Principles of Marketing

Maam Salma Atif

BBA 1-D
Shan Foods

Haris Khan
Maham Riaz
Zunaira Asad
Qasim Kayani
Waseem Nazir

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Shan Foods redesigns packaging after 10 years

Updated Feb 17, 2015 06:07pm (DAWN)
The redesign was done after research revealed that the former packaging was perceived as "old
fashioned."
Shan Foods recently completed a repackaging exercise for the entire Shan portfolio, although so
far, the company has only rolled out the new packaging for the recipe mix range (this includes
Arabic, Oriental and Traditional recipe mixes), pickles and plain spices in the market.
This is the first change in over a decade and according to Haroon Rashid, GM, Shan Foods, was
the result of market research in several countries (including Pakistan, Canada and USA) which
revealed that the former packaging was perceived as old fashioned.
The new packaging, which was designed by a UK-based design firm (Shan Foods declined to
provide the name of the company), assigns different colours to different varieties of masala
(green for biryani mixes, pink for korma, etc.) and features a QR code which takes users directly
to product descriptions on the Shan Foods website.
The packaging material has also been updated to international food grade quality box board. All
these elements, says Tabrez Ahmed, Brand Manager, Shan Foods, contribute in creating
packaging that reflects international quality standards.
Shan Foods launched an advertising campaign to promote the new packaging. Conceptualised by
JWT Pakistan, the campaign was run on all media.

Summary:
This article showcased how Shan Foods, one of the largest producers of
spices in Pakistan, changed its packaging after extensive market research.
Their surveys revealed that consumers felt that their packaging was a little
old-fashioned. Hence, they decided to change its packaging in order to
reflect the international quality standards that the brand promises its
consumers. They launched an advertising campaign to promote their new
packaging, conceptualized by JWT Pakistan.

Pakistan's Shan Spices taste success in India

By Writankar Mukherjee, ET Bureau | Updated: Dec 23, 2014, 11.59 AM
IST(Economictimes.indiatimes.com)
READ MORE ON Shan Spices | Pakistan | packaged spices market | MDH | ITC | Everest
Spices

Spices for shahi haleem mix, Bombay Biryani,

chappli kebab mix, Lahori fish and nihari are some of Shan's products that have found their way
into Indian kitchens.
KOLKATA: This bit of news from Pakistan is happy and spicy. And the Pakistani export that's
making news can be fiery, but in an altogether pleasurable way. Shan, a Pakistani blended spices
brand, is sweeping aside competition from India-made branded masala, and has emerged as one
of the kitchen favourites. Market estimates for major North Indian centres show Shan
commanding 50% of sales in the category of blended spices used in non-vegetarian cooking.
And this Pakistani brand hasn't even launched any major marketing campaign in India. Such is
the star power of this Pakistani export on Indian shop shelves, desi FMCG major ITC is now
seriously considering entering the branded spices segment that caters to non-vegetarian cooking.
And long-established spice biggies like Everest are feeling the heat.
Shan's best-sellers in India are those that pack a punch in rich, sub-continental non-vegetarian
cooking. Spices for Shahi Haleem mix, Bombay Biryani, Chappli kebab mix, Lahori fish and
Nihari are some of Shan's products that have found their way into Indian kitchens. Shan Foods,
founded in 1981 in Karachi started as a one-room/family spices recipe/small orders business. It
now sells spices in 65 countries and founder and chief executive Sikander Sultan is considered

the guru of Pakistan's packaged food industry.

Sultan told ET he has bigger plans for India. "We are leading in the non-vegetarian segment in
India in select pockets, but we want to expand now since in some geographies like South where
we have no presence," Sultan said. The Rs 11,000-crore packaged spices market in India is split
equally between blended and pure spices and accommodates 1,200 brands. Everest and MDH are
the desi kings of the blended spices category. And now there's Pakistan's Shan. Shan's 2004 entry
in India was quiet and its distribution chain meat shops and small mughlai spice stores was
humble. But slowly and surely customers and big retail both got interested.

Shan's spices are now on shop shelves of big retail and available through Amazon India. Retail
major Future Group CEO (foods business) Devendra Chawla said Shan has created its brand pull
due to unique taste offering. "A wider distribution can lead to much bigger reach and more sales
for Shan," he said. ITC's divisional chief executive (foods) Chitranjan Dar said his company has
just launched Sambhar and Rasam in Tamil Nadu and will look at regional blended spices,
including non-vegetarian varieties popular in the North.
Shan's success, he said, is relevant in these calculations. Everest Spices director Sanjeev Shah
said Shan has built a huge brand presence in spices used in non-vegetarian cooking. "While Shan
is still small in the overall packaged spice market in India, we are going to be vigilant since
brands like Shan are expanding and brands with deeper pockets like ITC and Nestle are going to

focus more on this segment," Shah said.

Shan's CEO Sultan, happy as he is over his products India success, says he has no plans to
manufacture in India but he also admits customs duty applicable on branded spices means a retail
price disadvantage. Shan's price range Rs 60-Rs 70 is higher than Everest's - Rs 20- Rs50.
Indian trade partners of Shan told ET the Pakistani company wants to grow aggressively in India,
including setting-up a subsidiary here expand into the bigger market of blended spices for
vegetarian cooking as well as ready-to-eat desserts and cooking sauces. This story from Pakistan
may yet get happier and spicier.

Summary:
This article talks about how Shan Foods managed to get the attention of the
Indian consumers, and while doing so, how they managed to threatened the
market share of MDH and Everest the market leaders and producers of
spices in India. It further illustrates how Shan Foods plans to grow in India, by
setting up a subsidiary to expand in the region, not just India.

This ad about celebrating Eid abroad will make you teary-eyed

ENTERTAINMENT DESK UPDATED Jun 25, 2015 10:56am (DAWN)
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Don't say we didn't warn you to grab a tissue!
The three-minute-long commercial that has gone viral on social media tells the story of two
brothers, living away from home and missing it terribly during Eid. It starts off with the younger
brother, who looks an awful lot like a young Shahrukh Khan, tearing up and telling his elder
brother how he misses home and his Ami's food.
The elder brother then sets out to give him a little taste of home, miles away from home in what
appears to be San Francisco. He heads to the local grocery store there, picks up fresh produce,
coupled with Shan masalas and attempts to cook a scrumptious meal fit for Eid.

When the younger one comes one, he's surprised to find a home cooked dinner and his parents
on Skype chat on the dinner table.
One of the few Pakistani brands that are available almost everywhere in the world, anyone who
moved away at any point in time and had to live without Mom's cooking knows how
these masalas are lifesavers.
As opposed to a typical storyline revolving around a husband and wife, shot around the standard
dinner table, the ad touches on the very real but often overlooked struggle of Pakistanis living
abroad.
No celebrities, no grand dance sequences - the touching concept will resonate well with those
living away from home, as well as Pakistanis who have friends and family abroad.
A marketing rep from the food spice mix company says: "The idea was to create emotional
appeal and I think that has been successfully achieved. People not living in the country anymore
are particularly moved by the ad because the bulk of our online views are coming from various
different counties, not just Pakistan."
Paired with impeccably timed music and visually enticing production value, this one by Shan
Foods is a real winner.

Summary:
It wouldnt be wrong to say that Shan Foods had the best TV advertisement of the year 2015.
This article is the perfect example of that. Not only did it bring tears into the eyes of the TV
viewers, but also managed to create a social media storm reminding all the mothers of their
children abroad and vise versa. It represents how Shan Foods can give the consumer the taste of
home-made food, even if theyre away from home.