Company portfolio:

Quick Food Industries (Pvt.) Limited is a certified company that has a complete integration of
manufacturing, marketing and distributing a large range of value added frozen food products. Quick
Food Industries' brand Mon Salwa is not only the forerunner in frozen foods in Pakistan but also the
second biggest seller having great reach and a huge customer base. Mon Salwa is a subject of Group of
Companies. In 1997, the Sanaullah group expanded and diversified its business activities to include the
frozen food sector by launching the company Quick Food Industries. Quick Food Industries burst in the
national food scene with its brand Mon Salwa. The company lived up to its name and quickly carved out
a niche for itself in the burgeoning prepared food market in Pakistan. It rapidly acquired a huge
customer base of institutional customers includes some prestigious franchise restaurants and other
ventures, apart from institutional base Mon Salwa caught the eye and attention of a large number of
upwardly mobile Pakistani families. They appreciated its superb quality, extensive range and appealing
packaging. In no time. Mon Salwa became a force in the industry and not necessarily in the frozen food
field alone.

In 2018, the company was enquired by IJARA Capital Partners Limited (ICPL), a private equity and
venture capital firm in order to restructure the business and improve its profitability with an aim to
expand its reach in the international markets resulting in increased export and foreign inflow. Hence,
promoting economic growth and new job prospects in the country.

Mon Salwa Brand Portfolio:

The Mon Salwa brand has the following brands in its current portfolio:

1. Barbecue Line: Chicken tikka boti, Chicken seekh kabab

2. Continental line: Chicken Pizza, Chicken burger, Fish fillet, Chicken Crispy Shots, Chicken
Nuggets, Chicken Cheese Balls, Chicken fries, Chips and fish, Juicy joints.

3. Desi Delectables Line: Chicken Samosa, Punjabi Alu Samosa, Chatpata Samosa, Chicken Kofta,
Chicken Chapli Kabab, Cheese Samosa

4. Paratha/Roti line: Lachaydar paratha, Kachori, Aloo paratha, Plain paratha, Onion paratha,
Naan, Puris.

Brand Elements:

In the book Principles of Marketing (Kotler) a brand is simply defined as a "name, term, sign symbol (or a
combination of these) that identifies the maker or seller of the product". In reference to this definition,
Mon Salwa is distinguishable by its vibrantly red logo that consists of the brand name in yellow color
adjacent to a chef with an “OK/Fantastic” hand sign. Mon Salwa’s box of their products are
distinguishably yellow in color, that is due to the fact that this color was historically associated with
happiness, freshness, energy, positivity etc. They also have a distinguishable jingle in their previous ad
which further stresses on the fact. Their slogan is “Bring taste to life”.
Brand Personality:

Physique Personality

 Bring taste to life  Fun, lively,

 Flavorful, Ready youthful,
to cook/eat convenient
 Jingle

Culture
Relationship
 Provide tasty
 Friendliness, food
clean food. conveniently
 Tasty and affordably.

Reflection Self-Image

 Convient.  Conservative
 Save time.  Young
 Healthy.  Makes
customer
feel they are
buying
something
of quality
Brand Social Media Presence:

Mon Salwa is present on 3 Social media platforms and maintains one blog on it’s original website. The
audience on it’s 3 media platforms as of November 2019 is:

1. Facebook: 221,567 Followers.

2. Twitter: 116 Followers.
3. Youtube: 37 Subscribers.

Brands positioning in the last few years:

The brands positioning in the last few years has been “Bringing taste to life” in affordable prices. This
means that Mon Salwa has attached itself on the idea of delivering taste to its consumers and are trying
to position their brand in that direction.

Previous Ads Campaigns:

The previous ad campaigns consist of: Ramadan campaign and Fun in every munch campaign.

Previous Ads:

1. Youtube Link: https://www.youtube.com/watch?v=_Jx_2aCT2JY

2. Youtube Link: https://www.youtube.com/watch?v=yK6SfY-8Ef8