Corporate Profile

Eva is a product of Shujabad Agro Industries (Pvt) Ltd. Shujabad setup its first Solvent
Extraction Plant in 1997 in Jalalpur, Multan and started as suppliers of crude oil to the
leading cooking oil and ghee manufacturing companies in Pakistan.

In 2000, the second Solvent Extraction Plant was setup at Port Qasim, Karachi. In few
years it grew rapidly to become one of the leading importers and crushers of oil seeds in
the country and doubled our production capacity by 2002. Realizing the gap in the supply
of quality cooking oil in the country, Shujabad has now extended its operations to
production of cooking oil.

In June 2005 they launched a cooking oil brand by the name of EVA. It is the purest
cooking oil available in the market, which offers the best for your health and nutrition
requirements. EVA brings out the natural flavor and aroma of any recipe to the fullest
and is introduced in a revolutionary convenient and hygienic packaging. Eva has been
introduced in three variants: EVA Cooking Oil, EVA Sunflower Oil, EVA Canola Oil
and another brand by the name of MAAN that is available in two variants namely Maan
Banaspati and Maan Cooking Oil.

Target Market of EVA

1 Age: 25 - 40 years
2 Wants to look slim and smart
3 Belonging to SEC A and B
4 Housewives/working women
5 Take great pride in their homes
6 They want their family to be full of life
7 Educated
8 Health conscious
Market Dynamics -National:

There are 44 brands available nationally. The size of Karachi market is 10% of national
market. The consumption pattern has two peaks: pre Ramadan and period during Eid-ul-
Azha. The demand for edible oil declines during summer months.

Market Dynamics- Karachi:

1 70% of total Karachi market is oil based vs ghee

Oil
Ghee

2 Branded cooking oil comprises 90% of the Karachi oil market

Branded
Unbranded
3 Main Competitors comprise 65% of total Karachi Market

 Habib Oil Mills

 Soya Supreme
 Dalda

Situation Analysis:
1 Domestic political situation

 Law and order situation

2 Economic Situation

1 Increasing trade deficit

2 High inflation
3 Agricultural sector progress is not satisfactory
4 Economic policies changes overnight
5 Incoming remittance improving the foreign exchange reserves
6 High fuel prices downward effecting the foreign exchange reserves

1 Industry Situation

1 Existing size of the industry gives more room to play

2 People are shifting form Ghee to Oil which is a good sign
3 Price wars shrinking profit margins
4 High fuel cost adversely effecting operating cost
5 Quality difference among top brands is unnoticeable
6 Better management of inventory and funds can increase the profit margins

2 Market

There seems to be an overall fluctuation in the market share among the key players
due to the following reasons:

1 Increase in the number of players in the branded segment.

2 Increase in the regional brands strength due to focused marketing activities
3 Increase in the price competition due to increase in number of players
4 In the pouches segment there is high price sensitivity with low loyalties
towards the brand
5 There is a slow but upward shift of consumers from tin to pet and pouches
6 Tradition of using a particular brand is followed from generation to generation
therefore the brand loyalty is strong for respective brands thus increasing the
involvement of the customer.
7 Price war trends have shown a change in the purchasing attitudes of the
customers.
8 Constant search for added values are changing the decision-making process of
the customers.

3 Consumption and Purchase cycle

 4 Heavy buying is usually done in the last week of every month till the end of
the 1st week of every month.
5 Mainly the purchase decision maker is the women of the house
6 Average consumption per household is 1to 1.5 a pack (6.5 ltr.) per month
7 Consumption pattern - marked seasonality, with 2 peaks

4 Competitor’s Situation:

Brands like Habib, Dalda and Season have been in the market for a long time thus enjoy
brand loyalty and brand association. Regional Brands are also becoming active and
concentrating on national platform through aggressive marketing and brand building
strategies.

HOM

Strengths:

1 Market leader
2 Quality products
3 Strong national distribution network
4 Wide product range
5 Strong Brand equity
6 Financially strong
7 First ISO certified company in the industry
8 Strong credibility
9 Price leaders
10 High promotion budgets

Weaknesses:

1 Packaging problems
2 Damages due to transportation
3 Lack of HRM & HRD
4 Major market segment (premium consumer pack) is shrinking
5 Lack of market research and product development
6 High managerial turnover

Opportunities:

1 Population growth
2 Increased standards of living
3 Health consciousness
4 Urbanization
5 Prolonged shelf life
6 Wider communication channels
 7 By improving the MIS company can Improve volumes

Threats:

1 Price fluctuation
2 Inflation
3 Price wars
4 Too much import reliance
5 Globalization
6 Inconsistent government policies
7 High operating costs
8 Increased fuel and gas prices

Dalda:

Strengths:

1 Position in the premium segment

2 Trusted and the oldest name in the industry
3 Strong distribution network
4 Research and development support
5 Good field work
6 Quality product
7 Re organization

Weaknesses:

1 Weak after disassociation with Unilever

2 Weak after-sales service
3 Lack of delegation authority
4 Lack of prompt decision making

Opportunities:

1 Population growth
2 Increased standards of living
3 Health consciousness
4 Urbanization
5 Prolonged shelf life
6 Wider communication channels

Threats:
 1 Price fluctuation
2 Inflation
3 Price wars
4 Too much import reliance
5 Globalization
6 Inconsistent government policies
7 High operating costs

Seasons

Strengths:

1 Enjoys ownership of Canola

2 Good Quality Product with effective packaging
3 Enjoys good market reputation
4 Effective BTL support

Weaknesses:

1 High staff turnover

2 Weak distribution network
3 Weak media penetration
Opportunities:

1 Population growth
2 Increased standards of living
3 Health consciousness
4 Urbanization
5 Prolonged shelf life
6 Wider communication channels

Threats:

1 Price fluctuation
2 Inflation
3 Price wars
4 Too much import reliance
5 Globalization
6 Inconsistent government policies
7 High operating costs
Comparision of Eva with Dalda

Dalda is one of the strongest competetors.Dalda is a brand of hydrogenated vegetable oil

popular in South Asia. The substance was originally imported from the Netherlands in the
1930s by the trading company Dada Limited. When Hindustan Lever Limited wanted to
brand it, the trader, who still retained a commercial connection with the product, said it
had to be named after his company. HLL wanted to include the letter 'L' in it for Lever
(of the Unilever group), and thus was born one of the longest-living brands in Pakistan.
Dalda, which came to be synonymous with the vanaspati (hydrogenated vegetable fat)
genre, was recently extended to a range of edible oils. Hindustan Lever has since sold the
brand.

Bunge Limited now owns Dalda, offering new variants of Dalda in India. Bunge being
the largest manufacturer of bottled oils in the world has now extended the Dalda brand
name to its range of refined and filtered oils in India.

In July 2004, Unilever Pakistan accepted the offer of Rs. 1.33 Billion for the sale of its
"Dalda" brand to Dalda Foods (Private) Ltd.. Within a few years of its inception, Dalda
Foods has become one of the largest foods FMCG organizations in Pakistan leading the
local category of oil and fats. In Pakistan, Dalda has now divested into Canola and Olive
Oil product variants as well.

When you hear the name Dalda the image of quality conjures up in your mind. Quality,
which you can trust with utmost faith and a taste which you have come to relish. Dalda
has earned the trust of its consumers over a period of almost 60 years thus it a old
heritage. In fact Dalda is the pioneer of vegetable oil and banaspati ghee in the country.

Dalda is all about family relationships sepecially the relationship between mothers
and children.It a brand for mothers who love their children.
 Brand Identity

Core Identity

Excellent Quality

EVA is the purest cooking oil, which offers the best for your health and nutrition
requirements. It brings out the natural flavor and aroma of any recipe to the fullest and
comes in a revolutionary convenient and hygienic packaging.

Extracted from the finest oil seeds, selected from around the world Eva is a product of a
meticulous refining process that is carried out on carefully selected oils It will not
suppress the flavor and aroma of even the most delicately flavored dishes.

EVA is processed at a state-of-the-art continuous refining plant using European

technology, which is as advanced as the technology employed anywhere in the world.
The process ensures optimum purification and that every drop of oil gets uniformly
treated, resulting in quality and consistency that simply cannot be achieved through
conventional processing.

The plant operates at Ultra High Temperature (UHT) under carefully controlled
conditions, which provides absolute purification, completely removes odors and renders
longer shelf life. The process is continuous as opposed to batch, which ensures every
drop of oil gets properly treated – rendering consistency in quality that simply cannot be
matched.

Canola oil contains only 7% saturated fatty acids; about half the level present in corn oil,
olive oil and soybean oil and about one-quarter the level present in cottonseed oil. This
basically means that Eva Canola is 93% Saturated Fat Free!!! Recent nutrition
recommendations call for a reduction in total fat intake to 30% and saturated fat intake to
less than 10% of total energy. Among the common vegetable oils, canola oil is second
only to olive oil in oleic acid content. Canola and Soybean oils are among the few non-
fish sources of Omega-3 Essential Fatty Acids (EFAs) - as their name suggest, are
‘essential’ and must be consumed regularly as the body has limited storage for them.
Omega-3 fatty acids are also known for their effectiveness in lowering plasma cholesterol
level, a major risk factor in coronary heart disease.

Value for Money

Eva provides value in all its offerings. It is targeted for mainly health conscious women
who are very concerned about the health of their families. Its high quality allows its
customers to get all the benefits of healthy life. It is a complete package as it is pure,
ensures healthy life, brings out the natural flavor and aroma of any recipe to the fullest,
comes in a hygienic and convenient packaging and provides many benefits to its
customers in its competitive price.

Innovation

Eva was the first one to introduce easy to use stand pouch packaging. The tins of Eva also
have easy to open lids. Also, EVA introduced a revolutionary, convenient and hygienic
packaging in the 1 liter pack size, called the Doya pack. The Doya pack has rightfully
earned EVA the brand attribute of an innovator.

Extended Identity
Brand as a Person (Personality)

Caring
Eva is a considerate brand for those people who care for their families.

Trustworthy
People consider it to be a reliable brand

Underdog
It is an underdog as it is directly competing with the market leaders like HOM, Dalda etc.
It considers only them as its competitors and doesn’t counts other low profile brands like
Manpasand etc as its direct competition.

Competent
As Eva has competitive properties in its offering and is continuously trying to improve its
product quality so it wouldn’t be wrong to say that it is competent in whatever it is doing.

Brand as a Product

Product Scope
The scope of Eva is food products as it is already in the edible oils category and in future
it can go into spices etc as well.
Attributes and Quality of Eva

• Absolutely pure and completely odorless

• Does not freeze even at zero degrees
• Contains lowest amount of saturated fatty acids in its class
• Is light and easily digestible
• Is not sticky or greasy
• Free from any flavoring additives
• Offers less consumption

Uses
Eva oil and ghee are for cooking purpose.

Users

The market for branded oil and ghee consists of three segments:

1. Users of oil
2. Users of ghee
3. Users of both oil & ghee

1 Demographics:

Primary

Mothers, between 25 and 40 years, residents, belonging to SEC A and B.

They are primarily housewives, who take great pride in their homes and enjoy cooking
for the family themselves. They want their family to be full of life. They are educated (at
least Matric) and are aware of the prevalence of cholesterol-related diseases and want
their families to have a healthful lifestyle. They are concerned, but practical mothers and
not overly sentimental. They have children in the early teen – pre teen age group

Secondary:

The users of other brands and switchers

Generation Next:

These are future potential buyers who have a mind of their own; they don’t care what
their parents have been using in the past they and they want to experiment.
2 Psychographics:

1 Health conscious
2 Doesn’t compromise quality over price
3 Caring, and loves cooking
4 Trustworthy
5 Knowledgeable about nutritional facts
6 Decision maker for edible oil brand
7 Prefers brand that is odorless, transparent and low in cholesterol
8 Emotionally intelligent
9 Keeps searching for healthier options.
10 Adaptive towards better quality products

Country of origin : Pakistan

Brand as an Organization

Organization attributes
• Consumer concerned
• Trustworthy
• Local

Brand as a symbol

This symbol of Eva is placed on all its offerings and helps in

brand recognition and brand recall.

Brand Essence

The essence of Eva is family bondings and relationships and is potrayed in all its
advertisement. Its tagline also signifies this which is “JORIYE EK NAYA
RISHTA”.

Value Proposition

Functional Benefits

• A value offering with quality which ensures healty life style and value for
 money.

Emotional Benefits

• Good times shared with the family and building new relationships.

Self Expressive

• Consumers will feel proud In consuming a brand that has an

upscale/premium image.
• They will be relaxed as they are using oil which does not effects their
health negatively.They will be able to portray themselves as being health
conscious.

BRAND RELATIONSHIP SPECTRUM FOR EVA

Eva is a brand of Shujabad Agro industries pvt ltd. Eva and Maan are two
separate brands of edible oils manufactured by Shujabad Agro industries. Both
brands have distinct identities and are positioned for different target markets
altogether. Eva being a high priced premium brand is targeted at the upper class
premium segment where as Maan is targeted at the bottom stream and lower
middle class segment.

From the flowchart we can clearly see that initially, a house of brands approach
is visible with two distinct brands and Shujabad Agro Industries acting as a not
connected entity. Very few consumers would know who the manufacturer is
although the name of Shujabad Agro industries is present on the back of all the
stock keeping units mainly as a regulatory requirement.
Within each brand, a branded house approach is visible with Eva being the
master brand and Cooking Oil, Canola Oil and Sunflower Oil being used as
descriptive sub brands. Same goes with Maan that is available as Banaspati and
Cooking oil.

We can also take Eva cooking oil, Eva canola oil and Eva sunflower oil as being
product brands as the product oil is generic.

HOUSE OF BRANDS
Eva was the main brand that was launched in Year 2005, and three different
variants of Eva were introduced that were banking on Eva as the main driver and
acting as descriptive sub brands.

As Eva was positioned as a premium brand, it chose to launch a separate brand

to target the lower end/ value segment of the branded Cooking Oil and Ghee
market. This downward stretch led to the launch of a new brand by the name of
Maan. Eva and Maan are not connected in any way and the consumers don’t
know they are manufactured by the same company.

BRANDED HOUSE
Eva is the primary driver in all of the three different variants that act as
descriptive sub brands. By following the branded house approach, Eva has been
able to achieve economies of scales by using the brand equity of Eva to market
each variant. Also, all three variants synchronize with the identity of Eva being a
premium, high quality brand.

Brand Architecture

Brand Portfolio

Eva has 3 variants called Eva cooking oil, Eva sunflower oil and Eva canola oil.
Shujadabad Agro Industries has another product called Maan for the lower
segment of the market.

Portfolio Roles

• Strategic Brand: We can say that the Eva cooking oil is a strategic brand
as it is dominant and is projected to maintain or grow its position. A large
chunk of sales comes from Eva cooking oil so it is strategically important
for the company. The future sales of Eva cooking oil are expected to grow.

• Silver Bullet: Eva sunflower oil and canola oil are silver bullets as they
positively influence the image of Eva. They both are powerful in
maintaining the brand image.

Product-Market context roles

• Sub brand/ Endorser: Eva serves as a strong endorsement on it 3

product brands .

• Driver Roles: It is the dominant driver and all the consumers buy the
product because of the brand name Eva.

• Benefit Brand

o Component Ingredients: Eva canola oil and sunflower oil signifies

that canola and sunflower are the ingredients used in the making of
the oil which improves the product quality.

Portfolio Graphics

• Logo: This is the logo that appears on all the Eva products.
Bright colours and elegant writing makes the logo more
attractive while the red underline gives it finishing touch.

• Print Ads: These attractive print ads are published in various news
papers to increase the brand recognition and brand recall. All of them
signifies family bonding and relationships which is the essence of Eva.

Brand Portfolio Structure

• Brand Range

o Horizontal Stretch: Eva has 3 range of cooking oil thus the brand
has been stretched horizontally. These 3 brand resides under the
 brand umbrella of Eva.

o Vertical Stretch: It has entered the lower value segment with

Maan thus having a vertical downward stretch. A different brand
name has been created to distance it from the upscale image of
Eva.

• Brand Hierarchical Tree: The following hierarchical tree shows the sub
brand and endorsed brands of Shujadabad Agro Industries.

Brand Hierarchy Tree for Shujabad Agro Industries Pvt Ltd

SHUJABAD
AGRO
INDUSTRIES

EVA MAAN

EVA EVA EVA MAAN MAAN

COOKING CANOLA OIL SUNFLOWER BANASPATI COOKING OIL
OIL COOKING OIL
Future Strategic Direction:
Line Extension- Olive Oil:
Eva can come up with olive oil.For future operations, EVA can add up a new
variant as Olive Oil with three different types of olive oil such extra virgin olive oil,
olive pomace oil and extra light olive oil.
The best oil is natural extra virgin olive oil. For the olive oil to deserve this
definition that means it has no additives, it should be extracted with mechanical
methods and its rate of acid should be less than one percent, and its taste and
smell should fit into a series of carefully selected criteria, defined by experts in
tasting.
Natural Olive Oil, Pure Olive Oil and Refined Olive Oil are the various kinds of
olive oil products found in the market besides Extra Virgin Olive Oil. Natural Olive
Oil and Extra Virgin Olive Oil have not been treated chemically and are in their
natural form. Difference of Natural from Extra Virgin is its acidity (max %2), its
taste and smell.
Pure Olive Oil is obtained by adding Natural Olive Oil to Refined Olive Oil in
order to enrich the taste and smell.

Benefits of Olive Oil

• Olive oil speeds up the brain development and bone enforcement in
children.
 • It contains mostly vitamin E and other vitamins such as A, D, K. With
these vitamins it helps cell renewal and delays aging in body tissue and
organs.

• Olive oil is a natural source for the complexion and protects the hair.

• It could be mixed to no-fat cow's milk and given to babies who stopped
feeding on mother's milk (a few drops after 4-5 months). It serves as
natural food for babies.

• One of the most important features of olive oil is its positive effect on
cardiovascular and circulatory diseases. One tablespoon of olive oil is 14
grams and has 120 calories. According to Nutrition Specialists, taking
olive oil out of meals in weight diets is extremely wrong.

• Again olive oil is what makes the Mediterranean nutrition model, which is
rated ideal and recommended by specialists. Because 60% of the
Mediterranean diet is carbohydrates, %30 percent of it is fat and 10 % is
protein. Olive oil can also be used effectively in treating gastritis in
intestines, urinary tract and gold bladder.

Market Analysis of Olive Oil:

There is only one local player in market i.e Dalda and it has two variants:
1 Dalda Pomace Olive Oil
2 Dalda Extra Virgin Olive Oil

Imported players are:

1 Italia from Spain

2 Forbes
3 Berges
4 Sasso and many more

Target Market of Olive Oil:

1 Age: 25 - 40 years
2 Wants to look slim and smart
3 Belonging to SEC A and B
4 Housewives/working women
5 Take great pride in their homes
6 They want their family to be full of life
7 Educated
 8 Health conscious

EVA OLIVE OIL

Products:
Extra Light Olive Oil
Oil obtained by blending refined olive-pomace oil and virgin olive oil other than
lampante oil, having a free acidity content expressed as oleic acid, of not more
than 1 g per 100 g, and the other characteristics of which comply with those laid
down for this category.
Extra Virgin Oil

Oils obtained from the fruit of the olive tree solely by mechanical or other physical
means under conditions that do not lead to alteration in the oil, which have not
undergone any treatment other than washing, decantation, centrifugation or
filtration, to the exclusion of oils obtained using solvents or using adjuvant having
a chemical or biochemical action, or by re-etherification process and any mixture
with oils of other kinds. It has a maximum free acidity, in terms of oleic acid, of
0,8g per 100g, the other characteristics of which comply with those laid down for
this category.

All olive oils that are less than 1% acidity and produced by the first pressing of the olive fruit
through the cold pressing process is called extra-virgin olive oil.

Olive Pomace Oil

Oil obtained by blending refined olive-pomace oil and virgin olive.

Price:

Olive oil is comparatively an expensive variant in edible oil due to following

reasons:

3 Expensive to grow
4 Expensive to pick
5 Expensive to bottle such extra-ordinary

Since Dalda is the only local player in market, Eva can tap consumers by
launching a variant with slightly lower price than Dalda because Dalda still has a
higher market share in terms of overall market share.

Promotion Strategy:

Consumer packs: To focus on ATL & BTL activities with more emphasis on
merchandising in Karachi especially on key accounts. Later, to focus Lahore &
Islamabad

Jerry can/tins: Focus more on personal selling

• Eva Olive Oil to be promoted through various forms of ATL such as

Advertising, OOH, Internet, Radio, Print and SMS.

• For BTL, Eva Cooking Oil can be promoted through cooking classes to be
conducted at various Malls, Restaurants, High profile streets and retail
stores, exhibitions etc.

• Eva can conduct health awareness programs and promote olive oil.

• Eva Olive Oil can also be promoted in the beginning through free sampling
of small packs and sales force can focus on its health benefits to its target
market.
•

Conclusion & Recommendations:

1 Eva should start promoting Maan Banaspati through ATL and BTL
activities because people are not aware of this variant.

2 Eva should start advertising with high frequency in order to create more
awareness.

3 Also, should advertise on high reach mediums to reach in many areas as

possible.

4 Eva should focus more on selling directly to consumers in order to

maintain direct contact with consumers

5 Eva should find out consumer perceptions through continuous market

surveys as in what is required by consumers and also what is going on in
the market place in order to follow market driven strategy.