TABLE OF CONTENTS

Executive

Summary……………………………………………………………………………….3

History…....................................................................................4

About

Group……………………………………………………………………………………

……..5

Vision and Mission…....................................................................6

Products of

MEZAN………………………………………………………………………………..7

Marketing

Mix………………………………………………………………………………………..

9

Market Segmentation & Target

Market……………………………………………….12

Mezan Cooking

Oil………………………………………………………………………………..13

Recession………………………………………………………………………………

……………..15

Methadology……………………………………………………………………………

…………...17

Questionnaire…………………………………………………………………………

…………….18

Graphs……………………………………………………………………………………

……………..21

Conclusion………………………………………………………………………………

…………….24

DEDICATION

This research report is dedicated to our honorable

and the most Respected

SIR DR. M.AZAM KHAN CHISHTI

ACKNOWLEDGEMENTS

I would like to thank Almighty ALLAH and I would like acknowledge and extend my heartfelt gratitude to the following persons who have made

the completion of this report possible;

Our Teacher, DR. Azam Khan Chishti for his vital encouragement and support.

Sarfaraz, Senior sales officer (Mezan Oil Mills, Karachi) for cooperating and providing useful information for our project.

Mohsin Qadri, Retailer.

Muhammad Arif, Wholesaler.

Customers for helping us in completing our survey.

Raja Shamraiz, Principal of Marketing-TA.

&

Most especially to our family and friends.

EXECUTIVE SUMMERY:-

This report responds to the request of the Dr. M. Azam khan Chishti. Here we have to identify a product/service which has not been affected by recession.

For getting the purpose of information we did the survey of the markets like Jodia Bazar, My Mini Mart (near Tariq center) and Metro Super Market from where we get information from the wholesaler and the retailer respectively and then we visited the Mezan oils mills and met Mr.Sarfaraz, senior sales officer. We also did survey regarding this report and conducted interviews.

A central concern of this report to identify the impact of recession on Mezan Banaspati & Cooking Oil, and through surveys and interviews we got a lot of useful information, that the sale of the Mezan Banaspati & Cooking Oil before recession was 9000 tons and now it is increased to 18000 tons.

According to our survey 35% of the market is being captured by Mezan Banaspati & Cooking Oil and 65% is being captured by the remaining cooking oil which includes Dalda, Soya Supreme, Sufi, Kisan and Rafhan.

HistoryMezan brand was launched in year 2000 from the platform of Paracha Textile Mills Limited (Ghee Unit) which is the fastest growing FMCG Company in Pakistan. The company exclusively engaged in the vegetable oil and fats business with core objective to bring quality products within everyone’s reach which is the social responsibility of the company towards the society and company feels that it is also the right of every consumer.

As a dynamic and evolving company, Mezan has always maintained a fresh approach for its marketing campaigns which emphasize the development of brand loyalties among the customers and consumers through their involvement and participation in promotional activities run by professional staff and consultants. The company day by day has started capitalizing on its Brand positioning which is “Balanced Diet – Balanced Life” through its communication and promotional activities and moreover the brand is offering the best quality product to the consumer to fulfill its Brand promise.

Recently, we have re-vamped the brand with fresh communication with the objective to change the personality of a brand as a young and modern brand in order to create more excitement in our brand for the consumers so that our brand maintains its long term relationship with the existing consumers and further broaden its consumer base to increase its market share. This re-vamping of brand has given both qualitative and quantitative benefits to the brand and has put exponential positive impact on the imagery of the brand.

We are very optimistic that with this consistent marketing and quality standard approach, we will keep providing the best product in this highly competitive category, to our consumers so that with delight ness they endorse our brand slogan that,

“HER CHEZ MEZAN ME ACHY LAGTI HAY”.

About The Group

Mezan Oil Mills was established in 2000. Its factory is located in S.I.T.E, Paracha textile mills, Karachi. It is an FMCG company exclusively in the vegetable oil and fats sector in Pakistan. Its core objective behind coming into the fast moving consumer goods market was to bring quality products within everyone’s reach which is the social responsibility of the company towards the society and company feels that it is also the right of every consumer.

Overall history

Mr. Naveed and Mr. Zulfiqar are the owners of Mezan Oils Mills. Before the establishment of Mezan Oils mills Mr. Naveed and Mr. Zulfiqar both were the partners with their uncle Mr. Ahmed who is the owner of Kisan oils. After some years they both established their own oil mill know as KISAN OILS MILLS.

Mr. Naveed deals in the small quantity of oils while Mr. Zulfiqar deals in 16 liter oil.

Vision & Mission

A New Era  :  

 

Our company believes in continuous improvement to improve the quality and efficiency at all levels of operations. As we approach the WTO scenario, the competition is getting tougher. Therefore, our company has been constantly improving its systems and acquired state-of –the-art technology to improve its energy consumption and quality of its products under its policy of Balancing, Modernizations and Replacement (BMR).

 VISION:

To provide high quality value-added food to contemporary and future generations

To constantly endeavor for the acquisition of knowledge and excellence in developing human skills, product innovations and state-of-the-art technologies

To be a good corporate citizen by giving back to the community and improving the lives of the underprivileged

To dispense equitably, fairly, and with compassion, the fruits of success among our “partners in business”

To become a partner with the Government in sharing the responsibility of economic and social uplift and development of Pakistan

Mission statement To continuously develop and produce quality products that meet the customers and markets demands, compatible with applicable regulatory requirements.To be a consumer oriented company with keen insigne of food products ensuring quality panty consistency and authentic taste to operate with state of the art technology to obtain optimum results and retain highest quality standard thrived efficient and motivation human resource and inculcate in them a sense of participation and proved for personal goals and development.

Products of Mezan:

Mezan product family offers Banaspati and Cooking Oil. In cooking oil Mezan offers 3 different variants which are Mezan Canola, Mezan Soybean and Mezan Sunflower.

 

Mezan Canola Cooking Oil  

Mezan Canola cooking oil is safe, rich in taste and very light cooking oil. The Vitamins A & D found in Mezan Canola improve your eye sight and further stronger your bones that helps you grow in a balanced way. Continuous usage of Mezan Canola cooking oil balances the level of Cholesterol and protects you from heart diseases which help you to reduce the chances of getting Paralyzed.

Mezan Soybean Cooking Oil  

Mezan Soybean cooking oil contains Vitamins A, D and additionally Vitamins E which help you to reduce the Chances of heart diseases and protect from memory loss. Mezan Soybean cooking oil contains Amino Acid which helps to

achieve diet necessities as well as provides a healthier life.

Mezan Sunflower Cooking Oil  

Mezan Sunflower cooking oil is light in health, hence contains Vitamins A, D & E which provide you maximum health benefits. It is recommended by Chefs globally to use sunflower cooking oil. Research shows foods which are cooked in Mezan sunflower cooking oil lower the risk of heart diseases. Mezan sunflower contains Mono Unsaturated Fatty Acids that protects from bad cholesterol, LDL found in the human body.

Mezan Banaspati  

Mezan Banaspati Ghee is full of taste, rich in aroma and provides you a healthier diet habit. It contains Vitamins A, D & E which improves your eye sight, stronger your bones and good for your mental growth. Research shows that Banaspati contains Anti-Viral elements which protect you from Cancer.

MARKETING MIX:

4 P’s of Mezan Oil Mills.

Product

The product of Mezan Oil Mills includes consumer food products, i.e.

Mezan Canola Cooking Oil,

Mezan Soybean Cooking Oil,

Mezan Sunflower Cooking Oil

Mezan Banaspati

Place

PARACHA TEXTILE MILLS LIMITED (Ghee Unit)

 

A/22, S.I.T.E,

Mauripur Road, Shershah Road, Karachi.

Tel: 021-2561101-5

Fax: 021-2581777

Email: marketing@mezangrp.com

PriceThe product’s prices vary from product to product. Mezan product’s prices are as follows;

Company Rates wholesaler Rates Retailers Rates

1 liter pouch Rs 107Rs 109 Rs 120

½ liter pouch Rs 54Rs 56 Rs 67

2.5 liter tin Rs 275Rs 277 Rs 290

5 liter tin Rs 560Rs 562 Rs 580

1 liter bottle Rs 120Rs 122 Rs 135

3 liter bottle Rs 350Rs 352 Rs 363

10 liter can 1100Rs 1102 Rs 1180

16 liter tin Rs 1675Rs 1677 Rs 1800

Placement / Promotion

They place their products in local market only;

(Distribution Map)

Mezan promote their products through media, exhibition, event, online contest and other trade incentives to distributors and wholesalers.

MARKET SEGMENTATION:

Mezan Oils Mills launched uniform and standardized product therefore, there is no need for market segmentation because the wants and other characteristics (i.e. geographic, demographic and buying behavior) of their target market are somewhat similar.

TARGET MARKET OF MEZAN:

Mezan’s target market includes Middle Class and low income groups of the population of Pakistan.

Mezan cooking oil:

Packing

1 Liter Pouch

1/2 liter pouch

2.5 liter tin

5 liter tin

1 liter bottle

3 liter bottle

10 liter can

16 liter tin

Product Concept

Mezan’s product concept is Balanced diet and Balanced life.

Consumer benefits

Easily available

Affordable prices

Good for health

Good smell

Shelf Life

The shelf life of Mezan Cooking oil is Minimum 9 months.

RECESSION:

What is Recession?

It is a recurring period of decline in total output, income and unemployment usually lasting from 6 months to a year. This down turn is marked by widespread contractions in many sectors of the economy. It is a shorter cycle then depression.

Why MEZAN Banaspati and Cooking Oil was not affected by recession?

Methodology:

To identify the product which has not been affected by recession we did market survey and found that Mezan Cooking oil is not affected by the recession. We focused on distributor, wholesaler, retailer and consumers and for this we did survey in Metro Super Market, My Mini Mart (near Tariq center) and Jodia Bazar.

GRAPHS:

Q#1) what is your monthly income?

Q#4) Are you a consumer of Mezan?

Q#4) How much satisfied are you with your brand of cooking oil? (Including Mezan)

Conclusion: