Brand Management MEZAN GROUP

Contents
1.1 Historical Background of MEZAN FOODS Limited: ......................................................... 2
1.2 Mission Statement of MEZAN FOODS LTD: ............................................................. 2
1.3 Objectives & Goals of MEZAN FOODS LTD: ........................................................................ 2
1.4 Core Values:.............................................................................................................................. 3
1.5 Diversified Product portfolio of MEZAN FOODS LTD: ......................................................... 3
1.6 The Board: ................................................................................................................................ 4
1.7 Hierarchy: ................................................................................................................................. 4
1.8 SWOT Analysis ........................................................................................................................ 6
2.0 Key Challenges: ................................................................................................................... 8
3.0 Brand Inventory ................................................................................................................... 9
3.1 Brand Architecture ............................................. Error! Bookmark not defined.
3.2 Brand Aesthetic: ................................................................................................. 9
3.3 Marketing Mix at MEZAN Foods Ltd: ............................................................... 10
3.3.1 Product: ............................................................................................................................... 10
3.3.2 Price: ................................................................................................................................... 11
3.3.3 Place: ................................................................................................................................... 11
3.3.4 Promotion:........................................................................................................................... 12
3.4 Major Competitors: ........................................................................................... 12
4.0 Brand Exploratory:............................................................................................................. 12
4.1 CBBE Model..................................................................................................... 12
5.0 Recommendations: ............................................................................................................. 17
6.0 Bibliography .......................................................................Error! Bookmark not defined.
7.0 Appendices ......................................................................................................................... 17

The Warriors Page 1

Brand Management MEZAN GROUP

1.1 Historical Background of MEZANFOODS Limited:

o Mezan brand was launched in year 2000from the platform of Paracha Textile
MillsLimited (Ghee Unit) which is the fastestgrowing FMCG Company in Pakista
n. The company exclusively engaged in the
vegetable oil and fats business with core objective to bring quality products with
in everyone’s reach which is the social responsibility of the company towards
the society and company feels that it is also the right of every consumer as a
dynamic and evolving company, Mezan has always maintained a fresh approach
for its marketing campaigns which emphasize the development of brand loyalties
among the customers and consumers through their involvement and participation
in promotional activitiesrun by professional staff and consultants. The company
day by day has started capitalizing on its Brand positioning which is “Balanced
Diet –Balanced Life” through its communication and promotional activities and
more over the brand is offering the best quality product to the consumer to fulfill
its Brand promise.Recently, we have re-vamped the brand with fresh
communication with the objective to change the personality of a brand as a young
and modern brand in order to create more excitement in our brand for the
consumers so that our brand maintains its long term relationship with the existing
consumers and further broaden its consumer base to increase its market share.
This re-vamping of brand has given both qualitative and quantitative benefits to
the brand and has put exponential positive impact on the imagery of the brand.
We are very optimistic that with this consistent marketing and quality standard
approach, we will keep providing the best product in this highly competitive
category, to our consumers so that with delightness they endorse our brand slogan
that,
o “HER CHEZ MEZAN ME ACHY LAGTI HAY”.

o Mission Statement of MEZAN FOODS LTD:

 To continuously develop and produce quality productsthat meet the customers and marke
ts demands compatible with applicable regulatory requirements. To be a consumer
oriented company with keen insigne
of food products ensuring quality panty consistency andauthentic taste to operate with sta
te of the arttechnology to obtain optimum results and retain highest quality standard
thrived efficient and motivation human resource and inculcate in them a sense of
participation and proved for personal goals and development.

o Objectives & Goals of MEZAN FOODS LTD:

The Warriors Page 2

Brand Management MEZAN GROUP

o Core Values:
 MEZANFOODS has the following core values;
 Leadership
 Quality and continuous Improvement
 Candid and open communications
 Safety, Health and Environment
 We believe that no individual is bigger than the institution
 We believe in integrity, transparency and commitment as our cultural philosophy
 We continually adhere to the highest standards of hygiene and ecology
 We believe in governance in human face
 We emphasize on employee welfare
 We believe in leading and innovating in all aspects of business

o Diversified Product portfolio of MEZAN FOODS LTD:

 PRODUCTS  DESCRIPTION
 Mezan Canola Cooking  Mezan Canola   Mezan Soybean
Oil Cooking Oil,
Cooking Oil

 Mezan tea  Mezan tea ultra rich mezan tea baithak

 Mezan beverages  Next Cola  Fiz up

 Rango  Mountain dare
 Storm  OLA
 Mezan properties  Mezan
Executive
Tower
 Mezan juice and drinks  OLFRUTE (DIFFERENT FLAVORS)

 

The Warriors Page 3

Brand Management MEZAN GROUP

o The Board:
 Its 10-part Board of Directors, are responsible for the general supervision of the
organization. Mezan Board of Directors incorporates eight non-official chiefs and two
official executives, who share the aggregate obligation of guaranteeing that the
undertakings of the association are overseen ably and with trustworthiness.
 Mian Khalid Riaz (Chairman)
 Mian Zulfiqar Ahmed (CEO)
 Mian Naveed Riaz (Director)
 Khalid Siraj Subhani (Director)
 Alamgir Janjua (Director)
Mian Naveed
 Zafaryab Ali Khan (Director) Riaz (Director)
 Sabrina Dawood (Director)

Khalid Siraj
Subhani
(Director)

Mian Khalid Riaz Mian Zulfiqar Alamgir

(Chairman) Ahmed (CEO) Janjua(Director)

Zafaryab Ali
Khan (Director)

Sabrina Dawood
(Director)

o Hierarchy:

The Warriors Page 4

Brand Management MEZAN GROUP

Chairman

Import and Managing

Export Director Director

Import & Export Production Account Marketing

HR Department
Department Department Department Department

Country Production Accounts Marketing

HR Manager
Manager Manager Manager Manager

Assistant Assistant Assistant

Assistant HR
Export Agents Production Accounts Marketing
Manager
Manager Manager Manager

Marketing
Office Quality
Employees Manager inside
Empolyees Supervisor
City

Marketing
Helpers Employees Helpers Manager
Outside City

Helpers Employees

Helpers

The Warriors Page 5

Brand Management MEZAN GROUP

o SWOT Analysis
 The SWOT analysis of Mezan describes the internal strengths and weaknesses of
MEZAN Foods Ltd. as well as to estimate the level of available opportunities and
potential threats for Mezan in its external environment.
 Strengths:

The Warriors Page 6

Brand Management MEZAN GROUP

o Mezan Mezan cooking oil and bnaspati is a brand of Mezan foods. so consumers
like it on behalf of previous records because Mezan is a well established brand
name in Food industry.
o In 2014 mezan crossed 1.2 billion sales customers’ satisfactions upon Mezan’s
products.Its taste quality proposition and world class quality. Mezan cooking oil
and bnaspati done a strong consumer and product research brfore and after
launching the product. This has provided them the perfect launching pad to get
more benefits.
 Strong Brand Position:
 Positive Response from Customers:
 Stable Brand Equity in Food Market:
 Weaknesses
 Mezan is not having its tea plants.so it largely collect tea leafs from farmers through its
different collection centers, which some time is of low quality .The following are the
weakness of MEZAN, which should be minimized and managed efficiently in order to
reduce the level of potential threats to the company ;
 Low Quality of Outsourced Raw material.
 Centralize Decision Making in Purchase Department:
 Selective Target Market:

 Opportunities
 Government has decided to increase farmers funding.this is an opportunity for Mezan
foods because previously due to weather conditions and others reasons there was lots of
wastages of milk and soyas. The following are the possible opportunities available in the
external environment of MEZAN, that should be encountered in order to boost up the
sales and profitability of the company;
 Increased Incentives and Funds to Farmers by Government:
 Increased Consumption of oil and ghee
 Health Awareness among Customers:
 Backward Integration:
 Export Opportunities:
 Energy Demand Supply:
 Threats:

The Warriors Page 7

Brand Management MEZAN GROUP

 Competition is large threat for co. because the company will have to maintain its
leadership in an expanding market so that it dose not lose its market share ro its
competitors . For Mezan beverages might be difficult to penetrate in front of others. The
following are the potential threats existing in the external environment of the company
which can influence the efficiencies and profit margins of MEZAN, and hence are needed
to be controlled by minimizing the weaknesses and maximizing the strengths of the brand
with possible measures;
 Intense Level of Competition:
 Perceptions and Price Differentials among Customers:
 Energy Crisis:
 High Inflation:

 Key Challenges:
 Re-strengthen their reputation as they have faced many legal issues which are a question
on their integrity as a brand value.
 Have to invest on the products which have low awareness (Brand awareness)
 Have lost their identity in the market so have to reposition themselves (Repositioning)
 They have not done extensive promotional activities and attracted consumers to buy their
diversified products.
 Mezan ghee distribution channels are also not good and their product is not delivered at
every store and shop.
 Legal issues regarding ingredients of Mezan beverages’ products manufacturing.
 Mezan beverages’ is very innovative in media campaign as they always came up with
new TVC within short period of time. They had faced many challenges as they are
market leader in the industry
 They had repositioned next sy aagy
 They are changing the Brand Awareness by presenting benefits of Mezan beverages’ and
telling customer that their demand of tea is being fulfilled by next cola new taste.
 They are differentiating themselves from other competitors. They are using a new taste as
a point of difference.

The Warriors Page 8

Brand Management MEZAN GROUP

2.0 Brand Inventory

2.1 Brand Aesthetic:

Brand
Logos & Slogan & Packaging
Criterion Names & Characters
symbols Jingles & signage
URL
Using
No Major attractive
mezan Taste of
Used for brand Characters packing
Memorability Easy to foods with
recognition are used by With
remember mezan
the brand Combination
of Colors.
Use yellow
Mezan have
No use of color
no They only use
characters to Khano ke prominent
Meaningfulness connection their own brand
identify their lazat packaging
with dairy name
brand. for their
product.
product.
There logo is
very attractive They used
It contains a
as focus combination Their slogon
single word The
multiple color of colors and is so catch
which has a packaging in
Likeability to make the yellow color that is khano
mean of yellow is so
name focused for the ka Asli
different likeable.
and some color association of zaiqa
colors.
association with the brand.
housewifes
Next cola Their logo is They are not Slogans are Packaging is
Transferability
name is not transfer not using specific also not

The Warriors Page 9

Brand Management MEZAN GROUP

so strong in easily in characters around their transferable

transferabily transferability. therefore the brand.
transferability
is easy
As their
Their logo is as They charters
Their name slogon is
their name so no Yellow
adoptability different
Adaptability which is not positioning colored
is so much therefore
adaptable by with the packaging
strong. adaptability
any other brand characters
is strong
They have
registered
their brand
by which The sign of Packaging is
Slogon is
Protectability they have Registration (R) No characters right
registered
purchased on their logo. protected.
copyrights
of their
brands.

2.2 Marketing Mix at MEZAN Foods Ltd:

The Marketing Mix at MEZAN Foods Ltd. is described as follows;

Price
 Figure 8: Marketing Mix at MEZAN

Target Customers
Product ----------------------- Promotion
Intented Positioning

Place
2.2.1 Product:
 Product Variety: A wide range of Ghee and olive oil

The Warriors Page 10

Brand Management MEZAN GROUP

 Quality: Premium bnaspati ghee

 Features: Made from fresh milk
 Product Name: ghee, oil , tea, beverages, juices, property
 Packaging: High quality and eye catching packaging. Packaging color ranges from red,
blue, yellow, orange and green. Packaging is colorful in order to attract ladies
 Service: Satisfying the dessert needs of the population in the best possible manner and
delivering quality every time to the consumer
 Returns: They offer return policy only in the case if the delivered product is expired.

 Price:
 Price List is given as follows; the price varies for different ice creams. Depending upon
 beverages’ Rs.30-70
 ghee Rs.65-270
 tea Rs.50-200

 Place:
 Channels:Sells specifically to the end client through retailers and businesspeople. This is
the pattern in Pakistan took after by numerous ,mezan
 Coverage: MEZAN Products until further notice is just accessible in restricted territories
on Punjab and accessible all through Pakistan. The organization began off its operation in
Punjab since it has the biggest region populace insightful.
 Transport: MEZAN items are transported to retailers and businesspeople through private
transportation firms e.g. Abu Dawood Logistics furthermore through a couple trucks
possessed by the organization. This is done keeping in mind the end goal to expel
transportation and vehicle costs.
 Locations: Available everywhere/medium estimated and little pastry shops, markets and
drug stores in PAKISTAN
 PARACHA TEXTILE MILLS LIMITED, A/22, S.I.T.E,
Mauripur Road, Shershah Road, Karachi

The Warriors Page 11

Brand Management MEZAN GROUP

 Promotion:
 MEZAN Foods utilizes the following specific strategies as a part of request to upgrade
the offers of their Mezan beverages’ items.
 Advertising: Adds on TVs. Promotions are for the most part of it.

o Major Competitors:
 List of Major Competitors of MEZAN:
 MEZAN Foods Limited is completely mindful of its rivals. The organization needed to
consider the ranges including (item plan, division, target showcase, promoting, time to
dispatch another item, time for vital changes and consistent outline). The significant
rivals if there should be an occurrence of offering the UHT drain are as follows;
 Naimat ghee
 Kisan ghee
 Nestle
 Coca cola
 Dairy Crest
 Fuji Foods

3.0 Brand Exploratory:

3.1 CBBE Model

The Warriors Page 12

Brand Management MEZAN GROUP

Salience:

Next cola has high brand awareness among users and non-users. It claims to be a Pakistani
natural and healthy brand in all types of beverages’ products. Next cola is very popular, famous,
market leader, and have strong brand awareness, secondly it is famous for its Parent Company
MEZAN Foods, very good brand recall. By conducting a survey from a sample of 50
respondents to know about brand awareness, we got the following result from the responses.

Imagery:

The Warriors Page 13

Brand Management MEZAN GROUP

Imagery consists of purchase, values, history, heritage and experiences next cola serves all age
group, coke lovers, pleasant and relaxing experience, coloring scheme, attracting young,
energetic and relaxing, traditional, cultural value. On asking about Next Cola’s image in
consumers mind following are the results.

Do you Think Next Cola is a strong brand?

Performance:

Performance relates to products style, design, price, reliability and other features. While
conducting the survey to know about which of Next Cola’s feature or factor of products
consumer likes the most, the result is as follows:

The Warriors Page 14

Brand Management MEZAN GROUP

Feelings:

On the scale of feelings about Next Cola’s product the consumers gave the following response:
What do you feel after you using Next Cola like coca cola?

Next Cola ?

Judgment:

Judgment is about how the user perceives your product as compared to other whether they
trust your product or not when other strong brand enters into the market. Our survey describes
that Next Cola’s users perceives Cola as not so strong Brand.

The Warriors Page 15

Brand Management MEZAN GROUP

Do you prefer NEXT COLA over other brand?

Resonance:

Next Cola has association with Pakistani consumer as it is an good brand and much of the
middle aged users get MEZAN reactive feelings while watching ads of Next Cola or while using
the product. Resonance is more about loyalty and somehow or unfortunately Next Cola’s
consumers are not as much loyal.

Do you prefer next cola over other brands?

The Warriors Page 16

 Brand Management MEZAN GROUP

4.0 Recommendations:
Following are the suggestions and recommendations for MEZAN:

 The co-ordination between different departments of MEZAN should be improved it will

lessen the bureaucratic cost and increase the efficiency of the company.
 The activities like customer satisfaction day should be performed on regular basis so the
company should know the feedback and satisfaction level of customers regarding the
product and the image of the company.
 MEZAN has shifted to branding concept but it really has not adopted it fully, for
smoother working of the different brands, the sales teams should merged with
respective brand management.
 There is no check on the performance of the distributor, and this has led to huge
problems in the delivery of many products in some areas of the city.
 They should also start to manufacture powder milk in order to meet the domestic
demand and so that it can be helpful in saving the foreign exchange that is expensed in
importing the powder milk from foreign countries.
 The company should explore the market potential in a way, so that it can utilize its full
capacity in order to gain economies of scale in the production.
 At the moment the company is using focus marketing approach that only that segment
is approached which highly attractive for the company but it should also develop the
marketing program that distinguishes the characteristics of existing available substitutes
to their highly quality & hygiene oriented product.
 The company should also develop an integrated awareness plan in order to
aware the people about the quality of the UHT milk as compared to other
pasteurized or loose/fresh milk.

5.0 Appendices
Conducted a survey: on MEZAN in Which we majorly focused on Next Cola’s CBBE, Brand
awareness/association

The Warriors Page 17

Brand Management MEZAN GROUP

Below are the link of the survey and full survey will be attached with the hard copy of the report

The Warriors Page 18