A PROJECT OF MARKETING ON

SHEZAN INTERNATIONAL LIMITED

Submitted To:
Mr. Haneef Shahzad

Group Members:

Hassan Ijaz 3707

Ammar Ahmad Bhatti 3711
Abdul Rehman Mushtaq 3715
Sabtain Fida 3723
Muhammad Tahir Iqbal 3742

MBA 20 (1) A

Department of Business Administration

Faculty of Management Sciences,
International Islamic University, Islamabad
 ACKNOWLEDGEMENT
We would like to pay our praises and humblest thanks to AL-MIGHTY
ALLAH, the most Merciful and Beneficiate of all, who bestowed us with the ability to
complete this project.

It gives us immense pleasure and honor to extend our thanks to our kind &
cooperative Teacher Mr. Hanif Shahzad from Faculty of Management Sciences,
International Islamic University, Islamabad for his valuable advices and suggestions
throughout our semester, in order to perform well & up to mark..

Finally, we pay regards of gratitude to our parents, as they and their prayers for
our success are always been a pillar of strength for us in our life.

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 EXECUTIVE SUMMARY
The project of marketing on Shezan International Limited belongs to the visit &
analysis of the whole company from the marketing point of view. This is a gateway to
understand the different marketing tools & techniques adopted by the company with the
help of primary and secondary data.
Shezan International Limited. Was incorporated in 1964 as Pioneer in juices in
Pakistan, having mission to produce the largest food processing unit to meet the country’s
local as well as export needs.
Now Shezan International Limited deals in a variety of products. Our project is
mainly focusing on Twist Juices. The company is adopting a very sound MARKETING
MIX strategy, producing right product, charging right price, doing proper promotion
followed by profound placement.
As far as SWOT analysis of the company is concerned, its strengths are more than
its weaknesses. There are opportunities as well as threats for the company in the external
environment.
Then we analyze that how company is delivering customer value & customer
satisfaction in the scenario of customer driven marketing strategy. After that we study
deliberately how company is getting an edge over its competitor & at the same time how
it is threaten by its competitor(Nestle considering Twist Juices).
In last, based upon all the research & analysis, we give some Recommendations &
Suggestions.

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 TABLE OF CONTENTS

1 INTRODUCTION:...........................................................................................................2

1.1 BRIEF HISTORY: ....................................................................................................2

1.2 VISION: ...................................................................................................................3
1.3 MISSION:.................................................................................................................3
1.3.1 Company Mission Statement: ................................................................................3
1.3.2 Market Oriented Mission: .....................................................................................3
1.3.3 Product Oriented Mission:....................................................................................4
1.4 MAIN PRODUCTS:..................................................................................................4

2 MARKETING MIX STRATEGY: ..................................................................................6

2.1 PRODUCT STRATEGY: ..........................................................................................6

2.2 PRICING STRATEGY:.............................................................................................7
2.3 PLACEMENT STRATEGY: .....................................................................................7
2.4 PROMOTION STRATEGY: .....................................................................................8
2.4.1 METHODS USED FOR PROMOTION:................................................................8

3 SWOT ANALYSIS:........................................................................................................11

3.1 STRENGTHS: ........................................................................................................11

3.2 WEAKNESSESS: ...................................................................................................11
3.3 OPPORTUNITIES: .................................................................................................12
3.4 THREATS: .............................................................................................................12

4 MARKETING ANALYSIS:...........................................................................................14

4.1 CUSTOMER DRIVEN MARKETING STRATEGY:...............................................14

5 COMPETITIVE ANALYSIS:........................................................................................14

6 CONCLUSION: .............................................................................................................17

7 RECOMMENDATIONS AND SUGGESTIONS: .........................................................17

8 REFERENCES:..............................................................................................................18

8.1 PERSONS:..............................................................................................................18
8.2 BOOKS: .................................................................................................................18
8.3 INTERNET:............................................................................................................18
Shezan International Limited

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Shezan International Limited

1 INTRODUCTION:

1.1 BRIEF HISTORY:

The company was incorporated in 1964 as a

Private Limited Company, with the
main objective to set up an industrial undertaking
for manufacturing of juices, squashes, sherbets,
jams, pickles and preserves from fruits and
vegetables. Shezan International Limited was
conceived as a joint venture by the Shahnawaz
Group of Pakistan and Alliance Industrial
Development Corporation of U.S.A. Figure 1

The agricultural background of the Pakistani sponsors induced them to establish this
agro-based industry. Taking advantage of abundance of fruits available in Pakistan and
the advanced technology provided by the American partners, Shezan became a pioneer in
the field of converting fruits into pulps, concentrates and juices.

Today Shezan is the largest food processing unit having developed and installed the
capacity to meet the country's local as well as export needs. In 1971, Shahnawaz group
[1] purchased all the shares of Alliance Industrial Development Corporation. The
company has since shown sustained growth in both domestic and export fields. In 1980-
1981 a separate unit was installed in Karachi which now caters for Karachi, Sindh and
export demand.

A new bottle filling plant was set in 1983 in the Lahore unit, increasing the capacity five
fold. An independent Tetra Brick plant was commissioned in 1987 making the unit
leading manufacturers with the comprehensive range of production in the fruit processing
field in Pakistan.

In the year 1990 it was decided to install a juice factory at the Hattar industrial estate in
North West Frontier Province of Pakistan. In order to take advantage of the government
incentive new wholly owned subsidiary of Shezan International Limited was incorporated

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as Hattar Fruit Products Limited which was later merged into the parent company.
Complete bottling plant locally manufactured along with four lines of Tetra Pak was
installed, three are filling 250 ml juices and one line is for 1000 ml packs. In all
respects the subsidiary is now a complete unit and is manufacturing the complete range of
Shezan products except for pickles and canned products.

1.2 VISION:

To be known leader of quality products in the region.

Dedication to quality is a way of life at our company, so much so that it goes for beyond
rhetorical slogans. It is the objectives of Shezan International Limited to produce and
provide products and services of the highest quality.

In its activities the company will pursue goals aimed at the achievement of quality
excellence and succeed as a profitable business. These results will be derived from the
dedicated efforts of each employee in conjunction with supportive participation from
management at all levels of the company.

The company is aiming to pay its role in the economic development of the country and to
enhance the living standard of the people.

1.3 MISSION:
A statement of the organizations purposes − what it wants to accomplish in the larger environment.

1.3.1 Company Mission Statement:

The mission is to be the largest food processing unit having developed and installed the
capacity to meet the country's local as well as export needs.

1.3.2 Market Oriented Mission:

They want to be the recognized industry leader in quality and services. Providing more
than expected for their customers, employees and stakeholder. They will accomplish this
by maintaining a tradition of pride in their products growth through innovation integrity
in the management of their business and commitment to team management and quality
improvement process.

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1.3.3 Product Oriented Mission:

The company’s mission is to provide the highest quality fruit and vegetable related juices
and products to retail and food services customers.
• Sweet and Sour
• Fresh and Refreshing
• Rich in vitamin

1.4 MAIN PRODUCTS:

The company started its business mainly from the juices as pioneer in juices in Pakistan,
with the passage of time by the increasing demand of its products; it introduces various
types of food products and sustained their standards accordingly. Shezan is mainly
manufacturing and dealing following line of products.
• Chutnies • N.R. Bottles 240ml
• Cooked Food • Twist Juices 250ml
• Fresh Fruits Juices • Tetra Juice 250ml
• Jams, Jellies, Marmalades • All Pure 1000ml
• Pickles in Oil and Vinegar • Squashes 735ml
• Tomato Ketchup and Sauces • Syrups 735ml
• Vinegars

Product line of Shezan

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Shezan International Limited

2 MARKETING MIX STRATEGY:

The set of controllable tactical marketing tools  product, price, place and
promotion  that the firm blends to produce the response it wants in the target market.

Our company's marketing mix is comprised of the following approach to pricing,

distribution, advertising and promotion, and customer service.

2.1 PRODUCT STRATEGY:

Product is anything that can be offered to a market for attention, acquisition, use
or consumption that might satisfy a need or a want.

The product on which we are focusing for marketing mix analysis is TWIST
JUICES that is available in market with six flavors.

Different flavors of Twist juices

There is 60% natural pulp of fruits and only 40% acids are used in the
manufacturing of Twist Juices while regular juices are composed of only 15% fruit pulp
and 85% acids. Twist juices is the product that is introduced in tetra pack packaging with
Pull Tab feature first time in Pakistan.

Comprising of a blend of different fruit juices (mango, apple, pineapple, fruit

punch, strawberry, raspberry) Shezan’s Twist juices opened the doors to a whole new
worlds of possibilities. Available in easy to drink slim packaging, Twist juices are a must
have in every household. These prove to be very refreshing to your body in the hot days
enriched with different healthy vitamins.

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Shezan International Limited

2.2 PRICING STRATEGY:

Price is the amount of money charged for a product or the sum of the values that
consumers exchange for the benefits of having or using the product.

Product bundle pricing can also prove to be effective Product bundle pricing is
combining several products and offering the bundle at a reduced price.

As we are offering Twist juices in slim and stylish packaging with very
reasonable and affordable price for every one as compared to our competitors so it is
becoming very popular among peoples. The features and nutritional factors are very
conducive to health of human body with such reasonable prices. By similar qualities
lowering the prices we are trying to get edge over our main competitor Nestle.

2.3 PLACEMENT STRATEGY:

When we talk about this component of the marketing mix we are referring to the
way the product is made available to the final consumer after it is produced. It consists of
the network made up of the company, suppliers, distributors and ultimately customers.
Our customers can get our products from:

• Front Line Shelves in Shops (by offering more marginal benefits to the shop
keepers).
• In all large Super Stores & Shopping Malls of the city.
• In all areas of the cities (we are initially focusing in the cities; Islamabad,
Rawalpindi, Lahore, Karachi, Peshawar).
• In the cafes of different educational institutions both at lower and higher levels.

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Shezan International Limited

2.4 PROMOTION STRATEGY:

After carefully studying the different aspects of fruit market in Pakistan what we
have found out is that promotion is very important towards success. In promotion we
basically have advertising in our minds which is any paid form of non personal
presentation and promotion of ideas or goods by an identified sponsor.

Through advertisement we want to make the public aware that this product is
available in the market at this price. Now we would like to persuade the public into
buying our product. We would persuade them that our product has better features and
they should buy this.

We would want to keep reminding the public that our product is available in the
market and they should buy it as it offers them greater utility. This is done so that the
customer keeps the product in his mind and knows where it is available

2.4.1 METHODS USED FOR PROMOTION:

ELETRONIC MEDIA:

Electronic media has the greatest degree of influence for customers. It has good
mass market coverage while it combines sight, sound and motion appealing to the senses.
We will give ads and these will be shown in all cities where television is available. This
will enable the firm to create awareness of “Twist juices” and also promote it in the eyes
of the customer.

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Shezan International Limited

PRINT MEDIA:

Print media is an important source with flexibility, timeliness, good local market
coverage, broad acceptability and high believability.

Posters at the point of sales can increase impulse purchase. We will place banners
at various busy locations of the cities People who have come to the shop have no
intention to buy that good but the poster there is so attractive that it induces the customer
into buying that product.

And besides these we will distribute our juice free at Some Places like
(Educational Institutions, Markets & Shopping Malls) and setup stalls in various Fun-
Fairs for the Marketing of “Twist juices”.

Promotion through Print media

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Shezan International Limited

3 SWOT ANALYSIS:
An overall evaluation of the company’s strength (S), weaknesses (W),
opportunities (O) and threats (T) is called Swot analysis. The SWOT analysis is an
extremely useful tool for understanding and decision-making for all sorts of situations in
business and organizations.
The following is SWOT analysis of our company.

3.1 STRENGTHS:
Strengths refer to those activities that a company performs better than its
competitors. Strength basically means “the core competency of the company.”
The following points are our company’s strength:

• Owners who are passionate about their work, they emphasizes internal growth
meaning they wants to achieve higher volumes by renovating existing products,
and innovating new products.
• We have a great research and development team.
• Our product is of best quality. This is pure and natural product.
• We offer different sizes ranging from a single small pack to family size packages.
• Trendy packing
• Convenient placed factory
• Qualified sales staff
• Strong financial backup
• Good distribution network
• Effective advertisement campaign

3.2 WEAKNESSESS:
Weaknesses are the activities that the firm does not do well or the resources it
needs but does not possess. It also includes the factors that cause losses, hardships,
disputes and complaints for a business.
The following are our company’s weaknesses:
• Due to high rate of taxes our prices are relatively higher

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• Tax evaders sell products on much less prices and resellers blackmail for better
profit margins
• Low promotional budgets
• There is lack of campaign regarding the nutritional benefits of our product.
• There is no proper setup of creating awareness among the people regarding the
products.

3.3 OPPORTUNITIES:
These are the directions that the business could profitably take in future because
of its strengths or because of the elimination of its weaknesses.
The following are opportunities for our company.
• Our company has an opportunity of being even a larger market leader in Pakistan
since our other juices are very much popular among almost every age group and
with the launch of Twist juices we hope to cover a large group of teenagers.
• Expansion of distribution network
• Diversification of products
• Addition of new verities
• Modifications according to present requirements

3.4 THREATS:
A threat to a business arises from the activities of competitors and from failing to
avail opportunities because of so many reasons like political instability and economic and
financial crises etc.
The following are the threats that our company is facing.
• Discounts offered by competitors
• Low quality food products on cheap prices
• Less awareness of health among people
• World Trade Organization (WTO)
• Intense competition in juice market in Pakistan
• Nestle Brand
• Nutritional facts of the products with consumer

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Shezan International Limited

MARKETING & COMPETITVE

ANALYSIS

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4 MARKETING ANALYSIS:
As marketing is defined as the identifying the needs, wants and demands of the
customers and delivering the customer value and customer satisfaction, it has a great
impact on the success of any business.
As far as our company’s marketing analysis is concerned regarding Twist juices
the company is delivering what the customers exactly want from it. The company’s
strategic planning is exactly in accordance with the mission and goal of the company.

The process of developing and maintaining a strategic fit between the

organization’s goals and capabilities and its changing marketing opportunities. It involves
defining a clear company mission, setting supporting objectives, designing a sound
business portfolio, and coordinating functional strategies. The company’s strategic
objectives are as follows:
• Maintain positive, steady growth each quarter.
• Experience a growth in new customers who are turned into long-term customers.
• Realize an increase in occupancy each subsequent year.

4.1 CUSTOMER DRIVEN MARKETING STRATEGY:

Customer driven marketing strategy refers the strategy focusing the customer
values and customer satisfaction. Company’s main purpose is to deliver the maximum
benefit to its customers in minimum cost. In this regard company carries out following
steps for its product and for its customers.
• Market Segmentation
• Market Targeting
• Market Positioning

5 COMPETITIVE ANALYSIS:
In this analysis the company see that how can they take edge over their
competitors. As far as the competitors of Shezan are concerned there are many
competitors of Shezan in Food Items and in Regular juices. But as we are offering Twist
juices the Nestle juices are only competitors.

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Shezan International Limited

Competitor of Twist juices

HOW WE ARE GETTING EDGE OVER OUR COMPETITOR?

Our company is getting edge over its competitors by following these tact and
steps; then

• Twist juices are offered at lower prices as compared to our competitor

• The company has edge over its competitors of launching it s product in the market
first

• The retailer earns more profit by selling our product analyze

• The company first time introduced juices in Tetra Pull Tab.

• Twist juice comprises of 60% original pulp of fruits while Nestle juices are called
nectar juice (that which is manufactured with artificial flavors)

• Twist juices are offered 250ml in Rs.17 while price of Nestle juices is Rs.20 with
the quantity of 200ml.

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CONCLUSION & SUGGESTIONS

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6 CONCLUSION:
After doing marketing and competitor analysis we have concluded that the
company is doing pretty much good but not to the extent that is required from it. Being
the pioneer in the juices in Pakistan it must have become market leader now. But because
of certain reasons it is lacking behind in this department.

There is no doubt that there come many diversifications and verities in the
products of Shezan but there is still a more to do. The company must do diversification in
its juices and make it sure that it is following the required and up to mark placement and
promotion strategies.

7 RECOMMENDATIONS AND SUGGESTIONS:

Some recommendations and suggestion are described below; by following them
properly Twist juices can capture more market share by generating more revenue and by
getting edge over their competitors.

• The company should maintain its product quality by setting a more efficient
quality control department.
• Supply should be improved and increased in areas having high demand and for
this purpose; company should improve its distribution channels.
• Company should arrange such campaign in which awareness among people
should be created regarding health issues and the benefits Twist juices offers.
• Features of the Twist juices should be modified according to the public demand
and upcoming trends.
• Where the demand of Twist juices will be in excess, company should increase its
supply over there to meet the demand of its product.
• Company should do a lot in the advertisement department as electronic media has
shrunk the world.
• Company should do a proper research regarding market segmentation and market
targeting considering different age groups.

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Shezan International Limited

8 REFERENCES:

8.1 PERSONS:
1. Mr. Anwaar Ahmed
Marketing Manager (Head Office Lahore)
2. Mr. Athar Rasheed
Assistant Sales Manager (Regional Office Islamabad)

8.2 BOOKS:
1. Principles of Marketing by Philip Kotler

2. Contemporary Marketing by Boone & Kurtz

8.3 INTERNET:
1. www.shezan.info

2. www.allproducts.com/sup005/shezan

3. en.wikipedia.org/wiki/Shezan_International

4. www.oppapers.com/essays/Hrm-Shezan

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