Health Consortium of Pakistan launched HeartStar@ cooking oil in 2012. It is a combination of sunflower, canola, and soybean oils formulated to provide a perfect ratio of Omega-3, 6, and 9 fatty acids, which are considered good for health. HeartStar@ brings out the natural flavors and aromas of recipes while being processed using advanced European technology to ensure quality and consistency. It is targeted at health-conscious women and provides value through its high quality and benefits.

1. N T
E
D EM
N G AG
E R
A A GY
R N IN
G
M
A N
B A T E M
AR
K ET
M TR A R
RA
ZA
E
A ID
SS YE
D
H

2. CORPORATE PROFILE
Health Consortium of Pakistan is established in 2005 by a small group
of professionals who felt that the lack of advanced nutritional
products in Pakistan are adversely affecting the quality of life of an
average Pakistani, who is already facing challenges like mal
nutrition, adulteration and substandard products.
In the 1 st phase we revived traditional Mustard oil by eliminating it’s
shortcomings like smell, colour and stabilizers. It was given a warm
welcome by the market and became leading brand in 2008.
In 2 nd phase we introduced the concept of a perfect natural oil
supplement for heart patients in 2009, an extension was launched
in 2010 for general population which was greeted warmly in the
central and north region markets.
A need was felt from the start for a healthy low price cooking oil in the
market and HeartStar@ is an important milestone to fulfil that
need.
Considering market dynamics , July 2012 is the ideal
month for it’s launch.

3. O N
TI
DUC
O
TR It is the purest cooking oil
F IN available in the market,
IE
which of fers the best for
B R your health and
nutrition requirements.
Hear tStar@ brings out
the natural flavor and
aroma of any recipe to
the fullest and is
introduced in a
revolutionar y convenient
and hygienic packaging
at ver y attractive
prices.

4. TARGET MARKET OF HEARTSTAR@
General Medical
 Age: 25 - 40 years  Physicians
 Wants to look slim and  Fitness Gyms
smart  Class 1 Chemists
 Belonging to SEC A and  Physiotherapists
B
 Cardiologists
 Housewives/working
women  Slimming Clinics
 Take great pride in their
homes
 They want their family
to be full of life
 Educated
 Health conscious

5. MARKET DYNAMICS
NATIONAL REGIONAL
 There are 44 brands  The size of Lahore ,
available nationally Rawalpindi &
 The size of Karachi Peshawar combined is
market is 10% of approximately 23%.
national market. The
consumption pattern  It is a predominant Oil
has two peaks: pre market with exception
Ramadan and period of few outskirts of
during Eid-ul-Azha. Lahore & Peshawar
 The demand for regions.
edible oil declines
during summer  More receptive to new
months. launches
comparatively.

6. MARKET DYNAMICS GRAPHICAL
KARACHI REGIONAL

7. u s
uo
t in
c on
g
w in 5 .
s ho 2 01
an
d of
d
w en
no e
r th
EE n t p l a
ye by
GH i n a 7 5%
to
VS
m
do th up
IL
e h
p r row e ac
O l
a g
is rd t o
r
O i p wa te d
u c
pe
Ex

8. rm
te al
ng on
lo egi
g r
in by
D ED o
be
n ting
a s r ke
AN
e
, r ma
B R d
de che
n i
ra s n
ON
b
n nd
no ra
.N n
ha p 3
b
VS
t
d to
e y
ED a nd y b
br uit
D e in
AN
or nt
m o
is nt c
B R t
ke m e
ar e
l m r tis
Oi dve ds.
a ran
b

9. MAIN COMPETITORS COMPRISE 55% OF
TOTAL REGIONAL MARKET
Habib Oil
Soya Supreme
Dalda

10. SITUATION ANALYSIS

11. DOMESTIC POLITICAL SITUATION
LAW & ORDER SITUATION

12. ECONOMIC SITUATION
i. Increasing trade deficit
ii. High inflation
iii. Agricultural sector progress is not satisfactory
iv. Economic policies changes overnight
v. Incoming remittance improving the foreign exchange
reserves
vi. High fuel prices downward effecting the foreign
exchange reserves

13. INDUSTRY SITUATION
ii. Existing size of the industry gives more room to play
iii. People are shifting from Ghee to Oil which is a good
sign
iv. Price wars shrinking profit margins
v. High fuel cost adversely effecting operating cost
vi. Quality difference among top brands is unnoticeable
vii.Better management of inventory and funds can
increase the profit margins

14. IN E
N U
T IO S D
UA Y E R
T A
UC PL
FL Y
L L KE
RA HE
E T
OV G S:
ET
N
A NM O O N
S
B EE A E A
K
AR
TO A R G R 1) Increase in the number of players in the branded
S H
M S WIN
M E T
S E K E L LO
E AR O
segment.
2) Increase in the regional brands strength due to focused
ER M E F
TH HE TH marketing activities
T O 3) Increase in the price competition due to increase in
T
number of players
4) In the pouches segment there is high price sensitivity with
low loyalties towards the brand
5) There is a slow but upward shift of consumers from tin to
pet and pouches
6) Tradition of using a particular brand is followed from
generation to generation therefore the brand loyalty is
strong for respective brands thus increasing the
involvement of the customer.
7) Price war trends have shown a change in the purchasing
attitudes of the customers.
8) Constant search for added values are changing the
decision-making process of the customers.

15. CONSUMPTION & PURCHASE CYCLE
1) Heavy buying is usually done in the last week of every
month till the end of the 1st week of every month.
2) Mainly the purchase decision maker is the women of
the house
3) Average consumption per household is 1to 1.5 a pack
(6.5 ltr.) per month
4) Consumption pattern - marked seasonality, with 2
peaks

16. COMPETITOR’S SITUATION
Brands like Habib, Dalda and Season
have been in the market for a long time
thus enjoy brand loyalty and brand
association. Regional Brands are also
becoming active and concentrating on
national platform through aggressive
marketing and brand building strategies

17. HOM(HABIB COOKING OIL)
STRENGTHS WEAKNESSES
 Market leader  Packaging problems
 Damages due to
 Quality products transportation
 Strong national distribution  Lack of HRM & HRD
network
 Major market
 Wide product range
segment (premium
 Strong Brand equity consumer pack) is
 Financially strong shrinking
 First ISO certified company  Lack of market
in the industry research and product
 Strong credibility development
 Price leaders  High managerial
 High promotion budgets turnover

18. HOM CONTINUED
OPPORTUNITIES THREATS
 Population growth  Price fluctuation
 Increased standards  Inflation
of living  Price wars
 Health consciousness  Too much import
 Urbanization reliance
 Globalization
 Prolonged shelf life
 Inconsistent
 Wider communication government policies
channels  High operating costs
 By improving the MIS  Increased fuel and gas
company can Improve prices
volumes

19. DALDA
STRENGTHS WEAKNESSES
o Position in the premium Weak after
segment
disassociation with
o Trusted and the oldest
name in the industry
Unilever
o Strong distribution Weak after-sales
network service
o Research and
development support
Lack of delegation
authority
o Good field work
o Quality product Lack of prompt
o Re organization decision making

20. DALDA CONTINUED
OPPORTUNITIES THREATS
o Population growth o Price fluctuation
o Increased o Inflation
standards of living o Price wars
o Health o Too much import
reliance
consciousness o Globalization
o Urbanization o Inconsistent
o Prolonged shelf government policies
life o High operating costs
o Wider
communication
channels

21. SEASONS CANOLA COOKING OIL
STRENGTHS WEAKNESSES
 Enjoys ownership  High staff
of Canola turnover
 Good Quality  Weak
Product with distribution
effective network
packaging  Weak media
 Enjoys good penetration
market reputation
 Effective BTL
support

22. SEASONS CANOLA COOKING OIL CONTINUED
OPPORTUNITIES THREATS
 Population growth  Price fluctuation
 Inflation
 Increased  Price wars
standards of living  Too much import
 Health reliance
consciousness  Globalization
 Inconsistent
 Urbanization government policies
 Prolonged shelf  High operating costs
life
 Wider
communication
channels

23. BR AN D ID E N TITY
H e artS tar@ is th e p u re s t cold p re s s e d com b ination cooking oil,
wh ich offe rs th e b e s t for you r h e alth and nu trition re qu ire m e nts . It
b rings ou t th e natu ral flavor and arom a of any re cip e to th e fu lle s t
and com e s in a re volu tionary conve nie nt ,ve rs atile and h ygie nic
p ackaging.
E xtracte d from th e fine s t oil s e e d s , s e le cte d from arou nd th e world
H e artS tar@ is a p rod u ct of a m e ticu lou s re fining p roce s s th at is
carrie d ou t on care fu lly s e le cte d oils . It will not s u p p re s s th e
flavor and arom a of e ve n th e m os t d e licate ly flavore d d is h e s .
H e artS tar@ is p roce s s e d at a s tate -of-th e -art continu ou s re fining
p lant u s ing E u rop e an te ch nology, wh ich is as ad vance d as th e
te ch nology e m p loye d anywh e re in th e world . Th e p roce s s
e ns u re s op tim u m p u rification and th at e ve ry d rop of oil ge ts
u niform ly tre ate d , re s u lting in qu ality and cons is te ncy th at s im p ly
cannot b e ach ie ve d th rou gh conve ntional p roce s s ing.

24. BRAND IDENTITY
H e artS tar@ p rovid e s valu e in all its offe rings . It is targe te d for m ainly
h e alth cons ciou s wom e n wh o are ve ry conce rne d ab ou t th e h e alth of
th e ir fam ilie s . Its h igh qu ality allows its cu s tom e rs to ge t all th e
b e ne fits of h e alth y life . It is a com p le te p ackage as it is p u re , e ns u re s
h e alth y life , b rings ou t th e natu ral flavor and arom a of any re cip e to
th e fu lle s t, com e s in a h ygie nic and conve nie nt p ackaging and
p rovid e s m any b e ne fits to its cu s tom e rs in its com p e titive p rice .
A p e rfe ct com b ination of S u nflowe r, C anola & olive oils with s atu rate d
fats le s s th an 5% , H e artS tar is th e b e s t for h e alth . Als o contains
h igh am ou nts of p olyu ns atu rate d & m onou ns atu rate d fats , wh ich are
cons id e re d ve ry good for h e alth .( O m e ga-3 & O m e ga-6).

25. 9.
LE 6,
FI 3,
ga
P RO m
e
O
TH
AL N
HE
O
A TI
R@ B IN HeartS tar@ is a c ombination of
TA CO
M S unflower, C anola & S oybean
TS IL Oils .
AR O
HE
& In a ratio whic h gives
TS HeartS tar@ the bes t
FA
formulation among all
c ooking oils available in
Pakis tan.
Formulated by top profes s ional
of the indus try it provides
Omega-3, 6 & 9 in perfec t
ratio.

26. 9.
F ILE a 3,
6,
P RO m
eg
O
TH
AL N
HE
O
A TI
R@ IN All fats are m ad e of variou s m ixtu re s of
B
TA
s atu rate d and u ns atu rate d
M
S CO
(m onou ns atu rate d and
RT IL
p olyu ns atu rate d ) fatty acid s . All fatty
A O acid s are com p os e d of ch ains of
HE ATS
& carb on, hyd roge n, and oxyge n
atom s . Fatty acid s are nam e d and
F nu m b e re d b as e d on h ow th e ir
carb on, hyd roge n, and oxyge n atom s
are arrange d . “O m e ga-3”,
“O m e ga-6”, and “O m e ga-9” are
actu ally ch ains of u ns atu rate d fatty
acid s cate gorize d b as e d on wh e re
th e d ou b le b ond b e twe e n two carb on
atom s occu rs . O m e ga-3, om e ga-6,
and om e ga-9 h ave a carb on– carb on
d ou b le b ond in th e #3 p os ition, th e
#6 p os ition, and th e #9 p os ition of
th e ir carb on ch ains , re s p e ctive ly.

27. LE
FI
P RO
TH
AL
HE
R@
S TA 3
A RT A
HE E G Omega-3 fatty acids are extremely important to health
because they help suppress inflammation, an underlying
M cause of many diseases. There are a number of omega-3
fatty acids. They can be categorized according to short
O chain or long chain configurations. One important short
chain omega-3 fatty acid is alpha linolenic acid (ALA). It is
essential to health; however, our bodies cannot make it,
so we must get this fatty acid from our diets. It is a
nutrient most Americans do not get enough of as
relatively few foods are good sources. Canola and
soybean oils are two widely available dietary sources of
essential ALA so their inclusion in the daily diet is
healthful. Longer chain omega-3’s are found in fatty fish,
which also have health benefits.

28. LE
FI
P RO
TH
AL
HE
R@
S TA 6
RT A
HEA G Omega-6 fatty acids are also essential to health and are
E nutrients that our bodies cannot make. The most
familiar omega-6 fatty acid is called linoleic acid (LA).
M Many oils contain omega-6 fatty acids, including
O safflower, sunflower, soybean, corn, cottonseed, and
peanut oils so it is much easier to get the amount
needed through our daily diet. There has been some
debate regarding the importance of a balanced ratio of
omega-6 to omega-3 fatty acids in the diet, but others
feel that it is the absolute amounts of each fatty acid in
the diet that matters. The current recommendation for
omega-6 fatty acid intake is 5-10% of total calories.

29. TH
AL
HE
R@
TA
TS E 9
E AR FIL A Omega-9 fatty acids are found in various vegetable
H O G oils and animal fats. Unlike omega-3 and omega-6
P R E fatty acids, they are not essential, but they too are
M important to health. Oleic acid is one of the main
O omega-9 fatty acids, and emerging evidence is
showing that it may be important in metabolism
and weight regulation. Oleic acid is the main
component of olive oil, as well as, some of the new
generation, heat stable oils, including high-oleic
canola and sunflower oils. Another term for high-
oleic oils is Omega-9 oils. Omega-9 oils refer to a
category of oils that have over 70% oleic acid and
less than 3% linolenic (ALA).

30. AND
B R
y)
li t
D ED s on
a
er
E N IT Y son (P Caring
HeartStar@ is a considerate brand for those people
X T N T Per
E E sa who care for their families.
Trustworthy
ID nd a People consider it to be a reliable brand
a
Br Underdog
It is an underdog as it is directly competing with the
market leaders like HOM, Dalda etc. It considers only
them as its competitors and doesn’t counts other low
profile brands like Manpasand etc. as its direct
competition.
Competent
As HeartStar@ has competitive properties in its
offering and is continuously trying to improve its
product quality so it wouldn’t be wrong to say that it is
competent in whatever it is doing.

31. I TY
N T
I DE
ND .
A ct
BR d u
E D P ro
ND s a Attributes and Quality of HearStar@
TE d A •
E X an Absolutely pure and completely
odorless
B r • Does not freeze even at zero degrees
• Contains lowest amount of saturated
fatty acids in its class
• Is light and easily digestible
• Is not sticky or greasy
• Free from any flavoring additives
• Offers less consumption

32. D E M O G R AP H IC S
Primary:
M oth e rs , b e twe e n 25 and 40 ye ars , re s id e nts , b e longing to S E C A and B.
Th e y are p rim arily h ou s e wive s , wh o take gre at p rid e in th e ir h om e s and e nj cooking for
oy
th e fam ily th e m s e lve s . Th e y want th e ir fam ily to b e fu ll of life . Th e y are e d u cate d (at
le as t M atric) and are aware of th e p re vale nce of ch ole s te rol-re late d d is e as e s and want
th e ir fam ilie s to h ave a h e alth fu l life s tyle . Th e y are conce rne d , b u t p ractical m oth e rs
and not ove rly s e ntim e ntal. Th e y h ave ch ild re n in th e e arly te e n – p re te e n age grou p
econdary:
S
Th e u s e rs of oth e r b rand s and s witch e rs
G e ne ration N e xt:
Th e s e are fu tu re p ote ntial b u ye rs wh o h ave a m ind of th e ir own; th e y d on’t care wh at th e ir
p are nts h ave b e e n u s ing in th e p as t th e y and th e y want to e xp e rim e nt.

33. PSYCHOGRAPHICS:
• H e alth cons ciou s
• D oe s n’t com p rom is e qu ality ove r p rice
• C aring, and love s cooking
• Tru s tworth y
• K nowle d ge ab le ab ou t nu tritional facts
• D e cis ion m ake r for e d ib le oil b rand
• P re fe rs b rand th at is od orle s s , trans p are nt and low in
ch ole s te rol
• E m otionally inte llige nt
• K e e p s s e arch ing for h e alth ie r op tions .
• Ad ap tive toward s b e tte r qu ality p rod u cts

34. S yed Haider Raza