National Foods Final IMC Report

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NUSTBUSINESS SCHOOL
SEMESTER END PROJECT REPORT: IMC PLAN NATIONAL FOODS

Ms. Fatima Zaheer

Anila Muhammad
Juniad Bin Iqbal
Zeeshan Ahmed
MBA 2K8 (B)
Date: 24th December, 2009
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DEDICATION
This project is dedicated to

For all those have determination, power, vigor and indomitable will to stand up strive for their
goals dreams and ambitions. Those who believe in the power of persistence and faith, those who
stood up to make a positive difference in your life and never ever loose hope.
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e are thankful to Allah Almighty who gave us the strength to work and due to His blessings
finally we were able to complete the project on time.
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e would also like to thank our respected teacher, Ms. Fatima Zaheer for supporting us and
enlightening us with knowledge that has enabled us to work on the given project. Our
instructor¶s time and appreciation made our task easier.
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...................................................................................................... 4

........................................................................................... 10

.............................................................................................................. 11
COMPANY MISSION .......................................................................................................... 12
VISION STATEMENT ......................................................................................................... 13
VISION 2010 ..................................................................................................................... 13
LAUNCHING A NE PRODUCT .......................................................................................... 16
PRODUCT MARKETING STRATEGY .................................................................................. 16

INTERNAL ENVIRONMENT ................................................................................................. 17
HUMAN RESOURCES ........................................................................................................ 17
FINANCIAL RESOURCES .................................................................................................. 17
INFORMATION RESOURCES ............................................................................................ 17
CUSTOMERS ....................................................................................................................... 18
INTERMEDIARIES .............................................................................................................. 18

................................................................................................................. 19
STRENGTHS ........................................................................................................................ 19
EAKNESS ......................................................................................................................... 21
OPPORTUNITIES ................................................................................................................ 21
THREATS ............................................................................................................................. 22
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................................................................................................................................. 23
COMMUNICATION PROCESS ........................................................................................... 23
SOURCE ............................................................................................................................ 23
CHANNEL MESSAGE...................................................................................................... 24
RECEIVER ........................................................................................................................ 24
SENDER¶S AND RECEIVER¶S FIELD OF EXPERIENCE .............................................. 24
RESPONSE........................................................................................................................ 24
FEEDBACK....................................................................................................................... 25
EXPERIENTIAL OVERLAP ............................................................................................. 25
MODERATE COMMONALITY ....................................................................................... 25

ALTERNATIVE RESPONSE HIERARCHY ........................................................................ 26
MODEL OF COGNITIVE RESPONSE ................................................................................ 28
CONSUMER DECISION MAKING PROCESS ................................................................... 30
SET OF BRANDS.............................................................................................................. 31
DIFFERENT PERSPECTIVES: MARKETER¶S VIE S ..................................................... 32
CONSUMER VIE .......................................................................................................... 32

PURCHASE DECISION AND EVALUATION .................................................................... 34
THREE SCHEDULING MODEL ......................................................................................... 36

................................................................................................................ 37
PRODUCT ............................................................................................................................... 37
PLAIN SPICES ..................................................................................................................... 37
INGREDIENTS..................................................................................................................... 37
SALT .................................................................................................................................... 38
BASIC RECIPES .................................................................................................................. 38

RECIPE CONCOCTION....................................................................................................... 38
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CHINESE SALT AND VINEGAR ........................................................................................ 38
PICKLES .............................................................................................................................. 38
KETCHUP ............................................................................................................................ 39
JAMS, JELLIES AND MARMALADES .............................................................................. 39

SNACKS ............................................................................................................................... 39
DESSERTS ........................................................................................................................... 39
CLASSIFICATION OF PRODUCT ...................................................................................... 43
CLASSIFICATION OF CONSUMER GOODS ................................................................. 44
CONVENIENCE................................................................................................................ 44
PRICE ...................................................................................................................................... 44
SELECTING THE PRICING OBJECTIVE ........................................................................... 44
DETERMINING DEMAND ................................................................................................. 45
ESTIMATING COST............................................................................................................ 45
FIXED COST:.................................................................................................................... 45
VARIABLE COST:............................................................................................................ 45
ANALYZING THE COMPETITORS PRICE ....................................................................... 46

THE PRICING METHOD ..................................................................................................... 46
PLACEMENT .......................................................................................................................... 46
TYPE OF DISTRIBUTION CHANNEL ............................................................................... 46
COMPETITION ....................................................................................................................... 48
KNORR................................................................................................................................. 48
KNORR MAGIC CHEF ..................................................................................................... 48
SHAN.................................................................................................................................... 49
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PROMOTIONAL MIX ............................................................................................................. 51
PROMOTIONAL STRATEGY ............................................................................................. 51
PUSH STRATEGY ............................................................................................................ 51
PULL STRATEGY ............................................................................................................ 51

PROMOTIONAL CAMPAIGN............................................................................................. 52
SALES PROMOTION .......................................................................................................... 52
NE SPAPERS ..................................................................................................................... 52
SEMINARS........................................................................................................................... 52
TELEVISION (TELEMARKETING).................................................................................... 53
PUBLIC RELATION AND PUBLICITY .............................................................................. 53
IMC PLAN ............................................................................................................................... 54
IMAGE ADVERTISING- CREATING A BRAND IMAGE .............................................. 55

LEVELS OF RELATIONSHIP ITH BRANDS............................................................... 55
HIERARCHY OF EFFECT MODEL ....................................................................................... 55
A ARENESS ...................................................................................................................... 57
KNO LEDGE ..................................................................................................................... 58
LIKING ................................................................................................................................. 58
PREFERENCE ...................................................................................................................... 59
CONVICTION ...................................................................................................................... 59
PURCHASE .......................................................................................................................... 59
RECOMMENDED CAMPAIGN .............................................................................................. 61

MEDIA STRATEGY ......................................................................................................... 62
TIMING AND BUDGETS ................................................................................................. 63
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DETAILED PLAN ................................................................................................................... 65
THE ASCENSION OF THE ONLINE MARKETING .......................................................... 65
ADVANTAGES .................................................................................................................... 65
DIRECT MAIL ..................................................................................................................... 67
EBSITE ............................................................................................................................. 67
PRINT MEDIA ..................................................................................................................... 68
ADVERTISING .................................................................................................................... 70
ADVERTISING/COMMERCIALS ....................................................................................... 70
RATIONALE FOR SELECTING THE TV CHANNELS................................................... 70
OTHERS ............................................................................................................................... 72
SALES PROMOTION .......................................................................................................... 72
PR ACTIVITIES & PERSONAL SELLING ......................................................................... 72
PROMOTIONAL ACTIVITIES ............................................................................................ 73

ROAD SHO S.................................................................................................................. 73
EXHIBITION..................................................................................................................... 73
NF & TELENOR................................................................................................................ 73
BUDGETING........................................................................................................................ 74
ADDITIONAL FINANCIAL SUPPORT MATERIAL IN FIGURATIVE FORM .................... 75
APPENDIX .............................................................................................................................. 78
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The research methodology for final term project of ! "##$ % "&
project comprised of the following research technique.
e first looked for the secondary data in which we did plenty of internet research, explored web
articles, reviews, magazines and international newspapers. e looked for all the relevant
marketing material related to marketing position of the National Foods. Collection of substantial
secondary data equipped us to better collect primary data.
ith the secondary data in hand, we chalked out all the core features of the National Foods that
were governing their IMC strategy. On the basis of their current IMC strategy and review the
going trends in the market and their relative position in the market, searched for new alternatives
for their better integrating marketing communication strategy.
The two approaches thus gave us the enough material to pursue with the project write up.
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National Foods is a well-known name in market. It was founded in 1970 and started out as a
spice company. Three decades later it diversified into a versatile food company with over 150
products and above 100 SKUs (Stock Keeping Unit) for the domestic market and over 100
different products for the international markets.
The evolution of National as a brand name itself is an interesting story. The brand design was
finalized to encompass loyalty and to convey positioning of the brand. The rainbow is a symbol
of purity which also emphasizes quality. For the first decade, the Company focused only on
purity and quality. Mass marketing methods were used to promote the brand. Profitable selling
and large volume achieved helped in transforming the Company to a food company. hile the
brand position was maintained as the leader, position as a leader became segmental also.
In the following years, the need to reposition the brand was realized. NF wanted to reposition the
brand as a food brand rather than a spice brand. At the same time NF also concentrated on
strategic and segmental marketing as we had already attained large product mix. Mass marketing
was replaced by segmental marketing but strategic focus was maintained. Re-imaging the
Company became necessary for re-positioning of the brand. Therefore, the new brand design and
packaging was introduced.
As NF¶s wished to take the brand beyond the Pakistan market, the need was felt to promote the
brand as a concept rather than the Company philosophy. The new brand was launched for the
mainstream multiples segment. However, the new brand was built upon old guiding ethos. Now
the brand is marketed as a food experience. However, realizing the strength of product itself we
have also invested heavily in technology and packaging.
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The vision to see National Foods as a professionally managed human resource company set
many years ago was realized by transforming a local company into a very dynamic and
progressive management structure in line with industry practices.
Competent human resources from within the company have fuelled tremendous growth by
excelling in functional management. Even after three decades the company's focal point still
remains on $'"#(' needs through )"*$% development in line with the changing market
trends. In this innovative age of ever changing lifestyles, fuelled by the rampant development of
technology; consumers have been compelled to change their eating habits. National Foods
responds to this challenge of developing innovative food products based on convenience and fast
preparation in line with modern lifestyles and yet retains traditional values through its impressive
collection of food products.
The brand delivers its ultimate promise by consistently delivering value to its consumers.
National Foods enriches family relationships by bringing people together for family traditions,
feasts, and seasonal holidays and of course - everyday life. e bring value to all our customers
by enriching their experience of using our products in ways that help them become the center of
attraction for their family that wins praise every time.
COMPANY MISSION
To deliver consistent quality to our customers using pure ingredients, authentic recipes
and the best available technology
Dedicated to continuous improvement through active alliances with international

companies to expand technological and product horizons
To maintain close and direct contact with our customers through consumer insights and
dedicated service
To provide external and internal customer service by excelling in functional management
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To promote professionalism at all levels through education, training and development for
all human resources
To deliver annually a fair return to our valued investors and shareholders in line with
industry and economy
VISION STATEMENT:
To be an innovative, marketing and research oriented company
To be a leader and take advantage of our leadership position in all categories of products
To develop products in line with market potential through the means of indigenous
technology using R&D
Market our products globally
The vision & Mission for the year 2010 is pasted in the form of a figure below. It should be
noted that this figure has been taken from the Annual Report of NF of the year 2007.
VISION 2010
To be a Rs. 50 billion food company by the year 2020 in the convenience food segment by
launching products and services in the domestic and international markets that enhance lifestyle and
create value for our customers through management excellence at all levels.
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A list of National Food core values has been provided below in a figurative form.

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Above presented is a set of brand pillars or brand vales that are pre dominant in National Foods;
it should be mentioned over here that these brand pillars have brought about the paradigm shift
with respect to marketing in the company.
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LAUNCHING A NE PRODUCT

These are the questions which one should ask himself while launching a new product:
ho are our customers?
hat benefits are we going to give to our customers?
hat feelings do we want to evoke in our customers?
hat action are we trying to generate from our customers?
How are we different from our competitors?

Keeping in mind all these questions, National Foods has a R&D team who works on all these
issues and then introduces a new trend in the market; the focus remains on better quality products
& customer satisfaction.
PRODUCT MARKETING STRATEGY
Raise consumer brand awareness, excitement and involvement
Promote a special offer or incentive
Stimulate product sampling and trial
Demonstrate product/service benefits
Generate in-store or online site traffic
Stimulate media interest and industry buzz
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,
A few aspects of their internal environment have been discussed below.
HUMAN RESOURCES
Human resources include the social capital that they hire for their company; the employee¶s that
they hire are skilled and experienced because they believe that only human resource can play a
major role in helping them achieve their objectives in time. National food has its proper R&D
team who works only on the product development and to maintain the quality as well.
FINANCIAL RESOURCES
Arrangement of finance is a core issue, and for that NF does not totally depend on private capital
because a large amount of money will be required so they consider taking loans as per heir
requirements.

INFORMATION RESOURCES

Information about the market when introducing a new product or advertising a regular product;
plays a very vital role in the success or failure of the product. Right kind of knowledge and
information about the market leads to success, information can be in terms of competitors, and
the people of our target market. They maintain a database for the purpose.
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CUSTOMERS
All the companies have to keep updated study of their customers and in case of National food the
company has always maintained excellent customer retention. Value of customers for National
food can be understood by the factors that National food spends lot of efforts (financial and
human resource) on customer research.
INTERMEDIARIES
Marketing intermediaries help the company to promote, sell and distribute its goods to the end
users. Intermediaries include resellers, distribution firms and marketing agencies. All over
Pakistan National food has strong dealers network that are working constantly to provide
National food products as well as taking care of after sales services.
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S OT analysis plays an important role to evaluate the performance of any organization. This is
most commonly followed set pattern to analyze the strength, weakness, opportunities and threats.
For any company strength and weakness are internal elements and threats and opportunities
always come from outside the organization.
A detailed S OT analysis of National foods is presented below:
STRENGTHS
Broad product line
National food has very broad product line that includes different types of Masala powders, Kheer
mix, Ketchup, Custared powder, Pastes, Achar and many more.
Broad Market Coverage
National food occupies 80% market share in powder mix market and one very obvious reason for
that is strong and very broad market coverage. According to Sales and purchase Manager
National food, they have excellent market coverage all over Pakistan and citizens of each city
have easy access to sales and display centers.
Manufacturing Competence
National food has engineering and technical staff of the highest caliber that is capable of
manufacturing such products that differentiates National food products from its competitors.
National food posses specific manufacturing competences for example; use of imported
machinery and a high quality ingredients in manufacturing of powder mix that maintain the
quality of product.
Good Marketing Skills
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National food¶s efficient marketing team in Pakistan has over the years played a crucial role in
developing public awareness. National food has its own in-house advertising agency for
promoting all National food¶s products.
Enhanced Research and Development
National food emphasizes on Research and Development department to a great deal. Chief
executive of National food has hired a team of R & D himself and he makes sure those ongoing
improvements in the existing National food products range is a continuous activity. Efficient R
and D department is considered as a vital strength of company.
Brand Name Reputation
National food is among those few brand names that have earned a lot on the basis of its brand
reputation. However the fact is that company has seen tiring 34 years of hard work to achieve
this brand image. Brand name is a source of vital strength for the company and is known all over
the market place.
Appropriate Organizational Structure
Organizational hierarchy at National food is very functional and appropriate. Company top
management consists of the Chief executive and Managing director. Then there are middle
managers of concerned departments like Marketing, Production, R&D and Finance. Company
believes strongly on good relationship with its human resource.
Good finance Management
Finance department of National food is efficiently working to allocate resources to each of its
business portfolio. Good finance management is yet strength of company that is helping
company out in assessing the exact financial situation.
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EAKNESS
Currently National food is operating with its full capabilities and Company¶s sales manager does
not think that there is any internal weakness in the organization. The Company has a good repute
in market and working with full concentration to improve its image in the minds of people.
OPPORTUNITIES
Expanding into foreign markets
The biggest opportunity for National food currently is exploiting new market segments. After
achieving good market coverage all over Pakistan, National food is now trying to expand its
business in Middle East and Central Asian states.
Expansion of core business
National food started as powder mix producers but soon after gaining rapid market shares in
powder mix, Company considered expansion of core business as a major opportunity. Today
Company has wide range of products that it has achieved by expanding the core business.
Entering Related Business
Entering those new businesses that are related to current business is a high potential opportunity.
For example company has entered the related businesses like Kheer mix, Ketchup, Custared
powder, Pastes, Achar and many other things.
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THREATS
New Entrants
The biggest threat for the Company has been the entry of new competitors in the market has
made National food management think that they will have to adjust the pricing or to provide
some handsome incentives to customers because Company does not want to lose its market
share.
No barriers on Entry
Government has not fixed any hard rules upon the entrants in this industry. Any group of
companies that is financially strong can enter this industry without facing any strict barriers. This
is another threat for National food that more and more entrants are coming in this industry and
the profit margin shrinking gradually.
New form of Industry competition
In Pakistan, some other companies like Star, has started competing National food with its
Custared powder and Achar. It has formed a new form of industry competition. Star is producing
its products at a cheaper price and price war is already on.
Government Legislation
The production department of National food uses special machinery that has to be imported from
abroad. Government has fixed a quota system that company cannot import it more than a specific
ratio. This quota system is creating a threat for company and soon company needs to find an
alternative.
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COMMUNICATION PROCESS
The communication process of the National Foods is chalked as follow:
SOURCE
The sender or source of a communication is the person or organization that ahs information to
share with another person or group of the people. The source may be an individual say a person
or hired spokesperson such as a celebrity who appear in the company¶s advertisement or a non-
personal entity.
The communication message will be delivered by the Organization i.e. National Foods in itself.
The organization will be sending out all the desired communication to its consumers. The
communication message will be sent through advertising agency in consultation with the media
department of the National Foods.
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CHANNEL MESSAGE
The channel is the method by which the communication travels from the source or sender to the
receiver. It can be personal or non-personal. In the case of personal channel communication are
the direct inter- personal contacts with target audience or groups. They often employ word of
mouth communication, a powerful source of information for the consumer.
The channel message through which the message is communicated to the consumer includes
non-personal medium that includes TV, Broadcast Media, Bill Boards at specific location, and
Pamphlets at the various retail outlets and at times various radio stations.
RECEIVER
Receiver is the person with whom the sender shares thoughts or information.
The receiver of the communication message is the target audiences that mainly include the
women population among 22-50 years of age; normally the house wives that cook food and
utilize different National brands once they see on the TV. In addition to that, the receivers also
include the people
SENDER¶S AND RECEIVER¶S FIELD OF EXPERIENCE
The process of communication is heavily influenced by the sender and the receiver¶s field of
experience which refers to the perceptions, attitudes and values that is brought to the
communication situation. The companies field of experience would include the national food¶s
perceptions and the values that they are culturally oriented and know the taste style of the
Pakistani consumer and hence inject quality, taste and richness to the food ingredients that it
offer into its products that can be Masala, Jams , sauces etc and deliver unique taste to the
consumers.
RESPONSE
The receiver set of reaction after seeing; hearing or reading the message is known as response. In
their case, the response is basically the consumer¶s reaction when they go and actually purchase
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the products of National foods. This includes a different product range that includes the sauses,
Masalas, etc.
FEEDBACK
In Particular, National foods does have the feedback part on their website but that is still not well
structured and also the feedback is not well incorporated into their system. In addition, the
website isn¶t catchy at all so that the people would be convinced to move to the feedback section.
This in particular also revolves their weak low market shares in the market.
EXPERIENTIAL OVERLAP
MODERATE COMMONALITY
There is a degree of moderate

commonality among the overlap
between the consumer and the
organization because of the fact
firstly there is very less communication between the national food and also the advertisement
which is running currently are hardly noticeable. In addition, though they try to portray the
cultural notions of the country, the eastern family structure into their advertisements but still the
message connection between the company and its target market is very weak.
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ALTERNATIVE RESPONSE HIERARCHY
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In the Model of the Alternative Response Hierarchies, National Food is placed into the right side
of the grid, which is the low involvement model. National Food is low involvement product
because firstly, it is running FMCG product, it is not related to any health component, People use
National Masalas and sauses normally into their food recipes that is a normal part of their routine
food making process, hence it is a low involvement product .Furthermore, it is placed into the
low product differentiation, its competitor Shan is offering more or less the same kind and taste
of the products that National is offering, hence bargaining power of the consumer is high in this
case.
In the low involvement model, which is actually based on the learn, do, feel sequence. Basically
this signifies low consumer involvement in the purchase process that reflects that there are
minimal differences among the brand alternatives that they are actually offering.
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According to this model, the brand of National food, people first think about the brand at their
cognitive level, then they purchase and then the consumer will form any attitude towards the
product i.e. National Food. So basically in the low involvement hierarchy, the consumers engage
in passive learning and random information catching rather than active information seeking.
Normally after the purchase, the consumers develop positive feeling into that.
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MODEL OF COGNITIVE RESPONSE
The model of cognitive response determine the type of response evoked by an advertising
message and how these responses to attitudes towards brands and purchase decision. In the
product message thought, there are counter arguments and the support arguments.
Counter arguments could be that if the brand of National Foods like their Masalas, pickles or jam
had some counter beliefs to the recipients believes. On the other hand, there would be lovers of
the National Foods who would actually like the national food will put their arguments in the
support for that.
In the source oriented thoughts, there can be two thoughts, source derogations or negative
thoughts about the spokes man or the organization claiming the fact. It can be the instance that
e.g. if some person has not very liking with any celebrity or the person who is claiming the fact
that National foods has top notch tastes and it sounds tasty then chances are that he or she may
not like that very much But if the person has some association with the person or the
organization who is claiming that National food has extremely strong taste then that may lead to
the Source bolster; that is it would generate positive feeling for that.
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In the add execution thought, the factors such as the creativity of the advertisement, the quality
of the of the colors, the tone of the adds etc are incorporated that effect the consumer mind and
hence impact their buying behavior. For the National food advertisement, they try to put up with
all the colors that they use into their logo, and also the culture from the Pakistani scenario, hence
for National Tomato Ketch up, its sometimes reddish in color, with children running around if
the advertisement is made in school and is based on the palatable lunch for the children is shown.
Same can go through with the advertisement of the pickles or jams or soya sauses for soups that
they offer for the market.
Then comes the attitude towards the brand, in this scheme the consumer actually builds an
attitude, a behavioral notion that implies to the acceptability of the buyer towards that particular
product and then as a result of that when the intention becomes clear, then the consumer would
actually go and would buy the product of the National foods.
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CONSUMER DECISION MAKING PROCESS
In the decision making process for the National Foods, the first stage is the problem recognition
that precisely implies that what is the problem area what is the dilemma. In the case of the
National food, if we take the example of the, in the problem recognition could be that the food
needs to be tasty, or what kind of Masalas should be shaked inside the cooker so that the food
becomes tasty or if the soup is the dish, then what kind of sauses would add greater flavor to it.
At the psychological level, there would a motivation stage for the consumer that would compel
or motivate the consumer or the seeker of that product to prompt off and would instigate the
desire in it.
No when the information has been searched, then comes the stage of the information search
comes where the consumer finds the information on the problem he is having like in the case of
the National foods, say if the consumer is making biryani, then he or she may search what kind
of ingredients have what kind of effect of the dish. hat the particular instinct of that particular
ingredient etc and how they taste together when they cooked etc. At the psychological level, it
would be a perception that the consumer have for that particular product or brand of the National
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food. The perception can comes from the natural liking that the person has actually developed for
the brand or the fact that they have been using before.
Then comes alternatives search, in which you basically search the alternatives of the product. In
the case of the National Foods, there can be the alternatives of for example Shan foods, Knorr
foods etc. After searching the alternative, the consumer selects the National Foods as this would
give him the maximum benefit for it and would also induce an intention. In this case, basically
attitude is formed that now the intent to purchase the brand is actually there and would be
executed soon.
In the purchase decision, the consumer actually purchases the product and in this case actually
purchases the product of the National foods. At the psychological level, there is an integration of
the processes that have occurred all above.
In the post purchase evaluation decision, there is a evaluation that to what extent the product
has served the purposes and at the psychological level, there is learning and if the result comes
out to be positive, then there is statement that we can give that is, using National food has tasty
taste and using their products into the food elements make the food more tasty.
SET OF BRANDS
Some of National food brands come under the evoke set categories or that strikes first in the
mind like ketch up, National Tomato ketch-up has been in the market for a long period of time
and has a strong customer base. In the case of jams, they have rather inept category has the
Mitchell dominate this category.
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DIFFERENT PERSPECTIVES: MARKETER¶S VIE S
From the stand point of the Marketer, following questions would actually come under the
key category for example:
Is the packaging of the product good enough to attract the consumers? Like the packaging
of the National Masala or the tomato ketch up is good enough to attractive?
Is the price is right to get the consumers attracted or is reflecting the right kind of
combination with its quality? hat are the competitor¶s pricing in the case of the Shan
and the Knorr etc.?
Are the ingredients clearly written ad are the according to the product standard? If the
packet is for Haleem then are the Masalas correctly written for the Haleem that it is used
to make?
Is the product convenient to be used or handling? Is the bottle of pickle convenient
enough to be used to are there any complications in opening the bottle etc
CONSUMER VIE
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The functional benefit from the stand point of the consumer would be as follow:
1. ill the packet of National food make my food more tasty and likable; are the
ingredients strong enough to give unique taste to my food to night?
2. If I will be using the National food products, then would it help to make the food taste
good along with the other dishes that I am cooking?
3. If soup and pulses are the dishes tonight then would National soya sauses and National
pickle make enough to add variety along with the combination of the right taste?
4. If my food gets tasty tonight, may be, I¶ll be winning hearts of all the guests tonight?
5. May be my husband will be very happy from me and would praise me in front t of my in
laws etc?
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According to the above table, in the pre evaluation stage, there is first integration process where
all the information search, alternatives have been done and you see the heuristic, the traditions
and the current norms that operate and how the friends and relatives use the product and how
they talk about the product. In the case of The National Foods, the pre-evaluation stage would be
looking all around the medium, searching, TV ,magazines, cooking shows, peoples view and
then going to the market and making the actual purchase.
In the purchase decision, you actually purchase the product and that can also help you to develop
the brand loyalty as well with the brand.
In the post evaluation decision, the first stage can be satisfaction when the consumer actually
gets satisfied from the product and its usage as when it has actually fulfilled all the motives for
the fact it was purchased for. If the product has not actually fulfilled the benefits for which it was
actually made for, then chances are that it would result into dissatisfaction and that can lead to
cognitive dissonance and that can be the fact that the consumer has not been actually satisfied
from the product that he or she has actually used. In the case of the National food, the cognitive
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dissonance can also come from the fact that if the food hasn¶t actually satisfied the consumer
taste or there is a clash of the expectations and the perceptions etc.
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THREE SCHEDULING MODEL
In the three scheduling model, National food is actually using the pulsing model that basically
signifies that some way or the other, the advertisement is running throughout the year at some of
the channels and the intensity of the advertisement varies like e.g., the frequency of the
advertisement on the television increases at the following occasions
Ramadan-In Ramadan specially, since its tradition in our homes to cook special foods in
Ramadan and carry out aftar parties off and on hence product consumption from the National
food increases much in the period of holy month.
Eids-This is followed by the Eids where the people actually celebrate a lot and use plenty of
Shan food ingredients into their products to make the food more tasty and delicious.
asant festival -This festival is a kite festival and is normally celebrated in the month of spring.
Thus in this time period, people specially in Lahore consume plenty of the Masalas into their
product and sauses and salt, tomato ketch ups etc and at this time period the demand increases
and so does the advertisement for that increases as well.
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Four Ps are the most important factors for any company in making the marketing plan. So is the
case with National Foods. Therefore a detailed description is being provided below about the
4P¶s of National Foods.

1) Product - your product(s) and services
2) Price - what you'll charge customers for products and services
3) Place (distribution) - how you will bring your product(s) together with your customers
4) Promotion - how you will promote or create awareness of your product in the marketplace
PRODUCT
National Foods is one such company, dedicated to improving lives through providing healthy,
innovative foods items that excel in quality and provide value for money. ith a range of over
110 products in 12 major categories, we are one of the largest food companies in the business.
PLAIN SPICES
Chilli, Coriander, Turmeric, Black Pepper and Cumin Seeds comprise this category, launched in
1970 with the company. The objective was consumer focused - to develop pure, hygienically
packed plain spices to counter generally available loose spices of doubtful quality. Our Plain Spices
are market leaders in the branded market segment.
INGREDIENTS
Ingredients category consisting of Khatai Powder, Ginger, Garlic Powder and Kasuri Methi enjoys
the leadership position in the branded market.
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SALT
Refined Tablet Salt was launched in 1978 and Iodized Salt in 1990 with the UNICEF. Salt has
the highest customer recognition in terms of National Foods. National Salt is the market leader of
the branded market.
BASIC RECIPES
Launched in 1982, Basic Recipes consist of Garam Masla and Curry Powder, popularly known as
Salan Masala. Though it is a basic category, it enjoys popularity with everyone who cooks.
RECIPE CONCOCTION
Launched in 1986 and today the market leader Recipe Masalas are available
throughout urban Pakistan. This category has three sub-brands - National is
homely/motherly food, while Ronaq is a Chatkila Restaurant taste and Rivaaj is a
cooking paste.
CHINESE SALT AND VINEGAR
This category launched in 1988, currently enjoying a leadership position in the

branded market.
PICKLES
Launched in 1988-89 as one of the first wet products to be launched, National

Pickle is the clear market leader for many years now.
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KETCHUP
Launched in 1997, is produced on one of the most modern plants in Pakistan.

National Foods enjoys the market leadership for the past 4 years.
JAMS, JELLIES AND MARMALADES
It performed extremely well since the launch in
1998-99. Yet again National Foods is leading the market in this category.
SNACKS
This category includes Chat Masala, Dahi Bara Powder, Pakora Mix and Fruit Chat
Masala. National Foods is the dominant market leader in this category also, with
these mixes being very popular with the consumers, especially in the month of
Ramzan.
DESSERTS
This includes Custard Powder, a growing category for NFL. µJelly Crystals¶ and a
complete µKheer¶ range were launched last year and are performing well in the market.
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The product line that National Food offers is spread on a wide spectrum, a list of all the National
Food products is presented below:

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23
) 4 5 ) 5

Carrot Pickle, Mango Apple Jam, Apply Chinese Chilli Sauce, Black Pepper Powder
Pickle Jelly Chinese Salt

Vinegar Pickle (Mix), Strawberry Jam, Chinese Soya Sauce, Malt Chilli Powder, Coriander
Kasaundi Pickle Strawberry Jelly Vinegar (Brown) Powder

Vinegar Pickle Orange Marmalade, Red Hot Sauce, Sauces-Tri- Cumin Seed Powder
(Mango), Imli Pickle Pineapple Jelly Pack (Malt)

Pickle Garlic, Pickle Mango Jam, Mixed Sauces-Tri-Pack ( hite), Cumin Seed Unground,
Chilli, Mix Pickles Fruit Jam Synthetic Vinegar ( hite) Turmeric Powder

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Hyderabadi Mix Kino Jam, Kino Diet Custard Vanilla, Diet Garam Masala, Garlic
Pickle, Pickle Lemon Jelly Jelly Banana Powder

Iodized / Refined Fruit Cocktail Jam, Diet Jelly Strawberry, Diet Khatai Powder, Meat
Salt, Table Salt Guava Jam Kheer Tenderizer

Black Currant Jam, No Salt Ginger Powder, Kasuri
Cherry Jelly Methi

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23

) ,4 )

Chilli Garlic Sauce Chat Masala Powder Biryani Paste Banana Custard Sauce

Hot & Spicy Ketchup Chatpata Pakora Mix Bombay Biryani Paste Vanila Custard

Imli Chutney Sauce Dahi Bara Powder Chicken Jalfrezi Paste Vermicellies

Meethi Ketchup Fruit Chat Masala Quorma Paste Strawberry Custard

Tomato Ketchup National Chutni Powder Karahi Paste Kheer Pistachio
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Shahi Curry Paste Mango Custard

Kheer Mix

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Achar Gosht (Pouch), Achar Gosht Masala Butter Chicken Sauce

Murghi Masala (Pouch), Nihari Masala Kashmiri Korma Sauce

Lite & Crispy Masala, Murghi Masala
Pappadom Black Pepper

Fish Masala, Haleem Masala Rogan Josh Curry Paste

Chapli Kabab Masala, Chicken Jalfrezy Masala
Pappadam Garlic

Bombay Biryani Masala, Broast Mix Masala Tikka Curry Sauce

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Behari Kabab Masala, Biryani Masala Rogan Josh Sauce, Tikka Curry Paste,

Qeema Masala, Quick Cook Haleem Mix Raj Tandoori Curry Paste

Quorma Masala, Quorma Masala (Pouch) Mango Chutney Dip, , Pappadam Original

Sabzi / Bhujia Masla, Shahi Dal Masla Kashmiri Korma Curry Paste

Shami Kabab Masala, Tandori Masala Butter Chicken Curry Paste

Balti Curry Paste
Tikka Masala, Yakhni Pulao Masala

Nihari Masala (Pouch), Paya Masala Balti Curry Sauce
CLASSIFICATION OF PRODUCT
There are two types of products:

1) Consumer goods
2) Business goods
National Foods products will fall in the category of consumer goods .

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CLASSIFICATION OF CONSUMER GOODS

Consumer goods can be divided into following categories:

1) Convenience goods
2) Shopping goods
3) Specialty goods
4) Unsought goods
CONVENIENCE
National Food products falls in the category of convenience goods, these includes the goods for
which the customer doesn¶t have to put a lot efforts.
PRICE
This is another very important aspect in marketing a product. Because most of the people in our
country adopt or buy any product because of its low price and high quality so the main objective
is to make a low price and high quality product.
SELECTING THE PRICING OBJECTIVE
Every firm has its own pricing objective it may either be to:
> Survive in the market
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> To maximize their profits
> Market share maximization
> Market leadership
ell the pricing objective of National Food in the beginning was to capture mass amount of
market share because if they managed to do so then automatically with the passage of time they
believed that they would become the market leaders and could achieve profit maximization.
DETERMINING DEMAND
The determination of market demand is another very important factor in pricing, the demand can
be either elastic or inelastic the demand of National Food products is elastic because there are a
lot substitutes available in terms of other food mix of other brands. Therefore, the introduction of
a high priced product will result in limited sales.

ESTIMATING COST
This is the most important step in pricing, and is a combination of fixed cost and variable cost.
Total cost =fixed cost +variable cost
×
This is the one time cost and will only be extended when we are to extend the business. It
includes the cost of machinery, land, and setting up of infrastructure etc.

This includes the cost on monthly and daily basis like raw material, labor, printing, utility bills,
printing, promotional budget etc.
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ANALYZING THE COMPETITORS PRICE
Another important phase in pricing of the product is to determine the competitor¶s price. e can
set the price either close to competitor, higher than the competitor or lower than the competitor.
As the main objective is to introduce a quality product with lower price so the price is set close
to National Food¶s biggest competitor, SHAN. Diagrammatic representation is presented below.

THE PRICING METHOD
They use the competitive pricing model because of the fact that they are in direct competition
with Shaan, which although entered the market after NF¶s but was still able to capture a greater
chunk of the market.
PLACEMENT
Middleman is of lot of concern for the distribution of National Foods product because it falls
under the category of FMCG¶s. Middle man involvement is necessary for their product because
their product is not that kind in which they could have direct contact with end users, so they have
adopted a full fledge distribution channel.
TYPE OF DISTRIBUTION CHANNEL
The product is a consumer good. So the distribution chain would be:
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Producer holeseller Retailer Consumer
This distribution chain will be for Karachi. In Karachi those wholesalers are selected who deal
with the major markets and big stores of all the parts of Karachi.
Producer Agents holesaler Retailer Consumer
This distribution chain will be used outside Karachi for different other cities (Islamabad &
Rawalpindi), from where agents will be used to distribute their product in different other cities.

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)

KNORR
Knorr 1came to Pakistan in 1992 with the launch of Knorr Chicken Cubes. It was an instant hit in
the market as Pakistan was faced with a time when the idea of good tasting, instantly ready food
was a highly appreciated concept. In the passing years Knorr introduced multiple savoury and
spreads categories. In Pakistan, Knorr has grown phenomenally in a short span of time. It has
leveraged its global leanings and combined them with strong local insights to offer a unique
portfolio of products. Knorr products owe their tastes and flavors to the culinary skills of its
chefs which is why consumers see Knorr as a passport to magical food. Knorr offers a wide
range of food products to Pakistani consumers including cubes, noodles, sauces, soups and
spreads.
KNORR MAGIC CHEF
In running with Knorr¶s belief that good food is a magical part of your day, Knorr proudly
launched its idea for the first time in Pakistan. µKnorr Magic Chef¶, the global activation
platform launched in Pakistan as a TV cooking show to portray the embodiment of fun,
excitement and the magic of cooking with 50 multiple recipes, Knorr brings the unexplained
splendor of food preparation and the art of chefmanship right to your home. Let¶s bring magic to
everyday meal moments.
1
http://www.unilever.pk/brands/foodbrands/knorr.aspx
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In running with Knorr¶s belief that good food is a magical part of your day, Knorr proudly
launched its idea for the first time in Pakistan. µKnorr Magic Chef¶, the global activation
platform launched in Pakistan as a TV cooking show to portray the embodiment of fun,
excitement and the magic of cooking with 50 multiple recipes, Knorr brings the unexplained
splendor of food preparation and the art of chefmanship right to your home. Let¶s bring magic to
everyday meal moments.
SHAN
1 ""* *$' ' 2is a Pakistani food company that produces a brand of Pakistani cuisine
mixes including spice blends. The company's products are exported to many nations. Popularity
is based on reducing the amount of time needed to make traditional meals that would otherwise
require a large time commitment, including the preparation of a large quantity of spices.
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Shan Food Industries began as a cottage industry in 1981. A few years later it started exploring
the international market and exports went out to Europe, United Kingdom, United States and the
Middle East. ithin a decade Shan was exporting to 25 countries.
In 2000 it fortified its sales with local penetration in the central and northern regions of Pakistan
and officially launched in India in 2004. Shan exports to 56 countries making it the largest
exporter of premium quality packaged spice, food, and rice mixes. The company also sponsors
cooking competitions
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)

Promotion is to inform, persuade and remind a market of a product an organization is selling in a

hope to influence customer feelings and buying behavior. By adopting an appropriate
promotional mix NF would be able to inform the market about their products, with the hope that
it will influence the customer feelings and buying behavior.
PROMOTIONAL STRATEGY
Both pull strategy and push strategy is used to make a good image in the minds of consumers and
to promote the sale.
PUSH STRATEGY
For an effective push strategy wholesalers and retailers will be advised to increase the sale of
NF¶s products. For this purpose they would be offered different incentives and good profit
margins so that they can effectively convince their customers to use NF¶s products. .
PULL STRATEGY
Through advertisement on different mediums an image in the minds of end user about our NF
products can be created easily. Because NF exists in a market with competing brands, the
emphasis is placed more on capturing the maximum market share. They concentrate more on
their pull strategy because of the fact that NF food products are food items that would be
preferred by consumers based on the image that the brand would be able to create with the help
of their marketing campaign.
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PROMOTIONAL CAMPAIGN
A survey conducted by National food advertising agency owned by company itself shows that
correct media selection has helped company achieving communication goal. As a combination of
different types of media used (TV, Radio, and Newspaper) by national food, 50-70 % people are
accessed out of whole population of Pakistan.
National food spends lots of efforts on promotion of its products as management thinks it is the
essence of marketing that you communicate effectively with your target customers.
SALES PROMOTION
Currently their sales promotion is restricted to the value packs that they promote during
Ramadan season; in addition to this save Rs. 2 offer has also been used on a limited basis.
NE SPAPERS
Newspaper is rarely used as an effective communication medium by National Foods.
SEMINARS
To start with an effective sales promotion some introductory seminars will be conducted. In
which all the wholesalers will be invited from different parts of City and Country. They will be
introduced with our product and sales and promotional plans. e will brief them about the
incentives we are going to offer them. e will convince them about the strength of our product.
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TELEVISION (TELEMARKETING)
NF¶s know that TV is very effective media now days. They convey their message to all the
prospects very effectively. A few ads and commercials run at different times preferably during
family programs (dramas).
PUBLIC RELATION AND PUBLICIT Y
No properly planned PR or Publicity activities have been witnessed on part of the company.
National food arranges different types of funfairs, cat walks, cooking competition, kids show,
singing competition etc« to promote its products and invoke the interest among people.
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RECOMMENDED STARATEGY
)
Earlier, National Foods had adopted the traditional approach to

marketing communication where various marketing tools (advertising,
publicity, sponsorships, point-of-sale etc) were being used in isolation.
But with the passage of time they realized that it was very important
for the firm to integrate all these tools if they wanted to achieve their
marketing objectives and establish a name in the market. Therefore at
the moment they are using the following basic elements of the
promotional mix in an integrated manner:
TVC
Promotional Events
Point of purchase
Sales Promotion
Packaging
One major reason for adopting the new integration model was plays a major role in the
process of developing and sustaining brand identity and equity. * * 6 is a combination
of factors: Name, logo, symbols, design, packaging, product or service performance, and image
or associations in the consumer¶s mind.
Name,
Brand Logo Brand Financial
Value of
Identity Symbol, Equity the "Brand"
Packaging
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Therefore, National Foods had realized that if they had to create financial value of their brand,
they would have to work on the brand identity which traces back to the implementation of an
integrated marketing communication strategy.
IMAGE ADVERTISING- CREATING A BRAND IMAGE
Since in this food category, it is difficult to create or find a unique attribute, we will be using
creative sales strategy based on strong, memorable brand identity through image advertising.
LEVELS OF RELATIONSHIP ITH BRANDS
The creative strategy of our recommended strategy would be dealing with the following levels of
relationships of customers with the brand.
Emotions ± the feeling and attachment part

Product benefits ± the functional benefits of the products like taste, quality etc.
The creative strategy should be:
Consistent with brand¶s marketing objectives

Consistent with brand¶s advertising objectives
It should communicate what it¶s supposed to
Communicate clear, convincing message
Appropriate to the media environment?
The advertisement must be truthful and tasteful
In the next page, the detailed recommended IMC plan in the form of a table is being presented.
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HIERARCHY OF EFFECT MODEL
Hierarchy of effects model is being

used over here to explain how
National Foods can prepare an
entirely new IMC plan in order to
bring about the respective financial
effect.
Among advertising theories, the

hierarchy-of-effects model is
predominant. It shows clear steps
of how advertising works.
Hierarchy of effects Model can be explained with the help of a pyramid. First the lower level
objectives such as awareness, knowledge or comprehension are accomplished.
Subsequent objectives may focus on moving prospects to higher levels in the pyramid to elicit
desired behavioral responses such as associating feelings with the brand, trial, or regular use etc.
it is easier to accomplish ad objectives located at the base of the pyramid than the ones towards
the top. The percentage of prospective customers will decline as they move up the pyramid
towards more action oriented objectives, such as regular brand use
A ARENESS
For a product to be successful National food should generate awareness amongst the people. The
awareness should therefore be before launching the product and after the introduction phase as
well.
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If most of the target audience is unaware of the object, the communicator¶s task is to build
awareness, perhaps just name recognition, with simple messages repeating the product name.
Consumers must become aware of the brand. This isn¶t as straightforward as it seems. Capturing
someone¶s attention doesn¶t mean they will notice the brand name. Thus, the brand name needs
to be made focal to get consumers to become aware.
And the best way to generate the awareness is through preparing a proper teaser campaign. This
is because of the fact that, as far as psychology is concerned cognition is affected first when a
consumer witnesses a teaser campaign of a particular brand.
KNO LEDGE
The target audience might have product awareness but not know much more; hence this stage
involves creating brand knowledge. This is where comprehension of the brand name and what it
stands for become important. hat are the brand¶s specific appeals, its benefits? In what way is
it different than competitor¶s brands? ho is the target market? These are the types of questions
that must be answered if consumers are to achieve the step of brand knowledge.
In order to increase the consumer knowledge about National Food, the company should create an
attractive slogan or jingle. In addition to this, whatever print advertisements are being used by
the brand the descriptive knowledge should be elaborate in general. The advertising used to cater
to the needs of the target market in the knowledge phase would also have to affect the
consumer¶s cognition.
LIKING
If target members know the product, how do they feel about it? If the audience looks
unfavourably towards the product to communicator has to find out why. If the
view is based on real problems, a communication campaigns alone cannot do the job. For
product problem it is necessary to first fix the problem and only then can you communicate its
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renewed quality. Liking falls in the realm of emotions (Affective) as far as -
is
concerned. In to make the
market like the products of NF, the company should use
appeals in .
PREFERENCE
The target audience might like the product but not prefer it to others. In this case, the
communicator must try to build consumer preference by promoting quality, value, performance
and other features. The communicator can check the campaigns success by measuring audience
preference before and after the campaign. The copy of the advertisements should be such that the
benefits of using products of NF¶s should be highlighted and care should be taken to portray a
positive image of the brand.
CONVICTION
A target audience might prefer a particular product but not develop a conviction about buying it.
The communicator¶s job is to build conviction among the target audience. NF can use Point-of
purchase, last-chance offers and testimonials to convince the customers to take a behavioural
action in the form of purchase.
PURCHASE
Finally, some members of the target audience might have conviction but not quite get around to
making the purchase. They may wait for more information or plan to act later. The
communicator must need these consumers to take the final step, perhaps by offering the product
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at a low price, offering a premium, or letting consumers tried out. This is where consumers make
a move to actually search out information or purchase.
Thus advertising is thought to work and follow a certain sequence whereby the prospect is
moved through a series of stages in succession from unawareness to the purchase of the product.
Advertising cannot induce immediate behavioural response; rather a series of mental effects must
occur with the fulfilment at each stage before progress to the next stage is possible
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RECOMMENDED CAMPAIGN
Pre-testing is important esp. for a totally new product, to check if the message sent is conceived
as intended by the target market. Testing will help to determine the optimum mix between
imagery and copy and reduce the risk of failure in general.
Testing with test audiences who represent the general public and the target audience should
include concept, style and creative strategy of all intended communications and executions. A
share of the budget has to be allocated for pre-testing.
Direct mail should be one of the first activities with pre-launch awareness letters being sent to
existing NF customers.
Direct mail should also be used in a digital form (email) to underline the NF¶s contemporary
image. Emails could be designed to enable to directly pre-order the car and purchase the car
online, something that would appeal to the pioneer mindset. Newsletters should include detailed
brochures and eventually a CD-Rom.
Press releases and press conferences ought to create positive public relations. These can be used
for the launch and early stages of the NF¶s products to raise awareness and create interest for the
new product just as educate the public about the product benefits. Effectiveness will be increased
when PR appears in media consumed by the target market.
The NF products will be exhibited in suitable shows and exhibitions in the motor industry to
initiate some buzz and prepare the market.
Sponsorship, related to PR, offers a good opportunity later in the product life cycle, to enhance
awareness and image. Esp. for activities that stand for the same social benefits as the NF
products or are associated with the target group.
Advertising will be utilized as one of the most important communication methods, along with
PR. The use of TV, Print, Internet and Outdoor seems most promising to reach and affect the
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target market. The creative strategy will used to place advertising in target media, with slightly
different executions to meet each of the three mindsets in their individual media.
Advertising will go through different stages to aware, educate and interest the target audience
and then hopefully result in a dealer visit.
Personal selling (discussed above) is very important to win over both consumers and customers
in the car market. Internal communication has to make sure these are executed integrated and in
line with other communications.
Sales Promotion has been discussed above and it should suffice for the start. Providing up to
1000 goody bags as prizes in several prize-draws is recommended, which should be conducted in
target market consumed media.
Obviously the campaign will be a mix between push and pull, the consumer market should be
driven rather by a pull predominated strategy whereas the business customer market is
recommended by a slightly more aggressive push strategy.
MEDIA STRATEGY
TV is a favorite medium because of its wide reach and its high impact that is useful for
showcasing a high impact product such as a car. The volume of TV ads however is limited by its
costs but popular target group programmes and times should be used as extensively as possible.
Identified TV stations: HUM, ARY, GEO
Print adverts will be placed in quality newspapers and esp. their weekend supplements (back
cover & second page). Additional ads are placed in food industry magazines and those read by
the target group.
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PR activities will concentrate on target audience print publications but also involve TV
programmes that deal with food (Masala TV, Zauq) the environment and maybe even radio
programmes. Press releases will be provided to food industry and target group used media.
Outdoor billboards should be placed in urban areas to reach the broad audience of car drivers at a
low cost. Placing these at busy junctions will complement TV and print advertising and be
visible.
Internet plays an important role, direct mail will be sent as email where possible and enable
buyers to purchase the NF products online. A NF specific micro site will offer all information e-
brochures for download. All adverts should bear the NF web address to make it easy for users to
find. Direct mail and sales promotion have been discussed above
e will not use cinema because a low usage amongst our target has been detected and the extra
expenses are not likely to pay off. Directories are not suitable for the image of the NF.Regional
press will not be considered because traditionally these media are used by local dealers. Radio
advertising might be useful but we feel that radio will not be able to exert the necessary impact to
convince; all NF products should be advertised effectively.
TIMING AND BUDGETS
It is important to notice that marketing communications should start before the product is
actually launched, for launch activities to unfold their full potential. Even long before that all
departments that contribute to the product and communication will have to meet regularly to tune
into an integrated strategy.
Pre-Launch: The setup of a micro site round NF will happen once the company has been shown
on exhibitions. Direct mail will be sent before and after the launch. PR will be provided scarcely
before and fully after Launch. Advertising and will set in once the product is available. TV
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adverts will start in a µwedge pattern¶9 (initial µBlitz¶) 9 and flow into an µawareness pattern¶9
after six months to maintain awareness for a product that has a long purchase cycle and a long
decision time.
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)
THE ASCENSION OF THE ONLINE MARKETING
For many organizations the website has become the center of the marketing universe and a
primary driver of corporate revenue (directly and indirectly). The website has evolved from a
³channel´ into a ³platform´ for online marketing; a hub for emerging channels that exists almost
entirely within the online realm.
The Internet has brought media to a global audience. The interactive nature of Internet marketing
in terms of providing instant response and eliciting responses is a unique quality of the medium.
Internet marketing is sometimes considered to have a broader scope because it not only refers to
the Internet, e-mail, and wireless media, but it includes management of digital customer data and
electronic customer relationship management (ECRM) systems.
Internet marketing also refers to the placement of media along different stages of the customer
engagement cycle through search engine marketing (SEM), search engine optimization (SEO),
banner ads on specific websites, e-mail marketing, and eb 2.0 strategies.
ADVANTAGES
Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach
of the target audience. Companies can reach a wide audience for a small fraction of traditional
advertising budgets. The nature of the medium allows consumers to research and purchase
products and services at their own convenience. Therefore, businesses have the advantage of
appealing to consumers in a medium that can bring results quickly.
Internet marketers also have the advantage of measuring statistics easily and inexpensively.
Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The
advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay
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per action. Therefore, marketers can determine which messages or offerings are more appealing
to the audience. The results of campaigns can be measured and tracked immediately because
online marketing initiatives usually require users to click on an advertisement, visit a website,
and perform a targeted action. Such measurement cannot be achieved through billboard
advertising, where an individual will at best be interested, then decide to obtain more information
at a later time.
Because exposure, response, and overall efficiency of Internet media are easier to track than
traditional off-line media, through the use of web analytics for instance, Internet marketing can
offer a greater sense of accountability for advertisers. Marketers and their clients are becoming
aware of the need to measure the collaborative effects of marketing (i.e. how the Internet affects
in-store sales) rather than soiling each advertising medium. The effects of multichannel
marketing can be difficult to determine, but are an important part of ascertaining the value of
media campaigns.
e are suggesting online advertising through the following tools:
Search Engine Optimization (SEO): ebmaster Guidelines

Search Engine Marketing (SEM): PPC, Google Ad ords
Social Media Marketing (SMM): Online Communities, Viral & Buzz Marketing
Search engine marketing (SEM) and search engine optimization (SEO) are the only two on-line
activities that are directly linked to search engines, the search queries and their results.
Unlike search engine optimization which relates to natural or free search engine listings, search
engine marketing or internet marketing is a paid on-line listing in the form of advertisements.
Search engine marketing works exactly on the same principles of search engine optimization.
Search engine marketing (SEM) is a technique by which a company tries to make an effort that
its web ad is displayed along the freely listed websites that are returned in response to a search
against some targeted keywords. The presence of a company¶s web advertisement, in the search
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engine results, against some target keywords, means higher probability of potential customers
visiting the company¶s website, resulting in a higher possibility of increased sales.
The beauty of search engine marketing lies in the fact that a web advertisement is not charged
unless someone actually clicks on the add. Moreover, a company can define a number of rules
for the ads to be shown in order to be highly targeted in its approach. To control on costs, a
company can also set target budgets (daily and monthly) for its marketing campaigns, which
means a company can never exceed the maximum budget it has set for the ad campaigns to run
and yet be highly aggressive and targeted in its approach.
# ': Throughout the year
' #* $*: Since, one pays only when a user clicks on the ad and not on the display of
the ad so, budget estimation is a bit difficult task. But, we are assuming it to be around )
â7 for two years. It is going to take some time for customers to click more on a regular basis
but only watching the ads and not clicking on it can also serve the purpose as well.
DIRECT MAIL
Occasionally sending emails to customers regarding different products, events and promotions
will be done. It doesn¶t cost much to email a large number of customers.
EBSITE
e are suggesting improving the website of National Foods to make it more interactive. It will
help to improve the interaction of company and customers and among the customers as well. It
will help company to know the customer¶s need in a better way and build a strong and valuable
relationship with customers. Including blogs or discussion forums on the website will help in real
time interaction and attract more customers as email is a time taking tool to communicate. e
would like to present over here a brief comparison of the website of Shaan and National Food.
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There is marked difference between the images that the websites of these two brands would
make in the minds of the consumer.
Below presented are the snapshots and the details of the two:
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PRINT MEDIA
9'00'
D Type ± National
D Frequency ± Once a week
: '
D Frequency ± Once in a month
D Type ± National consumer magazines

# 9'00' "'
Sunday Page 2 Dawn, Jang & Express (Urdu) PKR 1,623,390
Magazines Fashion and Food Magazines, Digests PKR 2,000,000
Year Cost PKR 84,416,280 + 2,000,000
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ADVERTISING
e chalked out the rates for the specific TV channels from the brands snare website that
reflected how much TV channels are charging in particular to the specific time, (APPENDIX
A). e have planned to promote National Foods in the TVC¶s medium in the following way.
Advertisements/Commercials
Cooking Shows
Spot advertisements
The above mediums are discussed as follow.
ADVERTISING/COMMERCIALS
The new and improved marketing commercials of the National would be aired on the following
channels.
Hum TV
TV One
Geo TV
Masala TV
RATIONALE FOR SELECTING THE TV CHANNELS
The reasons why we have selected these TV channels are the fact that our core target market
comprise of the women work force. These women work force are mostly attracted towards
Drama¶s that are on aired on the Hum TV, TV one and Geo (Not Geo News).In addition, the
women force is also attracted towards the morning shows that are on aired on these TV channels
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e.g. Nadia khan is the hot favorite show on Geo, that is being by most women work force. Hence
the advertisement would be aired on these TV channels.
In addition to that, Masala TV provides a good opportunity to advertise since most of the
cooking shows are aired on the Masala TV¶s. Hence their frequency would be higher on the
Masala TV. Also Spot advertisement would be telecasted on the Masala TV as well as on other
TV channels. In addition a full fledge show would also be aired on the Masala TV.
e are keeping the following time frames in mind.
HUM TV
TV One Advertisements/Mornings and evenings time slots
Geo etc.
Prime time would be 9 am to 12 pm in the morning and 7:30 pm to 10 pm in the afternoon

because this is the time that women watch the TV most. In between
The detailed timing allocation & rates for the National Food is given below:

# ' 1-' "' 2)3
Morning Shows Geo, ARY Digital, PTV, TVOne, Hum Tv 150,000
8-9 pm Geo, ARY Digital, PTV, TVOne, Hum Tv 395,000
-6
"- â£â7
Total Cost

"- 2
1 % 9!3 ^â77
Source: http://www.nfoods.com/nfl/downloads/AnnualRep2007.pdf
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OTHERS
There are a few other elements that could be added in the recommended IMC plan. They are
mentioned below.
SALES PROMOTION
The sales promotion should be conducted occasionally with respect to the important occasions in
our culture. For example, during the Ramadan, both the Eids, the wedding Season etc. So should
be the case because of the fat that during these seasons, the purchase pattern of our households
changes in a manner that they start buying NF products in bulk so that during the occasion the
consumers do not go out of stock of the main ingredients.
PR ACTIVITIES & PERSONAL SELLING
All the dealer level activities have been planned for a quarterly basis and they would include
communication sessions held with the retailers and wholesalers. During these sessions, the
important members of the distribution chain would be briefed about new products and their
benefits to make aware the distributor to sell the NF¶s products on those specific lines.
They should also be given special trade allowances and marketing allowances so that they can be
directly involved in the IMC plan as well. In addition to this, they should also be provided with
Point-o-Purchase advertising support material so that their participation can be channeled and
maximized.
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PROMOTIONAL ACTIVITIES
The specific promotional activities that could be conducted by NF¶s in order to focus on brand
engagement are endless. Before discussing the details, we would like to mention over here that
the promotional activities should be done on a quarterly basis. But here are a few to mention:
ROAD SHO S
NF should plan a road show with a mobile kitchen as far as the promotional activity is
concerned; the mobile could stop at the 4 major cities of Pakistan in the 4 quarters. Live cooking
experience can be provided to the consumers so that they could be shown the actual usage of NF
products. Limited free samples of the products can also be provided to the consumer
EXHIBITION
The brand should also conduct a food exhibition in collaboration with other players of the market
where all the NF products could be displayed and short activities (presentation on a display
machine) during the exhibition can be done in order to communicate to the consumer the entire
product line. This type of an exhibition should be planned twice in the year during the beginning
of summer and fall respectively. The cities chosen for the purpose should be Karachi and Lahore/
Islamabad.
NF & TELENOR
Another promotional activity that NF could do on an occasional basis during the quarters could
be that they could partner with Telenor in such a way that whenever any NF sponsored show is
being aired on any food channel (Zauq, Masala), the viewers would be shown specific recipe
codes which when messaged on a specific number would generate a response whereby the
consumer would receive the recipe of that particular dish on an SMS. The SMS sending service
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could be provide by Telenor or any other telecom vendor who would be interested in partnering
with NF.
BUDGETING
A total budget of Rs. 4,000,000 should be set aside so that all the above mentioned activities can
be carried out without any financial restraint.
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,
National Foods performance has been outstanding in the year 2007; we are using the 2007
Annual report to present a bird¶s eye view of their financial performance and other key success
indicators because of the fact that the latest report in our access.
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Figure 3 shows the annual sales volume in metric tons for three consecutive years (2005, 2006,
and 2007) and it is very much visible that the growth has been gradual but steady.
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According to the details gown in figure 5, the net sales growth over the year have increased from
5 % in the year 2002 to 30 % in the year 2007. This again shown a positive growth trend,
although it is has not remained steady enough as the growth in terms of sale increased in the year
2004.
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According to figure 6, National Foods also increased their market spending manifold in the past
few years. In the tear 2005 they spent approximately Rs. 135 Million in their advertising whereas
in the year 2007 the same figure rose to Rs. 270 Million. For the new IMC plan that we are
recommending their market spending should at least be increased to Rs. 140 Million if the
required effect is to be achieved. Detailed financial statements have been attached in the
Appendix for a detailed view.
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National Foods Final IMC Report

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SEMESTER END PROJECT REPORT: IMC PLAN NATIONAL FOODS

Ms. Fatima Zaheer

Juniad Bin Iqbal

MBA 2K8 (B)

Date: 24th December, 2009

This project is dedicated to

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PRODUCT MARKETING STRATEGY .................................................................................. 16

MODERATE COMMONALITY ....................................................................................... 25

CONSUMER VIE .......................................................................................................... 32

BASIC RECIPES .................................................................................................................. 38

JAMS, JELLIES AND MARMALADES .............................................................................. 39

ANALYZING THE COMPETITORS PRICE ....................................................................... 46

PULL STRATEGY ............................................................................................................ 51

PUBLIC RELATION AND PUBLICITY .............................................................................. 53

IMC PLAN ............................................................................................................................... 54

IMAGE ADVERTISING- CREATING A BRAND IMAGE .............................................. 55

RECOMMENDED CAMPAIGN .............................................................................................. 61

PROMOTIONAL ACTIVITIES ............................................................................................ 73

ADDITIONAL FINANCIAL SUPPORT MATERIAL IN FIGURATIVE FORM .................... 75

 Dedicated to continuous improvement through active alliances with international

 To provide external and internal customer service by excelling in functional management

 To be an innovative, marketing and research oriented company

 Market our products globally

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 ho are our customers? 

 hat benefits are we going to give to our customers? 

 hat feelings do we want to evoke in our customers? 

 hat action are we trying to generate from our customers? 

 How are we different from our competitors?

PRODUCT MARKETING STRATEGY

 Raise consumer brand awareness, excitement and involvement 

 Promote a special offer or incentive 

 Stimulate product sampling and trial 

 Demonstrate product/service benefits 

 Generate in-store or online site traffic 

 Stimulate media interest and industry buzz 

A few aspects of their internal environment have been discussed below.

A detailed S OT analysis of National foods is presented below:

 Broad product line

 Broad Market Coverage

 Good Marketing Skills

 Enhanced Research and Development

 Brand Name Reputation

 Appropriate Organizational Structure

 Good finance Management

 Expanding into foreign markets

 Expansion of core business

 Entering Related Business

 New form of Industry competition

The communication process of the National Foods is chalked as follow:

SENDER¶S AND RECEIVER¶S FIELD OF EXPERIENCE

There is a degree of moderate

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CHINESE SALT AND VINEGAR

This category launched in 1988, currently enjoying a leadership position in the

Launched in 1988-89 as one of the first wet products to be launched, National

Launched in 1997, is produced on one of the most modern plants in Pakistan.

JAMS, JELLIES AND MARMALADES

It performed extremely well since the launch in

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)  4 

´

Dedicated to continuous improvement through active alliances with international

To provide external and internal customer service by excelling in functional management

To be an innovative, marketing and research oriented company

Market our products globally

$ c + " ,-$'

ho are our customers?

hat benefits are we going to give to our customers?

hat feelings do we want to evoke in our customers?

hat action are we trying to generate from our customers?

How are we different from our competitors?

Raise consumer brand awareness, excitement and involvement

Promote a special offer or incentive

Stimulate product sampling and trial

Demonstrate product/service benefits

Generate in-store or online site traffic

Stimulate media interest and industry buzz

A detailed S OT analysis of National foods is presented below:

Broad product line

Broad Market Coverage

Good Marketing Skills

Enhanced Research and Development

Brand Name Reputation

Appropriate Organizational Structure

Good finance Management

Expanding into foreign markets

Expansion of core business

Entering Related Business

New form of Industry competition

- / '0"' %1 '

) 4 5 ) 5

) 4

There are two types of products:

> Survive in the market

> Market share maximization

> Market leadership

The product is a consumer good. So the distribution chain would be:

Emotions ± the feeling and attachment part

The creative strategy should be:

Consistent with brand¶s marketing objectives

e are suggesting online advertising through the following tools:

Search Engine Optimization (SEO): ebmaster Guidelines

# ': Throughout the year

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Total Cost

$ â + -' )."#%

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