introduction of new product of shezan

8/9/2019 introduction of new product of shezan

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SHEZAN INTERNATIONAL LIMITED

INTRODUCTION:SHEZAN INTERNATIONAL LIMITED, the Company’s principe acti!ity is to

man"#act"re an$ $istri%"tes &"ices, 'e!era(es, )ic*es, )reser!ers an$

+a!orin(s $eri!e$ #rom #resh #r"its or !e(eta%es The pro$"ct o# company

inc"$es tetra pac* &"ice, Man(o &"ice, )ic*es, C"star$s, &eies an$ &ams The

company $istri%"tes the pro$"cts "n$er the SHEZAN %ran$ name SHEZAN

INTERNATIONAL’S HEAD o-ce is ocate$ in Lahore

HISTORY:SHEZAN Company .as incorporate$ on May 1/, 102 as a pri!ate imite$

company, .ith the o%3ecti!es as set o"t in the Memoran$"m o# Association in

(enera an$ in partic"ar to set "p an in$"stria "n$erstan$in( #or

man"#act"re o# 3"ices, s4"ashes, SHAR'ATS, &AMS )IC5LES AND )RESER6ES

+ROM +R7ITS AND 6E8ETA'LES

Nat"re has %esse$ )a*istan .ith an i$ea cimate #or a .i$e ran(e o#

$eicio"s #r"its O!er the cent"ries )a*istani e9perts ha!e ac4"ire$ an$

$e!eope$ "ni4"e strains o# e9otic #r"it !arieties, "nmatche$ #or their rich

:a!or an$ taste SHEZAN Internationa Limite$ .as concei!e$ as a 3oint

!ent"re %y the SHAHNA;AZ 8ro"p o# )a*istan an$ Aiance In$"stria

De!eopment Corporation o# 7SA in102 The a(ric"t"re %ac*(ro"n$ o# the

)a*istani sponsors in$"ce$ them to esta%ish this a(ro< %ase$ in$"stry

Ta*in( a$!anta(es o# a%"n$ance o# #r"its a!aia%e in )a*istan, an$ the


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a$!ance$ technoo(y pro!i$e$ %y the American partners, SHEZAN %ecame

pioneers in the >e$ o# con!ertin( #r"its into p"ps, concentrates an$ 3"ices

To$ay SHEZAN is the ar(est #oo$ processin( "nit ha!in( $e!eope$ an$

instae$ the capacity to meet the co"ntry’ san$ e9port nee$s In 10?1 the

SHAHNA;AZ 8ro"p p"rchase$ a the shares o# Aiance In$"stria

De!eopment Corporation .ith the permission o# the )a*istan 8o!ernment

The Company has since sho.n s"staine$ (ro.th in %oth the $omestic an$

e9ports >e$s The Company has %een stea$iy e9pan$in( its pro$"ction

capacity o!er the years In 10@e$ in )a*istan

VISION: To %e *no.n as ea$er o# 4"aity pro$"cts in the re(ion De$ication to 4"aity

is a .ay o# i#e at o"r company In its acti!ities the company .i p"rs"e (oas

aime$ at the achie!ement o# pro>ta%e %"siness These res"ts .i %e

$eri!e$ #rom the $e$icate$ eBorts o# each empoyee in con3"nction .ith

s"pporti!e participation #rom mana(ement at a e!es o# the company To

pay its roe in the economic $e!eopment o# the co"ntry an$ to enhance

4"aity o# i#e o# its peope

MISSION:O"r mission is to pro!i$e the hi(hest 4"aity #r"it an$ !e(eta%e reate$

3"ices an$ pro$"cts to retai an$ #oo$ ser!ices c"stomers ;e .ant to

reco(nie in$"stry ea$er an$ ser!ice, pro!i$in( more than e9pecte$ #or o"r

c"stomers, empoyees an$ sta*eho$ers ;e .i accompish this %y

maintainin( a tra$ition o# pri$e in o"r pro$"cts, (ro.th thro"(h inno!ation,

inte(rity in the mana(ement o# o"r %"siness an$ commitment to team

mana(ement an$ "aity Impro!ement )rocess

SHEZAN PRODUCT RANGE:SHEZAN is pro$"cin( a !ariety o# 4"aity pro$"cts SHEZAN is ar(ey

consi$ere$ as mar*et ea$er in #r"it an$ !e(eta%e processin( in$"stry

SHEZAN has an e$(e o!er other .ith its o.n #r"it #arms C"rrenty SHEZAN is

(i!in( to"(h time to other #r"it 3"ice man"#act"rers $"e to its 4"aity an$


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h"(e e9port !o"me as .e as capt"rin( oca #r"it 3"ice mar*et .here it has

competition .ith Neste an$ HALEE'

A )"re

'ottes

Re("ar &"ices T.ists

Syr"ps

NR 'ottes

6ine(ar

S4"ashes

&ams

SHEZAN ;ATER +EEL )7RE

OUR PRODUCT:

;e are intro$"cin( MINERAL WATER OF SHEZAN %eca"se it is one o# the

%asic nee$s o# o"r i#e An$ .e .ish to esta%ish a s"ccess#" partnership an$

reationship .ith o"r c"stomers, o"r staB mem%ers, an$ o"r company that

respect the interests an$ (oas o# each other SHEZAN is one o# the ea$in(

%ran$s so it sho"$ aso #oc"s on this nee$ to (et #"rther s"ccess in %"siness


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OUR MISSION:To #aciitate o"r c"stomers .ith p"re an$ heathy .ater at aBor$a%e price

an$ in a con!enient .ay

SITUATIONAL ANALYSIS

The sit"ation anaysis consists o# se!era metho$s o# anaysisF

1 THE GCS= S;OT ANALSIS/ )ORTERS +I6E +ORCES ANALSIS

5 C ANALYSIS:

A sit"ation anaysis is o#ten re#erre$ to as a /C anaysis, %"t .hene9ten$e$ to a GC anaysis it ao.s %"sinesses to (ain more in#ormation

a%o"t the interna, macro an$ micro


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%een so cear %y the mission statement o# SHEZAN INTERNATIONAL that

.hat are their ma3or an$ prime o%3ecti!es %"t et "s ist them here a(ain to

ma*e it 4"ite cear, simpe an$ easy to "n$erstan$

To p"t its a eBorts to %ecome in$"stry ea$er in the in$"stry

To *eep #oc"se$ an$ $etermine$ to pro!i$e %est 4"aity #r"its an$!e(eta%es pro$"ct

To %e committe$ to pro!i$e e9ceent an$ 4"aity 3"ices an$ nectars to

their cons"mers To *eep an eye on the #r"it#" in!estments an$ opport"nities in ne.

pro3ects To achie!e %etter pro$"ction #aciities

To mana(e the operations o# the company in eBecti!e an$ e-cient

.ay To cope "p .ith the technoo(ica a$!ancement an$ *eepin( "p to

$ate To %e *no.n as ea$er o# 4"aity pro$"ct in the re(ion

To pay its roe in the economic $e!eopment o# the co"ntry an$

enhance 4"aity o# i#e o# its peope

Market!" Strate"#:SHEZAN a$opt $iBerent, strate(ies .hich are i*eF

To$ay peope are more heath conscio"s, so SHEHZAN on o# the most

important strate(y to pro$"ce pro$"ct accor$in( to the $eman$ an$nee$

7p$ate their strate(y accor$in( to peope %eca"se The i#estye o#

peope *eeps on chan(in( )eope are a.are a%o"t each an$ e!ery

thin( happenin( aro"n$ them

COMPETITORS: 8O7RMET

NESTLE

5INLE A7A+INA

S7+I


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CUSTOMERS:C"stomer .ants hi(h 4"aity pro$"ct an$ p"re minera .ater an$ SHEZAN

.ant to protect an$ care a%o"t peope thats .hy SHEZAN pro!i$e$ same

4"aity in ess price

SWOT ANALYSIS:

STRENGTHS: Con!enienty )ace$ +actory

)"re an$ Nat"ra )ro$"cts

"ai>e$ Saes StaB

Stron( +inancia 'ac*"p

8oo$ Distri%"tion Net.or*

EBecti!e A$!ertisement Campai(n 'ran$ Name

)a*istani Company

Mo$i>cation accor$in( to present re4"irements

WEA$NESS: D"e to hi(h rate o# Ta9es o"r prices are hi(her

Ta9 e!a$ers se pro$"ct on m"ch ess prices an$ Retaiers 'ac*mai

#or %etter pro>t mar(ins

OPPORTUNITIESF Di!ersi>cation o# )ro$"ct

A$$ition o# ne. !arieties

Mo$i>cation accor$in( to present re4"irement

;or$ Tra$e Or(aniation a.are peope to $rin* minera .ater instea$

o# tap .ater

THREATS:

Disco"nt OBere$ 'y Competitors Lo. "aity +oo$ )ro$"cts On Cheap

Less A.areness o# Heath

Non


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Tar"et Market Pr'*+e:

MAR$ET SEGMENTATION: These are #o"r o# the most common type o# Mar*etin( Se(mentation

8eo(raphic Se(mentation

Demo(raphic Se(mentation

)sycho(raphic Se(mentation

'eha!iora Se(mentation

SHEZAN MINERAL ;ATER #">e$ the a Mar*etin( Se(mentations Shean;ater #">e$ the nee$ o# e!ery area or re(ion

MAR$ETING TARGETING:We target people who belong from every religion.

E$"cationa Instit"tes o# the city, .here st"$ents mi(ht interact

Create Va+,e ('r

Tar"ete- C,)t'&er)


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Shoppin( centers an$ Mar*et paces

Departmenta stores an$ %a*eries, 8enera stores an$ others etc

Resta"rants an$ hotes

O,r tar"et &arket ) M--+e. U//er0&--+e 1+'2er 3+a))%

TARGETING MAR$ET SEGMENTS:A set o# %"yers sharin( common nee$s or characteristics that the company$eci$e to ser!e O"r mar*etin( tar(etin( is 7NDI++ERENTIATED MAR5ETIN8.hich sho.s tar(etin( %roa$y

DIFFERENTIATION AND POSITIONING: The $iBerentiation an$ positionin( tas* consists o# three stepsF

I$enti#yin( a set o# $iBerentiatin( competiti!e a$!anta(es "pon.hich to %"i$ a position

Choosin( the ri(ht competiti!e a$!anta(es

Seectin( an o!era positionin( strate(y

DIFFERENTIATING COMPETITIVE ADVANTAGES:

SHEZAN ;ater intro$"ces $iBerent sie o# %ottes

OVERALL POSITIONING STRATEGY:O"r o!era positin( strate(y oBerin( THE MORE FOR SAME4 It can %e a

po.er#" !a"e proposition

POSITIONG STATEMENT:

4For All People, SHEZAN Mineral Water is a Pre !everage that

Finishe" #or $hirst !e%ase &t 'ive #o Sitable Pri%e Pa%(age

an" High )ality for *se, Mineral Water Maintain #or $aste an"

#o Feel Pre+

SLOGAN:

feel pure when you drink


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MAR$ETING MIMar*etin( mi9 pannin( %e(ins .ith %"i$in( n oBerin( that %rin( !a"e #or

tar(et c"stomers

PRODUCTAnythin( that can %e oBere$ to mar*et #or attention, ac4"isition, "se, orcons"mption that mi(ht satis#y a .ant or nee$

+or the mar*etin( p"rpose o# the pro$"ct .e ha!e $eci$e$ to a"nch minera.ater SHEZAN Minera ;ater is a pro$"ct that is (oin( to ser!e $iBerentse(ments o# c"stomer O"r tar(et mar*et is !ery ar(e .ith $iBerentse(ments O"r e9pecte$ saes are !ery hi(h

INGREDIENTS:

MA8NESI7M SODI7M

S7L)HATE

CALCI7M

)OTASSI7M

CHLORIDE

TDS

pH

LEVEL OF PRODUCT AND SERVICES:)ro$"ct panner thin* a%o"t pro$"cts an$ ser!ices on three e!es each e!ea$$s more c"stomer !a"e %asic e!e is the CORE C7STOMER 6AL7E


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CORE CUSTOMER VALUE:Core c"stomer !a"e, is .hich a$$resses the "estion what is the byerreally bying

#or o"r pro$"ct c"stomer .i %"yin( a p"re, (erm


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Pr'-,3t Pa3ka"!":It is s"((este$ that the pastic %ottes o# //m ?Gm K 1 iter capacity .i%e "se$ 'ottes .i %e cear The %otte .i (i!e a re:ection o# i(ht s*y %"ecoor, .hich is consi$ere$ a nat"ra sym%o o# the .ater This coor aso a$$sa tin(e o# p"rity The .ater sho"$ (i!e a shiny an$ a (ossy re:ection The

openin( o# the %otte sho"$ %e ar(e eno"(h to accommo$ate o"t:o. an$in:o. o# .ater The coor an$ the $esi(n .i create a positi!e perception #orthe ne. pro$"ct

Pr'-,3t 6,a+t#:O"r minera .ater is o# an e9ceptionay hi(h 4"aity an$ p"reness .ith !eryo. so$i"m content Hi(h concentrations o# $isso!e$ mineras are present inthe .ater .hich pro!es to %e "se#" in pre!entin( $ehy$ration an$ s"stainin(

heath

Na&e '( t7e Bra!-: SHEZAN +EEL )7RE

T#/e '( Pr'-,3t: Minera ;ater

Pr'-,3t La8e+!":

The .rapper o# the %otte is s"((este$ to %e on #o"r


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Bra!- S/'!)'r)7/:SHEZAN Minera .ater is a Manufacturer’s Brand & Private Brand.

Bra!- Dee+'/&e!tF

A company has #o"r choices .hen it comes to $e!eopin( %ran$s

O"r %ran$ $e!eopment is %ase$ on BR! #$%#!'(!.

I!te"rate- Market!" C'&&,!3at'!Inte(rate$ mar*etin( comm"nication is the appication o# consistent %ran$messa(in( across %oth tra$itiona an$ non


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e3,t'! )t#+e:;e are (oin( to e9ec"te o"r messa(e thro"(h Moo$ or Ima(e K M"sicaPstye

Sa+e) Pr'&'t'!:Shean has $esi(ne$ saes promotion in a .ay to enco"ra(e the company’ssaes #orce or other mem%ers o# the $istri%"tion channe to se pro$"ctsmore a((ressi!ey Shean arran(es concerts, tra$e sho.s, e!entsponsorship, inrm that ren$ersser!ices reate$ $irecty to the sae an$Qor p"rchase o# a pro$"ct as it :o.s


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#rom pro$"cer to cons"mer D"e to these mi$$emen, acti!ities s"ch ascreatin( assortments an$ storin( pro$"cts can %e shi#te$ #rom one party toanother in an eBort to impro!e e-ciency They are aso a%e to carry o"t$istri%"tion acti!ities %etter or more cheapy than either pro$"cers orcons"mers

A $istri%"tion channe consists o# the set o# peope an$ >rms in!o!e$ in thetrans#er o# tite to a pro$"ct as the pro$"ct mo!es #rom pro$"cer to "timatecons"mer or %"siness "ser

T#/e '( D)tr8,t'! 37a!!e+: The $istri%"tion channe "se$ #or $istri%"tion o# Shean minera .ater isF

)ro$"cer DISTRI'7TION Retaier Cons"mer

This is an economicay #easi%e choice Shean has a stron( net.or* o#

$istri%"tion an$ has a separate s"ppy chain $epartment

S"ppy chain mana(ement SCM

C7a!!e+ @:

C7a!!e+ :


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C7a!!e+

Ma!,(a3t,r!":;ater man"#act"rin( re4"ires in(re$ients s"ch as citric aci$, concentrates,preser!ati!es, ma(nesi"m, so$i"m, s"phate, caci"m, potassi"m, chori$e, TDS, ph an$ pac*a(in( The company "s"ay stores ? $ays’ .orth o# ra.materias an$ a$3"st it as per $eman$

D)tr8,t'!: The ne9t step in the s"ppy chain is $istri%"tion They aso ma*e s"re thea!aia%iity o# the pro$"ct to the cons"mer at ri(ht time an$ at ri(ht pace This is perhaps the most important o# the steps an$ re4"ires (reat pannin(Shean internationa has set "p their $istri%"tion o-ces in ar(e cities i*eLahore, M"tan, +aisaa%a$, )esha.ar an$ 5arachi Reason #or ha!in( moreo-ces in )"n3a% pro!ince is $"e to its $eman$ an$ pop"ation

Shean’s $istri%"tion is partiay $one %y the company itse# an$ rest iso"tso"rce$ In Lahore the company has its o.n $istri%"tion net.or* an$han$es a %y itse# +or a other cities they ha!e o"tso"rce$ $istri%"tion The re(iona o-ces in other cities are responsi%e #or ac4"irin( the s"ppiesan$ (ettin( them $istri%"te$ thro"(h the "se o# thir$ party $istri%"tor

C,)t'&er: The ast step in the s"ppy chain is the c"stomer The c"stomer o# Shean isthe $istri%"tor an$ ar(e .hoesaers Shean s"ppies $irecty to them an$they are #"rther responsi%e #or pro!i$in( the en$ cons"mer Shean aso$irecty s"ppies to some ar(e s"permar*ets an$ retaiers The en$cons"mers (et their 3"ice #rom e!ery ocation .here the $istri%"tors s"ppythe pro$"ct This aso increases costs an$ $eays $istri%"tion


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Pr'3,re&e!t)roc"rement re#ers to the a set o# acti!ities that ta*e pace in thep"rchasin( o# (oo$s or ser!ices Shean internationa has its o.n pant thatis "se$ in the pro$"ction o# the pro$"ct A o# the $epartment .or*in( atShean internationa are .e inte(rate$ an$ .e


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VERTICAL MAR$ETING SYSTEMS:SHEZAN "se the !ertica mar*etin( system They "se %oth the system iecorporate an$ a$ministere$ 6MS

PRICE:

Va+,e Ba)e- Pr3!":O"r competitors are a!aia%e in the mar*et so .e .i a$opt !a"e


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Pr3e A-;,)t&e!t Strate"e):

D)3',!t) a!- A++'2a!3e)Disco"nts an$ ao.ances res"t in a $e$"ction #rom the %ase or ist price

The $e$"ction may %e in the #orm o# re$"ce$ price or some otherconcession, s"ch as #ree merchan$ise or a$!ertisin( ao.ances Disco"ntsan$ ao.ances are common in %"siness $eain(s

Shean oBers the Tra$e Disco"nts to its c"stomers Tra$e $isco"ntssometimes cae$ #"nctiona $isco"nts are $e$"ctions #rom the ist priceoBere$ to %"yers in payments #or mar*etin( #"nctions the %"yer .i per#orm The e9ampes o# these #"nctions areF storin(, promotin(, an$ sein( thepro$"ct

Pr'&'t'!a+ Pr3!"Shean ;ater #ee p"re comes in a sma sie$ %otte o# 1G R"pees .hich isaBor$a%e to e!eryone The competitors o# Shean )"re ;arer inc"$eF

8o"rmet

S">

Neste

5iney

A4"a>na

In or$er to o"t.ei(h the competition o# (o"rmet .hich is !ery cheap an$ a

pre#erence o# price

Documents

introduction of new product of shezan