How pakistani brands go global

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How Pakistani Brands Go Global?

MARCON 2009February 29 at Karachi

Sheraton




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National Foods

A Leading Food CompanyRs. 5.2 Billion *Projected Turnover (Financial

Year 2008-2009)300 products (local and export combined)350+ Domestic Market DistributorsSales Through 80,000+ Retail Outlets1000+ Employees4 Units In Karachi1 Unit In Lahore1 Unit In Bin Qasim




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• A public limited company listed on KHI LHR and ISB Stock Exchanges since 1988

• Credit Rating by JCR-VIS in 2007-08 – A+ for long term– A2 for short term

• Total Contribution to the Economy is Rs. 600 million in the form of taxes and $7.2 million in foreign exchange through exports

Financial Credentials




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Quality Assurance

HACCP Certified

ISO 9001 Certified

Microbial TestingCapability

Good ManufacturingPractices




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Our Foot print…

35 countries around world 409 distributors




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Information Technology

• The only Local Food Company to run– SAP ERP– SAP Business Intelligence– Data Warehousing and Mining capabilities

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Potential

• While we may not be a global or multinational company, we certainly have the POTENTIAL to be so

• Infrastructure• Assets• Retained Earnings• Human Resource Best Practices• CSR working through the bottom of pyramid

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To be a Rs. 50 billion food company by the year 2020 in the

convenience food segment by launching products and services in the

domestic and international markets that enhance lifestyle and create value

for our customers through management excellence

at all levels.

Our Vision




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What Makes a Brand ?

• Consumers don’t buy brands. They buy experiences.

• A Brand is an identity representing an experience.

• Brand is a promise deliverance.

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Examples• Singapore Airport and Singapore

airline: Customer comes first approach. Friendly approach tend to make

consumers comfortable

• Google: Common Phrase: I googled it!!! Constant Expansion: Images,

Financial data ,Email

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What Makes a Global Brand ?

• Iconic identities that represent universally relevant values manifested as local experience.

• To succeed globally brands must stack up against the best in class the world over.

• A combination of goodwill, quality and lifestyle.

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Examples

• Coca Cola : Leading all the way

• China getting into global branding: Two Chinese Brands making efforts to

become global brands

Haier and Lenovo ( previously named legend) used Olympics as the springboard for this.

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The Big Question

• How many brands from Pakistan can you name in the International Market?

• How Many Are Global?

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Are we marketing brands or trading commodities?

• Textile is the largest export sector of Pakistan.Export Brands in the International Market?

• Food is the next largest sector in exportsRice leads in Food CategoryBrands exist but ……….

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What is preventing Pakistani Brands

• Government Trade Policy– More geared towards selling and trading– Designed primarily around textiles– Absence of Marketing Promotion

• Foreign Exchange Control and Regulations– Not Favouring International Business Setups– Marketing Spends Restricted– Difficult Procedure

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Where do we go from here?

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Building Global Brands

• Move beyond traditional/ethnic markets

• Develop positioning that has universal appeal

• Build brands that stack up to leading international brands

• Build partnerships to gain access to international markets

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Process

• Entrepreneurship comes first

• Marketing Follows– Investment in Distribution and Brand Building

Activities

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Recommendation

• Government to promote Brand Building Culture• Move away from Selling culture• Trading is a business with continuous declining

margins• In the absence of a brand, there will always be

someone who will out price your commodity• Brands generate business through loyalty and

foster continuous growth through investment

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