NIRALA SWEETS

INTRODUCTION

History

Founded half a century ago on Lahore

Brand of Anmol Company

37 branches in 9 Cities Lahore, Karachi, Islamabad

VISION
The vision is to make Nirala a global brand, a brand recognizable for its uniqueness and quality in ethnic food market all around the world. In this perspective it consider itself as an innovative and a pioneer company, continuously offering unique products and interesting service concepts that others havent even dreamt of.

CORE VALUES

Continuous Improvement
Innovation Team work Social Responsibility

PRODUCTS

Mithai
Snakes Dairy Beverages

TARGET MARKET

Corporate
Upper Class Upper Middle Class

COMPETITORS

Lahore Gourmet Fazal sweets Rafique sweets Butt sweets Islamabad-Rawalpindi Jameel Sweets Fresco Sweets Karachi Qasr-e-shaheen

SUPPLY CHAIN MANAGEMENT

Ensures timely and effective distribution of the products to chain of stores

All activities from Transportation to obtaining route permits and approvals

SUPPLY CHAIN PROCESS

SALES DEPARTMENT

Gives Information to Production Department about:

What products produce How much quantity to produce What products need more production

PRODUCTION DEPARTMENT

1. 2.

Makes products according to order which results in two products: Semi finished products Finished or ready to dispatch products Production manager checks the products Semi finished goods transferred to the stores Finished products directly go to the Pre- supply department

STORES

Central place for Raw materials Finished products Semi finished products

Cold stores as well as blast freezers used for storage purposes Responsible to check the availability of the raw materials

PROCUREMENT DEPARTMENT

Makes raw materials available

Provides raw materials to stores

Provides packaging for the products

SUPPLY DEPARTMENT

After rapping and final packaging, the pre-supply department transfers products to the Supply department
Delivers products to the branches

FLOW OF INFORMATION

Following channels are used:

ERP Systems Meetings Emails

INBOUND & OUTBOUND LOGISTICS

Inbound Logistics Pure desi ghee High quality Dry fruit Milk
Out bound logistics N-Design packaging includes traditional paper and card boards, tin, wood, glass Customize packaging is a speciality of Nirala sweets

OPERATIONS

More than 20% mithai production is carried out at automated plants

Snacks are made on modern machines Quality is assured by the Quality Assurance Department

Introduced Nirala Doodh in 2005

COSTS

Labour intensive company Prefers to make the sweets in the traditional way

Focus is to reduce: Labour cost and cost of raw materials

Once imported machines from Germany to reduce cost

PRICE STRATEGY

High Price as compared to competitors

Targets the higher end customers

Focus is to maintain quality

PROMOTIONS

Marketing activities limited due to lack of funds

Controversial case of Faisal Farooq resulted in huge losses for the company Accepts online orders from its international customers

EFFICIENCY VS RESPONSIVENESS

Prefers Responsiveness if choice has to be made between the two

if they will incur any extra cost in order to fulfill the demand of customers and to be responsive in terms of supply

CHASE STRATEGY

No scientific rule to forecast the demand in the industry Uses the chase strategy in which the production rate is synchronized with the demand rate Wedding season (Oct-March), Eid-ul-fiter, Eid-ul-Azha

TIME FLEXIBILITY FROM WORKFORCE

Offering them flexible timing in the low demand period Overtime in the peak demand period

CONSUMERS DATA BASE

Do not feel the need of making database of consumers especially on daily basis

CORPORATE EVENTS

The corporate clientele includes: ABN AMRO Bank Allied Bank ArifHabibRupali Bank Bank Alfalah Citibank DHL Dubai Islamic Bank Emaar Pakistan PIA Pizza Hut PTV

FUTURE PLANS

Outsourcing the company to reduce the extra cost To Increase the marketing activities for the promotion of the company Looking forward to expand in England and Canada

RECOMMENDATIONS

Should review the costs of their products since they are targeting the higher class and upper middle class Continuous innovation and up gradation in technology Effective use of enabling technologies such as MIS Sales promotions like prizes, lucky draw schemes should be introduced