IMC shezan

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EXECUTIVE SUMMARY The purpose of this report is to analyze the previous marketing communication situation of Shezan All Pure juice in detail and propose a new IMC plan with respect to the issues lagging and uncovered in the previous advertising and communication strategies of All Pure. The report includes an introduction to Company Shezan, to which the All Pure juice brand belongs. This part is covered to highlight the corporate image of All Pure and the resources that can go into its new IMC. Later the entire brand story of All Pure and its present image in the perceptions of the consumers are covered for the purpose of analyzing the problems with the strategy of Shezan with regard to All Pure.

The problem uncovered is the lack of a proper leverage point and appropriate marketing communications strategies. The report also covers in detail the SWOT and Porter analysis in particular with respect to Shezan. The present environment is favorable for reintroducing All Pure to the market because there are a lot of juice brands coming up and the company has already got some past parentage. An IMC plan is proposed in which all the parts from its new positioning to the advertising strategy are covered. The new leverage point introduced is the all pure element in it. The target market focus is moved towards a niche segment of the market. A detailed media plan in accordance with the target market is also covered in the report.

















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CURRENT MARKETING SITUATION

















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1. INTRODUCTION The company was incorporated on May 30, 1964 as a private limited concern. Initially, it was conceived as a joint venture with Alliance industrial development corporation of USA for processing citrus and fruits as well as bottling of juices. juices. In 1971, the Shahnawaz group purchased all the shares of Alliance industrial development corporation with the permission of Pakistan government and with the joint venture company it became a fully Pakistan owned company. The company has shown sustained growth in both the domestic and export fields. The company has steadily expanded its production capacity over the years. In 1980, a separate unit was installed in Karachi, Sindh for the export demand. A new bottling filling plant was set up in 1983 at the Lahore unit, increasing the capacity five folds. An independent tetra brick plant was commissioned in 1987 making the unit leading manufacturer with comprehensive range of production in the fruit processing field in Pakistan. The company is engaged in the manufacture and sale of juices, beverages, pickles, preserves and flavoring based upon or derived from fresh fruits and vegetables.

SHEZAN INTERNATIONAL LIMITED Pakistan is blessed with a climate ideally suitable to the farming of all kinds of fruit rich in taste, flavor, sweet, mellow and juicy. For decades, Shezan is the largest processor of fresh fruits and vegetables in the country. The processing is carried out by the qualified food technologists in Shezan ultra modern plants in Karachi, Lahore and Hattar. The ever increasing demand of Shezan fruit products testifies to consistently high quality of Shezan products. VISION

It is the objective of Shezan to produce and provide products and services of highest quality. In its activities, the company will pursue goals aimed at the achievement of quality excellence and succeed as a profitable business. These results will be derived from dedicated efforts of each employee in conjunction with supportive participation from management at all levels of the company. MISSION

“To “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 mana gement of our business and commitment to team

















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PRODUCT LINES

Following are the Shezan‟s product Shezan‟s product offerings: 

All Pure

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Shezan bottle

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Regular juices

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Twists

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Syrups

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Vinegar

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Sauces

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Jams

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Quench

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Squashes

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Mango Nectar

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Pickles

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Ispaghol

SHEZAN ALL PURE Shezan has one of the largest food processing units having installed the capacity to meet the local as well as export demands. By making a deep need gap analysis in the market they realized the need of healthy energetic product with true flavors of nature thus they launched Shezan all Pure. All Pure compromises of natural fruits, it offers it consumers with specific delightful taste of fresh fruits. Shezan all pure orange, mango, pineapple, apple, grapes is a tantalizing experience squeezed from the finest sun ripe oranges handpicked from orchards of the rich fertile lands. Shezan All Pure provides a delightful and invigorating sensation that kicks off with the very first sip. PRESENT MARKET IMAGE 1. Target audience

The target audience of Shezan All Pure is all those people who fall between the age bracket of The target (18-40) (18-40) who are energetic and health conscious. It‟s capturing consumers on the basis of its purity, which is the USP of the product, good quality product full of vitamins, nutrients and



















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Shezan is one of the oldest brands of juices in Pakistan. Shezan All Pure is one of the products that were launched few years back. It caters to the needs of middle class consumers, especially teenagers. Shezan has positioned itself as a healthy energetic drink full of vitamins with natural flavor. Some of the strengths of all pure are: 

Attractive packaging

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Pure and natural product

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IS0 certified

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High quality

The product has become popular in the urban areas of Pakistan, especially among the consumers belonging to middle and, to some extent the upper middle classes. Shezan All Pure‟s Pure‟s primary competitor is Nestle in Pakistan. 3. Product Availability

The product is available in urban areas, especially in the cities where the company felt that the product would make utmost u tmost sales. Keeping in mind target market, the company made sure that it is available in all general stores, university cafes and privately owned small cash and carry c arry etc. 4. Pricing

All Pure is priced at a mid-level segment, since the market that All Pure caters to is moderately price sensitive. The price of All Pure falls between 25 – 30 30 rupees. Family packs are high in price. 5. Positioning

All Pure has positioned it on the basis of its product benefits. The brand has positioned itself as pure natural juice made with natural ingredients, for young and middle aged audience.

















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juices were we re affordable and a nd tasted good that is why w hy majority m ajority of the people who could not afford foreign brand juices, relied on Shezan for juice consumption as it was the best among the local brands. With the passage of time, Shezan has improved the taste and quality of its products and soon, it became strong competitor of foreign highly known brands like Nestle etc. Shezan introduced many types of juices targeted at different target markets. The latest juice is named “Shezan All Pure” as it is extracted ex tracted from fresh fruit and is 100% pure as the name suggests. FLAVORS 

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Orange juice One of the most required and most famous flavors of All Pure Juice is orange in which farm fresh oranges are squeezed to make refreshing juice to give best quality to the consumers. Grape nectar Grapes are picked from Shezan‟s own farms and juice is made. The made. The major competitor of grape nectar is Nestle Red Grape Nectar. Pineapple nectar Pineapple nectar is another refreshing juice flavor that Shezan offers. The competitor is Nestle FruitaVitals‟ Pineapple Nectar. Guava juice Another unique flavor offered by Shezan is the guava nectar. The taste is unique and appeals to a smaller number of consumers (as compared to other flavors offered by Shezan). Pomegranate nectar Pomegranate is a very demanding flavor in juices due to the health benefits that it provides (like clearing blood, increasing red blood cells etc.). That is why, Shezan and Nestle has also introduced this flavor to stay in in competition. Apple Juice Apple juice is in most demand due to its taste. Nestle FruitaVitals Apple Nectar is in

















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BRAND PACKAGING The packaging done by Shezan for its All Pure juice product is very appealing as it is a white package that shows the purity of the juice (as white colour shows purity, clarity etc.) with fresh fruit (according to flavor) drawn on the package. The package comes in two sizes; one is family pack and other is regular pack.

Size

Rates

250ml

Rs.

1 ltr

Rs.

3. Brand Equity Audit Brand equity basically explains that power of a brand resides in the minds of customers. For measuring current brand equity of Shezan All pure in the marketplace, we focused on two perspectives: 

Customer Perspective (Questionnaire)

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Retailers‟ Perspective (Interviews)

CUSTOMERS‟ PERSPECTIVE

















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In Flavors, consumers selected different flavors on the basis of their own taste preferences. Apple, Guava and Orange were most prominent categories.

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Results about preferred brand shows that large chunk of market is choosing Nestle Fruita Vitals as most preferred brand in juice category (61%). Rest of the percentages is:

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Nestle Fruita Vitals

61%

Minute Maid

17%

Fresher

10%

Shezan

9%

Slice

3%

On the basis of degree of liking, consumers rated Nestle as being excellent, Shezan as average to poor, Fresher and minute maid as average to good, while slice as average to poor. Taste of Shezan All pure was satisfactory to consumers. 59% of the consumers rated Shezan All pure taste as Good. Then we asked about availability of Shezan juices at retailers‟ shops and super stores and most of the consumers responded that it is not always available. Rather it is somehow available (48%) so one of the problems lies in management of proper distribution channels. While on promotional side, consumers rated Shezan All Pure as average to poor. 39% respondents think that Shezan All Pure is doing an ordinary advertising. So the focus should be to improve promotional campaign in mass market. After identifying these two broader issues, we specifically asked respondents a bout ads of Shezan All Pure. 81% respondents do not find Shezan ads interesting and stimulating.

















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customers. They don‟t don‟t actively search for Shezan despite of its nostalgic nostalgic association in juice category.

ETAILER ‟S PERSPECTIVE R ETAILER To get retailers point of view about sales and distribution of Shezan All Pure, we conducted some thorough interviews and asked about their perspective. Most of the retail shops and super stores we chose were located in Islamabad and Rawalpindi. Retailers in Bahria Town, Sector F6, F7, F10, Blue area were targeted. ANALYSIS OF SURVEY

Results and analysis of data collected by interviews is summ arized below: 1. Almost all the retailers identified Nestle juices as most sold in the juice category. They ranked Shezan on second or third place according to sales and demand level. 2. Some of the reasons for top ranked sales of Nestle as pointed out by most of the retailers includes good image, sales and trade promotions, exciting advertising, attractive packaging and labeling, proper forecasting about demand and supply etc. 3. Retailers provided a detailed overview about profit margin given to them by different companies. Not only they ranked Nestle and Fresher as highest margin providers but also pointed out that both of these companies always try to maintain good relationship with them. 4. Chunk of the people who usually demand Shezan All Pure can be characterized as youthful, have moderate to high income level and aged between 20 to 40 years. Another interesting thing to know is that Shezan All Pure‟s major target market consists of children aged below 15 years because they love the taste of Shezan Juices and bottles the most. 5. An important issue spotted during interview is the distribution problem. Lack of supply



















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4. Consumer Purchasing Behavior Picking up a juice for daily consumption is not a high-involvement rather juice is an FMCG that is why it does not require a detailed study of evaluating alternatives and gaining data about the product brands. Most of the juices are purchased on impulse in grocery stores and does not require a detailed search plan before buying. 1. CULTURAL FACTORS

In Pakistan, the concept of serving serving juices to guests and taking juices in breakfast has become a common trend as people have become more health-conscious and are switching to natural products from fizzy drinks. 2. SOCIAL FACTORS

Social factors affect buying behavior as Pakistan has a high context culture therefore family members, friends and peers have an observable effect on buying behavior e.g. children influence their parents to buy certain type of product after seeing colorful packaging. People buy products not only for consumption but to maintain a certain social image in the society where they are living. In such environment, people will buy large packs of juices to show others that they can afford it and that they have maintained a lifestyle in which juice is consumed in everyday breakfast.



















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Attractive packaging

Good for the whole family

Provides value

Shezan All Pure



















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SWOT and Market Analysis



















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1. SWOT Analysis 1.

STRENGTHS Brand Name: The biggest strength of Shezan is its brand name. Shezan has been in this business for decades and possess a unique reputation in the market. Shezan owns its Fruit Farms : Owing of fruit farms gives a substantial amount of advantage to Shezan. Shezan could ensure production of high quality products instead of relying of the suppliers for these inputs. First Mover Advantage: Shezan International was the first entity to enter the processed juice industry. It has h as better understanding of the industry/market as compared to any of its competitors. Best Quality Products: Shezan is known for producing the best quality products in the consumer‟s perspective. The strategy of related related diversification followed by Shezan has contributed to this strength. The inputs for all their products are being produced by Shezan itself which gives them control over the q uality of their products. Positioning in Consumer‟ Consumer ‟s Minds: Consumers have a positive perception about the product range that Shezan offers. This perception has been developed over many years and this perception is holding strong.



















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3.

Lack of Shelf Space at Retail outlets : Due to production halts which occur regularly in the case of Shezan the retailers hold a very little quantity of its products. The retailers believe that if they display Shezan‟s product on the front shelves and a production halt occurs it damages the image of his business.

OPPORTUNITIES 

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Consumers associate Shezan with quality products: Even though the advertising campaigns of Shezan are limited, the consumers still hold the Shezan products in high regard. A little effort on part of Shezan to attract customers through promotional campaigns could lead to positive results. Forward Integration can solve these distribution problems: Recently Shezan has considered undertaking forward integration to address their distribution related problems. They are considering the idea of establishing of ex clusive outlets. Increased need for Healthy products: Consumers are moving away from the use of soft drinks in order to maintain a healthy diet. Shezan has all these qualities and can cater this health conscious segment. Market Growth: 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





















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2. Market Analysis PORTER ‟S FIVE FORCES ANALYSIS 1. THREAT OF NEW ENTRANTS

Threat of new entrants in this industry is quiet low. Already there are quite a few very well established brands that are currently vying for share is the juice industry. industry . A new entrant won‟t be able to survive against the giants like Shezan All Pure, Nestle Fruita Vitals and Slice. If a new entrant arrives he would have h ave to deal with the following barriers:





















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5. COMPETITIVE RIVALRY

Shezan juices also face lot of competitor rivalry. Some carbonated company introduces juices in market, it also create threat for Shezan juices. The main competitors of Shezan juices in the market are Nestle, Slice and Fresher, Minute Maid. The competition is intense and all these giants are trying improving their market positions.

ANSOFF MATRIX Ansoff matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets. It entails four possible product/market





















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4. DOG

The Fourth quadrant is called as Dog. Shezan syrups and Jams lie in this category as they have very low market share and a low business growth rate. The best strategy for Shezan juice syrups is to liquidate them so that other Shezan brands don‟t suffer from from these syrups and for the Shezan jams the company needs a lot of effort to lift this category so that these jams can be compared with the quality of national and salman‟s jam.

3. Promotion opportunity analysis OPPORTUNITIES





















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the product as of similar quality to Nestle Fruita Vitals. Once the product has been correctly positioned and the customers have been able to relate to the campaign then this could be of massive importance to the image of the brand.

4. Competitor Analysis NESTLE FRUITA VITALS Nestle Fruita Vitals is a range of o f premium Juices and Nectars from Nestle. With a large variety























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Nestle is counting on the chemistry between them to create an association with the target audience. The TVC is all about relationships, friends, family and student life in contrast to describing what really goes on in a young head. As a result, the content produced under the banner of this campaign campa ign is shareable and likeable, which is resulting in a better reach and virility























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SLICE Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become























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Now these advertisements are televised on all the major televisions in Pakistan. PepsiCo has bought out advertisement slots during all the prime time shows on major channels of Pakistan. The shows during which Slice advertises are listed b elow:























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Besides displaying billboards at many important consumers touch points Slice also display Print Ads in newspapers and magazines. They place print ads in both general as well as cooking magazine. Following are the newspapers and magazines in which Slice advertises: adv ertises:

















































































































































































































































































































































































































































































































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1. Evaluation PRE CAMPAIGN AND AFTER CAMPAIGN SURVEY AND ANALYSIS To check the after affects of the campaign the whole campaign was introduced to the focus groups which were limited number of respondent‟s respondent‟s as we have seen that what Shezan was doing an in effective campaign and their communication strategies were not in the right direction. Due to which the image of the all pure was seen as the outdated brand in the mind of the majority of the customers. MESSAGE EVALUATIONS

In their previous adds that were totally out of the way and their cognitive components‟ were not associated with the add as a result consumers were not able to recall and recognize the adds. When we showed the new tvc add to the focus group there has been a massive gap between the previous evaluation of the customer and the present evaluations .the focus groups were shown the new add of Shezan 3 times a day .on the second day the focus groups were asked about the add they had much better recall rate as compared to the previous add and they had positive response towards the new campaign of Shezan all pure. RESPONDENT BEHAVIOR EVALUATIONS

The respondent‟s behaviors‟ were observed before and after the campaign. Much of the respondents were not aware of the new Shezan all pure. But once they were exposed to the new campaign they all were showing their keen interest towards the product. Comprehension tests were conducted on the focus group to see that they have interpreted the right message from our campaign. It was observed that majority of the respondents predicted the right message of our campaign. Before the implementation of our campaign none of the respondents were able to tell the right message of the previous campaign. PORTFOLIO TEST

The portfolio test was also conducted. The new print ads were shown to the respondents to check the quality and the attention they gathered of the respondents‟. The ads were combination of both the left and right brain ads. Previously the print adds that were created by Shezan were impact less and they did not created any affiliation with the brand and all pure. When the new ads were shown to the respondents they were amused to see that the new ads were off good qualities as well as they were able to grab their attention.

















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at the national level. The respondents help us in order to make a better add. But majority of the respondents were happy with the new add. One of the respondent replied to open ended question that the brand name was almost diminished in the mind of that respondent and after seeing the add he had the curiosity to buy the Shezan all pure so that at least he can try the juice. The respondents negative image about the brand and its product but after seeing the whole new add they were quite amazed and they had a sense of changing feeling towards the brand. Another respondent replied that the previous add of Shezan was the copied version .he said that what one can imagine about the product which is not even having its own add.

2. RECOMMENDATIONS 

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Shezan should create awareness among the target market about “ALL PURE” and the range of flavors provided by it. The message should be clear, concise, informative and trendy that shezan is targeting adults and it is reaching to its target market through print, radio and TV. The message should be clear and concise con cise so that the target market will understands it. It should remind customers to take action and it would be done by mentioning the pr ice ice of the „ALL PURE‟ juice in ads. ad s. It should create positive image in the minds of customers through attractive yet appealing marketing so that the brand becomes the part of customers evoked set. The current image of shezan is a bit stained, as many people prefer to purchase Nestle and Pepsico juices as these brands have a strong presence in market so, shezan should come up with some differentiation strategy by focusing its juice on purity and nutritional value so that people can relate their preference and health with it thus, establishing a leverage point for its juices. Since many people are not aware of the brand so it should use a continuous advertising schedule for the first 3 months and then it should go for a pulsating media schedule so that people are able to identify the brand. It should make its distribution available all across the country, in every super market and on every retail outlet. Therefore Th erefore it should enhance its distribution circle. The lack of interest in advertising campaign by the company is the basic reason that Shezan is not been able to even keep its market share stable so therefore, it should do work on its marketing in order to get noticed. Attribute of purity and use of natural ingredients should be linked with the consumer benefits.

















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References 

Clow, K. E. (2007). Integrated (2007). Integrated Advertising Promotion, And Marketing Communication, 3/E . Pearson Education India.

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Pickton, D., & Broderick, A. (2005). Integrated marketing co mmunications.

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Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International marketing. International Journal of Advertising , 22 22(1), (1), 93-116.

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Lu, B., Richa, K., & Chee, Che e, S. Point-of-Purchase Sustainability Communication.

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http://www.markencom.com/docs/03mar13.htm

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Bergen, M., & Peteraf, M. A. (2002). Competitor identification and competitor analysis: a broad‐ based based managerial approach. Managerial approach. Managerial and decision Economics, Economics, 157-169.

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Khan, O. J., & Amine, L. S. (2004). New International Business Perspectives on Pakistan. Thunderbird International Business Review. Review.

















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APPENDIX

Source: BBC Pakistan: Survey of adults (15+) n = 4020

















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Questionnaire

We are carrying out a survey as a part of our academic project to know customer perception about Shezan Juices. You are requested to kindly fill out the following questionnaire. All the data collected will be kept completely confidential, so it'll be very generous of you to take out time and respond to the questions below.

Male

Gender: Age:

15 to 20 years

Profession:

Student

How often do you drink juices?

Q1. 

Twice a day

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Once a day

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Once in a week

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Twice in a week

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Occasionally

Q2.

Which brand do you prefer? 

Nestle Fruita Vitals

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Shezan All pure

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Fresher Juices



Minute Maid

Female 20 to 30 years Professional job

30 to 40 years Housewife

40+ Others

















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Q4.

Indicate your degree of liking. Excellent

Good

Average

Poor

Very Poor

Nestle Fruita Vitals Shezan All Pure Minute Maid Fresher Juice Slice

Q5.

What do you think about the taste of Shezan All Pure juice? 

Excellent

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Good

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Average

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Poor

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Very Poor

Q6.

Do you find Shezan All Pure P ure available at all retailers‟ shops and super stores? 

Always available

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Often available

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Somehow available

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Q7.

Never available How do you see promotional campaign of Shezan All Pure?

















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Q9.

Do you find Shezan All pure ads interesting and stimulating?  

Yes No

Q10. Would you you change your preference in juice category category if Shezan comes up with with exciting ads and branding as that of Nestle?  

Yes No

Interview Questions for Retailers

Q1.

How long have you been in retail business?

Q2. In your opinion, which is the most sold juice juice among all? Give Give ranking according to their sales level? Q3. What do you you think what are the causes of increased sales sales for for the juice selected in above question? Q4. Identify some characteristics and behavior patterns of customers for Nestle and Shezan juices? Q5.

Which company provides you with highest profit margins?

Q6.

Do you get regular supplies of Shezan All Pure?

Q7.

Are you satisfied with the profit margin paid to you by Shezan?

IMC shezan

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