MARKETING AND

STRATEGIC ANALYSIS
 GROUP MEMEBERS

WAQAS AHMED
RIZWAN SATTI
FAZAL AHTISHAM
HUSNAIN QADAFFI
 HISTORY OF SHEZAN
international ltd.
Founded in 1964 aftert a joint venture
between shahnawaz group pakistan and
alliance industrial deveolpment corporation.
in 1971 Shahnawaz group purchased all the
shares of AIDC with the permission of gov of
pakistan.

In 1981 separate unit was installed in

karachi.

In 1983 first bottle filling plant was installed in

lahore.

In1990 a juice factory was ibstalled in hattar

in NWFP.

Shezan headoffice is located in lahore.

 VISION AND MISSION OF
SHEZAN international ltd.
TO be known as leader of quality products in the region.

Dedication to quality is a way of life at our company, so much so

that it goes far beyond rhetorical slogans.

To play its role in the economic development of the country and to

enhance quality of life of its people.

Our mission is to provide the highest quality fruit and vegetable

related juices and products to retail and food service customers.

We will accomplish this by maintaining a tradition of pride in our

products, growth through innovation, integrity in the management
of our business, and commitment to Team Management and the
Quality Improvement Process.
 INTRODUCTION
Shezan International Limited. The Company's
principal activity is to manufacture and distribute
juices, beverages, pickles, preserves and
flavorings derived from fresh fruits or
vegetables. The products of the Company
include tetrapak juice, mango juice, pickles,
custards, vegetables, jellies and jams. The
Company distributes the products under the
Shezan brand name.
 PRODUCT LINE
Beverages
Juices
Condiments
Pickles
Jams
Ketchups
Marmalade
Fruit pulps
 COMPETITORS
Following are the main competitors of the Shezan
International Ltd

Mitchell’s
Nestle
Ahmad
Rafhan’s
National
Benz etc
THE MARKETING MIX
PRICE
PRODUCT
PROMOTION
PLACE
 BRANDS OF SHEZAN
intrnational LTD
APPLE JUICES
MANGO JUICES
MIX JUICES
MANGO RASBARY JUICES
MANGO MIX JUICES
LEMON BARLYE
TWIST
SHEZAN WITH RESPECT TO
4 P’S
PRODUCT:
“ A product is any thing that can be offered to a
market for attention, acquisition, use, or
consumption that might satisfy a want or need”
Product family
Product class
Product line
Product type
BrandItems
Need family
 PLACE
“Place, another key marketing mix tool,
stands for the various activities the company
undertake to make the product accessible and
available to target customers”

four consumer goods marketing channels are:

zero level
one level channel
two level channel
three level channel
 PROMOTION
“Promotion stands for the various activities the
company undertakes to communicate and
promote its product to the target market. Thus
company has to hire, train and motivate sales
people. It has to set up communication and
promotion programs consisting of advertising,
direct marketing, sales promotion and public
relation as mentioned in the figure below.”
 PROMOTION

Advertising
Sales promotion
Personal selling
Direct marketing
Public relations
 PRICE
“A critical marketing mix tool is price, namely the
amount of money that customer have to pay for
the product. Company has to decide on whole
sale and retail price, discounts, allowances, and
credit terms. Its price should be commensurate
with the perceived value of the offer or buyers
will turn to competitors in choosing their
product.”
 PRICE
Price would remain same because it’s an
appropriate as compared to NESTLE and other
established JUICE brands. Price will be affordable
by the lower class.

As for as the prices are concerned, they are on

the top of the list. They are providing the juices at
relatively low price as compared to their
competitors.
 SWOT ANALYSIS
STRENGTH
One of the multinational companies in Pakistan.
High Experience from International Market.
High Market Share.
High Technological Equipment.
Skilled Labor Force.
Innovative R&D Department.
This extremely recognizable brand is one of
Shezan’s greatest strengths.
Maintains global juices industry leadership.
Maintains its major focus on world wide
expansion of the Shezan’s image.
Increased market share.
 SWOT ANALYSIS
Weaknesses
Not Completely dairy products.
Reduced consumer purchasing power.
Less focus in the low income areas.
Less effective external communication
department.
High Price.
 SWOT ANALYSIS
Opportunities
New Flavors.
Strong brand names and world wide
identity as a leader in the soft drink
industry.
High utilization of resources.
Sales team better functioning.
Seasoned Bracket.
Increase in availability.
Product line extension.
 SWOT ANALYSIS
Threats
Political and economical instability in the country.
Lack of diet product.
Entry of new multinational brands into local
market.
Seasoned bracket
 RECOMMENDATION
CHANGES IN 4P’s

Product:
SHEZAN INTERNATIONAL LTD could expand its product
line by introducing more flavored JUICES. e.g.,
Chocolate flavor is available and being sold by loose
juice sellers but this category of juice is not available
in manufactured juice except a very few foreign
companies. No doubt SHEZAN INTERNATIONAL LTD
has got a 9002 certification, but packing could be
made more impressive especially by increasing the
volume of tetra packs and bottles.
 RECOMMENDATION
Place:
As for as the distribution is concerned currently,
SHEZAN INTERNATIONAL LTD has made
segmentation with respect to taste and social
class. e.g. relatively small streets. The
distribution network needs to be more extended;
SHEZAN INTERNATIONAL LTD should hire
potential distributors in several other parts of the
country so that their product will reach to every
corner of this country.
 RECOMMENDATION

PRICE:
Price would remain same because it’s an
appropriate as compared to NESTLE and other
established JUICE brands. Price will be affordable
by the lower class.
 RECOMMENDATION
PROMOTION:
On Television if we see the ad of NESTLE and
BENZ, that would be really attractive, but on the
other hand SHEZAN INTERNATIONAL LTD’s ad is
not so. As far as promotion is concerned the ads
should be such that, that could arrest the
attention of the public. So SHEZAN
INTERNATIONAL LTD should endorsed be
renowned personalities of the show business.
Moreover in ads they should mention that they
are offering different brands according to the
taste and pocket of the customer.
 CONCLUSION
SHEZAN INTERNATIONAL LTD is a brand
who target more segments from lower
level to Upper level. It is the only brand
who gives more purchasing power to the
buyers. They target Lower level area or
the user who are living in urban area. They
also introduce the scheme to get winning
prizes of Cash like SHEZAN
INTERNATIONAL LTD.