SUBMITTED TO:

MAAM FAREEN RAZZAQ

SUBMITTED BY:

MOIZ ALI KHAN (17504)

HUMAIRA SAGHIR RAO (17766)
ZUNAIR SHAHZAD (17203)
BRAND AUDIT NISAR AHMED
SABIH UDDIN
(17131)
(17501)
 AKNOWLEDGEMENT

Firstly, we would like to thank ALLAH, the most merciful and beneficent, for
giving us the strength to complete our project with full determination and
courage.

We would like to express our sincere gratitude to our teacher Maam Farheen
Razzaq at IoBM University, for her valuable time, lectures and never ending
support and encouragement during this process. We are very thankful to her
that she has given us pleasure to use her valuable comments, feedbacks and
suggestion during the time that we have been working on this project and
she has presented a new world to our further academic research.

Page 1 of 36
Table of Contents
Introduction About The Company............................................................................... 4
Vision:......................................................................................................................... 6
Mission:...................................................................................................................... 6
Vision and Mission Statement Interlinked:...............................................................6
Marketing mix............................................................................................................. 7
Products and Services............................................................................................. 8
Price........................................................................................................................ 8
Promotion................................................................................................................ 8
Distribution:............................................................................................................. 9
SKUs:....................................................................................................................... 10
Prime Beef cuts............................................................................................... 10
Mutton Cuts..................................................................................................... 10
Fish................................................................................................................... 10
Fresh Chicken Cuts......................................................................................... 10
Ready to cook (fresh not frozen).................................................................10
Signature Series............................................................................................. 10
Snacks.............................................................................................................. 10
Fast Food.......................................................................................................... 10
BBQ................................................................................................................... 10
Continental...................................................................................................... 10
Competitor Analysis................................................................................................. 11
Primary:................................................................................................................. 11
Secondary............................................................................................................. 11
Tertiary.................................................................................................................. 11
SWOT Analysis.......................................................................................................... 13
Strengths............................................................................................................... 13
Weaknesses........................................................................................................... 13
Opportunities........................................................................................................ 13
Threats.................................................................................................................. 14
Brand Identity........................................................................................................... 15
Brand Elements........................................................................................................ 15
Position Statement................................................................................................... 15

Page 2 of 36
BRAND KEY............................................................................................................... 16
Roots..................................................................................................................... 16
Brand Personality.................................................................................................. 16
Brand Discrimination............................................................................................. 16
Product Truth......................................................................................................... 16
Functional Benefits................................................................................................ 16
Human Truth.......................................................................................................... 17
Emotional Benefits................................................................................................ 17
Survey...................................................................................................................... 18
Demographics.......................................................................................................... 18
Gender.................................................................................................................. 18
Employment Status............................................................................................... 19
Brand Recall............................................................................................................. 19
Results................................................................................................................... 19
Analysis................................................................................................................. 19
Usage....................................................................................................................... 20
Result.................................................................................................................... 20
Analysis................................................................................................................. 20
Answer the following question regarding Meat One.................................................21
Results................................................................................................................... 21
Analysis................................................................................................................. 21
Ranking of Brands.................................................................................................... 22
Results................................................................................................................... 22
Analysis................................................................................................................. 22
Awareness - Recall through smash ability................................................................23
Results................................................................................................................... 23
Analysis................................................................................................................. 24
Rate the following, where 1 is highest and 5 is lowest.............................................24
Results................................................................................................................... 24
Analysis................................................................................................................. 24
On scale one 1 to 5 (where 1 is highest and 5 is lowest) mark the statements about
the Meat one as true or not...................................................................................... 25
Results................................................................................................................... 25

Page 3 of 36
 Analysis................................................................................................................. 25
Brand Personality..................................................................................................... 26
Results................................................................................................................... 26
Analysis................................................................................................................. 26
Detailed analysis................................................................................................... 27
Challenges Faced by Meat One................................................................................. 28
Lack of consumer awareness................................................................................ 28
Open butcher (meat) shops...................................................................................28
Cash flows............................................................................................................. 28
Lack of market share............................................................................................. 29
Perception gap.......................................................................................................... 30
Product.................................................................................................................. 30
User....................................................................................................................... 30
Personality............................................................................................................. 30
Functional benefits................................................................................................ 31
Emotional benefits................................................................................................ 31
Price...................................................................................................................... 31
CUSTOMER BASED BRAND EQUITY (CBBE MODEL)...................................................32
Recommendations.................................................................................................... 34

Introduction About The Company

Meat one is a meat based brand that has the specialty of dealing in fresh,
premium quality meat including beef, mutton and chicken along with other
marinated products. It also offer ready to cook food including frozen samosa,

Page 4 of 36
rolls and chicken nuggets etc. It started its operations in 2010 and now it has
a largge chain of retail outlets operating all across Pakistan. It is the
subsidiary of Al Shaheer Corporation, who is one of the largest exporters of
meat all across Pakistan. Al Shaheer Corporation established in 2008,
because the company experienced that there has been a substantial rise in
the demand of Halal Meat products globally. Al Shaheer Corporation has the
largest private slaughtering facility all across the country. They select the
healthy animals from Interior Sindh and Punjab. Then process them at its
facility and then export it to different regional markets like GCC and Middle
East Countries such as Kuwait, Bahrain, Oman and Saudi Arabia. The meat
processing quality of the company is HACCP certified, which keeps strict
monitoring of each step of the production process of food. This is the
important one that they are able to control major food processing and to
control major risks such as chemical, physical contaminants and
microbiological. This HACCP has been endorsed by different International
bodies such as NASCA. It is the best process control system that is available
in todays age. Furthermore, they have the best slaughtering facility and it
has been approved and audited by Saudi Arab and UAE delegations after
fully satisfied with the systems and quality control. The team of ASC is
blessed with the team of dedicated and trained professionals having more
than 550 employees with the total revenue of US$ 45 million, their
operations are conducted in 3 different segments of business: Meat Exports,
Meat Retail, Institutional Meat Sales and a subsidiary company recently
incorporated Al Shaheer Farms (Pvt.) Limited. In the past five years, company
achieved a 27% CAGR in terms of revenue and is in the process of rapidly
expanding its corporate footprint.

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Vision:
Our vision is to be a leading player in Halal food business.

Mission:
Our mission is to redefine the different ways people buy meat in Pakistan,
through high quality meat provision, great customer services as well as
attractive shopping experience to our customers.

Vision and Mission Statement Interlinked:

There is a vital connection between vision as well as mission statement of
Meat one. Meat one has the goal to be one of the leading players in Halal
Food industry, the overall mission focuses towards achieving its objectives.
Meat one tends to focus on high quality as well as better service provision
and because of this focus, it always gains their loyal customers which will
enable the company to increase their market share. Hence the vision as well
as the mission statement truly reflects that they have the goal of becoming a
market leader in the industry.

Page 6 of 36
 Marketing Mix

(frozen foods)
and ready to cook
lamb, ribs,mutton PRICE
-Marinade Chicken, It is slightly
-Fish premium priced,
-Chicken which is
justifiable Still
-Mutton you get exactly
-Beaf what you pay
PRODUCT for

PROMOTION MARKETIN
G MIX
Bill boards and
discount offers
Sponsoring on
TV and
Kuwait, Bahrain
as Oman,
Product
Placement
Countries such
Middle East
Print media -Export to
Digital
Marketing
Outlets
-Branded Retail
Direct
marketing DISTRIBUTION

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Products and Services
Fresh and chilled beef (both boneless and bone in) from cattles for
export and local market
Fresh and chilled Mutton and Lamb for both local and export market
with export weight

Range of 8-12 kg in both fresh and frozen categories

Camel Meat for export as per orders in both fresh and frozen
categories
Fresh chilled and Frozen Raw fish Range of Maintained and ready to
cook meat items.

Price
It is slightly premium priced, which is justifiable Still you get exactly what
you pay for. They charge different prices according to the cuts, 1 Kg meat
costs in the range of Rs 400 to 1100 based on the quality and customization
of meat cuts. However there is an issue of price fluctuation in meat one.
Prices of their products change on daily basis which creates confusion among
consumers.

Promotion
Meat one does their promotion through print advertisements, sponsorships,
and product placements in famous drama serials, discount offers, digital
marketing and direct marketing. It ran a marketing campaign in 2010 named
THINK ABOUT IT CAMPAIGN in which they portrayed a technique for
consumers to question about the hygienic factor in consuming meat.

Distribution:
Meat one has 14 branded outlets across the country out of which 12 are
located in Karachi, 1 is in Lahore and one in Islamabad. It offers free delivery
as well to customers through their UAN number. It also exports meat to
Middle East countries such as Oman, Kuwait, Bahrain, UAE and Saudi an
Arabia.

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SKUs:

Prime Beef cuts Mutton Fish Fresh Chicken

Cuts Cuts
Front chops Front chops Red snapper Biryani cuts
Back chops Back chops King fish Korma cuts
Breast Breast King fish slice Karahi cuts
Mix boti Neck Silver grumter Leg
Boneless cube Mix boti Silver grumter Drum stick
Nihari cut ( bone Shoulder Mushka fish Breast
wd) fillet
Nihari cut ( bone Leg Yellow fish Wings
wd)
Mince Adla White promfet Breast boneless
Pasanda Mince Spanish Mince
makerel
Nail for nihari Whole Whole chicken
carcass
Whole Whole chicken with

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 chicken skin

Ready to cook (fresh not frozen)

Signature Snacks Fast Food BBQ Continent

Series al
Blazin Chicken Roasted Beef chapli Mutton leg
chicken samosa chicken kabab
wing
Beef tender Chicken Chicken strips Chicken tikka Mutton leg
kofta cheese
samosa
Spring roll Beef burger Chicken
patty shashlik
Chicken strips Chicken
shawarma
Chicken kofta

Competitor Analysis
Operating in a food industry in a country like Pakistan has the great
disadvantage of facing huge competition from modern and conventional
channels. Let it be fast food selling outlets, meat-selling brands, or the
traditional Pathans hotels, all these businesses operate in a highly
competitive environment and Meat One is no exception, even though it does
not face direct competition from any of the other brands in Karachi. In Lahore
and Islamabad.

According to officials, Meat Ones indirect competitors can be classified into

three broad categories:

Primary:
These include all the big and small traditional butcher shops that operate in
Karachi. These butcher shops cater to a huge chunk of the market, around
71% (as shown in the exhibit), and provided the greatest competition to Meat
One. One of the major reasons for such high a market share for these
butchers is that they have been operating in their respective areas since
many decades and have gained the trust of and built relationships with their
customers. People prefer to buy meat from the same people whom their

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forefathers had made their purchases from, even if it is not as hygienic as it
used to be.

For these butchers, perhaps the only factor that could possibly drive
customers away from their shops is the unhygienic method of slaughtering
and storing meat which has been giving rise to several diseases, especially
in the past few years. However, since these butchers are able to offer lower
prices than the secondary and tertiary meat suppliers, most income groups,
up to the upper-middle class, are forced to buy meat from them.

Secondary
Supermarkets and stores like Imtiaz, Metro, etc. have their own butcheries
which offer red and white meat at prices slightly higher than the traditional
butchers. These stores mainly target the same market as Meat One and the
meat offered here is also more hygienically prepared for sale than that sold
at the butcher shops.

One of the biggest advantages these super-store butcheries have over other
meat sellers is that they are one-stop shopping outlets where customers
come to do their monthly shopping and hence, there are high chances that
they will prefer buying all their groceries from the same place in order to
save time and effort.

Tertiary
This category of meat sellers captures around 26% of the market along with
the secondary meat-selling sector and has, in particular, been rapidly
growing since the past few years. This is the category which includes Meat
One and other branded meat sellers and caters to the higher end of the
income group by selling red and white meat as well as other meat-based
products. The most prominent players in this category include K&Ns, PK,
Menu, etc. and the growing market potential in this industry promises to
attract more brands in the future too. The brands in this group promise
healthier meat than offered by the other two categories but the prices are
also higher here. So basically, customers have to make a tradeoff between
quality (hygiene) and price. Many of these brands have their own retail
outlets very similar to Meat Ones, and some offer much larger product
ranges that include ready-to-cook products like nuggets and sausages as
well, providing greater competition to the latter. A factor that differentiates
Meat One from others in this category, however, is that it offers fresh chilled
meat, while other sellers sell frozen meat. Therefore, customers who value
freshness prefer Meat One over its competitors.

Page 11 of 36
SWOT Analysis
Strengths
First movers Advantage. Meat One is the first brand to provide the
export quality meat products to its customers which gives it a
pioneers advantage in the minds of its consumers.
Animals are of plain region, scent free and tender meat. Meat one
raises its animals in plain fields of grass to produce the best quality
meat free from all types of scents associated with meat from wild
animals.
Animals free from hormones and antibiotic therapies which makes the
animal growth natural and its meat more organic and healthy to
consume.
Live butchery plus Pre Package Model. Live butchery includes meat
cuts according to the customers preferences, while the Pre Package
model encompasses famous meat cuts such as leg piece cut, wings,
boneless meat etc.

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 Meat is HACCP certified (Hazard Analysis and Critical Control Points).
Meat is fresh and kept chilled and never frozen. Which is a point of
difference as it competitor, mainly super markets (such as Nahids and
Imtiaz super market) sell frozen meat.
Professionally trained butcher and meat handlers with protective and
hygienic clothing. Meat from Meat One is export quality and ISO
certified.
Free delivery through 11-11-MEAT-1

Weaknesses
High staff turnover especially the butchers as they tend to open their
own shops. Which is problematic for the company as the cost incurred
in training the butchers is expensive and frequent training decreases
companys revenue.
Only limited to 3 cities of Pakistan. It has 12 outlets in Karachi, 1 outlet
in Lahore and 1 in Islamabad.

Opportunities
Opportunity to expand to new cities in Pakistan, they have yet to touch
the province of Khyber Pakthunkhwa and Baluchistan and expanding to
these provinces will increase the companys overall market share
Opportunity to expand in global market, AL Shaheer Corporation can
easily utilize Meat Ones brand name to expand to new international
markets of Europe and South America
New Product such as samosa with cheese or a new recipe of meat
product can be launched to increase sales
Online Service, while the company has free delivery through phone
calls the company has yet to offer delivery through online order.

Threats
Meat itself became a threat for the company as meat of harm animals
(dogs, donkeys etc.) started selling in Pakistan which made people
reluctant to buy meat even from a premium butcher outlet such as
Meat One.
Diseases such as Mad cow, Swine Flu, bird flu can substantially hinder
the companys over sales
Low acceptability in society in respect to traditional butcher shop. Even
though Meat One was providing high quality Meat products, people still
preferred buying ships from traditional butcher shops and this was
evident as the companys share in the Pakistan meat market was 0.6
percent as compared to traditional Meat shops which had a market
share of approximately 71 percent.

Page 13 of 36
Brand Identity
As a Product: Meat One as a product is associated with Halal Organic
Export Quality meat. They select the best animals and process them at their
facility which is certified to meet export quality standards.

As an Organization: Meat One as an organization has a responsible

culture and are sincere in what they do, Al Shaheer corporation goal's is to
provide Halal meat product to its consumer.

As a Person: Meat one as a human would be an associated with a trait of

Responsibility and Sophistication.

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As a symbol: Meat One is a metaphor for hygiene with a visual
representation of dark blood Red color in their logo symbolizing meat.

Brand Elements
The survey conducted by team gave us an insight on what the brand
elements of Meat One are, which are as followings:

Memorable: Meat One's name is simple and very easy to remember

which increases brand recall and makes the brand easily recognizable.

Meaningful: The name of Meat is descriptive and persuasive enough

to lure any meat lover to their outlet.

Transferable: The Meat One name can be utilized by Al Shaheer

Corporation across borders and cultures as they look towards new
horizons and opening their outlets across Europe and North America.

Positioning Statement
Reason to Believe: Meat one is HACCP certified and caters its
services according to the international standers in the most befitting
manner.
Frame Of reference: Fresh Meat provider. For any meat consumer
looking to have export quality halal and organic meat.
POD: Fresh & Healthy Meat. As at Meat One the Meat is kept at
between temperatures of 0 degree to -4 degree in order to keep it
fresh and is never frozen.
POP: Halal Meat Provider in Pakistan, which is according to the Islamic
teachings and according to the rules and regulation given in the
constitution of Pakistan.
Target Audience: Household &corporate sectors that loves to
consume fresh high quality food especially meat products and catering
industries which could use Meat Ones meat in producing different
types of cuisines for its consumers.

BRAND KEY

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Roots
Belongs to Pakistans largest halal meat exporters Al-Shaheer

Brand Personality
Meat one possess a personality that is trustworthy and sincere with
sophistication as icing on the top

Brand Discrimination
Providing a wide range of fresh meat Products (Cow, Goat, Fish and Chicken)
processed under highly advanced techniques and technology with the
assurance of being Halal under a brand name

Product Truth
People want hygienic, healthy and fresh meat

Functional Benefits
Providing the facility of hand chopped meat with the assurance of germ free
and hygienic product

Providing wide range of ready to cook meat from Samosa to ready to fry
Meat chops

HACCP certified

Human Truth
People want halal meat as the sentiments are attached within Muslim
community

Emotional Benefits
Halal meat and all the procedures abide the laws of Islamic religion.

In house mufti to keep a check and balance.

Page 16 of 36
Survey
The survey research was based on convenience sample; the data was
collected through online and manual surveys. Following are the specification
and findings of the data. Through the survey we analyzed the following:

Brand recall

Usage

Availability

Usage-competitive

Loyalty

Judgment-credibility

Ranking (among different competitors)

Awareness - Recall through smash ability

Performance

Perceived quality (among different competitors)

Experience

Loyalty

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 Community

Engagement

Attachment

Brand personality

Demographics
Following are the demographical characteristics of data; also data was
collected from the residence of the Karachi, Pakistan only.

Gender

Gender

30 Male
Female
70

The data was collected from 53 respondents. The sample size of data
collected consisted on about 70% of males and rest was female.

Employment Status

Employment Status
Employed For wages Self employed
7%15% Un employed and looking for Un employeed but not
6% work looking for work currently
68% A Student
4%

From the 53 respondents, 68% respondents were students, while 15% were
self employed, and only 7% were employed for wages, on the other hand

Page 18 of 36
10% of the respondents were not employed out of these 10% about 6%a
were looking for job and rest was not looking for job.

Brand Recall
The question asked for the purpose of judging the brand recall was:

When you think of meat based products, what brands come to your mind?

Results

Brand Recall

Meat One
37% Khaas Meat
61% K&N's
2%

Analysis
The result we found is that the meat one has highest brand recall, followed
by its indirect competitor K&Ns, Khas meat has the third highest brand
recall. In the mind of respondents, name meat one came first, 61%
respondents thought of Meat one, while 37% remembered the K&Ns name
first.

Usage
For the purpose of analyzing the usage of the meat based brands following
question was asked:

List the brands of meat you have consumed.

Page 19 of 36
Result

Usage
Meat One
14% Khaas Meat
38%
K&N's
38%
10% Others

Analysis
We found out the a lots of respondents had consumed multiple brand of
meat, most of the respondents had used both meat one and K&Ns while
some have consumed both meat one and Khaas Meat, while of them had
used all three of them, other names such as Monsalwa, PK Meat and Foods
also came into light while the analysis. Through the analysis we found that
form 49 respondents 70% of the respondents has used Meat one, the ration
of users of K&Ns was also same as meat one, while 18% of the 44
respondents replied that they have also used Khaas Meat, while 25% stated
that they have also used other brand s of meat.

Following is the list of replies of the question

1. Meat one, K&Ns 16. Meat one and KN's 31. K&Ns, meat one, Pk
2. Meat one, K&Ns 17. K&Ns, meat one foods
3. Meat one, K&Ns 18. K&Ns, Meat one 32. K&Ns, meat one, Meat
4. Meat one, K&Ns 19. Meat one, Khaas, K&Ns fresh
5. Meat one, K&Ns 20. Meat one, Khaas, K&Ns 33. Sufi, K&Ns, Meat one
6. K&Ns, Meat one 21. Meat one, Khaas meat 34. Meat one, K&Ns, Khaas
7. K&Ns, Meat one 22. K&Ns
meat
8. K&Ns, Meat one 23. Meat One, KNNs
35. Meat one
9. K&Ns, Meat one 24. Khaas, meat one
36. Meat one, K&Ns
10. Meat one 25. K N S , Meat one
37. meat one, K&Ns,
11. Meat one 26. Meat one, Khaas meat,
12. Meat one Monsalwa
Perfect meat
13. Meat one 38. Monsalwa, K&Ns, meat
27. K&Ns Meat One, k &
14. Meat one one, Khaas
N's
15. Meat one and KN's 39. K&Ns, meat one,
28. K&Ns, Menu
29. K&N's Monsalwa
30. Meat one, K&Ns 40. meat one, Khaas meat,
K&Ns
41. K&Ns, Sufi, dawn, Pk
42. K&Ns
43. K&Ns, meat one,
Monsalwa
44. meat one, Khaas, Pk,
Monsalwa

Page 20 of 36
Answer the following question regarding Meat One
Availability, To judge the availability of the brand we asked following
question:

Is the Meat one easily available in your area?

Usage, To find out the current status of users in the respondents we asked
following question:

Do you buy meat/meat based product from Meat one?

Loyalty, to find out the consumer loyalty for the Meat one we asked
following question:

If it is not available in your area would you prefer to go to other area to

purchase it?

Judgment credibility, to estimate the credibility of meat one in minds of

consumer we asked following question:

The makers of the brand understand consumers need and

interest?(Judgment credibility)

Results
35

30

25
Yes
20
No
15 May be
10 I don't Know

0
Availability Usage Loyality Judment-Credibility

Analysis
Availability: We found out the more than 60% of the respondents had easy
excess to meat one products near their residencies, while about more that
20% of the respondents did not have easy excess to the meat one products,
while about a little less than 17% of the respondents were not sure whether
it was available there are or not.

Page 21 of 36
Usage: 58% of the respondents replied with yes, on the other hand 32%
replied with no, it leads to conclusion that more than half of the respondents
are users of Meat one.

Loyalty: loyalty of the Meat one is questionable as when it was asked that, if
Meat one is not available in your area will you go to other area to purchase it,
there was significant number of respondents who were not sure what they
will do. Also number of respondents refusing to go to other area is also low.

Judgment credibility: In case of credibility of Meat one, most of the

respondents replied with yes number of people saying no is pretty low here,
while we can also see find a little ambiguity here as people responding with
may be and I dont know is also significant.

Ranking of Brands
To analyze the ranking in mind of respondents we asked the following
question:

Rank your favorite brand, where 1 is most favorite and 4 is least favorite
brand

For the purpose of ranking we name 4 brands in front of consumers; the

brands were selected because through desk research we found that he
following four are the biggest brands when it comes to meat, brand are:

1. Meat one

2. K&Ns

3. Khas Meat

4. Pk meat and food

Page 22 of 36
Results
40
35
30
25
20 1
15 2
10
3
5
0 4

Analysis
We found that among K&Ns, Meat one, Khaas Meat, and PK Food & Meat

K&Ns is most favorite brand, as 31 respondents considered it number

one brand, number of people considering k&Ns as 2nd or 3rd favorite
brand it very low.

Meat one is 2nd most favorite brand, as 26 of the respondents

considered it as 2nd favorite brand, and only 17 respondents considered
it as most favorite brand which is significantly low as compared to the
number if people considering it as 2nd favorite brand.

Khaas meat comes 3rd, as the 33 of the respondents considered it as 3rd

favorite brand, other ranks given to are significantly low.

Awareness - Recall through smash ability

To judge the brand recall we smashed the logo of Meat one and asked the
following question, logo is shown below to.

Do you recognize this logo?

Page 23 of 36
Results

Awarness - Recall

8% Yes
25% No
68% May be

Analysis
We found that Meat ones logos smash ability is high enough to conclude
that the Meat one as brand is smash able.

Rate the following, where 1 is highest and 5 is lowest

Performance, To analyze the performance of Meat one, we asked following
questions:

1. Does the Meat One completely satisfy your meat based requirement?

2. How do you rate Meat One?

Perceived quality, to analyze the perceived quality of Meat one in the mind
of customer we asked the following questions:

1. How do you rate hygiene on the Meat One outlet?

2. The likely quality of meat one is very high

Experience, To analyze the experience of consumers we asked the following

question:

It makes sense to buy meat one instead of local meat even if they are the
same.

Page 24 of 36
Results
25
22

20 18.5 18 18.5 19
1
15 14
12 2
9 3
10 8.5
4
4.5 5
5 3 5
2.5 2 2.5

0
Performance Perceived Quality Experience

Analysis
Performance: On average performance of meat one is high as 69% of the
53 respondents rated it as 1 or 2, 2% are neutral about performance of it,
and only 8% replied with 3 or 4.

Perceived Quality: Perceived quality of Meat one in mind o customer is

high as 70% of the respondents rated it either one or 2, while 16% are
neutral about it and only 13% replied with 4 or 5.

Experience: 58% of the 53 respondents replied with 1 or 2 which leads to

the fact that the experience at meat one is high, 26% are neutral about it,
and only 15% responded with 4 or 5.

On scale one 1 to 5 (where 1 is highest and 5 is lowest)

mark the statements about the Meat one as true or not
Loyalty, to find out the loyalty of consumers we asked following questions:

1. If this brand was not available, it would make little difference to me if I

had to use another brand

2. I feel this is the only brand of this product I need

Community, to find the feel of community in the minds of consumers we

asked following question:

I feel deep connection with others who use this brand

Page 25 of 36
Engagement, to analyze the engagement level we asked following
question:

I really like to talk to others about this brand

Attachment, to judge the level of attachment we asked following question:

This brand is more than a product to me

Results
20
17.5
18 16
16 15
14 13 13 13
12 12 1
12 11
10 2
10 8.5
7 3
8 6 6
5 4
6 4
4 5
2
0
Loyalty Community Engagement Attachment

Analysis
Loyalty: most on the respondents replied for the question with 1 and 2
which concludes that the loyalty among the users is high; the percentage of
loyal users is 61 while 26 % are neutral about the loyalty.

Community: Community building of the meat one is bit low as 42%

respondents marked either 1 or 2, while 24% are neutral about whether they
have deep connection with the Meat one as brand or not, on the other hand
34% replied with 3 and 4. It leads to the conclusion that the Meat one needs
to work on the community building.

Engagement: 32% of the 51 respondents replied with 1 or 2 while 26% are

neutral about it, one the other hand 44% replied with either 4 or 5, it leads
us to conclusion that the engagement in the meat one as brand is not high
enough and Meat one needs to work on it.

Attachment: attachment with the Meat one as brand is pretty low, as only
35% out of 51 respondents replied with 1 or 2 on the other hand 29% are
neutral about it, 36% replied with either 4 or 5. Most shocking part is the fifth
bar as 23% of the weightage of respondents lies there, Meat one really needs
to work on building the attachment.

Page 26 of 36
Brand Personality
To analyze the brand personality we asked the following question:

What do you consider Meat One brand as?

Results

Brand Personality
Competence

Sincerity
Brand Personality
Excitement

Satisfaction

Rugged

0 5 10 15 20 25 30

Analysis
We found that 52% of the respondents consider Meat ones personality
as sincere

36% considers it as sophisticated and competent

only 5% of 51 respondent consider it as rugged

Detailed analysis
We can observe that the Meat one has multiple personality when it comes to
brand personality; it has three of brand personalities, on the other hand
brands must try to stick to not more than two personalities, because if the
personality traits increase it becomes difficult to keep track and reinforcing of
the personality while not hurting other personalities.

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 Challenges Faced by Meat One

The company is facing the following challenges with respect to strategy

implementation:

Lack of consumer awareness:

Consumers of meat are unconscious about hygiene in our country; they are
just buying meat without knowing that what they are buying is fatter than
meat and that too from animals of sub-standard quality. Customers are also
unaware about the health hazards that they can suffer by meat that has
been stored improperly at the wrong temperatures. Meat one is spending on
creating awareness among consumers about the hygienic meat and the
standards they are following.

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People largely consider Meat One as exploiting individual rights by charging a
higher price for a commodity which could easily be bought at a significantly
lower price from the local butcher shops. The reason for this price difference
as noted by Meat One was that local butchers used to weigh the meat first
and then clean all the fat from the piece, contrary to what Meat One
observed. So, on average if 1Kg was weighed then after cleaning, 800 or 850
grams were left for customers to take home. Whereas, on the other hand
Meat One was providing full 1Kg of piece after cleaning thus providing
consumers with convenience and true value for money. This was a great
opportunity for Meat One to market this as a competitive advantage but
unfortunately due to its limited marketing budget it was not able to
overcome the challenge of changing consumer perception towards their
product. The company is spending merely 1% of their revenues as the
marketing budget, which needs to be increased in order to fund more
aggressive and comprehensive marketing campaigns.

Open butcher (meat) shops:

The price of open meat shop is comparatively less than Meat One. The
butchers are selling at low price because they do not implement the
standards which are related to hygiene, neither do they have to pay taxes
because the industry is highly unregulated. These butchers also enjoy the
loyalty of their customers because their families have been in the meat
business since many years in the same street so they have loyal customers.

Cash flows:

Meat one has major challenge in dealing with the cash flows because this
industry depends on livestock which deals in cash only. Meat One has to
make payments on cash, they give their money first and then got the money
after selling the meat. They do not get loan from the bank and cannot make
their purchases on credit. Banks offer short term loans but they cannot take
it because it has high interest rate. Hence liquidity issues remain to be a
serious challenge in strategy implementation.

Lack of market share:

Meat One has only 0.5% of the market share because there is huge number
of open meat shops which are catering to majority of the population, reason
being low cost and loyalty of existing customers. Meat One has more
recognition in Karachi as it has a network of 18 shops in Karachi, where as

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they are struggling in Lahore and Islamabad because of competitors of
having a same business model providing trimmed meat, different cuts and
with packaging.

Perception gap

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Product
The brand identity of meat one is not only hygiene meat but also they now
have ready to cook range for their meat product as well as for their oceanic
range(fish range) and the brand image among people is that they provide
only hygiene meat so they have to make strategies to augment it because of
competitors in the like kns etc. which are providing a vast range of ready to
cook products.

User
Gap is also lying in this head because they have some sort of confusing
brand identity when they launched meat one they said this is a brand for
middle class persons/consumers but later they shifted it to SEC A i.e. a
premium brand and communicate it again as we are targeting SEC A and SEC
B class which is bit confusing in branding purpose so also they have to
augment this perception among consumers or target market.

Personality
The personality which meat one chose for themselves as a brand is
sophisticated, sincerity and competence because they have Asia second best
abattoirs and the image we analyze is sincerity and sophisticated so they
also have to augment it and choose some strong and concise personality
which deliver the whole meaning of brand because lots of personalities is not
communicable and people will et confuse in it.

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Functional benefits
Meat one have a whole process of procurements i.e. they have their own
farms where they provide organic food to the animals and provide proper
hygiene environment and facilities just to prevent the quality of meat after
the animals will slaughter, they also have laboratories where they used to
test the every single measure which is required in the business line, they
have proper packaging system , and the brand image among consumers are
just a hygiene meat product so they have to communicate these benefits to
the consumers to enhance loyalty.

Emotional benefits
In Muslim community the biggest emotional attachment to meat based
product is the concept of Halal meat so in this head they have to use
reinforce strategy because identity and image is same.

Price
Price according to meat one is justified premium prices because they are
providing halal hygiene meat to the customers they justified this premium
prices through the processes which they used and by providing healthy meat
which is tested according to the international standards , they also justified it
as providing the export quality meat , image in society about prices of meat
one is unjustified because they do not communicate their process and
functional benefit so people dont know about their product much and image
of unjustified prices is prevailing.

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 CUSTOMER BASED BRAND EQUITY (CBBE MODEL)

Salience: It measures the depth and breadth of brand awareness among

consumers. In the case of meat one the brand salience was very high as
people were easily able to recall and recognize meat one.

Performance and Imagery: It measures the functional and emotional

benefits of a brand that it delivers. It is basically based on your point of
parity and point of difference. In case of meat one it is successful in
delivering the functional benefits, the performance of a product is really high
in terms of quality and hygiene which has become their POD but it has failed
to associate any emotional aspect with the brand except the concept of halal
which is also not being properly communicated so the imagery of meat has a
very little role in building brands equity.

Judgment and Feelings: It is the perception of consumers about your

brand that how they perceive your performance and imagery based on your

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value proposition regarding the functional and emotional benefits. According
to the survey results consumers perceived meat one as a high quality
hygienic brand based on their performance. But people were not emotionally
attached with the brand, they were not loyal and it did not make any
difference to them if meat one was not available in there so there were
neither positive feelings nor attachment for the brand in consumers mind.

Resonance: It measures the relationship with the customers for building

brand equity. It involves community building for the purpose of creating
intense loyalty among customers. In case of meat one the loyalty was low;
people were reluctant to go to other area if meat one was not available. Also
most of them replied that they do not have deep connection with meat one,
the engagement and attachment factors were also low which shows that
meat one has failed to build relationship with their customers to form intense
loyalty for their brand through community building.

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Recommendations
More distribution outlets should be opened all over the country as well as
on global scale they have potential to operate globally because meat one
is belong to Al -Shaheer corporation which is the biggest exporter of halal
meat eat in Pakistan.

Brand Building through communicating emotional and functional benefits

Online service currently they are providing the free delivery service but
customers have to call them to book order they dont have any online
portal for this service.

Addition in product line will help them in maintaining recall and loyalty by
providing things other than meat which are adaptable by the name of
meat one.

Loyalty cards must be issued again as they had launched it back in 2010
when meat one enters in the market but later they refused to do so now
they have to issue it again because more other brands are there in the
market and they dont have any advertisement campaign as well.

More marketing campaigns including advertisements and face to face

campaign like in different malls where they have to convey the message
and tell consumer that who they are and what they are providing and
how.

Resolve the issues of price fluctuations this is the biggest problem as we

have found out there prices fluctuate on daily bases as compare to the
local meat sellers so people are more reluctant to go there.

Associate with usage (family, dinners, events etc.).

Increase its marketing budget in order to highlight differentiating factors

from other meat sellers and to attract more customers.

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