Marketing Plan: Shan Food Manufacturing

COMPANY OVERVIEW:

The journey of Shan’s remarkable success starts from 1981, when the dream of one man became a reality. A visionary entrepreneur, an avowed humanist and a committed philanthropist, Mr. Sikander Sultan, CEO Shan Foods (Pvt.) Ltd, helped pave the way to success by pioneering in the spice business. It was Mr. Sikander Sultan’s commitment and dedication that starting from a single room company, today Shan Foods stands as one of the most reputed food company and a powerful global brand with presence in more than 65 countries across 5 continents. Initially spice recipe mixes were indeed shared within the family and it was not until much later that orders from distant relatives, friends, acquaintances and even perfect strangers started to arrive. Overtime, the company prospered and Mr. Sikander Sultan decided to launch its very own brand with the name of SHAN. Since then there has been no looking back. Shan Foods (Pvt.) Ltd, has, over the past decade, changed more than ever before in its illustrious history.
Rejuvenating existing business, entering new ones, manufacturing high quality products and expanding into foreign markets are among the initiatives the company has undertaken with vigor. Today, Shan Foods (Pvt.) Ltd is Pakistan’s leading food company with its products being appreciated globally. Looking to expand its product line, Shan continues to introduce new products that better caters to the changing needs of the consumers. In order to take advantage of growth opportunities, Shan has now enhanced its production capacity even further with manufacturing units installed in UAE, Saudi Arabia, United Kingdom and USA. The company now also harbors offices in Sharjah- UAE, Makka- KSA and Manchester- United Kingdom.
Shan’s success can be attributed to its ability to continually identify and respond to the changing consumer needs through Research and Development, stringent Quality Assurance standards and state-of-the-art manufacturing facility.
Shan is truly an example of a progressive Shariah Compliant business where Shariah guides the business operations and values remain consistent. These values are embraced by its people and have played a major role in Shan’s success to date and will continue to do so in future. Shan does not offer products only; it provides an indulging and delightful food experience that is JUST PERFECT!

CORE VALUES:

Since its inception, Shan Foods (Pvt) Ltd has been governed by its core values. They shape the culture and define the character of Shan, forming the foundation on which its employees perform and make decisions.

Shan’s success is based on a dedicated team of professionals who collectively embrace a unique combination of the following strong core values:

·         IMPECCABLE INTEGRITY:
Honest, fair and ethical with all stakeholders.

·         CARING FOR COMMUNITY:
We care and actively contribute to the community in which we operate.

·         WORKING WITH PASSION:
We believe in truth, trust and team work. Promote a creative environment, where people have the opportunity to grow, dare to take risks and work with passion.

  ·     COMMITMENT AND THE DRIVE TO GO EXTRA MILE:
Honoring our commitment. We set new benchmarks for the industry by going the extra mile and delivering superior value to our consumers and stakeholders.

·        DELIGHTING CONSUMERS:
We delight our consumers by offering innovative and exciting food solutions by reaching out to them wherever they are, to meet their current and emerging needs.

·         CELEBRATING SUCCESS:
Actively seeking opportunities to reward & recognize our winning teams and celebrate our success.

·       SHARIAH COMPLIANCE:
      We strictly comply with all Shariah laws and remain conscious of it in every sphere of business.

PRODUCTS

1. SHAN

1.1. RECIPES:

1.1.1         Traditional Pakistani Recipes:

Shan Foods Recipe Mix is a mouthwatering treat for every taste bud. It brings your way a perfect blend of recipes that are cooked to help you make an aromatic and tantalizing dish.

1.1.2.       True Oriental Recipes:

Shan Oriental Recipes offer the true taste of the orient; taking consumers through the food destinations of four countries, that is, Chinese, Malaysian, Indonesian and Filipino Cuisines.

1.1.3.       Magical Arabic Recipes:

Shan now takes this opportunity to explore delicious Arabic Cuisines by launching a wide range of Arabic Recipes that will bring a True Arabic Taste to your Table.

1.2. PLAN SPICES & INGREDIENTS:

1.2.1         Plan Spices:

Experience the true taste of finest quality spices, selected from best sources around the world, grinded through state of the art cryogenic grinding to preserve rich aroma, taste and color of spices that guarantee a tantalizing taste to your food.

1.2.2         Ginger Garlic Paste

Shan has carefully selected, hygienically processed and packed the world's finest ginger and garlic from the Himalayan range. Shan's Premium quality Ginger Garlic Paste adds rich taste and aroma to your daily cooking that makes your food experience just perfect.

1.2.3         Basmati Rice

Every grain of Shan’s Aged Basmati Rice has been carefully selected and polished to perfection, to indulge you in the finest food experience by making every dish JUST Perfect!

1.3. SALT:

Shan Salt is a pure, nutritious and naturally fortified salt that is hand-harvested from the ancient sea salt deposits in the Pristine Himalayan Mountains, where it has been preserved and kept pure for millions of years. Shan Salt is the Gourmet Food Grade Salt that naturally enhances the taste and flavor of the food giving the ultimate food experience that is JUST PERFECT!!

1.4. Accompaniments:

1.5. Traditional desserts:

Indulge into a very special range of Shan's rich traditional desserts that satisfies the cravings of your sweet tooth.

2. DELVE:

Experience sweetness like never before! Discover the world of Delve Desserts where a wide variety of rich, creamy and flavorsome desserts are ready to delight you with an indulging Delve experience that is Simply WOW!

Delve Desserts are available in enticing variants of Custard, Jelly and Pudding.

3.  SHOOP

Welcome to the world of Shan Shoop noodles!
The fast food revolution has left kids with very few healthy food options. That is why your favourite company Shan Foods, came up with a simple but brilliant idea of making noodles tasty and nutritious. Yes, now you can Shoop your instant noodles!

Available in six exciting flavors such as Chicken, Masala, Spicy Lemon, BBQ, Ketchup, and Bombay Biryani, Shoop Noodles have 50% more wheat protein.

Ordinary noodles making it a healthy and scrumptious choice. Just rip open the contents, mix them in water and cook for a couple of minutes to savor a delightful bowl of noodles.

So every time your stomach calls for a healthy meal, make your taste buds rock and roll with yummy Shoop noodles!
Because with Shan Shoop – Mita Do Bhook!

CORE PRODUCTS:

Biryani Products

Curries Products

COMPETITORS:

Marketing Environment within which the product operates is largely a competitive one. There are various companies that operate within the industry and in addition to these companies there are unbranded and unpackaged spices available as well that further increases the competition.

There are various competitors that Shan Foods face;

·         National Foods

·         Chef’s Pride

·         Mehran Foods

·         Ahmed Foods

·         Habib Foods

·         Zaiqa Foods

·         Kitchen Secrets

TARGET MARKET

The consumption of “Shan Foods” spices is mostly in the urban areas of the country. In rural areas there still exists a perception where people use homemade spices as they believe that gives the correct flavor to their food.

Females aging from 18 to 45 years compose the main target market of Shan Foods. This is because of the reason that in our part of the world, women are mostly related to the food and cooking. Hence, Shan Foods develops products that are according the needs and wants of these women no matter if they are stay-at-home or working, single or married ones.