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SHAN MASALA

28 Feb

Shan brand comes under “Easy to cook” packed spices used in houses for curry in the Pakistan. Asian especially Pakistani are knows for hot spice eater among Asians. In Pakistan curries are prepared on daily bases for lunch and dinner. Multiple spices are used while preparation of curries at home. Shan brand popularity has been enhanced because Pakistani cooking is usually hard to prepare due to the large quantities of spices required. Now Shan offer packed and refine spices to overcome this problem fir housewives.

Shan Brands got success by introducing their spices.  Now Shan Masala transformed in to Shan Food and has 90 products consisting of Masalas, desserts, instant food mixes, and pickles and exported to 56 countries making it the largest exporter of premium quality Packaged Spices; Spice, Food, and Rice Mixes.

Competition was tough between National foods and other local companies that gave Shan brand serious run of money but in spite of all Shan Masala were remain on the top of all brand portfolio.

Sikander Sultan, owner started its brand by Garam Masala which was indeed shared within the family and orders from distant relatives, friends had increased for specific masals he prepared. The response was good that came from near relatives. Shan Food Industries began from a cottage in 1981. Sikander Sultan then decided to launch its very own brand and start a full-scale manufacturing unit to cater the taste of the local public. In 2000 Shan Masala fortified its sales with local penetration in the central and northern regions of Pakistan. The recipes brands soon found their way into the international markets by good value of local travelers, globetrotters and expatriates.

Sultan strategy was simply to produce and distribute because of lack of competition and demand for that product. For that purpose he created its own mixes and got recognition from both internationally and locally. This innovation step is because Pakistani cooking is usually hard to prepare due to the large quantities of spices required. There were no brand when Shan introduce its Masalas in the market and hence successful.

 
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Posted by on February 28, 2011 in Brands

 

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Lemon Max Bar

28 Feb
Lemon Max Bar

Lemon Max Bar is a quality washing bar. Lemon Max Bar is a with leadership among dish wash segment of FMCG in Pakistan. Lemon Max Bar is product of Colgate Palmolive which was launched in 1982 with scourer embedded tagline “Hara Kaam Maun Khara Nimbo Ki Taqat Say Bhara”.Lemon Max Bar

Primary shoppers of Max Bar are women and housewives and secondary are men purchasing household items. Brand is used for dish washing at home with the essence of lemon in it. Many year of sale and consumption  at home consumers have approved Max Bar is a high quality product with many benefits.

Max Bar with strong, lemon-like, grease cleansing action and name that gave impression of foreign brand. Brands pass through ups and down then got stabilized and become market leader in terms of sales and Brand name.

In 1985,brand manager learnt that consumer perceive that scourer damaged the dishes then they launched max liquid to overcome this perception. At the same time Unilever Pakistan ,the mega corporate giant of FMCG’s , launched its brand under the name of “Rin” in dishwashing segment of FMCG. The competition become aggressive in terms of promotion, retails distribution and event placement. But according to market experts, consumer used brand for cleaning their quality dishes utensils. Due to heavy advertisement and erroneous branding decision Rin brand got positioning problems , product colour confusion among the consumers. Taking advantage from that opportunity, revelry brand “Max Bar” makes aggressive movements by heavy promotions. Soon Mac brand takes the game by kicking Rin Brand out of market form distribution to media promotion  and become market leader.

In 2001, Rin brand repositioned himself and change to “vim” and entered in to the market . Competition again got fierce between max bar and Vim due to heavy marketing budget form unilever gain to pull the max bar from market. In the end of 2004, Rin vanish from the market and max become the leader in the market.

After that many brands emerge on the competition arena like Safoon and Aana bar ,raising competition with the Max bar with relatively low price. For tackling this Max Bar has launched 200 gm and sachet in that brand to gain an edge in the competition. But still Max Bar got 60 percent of the market share till now.

 

 
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Posted by on February 28, 2011 in Brands

 

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