Name: Raza Karim
Reg # 30870
BBA 3G
Course Instructor: Zain ul Abideen Marketing Report of Shezan Fruit Juices Table of Contents
Brief History …………………………………………………………….
Vision and Mission Statement………………………………………… Main Product of Company…………………………………………….. Competitors of Company……………………………………………... Market Shares of Shezan Juices…………………………………….... SWOT Analysis of Shezan…………………………………………….. Conclusion………………………………………………………………. BRIEF HISTORY:
The company was incorporated in 1964 as 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 Shahnawaz 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.
Vision statement
“To be known as leader of quality products in the region. Dedication to quality is a way of life at our company. In its activities the company will pursue goals aimed at the achievement of profitable business .these results will be derived from the dedicated efforts of each employee in conjunction with supportive participation from management at all levels of the company .To pay its role in the economic development of the country and to enhance quality of life of its people”
Mission statement
“Our mission is to provide the highest quality fruit and vegetable related juices and products to retail and food services 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 quality improvement process.”
MAIN PRODUCTS:
The company started its business mainly from the juices as pioneer in juices in Pakistan, with the passage of time by the increasing demand of its products; it introduces various types of food products and sustained their standards accordingly. 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
N.R. Bottles 240ml
Twist Juices 250ml
Tetra Juice 250ml
All Pure 1000ml
Squashes 735ml
Syrups 735ml
Main Competitors of Shezan Juices
Fruita Vital (Nestle)
Slice (Pepsi Co)
Tropic (Popular)
Minute Maid(Coca Cola)
Market Share Of Shezan Juices
Fruita Vitals……………………………………45%
Slice……………………………………..18%
All Pure…………………………………………35%
Minute Maid……………………………………5%
Tropicana……………………………………………2%
SWOT ANALYSIS:
STRENGTHS:
* Owners who are passionate about their work, they emphasizes internal growth meaning they wants to achieve higher volumes by renovating existing products, and innovating new products. * We have a great research and development team * Our product is of best quality. This is pure and natural product. * We offer different sizes ranging from a single small pack to family size packages. * Good distribution network * Effective advertisement campaign
WEAKNESSESS:
Due to high rate of taxes our prices are relatively higher.
Tax evaders sell products on much less prices and resellers blackmail for betterprofit margins
Low promotional budgets
There is lack of campaign regarding the nutritional benefits of our product
.There is no proper setup of creating awareness among the people regarding the products. OPPORTUNITIES:
Our company has an opportunity of being even a larger market leader in Pakistan since our other juices are very much popular among almost every age group and with the launch of Twist juices we hope to cover a large group of teenagers.
Expansion of distribution network
Diversification of products
Addition of new verities
Modifications according to present requirements
THREATS:.
Discounts offered by competitors
Low quality food products on cheap prices
Less awareness of health among people
Intense competition in juice market in Pakistan
CONCLUSION:
After doing marketing and competitor analysis.I have concluded that the company is doing pretty much good but not to the extent that is required from it. Being the pioneer in the juices in Pakistan it must have become market leader now. But because of certain reasons it is lacking behind in this department.
There is no doubt that there come many diversifications and verities in the products of Shezan but there is still a more to do. The company must do diversification in its juices and make it sure that it is following the required and up to mark placement and promotion strategies.
