This was our final project of Brand Management we have to present on meet one.... brand Management by Mahmood Nanji

1. Meat One
Brand Management Project
Group members
Bilal Laghari
Rehan Ahmed
Zakaria Patel

2. History
• Started its Operations in the month of August 2008.
• belongs to Al Shaheer.
• Meet One Won several awards both international and
National Level
– ISO 9001:2000 certification
– SAFE Food Award 2009 by URS for quality and hygiene
– Best Export Performance’ award for Fresh and Frozen
Meat from the Federation of Pakistan Chamber of
Commerce and Industry.

3. Meat One As A Brand
• Hygiene, and export quality meat.
• Different from Traditional Butchers.
• One roof solutions to their Customer

4. Brand Mantra
• Nothing beats Our meats

5. Overall Meat Consumption
• 18 kg per Person Annually
• Rs. 400 per Kg
• 18*400= 2700 per anum

6. Entering Chicken Market
Provide every meat under one roof

7. Brand positioning statement
“Meat One is for consumers belonging to SEC A and B
who want quality fresh meat with convenience. Meat
One provides a variety of good quality fresh meats,
because its ‘export quality meat’ meets the hygiene
and processing standards and is certified by global
authorities on their quality and freshness.”

8. Competitors
• Direct Competition
– Fresh meat
• Roadside butchers, IMT’s, LMT’s, Super store counters
• Indirect competition
– Frozen meat

9. Meat One’s Marketing Communication
• Recent Documercial on TV
• Sponsoring on TV and Product Placement
– Strong and Favourable Associations & Recall
• Print media
• Digital Marketing
• Hoardings
• Direct marketing

10. Campaigns
• Awareness campaigns
– Brand Awareness
– Social awareness

11. Think about it campaign

12. Think about it campaign
Strong brand associations- Hygeine & Freshness

13. Brand Manager Strategies
• Involved in both ATL and BTL
• In-store branding was improved and in-store
experience
• Anticipate demand trends and plan
accordingly
– Eid al Adha

14. Brand Manager Strategies
• Researches Conducted to gain confidence of
branding
– U & A studies
• Both for Category and brand
– Research Agencies
• Introduced the loyalty cards

15. Price differential
• It is slightly premium priced, which is
justifiable
“Still you get exactly what you pay for”

16. CBBE Meat One
Brand Saliance
Young brand. The brand has quickly
established it self as a premium
brand in the market. In its target
market and product category is a
well known brand. When it comes
to clean, fresh and hygienic meat
the brand is top of the mind in its
target market which is sec A, A and
B.
Brand Performance
Consumer indicates that they
purchase from meat one because
of its meat quality, freshness,
hygienic meat and a good shop
ambiance.
Brand Imagery
New brand, not rich history. Besides ready made meat with pre determined
cuts. The brand is well associated with Bakra Eid Quarbani in its target
market. People want to relax on Eid and also perform this Holy ritual and just
get their clean fresh meat also prefer Meat One.

17. CBBE Meat One
Consumer Judgments
No access to back end. Front end
nice. Many people just because
they do not have access to back
end hesitate purchasing the meat.
Also in Bakra Eid Time many
people prefer slaughtering animals
in front of them.
Consumer Feelings
Consumers do feel better after
consuming Meat One brand. They
believe that the meat is worth
value. People with health
conscious prefer Meat One.
Consumer Brand Resonance
Brand actualization . Long term objective . As of
now the company has loyal customers and they
have their own loyalty card. These loyal customers
also recommend the brand to other customers and
help in building both the brand equity and
customer equity.

18. Building Meat One Brand
• Consistent Quality
• Awareness campaign
• PR awareness
• Brand Equity

19. Primary features
•Selling raw meat
Secondary Features
•Selling Fresh, hygienic meat under one roof.

20. POP and POD
Points of Parity (POP)
•Selling meat
•Selling different category of meat
•Predetermined and custom made cuts
Points of Difference (POD)
•Hygienic Meat
•Free delivery
•Different Meat category under one roof

21. Meat One in 5 Years
• Growing Brand
• Increase presence in Middle East
• Move in Fish category
• Import from Australia
•Move into North Africa