Was master plan successful?

The above master plan applied for Habib mix spices is suitable for the new product line or not this was
an enquiry yet, but the aftermaths started just after an year. In the initial year the product demand and
sales was according to company’s desire but after an year the sales got stuck and after some time it
started to decrease which might be a result of the above applied plan and the new load on the already
working sales force.

Now the query was that why such a trained marketing personnel remained unsuccessful In the new
product line. Might be the reason can be the already employed setup was specialized for oil and fat
products and their primary focus was to meet sales targets of their primary products (oil and ghee).

As a result the booking of Habib mix spices was affected badly and criticism started to came from
retailers. There was also a problem of combined sales target, there was a sales volume that has to be
achieved by the sales force, so the DSR does not prefer to book orders of masala as they could achieve
their sales volume and commission through oil and ghee numbers.

Every DSR had his permanent journey plan (PJP) and his PJP was aligned to the oil markets and retailers
in his assigned territory. So the masala keeping stores were out of his PJP and the repeat sales was not
happening and the control over masala shops was suffering. Consequently the seasonal sales volume
was not meeting as the seasonal variants were not on the stores like chat masala in the season of
ramzan, and haleem in the season of muharram.

On the other side there was also concern from shopkeeper to replace the seasonal masala variant with
the running variant that was not the concern of DSR. As a result the other masala brands took the shelf
with their running variants. Initially Habib masala got recognition in the market due to his good will of oil
and ghee the distributers and retailers and showed interest to place Habib masala due to the same
reason but after some time the sales was declined due to low consumer demand. Consumer did not like
the taste of Habib masala as compared to the other brands like Shan and National.

Problem Exploration
Zeshan Jafferi, Brand Manager Habib Masala analyzed the sales of Habib Masala and in first half of 2010
and got shocked to see the continuous decrease in sales and declining number of shop. He concluded
that the conflict of oil and masala resulting in low presence of masla at retailers because both products
were distributed through the same channel.

Promotional strategies from competing brands:

Demand of Habib masala was decreased as a result of promotional strategies of other masala big
brands:

Mehran: offered buy 1 get 1 and they influenced the market astonishingly but it was unsuccessful in
Bombay biryani variant.
Shan: Bombay biryani captured the market and became best in the market with other variants

Sales Distribution:

The organization was cheerful with respect to the sales of masala, and they get the great begin. But
after an year the sales graph fell down . The organization examined the issue so the marketing team can
take initiatives to make the sales graph in upward trend. The market researchers initially believe is that
focused market dislikes the recipe of masala or the organization remain unsuccessful to make customers
for the re-buy.When issue was explored the analysts was wondered to realize that there isn't any issue
which they thought yet the real issue is distribution of masalas.

The decision which was taken by the Management Director of the Company Mr. Tanvir Hasan alongside
the Head of Sales Mr Hussain appears not great. The exploration demonstrated that the distributors like
to put more in Habib oil/ghee since they get enough demand of the oil/ghee item. What's more, they
don't have as much space in their vans to for the new item. This issue is likewise with the company’s
own distribution they additionally donot have space in the containers to supply masala to the
intermediaries. They just supply when there is any empty space in vehicles this is the thing that the
distributors do they take orders when they donot get enough requests of oil/ghee.

As a result of the low consideration on the masala the hole has created in free market activity of the
item. Furthermore, consumers gradually and slowly disregard the item.

Expired goods:

Due to low demand in the market manufactured inventory of masala was also expired at plant. Retailers
asked to get the stock back from their shops but company had no return policy so the expired masala
left in the market.