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Project

Subject

Marketing Management

Assignment Topics

Savour Food

Submitted To

Dr. Imran Mir

Submitted By

Mr. Aaqib Sarwar

Mr. Qasim Ali
Mr. Muhammad Zeeshan Anjum

Dated

22nd June, 2015

Introduction
Savour Foods is one of the famous eating places of Rawalpindi and Islamabad. Most of the
population of twin cities is aware of Savour Foods. It is located in populated area of
Rawalpindi and Islamabad. Savour Food is providing Pakistani as well as fast food. The
Pakistani food includes Pulao kabab and Chicken roast while fast food includes Burgers and
fries. Ice cream is also sold at savour Foods branches. Mohammad Naeem Butt is a Business
Icon of the business community of Islamabad and Rawalpindi. He is also involved in social
activities. He started selling pulao at cart at Gordon College Road Rawalpindi in early 80s. This
was the time when Rawalpindi was developing as Business Hub and demand of ready to eat
quality food was emerging in population. Mohammad Naeem Butt realized the need of the
emerging customers at large. He started planning to develop the Dining place which may fulfill
the increasing demand of the customers. For this, he started to pool sources to establish a proper
dining place for his customers. The market research was made by him based on his personal
experience and result was positive with respect to future growth of his business.

1. Situation Analysis:
a. External Environment:
i. Regulatory:
A regulatory agency (also regulatory authority, regulatory body or regulator) is a public
authority or government agency responsible for exercising autonomous authority over
some area of human activity in a regulatory or supervisory capacity. Like CDA, RDA,
Labor unions can effect the savour foods srategies and policies. Savour foods work
according to those Regulatory bodies laws.

ii.

Political:

Savour Food is Pakistani as well as fast food eating places. Its polices are afftected if
there is unstable poltical environment . Savour Food has full support of governments to
manufacture healthier and quality foods for target market and they have made significant
changes in products according to the customers needs.

iii.

Economic:

The Economic market share for Savour Foods in fast food chain is 22%. Whereas, the
market share Savour Foods in Pulao is almost 85% as that of Islamabad and Rawalpindi.
The economic growth of savour food is 3.5 % in 2014. The sales of savour food per day
are 3 million rupees in one branch.

iv.

Social

Savour foods are preparing foods products according to sicial and community standards
as legal and healthier for people. So in this way target market and people are more
satisfied with their product.

v.

International:

Savour food is a local Pakistani Restaurant and fast food eating place and have no yet
branch in any other country. But in future they want to start also in other countries like
UAE etc.

b. Corporate Review:
i. Mission:
To be leader in Quality food at most reasonable prices and preferred choice of
enthusiastic manpower.

Moto:
To provide quality and clean Pakistani food specially and fast food generally at
reasonable prices.

Strategic intent:
Savour food is a fast food eating place. In past years they produced best quality products
to their cutomers. It indicates company corporate plan that company proimise to deliver
best quality products which are healthier for life. The Savour food is able to create value
among consumers by introducing new products continously with business process.

ii.

Corporate Plan:
Savour foods target health concious people as their target market than they provide best
quality, tasty, healthier food to their coustomers . Savour food has used as a businees plan
to achieve goals. They can change their products according to consumers needs .

Marketing plan of Savour food consist of to produce best quality products in afforadable
price for typicall market they use best prmotion sources to intarct with customers.

iii.

iv.

Long term goals

To expend business to all over Pakistan.
To expend business to other countries.
To enhance the value of brand name.
To ganerate more profit and increase the annual economic growth.
To satisfied their customer with quality, haelthy tasty foods.
Objectives:
Savour food restaurant objective is to be the pakistan's largest and best branded
foods business produce with best quality products.
To build trust and strong business realtionship with consumers, governmental and
authorities.
Introduce new products and tasty foods.
Monitor perforamce and results and make changes to achieve required goals.

v.

Organizational Chart:

c. Product Category Review:

i.

General Discription:
Savour food is one of the largest fast foods restaurant. Savour foods provide products
which are healthier and deliver best quality products to their customers. They do not use
any harmful ingredients. So their products are for all people, ages and gender. All
products are according to Customers needs and wants. So here customers are more
satisfied with taste of Savour foods.

ii.

Sales Trends:

People in now a days more concious about their diets and health. Savour foods introduce
best quality brands which are healthier and tasty. Major shares of brands according to
organic growth are:
Polao kabab 13%, Chicken roast 10%, Burger and fries 11% , zarda and kheer 12% &
ice-creem 10%.
iii.

Distribution:
Savour food has its own distribution network with all transporation facilities. They
transport their raw materials and supplies to its own branches . The distribution process
consist of following steps:
Raw material, manufacturer, processing, product, packaging, , transporation, distributor,
consumers and customers.

iv.

Pricing:
Price depend upon the market of product. Avour foods charge fair prices according to
the product quality, competition in the market and they made product according to the
buying power of the customers e.g Polao kabab single 160 Rs Per packet, Chicken roast
480 Rs in Rawalpindi and Islamabad both.

v.

Packaging:
Savour food used best material for packaging of product in order to prevent food waste
and avoide to damage environment , It also avoided the wastage of packaging material.
Savour foods design packaging in such a way that it attract customers to buy the product.

d. Competative Analysis:
Descriptions of major competitors strength and weakness:

i.

Competitors are those entrepreneurs who are also engaged in the same nature of business.
Competitors in Rice: Rice Hut, Student biryani, Saeen Jee murg pulao, Baoo Jee murg
pulao, Kamran pulao kabab. Competitors in fast food: Macdonals, Rahat bakers, KFC,
Hardees, Munchees snack bar, Sogo grill, Danty fast food. These all provide same
products like Savour foods and used best distribution sources , make changes in price of
products to challenge Savour food in the market.

ii.

Brand Postioning and advertising:

1. Media Spending:
Savour food media spending rate is lower than their competitors, like Macdonals, KFC
uses expensive and all media sources and savour food just uses local and less medial
source. So it is about 65% less media expense than KFC.
2. Sales Promtion:
It was one of the best advertsing compaign used by companies to attract customers. Savour
food done the promotion of the products very smartly at the starting of the business in
Rawalpindi and Islamabad. Savour foods try to poistioning that their products are for all
ages and healthier for every one in this way they attract large market in both twin cities.

e. Consumer Analysis:
i.
Demographical Factors:
If we look on Savour food restaurant demogrphic segemenation then we will find that
their some products are for every one , people from any area, culture ,age, and any
beliefs etc.

ii.

Brand Loyalty:

According to latest research Savour food restaurant is one of the most loved restaurant
all over in Rawalpindi and Islamabad. It is due to the consumers brand loyalty. The
mission of savour food is to provide consumers with the best tasting and quality range of
food from morning to night.They are providing best quality products to their customers.
In this way customers become loyal they purchase less competing products available in
market.
iii.
Purchase Rate:
Savour food restaurant provide products which are healtheir and tasty. In this way they
attract health concious people after delivering best quality products their customer
become brand loyal. They purchase Savour food products and giving perference to thier
products among competitors products . Purchase share of some Savour food product are:
Rice 20.3 % , milk and ice cream products 16.7% . cold drinks 13.5%, Water 6.9% &
Chicken 12.8% etc.
2.

SWOT Analysis:
The purpose of SWOT analysis is to determine the Strengths, Weaknesses, Opportunities
and Threats in Concerned business. It helps to keep the business on track and profitable
and also helps to achieve the desired goals of any organization. It also help to develop
strategy and will reflect the reality if an organization analyze on the basis of facts and
figures.

Strengths:

Great taste.
Good quality food.
Take home quick order service. Different packages for different customers.
Reasonable prices.
Sufficient with respect to quantity.
Use of technology in production of shami kabab.
Idea adoption from foreign restaurants.
Strong brand name in Islamabad and Rawalpindi

Weaknesses:

Inability to provide quality services in rush hours.

Lack of knowledge about their customers.
Lack of relationship building with customers.
Limited to certain areas.
Only in the city of Islamabad and Rawalpindi.

Opportunities:

Many people are living at distant places from the Savour Foods branches. And
customers have to travel huge distance to reach the branch. So, they can open
branches in many areas of Islamabad and Rawalpindi.
People from Lahore admire the taste of Savour Foods and are voting on the
internet to open Savour Foods there. Many cities of Pakistan are untapped and
they also lack quality. The Savour Foods can tap them as well.
Like they have introduced Zarda in the product depth. They can introduce other
products as Chinese rice.

Threats:

Inflation.
Political instability.
Increased sales tax rate.
Higher transportation rates.
Economic backwardness
Bomb blasts.

3. Strategic Planning:

a. Marketing Objectives:
Savour food restaurant business objective is to provide and market its products in a way
that creates value that can be sustained over the long term for owners,
employees,consumers, business partners and national economies in which Savour food
restaurant operates.The aim of the creating values for the company include with improve
business conditionfor the firm. To obtain more reliable and high qualify source of raw
materials, improved government functioning and regulatory, employed skill and loyal
workforce and superior quality products which successfully complete.

b. Marketing Strategies:
Savour food define Marketing as the social process by which they obtain what they need and
want through creating and exchanging values with others.

Marketing strategy includes:

How to divide-up markets into meaning full customers (Segmentation).

Choose which customer groups to be served (Targeting).
Create market offering that best serve targeted customers (Differentiation).
Positioning the offer the minds of customer (Positioning).

c. Targeting and segmenting:

Target Market: Savour Foods has targeted the middle class and upper middle class
customers in Rawalpindi and Islamabad. Especially they have targeted the working class of
the private sector, students, small and medium entrepreneurs and the other organizations.

Market Segmentation: Savour Food has divided the market geographic, demographic,
psychographic, behavioral segments and according to the need and demand of their value
able customers. For this, they have made different deals at different prices that the individual
customer and customers in groups can order according to their demand and need of
products.

d. Competitive Advantages:

Leading in rice and fast food.

Best quality products to capture large health concious market
The research and development capabilities allow the Company to lead the way in
innovation among its competitors

e. Positioning and Branding:

As Savour Food trying to positioing that their products are for everyone and healtheir for
health. They do not use chemicals and harm ful ingredients which are also harmful for
human beings as well as environment. In this way they attract health concious large
market.

4. Marketing Mix:
Product:
Savour Food provides wide range of 'Pakistani foods nutritious and hygienic products at
affordable rate. i.e Chicken, Rice, Chicken Pulao (Single),Pulao Kabab, Savour Krispo,
French fries, Chicken Roast, Savour Hot Shots, Kheer, Zarda, Ice cream etc.

Price:
Savour food uses different affordable price rate according to market and competitors.
Some product price in Rs i.e Chicken Pulao (Single) 160, Pulao Kabab 100, Savour

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Krispo 185 , French fries 200, Chicken Roast 480, Savour Hot Shots 300, Kheer 40 per
serving, Zarda 60, Ice cream 85.

Place:

Gordon College Road, Rawalpindi started in 2001.

Melody Food Park, Islamabad started in 2004.

Blue Area, Islamabad inaugurated on 24th March, 2005.

Cricket Stadium, Rawalpindi inaugurated on 14th August, 2005.

Next in Future plan to start branch in Lahore and Faisalabad.

Promotion:
Avour food has adopted the channels for promotion through local TV, News papers,
magazines, personal selling and direct marketing, sales promotion, packaging etc For this
purpose Savour food issues ads about their products to local tv channels to intract with
customers and similarly to the newspapers, they also used hoardings on markets or roads
to communicate with customers.

5. Controling and Evaluation:

a. Forcasting:
Forecasting is used by companies to determine how to allocate their budgets for
an upcoming period of time. Savour food the largest packaged foods provider
forecast sales to rise 10 percent this year, in line with its long-term goals,
following a stronger year in 2014. And hope to raise 15 % in next year.

b. Budgeting:
According to annual Savour food report in 2014, thay are operating in two cities
having about 400 employees. Savour food had sales of 3 millon rupees of one
branch per day and about 1.85 million profit per day.
Savour food spent 5 million Rs per year on media for advertisment purpose.

c. Evaluation:
savour food is one of the largest restaurant in Rawalpindi and Islamabad. In past
years they deliverd best quality products to their cutomers. Savour food is famous
restaurants which came to the stage it is today by gaining superior competitive
advantage over its rivals. The focus product differentiation strategy has been very
successful although it may not work for other firms. The company is able to create

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and deliver value by offering distinguished products. We are sure that Savour
food will do better in the future than their competitors and might be the new
trendsetter in some criteria and also gain its above-average returns to their
company.