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History of shezan

Founded in 1964 aftert a joint ventu between shahnawaz group pakistand alliance industrial
deveolpment corporation. 1971 Shahnawaz group purchased all the shares of fAID C 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.
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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.
Mission
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.
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The Company's principal activity is to manufacture and distribute c juices, beverages, pickles,
preserves and cflavorings derived from fresh fruits or cvegetables. The products of the Company c
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
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BRANDS OF SHEZAN intrnational LTD
APPLE JUICES
MANGO JUICES
MIX JUICES
MANGO RASBARY JUICES
MANGO MIX JUICES
LEMON BARLYE
TWIS
SHEZAN WITH RESPECT TO
4 P¶S
PRODUCT:
³ 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
³Place, 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:
?c zero level
?c one level channel
?c two level channel
?c three level channel
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PROMOTION
³Promotion 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 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 product.



 
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.
Increased market share

 
Not Completely dairy products.
Reduced consumer purchasing power.
Less focus in the low income areas.
Less effective external communication department.
High Price.

 

New Flavors.
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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.



Political and economical instability in the country.
Lack of diet product.
Entry of new multinational brands into local market.
Seasoned bracket
Seasoned bracket