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Shan Foods
Introduction of Shan Foods
Came into existence in 1981
Started exporting after a few years
Repositioned as food brand
Deals in
--recipe mixes, plain spices,
dessert mixes, basmati rice, pickles
and salts
Presence in 60 countries
Shan foods’ Vision
To be a global leader in food products
and social responsible company that
attains its quality standards so that
Shan stands for tradition, trust and
good taste.
Shan foods’ Mission
To continuously develop and produce
quality products that meet the
customers and markets demands,
compatible with applicable regulatory
requirements.
6
Pakistan Food Industry
Pakistan is the world’s ninth largest market
with an estimated 150 million consumers.
S.No. COMMODITIES
2008-2009 V
(US $ )
1 Rice 1210.9
2 Fish and Fish Preparations 165.9
3 Fruits 127.3
4 Spices 21.5
5 Meat & Meat Preparations 41.2
Major Food Exports of Pakistan
Overview of Spice industry
of Pakistan
 7000 spices and salt grinding units
 Tremendous growth in last decade
 Factors behind increased demand
 -- changing lifestyle
 -- sub-continental style of cooking (good spices
means good food)
Major Industry Players
Shan foods
National foods
Others
Chef’s Pride
Mehran foods
Ahmed foods
Habib foods
Zaiqa Foods
Kitchen Secrets
Market share as competitor
Region wise market share
Market Segment Shan Products
Recipe Mix Biryani Masala, karhai Gosht Masala etc
Plain Mix Lal Mirchi, Haldi Powder, etc
Salt Shan Namak
Institution All The Products of Shan
Export All the Products of Shan
Market Segment 2006 2007 2008 2009
Recipe Mix 19% 29% 36% 42%
Plain Mix 22% 28% 33% 46%
Salt 3% 4% 5% 7%
Institution 19% 24% 28% 38%
Export 9% 10% 15% 25%
Growth Last 4 years
Market Segment 2010 2011 2012 2013
Recipe Mix 42% 44% 50% 56%
Plain Mix 48% 51% 53% 55%
Salt 8% 9% 11% 13%
Institution 39% 44% 49% 53%
Export 28% 33% 40% 50%
Growth Future 4 Years
Products of Shan Foods
Delectable Biryani
Vegetables
Authentic Curries
Stir Fries Foods
Lavish Fried Food
Sumptuous BBQ
Yummy Chaat
Products of Shan Foods
Biyani Mixes
Biryani Masala
Bombay Biryani
Fish Biryani
Karachi Beef Biryani
Malay Chicken Biryani
Memoni Mutton Biryani
Pullao Biryani
Punjabi Pullao
Sindhi Biryani
Curry Spice Mixes
Kofta Spice Mix
Meat Masala Spice Mix
Chicken Masala
Roghan Josh
Achar Gosht
Korma Spice Mix
Muragh Chholay
Passanda Spice Mix
Stew/Dopiaza Spice Mix
Meat Vegetables
Stir Fried Foods
 Kat-a-Kat Spice Mix
 Karahi/Fri Gosht Spice Mix
 Keema Spice Mix
 Liver Spice Mix
Deep Fried Foods
Chappli Kabab Spice Mix
Chicken Broast Spice Mix
Lahori Chargha
Fish Spice Mix
Fried Chops/Steaks Spice Mix
Lahori Fish
Shami Kabab
Barbeque
Bihari Kabab
Seekh Kabab
Tikka Boti
Chicken Tikka
Tandoori Masala
Tikka Seekh Kabab
Shan Pickles
Mango Pickle
Lemon Pickle
Mixed Pickle
Garlic Pickle
Chilli Pickle
Vegetarian Foods
Achar Masala
Daal Masala Spice Mix
Pani Puri
Chana Masala Spice Mix
Pav Bhaji
Vegetables Spice Mix
Aaloo ki Bhujia Spice Mix
Instant Foods
Dahi Bara Mix
Easy Cook Haleem Mix
Pakora Mix
Shahi Haleem Mix
Khichra Mix
Dessert Mixes
Gajar Halwa
Lauki Halwa
Rasmalai Mix
Gulab Jaman
Sheer Khurma Mix
Special Pista Kheer Mix
Break Fast
Hunter Beef Spice Mix
Egg Spice Mix
Paya Spice Mix
Nihari Spice Mix
Haleem Spice Mix
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Strengths
Shan food has a very strong heritage and legacy behind it
which has given it a strong goodwill in households.
Shan foods enjoys an approximately 50% market share in
the recipes mixes category.
Shan foods is a leading exporter of food items from
Pakistan providing it an opportunity to tap the large global
market which helps it to expand at a rapid pace.
Shan has a wide range of products and SKU’s available
consolidating its presence in various niches and keeping its
customers loyal to the brand.
Weaknesses
Shan is not present in Jams and marmalades,
Ketchups categories like National foods thereby
loosing an opportunity market. Many loyal
Shan customers purchase National products in
these categories which is causing loss of
potential sales.
Shan has a low market share outside Karachi
in the Punjab market where National enjoys
market leadership. This is due to weak
distribution of Shan products in Punjab market
which is causing loss of potential sales.
Opportunities
Shan can vertically integrate to produce its
own raw materials which will not only reduce
costs but will also provide it more control over
the quality of input.
Shan currently has a very low advertising
spend in the FMCG industry. It can deploy
brand activations and other innovative
campaigns to switch customers from the loose/
unbranded segment to Shan products.
Shan can also horizontally expand its scope
like national foods and enter the other related
food categories where it can tap its loyal
customers with minimal extra efforts.
Threats
The biggest threat to Shan is the high inflation
in Pakistan coupled by a global recession which
is putting pressure on the profits and sales.
The prevalence of counterfeit products is also
threat to Shan causing loss in goodwill and
potential sales.
The emergence of newer brand with deep
pockets can also damage Shan’s market share
due to heavy advertisement while keeping the
product quality close to that of Shan.
Quality control since 1981
Quality assurance system since 2000
Food safety management system since of
2007
Total quality management target if 2010
Third party lab certification target of 2012
ISO 22000, the ISO version of HACCP
(Hazard Analysis And Critical Control Point)
What Shan foods has
achieved and future targets
Demographic Factors:
-- Females 18+
-- Middle lower class and above
Geographic Factors:
-- 500+ distributors all over Pakistan
-- Regional preferences of different brands
Behavioral factors
-- True Pakistani taste
-- Catering to changing lifestyles
-- Purchase pattern varies according to seasons
Strategic & Marketing Analysis
 Products introduced only after testing
 Portfolio comprises 6 broad categories like
recipe mixes, plain spices, dessert mixes,
basmati rice, pickles and salts.
 Offering for Every occasion and every type
of taste
 Top of the mind and top if the heart brand
for Recipe mixes spice Mix category
Analysis of the product
portfolio
Distribution plans
Presence in 60 countries
Focus on International Modern trade and
Local Modern Trade
Area wise policy of distribution
500 + distributors in pakistan alone
Focusing on retail, wholesale, hypermarkets
and international chains.
modern factory covering an estimated area
of 100,000 sq. feet, equipped with lates in
house lab facilities
estimated investment of Rs.100 crores
almost 1000 employees working diligently
Recipient of many national and
international awards
More than 50% growth rate with sales of
Rs. 2 Billion
Success story in terms of figures
 Product Strategy
-- Market Development Strategy
Product Line to new customers
-- Product Development Strategy
Product Lines (Spices, Pickles, etc)
Vegetable mixes for country like India
Meat Mixes for Pakistan
-- Penetration Strategies
Cater the Untapped markets
Genuine flavors in spice mixes
Niches like Diet conscious people
Strategies
Conclusion
Shan Foods is a very progressive
organization which understand the
customer needs and wants.
And through quality, customer
satisfaction and good marketing the
company is able to establish a brand
name.

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Final Shan Project.ppt

  • 1.
  • 3. Introduction of Shan Foods Came into existence in 1981 Started exporting after a few years Repositioned as food brand Deals in --recipe mixes, plain spices, dessert mixes, basmati rice, pickles and salts Presence in 60 countries
  • 4. Shan foods’ Vision To be a global leader in food products and social responsible company that attains its quality standards so that Shan stands for tradition, trust and good taste.
  • 5. Shan foods’ Mission To continuously develop and produce quality products that meet the customers and markets demands, compatible with applicable regulatory requirements.
  • 6. 6 Pakistan Food Industry Pakistan is the world’s ninth largest market with an estimated 150 million consumers.
  • 7. S.No. COMMODITIES 2008-2009 V (US $ ) 1 Rice 1210.9 2 Fish and Fish Preparations 165.9 3 Fruits 127.3 4 Spices 21.5 5 Meat & Meat Preparations 41.2 Major Food Exports of Pakistan
  • 8. Overview of Spice industry of Pakistan  7000 spices and salt grinding units  Tremendous growth in last decade  Factors behind increased demand  -- changing lifestyle  -- sub-continental style of cooking (good spices means good food)
  • 9. Major Industry Players Shan foods National foods Others Chef’s Pride Mehran foods Ahmed foods Habib foods Zaiqa Foods Kitchen Secrets
  • 10. Market share as competitor
  • 12. Market Segment Shan Products Recipe Mix Biryani Masala, karhai Gosht Masala etc Plain Mix Lal Mirchi, Haldi Powder, etc Salt Shan Namak Institution All The Products of Shan Export All the Products of Shan Market Segment 2006 2007 2008 2009 Recipe Mix 19% 29% 36% 42% Plain Mix 22% 28% 33% 46% Salt 3% 4% 5% 7% Institution 19% 24% 28% 38% Export 9% 10% 15% 25% Growth Last 4 years
  • 13. Market Segment 2010 2011 2012 2013 Recipe Mix 42% 44% 50% 56% Plain Mix 48% 51% 53% 55% Salt 8% 9% 11% 13% Institution 39% 44% 49% 53% Export 28% 33% 40% 50% Growth Future 4 Years
  • 14. Products of Shan Foods Delectable Biryani Vegetables Authentic Curries Stir Fries Foods Lavish Fried Food Sumptuous BBQ Yummy Chaat
  • 15. Products of Shan Foods Biyani Mixes Biryani Masala Bombay Biryani Fish Biryani Karachi Beef Biryani Malay Chicken Biryani Memoni Mutton Biryani Pullao Biryani Punjabi Pullao Sindhi Biryani
  • 16. Curry Spice Mixes Kofta Spice Mix Meat Masala Spice Mix Chicken Masala Roghan Josh Achar Gosht Korma Spice Mix Muragh Chholay Passanda Spice Mix Stew/Dopiaza Spice Mix Meat Vegetables
  • 17. Stir Fried Foods  Kat-a-Kat Spice Mix  Karahi/Fri Gosht Spice Mix  Keema Spice Mix  Liver Spice Mix
  • 18. Deep Fried Foods Chappli Kabab Spice Mix Chicken Broast Spice Mix Lahori Chargha Fish Spice Mix Fried Chops/Steaks Spice Mix Lahori Fish Shami Kabab
  • 19. Barbeque Bihari Kabab Seekh Kabab Tikka Boti Chicken Tikka Tandoori Masala Tikka Seekh Kabab
  • 20. Shan Pickles Mango Pickle Lemon Pickle Mixed Pickle Garlic Pickle Chilli Pickle
  • 21. Vegetarian Foods Achar Masala Daal Masala Spice Mix Pani Puri Chana Masala Spice Mix Pav Bhaji Vegetables Spice Mix Aaloo ki Bhujia Spice Mix
  • 22. Instant Foods Dahi Bara Mix Easy Cook Haleem Mix Pakora Mix Shahi Haleem Mix Khichra Mix
  • 23. Dessert Mixes Gajar Halwa Lauki Halwa Rasmalai Mix Gulab Jaman Sheer Khurma Mix Special Pista Kheer Mix
  • 24. Break Fast Hunter Beef Spice Mix Egg Spice Mix Paya Spice Mix Nihari Spice Mix Haleem Spice Mix
  • 26. Strengths Shan food has a very strong heritage and legacy behind it which has given it a strong goodwill in households. Shan foods enjoys an approximately 50% market share in the recipes mixes category. Shan foods is a leading exporter of food items from Pakistan providing it an opportunity to tap the large global market which helps it to expand at a rapid pace. Shan has a wide range of products and SKU’s available consolidating its presence in various niches and keeping its customers loyal to the brand.
  • 27. Weaknesses Shan is not present in Jams and marmalades, Ketchups categories like National foods thereby loosing an opportunity market. Many loyal Shan customers purchase National products in these categories which is causing loss of potential sales. Shan has a low market share outside Karachi in the Punjab market where National enjoys market leadership. This is due to weak distribution of Shan products in Punjab market which is causing loss of potential sales.
  • 28. Opportunities Shan can vertically integrate to produce its own raw materials which will not only reduce costs but will also provide it more control over the quality of input. Shan currently has a very low advertising spend in the FMCG industry. It can deploy brand activations and other innovative campaigns to switch customers from the loose/ unbranded segment to Shan products. Shan can also horizontally expand its scope like national foods and enter the other related food categories where it can tap its loyal customers with minimal extra efforts.
  • 29. Threats The biggest threat to Shan is the high inflation in Pakistan coupled by a global recession which is putting pressure on the profits and sales. The prevalence of counterfeit products is also threat to Shan causing loss in goodwill and potential sales. The emergence of newer brand with deep pockets can also damage Shan’s market share due to heavy advertisement while keeping the product quality close to that of Shan.
  • 30. Quality control since 1981 Quality assurance system since 2000 Food safety management system since of 2007 Total quality management target if 2010 Third party lab certification target of 2012 ISO 22000, the ISO version of HACCP (Hazard Analysis And Critical Control Point) What Shan foods has achieved and future targets
  • 31. Demographic Factors: -- Females 18+ -- Middle lower class and above Geographic Factors: -- 500+ distributors all over Pakistan -- Regional preferences of different brands Behavioral factors -- True Pakistani taste -- Catering to changing lifestyles -- Purchase pattern varies according to seasons Strategic & Marketing Analysis
  • 32.  Products introduced only after testing  Portfolio comprises 6 broad categories like recipe mixes, plain spices, dessert mixes, basmati rice, pickles and salts.  Offering for Every occasion and every type of taste  Top of the mind and top if the heart brand for Recipe mixes spice Mix category Analysis of the product portfolio
  • 33. Distribution plans Presence in 60 countries Focus on International Modern trade and Local Modern Trade Area wise policy of distribution 500 + distributors in pakistan alone Focusing on retail, wholesale, hypermarkets and international chains.
  • 34. modern factory covering an estimated area of 100,000 sq. feet, equipped with lates in house lab facilities estimated investment of Rs.100 crores almost 1000 employees working diligently Recipient of many national and international awards More than 50% growth rate with sales of Rs. 2 Billion Success story in terms of figures
  • 35.  Product Strategy -- Market Development Strategy Product Line to new customers -- Product Development Strategy Product Lines (Spices, Pickles, etc) Vegetable mixes for country like India Meat Mixes for Pakistan -- Penetration Strategies Cater the Untapped markets Genuine flavors in spice mixes Niches like Diet conscious people Strategies
  • 36. Conclusion Shan Foods is a very progressive organization which understand the customer needs and wants. And through quality, customer satisfaction and good marketing the company is able to establish a brand name.