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Marketing Report MARKETING REPORT: PRESENTED BY: M.SAAD.KHAN (STUDENT OF MBA IN FEDERAL URDU UNIVERSITY) SUBMIITED TO: SOHAIL PASHA DEDICATE OF THIS REPORT: 1. THIS REPORT IS DEDICATED TO MY ALLAHA AFTER THE DEDICATION TO MY ALLAHA. 2. THIS REPORT IS DEDICATED TO THE HOLY PROPHET “HAZRAT MUHAMMED [P.B.U.H]”. HE IS GREAT PHILOSPHER AND LEADER HAVE NEVER CAN SEE TO THE WOLRD 3. ALSO DEDICATED TO MY PARENTS, ALL TEACHER & ALL MY FRIENDS. 4. AND ALSO DEDICATED TO “DOCTOR ABDUL QADIR KHAN”. HE IS GREAT SCIENTIST HEVER PRODUCE TO PAKISTAN. ACKNOWLEDGEMENT: HELP ME TO MAKE THIS REPORT TO DIFFERENT ASPECTS.THIS DIFFERENT ASPECTS ARE FOLLOWING BELOW: 1. www.wikipedia.com 2. www.RAFAHAAN FOOD.com 3. www.solidpaper.com 4. www.bussinessweak.com 5. www.reportlinker.com EXECUTIVE SUMMARY This report is “RAFAHAN FOOD” which is one of the largest company in the PAKISTAN . IMPORTANCE: IN this report me as a researcher .I try to find the what is the key which have selected to coca cola company and the success has fell in his feet. I thing as a researcher I guess the coca cola company have work this 6 question. These questions is defined as given world: 1. What is plan have choose the rafhan food company ? 2. Which is method to choose to achieving the plan? 3. Where is the marketing activity now days of rafhan food? 4. Who is monitoring of financial aspects of rafhan food? 5. When at the present time the goodwill of rafhan food? 6. How the grow the market share of company? TABLE OF CONTENT: NAME OF TOPIC: PG NO NO 1 INTRODUCTION OF COMPANY 2 MISSION STATEMENT 3 VISION STATEMENT 4 MANGERIAL LEVEL 5 SWOT ANALYSIS 6 DEMOGRAPHICAL ENVIROMENT 7 FINANCIAL CONDITION 8 PRODUCT AND SERVICE 9 PRODUCT PORT FOLIO 10 CATER PLAN 11 IMPORTANCE OF DEPARTMENT 12 PRODUCTS 13 OFFERD BY RBFL 14 PRODUCT LAUNCHING 15 MARKET SHARE 16 CONCULSION&RECOMMANDATION REPORT: INTRODUCTION OF ORGANIZATION The company was established in early 50’s by Munno Family. RAFHAN was named from the combination of their two sons, Rafiq & Farhan. At that time the company used to deal both with industrial goods & consumers goods. In 90’s a multinational company CPC purchased it from Munno Family & named it CPC Rafhan. Then there came a change & CPC divided into two parts, i.e.: Industrial Goods Consumer Goods The sector that produced industrial goods was named as Rafhan Naize Products & the sector that produced consumer goods was named as Rafhan Best Foods. MISSION STATEMENT: In October, 2000, Best Foods was purchased by Lever Brothers /Unilever all over the world. The deal will be the latest in a series of acquisitions for Unilever, which has pursued Best Foods in order to capture more top-name brands and boost revenue growth. It comes at a time when Unilever is streamlining its massive food, detergents and personal products business. The five-year plan calls for increased operating margins, job cuts and revenue enhancements. Niall FitzGerald, Unilever chairman, said, "We are very excited about the combination of Unilever and Best-foods. This transaction creates the pre- eminent global food and Consumer Goods Company. Together we will have a portfolio of powerful worldwide and regional brands, with strong growth prospects." VISION STATEMENT: Unilever said the Best Foods management team would play an "important role" in the combined company but gave no specifics. "In addition to creating a premier portfolio of foods brands, the combination will bring together two of the world''s top management teams, creating one which is capable of realizing the growth and synergy opportunity and leading the category agenda," FitzGerald said. Already ranked No. 3 among world food companies, Unilever will now jump ahead of Philip Morris Kraft Foods and challenge Nestle AG for the top spot. Unilever''s stable of brands includes Lipton teas, Close Up toothpaste and Calvin Klein fragrances. The transaction is expected to be completed in the fourth quarter of fiscal 2000. It was also reported in June that Best Foods was assessing a potential acquisition of Campbell Soup Company. Plant Capacity and Utilization The company''s output in Energile/Glucose/Glaxose D division was 5,119 metric tons as compared to last year''s production of 2,529 Tons. In the other products division, the company produced 4,048 metric tons as against 3,793 metric tons last year. The installed capacity of the plant per8 hour shift stands at 15 metric ton. ORGANIZATIONAL STRUCTURE Rafhan Best Foods Limited is a multinational company headed by 11 Boards of Directors. The Board of Directors has appointed a full time general manager of all the departments of the organization. DEPARTMENTS OF ORGANIZATION Followings are the departments working in the organization. Production Department Human Resource Department Sales Department R & D (Research & Development) Department Supply Chain Marketing Department SIS (Sales Information System) Department Food Solution/Cater Plan Department All the General Managers of these departments are answerable to the board of directors. PRODUCT PORTFOLIO RBL''s diversified portfolio includes full product lines of Knorr, desserts, dextrose and dressings. During the year under review, the company continued its growth momentum in the Knorr range. Three new variants in ''Yakhni'' and two spicy variants in noodles were introduced to expand customer base. Additionally, by introducing the "Chili-Garlic Sauce", company expanded its sauce range. A major portion of the dessert business was lost owing to government restrictions on marriage parties. However, this declining effect was reversed by introduction of the new products, flavors and smaller pack sizes. To increase product penetration, Rafhan Custard was introduced in sachet packs. Variants were launched in pudding and custard range to cater growing popularity of chocolate and strawberry flavors. Among dressings, new flavors of chicken, vegetable and chili garlic sandwich spreads were introduced. CATER PLAN Cater plan was launched in by Rafhan in 1993 in Pakistan which is entirely for institutions in commercial and social sector. Cater plan offers a special range of products including mayonnaise, tomato ketchup, salad dressings, soups, cooking aids, oils and desserts. The main reason behind the healthy growth of Cater plan during this year was the increase in "eating out" trend in the country and the emergence of international fast food chains like Pizza Hut, McDonalds, TGIF, Subway, KFC and Dunkin Donuts etc. IMPORTANCE OF MARKETING DEPARTMENT Best Foods as compared to other Multinational Companies is a smaller one. Their main focus is toward growth orientation of Novel Products. Marketing plays an important role in the prosperity of the organization. But unfortunately for the last two to three years, marketing department did not play any major part in Best Foods. From this year management is focusing more on the marketing activities, which increase the existence of marketing department in the organization. MARKETING RESEARCH Company itself is not engaged in the marketing research. For marketing research the company hired the services of different agencies and they do the research work for the company. They used Focused-based Research Group method for marketing research. In this method the agency’s employees are required to go to each and every house of their target area and examine the usage or the requirement of their customer and reported to the company. The company then makes their strategy according to the data provided by that agency. TARGET MARKET Target market defined by the company is based on income level, age and behavior of the people. The target market is different for different products. For example, for corn-oil the target market is upper and middle class. The target market for the Knorr cubes is lower class. PRODUCTS OFFERED BY RBFL There are six major products offered by Best Foods. These are: 1. Rafhan 2. Knorr 3. Energile 4. Glaxo-D 5. Agro (Laundry Starch) 6. Shahi (Laundry Soap) 1. RAFHAN The products under this brand name are: Rafhan Corn Oil Rafhan Cannola Oil Rafhan Carnola Oil Rafhan Custard Rafhan Jelly Rafhan Pudding Rafhan Ice cream Rafhan products are one of the major consumer products offered by Best Foods in the market. They are the only producer as well as the market leader of these products. The companies such as Kinza, which produces Ketchups, Fauji, which produces custard and jellies, are not considered as their competitors due to their low market shares. These products are basically for upper class. 2. KNORR The products under this brand name are: Knorr Chicken Cubes Knorr Pulao Cubes Knorr Noodles Knorr Soups Knorr Ketchup Knorr Spreads Best Foods are the only producers of Knorr products in the market. There is no competitor of the Best Foods in the Knorr products. These products are basically for the middle class. 3. ENERGILE The products under this brand name are: Energile Rasbhare Sporty Rooh-e-Summer Energile is one of the major brands of Best Foods. These are basically for the sportsman. Tang is the only competitors of this brand but due the low market share they are not consider as a major competitor. 4. GLAXOSE-D The products under this brand name are: Glaxose-D Glaxose-D Multi vitamin Glucose Best Foods purchase this brand from Glaxo-Wellcome Company. These are mainly for patients who use glucose for recovering their energy after doing some hard work. There is no competitor of this brand in the market. 5. AGRO & SHAHI The company has two small brands as well. They are Agro & Shahi. These are used for laundry purpose. These products are not very much renowned due to less or no promotion of these products. These products are basically for middle & lower class. PRICING STRATEGY The pricing of the product is made on the basis of G.P Margin, comparative market prices and market shares at different price levels PLACEMENT While placing their products the company’s main focus is on retail not on whole sale.
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