shan and national competitor_our project on [aroma foods]

Group members:

RIDA NASIR 12-SE-95Salma Khaliq 12-SE-15

Aroma Foods

Presentation TopiC:

Introduction of Aroma FoodsCompetitors AnalysisConsumer AnalysisSWOT analysisMarket SegmentationSelected Marketing Strategy Conclusion

Presentation Outline:

Company Analysis:

1. Introduction:Aroma Foods is one such company, dedicated to improving lives through providing healthy, innovative foods items that excel in quality and provide value for money.

Aroma foods’ initiatives is, to make food that is hygienic, reduce time , foster health and contribute towards to experience a more rewarding life-style.

Mission Statement:“To provide quality food to people by filling taste in their lives.”

Vision Statement: “Launching products and services in the domestic and national markets that enhances lifestyle and create value for our customer through management excellence at all levels.”

Company Logo:v

2.Company Goals and Focus:

a. To deliver consistent quality to our customers.

b. Dedicated to continuous improvement

c. To maintain close and direct contact .

d. To promote professionalism at all levels

4.Market Shares:

Spices Industry of Pakistan Spent PKR 24 Billion Annual Business, according to the Latest statistics.

• Branded/Packed Spices (Market Share 40%, Business Volume PKR 8 Billion) 2009-10.

• Unbranded/Loose Spices (Market Share 60%, Business Volume PKR 10-15 Billion)

40%

60%

Market share of Spices

Aroma food’s is the new to market it holds only 5% share of market at present. But we hope that its share will increase in future and will become one of the leading brand of its time.

Shan Foods; 50%National Foods;

35%

Salman

Foods, 10%

Others; 5%

Market Share of Branded SpicesShan Foods National Foods Chef's Pride Others

5.Product MiX: Plain Spice Salt Recipe Masala others

Major competitors of Aroma foods are National foods, Shan Foods.

Other brands include: Salman Foods, Chef’s Pride, Mehran Foods, Ahmed Foods, Habib Foods, Zaiqa Foods, Kitchen Secrets (Rivaayat).

Competitor Analysis:

Consumer Analysis

Types Of Customers:

Working Women.Family Members.Bachelors

SWOT ANAYLSIS

1.Strengths:

Broad product line:

Manufacturing Competence:

Good Marketing Skills:

Enhanced Research and Development:

Brand Name Reputation:

2.Weaknesses:

Having No as Such important internal weakness.

3.Opportunities:

Expanding into foreign markets: Searching new segments in other countries!!

Expansion of core business: Company should be considered expansion of core business as a major opportunity.

4.Threats:

New Entrants:The biggest threat for the Company has been the entry of new competitors in the

Government Legislation: Quota system is creating a threat for company.

Market Segmentations:

1.AROMA FOODs Geographic segmentation:

i. AROMA FOODs distribution ranges from valleys of Quetta to Karachi.

ii. Residents of these regions purchase Aroma foods product on daily basis.

iii. Gender includes both female and male.

iv. Very hot or very cold weather effects our sales.

2.AROMA FOODs Demographic segmentation:

Age: Between 18 – 65.Gender: Both male and female.Family Lifestyle: Almost all.Income: socio-economic class of middle, lower and above.

3.AROMA FOODs Psychographic Segmentation

Lifestyle: not specificSocial Class: upper and middle classPersonality: Almost all type of personality.

Selected Marketing Strategy

Marketing mix

Four Ps are the most important factors for any company in making the marketing plan. To be specific, these 4 Ps are

1) Product 2) Price 3) Place (distribution) 4) Promotion

1.Poduct *Design and Physical characteristics: Radical design with multi color Shapes Rappers.

*Price: Aroma product’s price will be affordable for all the classes of people from middle class to elite class . *Quality: Introducing a quality Food Products

*Classification of product

2.Price 1. Selecting Pricing Objective: To survive in the market. To maximize their profits. Market share maximization. Market leadership.

2. Determining Demand: The demand our Aroma products is elastic

3. Analyzing the competitor price: Another important phase in pricing of the product is to determine the competitor price we

4. Selecting the pricing method: Retrograde pricing

3.Place

Type of Distribution ChannelProducer =>>Wholesaler =>> Retailers =>>Enduser/Consumer

Intensity of Distribution Channel:Intensity of our distribution channel will be selective,

4.Promotion:

1. Promotional strategy =>> i) Push strategy ii) Pull strategy

2. Sales Promotion: Advertisement will be done in such a way that people will be waiting anxiously for our product

3. Newspaper: Newspapers will be extensively used to promote our product

4. Seminars: To start with an effective sales promotion some introductory seminars will be conducted

5.Television(Telemarketing): To use TV intensively For promotion is our long term strategy.

6.Public Relations And Publicity: Aroma foods will also arranges different types of funfairs, catwalks, cooking competition, kids show, singing competition etc… to promote its products and invoke the interest among people.

Conclusion:

Aroma Foods is an emerging company and we are hopeful for its bright future.

Promotion Video: