2019

MARKETING MANAGEMENT
FML ZABEEHA CASE STUDY
RAJA DAHIYA MEHTAB

BBA 5A
BUS-17F-008
INSTRUCTOR: MA’AM MAHEEN
Question 1

Zabeeha has adopted the Differentiation focus strategy. Zabeeha used both the strategies
simultaneously, it offered it meat in a branded form which carried high cost and its target
market were those individuals that never compromised on the quality of meat they got, for
which Zabeeha differentiated itself from the local butchers by providing the best breed that
ensures healthy meat and proper procedures to ensure the meat is fresh.

Question 2

Zabeeha under the FML, focused on what were the existing opportunities for them in the
market and it realized that the target market it explored, needed fresh and healthy meat and the
target market doesn’t compromises on quality and for good quality they are ready to pay.
Zabeeha grabbing the opportunity started the value creation process it worked on identifying
which breed will fulfill the customer need for that it picked up animals from selected area of
Pakistan and it underwent certain process such as intoxication of the animals before the
slaughtering process in order to get rid of any kind of danger existing in the animals body and
after a day or two the intoxicated animal were slaughtered and they were delivered to major
cities through air in order to maintain the freshness of the meat. Zabeeha maintained good
relationship with its customers because it has planned to never lose a single customer for which
it delivered the highest quality meat as well as it challenged the customer to try out their product
and if their meat fails they can get back their money, but this never happened as Zabeeha has
delivered the best of the quality to its customers.

Question 3

FML is part of the Fuji Group which mostly deals with Chemical, fertilizers, cement and power
products. FML previously dealt with meat but for export and local purpose but it opened it first
brand store named Zabeeha. FML worked on the concentric strategy after launching Zabeeha.
Previously FML provided meat but now it sorted out its new customer base, with its same
slaughtering process and technology it introduced new meat (mutton, beef, chicken and
seafood) products for those individuals who needed fresh and healthy meat products with the
highest quality.
Zabeeha won over its competitors, which were struggling in the branded meat market. Zabeeha
unique selling point or its competitive advantage was its high quality and freshness. Zabeeha
meat was operated from a single slaughterhouse the reason was the proper look after of
slaughtering process. As discussed in the case study various slaughter houses were operated by
government which lacked many facilities of sanitation which in result affected the quality on
the other hand Zabeeha competitive advantage over its competitor (local butchers) was its
process of animal check and balance that would be impossible for most of the local producers.
This animal treatment and information helped Zabeeha to provide fresh and healthy meat to
the target market.

Question 4