Content

1. Product

2. Need Assessment

3. Market insight

4. Competitors

5. Consumer insight

6. History/trends of ads

7. Target Audience

8. Product Availability
 Habib Spices
 6 plain spices

 24 Recipe Mix ( Sachets, Twin Packs, Jhatt Patt).

 Need Assessment
o Sporadic/inconsistent advertising for Habib Spices.

o Habib Oil Mills (HOM) launched a range of MSG-free recipe

mixes in 2010 and in 2011 added a range of plain spices to
their product line-up.

o Although HOM has not yet made any waves in this

category, it could become an important player in the future
considering the company’s reputation and the size of its
distribution network.
 Market Insight
o The volume size of the overall spices category is 60,000
tonnes, of which 25,000 tonnes is branded.

o Adnan Malik, Chief Commercial Officer, National

Foods, believes the spice market value to range
between Rs 35 and 40 billion.

o Branded and unbranded spices.

o 2/3 unbranded spices

o 1/3 branded spices

 Category
Plain Spices Recipe Mix
Such as red chillies, coriander, qorma, biryani or chicken tikka
turmeric and cumin account for masala make up the remaining 20
75 to 80% to 25%.

Competition from unbranded Despite the fact that plain spices

spices as well as supermarkets account for the lion’s share of the
own brands, which are category, it is the recipe mixes that
significantly cheaper than their rake in the revenues.
branded counterparts.

plain spices are growing by 10% recipe mixes by 20 to 25% every

annually year.
Lower Brand Loyalty Higher Brand Loyalty
 Competitors
1. Unbranded Spices
2. Shan
3. National
4. Mehran
5. Rossmoor
6. Knorr Recipe Mix
7. Laziza
8. Chefs Pride
Competitors
 Competitors
 Mehran has an eight to nine percent market share in recipe
mixes (entered Pakistani Market in 2011).

 Other players include : Chef’s Pride and Laziza

 Growth Potential
o One of the reasons why the spice category is interesting is
because like most commodities (tea, milk, oil, etc.), it offers
tremendous opportunities for growth, not only because
there are only two major players and therefore plenty of
room for new companies to enter the market, but because
roughly two thirds of the category is unbranded and up for
grabs.

o Opportunity is 200 million consumers

o Recipe mixes are a totally different ballgame.

 Growth Potential
o increase consumption of existing consumers

o Attract new consumers

o Target Younger Audience

o Increase Target Market

o Find the right time to capture the consumers’ unmet needs.

o Seasonality

o Women don’t want to spend a lot of time cooking with basic spices

o Focus on encouraging consumers to switch from unbranded to

branded spices for reasons of taste, convenience, consistency and
value for money.
 Challenges
o Once a consumer is hooked on a recipe mix brand, it takes a lot of
time, effort and money for another brand to snatch that consumer.
o Smaller brands need to sustain themselves with lots of investment
to establish the brand.
o Mehran: massive taste trials and wet sampling as well as offering two
recipe mixes for the price of one, which really helped the brand.”
(Promotional tactics)
o Lots of smaller players introduce a brand and then disappear
because they cannot sustain themselves. They are not a threat but
they disturb the market because consumers start thinking that new
brands are not consistent.
o Lots of smaller players disturb the market because consumers start
thinking that new brands are not consistent
 Target Audience
o Targeting women between the ages of 15 and above from
SECs A, B and C – which seems to be the standard not only
for spices but practically all food brands.

o Shan changed its tactics in 2014 and decided to make a

concerted push to penetrate deeper into the market with a
new brand of recipe mixes called Maa Masalas aimed at
SECs B, C and D.
 Consumer insight
o 5 personal interviews were conducted

o Male & Female age group 25 and above

Brand Loyalty & Trust

Packaging, Ads, range
Women don’t want to spend a lot of time cooking with basic spices ( huge
potential for growth)

investing heavily in marketing and advertising is the key to unlocking the

potential of the category for newer players as Habib scarcely advertises.

Unavailability of products
Hardly remember ads/campaigns
 Product Availability
Online Grocery Super Markets Local Grocery Stores
Stores

QnE.pk Imtiaz

PakistanGrocery.pk Hyperstar

GoMart.pk Chase up 3 out of 5 stores sell

Habib Spices
Cart.pk Naheed

TazaMart.pk Aghas
 Marketing To Consumers

o Bombay Biryani is Shan’s highest selling mix.

o Advertise Recipe Mix/ hammer on seasonality

o ATL marketing, and TVCs :families tucking into platters of steaming

beef and chicken biryani while seated at a table laden with shami kebabs
and qormas (FORMULA)

o Sajjad Qaiser, Head of Marketing and Sales, Mehran quotes, “The

opportunity is 200 million consumers; the challenge is that all that
glitters is not gold. Lots of smaller players introduce a brand and
then disappear because they cannot sustain themselves. They are
not a threat but they disturb the market because consumers start
thinking that new brands are not consistent. Initially we faced this
challenge but people now have greater confidence in us.”
 Ad Trends
o 2011- Habib Masala Mix

o 2011- Habib Curry King Mix

o 2011- Habib Chaat Masala

o 2011- Habib Chicken Hara Masala

o 2011- Habib Nihari Masala

o 2013- Habib Jhat Patt

o 2015- Habib Bombary Biryani

Presence on Digital Media