GROUP MEMBERS Aatir A Rehman Rafia Masud Ramsha Haider M Huzaifa

11/23/2013

SHEZAN INTERNATIONAL PVT. LTD

Introduction:
The Shezan International Private limited company was founded on May 30, 1964. It was formed as a joint venture by shah Nawaz group of Pakistan and industrial development corporation of United States of America.Shezan is the largest food processing unit which has formed and installed the capacity to meet the local and export needs. Shah Nawaz group of Pakistan purchased all the shares of Alliance Industrial Development Corporation after the approval of Government of Pakistan in the year 1971.A separate unit was installed in Karachi to cover the demand for Karachi and Sindh as well as export needs. In 1983, a bottle filling plant was installed to increase the capacity. Later on in 1987, an independent Tetra Brik plant was installed with comprehensive range of production in the food processing field of Pakistan. A juice company was installed in 1990 at a place The Hattar in the province which is known as Khyber Pakhtun Khan these days. The company produces a wide range of products which includes mineral water, juices,beverages,pickles,preserves, and flavorings based which are derived from fresh juices and vegetables. The international office of Shezan is located in Lahore, Pakistan. Target foods are the authorized distributor of Shezan products in Canada. Moreover, Shezan International is operating globally in so many countries which include India, United Kingdom, and United States of America.

Operations:
In the Shezan international company, the juices are manufactured from fresh fruits. In the production process of juices, the initial step is that the fruits are brought into the factory premises. Then, all the fruits are carefully checked by the inspection team. The fruits which are up to the requirement and standard are moved ahead to the production region. The fruits are sent to the boiler. In the boiler, pulp is extracted from the fruits. To heat the pulp is essential to make the juice from pulp. From here, the pulp is sent to the heat exchanger plate where the process of cooling the pulp takes place. In the cooling process, the temperature is brought down to 4 degree which helps pulp to dry, cool and get soft.

Then, the pulp is stored to the pulp storage tank. Then, it is moved to the Mixing tank where the whole process of mixing takes place. In the mixing tank, other ingredients like preservatives, food colors, sugar and citric acid is added to the pulp. The mixing process is done for a long time to make sure that the required taste of juice is achieved. Then, the juices are moved to the packaging area where the packaging of juice is done and the final product is ready. Then, it is moved to the distributors.

Co mpetitiv e 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.

Company is getting edge over its competitors by following these tact and steps:
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

Industry for Shezan:

God has gifted Pakistan with several varieties of fruits and vegetables. Modern processing and packaging techniques make seasonal fruits and vegetables available all year round to almost all parts of the globe. Tropical fruit like mangoes can be enjoyed. in temperate countries. Today, the world horticultu re industry is a $77 billion market comprising of the following sub sectors. Vegetables; fresh or preserved Fruits and nuts; fresh or preserved (excluding oil nuts)

Fruit and vegetable juices (unfermented). Spices Bulbs, tubers, rhizomes of flowerings Cut flowers and foliage

Shezan has a wide Pakistani market and has been ruling over it from a few decades. Its industry mainly comprises of fast moving consumer goods. In addition to the local market the company also deals in the export of its products and it exports its products to U.K and other European countries.

Challenge to industry:
1) Increasing trends towards fresh juices and such products. 2) Increasing trends of low sugar and low fat products. 3) International companies to jump in the local Pakistani market. 4) Increasingly high manufacturing cost. 5) Power crisis. 6) Low buying power of people.

Shezan International offers a variety of products. Shezan is one of the enormous businesses and its portfolio consist numerous products. It majorly operates in Ispaghol , Pickles, Mango nectar ,All pure, Bottles, Regular juices ,Twist ,Syrups ,Nr bottles, Vinegar, Sauces, Jams, Quench, squashes. This corporation is involved in the processing, manufacturing, trading and selling of these items. Shezan is mainly manufacturing and dealing following line of products. Chutnies Cooked Food Fresh Fruits Juices Jams, Jellies, Marmalades Pickles in Oil and Vinegar Tomato Ketchup and Sauces Vinegars

Here is the description of the products of shezan international.

AllPure:
ALL PURE is a new series of juices of Shezan international, it is crammed with the all pureness of natural fruits. A variety of All Pure juices claim to enhance the senses of the consumers with the new, healthy and fresh taste of 100% pure fruit juice. It is available in the following flavors

Orange Mango Grapes Pineapple Tropical Apple

Bottled Juice:
Shezan International bottle juice is very popular and is liked by all age groups particularly children. Shezan bottle juice claims to regain your strength and refresh the body, mind and soul of the consumers. It is Pakistans most favorite and iconic juice drink that provide ultimate pleasure. It is available in two flavors:

Mango Lemon barley

Regular Juices:
Shezan international is providing the ideal balance of good quality taste. Their regular juices are available in variety of flavors and they are considered as a superior choice by the consumer. It is available in five flavors.

Orange Lychee Apple Punch Lemon barley

Twist:
Twist is Shezan International another juice brand that is available in smart, easy and simple packaging, Twist juices are available in six flavors:

Apple Raspberry Pineapple Fruit punch Mango strawberry Mango mangoes mangoed

Syrups:
Shezan International has a variety of flavors for their syrups. They can be mixed with water to provide delicious and quench thirsting refreshment. They are available in the following flavors. Samarkand Sandal Pomegranate

Rose Lime cordial

Vinegar:
Shezan International produces high-quality synthetic vinegar which is available in the market in a variety of sizes.

Sauces:
Shezan International has very reputable sauces (ketchups) in the market. They are available in different sizes starting from sachet to 10 kg drum. Green Chilly and tomato onion sauce is also produced by Shezan. The shezan international has its own

Jams:
Shezan international made their Jams, jellies and Marmalades from the fresh and exclusive fruits and that is the rationale why Shezan International has been known in the market for its quality. It is available in following flavors:

Plum Orange Mango Mixed fruits Strawberry Apple

Quench:
Quench is a product of Shezan International that provides a solution to heat in seconds, unwrap the sachet, mix with cold water and get instantaneous rejuvenation. It is available in the following two flavors Lemon and lime Orange

Squashes:
Shezans quick mix squashes are present in every house particularly in summers. They provide the immediate revitalization to the consumers and are available in the following flavors Mango Lemon barley Pomegranate Lemon

Mango Nectar:
Mango nectar by Shezan is extracted from Pakistans best and finest quality mangoes. It is best alternative to sodas and soft drinks.

Pickles:
Shezans pickles and delicious chutneys provide something extraordinary and special to every meal in every household. It is available in different sizes and many flavors.

Ispaghol:
Shezan International has also started to produce Husk because it is very good for the health. It is used by the consumers for two reasons one being it slows down the absorption of food during digestion therefore lessen the intake of calories and second being it takes the edge off hunger. It makes you slim, smart and healthy and that is why it has been number one preference by the consumers.

Marketing department/ Marketing strategies

The simple basic organizational hierarchy is as follows:

Chairman

Chief Executive

Executive Director

Director Production

Director Marketing

Manager pre.Admin

Dir. BD and supply chain

GM Financ

Mkt/sales managers Asst.manag er pres.admin Procureme nt manaer Manager A/C

Asst. sales manager

Sales supervisors

Pres.Admin officer

Export manager

Asst. manager A/C

There are three basic levels of management, the Top level management, the middle and then the front line management. The top level management generally includes the Executive Director, chief director and the authority above him. The middle manager includes the Directors general

managers of each department and the front line level include the people who actually do all the work, the labors, sales managers, factory workers, supervisors etc.
The marketing department of Shezan is run by the Director of Marketing Mr.Waseem. Marketing and Sales are both interlinked with each other in this company because the sales of the products of the company depends on how much it has attracted the consumers by its advertisements and promotions. As our main focus is on the products of this company and particularly on the juices so we will look at the marketing perspective of the juices mostly. Brief overview on the Marketing Strategies of Shezan: The marketing activities of juices and related commodities are crucial in increasing the demand of the product. These activities include promotion, advertising, new product development packaging and much more. Shezan adopts these strategies keeping in mind the customers needs and wants and by doing so create product image and influence customer purchase behavior. The consumers demand for juices or any product that they use on a daily basis is difficult to categorize because the consumers tend to purchase products and services covers a broad spectrum of price and other value combinations (quality, taste etc). There are some people who merely drink for the taste or they feel thirsty or want to drink something sweet but then there are people who prefer drinking juices over fizzy drinks as they consider it to be healthy. The All Pure fruit juices cater the middle and upper middle class, those who have a high income and can afford the prices, also they have those drinks like Twist, Shezan bottled juice for the lower income target market. Both the target markets are catered through intensive marketing and promotional campaigns (ATL and BTL activities included). New product developments in conjunction with the technological advancements have improved the marketing of fruit juices and other items. Shezan uses many different such innovations including shelf placement with a wide variety of fruit juices, fruit roll ups and other fruit blends.

Marketing strategies also cover the 4Ps of marketing (product, price, promotion and placement). Shezan follows the 4Ps of marketing as well following is a brief review of the companys $Ps strategy:

Product:
The first is the product; the product we chose is the Shezan Juices (All Pure, Twist, Bottled juice and other Shezan packed juice). The product is a revitalizing, fresh and sweet tasting drink with various flavors. People use juices for the purpose nutrition, freshness and quenching thirst and Shezan juices provide just that. The product comes in various sizes a 250ml pack, bottled and a 1000mL pack. The packaging material used is tetra pack which is the best in quality. The shelf life of Shezan juice is almost 6 months. It belongs to the FMCG category and was aimed a t teenagers and young adults after the launch of their All Pure product they shifted their target market to Adults also.

Price:
Price is what the seller charges in return to satisfy a need. As compared to its competitors Nestle mostly Shezan juice is reasonable in price and is one of the lowest priced juice when it comes to their product Twist. The pricing objective that Shezan juice has established is: 1. To achieve target sales 2. Profit maximization 3. Competitive pricing 4. Increase market share 5. Sell to masses They want to capture the price sensitive consumer and want to increase their share by selling to a mass audience.

Placement:
The placement is the distribution of the product. The distribution of Shezan will be discussed in greater detail once we conduct a thorough interview with the personnel.

 Promotion:
Promotion is the tool which enables the company to communicate their product and offerings to their target market. It is used to inform, persuade and communicate the target audience. Shezan is mainly using the following media to advertise: Billboards Television radio newspaper broachers internet

Shezan has used in store promotion where they have discounted their juices if purchased in large quantities. Shezan has also carried out free taste sampling in various locations.

(Shezan International Pvt Ltd)