Green Chilli Powder
Marketing Project Final Report
Syed Hayyan Abbas 24F-4022
Abdul-Rehman Shahab 24F-6014
Suneha Shahzadi 24F-4015
Habiba Awais 24F-4030
Course Instructor:
Mr. Zeeshan Haider
SWOT Analysis
Strength:
Our Product Has Benefit Of Unique Selling Proposition (USP),Because It
Has Only A Few Number Of Competition In Market That Help To First
Mover Advantage.
Our Product Made Up Of All Natural Ingredient Which Make This
Health Oriented-Brand Positioning , That Create Value for Health
Conscious Consumers.
Our Product Has Longer shelf life Because It Has Low Moisture Content.
Weaknesses:
Our Product Has Low Brand Reach Due To Only Aware Person Buy.
Our Product Have Distribution Problems Because It is New In Market
That Why They Have Less No. Of relation In Market.
Our Product Has Limited Audience Due to Preference Of Consumer.
Opportunities:
We Shift To Online Selling (E-Commerce) For Expanding Our Business
To National Level.
We can Increase Our Growing Demand By Positioning Consumer Mind.
We Can Appeal Health-Conscious Customers To Increase Our Market.
Threats:
We Have Large Competitions From Other Spices Companies Because
They Have Large No Of Consumer And Loyalty To Their Customers
We Don’t Own Any Production Chillies price changes
Consummers Preference Towards Red Chilli Is Too Much In Market.
PESTEL ANALYSIS
Political:
Government of Pakistan encourages the local produced goods. This state is
favorable for us because it can help to gain popularity at national level. Pakistan
has faced political instability over the years with changes in government and
policy shift. This can affect our long-term business planning and investment.
The government of Pakistan is focusing on increasing export, this could help to
expand the market for our Green Chilies Powder.
Economic Factor:
The Government of Pakistan in collaboration with SBP has launched a scheme
named Prime Minister’s Youth Business & Agriculture Loan Scheme (PMYB
& ALS) for rural youth aged between 21-45 years to cater to their term loan and
working capital financing requirements in the agriculture sector, on low mark-
up rates to be subsidized by the Government of Pakistan. This is a favorable
state for us because we can get cheaper and better-quality raw material. Now,
there is 18% GST in Pakistan on spices, this state is unfavorable for us because
it can affect our sales. In Pakistan there are agreements in place that facilitate
trade and cooperation in agriculture, including spices. This state is favorable for
us it can increase our market reach and can provide opportunity to explore
International Market.
Social:
People are becoming health conscious and prefer organic food, and green chilies
have metabolism boosting and immune enhancing properties so it can attract
people. In Pakistani cuisine, spicy food popular, and green chilies are used. This
cultural preference naturally supports the demand for our green chili powder. In
rural areas people have less awareness and may not like packaged spices and
food, this state can be unfavorable for us.
Technological:
Modern drying, grinding and preservation techniques, moisture proof packaging
and vacuum sealing help to improve the quality and shelf life of our green
chilies. In today’s era people prefer online shopping. Digital marketing tools
and Online marketplace and social media can provide reach to a broader
audience at a low cost. Traditional food businesses may resist adopting new
technologies due to lack of awareness, this factor can be unfavorable for us.
Environmental:
Our eco-friendly cultivation and enhancing brand reputation and appealing for
health-conscious people. In some regions, sun-drying (a low-cost and eco-
friendly method) can be used to dehydrate chilies, reducing energy consumption
in processing. Rising temperatures, irregular rainfall, floods, and droughts are
affecting crop yields across Pakistan, including green chili farming. This can
affect our production cost and the quality of our product.
Legal:
Pakistan has food safety laws (like those from the Punjab Food Authority,
PSQCA, and Pakistan Food Security Policy) that promote safe food practices.
Complying with these can increase consumer trust in your product. We can
legally protect our brand name, logo, and packaging design through IPO
Pakistan, helping us to build a strong identity. Strict labeling and packaging
regulations can be unfavorable for us because it causes to increase our cost
Product: Green Chilli Powder
Market: Pakistan (Startup)
Geographic:
Variable Segment Options
World region or country Pakistan
Country region East, West, North, South Pakistan
City or metro size Tier 1 (Major cities like Karachi,
Lahore), Tier 2 'Faisalabad,
Multan), Tier 3 & 4 (Smaller towns
and rural areas)
Density Urban, suburban, rural
Climate Northern (colder), Southern
(warmer, spicier food preferences)
Demographic:
Variable Segment Options
Age 20-64 (primary cooking
demographic)
Gender Male, Female (Female likely higher
usage in households)
Family size 3-4, 5+ (larger families use more
spices)
Family life cycle Married children, young couples,
older couples
Income Deprived (Rs. 0-90K), Aspiring (Rs.
90K-200K), Strivers (Rs. 200K-
500K)
Occupation Homemakers, small food businesses,
restaurant owners, working
professionals
Education SSC/HSC, diploma holders, some
college
Religion Muslim (majority), others
Nationality Pakistani
Psychographic:
Variable Segment Options
Social class Working class, middle class, upper
middle
Lifestyle Achievers (health-conscious cooks),
Strivers (busy people needing easy
cooking options), Survivors (budget-
conscious us)
Personality Ambitious (want new and better
cooking ingredients), Authoritarian
(stick to traditions), Gregarious
(love spicy food)
Behavioral:
Variable Segment Options
Occasions Regular use (daily cooking),
Holiday/special 'Eid, family feasts)
Benefits Quality, flavor, convenience,
hygiene, health (no preservatives)
User status First-time users, regular users
User rates User rates medium users (average
households), Heavy users
(restaurants, food vendors)
Loyalty status Medium to Strong (brand can build
loyalty through taste and quality)
Readiness stage Interested, Desirous, intending to
buy
Attitude toward product Positive, Enthusiastic, Curious
Targeting:
Undifferentiated Strategy: Same product to all the consumers
To urban households
Health-conscious adults (who avoid spice)
Food startups, restaurants and grocery stores
Online grocery stores
Heart and blood pressure patients who are advised to avoid Red Chilli
Differentiation:
Differentiation factors include,
First mover advantage
Reliable and ecofriendly packaging
Locally sourced from Pakistan
With health and taste together
Positioning:
Competitive advantage:
First of its kind
Superior quality
Affordable price
Profitable business
Positioning statement:
Ap kay kitchen main agar Mirchilli nahi hay to ap ka kitchen adhora hay, na
mukamal hay kiun kay sirf mirchili hi deta hay sehat kay sath pakwan main
zayqa
Product Mix:
Product
Quality: Pure Distinctive Flavor With Original Nutrition
Features: New and Flavorful
Core Product:
Adding natural spice and flavor to food
Healthier alternative than red chili
Convenient for everyday cooking
Actual product:
Green chili powder
Sealed pouch
Brand name and logo
Augmented product:
Recipe and cooking tips
Customer support
Ecofriendly packaging
Buy 2 get 1 free (Loyalty Program)
Promotion:
1. Advertising
YouTube short recipes
Social media advertisement
Poster and banner in local markets
Collaboration with food bloggers and influencers to give reviews
about your product
2. Sales Promotion
Buy 2 get 1 free
Free sampling
Discount offers
Combination with other grocery products
3. Personal Selling
Going to store owners and asking them to keep your product
Attending local food shows and exhibitions
Making a sales team to promote your product by explaining its
benefits
4. Public Relations
Sponsorships in food events
Competing in a local cooking competition
Reaching out to a blogger for product review
