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

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.”

The current mission statement of Shezan international is very market oriented where as in
recent perspective the use of customer oriented mission statements are better to
understand by the customers as well as they are easy to attach with them emotionally.
Vision:
“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”

The vision statement should be brief and simple enough to understand by the stake holders.
It should be specific and depict the clear picture of the company.

Core values
The company’s core values include:

Quality: Shezan is committed to delivering high-quality products that meet international

standards, ensuring customer satisfaction and trust.

Innovation: The company encourages innovation and continuous improvement, staying

ahead of industry trends and consumer preferences.

Integrity: Shezan operates with transparency, honesty, and ethical business practices,
building strong relationships with customers, employees, and partners.

Customer Focus: The company prioritizes customer needs, preferences, and feedback,
tailoring its products and services to meet their expectations.

Teamwork: Shezan values collaboration, mutual respect, and open communication among
employees, fostering a positive work environment and shared success.

Social Responsibility: The company is dedicated to making a positive impact on society and
the environment, supporting community initiatives and sustainable practices.

Market share
Shezan International Limited has a significant presence in the Pakistani food and beverages
market, with a market share of approximately 35-40% in the juice category. The company’s
flagship brand, Shezan Juice, is a leading player in the packaged juice segment, with a
strong distribution network across Pakistan. Additionally, Shezan has a substantial share in
the pickles, jams, and ketchups market, with a market share of around 25-30%. The
company’s strong brand recognition, quality products, and extensive distribution network
have contributed to its significant market share in Pakistan. However, it’s important to note
that market shares can fluctuate over time due to various factors such as competition,
consumer preferences, and market trends.

Market Analysis:
Currently in Pakistan, there are 24 fruit juice/pulp processing units and a number of small
units in the informal sector are working. The present installed capacity is estimated around
400,000 metric tons per annum with a demand for juices growing at a combined annual
growth rate of 27%. The fruit juice industry reported sales of 8.52 billion Rupees in year
2008.

Pakistani people drink approximately 2,500,000 liters juices per month and per day it
becomes 83330 liters.

The market of juices is growing as because the consumption of juices is growing every year
and expected to increase continually due to people’s changing lifestyle and more health
consciousness, they prefer juice, especially natural juice on other soft drinks.

The market for Squashes in Pakistan is mainly influenced by branded competitors in this
specific product category. These competitors have firm distribution channels.

Product Analysis
Product Portfolio:

Shezan International Limited offers a diverse range of products, including:

Juices (e.g., orange, mango, apple)

Pickles (e.g., traditional, spicy, sweet)

Jams (e.g., strawberry, grape, mint)

Ketchups (e.g., tomato, chili, garlic)

Sauces (e.g., soya, hot, sweet chili)

Beverages (e.g., energy drinks, flavored water)

Product Features:
- High-quality ingredients

- No artificial preservatives or flavor enhancers

- Variety of flavors and packaging options

- Affordable pricing

- Wide distribution network across Pakistan Product Strengths:

- Strong brand recognition and loyalty

- Wide range of products catering to diverse consumer preferences

- Consistent quality and taste - Innovative packaging and flavors

Product Weaknesses:
- Limited international presence

- Dependence on Pakistani market

- Competition from local and international brands Product Opportunities:

- Expansion into international markets

- Diversification into new product categories (e.g., organic, health-focused)

- Increased focus on digital marketing and e-commerce

Product Threats:
- Changing consumer preferences and trends

- Intense competition in the food and beverages industry

- Regulatory challenges and compliance requirements 4 P’s of Marketing

PRODUCT
Product is anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a need or a want.

The product on which we are focusing for marketing mix analysis is TWIST JUICES that is
available in market with six flavors.
There is 60% natural pulp of fruits and only 40% acids are used in the manufacturing of Twist
Juices while regular juices are composed of only 15% fruit pulp and 85% acids. Twist juices
is the product that is introduced in tetra pack packaging with Pull Tab feature first time in
Pakistan.

Comprising of a blend of different fruit juices (mango, apple, pineapple, fruit punch,
strawberry, raspberry) Shezan’s Twist juices opened the doors to a whole new worlds of
possibilities. Available in easy to drink slim packaging. Twist juices are a must have in every
household. These prove to be very refreshing to your body in the hot days enriched with
different healthy vitamins.

PRICE
Price is the amount of money charged for a product or the sum of the values that consumers
exchange for the benefits of having or using the product.

Product bundle pricing can also prove to be effective Product bundle pricing is combining
several products and offering the bundle at a reduced price.

As we are offering Twist juices in slim and stylish packaging with very reasonable and
affordable price for every one as compared to our competitors so it is becoming very
popular among peoples. The features and nutritional factors are very conducive to health of
human body with such reasonable prices. By similar qualities lowering the prices we are
trying to get edge over our main competitor Nestle.

PLACE
When we talk about this component of the marketing mix we are referring to the way the
product is made available to the final consumer after it is produced. It consists of the
network made up of the company, suppliers, distributors and ultimately customers. Our
customers can get our products from:

• Front Line Shelves in Shops (by offering more marginal benefits to the shop keepers).
• In all large Super Stores & Shopping Malls of the city.

• In all areas of the cities (we are initially focusing in the cities; Islamabad, Rawalpindi,
Lahore, Karachi, Peshawar).
• In the cafes of different educational institutions both at lower and higher levels.

PROMOTION
After carefully studying the different aspects of fruit market in Pakistan what we have found
out is that promotion is very important towards success. In promotion we basically have
advertising in our minds which is any paid form of non personal presentation and promotion
of ideas or goods by an identified sponsor.

Through advertisement we want to make the public aware that this product is available in
the market at this price. Now we would like to persuade the public into buying our product.
We would persuade them that our product has better features and they should buy this.

We would want to keep reminding the public that our product is available in the market and
they should buy it as it offers them greater utility. This is done so that the customer keeps
the product in his mind and knows where it is available

BOSTON MATRIX
Cash Cows:
- Juices (e.g., orange, mango, apple) - Pickles (e.g., traditional, spicy, sweet)

Reasoning:
- High market share

- Stable demand

- Low growth rate

- Generates significant cash flow Stars:

- Jams (e.g., strawberry, grape, mint) - Ketchups (e.g., tomato, chili, garlic)

Question Marks:
- Sauces (e.g., soya, hot, sweet chili)

- Beverages (e.g., energy drinks, flavored water) Dogs:

- None (assuming no products with low market share and low growth rate) Product life

cycle
Introduction Stage:
- New product launches (e.g., energy drinks, flavored water)

- Low sales and revenue

- High marketing and promotion expenses

- Limited distribution and availability

Growth Stage:
- Juices (e.g., orange, mango, apple)

- Pickles (e.g., traditional, spicy, sweet)

- Increasing sales and revenue

- Expanding distribution and availability - Building brand recognition and customer loyalty

Maturity Stage:
- Jams (e.g., strawberry, grape, mint)

- Ketchups (e.g., tomato, chili, garlic)

- High sales and revenue

- Wide distribution and availability

- Established brand recognition and customer loyalty

- Competition and market saturation Decline Stage:

None (assuming no products in decline

Here's a visual representation of the Product Life Cycle:

Introduction → Growth → Maturity → Decline

Consumer Behavior and Preferences

Shezan Company’s success lies in understanding consumer behavior and preferences. By

conducting surveys and data analysis, we can uncover insights into why consumers choose
Shezan products. Factors like taste, packaging, price, and brand loyalty influence their
choices. Understanding these preferences can help Shezan tailor their marketing strategies,
product development, and pricing to better meet consumer needs. By delving into
consumer behavior, Shezan can gain a competitive edge in the market and foster long-term
relationships with their customers.

Demographics: Understanding the demographics of Shezan consumers is essential.

Factors such as age, gender, income level, and location can influence consumer
preferences. Shezan may conduct surveys or market research to gather data on its
target market’s demographics.
 Product Preferences: Analyzing which Shezan products are preferred by consumers
can provide valuable insights. Consumer preferences may vary based on taste,
health benefits, packaging, or price. Shezan can use this information to tailor its
product offerings to better meet consumer demands.

Purchasing Behavior: Studying how consumers purchase Shezan products can help
identify trends and patterns. Whether consumers buy Shezan products online, from
supermarkets, or through other channels can impact marketing strategies and
distribution channels.

Brand Perception: Consumer perception of the Shezan brand plays a significant role in
shaping purchasing decisions. Factors such as brand reputation, quality, and customer
service can influence consumer loyalty and brand advocacy.

Competitive Analysis: Analyzing consumer behavior towards competitors’ products

can provide insights into areas where Shezan can improve or differentiate its
offerings. Understanding what consumers like or dislike about competitor products
can help Shezan identify potential opportunities.

Marketing Strategies: Consumer behavior analysis can inform Shezan’s marketing

strategies. By understanding consumer preferences, Shezan can develop targeted
marketing campaigns that resonate with its target audience.

Competitor analysis :

Competitor analysis of Shezan revealed diverse players in the food and beverage industry,
offering similar products such as Tang, Rooh Afza, and Slice. Key competitors include Nestle
with a wide product range, Shan Foods with spices, and PepsiCo with beverages. Shezan
differentiates by focusing on natural ingredients and unique flavors, appealing to health-
conscious and flavor-seeking consumers. To maintain a competitive edge, Shezan can
leverage its heritage, innovate new products, and enhance marketing strategies to stand out
in the crowded market.

Key Competitors of Shezan:

National Foods:
National Foods is a major competitor of Shezan, offering a wide range of food products
including spices, mixes, sauces, and condiments. The company has a strong brand
presence and distribution network across the country, posing a significant threat to
Shezan’s market share.
 Mitchell’s Fruit Farms:
Mitchell’s Fruit Farms is another key competitor of Shezan, specializing in products like
jams, juices, and canned fruits. With a history of over a century in the industry, Mitchell’s
enjoys brand loyalty and a diverse product portfolio, challenging Shezan’s position in the
market.

Nestlé:
Nestlé, a global giant in the food and beverage industry, competes with Shezan through its
juice brands like Nestlé Juices. With extensive resources, innovation capabilities, and
international reach, Nestlé presents a formidable competition to Shezan in the market.

Strengths and Weaknesses of Competitors:

National Foods:
Strengths:
- Diverse product range catering to different consumer segments.
- Strong distribution network reaching both urban and rural markets.
- Established brand reputation and customer trust.

Weaknesses:
- Limited focus on beverages compared to Shezan.
- Potential challenges in adapting to changing consumer preferences.

Mitchell’s Fruit Farms:

Strengths:
- Long-standing heritage and brand recognition.
- Premium quality products appealing to discerning consumers.
- Strong presence in the canned fruit segment.

Weaknesses:
- Limited product innovation compared to competitors.
- Relatively smaller distribution network.

Nestlé:
Strengths:
- Global brand presence and reputation.
- Extensive resources for research and development.
- Strong marketing and promotional strategies.

Weaknesses:
- Higher pricing compared to local competitors like Shezan.
- Limited customization options for local tastes and preferences.
Conclusion:
In conclusion, Shezan faces tough competition from key players like National Foods,
Mitchell’s Fruit Farms, and Nestlé in the food and beverage market. To maintain its
competitive edge, Shezan must focus on product innovation, quality assurance, distribution
efficiency, and marketing strategies to meet evolving consumer demands and stay ahead in
the market. By closely monitoring its competitors’ strategies and leveraging its strengths,
Shezan can continue to thrive in the competitive landscape.

Market Trends

Shezan Company has shown significant growth trends in the food and beverage industry.
Key market trends include a rising demand for healthy and organic products, increased
emphasis on sustainability, and growing consumer interest in convenient and time-saving
options. Shezan’s innovative product offerings and focus on quality have contributed to its
competitive edge. Despite market challenges such as changing consumer preferences and
economic fluctuations, Shezan continues to adapt and thrive in the dynamic marketplace.
Analyzing these market trends will help assess Shezan’s position and strategize for future
growth opportunities.

Market Trends:
Growing Demand for Healthy Food and Beverages: Consumers are increasingly
leaning towards healthy and natural food products. Shezan can capitalize on this
trend by expanding its range of natural and organic products with reduced sugar and
preservatives.

Rising Competition in the Beverage Industry: The beverage industry is highly competitive,
with new players entering the market regularly. Shezan needs to continuously innovate
and introduce new products to stay competitive and maintain market share.

Shift towards E-Commerce: With the growth of e-commerce, more consumers are
shopping online for food and beverages. Shezan should focus on enhancing its
online presence and offering convenient purchasing options to reach a wider
audience.

Sustainability and Environmental Awareness: Consumers are becoming more

conscious of environmental issues and are gravitating towards brands that
demonstrate sustainable practices. Shezan can invest in eco-friendly packaging and
 emphasize its sustainable sourcing practices to appeal to environmentally
conscious consumers.

Shezan’s Response to Market Trends:

Product Diversification: Shezan should focus on diversifying its product offerings to
cater to changing consumer preferences. This can include introducing new flavors,
healthier options, and innovative packaging formats.

Marketing and Branding: Shezan should invest in marketing campaigns that highlight its
commitment to quality, health, and sustainability. Engaging with consumers through
social media and influencer partnerships can help build brand loyalty and attract new
customers.

Distribution Strategies: Shezan can explore partnerships with online retailers and food
delivery services to reach consumers who prefer shopping online. Additionally,
expanding its distribution network to reach new markets can help drive growth and
increase brand visibility.

Conclusion:
In conclusion, Shezan Company can navigate market trends effectively by staying agile,
innovative, and responsive to consumer demands. By embracing changes in the industry
and aligning its strategies with emerging trends, Shezan can maintain its competitive edge
and drive sustainable growth in the dynamic food and beverage market. SHEZAN Company
appears to be a reputable and established business based on the available information. Its
operational efficiency, product quality, and market presence suggest a strong foundation for
continued success. With a solid track record and a diverse product portfolio, SHEZAN
seems well-positioned to capitalize on future opportunities and maintain its competitive
edge in the industry. However, continuous innovation and adaptation to changing market
trends will be crucial for ensuring sustained growth and relevance in the ever-evolving
business landscape.