Habib Spices

Budgeting
 Recap: Market Research
Growth Opportunities
•Branded & Branded
•Can score on “Brand/Company’s
reputation ” in the market
•200 million consumers
•2/3rd of the Spice market is untapped
Weaknesses & Threats
•Sporadic/ Inconsistent Advertising
patterns
•Unavailability/distribution issues
•Lots of smaller players disturb the market
because consumers start thinking that
new brands are not consistent
•Tough Competition (Branded &
Unbranded)
 Industry Size
50
45
40
35
30
25
20
15
10
5
0
2013 2014 2015 2016 2017
 Market Share
2%
Plain Spices
2% Recipe Mix
2%
4% 8%
10% 2%
1%
41% 1%
1%

49% 77%

shan National Mehran Habib Laziza Chef's Pride shan National Mehran Habib Laziza Chef's Pride Unbranded
 Market Share
100%

90%
2016
80%

70%

60%

50% recipe mix 13.33

plain spices
40%

30%
26.66
20%

10%

0%
Sales Revenue Amount in Billions Branded (1/3) Unbranded (2/3)
 Market Share
2016
Plain Spices Recipe Mix
Shan 1.15 4.1
National 1.44 4.9
Mehran 0.28 0.04
Habib 0.14 0.02
Laziza 0.14 0.02
Chef’s Pride 0.14 0.02
Unbranded 26.66 -
Total PKR 30 Bn PKR 10 Bn
 Budget

Year 2013 2014 2015 2016 2017

Market
0.14 0.175 0.21 0.23 0.26
Share
Market
5-10% 5-10% 5-10% 5-10% 15-20%
Spend
Rs. 0.014 0.0175 0.021 0.023 0.039-0.052
PKR 3.9-5.2 Mn
 Objectives
• Thematic & Tactical
• Awareness
• Engagement
• Call to Action
 Budget Split
70% ATL, 30% BTL