Documentos de Académico
Documentos de Profesional
Documentos de Cultura
MBA(Marketing)
56-Bund Road Lahore-54500 Pakistan Ph. (042) 37466900-04 Fax. (042) 37466899
E-mail shezan@brain.net.pk
Acknowledgement
We have the pearl of our eyes to admire blessing of the compassionate and omnipotent
because the words are bound, knowledge is limited to express His dignity. It is one of
the infinite blessings of almighty ALLAH that He bestowed us with potential and ability
to complete the present training and make a material contribution towards the deep
oceans of knowledge.
First we avail this opportunity to bow our head before ALLAH almighty in humility who
given us the wisdom and perseverance for completing this piece of report.
We invoke peace for Holy Prophet Muhammad (P.B.U.H) who is forever torch. We feel
highly privilege to ascribe the most and ever burning flame of my gratitude and deep
scene of devotion to my teachers who taught us “Marketing” with heart and also gave a
guideline to this report.
I will dedicate my project to Almighty Allah who teaches me and enables me to stand
where I am. I would also like to dedicate it to my parents whose calm partnership and
prays encourage us to do whatever I determine also my respected Lecturer Mr. Taqueer
Ahmad Ghori.
BCG Matrix..................................................................................................................32
Suggestions.................................................................................................................34
1- Introduction
Shezan International Limited is 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 Shah Nawaz Group of Pakistan and Alliance
Industrial Development Corporation of U.S.A. 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.
S
hezan Company was incorporated on May 13, 1964 as a private limited
company, with the objectives as set out in the Memorandum of Association in
general and in particular to set up an industrial understanding for manufacture
of juices, squashes, sharbats, jams pickles and preserves from fruits and vegetables
Nature has blessed Pakistan with an ideal climate for a wide range of delicious fruits.
Over the centuries Pakistani experts have acquired and developed unique strains of
exotic fruit varieties, unmatched for their rich flavor and taste
Shezan International Limited was conceived as a joint venture by the Shah Nawaz Group
of Pakistan and Alliance Industrial Development Corporation of U.S.A in1964. The
agriculture background of the Pakistani sponsors induced them to establish this agro-
based industry. Taking advantages of abundance of fruits available in Pakistan, and the
advanced technology provided by the American partners, Shezan became pioneers 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 and export needs.
In 1971 the Shah Nawaz Group purchased all the shares of Alliance Industrial
Development Corporation with the permission of the Pakistan Government. The
Company has since shown sustained growth in both the domestic and exports fields.
The Company has been steadily expanding its production capacity over the years. In
1980-81 a separate unit was installed in Karachi which now caters for Karachi, Sindh and
export demand. A new bottle filling plant was set up in1983 in Lahore unit increased the
capacity five-fold. An independent Tetra Brick Plant was commissioned in 1987 making
us the leading manufactures with comprehensive range of production in the fruit
processing field in Pakistan
improvement process.”
INTEGRITY
We have an open disclosure policy and transparent processes. All our business activities
transactions are carried out honestly and with fairness.
OUR PEOPLE
Have passionate people with intelligent and firm approach towards business. To
facilitate these people we give them challenging opportunities, training, and fun loving
environment, necessary resources and facilities. We publicly recognize our talent
INNOVATION
Innovation is the way of life at EFL. It is valued, encouraged and rewarded in all aspects
of our operations.
CONSUMER CENTRIC
Pakistan is blessed with a climate ideally suited to the farming of all kinds of fruit- newer
strains of fruit by grafting one exotic variety with another. Shezan is the largest
processor of fresh fruits and vegetables in the country. The fruits processed by them
come both from their own prize winning fruit farms and other selected orchards.
Nature’s goodness is meticulously preserved by Shezan. The processing is carried out by
qualified food technologists in Shezan ultra-modern plants at Karachi, Lahore and
Hattar. The ever rich in taste and flavor; sweet, mellow and juicy .For centuries Pakistani
farmers have been developing increasing demand for Shezan fruit product, both at
home and abroad testifies to the consistently high quality of Shezan products.
The company won the “1994 Top companies Award” of the Karachi stock Exchange
chairman
Executive
Chief executive
Director
sales
supervisors
Director Production
Procurement manager
Export manager
Strengths
Weakness
Tax evaders sell product on much less prices and retailers blackmail for better profit
margins
Opportunities
Diversification of product
Religious Threat
WTO
The political conditions are not very stable in the country, but this does not directly
influence the trends and spending patterns of the customers. There are no restrictions
or barriers on the growth of this industry. So the political conditions are favorable for
this market because food and dairy products are consumer goods and they have to
purchase it in any condition.
The economic conditions are not very favorable and the economy is facing problems,
but it is not directly influencing buying power of consumers. If the country is out of its
current problems, it will further boost up the growth of this industry, as people will feel
more secure economically and it will further increase the attractiveness of the market.
towards the branded products. It is becoming fashion and young generations as well as
the children are getting more attracted towards this industry. People are moving
towards branded food/dairy products due to hygienic reason.
Types of
Products
Local
Consumer Exports
Products
1. All pure
Filled with all the pureness of nature, Shezan All Pure juices enrich
your senses with the fresh taste of 100% pure fruit juice. A sip of
All Pure helps your taste buds embark on a magical journey filled
with the sweetest fruit sensations. Experience the true flavors of
nature
2. BOTTLE JUICE
3. ISPAGHOL
It’s true; Shezan Ispaghol is good for your health. For many
years Ispaghol has been used in slimming diets for two main reasons:
firstly, it naturally takes the edge off two main reasons: firstly, it
naturally takes the edge off hunger; secondly it slows down the
absorption of food during digestion and especially sugar and fat
therefore minimizing calorie intake.
4. JAMS
Shezan fruity Jams, Jellies and Marmalades are made from only the
freshest, handpicked fruit. Shezan’s sweet and delicious preservatives
can be had at breakfast, dinner or lunch.
5. KETCHUP
Made from only the ripest, red tomatoes, Shezan’s Tomato Ketchup is a
must with every meal.
6. MANGO NECTAR
Shezan’s wide range of pickles and chutneys provide something extra for every meal.
Savor the flavor of Shezan pickles and chutneys.
8. QUENCH
Beat the heat with Shezan Quench in a matter of seconds. Open the
sachet, mix in water and achieve instant rejuvenation. Available in two
flavor Lemon and Orange.
9. REGULAR JUICE
For many years Shezan’s juices have been providing the perfect balance of
good taste and good health. Available in a variety of flavors, Shezan’s juices
perfectly complement any snack.
10. SQUASHES
11. SYRUPS
12. TWIST
13. VINEGAR
15. NR –BOTTLE
Speed Energy Drink is a carbonated energy drink from Shezan International. It was
launched in Pakistan in February 2010 with a widespread advertising campaign.
Speed is the great tasting new energy drink, which gives you the ultimate kick and
energy you need to keep you charged and energized while you work, study or party.
With its unique ingredients of Taurine and Ginseng, it invigorates and replenishes
your energy levels, letting you take total control of your demanding lifestyle in a
balanced way.
Carbonated water, Sugar, Citric Acid, Artificial flavor, Maltrodextrin, Sodium Citrate,
Sodium Hexametaphosphate, Taurine, Potassium Sorbate, Caffeine, Sodium Benzoate,
Tartrazine, Inosital, Calcium Disodium EDTA, Modified Food Starch, Panax Ginseng
Extract, Niacinamide, Sunset Yellow, Pyridoxine Hydrochloride and Cyanocobalamin.
Chapter no.5
PRICE Price is the amount of money that customers are willing to pay to
obtain the product.
PLACE Place is the company’s activities that make the product available
to target customers.
5.3 - Product
What Is "Product"?
Shezan Twist
Everyone has their own ideas about replacing essential body fluids, vitamins and
minerals - whether it's after exercise or just a tiring day at the office. Fruit juice is still
one of the best ways to replenish the body's essential nutrients and it's a natural source
of energy. Common people especially young generation is inclined to have ready to
consume drinks; in addition hotels, hospitals are also expanding day by day where
juices could be marketed successfully.
Proteins 0.15 gm
Sodium 1.5 mg
Sugar 31 gm
Vitamin C 5.7 mg
Packing
The juice will be then packed in the quantities 250ml. Packaging is done on imported
machinery as it considered being highly sophisticated and hygienic
S.
Machine Capacity Local/Imported
No.
Storage
Twist Juice in 250ml serving packs have shelf life of less than 6 months.
• Health and safety are directly linked with the packing material used and people
are much concerned about it.
• That is the primary reason why ‘tetra pack’ packaging has been used by Shezan
in twist rather than other packaging materials
i.e. Tin pack, aluminum laminate pouch
pack, and plastic bottles.
Product Flavors Available
1-Apple
2- Raspberry,
3- Pineapple,
4-Fruit punch,
5-Mango Strawberry,
6-Mango
The target market of Shezan twist juice includes teenagers. Basically they are targeting
the students of schools, Colleges and Universities.
Direct
6. Mango Drink Maza Pakistan pvt Dense or thick juice 250ml tetra pak &
Ltd. Glass bottle
Indirect Competitors
10. Lacnor Imported 100 % pure Orange juice 1000ml tetra pak
The market is highly saturated in the drink, which are ready to use
Country juice 5%
International 02%
5.4- Pricing
What Is "Price"?
Price is the value placed on goods and services. Price is the amount of money
and /or goods needed to acquire some combination of another and its
accompanying services.
Pricing Strategy
Current Price
Rs.555/-
Price Control
There are no price controls and this has happened after the introduction of local
government system under the devolution plan. Companies are given free hand in
charging enormously high prices for processed food items. They use little quantity of
Fruit pulp in making the juice and charge very high price.
Pricing Objectives
The objectives of Festival Juices for pricing Juice Products are as follows:
2. To maximize profit.
The un stable politicians, which have positive and negative effect on the price
5.5- Placement
The distribution network includes the distributor then the wholesaler and in the end the
retailer. Again benefits are provided on the achievement of the sales targets and timely
Market Company
Whole seller
Zonal offices
Distribution Strategy
The whole seller are purchasing them for the resale able purpose but less than the
first once
They have Zonal offices in different areas such as Rawalpindi, Lahore, Multan etc. to
Distribution Areas
They are distributing in major divisions such as:-
Lahore 200
Karachi 200
Multan 100
Islamabad 100
Total 600
The company operates through a well-established network of a number of distributors.
The company has two types of delivery systems i.e.
The basic difference between the direct and the indirect delivery system is that in a
direct distribution system, the company spends its own resources while in an indirect
They have the stores to store the juice packets before the juice goes for distribution
Demand increases
They always have the backup store juice to fulfill this demand
Logistics
To deliver the right quality and quantity of the twist juice, they are working on the
daily bases
They have large number of trucks to achieve all the things according to their
product
5.6- Promotion
Billboards
Television
Radio
Newspapers
Broachers
Internet
They are doing these things according to the plans, for example
They now wants to advertise the product more through media by using the famous
people
For the promotion of the product they are giving the free product in the start of the
season
Large discount for the people who purchase the Shezan twist juice directly from the
They have given a very large amount to the people who suffers form the earthquake
in Pakistan
Stale operations are functioning in which they are giving the free testing samples
There are giving free Translated Quran, which are in more than 150 languages
The target fragment for the product s the people using juices instead of
the soft drink like Coke and Pepsi
2) Suppliers:-
Efficiency of the suppliers in the company is nice but required more
improvement
3) Customers:-
The target market of the product is the teenagers mainly
4) Competitors:-
Nestle is the pure competitors of the Shezan twist juice
5) Internal environment:-
The internal environment is good but requires more changes
6) Technological :-
They are using the foreign technology which is their plus point
7) Marketing:-
Need to spend money field in marketing field
8) Distributors:-
Chapter no.6
6.1- Conclusion
According to our group mates after visiting the company and taking information from
the market we have concluded that:-
They have to make new strategy for the competitors like Nestle
They have large capital , so they have to spend more money in the advertising field
6.2- Suggestions
Schools
Company Owned
Colleges
Distribution House
Universities
Working in Shezan
I really enjoyed to work with the staff of Company, from 1thJuly to 16 August, 2010
work in all the departments within that limited time. So, I have just worked in
learn a lot of practical things during working in this department. Working of this
admirable. Shezan International Company provided us real time learning and for
After completion of the week I have to submitted my weekly report out line vary
first day. Like my first week report out line are given below
I joined Shezan international limited as a marketing internee on Thursday July 01, 2010.
So during last week I learned numinous things detail are given below
SWOT analysis
Market survey to check the availability of the product especially speed twist and
Jahanzaib
Then they assigned me daily task. They sent me in market with my other group
members to check the product available in different areas in Lahore. When we back
to the company we have to submit the daily report what we have observed in the
market. What are the problems retailer faced when they sell our product and delivery
issue with our own suggestion.
They also give us task to calculate the annual income of each product in each factory.
I have also prepared a feasibility report to place Shezan cola at Rehbar travel in
Lahore.
Jahanzaib
MBA (Marketing)