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2. Introduction
History
Vision
Core value
Current marketing situation
Brand image
Target market ,Market positioning
Business Portfolio
B.C.G Matrix
S.W.O.TAnalysis
Strength
Weakness
Opportunity
Threats
Marketing objectives
Marketing strategy
Marketing mix
product
price
place
promotion
Action program
Budget

5. NIRALA ,a unique brand name was established by
MR.TAJ DIN in 1948.This brand is now a well known due to
the efficiency and effectiveness of organization.

6. Our vision is to make Nirala :
A global brand,
A brand recognizable for its uniqueness and
quality in ethnic food market all around the
world.

7. Values and traditions that made NIRALA ,a market leader over past 65
year are :
• Continuous Improvement
• Innovation
• Integrity
• Team work and
• Social Responsibility

8. Presented by :
bba hons student
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Roll no
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9.  Sweets
 Dairy
 Snacks
 Beverages

10. Growth share matrix defines us SBU strategic business units.
 STAR :
Nirala sweets and its dairy products are wellknown and running
products .They give Nirala highly profit.
 QUESTION MARK:
Nirala snacks have highly growth rate but less market share.
 DOG:
Nirala restaurants are in this category because they are not
popular among the public.
 Cash Cows:
Nirala BEVREAGES products are in the category of cash cows.

11.  Target Marketing and Segmentation
If we analyze the Nirala target market we came to know that its target
market is mainly the middle, upper middle and the upper class. We
come to know about this when we analyze its sweets prices which are
much higher than its main competitors, the quality and the variety is
much richer than the others.

12.  In target market of Nirala it has different
product in different Market.e.g.
 Sweet, Restaurants ,Beverages ,Dairy
 It is basically multiple segmentation

13. Geographic
• Lahore
• Multan
• Rawalpindi
• Karachi
• Sialkot
• Gujranwala
• Peshawar
International
• Dubai , sharjah

14.  Brand Image
Positioning Strategy
According to Nirala, Nirala Dairy is positioned as a product that brings life into the daily
routine.They are banking on the name Nirala itself to give as a quality assurance stamp
and have introduced the slogan “jeewan ka rang Nirala, bohat hi aala”.That life
through Nirala is totally unique and at best.

15.  Area wise
Lahore
• Fazal sweets
• Gourmet
Islamabad _ Rawalpindi
• Jameel sweets
• Fresco sweet
Karachi
• Qasr_E_shereen

16.  Anmol Company
 N Design
 Nirala Canada Ltd.
 Nirala Dairy (Pvt) Ltd.
 Nirala (Pvt) Ltd.
 Nirala (UK) Ltd.
 TajTrading LLC

17. Presented by:
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18.  Nirala Dairy vision is very vague.They want to
capture a substantial amount of the milk
market.Their budget does not allow them to
advertise and promote intensively.
 Nirala wants to make an impact in the market
against huge competitors , for this it will have
to either expand their promotional budget

19. Reward :
 On the marriage of any employee of nirala,10kg sweets is
given as a gift to them.
 On Eid 1 kg sweets is given to
each employee.
 In ramdan aftar party is arranged.

20. Motivation and rewards has effects on organization such as:
 Improved moral
 Greater efficiency in processes
 More profitable

21.  Product
 Price
 Place
 Promotion

22.  Quality:
They believe in quality good and healthy
product
 Purity:
Nirala has made sure that they use pure
materials in making .
 Freshness:
Nirala promises to give fresh products to
their customers by giving them those products
which they feel are good and healthy to eat

23.  The prices of Nirala Products are high as
compared to its competitors in the same
segment.
 Pricing Strategy:
Nirala is charging high price because of
high quality of products

24.  Being accessible to customers increases the value for
customers. Nirala is a market leader .
 Nirala make sure that their product is easy available for
their customer ,specially in Lahore. E.g.
 Township
 Moon market
 Hafeez center
 Mall road etc ..

25.  Promotion matters a lot in the success of any business.
 But in case of lack of advertisement of nirala dairy product ,most
of the people are unaware of the product .
 They can promote their dairy products by following means:
• Hoardings
• Leaflets
• Magazines
• Newspaper & Banners
• Advertisement on public transport

26. Strength
• strong brand name
• It enjoy approximately 30% of market shares, which is greater than
any other company in this business.
• Company owned delivery vans to customers for special occasions.
• Nirala Dairy has the strong backing of its company name.
• Nirala always focuses on the best quality and does not let it
compromise in any of its products.

27. Weakness
• Can not take small orders reference to home delivery.
• Lack of advertisement of Nirala Dairy.
• Lack of effort on the part of spreading awareness of Nirala Dairy.
• The selling price is out of the reach of consumers from low income
group where the sweet consumption is relatively higher.

28. Opportunity
• NIRALA being the leader is far ahead from the competitors, there is
no rival company with in the country that can match the market
share and production capacity.
• Introduce low-fat milk as other companies have started doing so.
• Introduce new range of flavored milk that they could relate to their
traditional Nirala Heritage like Almond Milk, Cardamom Milk or
Pistachio Milk.
• Hit the international market

29. THREATS
• Gourmet Bakers have introduced their fresh milk in packed
forms.
• Primary Competitors in sweet business like Gourmet bakers,
Fazal Sweets, and secondary Shereen Mahal in addition of their
growing branches
• Products of other bakeries and Methai Shops are cheap.
• Taxation in advertisement is increasing the marketing cost hence,
reducing the profits.
• Strong and established competition in Milk industry like Nestle

30.  Nirala has taken firm steps toward building premier brand and
marketing capability
 To become an integrated part of everyone’s happiness, whenever
and wherever happiness is cherished people are to call upon Nirala
to add to their moments.
 Nirala has a full fledge marketing team at hand to seek response
from customer and to market their products effectively.

31.  To expand the nationality as well as in Pakistan and in Europe
and United states.
 They planned to promote the different products of Nirala and
offering gifts to its customers.
 Introducing new brands in the market like they are doing for
example Rustam Pinian, Malai Khaja and Baisan Barfi

32.  Balance sheet
 Income statemnet
 Cash flow statement

33. TABLE 1.2
Nirala Sweets Income Statement ($000)
For the year ended December 31
2013 2014
Sale revenue $ 2,567 $ 3,074
Less: cost of goods sold 1,711 2,088
Gross profit $ 856 $ 986
Less: operating expenses
Selling expenses $ 8 $ 100
Administrative expenses 1 194
Lease expenses 35 35
Depreciation expenses 223 239
Total operating expenses $ 553 $ 568
Operating profit (loss) $ 303 $ 418
Less: interest expenses 91 93
Net profit before tax $ 212 $ 325
Less: taxes 64 94
Net profit after taxes $ 148 $ 231
Less: preferred stock dividend 10 10
Earnings available for common stock holder $ 138 $ 221
Earning per shares $ 1.81 S 2.90
Dividend per shares $ 0.75 $ 1.29
TABLE 1.2

34.  Research key should be used ,it is the device to sort out the problems
which a organization is facing in marketing situation.
 It is distinguished brand in Pakistan.
 They are opening new branches
Internationally
 They are fulfilling their promises
regarding their claims which they
are giving to their customers and
when they fulfilling it that means
that they are satisfying their customers.
 There is a Lack of effort on the part of spreading awareness of Nirala
Dhood.

35.  They should reduce price as to make permanent
customers
 Sales promotion like prizes , lucky draw scheme should be
there to attract more customers
 They have to acquire more technology for production as
to meet the customers need.
 Must capture some special events like local sports series,
convocations & charities shows by sponsoring these shows
as would give a good image about the company to the
consumer.
 Nirala must have to expand their diary promotional
budget.