Corporate Profile

Eva is a product of Shujabad Agro Industries (Pvt) Ltd. Shujabad setup its first Solvent
Extraction Plant in 1! in "alalpur# $ultan and started as suppliers of crude oil to the
leading coo%ing oil and ghee &anufacturing co&panies in Pa%istan.
In '(((# the second Solvent Extraction Plant )as setup at Port *asi&# +arachi. In fe)
,ears it gre) rapidl, to beco&e one of the leading i&porters and crushers of oil seeds in
the countr, and doubled our production capacit, b, '(('. -eali.ing the gap in the suppl,
of /ualit, coo%ing oil in the countr,# Shujabad has no) extended its operations to
production of coo%ing oil.
In "une '((0 the, launched a coo%ing oil brand b, the na&e of E1A. It is the purest
coo%ing oil available in the &ar%et# )hich offers the best for ,our health and nutrition
re/uire&ents. E1A brings out the natural flavor and aro&a of an, recipe to the fullest and
is introduced in a revolutionar, convenient and h,gienic pac%aging. Eva has been
introduced in three variants2 E1A 3oo%ing 4il# E1A Sunflo)er 4il# E1A 3anola 4il and
another brand b, the na&e of $AA5 that is available in t)o variants na&el, $aan
6anaspati and $aan 3oo%ing 4il.
Target Market of EVA
1 Age2 '0 7 8( ,ears
' 9ants to loo% sli& and s&art
: 6elonging to SE3 A and 6
8 ;ouse)ives<)or%ing )o&en
0 =a%e great pride in their ho&es
> =he, )ant their fa&il, to be full of life
! Educated
? ;ealth conscious
Market Dynamics -National:
=here are 88 brands available nationall,. =he si.e of +arachi &ar%et is 1(@ of national
&ar%et. =he consu&ption pattern has t)o pea%s2 pre -a&adan and period during Eid7ul7
A.ha. =he de&and for edible oil declines during su&&er &onths.
Market Dynamics- Karachi:
1 !(@ of total +arachi &ar%et is oil based vs ghee
Oil
Ghee
' Brane cooking oil comprises !"# of the Karachi oil market
Branded
Unbranded
$ Main Competitors comprise %&# of total Karachi Market
;abib 4il $ills
So,a Supre&e
Aalda
'it(ation Analysis:
) Domestic political sit(ation
La) and order situation
* Economic 'it(ation
1 Increasing trade deficit
' ;igh inflation
: Agricultural sector progress is not satisfactor,
8 Econo&ic policies changes overnight
0 Inco&ing re&ittance i&proving the foreign exchange reserves
> ;igh fuel prices do)n)ard effecting the foreign exchange reserves
) +n(stry 'it(ation
1 Existing si.e of the industr, gives &ore roo& to pla,
' People are shifting for& Bhee to 4il )hich is a good sign
: Price )ars shrin%ing profit &argins
8 ;igh fuel cost adversel, effecting operating cost
0 *ualit, difference a&ong top brands is unnoticeable
> 6etter &anage&ent of inventor, and funds can increase the profit &argins
* Market
There seems to ,e an o-erall fl(ct(ation in the market share among the key players
(e to the follo.ing reasons:
1 Increase in the nu&ber of pla,ers in the branded seg&ent.
' Increase in the regional brands strength due to focused &ar%eting activities
: Increase in the price co&petition due to increase in nu&ber of pla,ers
8 In the pouches seg&ent there is high price sensitivit, )ith lo) lo,alties
to)ards the brand
0 =here is a slo) but up)ard shift of consu&ers fro& tin to pet and pouches
> =radition of using a particular brand is follo)ed fro& generation to generation
therefore the brand lo,alt, is strong for respective brands thus increasing the
involve&ent of the custo&er.
! Price )ar trends have sho)n a change in the purchasing attitudes of the
custo&ers.
? 3onstant search for added values are changing the decision7&a%ing process of
the custo&ers.
$ Cons(mption an P(rchase cycle
8 ;eav, bu,ing is usuall, done in the last )ee% of ever, &onth till the end of
the 1st )ee% of ever, &onth.
0 $ainl, the purchase decision &a%er is the )o&en of the house
> Average consu&ption per household is 1to 1.0 a pac% (>.0 ltr.) per &onth
! 3onsu&ption pattern 7 &ar%ed seasonalit,# )ith ' pea%s
/ Competitor0s 'it(ation:
6rands li%e ;abib# Aalda and Season have been in the &ar%et for a long ti&e thus enjo,
brand lo,alt, and brand association. -egional 6rands are also beco&ing active and
concentrating on national platfor& through aggressive &ar%eting and brand building
strategies.
12M
'trengths:
1 $ar%et leader
' *ualit, products
: Strong national distribution net)or%
8 9ide product range
0 Strong 6rand e/uit,
> Cinanciall, strong
! Cirst IS4 certified co&pan, in the industr,
? Strong credibilit,
Price leaders
1( ;igh pro&otion budgets
3eaknesses:
1 Pac%aging proble&s
' Aa&ages due to transportation
: Lac% of ;-$ D ;-A
8 $ajor &ar%et seg&ent (pre&iu& consu&er pac%) is shrin%ing
0 Lac% of &ar%et research and product develop&ent
> ;igh &anagerial turnover
2pport(nities:
1 Population gro)th
' Increased standards of living
: ;ealth consciousness
8 Erbani.ation
0 Prolonged shelf life
> 9ider co&&unication channels
! 6, i&proving the $IS co&pan, can I&prove volu&es
Threats:
1 Price fluctuation
' Inflation
: Price )ars
8 =oo &uch i&port reliance
0 Blobali.ation
> Inconsistent govern&ent policies
! ;igh operating costs
? Increased fuel and gas prices
Dala 2
'trengths:
1 Position in the pre&iu& seg&ent
' =rusted and the oldest na&e in the industr,
: Strong distribution net)or%
8 -esearch and develop&ent support
0 Bood field )or%
> *ualit, product
! -e organi.ation
3eaknesses:
1 9ea% after disassociation )ith Enilever
' 9ea% after7sales service
: Lac% of delegation authorit,
8 Lac% of pro&pt decision &a%ing
2pport(nities:
1 Population gro)th
' Increased standards of living
: ;ealth consciousness
8 Erbani.ation
0 Prolonged shelf life
> 9ider co&&unication channels
Threats:
1 Price fluctuation
' Inflation
: Price )ars
8 =oo &uch i&port reliance
0 Blobali.ation
> Inconsistent govern&ent policies
! ;igh operating costs
'easons
'trengths:
1 Enjo,s o)nership of 3anola
' Bood *ualit, Product )ith effective pac%aging
: Enjo,s good &ar%et reputation
8 Effective 6=L support
3eaknesses:
1 ;igh staff turnover
' 9ea% distribution net)or%
: 9ea% &edia penetration
2pport(nities:
1 Population growth
2 Increased standards of living
3 Health consciousness
4 Urbanization
5 Prolonged shelf life
6 ider co!!unication channels
Threats:
1 Price "uctuation
2 In"ation
3 Price wars
4 #oo !uch i!port reliance
5 $lobalization
6 Inconsistent govern!ent policies
% High operating costs
Comparision of E-a .ith Dala
Aalda is one of the strongest co&petetors.Aalda is a brand of h,drogenated vegetable oil
popular in South Asia. =he substance )as originall, i&ported fro& the 5etherlands in the
1:(s b, the trading co&pan, Aada Li&ited. 9hen ;industan Lever Li&ited )anted to
brand it# the trader# )ho still retained a co&&ercial connection )ith the product# said it
had to be na&ed after his co&pan,. ;LL )anted to include the letter FLF in it for Lever (of
the Enilever group)# and thus )as born one of the longest7living brands in Pa%istan.
Aalda# )hich ca&e to be s,non,&ous )ith the vanaspati (h,drogenated vegetable fat)
genre# )as recentl, extended to a range of edible oils. ;industan Lever has since sold the
brand.
6unge Li&ited no) o)ns Aalda# offering ne) variants of Aalda in India. 6unge being
the largest &anufacturer of bottled oils in the )orld has no) extended the Aalda brand
na&e to its range of refined and filtered oils in India.
In "ul, '((8# Enilever Pa%istan accepted the offer of -s. 1.:: 6illion for the sale of its
GAaldaG brand to Aalda Coods (Private) Ltd.. 9ithin a fe) ,ears of its inception# Aalda
Coods has beco&e one of the largest foods C$3B organi.ations in Pa%istan leading the
local categor, of oil and fats. In Pa%istan# Aalda has no) divested into 3anola and 4live
4il product variants as )ell.
9hen ,ou hear the na&e Aalda the i&age of /ualit, conjures up in ,our &ind. 4(ality#
)hich ,ou can tr(st )ith ut&ost faith and a taste )hich ,ou have co&e to relish. Aalda
has earned the trust of its consu&ers over a period of al&ost >( ,ears thus it a old
heritage. In fact Aalda is the pioneer of vegetable oil and banaspati ghee in the countr,.
Aalda is all about family relationships sepecially the relationship ,et.een mothers
an chilren.It a brand for &others )ho love their children.
Bran +entity
Core +entity
E5cellent 4(ality
E1A is the purest coo%ing oil# )hich offers the best for ,our health and nutrition
re/uire&ents. It brings out the natural flavor and aro&a of an, recipe to the fullest and
co&es in a revolutionar, convenient and h,gienic pac%aging.
Extracted fro& the finest oil seeds# selected fro& around the )orld Eva is a product of a
&eticulous refining process that is carried out on carefull, selected oils It )ill not
suppress the flavor and aro&a of even the &ost delicatel, flavored dishes.
E1A is processed at a state7of7the7art continuous refining plant using European
technolog,# )hich is as advanced as the technolog, e&plo,ed an,)here in the )orld.
=he process ensures opti&u& purification and that ever, drop of oil gets unifor&l,
treated# resulting in /ualit, and consistenc, that si&pl, cannot be achieved through
conventional processing.
=he plant operates at Eltra ;igh =e&perature (E;=) under carefull, controlled
conditions# )hich provides absolute purification# co&pletel, re&oves odors and renders
longer shelf life. =he process is continuous as opposed to batch# )hich ensures ever,
drop of oil gets properl, treated H rendering consistenc, in /ualit, that si&pl, cannot be
&atched.
3anola oil contains onl, !@ saturated fatt, acidsI about half the level present in corn oil#
olive oil and so,bean oil and about one7/uarter the level present in cottonseed oil. This
basically means that Eva Canola is 93% Saturated Fat Free!!! -ecent nutrition
reco&&endations call for a reduction in total fat inta%e to :(@ and saturated fat inta%e to
less than 1(@ of total energ,. A&ong the co&&on vegetable oils# canola oil is second
onl, to olive oil in oleic acid content. 3anola and So,bean oils are a&ong the fe) non7
fish sources of 4&ega7: Essential Catt, Acids (ECAs) 7 as their na&e suggest# are
JessentialK and &ust be consu&ed regularl, as the bod, has li&ited storage for the&.
4&ega7: fatt, acids are also %no)n for their effectiveness in lo)ering plas&a cholesterol
level# a &ajor ris% factor in coronar, heart disease.
Val(e for Money
Eva provides value in all its offerings. It is targeted for &ainl, health conscious )o&en
)ho are ver, concerned about the health of their fa&ilies. Its high /ualit, allo)s its
custo&ers to get all the benefits of health, life. It is a co&plete pac%age as it is pure#
ensures health, life# brings out the natural flavor and aro&a of an, recipe to the fullest#
co&es in a h,gienic and convenient pac%aging and provides &an, benefits to its
custo&ers in its co&petitive price.
+nno-ation
Eva )as the first one to introduce eas, to use stand pouch pac%aging. =he tins of Eva also
have eas, to open lids. Also# E1A introduced a revolutionar,# convenient and h,gienic
pac%aging in the 1 liter pac% si.e# called the Ao,a pac%. =he Ao,a pac% has rightfull,
earned E1A the brand attribute of an innovator.
E5tene +entity
Bran as a Person 6Personality7
Caring
Eva is a consierate brand for those people )ho care for their fa&ilies.
Tr(st.orthy
People consider it to be a reliable brand
8nerog
It is an underdog as it is directl, co&peting )ith the &ar%et leaders li%e ;4$# Aalda etc.
It considers onl, the& as its co&petitors and doesnKt counts other lo) profile brands li%e
$anpasand etc as its direct co&petition.
Competent
As Eva has co&petitive properties in its offering and is continuousl, tr,ing to i&prove its
product /ualit, so it )ouldnKt be )rong to sa, that it is co&petent in )hatever it is doing.
Bran as a Pro(ct
Pro(ct 'cope
=he scope of Eva is food products as it is alread, in the edible oils categor, and in future
it can go into spices etc as )ell.
Attri,(tes an 4(ality of E-a
Absolutel, pure and co&pletel, odorless
Aoes not free.e even at .ero degrees
3ontains lo)est a&ount of saturated fatt, acids in its class
Is light and easil, digestible
Is not stic%, or greas,
Cree fro& an, flavoring additives
4ffers less consu&ption
8ses
Eva oil and ghee are for coo%ing purpose.
8sers
=he &ar%et for branded oil and ghee consists of three seg&ents2
1& Users of oil
2& Users of ghee
3& Users of both oil ' ghee
) Demographics:
Primary
$others# bet)een '0 and 8( ,ears# residents# belonging to SE3 A and 6.
=he, are pri&aril, house)ives# )ho ta%e great pride in their ho&es and enjo, coo%ing
for the fa&il, the&selves. =he, )ant their fa&il, to be full of life. =he, are educated (at
least $atric) and are a)are of the prevalence of cholesterol7related diseases and )ant
their fa&ilies to have a healthful lifest,le. =he, are concerned# but practical &others and
not overl, senti&ental. =he, have children in the earl, teen H pre teen age group
'econary:
=he users of other brands and s)itchers
9eneration Ne5t:
=hese are future potential bu,ers )ho have a &ind of their o)nI the, donKt care )hat
their parents have been using in the past the, and the, )ant to experi&ent.
* Psychographics:
1 ;ealth conscious
' AoesnKt co&pro&ise /ualit, over price
: 3aring# and loves coo%ing
8 =rust)orth,
0 +no)ledgeable about nutritional facts
> Aecision &a%er for edible oil brand
! Prefers brand that is odorless# transparent and lo) in cholesterol
? E&otionall, intelligent
(eeps searching for healthier options&
1( )daptive towards better *ualit+ products
Co(ntry of origin : Pa%istan
Bran as an 2rgani:ation
2rgani:ation attri,(tes
Consumer concerned
Trustworthy
Local
Brand as a symbol
This symbol of Eva is placed on all its offerings and helps in
brand recognition and brand recall.
Brand Essence
The essence of Eva is family bondings and relationships and is potrayed in all its
advertisement. Its tagline also signifies this which is JOI!E E" #$!$
I%&T$'.
Value Proposition
Functional Benefits
$ value offering with (uality which ensures healty life style and value for
money.
Emotional Benefits
)ood times shared with the family and building new relationships.
Self Expressive
Consumers will feel proud In consuming a brand that has an
upscale*premium image.
They will be rela+ed as they are using oil which does not effects their
health negatively.They will be able to portray themselves as being health
conscious.
BR!" RE#$%O!S&%P SPE'$RU( FOR EV
Eva is a brand of %hu,abad $gro industries pvt ltd. Eva and -aan are two
separate brands of edible oils manufactured by %hu,abad $gro industries. .oth
brands have distinct identities and are positioned for different target mar/ets
altogether. Eva being a high priced premium brand is targeted at the upper class
premium segment where as -aan is targeted at the bottom stream and lower
middle class segment.
0rom the flowchart we can clearly see that initially1 a house of brands approach is
visible with two distinct brands and %hu,abad $gro Industries acting as a not
connected entity. 2ery few consumers would /now who the manufacturer is
although the name of %hu,abad $gro industries is present on the bac/ of all the
stoc/ /eeping units mainly as a regulatory re(uirement.
3ithin each brand1 a branded house approach is visible with Eva being the
master brand and Coo/ing Oil1 Canola Oil and %unflower Oil being used as
descriptive sub brands. %ame goes with -aan that is available as .anaspati and
Coo/ing oil.
3e can also ta/e Eva coo/ing oil1 Eva canola oil and Eva sunflower oil as being
product brands as the product oil is generic.
&OUSE OF BR!"S



Eva was the main brand that was launched in !ear 45561 and three different
variants of Eva were introduced that were ban/ing on Eva as the main driver and
acting as descriptive sub brands.
$s Eva was positioned as a premium brand1 it chose to launch a separate brand
to target the lower end* value segment of the branded Coo/ing Oil and )hee
mar/et. This downward stretch led to the launch of a new brand by the name of
-aan. Eva and -aan are not connected in any way and the consumers don7t
/now they are manufactured by the same company.
BR!"E" &OUSE
Eva is the primary driver in all of the three different variants that act as
descriptive sub brands. .y following the branded house approach1 Eva has been
able to achieve economies of scales by using the brand e(uity of Eva to mar/et
each variant. $lso1 all three variants synchroni8e with the identity of Eva being a
premium1 high (uality brand.
Brand rchitecture
Brand Portfolio
Eva has 9 variants called Eva coo/ing oil1 Eva sunflower oil and Eva canola oil.
%hu,adabad $gro Industries has another product called -aan for the lower
segment of the mar/et.
Portfolio Roles
Strate)ic Brand* 3e can say that the Eva coo/ing oil is a strategic brand
as it is dominant and is pro,ected to maintain or grow its position. $ large
chun/ of sales comes from Eva coo/ing oil so it is strategically important
for the company. The future sales of Eva coo/ing oil are e+pected to grow.
Silver Bullet* Eva sunflower oil and canola oil are silver bullets as they
positively influence the image of Eva. They both are powerful in
maintaining the brand image.
Product+(ar,et context roles
Sub brand- Endorser* Eva serves as a strong endorsement on it 9
product brands .
"river Roles* It is the dominant driver and all the consumers buy the
product because of the brand name Eva.
Benefit Brand
o 'omponent %n)redients* Eva canola oil and sunflower oil signifies
that canola and sunflower are the ingredients used in the ma/ing of
the oil which improves the product (uality.
Portfolio Graphics
#o)o* This is the logo that appears on all the Eva products.
.right colours and elegant writing ma/es the logo more
attractive while the red underline gives it finishing touch.
Print ds* These attractive print ads are published in various news
papers to increase the brand recognition and brand recall. $ll of them
signifies family bonding and relationships which is the essence of Eva.
Brand Portfolio Structure
Brand Ran)e
o &ori.ontal Stretch* Eva has 9 range of coo/ing oil thus the brand
has been stretched hori8ontally. These 9 brand resides under the
brand umbrella of Eva/
o Vertical Stretch* It has entered the lower value segment with -aan
thus having a vertical downward stretch. $ different brand name
has been created to distance it from the upscale image of Eva.
Brand &ierarchical $ree* The following hierarchical tree shows the sub
brand and endorsed brands of %hu,adabad $gro Industries.
Brand &ierarchy $ree for Shu0abad )ro %ndustries Pvt #td
SHUJABAD
AGRO
INDUSTRIES
EVA MAAN
E1A
344+I5B
4IL
E1A
3A54LA 4IL
E1A
SE5CL49E-
344+I5B 4IL
$AA5
6A5ASPA=I
$AA5
344+I5B 4IL
Future Strate)ic "irection*
#ine Extension+ Olive Oil*
Eva can come up 1ith olive oil.0or future operations1 E2$ can add up a new
variant as Olive Oil with three different types of olive oil such e+tra virgin olive oil1
olive pomace oil and e+tra light olive oil.
The best oil is natural e+tra virgin olive oil. 0or the olive oil to deserve this
definition that means it has no additives1 it should be e+tracted with mechanical
methods and its rate of acid should be less than one percent1 and its taste and
smell should fit into a series of carefully selected criteria1 defined by e+perts in
tasting.
#atural Olive Oil1 :ure Olive Oil and efined Olive Oil are the various /inds of
olive oil products found in the mar/et besides E+tra 2irgin Olive Oil. #atural Olive
Oil and E+tra 2irgin Olive Oil have not been treated chemically and are in their
natural form. ;ifference of #atural from E+tra 2irgin is its acidity <ma+ =4>1 its
taste and smell.
:ure Olive Oil is obtained by adding #atural Olive Oil to efined Olive Oil in
order to enrich the taste and smell.
Benefits of Olive Oil
Olive oil speeds up the brain development and bone enforcement in
children.
It contains mostly vitamin E and other vitamins such as $1 ;1 ". 3ith these
vitamins it helps cell renewal and delays aging in body tissue and organs.
Olive oil is a natural source for the comple+ion and protects the hair.
It could be mi+ed to no?fat cow@s mil/ and given to babies who stopped
feeding on mother@s mil/ <a few drops after A?6 months>. It serves as
natural food for babies.
One of the most important features of olive oil is its positive effect on
cardiovascular and circulatory diseases. One tablespoon of olive oil is BA
grams and has B45 calories. $ccording to #utrition %pecialists1 ta/ing olive
oil out of meals in weight diets is e+tremely wrong.
$gain olive oil is what ma/es the -editerranean nutrition model1 which is
rated ideal and recommended by specialists. .ecause C5= of the
-editerranean diet is carbohydrates1 =95 percent of it is fat and B5 = is
protein. Olive oil can also be used effectively in treating gastritis in
intestines1 urinary tract and gold bladder.
(ar,et nalysis of Olive Oil*
There is only one local player in mar/et i.e ;alda and it has two variantsD
1 ;alda :omace Olive Oil
' ;alda E+tra 2irgin Olive Oil
Imported players areD
1 Italia from %pain
' 0orbes
: .erges
8 %asso and many more
$ar)et (ar,et of Olive Oil*
1 $geD 46 ? A5 years
' 3ants to loo/ slim and smart
: .elonging to %EC $ and .
8 &ousewives*wor/ing women
0 Ta/e great pride in their homes
> They want their family to be full of life
! Educated
? &ealth conscious
EV O#%VE O%#
Products*
Extra #i)ht Olive Oil
Oil obtained by blending refined olive?pomace oil and virgin olive oil other than
lampante oil1 having a free acidity content e+pressed as oleic acid1 of not more
than B g per B55 g1 and the other characteristics of which comply with those laid
down for this category.
Extra Vir)in Oil
Oils obtained from the fruit of the olive tree solely by mechanical or other physical
means under conditions that do not lead to alteration in the oil1 which have not
undergone any treatment other than washing1 decantation1 centrifugation or
filtration1 to the e+clusion of oils obtained using solvents or using ad,uvant having
a chemical or biochemical action1 or by re?etherification process and any mi+ture
with oils of other /inds. It has a ma+imum free acidity1 in terms of oleic acid1 of
51Eg per B55g1 the other characteristics of which comply with those laid down for
this category.
$ll olive oils that are less than B= acidity and produced by the first pressing of the olive fruit
through the cold pressing process is called e+tra?virgin olive oil.
Olive Pomace Oil
Oil obtained by blending refined olive?pomace oil and virgin olive.
Price*
Olive oil is comparatively an e+pensive variant in edible oil due to following
reasonsD
: E+pensive to grow
8 E+pensive to pic/
0 E+pensive to bottle such e+tra?ordinary
%ince ;alda is the only local player in mar/et1 Eva can tap consumers by
launching a variant with slightly lower price than ;alda because ;alda still has a
higher mar/et share in terms of overall mar/et share.
Promotion Strate)y*
'onsumer pac,sD To focus on $TL F .TL activities with more emphasis on
merchandising in "arachi especially on /ey accounts. Later1 to focus Lahore F
Islamabad
2erry can-tinsD 0ocus more on personal selling
Eva Olive Oil to be promoted through various forms of $TL such as
$dvertising1 OO&1 Internet1 adio1 :rint and %-%.
0or .TL1 Eva Coo/ing Oil can be promoted through coo/ing classes to be
conducted at various -alls1 estaurants1 &igh profile streets and retail
stores1 e+hibitions etc.
Eva can conduct health awareness programs and promote olive oil.
Eva Olive Oil can also be promoted in the beginning through free sampling
of small pac/s and sales force can focus on its health benefits to its target
mar/et.

'onclusion 3 Recommendations*
1 Eva should start promoting -aan .anaspati through $TL and .TL
activities because people are not aware of this variant.
' Eva should start advertising with high fre(uency in order to create more
awareness.
: $lso1 should advertise on high reach mediums to reach in many areas as
possible.
8 Eva should focus more on selling directly to consumers in order to
maintain direct contact with consumers
0 Eva should find out consumer perceptions through continuous mar/et
surveys as in what is re(uired by consumers and also what is going on in
the mar/et place in order to follow mar/et driven strategy.