mixes for arabian and Chinese dishes.)
PRODUCT DEVELOPMENT (Current Market and new product)
National foods began its journey in 1970 as a small startup company,. The company introduced a revolutionary concept
of branded spices in the Pakistani market.
Later the company created a spice mill and packaging plant in 1978, step towards being a progressive company.
In 1981 company launched branded slat.
In 1991 company launched and expanded branded pickles which was still leading category of the company .In 1997
ketchup's and jams were introduced. 2013 to 2020 they launched new varieties of masala range, and pickles, ready to
eat meal.
Target market is female 18 to 65, middle lower class and above. They developing a product that will meet todays
generation demand.

11. MARKET DEVELOPMENT(new market and current market)
The products is already available in the new market are basic spices and national recipe mixture. they started export to Australian market in 2000.
by the year 2020 in the convenience by launching products and services in the international markets. Due to the tremendous demand they, firstly
started introduced red chilli in the international and Canada and other nation. Later on they started selling and exporting their product. Those who
reside outside of Pakistan but desire the same food`s scent and flavour in Pakistan.
DIVERSIFICATION(new market and new product)
The diversification strategy include new product and markets. they company adopt this strategy. when its markets fall steps. then business started new item
launching in the markets.
When national launches, their ready to drink and eat line will be available. The food is already ready; just you have to reheat your food. (kabab, chicken boti, BBQ,
chappli kabab.) drink line (juices, diet milk, kheer, kosher, tea).
AFTER BCG AND ANSOFF MATRIX
After the analysis of both. We find that national food is in good and stable position. It has well managed product line. National foods, as it has
created awareness in rural areas as well, which gives it more customers. Aims of the company are high and strategies adapted from competitors and
internal sources and implemented well. National also promotes innovation and improvement for goods making them unique in the market. National
always welcome women's and adults.
suggestion:
National food must focus on customer`s needs serve them with quality product at affordable price and special offer for their door
steps.