Professional Documents
Culture Documents
-- changing lifestyle
Others
Chefs Pride
Mehran foods
Ahmed foods
Habib foods
Zaiqa Foods
Kitchen Secrets
Shan Products
Biryani Masala, karhai Gosht Masala etc
Lal Mirchi, Haldi Powder, etc
Shan Namak
All The Products of Shan
All the Products of Shan
Market Segment
2006
2007
2008
2009
Recipe Mix
19%
22%
29%
28%
36%
33%
42%
46%
Salt
3%
4%
5%
7%
Institution
19%
24%
28%
38%
Export
9%
10%
15%
25%
Plain Mix
2010
2011
2012
2013
Recipe Mix
42%
48%
44%
51%
50%
53%
56%
55%
Salt
8%
9%
11%
13%
Institution
39%
44%
49%
53%
Export
28%
33%
40%
50%
Plain Mix
Barbeque
Bihari Kabab
Seekh Kabab
Tikka Boti
Chicken Tikka
Tandoori Masala
Tikka Seekh Kabab
Shan Pickles
Mango Pickle
Lemon Pickle
Mixed Pickle
Garlic Pickle
Chilli Pickle
Vegetarian Foods
Achar Masala
Daal Masala Spice Mix
Pani Puri
Chana Masala Spice Mix
Pav Bhaji
Vegetables Spice Mix
Aaloo ki Bhujia Spice Mix
Instant Foods
Dahi Bara Mix
Easy Cook Haleem Mix
Pakora Mix
Shahi Haleem Mix
Khichra Mix
Dessert Mixes
Gajar Halwa
Lauki Halwa
Rasmalai Mix
Gulab Jaman
Sheer Khurma Mix
Special Pista Kheer Mix
Break Fast
Hunter Beef Spice Mix
Egg Spice Mix
Paya Spice Mix
Nihari Spice Mix
Haleem Spice Mix
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Strengths
Shan food has a very strong heritage and legacy behind it
which has given it a strong goodwill in households.
Shan foods enjoys an approximately 50% market share in
the recipes mixes category.
Shan foods is a leading exporter of food items from
Pakistan providing it an opportunity to tap the large global
market which helps it to expand at a rapid pace.
Shan has a wide range of products and SKUs available
consolidating its presence in various niches and keeping its
customers loyal to the brand.
Weaknesses
Shan is not present in Jams and marmalades,
Ketchups categories like National foods thereby
loosing an opportunity market. Many loyal
Shan customers purchase National products in
these categories which is causing loss of
potential sales.
Shan has a low market share outside Karachi in
the Punjab market where National enjoys
market leadership. This is due to weak
distribution of Shan products in Punjab market
which is causing loss of potential sales.
Opportunities
Shan can vertically integrate to produce its own
raw materials which will not only reduce costs
but will also provide it more control over the
quality of input.
Shan currently has a very low advertising
spend in the FMCG industry. It can deploy
brand activations and other innovative
campaigns to switch customers from the loose/
unbranded segment to Shan products.
Shan can also horizontally expand its scope like
national foods and enter the other related food
categories where it can tap its loyal customers
with minimal extra efforts.
Threats
The biggest threat to Shan is the high inflation
in Pakistan coupled by a global recession which
is putting pressure on the profits and sales.
The prevalence of counterfeit products is also
threat to Shan causing loss in goodwill and
potential sales.
The emergence of newer brand with deep
pockets can also damage Shans market share
due to heavy advertisement while keeping the
product quality close to that of Shan.
Distribution plans
Presence in 60 countries
Focus on International Modern trade and
Local Modern Trade
Area wise policy of distribution
500 + distributors in pakistan alone
Focusing on retail, wholesale, hypermarkets
and international chains.
Strategies
Product Strategy
-- Market Development Strategy
Product Line to new customers
-- Product Development Strategy
Product Lines (Spices, Pickles, etc)
Vegetable mixes for country like India
Meat Mixes for Pakistan
-- Penetration Strategies
Cater the Untapped markets
Genuine flavors in spice mixes
Niches like Diet conscious people
Conclusion
Shan Foods is a very progressive
organization which understand the
customer needs and wants.
And through quality, customer
satisfaction and good marketing the
company is able to establish a brand
name.