Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Mr. Abdul Sami Qahar, Adjnuct Faculty, Department of Marketing

Project Coordinator (Internal)

Muhammad Zahid

Project Coordinator (External)

Saad Nadeem - TSM National Foods Ltd.

Client

National Foods Limited

Committee Member 1

Mr. Najeeb Agrawala, Project Reviewer, Department of Marketing

Project Type

MBA Research Project

Keywords

Merchandising, Shelf Visibility, Plain Space, Retail Landscape, Trade Marketing

Abstract / Summary

The following report gives a detailed assessment of National Food’s Plain Spices Category, the purpose was to determine what are the drivers of growth in this category, constraints being faced by NFL, and the opportunities available for NFL to grow in the category and achieve volumetric growth.

For this we conducted an in-depth understanding of how customers make decisions, what factors are important to them when purchasing spices, we also conducted retail audits to understand the point of view of retailers and to see how plain spice retail takes place in Pakistan, we also conducted competitor analysis to understand how the overall category performs.

Our research identified that while NFL is quite well known among consumers, it is not exclusively used by them as consumers frequently alternate between brands, and with the recent prevalence of inflation there is significant competition from retailer owned brands and loose spice market.

Based on our research and the insights we found from it, we have proposed an action plan that includes changes in the price pack architecture, offering better incentives to retailers, enhancing shelf visibility and others to ensure effective retail execution and enhancing value provided to the customers.

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Available for download on Saturday, September 02, 2028

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