PRODUCT NOT AFFECTED BY RECESSION Prepared by: Muhammad Salman Khan Muhammad Ali Makati Muhammad Imran
Nov 18, 2014
PRODUCT NOT AFFECTED BY RECESSION
Prepared by:Muhammad Salman KhanMuhammad Ali MakatiMuhammad Imran Khan
WHAT IS RECESSION?
It is a recurring period of decline in total output, income and unemployment usually lasting from 6 months to a year. This down turn is marked by widespread contractions in many sectors of the economy. It is a shorter cycle then depression.
IMPACT OF RECESSION ON MEZAN
HISTORY OF MEZAN COOKING OIL
• Mr. Naveed and Mr. Zulfiqar are the owners of Mezan Oils Mills. Before the establishment of Mezan Oils mills Mr. Naveed and Mr. Zulfiqar both were the partners with their uncle Mr. Ahmed who is the owner of Kisan oils. After some years they both established their own oil mill know as MEZAN
OILS MILLS.• Mezan brand was launched in year 2000 from the platform of
Paracha Textile Mills Limited (Ghee Unit) which is the fastest growing FMCG Company in Pakistan
HISTORY OF MEZAN COOKING OIL
• Its core objective behind coming into the fast moving consumer goods market was to bring quality products within everyone’s reach which is the social responsibility of the company towards the society and company feels that it is also the right of every consumer.
MARKETING MIX
Product• Mezan Canola Cooking Oil• Mezan Soybean Cooking Oil• Mezan Sunflower Cooking Oil• Mezan Banaspati
MARKETING MIX
PriceCompany Rates wholesaler Rates Retailers Rates
1 liter pouch Rs 107Rs 109 Rs 120
½ liter pouch Rs 54Rs 56 Rs 67
2.5 liter tin Rs 275Rs 277 Rs 290
5 liter tin Rs 560Rs 562 Rs 580
1 liter bottle Rs 120Rs 122 Rs 135
3 liter bottle Rs 350Rs 352 Rs 363
10 liter can 1100Rs 1102 Rs 1180
16 liter tin Rs 1675Rs 1677 Rs 1800
MARKETING MIX
Place
PARACHA TEXTILE MILLS LIMITED (Ghee Unit) A/22, S.I.T.E,Mauripur Road, Shershah Road, Karachi.Tel: 021-2561101-5Fax: 021-2581777Email: [email protected]
MARKETING MIX
Placement/Promotion Mezan promote their products through media, exhibition, event, online
contest and other trade incentives to distributors and wholesalers
MARKET SEGMENTATION
Mezan Oils Mills launched uniform and standardized product therefore, there is no need for market segmentation because the wants and other characteristics (i.e. geographic, demographic and buying behavior) of their target market are somewhat similar.
TARGET MARKET
Mezan’s target market includes :
• Lower income group
• Middle Income group
Mezan Cooking Oil
Packaging• 1 Liter Pouch• 1/2 liter pouch• 2.5 liter tin• 5 liter tin• 1 liter bottle• 3 liter bottle• 10 liter can• 16 liter tin
Mezan Cooking Oil
Product ConceptMezan’s product concept is Balanced diet and Balanced life.
Mezan Cooking Oil
Consumer Benefits• Easily available• Affordable prices• Good for health• Good smell
Retailer Benefits• The margin of Retailers are good enough.• Profit ratio is much more than other cooking oils.
Mezan Cooking Oil
Shelf Life The shelf life of Mezan Cooking oil is Minimum 9 months.
Mezan Cooking Oil
Q#1) what is your monthly income?
Mezan Cooking Oil
Q#4) Are you a consumer of Mezan?
Mezan Cooking OilQ#4) How much satisfied are you with your brand of cooking oil? (Including Mezan)
Mezan Cooking Oil
Summary