Sie sind auf Seite 1von 6

History of Rafhan Maize Products Co. Ltd.

INTRODUCTION Rafhan Best foods Limited are an affiliate of Bestfoods, USA. Bestfoods one of the largest US food companies, with a worldwide sale of US $ 8.64 billion in 2000 and an operating income of US $ 1.33 billion. Bestfoods has operation in more than 60 countries and products marketed in more than 110 countries around the world. Rafhan Bestfoods Limited, formerly consumer business of CPC Rafhan Limited, came into decision of the parent company in USA to spin off its corn refining business and rename consumer business as Bestfoods. Rafhan Bestfoods Limited has brought high quality, great tasting and convenient foods to Pakistan that is enjoyed around the world

Rafhan Maize Products Co. Ltd. started its operations in 1952 as a pioneer maize processing industry in Pakistan. Hajji Muhammad Shafi (Late) was the founder of the company. Hajji Muhammad Shafi was an innovative person. He derived the company name (Rafhan) very tactfully from his three sons. The names of his sons are: Muhammad Rafi Muhammad Hanif Muhammad Nisar Rafi Hanif Nisar Raf Ha N


In 1952 the company was established on very small scale. at that time it was involved in manufacturing of corn product only. During there work Mr. Shafi researched that the demand of starch will increase in the future. Because of no rapid preparation of starch at that time so Mr. Hajji Sharif decided to produce starch from corn. For these reason he decided to import machinery from abroad and decided to sell its 50% shares to any big company. So an American firm called cpc took 50% shares of Rafhan and in 1998

best foods took the possession of the Rafhan due to which it become Rafhan best foods. And in 2000 best is hand over to lever brothers. Due to which it become Rafhan best food (Unilever Company). In this way, the popular name of Rafhan is invented. Today brand name Rafhan is very popular among people.

Overall history
1952 company started operation as the first major corn processor in the country. 1962 Rafhan became affiliated with cpc international.cpc acquired 51%equity. 1963 corn oil refinery commissioned. 1976 consumer marketing division formed. 1985 started using Rafhan as umbrella a brand for consumer products. 1987 Rafhan listed as pubic limited company with 18.5% of equity sold to public.cpc continues to retain 51%equity. 1990 purchased land for new consumer factory. 1991 set up independent consumer food division. 1992 lunch of first core brand products, knorrbouillion cubes and bag soups. 1992 inauguration of perna plant. 1998 independent consumer products company under new name Rafhan Bestfoods ltd. 1999 purchase of Glaxose D business. 2000 take over by lever brothers LTD.

Rafhan best food is the fastest growing foods company in Pakistan. Which are manufacturing and marketing consumer food. It is market leader in all major product categories. High margin fast growing business. Nps growth (21%per annum). Gp margin (31%per annum). It has a nationwide distribution network.

It has many competitors and still enjoying its holding position. Its competitors are Michaels, national, shehzan nestle. But still enjoying monopoly in Glaxose_D,Glucose_D,CornOil.knorr,energile. It really has a high share in all these products. There is no question that it has to face tough competitors like tang with energile. And to compete with tang they have introduce energile rushbara,So they fill the vacuum where it needs. In ketchup it has really tough competitors like shehzan, national, Michaels. but they are working on it to change its taste. in case of noodles they have competition with meegi but still they have a high market share. But in case of corn oil Glaxose_D cubes they have some sort of monopoly And enjoying full market shares.

Rafhan Bestfoods Limited has brought high quality, great tasting and convenient foods to Pakistan that is enjoyed around the world. The seven trusted brands in the diverse product portfolio are.

Rafhan: Custard, Jelly, Pudding, Ice-Cream Powder, Kheer Mix, Corn Flour, Glucose-D, Jams,
Corn, Canola and Sunflower Oils.

Knorr: Cubes, Yakhni, Soups, Noodles and Ketchup.

Energile: Flavored Drinks and Fiesta for Children.

Bestfoods: Mayonnaise and Sandwich Spreads.

Skippy: Ready-to-eat Jelly.

Glaxose-D: Fortified glucose drinks

Cater Plan: Special range of products for hotels, restaurants and caterers.

OBJECTIVES OF RAFHAN BESTFOODS Their objective is: customer satisfaction + people development + business practices + innovation and learning = financial performance.

Missions We are the leading consumer products company in the Pakistan, A multinational with deep roots in the country. We attract and develop highly talented people who are excited. Empowered and committed to deliver double-digit growth. We server the everyday needs of all consumers everywhere for foods ,hygiene and beauty through branded products and services that deliver the best quality and value. We strive to remain an ever simple and enterprising business. We use our superior consumer understanding to produce breakthrough innovation in brands and channel. Our brands capture the hearts of consumers through outstanding communication. Through managing a responsive supply chain, we maximize value from supplier to customers. We are exemplary through our commitment to business ethics, safety, health, environment and involvement in the community.

There main slogan is; (Bring out the Best)

Codes of business /vision.

Standard of conduct. We conduct our operation with honesty, integrity and openness, and with respect for the human rights and interests of our employees. We shall similarly respect the legitimate interests of those with whom we have relationships. Obeying the law. Unilever companies and employees are required to comply with the laws and regulations of the countries in which we operate. Employees. Unilever is committed to diversity in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of our company. We will recruit, employ and promote employees on the sole basis og the qualification and abilities needed for the work to be performed. We are committed to safe and healthy working conditions for all employees. we will not use any form of forced, compulsory or child labor. We are committed to working with employees to develop and enhance each individual skills and capabilities. We respect the dignity of the individual and the right of employees to freedom of association. We will maintain good communications with employees through company based information and consolation procedures. Consumers. Unilever is committed to providing branded products and services which consistently offer value in terms of price and quality, and which are safe for their intended use. Products and services will be accurately and properly labeled, advertised and communicated. Shareholders. Unilever will conduct its operation in accordance with internationally accepted principles of good corporate governance. We will provide timely, Regular and reliable information about our activities, structure, financial institution and performance to all shareholders.

Business partners. Unilever is committed to establish mutually beneficial relations with our supplier, consumer and business partners. In our business dealings we expect our partners to adhere to business principles consistent with our own. Community involvement. Unilever strives to be trusted corporate citizen and as an integral part of society, to fulfill our responsibilities to the societies and communities in which we operate Public activities. Unilever companies are encouraged to promote and defend their legitimate business interests. Unilever will co-operate with governments and other organizations, both directly and through bodies such as trade associations in the development of proposed legislation and other regulation which may affect legitimate business interests. Unilever neither supports political parties nor contributes to the funds of groups whose activities are calculated to promote party interests. Unilever is committed to making continuous improvements in the management of our environmental impact and to the longer term goal of developing a sustainable business. Unilever will work in partnership with the others to promote environmental care, increase understanding of environmental issues and did dominate good practice. Innovation, In our scientific innovation to meet consumer needs we will respect the concerns of our consumers and of society. We will work on the basis of sound science applying rigorous standards of products safety. Competition, Unilever believes in vigorous yet fair competition and supports the development of appropriate competition laws. Unilever companies and employees will conduct their operations in accordance with the principles of fair competition and all applicable regulations. Business integrity. Unilever does not give or receive, whether directly or indirectly, bribes or other improper advantages for business or financial gain. no employee may offer. Give or receive any gift or payment which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe must be rejected immediately and reported to management. Conflicts of interests, All Unilever employs are expected to avoid personal activities and financial interest which could conflict with their responsibilities to the company Unilever employees must not seek gain for themselves or through misuse of their positions.