Nirala sweets and Kasuri

Barfi

Presented to:

Presented by:
Umair yaseen 083147
Imran khalid 083137
Asima Amjad 083241
Naeem

Pak-AIMS (Institute Of Management Science)

Pak-AIMS (Institute Of Management Science)
 DEDICATE

“We dedicate this project to our Parents,

Teacher and to each group member”.
Because;
 What ever we are it’s because of
our parents.
 Our teacher makes us able to
face different challenges and win
those challenges.
 Last but not least group
members, who support us a lot and
contribute their full effort to make
this project possible.

Pak-AIMS (Institute Of Management Science)

 Executive Summary
This marketing project on Nirala of subject Marketing covers
the SWOT Analysis and Market Integration Strategy.

As it is an open secret that Marketing is a dynamic field with

ever changing situations and scenarios. Every effort has been made
to cover all the above mention areas of the company Nirala operating
in the highly competitive market of Sweets in Pakistan.

Nirala is Pakistani based Sweets makers which produce

Sweets in PAKISTANI and as well in Foreign countries like
SHARJAH, DUBAI, CANADA and UK.
NIRALA is more than committed to its core values and ethical
responsibilities and acting responsibly in the social sector of
Pakistan.

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 PREFACE

Welcome to the world of Marketing. The ever-changing complex

business environment requires us to be up-to-date in order to
manage a business successful. So, energetic, practical and qualified
managers are the need of the time. Institute of Management
Sciences (IMS) is playing a great role in producing such a managers
who are fully equipped to meet the challengers of the modern
business environment.

In this project Nirala is under consideration and we have tried

our lever best to provide you those information’s about Nirala which
may be fruitful for you and will clear you every thing about the
strategies that Nirala is adopting to attract the attention of the market.

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 ACKNOWLEDGEMENT
We are grateful to ALLAH ALMIGHTY, for enabling us to fulfill
this tiring, but interesting job for the completion of our report.

The present project is submitted to MISS SHEHLA SOHAIL. .

We express our deep sense of indebtedness to her for her invaluable
advice and encouragement and for giving us very useful information
that helped us a lot in completing this project.

We also want to pay a bundle of thanks to each and every person

how has put indeed effort to make this project possible. It is also our
duty to pay thanks to our parents for the moral and financial support.

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 Company Profile
History

Over half a century ago, the foundation of Nirala was laid in Lahore,
Pakistan, with the commitment to provide people with delectable
quality delights.
The great journey started when Taj Din migrated from Amritsar,
India, to Lahore and started a small breakfast shop in the inner
city of Lahore in 1948. The passion for quality, distinctiveness
and hard work set by our founder is the spirit we seek as our
guiding principle.

Nirala family
Taj Din founded this business more than half a
century ago. It was his vision and entrepreneurial spirit that made
Nirala a strong brand name in the Mithai business. His special
emphasis on 'nothing but the best' ensured that the customer always
found the same superior quality whenever he experienced any
product of Nirala Sweets.

Farooq Ahmad:

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Taj Din's son Farooq Ahmad, the Chairman of the Group, has been
gifted with his father's vision and entrepreneurial spirit in his blood. It
was he who took the shop out from the congested Fleming Road in
the old city of Lahore and relocated to the more central and
accessible area of Jail Road. He also paid special emphasis on shop
environment and packaging design, besides of course the product
quality.

Faisal Farooq
Farooq Ahmad's eldest son, Faisal Farooq was made CEO of the business by
his father in 1997, at the young age of just 23 years, when Farooq Ahmad
fell unwell and could not devote full time and attention to the business.
Faisal courageously took about the challenge of growing the family
business. With a dynamic approach and an MBA, Faisal kept adding more
and more shops across the country and today has added new businesses to
the establishment including a large milk processing and packaging plant,
snacks plant and 2 restaurants, besides VCS (software house) and Porsche
Pakistan, the dealership for the most sought after 'dream car' in the world!

Ahmer Farooq
Farooq Ahmad's younger son, Ahmer Farooq is a creative individual with an
MBA and education in creative design from the UK. Besides heading the
creative and communication side of the Group, Ahmer is actively involved
in the Companies' day-to-day decision making.

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Omar Farooq and Fahad Farooq
Farooq Ahmad's youngest sons, Omar and Fahad are twins and are still
completing their education so that when they join Nirala, they can add value
to the business.

Vision
To make the Nirala Global brand is a vision of Nirala, a brand recognizable
for its uniqueness and quality in ethnic food market all around the world. In
this perspective we consider our self as an innovative and a pioneer
company, continuously offering unique products and interesting service
concepts that others haven’t even dreamt of.

Mission Statement
Like vision of the company, mission statement of the company is also well
defined.

Nirala mission is to:-

“Our Mission statement is to make Nirala a
global brand, a brand recognizable for its uniqueness and quality in
ethnic food market all around the world.”

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Company believes that in the long run by emphasizing on its commitment
to employees and society, will enable it to perform better in its field and to
create greater values for the customer.
According to company’s mission statement these values will be
created through profitable and retainable growth. This growth will be
maintained on the development of services that simplify the use of
communication technology. It will contribute to give customers greater
freedom of choice and more options. Its solutions shall simplify people's
workday, make businesses and activities more efficient, and increase their
competitive powers.

Goals
Nirala’s main goal is to create value to it’s customers by giving superior
quality sweets and others products.

NIRALA’S GOALS TO BE ACHIEVED

 Geographical Expansion
 Hit The International Market

Slogan
“Irresistible Temptations”

Core Values

The core values of our organization which we consider the Spirit of Nirala
have not changed over the past half century. Those values and traditions
which have made the brand Nirala a market leader for the past 61 years are:

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 • Continuous Improvement
• Innovation
• Integrity
• Team work and
• Social Responsibility

BRANCHES
LAHORE
Branch Address Contact #
HEAD OFFICE 25 Waris Road, Lahore. 111-600-700
AI INTERNATIONAL Shop # 2155 Departure Launch 042-6611424-
AIRPORT Allama Iqbal International Air Port 6611425
BEST BUY 29-Mini Market, Cavalary Ground , Cantt LHR. 042-6665521-
Best Buy Super Store 6632913
DEFENCE HOUSING Plot no 138 Y, Commercial Area, 042-5898278
AUTHORITY Defence Housing Authority. Lahore -5898279
127-Block A , Main Road,
GULSHAN-E- RAVI 042-7400203-4
Gulshan-e-Ravi LHR.
Shop no 8,9. 51-G, 042-5716098-
HAFEEZ CENTER
Hafeez Center Main Gulberg, Lahore. 5716149
042-7587673-74-
JAIL ROAD 10 Jail Road Lahore
75
My Super Store
JOHAR TOWN 042-5291009
11 G Johar Town Lahore

Shop # 18, Sewak Ram Trust Building, 042-7225477-

LAKSHMI CHOWK
18 Meclod Road LAKSHMI Chowk LHR. 7237374
Shop no 4,5. Murtaza shopping Centre, 042-7840647-
MOON MARKET
Allama Iqbal Town, Lahore 7840321
042-6362907-
SADIQ PLAZA Shop no 7,10 Sadiq Plaza, The Mall Lahore
6278959
41-B Sharif plaza, 042-7358664-
SECRETARIAT
Lower Mall Secretariat Lahore 7358612
129, Sher Shah Road,
SHAD BAGH 7284139-7282692
New Shad Bagh, Lahore
SHELL
Thokar Niaz Baig Multan Road Lahore 7512699
Shell Petrol Pump,
TOTAL LOWER Total Petrol Pump,
042-8486601
MALL 26 Lower Mall, Lahore
042-5155654-
TOWN SHIP Plot # 53/2 Block-1, Township Lahore 5155655

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WAHDAT ROAD 4- Wahdat Road Lahore. 042-5841401-2
CAFÉ 042-5735025,
Y Block Defence Housing Authority. Lahore
GOWALMANDI 5733632

Products
Regular Mithai

An irresistibly tempting range of over 140 types of mithai. From “moti

choor” to “lal jaman” and “burfi” to “baloo shahi” you can be sure of
unmatched taste and unquestionable superiority. Regular, for us means
carefully selected, quality ingredients cooked to perfection.

Special Mithai

A very exclusive range of mithai not found anywhere, but at our Nirala
shops. Filled with ingredients such as purest DesiGhee, high quality dry
fruits and carefully selected 'mewas' that add richness, temptations and
flavour to these exclusive treats, which will compel you to savor this
mouthwatering experience

Sugar-Free Mithai
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In today’s age where health consciousness is on the rise and more and more
people are becoming particular about their health, diet foods have also
grown in popularity. With this in mind, Nirala Sweets has introduced the
Sugar Free range, so that you can enjoy your favourite choice of Nirala
Mithai, without having to worry about your weight. So go ahead and visit
your nearest Nirala Sweets shop today and experience the sugar-free world
in your favourite sweets shop!

Cold Range

There's nothing like a bit of cool in your life, and Nirala gives you all
the right reasons to indulge in this amazing range of desserts.

Nirala Kheer:
A sweet pudding made of milk and rice. It is a very popular dessert for any
occasion specially, the festive ones.

Nirala Firni:
Nirala Firni is a light pudding made of milk and finely chopped rice.

Nirala Rusmalai:
Mouth watering cheese dumplings in an aromatic syrup of pistachio,
cardamom and milk.

Nirala Rusgullay:
Tenderly soft cheese balls dripping with thick, sweet syrup.

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Nirala Kulfi:
Have fun with Nirala's ultimate kool kulfi mania. Nirala Kulfi is available in
five exciting flavours i.e., Classic (the traditional recipe), Vanilla, Chocolate,
Pineapple and Orange. Experience the fun and excitement in every bite of
chilled Nirala Kulfi, available at all the Nirala Sweets outlets round the year.
Nirala Kulfi is a frozen dessert similar to ice cream. It is prepared from
purest dairy products like condensed milk and khoya. So why not treat your
friends to Nirala Kulfi today!

Snacks
Our saltish range is one of the best and can be had with a cup of tea,
coffee or a refreshing drink. An ideal snack prepared in natural oil to
invigorate you and provide utmost fulfillment, our snacks range consists of
Chips, Dal Masoor, Dal Safaid, Mongra, Namak Paray, Samosay (Potato
and Chicken) and Sawaian, and are available across Pakistan from Nirala
outlets as well as leading retail stores and supermarkets.

Nirala Snipz
Experience the crisp crunch of Nirala Snipz. Serve it at your get-
togethers or just have it when you feel lonely. Nirala Snipz is available in
the following range:

Dall Moong:
A lip smacking snack made of fried Moong beans with a touch of salt.

Dall Masoor:
A tangy namkeen made of lentil beans with spicy gram flour noodles deep
fried to a crisp.

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Sawian:
Crispy, mouth-watering treat made from gram flour noodles fried for
ultimate salty taste.

Mongra:
Mixture of patent grade wheat flour and gram flour, fried and added with
salt and black pepper.

Popat:
Also commonly called 'Namak Paray', popat is made from patent grade
wheat flour and lightly flavoured with cumin, fried and light salt.

Nirala Snipz Torpedoz A crispy mouth watering pallot

snack that is quite famous among children of all age groups. Torpedoz is
available in three popular flavors which are Salty, Vege & Jalapeno.

Nirala Khata'ees
Nirala brings to you the crispy, melt-in-the-mouth, traditional cookies
made to a traditional family recipe and baked to perfection. Using only the
finest ingredients, the product has no artificial additive, flavouring or
preservative. Available in two traditional flavours i.e., Plain and Almond,
Nirala Khata'ees are a perfect tea time or breakfast treat. The beautiful
packaging of Nirala Khata'ees makes it an elegant gift for loved ones and is
a perfect mode of expressing your warmth in a traditional manner.

Nirala Pheonian

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Nirala prides itself in bringing to you traditional products in modern ways.
Nirala Pheonian is a high-energy traditional breakfast that has been used for
centuries in the sub-continent. Launched recently, it has managed to
immediately won over the hearts of consumers. Just pour some milk into
your favourite Nirala Pheonian and experience a delicious breakfast which
provides you enough energy that will last through the day. Nirala Pheonian
is the ideal meal for a strenuous day ahead, or as Sehri during the Holy
month of Ramadan

Nirala Samosa

Samosas do not need any introduction because of their world wide

popularity. Nirala Samosa and Rolls are fried in Nirala's own fine desi ghee,
leaving the outside crispy and golden brown while the contents remain
deliciously soft.

VegetableSamosa:
A triangular pastry filled with mildly spiced mixed vegetables.

ChickenSamosa:
A triangular pastry filled with delicious spicy minced chicken.

ChickenRoll:
Spicy minced chicken filled in a roll to bring you the ultimate tea time treat.

Dairy

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An integrated milk & milk powder processing plant has been set up at
Tandlianwala, near Faisalabad, under the name of Nirala Dairy (Private)
Limited. Nirala Doodh, the UHT packaged milk of the Company was
launched in June 2005 and is now the favourite brand in many households.
This is due to the strict quality measures that the Company religiously
adheres to. Nirala Desi Ghee (Butter Oil) was launched earlier and is leading
the market in its category due to is superior quality and taste. Many more
products in the dairy range are being developed and will be launched shortly.

Nirala Doodh

Milk is an integral part of our lives. At Nirala, milk has always been an
integral part of our dectectable Mithai, over the generation. 'Nirala Doodh' is
our own brand of packaged milk. Carefully processed in our milk plant at
Tandlianwala, Nirala Doodh is available in 1 litre and 250 ml packs. Since
its launch in the summer of 2005, Nirala Doodh has already become the
favoruite UHT milk in many households across the country.
Try Nirala Doodh today and bring a new life to your tea, coffee, desserts or
just a plain glass full.

Nirala Cream

In our dairy products range, Nirala Cream is the ultimate source of health
and energy. It will make your meals and desserts awesomely delicious. That
is why we say “Mazaydaar Tawanai, Gaarhi Baalai”

Desi Ghee
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Pure & rich Nirala Desi Ghee adds enriching taste to your food. Just a dash
of Nirala Desi Ghee will bring alive the desi serving of your crispy
'parathas' or smooth 'sarson ka saag'. Delicious mouth watering parathas
and other traditional dishes with an irresistible fragrance of Nirala desi ghee
is a reflection of the lifestyles of our quality conscious consumers.
Processed on our modern dairy plant at Tandlianwala, Nirala Desi Ghee is
prepared using the purest milk while maintaining the highest hygienic
standards. Nirala Desi Ghee is being sold successfully at all Nirala Sweets
outlets and numerous other leading retail stores across the country. Nirala
Desi Ghee is available in 500 g, 1.0 kg, 2.5 kg and 16 kg.

Beverages

At Nirala, we believe in consistent expansion of our product range as per the

expectations of the modern consumer.Our beverages line is yet another
addition to the wide range of products relished by our prestigious
consumers.

Rabri Milk
Traditional, cool and refreshing Lahori milk drink has been developed by
Nirala Sweets to provide our valued consumers with yet another product
they can savor. Enjoy the chilled, energetic and nourishing Rabri milk
available at all Nirala Sweets outlets throughout the year. With low fats and

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a smooth-as-silk texture, our Rabri Milk is lighter on the stomach and is the
ideal drink to refresh you on hot and humid afternoons.

Bouncer
Nirala’s juice by the name of Bouncer is an exciting treat, yet nourishing and
naturally fruitful. It is becoming fairly popular especially amongst kids
because of its refreshing & energizing flavor. It is packed in a 6-layered
Tetra Pack brick aseptic packaging.

Nirala Pani
Living up to our legacy of invincible quality, we bring for you Nirala Pani,
to refresh you anytime, anywhere.

Departments

Like any professional organization, the working at Nirala also follows a well
planned organogram. The Nirala Group comprises of the following
departments:

 Administration
 Finance & Accounts
 Human Resource
 Marketing
 Milk Procurement
 MIS

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  Production
 Quality Assurance
 Retail Store
 Shop Operations
 Store & Procurement
 Supply & Distribution

Administration
Efficient management of all administrative affairs of Nirala Group of
Companies is the job of the Administration department. From legal matters
to general day-to-day operations of the office, the Administration
department ensures that all affairs run smoothly

Finance & Accounts

The Finance and Accounting departments at Nirala are responsible for the
total financial management of the different businesses of the Group. From
the usual accounting statements and sheets to risk and portfolio
management, the team ensures that every rupee coming into and out of the
Companies' pockets is properly documented and audited

Human Resource

The Human Resource department at Nirala spearheads the recruitment

process to ensure that the finest human resource is taken on board at Nirala.
Resumes of candidates are carefully filed and documented for current or
future reference. The department, besides carrying out succession planning,
maintains and implements HR policies pertaining to employment, retention
and superannuation. Assessing training needs of employees and ensuring
adequate training is also carried out by the professional HR team at Nirala

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Marketing
Consisting of leading marketing professionals of the industry, who are
graduates of top business schools of Pakistan, the Marketing Department
ensures that from product need identification to product development,
launch and post-launch, all strategic decisions are made based on authentic
information and research. Identifying the target markets, effectively
communicating to them and building the image of the brands as well as the
Companies, is the job of the professionals running the marketing at Nirala

Milk Procurement
As more than 90% of our food products are milk based, the entire Milk
Procurement department plays a critical role in defining the quality of the
end product that reaches our customers. Ensuring regular collection of fresh
and pure milk right from the farmer to the factory and ascertaining the
freshness of milk all across the milk procurement process, is the
responsibility of Milk Procurement department, consisting of food
technologists working at the collection centers and veterinary doctors
providing service to the farmers.
MIS

The MIS department at Nirala ensures that all automation is running error-
free at all times. Regularly modifying and updating the Company's
accounting software is also the MIS team's responsibility
Production
Modern technology is part and parcel of Production at Nirala. More than
20% of Mithai production at Nirala Sweets is carried out at automated
plants, either imported from abroad or custom-made in the country. Fresh
and crisp snacks products of Nirala Snacks (Pvt.) Ltd., are prepared and
packaged on modern machines as well. As far as Nirala Dairy (Pvt.) Ltd., is
concerned, the state-of-the-art plant set up at Tandlianwala near Faisalabad,
has a processing capacity of more than 300,000 litres of milk per day,

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making it one of the largest in the country. Professionally qualified human
resource efficiently works night and day to maintain highest hygiene
standards
Quality Assurance
Quality Assurance is strictly followed in all companies of Nirala Group. Be
it Nirala Sweets, Nirala Dairy or Nirala Snacks, qualified food technologists
at this department ensures that highest quality parameters are adhered to
through all steps of production and that the products reach the consumers as
per promise
Retail Store
Whereas Shop Operations is the sales force of Nirala Sweets, the Retail
Sales are responsible for the sale of all products of Nirala Dairy and Nirala
Snacks at all leading retail outlets in the cities and towns where Nirala has
entered. At the moment, Nirala Dairy and Nirala Snacks products are sold at
more than 30000 retail shops across more than 50 cities of Pakistan.
Shop Operations
All operations of Nirala's 39 company managed outlets are run by the shop
operations department. This department, in simpler terms, is the sales force
of the business. It includes professionally trained front-line salesmen at the
shops, experienced floor managers, area managers, headed by a General
Manager. Identifying strategically new locations and opening new shops is
also done by this team
Store & Procurement
All operations of Nirala's 39 company managed outlets are run by the shop
operations department. This department, in simpler terms, is the sales force
of the business. It includes professionally trained front-line salesmen at the
shops, experienced floor managers, area managers, headed by a General
Manager. Identifying strategically new locations and opening new shops is
also done by this team
Supply & Distribution

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All operations of Nirala's 39 company managed outlets are run by the shop
operations department. This department, in simpler terms, is the sales force
of the business. It includes professionally trained front-line salesmen at the
shops, experienced floor managers, area managers, headed by a General
Manager. Identifying strategically new locations and opening new shops is
also done by this team

PEST ANALYSIS
A scan of the external macro-environment in which the firm operates can be
expressed in terms of the following factors.
1. Political
2. Economic
3. Social
4. Technological

POLITICAL FACTORS
Political factors include government regulations and legal issues and define
both formal and informal rules under which the firm must operate.

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Government at all levels is an important component of the general
environment no organization or industry is immune of the various decisions
made by the government. In case of Nirala the government as such imposes
no such type of duty on the methai manufacturers in Pakistan. But on the
other hand Nirala sweets are the first to become the official sweet of
Governor House of Punjab that is an honor for them.

ECONOMIC FACTORS
Economic factors affect the purchasing power of potential customers and the
firm's cost of capital. The following are examples of factors in the macro
economy
 G.D.P growth
 Excess of black money in the country

SOCIAL FACTORS
Social factors include the demographic and cultural aspects of the external
macro environment. These factors affect customer needs and the size of
potential markets.
Social Cultural and demographical variables have an overall positive impact.
As our Pakistani society has different types of social norms and values for
example on different types of occasion’s exchange of sweets is a very
common thing as in Ramadan, Eid, Basant, Shab-Rat, Birth of New Born
Babies, Weddings etc.

TECHNOLOGICAL FACTORS
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Technological factors can lower barriers to entry, reduce minimum efficient
production levels, and influence outsourcing decisions. Technological
variables have an overall positive effect on the business. As rate of
innovations and production technology is always in the favor of business.
Technology is of particular importance because it has been and continues to
be the main source of increases in productivity. In case of sweet industry no
such type of rocket science is being used in the manufacturing of sweets but
how ever Nirala is keeping it self up to date with the change in technology.

Segmenting and targeting the

market for Nirala
It is difficult for any one company to engage in mass production, mass
distribution and mass promotion for its product. The complexities arise from
the proliferation of advertising and distribution channels and the high costs
associated with reaching a mass audience. Therefore, companies segment the
market so that they can target the group of customers who share similar
needs and wants.
The sweet sector shows a market that has homogeneous preferences
that is the consumers have similar preferences. They want milk to be white,
carefully processed, and good for health and bones. Keeping these things in

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mind Nirala’s market has been segmented. The marketers at Nirala’s have
had a number of options available to them when segmenting the market for
their products.

Demographic segmentation
Nirala’s products are not bounded to any particular age, gender or lifecycle
stage. The brand is meant for all the users in higher upper or middle class
families. Even though the brand calls for a small percentage of an
individual’s income but lower class wouldn’t want to buy the brand maybe
because they are price sensitive However all the companies in the sweet
sector are trying to change the image of sweets. Therefore it can be said that
Nirala’s has been positioned as a brand for high income earners. Due to the
income factor involved it can be said that Nirala’s sweet target a specific
social class who are health conscious and concerned about good quality.

Psychographic segmentation

On the basis of psychographics, factors such as personality traits, lifestyles

and values, the marketers at Nirala’s have segmented the market more
towards achievers who are goal-oriented and focused on their careers, and
experiencers those who are seeking variety in the sweet sector. The Nirala’s
products have targeted experiencers because the company has given them a
new set of brand and so many will make their first purchase because they
want to try something new. Nirala’s also target believers, traditional
conservative people with concrete beliefs.

Behavioral segmentation
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Nirala’s products have been segmented on the basis of benefits that
consumers seek in the sweets. There may be some hard core loyal in the
sweet sector. There might even be switchers and shifting loyal in the sweets
sectors that are either price sensitive or want variety. As a result, the
marketers need to find ways to make the hard core loyal attracted to the
Nirala’s brand and shifting loyal and switchers to convert into hard core
loyal as well.

Positioning the brand

Positioning involves designing the product and image that will occupy a
distinctive place in the minds of the target market. As can be seen, butt
sweets shiri mahel and fazal din’s have the largest profit margins and market
share in the sweets industry. Thus the marketers at nirala’s have decided to
create its own unique image and then strengthen the position in the
customers’ minds. They have done very much for this
Packaging of Nirala’s sweets in yellow color quite different and distinctive
from the typical green and blue packing used by other competitors.

Nirala’s always tries to create customer intimacy that is it focuses on

satisfying the customers’ unmet needs.
Basically Nirala positioned its products on the basis of its marketing
strategies. The positioning of NIRALA is planned according to the
following criteria
 The product strategy, including how our product will be positioned
against the competition in the product-market.
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  Distribution strategy.
 Pricing strategy, including the role and positioning of price relative
to competition.
 The advertising and sales promotion strategy and objectives these
promotion components are expected to achieve

PRICING
Pricing is an important aspect of every business because price is used to
create financial projections, establish a break-even point, and calculate profit
and loss but at the same time it is one of the biggest mysteries of all business
aspects. Deciding on a price is a complex process. If your product or service
is identical to your competitor, this usually poses no problems in the pricing
department. Just charge what the market already supports.

Unfortunately, there is no such thing as the perfect price. There is that

mythical price that gives the customer excellent bang for his buck and the
company excellent profits for its efforts, but even that price point can't be
considered the perfect price. That's called compromise, not perfection.

Before setting a price for NIRALA following steps have been performed by
the company:

Performed a comparative analysis on similar products sold by

competitors.

Our product’s features and benefits were compared with the competitor’s
products.

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Calculated the total cost to produce and deliver our product.

This amount was used to figure in an acceptable margin of profit to calculate

the final price..

Perception of people

Perception/ perceived value—is one factor that is mostly used to determine

product pricing. After all, our products are our children. We create them,
nurture them, grow them and love them. And often we perceive their value
to be much greater than the market perceives it to be. It’s all about the
perception of value.

Price of NIRALA sweets is Rs250 per kg. It is higher than its competitors
because NIRALA SWEETS is considered as a premium priced product
which basically focused on quality rather than quantity.

PLACEMENT
Placement is one of the most important marketing mix elements. It does
little good to manufacturer a fantastic product that will meet customer needs
unless you have a mechanism for delivering and servicing the product and
receiving payment. The people and institutions that move products from
producers to customers make up the channel of distribution.
NIRALA have decided to place and distribute its products in all flavors at
the customer’s convenience. Convenience is the main factor that will be
given importance. Our product will be available for our targeted consumers.
NIRALA use push strategy. They have decided to spend some money on

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Push: deals to retailers, including co-op advertising (cost shared), price
discounts, and merchandising.
NIRALA use intensive distribution for the market coverage of its products.
Intensive distribution means placing product in every possible outlet to
attain total market coverage.

Nirala ORGANIZATIONAL
CULTURE design

MEMBERS IDENTITY
The degree to which employees want to be recognized by the organizations
identity, Nirala’s employees are very much proud to be identified by its
employees. Every employee wears the yellow t-shirt having a logo of Nirala
with black pant.

GROUP FOCUS
Nirala encouraged to work together in some departments for example;
Marketing Department, Design Department, Research and Development
Department.

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UNIT INTEGRATION
In Nirala there is a lot of integration between departments like Sales
Operations Department, Production Department, and Distribution
Department.

RISK TOLERANCE
In Nirala the employees are not allowed to take risk they have to follow
orders. Only Board of Directors is allowed to make risk taking decision.

OPEN SYSTEM FOCUS

In Nirala employees at lower level are not allowed to share ideas but at
higher-level employees are allowed to say in decision making as well as in
planning.

REWARD CRITERIA
In Nirala employees are rewarded on the basis of their performance but the
aspect of buttering and favoritism is also in the organization to some extent.

TECHNIQUES FOR ASSESSING

THE ENVIRONMENT
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ENVIORNMENTAL SCANNING
In the sweets manufacturing industry there is no concept of branding. Nirala
is the first to do it in our country and they have following major competitors
in this field that are Fazal Sweets, Rafeeq Sweets, Shezan Bakers,
Gourmet Bakers, Good Luck, Cakes And Bakes , Shireen Mahal etc.

FORECASTING
In Nirala both Quantitative and Qualitative forecasting is applied. In
Quantitative forecasting they forecast future sales trend through use of
mathematical models on their past data. This enables them to adapt and
respond in the best possible way to the fluctuations in demand. Some sort of
Qualitative forecasting is also carried out through customer evaluation. By
doing so they find out the products which generate the maximum revenue
and those that are disliked. This process enables them to allocate the
resources to particular products more efficiently.

BENCHMARK
As Nirala is the market leader in the sweet industry there is not a single
competitor that can server as a benchmark for Nirala. However Nirala has
its own internal benchmarks in order to produce quality sweets.

WORK FORCE DIVERSTY

Now a day Nirala is following growth strategy because recently it has
jumped in the field of dairy products with the introduction of Nirala Doodh
in the market in year 2005. They have opened there methai outlets in Canada
and England .Their future plan is to jump in the field of beverages industry

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also. So we can say that Nirala is following growth strategy at this time by
following Related Diversification Strategies

BCG MATRIX
With the help of this matrix the ANMOL Group is able to have a deep look
on their products with reference to the market share and growth rate they are
capturing.

Nirala Sweets lies in star because of high market growth and high market
share. Where as Nirala Doodh lays in Question mark because of low market
share and high market growth. Nirala Salties lie in Dogs because of low
market share and low market growth.

SWOT ANALYSIS
It is an analysis of the organization Strengths, Weakness, Opportunities and
Threats. In formulating sound strategic plans, an organization must assess its

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internal strengths and weaknesses in relation to the external opportunities
and threats it faces. An effective strategy will take advantage of
organizations strengths and opportunities at the same time it minimizes or
overcomes weaknesses and threats. Regular assessment and SWOT analysis
is thus given importance.

STRENGTHS
 The unique taste & quality
 Attractive colorful packing
 High availability level in all major areas of city.
 Official sweets provider of Government of Pakistan.
 Environment of shops
 Product range (also sugar free)
 Skilled sales staff
 Skilled technical staff
 Certified suppliers of Government
 Hundred items of sweets

WEAKNESSES
 Less brand loyalty as compared to local area manufacturers &
bakeries
 Prices are high as compared to them.
 People are fewer brands conscious.

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OPPORTUNITIES
 Opportunity to build brand image better.
 Introducing new brands in the market like they are doing for

example Rustam Pinian, Malai Khaja and Baisan Barfi.

 Hit the international market.

THREATS
 New entrants may enter in the market
 Bargaining power of the buyer may increase
 Bargaining power of the supplier may increase
 Sluggish growth rate of the product
 Poor response from the market due to expensive products
 Unfavorable changes in Demographics and Psychographics of the
consumer

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Pak-AIMS (Institute Of Management Science)