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TABLE OF CONTENTS

Executive Summary……………………………………………………………………………….3

History…....................................................................................4

About Group…………………………………………………………………………………………..5

Vision and Mission…....................................................................6

Products of MEZAN………………………………………………………………………………..7

Marketing Mix………………………………………………………………………………………..9

Market Segmentation & Target Market……………………………………………….12

Mezan Cooking Oil………………………………………………………………………………..13

Recession……………………………………………………………………………………………..15

Methadology………………………………………………………………………………………...17

Questionnaire……………………………………………………………………………………….18

Graphs…………………………………………………………………………………………………..21

Conclusion…………………………………………………………………………………………….24
DEDICATION

This research report is dedicated to our honorable


and the most Respected

SIR DR. M.AZAM KHAN CHISHTI


ACKNOWLEDGEMENTS

I would like to thank Almighty ALLAH and I would like


acknowledge and extend my heartfelt gratitude to the
following persons who have made the completion of this
report possible;

Our Teacher, DR. Azam Khan Chishti for his vital


encouragement and support.

Sarfaraz, Senior sales officer (Mezan Oil Mills, Karachi)


for cooperating and providing useful information for our
project.

Mohsin Qadri, Retailer.

Muhammad Arif, Wholesaler.

Customers for helping us in completing our survey.

Raja Shamraiz, Principal of Marketing-TA.


&

Most especially to our family and friends.


EXECUTIVE SUMMERY:-

This report responds to the request of the Dr. M. Azam khan Chishti.
Here we have to identify a product/service which has not been affected
by recession.
For getting the purpose of information we did the survey of the
markets like Jodia Bazar, My Mini Mart (near Tariq center) and Metro
Super Market from where we get information from the wholesaler and
the retailer respectively and then we visited the Mezan oils mills and
met Mr.Sarfaraz, senior sales officer. We also did survey regarding this
report and conducted interviews.
A central concern of this report to identify the impact of recession on
Mezan Banaspati & Cooking Oil, and through surveys and interviews
we got a lot of useful information, that the sale of the Mezan Banaspati
& Cooking Oil before recession was 9000 tons and now it is increased
to 18000 tons.
According to our survey 35% of the market is being captured by
Mezan Banaspati & Cooking Oil and 65% is being captured by the
remaining cooking oil which includes Dalda, Soya Supreme, Sufi, Kisan
and Rafhan.
History
Mezan brand was launched in year 2000
from the platform of Paracha Textile Mills
Limited (Ghee Unit) which is the fastest
growing FMCG Company in Pakistan. The
company exclusively engaged in the
vegetable oil and fats business with core
objective to bring quality products within
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 activities
run 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 moreover 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 delight
ness they endorse our brand slogan that,

“HER CHEZ MEZAN ME ACHY LAGTI HAY”.


About The Group
Mezan Oil Mills was established in 2000. Its factory is
located in S.I.T.E, Paracha textile mills, Karachi. It is an
FMCG company exclusively in the vegetable oil and fats
sector in Pakistan. Its core objective behind coming into the
fast moving consumer goods market was to bring quality
products within 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.

Overall history
Mr. Naveed and Mr. Zulfiqar are the owners of Mezan Oils
Mills. Before the establishment of Mezan Oils mills Mr. Naveed
and Mr. Zulfiqar both were the partners with their uncle Mr.
Ahmed who is the owner of Kisan oils. After some years they
both established their own oil mill know as KISAN OILS MILLS.
Mr. Naveed deals in the small quantity of oils while Mr.
Zulfiqar deals in 16 liter oil.
Vision & Mission
A New Era :

Our company believes in continuous improvement to improve


the quality and efficiency at all levels of operations. As we
approach the WTO scenario, the competition is getting
tougher. Therefore, our company has been constantly
improving its systems and acquired state-of –the-art
technology to improve its energy consumption and quality of
its products under its policy of Balancing, Modernizations and
Replacement (BMR).

VISION:
• To provide high quality value-added food to
contemporary and future generations
• To constantly endeavor for the acquisition of knowledge
and excellence in developing human skills, product
innovations and state-of-the-art technologies
• To be a good corporate citizen by giving back to the
community and improving the lives of the
underprivileged
• To dispense equitably, fairly, and with compassion, the
fruits of success among our “partners in business”
• To become a partner with the Government in sharing the
responsibility of economic and social uplift and
development of Pakistan

Mission statement

To continuously develop and produce quality products


that meet the customers and markets demands,
compatible with applicable regulatory requirements.
To be a consumer oriented company with keen insigne of
food products ensuring quality panty consistency and
authentic taste to operate with state of the art
technology 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.
Products of Mezan:

Mezan product family offers Banaspati and Cooking Oil. In


cooking oil Mezan offers 3 different variants which are Mezan
Canola, Mezan Soybean and Mezan Sunflower.

Mezan Canola Cooking Oil


Mezan Canola cooking oil is safe, rich in taste and very light
cooking oil. The Vitamins A & D found in Mezan Canola improve
your eye sight and further stronger your bones that helps you
grow in a balanced way. Continuous usage of Mezan Canola
cooking oil balances the level of Cholesterol and protects you
from heart diseases which help you to reduce the chances of
getting Paralyzed.

Mezan Soybean Cooking Oil


Mezan Soybean cooking oil contains Vitamins A, D and
additionally Vitamins E which help you to reduce the Chances of
heart diseases and protect from memory loss. Mezan Soybean
cooking oil contains Amino Acid which helps to achieve diet
necessities as well as provides a healthier life.
Mezan Sunflower Cooking Oil
Mezan Sunflower cooking oil is light in health, hence contains
Vitamins A, D & E which provide you maximum health benefits. It is
recommended by Chefs globally to use sunflower cooking oil.
Research shows foods which are cooked in Mezan sunflower cooking
oil lower the risk of heart diseases. Mezan sunflower contains Mono
Unsaturated Fatty Acids that protects from bad cholesterol, LDL found
in the human body.

Mezan Banaspati
Mezan Banaspati Ghee is full of taste, rich in aroma and
provides you a healthier diet habit. It contains Vitamins A, D &
E which improves your eye sight, stronger your bones and good
for your mental growth. Research shows that Banaspati
contains Anti-Viral elements which protect you from Cancer.
MARKETING MIX:

4 P’s of Mezan Oil Mills.

Product

The product of Mezan Oil Mills includes consumer food products,


i.e.
• Mezan Canola Cooking Oil,

• Mezan Soybean Cooking Oil,

• Mezan Sunflower Cooking Oil

• Mezan Banaspati

Place

PARACHA TEXTILE MILLS LIMITED (Ghee Unit)

A/22, S.I.T.E,
Mauripur Road, Shershah Road, Karachi.
Tel: 021-2561101-5
Fax: 021-2581777
Email: marketing@mezangrp.com

Price
The product’s prices vary from product to product. Mezan product’s
prices are as follows;

Company Rates wholesaler Rates Retailers Rates


• 1 liter pouch Rs Rs 109 Rs 120

107
• ½ liter pouch Rs Rs 56 Rs 67

54
• 2.5 liter tin Rs 275 Rs 277 Rs 290
• 5 liter tin Rs 560 Rs 562 Rs 580
• 1 liter bottle Rs Rs 122 Rs 135

120
• 3 liter bottle Rs Rs 352 Rs 363

350
• 10 liter can 1100 Rs 1102 Rs 1180
• 16 liter tin Rs 1675 Rs 1677 Rs 1800
Placement / Promotion

They place their products in local market only;


(Distribution Map)
Mezan promote their products through media, exhibition, event, online
contest and other trade incentives to distributors and wholesalers.
MARKET SEGMENTATION:

Mezan Oils Mills launched uniform and standardized product therefore,


there is no need for market segmentation because the wants and other
characteristics (i.e. geographic, demographic and buying behavior) of
their target market are somewhat similar.

TARGET MARKET OF MEZAN:

Mezan’s target market includes Middle Class and low income groups of
the population of Pakistan.

Mezan cooking oil:


Packing

• 1 Liter Pouch

• 1/2 liter pouch

• 2.5 liter tin

• 5 liter tin

• 1 liter bottle

• 3 liter bottle

• 10 liter can

• 16 liter tin

Product Concept

Mezan’s product concept is Balanced diet and Balanced life.

Consumer benefits
• Easily available

• Affordable prices

• Good for health

• Good smell

Shelf Life

The shelf life of Mezan Cooking oil is Minimum 9 months.


RECESSION:

What is Recession?

It is a recurring period of decline in total output, income and


unemployment usually lasting from 6 months to a year. This down turn
is marked by widespread contractions in many sectors of the economy.
It is a shorter cycle then depression.
Why MEZAN Banaspati and Cooking Oil was
not affected by recession?
Methodology:

To identify the product which has not been affected by recession we


did market survey and found that Mezan Cooking oil is not affected by
the recession. We focused on distributor, wholesaler, retailer and
consumers and for this we did survey in Metro Super Market, My Mini
Mart (near Tariq center) and Jodia Bazar.
GRAPHS:

Q#1) what is your monthly income?


Q#4) Are you a consumer of Mezan?
Q#4) How much satisfied are you with your
brand of cooking oil? (Including Mezan)
Conclusion:

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